In the societal marketing concept, corporations choose to consider the desires of the customer before planning any marketing initiatives. For example, a company may choose to focus on "green" products and advertise their benefits (or lack of harmfulness) to the environment. To seek out an example that contradicts this common-sense business marketing model is difficult, since almost every company around (from small business to multinational corporation) is very involved with pleasing their clientele via societal marketing - in fact, even traditionally maligned companies, such as big oil corporations, make a concerted attempt to seem more environmentally conscious in their ads and promos.
At present, one example that might contradict the societal marketing concept would be the promotion of rap artists who use misogynist language in their lyrics. Eminem, an American rapper, is one example of a recording artist whose work should offend (and does offend) many women, since themes of anger and violence against females are present in his work.
However, Eminem is marketed as he is, without any whitewashing of his central image, and he does have many female fans, who obviously choose to overlook (or genuinely don't mind) his issues with women. In the case of an artist such as Eminem, record company marketing is meant to present the image this rapper has cultivated...warts and all. So far, this approach works very well, but it's certain that the performing artist's record company has heard their fair share of complaints regarding the misogyny in Eminem's lyrics. So, in the purest sense of societal marketing, the promotion of misogynist rappers does contradict the societal marketing model.
The best marketers read the spirit of the times and react accordingly; they spend plenty of time examining trends and looking at the results of polls and surveys. Once they have the information they need, they devise campaigns that push the societal marketing concept into action.
- Rare examples
At present, one example that might contradict the societal marketing concept would be the promotion of rap artists who use misogynist language in their lyrics. Eminem, an American rapper, is one example of a recording artist whose work should offend (and does offend) many women, since themes of anger and violence against females are present in his work.
- No whitewashing
However, Eminem is marketed as he is, without any whitewashing of his central image, and he does have many female fans, who obviously choose to overlook (or genuinely don't mind) his issues with women. In the case of an artist such as Eminem, record company marketing is meant to present the image this rapper has cultivated...warts and all. So far, this approach works very well, but it's certain that the performing artist's record company has heard their fair share of complaints regarding the misogyny in Eminem's lyrics. So, in the purest sense of societal marketing, the promotion of misogynist rappers does contradict the societal marketing model.
The best marketers read the spirit of the times and react accordingly; they spend plenty of time examining trends and looking at the results of polls and surveys. Once they have the information they need, they devise campaigns that push the societal marketing concept into action.
