A social process always involves an exchange, and in marketing, this exchange can include:
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Goods and services for money
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Loyalty for quality
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Time for information
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Social recognition for consumer advocacy
People engage in marketing activities because they perceive mutual benefits. Both companies and consumers gain something from this exchange.
2.3 Relationship Building
Marketing’s ultimate 99 acres database goal is not just to make a sale but to build long-term relationships.
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Relationship marketing focuses on customer loyalty and satisfaction.
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Brands aim to become trusted partners in consumers’ lives, not just one-time sellers.
These relationships create social bonds that impact communities and influence behavior.
2.4 Cultural Influence
Marketing is shaped by, and also shapes, cultural trends, social norms, and public opinion.
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Products become symbols of status, identity, or belonging.
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Advertising reflects social values and sometimes challenges them.
For example, modern marketing often emphasizes sustainability, diversity, and inclusivity, aligning with current societal priorities.
2.5 Feedback and Adaptation
Social processes evolve through continuous feedback loops.
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Companies collect data through customer surveys, reviews, and social listening.
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Marketers adjust strategies based on consumer responses.
This dynamic interaction shows how society actively shapes marketing, and marketing shapes society.
3. Marketing and Human Needs: The Social Foundation
Understanding why key fields (in addition to user fields): marketing is a social process requires a closer look at human needs and desires.
The concept of marketing as a social process is closely tied to Maslow’s hierarchy of needs:
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Physiological needs: Food, clothing, shelter
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Safety needs: Security, health
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Social needs: Belonging, love, friendship
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Esteem needs: Recognition, status
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Self-actualization: Personal growth
Marketing helps satisfy these needs by:
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Offering products and services that meet physical demands
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Creating brands that mobile list deliver social acceptance and prestige
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Promoting lifestyles that align with self-improvement and purpose
Because these needs are social by nature, marketing becomes part of a larger societal process of fulfilling desires and aspirations.