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ANÁLISIS DE LA CRÍTICA SOCIAL AL MARKETING (Article published in Spanish)

By Raymond Prada Daza

Abstract

Cada vez un mayor número de analistasy críticos sociales asocian el marketing con el consumo exagerado, y afirman que las empresas a menudo planifican la obsolescencia de sus productos con el ánimo de que los compradores adquieran nuevasversiones que incorporan muy pocas mejoras funcionales. Pero, además, aseveran que la publicidad agrega demasiados costos al precio de los productos y que la ganancia bruta de los fabricantes es exagerada. Las críticas se extienden al señalamiento deabusos en el poder político de algunos grupos de industrias y a la discriminación de distritos habitados por familias de bajos ingresos.Al compás de las respuestas de los mercadólogos, los consumidores se organizan y cobra relevancia el conceptode que el marketing debe ser socialmente responsable y que loscompradores potenciales pueden educar sus deseos más superfluos y caprichosos.An ever increasing number of analysts and social critics associate marketing with conspicuous consumption, even to the point of claiming that firms often engage in the planned obsolescence of their products with a view to selling newer versions with few if any functional improvements. Furthermore, they claim that advertising adds a stiff surcharge to such products and that manufacturer´s profits are excessive. Such critics also point to abuses of the political power wielded by certain industries, and even to discrimination agains residents of low-income areas. The revelations of market analysts and critics have led to the formation of consumer´s groups and to the belief that marketing must exercise social responsibility. Potential buyers are also urged to rein in their more superfluous and whimsical desires

Topics: Consumption, market analysis, consumerism, lobbying, green marketing, CONSUMISMO, MERCADOLOGOS, CABILDEO, MERCADEO VERDE, CONSUMIDORES, MERCADEO
Publisher: 'Universidad Icesi'
Year: 2002
OAI identifier: oai:ojs.icesi.edu.co:article/88
Provided by: Estudios Gerenciales
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