...SOCIETAL MARKETING Societal marketing is a type of marketing concept which holds that a company must make excellent marketing decisions which considers the consumers wants, the company’s requirements and well being and society’s long term interests. It is closely linked with the principles of CORPORATE SOCIAL RESPONSIBILITY (CSR). This concept strongly emphasizes on the company’s or organisation’s social responsibility and suggests that the company must not only dwell on the customers and company’s needs and wants but rather deliver value to the customers in a way that maintains or improves the society’s overall well being. It is a known fact among many leading companies and organisations that being socially responsible, which translates to practicing corporate social responsibility, enhances the corporate image among major stakeholders. Ethical and socially responsible practices are simply good and sensible business practices which not only result in a positive image but ultimately high sales. A good example of a Kenyan based company which practices societal marketing concept is Brookside Dairy Limited. They offer the widest selection of fresh milk products processed in Kenya which includes farm fresh products, long life products, cultured products and cream products. The company recognizes that corporate social responsibility is an integral part of the environment in which they operate. The environment encompasses the communities, employees, shareholders and customers...
Words: 779 - Pages: 4
...Marketing Management 555 Corporate Societal Marketing: Much More Than Sponsorship of Non-Profit Organisations Unit: Marketing Management 555 Assessment: Assignment 2 – Individual Research Paper Lecturer: Astrid Fackelmann Due date: 14 March 2012 Word Count: 3769 words (includes in-text referencing) Student: Tracey Piani Student Number: 08801476 Introduction Consumers increasing awareness and concern for environmental and social issues, over the past two decades, has lead to significant changes in business relationships between the non-profit and for-profit organisations (Polonsky and Speed 2001; Till 2000). Marketing research indicates consumers increasingly reward or intend to reward companies, whose business practices encompass environmental and social issues, prompting corporations to move beyond simply donating to worthy causes to seek out mutually beneficial relationships with non-profit organisations (Till 2000; Wymer and Sargeant 2006; Wymer and Samu 2009). With seventy- five percent of consumers indicating they would switch brands to a company involved with a charitable cause, if price and quality are equal, corporate giving, regardless of its form makes good business sense (Till 2000). Corporate giving is now considered a competitive resource and important marketing tool, with corporate executives proactive and strategic in their donation tactics, addressing their corporate social responsibility objectives...
Words: 4816 - Pages: 20
...The United States and The Fall of Rome a Looking Similar Rome had many downfalls to lead towards its demise like political corruption, military spending and greed. You would think those things don’t exist in the great nation of the United States, but if you thought that then you are clearly ignorant. There are plenty of similarities between the downfall of Rome and the United States, which are economic instability, spreading the military too thin and inflation. The Decline of Rome was due to numerous items such as economic instability, taxation, military dissipation and political corruption. During the years of the downfall Rome began to rely on imports from other countries such as Egypt. Rome imported more then they exported which was a deficiency in income. Once Caesar obtained power he then started to acquire more and more land, which was filled with greed. He wanted people to perceive him to be higher then the gods they people celebrated. This became a problem across Rome and so diversity among religions was considered, “ against the rules.” Caesar began to have relations with Cleopatra. This then turned into a rule of lovers, which they wanted to take over the eastern hemisphere. With the military spread to thin, sickness and zero surplus of food the nation crumbled. Without a military to defend them Rome would easily be invaded and dismissed as a civilization. Though the United States may not be the Fall of Rome, both civilizations had copious things in common. Such...
Words: 521 - Pages: 3
...Over the years, there have been so many societies that have collapsed. Jared Diamond, a scientist who studies societies and their declines, believes that a collapse results from environmental damage, climate change, hostile neighbors, friendly trade partners, or a societies response to the their problems (11). Diamond wrote about many societies in his engrossing book Collapse, but out of them all, the Greenland Norse seems to be the one that supports his ideas and opinions the most. The Greenland Norse was a landscape where Vikings settled, but unfortunately their civilization came to an end after being severely damaged. As Jared Diamond would say "collapse isn't inevitable but depends on a society's choices" (21). This shows that the actions of the colonist that settled in Greenland were the main prospect of its end. Overall the collapse of Greenland Norse is instructive because it declined from deforestation and soil erosion, colder climates, military issues with their neighbors, cut-off trade with Europe, and their inability to adopt useful methods from their surrounding societies; these problems fall into all of Jared Diamonds factors in his five point framework impeccably proving his theory. Firstly, the Norse caused ecological downfall by all the reckless logging and farming they did, which resulted in soil erosion and deforestation. Due to this, the settlers lost lumber, firewood, and iron (Diamond 250). Lumber and firewood were scarce because there was no trees left...
