2105hsl 13 sustainable1

2105hsl 13 sustainable1 - Topic 13 Sustainable(Feasible...

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Topic 13 Sustainable (Feasible) Marketing Practices
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Learning Objectives Consider examples of unsustainable or non- feasible marketing practices Identify lessons from class notes that mitigate against unsustainable or non- feasible practices Suggest what counts as a sustainable or feasible marketing practice
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Definition Unsustainable marketing practices relate to specific activities or thinking undertaken during the course of marketing that threaten the well being of a business, the community and or the environment in which the business operates Unsustainable marketing practices may hasten a product or business to enter the decline phase of the product or business life cycle
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Industry Case Studies of Unsustainable Marketing Practices 1. P&O cruise ships advertisement “seamen wanted” 2. ‘Where the bloody hell are you’ Australian tourism campaign 3. The Gold Coast ‘wet weather holiday’ guarantee 4. The floating hotel on the Great Barrier Reef 5. Alcopops – flavoured alcoholic products aimed at underage or young adults 6.
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