Societal Marketing

In: Business and Management

Submitted By smsheriff
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SOCIETAL MARKETING
Societal marketing is a type of marketing concept which holds that a company must make excellent marketing decisions which considers the consumers wants, the company’s requirements and well being and society’s long term interests. It is closely linked with the principles of CORPORATE SOCIAL RESPONSIBILITY (CSR).
This concept strongly emphasizes on the company’s or organisation’s social responsibility and suggests that the company must not only dwell on the customers and company’s needs and wants but rather deliver value to the customers in a way that maintains or improves the society’s overall well being.
It is a known fact among many leading companies and organisations that being socially responsible, which translates to practicing corporate social responsibility, enhances the corporate image among major stakeholders. Ethical and socially responsible practices are simply good and sensible business practices which not only result in a positive image but ultimately high sales.
A good example of a Kenyan based company which practices societal marketing concept is Brookside Dairy Limited. They offer the widest selection of fresh milk products processed in Kenya which includes farm fresh products, long life products, cultured products and cream products.
The company recognizes that corporate social responsibility is an integral part of the environment in which they operate. The environment encompasses the communities, employees, shareholders and customers they deal with. The company is therefore committed in ensuring that the people involved or affected by their operations benefit socially, economically and physically.
In the education scene, Brookside Dairy has set aside funds from its annual budget to give infrastructural support to needy institutions to help them meet the learning needs of their student and improve the quality of education.…...

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