RELATIONSHIP BETWEEN GREEN MARKETIN AND SOCIETAL MARKETING CONCEPT FOR CORPORATE IMAGE BUILDING OF A FIRM (AS A MARKETING MANAGER)
CONCEPT OF SOCIETAL MARKETING
Societal marketing concept holds that the organisation is to determine the needs and interest of the target market and to deliver the satisfaction more effectively and efficiently than competitors in a way that preserves or enhance the consumers’ and society’s well being.
Societal marketing aims towards optimising the needs of the consumers with relation to what the product offers. It concentrates on two major dimensions:
1.TIME DIMENSION: It emphasis that an organisation must differentiate between the short run and long run welfare of the society and thereby plan strategies in keeping with the long run welfare of both organisation and society, rather than purely having a short run view point.
2.TIME DIMENSION: It emphasis that market does not include only the buyers of the product but also some non users of these products who may be affected due to the production and consumption of these products.
CONCEPT OF GREEN MARKETING
Green marketing refers to an organisation’s effort at designing, promoting, pricing and distributing products that will not harm the environment. It include all the activities designed to generate and facilitate any exchanges intended to satisfy human needs or wants, such that the satisfaction of these needs and wants occurs with minimum detrimental impact on the natural environment.
Green marketing generally involves: • Ecologically safer products. • Recyclable and biodegradable packaging. • Energy efficient operations. • Better pollution control.
Today’s consumers becoming more conscious of the natural environment. Thus the businesses are beginning to modify their own thoughts and behaviour in an attempt to address the concerns of consumers. Thus Green marketing is becoming more important to business because of the consumers’