As we all know that every company in the entire world, no matter how big or small they are, implement their marketing strategies in a daily basis. Most of them strive to satisfy the immediate needs and wants of target markets as well as making profit. What they usually ignore or miss is the opportunity obtained from societal marketing. Besides asking the questions related to the marketing mix tool (4Ps), they should also try to understand the societal marketing concept. The authors of the book say, “The societal marketing questions whether the pure marketing concept overlooks possible conflicts between consumer short-run wants and consumer long-run welfare” (Kotler & Armstrong, 2014, p. 33). Companies can be successful in satisfying customers’ needs and wants in the short-run, but the important thing that they should consider is whether they could do what’s best for its consumers in the long run. In a fast changing world, the winner companies are those who practice socially and environmentally responsible marketing that meets the present needs of consumers and businesses while also maintaining or improving both the consumer’s and society’s well-being. This process is also known as sustainable marketing, which refers to creating societal value. Companies should always make sure that their business performance intersects with society. True marketers are the ones who care about not just their own economic gains, but with the well-being of their customers, efficiently utilizing natural resources vital to their business, the satisfaction of suppliers, and the economic well-being of the communities in which they produce and sell.
There is a company that implements all above mentioned marketing activities. It is Ben & Jerry’s, a leading distributor of super premium ice creams, frozen yogurts, and sorbets. Ben & Jerry’s was founded by Ben Cohen and Jerry Greenfield in 1978 in an old gas station in Burlington, Vermont. After deciding to go into the ice cream business,...