THE SOCIETAL MARKETING CONCEPT Lesson Note
Learning Objectives
This SS1 Marketing lesson note covers THE SOCIETAL MARKETING CONCEPT for First Term, Week 5.
Lesson Note
Learning Objectives
By the end of the lesson, students should be able to:
Recapitulate the meaning of societal marketing concept.
Explain the consumer orientation approach.
Explain profit orientation.
Distinguish between production concept and product concept.
Differentiate between selling concept and marketing concept.
INTRODUCTION
A business cannot succeed by producing goods alone. It must understand what customers need, satisfy them, and make reasonable profit. At the same time, the business should consider the welfare of society.
MEANING OF SOCIETAL MARKETING CONCEPT
The societal marketing concept is an approach where a business tries to satisfy customers’ needs, make profit, and protect the interest of society.
In simple terms, it means satisfying customers while making profit and doing what is good for society.
CONSUMER ORIENTATION APPROACH
Consumer orientation means putting the needs and satisfaction of customers first.
The business studies what customers want before producing or selling goods and services.
Example: A restaurant asks customers about the meals they prefer and then provides those meals.
PROFIT ORIENTATION
Profit orientation means that a business aims to make profit from its activities.
A business needs profit to pay workers, maintain its equipment, expand and continue operating.
However, the business should not make profit by cheating or harming consumers.
Example: A trader buys goods at ₦5,000 and sells them at ₦6,000 to make a reasonable profit.
DIFFERENCE BETWEEN PRODUCTION CONCEPT AND PRODUCT CONCEPT
| Production Concept | Product Concept |
|---|---|
| Focuses on producing goods in large quantities. | Focuses on producing high-quality goods. |
| Emphasis is on low cost and availability. | Emphasis is on quality, features and performance. |
| The business tries to make products affordable. | The business tries to make products better. |
| Example: Producing many bottles of water at a low cost. | Example: Improving the taste and packaging of bottled water. |
DIFFERENCE BETWEEN SELLING CONCEPT andAND MARKETING CONCEPT
| Selling Concept | Marketing Concept |
|---|---|
| Focuses on persuading customers to buy. | Focuses on understanding and satisfying customers’ needs. |
| The business produces the product first and then tries to sell it. | The business studies customers’ needs before producing. |
| Advertising and sales promotion are very important. | Customer satisfaction is very important. |
| Main aim is to increase sales. | Main aim is to satisfy customers and achieve business goals. |
| Example: Advertising heavily to make people buy a product. | Example: Asking customers what they want before producing the product. |
SUMMARY
The societal marketing concept combines customer satisfaction, profit-making and concern for society. A business should understand its customers, provide good products, make reasonable profit and avoid activities that harm society.
Evaluation
OBJECTIVE QUESTIONS
The societal marketing concept focuses on satisfying customers’ needs while considering the ________. A. welfare of society B. size of the factory C. number of workers D. cost of transportation
Which of the following is a major concern of the societal marketing concept? A. Consumer satisfaction B. Environmental protection C. Long-term welfare of society D. All of the above
A company practising societal marketing should consider the effects of its products on ________. A. society and the environment B. its competitors only C. its workers only D. its suppliers only
Which of the following is an example of societal marketing? A. Producing environmentally friendly products B. Increasing pollution C. Selling harmful products without warning D. Ignoring customer safety
The societal marketing concept tries to balance consumer wants, company objectives and ________. A. social interests B. employee holidays C. transportation costs D. office decoration
Which of the following can demonstrate social responsibility by a company? A. Proper waste disposal B. Dumping waste in rivers C. Selling unsafe products D. Encouraging pollution
A company that produces healthy food products is considering the ________ of consumers. A. welfare B. transportation C. location D. occupation
Which of the following is NOT a principle of societal marketing? A. Consumer satisfaction B. Social welfare C. Environmental responsibility D. Deliberately harming society
Societal marketing encourages businesses to think about the ________ effects of their activities. A. long-term B. immediate financial only C. personal D. temporary
The main difference between the marketing concept and societal marketing concept is that societal marketing gives additional attention to ________. A. society’s long-term welfare B. increasing production only C. reducing employee numbers D. increasing prices only
Theory Questions
1a. What is societal marketing concept?
1b. Explain consumer orientation approach.
2a. What is profit orientation?
2b. State two reasons why a business needs profit.
3a. Mention two differences between production concept and product concept.
3b. What is the main focus of the production concept?
4a. What is the main focus of the product concept?
4b. State two differences between selling concept and marketing concept.