Basics of Marketing - Kotler Philip

The concept of social and ethical marketing

Socio-ethical marketing is a very recent phenomenon.

The concept of social and ethical marketing asserts that the organization's task is to identify the needs, needs and interests of target markets and to provide the desired satisfaction with more efficient and more productive ways (than those of competitors) while preserving or strengthening the welfare of the consumer and society as a whole.

The concept of social and ethical marketing is generated by doubts about the conformity of the concept of pure marketing to our time with its deteriorating environmental quality, lack of natural resources, rapid population growth, global inflation and neglected social services13. Is the company always feeling, serving and satisfying the needs of customers, taking into account the long-term welfare of consumers and society? The concept of pure marketing avoids the problem of possible conflicts between the needs of the buyer and his long-term well-being.

Take for example the firm Coca-Cola Company. It is considered a highly responsible corporation that produces excellent soft drinks that satisfy the tastes of consumers. However, consumer protection groups and environmentalists are charged with the following charges:

1. A drink of Coca-Cola gives consumers a small nutritional value.

2. The sugar and phosphoric acid contained in Coca-Cola harm the teeth.

3. Brominated vegetable oil used in cola-type beverages is excluded from the list of products "generally harmless" recognized by the Office of Food, Drug and Cosmetic Control.

4. In a number of cases, it was noted that the caffeine contained in the stake drinks causes convulsions, insomnia, gastrointestinal disorders, as well as possible damage at the cellular level.

5. The use of saccharin, which is a part of the dietary non-alcoholic beverage "Tab" of the company "Coca-Cola", is prohibited by the Office of Food, Drug and Cosmetic Control.

6. The non-alcoholic beverage industry is increasingly using non-negotiable, non-returnable bottles. Non-negotiable bottles? This is a huge waste of resources. After all, 17 non-negotiable bottles are required, whereas a multi-turn bottle could perform 17 cycles "seller? buyer ? Seller "before it becomes unusable. Many of the non-negotiable bottles are made of materials that do not biodegradable, and are often factors of environmental pollution.

These and similar circumstances led to the emergence of a concept (social and ethical marketing 14. This concept requires market makers to link in the framework of the marketing policy of three factors (see Figure 5.) Initially, firms based their market decisions mainly on considerations of profit. They began to realize the strategic importance of satisfying customer needs, which resulted in the emergence of the concept of marketing.They now begin to think about the interests of society when making decisions.The concept of social and ethical marketing requires balancing all three factors: company profits, customer needs and the interests of society. The adoption of this concept, some companies have already achieved significant growth in sales and revenue.