Erin Lister s1125903 Business Studies 1
Henry Aitken
24th November 2011
Marketing
a) With reference to the readings and your own literature research, outline and critically assess the idea of ‘sustainable marketing’.
b) Provide an example of ‘sustainable’ marketing and justify your choice of organisation or brand with reference to their current marketing activities.
Sustainability has been defined as ‘the consumption of goods and services that meet basic needs and quality of life without jeopardizing the needs of future generations’ (OECD, 2002). This may be interpreted in a number of ways, but mainly sustainability is all about restricting the amount of resources that are produced, but still making the most out of the
…show more content…
However, it is true that many consumers will be unaware of the amount of products that are in the market that they can purchase. Thanks to green marketing, many of these products are now becoming successful. Overall, green marketing is a great help in contributing to the success of sustainable marketing and it betters society as a whole as it only advertises environmentally friendly products which gives consumers more interest to purchase these products instead of a less environmentally friendly alternative.
Social marketing is needed as well as green marketing in order for sustainable marketing to be successful, as green marketing is unable to target the individual and their behaviour. However, when green marketing strategies combine with social marketing, it can be made into an effective ‘pathway’ to encourage more sustainable marketing solutions (Peattie and Peattie, 2009: 260). Social marketing is described as ‘the systematic application of marketing concepts and techniques to achieve specific behavioural goals for a social or public good’ (French and Blair - Stevens, 2006: 4). It is all about reaching out to the individual and influencing their behaviour to better society as a whole, by changing health , social, or sustainable behaviour. Social marketing is similar to commerical marketing as it is also concerned with changing human behaviour. However, it focuses more on changing human
The Marketing process is made up of simple concepts that involve lots of research on the part of the marketer. The process begins with understanding the consumer, without knowing what consumers need or want, it would be extremely hard for firms to both develop and sell a product. Knowing that consumers want more green products due to growing environmental concerns is a very important detail. Needs and wants are what fuel consumer purchases and marketers must perform research in order to best serve their customers. Through this research, marketers are led to the next step of the process and can now develop a customer driven marketing strategy. Here, the firm must decide how it will differentiate its product from others on the market.
Discuss what is meant by the term “customer orientation”. Illustrate with examples how companies demonstrate their customer orientation by reference to at least two elements of the marketing mix.
Top managers develop long-range plans, called strategic plans that define the company's overall mission and goals. Strategic planning focuses more on issues that affect the company's future survival and growth. To develop strategic plan, top managers also need information from outside the company, such as economic forecasts, technology trends, competitive threats, governmental issues and shareholder concerns.
Think green! Eco-friendly product! These slogan are often used for items being advertised in the green marketing campaigns. Green marketing is the advertising of products that stated they were safe for the environment. Products were changed to be part of the green marketing movement from changing formulas, packaging process, and advertising them. When the products were advertised to consumers they used images of foliage, the color green, and other images of nature. This appealed to consumers who wanted to have a positive impact on the environment. However, the green marketing was not only to reduce waste and pollution into the environment, but as well for the minimizing and simplifying the way of living for people. The consumers who would radically change their way of living often relocates somewhere where nature is more abundant than in the city. Additionally, materialistic people would
Another argument often used against sustainable entrepreneurship is the price increase of products. Opponents claim that customers will choose for a low price instead of for a more expensive, though sustainable and green product or service. And of course this assumption may apply to some products; on the other hand, opponents seem to completely ignore the increasing awareness of new values of the modern educated customer. It is not enough any more for a product or service to just meet traditional business criteria, such as functionality, quality, fashion and price. Nowadays, people who can afford it in the developed world expect at least a basic level of sustainability of the products they buy as well as of their manufacturers. Research shows that almost 75 percent of the customers indicate that there is too little background information about products and services (Lageweg et al., par.5). Providing reliable and clear information about sustainability maywill benefit for the competitiveness of many organizations. I believe tThe market for sustainable products and services will continue to grow and someoon customers will simply refuse to purchase things ifof which the origin is not known as education increases across the world.
Today, society is cluttered with marketing activities, and these activities surround us constantly. Among the issues of marketing, a vital part that influences human roles and activities is “environment”, more specifically the “green environment”. The green environment is now a leading concern for marketers. Moreover, on a global level, there is an increased awareness of global warming and adverse climatic conditions and as a result there is a spur in interest toward environmental protection and sustainable development. This study attempts to find out if Australian young consumers’ pro-environmental concerns, awareness and knowledge about environment related issues impact their buying behavior to prefer and buy eco-friendly products and pay a premium price for such products.
