Exploring the Societal Value of Marketing: Ethical and Consumer Issues

This report examines the societal value of marketing, highlighting its importance for businesses, society, and the environment. It discusses how societal marketing helps organizations maximize profits while building long-term consumer connections. The report identifies ethical issues faced by marketing managers, such as changing consumer behavior influenced by psychological, personal, and social factors. It emphasizes the significance of understanding consumer behavior to tailor marketing strategies effectively. Various models, including the Engel, Kollet, Blackwell (EKB) model, the Black Box model, the Personal Variable model, and the Complex Model, are analyzed to provide a comprehensive understanding of consumer decision-making processes. The report concludes that addressing ethical issues and adapting to consumer behavior are crucial for sustainable marketing practices.

Marketing and Society

INTRODUCTION
 Marketing is a concept which is very beneficial for the company in order to
achieve their goals and objectives. Marketing helps the company to enhance their
brand image and create more consumer base for the company. The societal
marketing is a concept that adopts the position that caters huge social
responsibility. It helps the organization to satisfy the requirement of the consumer
and provide them superior quality in value.
 . Furthermore, it is very important for the company to consider the ethical
problems in order to reduce them. Apart from this, it is also very significant for
the company to evaluate the societal value of marketing. In order to examine
about the societal value of marketing, this report going to consider the issues
which are facing by the managers in context of marketing.

Societal Value of Marketing
 Societal marketing is very important for the society, for the environment, for
the business. This is the concept which supports the organization to
maximize their profit for the company and also helps the organization to
create long-term connections with their consumers.
 It motivates the company as well as the society to develop more products
that benefit the society in order to satisfy their consumers and achieve the
targets in an appropriate manner.
 There are different kind of the social aspects of marketing that include all of
the marketing mix like product, price, place, promotion, process, physical
evidence and people.
 It helps the organization to provide a superior value towards the consumer
and provide different kind of benefits to the society so that they can create
positive impact on the society and satisfy the consumers in an appropriate
manner.

Ethical issues
 There is different kind of ethical issues which are
facing by the manager and it create huge impact on
the organization productivity as well as profitability.
 It is very important for the company to consider the
business ethics so that they can overcome the ethical
issues which are facing by them and improve their
capabilities in order to bring more opportunities for
the organization and get more competitive advantages.
 Ethics is the kind of concept which can be defined as a
broad term and helps the organization to building an
organization integrity interest as well as complying
with regulation.

Cont.
 If talk about the marketing concept there are different kind of problems which are facing by the
manager in context of the marketing and there is a one huge issues which are facing by them
and below mentioned:
 Changing in consumer behavior:
 In context of marketing it is very important for the organization to understand the consumer
behavior because it creates huge impact on the marketing. Understanding the consumer
activities and their behavior is very important for the company because it helps them to take
a decision in an appropriate manner.
 Analyzing the behavior of the consumers helps the marketers to analyze about the
campaigns that which campaigns and more effective for the organization and which kind of
activities helps the organization to target their marketing strategy which helps them to
improve the return on investment

Cont.
 There are different kind of psychological factors which create impact on the consumer buying
behavior and that is motivation, learning, believes and attitudes, perception.
 The level of the inspiration as well as motivation also creates impact on the buying behavior of
the consumer. Entering the mind of the customer and analyzing their purchasing behavior
become biggest challenge for the organization in context of marketing.
 For example for the Tesco organization and it is become very difficult for them to understand
the requirements and behavior of the consumer towards the company.
 In order to maintain the and improve the consumers buying power the organization is providing
variety of the goods and services so that they can satisfy them and overcome the problems in
context of the consumer behavior.
 As in the marketplace the trend has been changed and day by day the new trains are coming so
it is very important for them to keep up-to-date on the social media as well as keep
communicating with their consumers so that they can analyze the consumer behavior and
overcome the problems and challenges which are facing by them.

