Extensive research is crucial to the marketing team for analysis in determining the needs of consumers in this diverse culture. “A need is a consumer 's desire for a products or services specific benefit, whether that be functional or emotional” (Boundless, 2015, para. 2). Functional needs are considered the most basic needs which include food, water, clothing, air, and shelter. Furthermore, emotional needs are important because this provides stability of the mental health. They express basic feelings such as security, love, control, and purpose. It is vital for individuals to have needs met functionally, as well as, emotionally to sustain survival in a positive manner.
Marketing affects all areas of life. In today 's world of technology, we are bombarded with marketing techniques continuously. Food, water, clothing, and shelter are all basic needs. Marketing has helped push decision making toward specific products. These brands may be the ones that we see on television daily. We often are not satisfied with what we have. Even though our basic needs are met, we want more. Marketing often pushes this attitude. We all need clothing. Unfortunately in tod...
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...ar is environmental friendly, efficient on gas, and has a high safety rating. These factors help promote the want of a hybrid to a need (Akers, 2014).
I believe most marketing techniques are ethical. In some cases, however, there could be many instances that marketers manipulate the system. Advertising through various media mixes like television, radio, and magazines can be a manipulating factor for the consumer. For example, if a woman is at a car dealership, the salesman will more than likely be able to sell her the vehicle at full price, instead of bargaining the price down. However, if it were a male, it is their instinct to bargain the price down. Also, targeting elderly people, seems to happen often which would be unethical marketing. Marketing is an important factor for companies to profit, but it is crucial for marketer’s to not bypass the ethical measures.
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