Marketing as a Practice - Literature review Example

The paper "Marketing as a Practice" is a good example of a literature review on marketing. Marketing as a practice has concentrated on consumer sovereignty and consumer needs satisfaction and profits to shareholders with little concern given to the protection of societal interest for this is deemed to be the responsibility of the government (Crane & Desmond 2002). According to Smith, Palazzo, and Bhattacharya (2010), environmental degradation, climate change, social unrest, poor human rights and poverty in developing countries have been blaming marketing activities. Marketing is known to position a firm’s product or services to the minds of consumers and has also remained a very profound tool that impacts the society in terms of molding their mindset and giving them a sense of sensibility (Bonini, McKillop & Mendonica 2007). In the same case, inappropriate marketing has also been said to lead to undesirable impacts on society.

There has been increased knowledge, awareness and interest in marketing’s impact which has resulted in substantial media concern of corporate misconduct (Bonini, McKillop & Mendonica 2007). This has lead to the question of who is obligated to ensuring a more societal way of marketing and creating awareness of the fact that, societal marketing is a notion that marketers and corporate ignore at their own risk. Harm to consumers can be a result of the marketing of products that are harmful when used as intended. This, for instance, includes tobacco, or marketing products that cause harm when misused or even abused, or even advertising products such as cosmetics that promote an idealized view of feminine beauty.

Moreover, harm to others or the society falls under a category of even the results of consumer’s consumption decisions (Smith et al 2010). Consumption of product which degrades the environment is an example. Additionally, through alcohol consumption, some neighborhood is associated with violence. This being the case, marketers are expected to act in an ethical manner whenever they are carrying out their activities.

Despite substantial regulation in the advertisement; British American Tobacco continues to vigorously market her products to societies all over the world. It is worth noting that, media promotion of tobacco product brand does influence underage smoking. In the same case, the marketing and the sale of their product are marred by compromised standards of age verification. This company has a well-designed marketing strategy through the use of the 4Ps, product, price, packaging, promotion, and price. In terms of the product they offer, they state that it is through innovation that they come up with the quality of the leaf, finer cut tobacco, improved tastes, with an intention of giving their customers a less harmful way to enjoy tobacco. Their prices are very competitive and have brands that meet all customer segments from super-premium, premium, and mid-price brands. They have also invested heavily in the packaging of their products as well.