Importance of consumer
behavior:
 Consumer behavior research is significant because it allows marketers to
better understand what factors impact consumers' purchasing decisions.
They can fill that gap in the market. It includes the necessary items and
the ones that are outdated by studying how consumers choose things.
Consumer behavior research also aids marketers in determining how to
promote their products in a way that has the most influence on
customers. Understanding consumer purchasing behavior is the key to
reaching and engaging their customers, as well as converting them to
make a purchase from their firm
 It is very important for the organization to conduct consumer behavior
analysis so that the company can identify that what consumer things and
how they are feel about the different kind of alternatives and that
alternative can be defined as a brand, product and many more.

Cont..
 There are different kinds of factors which influence the consumer behavior and which are
mentioned below:
 Personal factors: It is very important for the Company to consider the personal factors because
the individual interest and a thought process can be influenced by the different kind of
demographics and that demographics King bee culture, gender, age and many more.
 Psychological factors: It is also very important for the Company to consider the psychological
factors because the individual response towards the marketing messages is completely depend on
their perception and attitude. That is why it is very important for the company to analyze this so
that they can analyze the attitude and the perception of the individual.
 Social factors: In order to overcome the problems in context of the consumer behavior it is very
important for the company to consider and work on the social factors because it is when is the
consumer behavior. Social media platform, income, education level, friends, family these all are
the aspects which create impact on the consumer behavior.

What affect the consumer
behavior?
 There are different kinds of factors as well as things which affect the consumer behavior but there
are most frequent factors which influence the consumer behavior and that are below mentioned in
context of the marketing.
 Marketing Campaigns: Buying decisions are heavily influenced by marketing initiatives. They can even
influence consumers to switch brands or choose more expensive options if done well and consistently with
the appropriate marketing message.
 Marketing initiatives, such as Facebook advertisements for ecommerce, can also serve as reminders for items and
services that are needed on a regular basis but aren't always front of mind for customers. Desire purchases might be
influenced by an effective marketing message.
 Economic conditions:Economic circumstances play a significant role in the purchase of expensive goods
(such as houses or automobiles). Consumers are considered to be more optimistic and prepared to make
purchasing regardless of their financial obligations when the economy is doing well. For large purchases,
the consumer's decision-making procedure is lengthier, and it can be affected by more individual
considerations at the same time.

Cont..
 Personal Preferences: Personal characteristics such as likes, dislikes,
priorities, morality, and beliefs can also impact consumer behavior. Personal
views are very important in businesses like fashion and food.
 Group influence: Consumer behavior is also influenced by the
media. Their choices are affected by what their family members, colleagues,
close family, neighbors, and friends think or do. Consumer behavior is
influenced by social psychology. One of these scenarios is when people prefer
quick food to home-cooked meals. Social and educational variables might
have an impact.
 Purchasing Power:Purchasing power plays an important role in order to
influencing the behavior of the individual. For the organization the product
might be very good but the marketing could be on point this is very important
for the company to promote their products and services in the marketplace so
that they can improve the brand image of the organization

Critical evaluation of arguments
and theories
 In order to understand about the consumer behavior and their modification in
the purchasing power it is very important for the organization to focusing on
the consumer theory.
 because it is the concept that supports the organization to understand about
that how the individual decide to spend their money which is completely
based on their preferences and their budget constraint.
 This theory helps the organization to compare the perspective of the
individual so that they can understand the consumer behavior.
 Apart from this it supports the marketers to understand about the consumer
behavior and satisfy their requirements and needs in the marketplace in order
to bring more opportunities for the company.

Engel, Kollet, Blackwell Model
 The EKB model is the theory of the recent actions that consider the five steps procedure
which are used by the consumer when they are making a purchase. This theory helps the
organization to analyze the procedure so that they can analyze the purchasing power and
behavior of the individual. In the first step that is input in which the consumer observe
most of the marketing material that are analyzed by them by advertising techniques like
newspaper, television or online.
 . Once the customer of the organization grabs the data then they moved into the
information procedure in which the customer compares the input to past experience and
expectations. After that the customer moved to the procedure of the decision making
stage in which they select appropriate material to make a purchase that is completely
based on the rational insight