The document discusses sustainable marketing and related concepts. It covers:
1) Criticisms of traditional marketing practices, including creating false wants, overselling private goods, and cultural pollution.
2) Consumer and environmental movements that advocate for consumer rights and environmental protection.
3) Principles of sustainable marketing such as being consumer-oriented, focusing on customer value, and considering societal interests.
4) Business actions toward sustainability like Samsung's focus on innovation and PEDIGREE's mission-driven positioning.
5) The role of marketing ethics policies and focusing on desirable products that provide both immediate and long-term benefits.
Impact of social media on consumer spending.pdfAniket Kangane
My college project on the impact of social media on consumer spending is a fascinating topic that can shed light on the growing influence of social media platforms on modern commerce. Social media platforms such as Facebook, Instagram and YouTube have transformed the way consumers shop, interact with brands, and make purchasing decisions.
Unit V AMM Green Marketing, CRM & Rural MarketingDayanand Huded
The Presentation comprises of Green marketing, Customer relationship management and rural marketing.
Green marketing is the marketing of products that are presumed to be environmentally safe. It incorporates a broad range of activities, including product modification, changes to the production process, sustainable packaging, as well as modifying advertising.
The term ‘green’ is indicative of purity. Green means pure in quality and fair or just in dealing. For example, green advertising means advertising without adverse impact on society. Green message means matured and neutral facts, free from exaggeration or ambiguity.
CRM: Customer Relationship Management is a comprehensive approach for creating, maintaining and expanding customer relationships.
CRM “is a business strategy that aims to understand, anticipate and manage the needs of an organisation’s current and potential customers”
It is a “comprehensive approach which provides seamless integration of every area of business that touches the customer- namely marketing, sales, customer services and field support through the integration of people, process and technology”
CRM is a shift from traditional marketing as it focuses on the retention of customers in addition to the acquisition of new customers
“The expression Customer Relationship Management (CRM) is becoming standard terminology, replacing what is widely perceived to be a misleadingly narrow term, relationship marketing (RM)”
CRM (Customer Relationship Management) is a comprehensive strategy and process of acquiring, retaining and partnering with selective customers to create superior value for the company and the customer.
The basic objective of CRM is to increase marketing efficiency and effectiveness.
Rural Marketing:
Rural marketing is a practise of assessing, persuading and converting the needs, wants, purchasing power of the customers into effective demand for products and service out for sale which would help in sufficing the requirements of people in the rural areas and thus increase the satisfaction levels as well as standard of living.
There are 600,000 villages in India. 25% of all villages account for 65% of the total rural population. So we can contact 65% of 680 million or 700 million population by simply contacting 150000 villages – which shows the huge potential of this market.
Rural marketing involves the process of developing, pricing, promoting, distributing rural specific product and a service leading to exchange between rural and urban market which satisfies consumer demand and also achieves organizational objectives.
Impact of social media on consumer spending.pdfAniket Kangane
My college project on the impact of social media on consumer spending is a fascinating topic that can shed light on the growing influence of social media platforms on modern commerce. Social media platforms such as Facebook, Instagram and YouTube have transformed the way consumers shop, interact with brands, and make purchasing decisions.
Unit V AMM Green Marketing, CRM & Rural MarketingDayanand Huded
The Presentation comprises of Green marketing, Customer relationship management and rural marketing.
Green marketing is the marketing of products that are presumed to be environmentally safe. It incorporates a broad range of activities, including product modification, changes to the production process, sustainable packaging, as well as modifying advertising.
The term ‘green’ is indicative of purity. Green means pure in quality and fair or just in dealing. For example, green advertising means advertising without adverse impact on society. Green message means matured and neutral facts, free from exaggeration or ambiguity.
CRM: Customer Relationship Management is a comprehensive approach for creating, maintaining and expanding customer relationships.
CRM “is a business strategy that aims to understand, anticipate and manage the needs of an organisation’s current and potential customers”
It is a “comprehensive approach which provides seamless integration of every area of business that touches the customer- namely marketing, sales, customer services and field support through the integration of people, process and technology”
CRM is a shift from traditional marketing as it focuses on the retention of customers in addition to the acquisition of new customers
“The expression Customer Relationship Management (CRM) is becoming standard terminology, replacing what is widely perceived to be a misleadingly narrow term, relationship marketing (RM)”
CRM (Customer Relationship Management) is a comprehensive strategy and process of acquiring, retaining and partnering with selective customers to create superior value for the company and the customer.
