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The societal marketing is a marketing concept that holds that a company should make marketing decisions by considering consumers' wants, the company's requirements, and society's long-term interests. The social marketing concept holds that the organization’s task is to determine the needs, wants, and interests of a target market and to deliver the desired satisfactions more effectively and efficiently than competitors in a way that preserves or enhances the consumer’s and the society’s well-being. Therefore, marketers must endeavor to satisfy the needs and wants of their target markets in ways that preserve and enhance the well-being of consumers and society as a whole. It is closely linked with the principles of corporate social responsibility and of sustainable development. ==Objectives== Various attempts to define the objectives of societal marketing have been noted, such as : * "Social responsibility implies that a business decision maker... is obliged to take actions that also protect and enhance society's interests. '' * "Business has the responsibility to help ( consumer ) .... It is the duty of business to promote proper consumption values. '' * "Business leaders are mandated to adopt roles of leadership in the advancement of our society to new levels of moral conduct.'' ==History== The concept of Social Marketing emerged in 1972, promoting a more socially responsible, moral and ethical model of marketing, countering the consumerism way of thinking that had been promoted by then. It was introduced in an article by Philip Kotler, “What consumerism means for marketers” in the Harvard Business Review Journal. The social and societal concerns had existed by then, but it was not that they became incorporated explicitly in the marketing literature. Kotler introduced in that period both the concept of Social marketing (extending marketing technologies into non-business areas) and societal marketing, arguing that the marketing concept and its technologies must be tempered and ultimately revised by adopting a more explicit social orientation. Kotler’s novelty to the marketing concept was the idea of “long-run consumer welfare”, emphasizing that the short-term desires might not support the consumer’s long term interests or be good for the society as a whole. 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「Societal marketing」の詳細全文を読む スポンサード リンク
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