MGCR 352 Chapter Notes - Chapter 4: Global Justice, Surface Mining, Materialism
Document Summary
Sustainable marketing: marketing that meets the present needs of consumers and businesses while also preserving or enhancing the ability of future generations to meet their needs. Marketing concept: current needs of consumers and current needs of business: current needs and wants of target-group customers, focus on short-term sales, growth and profits, ex: mcdonald"s early decisions to market tasty unhealthy food. Societal marketing concept: future needs of customers with current needs of business. Strategic marketing concept: current customer needs with future business needs. Sustainable marketing concept: ex: mcdonald"s diversifying into salads, deli sandwiches, and other healthier options. Using a healthier cooking oil; sponsors sports teams; supports environmental initiatives profits and sales have increased steadily, is now positioned for sustainably profitable future. Critics think marketing causes prices to be higher than under sensible systems. Competition is so intense that margins are actually really low. Excessive markups: marketers actually want to deal fairly with consumers, so that they can build long-lasting relationships.