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Running head: SOCIETY MARKETING CONCEPT

Society Marketing Concept

Student’s Name

Institution
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SOCIETY MARKETING CONCEPT
Society Marketing Concept

Introduction

Societal marketing is the actions that corporations take while they are doing marketing to

ensure that there is the well-being of the customers and the whole society. While the main

purpose of business is to make a profit, they must ensure that their actions will not harm the

society. There are still some practices that hurt the interests of the society.

Practices of societal marketing

There are the practices that are consistent with societal marketing concept. An example is

when a company donates part of its earnings to cause such as helping the poor or supporting to

reduce the effects of a certain disease such as cancer. AVON is such an example where they

donate half of the earnings they get from the sale of yellow ribbon to support the fight against

breast cancer (Lusch, & Vargo, 2014). Toyota Company is another that is famous for practices

which are consistent with societal marketing. When they learned that a brand of vehicles they

had sold had a faulty braking system, they run whole articles explaining why customers should

return the vehicles.

There are also practices that are not consistent with societal marketing. They think more

of the profits they are getting in the immediate and the middle term. An example is a tobacco

selling companies. Despite the knowledge that their products cause ill health and even death,

they make a lot of advertisement make sure that they more people hooked to smoking. The

warnings that they give about the effects are inadequate and sometimes not conspicuous. There

are also the advertisers of some food products which cause illnesses such as obesity. They are

only interested in the profits they make without a thought about the health of the consumers.
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SOCIETY MARKETING CONCEPT
References

Lusch, R. F., & Vargo, S. L. (2014). The service-dominant logic of marketing: Dialog, debate,

and directions. Routledge.