Why should companies use SOCIETAL marketing?

[Courtney]

Yes i mean Societal - the concept of caring about the indirect customary of a companies product, im writing a essay on why companies should choose to use this type of marketing, can anybody help me ...

[jane smith]

Societal Marketing Concept.
Given the trend in obesity among American consumers, which industries stand to benefit the most? Why?
Given the obesity issues in the American consumers, the food industry has benefited from this trend. Under the Societal Marketing Concept organizations have to balance company profits, customers' wants and the society's interests. The problem is to determine what is best for the society in this case. Because there is a difference between short term consumers' wants and long term consumers' welfare (Brown, 2005).
This issue can be very hard to handle, because it is not all companies market with a social conscience. In one hand consumers say they want healthier foods, but in the other hand, their behavior focus towards unhealthy foods. Read more about societal marketing:
http://www.oppapers.com/essays/Societal-...cept/61945