Jeanne Lewis at Steples, INC free essay sample

A half year from now, on February 1, 1998, Jeanne Lewis (HBS ’92) would turn into the senior VP of advertising at Staples, Inc. (Staples), an across the country office supplies superstore. Following 10 months working one next to the other with Todd Krasnow, the current official VP of showcasing, Lewis was getting comfortable with the office. Her underlying appraisal drove her to think about whether the department’s working style was fit to advancing serious real factors. As Krasnow’s beneficiary clear, Lewis needed to be associated with molding the department’s needs for the up and coming year. The key arranging process generally started around this time in August, and Lewis thought about whether an opportunity to begin making a move had shown up. Up to this point, 1997 had been a difficult year for the organization: the Federal Trade Commission had tested Staples’ proposed merger with Office Depot, and the two organizations had as of late deserted 10 months of merger endeavors. Around then, Chairman and CEO Tom Stemberg reaffirmed his responsibility that Staples would develop from a $5 billion organization to a $10 billion organization by the turn of the century. We will compose a custom article test on Jeanne Lewis at Steples, INC or on the other hand any comparative point explicitly for you Don't WasteYour Time Recruit WRITER Just 13.90/page Staples not just needed to develop greater, it likewise needed to develop better, as experts had gotten familiar with the company’s 14 back to back quarters of income per-share development in overabundance of 30%. The subject of the up and coming year was twofold: solid development and progressively viable execution. tC Lewis accepted that Stemberg’s declaration to search for the â€Å"silver lining† in the bombed merger and to acknowledge the exercises of the merger could fill in as a source of inspiration for the promoting office. Promoting, which filled in as both a planner and driver of the brand, would assume a basic job in Staples’ proceeded with progress. Lewis realized that Staples could endure just on the off chance that it was set up to dispose of old fashioned thoughts and supplant them with new onesâ€a way of thinking shared by Krasnow. In any case, Lewis additionally realized that it could be alarming to surrender the thoughts that had made the organization fruitful. Moreover, the promoting staff was naturally worried about Krasnow’s arranged takeoff, and many were at that point grieving his misfortune. Lewis clarified: No While the merger interruptions were going on, things that possibly ought to have been managed, weren’t. Presently, I needed to clarify that a renewed individual was going ahead board around there, and make sense of how we could return to business. We expected to pull together on building our business, since it was as serious as could be, and we had lost several beats in a couple of showcasing territories while occupied with the merger. We were at a defining moment in the advertising office, instead of being long past it. On account of the conversion of outside occasions just as our own inner multifaceted nature, on the off chance that we didn’t change, at that point I was concerned it would begin to show in the end in deals. Do Research Associate Jennifer M. Suesse arranged this case under the oversight of Professor Linda A. Slope as the reason for class conversation instead of to represent either viable or insufficient treatment of an authoritative circumstance. It is a shortened form of a previous case, â€Å"Jeanne Lewis at Staples, Inc. (A),† HBS No. 499-041, arranged by Research Associate Kristin C. Doughty under the management of Professor Linda A. Slope. A few names have been camouflaged. Copyright  © 2000 by the President and Fellows of Harvard College. To arrange duplicates or solicitation authorization to recreate materials, call 1-800-545-7685, compose Harvard Business School Publishing, Boston, MA 02163, or go to http://www. hbsp. harvard. edu. No piece of this distribution might be duplicated, put away in a recovery framework, utilized in a spreadsheet, or transmitted in any structure or by any meansâ€electronic, mechanical, copying, recording, or otherwiseâ€without the consent of Harvard Business School. 1 This record is approved for utilize just by Harutyun Gevorgyan at HE OTHER until November 2014. Replicating or posting is an encroachment of copyright. [emailprotected] harvard. edu or 617. 783. 7860. 400-065 Jeanne Lewis at Staples, Inc. (An) (Abridged) rP os t Lewis knew the showcasing department’s job in guaranteeing achievement was twofold: keeping up the fragile harmony between meeting transient monetary goals with fitting limited time strategies and building client dedication and maintenance with a successful promoting procedure; and examining approaches to use Staples’ mark and widen its establishment. She additionally had explicit inquiries regarding a portion of the department’s structures, frameworks, and staffing. She was anxious to begin, however perceived the dangers of doing excessively, excessively quick: operation yo My style is that I need things to happen rapidly. At the point when I see thingsâ€either another difficult somebody has never needed to make sense of, or where they’ve simply had an alternate feeling of timingâ€I hop in and state, â€Å"here’s the best approach to do it,† and that gets change going rapidly. However, that could confine my capacity to work across and with the association. I could wind up investing an excessive amount of energy overseeing down and insufficient time making more extensive, progressively sweeping effect by overseeing over the association also. Staples’ Background (1985-1991)1 tC In 1985, Tom Stemberg (HBS ’73), known for his advertising adroit and developments in the grave general store industry (as VP of deals at Star Market, and leader of First National Supermarket), spearheaded the idea of the workplace supplies superstore. A â€Å"Toys ‘R’ Us† of office supplies, â€Å"Staples, the Office Superstore† would â€Å"provide fulfillment, comfort, educated help just as alluring prices†¦ covering everything from espresso to PC software† for the private venture client. 