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Marketing Opportunities A very serious issue has been brought up to the public attention lately. Majority of American people have problems with overweight and obesity. Rapidly developing technologies and the marketing policy of the food market considerably contribute to this problem. The most economically and scientifically developed nation seriously risks to fall the victim of its own progress.
In order to solve this problem people should see the root of it, which lays in unethical policies of many marketers, as well as in a giant technological jump and complete irresponsibility of consumers. The food marketers were obliged to change their marketing strategy. Selling bigger portions of food for lesser price draws more new and return customers, which positively reflects on benefits of the marketers, but negatively reflects on the health of the consumers. It is evident that once the problem is discovered it is impossible for the marketers to follow the old policy, because it might be considered not only unethical but illegal. Many food marketers were sued in court for the amount of fat in their products.
The food in the markets should state on the package its nutrition value and the food in restaurants should be served in smaller portions. There should be introduced and promoted healthy natural products. Vast possibilities for the marketers in this area and a real chance for competition appeared. The first steps in that direction have already been made, but not all of them were successful. The customers are offered a choice between nutritious and healthy food, but the considerable difference in price draws the customer to the cheaper, junk food. It is not difficult to understand that the consumer would choose a bigger size for a less price.
Such practice leads to a decision that the policy of the marketers has not changed much. It rather has been masked behind the presumed choice. It is becoming more and more evident that it might not be possible to solve the problem with overweight and consuming vast amount of calories by simply putting pressure on the food marketers. Another part of the problem is the consumers themselves. The overweight and obesity are not as much physical problems, as they are psychological. Each person is the first responsible for his own health.
In the circumstances of the present days, when the necessary physical activity is limited due to transportation and elevators, when evening pastime is consumed by television and computers, junk food is not the single factor of overweight and obesity problem. All these factors are influencing the health and the solution lies in personal decisions and responsibility of people. Even if the situation were different on a food market, the food was healthy and the portions small, nothing could be able to prevent the consumer from choosing multiple portions. The food offered in the markets, junk or healthy, already has statements of nutritional value and recommended amount on the packaging. No marketing policy but the consumers themselves should observe and limit the amount of food according to its nutritional value. As the root of the problem is the number of complex factors, the resolution should be complex as well.
People should be educated about the healthy food and healthy lifestyle; they should take great care of what they eat and what they give to their children. The marketing policy of food marketers can be easily changed only if the consumers consciously reject junk and unhealthy food and choose natural products. People cannot blame the technical progress for introducing television and computer and restraining them from physical activity. Alternatively, the time spent at the television or a computer should be limited and the lack of every day enforced physical activity should be implemented by exercises.
The same should apply to food. Only the conscious responsible attitude of consumers is the driving force of marketing policy changes. Before the situation changes in reality, it should first be changed in the peoples minds. Only then will America be not only the symbol of economic and technological progress, but also the symbol of healthy and responsible nation. Bibliography 1. Dog, M. (2004).
Weighing in Obesity. Retrieved October, 6, 2004, from The Mad Dog Weekly: Social Reports discussion Web site: web 2. More Americans Of All Ages Are Overweight. (2004). Retrieved October, 6, 2004. Infoplease: U. S.
News And Reports Web site: web 3. Social Issues (2001). Retrieved October, 6, 2004, Ideal House: Social Factors Discussion Web site: web 4. Spake, A. (2002). A Fat Nation. Retrieved October, 6, 2004.
U. S. News & World Report Web Site: web
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