The basic objective of CRM is to increase marketing efficiency and effectiveness.
Rural Marketing:
Rural marketing is a practise of assessing, persuading and converting the needs, wants, purchasing power of the customers into effective demand for products and service out for sale which would help in sufficing the requirements of people in the rural areas and thus increase the satisfaction levels as well as standard of living.
There are 600,000 villages in India. 25% of all villages account for 65% of the total rural population. So we can contact 65% of 680 million or 700 million population by simply contacting 150000 villages – which shows the huge potential of this market.
Rural marketing involves the process of developing, pricing, promoting, distributing rural specific product and a service leading to exchange between rural and urban market which satisfies consumer demand and also achieves organizational objectives.
contemporary trends in marketing, green marketing, principles of green marketing, need for green marketing, importance of green marketing, challenges, Digital marketing, advantages of digital marketing, limitations of digital marketing, Social and cause related marketing, need and importance of social marketing, ethics in marketing, need and importance of ethics in marketing, marketing in 21st century
Economic Issues
6
Chapter
Economic Issues
Issues Corruption Ethical Consumption Ethical Sourcing Microfinance Profit Supply Chain
*
*
1. Corruption
Corruption is a fact of life, it includes dishonesty, exploitation, bribery, fraud etc.
*
Costs associate with corruption:Operational costs: Corruption adds additional expense throughout the corporate value chain and can lead to costly operational disruptions.Legal risks: Corporations face substantial consequences if they engage in corrupt business conduct, including large fines and disqualification from future government procurement. For instance, the German engineering conglomerate Siemens recently agreed to pay a record amount in fines to settle bribery cases against the companyCompetitive risks: Companies can also be at a competitive disadvantage if they refuse to pay bribes. Companies that adhere to strict principles against corruption can find themselves losing business to less ethical competitors who are willing to pay to influence the procurement process.
*
Corruption also exerts significant costs on:
society (including reduced government services for the disadvantaged,
constraints on foreign direct investment in high-corruption countries, and
crime and instability resulting from decreased trust in government).
Corporations can play a greater leadership role and improve results in the broader anti-corruption effort by treating corruption as a strategic CSR issue and seeking proactive solutions to social problems critical to the business.
*
1. Corruption
Companies can perform specific actions against corruption like:
i. influencing legislation: Companies can force the government to introduce new anticorruption laws.
ii. Organizing workshops: that include government, private sector, and civil society in an open discussion of anti-corruption reform. •
iii. Building capacity. Companies can lend expertise and help build skills in financial management, technology, or ethics (e.g., transparent procurement practices) to public agencies, or NGOs supporting public agencies.
*
1. Corruption
1. CorruptionHow legitimate is it for companies to operate with different standards in different countries and cultures?
Corruption means different things to different people. Some people argue that political campaign contributions are just another form of corruption. What is your reaction to this statement?
Why do you think corruption is more prevalent in some countries than others? What should a company do when operating in such an environment? Is it better to abide by local custom or try to impose standards and values from home?
*
*
2.Ethical consumptionBeing an ethical consumer means buying products which were ethically produced and/or which are not harmful to the environment and society.
Products which fall into the ethical category include organic produce, fair trade goods, energy-efficient light bulbs, electricity from rene ...
This ppt is made to study the marketing ethics. This ppt will tell us about the various wrong practices in market and what should be sone to stop them. Who to complain and what to do.
contemporary trends in marketing, green marketing, principles of green marketing, need for green marketing, importance of green marketing, challenges, Digital marketing, advantages of digital marketing, limitations of digital marketing, Social and cause related marketing, need and importance of social marketing, ethics in marketing, need and importance of ethics in marketing, marketing in 21st century
Economic Issues
6
Chapter
Economic Issues
Issues Corruption Ethical Consumption Ethical Sourcing Microfinance Profit Supply Chain
*
*
1. Corruption
Corruption is a fact of life, it includes dishonesty, exploitation, bribery, fraud etc.
