Telecom sector in Pakistan has flourished tremendously in last few years. Accord

Question

Telecom sector in Pakistan has flourished tremendously in last few years. According to one school of thought, it gives benefit to the companies only and general public is not getting any extra ordinary benefit out of it. They argue that only few people get jobs in telecom companies as the system is automated and these companies require few people to handle operations. Moreover, these companies offer cheap call and SMS rates due to which youth of Pakistan wastes most of their time in sending messages and late night long calls. Now it has become our social dilemma that rather than putting energies and prestigious time in fruitful and productive activities, youth is wasting time in these useless and sometimes unethical activities.

In contradictory, there is another school of thought who argues that it is not the responsibility of telecom companies but the government, who should intervene and take notice of these outcomes if it is actually happening. They argue that offering of affordable rates is the result of advancement of technology and competition which can positively be used for both social and business purposes. Masses can get advantage of being connected with others in lower prices. Since, as our society can not afford high prices due to high inflation rates and low income patterns, so it is good to offer such pricing strategy to this society. Youth can use this facility positively by connecting with fellows about the study purposes and professional matters. They can subscribe themselves on useful services offered by telecom companies and get advantages out of it.

Requirement:

Think as a marketing analyst and discuss, are telecom companies in Pakistan practicing societal marketing concept? Support your choice with arguments in either case.

Explanation / Answer

Telecom sector in Pakistan are not practicing the societal marketing concept as this concept is not about Viral marketing - Word of mouth marketing - Dating or matchmaking services - Public service announcements - Focus groups - Cause marketing (companies adopting a cause to improve their image and get more sales) But it is A process that uses commercial marketing techniques to promote the adoption of positive health or social behaviors - An approach that benefits the people who are adopting the behaviors or society as a whole, rather than the organization doing the marketing So according to the given scenario as these companies offer cheap call and SMS rates due to which youth of Pakistan wastes most of their time in sending messages and late night long calls. Now it has become our social dilemma that rather than putting energies and prestigious time in fruitful and productive activities, youth is wasting time in these useless and sometimes unethical activities which is not in the benefit of the society. Companies are not considering social marketing in their marketing mix, just because government legislation is not there. It does not mean that companies can market every kind of package and every kind of sms rates and should not see the long run disadvantages of the packages and rates they are giving to the customers. Because these packages are so cheap and affordable, students and youngsters are wasting much time and effort in chatting and having all night talks with just for no reason and even some people are doing un ethical things. Rather than taking these effects into account, companies are offering more cheaper and affordable packages just to acquire the market share and have a competitive advantage, companies are causing so much damage to the future of the young people by driving them in to the unethical, unproductive and time wasting activities. Companies have to evaluate and monitor the long range consequences of the packages and services they are offering in the market, and they should be held responsible if their products and services are causing damage to the society at large.

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