Introduction
Marketing is a tool that is used to inform the consumers about the presence and benefits of a product in the market. As retailers, the performance of a product in the market determines the level of profitability and growth. This influences the marketing decisions and approaches adopted by various companies. Though marketing is critical for the support of business functions, others argue that it is a manipulative tool that increases irresponsible spending and buying habits. This paper will discuss the two schools of thought and incorporate a Christian view on modern marketing.
Support for marketing
The positive reception of a product in the market influences the profitability of a business. This can only be achieved through enhancing consumer awareness. Marketing is the only tool that provides an opportunity for businesses to introduce new products into the market and enhance the performance of existing production. Without marketing, new products in the market will perform dismally due to the lack of information (Boone and Kurtz 24).
Support for marketing is based on the benefits it gets from consulting the consumer as far as information is concerned. This position is reflective of the actual marketing principles as practiced by various businesses across the globe. Businesses engage in marketing to improve the understanding of the consumers. An informed consumer has the ability to make an independent choice and decision on whether to purchase a product or not. Though marketing is persuasive, it has no direct correlation with impulsive buying as argued by critics. Businesses overestimate the potential of their products, but marketing also enhance the level of awareness among consumers. Marketing is, therefore, essential for businesses and consumers alike.
Marketing critics
Despite the benefits of marketing, critics have argued that it is a manipulative tool that increases impulsive buying and negative consumption behaviors. According to this school of thought, marketing is a tool used in capitalistic economies to increase the profit of businesses. The attitude of consumers towards a particular product in the market influences its performance. Different languages are also used by businesses to impress the consumers and make them buy various products (Boone and Kurtz 25).
This goal is achieved through the use of convincing languages without highlighting some of the weaknesses of the products. As a result, consumers make impulsive decisions based on the information from advertisers. According to this perspective, consumers should have be free to decide which product to purchase. Decision making should not be influenced by the various marketing tools used by businesses. Instead, personal experience and preferences should determine the willingness of consumers to use certain products. In marketing, excessive consumption is a way of life promoted by businesses. This position does not improve the wellbeing of the consumer but increases the performance of businesses.
Despite the exploitative nature of most businesses, marketing practices cannot be considered negative as described by this school of thought. Impulsive buying is a psychological behavior that is common among people with various disorders irrespective of marketing. Without marketing practices, products cannot be introduced into the market. This argument cannot go unchallenged due to the assumptions that it makes as far as marketing is concerned.
A Christian view of marketing
Christian views and perception towards various business practices are influenced by biblical teachings and practices. From the arguments presented by the two schools of thought, marketing presents a dilemma to Christians. As a student of a Christian university, my position on the issue of marketing is influenced by biblical teachings as well. The scripture supports a number of practices within marketing which improve the satisfaction of the consumers. In marketing, business success can only be achieved if the needs and wants of consumers are fulfilled (Boone and Kurtz 27).
In modern marketing, businesses are driven by the need to understand the desires of the consumers. This is the basis of biblical teachings which argue that God’s people have various needs and wants which must be satisfied.
Through marketing, businesses have attempted to understand the needs and demands of the consumers and fulfill them through various approaches. Marketing is used to minister physical and spiritual needs of the consumers through satisfying their needs. Businesses use marketing to provide better services to the market as opposed to increasing their profits and market performance. As a result, businesses are emerging as servants of the consumers by addressing their concerns.
Christians argue that service to the people is the only way to greatness and prosperity. By developing a consumer-based marketing approach, businesses have continued to provide better services to people. The introduction of concepts, such as ‘total quality management’, ‘the customer is king’ and ‘customer satisfaction’ to drive businesses, stems from the desire to meet the needs of the consumers (Boone and Kurtz 21).
Conclusion
Marketing remains an integral concept in businesses across the globe. Through marketing, businesses have managed to meet the needs of the consumers and increase their overall profits. Modern marketing principles are supported by biblical teachings as they seek to address the needs and wants of the consumer.
Works Cited
Boone, Louis, and David Kurtz. Contemporary marketing. 16th ed. Ohio: Cengage Learning, 2009. Print.