Marketing guru, Kotler, defined  product as  anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or need. It includes physical objects, services, persons, places, organization and ideas”.  

This definition falls short of capturing unethical goods that are advertised to a market and bought by customers who favor them over moral goods. If the definition had explicitly stated that any ethical product offered to a market for attention, acquisition, use, or consumption could be offered with the attribute of satisfying the wants and needs of a specific customer or organization, it would have performed better.

For instance, despite being an unethical commodity, cannabis is provided to the market for consideration, acquisition, usage, or consumption, much like cocaine, which is a widely distributed and accepted good on a global scale.

If Kotler doesn’t clarify what he meant by “anything,” his definition of a product may come under fire.

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