Societal marketing is one of the many terms used to denote socially responsible marketing that is based on concern for the ethical, environmental, legal and social context of marketing activities and programs. Societal Marketing holds that an organization's task is to determine the needs wants and interests of the target markets and to deliver the desired satisfaction more effectively and efficiently in a way that preserves or enhances the consumer's and society's well being (Kotler and Keller p.22).
I am not aware of the nature of the e-cigarettes or its marketing approach. However I would like to say that just the selling of a product that is considered to be less harmful than some substitute product, does not qualify the related marketing effort as societal marketing. For example, if the company marketing the product is deliberately promoting a product based on exaggerated claims of benefits, or is hiding some other harmful effects, it is definitely not societal marketing.
Reference:
Kotler, P. and Keller K.P. (2006) Marketing Management, Pearson Education, Delhi.
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