Introduction To Societal Marketing Concept
The marketing concept has become challenging due to long-term effect of the firms' activities on society. Because of environmental degradation, increasing pollution, lack of resources, population explosion, worldwide inflation, negligence towards social services etc. consumerism movement practiced in developed countries has become a complete shame.
According to the marketing concept, a business firm may be giving full satisfaction to its customers but at the same time it may be adversely affecting the society. There may be contradiction between the supply of needs to certain customers and long-term welfare. So, the societal marketing concept was developed in 1970s.
Societal marketing concept cares for the effect of the business activities on the interest or welfare of society. Beside the needs of consumers, it also cares for social needs. The objective of the societal marketing concept is to earn profit through conduct of integrated and socially responsible marketing activities and customers' satisfaction.
In this way, this concept believes in linking the fulfillment of customers needs with the welfare of the entire human society for the success of any business firm. While formulating marketing policies, the societal marketing concept should achieve proper balance between the three main aspects i.e. firm's profit, consumers' satisfaction and social well-being.
Also Read:
Marketing Concept And Its Features
Features Of Societal Marketing Concept
1. Social Responsibility Orientation
A business firm should bear social responsibility to increase consumers' interest and social welfare.
2. Customer Need Satisfaction
The societal marketing concept believes in supplying better quality goods than those of competitors to satisfy the needs of target customers.
Features Of Societal Marketing Concept
1. Social Responsibility Orientation
A business firm should bear social responsibility to increase consumers' interest and social welfare.
2. Customer Need Satisfaction
The societal marketing concept believes in supplying better quality goods than those of competitors to satisfy the needs of target customers.
3. Integrated Marketing Efforts
The societal marketing concept gives emphasis to integration and coordination among all the organizational activities and efforts.
4. Profit Through Social Well-being And Consumers' Welfare
Proper harmony is compulsory among social well-being, supply of customers' needs, profit earning and other objectives of any business organization. In other words, societal marketing concept believes that profit can be earned only through proper care for the interest and well being of the society, consumers and firm itself.
