Introduction audiences. March found that it is becoming increasingly


Contemporarily, marketing exists as a part of our lives in
almost every minute, and it is undoubted that marketing developments in the
past decades have significantly enhanced our lives. Although we have used it as
an effective tool for numerous purposes, it does not necessarily mean that
every citizen needs to be marketing experts for the sake of a better life, the
emergence of marketing itself, has greatly made our lives better off. Although
there are no general agreements on what marketing is, according to book
‘Fundamentals of Marketing’ by Baines et al., published in 2017, marketing has
been recognised as a ‘management process’ and an ‘activity’ by the CIM and
AMA*. Although, the nature of relationships between different organisations and
their customers may differ, nevertheless, the widened concept of the wider
societal applicability of marketing has been recognised by all definitions
(Baines et al., 2017, p. 5). Briefly speaking, marketing has not only improved
the quality of individual lives but also brought countless benefits and
efficiency to our society as a whole. In this essay, I am going to indicate the
ways of how marketing positively affect our lives, both personally and

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How can we
benefit from learning marketing?

Some answers to the question were found in Kiara March’s
article “How marketing influences our daily life”, published in 2016.

March learned that marketing basically achieves three main functions, namely
the “transmission of information and ideas, the creation or consolidation
of attitudes and feelings of sympathy and preference, and the induction of the
action” (March, 2016). By studying marketing, we learn how to effectively
manage relationships with people, as marketing is all about exploring ways to communicate
with different audiences. March found that it is becoming increasingly
important to learn to think and even operate like a salesman, by doing that, we
begin to be good listeners in terms of really understanding what other people
need and want (March, 2016).

Marketing studies also allow us to understand and learn
various personalities and what approaches we can take to find out what may
motivate them and thus to engage with them. As a consequence, we become more
attentive and “on-guard”, and as March indicated that in order to
achieve these goals, marketers need to be very aware of what is happening in
the industries (March, 2016). All in all, by learning marketing, we begin to
become a good decision maker, and thus be able to shape ourselves to the best
version (March, 2016).



Marketing skills seem to be very helpful to our personal
lives; nevertheless, I strongly believe that it has a greater power from social
perspectives. In the famous article “Social Marketing: An Approach to
Planned Social Change” written by Philip Kotler and Gerald Zaltman in
1971, the idea and concepts of social marketing was comprehensively conveyed.

According to their article, they stated that “social marketing is the
design, implementation, and control of programs calculated to influence the
acceptability of social ideas and involving considerations of product planning,
pricing, communication, distribution, and marketing research” (Kotler and
Zaltman, 1971, p. 5).

Now the idea of social marketing is clear, however, here
another question emerges: in what ways could marketing achieve social changes?


The Social
Marketing Approach

As Kotler and Zaltman’s pointed out, marketers observe the
marketing problem as “one of developing the right product backed by the
right promotion and put in the right place at the right price”; these key
variables in the marketing mix have been referred to as the four P’s by
MacCarthy*, namely Product, Publicity, Place, and Price (Kotler and Zaltman,


Product – Considering the problem of marketing “safer
driving”, the social purpose is to generate safer driving attitudes and
habits in the population. Products related to this objective may include a
public educational media campaign which provides advice on safe driving, or
simply just a defensive driving course. Social marketers try to create a
variety of tangible and “buyable” products and services which promote
the social objective (safer driving) (Kotler and Zaltman, 1971, p. 7).


Promotion – According to Kotler and Zaltman’s paper,
promotion was noted as the communication and persuasion tactics which aim to
make the audience to recognise, accept, or even desire the product. To a
marketer, the major activities of promotion may include paid forms like
advertising and personal selling; and unpaid forms such as publicity, which
arranges for remarkable news about the product/service to show in different media,
and sales promotion which stimulates people’s interest or purchase. In this
process, sophisticated levels of techniques and knowledge are required for
marketers (Kotler and Zaltman, 1971, pp. 7-8).


Place – Smart marketers know how to arrange for accessible
outlets which sanction the translation of motivation into actions.

Orchestrating in this area entails culling or developing felicitous outlets,
deciding on their number, locations, and average size, and giving them
congruous motivation to perform their component of the job (Kotler and Zaltman,
1971, p. 9).


Price – The final element of the marketing approach to social
campaign calls for pricing. To be specific, price includes money costs,
opportunity costs, energy costs, and psychic costs. Using the product
“defensive driving course” as an example, the cost may refer to the
charge of the course, time and effort to attend it, and the psychological cost
of not being thoroughly certain about whether the course is really going to
help or not. Therefore, while pricing a product, marketers always need to
recognise these cost factors, and then process the major benefits and compare
them to the major costs (Kotler and Zaltman, 1971, p. 9).


In general, it is undoubted that specific social problems
could be improved through marketing thinking and planning. A good use of the
“four P’s” in the marketing mix may effectively gain public attention
and support, as a result, social problem phenomena such as pollution, mass
transit, drug abuse, etc. would be greatly reduced (Kotler and Zaltman, 1971).


(QOL) Marketing

In addition, to simply introduce the QOL marketing as a
concept embedded in social marketing, it was quoted in Dong-Jin Lee and M.

Joseph Sirgy’s article “QOL Marketing: Proposed Antecedents and
Consequences” that the QOL marketing philosophy encouraged firms to design
and develop products that can significantly enhance the quality of life of
target consumers; QOL marketing calls for the development and marketing of
products that effectively improve the quality of people’s lives (Lee and Sirgy,
2004, p. 46).

In contrast to the “product frauds” such as many
“diet” and “weight reduction” products which are not only
useless but also harmful to our bodies, doing no harm is one of the main concepts
of QOL marketing. QOL marketing firm makes promotions mainly for the sake of
enhancing customer well-being, for instance, they provide target customers with
very detailed information about the product which direct customers to gain
maximum benefits and avoid injury. In turn, as indicated by Lee and Sirgy, it
always leads to customer loyalty and commitment, which eventually result in a
positive corporate image and company goodwill (Lee and Sirgy, 2004). Therefore,
the emergence of QOL marketing has not only enhanced consumers’ lives/well-being,
but also brought various benefits to the businesses and their owners.



The objective of this essay is to shed light on the
applicability of marketing concepts, which positively affects our lives, from
both personal and societal perspectives. 
Undoubtedly, by learning marketing concepts we become a great listener
and decision maker, which enables us to better manage our relationships with
others in our daily life, and project ourselves to a favorable version (March,
2016). Moreover, the implementation of social marketing appears to offer a
useful framework for potent social planning and improvements on numerous social
problems which have become more critical and concerned. Nonetheless, due to a
series of failures of many social advertising campaigns, the success of a
campaign can only be achieved when proper consideration and development of
product, promotion, place, and price are accomplished; these concepts were
shown to have applicability to social causes (Kotler and Zaltman, 1971).

Furthermore, as a concept embedded in social marketing, Quality-of-Life
marketing is also created to enhance our well-being by designing and developing
products that can significantly enhance the quality of consumers’ lives. And in
turn, firms engaged with QOL marketing always receive loyalty and commitment
from customers, which consequently result in a great business reputation and
goodwill; therefore, this win-win approach brings mutual benefits to both
consumers and firm owners (Lee and Sirgy, 2004). In conclusion, from my
perspective, I strongly believe that the construct of marketing is crucial for
contemporary developments on both individual lives and the society as a whole,
as our lives would not become better if our society is full of problems. In
addition, only when this construction is investigated and developed
systematically, methodologically, and programmatically, prosperity would be
accomplished in all our lives.