Adding value through marketing - Essay Example

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Adding value through marketing

In today’s world, consumers are being bombarded with a multitude of products and services with the entailing cacophony of messages that vie for attention. The result is an increasing confusion and indifference on the part of the buying publicEvaluate the extent to which a sustainable and green approach to marketing can add positively to the bottom line in an age of consumer confusion and possible indifference. In today’s world, consumers are being bombarded with a multitude of products and services with the entailing cacophony of messages that vie for attention. The result is an increasing confusion and indifference on the part of the buying public. This can breed consumer discontent that, in itself, is becoming increasingly difficult to address. According to Kaptan (2003), if this confusion, indifference and discontent are not dealt with successfully, any relief created will be transitory and that later on new symptomatic issues and complaints would arise. (p. 45) There is, hence, a need to introduce products and services and build brands that aim to rise above the rest. This objective is best served by adopting sustainable and green approach to marketing. The Concepts Essentially, green marketing is the holistic marketing concept wherein production, marketing consumption and disposal of products and services happen in a manner that is less detrimental to the environment, especially with growing awareness and consideration to prominent environmental issues like global warming, non-biodegradable solid waste, harmful impact of pollutants, and so forth ...
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In today’s world, consumers are being bombarded with a multitude of products and services with the entailing cacophony of messages that vie for attention. The result is an increasing confusion and indifference on the part of the buying public…
Author : slind

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