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.
市场营销的各种功能都没有采取积极的图片，因为它是如此认为，他们是手段，使潜在消费者开发的一个实现，是一个void通过购买和消费的产品，否则可能会在他们的生活将充满并不需要在他们的生活中。营销试图挑起情绪困扰，使人们开发低自尊和满足，如果他们不能够使所需的购买。这虽然营销的关键经常被营销辩护，声称方面的知识，需要动机和行为的人，他们的知识是远远优于客户。由于意识和知识拿起批评的态度已经获得了势头。此前这种分流方法营销总是看着一个积极的。营销道德的做法大师先前从未讨论，它仅仅看作一种手段了解表面上的需求，欲望和动机的人带来。但它也是如此，企业主要关注的是利润，并保持要向利益相关者和shareholders.This对比的角度对营销取向的消费者福利方面的意向已经建立了一个身份危机营销作为一门学科。杂耍两个主要方法。第一个就是市场营销作为一种哲学，是有意识的商业环境是组织发展分化和在市场上的竞争优势的一种手段。
