This document discusses marketing and societal forces. It defines marketing as identifying and meeting human and social needs profitably. Marketing involves creating, communicating, delivering, and exchanging offerings of value for customers, partners, and society. Societal marketing holds that companies should consider society's long-term interests in addition to consumer wants and business needs. Major societal forces create challenges for marketers but also new capabilities like using social media, mobile marketing, and customized goods and communications.

1. SOCIETAL FORCES & MARKETING
BY RIDA ZAMAN

2. What Is Marketing?
•Marketing is about identifying and meeting
human and social needs.- KOTLER
• One of the shortest and good definitions of
marketing is “meeting needs profitably”.

3. Marketing is the activity , set of instructions
and processes for creating , communicating ,
delivering and exchanging offerings that have
value for customers , clients , partners, and
society at large.
- The A.M.A

4. What is Marketed?
Marketers market 10 types of entities .
They are:-
1. Goods
2. Services
3. Events
4. Experiences
5. Persons
6. Places
7. Properties
8. Organizations
9. Information
10. Ideas

5. Societal Marketing
Societal Marketing is a marketing concept that holds that a
company should make marketing decisions not only by
considering consumers' wants, the company's requirements, but
also society's long-term interests.
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 well being of both the individual consumer and
society in general. 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.

6. Major Societal Forces New Company
Capabilities Marketing in Practice
These major societal forces create complex challenges for
marketers, but they have also generated a new set of
capabilities to help companies cope and respond.
 Marketers can use the Internet as a powerful information and
sales channel.
 Marketers can collect fuller and richer information about
markets, customers, prospects, and competitors.
 Marketers can tap into social media to amplify their brand
message.
 Marketers can facilitate and speed external communication
among customers.

7. Major Societal Forces New Company
Capabilities Marketing in Practice
 Marketers can send ads, coupons, samples, and information
to customers who have requested them or given the company
permission to send them.
 Marketers can reach consumers on the move with mobile
marketing.
 Companies can make and sell individually differentiated
goods.
 Companies can improve purchasing, recruiting, training, and
internal and external communications.
 Companies can facilitate and speed up internal
communication among their employees by using the Internet
as a private intranet. etc

8. THANK YOU