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Societal Marketing

Societal Marketing



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Published by raje.jk

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Categories:Types, Business/Law
Published by: raje.jk on Feb 05, 2009
Copyright:Attribution Non-commercial


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The societal marketing concept is an enlightenedmarketingconceptthat holds that a company should make good marketing decisions byconsidering consumers' wants, the company's requirements, and society'slong-term interests. It is closely linked with the principles of corporate social responsibilityand of sustainable development. Under the Societal Marketing Concept organizations have to balance company profits, customers’ wantsand the society's interestsThere seems to be a lot of confusion over what is meant by "societalmarketing". For one thing, it has nothing at all to with using socialnetworking sites as a marketing tool. Also, it is not the same as nichemarketing, or the targeting of marketing towards particular social groups,although there are connections.It must also be distinguished from "social marketing", which refers tothe deliberate use of marketing techniques to achieve a social end, or whatmight be termed social engineering via the marketplace.
E.g. Marketing condoms with the stated aim of reducing HIV/AidsinfectionSocietal marketing has only one meaning, which is the considerationof the wider social aspects of marketing a particular product to a particular group. It is therefore an aspect of ethical marketing.Societal Marketing has gained immense importance during the pastyears. It is basically the marketing decisions of a company that not only
consider the consumer's wants, the company's own requirements but alsogive importance to society's long term interests. It is based on the concept of social responsibility. It has become important because of changing consumer trends. People are now more concerned about the overall doings of acompany. Consumers and investors increasingly appear to want to purchase products and services from and invest companies that act in socialresponsible ways. As a bonus, these companies earn both tangible andintangible in a socially desirable manner, it just makes good business senseto take actions the benefit society.E.g. People are really concerned about the use of child labor bycompanies such as Nike and it actually influenced the sales of its products.That is why, Nike is now trying to focus on the fact that it is not using childlabor for its products and it is doing a lot for third world communities whereits shoes are being manufactured.
Coca- cola is a soft drink company started early in the 90’s in USA.After gaining a good market value in the world the company looked out for  promoting large people towards their products. As a result they formulatedan awareness program in the African countries about the HIV awareness.
In the 2001 the Coco-Cola African foundations was formed to reduce theimpact of HIV AIDS on coca-cola 60000 employees and 40independent bottlers in Africa. At present, 100 percent of the coca-cola’s

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