Introduction
Sustainability
Sustainability means a life long activity of something to sustain itself .
Sustainability is condition under which the nature and the humans can co-exist at the same time and create harmony , while not destroying each other .
For sustaining the humans need to fullfill their needs using the resources of nature .
(By , Johann dreo 9th march 2006)(1)
In this figure , we can explain that everything needs to be in its right proportion be it society , environment or economy , otherwise world resource will get extinct.
Marketing concept
Marketing is a activity through which the producer gives the information of the goods he has produced , and that buyer can get knowledge of the product he is buying .
We’re the other kind
We’re the kind that gives people
What they know they really need,
Not what we think they ought to want
(T.pratchett, Witches abroad)(2)
There are basically three main terms to understand the marketing
1. Target markets
2. Marketing strategy
3. Marketing mix
1. Target market
Target market is basically a normal market. It is for group of customers for which a business decides its marketing aim. Target market are of following types such as Geographic segment (i.e. their climate, location), demographic segment (i.e. gender, age, income) and many more.
For example. If a toothpaste company wants to make a toothpaste for 3-10 years of kids then they will have jelly taste of toothpaste and would certainly advertise through a cartoon so that children are attracted by the advertisement.
2. Marketing strategy
Marketing strategy is a process that can allow an organisation to concentrate its resource on the optimal opportunities with the goals of increasing sales and achieving a su...
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...rong employee base, which are very loyal to the company and are helpful to the consumers in any ways. The firm should take into consideration following points to sustain in the perfect competitive market
• Addressing the consumer needs and give knowledge to the people about the things they are purchasing.
• Development of the company making the strategic move.
• Response to the government rules and regulations and influence the agenda of the policy.
• Provide the good quality of the product to the consumer.
Thus we can conclude to sustain perfect competitive market or in the real world as we say, the company has to have a ability to change with the market condition so as to survive in the real world.
Someone has rightly said “It is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change.” (Charles Darwin)(11)
The backbone of marketing is the target market (Vest, 2007). Target marketing is the specific group of people that a company is trying to reach with its marketing effort. The target
Marketing strategy is the plan that is designed, and specifically delineates how to enter the new market and attract new customers. It is also known as the process that allows the facility to employ its limited resources in opportunities to increase sales and to gain competitive advantages. Accordingly, an appropriate marketing strategy is adopted, which depends mainly on the marketing mix. The marketing mix is defined as “the set of plans, policies and processes exercised by the marketing management in order to satisfy the needs and desires of consumers and convince consumers to buy their products and services, and each element of the marketing mix affects and is affected by the other element.”
The name sustainability is derived from the Latin sustinere (tenere, to hold; sub, up). Sustain can mean “maintain”, “support”, or “endure”. There are many ways to define sustainability, but many will define sustainability as the “capacity to endure; it is how biological systems remain diverse and productive indefinitely. Long-lived and healthy wetlands and forests are examples of sustainable biological systems” (Sustainability). To sum all that information up in general terms, sustainability is the endurance of systems and processes. Sustainability can also be defined as a socioecological process characterized by the pursuit of a common ideal. While an ideal is by definition “unattainable in a given time/space but endlessly approachable and it is this endless pursuit what builds in sustainability in the process” (Sustainability). There are multiple factors that go into a healthy environment which is
Nature is one of those words that lack a narrow definition. Raymond Williams wrote that “nature is perhaps the most complex word in the (English) language” (Williams 1983). One could argue that sustainability is a term that is just as intricate. Sustainability often gets twisted and misconstrued as political jargon and is more often than not misunderstood by the less educated public. The confusion over sustainability has a couple factors. It is comparatively a newly used word, and a popular word. The misinterpretation over the phrase will have disastrous effects on the reality of whether or not our society can be considered truly sustainable. As such, the looming question “is sustainability still possible?” has an answer that does not come with a positive outlook due to a few reasons along with its misunderstanding, such as population growth, economic systems and government around the globe.
The demands of increasing population magnify demands for natural resources, clean air and water, as well as access to wilderness areas. In the future, when there are not enough resources to go around, we will see significant scarcity, and a backlash of poverty. A number of problems lie behind scarcity and poverty. Ultimately, our own numbers, and the lifestyles many of us choose to live, drive all the critical issues we confront. Left unchecked, the combination of population growth and consumption- along with increasing inequity between rich and poor individuals and nations-will soon threaten not only the well-being, but even the lives of a majority of people on this planet.
Sustainability is a concept with a diverse array of meanings and definitions – a widely used glamorous, ambiguous, ambivalent and vague concept that is used by different stakeholder groups in various ways. Presumably to avoid noodling over a terminology or to avoid the confrontation with a definition, most widely the concept is broken down a planning process (c.f. e.g. Döring & Muraca, 2010). That is why most common sustainability is understood as sustainable development.1
Target marketing recognizes the diversity of customers. This way of marketing is unique because marketers who use this method try not to appeal to the entire market but to a specific group. Most target markets describe subgroups of people with like characteristics. The overall intent of market segmentation is to identify groups of like customers, prioritize the groups to address, understand their interests and behavior and respond with appropriate marketing strategies that satisfy each chosen segment’s different preferences.
There is no doubt that human activity is having a significant impact on our environment. These environmental impacts include depleting our natural resources, air and water pollution, climate change, destruction of habitats, and loss of biodiversity. Because of these growing concerns, we need to learn how to live sustainably. Living sustainably will allow us to conserve our limited resources more wisely so they will be available for future generations (Withgott & Brennan, 2011, Chapter 1).
No resources are endless and they must be proportionally and respectfully utilized by people. This all traces back to being a steward of the world: people must influence others' respect for nature along with their
This approach to development rejects the idea that development aims simply at the fulfilling of basic needs, such as food and shelter. It argues, on the basis of human solidarity, that all people should be involved in the integral and authentic development of all. Development, in this sense, gives attention to economic justice, ecological sustainability, and other values that go beyond speaking of development only in terms of economic growth. This ecological sustainability begins with relationships taking place at the atomic and molecular level, between plants and animals, and among species in ecological networks and systems. For example, he points out, “We need only recall how ecosystems interact in dispersing carbon dioxide, purifying water, controlling illnesses and epidemics, forming soil, breaking down waste, and in many other ways which we overlook or simply do not know about”
“It is not the strongest of the species that survives, nor the most intelligent, but the one most responsive to change.” – Charles Darwin
“Thus sustainable development can only be pursued if population size and growth are in harmony with the changing productive potential of the ecosystem (p.
The reduction of the Earth's resources has been closely linked to the rise in human population. For many thousands of years people lived in relative harmony with their surroundings. Population sizes were small, and life-supporting tools were simple. Most of the energy needed for work was provided by the worker and animals. Since about 1650, however, the human population has increased dramatically. The problems of overcrowding multiply as an ever-increasing number of people are added to the world's population each year.
The natural resources are useful to human society in one way or other. Hence we should ensure a continuous yield of useful plants, animals and materials by establishing a balanced cycle of harvest and renewal. Too much of one of these could result in disorder.
One of the most complex issues in the world today concerns human population. The number of people living off the earth’s resources and stressing its ecosystem has doubled in just forty years. In 1960 there were 3 billion of us; today there are 6 billion. We have no idea what maximum number of people the earth will support. Therefore, the very first question that comes into people’s mind is that are there enough food for all of us in the future? There is no answer for that. Food shortage has become a serious problem among many countries around the world. There are many different reasons why people are starving all over the world. The lack of economic justice and water shortages are just merely two examples out of them all.