Marketers Play A Very Crucial Role In Directing †Free Samples

Question: Discuss About The Marketers Play A Very Crucial Role In Directing? Answer: Introducation Marketers play a very crucial role in directing their target markets towards sustainable consumption. They educate their customers about the products and their utilities. They have to play a crucial role in educating their customers about the importance of sustainability and sustainable consumption. However it is often argued that the business organizations do not play enough roles to encourage sustainable consumption among customers. There are several opinions which can be stated in support of the statement. First, the marketing companies sell inorganic products to this huge customer base at cheap price to earn huge revenue. These multinational companies have their stable customer bases who buy these inorganic products. For example, most of the automobile companies even today manufacture car models which use petroleum and cause a lot of pollution. The FMCG companies do not have many organic and sustainable products in the product lines because organic products are sustainable but costly (Du, Yalcinkaya and Bstieler 2016). Such products are not likely to attract a huge customer base in the emerging markets which is liable to reduce the profit earnings of the companies. These multinational companies like the automobile and the FMCG companies market and sell the inorganic products at low prices to a huge customer base and earn huge profits. Thus, the marketers instead of directing their customers towards sustainability, direct their target customers towards use of inorganic products (Savola inen et al. 2013). Second, the marketers encourage consumption of sustainable goods by their own business conduction. The multinational companies are expected to set examples of sustainable consumption by using raw materials obtained from sustainable supply chains. However, instead of obtaining raw materials from sustainable sources, they often buy low graded synthetic raw materials to save costs of raw materials (Brandenburg et al. 2014). This results in manufacturing of low graded material which fail to meet customer expectations. Often these inorganic and synthetic chemicals harm the consumers health. The companies keep on selling these products or sometimes withdraw them temporarily to avoid controversies and then reintroduce these products again. Thus, the marketers and companies today discourage sustainability by acquiring raw materials from non sustainable sources (Seuring 2013). Third, all the companies have sustainability as a part of their core business policies but very few companies actually towards achieving it. The business organizations, especially the multinational companies are present in several countries and use the resources of their host countries to produce goods. Many multinational companies have powerful subsidiaries in the emerging market economies like India and Brazil. These companies are often accused of over exploiting and depleting natural resources of their host countries. For example, the international beverage companies are often held responsible for depleting water resources in their host countries. This often draws protest from various NGOs and communities. They also attract legal actions from the governments (Brown 2017). All these unethical activities by the companies often contradict the corporate social responsibilities. These controversies often create such a strong negative image in the society that they are not in the positi on to promote sustainable consumptions of goods. Thus unsustainable business operations by the companies like depleting of natural resources weakens their corporate image and prevents them to encouraging sustainability (Venables 2016). Fourth, sustainable operations require adoption of new modes of operations to manage and reduce wastes and loss of materials due to lack of warehousing facilities. This requires the companies to invest huge amount of capital to install new advanced sustainable technology and training of the staffs to use the sustainable technology. The companies are required to set up sustainable waste recycle management plants and windmills which require huge initial investments. The multinational companies often instead of recycling wastes dump them into water bodies (Ferrari, Miyamoto and Ferrari 2014). This irresponsible and unethical actions of them result in degradation of environments and depletion of water bodies, thus devastating plant and animal lives. It can be noted that the industrial sector is responsible for dumping trillions of wastes into the water bodies each year followed by the household sector which is composed of the consumers of the companies. This analysis shows that the uneth ical dumping of wastes by the multinational marketers and producers actually encourage their consumers by follow their suits. Thus, the business organizations do not take up initiatives strong enough to promote sustainable consumption. It can be argued that they instead to promoting sustainable consumption, advertise unsustainable consumption and dumping of products by these actions of theirs (Park, Lee and Jun 2015). It can be concluded that though the companies are expected to encourage sustainable consumption of products among consumers, they do very little in that direction. The companies first of all sell inorganic cheap products and encourage consumers to use them to huge revenue. Secondly they often used low quality inorganic raw materials and promote the usage of unsustainable products among customers. Third, they themselves engage in depleting natural resources and are not in position to promote sustainability. Fourth, sustainable operations initially require heavy investments in plant and machinery and companies usually avoid them to reduce costs. The companies however promote sustainability through their CSRs which is too weak to counteract the impact of these unsustainable operations by companies and promote sustainable consumption among customers. Thus, the companies take insufficient initiatives to market sustainable consumption among consumers. References: Brandenburg, M., Govindan, K., Sarkis, J., and Seuring, S. 2014. Quantitative models for sustainable supply chain management: Developments and directions.European Journal of Operational Research,233(2), 299-312. Brown, P. 2017. Coca-Cola plant must stop draining water. [online] the Guardian. Available at: https://www.theguardian.com/world/2003/dec/19/india.sciencenews [Accessed 11 Aug. 2017]. Du, S., Yalcinkaya, G. and Bstieler, L., 2016. Sustainability, social media driven open innovation, and new product development performance.Journal of Product Innovation Management,33(S1), pp.55-71. Ferrari, G., Miyamoto, M. and Ferrari, A., 2014. New sustainable technology for recycling returned concrete.Construction and Building Materials,67, pp.353-359. Park, S., Lee, S.J. and Jun, S., 2015. A network analysis model for selecting sustainable technology.Sustainability,7(10), pp.13126-13141. Savolainen, J., Niu, N., Mikkonen, T. and Fogdal, T., 2013. Long-term product line sustainability with planned staged investments.IEEE software,30(6), pp.63-69. Seuring, S. 2013. A review of modeling approaches for sustainable supply chain management.Decision support systems,54(4), 1513-1520. Venables, A.J., 2016. Using natural resources for development: why has it proven so difficult?.The Journal of Economic Perspectives,30(1), pp.161-183.