An Overview Of Societal Marketing Marketing Essay

An Overview Of social trade trade EssayThe notion of affectionate selling implies that an organization endures not totally to satisfy customer wants but besides to pre table service or enhance individuals and nightclubs long-term best interests. (Lamb, 1997 scalawag 9). This conception holds that the organization should determine the unavoidably, wants and interests of target markets and deliver the desired satisfaction more effectively and efficiently than competitors in a way that maintains or improves the customers and unions well-being.(Kotler, 2006, Page 22).According to Kotler (2006, p 15-16), the cordial merchandising concept represents the highest level of pullulatement in market philosophies. This school of thought evolved from earlier hierarchal philosophies of product, production, selling and trade. Kotler (1972, 1977b, 2006) suggests that the social merchandising concept encapsulates a more enlightened merchandising philosophy which attempts to h armonize the goals of business to the occasion all(prenominal)y conflicting goals of society. The concept of societal merchandise is based upon a vital proposition that wants of the consumers do not constantly concur with their or societys semipermanent interests. Therefore, marketers should place the importance on long-run consumer and societal well being (Kotler, 1977b). Consequently, the societal merchandise concept endorses and justifies the friendly duty of business in the society and refutes Friedmans notorious statement that the loving responsibility of business is to make a profit (Friedman, 1962).The concept of societal marketing was catalyzed by the consumerism movements of later half of 20th century (Winsor, 1999). For the kickoff seven decades of the 20th century, marketing was purely considered a business action mechanism and it was almost unimaginable that marketing could be regarded as anything but a business activity until late 60s. Lazer (1969, P3) sparked the compriseation of a new marketing concept by stating that marketing must not only serve business but also the goals of the society and that the portion of the marketing extends beyond the formal boundaries of the firm. He served the view that marketers basenot be forgetful of individuals and societal norms. This role of Lazer was subservient in flourishing the boundaries of marketing from the sole objective of gainfulness to include intrinsic values of job for society and the development of people. The bailiwick of Kotler and Levy (1969a) led to the broadening of the whole concept of marketing. They asserted that marketing was a pervasive societal activity and suggested that in that prize atomic number 18 considerable opportunities for marketing people to apply their skills to wide range of sociable activity. Besides, the range of consumerism in later half of the 20th century had virtually void all the previous marketing concepts. Barksdale and Darden (1971) found ou t in a survey that a significant circle of scholars and managers believed that the rise in consumerism was an boldness of the deficiency of the prevalent marketing concepts. This failure of the marketing concept past sparked the consumerism to became the basis for a revised marketing concept which Kotler (1972) propounded as the exchange to the failed marketing concepts. Therefore, the societal marketing concept was apparently founded upon the leftovers of its predecessors. This is how the concept of societal marketing evolved in the later half of 20th century and progressed into twenty- start-off century.In 21st century, most organizations are becoming progressively enkindle about handling societal issues in marketing to provide benefits to all the stakeholders in the society, including organization, customer as well as society (McAlister Ferrell, 2002 Waddell, 2002) and on that point is an increasing trend towards the concept of societal marketing and green consumerism among marketing departments of various organizations (Prothero, 1990). Today customers do not merely choose a product based on product and quality, rather they are keener in brand power and companies that are concerned about society and environs have an impact in customer purchase decision (Fellman, 1999).Societal marketing has grown in popularity and usage within various aspects of society and specific social causes could benefit from societal marketing such as unexclusive health, pollution control, mass transit, private procreation, drug abuse. (Andreasen, 1995 Grier Byrant, 2005 Kotler Zaltman, 1971 Ling, Franklin, Lindsteadt, Gearon, 1992 Siegel Doner, 1998). Various patience surveys conducted over the years have shown positive solve of societal marketing on consumer perception and corporeal image (Cone Inc., 2002 Cone Inc., 2008a Cone Inc., 2008b Jayne, 2001). It has been found out that given price and quality are same, 75% of consumers butt against willingness to leave t he brands currently under their use and choose to rather deprave products from brands that support a charitable cause (Lorge, 1998). In another instruct, 80% of the consumers favored companies that endorse a charitable cause while 86% were of the view that they would rather switch and purchase a product that supports a cause given that price and quality were equal. Moreover, it has been stated that organizations adopting the societal marketing concept are likely to be more profitable in the long run apart from being beneficial to society as a whole (Abratt Sacks, 1988). Companies that support charity and show concern regarding social issues invoke a better image on the market resulting in a better repute and higher sales (Mason, 1993).Societal marketing offers tremendous opportunities for organizations as well as the society. Several studies indicate that there exist ample market segments that are ready to switch brands for the effective cause at the right price. Besides this, t here also exist segments that are prepared to switch brands without caring about price and quality. Therefore, it can be stated that incorporated image think to promotion of public good and specific causes can wield strong effect on customer behavior (Barone, Miyazaki, Taylor, 2000 Bloom, Hoeffler, Keller, Meza, 2006 Hoek Gendall, 2008).Cause- link marketing is highly implicated in the concept of societal marketing in which organizations extend specific amount of contribution to a certain cause when customers undertake revenue generating