1.

Realization of Organizational Goals including Profit If a firm has succeeded in generating consumer satisfaction, is implies that the firm has given a quality product, offered competitive price and prompt service and has succeeded in creating good image. It is quite obvious that for achieving these results, the firm ould have tried its ma!imum to control costs and simultaneously ensure quality, optimize productivity and maintain a good organizational climate. "nd in this process, the organizational goals including profit are automatically realized. #he mar$eting concept never suggests that profit is unimportant to the firm. #he concept is against profiteering only, but not against profits.

Benefits of Marketing Concept #he concept benefits the organisation that practices it, the consumer at aimed and the society at the society at large. 1. Benefits to the organisation: In the first place, of the practice of the concept brings substantial benefits to the organisation that practices it. %or e!ample, the concept enable the organisation to $eep abreast of changes. "n organisatoin pr&cising the concept $eeps feeling the pulse of the mar$et through continuous mar$eting audit, mar$et research and consumer testing. It is quic$ to respond to changes in buyer behaviour, it rectifies any dra bac$ in its these products, it gives great importance to planning, research and innovation. "ll these response, in the long run, prove e!tremely beneficial to the firm. "nother ma'or benefits is that profits become more and certain, as it is no longer obtained at the cost of the consumer but only through satisfying him. #he base of consumer satisfaction guarantees long ( term financial success. ). Benefits to Consumers: #he consumers are in fact the ma'or beneficiary of the mar$eting concept. #he attempts of various competing firms to satisfy the consumer put him an enviable position. #he concept prompts to produces to constantly improve their products and to launch ne products. "ll these results in benefits to the consumer such as* lo price, better quality, improved+ne products and ready stoc$ at hom it is

convenient locations. #he consumer can choose, he can bargain, he can complain and his complaint ill also be attended to. ,e can even return the goods if not satisfied. In short, hen organizations adopt mar$eting concept, as natural corollary, their business practices change in favour of the consumer. -. Benefits to the society: #he benefit from the mar$eting concept is not limited to the individual consumer of products. .hen more and more organizations resort to the mar$eting concept, the society in #oto benefits. #he concept guarantees that only products that are required by the consumers are produced/ thereby it ensures that the society0s economic resources are channelized in the right direction. It also creates entrepreneurs and managers in the given society. 1oreover, it acts as a 2change agent0 and a 2value adder0/ improves the standard of living of the people/ and accelerates the pace of economic development of the society as a hole. It also ma$es economic planning more meaningful and more relevant to the life of the people. In fact, the practice of consumer oriented mar$eting benefits society in yet another ay by enabling business organizations to appreciate the societal content inherent in any business. .hen the organisations move closer to the customers, they see clearly the validity of the follo ing observation of 3ruc$er, 4#he purpose of any business lies outside the business ( in society.5 "nd this a areness of the societal content of business often enthuses organizations to ma$e a notable contribution to the enrichment of society.

Societal Marketing concept 6o the question is hether the mar$eting concept is an appropriate organizational

goal in an age of environmental deterioration, resource shortages, e!plosive population gro th etc. and hether the firm is necessarily acting in the best long run interests of concept, hich is consumers and society. %or e!ample, many modern disposable pac$ing materials create problem of environmental degradation 7ituations li$e this, call for a ne called 27ocial 1ar$eting 8oncept0. #he societal mar$eting concept holds that the organization0s tas$ is to determine the needs, ants and interests of target mar$ets and to deliver the desired satisfaction more

effectively and efficiently than competitors in a way that preserves or enhances the consumers and the societys well being.