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Societal Marketing

            SOCIETAL MARKETING: WHAT LIES BENEATH.
            
             Nowadays society asks for marketers to show a more sensible and responsible face towards the consumers, the environment and the society. Corporate Societal Marketing seems to be the response to these demands. But can we consider Corporate Societal Marketing as the moral approach of the traditional marketing? And if we do, how the theories of ethics fit in this new face of marketing? Can the purpose of making profits be associated with a more moral decision -making process in marketing? .
             KEYWORDS.
             Corporate Societal Marketing, Ethics, Utilitarianism, Self - egoism.
             INTRODUCTION.
             Marketing is the other word for commercial transactions. Through the years it has become the official mean for exchanges. During the last century and as we have entered the new one, marketing is defined as "identifying and meeting human and social needs" (Kotler 1972). But we always have to bear in mind that marketing also contains the concept of profitability in it. .
             Marketing has multiple applications in every aspect of everyday life, but companies are the ones that officially implement it as a main device for making profits. That's why as Kotler said, through marketing "all companies are motivated to turn a private or social need into a profitable business opportunity". And this is the modern view upon marketing. The traditional model of marketing was considering marketing process, as to be more technical than moral. Its main purpose was to translate demand into production and it didn't care about the moral issues arising from this procedure. Does it care now?.
             WHICH FACTORS CREATED SOCIETAL CORPORATE MARKETING.
             The last half of the 21st century a new model for marketing had appeared in the market known as "societal marketing". The initial definition of "societal marketing" was given by Kotler in 1972: "Societal marketing calls for marketers to provide in addition to the basic elements of the marketing concept - customer satisfaction and profitability- a third element which he called "long-run consumer welfare".


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