Marketing can help businesses benefit society primarily by pushing businesses to develop products that fill social needs. This approach encourages companies to identify and address societal issues through their products and services, ultimately contributing to the greater good while also tapping into new markets and consumer loyalty.
Additionally, while conducting research about what sells can provide valuable insights for businesses, it is essential that this research aligns with ethical marketing practices and societal benefits.
On the other hand, creating a lot of needs and therefore shortages is generally a negative practice that may not serve society well and can lead to consumer frustration and dissatisfaction.
Lastly, shaping consumer tastes to increase profitability can be beneficial if it leads to positive societal outcomes. However, it is crucial for businesses to prioritize ethical considerations and the wellness of society in their marketing strategies to ensure that their efforts truly benefit the community.
In summary, the most direct way marketing can serve societal interests is by guiding businesses to create and promote products that fulfill genuine social needs.