Marketing Management 3(2+1)

Lesson 06 : The Marketing Environment

Social and Cultural Environment

• This influences the welfare of a business concern in the long run
• The three main aspects of social environment is
  • Changes in life-styles and social values, e.g., changing role of women,
  • emphasis on quality of goods, greater preference to recreational activities.
  • Major social problems e.g., concern for pollution of environment.
  • Growing consumerism: Consumerism is becoming increasingly important to marketing decision process
• Social marketing emphasises the responsibility of business and customer oriented marketing approach.
• It demands the consumer and citizen welfare due to the social and cultural values.

Three main aspects of Social Environment

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