Marketing, in general, assumes that particular products need to be introduced or re-introduced to end users to trump the competitors and their products. Essentially, marketing serves as a public relations tool to enhance the market position and reach the ultimate goal of enhancing the profitability of a given commercial entity.
However, the question of marketing’s role in society begs the query of the necessity of standards as well as the respective impact of marketing on society in its entirety. First and foremost, there is the philosophical question of the necessity of marketing. One may argue that in a market-oriented society, marketing serves the necessary purpose of offering products and services that will assist individual units of society in fulfilling their needs and desires. To take this argument further, one may argue that by offering and introducing products and services, marketing enables the achievement of a certain degree of satisfaction of individual members of the society, which in turn contributes to the overall well-being of a nation.
Alternatively, one may argue that exposure to products and services may serve the corporations more by creating artificial wants and needs that would be otherwise not available or possible. One can even take this argument further by asserting that marketing products and services only serves the creation of artificial needs and want, which in turn creates a culture of consumption that leads to a superficial society.
In the case of our company, World Consulting Group has decided to abstain from commercial and paid marketing and advertising. This consensus was reached unanimously by all the relevant stakeholders. It was decided that World Consulting Group should be run in a fashion in which end users and consumers find our company on their own because of their decision that they will need assistance in areas such as management consulting, online and offline advertising and marketing, informational technology, political and economic consulting.
At first, such a decision appears to be superficial and too optimistic. Yet it is not. Imagine a company that does not contribute to creating needs rather than addressing and solving those needs. Further, imagine a management consulting company that gets its clients by sheer referrals. The results are astonishing. It results in a management consulting firm with a slow growth rate but virtually no loss of customers and clients, constant revenue and growth, extremely satisfied clients, and a personal relationship with every customer.
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