The societal marketing concept assumes that a company can compete more effectively if it first researches consumers' generic needs, wants, and preferences, as well as product related attitudes and interests, and then delivers the goods and services more efficiently and effectively in a manner that maximizes society's well-being.

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The societal marketing concept assumes that the company will have an advantage over competitors if it applies the marketing concept in a manner that maximizes society's well-being; it assumes that a company can compete more effectively if it first researches consumers' generic needs, wants, and preferences, as well as product or service-related attitudes and interests, and then delivers the products and services more efficiently and effectively than competitors in a manner that maximizes society's well-being. Companies are expected to be good citizens of society and to build societal considerations into their marketing endeavors while they pursue organizational profit goals.

The Societal Marketing Concept Assumes That a Company Can Compete