Marketing - Critical Marketing Essay Example | Topics and Well Written Essays - 2000 words

Marketing - Critical Marketing - Essay ExampleSeveral monographs and edited volumes on scathing marketing have been published. The first use of the term searing marketing in semblance to the critical cultural as well as social theories is in the work of Hansen (1981). (Moufahim and Mitussis 2009). Critical marketing in general sense implies that any marketing cerebration has to be discussed threadb be focusing on its positive attributes as well as its faults, thereby coming up with necessary modifications and corrections. This accuse was commit by forward by Friat and Tadajewski (2009, p.127) who stated that critical marketing involves any position that judgmentally evaluates a ashes of discourse (including marketing) with the intention to find any faults or problems to be challenged and modified or corrected. However, the key item that has to be considered when forecasting ideas critically is the time-bound factor. That is, what is/was sketched critically could change wit h time and context. Certain critical perspectives about an idea that gets formed during earlier periods of history could change now with contribution by some other experts and think backers. Thus, the crucial point is, critical perspectives will be mostly dynamic with the change of time, situation, contexts, etc. This is particularly relevant to the critical marketing idea of cultural stereotyping. As Hackley (2008, p. 154) with the aid of Tadajewski and Br witnesslie (2008) point out Marketing is a case of social and cultural studies as well as a set of social practices. That is, while establish marketing campaigns targeting a particular customer base, organizations will focus on that customer bases various attributes including cultural attributes. The most common cultural attributes will be congregated and viewed stereotypically by the marketing team, to watch over up with effective and at the same time relevant marketing campaigns. However, at the same time, these stereotype s may not be accurate all the time, and as Hackley (2009, p.155) states there are micro-level criticisms regarding the promotion of stereotypes of race, gender and remains type through advertising campaigns. Cultural stereotype is the term given to a commonly held view about people belonging to a culture by the public, particularly the outsiders, which can include the other cultures as well as business organizations. Basically, different cultures and other entities will have different stereotypes of their own cultures and importantly about other cultures. For example, The Germans think the French are resourceful the British think they are humorless and short-tempered. The Dutch think the French are not very serious the Spanish think they are cold and distant. The Americans think they are pleasant and intelligent, yet pretentious. (de Mooij 2005, p.41). Thus, cultural stereotyping includes certain abstract familiarities as well as key commonalities that could be seen among the indi viduals belonging to a particular cultural group. In a way, cultural stereotyping is a standardized and at the same time a kind of simplified view about particular sections of the people, based on commonly visible attributes or assumptions. However, those assumptions could be mainly generalizations in sizable cases, and so could be inaccurate at certain times. Bennett (1990, p.17) defines cultural stereotype as a social or mental grouping among individuals based on common, exaggerated and even inaccurate