“Is a firm that satisfies the immediate needs and wants of
target markets always doing what’s best for consumers in the long run? The
societal marketing concept holds that marketing strategy should deliver value
to customers in a way that maintains or improves both the consumer’s and
society’s well-being. It calls for sustainable marketing, socially
and environmentally responsible marketing that meets the present needs of
consumers and businesses while also preserving or enhancing the ability of
future generations to meet their needs.”- Marketing Creating and Capturing Customer
Value, pg.12
I shop at Best Buy a lot, and really like their products. A
few years ago I bought a laptop for my wife. She wanted the latest virus
protection, a carrying case, an external mouse, and flash drive, etc. She
really loved it and used it quite a bit. Eventually the battery failed and we
took it back to the Geek Squad to see what could be done. We had purchased the
extended service plan and had hoped they would at least replace the battery for
free. The Laptop had to be sent in for servicing and they told us it would be
about a week. We said ok and started to worry that we wouldn’t get it back.
They called us a week later and said the mother board had
gone bad. We asked what would it cost to replace and they told us it couldn’t be
fixed. My wife had a sad look on her face cuz she loved her laptop. Her face
lit up when they told us the only option was to offer her a desktop, 17”
screen, and a printer, all new. She was very happy and we have always shopped
at Best Buy ever since.
“The societal
marketing concept questions whether the pure marketing concept
overlooks possible conflicts between consumer short-run wants and
consumer long-run welfare.”- Marketing
Creating and Capturing Customer Value, pg.12
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