January 16, 2017

Societal Marketing Concept

The societal marketing concept was an offshoot of the marketing concept wherein an organization believes in giving back to the society by producing better products targeted towards society welfare. Some have questioned whether the marketing concept is an appropriate philosophy in an age of environmental deterioration, resource shortages, explosive population growth, world hunger and poverty, and neglected social services. Are companies that successfully satisfy consumer wants necessarily acting in the best, long-run interests of consumers and society?

Societal marketing concept

The marketing concept sidesteps the potential conflicts among consumer wants, consumer interests, and long-run societal welfare. Yet some firms and industries are criticized for satisfying consumer wants at society’s expense. Such situations call for a new term that enlarges the marketing concept. We propose calling it the societal marketing concept, which holds that the organization’s task is to determine the needs, wants, and interests of target markets and to deliver the desired satisfactions more effectively and efficiently than competitors in a way that preserves or enhances the consumer’s and the society’s well-being.

The societal marketing concept calls upon marketers to build social and ethical considerations into their marketing practices. They must balance and juggle the often 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. Some companies practice a form of the societal marketing concept called cause related marketing. Pringle and Thompson define this as “activity by which a company with an image, product, or service to market builds a relationship or partnership with a ‘cause,’ or a number of ‘causes,’ for mutual benefit.

They see it as affording an opportunity for companies to enhance their corporate reputation, raise brand awareness, increase customer loyalty, build sales, and increase press coverage. They believe that customers will increasingly look for demonstrations of good corporate citizenship. Smart companies will respond by adding “higher order” image attributes than simply rational and emotional benefits. Critics, however, complain that cause related marketing might make consumers feel they have fulfilled their philanthropic duties by buying products instead of donating to causes directly. Thus societal marketing concept as related to cause related marketing differs mainly because here, the company makes a proactive effort to give back to the society.

Also read – Company orientation towards the marketplace

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About Hitesh Bhasin

I love writing about marketing and advertising. Would you like to ask me a question? Kindly send your queries and feedback via this Forum. You can also get daily marketing updates via email. Let's stay in touch :)


  1. Mumias Collins says:

    This is the best explanation of societal marketing.

  2. kevin pinto says:

    Good work on this article Hitesh, this article is partly what i needed to polish off my project such dedication! carry on the good work.

  3. This a perfect artical that will enable my study group get a detailed approach to the application of the concept.

  4. Mickyjay israel says:

    Dats a 9ice defination 2 d approached questions.and i hope it wil relate and thus help to improve me on.

  5. Nice Article..
    Thanx for the help in making it clear what Societal Marketing Concept is..

  6. ajeet tiwari says:

    Good thought

  7. martison martey says:

    very insightful on the concepts of marketing

  8. faith mapfumo says:

    helpful indeed..thanx for easing societal marketing for us as students

  9. Thank you sir for this! Your knowledge is a big help!

  10. thank you for amazing tips

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