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I HISTORICAL BACKGROUND The United States is the worlds second largest tobacco grower Thus tobacco is an important cash crop and the cigarette manufacturers play a very important role in the U S economy72 Approximately 500000 Americans die every year as a direct result of smoking 166 As the U S population becomes more health conscious the number of smokers is decreasing every year However the tobacco industry has remained prosperous due to the continuing demand of millions of smokers still present in the USA and other places like Asia Russia and Eastern Europe72 The tobacco industry has never before publicly admitted to a direct connection between smoking and lung or heart diseases 72 Since 1954 825 cases have been filed against cigarette companies demanding compensatim Out of this only 22 have gone for trial three of which resulted in partial victory166 II VIEWS ON MARKETING OF TOBACCO Marketing can be defined as the process by which goods and services are sold and purchased It also includes functions like advertising mail-order business public relations and the like The main goal of marketing is to acquire retain and satisfy customers21 Cigarette companies seem to understand the above mentioned definition perfectly They carefully follow managements wishes about promotion of cigarettes Like any other firm cigarette manufacturers try to supply design and produce products that will satisfy consumer needs44 However critics complain of the effects of marketing tobacco on society Advertisement of brand names like Marlboro Lucky Strike etc are harmful for children since they generally glorifies smoking Cigarette firms have been criticized for designing and promoting brands that target the special tastes of working persons African -Americans etc 44 Thus critics feel that for tobacco no marketing tool that increases profit or marketing share should be used411 No matter how unhealthy cigarettes are they still are legal Therefore tobacco companies have a right to
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