Assignment on Societal Marketing

Introduction To Marketing ASSIGNMENT NO. 2 Societal Marketing Submitted To Prof. Omar Shaoor Submitted By Abdul Karim L1F10MSMG0065 University Of Central Punjab Lahore Societal Marketing Business executives are often perplexed by the continuous expansion of society's expectations of corporations. For example, in the corporate world, numerous laws and extensive government regulation affect virtually every aspect of business activities. They touch almost every business decision ranging from t
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    Introduction To Marketing  ASSIGNMENT NO. 2 Societal Marketing Submitted ToProf. Omar ShaoorSubmitted ByAbdul KarimL1F10MSMG0065University Of Central Punjab Lahore      Societal Marketing   Business executives are often perplexed by the continuous expansion of society'sexpectations of corporations. For example, in the corporate world, numerous laws andextensive government regulation affect virtually every aspect of business activities.They touch almost every business decision ranging from the production of goods andservices to their packaging, distribution, marketing, and service. Thus, not only arecompanies held responsible for maximizing profits for the owners and shareholders andfor operating within the legal framework, they are also expected to support theiremployees' quality of work life, to demonstrate their concern for the communities withinwhich their businesses operate, to minimize the impact of various hazards on the globalenvironment, and to engage in purely social or philanthropic endeavors.The societal marketing concept is an enlightened marketing concept that holds that acompany should make good marketing decisions by considering consumers' wants, thecompany's requirements, and society's long-term interests. It is closely linked with theprinciples of corporate social responsibility and of sustainable development. Theconcept has an emphasis on social responsibility and suggests that for a company toonly focus on exchange relationship with customers might not be suitable in order tosustain long term success. Rather, marketing strategy should deliver value to customersin a way that maintains or improves both the consumer's and the society's well-being.Most companies recognize that socially responsible activities improve their imageamong customers, stockholders, the financial community, and other relevant publics.Ethical and socially responsible practices are simply good business, resulting not only infavorable image, but ultimately in increased sales.Societal marketing should not be confused with social marketing. The societalmarketing concept was a forerunner of sustainable marketing in integrating issues of social responsibility into commercial marketing strategies. In contrast to that, socialmarketing uses commercial marketing theories, tools and techniques to social issues.    Social marketing applies a customer orientated approach and uses the concepts andtools used by commercial marketers in pursuit of social goals like Anti-Smoking-Campaigns or fund raising for NGOs. C orporate Social Responsibility and Societal Marketing The societal marketing concept introduces corporate social responsibility (CSR) intomarketing practices. Societal marketing incorporates a focus on the consumers andsocietys well-being (Kotler, 2003). Research executed in many countries hasconsistently shown that consumers express a more positive attitude toward a companythat practices societal marketing, and additionally prefer to purchase the products of these companies (Business in the Community, 1997, 1998; Cone Inc., 2000, 2002;Cone/Roper Communications, 1994, 1999; Cavill + Co, 1997a, 1997b; Jayne, 2001;Kaplan, 2002; Nowicka, 2002). However, little research has considered how and whythis relationship between societal marketing and consumer attitudes occurs, or touncover the conditions favoring or hindering the development of this relationship. As a key member of society, a corporation should take into account the societal needsthat are expected to be met by business. These needs constitute a social demand.Thus, social demand incorporates not only demand for a firm's products and services,but also extends to the fulfillment of other societal needs. With this framework in mind,it can be stated that the scope of a business organization, i.e., what products andservices it provides, is determined both by the organization itself and by society'sexpectations. Consequently, a firm's mission and objectives should not only addresstraditional organizational concerns such as profitability and markets served, but shouldalso be concerned with determining and meeting various societal expectations.One of the aspects of the societal marketing includes alliances that have arisen betweenenvironmentalist groups and businesses in the last decade. The new relationships havebeen described as path breaking and innovative. Typically, they are distinguishablefrom the prior charitable and commercial relationships because they engage the expert knowledge of the environmental group and involve it, to varying degrees, in joint     problem solving or strategic decision making with the corporate partner. In thiscategory are green product endorsements, audits by environmental groups of businessprograms or practices, and joint projects of the type engaged in by green alliancebetween McDonald's and Environmental Defense Fund, where the corporate partner'sbusiness practices are evaluated and improved according to ecological criteria.Green alliances also function rhetorically in a more complex way than traditionalbusiness-environmentalist relationships. Green alliances, a strategy within corporateenvironmental management, also have symbolic and political value - for both partners.The corporation borrows not only the environmental expertise, but also the credibility,of the ecology group, which by its allegiance implicitly or explicitly endorses companyactions. The partnership also brings corporate actors into the group of those to beentrusted with the work of saving the earth. C ompanies Employing the Societal Marketing C oncept McDonald's: McDonald's is the leader of the fast-food industry, with worldwide operations employingapproximately 500,000 people in 11,000 restaurants and serving 22 million customers aday. At the time Environmental Defense Fund (EDF) approached McDonald's, itsentanglement in controversy over its packaging frustrated the company. From EDF'sperspective, McDonald's leadership position, its problematic history of wastemanagement, and the iconic value of waste management as an environmental issuemade the company an attractive candidate for partnership. EDF saw significant opportunity for both environmental action and a major, high visibility, opportunity totest its innovative approach to environmental problem-solving through corporatepartnerships. Plastic had been demonized by several environmentalist organizations.The use-and-dispose philosophy at the core of McDonald's business and its distinctiveplastic clamshell sandwich boxes, which helped to make the company one of the largest single users of polystyrene in the United States, had made McDonald's a continuingtarget of ecology groups.
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