2 Initial client research demonstrated that most private ventures didn't follow their all out consumptions for office items intently, nor were they mindful that they were paying on normal 40% more for them than enormous organizations. To impart the reserve funds and expanded accommodation of its better approach for getting office supplies, Staples’ the board was set up to put vigorously in showcasing. Staples’ message would underline limits and accommodation, leaving clients â€Å"free from the hassles† of managing long queues, request structures, and various providers. No For the crucial job of chief of showcasing, Stemberg employed Todd Krasnow, a 28-year-old HBS graduate who had worked in advertising at Star Market with Stemberg’s new VP of tasks. In the good 'ol days, Stemberg’s group of five (himself, Krasnow, CFO, VP of tasks, VP of marketing) each had their own essential circles of obligation, yet they all worked intently together, doing whatever it took to take care of business. They started the mornings with a 7:00 o’clock meeting, reconvened for a working lunch, and by and large worked through the night until 10:00 o’clock. They worked through for all intents and purposes each choice together, at an opportune time building up the order to back up their â€Å"intuitions† with hard information. Krasnow’s confidence, uncommon devotion, and â€Å"big picture† viewpoint frequently helped keep even the most warmed discussions considerable, instead of individual. Do The strategy submitted the Staples group to opening 26 stores in five years. The primary new store opened on May 1, 1986, in Brighton, Massachusetts, and was trailed by a second in close by Woburn in November. The workplace superstore idea immediately got on with the two clients and different business visionaries. The Staples group concentrated their endeavors on building a Northeast establishment to debilitate contenders and make it financially savvy to publicize in that significant expense area; 1 Staples foundation was assembled from these sources: â€Å"Staples in 1995,† HBS No. 795-158; â€Å"Staples, Inc. ,† HBS No. 593-034; â€Å"Staples (A), (B), and (C),† HBS Nos. 898-157, 898-158, 898-159; Thomas G. Stemberg, Staples for Success: From Business Plan to Billion-Dollar Business in Just a Decade (Santa Monica, CA: Knowledge Exchange, 1996). 2 The â€Å"Staples: the Office Superstore† field-tested strategy was distributed to some degree as â€Å"Staples (B),† HBS No. 898-158. 2 This archive is approved for utilize just by Harutyun Gevorgyan at HE OTHER until November 2014. Replicating or posting is an encroachment of copyright. [emailprotected] harvard. edu or 617. 783. 7860. Jeanne Lewis at Staples, Inc. (An) (Abridged) 400-065 rP os t copycatting was regular practice in retailing, and second movers frequently got better terms from financial specialists and providers than pioneers. Office Depot opened its first store in Florida in October, and inside year and a half, 19 different contenders had developed. For the following quite a while, Staples and its two fundamental adversaries, Office Depot and Office Max, moved their endeavors in topographically particular regions. Be that as it may, before long Staples needed to battle with an a lot more extensive serious set, including keen retailers who were not conventional office providers, for example, Wal-Mart, Best Buy, and CVS. These contenders regularly had essentially increasingly money to contribute and some offered lower costs than Staples. operation yo Krasnow’s commitment to Staples’ advertising achievement was all around recognized. One official depicted it in this manner: â€Å"With his immense experience, Todd forced the promoting division to leave his head and his gut. † over and over, Krasnow and his group had the option to â€Å"save the organization. † For instance, when just 20 clients came in to Staples on their first day of business, Krasnow came up wi

Self Directed And Life Long Learning free essay sample

The reason for this exposition is to investigate and assess a part of educating and learning and the accompanying subject of; ‘self-coordinated/long lasting learning’ is the creators picked subject. This paper will decide information on this picked part of instructing and learning, fundamentally assess the idea of self coordinated and long lasting gaining from the creators own point of view an a medical caretaker instructor. The exposition will likewise distinguish and consider difficulties that emerge in the utilization of self-coordinated and long lasting learning, recognize territories where this picked point will help with crossing over the hypothesis practice hole, just as recognizing results for understanding/customer care. The focal inquiry of how grown-ups learn has involved the consideration of researchers and specialists since the establishing of grown-up instruction as an expert field of training in the 1920’s. Somewhere in the range of eighty years after the fact, we have no single answer, nobody hypothesis or model of grown-up discovering that clarifies all that we think about grown-up students, the different