The societal marketing concept questions whether the pure marketing concept overlooks possible conflicts between consumers short-run wants and consumer long-run welfare.Is a firm that satisfies the immediate needs and wants of target markets always doing what’s best for consumers in the long run？The societal marketing concept holds that marketing strategy should deliver value to customers in a way that maintains or improves both the consumers and society’s well-being. Consider today’s flourishing bottled water industry.You may view bottled water companies as offering a convenient,tasty,and healthy product.Its packaging suggests “green” images of pristine lakes and snow-capped mountains. Yet making,filling,and shipping billions of plastic bottles generates huge amounts of carbon dioxide emissions that contribute substantially to global warming.Further,the plastic bottles pose a substantial recycling and solid waste disposal problem.Thus,in satisfying short- term consumer wants,the highly successful bottled water industry may be causing environmental problems that run against society’s long-run interests.