Sustainable Marketing Research

824 Words2 Pages
bulb-icon

Recommended: Nature And Significance Of Ethics In Marketing

Sustainable marketing is an approach to marketing that preferably aligns internal organizational methods and classified resources that form significance for stakeholders (proprietors, shareholders, workers, value chain partners) and through which the external natural and social environments are developed by the activities of the firm. This approach is used most successfully by organizations that have evidently stated values and goals for their desired effect on their own economic feasibility, as well as on the natural and social environments they work within. The term sustainable development means special things to special group. But, in essence, it is concerned with meeting the needs of public at present without compromising the aptitude of future generations to meet their own desires. (World business council for sustainable development 2005) Sustainable marketing is the method of promoting goods that are environmentally secure at the retail stage and touting a company's pledge to sustainable practices at the public relations stage. It applies conventional marketing techniques but in an explicit context. This type of marketing tries to find to capitalize on the better value consumers place on eco-friendly goods and companies that have a apparent commitment to sustainability in its production and supply chains.

The evolution of sustainability Marketing
Obviously concept of sustainability marketing strategy has advanced over the time. Starting its route from ecological issues it has arrived at now on sustainability issues. This route of sustainability issues in marketing strategy has been talked about through different views of several authors. The study exposed that the sustainability can be applied in marketing strategy when th...

... middle of paper ...

...s on one element will control the options available in others.

Sustainable Marketing Strategy and Practice

For instance, a company that manufactures soap can develop a product that has less volume, needs less packaging, and uses natural ingredients instead of chemicals. This product innovation costs the business a considerable amount of money to acquire. It will only make the investment if the business believes that customers will value the product and make a buying decision based on its changed features. Sustainable marketing at the production level is intended to bring these new eco-friendly characteristics to the consumer's attention. At the public relations stage, the company can communicate to its shareholders and consumers that it is an accountable corporate citizen that it cares about sustainable product innovation for the betterment of future generations.

Show More
Related

  • Riordan Manufacturing and Strategic Planning

    1907 Words  | 4 Pages

    Wheelen, T. L., & Hunger, J. D. (2010). In Concepts in Strategic Management and Business Policy Achieving Sustainability, Twelfth Edition. Pearson Education.

    Read More

  • W.L. Gore & Associates Marketing Analysis

    1689 Words  | 4 Pages

    This research seeks to reveal the importance of marketing strategies in today’s complex and competitive business world. For this reason, this study will discuss various theories, issues and approaches of the marketing linking them with W.L. Gore & Associates and thereby propose the best options, ideas, strategies and techniques for the improvement of the company. To reach the points, this study will especially collect secondary and qualitative data and information.

    Read More

  • The Sustainability Strategy of Nike Company

    2752 Words  | 6 Pages

    Nike is one of the biggest footwear and apparel manufacturing companies in the word. The company came into existence in 1964 by Bill Boweman and Phil Knight and named it as the Blue Ribbon Sports. The company changed the name to Nike, which is Greek word meaning victory, in 1972 after producing a good brand of shoes that became popular among the athletes (NIKE, Inc., 2001). Since then, the company has been successful, dominating the world market of athletic shoes. The company’s products are sold in more than 170 countries across the world. The company also sponsors various sports events at national and international levels. The company slogan “just do it” is catchy and attract many people tom buying its products. This makes the company to grow continuously due to wide and stable customer base.

    Read More

  • Environmental Factors Of Marketing

    1332 Words  | 3 Pages

    This paper will discuss the five environmental factors that influence global and domestic marketing decisions that organizations must make. These five environmental factors are technology, demographics, government, culture and economics. Companies are affected differently by these factors depending on the industry they are in and the size of the organization. I will be using the Washington Plaza Hotel to illustrate how these environmental factors affect the hotel industry's marketing decisions. The Washington Plaza Hotel is a hospitality business located in Washington, DC. They offer services such as lodging, restaurant, bar, catering and meeting space rental. The Washington Plaza Hotel's major customer base is government, tourist, non-profit organizations, local businesses and some corporate clientele. Let's now take a look at how these environmental factors affect the marketing of the hotel.

    Read More

  • Making Sustainability Work in the Business World

    990 Words  | 2 Pages

    Protecting the environment has become an important issue in today’s society. There is no longer any doubt that businesses should consider their social responsibility and the impact of their activities on their stakeholders. In addition, firms are beginning to realize that corporate sustainability can prove to be a win win. There are multiple benefits of sustainability linked to costs, revenues, community relations, and more. The decision to strive for sustainability is obvious, but this process is easier said than done. Developing a sustainability strategy is difficult in itself, but the most challenging factor is the actual implementation. Marc J. Esptein, the author of Making Sustainability Work: Best Practices in Managing and Measuring Corporate Social, Environments, and Economic Impacts, provides companies with tactical methods and approaches, as well as real life examples and personal advice in order to assist in helping companies with achieving corporate sustainability.

    Read More

  • Marketing Mix Strategy to Achieve Marketing Objectives

    779 Words  | 2 Pages

    Belz, F., & Peattie, K 2012, Sustainability marketing: a global perspective (2nd ed.). Hoboken, N.J.: Wiley.