settings where learning happens, and the way toward learning itself. We will compose a custom article test on Self Directed And Life Long Learning or on the other hand any comparative subject explicitly for you Don't WasteYour Time Recruit WRITER Just 13.90/page What we do have is a mosaic of hypotheses, models, sets of standards, and clarifications that, consolidated, make the information base out of grown-up learning. Two significant bits of that mosaic are andragogy and self coordinated learning (Merriam, 2001). Knowles (1980, p. 47) proposed a program arranging model for planning, executing, and assessing instructive encounters with grown-ups. Knowles recommended that the grown-up homeroom atmosphere ought to be one of â€Å"adultness,† both genuinely and mentally. In a â€Å"adult† study hall, grown-ups â€Å"feel acknowledged, regarded and supported†; further, there exists â€Å"a soul of commonality among understudies and educators as joint enquirers†. What's more, since grown-ups oversee different parts of their lives then they are additionally equipped for coordinating, or possibly helping with arranging their own learning. Knowles himself came to agree that andragogy is less a hypothesis of grown-up learning than â€Å"a model of suppositions about learning or a calculated system that fills in as a reason for an emanant theory† (1989, p. 12). This affirmation by Knowles came about in andragogy being characterized more by the learning circumstance than by the student. About a similar time as Knowles acquainted andragogy with North American grown-up instructors, self-coordinated learning showed up as another model that characterized grown-up students as not the same as kids. In view of the spearheading work of Houle, Tough, and Knowles, early research on self-coordinated learning was distinct, checking the broad nearness of self-coordinated learning among grown-ups and archiving the procedure as it happened (Merriam, 2001). Houle, 1996, p. 29) expressed that what is huge is that andragogy has made instructors aware of the way that they â€Å"should include students in whatever number parts of their training as could be allowed and in the formation of an atmosphere where they can most productively learn†. What Merriam and Caffarella (1999) term â€Å"instructional â€Å" models of the procedure center around what educators can do in the proper homeroom setting to cultivate self-bearing and understudy control of learning. Generally, according to nursing instruction, the term student focused training didn't show up much of the time. This may have been ascribed to the past acknowledged nursing educational program and bias against advanced education, as prove by generalized platitudes, for example, ‘nurses are conceived not made’. Supporters of the ‘hidden curriculum’ in nursing instruction (Clinton 1982, Crout, 1980) stretched out the contention to reason that nurture instructors ‘de-emphasise’ the hypothetical premise of nursing since they try to prepare students to get conventionalist, non-basic and faithful workers. (Sweeney, 1986). Anyway nurture preparing moved into advanced education, a move conceived of a craving to build the ‘professionalism’ of nursing. As the creator is a medical attendant instructor inside the psychological wellness administration zone of a locale wellbeing board, and there is a particular need and want to both investigate and assess self-coordinated/deep rooted gaining from an emotional well-being instructive perspective. The creator likewise prepared in Scotland in the 1980’s and was prepared the conventional emergency clinic student model. In this way the idea of self-coordinated/deep rooted taking in will be investigated from my own encounters of learning, both in a pre-enlistment condition and over the range of my multi year post qualifying period. In diagramming the advancement of deep rooted learning as an idea and checking out its present area in nursing, one of the unmistakable components saw has been the expansion of records in the 1990’s stressing the worth and the methods of execution of long lasting learning all in all just as in nursing (Gopee, 2001). In the UK, the government’s nursing technique record, Making a Difference (DoH, 1999) noticed that ‘Lifelong learning is in excess of a trademark, and access to instruction, preparing and advancement is not, at this point a yearning for the couple of yet an important piece of occupations and professions in most sectors’. The UK nurses’ proficient body the Royal College of Nursing (1997) attests that proceeding with proficient turn of events (CPD) ought to be seen ‘as a method of life’. Knapper and Cropley (2000) propose that the term long lasting learning might be close to a ‘unifying principle’ that connections existing patterns and propensities in training. At the end of the day long lasting learning takes a progressively comprehensive point of view, and ought to be a typical and reasonable desire all through life. Positively from the authors’ point of view, much has changed since the pre-enlistment days of my medical caretaker preparing, whereby the UK was on the cliff of moving from a regulated model of care to a network based model and all this involved. The idea of emotional well-being nursing conveyance in the Western world, similar to all regions of social insurance, keeps on experiencing significant changes (Barling and Brown, 2001; Ryan-Nicholls, 2003). These progressions †moving customer populaces, case the board, changing loci of care (e. g. , from emergency clinic to network) and contending models of care †have affected upon the act of emotional well-being nursing. Likewise, instructive arrangement