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Societal Marketing: Mcdonald's

Author: Andrew Sandon



Societal marketing: McDonald's

Business executives are often perplexed by the continuous expansion of society's expectations of corporations. For example Tarik Cohen Limited Jersey , in the corporate world, numerous laws and extensive government regulation affect virtually every aspect of business activities. They touch "almost every business decision ranging from the production of goods and services to their packaging, distribution, marketing, and service" (Carroll, 1979, p. 98). Thus, not only are companies held responsible for maximizing profits for the owners and shareholders and for operating within the legal framework, they are also expected to support their employees' quality of work life, to demonstrate their concern for the communities within which their businesses operate Adam Shaheen Limited Jersey , to minimize the impact of various hazards on the global environment, and to engage in purely social or philanthropic endeavors.

Among researchers, this issue has provoked an especially rich and diverse literature investigating the role of business in society. Research in this area has followed two major streams. The most popular of these studies have focused on the relationship between a firm's social responsibility and its financial performance (McGuire, J., Sundgren, A., & Scheeweis, T., 1988, p. 858). The other stream of studies has examined the effect of board members' demographic and non-demographic characteristics on their individual corporate social responsiveness orientation (Wood Marcus Cooper Bears Jersey , 1991, p. 389).

Since the societal marketing involves some kind of corporate response to social demands, the first step is to identify and classify the numerous social needs. There are three categories of such needs. First, survival needs consist of the various needs that are necessary for individual members of the social segment to survive, such as food, shelter, and the preservation or restoration of one's health.

A second category is concerned with safety needs. These are the needs that are necessary to protect the members of the social segment from external and internal threats. Not only do nations have defense establishments for protection from external threats, but they also enact and enforce laws to protect individuals and groups from others in society. Such laws cover numerous areas ranging from environmental protection to safeguarding individual liberties.

The third category is composed of various growth needs which, in turn, can be broken down into material needs and spiritual needs. The former are concerned with the enrichment of the social segment through economics (the allocation of limited resources) and technology (the use of tools and techniques to generate wealth). Spiritual needs are related to the spiritual growth of the social segment; they include metaphysics Dion Sims Bears Jersey , education, science, arts, and entertainment.

Social segments expect different agents to fulfill these needs. These agents can be an individual (e.g., a parent who supports a family), a group (e.g., political parties and interest groups who represent their members), a business organizat. Cheap Jerseys Free Shipping Cheap Jerseys Online Cheap Wholesale Jerseys Cheap NHL Jerseys Cheap NFL Jerseys China Cheap Soccer Jerseys Wholesale Cheap Sports Jerseys Cheap Baseball Jerseys China Cheap Custom Jerseys Wholesale Sports Jerseys