PST FTN

Archive for November, 2009

The five environments described so far in the chapter do not completely capture the role that marketing plays in society itself and the consequent effects and responsibilities of marketing activities. Marketing’s activities within society in general and in connection with various public issues invite constant scrutiny by the public. In fact, marketing may come to mirror changes in the entire business environment. Because marketing determines the final interface between an organization and the society in which it operates, marketers often carry much of the responsibility for dealing with various social issues affecting their firms.
Marketing operates in an environment external to the firm. It reacts to that environment and, in turn, is acted upon by environmental influences. Relationships with customers, employees, the government, vendors, and society as a whole form the basis of the social issues that confront contemporary marketers. While these concerns often grow out of the exchange process, they produce effects coincidental to the primary sales and distribution functions of marketing. Marketing’s relationship to its external environment has a significant effect on the firm’s eventual success. Marketing must continually find new ways to deal with the social issues facing the competitive system.
The competitive marketing system is a product of our drive for materialism. However, it is important to note that materialism developed from society itself. Culture in the United States is characterized by an acceptance of work ethic and a positive attitude toward the acquisition of wealth. The motto of this philosophy seems to be “more equals better.” A better life has been defined in terms of more physical possessions, although that definition seems to be changing.