*
Costs associate with corruption:Operational costs: Corruption adds additional expense throughout the corporate value chain and can lead to costly operational disruptions.Legal risks: Corporations face substantial consequences if they engage in corrupt business conduct, including large fines and disqualification from future government procurement. For instance, the German engineering conglomerate Siemens recently agreed to pay a record amount in fines to settle bribery cases against the companyCompetitive risks: Companies can also be at a competitive disadvantage if they refuse to pay bribes. Companies that adhere to strict principles against corruption can find themselves losing business to less ethical competitors who are willing to pay to influence the procurement process.
*
Corruption also exerts significant costs on:
society (including reduced government services for the disadvantaged,
constraints on foreign direct investment in high-corruption countries, and
crime and instability resulting from decreased trust in government).
Corporations can play a greater leadership role and improve results in the broader anti-corruption effort by treating corruption as a strategic CSR issue and seeking proactive solutions to social problems critical to the business.
*
1. Corruption
Companies can perform specific actions against corruption like:
i. influencing legislation: Companies can force the government to introduce new anticorruption laws.
ii. Organizing workshops: that include government, private sector, and civil society in an open discussion of anti-corruption reform. •
iii. Building capacity. Companies can lend expertise and help build skills in financial management, technology, or ethics (e.g., transparent procurement practices) to public agencies, or NGOs supporting public agencies.
*
1. Corruption
1. CorruptionHow legitimate is it for companies to operate with different standards in different countries and cultures?
Corruption means different things to different people. Some people argue that political campaign contributions are just another form of corruption. What is your reaction to this statement?
Why do you think corruption is more prevalent in some countries than others? What should a company do when operating in such an environment? Is it better to abide by local custom or try to impose standards and values from home?
*
*
2.Ethical consumptionBeing an ethical consumer means buying products which were ethically produced and/or which are not harmful to the environment and society.
Products which fall into the ethical category include organic produce, fair trade goods, energy-efficient light bulbs, electricity from rene ...
This ppt is made to study the marketing ethics. This ppt will tell us about the various wrong practices in market and what should be sone to stop them. Who to complain and what to do.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
1. 7/11/2022
1
Sustainable Marketing
Social Responsibility and Ethics
SESSION 10
Mahesh Hemachandra
MBA (Australia), MSc in Mkt., BSc. (Hons) IT (UK),
MABE (UK), MBCS (UK), MCIM (UK), MCMI (UK)
Introduction
Consider the sale of SUVs. These large vehicles meet
the immediate needs of many drivers in terms of
capacity, power, and utility. However, SUV sales involve
larger questions of consumer safety and environmental
responsibility. For example, in accidents, SUVs are
more likely to kill both their own occupants and the
occupants of other vehicles. Research shows that SUV
occupants are three times more likely to die from their
vehicle rolling than are occupants of sedans. Moreover,
gas-guzzling SUVs use more than their fair share of the
world’s energy and other resources and contribute
disproportionately to pollution and congestion
problems, creating costs that must be borne by both
current and future generations
2. 7/11/2022
2
Sustainable Marketing
Sustainable marketing calls for socially and environmentally responsible actions that meet the present
needs of consumers and businesses while also preserving or enhancing the ability of future generations
to meet their needs.
Truly sustainable marketing requires a smooth-functioning marketing system in which consumers,
companies, public policy makers, and others work together to ensure socially and environmentally
responsible marketing actions.
Unfortunately, however, the marketing system doesn’t always work smoothly.
Social Criticisms of Marketing
Marketing’s Impact on Individual Consumers
Surveys usually show that consumers hold mixed or even slightly unfavorable attitudes toward marketing
practices.
Consumer advocates, government agencies, and other critics have accused marketing of harming
consumers through
• high prices, - high costs of distribution, high advertising and promotion costs, and excessive markups
• deceptive practices, - Deceptive pricing, Deceptive promotion, Deceptive packaging
• high-pressure selling,
• shoddy or unsafe products,
• planned obsolescence,
• poor service to disadvantaged consumers.
Such questionable marketing practices are not sustainable in terms of long-term consumer or business
welfare.
3. 7/11/2022
3
Social Criticisms of Marketing
Marketing’s Impact on Society as a Whole
False Wants and Too Much Materialism
• Marketers, they claim, stimulate people’s desires for goods and create materialistic models of the good
life. Thus, marketers have created an endless cycle of mass consumption
• Thus, marketing is seen as creating false wants that benefit industry more than consumers
Too Few Social Goods
• Business has been accused of overselling private goods at the expense of public goods.
