What Is The Societal Marketing Concept?

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 services or products as compared to its competitors and in a way that consumer's and society's well being is maintained. In other words organizations have to balance consumer satisfaction, company profits and long term welfare of society.

This is a new marketing philosophy and tries to reduce the inequalities at various levels. This theory emphasizes that organizations should not only think of cut-throat policies to achieve targets and jump ahead of competitors but should have ethical and environmental policies and then back them up with action and regulation.

Societal marketing can be achieved by following a few principles. It should always be remembered that consumer's needs are of paramount interest. Improvements in products which are both real and innovative should be carried out to give long term value to the product; do what is good for the society with a sense of mission and trust. In this way the focus shifts from transaction to relationships. If a client 'repeats business' a bond is created between him and the product and is worth its while for the organization to nurture this bond.

It may sound appropriate and ethical, but societal marketing concept is hard to implement as not all companies have a social conscience. Whether it is legal and essential in industries like the tobacco and liquor industry needs analysis as they have a tremendous influence on consumer welfare.

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