for psychological wellness medical caretakers has needed to address issues of progress in enlistment, maintenance, vocation openings and practice advancement (Happell, 2001; Hannigan 2004). Furthermore in Australia and New Zealand direct section to emotional wellness nursing was eliminated by the mid 1990s. Regardless of the progression of time, there remains worry that emotional wellness nursing has not been all around served by this change in instructive readiness (Happell, 2008a,b). Alongside the revealed deficiency of emotional well-being medical attendants, there has additionally been a decrease in the quantity of graduates picking a vocation in psychological wellness nursing (Curtis, 2007) with generally little numbers undertaking postgraduate examination in this expert zone (Happell and Gough, 2009). In contrast to Australia and New Zealand, the UK proceeds with an undergrad emotional wellness nursing program and episodic proof would recommend that the issues of enrollment and maintenance in psychological well-being nursing are progressively risky on this side of the globe. Happell’s (2001) Australian investigation of right around 300 understudies indicated that at first psychological well-being was not a mainstream decision among undergrad nursing understudies but rather, in any case, proposes that clinical involvement with emotional well-being settings alters such erceptions. Instructive arrangement past starting enrollment shows the potential for, just as the difficulties, of proceeding with proficient advancement for this gathering of medical caretakers (Robinson and Tingle, 2003). One instructive arrangement is to upgrade the act of specific emotional wellness nursing aptitudes. The utilization of specific psycho-social intercessions, by means of such activities as th e Thorn program, has been featured in thinking about customers with suffering emotional wellness issues (Gamble, 1997). The writer of this article is a solid promoter for such projects being brought into a New Zealand post graduate emotional well-being nursing program, as she herself finished this program over a year time frame at the Maudsley Hospital in London. This program perceived that while the UK has kept up an undergrad emotional well-being nursing program, holes kept on staying in nursing and different teaches in the arrangement of satisfactory consideration for customers with suffering psychological maladjustment and their families. The Thorn program meant to limit those holes in the UK psychological well-being administration arrangement by guaranteeing that medical caretakers and different controls had the fundamental abilities to address those issues. As a medical attendant instructor inside the psychological well-being administrations of a District Health Board in New Zealand, the job incorporates obligatory instructive duties regarding both nursing and united wellbeing staff, inside the supplier arm and non-government associations. The job stretches out to giving non-compulsory instruction to partners and this incorporates; suffering psychological maladjustment, clinical management, preceptor preparing, to give some examples. Likewise included is association in our New Graduate Mental Health Nursing Program. This assortment inside my job can and presents the two chances and difficulties when endeavoring to cultivate and support new learning’s, and impact change. The test in this way is recognizing the wide going experience and capabilities that students have and making a domain in which the members and my job bolster both as being joint enquirers. In this manner while I accept my job

Major Marketing Concepts You Need to Know

Major Marketing Concepts You Need to Know © Shutterstock | wowomnomINTRODUCTION ON MARKETING CONCEPTThe marketing concept is the belief that companies must assess the needs of their consumers first and foremost. Based on those needs, companies can make decisions in order to satisfy their consumers’ needs, better than their competition. Companies that hold this philosophy believe that their consumers are the driving forces of their business. Nowadays, most companies have incorporated the marketing concept. So if you were a new company, how would you know what a customer would need and want?First of all, let us define needs and wants. Needs are basic requirements for an individual to survive. Some examples are water, food, shelter, etc. Obviously, the needs of consumers are wide-ranging. Wants are the desire for something that an individual cannot live without. Some examples are a bigger home, a brand new car, an iPad, and the like. Even though consumers’ needs are broad, wants can be very particular.Consumers decide to b uy based on both their needs and wants. Case in point, if they were hungry, they would need food. If you base it simply on that, then any kind of food will do. Yet, the consumer would have particular food in mind. Even though they can get a burger from Burger King, what they might truly want is a half-pound grilled burger from a bar in their local neighborhood. It is at this point that marketers would come in. Marketers acknowledge the needs of consumers and use the consumers’ desire for what they want to steer them towards specific products and services.The marketing concept underscores:identifying the market or targeting consumers;understanding the needs and wants of the consumers in the target market;creating products or services based on the consumers’ needs and wants;satisfying the needs of consumers better than competitors; andaccomplishing all of these while earning a profit.The Difference between Marketing and Marketing Concepts.Sometimes people blur the