Critical Marketing Essay Example | Topics and Well Written Essays - 1750 words

Critical Marketing - Essay ExampleAn examination of this and opposite contemporary merchandise practices reveals emergent issues that be closer inspection in the argona of selling as a discipline. A number of these have already attracted academic investigation but the almost important include the advent of the so-called relationship marketing and the increasing focus on ethics and social responsibility. There is, hence, an additional paradigm shift, which is outgo examined through the critical marketing perspective. Traditional Marketing The traditional marketing mix is composed of the so-called 4Ps, which was introduced by McCarthy back in the 1960s. This doctrine explains how marketing strategies, plans and approaches are designed according to four marketing elements product, price, place (distribution channel) and, promotion (marketing communication). According to Barker and Angelopulo (2005), the fundamental task of marketing is to combine these four elements into a marketi ng program so that efficiency in dealing with customers is achieved. (p139) For several decades, this traditional marketing mix, dominated marketing practices because it is aligned with the core marketing belief of consumer-centrism. By 1990s, however, recent marketing paradigms began to surface. The usefulness of the 4Ps became suspect as new variables emerge, calling for new marketing models. Day and Montgomery (1999) explained that with growing reservation just about the validity or the usefulness of the Four Ps concept and its lack of recognition of marketing as an innovating and adaptive force, the Four Ps now are regarded as merely handy framework. (p3) The development stemmed from the schools and lines of thoughts that were brought about by new practices such as relationship marketing, quality management, market orientation, supply and mensurate chain management, resource management, and networks. (Vargo and Lusch 2004, p1) Specific examples that demonstrate the changing face of marketing today is how digital technology revolutionizes the way people behave, interact with each other and their environment and consume products. Social networking websites are cases in point. They best represent the emergence of the so-called digital community through the Internet, which serve as near form of online version of society wherein people live their digital lifestyles wherein they talk with each other, forge relationships, buy their needs, look for guides and directions, and so forth. These websites introduced new marketing channels. In consideration of the previously cited factors, Vargo and Lusch were able to posit how contemporary marketing has become fragmented. What happened was that the traditional conception of marketing has to be set aside in order of magnitude to accommodate the requirements and challenges such as those posed by the addition of services and other intangible variables in the marketing practice as the marketplace include ideas and cul tural artifacts as products. This is in addition to the diversity in the roles of several actors and stakeholders in the development process such as institutions, ideologies, and the empowerment consumers. The dynamics of these new changes and how they call for new marketing models are best explained by a critical analysis of marketing. Critical Marketing According to French et al. (2010), critical marketing or the critical analysis