The paper “ Shell as a Societal Marketer and Scio-Responsible Corporation" is an exciting example of a case study on marketing. Satisfaction, a keyword in marketing has been transformed into delighting the customers. This means that a Marketer not only has to meet the customer’ s expectations but to exceed the expectations of his target market customers in order to delight the customers. This phenomenon has become so common universally that the customer expects the unexpected. Products, in order to be successful, are being tailored in a manner that surprise element of extra benefits has become an obligation for the marketer. The pressure of production and innovative features inclusion has compelled the significance of marketing into the public eye.
This pressure tends to be a continual factor. ‘ Production pressure will markedly increase in the future, making marketing even more vital for success. ’ (Drucker 1991, p. 2-10) It is, however, argumentative if a firm is almost perfect in its activities and making a fabulous profit, whether its activities can be termed appreciative in the local or global scenario which is highlighted by different societal injustices such as shortage of food, pollution, and environmental decline, etc.
The exigency of societal necessities has paved its way into the concept of marketing and as such a firm has to be more persuasive in its corporate social responsibility and applying societal marketing concept as a replacement for marketing concept. ‘ Kotler (2000, p. 25) states societal marketing as, ‘ The societal marketing concept 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’ .
Companies today are more social in their activities and more acquainted with their corporate social responsibilities. ‘ The societal marketing concept urges marketers to be more social and ethical in their practices’ . (Kotler 2000, p. 25) ‘ Consider the following criticism: The fast-food hamburger industry offers tasty but unhealthy food. The hamburgers have high-fat content, and the restaurants promote fries and pies, two products high in starch and fat. The products are wrapped in convenient packaging, which leads to much waste. In satisfying consumer wants, these restaurants may be hurting consumer health and causing environmental problems (Kotler 2000.
p-25) It is worth mentioning to call to mind President Kennedy’ s 1962 ‘ Consumer bills of rights’ . ‘ McCarthy recalls for us some of the canons of that bill: a) The right to safety- to be protected against the marketing of goods which are hazardous to health and life b) The right to be informed- to be protected against fraudulent, deceitful, or grossly misinformation, advertising, labeling or other practices. c) The right to choose – to be assured, whenever possible, of access to a variety of products and services at competitive prices d) The right to be heard – to be assured that consumer interests will receive full and sympathetic consideration in the formulation of government policy. ’ (McCarthy 1978, p. 97) Firms are positioning themselves as a role player of corporate social responsibility.
The customers in the global market value this role and as such differentiation in marketing activities are being accomplished by the marketers. Ultimately the goals of the firm are being achieved in a gratified environment. Corporate social responsibility has become standard and belief.
One of the most important tasks in this respect is of environmental surveillance-serving, in effect, much like the periscope of a submarine. The continued growth of the company, if not survival, depends on their corporate social responsibility.