...------------------------------------------------- Societal marketing From Wikipedia, the free encyclopedia The societal marketing is a marketing concept that holds that a company should make marketing decisions by considering consumers' wants, the company's requirements, and society's long-term interests. The social marketing concept holds that the organization’s task is to determine the needs, wants, and interests of a target market 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. Therefore, marketers must endeavor to satisfy the needs and wants of their target markets in ways that preserve and enhance the well-being of consumers and society as a whole. [1][2] It is closely linked with the principles of corporate social responsibility and of sustainable development. Contents [hide] * 1Objectives * 2History * 3Instruments * 4Examples of societal marketing * 5Societal Marketing and Social Marketing * 6Societal Marketing and Corporate Social Responsibility (CSR) * 7Branding in Societal Marketing * 8Criticism * 9References * 10See also * 11References ------------------------------------------------- Objectives[edit] Various attempts to define the objectives of societal marketing have been noted[3], such as : * "Social responsibility implies that a business decision maker... is obliged to take actions...
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...Lane Keller and Carlos E. Basurto Meza How Social-Cause Marketing Affects Consumer Perceptions Please note that gray areas reflect artwork that has been intentionally removed. The substantive content of the article appears as originally published. REPRINT NUMBER 47212 PDFs s Reprints s Permission to Copy s Back Issues Electronic copies of MIT Sloan Management Review articles as well as traditional reprints and back issues can be purchased on our Web site: www.sloanreview.mit.edu or you may order through our Business Service Center (9 a.m.-5 p.m. ET) at the phone numbers listed below. To reproduce or transmit one or more MIT Sloan Management Review articles by electronic or mechanical means (including photocopying or archiving in any information storage or retrieval system) requires written permission. To request permission, use our Web site (www.sloanreview.mit.edu), call or e-mail: Toll-free in U.S. and Canada: 877-727-7170 International: 617-253-7170 e-mail: smrpermissions@mit.edu To request a free copy of our article catalog, please contact: MIT Sloan Management Review 77 Massachusetts Ave., E60-100 Cambridge, MA 02139-4307 Toll-free in U.S. and Canada: 877-727-7170 International: 617-253-7170 Fax: 617-258-9739 e-mail: smr-orders@mit.edu How Social-Cause Marketing Affects Consumer Perceptions A market research technique called conjoint analysis can help managers predict what kind of affinity marketing program is likely to offer the best return on investment...
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... Marketing Marketing is the process of planning and executing the conceptions, pricing, promotion and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals. (AMA). Marketing is meeting needs profitably. Marketing Philosophy The Marketing Philosophy comprises of Production Concept, Product Concept, Selling Concept , Marketing Concept, Customer Concept and Societal Marketing Concept The Production Concept The production concept says that the Consumers will prefer products that are widely available and inexpensive. To focus on achieving high production efficiency, low costs, and mass distribution. It is useful when (1) the demand for a product exceeds the supply; (2) the product’s cost is too high. Its examples are: Standard Raw Materials and Components, CD, LCD. The Product Concept The product concept says that Consumers will favor those products that offer the most quality, performance, or innovative features. It focus in making superior products and improving them over time. it common examples are Digital Camera, CPU. The Selling Concept The selling concept says that Consumers and businesses, if left alone, will ordinarily not buy enough of organization’s products. It focus on undertaking an aggressive selling and promotion effort. Its examples are unsought goods: encyclopedias, funeral plots, foundations. The Marketing Concept ...
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...considers marketing as an integral and essential part of their organization.There can be different versions of marketing definitions and there are mainly five Marketing philosophies:1. Production concept : this concept suggest to do mass production, in order to make the product cheapand easily available in the market. Base of this concept is that if the product is cheap and easily availablethen people will buy it.2. Product concept: It suggests making the product best in quality. Logic is that if your product is superior in quality then people will buy it without considering the price.3. Selling concept: this concept says that if let alone, people will not buy in sufficient amount. So, youshould do aggressive selling effort to promote and sell your product.4. Marketing concept: the most famous and popular concept. It is different from mere selling because inselling you focus on selling whatever you have produced. but in marketing concept, before doing production, you assess the need and desire of customer and then make product accordingly, then sell andfinally take customer feedbacks, in order to assess the level of customer satisfaction.5. Societal concept: it is broader than marketing concept because it says to consider all the three partiesinvolved in the transaction i.e. seller, buyer and the society also which gets affected from that transaction,may be directly or indirectly. As for Brac Bank the marketing philosophies pertaining to the Societal and marketing concept are...
