Name three of the marketing misconceptions discussed in the text, and explain why these do not accurately describe the field of marketing.

Question

What will be an ideal response?

Answer 1

The common misperceptions about marketing include:

• Catchy and entertaining advertisements-or perhaps the opposite, incessant and boring advertisements.
• Pushy salespeople trying to persuade someone to buy it right now.
• Incessant spam in your e-mail inbox and unwelcome solicitations on your smartphone.
• Obtrusive tracking and recording of your every click and browsing activity online.
• Famous brands and their celebrity spokespeople, such as Nike's athlete endorsers.
• Product claims that turn out to be overstated or just plain false, causing doubt about the trustworthiness of a company.
• Marketing departments "own" an organization's marketing initiative.

Students should be able to explain each of these in terms of why some people may believe them, but also why they do not accurately represent the field.