mangement of business-societal mc (2)

8/2/2019 Mangement of Business-Societal MC (2)

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The Group Members:

Jason Baker

Christine Vassell

Gerald Isaacs

Shanice Matthews

Kemar Francis


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What is the Societal Marketing

Concept?


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The Marketing Concept

The marketing concept is the most fundamental idea underpinning

marketing.

The marketing concept states that if a business is to achieve

profitability, the entire organization must be oriented towards

satisfying consumer needs. This is referred to as having a marketing

orientation. The firm must determine the needs and wants of the

target markets, and deliver the desired satisfactions more efficiently

and effectively than the competition.


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The societal marketing concept examines that the

organization's task is to determine the needs,wants, and interests of target markets and to

deliver the desired satisfactions more effectively

and efficiently than competitors, in a way that

preserves or enhances the consumers and thesocietys well-being. According toKotler and al.

(2005),


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The societal marketing concept can be referred as

the organizations task which tries to identify the

needs and interests of the consumers and delivers

quality services or products as compared to its

competitors and in a way that consumer's andsociety's well being is maintained. In other words

organizations have to balance consumer

satisfaction, company profits. and long term

welfare of society.


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Societal marketing can be achieved by following a

two main principles:1. A driving concern with developing robust

understanding and insight into

the customer/ patient/ citizen

2. A clear focus on achieving and sustaining specific

measurable behaviours associated with promoting

a social good.


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The role of Marketing in the society


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Theres are various roles that marketing provides in

society. In a concise form, they are: 1. Developing products that satisfy needs,

including products that enhance societys

quality of life

2. Creating a competitive environment that helps

lower product prices

3. Developing product distribution systems thatoffer access to products to a large number of

customers and many geographic regions


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4. Building demand for products that require

organizations to expand their labor force

5. Offering techniques that have the ability to

convey messages that change societal behavior in a

positive way (e.g., anti-smoking advertising)


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The role of the Marketing Manager


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There are various roles that a Marketing Manager

is responsible for. Marketing Managers plan,direct, or coordinate marketing policies and

programs, determine the demand for products and

services offered by a firm and its competitors, and

identify potential customers. Develop pricingstrategies with the goal of maximizing the firm's

profits or share of the market while ensuring the

firm's customers are satisfied.


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The roles include:

They are responsible for market research.

The development of marketing strategies and plans

Customer Relationship Management (CRM)

The management of the marketing mix

Measuring success of marketing

Responsible for marketing agencies


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Market Research

Marketing managers need to have good knowledge

of the customer. This means building up an

accurate picture using the resources that are

available. It is important to take personal opinionout of as many decisions as possible (you probably

don't think in the same way as a typical customer.)

Information can be gathered from questionnaires,

focus groups, the internet, interviews, buying

habits and many more sources.


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The development of marketing

strategies and plans

Marketing planning should be at the core to any

business and is usually presented in the form of a

written marketing plan. In this process, a

consultant, Paul Smith created an acronym to helpmanagers in this process called SOSTAC.


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SOSTAC

Situation Analysiswhere are we now?

Objectiveswhat do you want to achieve?

Strategyhow are you going to get there?

Tactics - what are the details of the strategy?

Actionswho is going to do what, and by when?

Controlshow are you going to measure success?


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Customer Relationship Management

(CRM)

Customer relationship management is the process

of communicating with customers throughout the

various stages of the purchasing process, and thisincludes people who have already bought from you.


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The management of the marketing mix

The marketing mix includes all tangible elements

that allow you to market your product. This

includes facilities, your employees, the product

itself, the cost strategy, the process of selling, andhow you promote and advertise. The extent to

which the marketing manager gets involved in

these elements depends on how marketing focused

your business is.


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Measuring success of marketing

This can take the form of website hits, sales

figures, market share data, customer satisfaction or

many other metrics and it's important to record

and track these as a core part of the marketingprocess.


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Responsible for marketing agencies

Websites, brochures, and other promotional items

will usually involve some form of outsourced help

such as graphic design or printing. Careful

management of these agencies is essential toprovide an integrated marketing approach to

promotion. Agency management involves the

development of detailed project briefs, signing off

creative work and ensuring the work is delivered

on time.


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End of Presentation

mangement of business-societal mc (2)

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