Essentials of marketing

Marketing concept is the philosophy of serving and mutual benefit. Apply them drive the
economy with an invisible hand to satisfy numerous and exchangers needs of millions of
consumers. The question to what extent the survival of companies in a global market
competition through marketing activity is ethical conduct, because practices Marketing is
often appreciated adversely by the "pressure" by them.
Some studies have shown that consumers, particularly in developed countries, there is some
concern about the products and services dangerous, high prices and lower quality or
misleading advertising, selling pressure and other such practices. Many critics argue that the
very concept of marketing should be adapted to this era marked by environmental damage,
depletion of natural resources, the explosive growth of population, the neglect of social
services etc., proposing the concept of social marketing.
The new concept of social marketing reflects that the company must define its mission
in broader terms, the order of "social" and not just in narrow terms, related to
"product". Applying the principle of social marketing, marketing firm makes decisions based
on the needs of consumers, long tremen interests, needs and interests of the company ahead of
society. The first issue relates to the fact that, often, the needs, desires and interests coincide
customer's perspective, and customers are the ones who know best what they need. However,
they do not always take the most appropriate decisions. People want to eat fatty foods harmful
to health. Some want to smoke, knowing that smoking can kill them, affecting others. To keep
under control some of the evils of marketing potential, it is necessary, by means of mass
communication, to explain and prove why they are harmful smoking, fatty foods and
alcohol. It is also necessary to introduce rules implicit, if not explicit, to limit the demand for
such products.
A second aspect of the problem is the fact that consumer desires are sometimes at odds
with the general interests of society. If the marketing business, the company aims to satisfy its
customers' needs, desires endorsed entire societies, but their specific customers, marketing
operators put them in a dilemma. Consumers want to enjoy the comfort of air conditioning
systems, but we do need, however, the ozone layer in the atmosphere. Consumers everywhere
should use unleaded petrol, but not all that interested them. Often, marketing operators can
not realize clearly that is most appropriate course of action. As not all man- agers have welldeveloped sense of morality, companies must adopt ethical policy-level marketing
organization. Such a policy will include the principles that must be guided every employee of
the company in its activity. They cover the whole range of relations with distributors,
satndardele advertising, customer service, pricing, product development and general ethical
satndarde.
One of the biggest specialists in marketing, Philip Kotler, proposes a series of
principles that could form the basis of public policy in terms of marketing. These Principles
are given below:
1. The principle of freedom consumers and producers. Wherever
possible marketing decisions to be taken by consumers and
producers in conditions of relative freedom. People can be
satisfied in the way they understand the satisfaction and how not understand
others.
2. The principle of avoiding potential harmful effects. To some
extent, transactions freely by manufacturers and
consumers are their job. Political freedom control system
manufacturer only prevent carrying out transactions that harm or threaten to harm producers,
consumers and others. The harmful effects of transactions is why state intervention.

3. The principle of basic needs. The marketing system should serve both consumers and
disadvantaged rich. In a free system, some categories of consumers without purchasing power
could be deprived of necessary goods and services, which would affect their physical or
psychological condition. The marketing system should support econimce and political
initiatives to solve this problem. He should strive to meet the basic needs of all people, so
everyone can benefit to some extent on the standard of living that the system creates.
4. The principle of economic efficiency. For marketing activity to be effective, the system
needs competition. An open market creates conditions for the existence of competition, free
movement of goods, freedom of information and the information of buyers. All these things
make an efficient market. To obtain profits, companies must be alert to their costs and create
products, prices and apply to practical marketing programs that meet the buyer needed across.
5. The principle of innovation. The marketing system encourages genuine innovation in
order to reduce production and distribution costs and create new products that meet changing
consumer needs.
6. The principle of consumer education and information. Information is especially needed
when the goods are confused because of the large and contracdictorii statements about them.
7. The principle of consumer protection. Educating and informing the consumer can not
solve the whole problem of protection acestetuia. The marketing system should provide
consumers the necessary protection. Products today are so complex that even the most
informed consumers can not assess with complete certainty. They do not know if u mobile
phone radiation causing cancer occurs if a new car has defcte safety system, or if a new drug
has dangerous escundare effects. A government body must verify and assess the safety of
various food products, toys, appliances, cars and construction. Advertising is one of the
marketing tools used
by enterprises to attract the attention of consumers and to sell products or services. Many
experts consider advertising activity essentially a morally healthy: its function information it
provides great freedom of choice for the consumer and also requires a proactive market
tenderer to face competition. On the other hand, increasing the role of advertising in business
activity, improving techniques and promotional tools have raised the possibility that the effect
of impact on the consumer to move from "influence normal" handling. From an ethical
standpoint, the information function of advertising raises some questions about how this
information is "forcing the hand of the consumer ', the way they selecteazacele information
to persuade, or how they can be shown the benefits of their products.
The most serious allegations are made public, Integ not his, but in many cases are: [3]
Deception - advertising should not be dishonest and misleading but should provide useful
information to customers; however, often the facts are presented fractionated, which is
misleading, or even false, they exaggerate some qualities of the product are ambiguous or
statements can not be sustained in reality, all acestae fiinfd actually scams;
Handling - some recent dispute over advertising that reveal everything that advertising
content can affect the autonomy of the individual; many critics considered manipulative ads,
because linking suggestive unknown product wish.
Irritation - many people find it nummulite growing brutal attempts to sell them something
is a nuisance;
Violation intimititii person - it seems that every time customers order goods by mail or
phone requests a book or a subscription to a magazine, the name, address and purchasing
behavior are immediately recorded in the database of an advertising firm ;
Comparisons to competing brands of products - are strictly regulated in all countries,
which often allows the use of these unethical practices;
hints of a sexual nature - are deemed offensive to many categories of population, as well
as emphasizing violence in the advertisements;

Creating an artificial needs - professional advertising can not deny that they are trying to
create consumers unsatisfied with the products or services they are using at the time and they
try to sell customers goods that they did not necessarily need, but you might want;
Inducing a certain restlessness among the people, to various problems such as body odor,
tooth decay, lack of confidence, etc .; for example, sellers of insurance policies should exploit
anxiety to be able to sell life insurance or accident;
Some adverse effects on children - children are considered most vulnerable to
advertising; they imitate the behaviors induced by advertising easy and leave easily
influenced by advertisements.
Although the economic role of advertising can not be disputed, its social role was increasingly
subject to criticism and doubts more. It is of particular importance in establishing social
values, so the messages we should convey long weighed.