Pervasiveness of Marketing

Vital trade decisions atomic number 18 get up by every(prenominal) backing and as important as it is to make the right chore decision it is essential that marketing professionals understand how their marketing impacts our affectionate determine. on that point atomic number 18 several different charges that marketers get their meat across to potential customers(1), each marketing communications machine rear end aim different effect on us. Marketing is intrusive, businesses argon constantly sieveing to push their brands in our faces we b bely process single piece of information before the next one comes shooting our way.The pervasiveness marketing has undoubtedly influenced our mind-set and conduct a disposable culture creeps closer to becoming reality. Its beca apply our buyer demeanour is stunt woman based, we care about how differents weigh us more than(prenominal) than how we discover ourselves. This hugely changes our views on society coeval marketing has made us believe that we are what we buy, and that the brands we accept are a direct reflectivity of us. Marketing is an integral business function, but is hardly respected. It continually aims to stimulate entreat which leads to new customers and that leads to more market share.No longer stomach marketing be tunnel visioned in its pursual for brand awareness. Certain companies become mastered the AIDA model and offer use their understanding on multitudinous consumers, the Sony Bravia advertizing with the bouncing balls(2) went through the whole cycle from attention all the way to stimulating operation making them buy products they didnt particularly exact in the first place. Point-Of-Sale cues are use relentlessly and marketers are accused of not looking at how their decisions impact broader society. Our kind values are changing to customers being more self-centred and buying everyaffair that suits them.Our social values include friends, who we want to sacrifice a go od time with. But playing on the back of our heads constantly, is how cool we think we look, have we impressed our friends? Do we have the right clothes on? Do we have the right knell? As I mentioned, we think that the brands we own are a reflection of us so we try and buy the right products, not only to suit our personalities but to fit in. There is one thing that hugely influences our social values, and thats technology(3).A wireless world is slowly becoming more of an actuality as time goes on. The internet, as enthralling as it may be, has made people ess sociable and more secluded. perchance one of the most important social values is quality time with our families this is not possible if we are glued to the monitor during dinner time. In the past, dinner meant the whole family sitting around a table, having a laugh and eating to their hearts content. The internet has cut into this social value and is influencing young minds. But its been a fantastic medium for communication and a brilliant source for information. Both ways can be argued. Advances in technology go forth introduce location based advertising in the future(4), this makes us even more reliant on technology.This means that where ever we are, we will be targeted by businesses which this instant impact our social lives making us shop instead of talk to those we may know in the area. The whole notion of positioning is based upon understanding the consumer not society, making us feel bid we can familiarise ourselves with the brand, so that it doesnt feel alike marketing but instead feels like a developing relationship. Segmenting customers is a common marketing tool used when it comes to deciding on a target market. But it has huge disadvantages on society a common way for segmentation to slay place is with airlines.First class, business class and economy are forms of segmenting the market. Customers who have high disposable income doesnt necessarily have to fly first class but the position ing of first class in the consumers mind communicates the message that if you can afford it, go for it. First class passengers have made the connector that flying in luxury means they are successful and are respected. When in realness, they simply have more money than the average person. Economy flyers are made to think that they are normal, nothing special, but some of them could actually be successful.Some of them may have significantly advanced in their careers, and may have even helped the world The social values of first class travellers has changed into looking down on other passengers who arent flying first class the feeling of self accomplishment is mediocre an misrepresentation created by marketing. There are other marketing tools which de-individualises customers and sees them as groups and not individuals. An example of this is the postcode analysis, this influences the social values of consumers into thinking that they are only as good as the people who live cheesepa ring them.Marketing professionals need to start respecting customers as customers, and they need to understand the uniqueness of each individual consumer. There is a truly important marketing tool that can assess how much marketers are impacting our social values. Businesses can construct a PESTEL analysis of themselves to gain a better understanding of what is in their way and what they need to take into account before implementing any marketing decisions. MOSAIC is another segmentation tool used by marketers to decide exactly how to target their target market.This generalises too much and doesnt see customers as individuals, but as titles. There is one main point that marketing critics keep convey up. They see branding as being misleading to consumers, that the associations made with the product or service is just an illusion and doesnt reflect the actual quality of the product or service itself(5). Marketers definitely need to take this into account when taking care of brand ma nagement. However an argument against this is that branding gives people confidence, it helps consumers see themselves in a desirable light when owning a particular brand.It makes them feel like they are a part of something, this positive feeling surely cant be criticised. An example of a business who tries to create a strong association is Disney. Their chain of Magic Happens adverts definitely play on our steamy strings(6). They play on portraying the dreamy effect with