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Contentious Issues Facing Marketing

Marketing comprises strategies and approaches used to recognize, generate and sustain gratifying relationships with clientele that result in profits for both the marketing entity and the customer. With the advent of technology, marketing has achieved new heights with more companies being able to penetrate foreign markets encouraging the purchase of their respective products or services. Platforms such as the internet have facilitated marketing creating novel advertising techniques and perpetuating marketing of certain products in particular regions. Despite the embracing of such marketing strategies in business organizations, not all marketing techniques are appropriate for all products.

One contentious issue arising from marketing is the use of online marketing. Online marketing refers to the promotion and advertising of products and services through the internet. The scope of internet marketing is wide since it includes marketing done through electronic mail (e-mail) and wireless media. The technique has been highly beneficial to companies due to the reduction of advertising costs in relation to target audience. Companies have also been able to measure statistics easily and economically. Firms have also been able to design novel advertising techniques. Other advantages include enhanced communication, product innovation and an increased customer base.

Despite the many benefits that are accrued by online marketing companies, promotion of some products or services through the internet is inappropriate. This is because some products or services are more susceptible to negative limitations. For instance, most products that are marketed online are usually swindles or are marketed with deception making it difficult to determine what the customer is purchasing. According to Flatley (2012), most of the products used as frauds in the internet are products intended to train or assist online marketers in creating revenue. Furthermore, some products are just pyramid schemes created by marketers to create revenue without delivering the product.

Certain products require the use of the human touch factor to influence potential customers by marketers. Products offering customer services such as health services require concierge services such as those used by the travel sector to appeal to customers. Furthermore, investing in personal factors enables the customers to relate with the type of product or service offered. However, online marketing has forced most companies to scrap the use of personal or human factors. This is because the marketing of the product or service is entirely based on the advertisement and the precise information to be delivered by the advertisement. Therefore, focusing on the basic information to be noted by potential consumers ignores any human feel to the advertisement (Martin, van Durme, Raulas and Merisavo, 234).

One of the major concerns arising from online marketing of certain products is security. Information security is essential for both customer and company that engage in online business. The dynamism of technology has led to disruption of information privacy (Stewart and Zhao, 290). This explains why most consumers are hesitant to regard certain products or services that involve online purchasing. This is because the consumers believe that once they reveal their personal information (through credit card numbers); it will no longer be private. Additionally, companies holding private information regarding customers are prone to data leaks and attacks. Moreover, web sites regularly capture browsing history, which can be used for targeted advertising.

Another reason why online marketing is inappropriate for certain products is due to the physical euphoria experienced by physically feeling some products. According to Martin, van Durme, Raulas and Merisavo (296), most cosmetics products advertised online are never tested on or sampled by potential customers. Because of the absence of the product’s physicality, consumers are unable to physically feel or try on the product. This can be a limitation for certain products, which require sampling. Additionally, the absence of a product’s physicality can lead to exaggerated information regarding the product, thus forcing consumers to purchase sub standard products that do not satisfy their needs.

Another broad contentious issue facing marketing is international marketing. International marketing refers to the promotion and advertising of products and services over international boundaries. Technology has enabled companies to adapt overseas advertising channels that have seen some products and services penetrate even the most remote countries across the globe. International marketing has enabled multi national companies acquire large economies of scale in foreign countries. Similarly, international marketing has leveled the competition and made it possible for small and medium enterprises to compete with large corporations. However, certain products require consideration when it comes to international marketing since this type of marketing cannot be applied in specific regions.

One of the main reasons why it is inappropriate to market certain products in particular locations is a location’s culture. Culture describes the values, beliefs, behavioral norms and practices of a particular place. Since culture reflects a particular group, it is diverse among many regions. The culture of a particular region influences the type of products that can be marketed for that place. For instance, Arab countries disdain alcoholic beverages with respect to the Islam religion. Thus, marketing alcoholic drinks in such countries is inappropriate since the product advertised will lead to a negative public image of the marketer. Therefore, it is important for marketers to realize the limitation of marketing certain products or services based on a people’s culture (Cavusgil, Deligonul and Yaprak, 7).

Another reason can be attributed to product branding. Branding in marketing describes the unique feature that describes a product or a service and differentiates it from other products or services. The method of branding appeals differently depending on the type of region. For instance, Americans find category specific brands comfortable. This is different from Asian communities who relate the quality of a product or service to the brand. Products with major brand names are more likely to attract Asian customers than categorically specific products. Hence, marketing in the Asian region by American companies regarding certain products is incongruous since such products must be of a major and acclaimed brand.

Different regions have different levels of adapting new products. This is mainly attributed to the various attitudes comprising the region (Cavusgil, Deligonul and Yaprak, 11). For instance, marketing pharmaceuticals in countries like Malaysia would be futile. This is because the attitude of the Malaysian regarding health is based on traditional faith healing. Additionally, marketing electronic products such as videocassette recorders or even digital versatile disc players in Malaysia is inappropriate since most of them cannot afford them. Such attitudes only serve as limitations to marketing certain products or services in other locations.

It is important for marketers to recognize that not every marketing technique is suitable for all products and services. Each customer has their own preferences and tastes and it is up to marketers to determine the right technique of promotion for the right type of customer. Knowing the right type of marketing strategy can assist the firms in avoiding possible losses arising from low customer value proposition.

Works Cited

Cavusgil, Tamer, Seyda Deligonul, and Attila Yaprak. “International Marketing as a Field of Study: A Critical Assessment of Earlier Development and a Look Forward”, Journal of International Marketing, 13.4 (2005): 1-27. Web. 15 Oct. 2012.

Flatley, Joseph. “Scamworld: “Get rich quick’ schemes mutate into an online monster”. The Verge. May 10, 2012. Print.

Martin, Brett, Joel Van Durme, Mika Raulas, and Marko Merisavo. “E-mail Marketing: Exploratory Insights from Finland”, Journal of Advertising Research, 43.3 (2008): 293-300. Web. 15 Oct. 2012.

Stewart, David W, and Qin Zhao. “Internet Marketing, Business Models, and Public Policy.” Journal of Public Policy & Marketing, 19.2 (2000): 287-296. Print.