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.
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