Unethical Practice
Copperstone University
Progromme : Diploma in Marketing
Student Name : Richard Sikanyika
Lecturer’s Name : Ms J Zulu
Course Name : marketing 1
Assignment No : one
Computer No : CU-DM-42-2921
Due date : 30-06-2013
Marketing Encourages People to Purchase What They Do Not Need
Possibly the criticism most frequently made about marketing is that marketers are only concerned with getting customers to buy whether they want the product or not. The root of this argument stems from the belief that marketers are only out to satisfy their own needs and really do not care about the needs of their customers.
Exaggerating benefits of using a product
Marketers are often criticized for exaggerating the benefits offered by their products. This is especially the case with the part of marketing that engages in customer communication, such as advertising and sales people. The most serious problems arise when product claims are seen as misleading customers into believing a product can offer a certain level of value that, in fact, it cannot. E.g. the way lotion are made to portray light skinned people as if when a customer purchases lotion and apply to their skin they will also look like that.
And further more on unethical practice are such things like expiry date not displayed on certain items. Some marketers do not display the expiry date on their products they offer and hence they make a heath hazard.
Exorbitant pricing A key to marketing success is to engage in a deliberate process that identifies customers who offer marketers the best chance for satisfying organizational objectives. This method, called target marketing, often drives most marketing decisions, including product development and price setting. But some argue that target marketing leads marketers to focus their efforts primarily on customers who have the financial means to make more expensive
Progromme : Diploma in Marketing
Student Name : Richard Sikanyika
Lecturer’s Name : Ms J Zulu
Course Name : marketing 1
Assignment No : one
Computer No : CU-DM-42-2921
Due date : 30-06-2013
Marketing Encourages People to Purchase What They Do Not Need
Possibly the criticism most frequently made about marketing is that marketers are only concerned with getting customers to buy whether they want the product or not. The root of this argument stems from the belief that marketers are only out to satisfy their own needs and really do not care about the needs of their customers.
Exaggerating benefits of using a product
Marketers are often criticized for exaggerating the benefits offered by their products. This is especially the case with the part of marketing that engages in customer communication, such as advertising and sales people. The most serious problems arise when product claims are seen as misleading customers into believing a product can offer a certain level of value that, in fact, it cannot. E.g. the way lotion are made to portray light skinned people as if when a customer purchases lotion and apply to their skin they will also look like that.
And further more on unethical practice are such things like expiry date not displayed on certain items. Some marketers do not display the expiry date on their products they offer and hence they make a heath hazard.
Exorbitant pricing A key to marketing success is to engage in a deliberate process that identifies customers who offer marketers the best chance for satisfying organizational objectives. This method, called target marketing, often drives most marketing decisions, including product development and price setting. But some argue that target marketing leads marketers to focus their efforts primarily on customers who have the financial means to make more expensive