Both items point out the negative aspects of consumerism and consumption. Promot

Question

Both items point out the negative aspects of consumerism and consumption. Promotional activities seem to have the goal of encouraging buying and consuming products.

The marketing concept says that an organization centers its activities on satisfying the needs and wants of a customer.

Consider the following questions:

         Does promotion make people want things they do not need?

         Is the responsibility for controlling consumption on the customers or the companies who are trying to meet their needs and wants?

         How should businesses balance responsible marketing centered on customer needs with problems of consumerism.

Compose your answers in 3-4 paragraphs. Consider the environmental, economic, equity and sustainability issues in your answers.

Explanation / Answer

Consumerism is a social and economic aspect which encourage to buy the goods or services in increasing amount. It is a practise of increasing consumption of products. Product promotion is one of the important aspect of marketing which is very necessary in getting the brand in front of the public and attracting new customers. Promotion is one of the market mix element and it focus on raising customer awreness of a product or brand, generating sales, and creating brand loyalty. The main objectives of promotion are to present information to the people or target customer, to increase demand and to differentiate a product. The main purpose of a promotion are sales increase, launching new product, creating brand equity, positioning, etc.

Promotion activity helps in creating value of the brand which influence the buying decision of the customer. Customers are more likely to buy products of known brand rather than from unbrand. Though promotion activities influence the buying decision however people buy things as per their need. Promotion activities contribute towards increasing the consumption. If companies use Selling concept of marketing, people will buy things what they do not need as this concept focus on aggresive promotion and sale of its products.

In order to control consumption, companies should focus on different concept of marketing. Instead of selling concept they should focus on marketing concept. This means focusing on the needs of the target market and giving value better than the competitor. In this type, the company makes its brand so strong that customer themselves would prefer to buy products as per their needs. This can help in controlling the consumpption by the customer. Also consumers do not consistently factor sustainability into their purchase decisions.

Consumerism is one of the important aspect affecting our life. People are inclined more towards consumerism to be happier, better and more successful in the modern world. Consumerism is intrusive, manipulative, does not focus on meeting customers' needs, restrict choices and lives and is unsustainale. Consumerism is affecting the environment because natural resources are getting consumed. Business sustainaibility is an important aspect of controlling the problems of consumerism and also focus on meeting customers' needs. Sustainable business focus towards creating economic value, helthy ecosystems and strong communities. This type of business strives to meet the triple bottomline.

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