Social Orientation of Marketing Concept

Question: Discuss about the Social Orientation of Marketing Concept. Answer: Introduction: French (2015) defines that there are several classes in the community like the lower class, middle class and higher class. There is also lying a trait in these regarding the buying behaviour that marketers target for marketing and is known as social class marketing. The primary aim of this report is to illustrate how Woolworths have used the concept of social class marketing. It is evident that every class of the society has different trait and Cihovska (2014) highlighted that higher class have more disposable income and spend more on branded products and lower class people prefer local products. Woolworths in December 2015, takes the initiative to reach to Chinas burgeoning middle class on Alibabas Tmall not only to seek a fresh revenue stream but also to provide them their best quality grocery to Chinses middle-class people (theaustralian.com 2015). This also represents the subculture in marketing concept of the eCargo, which incorporate both the Australiana and Chinese culture within their marketing strategy to provide e-commerce solutions especially in food and groceries sector (French 2015). This enhances the connection of China to overseas countries in terms of doing business. Thus, from the entire discussion it can be learned that an effective marketing strategy is the result of a perfect blend of more than one marketing concept. Woolworths proves their success by incorporating the social class marketing concept social class marketing that enables the Chinese middle-class consumers to source goods from overseas with the help of digital marketing concept taken by the Alibabas Tmall. Reference List Cihovska, V, 2014. Social orientation of marketing concept. Journal of Positive Management, 4(1), p.52. French, J, 2015. The Importance of Social Marketing History. Social Marketing Quarterly, 21(4), pp.191-193. Greenblat, E. and Greenblat, E, 2016. Woolies sets up Tmall web store. [online] Theaustralian.com.au. Available at: https://www.theaustralian.com.au/business/woolworths-extends-reach-into-china-with-tmall-store/news-story/4e012888c58b5c3bd84bbb61832b2ed7 [3 Dec. 2016].