Examining The Notion That Marketing Makes A Positive Contribution To The Common Good And Environmental Stewardship

Using examples from various companies or organisations to support your discussion, critically examine the notion that “marketing makes a positive contribution to the common good and marketers are serious about environmental stewardship. Explain economic, legal, and ethical issues that may impact on marketing in addressing the common good and environmental stewardship.

Marketing is very necessary for every organization. Without marketing it is very difficult for the organization to survive in the market. Marketing gives main emphasis on improving the relationships with the customers in the market. It is a method that is taken into consideration by every organization to promote its products and services in the market. It is the best technique that is adopted by the organization so that the product can be promoted in large mass of audience. Marketing is a type of a strategy that access the needs and wants of the customers. It is necessary for every type of organization whether large or small (Swain, 2015). By taking into consideration the marketing strategies it is seen that the sales enhances and also the direct influence is on the society. Promotion or advertising is very necessary for the product that is launched in the market. If proper marketing strategy is not adopted by the organization then it can give negative outcome on the sale of the product. It is seen that people get awareness about the new product by seeing the advertisements that are given by the company (Solomon, 2014).

Marketing makes a positive contribution by considering the common good and the marketer’s gives focus on the factors that are related with the society and environment. Marketer is a person who sells and promotes the products or services in the market (Rivoli, 2014).The main strategy that is adopted by the marketer is to enhance the sale of the product and also the profitability of the organization by promoting the products and services in the market. The main responsibility of the marketer is to safeguard the sustainable and conservative practices. Marketers promote the product in the market by proper analyzing the requirements of the consumers. The need of the product is analyzed and then only the promotion strategy is conducted by the marketers (Babin and Zikmund, 2015). Marketing also gives direct impact on the goodwill of the company. If effective marketing strategy is adopted then it can be seen that the goodwill of the company is enhanced. For example: To introduce the product launched by pizza hut, the company takes into consideration a effective marketing strategy that enhances the sale of the product. Combos or vouchers are provided to the customers, so that they can taste the new product that is introduced in the market.  By seeing the advertisement the customers are induced to buy the product (Sheth and Sisodia, 2015).This is the best strategy the organization can adopt to compete in the market. Before marketing of the product the marketer should analyze that the product that is promoted is according to needs and wants of the consumers. If the companies don’t consider the marketing strategies then there are various issues that are faced and also the negative impact is on the sales of the product (Johnson, 2017). Strategies are the important part of every organization without this it is difficult for the organization to survive for long time in the market. By proper investigation it is seen that marketing gives positive influence and the marketers are also serious about the environment stewardship.

Economic Issues

Economic problems are faced by the human society and also by the organization. It takes into consideration the resources that should be allocated so that the provision can be made with goods and services within the economy. It is seen that the needs and wants of the human are unlimited but to satisfy the needs it is important to offer products to the consumers so that the satisfaction level can be maintained.  By considering the Nike Company it is seen that the company faced many issues that are related with the revenue (Sheth and Sisodia, 2015). Due to increase in the competition level it is analyzed that the market share of the company is divided. So, the direct impact is given on the revenue of the company. The revenue of the company is reduced by the enhancement in the level of competition. The negative impact on the company is due to the increase in the competition level in the market. The customers have a wide range of product that can be availed easily. So by taking into consideration the high level of competition the company has given focus on reducing the cost of the product so that the company can easily attain the goals and objectives of the organization (Schaltegger and Wagner, 2017). To compete in the market it is very necessary to take into consideration effective marketing strategies so that the company can easily operate its activities in the market.  The company can earn profitability by competing in the market. The brand portfolio of the company is very large so to maintain it the company should try to enhance the revenue. Marketing plays a great role to enhance the activities and also the profitability of the organization. The other economic issue that is taken into consideration is related with the price inflation. When the price inflation takes place it is very necessary to adopt effective marketing strategies that help the organization to promote its product in the market and also that induces customers to buy the product and services (DiStaso and Bortree, 2014).

Strategies that are related with marketing should be given focus by the company so that the smooth working pattern can be considered. Marketing helps the organization to compete in the market so that the negative impact can be minimized in a proper manner. At the time of economic challenge the consumers search for the brands that satisfies the needs and wants. So, at this time the company should give focus on enhancing the promotional strategies so that the organization can easily achieve the profitability (Epstein and Buhovac, 2014). If the revenue is low then it can be very difficult for the organization to survive in the market. It is also seen that the economy has a drastic change in the sales of the product if proper strategies are adopted by the organization. Nike has conducted business in various different parts of the world and has faced various economic troubles.

Legal Issues

Legal issues give direct impact on the working pattern of the organization. If legal issue arises in the company, then it is seen that the operations of the business get affected and also the negative impact is given on the goodwill of the organization. In this the legal issue is explained by taking into consideration the Cadbury Company. It is analyzed that company has to suffer from various issues that are related with the safety and security standards. It is very important for all the organization to follow proper legal actions to conduct the activities of the organization. If the company does not follow the legal actions then the high rate of penalty can be imposed by the government (Hollensen, 2015). Also the consumer has the right to sue the company if any fault is analyzed in the products and services that are offered by the company. In this case it is seen that the company suffers from heavy penalty for not giving clarification to the authorities related with the food security.

