Marketing 341. Chapter 16
New clean technology
Developing new sets of environmental skills and capabilities (tomorrow beyond greening and internal)
Marketing and Society
- False wants - Materialism - Too few social goods - "Cultural pollution"
Marketing Criticism
- High costs of distribution - High advertising and promotion costs - Excessive markups - Deceptive practices (high pressure selling, unsafe products)
Business Action & Sustainable Marketing
- Consumer-oriented marketing - Customer-value marketing - Innovative marketing - Sense-of-mission marketing - Societal marketing
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
Societal Marketing
A principle of sustainable marketing that holds a company should make marketing decisions by considering consumers' wants, the company's requirements, consumers' long-run interests, and society's long-run interests
Customer-Value Marketing
A principle of sustainable marketing that holds a company should put most of its resources into customer-value-building marketing investments (sales promotions, etc.)
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
Innovative Marketing
A principle of sustainable marketing that requires a company to seek real product and marketing improvements
Corporate marketing ethics policies
Broad guidelines that everyone in the organization must follow
Sustainability vision
Creating a strategic framework for future sustainability (tomorrow beyond cleaning and external)
Social marketing concept
Current needs of business and future needs of consumers
Marketing concept
Current needs of consumers and business
Pollution prevention
Eliminating or reducing waste before it is created (today greening and internal)
Strategic Planning concept
Future business needs, current needs of consumers
Sustainable marketing concept
Future needs of business and consumers (meeting current needs in a way that preserves the rights and options of future generations of consumers and businesses)
Desirable products
High immediate satisfaction and high long-run benefits (tasty and nutritious food)
Product stewardship
Minimizing environmental impact throughout the entire product life cycle (today greening and external)
Deficient products
Neither immediate appeal or long run benefits (bad tasting and ineffective medicine)
Consumerism
Organized movement of citizens and government agencies to improve the rights and power of buyers in relation to sellers
Environmentalism
Organized movement of concerned citizens and government agencies designed to protect and improve people's current and future living environment
Pleasing products
Products that give high immediate satisfaction, but may hurt consumers in the long run (cigarettes, junk food)
Salutary products
Products that have low immediate appeal, but may benefit consumers in the long run (insurance, bike helmets)
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