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Definition: Societal Marketing Concept
Societal marketing concept states that marketers should deliver products/services in such a way that it satisfies the needs of their target consumers, requirements of the company and maintains well being of the society at large.
In other words organizations must strike balance between consumer satisfaction, profits and long term welfare of society. This concept places emphasis on social responsibility and suggests that for a company should deliver value to customers in a way that enhances both the consumer's and the society's well-being.
It is a marketing concept with social dimension to it. The focus is on to reduce equalities at various levels.
Societal marketing concept forces the company to shift its focus from transaction to relationships.
(1) The body shop: The Body Shop is a well known cosmetic brand which has followed societal marketing concept rigorously. The company uses only plant based materials for its products. It is against animal testing, defends human rights, supports community trade, and works for overall protection of the planet. They have set up their own charity foundation to help the cause.
(2) Companies with emphasis on recycled products, green and organic products that reduces/eliminates the damage to environment also fall under the societal marketing strategy.
(3) Food companies providing healthy, nutritional and natural products are also examples of societal marketing strategy.
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