The Social Marketing Concept. Essay

2899 words - 12 pages

In today's rapidly changing environment, there are numerous philosophies in marketing management that are profoundly analyzed and practiced. They are: the production concept, the product concept, the selling concept, the marketing concept and the social marketing concept (Kotler, Brown, Adam & Armstrong, 2001, p15). These concepts are used to perform tasks to achieve the desired exchanges with target markets. The societal marketing concept evolved in the period of mid to late 1960s due to shortages of raw materials and energy, which moved societal marketing into the business world (Huges, 1978, p17). The societal marketing concept holds that the organisation should determine the needs, wants and interests of target markets. It should then deliver the desired satisfaction more effectively and efficiently than competitors in a way that maintains or improves the consumer's and society's well-being (Kotler, et al., 2001, p21). In this essay, the concept of societal marketing will be analysed and examples of organisations which practices the concept will be provided.The societal marketing concept focuses on the needs and wants of both individual and customers and of society, taking into account all stakeholders affected by marketing exchange by seeking a balance between individual customer satisfaction and overall quality of life. To summarise the above statement, the concept calls upon marketers to balance three items in setting their marketing strategies and they include, company profits, customer wants and society's interests (Kotler, et al., 2001, p20). The concept entails that an organization considers the long-run interests of society in satisfying consumer's needs and wants while meeting organizational objectives. The societal concept takes into account the call for organizations to act responsibly towards their customers, environments and other needs of society. It takes a long term view of customer satisfaction creating a customer gratification including society's well being.The concept recognises that the market includes not only the buyers of the organization's products but also other people affected by the organization's operations. Two examples of the main focuses of the concepts include: Child labour were being used in the shoe industry and the carpet industry in South East Asia and Johnson & Johnson stopped the manufacture of feeding bottles to promote the concept of breast feeding.Originally, companies based their marketing decisions largely on immediate company profit calculations. Subsequently, they have realised the society's interests into their decision making. A number of companies have achieved substantial sales and profit gains by adopting and practicing the societal marketing concept. Societal marketing managers believe that consumers will respond more favourably to companies which are socially responsible, and react unfavourably to companies which they feel are not socially responsible. This gives socially-responsible...

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