The societal marketing concept requires a firm to balance customer wants with:
Correct answer: B. Long-term consumer and social welfare
- A. Short-term sales volume only
- B. Long-term consumer and social welfare
- C. Competitor production schedules
- D. Intermediary commission rates
Explanation
The societal marketing concept balances customer satisfaction, organisational objectives and the long-term welfare of society. It therefore goes beyond short-term sales, which may ignore environmental or social consequences.
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