e. There are, however, two significant criticisms of the marketing concept. These criticisms are as follows:7
7M. W. DeLozier, and A. G. Woodside, Marketing Management,
4th ed. (Columbus, Ohio: Charles E. Merrill Publishing Company, 1988), 6.
1. The marketing concept fails to consider the con flict between individual satisfaction and thepublic interest.
2. The goal receiving the greatest emphasis in the marketing concept is that of organizational profit.
In response to these criticisms, the societal marketing concept was advanced. This concept holds that the function of the marketing organization is "to determine the needs and wants of target markets and to adapt the organization to delivering the desired satisfactions more effectively and efficiently than its competitors in a way that preserves or enhances the consu mers' and society's well being."8 The societal marketing con c
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