Societal Marketing Concept:

The marketer is concerned with both satisfying consumer needs and the long run welfare of the society at large. It argues that the needs of the individual consumers are not always in conformity with societies needs and therefore in trying to satisfy individual needs and wants the marketer should consider the societal consequences of his activities. The world is characterised by environmental degradation, resource shortages, explosive population growth, poverty, hunger and neglected social services. The question is whether companies are acting in the long run interest of the society. Should marketers satisfy customers regardless of environmental issues? The societal concept argues that it is only right to satisfy consumer's needs so long as in doing so the marketer does not affect the environment adversely.