Marketing concepts of the company, maximally oriented to modern market relations

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The concept of socially responsible marketing.

The concept was formed in the process of marketing evolution in the second half of the last century. Its emergence was due to the need to rationalize consumption and increase the colombia mobile phone numbers database environmental protection of society from undesirable production processes.

The concept of socially responsible marketing implies the implementation of activities aimed at satisfying the needs of the target audience, taking into account the social and ethical needs of society as a whole.

If a company positions itself to follow this concept, in addition to studying the needs of the target audience, it must also identify public interests and strive to satisfy them.

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The main provisions of the concept under consideration:

In addition to the needs of consumers, there are interests of society that must be recognized and accepted by consumers.

The company's reputation and business profitability also depend on public opinion, which will be positive only if the organization's activities are aimed at observing public interests.

Among equivalent offers, the buyer chooses a product that is produced by a company that takes into account the interests of society.

The concept under consideration is relevant in cases where most manufacturers produce a product with similar quality characteristics, and competition in the market is very high. The advantage is gained by the organization whose offer not only best meets the needs of the target audience, but also takes into account the interests of the entire society, and satisfies them.

The key idea of ​​the concept:

Production of goods that satisfy existing needs, taking into account the requirements and constraints of society.

Tools:

Product Price Place Promotion Complex. Research of consumer needs, requirements and expectations. Study of social and environmental impacts from production and consumption of goods and services.

Main objective:

Satisfying the needs and demands of customers while preserving human, natural, energy and other resources, without causing serious harm to the environment and humanity as a whole.

Relationship Marketing Concept.

Relevant for cases when a company cannot get ahead of its opponents using marketing activities alone. That is, competition arises not only among manufacturers, but also between interaction systems as a whole.