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Assignment Social Criticism of Marketing Marketing receives much criticism. Some of this criticism is justified; much is not. Social critics claim that certain marketing practices hurt individual consumers, and society as a whole. To be fair, it is not the practice of marketing itself that is bad or harmful it's the way companies choose to implement it that matters. In most ways, we all benefit greatly from marketing activities. However, like most other human activities, marketing has its flaws. Definition of marketing Marketing is the means by which companies build ongoing relationships with customers in order to attract and retain them by satisfying their wants and needs and instilling brand loyalty. Background information Since it began in the 1950s, marketing has become increasingly important for businesses since it allows them to adjust how they sell a product to consumers, which in turn optimizes success. . Today, marketing is in all stages of a business' selling journey, and marketers use numerous platforms to identify the target customers and do everything in their power to draw their attention. Marketing's Impact on Individual Consumers Consumers have many concerns about how well the marketing system serves their interests. Surveys usually show that consumers hold mixed or even slightly unfavourable attitudes toward marketing practices. Consumer advocates, government agencies and other critics have accused marketing of harming consumers through the following practices: Privacy issues Gathering and analyzing information on the market in which marketers conduct business has become a common practice recently. Often the most valuable information deals with customers' buying behavior and especially determining which factors influence how customers make purchase decisions. However, to some consumer advocates, digging deep into customer buying behavior crosses the line of what they consider to be private information. Of most concern to privacy advocates is marketers' use of methods that track user activity. In particular, they are critical of the growing use of advanced technologies that allow marketers to gain access to information which reveals customers' shopping habits. For instance, one type of tracking software, called adware, enables marketers to monitor the website browsing activity of unsuspecting users and use this information to deliver advertisements based on users' internet habits. There are also rising concerns with potential tracking that may occur with other connected digital devices such as television set-top boxes, voice-activated assistants (e.g., Amazon Echo), digital thermostats, and other so-called "smart devices." Lack of Transparency Ethical marketing is about truth and transparency. A study found that 94% of consumers are likely to be loyal to a brand that offers complete transparency. Furthermore, 73% of consumers say they would be willing to pay more for a product from such a brand. However, marketers indulge in unethical practices by exaggerating or distorting the truth or concealing important information. Consumers often do not realize that they are on the receiving end of these unethical practices until after purchasing a product. For example, plenty of companies -banks, utility companies, cable and internet companies, and more- have hidden fees. They advertise a price but when the customer receives the bill, in addition to the price, there are taxes and other fees that the customer doesn't understand. And when these are explained, the customer often disagrees with them. Source: Fullerton, R. A., Weinberger, M., & Scruton, S. (2019). Marketing's evolution and the myth of the "Production Era". Journal of Marketing, 52(1), 108-125. Read the text above and write an introduction paragraph answering the question Discuss whether the current marketing system is sustainable in terms of the individual consumer benefit. Your introduction should include the following features: 1. Introduction of your topic 2. Definition of the topic/ key term (Paraphrase the underlined definition and cite.) 3. Background information about the topic (Paraphrase the underlined sentences that provide background information and cite.). 4. Thesis statement