Been busy - and a bit distracted the last couple of weeks. Want to pick up on the idea that one of the core arguments against marketing being "necessary" is that it can - and often is used for less than positive purposes - some would say evil.
To get there we need to think about the core element of marketing - exchange. In theory marketing is usually thought of as an exhange - a transaction that is freely entered into by both sides - that a seller offers and a buyer accepts.
Sounds good - free exchange freely entered into - what could possibly be wrong with that. Well what if one side knows something the other does not - what if the seller knows that tobacco is both harmful and addictive but instead of sharing this info with the buyer, the tobacco company goes to great lengths to create an image of smoking as something cool and part of a cultural norm.
The problem of asymmetrical information is real - and marketers either knowingly or not have used this to promote and persuade consumers to engage in exchanges without full knowledge about the costs and benefits of the transaction.