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...Ethics, CSR, and Milton Friedman Marketing in the Era of Managerial Distrust During the first few years of the twenty first century, and in the wake of the terrorist attacks of 9/11, the business world was rocked with news of financial and accounting scandals at major Fortune 500 companies. Enron, a Texas based energy company, lied about profits and was accused of concealing debts so they did not show up in the company’s accounts (BBC News, 8/22/2002). Arthur Andersen, an accounting giant, member of the “Big Six”, and Enron’s corporate auditor, collapsed completely after being found guilty of deliberately destroying evidence of its relationship with Enron (BBC News, 8/22/2002). Tyco executives L. Dennis Kowlowski and Mark H. Swartz were indicted and charged with misappropriating more than 170 million dollars from the company as well as outright stealing 430 million additional dollars through sale of fraudulent shares of Tyco stock (Daniels Funds Ethics Initiative). MCI Worldcom was found guilty of accounting fraud in relation to an overstatement of earnings in 2001 and 2002 (CSR Report for Congress, 8/29/2002), during which time its own auditor was also Arthur Andersen. Executives at each firm (Kenneth Lay, Bernard Ebbers, Dennis Kozlowski, and Mark H. Swartz amongst others) served jail time for their role in these scandals, which severely eroded the public’s trust in the corporate sector. Tyco’s stock plunged from $60.00 to $18.00 in the wake of the scandal...
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...frequently asked questions at this site - and probably for all those individuals and organisations dealing with CSR issues is the obvious - just what does 'Corporate Social Responsibility' mean anyway? Is it a stalking horse for an anti-corporate agenda? Something which, like original sin, you can never escape? Or what? Different organisations have framed different definitions - although there is considerable common ground between them. My own definition is that CSR is about how companies manage the business processes to produce an overall positive impact on society. Companies need to answer to two aspects of their operations. 1. The quality of their management - both in terms of people and processes (the inner circle). 2. The nature of, and quantity of their impact on society in the various areas. Outside stakeholders are taking an increasing interest in the activity of the company. Most look to the outer circle - what the company has actually done, good or bad, in terms of its products and services, in terms of its impact on the environment and on local communities, or in how it treats and develops its workforce. Out of the various stakeholders, it is financial analysts who are predominantly focused - as well as past financial performance - on quality of management as an indicator of likely future performance. Corporate Social Responsibility is the continuing commitment by business to behave ethically and contribute to economic development while improving the quality of life...
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...Proceedings of ASBBS Volume 18 Number 1 CORPORATE SOCIAL RESPONSIBILITY – A TOOL TO CREATE A POSITIVE BRAND IMAGE Kaur, Maneet Lovely Professional University, Jalandhar, India. Agrawal, Sudhir. Symbiosis International University, Noida, India ABSTRACT “Way to creating positive image lies in building connections with society through Corporate Social Responsibility initiatives.” Corporate Social Responsibility creates a landing place in the minds of the target consumers. It not only caters to the Brand Equity awareness among the consumers but also leads to a positive Brand Image in the minds of the potential consumers. The purpose of this paper is to understand how Corporate Social Responsibility can lead to the creation of better brand image. It investigates the efficacy of Corporate Social Responsibility initiatives creating positive brand image in the minds of the consumers. The present study is based on secondary data, information collected from authentic sources such as books, journals, magazines and research reports and electronic data gathered through related web sites. Explanation and exploration of different types of conceptual information presented in the study is the result of observation, in depth reading, experiences and rational judgement of the author and co-author of the paper. KEY WORDS: Corporate Social Responsibility, Brand Image, Societal Marketing, Consumer Perceptions, Corporate Social Responsibility Initiatives. INTRODUCTION With the advent of the era...
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...early 1900’s. A consumerist society is defined as one directed largely by the accumulation and consumption of material goods (O’Shaughnessy and O’Shaughnessy, 2002). This consumerism was said to have peaked during the 1950’s when it is said that happiness and contentment with life was at its greatest. Today, things have changed significantly. The adoption of modern marketing practices has led to the emergence of consumerist societies in the swelling middle classes (Chan and Cui, 2004). On one hand, this means that more people are earning enough money to spend. However, the increase in the spending power of the middle class had led to greater demand for consumer goods and thus the resources that are used to make them. The video discussed how much marketing has played a role in the way that people advocate for consumerism. Those who advocate against consumerism stated that social progress and economic development have caused contemporary marketing practice to contribute to a consumerist or materialistic society. The main issue with consumerism seems to be the fact that it is a system that consumes way more than it produces. As the video discussed the process through which consumer goods endure from extraction to production to distribution to consumption to disposal. The woman in the video pointed out that there are some missing links in the linear map that we are using to understand the process through which we receive our consumer...
