social responsibility marketing and impacts on both companies and consumers

     According to Starbucks Chairman Howard Schultz, “Consumers now commonly engage in a cultural audit of [product and service] providers. People want to know your value and ethics demonstrated by how you treat employees, the community in which you operate.” Discuss the concept of social responsibility marketing and how it impacts both companies and consumers.    

     Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others. The effect of marketing clearly extended beyond the company and the customer to society as whole. The market effect the value and culture of society so marketers must carefully consider their role to to preserve social norm and value. The societal marketing concept holds that the organization’s task is to determine the needs, wants, and interests of target markets and to deliver the desired satisfaction more effectively and efficiently than competitors in a way that preserves or enhances the consumer’s and society’s long-term well-being. It’s describe how well marketers are able to establish market of their product and services along under the social rule and discipline. They have to respect social norm and belief and they clearly understand it’s a society who consume their product and neglecting the benefit towards the society, marketing will not be effective. They have to work on society under the company rule and regulation and they have to make balance between people satisfaction and their policy so societal marketing describe how well an individual and group are become more effective in dynamic environment i.e. society as compare to other marketer.

     Many companies actively engaged in corporate social responsibility campaigns to both motivate employees and attract consumers. As goods become more commoditized, and as consumers grow more socially conscious, some companies are adding social responsibility as a way to differentiate themselves from competitors. They are involving in different activities and they are showing their concern about society. . The customer also likes to use the service and product of those company who are involving to make better society. Most of marketer believe that if they can make people feel that they are attach with them sentimentally they will becomes their costumer, so now a days most of organization are adding social responsibility as a way to differentiate themselves from competitors, build consumer preference, and achieve notable sales and profit gains. They believe customers will increasingly look for signs of good corporate citizenship.