What is?• The societal 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.• It is closely linked with the principles of social responsibility and of sustainable development.• 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.
OBJECTIVES• To maintain long term relationship with customers.• To create a better image in the society for the company than it’s competitors.• To carry out it’s social responsibilities.• Developing community awareness towards it’s brands.• To increase the consumer base and market share.
Society (human welfare) Three Considerations In Societal MarketingConsumers(Want Company(Profits) satisfaction)
Let’s discuss some real world examples of Societal Marketing…• General Motors DONATES VEHICLE TO SUPPORT AIDS RELATED EFFORTS ....
What is E-Waste • PC in 2yrs • Mob phone 1-3 yrs • Camera 3-5 years • Every year • 2 million items • 1200 Tons scraps from Manufacturers • 8000 Tons alone from Bangalore • Dumping of obsolete and old electronic items from developed countries at cheaper cost or even freeDecember 10, 2008 HCSONI 12
BACKGROUND• Unwanted, obsolete or unusable electronic products such as computers, computer peripherals,televisions,VCRs,DVD Players, stereo equipment, hand cell phones are commonly referred to as ‘electronic waste’.• E-waste is emerged due to changes in - advancement in technology, fashion, style and status,configuration,attactive offers from manufacturers,small life equipments.• These landfills are located in underdeveloped parts of countries like China, Africa, United States and India.• E-waste is more in these countries because there are no laws banning e-waste.
It is taking up valuable landfill spacePROBLEMS e-waste contains hazardous material Lead in e-waste
Effects Item Produce Affect Solder Lead Nervous sys Semi conductor Cd Kidney, Lever Switches/PCBs Hg Brain, Skin Protective layers Cr DNA, Bronchoitis Cable NSN Plastic/PVC Immune sys, Repro Sys Plastic Hsg Br Endocrine CRT(Front Pnl) Ba Heart, Lever, Muscles Mother Boards Beryllium(Be) Lung cancer, SkinDecember 10, 2008 HCSONI 15