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...Take Some and Give Some: Business & Society Integrated Despite the amassed amount of significant accomplishments achieved by companies as corporate citizens, there exists an ambiguity of their true aggregate impact on society, and what society really needs back from them in return. This is when we, us-as a society of consumers, re-evaluate if we have set adequate expectations in the definition: corporate social responsibility. Business power is analogous to a massive iceberg. If an iceberg is seen as the great number of ways, and intensities business can impact society, there are two levels. On the surface, business’s influence on our society is easily observable. Business determines what is bought and sold, who is hired, who is fired, and the commercials we watch (Welsh). Unseen and often neglected, beneath the surface there is a more deeply rooted societal impact. Businesses can potentially influence the structure of government, societal values and cultural trends. Due to this, there is great controversy about how business power and operations impact our current values and ideals. Epitomizing this concept in a more specific sense is the potentially harmful marketing and promotional practices of companies. Many large businesses utilize their influential power through marketing; emulating and glamorizing harmful lifestyles and messages to children and young adults alike. Multiple viewpoints from powerful companies and various theories such as Market Capitalism, Dominance...
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...Customers having more control over company actions. c. Companies using the Internet to get customers into stores. d. Customers only using social media for personal interactions, not interacting with brands. 3. Adopting a market oriented approach requires information about: a. customers and competitors. b. effective sales techniques. c. a firm's capabilities. d. All of these. 4. Various companies' attempts to "go green" reflect a ________ orientation. a. sales b. societal marketing c. marketing d. production 5. The internal capabilities of a firm include all of the following EXCEPT: a. its talents. b. its manufacturing processes. c. its products. d. its consumers. 6. Which of these issues would NOT be a major concern to the societal marketing orientation? a. fossil fuel emissions b. maximizing market share c. child labor d. diversity 7. Firms can provide customer value by: a. offering products that perform. b. raising prices. c. lowering prices. d. raising quality. 8. A sales-oriented organization targets its products to: a. women only. b. men only. c. everybody. d. the rich. 9. Organizations that exist to achieve goals, rather than profits are called: a. cooperatives. b. charities. c. non-governmental organizations. d. nonprofit organizations. 10. The use of aggressive sales techniques is a feature of the ________ orientation. a. market b. sales c. production d. societal market 11. Which...
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...The Boundaries of Strategic Corporate Social Responsibility Geoffrey P. Lantos Professor of Business Administration Box D-55 Stonehill College North Easton, MA 02357 June 2001 Phone: 508.565.1205 Fax: 508.565.1444 E-mail: glantos@stonehill.edu 1 The Boundaries of Strategic Corporate Social Responsibility Keywords Corporate social responsibility (CSR), Roles of business, Stakeholder theory, Ethical CSR, Responsibilities and duties, Altruistic CSR, Strategic CSR, Abstract Reviews the development of the corporate social responsibility (CSR) concept and its four components: economic, legal, ethical, and altruistic duties. Discusses different perspectives on the proper role of business in society, from profit making to community service provider. Suggests that much of the confusion and controversy over CSR stem from a failure to distinguish its ethical, altruistic, and strategic forms of CSR. On the basis of a thorough examination of the arguments for and against altruistic CSR, concurs with Milton Friedman that altruistic CSR is not a legitimate role of business. Proposes that ethical CSR, grounded in the concept of ethical duties and responsibilities, is mandatory. Concludes that strategic CSR is good for business and society. Advises that marketing take a lead role in strategic CSR activities. Notes difficulties in CSR practice and offers suggestions for marketers in planning for strategic CSR and academic researchers in further clarifying the boundaries of...
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...Consumer Behavior, 10e (Schiffman/Kanuk) Chapter 1 Consumer Behavior: Meeting Changes and Challenges 1) The behavior that consumers display in searching for, purchasing, using, evaluating, and disposing of products and services that they expect will satisfy their needs is known as ________. A) the production orientation B) consumer behavior C) narrowcasting D) positioning E) the marketing mix Answer: B Diff: 1 Page Ref: 5 Skill: Concept Objective: 1.1: Understand what consumer behavior is and the different types of consumers 2) Which of the following is considered an example of consumer behavior? A) Janice prefers to buy name-brand pain relievers like Tylenol and Advil, rather than the store brand. B) Javier generally gets gas on Monday mornings on his way to work. C) Jessica prefers to buy her produce from the farmer's market instead of the grocery store. D) Jeremy generally recycles his old newspapers and cardboard boxes. E) All of the above are examples of consumer behavior. Answer: E Diff: 2 Page Ref: 5 Skill: Application Objective: 1.1: Understand what consumer behavior is and the different types of consumers 3) When Bill orders five movie tickets online for himself and his friends for a Friday night showing of the latest action thriller, he is acting as a(n) A) organizational consumer B) team consumer C) non-profit consumer D) market consumer E) personal consumer Answer: E Diff: 2 Page Ref: 5 Skill: Application Objective: 1...