• As private goods increase, they require more public services that are usually not forthcoming.
• For example, an increase in automobile ownership (private good) requires more highways, traffic control,
parking spaces, and police services (public goods).
Cultural Pollution
• Our senses are being constantly assaulted by marketing and advertising.
• Commercials interrupt serious programs; pages of ads obscure magazines; billboards mar beautiful
scenery; spam fills our inboxes.
• These interruptions continually pollute people’s minds with messages of materialism, sex, power, or
status.
Social Criticisms of Marketing
Marketing’s Impact on Other Businesses
Three problems are involved:
• acquisitions of competitors,
• marketing practices that create barriers to entry,
• unfair competitive marketing practices.
4. 7/11/2022
4
Consumer Actions to Promote Sustainable Marketing
Consumerism
Consumerism is an organized movement of citizens and government agencies to improve the rights and
power of buyers in relation to sellers.
Traditional sellers’ rights include the following:
• The right to introduce any product in any size and style, provided it is not hazardous to personal
health or safety, or, if it is, to include proper warnings and controls
• The right to charge any price for the product, provided no discrimination exists among similar
kinds of buyers
• The right to spend any amount to promote the product, provided it is not defined as unfair
competition
• The right to use any product message, provided it is not misleading or dishonest in content or
execution
• The right to use buying incentive programs, provided they are not unfair or misleading
Consumer Actions to Promote Sustainable Marketing
Traditional buyers’ rights include the following:
• The right not to buy a product that is offered for sale
• The right to expect the product to be safe
• The right to expect the product to perform as claimed
Comparing these rights, many believe that the balance of power lies on the seller’s side. True, the buyer
can refuse to buy.
But critics feel that the buyer has too little information, education, and protection to make wise
decisions when facing sophisticated sellers. Consumer advocates call for the following additional
consumer rights:
• The right to be well informed about important aspects of the product
• The right to be protected against questionable products and marketing practices
• The right to influence products and marketing practices in ways that will improve “quality of
life”
• The right to consume now in a way that will preserve the world for future generations of
consumers
5. 7/11/2022
5
Consumer Actions to Promote Sustainable Marketing
Environmentalism
Environmentalism is an organized movement of concerned citizens, businesses, and government
agencies to protect and improve people’s current and future living environment.
The first wave of modern environmentalism in the United States was driven by environmental groups
and concerned consumers in the 1960s and 1970s.
• They were concerned with damage to the ecosystem caused by strip-mining, forest
depletion, acid rain, global warming, toxic and solid wastes, and litter.
• They were also concerned with the loss of recreational areas and the increase in health
problems caused by bad air, polluted water, and chemically treated food.
Consumer Actions to Promote Sustainable Marketing
Environmentalism
The second environmentalism wave was driven by the federal government, which passed laws and
regulations during the 1970s and 1980s governing industrial practices impacting the environment.
• This wave hit some industries hard.
• Steel companies and utilities had to invest billions of dollars in pollution control equipment
and costlier fuels.
• The auto industry had to introduce expensive emission controls in cars.
• The packaging industry had to find ways to improve recyclability and reduce solid wastes.
6. 7/11/2022
6
Consumer Actions to Promote Sustainable Marketing
Environmentalism
The first two environmentalism waves have now merged into a third and stronger wave in which
companies are accepting more responsibility for doing no harm to the environment.
They are shifting from protest to prevention and from regulation to responsibility.
More and more companies are adopting policies of environmental sustainability.
Simply put, environmental sustainability is about generating profits while helping to save the planet.
Environmental sustainability is a crucial but difficult societal goal.
Consumer Actions to Promote Sustainable Marketing
Figure 20.2 shows a grid that companies can use to gauge their progress toward environmental
sustainability.
In includes both internal and external “greening” activities that will pay off for the firm and environment in
the short run and “beyond greening” activities that will pay off in the longer term.
7. 7/11/2022
7
Public Actions to Regulate Marketing
Business Actions Toward Sustainable Marketing
Sustainable Marketing Principles
It should be guided by five sustainable marketing principles:
• Consumer-oriented Marketing,
• Customer-value Marketing,
• Innovative Marketing,
• Sense-of-mission Marketing,
• Societal marketing.
