What is good marketing Essay Example | Topics and Well Written Essays - 500 words

What is good marketing - Essay Example disturbing situation leads to a viable business opportunity, how we can follow up without appearing exploitative?’ (Lears, 1995, p.78) It is only through a satisfactory and conscientious introspection that the often ethically dodgy marketing industry can make amends. According to a leading British management scholar, a good marketing approach would translate to the company â€Å"pursuing the new opportunity carefully and raising awareness of the issue without tying it directly to a sensitive incident. They need to set the stage by building awareness of their overall positioning among a horizontal audience†. (Krebsbach, 2006, p.30) Unless such ethical considerations are catered for, marketers will not be able to achieve good marketing standards. Ethical marketing is a phrase much bandied about, and at one level, it appears a genuine concept. However, skeptics suggest that â€Å"brands seizing on the fad for an ethical bent are merely displaying a selfish reaction to consumer pressure, which, while dressed up in the guise of saving the earth, is simply intended to keep profits flowing† (Campbell, 1999, p.106). But in spite of all the criticism one can attach to the marketing industry as a whole, some corners of the industry is trying in earnest to move towards acceptable marketing standards. However, unless the basic motive of marketers is modified, there won’t be any perceptible change in the prevailing situation. And the term â€Å"good marketing† will continue to remain an oxymoron. What gives hope is the invention of the concept ‘social marketing’. It is defined as â€Å"the application of commercial marketing technologies to the analysis, planning, execution and evaluation of programs designed to influence the voluntary behavior of target audiences in order to improve their personal welfare and that of society†. (Bloom & Novelli, 1981, p.83) Commercial marketing, on the other hand is defined as the understanding, targeting and advertisement of