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...Journal of Macromarketing http://jmk.sagepub.com/ Market Responsiveness to Societal Interests Tracy L. Gonzalez-Padron and Robert W. Nason Journal of Macromarketing 2009 29: 392 DOI: 10.1177/0276146709344954 The online version of this article can be found at: http://jmk.sagepub.com/content/29/4/392 Published by: http://www.sagepublications.com On behalf of: Macromarketing Society Additional services and information for Journal of Macromarketing can be found at: Email Alerts: http://jmk.sagepub.com/cgi/alerts Subscriptions: http://jmk.sagepub.com/subscriptions Reprints: http://www.sagepub.com/journalsReprints.nav Permissions: http://www.sagepub.com/journalsPermissions.nav Citations: http://jmk.sagepub.com/content/29/4/392.refs.html Downloaded from jmk.sagepub.com by Celia McKoy on September 15, 2010 Market Responsiveness to Societal Interests Tracy L. Gonzalez-Padron1 and Robert W. Nason2 Journal of Macromarketing 29(4) 392-405 ª The Author(s) 2009 Reprints and permission: http://www. sagepub.com/journalsPermissions.nav DOI: 10.1177/0276146709344954 http://jmmk.sagepub.com Abstract The authors provide evidence that firms can enhance their own objectives by internalizing the objectives of most stakeholder groups. This suggests that society’s objectives, as defined by stakeholders to the firm, can be augmented by the self-interest motivation at the heart of a market system. Specifically examined was the impact of stakeholder responsiveness on innovativeness...
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...Case Study: The Dannon Company OL 690: Responsible Corporate Leadership Southern New Hampshire University March 25th, 2015 Introduction Danone, the parent company and U.S. subsidiary of Dannon, was founded in Barcelona Spain in 1919 by Isaac Carasso (Marquis, Shah, Tolleson, & Thomason, 2011). Isaac had the goal of developing a yogurt for more than the purpose of taste, but with additional inherent health benefits (Marquis, et al., 2011). The health benefits were based on the use of pure lactic ferments, which were initially prescribed by physicians due to their proven ability to help treat intestinal disorders (Marquis, et al., 2011). It was because of Carasso that consumers could have the added benefit of treating their intestinal disorder while nourishing their bodies. Daniel Carasso, Isaac’s son, was brought into the business and ultimately became CEO in 1939 after Isaac’s death (Marquis, et al., 2011). Prior to his father’s death, Daniel was able to take Danone to another level in 1929 when he founded it in Paris (Marquis, et al., 2011). Due to the extensive amount of competition in the yogurt business, Daniel leveraged the focus on health to differentiate Danone from the competition (Marquis, et al., 2011). After his father’s death, Daniel merged with two notable organizations in 1967 and 1973, Gervais and Boussois-Souchon-Neuvesel (BSN) respectively (Marquis, et al., 2011). These mergers resulted in rapid expansion throughout Europe, a newly named conglomerate...
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...only been limitedly used in public health media campaigns. Nevertheless, as public health more and more focuses on non-transmissible disease prevention, negative advertising could be more extensively used. This analysis takes into consideration, a descriptive case from tobacco control. Taking into account internal tobacco industry documents, surveys and tentative data and taking into consideration socio-political reasons, it is described tobacco industry and public health research on the American Legacy Foundation’s ‘‘truth’’ campaign, a key example of effective use of negative advertising in the service of public health. The tobacco industry described that the most effective advertisements run by Legacy Foundations “truth’’ campaign have been negative advertisements. Though the tobacco industry’s own study suggested that these negative ads acknowledged and effectively branded the cigarette as a harmful consumer product rather than focusing only on tobacco companies, some people accused Legacy of defaming it. Public health researchers have confirmed the effectiveness of the ‘‘truth’’ campaign in reducing smoking initiation. Research on political advocacy indicating the value of negative advertising has been only used rarely in the development of public health media campaigns, but negative advertising can easily communicate certain public health messages and assist to resist corporate disease promotion. Negative advertisements created by ‘‘truth’’ were one of the most notable...
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