Marketing Chapter 16--Sustainable marketing

*Environmental sustainability*

a management approach that involves developing strategies that both sustain the environment and produce profits for the company

sense-of-mission marketing

a principle of sustainable marketing that holds a company should define its mission in broad social terms rather than narrow product terms

consumer-oriented marketing

a principle of sustainable marketing that holds a company should view and organize its marketing activities from the consumer's point of view

customer-value marketing

A principle of sustainable marketing that holds that a company should put most of its resources into customer-value-building marketing investments

innovative marketing

A principle of sustainable marketing that requires that a company seek real product and marketing improvements

*Consumerism*

An organized movement of citizens and government agencies to improve the rights and power of buyers in relation to sellers

*Environmentalism*

An organized movement of concerned citizens and government agencies to protect and improve people's current and future living environment

*Mk decisions--possible legal concerns* (fig 16.3)

Decisions: selling, advertising, channel, competitive relations, price, packaging, product

*Ethics policies should cover...*

Distributor relations, advertising standards, customer service, pricing, product development, general ethical standards

Ethical norms

Do no harm, foster trust in the marketing system, embrace ethical values.

*Criticism: impact on society and other businesses*

False wants and too much materialism, too few social goods, cultural pollution

*Mk ethics*

Good ethics are a cornerstone of sustainable mk, and conscientious mks face moral dilemmas and the best thing to do can be unclear. What guides behavior? The bare minimum is to consider the law. Companies develop ethics policies, which are broad guidelines that everyone in the org must follow. Corporate guidelines help but don't resolve all difficult situations mks face. What are the principles to help figure out moral importance of each situation? Christians are called to a Higher Standard.

societal marketing

The idea that a company's marketing decisions should consider consumers' wants, the company's requirements, consumers' long-run interests, and society's long-run interests

*Criticisms of mk: impact on individual consumers*

high prices (distribution costs, adv and production costs, excessive markups), deceptive practices, high-pressure selling, shoddy/harmful/unsafe products, planned obsolescence, poor service to disadvantaged customers

desirable products

products that give both high immediate satisfaction and high long-run benefits

pleasing products

products that give high immediate satisfaction but may hurt consumers in the long run

salutary products

products that have low immediate appeal but may benefit consumers in the long run

deficient products

products that have neither immediate appeal nor long-run benefits

*Sustainable marketing*

socially and environmentally responsible marketing that meets the present needs of consumers and businesses while also preserving or enhancing the ability of future generations to meet their needs