Gujarat BoardEnglish MediumSTD 12 CommerceOCMMARKETING MANAGEMENT5 Marks
Question
Explain social concept giving examples.
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Answer
Social concept:
Social concept is also known as ‘societal oriented concept’.
Although marketing concept is good, it has been criticized too. The criticism is that the marketing concept gives priority only to the preferences of the consumers and ignores loss that might occur to the society.
It is quite possible that by giving too much focus on the preference of the consumer, the society or the nation suffers. This might also lead to wastage of resources.
On the contrary, the social concept says that marketing management should be done in such a way that consumers’ wants get fulfilled and at the same time environment or society gets least affected.
A fine example of this concept is banning the plastic bags which degrade the environment at the cost of the convenience of consumers.
Similarly, regulations are made so that air pollution can be reduced by controlling industrial emissions.
The trend of ready-to-eat food is rising. But, at the same time it should be taken care that the food does not contain harmful preservatives or do not pass through harmful processes to compromise the nutritional value and purity.
Similarly, to control the consumption of junk food, some states have imposed ‘fat tax’ on food rich in fats and carbohydrates.
Certain laws have been passed to control air and noise pollution so as to prevent damage the surroundings.
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