THE SOCIAL MARKETING CONCEPT
In recent years, some have questioned whether the marketing concept is an appropriate philosophy in an age of environmental deterioration, resource shortages, explosive population growth, and neglected social service.
The societal marketing concept holds that the organizationâ€™s task is to determine the needs, wants, and interests of target markets and to deliver the desired satisfactions more efficiently and effectively than competitors in a way that preserves or enhances the consumerâ€™s and the societyâ€™s well-being.
The societal marketing concept calls upon marketers to balance three considerations in setting their marketing policies, namely company profits, consumer want satisfaction, and public interest.
Originally, the companies based their marketing decisions on maximizing short-term profit. But now, the focus has been shifted to long run. And now they are also considering society as a factor while taking decisions. The shift in the organizationâ€™s strategy from the production concept (i.e. to produce whatever they can and sell it) to societal marketing concept (which emphasizes the needs of the customers and produces according to their needs) was due to inevitable competition in the industry. The competition among the firms in an industry not only helped in attaining customerâ€™s satisfaction but also demanded a perfection o the whole for its existence in the industry. Thus, the companies have shifted their focus from the concept of production to society for their survival.
The following box highlights the significance of customer; A popular poster that is displayed in a show room. It says;
Ã˜ The most important people in any business.
Ã˜ Not dependent on us. We are dependent on them.
Ã˜ Not an interruption of our work. They are the purpose of it.
Ã˜ Doing us a favor when they come in. We are not doing them a favor by serving them.
Ã˜ A part of our business, not outsiders.
Ã˜ Not just a static. They are flesh and blood human beings with feelings and emotions, like ourselves.
Ã˜ People come to us with their needs and wants. It is our job to fill them.
Ã˜ Deserving of the most courteous and attentive treatment we can give them.
Ã˜ The lifeblood of this and every other business . Without them we would have to close our doors.