their brand communication, which withholds powerful emotional appeals. Disney sells an experience, something intangible. This works really well when it comes to targeting electric shaverren, the imagination of a child is endless with hardly any limits.However this really affects childrens social values, making them almost worship Disney characters. Ultimately, this makes the children think that going to Disney Land is described as a dream come true taking their minds off of the important things in life. Another e xample is coca plant Cola. Their marketing strategy relies on making the consumer feel satisfaction when insobriety Coke, making the consumer feel unfermented and happy. The Coke slogan is Open coke. Open happiness(7). The association that will be made is definitely an emotional one, and will make customers feel like someone when they drink a can of coke in front of people.This is probably the brand that endangers our social values the most, ascribable to the obvious grounds that happiness is achieved through success or through a positive social encounter. Not from drinking Coke, this is nothing more than a positioning strategy. Behavioural psychology explains the laws of classical and operant condition. This has been used by many businesses in order to condition a specific response from a customer. Classical conditioning can be, and has been used in various advertisements in order to create lasting associations that will be profitable to the business.A psychologist called Pavlo v tests classical conditioning in one of hes experiments(8), and since then, he has influenced the use of hes findings by many marketers. An example of this is McDonalds, the first time we heard the famous McDonalds concise and snappy jingle we didnt know what to make of it. But afterwards a few more adverts we made the association between the jingle and the slogan Im lovin it(9). Whilst this association was being made, you can visualise the McDonalds logo and any images they want you to see.The general feel of the adverts are happy and upbeat. With time, our association became so strong, that all McDonalds do now is play the jingle, and we all say or think Im lovin it. This then becomes our unin condition(p) response to the jingle, which started off as being a neutral stimulus. So as you can see, classical conditioning is a powerful tool that marketers use, and we have attempted to create an advert whilst trying to apply the laws of classical conditioning. Customers are almost hy pnotised into thinking exactly what McDonalds wants them to think.This changes our social values into being more self-centred, making us seek pleasure for ourselves and gets rid of the whole idea of togetherness and sharing. The psychodynamic cost in psychology was devised by Sigmund Freud, an influential figure in psychology. He said that our conscious thoughts and actions are influenced by unconscious drives, such as the sex drive(10). Marks and Spencer victuals adverts take advantage of this idea. The woman speaking in the background speaks in a soft, sensual voice making it seem the food should be eaten in an intimate way(11) which almost makes us think their selling sex.According to the psychodynamic approach, our unresolved child issues and our sex drive will influence our conscious behaviour which is to ultimately buy the food. Marketers need to be very careful with this type of advertising its almost as if the consumers are not in control of what they like. Our social valu es may have been having a laugh with friends of the opposite gender, but due to this kind of mental approach to advertising it may unwillingly effect the perception of the customer. Using psychological approaches in adverts is legal, but it doesnt mean its moral.The mind-set of the customer changes, their perception changes and so their behaviour changes this can be seen as immoral. Companies ensure they put all side effects of certain products on the packaging but when are marketers going to actually take into account the side effects of their own decisions? If a certain type of marketing impacts broader society too much, and stimulates demand to an extent that the environment will suffer the marketers should definitely take it easy and refrain from these types of activities.Every career needs to work towards a better world to live in this is what morality is all about. The strategic business function that creates value by stimulating, facilitating and fulfilling customer demand(1 2) this is on of the explanations of marketing. But how will consumer sovereignty affect this? The old definition was meeting customer needs profitably, customers may decide what will be produced or on the other hand marketers may decide what consumers should be interested in. It all depends on how society is looked after by marketers, and how society reacts to marketing decisions.Our social values stems from how society operates and how society holds up against continual marketing activities. The decisions that marketers make impact society hugely, it can increase demand and can decrease demand. McDonalds have been successful at stimulating demand, due to this they have had to create 4000 new jobs(13). But even though more demand means success to a marketer, there is always backlash. There is a protest against the promotion of dispute food, the unethical targeting of children, exploitation of workers, animal cruelty, damage to the environment and the global domination of corporat ions over our lives.Marketing strategies are successful at making a profit, but its time marketing professionals look after the society which they themselves are a part of. Not necessarily societal marketing, but just development some of the concepts of this type of marketing. I think that its a personal challenge to each and every one of us to act and speak in a way which doesnt reflect the conditioned responses that marketing and movies have created. Our social values echo our personality and what we hold close to our hearts marketing professionals can change or strengthen this. That means reliability is a necessity as a marketer.Referenceshttp//inventors.about.com/od/timelines/a/ModernInvention.htmhttp//www.e-lba.com/ELBA%20Overview%20english.pdfhttp//nobelprize.org/educational_games/medicine/pavlov/readmore.htmlhttp//www.textart.ru/database/slogan/fast-food-advertising-slogans.htmlhttp//webspace.ship.edu/cgboer/freud.html