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:
“Being the dependents of the general government, and looking to its treasury as the source of all their emoluments, the state officers, under whatever names they might pass and by whatever forms their duties might be prescribed, would in effect be the mere stipendiaries and instruments of the central power.”
—Andrew Jackson (1767–1845)
“I lay my eternal curse on whomsoever shall now or at any time hereafter make schoolbooks of my works and make me hated as Shakespeare is hated. My plays were not designed as instruments of torture. All the schools that lust after them get this answer, and will never get any other.”
—George Bernard Shaw (1856–1950)
“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)