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Societal Marketing: Mcdonald's

Author: Andrew Sandon

Societal marketing: McDonald's

Business executives are often perplexed by the continuous expansion of society's expectations of corporations. For example nike air max 2015 cheap , in the corporate world, nurous laws and extensive ernnt regulation affect virtually every aspect of business tivities. They touch "almost every business decision ranging from the production of goods and services to their pkaging, distribution, marketing, and service" (Carroll, 1979, p. 9 Cool

. Thus, not only are panies held responsible for maximizing profits for the owners and areholders and for operating within the legal frawork, they are also expected to support their employees' quality of work life, to demonstrate their concern for the munities within which their businesses operate, to minimize the impt of various hazards on the global environnt, and to engage in purely social or philanthropic endeavors.

Among researchers, this issue has provoked an especially rich and diverse literature investigating the role of business in society. Research in this area has followed two major streams. The most popular of these studies have focused on the relationip between a firm's social responsibility and its financial performance (McGuire nike air max red womens , J., Sundgren, A., & Scheeweis, T., 1988, p. 858). The other stream of studies has examined the effect of board mbers' demographic and non-demographic charteristics on their individual corporate social responsiveness orientation (Wood, 1991, p. 389).

Since the societal marketing involves so kind of corporate response to social demands, the first step is to identify and classify the nurous social needs. There are three categories of such needs. First, survival needs consist of the various needs that are necessary for individual mbers of the social segnt to survive, such as food, elter nike air max pink trainers , and the preservation or restoration of one's health.

A second category is concerned with safety needs. These are the needs that are necessary to protect the mbers of the social segnt from external and internal threats. Not only do nations have defense establints for protection from external threats, but they also ent and enforce laws to protect individuals and groups from others in society. Such laws cover nurous areas ranging from environntal protection to safeguarding individual liberties.

The third category is posed of various growth needs which, in turn, can be broken down into material needs and spiritual needs. The forr are concerned with the enrichnt of the social segnt through economics (the allocation of limited resources) and technology (the use of tools and techniques to generate wealth). Spiritual needs are related to the spiritual growth of the social segnt; they include taphysics, education, science, arts, and entertainnt.

Social segnts expect different agents to fulfill these needs. These agents can be an individual (e.g., a parent who supports a family), a group (e.g., political parties and interest groups who represent their mbers), a business organization (e.g., a corporation which supports inner city revitalization) nike air max all white mens , a not-for-profit organization (e.g., a hospital that provides services to the munity), and ernnt (e.g., for protection from external threats). Both the type and extent of the needs to be fulfilled and the agent who is expected to satisfy these needs will depend upon the social segnt's culture and ethics, the legal environnt, and the degree to which the mbers of the social segnt perceive that such needs are not fulfilled.

As a key mber of society, a corporation ould take into aount the societal needs that are expected to be t by business. These needs constitute a social demand. Thus, social demand incorporates not only demand for a firm's products and services, but also extends to the fulfillnt of other societal needs. With this frawork in mind, it can be stated that the scope of a business organization, i.e., what products and services it provides, is determined both by the organization itself and by society's expectations. In other words nike air max all black womens , it can be said that a given firm operating in two different social segnts has, in effect, two different scopes. Failure on the part of an organization to understand and satisfy the various demands of the social segnts within which it operates will lead to its rejection by society and its eventual demise. Consequently, a firm's mission and objectives ould not only address traditional organizational concerns such as profitability and markets served, but ould also be concerned with determining and eting various societal expectations.

One of the aspects of the societal marketing includes alliances that have arisen between environntalist groups and businesses in the last decade. The new relationips have been described as path breaking and innovative (e.g., Long & Arnold, 1995; Wasik, 1996). Typically, they are distinguiable from the prior charitable (e.g., donations to or sponsorips of environntal causes) and rcial relationips (e.g., calendars, T-irts produced for environntal groups) because they engage the expert knowledge of the environntal group and involve it, to varying degrees nike air max 2016 mens sale , in joint problem solving or strategic decision making with the corporate partner (Clair, Milliman, & Mitroff, 1995, p. 188). In this category are green product endorsents, audits by environntal groups of business programs or prtices, and joint projects of the type engaged in by green alliance between McDonald's and Environntal Defense Fund, where the corporate partner's business prtices are evaluated and improved aording to ecological criteria.

Green alliances also function rhetorically in a more plex way than traditional business-environntalist relationips. Here I follow Levy who has pointed out that environntal managent - that is, corporate prtices 锘? Codell Treston &nb.