This current essay gives an overview regarding the accountability and the responsibility of the marketers. A brief discussion has been found about the poor performance of the sales persons in the directing the marketing. This will resist the sustainable consumption. The new developed marketing strategy is beneficial to maintain the equilibrium between the increased demand, cost of capital and different sustainability behaviors. It also maintains the responsibility for the increase of the revenue. Thus, we can say that the sustainable utilization is the make use of the various manufactured goods and the services that have a contact on the ecosystem so that the future generations are able to satisfy their needs.
The marketers do not have the admission to adequate resources and appliances to expand the processes that is based about the industry of sustainability (Armstrong et al. 2014). The main responsibility of the marketers is to ensure the working of an organization in a sustainable manner. There has to be prerequisite of a planned direction to enhance the significance of the brand as the non-economic asset. The evidence about the companies adopting the approach to sustainable marketing is limited. In the improvement of the products and services that are sustainable, the marketing team does no play a major role. However, they play a participatory role in the decisions about communicating the sustainable position of the stakeholders and the markets. There has to be setting of a purpose to raise the focus characteristic of the sustainability to a differentiating factor that will be valued by the customer. There is a boost in the attention on how the customers of the business organization have been converted into better corporate individuals and custodians of the sources to avoid the pessimistic impact on the present and potential generations (Solomon, Russell-Bennett and Previte 2012). However, there is a unsustainable utilization pattern besides the progress that is noticed in the notion of the sustainability.
To convey a modify in the society the dealers have to put a continuous endeavor to recognize the customer and the macro-associations, which help to create the inspirational structure of the society.
There is a requirement to establish the business and the marketing system and the community policies, which give confidence to the business organizations to use and manufacture within the environmental limit. This arises when the individual beings have the knowledge and awareness about the nature and the various experiences of the nature. The education provided to the markets will help to generate the concern about the unsustainable performances. This enhances the capability of the marketers to accept the changes as it will lead them to a better decision making and to develop changes in the society. However, for a sustainable environment cope up with the changes is necessary (Varadarajan 2014). The marketers need to be alarmed about the economic, social and the concern of the environment, which ensure the long period of viability of the planet and the community. The utilization is not just confined to meet the individual needs but also regards the social justice of the aspects of the environment (Karababa and Kjeldgaard 2014). While identifying the target market by the marketers they have to remember the notion of the sustainable consumption. This current sustainable consumption leaves a less effect on the surrounding environment and many sectors from the private to government. This sustainable consumption enables the individuals to fulfill their demand. On the other hand, the business organizations are able to insist their consumers to show their choices that are sustainable. For this reason they have adopted various policies and practices to alter the choice of their consumers.
The marketers need to investigate gives their concern to the involvements, which are effective to encourage the consumers to show sustainable performance (Lorek and Spangenberg 2014). The involvements include the sharing; reuse and decrease of the products in order maintain the environment sustainability. Investigation of the marketers includes different practices and programs that maximize the sustainable consumption process in the consumer domain. Therefore, the ways can be identified, which enable the consumers to change their perspectives and take necessary action to get sustainable development. This marketing approach is beneficial for the marketers to bring sustainability in the individual’s life style. On the other hand, incorporation of the methods in the supply chain management also insists the goods used by the consumers and their sustainable issues.
Thereby, this essay talks about the inventiveness of the marketers in directing the target market in the direction of sustainable consumptions. A connection has been observed between te societal apprehensions regarding the sustainability, consumer behavior and the marketing method of service and product of an organization. On the other hand, a close association has been observed between the marketers, process of marketing and the socio-environmental sustainability.
There is the need for conversion of the markets and marketing by these marketers for achieving a development in the internalization of the environment and social costs, which are considered as externalities previously. They have to initiate the understanding the way of the thinking of the consumers and using of the products (Sheth and Sisodia 2015). This will help to direct the target towards sustainable consumption. There has to be the segmentation of the markets. This sustainable consumption is important for the economic growth in the long term to avail the social and environment needs. The negative elements have to be reduced by the marketers and identify the market to provide sustainable products.
Armstrong, G., Adam, S., Denize, S. and Kotler, P., 2014. Principles of marketing. Pearson Australia.
Karababa, E. and Kjeldgaard, D., 2014. Value in marketing: Toward sociocultural perspectives. Marketing Theory, 14(1), pp.119-127.
Lorek, S. and Spangenberg, J.H., 2014. Sustainable consumption within a sustainable economy–beyond green growth and green economies. Journal of cleaner production, 63, pp.33-44.
Sheth, J.N. and Sisodia, R.S., 2015. Does marketing need reform?: Fresh perspectives on the future. Routledge.
Solomon, M., Russell-Bennett, R. and Previte, J., 2012. Consumer behaviour. Pearson Higher Education AU.
Varadarajan, R., 2014, May. Toward sustainability: Public policy, global social innovations for base-of-the-pyramid markets, and demarketing for a better world. American Marketing Association.