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Marketing - Critical Marketing - Essay Example

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Marketing - Critical Marketing

Several monographs and edited volumes on critical marketing have been published”. The first use of the term ‘critical marketing’ in relation 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 idea has to be discussed threadbare focusing on its positive attributes as well as its faults, thereby coming up with necessary modifications and corrections. This point was put by forward by Friat and Tadajewski (2009, p.127) who stated that critical marketing involves “any position that judgmentally evaluates a body of discourse (including marketing) with the intention to find any faults or problems to be challenged and modified or corrected.” However, the key fact that has to be considered when viewing ideas critically is the time-bound factor. That is, what is/was viewed critically could change with time and context. Certain critical perspectives about an idea that gets formed during earlier periods of history could change now with contribution by other experts and thinkers. 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 Brownlie (2008) point out Marketing is a field of social and cultural studies as well as a set of social practices. That is, while launching marketing campaigns targeting a particular customer base, organizations will focus on that customer base’s various attributes including cultural attributes. The most common cultural attributes will be congregated and viewed stereotypically by the marketing team, to come up with effective and at the same time relevant marketing campaigns. However, at the same time, these stereotypes 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 body 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 individuals 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 ...Show more

Summary

Critical Marketing Any thought provoking idea or even a simple concept, formulated by experts or thinkers in any field, will be viewed from various perspectives particularly from critical perspective by others. After which only, that idea could be accepted as a valid one or would be put for more discussions…
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