The various functions of marketing are not taken in a positive picture as it is so believed that they are the means to make the prospective consumers develop a realization that there is a void in their lives which would be filled by purchasing and consuming products that otherwise may not be required in their lives. Marketing tried to provoke emotional distress by making people develop low self-esteem and gratification if they are not able to make the desired purchase. This critical though for marketing has often been defended by the marketers by claiming that in terms of knowledge, needs motivations and behavior of the people their knowledge is far superior to that of the customer. As awareness and knowledge has picked up this critical approach has gained momentum. Earlier to this diversion in approach marketing was always looked in a positive frame. The ethical approach of marketing was earlier never discussed by the gurus and it was merely looked upon as a means to understand bring to the surface the needs, wants and motivations of the people. But it is also true that the main concern of the businesses is to make profits and remain answerable to the stakeholders and the shareholders.This contrast in the perspective towards the intention of marketing in terms of welfare orientation of the consumers has created an identity crisis for marketing as a discipline. It is juggling between two primary approaches. The first one takes marketing as a philosophy that is conscious of the business environment and is a means for an organization to develop differentiation and a competitive edge in the market place.