In: Economics
ans.....
part a..
Sustainable marketing is the adoption of sustainable business
practices that create better businesses, better relationships and a
better world. At Sustainable Marketing Services, it is believed
sustainable marketing involves the following five key
elements.
1. Embed sustainable business practices into your business
strategy
2. Deliver marketing activities that create ongoing growth.
3. Promote and support sustainable businesses to help them
grow.
4. Influence other businesses to adopt sustainable business
practices.
5. Minimise the use of resources in your day to day business
operations.
Examples of sustainable business practices include:
Optimise the performance of your business
Create strong relationships with your customers, other businesses,
staff and community
Balance your budget and ensure your financial sustainability
Help your business community to prosper
Reduce your carbon footprint.
Differences-
Societal marketing concept is evident when an organisation
determines consumer needs and wants and then integrates all
activities in the firm to serve these needs while simultaneously
enhancing societal well being (McColl-Kennedy, Kiel, Lusch &
Lusch, 1994)
“Social marketing is the adaptation of commercial marketing
technologies to programs designed to influence the voluntary
behaviour of target audiences to improve their personal welfare and
that of the society of which they are a part.” Andreasen,
(1995)
Societal marketing is the business driven, profit orientated way of
changing the world as a means of developing revenue based product.
Societal is about the direct benefits for the organisation (profit)
and secondary benefit for the community. Social marketing is about
changing behaviours for the benefit of the broader society. Social
marketing is about the social gain, target market’s gain, and the
flow of benefits where profit may not actual exist, or if it does,
then it’s just an incidental secondary benefit for the
campaign.
societal marketing is any form of marketing that takes into
consideration the needs and wants of the consumer and the
well-being of society. Basically, societal marketing is marketing
combined with social responsibility.
Conversely, social marketing uses more traditional commercial
techniques and strategies (focusing primarily on selling) to
achieve goals for the greater social good. Social marketing
campaigns can either encourage merit goods (Ex. Fund raising for
Not-for-profit organizations) or dissuade the use of demerit goods
(Ex. Non-smoking campaigns).
Social marketing focuses more on the end result of the marketing
(promoting a merit good) while societal marketing is more concerned
with the marketing process in general and the marketing strategy
used (using marketing techniques that take into account the
well-being of society).
A marketing campaign focusing on smoking cessation is an example of
social marketing, but if the marketing strategies and techniques
used in that campaign focus on increasing the well-being of
society, that same campaign can be an example of societal marketing
as well.
Social marketing is the systematic application of marketing, along
with other concepts and techniques, to achieve specific behavioral
goals for a social good.[1] Social marketing can be applied to
promote merit goods, or to make a society avoid demerit goods and
thus to promote society's well being as a whole. For example, this
may include asking people not to smoke in public areas, asking them
to use seat belts, or prompting to make them follow speed limits.
The societal marketing concept is an enlightened marketing concept
that holds that a company should make good marketing decisions by
considering consumers' wants, the company's requirements, and
society's long-term interests. It is closely linked with the
principles of corporate social responsibility and of sustainable
development.
The concept has an emphasis on social responsibility and suggests
that for a company to only focus on exchange relationship with
customers might not be suitable in order to sustain long term
success. Rather, marketing strategy should deliver value to
customers in a way that maintains or improves both the consumer's
and the society's well-being.
Societal marketing should not be confused with social marketing.
The societal marketing concept was a forerunner of sustainable
marketing in integrating issues of social responsibility into
commercial marketing strategies. In contrast to that, social
marketing uses commercial marketing theories, tools and techniques
to social issues. Social marketing applies a “customer orientated”
approach and uses the concepts and tools used by commercial
marketers in pursuit of social goals like Anti-Smoking-Campaigns or
fund raising for NGOs