The marketers always face some criticism. Sometimes, this criticism is justified but not in a great manner. In that time, it is a big question of Social and ethical issues in marketing. However, critics are claimed that some of the marketing issues hurt them a lot. Besides, it also hurt the social values and environmental issues as well. Having a greater excess of information, consumers have easily collected any information regarding any product. So, they have many concerns about marketing and businesses (how the businesses are serving their interests.)
As a result, the government agencies and other critics always accused of some marketing factors. These are harming consumers through high prices, high-pressure selling, shoddy or unsafe goods, planned obsolescence and poor services and so on.
- High prices
To do some many marketing of products are increasing the cost of the producers. So, they are adding these costs and set a selling price for customers. Sometimes, it may happen for mis-marketing of goods. However, there are three key points that are responsible for high prices.
- The high cost of distribution
There are so many greedy middlemen. They are charging high price from local sellers. Ultimately, this results in a high price of goods. Besides, some intermediaries are inefficient, lack of skill and poorly run. That’s why; there are lacks of managerial skill to manage inventories. As a result, the consumer has to pay higher prices in terms of distribution cost.
- High advertising and promotion costs
Because of high advertising and promotional costs, it is unable to set a low price for goods.
- Excessive mark-ups
Some companies are charging more prices than others. Thus, profits are varying than even the total cost of products.
- High-pressure selling
Salespeople are highly trained up for high-pressure selling so that they can easily manipulate consumers to buy products. Besides, these salespeople are trying to give no space of thinking anything else of purchasing. This often occurs at insurance, banking services, blood donation and mostly in unsought products.
- Shoddy or unsafe products
Shoddy or unsafe products are lack of quality than others. It may be –
- products are not made well
- out of expired date
- unsafe products or unhygienic as well
- Provide proper narration by salespeople
We obviously face this problem. Some sellers are trying to hide the defective side of the goods. Besides, they don’t reveal it anymore. However, they don’t provide the right direction whether it is right or wrong for exchange.
- Planned obsolescence
Some followed this planned obsolescence for their goods. They are always blaming their products that become obsolete before they need replacement.
- Poor service to disadvantaged consumers
The marketers are always targeting profitable customers. Besides, they also provide a better service for them. But they don’t give proper service to rural customers as they are not profitable at all for them.
Most marketers are concerned about material possessions. It means that people are judged by what they own rather than what they are. It is like people have smartphones, cars, apartments, branded clothes, etc.
- Too few social goods
The marketing is responsible for overselling of private goods. This is possible at the expenses of public goods. For example, if there are more automobiles it means that the requirements of more parking spaces.
- Cultural hazards
The more aggressive marketing is responsible for creating cultural merging and confusions. These advertising influence us the most. We always see ads all around like through smartphones, TV, radio, electric billboards, and newspaper and magazine ads. These are used to pollute people’s mind with messages of materialism.
- Hazards of capitalism
The marketing of any product is a part of society. However, it deals with the concentration of wealth and power. Besides, it clears the social divisions and arises conflict among social groups. So, critics have always criticized these types of marketing.
Finally, we are able to learn the social and ethical issues in marketing. Hope that it is great learning for you.