The marketing concept, cannot be
considered as adequate if we look at
the challenges posed by social
problems like environmental
pollution, deforestation, shortage of
resources, population explosion and
inflation. It is so because any activity
which satisfies human needs but is
detrimental to the interests of the
society at large cannot be justified. The
business orientation should,
therefore, not be short-sighted to serve
only consumers’ needs.The
Societal Marketing Concept is the extension of the marketing concept as
supplemented by the concern for the long-term welfare of the society.