Marketing as processes of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives at a profit; has a major role to both individual and society. However these marketing roles can be seen in terms of three levels (Thompson, 1966, p.193). These marketing role perspectives are: marketing as an economic function, business practice and social force.
Marketing as a Social Force
In this perspective marketing has impact to the society rather that means of gaining profit from companies or individuals. Therefore marketing role to a society is mentioned (Charles 2007; George, 2004; Gregory 2005; Mercer 2006) perspective that fundamental of successful marketing does not rest in the profit drive for the marketer, but in the vital sense as an economic instrument used to accomplish indispensable social needs.
In this regard, marketing in the context of a social force contributes greatly to national economy development through improving leaving standards of the society members. Hence, through marketing there should be an efficient commodities and services flow, culture transmission and improved standards of living. The social perspective of marketing roles, puts more emphasis on the premise that; marketing enhances customers to satisfy their needs which is customer welfare oriented.
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