lines between ma rketing and marketing concepts. Marketing is promoting the products and services of a company for a particular target market. As a whole, marketing brings attention the offerings of a company. These may be goods for sale or services on offer. Typical examples of marketing on the ground are billboards on the road, television commercials, and magazine advertisements.However, not all companies have the same approach towards marketing their goods and services. Actually, there are a couple of strategies on making marketing successful for any company. The approaches talked about are these marketing concepts. These approaches of a company peg what kind of marketing tools they can and will use in a business.Marketing concepts are formed through a clear objective that incorporates cost efficiency, effectiveness, and social responsibilities in a target market.The Difference between Marketing Concept versus Market Concept.As previously described, the marketing concept is a business philosophy that keeps in mind that long run profitability is best accomplished through concentrating company activities towards satisfying the needs of a specific target market.The market concept, on the other hand, creates suitable market intelligence as connected to present and future consumer needs, as well as the relative capabilities of the competition to satisfy those needs. This concept is the incorporation and distribution of market intelligence throughout departments and coordinated creation and implementation of a company’s response to opportunities in the market.This article will highlight the types of marketing concepts, specifically the production concept, the product concept, the selling concept, the marketing concept, and the societal marketing concept. The discussion will show how concepts of marketing have evolved, leading to the marketing concept that is mostly used by all companies to date at least those companies that want to survive and thrive in their industries.A very basic, but good introduction to marketing management by Prof. Dr. Kirchgeorg. THE EVOLUTION TOWARDS THE MARKETING CONCEPTThere are five distinctive marketing concept types or approaches to achieving effective marketing. Notably, not all these marketing concept types work for all industries, because they differ in function. Every marketing concept was created depending on the need of the market. As markets changed, so did the concepts.The Production ConceptCompanies that use the production concept have the belief that customers primarily want products that are affordable and accessible. The production concept is based on the approach that a company can increase supply as it decreases its costs. Moreover, the production concept highlights that a business can lower costs via mass production. A company oriented towards production believes in economies of scale (decreased production cost per unit), wherein mass production can decrease cost and maximize profits. As a whole, the productio n concept is oriented towards operations.A working example of the production concept is a company that produces their goods overseas. Producing retail goods abroad lowers costs and the resulting savings can be passed on to the consumer. These lower prices could be a good incentive to attract new consumers.However, the company may experience a decline in quality and gradually a decline in sales, if the process is not kept to a standard. Businesses oriented towards production are required to avoid production efficiency procedures that affect their product’s quality and design. By compromising product quality and design simply for production would probably lower the desirability of a product for customers.The production concept actually came about in the early 1920s during the industrial revolution. During that time, the production concept was very popular because the goods produced back then were mainly basic necessities. Moreover, there was quite a high level of demand that was unf ulfilled. Almost everything that was manufactured then were easily sold based on production costs. There were just two main concerns for a company before they produced a product back thenwhether they could produce the product and if they could produce enough of it.The use of the production concept is only effective when demand is greater than supply. The biggest disadvantage of this concept is that it is not always the case that your customer chooses to buy the most affordable and easily accessible product.The Product ConceptCompanies that focus on the product concept believe that the most significant priorities for a customer are quality and functional characteristics of a product. What this indicates is that a customer looks for innovative alternatives and always searches for the best of what is currently available in the market. In addition, within this concept, it is assumed that consumers stay loyal if they receive more product options and benefits.Companies who keep this philo sophy intact direct their marketing efforts in raising their product quality. With this in mind, it is not surprising that many companies in technology use the product concept. These companies always update and release their new products. It is then important for these technology companies to create strong decisions on how often they should release their new products.By releasing too often, consumers can feel frustration due to minimal changes. Not releasing often enough would make consumers feel that the business is out of step. Companies that believe in the product concept always have to review consumer needs and execute those changes as efficiently and as quickly as possible.The disadvantage