Today everybody says that business has collapsed. Country faces financial crisis. Specially in the business scenario. Organizations Think due to macro environmental conditions ( PESTL) business problems have been occurred. The target of a business organization Is to maintain and develop its business for the long term run. Achievements for long term targets an organization should fulfill its Social responsibilities.

An organization should fulfil its responsibilities for the following segments. The staff and employees of an organization are concerned as internal customers. Organizations should satisfy their internal customers developing an effective internal marketing background. there should be a dynamic Human Resources development. Marketing and HR is lacking in many organization. Today the staff and employees are not happy with the internal environmental conditions of companies. Unique features of employees today is hunting for jobs often due to better prospects. Japanese think that the customer is God in the business scenario. The duty of a business organization is to identify its real customer attract then maintain them for the long term run of the business.

If the customer is delighted only organization would have their survival. Today the customer does not get any opportunity to cater to his/her requirements, as the organizations are money oriented. The market puts the customers into mental difficulties and creates a constant business frustration whatever the customer wants it is not catered by organizations the latest strategies is that the Customers are supposed to satisfy the organization. Another responsibility of an organization is to satisfy the intermediary channels. Today the distributors are so fed up of dealing with organization due to the delay payments and bluffing styles. Suppliers do not get their cheques/ returns on time. They are
disappointed every time. Most of the time there is a payment delay for the suppliers. Organizations forget that they are in B2B Sector.

The share holders should be maintained by securing their shares and generating good returns for their shares. This is a main responsibility of an organization. Once the shareholders are satisfied that they would invest more funds for the long term development of the business with a great conscious as the business highlights effective potentiality to increase its returns.

It is very pathetic today organizations are reluctant to fulfill their responsibilities towards the government specially by not paying their taxes on time. If the taxes are paid on time the welfare or development programmes for the country could be a success to a certain extent.

Today government faces difficulties in sorting out major crisis in economy due to the lack of cooperation of companies. Pollution is one of the social menace in this country. The socital marketing concepts analyses a the control of pollution.

Once the major causes for pollution is our industrial operations. Organizations focus on this pollution is not so effective. Organizations today build up wrong attitudes in the minds of the public anticipating to exploit their hard earned money.

They are not so fully fledged in fulfilling the above responsibilities to the cociety as they are not people oriented due to the lack of mission focus. Organizations face business crisis due to its lack of application on planning in the achievement of its mission. If any organization does not fulfill the above responsibilities towards the society definitely there are tendencies to collapse in the industry. So that the organization are not doing right things in right manner. In words they are poor in management.

The writer is a Chartered Marketer
B.A. (Hons) (SJ), Dip.M.(SL), PGDM(UK),
CIM(UK), MCIM, MSLIM qualified
(Senior Management Consultant and Lecturer)
Aquinas Faculty of Marketing and Management