MARKETING CONCEPT FOR ENVIRONMENTAL WELFARE
From a long time ago, manufacturers are competing with each other to provide a product that can fulfill the needs of consumers. One type of product can be produced by various manufacturers. With so many manufacturers who produce things that can fulfill the needs of consumers, other producers with low marketability will automatically be eliminated from the marketplace because it is not chosen by the consumer. One of the ways to attract consumers to buy a product is to use the societal marketing concept. Societal marketing concept is the highest evolution form of marketing concept, where in addition to get a profit, manufacturers are also trying to improve the life of the community (Crane, Andrew, Desmond, & John, 2002). One of the example is the anti-mosquito aerosol Force magic, where the manufacturer states that the compound used in anti-mosquito aerosol derived from natural substances that are not harmful to humans. For competitors Force magic, such as Baygon and Hit, does not seem to use the same content with the Force magic. Some aerosols are using the contents injurious to consumers, but proved to be more powerful than the other content. There is even one of the brands of aerosol mosquito which was being pulled out from marketing because they contain ingredients that are dangerous to health. Anti-mosquito Force Magic uses natural ingredients that repel mosquitoes effectively but not harmful to humans. The natural materials can disappear in the air and can be neutralized by mammals. We can see from the advertisement, a manufacturer of Force Magic also emphasized that anti-mosquito aerosol is safe for children, where children's health is one thing that considered by consumers who have a family. Consumers are essentially buying and using a product to satisfy their needs. However, with the societal marketing concept, manufacturers are not only provide products to meet the consumer needs but also...
References: Crane, Andrew & Desmond, John. (2002). Societal Marketing and Morality. European
Journal of Marketing, 548-569
Feist, Jess & Feist, G.J. (2006). Theories of Personality 6th edition. Singapore: McGraw-Hill
Schiffman, L.G. & Kanuk, L.L. (2000). Consumer Behavior 7th edition. USA: Prentice Hall
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