In today’s world, there are many marketing practices that are socially irresponsible. Two of these questionable practices are excessive markups and the sale of inferior, harmful, and unsafe products. In order to cleanse the market place, businesses can do many things. Two easy ways to help improve marketing for both the business and the consumer are consumer-oriented marketing and innovative.
The first of the irresponsible marketing practices is excessive markups. This occurs when a business produces a product for cheap, and then jacks up the price to a very high level to make extra profit. Golf clubs are a great example of this questionable practice. I bought the Cleveland TA7 golf irons that I currently use. Those clubs were $699.99, just for the irons. Then, of course, you need a driver, woods, a putter, golf bag, and other accessories. These particular clubs are made of steel (as most are), which can be produced relatively cheap. They’re only worth about $100, but because of the fact that golf companies want to make a lot of money more quickly, they set extremely high prices.
The second major irresponsible marketing practice is creating products that are not good. These useless products can be found everywhere. The best example is the typical “dollar store” item. Every one of those cheap toys breaks the first time they are used, but because the toys were only a dollar, they will not be replaced. Some products may not work well, or may not last long, even though they sell at a high price. This is not ethical or socially responsible.
Consumer-oriented marketing is the philosophy that holds that businesses should view and organize its marketing activities from the consumer’s point of view. This means that the businesses need to analyze the market to find out what the consumers need, and then figure out the best way to satisfy those needs. By looking at the market though the eyes of the consumer, the buyer-seller relationship can be improved so that both parties benefit.
Innovative marketing is similar to consumer-oriented marketing in that both ways deal with improving the relationship between the buyer and the seller, and making businesses more effective and efficient. Innovative marketing is the philosophy that businesses should constantly be searching for ways to better their products and the marketing process itself. For example, Apple Corporation has continually developed new, longer-lasting, higher-quality products over the past few years. First, the iPod came out, then the iPod Mini, then the iPod Shuffle. Currently, the iPod Mini is no longer in production because it was found to break very easily. Taking the iPod Mini off the market is socially and ethically responsible because they will break too easily, not providing the services that Apple boasts of its products.
Although there have been many questionable marketing practices in the past, the future seems bright. The sponsor of this post and a great example of striving to change the look of business is a company owned by Micheal Banish, specializing in pest control beaverton or. He serves as proof that there are many businesses using ethical practices, such as innovative marketing and consumer-oriented marketing that are prevalent and continue to better the world we live in. And, he’s just one example of a business making a difference.