Essay On Societal Marketing

‘Marketing is the social process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.’ - Kotler

The initial formal definition depicts social marketing as '...calculated to influence the acceptability of social ideas and involving considerations of product planning, pricing, communication, distribution and marketing research ' (Kotler and Zaltman, 1971, p. 5 in Andreason 1994, p. 109). In 'Marketing Social Marketing in the Social Change Marketplace ' Andreasen argues that the given definition does not outline the essence – social behavioural change. In his words, the acceptance of an idea alone does not guarantee the success of influencing behaviour. The latest interpretation of The International Social Marketing Association solves that problem by stating the outcome explicitly. (2013).

To this end, the goals of social marketing, as opposed to commercial marketing, is to elicit positive changes in the behaviours and opinions of the population that will positively benefit society on a local, national and international level.

However, despite signalling contemporary marketing to focus on the understanding of behaviour change, the nature of social marketing may present itself as a rival to contemporary marketing in the commercial sector. General marketing thinking involves maximising profit for practising organisations. On the contrary, social marketing seek to improve the welfare of target consumers and the society they are in. For instance, tobacco companies wish to sell more cigarettes to earn more profit but social marketing campaigns discourage smoking. It can be deduced from the above case that some behaviour changes social marketing pursues contradict the capitalistic objective of mainstream marketing theory.

Professor Philip Kotler beigns his speach held in Bangladesh by desucssing just how important and life changing marketin has been through the past decade. He speaks about how our homes have improved to be safier, easier, higher standard of living. Creating better goods and sercives that are acompanied by forming a better image and easier access. Professor Kotler also touches on social marketing, which looks at how companies can help their customers to improve their lives by living healthier. He names examples such as; improving peoples diets, excerising, quitting drugs and smoking and helping the overall environment. Professor Kotlers last point of mention was noting how companies are transforming, no longer are they just economic machines,

People think, desire and act different. Consumer psychology can be a study of costumer behavior. Market communication will involve in consumer psychology by media promoting and targeting people by the evidence collected. These articles represent that behavior that bring joy to people and creates a study of marketing based on those behaviors. Understanding consumer psychology behavior is a key to innovation to those products people desire, in a way of marketing to provide that special feature they are looking for.

The Societal Marketing concept is the orientation best exemplified by Mountain Equipment Co-Op (MEC). This is evident in the following ways: The company’s mission statement clearly outlines that passion is what drives their company, even over profit. The passion to continue to look for ways to protect our wild spaces and reduce the ecological footprint of their business. MEC separates itself from other outdoor retailers through its eco-friendly product line and superior focus on corporate social responsibility. They urge society to count on them to act with integrity

As commercial marketing works towards profits and benefiting the marketer, social marketing works for the benefit for society and the consumer (Pealer 2014). The ultimate goal of social marketing is achieving voluntary behavioral change and adoption of healthier behavioral habits. In the 1970s, Kotler and Zaltman both promulgated that the same marketing principles used to sell products can be used to see ideas.

Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and values with others.(Kotler, Armstrong, Saunders, Wong page 5)

To lay the basis of critically assessing and outlining the contribution of social marketing to contemporary marketing thinking, I should first define the possibly obscure meaning of the particular type of commerce. The initial definition depicts social marketing as 'the design, implementation and control of programs calculated to influence the acceptability of social ideas and involving considerations of product planning, pricing, communication, distribution and marketing research ' (Kotler and Zaltman, 1971, p. 5). In 'Marketing Social Marketing in the Social Change Marketplace ' Alan R. Andreasen argues that the given definition does not outline the essence – social behavioural change. In his words, the acceptance of an idea alone does not guarantee the success of influencing behaviour. The latest interpretation of ISMA solves that problem by stating the outcome explicitly. (2013).

Theories and models for social marketing abound, with little formal consensus on which types of models for what types of social problems in what kinds of situations are most appropriate. In defining what social marketing is, many authors include the notion of exchange theory to link it to its marketing roots (e.g., Kotler & Roberto, 1989; Lefebvre & Flora, 1988; Novelli, 1990). Other writers on the subject omit any mention of exchange theory, either in their definition of social marketing or its key elements (e.g., Andreasen, 1995; Manoff, 1985). Elliott (1991),

Societal marketing concept emphasises on delivering superior value to customers in a way that maintains or improves the customers’ and the society’s well beings. Companies practising this concept will hence organise various types of activities or launch different types of programmes to show the concern of the companies towards the society. Great Eastern is one of the companies that adapt societ marketing concept. Great Eastern offers international scholarships and local scholarships to the Malaysians or Singaporeans. Another good example is STAR newspaper. Besides offering scholarships to Malaysians, STAR newspaper also launches education fair annually in Malaysia.

What does television, the internet, and the sides of public transportation buses have in common? Each one of these medium employ advertising to catch the attention of consumers. Marketing is a vast field that encompasses various topics from business to psychology. Social media, as well, has had an enormous and relatively quick impact on the field of Marketing. Social Marketing deals with the specific subset of marketing that encompasses campaigns designed around social causes and changing consumers’ perceptions about social issues. Phillip Kotler, a Northwestern Professor of Marketing, and Gerald Zaltman, a Harvard Business Professor, originally coined the Social Marketing Theory in 1971. The Social Marketing Theory has evolved over time

El marketing en el contexto socio - ambiental, permite analizar los aspectos culturales que inciden con la aplicación de estrategias de marketing que se traducen a una investigación de mercados, permitiendo, verificar los productos y servicios que generan las empresas, establecer nuevas y mejores estrategias para conquistar los mercados objetivos y sobre todo confrontar la relación: empresa - mercadotecnia – clientes, basado en un nuevo modelo conceptual de marketing responsable, buscando estrategias que contribuyan a lograr la responsabilidad social de las empresas y los consumidores, donde se priorice el respeto por el ser humano, el cuidado y preservación del ambiente. El problema que enfrenta la sociedad es la contaminación ambiental, debido a la cantidad de desechos que generan los productos y de manera especial los envases que estos utilizan y que son arrojados en cualquier lugar, es necesario replantear la dimensión del marketing, para conseguir mensajes asertivos y dinámicos que contribuyan a posicionar ideas de conciencia social, que apoyen al buen vivir de la comunidad, basados en aspectos culturales y emocionales, partiendo de una estructura fáctica de investigación incorporando metodología sistémica, histórica y dialéctica para construir adecuadamente la información que ayude al cambio de conducta, en las empresas y las personas.

Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering and freely exchanging products and services of value with others.