THE APPLICABILITY OF SOCIETAL MARKETING CONCEPT BY MULTINATIONAL OIL COMPANIES (A STUDY OF SHELL AND CHEVRON IN NIGER DELTA REGION)

ABSTRACT
The fundamental objective(s) of most businesses is primarily to maximize
profit(s) without any regard to the threat posed on the environment due to their
multifarious businesses activities. This insatiable and inexhaustible quest for
profit maximization is been brought under strict scrutiny and great criticisms.
Over the years, various stakeholders have indeed opined that businesses are not
in essence set up solely to make profit(s) only rather should include the
advancement of the interests and protection of the totality of the society and its
environment as a whole. Due to the recent awareness in the proper role of
businesses in the society and has led to an increased sensitivity to social,
environmental and ethical issues. This has further necessitated the need for
effective and efficient adoption, implementation and execution of policy
guidelines in line with the rudiments, tenets and principles of societal marketing
concept postulated by Philip Kotler.

Multinational oil companies after a careful
perusal of data obtained in the field have not adequately internalized the
principles of societal marketing concept. In contrast to the expectation(s) of
their host communities, thus, resulting in a situation where residents of the host
communities feel marginalized, abandoned, neglected and left at their own
whims and caprices without bearing in mind that their immediate environment
(both flora and fauna) have been greatly ravished and abused. As a measure in
streamlining and mitigating the adverse impact on the lives of the residents of
host communities as gathered from analysis of data obtained by the researcher
in the field, basically due to the presence and activities of these multinational oil
companies. There is indeed an urgent need for an increased and routine
periodic review on the scope and implementation of societal marketing concept
by these multinational oil companies.

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