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The societal marketing holds that the organization should determine the needs, wants, and interests of target markets. It should then deliver superior value t customers in a way that maintains or improves the consumer's and the society's well being. The societal marketing concept is the newest of the five marketing management philosophies.?The societal marketing concept questions whether the pure marketing concept is adequate in an age of environmental problems, and neglected social services. It asks if the firm that sense, serves and satisfies individual wants is always doing what's best for consumers and society in the long run. According to the societal marketing concept, the pure marketing concept overlooks possible conflicts between consumer short run wants and consumer long run welfare. ?
The societal marketing concept embodies a higher and more enlightened plane of marketing thought and practice. The concept has an emphasis on social responsibility and suggests that for a company to only focus on exchange relationship with customers might not be in order to sustain long term success. Rather, marketing strategy should deliver value to customers in a way that maintains or improves both the consumer's and the society's well-being.
Most companies recognize that socially responsible activities improve their image among customers, stockholders, the financial community, and other relevant publics. Ethical and socially responsible practices are simply good business, resulting not only in favorable image, but ultimately in increased sales.
The societal marketing concept can be defined as the organizations task which tries to identify the needs and interests of the consumers and delivers quality ser ...