Consumer-Oriented Marketing
• Consumer-oriented marketing means that the company should view and organize its marketing
activities from the consumer’s point of view.
• It should work hard to sense, serve, and satisfy the needs of a defined group of customers—both
now and in the future.
8. 7/11/2022
8
Business Actions Toward Sustainable Marketing
Customer-Value Marketing
• According to the principle of customer-value marketing, the company should put most of its
resources into customer-value-building marketing investments.
Innovative Marketing
• The principle of innovative marketing requires that the company continuously seek real product
and marketing improvements.
Sense-of-Mission Marketing
• Sense-of-mission marketing means that the company should define its mission in broad social
terms rather than narrow product terms.
• When a company defines a social mission, employees feel better about their work and have a
clearer sense of direction.
• Brands linked with broader missions can serve the best long-run interests of both the brand and
consumers.
Business Actions Toward Sustainable Marketing
Not too many years ago, Samsung was a copycat consumer electronics brand you bought if
you couldn’t afford Sony. But today, the brand holds a high-end, cutting-edge aura. In 1996,
Samsung Electronics turned its back on making cheap knock-offs and set out to overtake
rival Sony, not just in size but also in style and innovation. It hired a crop of fresh, young
designers who unleashed a torrent of sleek, bold, and beautiful new products targeted to
high-end users. Samsung called them “lifestyle works of art”—from brightly colored cell
phones to large-screen TVs that hung on walls like paintings. Every new product had to pass
the “Wow!” test: if it didn’t get a “Wow!” reaction during market testing, it went straight
back to the design studio. Thanks to its strategy of innovation, the company quickly
surpassed its lofty goals—and more. Samsung Electronics is now, by far, the world’s largest
consumer electronics company, with 50 percent greater sales than Sony. It’s the world’s
largest TV manufacturer and second-largest cell phone producer. And its designs are
coveted by consumers. Samsung recently bagged eight awards at the International Design
Excellence Awards (IDEA); design darling Apple took home only seven awards. Says a
Samsung designer, “We are not el cheapo anymore.”
9. 7/11/2022
9
Business Actions Toward Sustainable Marketing
For example, PEDIGREE makes good dog food, but that’s not what
the brand is really all about. Instead, the brand came up with the
tagline “Dogs rule.” The tagline “is the perfect encapsulation of
everything we stand for,” says a PEDIGREE marketer. “Everything
that we do is because we love dogs, because dogs rule. It’s just so
simple.” This mission focused positioning drives everything the
brand does—internally and externally.
Business Actions Toward Sustainable Marketing
Societal Marketing
• Following the principle of societal marketing, a company makes marketing decisions by considering
consumers’ wants, the company’s requirements, consumers’ long-run interests, and society’s long-
run interests.
• Companies should be aware that neglecting consumer and societal long-run interests is a
disservice to consumers and society
10. 7/11/2022
10
Business Actions Toward Sustainable Marketing
• Deficient products Products that have neither immediate appeal nor
long-run benefits.
• bad-tasting and ineffective medicine
• Pleasing products Products that give high immediate satisfaction
but may hurt consumers in the long run.
• cigarettes and junk food
• Salutary products Products that have low appeal but may benefit
consumers in the long run.
• Bicycle helmets or some insurance products
• Desirable products Products that give both high immediate
satisfaction and high long-run benefits.
• GE’s Energy Smart compact fluorescent lightbulb provides good
lighting at the same time that it gives long life and energy
savings.
Business Actions Toward Sustainable Marketing
For example, PepsiCo recently hired a team of “idealistic
scientists,” headed by a former director of the World Health
Organization, to help the company create attractive new healthy
product options while “making the bad stuff less bad.”.
The group of physicians, PhDs, and other health advocates,
under the direction of PepsiCo’s vice president for global health
policy, looks for healthier ingredients that can go into multiple
products.
For example, their efforts led to an all-natural zero-calorie
sweetener now featured in several new PepsiCo brands,
including the $100-million Trop50 brand, a Tropicana orange
juice variation that contains no artificial sweeteners and half the
sugar and calories.
11. 7/11/2022
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Marketing Ethics
corporate marketing ethics policies—broad guidelines that
everyone in the organization must follow. These policies should
cover
• distributor relations,
• advertising standards,
• customer service,
• pricing,
• product development,
• general ethical standards.
Marketing Ethics