شناسایی و اولویت‌بندی کل‌نگرانه کارکردها و کژکارکردهای دانش بازاریابی

Introduction: Marketing is a word that was formed with the emergence of the capitalism, increased production and consequently increased consumption during the industrialization era. Initially, although the view of all stakeholders towards marketing was positive and everyone had the impression that marketing was beneficial for everyone, from business owners to consumers, today negative views have also been formed towards this field. Marketing is a knowledge whose main application is in the field of business; but this important and practical knowledge leaves positive and negative consequences in different fields. Our country, as a consumer of conventional marketing, must be aware of the positive and negative consequences of this knowledge so that while enjoying its benefits, it can also provide mechanisms to reduce the effects of negative consequences. Accordingly, the purpose of the present study is to identify and prioritize the functions and malfunctions of marketing knowledge with a holistic approach.
Methodology: The present study is in the field of applied research in terms of orientation. This research has a mixed qualitative-quantitative method and follows the paradigm of pragmatism and inductive approach. In the first part of the qualitative phase of the research, the library method was used to collect data, and in the second part of the qualitative phase, the interview method was used. Thus, 12 interviews were conducted with professors and experts in the field of marketing who were selected using the snowball method. The data obtained from the qualitative phase were analyzed using the content analysis method. The 38 positive and negative outcomes obtained from this part of the research were categorized into five organizing themes, which are: consumer, producer, cultural-social, economic, and psychological. In the quantitative phase, the positive and negative outcomes obtained were screened using a questionnaire and the binomial test method; ultimately, 14 outcomes remained for prioritization. Finally, using a questionnaire with a nine-point Likert scale and the Marcus method, the positive and negative consequences of marketing knowledge were prioritized.
Discussion and Results: Based on the results of this research, 14 positive and negative consequences were identified and prioritized in the following order: 1)Increasing sales and revenue of enterprises, 2)Growth and development of businesses, 3)Increasing consumer satisfaction by adapting the product to customer needs, 4)Increasing employment in the manufacturing sector, 5)Improving product quality, 6)Creating new jobs in the field of marketing and sales services, 7)Increasing and facilitating access to goods, 8)Economic growth and development of the country, 9)Increasing exports and international trade interactions, 10)Increasing consumer choice, 11)Improving the level of awareness and helping customers make informed choices, 12)Responding to the many and diverse needs and demands of customers, 13)Helping to create healthy competition among enterprises, and 14)Increasing consumption levels and promoting consumerism.
Conclusion: In this study, the positive and negative consequences of marketing knowledge were identified and prioritized by adopting a holistic approach, and the results of the study will help all those involved in the supply chain, consumers, and even policymakers and marketing experts. Therefore, it is suggested that: The results obtained in the qualitative part indicate that despite the fact that the experts have paid more attention to the positive consequences, they have not been oblivious to the negative consequences. On the other hand, the most important positive consequence identified is the growth and development that businesses are forced to compete healthily in order to achieve this growth and development. It can be said that one of the important factors in establishing healthy competition is recognizing the negative consequences of marketing and reducing them, as well as focusing on the positive consequences and exploiting them. This exploitation of the consequences should be in such a way that it is felt by the entire society. Therefore, it is suggested: Marketing professionals should leverage positive consequences by identifying their origins and areas of greatest impact to outperform competitors, while leaders in the field must also consider negative consequences in decision-making to reduce consumerism and foster healthy competition. Educational initiatives such as empowerment courses for professors and graduates should address these negative effects, encouraging solution-oriented discussions. Curricula must include both positive and negative aspects of marketing. Additionally, laws should be enacted to protect consumer rights and limit environmental harm, while marketing should be formalized as a profession with structured policies. Strengthening academic-industry ties and deepening the knowledge and literacy of graduates are also essential steps forward.