Societal Marketing Concept

968 WordsJun 25, 20054 Pages
Individual Project 1 1. Given the trend in obesity among American consumers, which industries stand to benefit the most? Why? Given the obesity issues in the American consumers, the food industry has benefited from this trend. Under the Societal Marketing Concept organizations have to balance company profits, customers ' wants and the society 's interests. The problem is to determine what is best for the society in this case. Because there is a difference between short term consumers ' wants and long term consumers ' welfare (Brown, 2005). This issue can be very hard to handle, because it is not all companies market with a social conscience. In one hand consumers say they want healthier foods, but in the other hand, their…show more content…
A leisure- time survey that is linked to an expenditure survey would also make it possible to attach a "time cost" to specific goods and arrive at an alternative price index. In the absence of this linkage, time-use data collected over multiple periods could provide insightful data on the specific trends in these types of time expenditures. For example, if a lot of consumers spent 20% of their time watching TV, we can determine that this can be a popular attract consumer 's attention, via TV commercials (Joyce & Stewart, 1999). References: Kotler, P. (2003). Marketing Management. New Jersey: Prentice Hall. Brown, A. (February, 2005). Contents of the Chapter 1 Notes. Retrieved on March 21, 2005 from: http://www.udel.edu/alex/chapt1.html#contents The Soy Daily (August 25, 2003). International Obesity Task Force Lays Responsibility on Food Industry For A Major Transformation in Diet. Retrieved on March 21, 2005 from: http://thesoydailyclub.com/Research/obesity08292003.asp Knowledge@Wharton (February 23, 2005). Marketing & Obesity. Retrieved on March 21, 2005 from: http://www.the-river.net/2005/02/marketing_obesi.html Leatherhad Food International (June 2004). Emerging Concepts in the Global Food & Drink Industry. Retrieved on March 21, 2005 from: http://www.lfra.co.uk/lfi/pdf/press820.pdf Commercial Free Childhood (March 15, 2005). Food Advertising Pushed Into Harsh Spotlight. Retrieved on March 21, 2005
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