Societal marketing refers to a principle of sustainable marketing that holds a company should make marketing decisions by considering consumers’ wants, the company’s requirements, consumers’ long-run interests, and society’s long-run interests, and society’s long-run interests. Companies should be aware that neglecting consumer and societal long-run interests is a disservice to consumers and society. Alert companies view societal problems as opportunities.
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- Industrial products
Industrial products are those purchased for further processing or for use in conducting a business. Thus, the distinction between a consumer product...
- Problem recognition
Problem recognition- the first stage of the business buying process in which someone in the company recognizes a problem or need that can be met by acquiring...
- Buying center
The decision-making unit of a buying organization is called its buying center- all the individuals and units that play a role in the business purchase decision...
Gatekeepers are the people in an organization’s buying center who control the flow of information to others.
- General need description
General need description is the stage in the business buying process in which a buyer describes the general characteristics and quantity of a needed item.
- Observational research
Observational research refers gathering primary data by observing relevant people, actions, and situations.
- Marketing implementation
Marketing implementation is the process that turns marketing plans into marketing actions to accomplish strategic marketing objectives.