Words: 992 - Pages: 4
...Same-Sex Relationships And Women With Intellectual Disabilities Tina Brazell South University This paper is to explore the research purpose, methods used, how the research was conducted, the results and the conclusion of a study done on Same-Sex Relationships and Women With Intellectual Disabilities. The study was conducted to examine the attitudes of women with intellectual disabilities towards homosexuality and gender role beliefs. To be able to develop a positive identity as gay or lesbian one first needs to know that such an alternative sexuality exists and second to be open in one’s attitudes towards it (Hunter 2007). Previous research has shown that people with intellectual disabilities have tended to hold at minimum negative and at most blatantly homophobic attitudes towards homosexuality (McCabe & Schreck 1992). The purpose of this study was two-fold. First it is to gain more insight about the current knowledge level and the attitudes in reference to same-sex relationships by women that have intellectual disabilities. Second, it is to examine to see if this sample of women with intellectual disabilities replicates previous research in examining if the relationship between stereo-typical beliefs and attitudes towards same-sex relationships have the same outcome. The methods used for this study begins with its design. The design was a cross sectional within a group, correlational design was employed using the data obtained from three self-report measures and...
Words: 899 - Pages: 4
...I Am Not My Sexuality: Annotated Bibliography and Outline Unit 5 Course 5334 Annotated Bibliography Aldrich, R. (2004). Homosexuality and the city: an historical overview. Urban Studies, 41(9), 1719-1737. Aldrich gives a historical overview of the history of homosexuality. He goes back to the Roman times and discusses Sodom and Gomorrah and continues to the present day. He makes mention of how homosexuals left various cities to escape the traditional life constraints and went to other cities to begin transforming the city into much construction of the gay and lesbian culture. Bonilla, L & Porter, J (1990). A comparison of latino, black, and non-hispanic white attitudes toward homosexuality. Hispanic Journal of Behavioral Sciences, 12(4), 437-452. This article discusses Latinos, Blacks, and non Hispanic whites attitudes towards homosexuality. It has been researched that the Latino culture is more inclined than blacks and non whites to believe that homosexuality and the spread of AIDS are invariably related. This one assumption has the capacity to cause the rights of homosexuals to be restricted. Goldsmith, S. J. (2001). Oepipus or orestes? Homosexual men, their mothers, and other women revisited. Journal of the American Psychoanalytic Association, 49 (4), 1269-1287. The author of this article discusses gender roles and how they have an effect on the sexuality of men and women. He mentions when people sense femininity in a man it causes them to fear that man simply...
Words: 2359 - Pages: 10
...The Effects of Socialization on Attitudes Regarding Homosexuality in Relation to the Implicit Associations Test Elaina Lucido Department of Psychological and Brain Sciences Indiana University Bloomington Abstract In this study, I investigated whether explicit measures of personal attitudes regarding homosexuality are correlated with implicit measures of personal preference between heterosexuality and homosexuality. Participants were first given a self-report survey in order to gauge their explicit attitudes or prejudices in regards to homosexuals in society. Then, a Sexuality IAT was administered in order to test for a suggested implicit preference for Straight over Gay or vice versa. Overall average scores on the Sexuality IAT revealed implicit preferences for heterosexuality over homosexuality. When the explicit and implicit measures were paired together, correlation analysis revealed that there was no statistically significant correlation between the two. The Effects of Socialization on Attitudes Regarding Homosexuality in Relation to the Implicit Associations Test Attitudes and behaviors towards homosexuality are usually attributed to the moral standings, values, upbringing, and personal experiences of an individual. Opinions regarding the acceptance of homosexuality in America have changed drastically within the past decade partly due to an increased population of younger generations and open homosexuals within the United States. Dimock, et al...
Words: 3484 - Pages: 14
...Examine the differences in ethical and religious views concerning homosexuality. Homosexuality has been the topic of ethical debates for many years, concerning the rights of homosexuals, and whether or not they should be treated equally. In the modern day homosexuality is comparatively far more tolerated than in the past, when it had been at least somewhat illegal until progressive thinking led to the 1957 Sexual Offences Act, which set the wheels in motion towards ending the inequality between homosexuals and heterosexuals. One of the focal points of the issue is whether homosexual marriage should be permitted in the same way as heterosexual marriage – it can be argued that the introduction of Civil Partnerships in 2004/5 was, although progressive and still offering equal rights to those of married couples, still disrespectful to not allow homosexuals to be specifically ‘married.’ This kind of view suggests that ethical attitudes towards homosexuality are progressive and accepting, reaching a conclusion that would satisfy homosexuals in their quest for equal rights. Discrimination against homosexuality, however, is still fairly prominent, and the lack of ease in passing laws relating to homosexuality suggests that there is still a lot of unease surrounding the topic. It cannot yet be said that to see a homosexual couple canoodling in public is considered to have as subtle an effect as a heterosexual couple doing the same. John Harris, however, states that homosexuality is...
