MARKETING &

SUSTAINABLE Lesson 01
MARKETING
MARKETING CONCEPTS
REVIEW
MARKETING DEFINITION
American Marketing Association Defines: Marketing is the activity, set of
institutions, and processes for creating, communicating, delivering, and exchanging
offerings that have the value for customers, clients, partners, and society at large.
Two Major Goals of Marketing; Grow & Retain Customers
CUSTOMER VALUE
The ratio/difference between customers’ perceived benefits (economic, functional,
and psychological) and the resources/costs (monetary & nonmonetary) they use to
obtain those benefits.

Benefits

Costs
CUSTOMER SATISFACTION
Customers’ perceptions of the performance of the product or service in relation to
their expectations.

Performance
Expectations
 MARKETING
MANAGAMENT
CONCEPTS
 PRODUCTION
CONCEPT
PRODUCT CONCEPT
SELLING CONCEPT
MARKETING CONCEPT
SOCIETAL
MARKETING CONCEPT
PRODUCTION CONCEPT
Focuses on distribution
efficiency
Focuses on production efficiency
Favour the approach of
availability and affordibility
 PRODUCT
CONCEPT
Suffers from Myopia
Focuses on product quality
Selling Concept
Push sale
Large scale promotion
MARKETING CONCEPT
SOCIETAL MARKETING CONCEPT
MARKETING MIX

Product

Promotion
4Ps Price

Place
MARKET VS. INDUSTRY

Set of Set of
Buyers Sellers
RESPONSIBLE MARKETER
Marketer a person whose duties include the identification of the goods and services
desired by a set of consumers, as well as the marketing of those goods and services
on behalf of a company. 
Marketer is someone who seeks response from the prospects in the form of
attention, vote, purchase etc.
Now a days marketers have to be responsible considering whether their actions are
sustainable in the longer run.
HOLISTIC MARKETING CONCEPT
SUSTAINABLE MARKETING
SUSTAINABLE MARKETING

Marketing Strategic Planning

Concept Concept

Societal Sustainable
Marketing Marketing
Concept Concept
SUSTAINABLE MARKETING
Socially and environmentally responsible marketing that meets
the present needs of consumers and businesses while also
preserving or enhancing the ability of future generation to meet
their needs.
Sustainable marketing calls for socially and environmentally
responsible actions that meet both immediate and future needs
of customers and company.
SUSTAINABLE MARKETING
EXAMPLES
1. Patagonia 
2. Starbucks
3. Timberland
4. Ikea 
5. The Body Shop 
“PLAN TO WIN” STRATEGY BY
Diversified Menus adding Salads, Vegetables, Fruits, Low-fat Milk, Grilled Chicken
etc.
Introduced Consumer Education Campaign on Living Balanced, Active Lifestyles
Commitment to Offer Improved Nutrition Choices for both children and adults
Addressed environmental issues like food supply sustainability, reduced and
environmentally sustainable packaging, reuse and recycling and more responsible
store designs
Developed environmental scorecard for rating suppliers on sustainable performance
OUTCOME OF THE STRATEGY
FOR MCDONALD'S

60% Sales Profits Sustainable

Rise Tripled Future
PATAGONIA: CONSCIOUS CONSUMPTION
PATAGONIA’S JOINT ACTION TOWARDS
SUSTAINABILITY

Reduce

Reimagine Repair

Recycle Reuse