1. MARKETING MANAGEMENT-1
Assignment 1: Social Criticisms of Marketing on Individual
Submitted To:
Mr. Santosh Sood
Submitted By:
Ashish Manchanda (33)
Ashwani Kumar (22)
Bharat ( )
Gaurav Mishra (23)
Simranjeet ( )

2. Marketing’s Impact on Individual Consumers:
Surveys usually show that consumers hold mixed or
even slightly unfavorable attitudes toward marketing
practices. Consumers advocates, government
agencies and other critics have accused marketing of
harming consumers through high prices, deceptive
practices, high pressure selling, shoddy or unsafe
products, planned obsolescence, and poor service to
disadvantaged consumers. These are not sustainable
in terms of long term consumer.

3. High Prices:
1. Cost of Distribution:
Critics charge that there are too many
intermediaries, that intermediaries are inefficient, or
they provide unnecessary or duplicate services. As a
result, distribution costs too much, and consumers
pay for these excessive costs in the form of higher
prices.
2. High Advertising and Promotion Costs:
Critics say that much of the packaging and promotion
adds only psychological value to the product rather
function value.

4. 3. Excessive Markups:
Critics point to the pricing tactics of bottled water and soft drinks
that cost hardly anything but are sold at a high price and to the
high charges for auto repair and other services.
Deceptive Practices:
Deceptive means concealment of the actual fact. For ex. An
insurabce agent tells a perspective insured that policy provides a
particular benefit when is actual this benefit is not in the written
language of the policy.

5. 1. Deception Pricing:
It includes practices such as falsely advertising factory and sale prices.

6. 2. Deception Promotion:
It includes practices such as misrepresenting the product’s features or
performance.

7. 3. Deception Packaging:
Packaging that creates an impression that enclosed material is more than what
it really is, in terms of either quantity or quality.

8. High-Selling Prices:
It is often said that insurance, real estate, and used cars
are sold, not bought. They sell hard because sales
contests promise big prizes to those who sell the most.
Such tactics may work in one-time selling situations for
short-term gain. High pressure or deceptive selling can
do serious damage to such relationships.

9. Harmful or Unsafe Product:
1. Complaints about poor quality of product:
mig21 crashed because of poor quality of
parts.

10. 2. Fast food causing health related problems:
3. Harmful and hazardous products:

11. Planned Obsolescence:
It is a policy of planning or designing a product with a limited useful life, so it
will become obsolete that is, unfashionable or no longer functional after a certain
period of time, Planned obsolescence has potential benefits for a produce
because it puts consumer under pressure to buy new products.

12. Poor service to low income groups consumers:
1. Serving disadvantaged consumers poorly
2. Home and auto insurers have been accused of assigning higher
premiums to people with poor credit ratings

13. Thank You!