Marketers Not Doing Enough In Directing †Myassignmenthelp.Com

Question: Discuss About The Marketers Not Doing Enough In Directing? Answer: Introducation The essay below discusses the role of the marketers. The essay highlights that the marketers are not doing enough in directing their target markets towards the sustainable consumptions. The strategic marketing maintains the balance between the sustainable activities and the increase in the costs of the demand for marketing and capital which us responsible for the increase of the revenues (Armstrong et al. 2014). The sustainable consumption is the use of the products and services that have an impact on the environment that the generations of the future can use for their needs. The marketers have to assure that the organization they are working in is acting in a sustainable manner. The marketers do not have right to use to enough tools and resources to develop a strategy that is based in the order of the sustainable business. There should be a provision of a strategic direction to increase value of the brand as the non-financial asset. The marketers have to set an objective that can raise the sustainability from the focus attribute to become a differentiating factor that is valued by the consumer. The companies adopt towards the sustainable marketing but the evidence of its application is less (Solomon, Russell-Bennett and Previte 2012). The team of marketing does not play a key role in the development of the products and the services that are sustainable in nature. During the decision-making session, the marketing plays a participatory role for the communication of the position of the sustainability to the markets and the stakeholders (MacInnis, Park and P riester 2014). An increase in the attention is noticed on how the customer and the respective organizations have tended to become better corporate citizens and caretakers of the resources that are available. This is done to avoid the negative impact on lives of the current and future generations. There is an increase in the unsustainable consumption of goods and services in spite of the progress, which has been made in addressing the issue of sustainability (Varadarajan 2014). The marketers have to make efforts continuously to bring a change in the society. They have to understand the consumer behavior and the macro-institutions, which create the motivational structure in the society. There is a need to educate the marketers to generate the concern of the unsustainable practices. The need to establish the marketing and business systems and public policies, which encourage the people and organization to consume and produce within ecological limits, is necessary. This arises when individuals are educated and get a perception about the nature and different experiences of the natural world (Karababa and Kjeldgaard 2014). The marketers have to increase their capacity to confront the changes in the environment and market so that it is used as an advantage to learn about the environment and the process of decision-making. This is used to promote the shift in the society towards sustainability in the environment. The consumption is not just restricted to meet the private needs but goes beyond as it concerns the environmental aspects and social justice also. The marketers have to keep in mind about the social, economic and environmental concerns, which enable the long-term viability in the community and the planet (Hollensen 2015). The marketers have to target each person across all sectors, individuals, governments and conglomerates nationally and internationally. The role of the marketers is to identify the target market through keeping in mind the issue of sustainable consumption. Sustainable consumption of goods and services by the consumers have a minimal impact on the environment and help to meet the needs of the all the humans worldwide (Lorek and Spangenberg 2014). The customers have to make choices that are sustainable in nature. This is possible when the marketers come up with strategies to motivate the customers. A research and focus on the interventions is required to be performed by the marketers so that they are effective in nature. This is needed to promote the behaviors in the consumers so that they become sustainable. There has to be reuse, reduction and sharing of the products among the consumers (Sheth and Sisodia 2015). Marketing is relevant to sustainability of consumer lifestyles. The practices of marketing in the industry supply chains influence the sustainability of the consumer goods. Hence, the research by the marketers that focuses on involvements, programs and discourses to enhance the sustainable behavior of consumption can also focus on how this resourcefulness affects the manner of thinking and acting of the consumers. Thereby, the essay discusses the initiative of the marketers in directing their target market towards sustainable consumption. There is a need to transform the markets and the marketing by the marketers for achieving a substantive progress towards the internalization of the socio-environmental sustainability. The marketers have to take the initiative to understand the manner in which the consumers think and use the respective products. This helps to direct the target market towards sustainable consumptions. Sustainable consumption is important to achieve the long-term growth in the economy, which remains consistent with the needs of the society and environment. References Armstrong, G., Adam, S., Denize, S. and Kotler, P., 2014.Principles of marketing. Pearson Australia. Hollensen, S., 2015.Marketing management: A relationship approach. Pearson Education. 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 economybeyond green growth and green economies.Journal of cleaner production,63, pp.33-44. MacInnis, D.J., Park, C.W. and Priester, J.W., 2014.Handbook of brand relationships. Routledge. 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 behavior. 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.