November13thClassnotes.pptx - Global Sustainability Marketing MKBU 3458 November 13th By Ergem Senyuva Tohumcu Marketing Strategy and Sustainability

November13thClassnotes.pptx - Global Sustainability...

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Global Sustainability Marketing MKBU 3458 November 13th By Ergem Senyuva Tohumcu
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Marketing Strategy and Sustainability Strategic marketing processes help companies to look outward into their environment and forward in time to identify potential threats to their survival or opportunities to exploit. Micro environment: -Market Actors : Customers (B2C, B2B, government bodies) Suppliers Competitor Shareholders Public Actors -Media -Interest Groups (linked to social and environmental causes) -Local communities -Online Communities
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Political Actors (The challenge for government at all levels is to promote the economic and social benefits of business in the short term while minimizing the social and environmental impacts) Governments can influence corporate marketing strategies through: -Command and control style regulation (banning of products, tobacco sales) -Financial measures, including taxation and incentives (5p for plastic bag or sugar tax) -Promotion of industry self-regulation (voluntary agreements and labels) -Provision of the infrastructure on which business activity depends (promotion of sustainability research and education)
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Macro Environment -Natural Environment: The natural environment was primarily considered in relation to distribution and the geographic distances between producers and consumers, or in markets such as clothing, food or cars as an influence on consumer lifestyles and needs through climate or topography. Little attention was given to how marketing activity might be influenced by the natural environment if its ability to provide resources or absorb pollution and waste was exceeded. LCAs (Life Cycle Assessments) of products in terms of impacts on the natural environment are crucial for credible sustainability marketing. an understanding of the environmental and social problems in general and analysis of the socio-ecological impact of corporate products in particular are vital for sustainability marketers.
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Macro Environment (ctd) -Demographic Environment -Socio-Cultural Environment -Technological Environment -Political Environment -Economic Environment
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Developing a Sustainability Marketing Strategy 1-Screening sustainability issues and actors 2-Segmenting sustainability markets 3-Introducing sustainability innovations 4-Poiistioning sustainable products 5-Partnering with sustainability stakeholders
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Screening sustainability issues and actors LCA is the starting point of credible sustainability marketing.
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  • Spring '14
  • JamesA.Stoner

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