第 三 題

Definition: The social marketing concept is a management philosophy stipulating that an organization should determine the needs, wants, and interests of target markets and deliver the desired satisfactions more effectively and efficiently than competitors, in a way that maintains or improves both the consumer's and society's overall well-being. Characteristics: Its core characteristic lies in the triple-bottom-line approach, which seeks a harmonious balance among three key elements: company profits, consumer satisfaction, and public interest. It goes beyond short-term sales by emphasizing corporate social responsibility (CSR), ethical business conduct, and sustainable development. Example: In the tourism and hospitality industry, a practical example is an international hotel chain eliminating single-use plastics and sourcing ingredients entirely from local organic farmers. This strategy not only satisfies eco-conscious travelers (consumer wants) and generates sustainable revenue (corporate profits) but also reduces carbon footprints and supports local communities (societal well-being).

Definition: Perishability refers to a fundamental characteristic of services, meaning that they cannot be stored, saved, returned, or carried forward to be sold at a later time. Characteristics: