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