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Write the Introduction to Marketing For Sustainable Consumption.

Marketing skills and sustainability mapping

The essay will discuss in detail about the overall role of marketing in motivating the level of sustainable consumption among the target market and whether they are doing enough to encourage it among the customers.  It will also cover mapping of the overall agenda in sustainability onto the skills of the marketing as discussed by the new standards and by evaluating the strategic or the main role of marketing in deciding the organization based strategy for the competing in a successful manner (Gandhi and Kaushik, 2016).

The skills in marketing can be described as per the standards which were on the basis of the evaluation of the areas where the concept of sustainability has an influence on various marketing based functions. Moreover, the key in this discussion is the strategic marketing based roles that were evaluated to give a framework for the influence that covers all the sustainability issues that may or may not have on the techniques and tools used by the marketing manager. These kinds of analyses were primarily used to form the interview based profile for the sake of discussion with organization and were also found to be more than enough since some organizations have yet need to deal with the role of marketing in the form of sustainability (Varadarajan, 2014).

Some of the key elements of the marketing are creativity, unexpectedness and balancing more with less ratio. The marketing techniques encourages the people to spread the message and create a major difference in a short span of time. The social networks can be effective in spreading message and reaching to the different number of people. The management process is mainly responsible to focus on identifying, anticipating and satisfying the customer requirements in a profitable manner. Here, the focus is also on adapting to the changes and working with the increased sales and returns on investment (ROI). Google is one of the best examples of companies with successful employed technology in marketing strategies. The marketing research helps the company to determine about understanding what consumer is searching for and putting all the relevant advertisements in the search results.

The problem these days is that the company when takes some efforts to commits to being part of sustainability they started feeling burdened with added cost, but it must also be duly acknowledged that some functions will be based on self-financing.  In order to remain in the competition, the concept of sustainability must be seen as an advantage which further generates the competitive advantage since most of the functions will be completely invisible to the consumers. the overall use of sustainability should never be accomplished since the values will constantly transform and further become more and more demanding with time. In addition, there is also an inherent fight between reducing the overall human impact as well as any economic function. (Achrol and Kotler, 2017). The opportunities in marketing also offer high level of sustainability be business performance and thus cost increases, business performance requires to rise to at least stand at one position. For this case, consumers also require to be aware of the company’s high sustainability based position which attaches some kind of value to it.

Key elements of marketing techniques

The marketing options are offered by sustainability and can be viewed in cautious manner by much large companies. This further can be viewed as a place of possible risk to accomplish brand goodwill when the company when the house is not completely in place and it also covers the fear of all possible exposure by number of non-profit organization. It further begs the basic questions like what stage is appropriate for the sustainability to be part of the efforts. The advantages from sustainability have not been rightly qualified because of restricted customer research as well as marketing attention on the basic factors of the price present and service support to save the market share (Armstrong et al., 2014). This was specifically clear when two customers electrical product organizations, both of which provide sustainable qualities in the products as well as it can provide differentiation however, deliberately select to not work. On the contrary, the concept of sustainability is a part of the product branding via range being part of Green Flagship.

It has slowly become crucial to clearly divide or draw a line between knowledge as well as understanding among the consumers where the marketer is mostly failing. In addition, there are completely different channels as far as information or any kind of belief is concerned, and which work as a mechanism for testing as well as also accepting the information in the form of knowledge and implementing through proper understanding (Stoeckl and Luedicke, 2015).

There are certain issues related to marketing related to societal marketing concept for the company, consumers and society. The social marketing is based on using marketing methods and marketing mixtures in order to solve the social issues. The other issues are related to cause related marketing where the company and non-profit organisation starts to work on marketing activity to draw the people attention to an issue. The cause related marketing provides the benefits for the company and the organisation. It is important for the company to create a positive image and increase the sales of the brand. (Sheth and Sinha, 2015). The test for sustainability checks different elements to a considerable level since it is crucial, and it does not become part of something which is not high enough to exert right impact on the purchasing decisions for many people despite appreciating the significance when asked about. (Zeriti et al., 2014). In any case, the number of example or associated criteria that is required to judge a single issue must be considered and the consumer must not require knowing the information like usage of solvent free procedure. It is important to focus on how to reach new sources of funds with obtaining greater visibility. The sports marketing is important for the sports related environment, where the marketing is set through non-sports products, but the channels are used to reach the target market which are sports related. The marketing of sports is based on making pure sports goods to the target market, where the continued forms of advertisements are of The Champions League or The World Cup through different channels of media which are considered to be effective examples.  

