This document discusses principles of sustainable marketing. It defines sustainable marketing as meeting present needs without compromising future generations' ability to meet their own needs. The key principles discussed are: consumer-oriented marketing, which focuses on customer satisfaction; customer-value marketing, which provides customers the best cost, product, or service; innovative marketing, which markets products using new ideas; sense-of-mission marketing, where a company's mission has a broader social context; and societal marketing, which takes a society's long-term welfare into account. Examples are provided for each principle.

1. PRINCIPLES OF SUSTAINABLE MARKETING
Tasmon Islam
Army IBA, Sylhet
3/5/2020
1
Tasmon Islam

2. Content
What is Sustainable Marketing ?
Sustainable marketing principles.
3/5/2020
2
Tasmon Islam

3. Sustainable Marketing:
• Sustainable marketing is an aspect of the larger field of
sustainable community development that meets the
needs of the present without compromising the ability
of future generations to meet their own needs.
Two Movements:
a) Consumerism
b) Environmentalism
3/5/2020
3
Tasmon Islam

4. Sustainable Marketing Principles:
1. Consumer-oriented Marketing
2. Customer-value Marketing
3. Innovative Marketing
4. Sense-of-mission Marketing
5. Societal Marketing
3/5/2020
4
Tasmon Islam

5. Consumer-oriented Marketing
• Focuses on the internal and external need of a business’s
customer.
• Monitors standards of customer satisfaction.
• Strives to meet the clientele’s needs and expectations related
to the service.
Benefits;
A firm can achieve marketing goals by concentrating
on consumer satisfaction. Those companies or firms achieve
better marketing performance.
3/5/2020
5
Tasmon Islam

6. Consumer-oriented marketing
Example :
There are many companies who followed consumer
oriented marketing process. Nestle Bangladesh ltd. Is an
example of consumer oriented company. They are very
much conscious of satisfying the wants needs and
demands of it’s consumers.
3/5/2020
6
Tasmon Islam

7. Customer-value marketing
• The difference between what a customer gets from a
product, and what they have to give in order to get it.
There are three ways a company can establish customer
value to its customer base:
3/5/2020
7
Tasmon Islam

8. Customer-value marketing
a) Provide the customer with the best cost.
b) Provide the customer with the best product.
c) Provide the customer with the best service
Modern marketing concept-
Customer oriented orga. chart
3/5/2020
8
Tasmon Islam

9. Customer-value marketing
Example:
There are many companies in the world which are
customer oriented. Among them Apple, Toyota motor
corporation, Google, Southeast airlines company are
very well known for their customer service.
3/5/2020
9
Tasmon Islam

10. Innovative Marketing
It’s a process where a product is marketed to the target
group by the help of ideas and process which were not
used earlier.
It can be done through changes in the product design,
launching the product in unique place, uniquely pricing
the product.
For example, Amazon was the first established online
bookseller. Shortly thereafter, companies like Barnes
and Noble started selling books online as well.
3/5/2020
10
Tasmon Islam

11. Innovative Marketing
Why do we need Marketing innovation:
 Steady decline in sales volume or revenue.
 Steady decline in profitability and return on
investment.
 Products or services offered are essentially
commodities with very little differentiation.
 Price competition dominates sales activity etc.
3/5/2020
11
Tasmon Islam

12. Sense-of-mission marketing
 An organization must define its mission in such away that
it has a broader social context rather than being merely
product oriented.
Example:
The mission of outdoor gear and apparel maker Patagonia might
be, “to sell cloths and outdoor equipment”. Patagonia states its
mission more broadly, as one of producing the highest quality
products while doing the least harm to the environment.
3/5/2020
12
Tasmon Islam

13. Societal Marketing
 Marketing that takes into society’s long term welfare
 The marketing of a social or charitable cause, such as an
environmental campaign.
3/5/2020
13
Tasmon Islam

14. Societal Marketing
Example:
Body shop is a cosmetic company found by ANITA
RODDICK. The company uses only plant based
materials for its products. It is against animal testing,
supports community trade, active self esteem, defend
human rights, and overall protection of the planet. Thus
Body shop is following the concept of Societal
marketing.
3/5/2020
14
Tasmon Islam

15. 3/5/202015Tasmon Islam