What is Societal Marketing Concept? Components of Societal Marketing Concept

Marketing is constantly changing and evolving. One of the newest ideas that has come up in recent years is Societal Marketing Concept. In this article, we will be discussing a concept called "societal marketing" and its components.

What is Societal Marketing Concept?

Societal marketing is a philosophy that organizations should make decisions about marketing not only based on what their customers want and the organization needs, but also based on what society needs long-term. It goes beyond meeting basic needs and satisfies higher-order needs. Social media marketing is used by societal marketing firms to connect with current and potential customers through various online platforms in order to build strong relationships over time.

The focus of societal marketing is on the needs, wants, and interests of your target market. Marketers use this information to provide a satisfying product or service that is more efficient or effective than the competition while maintaining or improving the welfare of their customer. As long as they are contributing to human welfare, they are fulfilling the ultimate goal of marketing activities.

Importance of Societal Marketing Concept

The business world is always changing, and societal marketing is one of the latest trends. This idea was developed to combat pressures such as consumerism and profit-seeking ways that are detrimental to the environment.

Marketing has the power to shape and change society, so it's important to work responsibly to ensure sustainability. Marketing with a social impact ensures that all stakeholders are taken into account and considers long-term effects of marketing decisions. It also promotes companies being responsible for their practices and decisions by not harming society.

The societal marketing concept states that a company's marketing decisions should take into account the needs of society for their products. Thus, companies are to create marketing strategies that are beneficial to society as a whole. Corporate social responsibility is one way that companies can implement societal marketing concepts. Such strategies involve creating marketing campaigns that focus on improving people's lives in their community.

Marketing strategies that encourage involvement within a society or community are known as societal marketing. These strategies are created in order to improve the lives of people within these communities for good. Societal marketing strategies are sometimes used by companies to promote products that are helpful and beneficial to society, or they can be used to improve the way a company functions internally. With this type of strategy, it is also important to avoid "green washing" since this could end up harming more than helping the company in the long-run.

History of Societal Marketing Concept

In the early 1970s, Philip Kotler proposed the Societal Marketing Concept. He believed that organizations should do more than just make money and wanted them to consider the effects their actions had on society.

In his article "What Consumerism Means for Marketers," Kotler suggested that a company should design their marketing strategy by taking into account what consumers want and the social needs of society. He also believes that companies need to align themselves with what is best for the future.

Components of Societal Marketing Concept

The Societal Marketing Concept has three key components:

1. Consumer welfare

Marketing involves meeting both the needs and wants of consumers, which is beneficial for all parties involved.

2. Social welfare

Marketing is a social activity that impacts society as a whole. People should practice good marketing by improving the overall welfare of society.

3. Environmental welfare

Marketing often has a negative impact on the environment. It should be aimed at preserving or improving it instead.

The Societal Marketing Concept is based on the belief that organizations have a responsibility to society. Organizations should consider the needs of consumers and society when making marketing decisions. The Societal Marketing Concept, unlike quotas or regulations, is a voluntary approach that goes beyond meeting business and legal requirements.

The Societal Marketing Concept is also known as social marketing, sustainable marketing, or even cause marketing.

Goals of Societal Marketing Concept

Some of the main goals of the Societal Marketing Concept are

- Consumers have needs and society has needs, and it's important to meet both of those in a way that is beneficial to everyone.

- To have a long-term focus and make decisions that will serve the needs of future generations.

- To focus on sustainable development

- To improve the quality of life for those in need around the world

- To protect or enhance the environment

- Promoting social and economic justice

Considerations of Societal Marketing Concepts

There are a few considerations of the Societal Marketing Concept, including the following:

- The Societal Marketing Concept dictates that organizations should have a long-term plan, focused on meeting the needs of future generations.

- The Societal Marketing Concept is a belief that organizations have a responsibility to society. Organizations should consider the needs of their customers and society when making marketing decisions.
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- The Societal Marketing Concept is a more voluntary approach that goes beyond meeting legal and ethical requirements.

- The Societal Marketing Concept is also known as social marketing, because it relies on a sustainable, long-term approach.

The Instruments of Societal Marketing

Societal marketing advocates the belief that organizations have a responsibility to society.

Philip Kotler classified four classes of products based on the benefits they offer to society or the consumer. Organizations should consider the needs of their customers when making marketing decisions.

Deficient products are those that do not meet the needs of consumers. These products cause harm to both consumers and society.

Satisfying products – Satisfying products are those that meet the needs of consumers. These products are safe and provide benefits to consumers.

Successful products are both good for the consumer and society at large. They can improve the quality of life for consumers and society alike.

Products that fulfill the needs of customers and have a positive impact on society are considered desirable. Environmental awareness is important in this type of product, as they should be created with minimal waste and without infringing on human rights or the environment.

Peter Kotler argues that the goal of a society should be to create desirable products and eliminate deficient products.

Conclusion

The societal marketing concept is a framework that companies use to balance profit and social welfare. The three components of the concept are consumer welfare, social welfare, and environment welfare. By orienting their business around these three pillars, companies can create a sustainable business model that meets the needs of both their customers and society as a whole.

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