200083 Lecture Notes - Lecture 14: Fareshare, Sustainable Packaging, Marketing Ethics
Week 14)Sustainability marketing-ways to promote sustainable marketing
Social responsibility,ethics and legal compliance
1)Define sustainable marketing and discuss its importance
2)identify the main social criticism of marketing
3)Define consumerism and environmentalism and explain how they are linked to
marketing strategies
4)Describe the principles of sustainable marketing
5)explain the role of ethics in marketing
6)discuss the need for an value of a legal compliance program in marketing
1)Sustainable marketing-calls for socially and environmentally responsible actions that meet the
present need of customers while also preserving or enhancing future generations.
The marketing concept-determining current needs of customers-meeting company’s short terms
sales,growth,profit needs
Serving customers current need doesn’t serve best future interests-
e.g)Maccas- market tasty but fat and salty food-immediate satisfaction/sales
long term-obesity-
sizeable enviro footprint-wasteful packaging, inefficient energy use in stores
Societal marketing concept-considers future welfare of consumer
e.g)Freshfood rescue-woolies
100,000 people-food put back into nutritious meals
partners including fareshare, collect,cooks,distribute food + 1500 programs
aim to produce 0 food waste-2020
Strategic planning-consider future needs of companies
Sustainable marketing-Macca’s diversified into salads,fruits,chicken,low fat milk,phased out
artery clogging fats
Plan to win strategy-reduced and environmentally sustainable packaging,reuse and recycling
Macca’s scorecard-measure performance-water, energy use
Now recycle plastic bags in supermarket stores-
EFFECTIVE SUSTAINABLE MARKETING-policy makers, companies-work together.
2)Social criticisms-
marketing impact on customers
1)HIGH PRICES-
a)high costs of distribution-intermediataries are inefficient,provide duplicate services-
distributions costs too much-consumers pay too much
high markups due to services of more convenience,larger stores,assortments
b)high advertising and promotion costs-add to costs of products
these activities communicate info to consumers while brands offer an assurance of quality.
differentiated products-cosmetics,detergents,toiletries-promotion/packaging costs-amount to
40% or more of the manufacturers price to the retailer
advertising add values-
physcological effect-good quality
match competitors
c)excessive markups on products-marketers wish to build long term relationships
high prices of tablets/auto repair
consumer abuses unintentional
2)Deceptive practices-
pricing-false adv.wholesale prices –large price reduction
Deceptive promotion-misrep. Product features
Packaging-misleading labelling,describing size in misleading terms,
Deceptive practices-legislations to govern sale of goods
Sale of goods act –set of consumer right and remedies when purchasing from vendors
Comp. and consumer act-publishes guidelines listing deceptive practices
3)High pressure selling-persuade people to buy goods they had not thought to buy-
sales people-deliver smooth talks to entice purchase-sell hard-sale contests promise big prices-
informercials-selling pitches for skin preparations that promise expensive optional extras.
4)shoddy,harmful or unsafe products-
products not made well-service not perform
products deliver little benefit
product safety-company indifference,poor quality
consumer reports-various hazards in electrical dangers in appliances
Planned obsolence-companies product become obsolete before should be replaced
Producers use materials-break,wear,rot,
Constantly changing clothing fashions
Consumers like style change
Poor service to disadv. Consumers-
Insurance and banking services-gfc
African amercian offer variable mortgages not fixed
Document Summary
3)define consumerism and environmentalism and explain how they are linked to marketing strategies. 6)discuss the need for an value of a legal compliance program in marketing. 1)sustainable marketing-calls for socially and environmentally responsible actions that meet the present need of customers while also preserving or enhancing future generations. The marketing concept-determining current needs of customers-meeting company"s short terms sales,growth,profit needs. Serving customers current need doesn"t serve best future interests- e. g)maccas- market tasty but fat and salty food-immediate satisfaction/sales long term-obesity- sizeable enviro footprint-wasteful packaging, inefficient energy use in stores. Societal marketing concept-considers future welfare of consumer e. g)freshfood rescue-woolies. 100,000 people-food put back into nutritious meals partners including fareshare, collect,cooks,distribute food + 1500 programs aim to produce 0 food waste-2020. Sustainable marketing-macca"s diversified into salads,fruits,chicken,low fat milk,phased out artery clogging fats. Plan to win strategy-reduced and environmentally sustainable packaging,reuse and recycling.
