ABSTRACT
Marketing attracts condemnation owing to a misunderstanding of its meaning. Marketing orientation puts customers at the centre of business. It grew out of sales orientation whose philosophy is to sell by any means and is associated with 'sharp practice'. Marketing is not only a business practice. It is a social influence that is used to improve the quality of life in its widest sense. This influence should not seek to patronise, but be employed in co-operation with individuals and groups who are customers of marketing's offerings. The marketing concept is criticised when customer satisfaction is not achieved, but it provides a clear objective against which performance can be measured and remedial action taken. The idea that marketing creates monopoly and limits consumer choice is a common criticism. Money spent on advertising might better be used in product development or reducing prices.
