Sustainable Consumptions-Free-Samples for Students-Myassignment

Question: Discuss about the Marketers are not doing enough in directing their Target Markets towards Sustainable Consumptions. Answer: The intense completion present in the modern world has made it essential for all organisations to develop suave marketing techniques to satiate the needs of customers. Identification of the needs of customers, and inducting changes in the marketing process has a direct impact on the profitability of organisations. Despite the need to increase customer awareness about the consumption of sustainable products, marketers have veered off to other directions. The current essay focuses on the importance of driving targets markets towards the consumption of sustainable products. Armstrong et al. (2015) stated that it is the purview of all organisations to market their products in order to achieve market sustainability. However, the absence of an understanding among the management and the marketing departments leads to non-development of sustainable promotion. The use of sustainable products has now started to become a reality. The society has become more reluctant to use artificial products. However, Brindley Oxborrow (2014) argued that it is not possible for the marketers to digress themselves from their working policy of selling these products to the consumers as it means changing the whole tree. Marketing the products is the last line of the complete organisational tree. In order to do so, there needs to be a significant change in the organisational policies and strategies starting from their manufacturing. As per the viewpoint of Rodrguez-Priego Montoro-Ros, most organisations do not want to withdraw their existing products from the market, which are n ot sustainable enough. This makes it essential for the marketers to involve push marketing to make sure that are products are sold on time. Sustainability is gauged by the society in several ways. Marketers are not focusing on providing awareness of sustainability while labelling of the products. The marketers do not highlight the prodicts, which are made of environmental friendly ingredients. Van Herpen et al. (2015) commented that the creation of product demand from the marketers end is mainly based on the previous product changes that have been provided. In addition to that, the provision to subsidies and incentives play an important role in capturing the attention of the public. The provision of significant incentives and discounts on sustainable products can help in generating better demand from the consumers, who would then be able to initiate sales of more products. However, Biswas Roy (2015) argued that marketers have mainly focused on driving their strategies based on the price of the products and not the sustainability. Satiating the needs of quality has been a priority for the marketers, but their approach ha s been different. Despite the presence of strong marketing departments, the organisations are veering off their strategies and focusing more on their sales aspect. There are several ways to achieve the attention of consumers to gain market sustainability. Many multinational companies such as supermarket chain ALDI have started to market the products sold by creating a new sustainable products section. However, the first step for the marketers is to understand the demand of the target market. In order to make sure that the product can be sold, feedback needs to be taken from the consumers. This feedback can be obtained using public feedback form or holding of seminars with the public. From the viewpoint of Olsen et al. (2014), the view of the public is very important as despite the changes brought about by the marketers, few individuals shift from their original view. Gauging the needs of the target marketing and changing the perception is a process that takes a lot of time. Increasing demand among the target market regarding sustainable products can only be achieved when there is a strong outline of the products that are being sold. The absence of product outlining results in the confinement of the idea of sustainability of products. The upsurges of products in the recent time, which show off sustainable manufacturing, possess different prices. Many countries like Sweden and Denmark have started to provide lower tax rates to the companies. Marketers are however still not able to settle the problem. They are still stuck on the different needs of the consumers and are not able to veer them off towards their own choice. Providence of better sustainability and increasing their demand in the target markets is not a one sided approach. It is important for the complete organisational chain to work together and provide better services to the public. Increased awareness about sustainable products have to be matched up with aggressive pricing so that the customers is able to understand the need of buying. Holding seminars and conferences regularly to garner the feedback of the target market is also important so that proper changes can be done in the product line. Thus, it is important to bring about a change in both the bureaucratic as well as the on ground marketing team in order to seek for a better world in the future. Reference List Armstrong, G., Kotler, P., Harker, M., Brennan, R. (2015).Marketing: an introduction. Pearson Education. Biswas, A., Roy, M. (2015). Green products: an exploratory study on the consumer behaviour in emerging economies of the East.Journal of Cleaner Production,87, 463-468. Brindley, C., Oxborrow, L. (2014). Aligning the sustainable supply chain to green marketing needs: A case study.Industrial Marketing Management,43(1), 45-55. Olsen, M. C., Slotegraaf, R. J., Chandukala, S. R. (2014). Green claims and message frames: how green new products change brand attitude.Journal of Marketing,78(5), 119-137. Rodrguez-Priego, N., Montoro-Ros, F. J. (2018). How Cultural Beliefs and the Response to Fear Appeals Shape Consumers Purchasing Behavior Toward Sustainable Products. InSustainability in Innovation and Entrepreneurship(pp. 47-62). Springer, Cham. Van Herpen, E., Fischer, A. R., van Trijp, H. C. (2015). How to position mildly sustainableproducts: The joint impact of assortment display and price setting.Food Quality and Preference,46, 26-32.