In conclusion, marketing has a substantial role in shaping the perceptions of society today. Briefly, marketing strategies not only result in high prices caused by advertising and promotion but also give rise to excessive mark-ups. However, marketing practices may not prove to be sustainable as marketers can be involved in misleading practices or pushing up prices in order to boost sales, which is not in the interests of the individual consumer. In addition, manipulation of customers in order to get them to buy the products or services is another negative consequence of marketing on consumers, inhibiting its sustainability. On this basis, it can be predicted that these harmful and unsustainable practices will lead to more and more customer dissatisfaction to the point that could bring about the extinction of marketing as a field. Therefore, in order to survive in the long term, marketers need to develop socially responsible practices that meet the present needs of consumers and businesses while also preserving or enhancing the ability of future generations to meet their needs.
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