A New Era in the Responsible Marketing Development by Marek Seretny and Aleksandra Seretny - Assignment Example

Sustainable Marketing - A New Era in the Responsible Marketing Development by Marek Seretny and Aleksandra Seretny Contents Contents 2 Introduction 3Content 3 Main issue or the problem of marketing 3 Main objective of this article 3 Relationship with the main issue of the article 4 Conclusion drawn by the author 4 Main implication of the conclusion 4 Relation of the concept with the article 5 View of the author 5 Assumption of the author 6 Significance of the issue 6 Potential Problem emphasized by the author. 7 Points ignored by the author. 8 Conclusion 8 References 9 Introduction The concept of sustainability and marketing is not a new concept. Both the terms were used since a long time together with the concept of competitiveness and the designing of strategy. But the combination of both this word which is termed as sustainable marketing has been generated or originated as a new and emerging concept. Since now a day’s sustainability plays a major and important factor in the world of marketing. Now days before launching or introducing a product in the market its sustainability is being ascertained in order to evaluate or ascertain the future sales growth of the product. Sustainability of the product is no longer evaluated on the basis of demographic factor but it is ascertained on the parameters of feelings, values and emotions of the people and the consumers of the present decade expect the organizations to perform the function of both the society as well as the organization which will provide them solution in order to lead a proper and healthy life in the globalized society. The concept of marketing has been widely criticized on the basis of the high price that is charged to the customers and therefore the modern marketing has adopted the value based marketing in order to gain the trust of its consumers and it has also adopted the concept of corporate social responsibility. Content Main issue or the problem of marketing The concept of marketing has been widely criticized since the marketers are indulged in charging high price for their product and the reason for charging higher price from the customer is that they are engaged in various advertising activity in order to promote their product which increases there cost resulting in the increase in price of the product and they generally target the children mass since the children will nag their parents to buy those product even if it is not of their use and it is easy to convince and attract the attention of the children and the young mass. The marketing concept has become very profit oriented concept ignoring the value of the people. Main objective of this article The prime aim or the objective of this article is the transformation that is needed in the concept of marketing since the concept of marketing is influenced by the profit motive and which has resulted in the increase in gap between the rich and the poor mass which has ignored the social responsibility and the value, feelings and emotions of the people and therefore the concept of marketing is to be modified in such a way that it provides a appropriate solution for understanding the market and the requirement of the business , organization and the people as a whole and fulfilling its corporate social responsibility. Relationship with the main issue of the article The author in this article has emphasized on the concept of sustainable marketing which is required to be implemented and formulated in the concept of modern marketing in order to solve the problem or the issues that is related to marketing as the author is of the view that since the past concept of marketing has lead to the increase in disparity and it can be reduced with the implementation of sustainable marketing since it is a wide concept which includes the ecological and the environmental marketing and it has focused on the needs and requirements of the consumers and gaining the trust of the consumers which has been lost due the failure of marketing in maintain the corporate social responsibility. Conclusion drawn by the author The author has mainly emphasized on the word sustainable which signifies a wide meaning that includes performing the responsibility towards the economic, environmental and the society in which we abide and therefore it should be combined with the concept of marketing and termed as sustainable marketing which will focus on fulfilling the emerging needs and requirements of the consumers and it will fulfil the interest of the various participants in the market, organization whose needs were not been fulfilled earlier and the sustainable marketing focuses on fulfilling various responsibility for safeguarding and protecting the environment and fulfilling the social responsibility by the management of the global financial resources (Seretny and Seretny, 2012). Main implication of the conclusion Through the implication of the concept of sustainable marketing the concept of marketing has been broadly and widely classified as the concept of conducting the business that fulfils the needs and requirement of the people in order to fulfil the sustainability by offering and exchanging the products and services of value to its customers. The implication of the sustainability on the customers or the consumers can be explained by the fact that the customers prefer the brand that will fulfil the commitments towards the solving various social issues or the problems. The implications of the sustainable marketing has promoted credibility as well as responsibility towards conduct of the business more responsibly and providing the goods and services in assessing the impact or influence of marketing on the environment and reducing or minimizing the negative impact of marketing on the environment. Relation of the concept with the article Sustainable marketing is related with the article in the sense that sustainable marketing creates a scenario in which the marketer is required to fulfil its social responsibility towards the environment, economy as well as towards its customers and fulfilling the needs and requirements of the people and enhancing the value of the products and services that is provided to the customers. The customer generally prefers the product or the brand that has increased sustainable benefit or advantage. The concept that is not related with the article is that the author has emphasized on the concept of profit motive that is related or associated with the concept of marketing which is also applicable in the concept of sustainable marketing since the concept of profit is closely related to marketing and without profit the business cannot be conducted or performed. View of the author The view of the author is that sustainable marketing as a whole considers