Instruments
Kotler identified four categories of products, classified in terms of long term benefits and immediate satisfaction :
- Deficient products, which bring neither long-run or short term benefits
- Pleasing products, which bring a high level of immediate satisfaction, but can cause harm to the society in the long run
- Salutary products, which bring low short term satisfaction, but benefit the society on the long run
- Desirable products, which combine long-run benefit and immediate satisfaction
Kotler’s concept of societal marketing suggested that for the well-being of society, the deficient products should be eliminated from the market, pleasing and salutary products should go through a product modification process to reach the fourth category, by incorporating missing short term benefits into salutary products and long term benefits into pleasing products, and the companies’ ultimate goal should be to develop desirable products.
This way, rather than focusing on selling a products, which can be good or bad for the consumers, the main focus is on consumer and society well-being.
Read more about this topic: Societal Marketing
Famous quotes containing the word instruments:
“The worth of a State, in the long run, is the worth of the individuals composing it ... a State which dwarfs its men, in order that they may be more docile instruments in its hands even for beneficial purposes—will find that with small men no great thing can really be accomplished.”
—John Stuart Mill (1806–1873)
“The universe appears to me like an immense, inexorable torture-garden.... Passions, greed, hatred, and lies; law, social institutions, justice, love, glory, heroism, and religion: these are its monstrous flowers and its hideous instruments of eternal human suffering.”
—Octave Mirbeau (1850–1917)
“Water, earth, air, fire, and the other parts of this structure of mine are no more instruments of your life than instruments of your death. Why do you fear your last day? It contributes no more to your death than each of the others. The last step does not cause the fatigue, but reveals it. All days travel toward death, the last one reaches it.”
—Michel de Montaigne (1533–1592)