Impact of Marketing on Consumers, Society, and Businesses

Marketing is generally perceived as a process of promoting the sale of goods and services to the final consumer. There are various conventional tools of marketing including branding, advertising, direct marketing, publicity, sales promotion, and public relations, which impact on the consumers, the society, as well as other businesses (Anilkumar, 2013).
Critics have largely acknowledged that marketing has legitimate uses and brings positive impacts on the above mentioned groups, but some aspects of the marketing process are subject to criticisms, especially advertisements and promotions.
Global marketing has brought about a complex scenario where the international market is free for entry and exit of firms, and competition levels are high. In addition, there is an alarming rate of homogenous products, flanked with a load of heterogeneous consumers, and extremely large target market segments (Jocz&Quelch, 2008). In essence, marketers have to step up their tools in order to gain substantial benefits in the market.
In similarity, marketing is essential in all the three aspects being compared, since it creates awareness about an existence of a product, and connects that particular product with the consumers, society, and other relevant businesses. Moreover, some products are inarguably beneficial, and their promotion is largely geared towards the betterment of the society. Marketing, thus, creates a platform where these goods can reach the society and make an impact(Anilkumar, 2013). Other businesses which would want to use the products of a given company for further productions also get to learn of the availability and benefits of such commodities.
Despite the positive effects marketing has on consumers, society, and other businesses, several drawbacks also emerge, especially when markers decide to be fraudulent and unscrupulous. Marketing of products with negative effects such as harmful attributes is non-beneficial to both the society and the individual consumers. In a nutshell, marketing can sometimes be misleading, or may be coaxing in such a manner as to force consumers into buying products out of their preferences (Nijssen& Douglas, 2011).
Contrastingly, global marketing has other varied impacts on individual consumers, the society, and other businesses. On the consumer, aspects of marketing such as promotion and advertising actually create the need and the desire of a particular product. It is generally believed that consumers do not know what they want, and given the great homogeneity of products in the international market, consumers are generally swayed into believing that a particular product would be best suited to his/her needs(Jocz&Quelch, 2008).
On the society, global marketing has had various impacts, considering aspects of culture, values, and beliefs. With regards to international market segmentation, variables of behavior and lifestyle manifest strongly, and each has to be considered in order to effectively penetrate the market. Different societies blame efforts of marketing in prodding erosion of culture, beliefs, and norms.
In other businesses, marketing plays a profound role, given the nature of the relationship between the two businesses. A competing business would rely on weak marketing efforts by its rival in order to capture a wider market; while those which relate mutually would both benefit from an effective marketing(Anilkumar, 2013). A company’s marketing style may ‘demarket’ another business, hence laying a negative role in its development (Mitran&Bebeşelea, 2012).
Conclusively, business marketers should focus on ensuring effective marketing strategy, in order to capture the interest of the customers, create a good rapport with the society, and exist mutually and peacefully with other businesses.

List of References

Anilkumar, NN 2013, ‘The Influence of Marketing on Consumer Attitude Functions for Kitchen Appliances with Special Reference to a study at Kochi Metro’, Advances In Management, 6, 1, pp. 54-63.

Jocz, K, &Quelch, J 2008, ‘An Exploration of Marketing’s Impacts on Society: A Perspective Linked to Democracy’, Journal Of Public Policy & Marketing, 27, 2, pp. 202-206.

Mitran, P, &Bebeşelea, M 2012, ‘About the crisis marketing and the crisis of marketing’, Economics, Management & Financial Markets, 7, 4, pp. 660-665.

Nijssen, E, & Douglas, S 2011, ‘Consumer World-Mindedness and Attitudes Toward Product Positioning in Advertising: An Examination of Global Versus Foreign Versus Local Positioning’, Journal Of International Marketing, 19, 3, pp. 113-133.