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

Marketing - Critical Marketing - Essay ExampleSeveral 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 headspring 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 counselling on its positive attributes as headspring 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 say 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 secernate fact that has to be considered when viewing ideas critically is the time-bound factor. That is, what is/was viewed critically could channelize 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 applicable 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 establish, 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 come up with effective and at the analogous time relevant marketing campaigns. However, at the same time, these stereotypes may not b e accurate all the time, and as Hackley (2009, p.155) states there are micro-level criticisms regarding the promotion of stereotypes of race, sexual activity 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, diverse cultures and other entities will have different stereotypes of their own cultures and importantly about other cultures. For example, The Germans think the cut 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 hook familiarities as well as key commonalities that could be seen among the individuals belo nging 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 in general generalizations in sizable cases, and so could be inaccurate at certain times. Bennett (1990, p.17) defines cultural stereotype as a social or mental group among individuals based on common, exaggerated and even inaccurate