1. Kotler (1972) defines consumerism as a social movement that endeavors to augment buyer's rights and power relative to sellers. He further asserts that in general sellers have more power than buyers. Let's begin by reviewing and evaluating some important information from the article. What are the general areas (not specific issues from the 60s) of the consumer's experience in which consumerist movements of any type tend to seek improvement? Why are these general areas important from the consumer's perspective and how do they relate to the balance of power between sellers and buyers?
2. Kotler (1972) boldly asserts that consumerism "will be enduring." With the advantage of 40+ years of hindsight, to what extent do you agree or disagree with him? If you agree, in what specific areas do you see consumerism alive and having a significant impact today? Provide specific examples. If you disagree, make a case for how you see the goals of consumerism as being impotent or irrelevant in today's business climate. Provide specific evidence for your assertions.