Problems related to sustainability in marketing

The marketing in the digital age is based on the products and the services through the internet as the medium. In the global environment, to benefit from the new technologies, the marketers need to focus on developing better technologies which tend to suit the Digital World. The Search Engine Marketing is also effective on handling and promoting the websites by increasing the visibility in search engines. It provides an increased visibility for the companies, with questions directed on Google. In order to focus on the management of exchange, it is mainly driven by the profit and the community gain. They are the ways for the long-term success that depends on satisfactory interaction between the consumer and the supplier. The secured environmental and societal needs to be worked upon with core customer satisfaction. (Mishra and Sharma, 2014). Also, people need a positive approach which is in tune with their attitude and for this they constantly need feedback on what they are doing is working as well as worthwhile. Consumers also need to understand that they can perform when they are not able to translate the overall goal into how it impacts their actions.

Conclusion

The concept of sustainability is also worthwhile since the economic functions and also influence business basics. Revenues have to rise by some means or the other and everything is eventually paid for by the consumer. Marketing manager also required to reclaim the basic strategic role in the company and in the agency based relations. There is also a requirement to show that the brand or the company is doing their part for sustainability (Johe and Bhullar, 2016). The concept of sustainability cannot be properly claimed until and unless it is well-founded, and the marketer require to ensure that the culture of the company is reflected. The marketing manager must set a goal to raise the level of sustainability from a point attributed to become a different factor which is well valued by the consumers (Bolderdijk and Steg, 2015). 

References

Achrol, R.S. and Kotler, P., 2017. Extending the Marketing Dialog on Poverty. Markets, Globalization & Development Review, 2(1).

Armstrong, G., Adam, S., Denize, S. and Kotler, P., 2014. Principles of marketing. Pearson Australia.

Bolderdijk, J.W. and Steg, L., 2015. 21. Promoting sustainable consumption: the risks of using financial incentives. Handbook of research on sustainable consumption, pp.328-342.

Gandhi, M. and Kaushik, N., 2016. Socially responsive consumption behaviour–an Indian perspective. Social Responsibility Journal, 12(1), pp.85-102.

Johe, M.H. and Bhullar, N., 2016. To buy or not to buy: The roles of self-identity, attitudes, perceived behavioral control and norms in organic consumerism. Ecological Economics, 128, pp.99-105.

Mishra, P. and Sharma, P., 2014. Green marketing: Challenges and opportunities for business. BVIMR Management Edge, 7(1).

Sheth, J.N. and Sinha, M., 2015. B2B branding in emerging markets: A sustainability perspective. Industrial Marketing Management, 51, pp.79-88.

Stoeckl, V.E. and Luedicke, M.K., 2015. Doing well while doing good? An integrative review of marketing criticism and response. Journal of Business Research, 68(12), pp.2452-2463.

Varadarajan, R., 2014, May. Toward sustainability: Public policy, global social innovations for base-of-the-pyramid markets, and demarketing for a better world. American Marketing Association.

Zeriti, A., Robson, M.J., Spyropoulou, S. and Leonidou, C.N., 2014. Sustainable export marketing strategy fit and performance. Journal of International Marketing, 22(4), pp.44-66.

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My Assignment Help. 'Role Of Marketing In Encouraging Sustainable Consumption: An Analysis' (My Assignment Help, 2021) <https://myassignmenthelp.com/free-samples/marketng1001-introduction-to-marketing/societal-marketing.html> accessed 13 July 2024.

My Assignment Help. Role Of Marketing In Encouraging Sustainable Consumption: An Analysis [Internet]. My Assignment Help. 2021 [cited 13 July 2024]. Available from: https://myassignmenthelp.com/free-samples/marketng1001-introduction-to-marketing/societal-marketing.html.

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