Social Marketing Dr. Anil Mishra [email_address] Asian School of Business Management
Social impact of Marketing
An organisation can create a positive impact on society if it produces products that are useful to society and do not harm it.
Social commitment comprises of four types of responsibilities:
Firms are established largely to offer goods and services to people and their aim is to maximize profits As consumer now realize the need to protect environment and society, companies are also forced to realize their responsibilities towards society and environment.
A firm doing business must comply with the law of the land. It needs to strictly adhere to the law of central, state and local government.
A firm has to focus is attention on ethical issues, although a firm is not legally bound to follow ethics, but it help in building positive image in society.
A firm which contributes some resources for the betterment of the society is said to be performing a philanthropic act.
Social regulations in Marketing
Consumerism: in 1962 US president john F Kennedy had proclaimed that consumers should be adequately protected. He had even proposed four important rights to protect consumers.
The right to safety, The right to be informed, The right to choose, The right to be heard
Consumerism can be define as an organized movement by consumers to protect themselves from exploitation by sellers.
In India it emerged as a reaction against the black marketing and other unethical practices of sellers in the country.
Various non government organization also began to voice their concern against the exploitative practices of marketers.
The right of safety proposed that firm could not knowingly offer such goods to the consumer that may harm them i.e. all product offered by the market must be safe. Also tell safe usage of the product.
The right to be inform proposed that consumer should have adequate information about the product.
The right to choose convey that consumers should have a wide range of product to choose from.
The right to be heard proposed that the sellers should also give consumers a fair chance to complain about their offering.
Here manufacturers focus on producing environment friendly products. All marketing efforts are directed towards achieving this goal.
If the customer is conscious about ecological imbalance they will reduce their consumption that is why green marketing arise.
One of the leading tour operator in Britain, British Airway Holidays, provides its customers with a list of environment friendly hotels and resorts.
Importance of rural Markets
Increasing competition in urban markets
Socio economic changes in rural India
Information technology reaches Rural India
Income generation through self help group
Myths about Rural Market
All villages are equally populated
Rural consumers are a Homogenous lot
Being illiterate, rural consumers is not able to discriminate between products and brands
Only low priced products will sell in rural market