of the product concept is that companies must recognize that superior quality of a product does not make it sell automatically. Superior products will sell only if they satisfy a consumer’s needs and wants. Moreover, consumers are not attracted to goods simply because of its quality. They a lso factor in other variables, such as a product’s price, availability, and the like. A quality product yet with a high price can dent the budget of a consumer.The Selling ConceptThe selling concept involves companies that are sales oriented. What this means is that they can make a product and then sell it to their target market without consideration of their consumers needs or wants. The selling concept highlights that customers would buy a company’s products only if the company were to sell these products aggressively.This concept became very popular in the early 1930s. At this stage in time, mass production had become the norm, there was more competition, and most of customer demand had already been met. So, companies started to practice the selling concept. Companies would produce the product, but at the same time attempt to convince consumers to buy them through personal selling and advertising. The key considerations companies had for using the selling concept was whether they could sell the product and if they could charge sufficiently for it.The selling concept pays little attention to whether or not a product was truly needed by consumers. The objective was to beat the competition merely in sales, with few regarding the satisfaction of a consumer. Nowadays, this is called “hard selling,” wherein goods are not bought they are sold. This concept is based on the belief that consumers may be attracted; hence, companies can focus their efforts in attracting and educating consumers.Although it may be effective for some time that repeated efforts can sell anything this cannot be sustained for a long period of time. If a company is able to entice a consumer once, he or she cannot be won each and every time. Actually, this may even damage the reputation of a business. Thus, this concept offers only short-term gains but not long-term benefits.The Marketing ConceptA company that believes in the marketing concept places the consumer at the center of th e organization. All activities are geared towards the consumer. A business, oriented towards the market, aims to understand the needs and wants of a customer and executes the marketing strategy according to market research beginning from product conception to sales. As sales begin, further research can be implemented to figure out what customers think about a product and whether improvements are needed. While markets change continuously, product development and market research is always ongoing for a company that concentrates on the market.Learn how to create a customer centric business in the following video from Harvard Business Review. By focusing on the needs and wants of a target market, a company can deliver value, more than its competitors. The marketing concept highlights the pull strategy, wherein a brand is so strong that customers would always prefer your brand to others’. The main concerns of a company that was focused on the marketing concept were the wants of consume rs, if they could develop the product while the consumers still wanted it, and how they could keep customer satisfaction.The marketing concept came about after the Second World War. There were more product variety and the selling concept could not be depended upon to generate sales. With raised discretionary income, consumers were also able to be selective. They could buy products that met their needs precisely but those needs were not patently obvious.As companies started to use the marketing concept actively, they usually put up individual marketing departments in their organizations. Their goals were to satisfy the needs of their customers. Oftentimes, the departments were sales departments with extended responsibilities. Although these extended sales departments are still found in the companies of today, many companies have structured themselves to marketing organizations with more wide-ranging focus on the company.Because the whole organization is in existence because it aims t o satisfy the needs of a consumer, no one can neglect a consumer problem by just tagging it as a marketing challenge. The whole company must be concerned with consumer satisfaction.Companies who believe in the marketing concept opine that they can be successful only through the satisfaction of their customers. This thinking is based on the belief that goods and services are only made available only if consumers need or want them. A small problem with the marketing concept is that there is no focus given towards societal welfare.The Societal Marketing ConceptThe societal marketing concept is a relatively new marketing concept. While the societal marketing concept highlights the needs and wants of a target market and the delivery of better value than its competitors, it also underscores the importance of the well-being of customers and society as a whole (consumer welfare or societal welfare).The societal marketing concept goes one step further than the marketing concept. Case in poin t, if a company creates a car that uses less fuel but has more pollution, this would merely increase customer satisfaction, but not societal welfare. Companies who believe in the societal marketing philosophy direct their marketing towards giving customer satisfaction and social welfare.With this last concept of marketing, companies receive long-term profit, not only from the viewpoint of the consumer, but also of society.