    Read More

  • Benefits of Sustainable Business Practices

    1812 Words  | 4 Pages

    Sustainability could be defined in many ways. It could be defined as the process to sustain a process or develop new technologies to reduce environment pollution. It also means a measurement how badly the environment is being polluted by other factors. I have to admit that sustainability is a great idea related to many fields such as healthy, economy, food, social, and etc. However, I still remember the first day of “Sustainable Business” class, Professor Laverty showed to my class an example of sustainable product with the idea of “produce more with less waste”. This example narrows me down to one idea of “Sustainable Business”, which is producing the product and services in an efficient and sustainable way without causing harms to environment. In this essay, I want to emphasize into impacts of businesses on environments, profitability of sustainable business, and responsibility of business.

    Read More

  • Marketing Ethics Of Coca Cola

    789 Words  | 2 Pages

    Holistic marketing also incorporates social responsibility marketing and understanding broader concerns and the ethical, environmental, legal, and social context of marketing activities and programs. The business will tend to adopt ethical behavior in its marketing strategy and will ensure that proper and true information will be provided to the concerned parties(Homburg, Stierl & Bornemann 2013).

    Read More

  • Sustainable Operations Management Essay

    2835 Words  | 6 Pages

    Sustainable operation management is a management approach that involves planning, implementation and control of business operations that translate available resources into the required product or service. It is the management of business practices, traditions and operations to promote the highest level of efficiency, smooth workflow, and increased productivity in an organization. This management strategy ensures that the available labour force and materials are changed into products or services in a cost effective way to increase the company’s returns (Corbett, 2009). It also involves production waste management, food waste reduction, creating new opportunities, environment protection, and improving customer health. Sustainable operation management in the retail industry around the world has gained momentum in the recent years, in the face of customer pressure and media interest. It is particularly linked to the concepts of corporate social responsibility and global warming (Morrison, 2013).

    Read More

  • The Concepts of Sustainability

    2727 Words  | 6 Pages

    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

    Read More

  • Compare And Contrast The Holistic Marketing Concept

    717 Words  | 2 Pages

    A Holistic marketing strategy is developed by thinking about the business as a whole, the business place in the economy and society, and in the lives of its customers. The concept attempts to develop and maintain multiple perspectives on the company’s commercial activities (Business Dictionary, 2014). In today’s technology induced business world, marketers have to think beyond the older marketing concepts which are production concept, product concept, and selling concept. This paper will compare and contrast the earlier concepts with the holistic concept and give an example of a company that has adopted the holistic marketing approach and why they chose to do so.

    Read More

  • Characteristics of "Green Business"

    1515 Words  | 4 Pages

    Important companies like Shell, DuPont, BP have been reorganised to generate profits from this green market of goods and services. In this sense, it may sound altruistic, "the sustainability", the logic of profitability and competition is what will determine the ability of companies of the future to meet the changing needs of consumers. This premise of "sustainability" as a necessary quality to be competitive, falls short, according to Bryan Walsh of Time magazine. In a 2007 article, the expert shows how "sustainable" is helping to drive out competition, given the approach taken by companies to become more efficient, flexible and cutting waste, which helps them provide better products and reduce costs. Companies that refuse to accept that they will face a strict and demanding environment.

    Read More

  • The Importance Of Sustainable Human Resource Management

    835 Words  | 2 Pages

    7). Their definition was as follows: “ It is in the hands of humanity to make development sustainable… to meet the needs and aspirations of the present without compromising the ability of future generations to meet their own. (SHRM, 2011, p. 7).” Sustainability is the organization’s commitment to balance financial performance with contributors to the quality of life of employees, society at large, and environmentally sensitive initiatives (SHRM, 2011, p. 2). Workplace sustainability requires observation of the following: work force diversity, environmental impact, bribery and corruption, community involvement, ethical sourcing of goods, human rights, product safety, and product usefulness (Epstein & Roy, 2001, p. 588). Creation of a stable, sustainability culture can support the company’s efforts to reach its long term goals; however, sustainable practices are more often found in medium and large staff-sized organizations, publicly and for-profit companies and multinational companies (SHRM, 2011, p.

    Read More

  • Personal Reflection Of Strategic Marketing

    914 Words  | 2 Pages

    Strategic marketing is a broad and practical subject which included the concept of marketing subjects of previous semesters such as business marketing. The study of this subject has contributed to marketing knowledge in many ways, as well as it has strengthened my skills in application of marketing concepts. My knowledge was increased that I was able to develop a complete strategic marketing plan of not only on the part of marketing analysis or strategy of a product or service, but also the whole corporate plan. My skills and capabilities that were developed and integrated during lectures and tutorials include the analytical skills, coordination skills, presentation skills, organization skills, etc.

    Read More

  • Reflection Paper On Sustainability

    833 Words  | 2 Pages

    Sustainability simply defined to me as balancing act between the development of sustainability is necessary for both planet Earth and humans to survive. This is reinforced in the World Commission on Environment and Development report (1987) that sustainable development must meet the needs of the present without compromising the well-being of future generations”. The Earth Charter Organization widened the idea of sustainability to respect for a culture of peace, universal human rights, nature, and economic justice (What is sustainability?, n.d.).

    Read More

More about Sustainable Marketing Research

Open Document