5: Marketing
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- 5.1: Product
- This page discusses the marketing mix in sustainable businesses, emphasizing the product element through eco-friendly design, packaging, and branding. Key strategies include ISO 14000 adherence, life cycle analysis, and waste reduction. It highlights the importance of sustainable service design, eco-labels, packaging scorecards, and transparent communication on environmental claims.
- 5.2: Price
- This page highlights the importance of pricing in sustainability marketing, noting that companies must account for environmental and social costs shaped by stakeholders and regulations. While demand for eco-friendly products is often inelastic, consumers are open to paying more. Sustainable businesses can utilize premium pricing for innovation funding while seeking cost-reduction for flexibility.
- 5.3: Place (Distribution)
- This page emphasizes the importance of efficient logistics in sustainable business practices. It highlights the role of collaborative planning and resource sharing in enhancing efficiency. Reverse logistics is crucial for recycling and waste reduction. Companies are encouraged to assess transportation methods for cost and environmental impact, with a preference for rail over road.
- 5.4: Promotion
- This page discusses sustainable marketing strategies employed by companies, focusing on ethical advertising, cause-related marketing, and eco-friendly products while warning against greenwashing. It highlights target markets like LOHAS and Cultural Creatives, urging businesses to practice transparency and genuine sustainability. Guidelines from organizations such as the FTC are recommended for effective marketing materials that reflect environmental responsibility.