The paper "Relationship between Social Marketing and Societal Marketing" is a perfect example of marketing coursework. Marketing forms a fundamental component of any firm. This describes the method through which the firm promotes its products and services to reach the target customers. There is a range of approaches to product marketing and selecting the most effective approach for the firm is important to come up with a marketing campaign that will be successful. Some of the basic methods comprise of the traditional concept of marketing and societal marketing which can be effective in both cases (Dann, 2010).
The business philosophy and strategy of the company will determine the method that has to be applied. Traditional marketing concept refers to the marketing strategy where a firm makes use of in determining if it has the capacity to produce a product that is viable in line with the wants and need of the consumer. Societal marketing on its part focuses on the long run wellbeing of the entire society integrating this goal into the general marketing plan of the firm (Powell, 2011). Whereas service and product marketing is still a key component of this model of a marketing plan, the focus of societal marketing in society.
It involves the integration of consumer needs or wants, requirements of the company, and the long run good of the entire society. Food companies which focus on the consumers’ health as opposed to the product promote a form of societal marketing. It is crucial to find the link between social marketing and societal marketing by examining what each means within the field of traditional marketing.
This paper investigates the relationship between societal marketing and social marketing to determine how they complement or diverge from each other. Discussion Marketing refers to a responsibility given to management by which knowledge of the consumer is gained and the firm’ s capabilities deployed in serving these customers. With regard to business marketing, identification, as well as the satisfaction of the needs of customers, earns the firm a financial profit (Dann, 2010). On the other hand, social marketing results in the societal well-being echoing the goal of societal marketing. The two marketing concepts are concerned with the wellbeing of the society either in the short term or the long run.
The goal of social marketing is the attainment of specific behavioural objectives for the good of society. Social marketing can discourage society from using demerit goods like smoking in public places or through the promotion of merit goods. Social marketing focuses on promoting the well-being of the society (Boyland et al, 2011). This marketing concept makes sure there are social goals in the corporate culture and vision of the firm. Social marketing builds awareness concerning a social issue and targets to change people’ s attitudes and behaviour for the good of the public.
This can include promoting the use of condoms or getting a mammogram to encourage the safety of society (Varey, 2010). Promoting handwashing through the use of certain soap can be regarded as social marketing. It is sometimes complex to point at the difference and relationship that exist between societal marketing and social marketing, particularly for a layman. The objective behind both processes is very different but generally social objectives are realised in both cases (Varey, 2010).
The fundamental disparity between the two marketing concepts can be found in the marketing effort purpose. The marketer in social marketing aims to transform attitudes and habits from a perceived negative perspective to a positive one. To encourage individuals to change from feeding on junk food which is detrimental in the long run, marketers come up with products that target to change such habits (Lee & Kotler, 2011). Social marketing can also involve campaigns of encouraging people to use condoms to avoid catching sexually transmitted diseases.
Social marketing campaigns can also target to discourage sedentary lifestyles. The purpose of social marketing cannot be necessarily profit-oriented but a pre-emptive network against unnecessary as well as preventable morbidity, which affects the society and individual adversely. It is common to witness social marketing efforts funded by the government as well as donors. Societal marketing is the practice whereby a firm tries to be socially responsible and responsive by the provision of goods and service best suitable for the clientele’ s needs. Societal marketing is sustainable and profitable in the long run (Andreasen, 1995).
This perspective is informed by the fact that in the current world consumers are more discerning and having many choices at their disposal, as well as they, can change their suppliers within a blink of an eye owing to low switching costs.
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