In recent years, some people have questioned whether the marketing concept is an appropriate philosophy in an era of environmental destruction, resource constraints, population explosion, world hunger and poverty, and neglect of social services. Should companies that have carried out the task of satisfying consumer desires to operate very well for the long term interests of consumers and society? The marketing concept rule out the potential conflict between the desires of consumers and long-term social welfare.
This situation requires a new concept that expands the concept of marketing. Some of the proposed concept is the “marketing of humanity,” and “environmentally conscious marketing”. Then the last one is the concept of social marketing insight. The concept of social marketing-minded states that the task of the organization is to determine the needs, wants, and interests of target markets and deliver the desired satisfaction more effectively and efficiently than competitors to maintain and improve the welfare of consumers and society.
The concept of social insight invites marketers to build social and ethical considerations in their marketing practices. They have to balance and harmonize the three factors are often the contention that corporate profits, satisfying the desires of consumers, the public interest. A number of companies have achieved impressive sales and profits by accepting and implementing the concept of social marketing insight.
Rapid Implementation of Marketing Management
In the past decade, consumer services company, primarily aircraft and banks, have taken steps toward modern marketing. Marketing began to attract insurance companies, even though they also still have to do a lot of things to implement effective marketing.
Business groups lately is interested in marketing professional services providers, such as lawyers, accountants, doctors, and architects. Regular professional society forbids its members engage in price competition, client search, and advertising. But the anti-trust division of the U.S. have set a rule that is contrary to the law of limitation.
Accountants, lawyers, and other professional groups can now advertise aggressively and set prices. They call marketing as “practice development”, trying to “set position” of their company, and identifying “new opportunities” to work on.
Now the training seminar held marketing of high quality not only by the industrialized countries, but also by developing countries such as Indonesia, Malaysia, Egypt, and Colombia. In the former socialist countries, where marketing has a bad reputation, marketing is becoming one of the hottest business discussion.
Clearly companies, both local and foreign, they predict that the future will depend on their ability to understand the buyers and the market better than their customers. The global market will heat up in the future, and competitors need to understand and apply the latest marketing concepts and strategies.