The Societal Marketing Concept

_{The societal marketing concept calls upon marketers to build social and ethical considerations into their marketing practices. They must balance the conflicting criteria of company profits, consumer want satisfaction, and public interest. Yet a number of companies have achieved notable sales and profit gains by adopting and practicing the societal marketing concept.}

_{The societal marketing concept holds that the organization should determine the needs, wants and interests of target markets. It should then deliver the desired satisfactions more effectively and efficiently than competitors 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 calls upon marketers to build social and ethical considerations into their marketing practices.}

_{This is an extension of the marketing philosophy wherein marketing philosophy is put into action and practice. By implementation of marketing concept to achieve the maximum consumer satisfaction, sometimes the larger social interests are ignored and overlooked by the marketers. e.g. customer prefers Frooti tetrapacks. Tetrapacks are bio non-degradable. They litter the environment with waste materials and create. In the societal marketing, eco-friendly packages are developed. Now eco-friendly products are available. The purpose is to fulfill the social responsibilities of the business and to achieve maximum social welfare. Marketing companies producing bady milk powder, advertise that mother’s milk is the best milk. The social responsibility of marketers demands that they should act as agent of change. They have an obligation towards society to bring about positive changes in social values. The process of marketing should be so used that they may help in social participation and enlightenment. It is aimed at generating customers satisfaction and long-term consumer and public welfare as a key to satisfying organizational goals and responsibilities.}