Topic: A number of environmental issues are of particular concern to the modern marketing organisation: climate change; pollution; energy conservation; use of environmentally friendly ingredients and components; use of recyclable materials. Choose one of - Essay Example

Modern Marketing versus Environmentalism; Case study: Pollution Name: Course: Professor: Institution: City and State: Date: Introduction Marketing is explained as those activities a firm is in involved to ensure that goods and services are sold and bought in the market. It entails advertising, retailing and transporting products to potential customers. The personnel who labour in publicizing subdivisions of firms attempt to catch the attention of specific audiences by employing catchphrases, packing design, personality validations as well as media acquaintances (Laerner & Simmons, 2007).

The four Ps of marketing are product, place, price and promotion. There four Ps’ of marketing gives as a clear insight about the whole activity of marketing and how they affect the environment. Thus, it is a moral obligation to firms to extend social responsibilities as a remedy to effects of environment (Miller, 1995). Environmentalism is a philosophy and social movement that is concerned with environmental protection and improvement (Shaw, 2012). Modern marketing organizations are bothered by some environmental factors that come with marketing (Sharp & Register, 2004).

One such factor of concern is pollution. Products and activities involved in marketing hurt the environment. When marketing is done through written media like posters and brochures, the papers eventually end polluting the environment (Tonnies, n.d.). Therefore, a firm like Abbott Mead Vickers need to balance relations between humans and their environments. Fig 1. Dumping site in UK, (www.environmentlaw.org.uk). In figure 1, we see plastic packaging as one big problem to the environment from companies such as Red Bull.

These materials are not biodegradable and end up leading to land pollution (Paul, 2002). Firms are considering other methods of advertising. Social media have become a common advertising platform for many of these firms. Other forms of media like Television and radio would cut paperwork. The products used for promotion should be just enough for that purpose rather than having excess to dump them in such a place. With such challenges, firms like Adam and Eve have to make product and pricing decisions that affect consumers in the long run.

Many firms tend to shift the cost of dealing with pollution to the consumers. The choices and demand for involved product changes (Case & Fair, 1994). They shift to other preferences that might be cheaper. They are also forced to pay more if there are no other options. The graph below demonstrates the association between demand and price of the product as expressed by the consumers (OSullivan, 2003). Fig. 2: Shift in demand due to Change in Price (O’Sullivan, 2003) P1, P3 and P2 represent a change in price while Q1, Q2 and Q3 represent a change in quantity demanded.

This illuminates how products and pricing decisions impact the consumers. They opt for cheaper products whose marketing might not be friendly to the environment. The methods applied to advertise, package and deliver these products might involve materials that hurt the environment. Thus one firm might be environmental conscious while others keep on polluting the environment while attempting to lure customers with their cheaper products. Conclusion We must agree that these firms encounter some challenges while attempting to balance customer needs and environmentalism.

They therefore have to forego cheaper methods of marketing to much expensive one that hurts their budget (Paul, 2005). References Case, K. E. & Fair, R. C., 1994. Demand, supply, and market Equilibriums: Principles of Marketing. New Jersey: Prentice Hall Englewood Cliffs. Laerner, R. & Simmons, M., 2007. Punk Marketing. New york: Harper Collins. Miller, G., 1995. Environmental Science. California: Wadsworth. OSullivan, A. s. M., 2003. Economics: Principles in action. New jersey: Pearson Prentice Hall. Paul, K., 2002.

Economics and pollution control. [Online] Available at: www.econlog.econlib.org [Accessed 23 November 2014]. Paul, K., 2005. Micro-Economics. New York: Worth Publishers. Sharp, A. & Register, C., 2004. Economic of social issues. New York: Mcgraw-hill. Shaw, E., 2012. "Marketing strategy: From the origin of the concept to the development of a conceptual framework." Journal of Historical Research in Marketing. Tonnies, D., n.d. [Online] Available at: www.mckendree.edu [Accessed 23 11 2014].