Sustainability in Marketing

innovative products but functional products because it offers great variety and low profit margins. In

Marketing is like a double-edged sword, if it is adopted properly, it will give profits to a company; however, if it is used inadequately, it will give harm. It is undeniable that today’s business operations have more intense competition level against each other due to the advancement of technology that allows people to receive more information. Marketing plays the key role in making products being recognized by consumers. To get people’s attention, some massages about the product need to be sent to the target market. With the high level of competition, the unethical marketing issues arise in order to make their own firms gain more

It adds value to the business i.e. it enhances the business operations which would inturn have a positive impact on the business

- Helps to identify opportunities in the market place. - Minimize the risk of doing business. - Uncovers and identifies potential problems. - Create benchmarks and helps track progress. - Evaluating the success of the business.

crucial in ensuring a company's continued place in their established service areas. While Company Q is

According to Gino Van Ossel (2012) " Today, leading companies in the world and Turkey have begun to change their production and marketing strategies accordingly, as environmental awareness becomes more important.” Green marketing predicts that it will include green qualities from product packaging to the stage where it becomes waste after its final use, and for this purpose, consumers give priority to informative signs and explanations in the product or service presentation phase.

The top 1% grew their incomes by 86.1% since 1933; the top 5%, or 15 million individuals, have seen their incomes rise while everyone else is flat to down”. The wealthy are becoming even wealthier while the bottom 80% haven’t seen any changes in the amount of income they make. Their wages have been in a stagnant position. While those at the top have doubled their incomes. They even have the opportunity to generate more income by investing in other businesses to increase their profits. While those who are at the bottom are minimum wage workers making just enough to support their families. On the hand, the upper-class wealth has more than doubled and the lower class are still financially unstable since the Great Recession. The income inequality plays a major role in turning a nation into a plutocracy. Due to these wealth distributions, there is no doubt that the United States is a plutocratic nation run by the wealthy.

Importance: It helps is getting information about how sufficiently company can use its assets to generate sales.

According to The New York Times, the top 10 percent earners took home more than half of the total income earned by United States in 2012. It was the highest level recorded

Yesterday we had a hunger banquet. The class was split up into three groups: the low class, the middle class, and the high class. The low class had half of the class. They were the people that could not afford to support themselves and their families. They earn around 2,000 dollars a year and usually the whole family has the work, even the children. 50% of the world are the low class. They live in poverty. They usually do not have homes and spend all day trying to find food and water, so they can stay alive and not die of starvation. In class the low income class got cold rice and a little bit of water. I started of in the low income class, but then moved up to the middle income class. The middle income class earns about 8,000 to 3,000 a year.

Moving ahead,in order to get the idea about company’s internal environment and its capacity to survive and prosper in the market(Strategic capability), I analysed the resources and competencies(Appendix 3) ,the value chain (Appendix 3),the Cultural Web(Appendix 5). To find out the influence of stakeholders on the company I applied Power/Interest to the company and finally analysis of strengths,weaknesses ,opportunities and threats to the company(SWOT Analysis-Appendix 7) provide with clear idea about the strategic position of M&S.

HENRY’s (high earners, not yet rich) will be the primary focus of Netita’s market strategy. They make up 70% of the customer base, including the sub-segments. Status and exclusivity are not reasons they purchase a brand, but tend to purchase on product attributes such as form, function and quality. Considered to be technologically savvy, they prefer effortless transactions.

Addressing the needs of its employees. Meeting the needs of the employees and maintaining a profit margin.

“bottom of the pyramid” (BOP)—a group of some 4 billion people who subsist on less than $2 a day. By some estimates, these

In today’s day and age, everyone is concerned about the environment. Our society is increasingly encouraged to “go green,” to do our part in making the world a cleaner, more eco-friendly place. Green marketing is one major strategy being used to promote such efforts, but is it effective? There is some debate about this concept, including the history of green marketing, the problems with green marketing so far, the effectiveness of marketing schemes like Sunchips and Toyota, and the strategies that could be used to increase the ability of green marketing. While protecting our planet is a noble concept, its execution seems to be a little vague. Of all the aspects concerning green marketing, one thing is clear: our planet still has a long