exchanges that meet organizational as well as individual objectives (Andreasen, 1996). Therefore, it is reckoned as a variableness of societal marketing concept (Kotler, 2000) and implies connecting companys product or service to a relevant social cause for the mutual benefit of the organization and society (Pringle Thompson, 1999). There have been various reported business cases indicating that societal marketing lead to remarkable increase in the revenues and position of organizations (Adkins, 1999 Balabanis, Hugh, Lyall, 1998 Kotler, 2000). Cause-related marketing implies emotional and rational involvement of consumers (Bloom et al., 2006) which renders societal marketing advantageous for the company (Andreasen, 1996 Kotler, 2000).another(prenominal) concept closely related to the concept of societal marketing is that of corporate social responsibility which includes corporate social actions whose purpose is to satisfy social needs (Brnn Vrioni, 2001 Moir, 2001). Realizing corporate social responsibility and undertaking cause related marketing is a tool for increasing customer loyalty and mental synthesis reputation (Brnn Vrioni, 2001). The change in corporate image attributed to cause-related marketing campaigns appears to weigh a great deal on how customers perceive the reasons for companys involvement in cause related programs and the amount of help given to the cause by dint of a companys involvement (Web b Mohr, 1998).The concept of societal marketing and corporate social responsibility is relatively new as discussed above. Existing literature on the defer and observations indicate that this concept is not a common dedicate in Pakistan and a number of firms have started using this approach only recently. It has been noted that the concept of social responsibility as exhibit in the West is clearly nascent in Pakistan (Ahmad, 2006 Lund-Thomsen, 2004).However, there are outside pressures driving the acceptance of societal marketing values and practices in the land and therefore there is recent evidence of substantial corporate socially responsible activity in Pakistan both in the corporate sector. The concern for employee welfare, health, and the environment has been found for Pakistan (Ahmad, 2006). Some of the leading companies in Pakistan practicing societal marketing and corporate social responsibility are Fauji Group, English Biscuit Manufacturers, Barclays, Procter Gamble, Hinopak, ICI Pakistan, Indus motor Company, Mobilink, PTC, Shell and TetraPak.Despite the enormous growth of societal marketing practices and related concepts across the world, empirical look is still scarce in this subject (Berger, Cunningham, Koziets, 1999), particularly in Pakistan.SIGNIFICANCE RATIONALEThe rationale and justification empennage this research is that although a significant body of knowledge on societal marketing and corporate image exists, there is very little research on the concept of societal marketing in Pakistan. There are various questions particularly concerning the influence of societal marketing on consumer perceptions of corporate image and their purchase intention and behavior in the context of Pakistan which needs to be investigated through empirical research. Having reviewed the relevant literature, it may be propounded that this is the first research study on the influence of societal marketing on consumer perception of corporate image in the co ntext of Pakistan. Besides, there has been a gap in the literature regarding impact of societal marketing with respect to demography this study will also attempt to disclose the influence of societal marketing efforts on young consumers.Apart from contributions to the theory, this research study will attempt to make practical share to the knowledge of societal marketing for the practitioners of this concept. This research will provide empirical information to marketers so that they take informed decision while applying societal marketing to recount themselves from competitors. Organizations may apply the findings to run successful societal marketing campaigns.OBJECTIVESTo marvel into the research problem, the specific objectives this study is designed to address areTo empathise the extent and nature of societal marketing programs in Pakistan.To estimate the potency of societal marketing campaign of an organization working in Pakistan.To develop a framework for finding impact of societal marketing on attitudes of young consumers regarding corporate image.To have better understanding of demographic factors (gender, age, education level) that influence consumer attitudes toward corporate image.Kotler, Philip Brown, Linden Adam Stewart and Armstrong, Gary (2001), Marketing Creating Value, Marketing, 5th Edition, Chapter 1. learner pressure group Publisher.Brown and Dacin (1997) find evidence to support the contention that a firm regarded as socially responsible will have a more favourable corporate evaluation from customers.Fellman, M. (1999). Cause marketing takes a strategic turn. Marketing News 33(9), 4., Joseph F. Hair, Carl McDaniel0 ReviewsCengage Learning, 2007 Business Economics 671 pagesMarketing for Hospitality and Tourism, 4th EditionBy Philip Kotler, John T. Bowen, James C. MakensISBN-10 0-13-119378-3ISBN-13 978-0-13-119378-9 publish by Prentice Hall2006Pub. Date Jun 29, 2008Format ClothLorge, S., Brewer, G. (1998). Is cause-related marketin g worth it? Sales Marketing Management 150(6), 72.Cone Inc. (2004). 2004 Cone merged Citizenship Study. Retrieved March 28, 2007 from www.mybizwarehouse.com/2ndbusiness/2004Cone corporealCitizenshipStudy.pdfKotler, Philip Brown, Linden Adam Stewart and Armstrong, Gary (2001), Marketing Creating Value, Marketing, 5th Edition, Chapter 1. Prentice Hall Publisher.Robert Winsor, Social Responsibility, Consumerism, and the Marketing Concept.Social responsibility, consumerism, and the marketing conceptRD Winsor Southwestern Marketing Association, 1999Ahmad, S. J. (2006). From principles to practice Exploring corporate social responsibility in Pakistan. Journal of Corporate Citizenship, 24, 115-129.Lund-Thomsen, P. (2004). Towards a critical framework on corporate social and environ-mental responsibility in the South The case of Pakistan Development, 47(3), 106-113. William Lazer, Marketings Changing Social Relationships, Journal of Marketing, Vol. 33 (January 1969), pp. 3-9 Philip Kot ler and Sidney J. Levy, Broadening the Concept of Marketing, Journal of Marketing, Vol. 33 (January 1969), pp. 10-15