the concept of ecological and environmental marketing. Figure 1: Sustainable marketing development The above figure represents that ecological marketing resolves the ecological issues, the environmental marketing focuses on resolving environmental issues and the sustainable marketing deals with the economic development. The concept of the sustainable marketing fulfils the responsibility towards the sustainable economic development by solving various issues or the problems that is related to the environment, economy and society and it reduces the differences that exist between the rich and the poor and safeguarding the global environment and the need and requirement of the future generation. The main aim of the sustainable marketing is fulfilling the requirement of the consumers and enduring towards fulfilling the requirement in future. Assumption of the author The concept of marketing and its development have been classified on the basis of the three approaches which include the product driven, customer centric and the value driven approach. The product driven approach mainly focuses on the growth of sales at a reduced cost, the customer oriented approach mainly deals with implicitly that takes into assumption that the customers are considered as the passive target of the various marketing function or activities. The value driven approach mainly deals with the people or the customers are not perceived as the target of the market but it is considered as the intelligent and the thoughtful partners with spirits, hearts and emotions (Fuller, 1999). Significance of the issue The main significance of the issue of the marketing is that it is debarred from the maintaining of corporate social responsibility towards the society and the environment and not fulfilling the expectations of the customers is that due to this issue the customer gets frustrated and disappointed due to the increase or the rise in the aggressive sales. It is important because the increase in the issue or the problem over maintaining of ethical and social responsibility has affected the economy and the interest of the shareholders and it is criticized on the basis of increase in demand or desire for the products that is not needed by the customer and forcing or urging the customer in over consumption of the products and charging high price for their products or services and the reason for charging higher price is the increase in cost of the advertisement , distribution and promotional activities. The issue has lead to the increase in concern for the economy as it lead to the increase in the disparity between the rich and the poor section of the people and the customers are losing trust on the various products and brands due to the adoption of profit oriented approach in marketing and lack of sustainability in marketing (Martin and Schouten, 2012). Potential Problem emphasized by the author. The potential problem that has been emphasized and focused by the author is related to the increase in the criticism of the profit oriented approach by the marketers and therefore the concept or the theory of marketing is required to be expanded in order to solve the various problems or issues of the marketing and therefore the author has focused on the improvement of the marketing strategies in order to change the attitude of the customers towards the concept of marketing that will mainly focus on the concept of sustainable marketing which will fulfil the various corporate social responsibility and the corporate social responsibility develops a integration of the various environmental and social concerns. Figure 2: Pyramid of corporate social responsibility The above diagram reflects that is maintains a balance between the social and economic interest of the consumers. The problems or the issues that is focused by the author is very relevant and significant particularly the loss of trust of the consumers due to the abnormal increase in the price without considering the value of the products and services and therefore he had emphasized on the concept of transformation and development of the concept of marketing since in order to increase the brand value of the product the product must be sustainable and it must bear sustainable benefit. The information and the evidence that has been provided by the author are sufficient to support the concept of sustainable marketing in the new generation. The author has also focused that the conduct of fair trade is considered as a parameter for analyzing the customer or the consumer’s attitude towards sustainability and ethical consumption. Points ignored by the author. The main or the important points that has been ignored by the author in his article is the application of particular model to be followed in order to increase in sustainability in marketing apart from the pyramid of corporate social responsibility and the extent of profit oriented approach since in order to conduct or run a business the marketers require profit but the author has not emphasized on the extent of profit. Conclusion The traditional concept of marketing has lead to the generation of various issues and problems that is related to the economy as well as towards the society and it was mainly concentrated on the profit motive ignoring the social motive and it was not capable of fulfilling the requirements and expectation of the customers or consumers. Therefore the author has focused on the transformation of the traditional concept of marketing towards the development of the concept or the theory of marketing and has emphasized on sustainable marketing that focuses on the increase of responsibility towards the environment, economy and the society as a whole. The sustainable marketing will strive towards achieving long term profit and the main objective of the sustainable marketing is the creation of more value added goods and services at least cost for the creation of better world. Sustainable marketing is expected to provide the goods and services in a responsible way that can be achieved through the fair cooperation in the case of marketing communication. The customers also prefer those brands and products that have higher sustainability in the market. Sustainable marketing has three phases for focusing on the three vital issues such as the ecological marketing focusing on ecological issues, the environmental marketing focusing on environmental issues and the last step that is the sustainable marketing focusing on economic and social development. References Fuller, D.A., 1999. Sustainable Marketing: Managerial - Ecological Issues. London: SAGE Publications. Martin, D. and Schouten, J., 2012. Sustainable Marketing. London: Prentice Hall. Seretny, M. and Seretny, A., 2012.Sustainable marketing -A new era in the responsible marketing development. Foundations of Management, 4(2). pp: 64-70. Read More