Desirable products are those that provide both great immediate gratification to the consumer and great long-term benefits to the consumer and to society. These products are the ideal of social marketing because they combine pleasantness with long-term utility.
An example of a desirable product might be a delicious and nutritious organic product or an energy-efficient and aesthetically pleasing car. Marketers, guided by the principles of enlightened marketing, strive to develop and position such products because they maximize consumer satisfaction in the short and long term, while also supporting social welfare.
