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Sustainable Marketing - Coursework Example

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Sustainable Marketing

G. & Ensor. J., 2005) The current report throws light on such recent burgeoning issues of marketing called the sustainability marketing which attempts to maintain the relationship of providers and customers traditionally but while adhering to numerous complications. The firms need to keep in mind the simple equation of gaining advantage through providing goods and services to their customers. They should never lose its ends even though they are put into complications so as to maintain the profitability and future sustenance of the firm. The criticalities they face in such a run of employing sustainability marketing and still remaining profitable is the discussion topic of this report. Ultimately, it is explained that branding of the firm’s products is the sole aim for which the firm needs to perspire to achieve all its sustainability and profitability goals. Definition and meaning of sustainability marketing: Also known as green marketing, its emphasis is on the stewardship of environment. From the organizational point of view, goals are met by satisfying individual goals of stakeholders while upholding the preservation, protection and conservation of the physical environment. Thus it should focus on business development and growth responsibility. On the basis of strategy, it is a view which is developed holistically in the minds of consumers, that the reward they pay does not affect adversely the natural and human well-being in the present and future. It is the responsibility of the organizations to manipulate the four elements of marketing mix (Product, price, place and promotion) to ensure optimum environmental benefits in the form of reduced waste and release of toxins and enhancing energy efficiency. (Anon., 2011) Reference to and different terminologies in use: The synonyms to the term could be described as “Green Marketing” to imply that it plans to develop a greener earth which can offer a promising future for the future generations. At the same time, it does not discourage consumption to be called as “Oxymoron” which means encouraging consumption in an eco-friendly manner. If pursued from strategic point, it is referred as ethical marketing. It stresses on the challenges that the world faces today from biodiversity, change of climate to working conditions of the poor and their hygiene. The job of the marketing managers from the inception of these terminologies was to make these ideas viable from the economic point of view for the company. As such a whole new concept of sustainability marketing has taken its form which idolizes the strategy of using these concepts towards brand innovation and enjoys benefits accruing from them. (Pierce.M. & Madden. K., 2005). But, for the customer it is depicted as a green wash so that he derives the joy of contributing his part for the world operations in the due course of his need fulfillment. The idea can be explained in a more detailed manner by conducting a critical literature review of the concept. Critical literature review of sustainability marketing: Sustainability marketing is based on: Building the trust of the organization in the eyes of the customer to re-direct his choices Improvising on the brand reputation through re-oriented marketing mix Thus ...Show more


Table of Contents Pg. No.s Introduction 1 Definition and meaning of sustainability marketing 1 Reference to and different terminologies in use 2 Critical literature review of sustainability marketing 2 Issues in sustainability marketing 3 Efforts taken by companies to resolve the issues 5 About General Motors 7 Financial Analysis of GM 8 Other Case Study 9 Conclusion 10 Introduction: Marketing is a simple process of providing value to the customers in consideration of some economic value…
Author : rowlandsporer
Sustainable Marketing essay example
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