“The four Ps can contribute to a company’s positioning as focused on sustainability. If a product or service is competitive in terms of price, then a sustainability focus on product attributes, place, or promotion can give that product or service an advantage, particularly among those consumers most interested in sustainability, such as super or middle green consumers. Sustainable marketing often requires creativity in marketing different than with traditional products, but at its core is truthful about the ecological and social impacts of products and services. The consumers that will be most attracted to sustainable products and services will also tend to be the most scrutinizing about ecological and social impacts and most interested in the truth and transparency.”( Marketing Focus on the Triple Bottom Line: People, Planet, and Profit. N.p., n.d. Web. 18 Apr.
Since 1940 organisations have had addition pressure from the public to become more ethically aware and take more care of the environment. With this many companies saw an opportunity to exploit this using green marketing tactics to differentiate themselves from other companies with a unique selling point creating a competitive advantage. Some companies truly believed that they should be more environmentally friendly so they set up sustainable practices throughout their
* Take advantage of the “green” trend that we are living nowadays and sell the company’s services as environmentally friendly and highlighting its social responsibility.
Nowadays, the whole world is developing rapidly in a lot of sectors such as economics, infrastructure, production and industry. The field of marketing is mostly affiliated with the business sector, especially in the production, consumption and the public opinion about these activities. However, as reflected to this rapid development, mankind is polluting the environment in many ways and putting Mother Nature in grave danger. There are still many countries that use a production and consumption method that harms the environment because of their lack of technical equipment and knowledge. In order to maintain long-lasting development, the United Nations (UN) has established the sustainable development goals (SDG). One of these goals is "responsible production and consumption"(UN.org, 2015). From a perspective of a marketing person, the business sector has a great potential to contribute to this goal by promoting a green environment to the public, encouraging industrial sectors to consent green production and a campaign to plant more trees in the deserted areas.
One major problem as far as companies using green marketing and why it isn’t working is that the relatively vague definition of green marketing leaves a lot of room for loopholes. Green marketing, by simply being defined as “the marketing of products that are assumed to be environmentally safe,” allows companies to take advantage of this idea even if their products are not the best example of green ones (McClendon 1). Most companies also don’t practice what they preach in such
The sustainable business environment can be greatly impacted by these unethical marketing practices. More and more companies use unethical techniques to market their target group, and sometimes, to beat their competitors. Those companies may select the unethical way to do marketing and may claim that it is technically legal as the action is not against the law, but it fails in term of the ethical view. Nevertheless, it is not worth for those companies to apply unethical marketing strategies as there are negative consequences from using these unethical tactics. Before discussing about the negative impacts of immoral marketing techniques, let’s take a look at the sustainable business environment first.
The sustainable and Green Businesses are businesses that focus on having business that oriented in green products and services. Before starting their business, the company has to get money to fund the business that focus in improving good environment but at the same time have to make profit. The business also can using clean technology and energy efficiency company, which means that they are also taking part in helping climate change. By having business in organic products will also help community to be aware in having product that help or sustainable programs that will have an impact on the environment. They also include all companies that focus on clean tech products , green building. Their job is to improve their sustainability programs and have a social impact on the society. Most of the organizations in this customer segment are located in San Francisco, California. Green business also includes all businesses that their business can also be involved or committed to sustainable management practices that involved in preserving environment. Influence
Eighty-five percent of the industrialized world’s citizens believe that the environment is the number one public issue. The concern about the environment has produced a new kind of consumer who requires a new brand of marketing. This research paper will give an overview of the rise in the number of companies stepping into the arena of Green Marketing. The paper will discuss what the benefits are regarding advertizing with the Green customer in mind.
According to the American Marketing Association, green marketing is the marketing of products that are presumed to be environmentally safe. Thus green marketing incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising. Yet defining green marketing is not a simple task where several meanings intersect and contradict each other; an example of this will be the existence of varying social, environmental and retail definitions attached to this term. Other similar terms used are Environmental Marketing and Ecological Marketing. Thus "Green Marketing" refers to holistic marketing concept