Marketing does both: it uses consumers and it also helps them. Marketing uses the consumer's feelings to advertise products and services in a way that appeals to the consumers (or their feelings). For example, how many marketing campaigns have we seen where the advertised product or service is for the 'health' of our families (especially kids) or our environment (think of any real estate advertisement or automobile advertisement)? Such marketing is targeted to make us feel good by doing something that protects our environment or family.
Marketing is also beneficial to consumers. Marketing campaigns provide us with an idea of a company's offering and may attract us enough to find out more about it or try it or actually buy it. For example, how would we know about the new iPhone if Apple doesn't market it? Hence marketing makes use of consumers and also helps them.