Social marketing is marketing for promoting the social interests. Society is a system of usages and procedures & mutual aid, of many groupings and divisions, of control of human behavior and of liberties. This ever-changing complex system is what we term as ‘Society.’ It is the web of social relationships and is always changing.
It is also important to mention that society is not limited to human beings. There are animal societies of many degrees. The remarkable social organizations of the insects such as ants, bees, hornets etc., the social organizations of dogs, cats, birds and other animals and reptiles. Wherever there is life, there is a society because life means heredity and can arise only out of and in the presence of other life.
The perception of society is thus related to a system that provides a healthy environment to all the living beings to survive and thrive. We find that there are a number of emerging social issues in the society such as:
We are on the brink of environmental disaster We find establishment of small affluent islands resulting into a big socio-economic gap.
The majority of the population face the problem of safe drinking water. Lack of adequate sanitation facilities Deforestation is gaining rapid momentum.An invasion on our ethical values. The majority of our population do not get even the minimum medicare facilities.
An imbalance in the development of quality human resources.Goods & service manufacturing industries and service generating organizations are instrumental in endangering social interests. Due to the above mentioned consequences, it becomes imperative that policy makers, economists, environmentalists, social scientists, professionals, statesmen & others must think over the problem and attempt to protect the society.
Kotler says that the ‘Societal Marketing’ concept holds that the organization’s task is to determine the needs and wants and interests of target markets and to deliver the desired satisfaction more effectively and efficiently than competitors in a way that preserves or enhances the consumer’s & society’s well-being.
Social Marketing is thus related to the determination of social needs & wants vis-à-vis subserving their interests which is possible when marketers make possible a fair blending of social & commercial considerations in tune with the holistic concept of management. The concept of social marketing calls upon marketers to balance three considerations in formulating the marketing of policies, namely, company profits, customer satisfaction and public interests.
The perception of social marketing thus focuses on application of marketing principles keeping in view the public/social interests. Social marketing seeks to influence social behavior, not to benefit the marketer but to benefit the general public/target audience. Advertising contributes substantially to social marketing. It acts as a tool to help masses to be more conscious.
A change in social attitude plays a decisive role in making things sensitive or insensitive. We need to get to the bottom of the problem; in order to make the slogans, the messages and the appeals to be effective.
It is also important to mention that society is not limited to human beings. There are animal societies of many degrees. The remarkable social organizations of the insects such as ants, bees, hornets etc., the social organizations of dogs, cats, birds and other animals and reptiles. Wherever there is life, there is a society because life means heredity and can arise only out of and in the presence of other life.
The perception of society is thus related to a system that provides a healthy environment to all the living beings to survive and thrive. We find that there are a number of emerging social issues in the society such as:
We are on the brink of environmental disaster We find establishment of small affluent islands resulting into a big socio-economic gap.
The majority of the population face the problem of safe drinking water. Lack of adequate sanitation facilities Deforestation is gaining rapid momentum.An invasion on our ethical values. The majority of our population do not get even the minimum medicare facilities.
An imbalance in the development of quality human resources.Goods & service manufacturing industries and service generating organizations are instrumental in endangering social interests. Due to the above mentioned consequences, it becomes imperative that policy makers, economists, environmentalists, social scientists, professionals, statesmen & others must think over the problem and attempt to protect the society.
Kotler says that the ‘Societal Marketing’ concept holds that the organization’s task is to determine the needs and wants and interests of target markets and to deliver the desired satisfaction more effectively and efficiently than competitors in a way that preserves or enhances the consumer’s & society’s well-being.
Social Marketing is thus related to the determination of social needs & wants vis-à-vis subserving their interests which is possible when marketers make possible a fair blending of social & commercial considerations in tune with the holistic concept of management. The concept of social marketing calls upon marketers to balance three considerations in formulating the marketing of policies, namely, company profits, customer satisfaction and public interests.
The perception of social marketing thus focuses on application of marketing principles keeping in view the public/social interests. Social marketing seeks to influence social behavior, not to benefit the marketer but to benefit the general public/target audience. Advertising contributes substantially to social marketing. It acts as a tool to help masses to be more conscious.
A change in social attitude plays a decisive role in making things sensitive or insensitive. We need to get to the bottom of the problem; in order to make the slogans, the messages and the appeals to be effective.