Words: 632 - Pages: 3
...Select a company of your choice and answer the following questions to demonstrate your understanding of the following topics: 1. Compare and explain the societal marketing concept with production concept. Illustrate your answers and support your argument with reasons and local marketing examples. Societal marketing concept is the idea that a company should make good marketing decisions by considering consumer’s wants, the company’s requirements, consumer’s long- term interests and society’s long-run interests. This concept can help company to have more exchange relationship with the consumer and give more benefit for the consumer and the society. For example, Hung Fook Tong(鴻福堂) is the company that using the societal marketing concept. It is a traditional Chinese herbal tea shop. And it continuously develops and produces new products. People now focus on healthy lifestyle so Hung Fook Tong has no add preservatives and monosodium glutamate into their products. Also Hong Kong people is very busy, so Hung Fook Tong produces a lot of ready-made Chinese medicinal natural nourishing products e.g. Chinese herbal soup, Chinese herbal tea and other Chinese medicinal diet to convenience the consumers. Moreover Hung Fook Tong care the society and it organized different types of charitable activities and environmental protection activities e.g. charity walk and recycling of plastic bottles. So it can give more benefit for the consumer and the society. Production concept...
Words: 566 - Pages: 3
...BACHELOR OF INTERNATIONAL RESTAURANT MANAGEMENT BACHELOR OF INTERNATIONAL RESTAURANT MANAGEMENT Course name: ADVANCED MARKETING Assessment: Assignment 1 : Essay Students name: SARAH BINTI ISKANDAR FAIZ Preferred name: SARAH Student # 640996 3. What is the purpose and what are the benefits of the marketing philosophy? How does it differ from past traditional philosophies? Give company examples (with appropriate referencing) to illustrate. Give examples to explain how companies are moving towards societal marketing within the hospitality and tourism sectors. An establishment of an organizations, business or products constantly applies marketing ideas by understanding customers need and developing the products and services to meet their satisfactions and needs. Peter F. Drucker who is a successful management consultant says “The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.” Hospitality and tourism industry are rapidly changing and flexible therefore a combination of marketing concept or strategy will be needed and is also due to increasing level of globalization therefore trends and function has been constantly changing over the decades However the basics of marketing philosophy has constantly guiding one’s businesses marketing activities. Purpose of marketing philosophy means giving a complete customer his or her satisfactions by studying and analyze target market theirs needs and wants...
Words: 1659 - Pages: 7
...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...
Words: 8586 - Pages: 35
...------------------------------------------------- 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...
Words: 3706 - Pages: 15
.... 2 Societal marketing in Kenya ............................................................. 4 Conclusion............................................................................................... 8 Reference ................................................................................................ 8 SOCIETAL MARKETING INTRODUCTION 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 societal 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. This is a principle of enlightening marketing that hold that a company should make good marketing decisions by considering consumers’ wants’ the company requirements, consumer interests and society’s long run interests. Societal marketing ensure the marketing concept overlooks possible conflicts between consumer short run wants and consumer long run welfare. Does a business always doing what is best for consumer in the long run. This concept holds that marketing strategy...
Words: 1268 - Pages: 6
...MARKETING FOR MANAGERS MAR601-6 SEMESTER 1 DATE- 16/06/2014 FROM- ADITYA MISHRA TO- Rosemary Burnley INDEX Sr.no | TOPICS | PAGE.NO | 1 | INTRODUCTION | 3 | 2 | PRODUCTION AND SELLING CONCEPT | 4 | 3 | SOCIETAL MARKETING CONCEPT | 5 | 4 | CONCLUSION | 6 | 5 | REFERENCES | 6 | STUDENT NUMBER | SURNAME | FORENAME | SEMINAR PAPER NUMBER | 1325080 | MISHRA | ADITYA | 1 | Introduction In today’s world, production marketing as well as societal marketing has a vital impact on company’s profitability. Production marketing means companies launches new product in time interval for target consumer. On the other hand, societal marketing means companies launches new product for long term by looking consumer benefit towards product. Some of the companies use production marketing whereas some uses societal marketing depends upon the companies and market situations. For example, cosmetic companies such as L’Oreal, lakme might launch their new product in every 6 months. However, Anti Smoking companies launch new product on customer welfare and demand. These rising demands of product companies come to know by survey and other marketing plans. Societal marketing holds consumers wants interest and needs for long term. These are moral and ethical concept of marketing. It was introduced by Philip Kotler,”what consumerism means for marketers” in the Harvard Business Review Journal. His aim was to “long run consumer interest” ,stressing that the short term...
Words: 1086 - Pages: 5
...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...
Words: 5977 - Pages: 24
