Marketing Report: Impact of Societal Marketing on Consumer Behavior

This report explores the relationship between societal marketing and consumer behavior, focusing on how companies can build trust and influence purchasing decisions through ethical practices. The report examines the concept of societal marketing, which emphasizes a company's commitment to giving back to society and providing value to consumers. It discusses how consumers are increasingly drawn to companies that demonstrate social responsibility, such as Bosch, and the importance of environmental policies. The report highlights that consumers often prefer to buy products from companies that prioritize environmental protection. The conclusion emphasizes the importance of societal marketing in gaining customer trust and loyalty. The report provides insights into the impact of corporate social responsibility on consumer behavior and offers a real-world example of how companies can align their practices with consumer values to enhance brand image and drive sales.

Running head: MARKETING
Marketing
Name of the Student
Name of the University
Author Note

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Executive Summary
The report is aimed to look into the implementation of societal marketing in the corporate
world. Corporate societal marketing is based on the principle of seeking welfare for the
society by being socially responsible. This implies that an organization must strategize their
decisions by keeping in mind the needs and wants of the consumers. The organization
considered for preparing the report is Bosch.

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Table of Contents
1. Introduction.........................................................................................................................3
2. Discussion...........................................................................................................................3
2.1 How does corporate societal marketing affect personal consumer behavior?...............3
2.2 Do you ever buy or not buy products or services from a company because of it’s
environmental policies or programs? Why or Why not? Provide one real-world example...3
3. Conclusion..........................................................................................................................4
4. References...........................................................................................................................5

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1. Introduction
The report is aimed to look into how corporate societal marketing affect consumer
behavior. This strategy is based on how companies ensure consumers’ satisfaction by
providing their products and services. This report would also discuss about how a consumer
gets inclined towards buying goods from Bosch, who is socially responsible (Inoue & Kent,
2014).
2. Discussion
2.1 How does corporate societal marketing affect personal consumer behavior?
The concept of societal marketing grows from the fact that an organization is
committed in giving back to the society. This is implemented through delivering value to
their customers in ways which would ensure well-being for the society in general (Lee et al.,
2012). Consumers would be willing to purchase goods from those companies who would
always look to keep the interests of the consumers intact.
2.2 Do you ever buy or not buy products or services from a company because of it’s
environmental policies or programs? Why or Why not? Provide one real-world example
Consumers always tend to buy products from socially responsible companies. This is
due to the sense of satisfaction which a consumer gets by purchasing the products as they feel
that they are not harming the environment in any way.
Bosch operates through the principle that for them, earning trust of the customers is
more important than earning profit. The company invests half of the allocated budget for
research and development in implementing technologies to protect and conserve the
environment.

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3. Conclusion
Societal marketing has become a very important aspect for organizations to
follow, in order gaining the trust and loyalty from the customers. Bosch is an
organization who puts the conscious efforts to protect the environment and gain the
trust of their customers.

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4. References
Inoue, Y., & Kent, A. (2014). A conceptual framework for understanding the effects
of corporate social marketing on consumer behavior. Journal of Business
Ethics, 121(4), 621-633.
Lee, E. M., Park, S. Y., Rapert, M. I., & Newman, C. L. (2012). Does perceived
consumer fit matter in corporate social responsibility issues?. Journal of Business
Research, 65(11), 1558-1564.