Marketing shapes consumers needs and wants versus Marketing merely reflects the needs and wants of consumers

• • 1,Marketing has often been defined in terms of satisfying customers’ needs and wants.  Critics, however, maintain that marketing goes beyond that and creates needs and wants that did not exist before.  They feel marketers encourage consumers to spend more money than they should on goods and services they do not really need.

    Take s position: Marketing shapes consumers needs and wants versus Marketing merely reflects the needs and wants of consumers. 200 WORDS

    2. Consider the broad shifts in marketing.  Do any themes emerge in them?  Can you relate the shifts to the major societal forces?  Which force has contributed to which shift? 200 WORDS

    3. How does marketing affect customer value? 200 WORDS

• • 4. Mission statements are often the product of much deliberation and discussion. At the same time, critics claim they sometimes lack “teeth” and specificity, or do not vary much from firm to firm and make the same empty promises.

Take a position: Mission statements are critical to a successful marketing organization versus Mission statements rarely provide useful marketing value. 200 WORDS

• • 5. When was the last time you participated in a survey? How helpful do you think the information you provided was? How could the research have been done differently to make it more effective? 200 WORDS

• • 6. Many market researchers have their favorite research approaches or techniques, although different researchers often have different preferences. Some researchers maintain that the only way to really learn about consumers or brands is through in-depth, qualitative research. Others contend that the only legitimate and defensible form of marketing research uses quantitative measures.

Take a position: The best marketing research is quantitative in nature versus the best marketing research is qualitative in nature. 200 WORDS