Business Ethics and Corporate Governance, Second Edition

ROLE OF MARKETING

Positive Role of Marketing

Marketing is performing a remarkable role in developing and delivering products of great value to the society—such as computers, mechanized vehicles, safe and healthy drinking water, and housing solutions. It seeks to understand the needs of consumers and delivers a product or a service that satisfies the need. In fact, astute marketing is about uncovering even unstated or latent needs of consumers, making him or her aware of those needs and delivering a product or a service to satisfy those needs.

Steelcase, an office furniture manufacturer, set up video cameras at various businesses and analysed the tapes looking for patterns of behaviour and motion. The company came to a conclusion that employees ...