The Societal Marketing Concept

Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives. The Production Concept. This concept is the oldest of the concepts in business. It holds that consumers will prefer products that are widely available and inexpensive. Managers focusing on this concept concentrate on achieving high production efficiency, low costs, and mass distribution. They assume that consumers are primarily interested in product availability and low prices. This orientation makes sense in developing countries, where consumers are more interested in obtaining the product than in its features. The Product Concept. This

This philosophy is the foundation of consultative selling. The Marketing Concept has evolved into a fifth and more refined company orientation: The Societal Marketing Concept. This concept is more theoretical and will undoubtedly influence future forms of marketing and selling approaches. The Societal Marketing Concept. This concept holds that the organization’s task is to determine the needs, wants, and interests of target markets and to deliver the desired satisfactions more effectively and efficiently than competitors (this is the original Marketing Concept). Additionally, it holds that this all must be done in a way that preserves or enhances the consumer’s and the society’s well-being. This orientation arose as some questioned whether the Marketing Concept is an appropriate philosophy in an age of environmental deterioration, resource shortages, explosive population growth, world hunger and poverty, and neglected social services.

Are companies that do an excellent job of satisfying consumer wants necessarily acting in the best long-run interests of consumers and

It took a strategic marketing attitude to achieve this positioning. KFC makes differentiation with competitors like Subway by using the finest products and developing of a premium brand. The next section will look into how KFC position itself. KFC uses its attributes to Position its Product. To occupy a clear, distinctive and desirable place relative to competing products KFC, works on target consumer. KFC takes feedback from the customers in order to know their demands KFC poisons against competitors by focusing on pure and fresh food to create a distinct and clear position in the minds of KFC customers. Since KFC has a strong brand name and are the leaders in fried chicken market, therefore it takes the help of this strength to position the products.

The KFC strategy is that it positions itself in local markets as a pleasant, bright, air conditioned restaurants with casual atmosphere. KFC targets families and young consumers which means positioning the products to "three generation" from middle and upper middle income