Marketing, Sustainability and Social Responsibility

BUS5MMS |

Marketing, Sustainability and Social Responsibility

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Shan He 17828467

4/9/2014

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Table of Contents

Introduction 2

Topics 3

Four As and Four Cs 3

Luxury and Sustainability 4

Greenwashing 4

Challenge and Opportunity 5

The Bottom of the Pyramid 5

Conclusion 6

References 6

Marketing, Sustainability and Social Responsibility

Shan He Student ID 17828467

Introduction

The market of green products as a quickly emerging market is predicted to grow to about $845 billion by 2015 (Delmas & Burbano 2011). This article will discuss some interesting topics about this market. First it gives a clear definition of “sustainability marketing”. The body of this article contains five topics identified from the reference chapter “Marketing and Sustainability”. They are “four As and four Cs”, “luxury and sustainability”, “greenwashing”, “challenge and opportunity” and “the bottom of pyramid”, followed up by a conclusion.

According to the Merriam-Webster Dictionary, Marketing is defined as “the activities that are involved in making people aware of a company’s products, making sure that the products are available to be bought, etc.”, which is a relatively narrow and common definition. In 2008, Pride et al. (2008) proposed another boarder definition which is also adopted by Moscardo et al.’s (2013, p.276), as “the process of creating, pricing, distributing and promoting goods, services and ideas to facilitate satisfying exchange relationships with customers”. In this article, all discussions will base on the second definition.

Sustainable refers to “able to be used without being completely used up or destroyed”; “Involving methods that so not completely use up or destroy natural resources”; “able to last or continue for a long time” in the Merriam-Webster Dictionary. It emphasises on “use” but in a long-term way and avoid used up or destroy. In this article, we talk about ecological and social sustainability.

By combining these...