THE SOCIAL MARKETING CONCEPT

According to this philosophy the company should determine the needs,wants and interests of target markets. The company has to provide the desires satisfaction more effectively and efficiently than the competitors in a way that maintains or improves and the   consumers  and the society's well being. The social marketing concept is of recent origin among the five marketing management philosophies.

This concept questions whether the pure marketing conceptis a adequate in this context of environmental problems,resources shortages rapid population growth,world wide inflation and neglected social services. The social marketing concept holds that the pure marketing concept does not consider the possible conflicts between short run consumer welfare.

Certain consumer and environmental groups have voiced concerns that coke has little nutritional value which can harm people's teeth(contains caffeine)and adds to the litter problem with disposable bottles and cans.

The social marketing concept insists marketers to balance three cinsiderations while formulating their marketing state gies
1. Company profits.
2. Company wants.
3. Society's interest.
Generally most of the companies used to take their marketing decisions largely on short run company profit. Later on they have recognised the long run importance of satisfying consumer wants and the marketing concept emerged. Now many companies are beginning to think of society's interests when making their marketing decisions.
One such company is Johnson&Johnson
rated in a Fortune Magazine poll as Americas most admired company for the community and for the environmental responsibility. J&J's concern for the social ingests is summarised in a company document called the"CREDO".Johnson&Johnson would rather take high loss than ship a bad batchof one of its products and the company spurts many community and employee programme that benefits is consumers,workers and the environment.

Marketing is an activity that is not restricted to business.
MARKETING CONSISTS OF ALL ACTIVITIES DESIGNED TO GENERATE AND FACILITATE ANY EXCHANGE INTENDED TO SATISFY HUMAN NEEDS AND WANTS.
A Micro definition of marketing applicable in a business or non business organisations as follows.
MARKETING IS. ...A system of business
                               activities.
                               Designed to plan price
                    Promote and distribute.

Something of value want satisfying products services and ideas.
For the benefit of the target present and potential household consumers or industrial users. To achieve the organisations objectives.
Contd.......