In the chocolate the bacteria was found that has also given negative impact on the goodwill of the organization. The strict actions are taken by the health protection agency. The products that are supplied in the market were taken again under the investigation process by the company, so that it cannot give negative impact on the health of the consumers. The public complaint about the product and also it has reduced the sale of the product in the market (Telang and Deshpande, 2016). The problems were also taken into consideration by the health department, so that corrective decisions can be made. The problem that was found in the Cadbury dairy milk has given a serious problem to the health of many customers. So the issue was raised and the company implemented the proper step to minimize the problem in the market. After the issue the company adopted effective marketing strategy that enhances the sale of the product again. So by investigating this case it is analyzed that the image of the product is recovered again in the market due to the strong marketing strategies that are adopted by the company. Marketing strategies plays a great role to enhance the growth of the business. If the marketing strategies that are implemented by the organization is effective enough then the company can easily attain the goals and objectives of the organization (Mithas, Krishnan and Fornell, 2013).

Ethical Issues

Ethical issues are related with the trust and integrity of the business. The customer takes into consideration the commitment that is done by the company and also the practices that gives main focus on the ethical practices. It gives focus that the company should conduct its operations with the trust and honesty so that the company can work smoothly and can attain the goals and objectives of the organization. The manager of the organization should make the correct decision to accomplish the aims and objectives of the company. So the ethical issue of Nestle Company is discussed. It is seen that the controversy rose between breast feeding and formula feeding and it has achieved a great attention. Nestle should produce a high quality formula that is beneficial for the consumers. It is analyzed that the company should also conduct marketing in America and also in Europe (Menon, Bharadwaj, Adidam and Edison, 2015).The formula should be mix with the water and it is seen that the water is polluted in poor countries that enhanced the disease in the vulnerable infants. The entire problem arises just because of the low literacy rate in the developing nations.  It is analyzed that the mothers are not able read the information that is given on the package. Due to its high price the poor mothers are unable to buy the formula. They use the formula less so that it can be used for a long time. In this case there are various elements like there was no picture of infant on labels, no sampling is given and also no point of sale advertising. To give advertisement is a safeguard that helps to know about the health of vulnerable children. It will be better if the company takes into consideration own code of conduct so that it can survive for long term (Rindell,Strandvik and Wilén, 2014). The company should also give focus on giving training to the marketer so that they can easily tell about the product and can reduce the unnecessary deaths. It would be justified if the company give proper information to the customers and also explain about the pros and corns. The method that can be used by the company to enhance the goodwill in the market is by taking into consideration proper understanding of the theories that provide support to the consumers and also tell the government to provide clean water. The company should enhance the marketing of the product so that the people who are not educated can learn about the product and also the benefits can be taken into consideration (Janssens and Kaptein, 2014).

Conclusion

By proper investigation it is seen that marketing is a very essential aspect that should be considered by every organization so that the goods and services can be promoted in a proper manner. To reduce the issues that are prevailing in the market it is very essential that the company adopts effective marketing strategies so that the goals and objectives of the organization can be attained. The companies that are discussed in this paper are Nike, Cadbury and nestle. To promote the product the marketer should have proper knowledge about the product, and then only the pros of the product can be explained to the customers.  Marketing not only make consumers aware about the product but also helps to make accurate decision by taking into consideration different products. So the trust should be maintained by the company in the mind of people to attain success in future.

References

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Epstein, M.J. and Buhovac, A.R., 2014. Making sustainability work: Best practices in managing and measuring corporate social, environmental, and economic impacts. Berrett-Koehler Publishers.

Hollensen, S., 2015. Marketing management: A relationship approach. Pearson Education.

Janssens, M. and Kaptein, M., 2014. The ethical responsibility of companies toward animals: A study of the expressed commitment of the Fortune Global 200.

Johnson, C.E., 2017. Meeting the ethical challenges of leadership: Casting light or shadow. Sage Publications.

Menon, A., Bharadwaj, S.G., Adidam, P.T. and Edison, S.W., 2015. Effective Marketing Strategy-Making: Antecedents and Consequences. In Proceedings of the 1997 Academy of Marketing Science (AMS) Annual Conference (pp. 224-224). Springer, Cham.

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Solomon, M.R., 2014. Consumer behavior: Buying, having, and being (Vol. 10). Upper Saddle River, NJ: Prentice Hall.

Swain, S., 2015. Role of Marketer in Corporate Social Responsibility: An Indian Perspective. Siddhant-A Journal of Decision Making, 15(2), pp.143-149.

Telang, A. and Deshpande, A., 2016. Keep calm and carry on: A crisis communication study of Cadbury and McDonalds. Management & Marketing, 11(1), pp.371-379.