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MKTG sustainability - Essay Example

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It involves the intent to capitalize on the market by optimally utilizing resources for the same. It is a planning process of ensuring conception, promotion,…
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MKTG sustainability
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Download file to see previous pages Placement refers to the concept of places of buying and selling.
Marketing sustainability is a revolutionary idea that is essential for guiding the objectives of marketing. It introduces the social aspects of marketing. Marketing sustainability relates to the philosophy of corporate social responsibility. It comes handy in the face of globalization whereby customer attraction and retention activities are becoming intense. The philosophy entails marketing activities that goes beyond profit seeking. It links market share, profitability and good ethics (Nwankwo and Gbadamosi 369). It becomes vital to handle the market in a way that still contributes to the well being of society. Sustainability marketing adds two concepts to the four orientations of marketing. In this sense, marketing includes product and production orientation. In addition, it entails sales and market orientation. Lastly, it entails societal and social marketing orientation. It includes broad categories such as ecological and environmental marketing. It also entails ethical marketing and elements of social responsibility.
Sustainable marketing should be able to meet the requirements of the present generations without jeopardizing the lives of future generations (Nwankwo and Gbadamosi 370). It is defined as the production and creation of sustainable marketing solutions while continuing the satisfaction of consumers and stakeholders. Such marketing should satisfy three conditions. To begin with, the customers should attain their needs. Similarly, organizations should meet their needs. Thirdly, the marketing process should be compatible with ecosystems. This suggests two things. First, marketing respects the profit value of businesses. Additionally, this marketing is sensitive and it respects both the natural and social environments.
Ethics refer to the values and moral principles that inform on conduct of individuals and organizations. The business is part of the society. However, its ...Download file to see next pagesRead More
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