Critical Analysis of Sustainabilty in Marketing Essay

Focus on sustainability has appeared on the face of the earth over the last ten years and a lot of books and articles are published on the topic of sustainability. Early on, John Elkington developed and promoted the concept of â€Å"Triple Bottom Line† in his book Cannibals with Forks: The Triple Bottom Line of 21st Century Business which was published in late 1999 (Creating a Sustainable Organization: Approaches for Enhancing Corporate value through Sustainability By Peter A. Soyka, Pg. 1) The concept of sustainability is transformed to cover three basic components known as the Triple Bottom Line which are complexly linked to one another: profits-it is the economical part that balances financial growth with awareness and concern for the social good and environmental stewardship; planet-it is the environmental part that safeguards and preserves the natural qualities of our ecosystem for the benefit and health of future generations; people-it is the social equity part that safe guards the benefits of opportunity and equality for every individual. See more: how to write a critical analysis essay step by step The growing importance of sustainable development establishes a significant and developing challenge for environmental economics and natural resources. This challenge is such big that if it is not measured and controlled then it will ruin the life of the future generations that’s the reason why every field now a days strive to work hard to have Sustainable Value Creation (SVC). The question arises what is sustainability, a more relevant answer is provided by The Brundtland commission (1987) which says to be sustainable is to meet the needs of the present without compromising the ability of future generations to meet their own needs. While this looks clear but if we observe it thoroughly and closely there are some complications and difficulties in it (Smart Green: How to Implement Sustainable Business Practices in Any Industry-and Make Money By Jonathan Estes page 6-8). The first problem which is a marketing problem is in the needs of the present and no one today knows of what level of needs we are talking about. The second difficulty is an ethical question that relates to the future and intergenerational justice, how we know what the needs of the future generations will be and how far do we look into the future? These two questions i.e. marketing and ethical must be explained much more clearly and  precisely than the definition of the sustainability suggests. The world economies currently face many challenges in the domain of public and commercial policy and one of the most crucial challenges they are facing is sustainable development. According to the projections of United Nations (UN) on population growth, the population of the world will most likely reach nine (9) billion people by the year 2050 with most of the growth taking place in emerging and developing countries. It is the commitment of UN to improve environmental and social performance associated with sustainable development. It seems that it is highly unlikely to achieve the goals set by the UN with current unbalanced consumptio n, marketing and production practices. KEY IDEAS OF SUSTAINABLE MARKETING: SUSTAINABLE CONSUMER BEHAVIOR Creating consumer demand for sustainable products and services is not an easy task because the consumers traditionally behave to maximize their own utility. Many consumers think that anything which is good for the entire society in the long term is always the best option for the individuals in the short term and unfortunately for most of the consumers the positive attitudes toward sustainable development is not shown in their actual consumer behavior and purchases. There are differences in what people say and what they actually do. Sustainable consumer behavior can be enhanced by positioning sustainable behavior with consumers’ self-interest and by making sure that this self-interest is understood and recognized thoroughly and can be acted upon (Encouraging Sustainable Behavior: Psychology and the Environment edited by Hans C.M. van Trijp page 3, 4). Consumers when they consume sustainably also behave in a way that shows or signals there superiority over others. Marketing efforts should be made to enhance sustainable consumption that leads to reduction in the trait of signaling instinct i.e. our inclination to signal to others that we hold valued traits. SUSTAINABLE MARKETING STRATEGY AND PRACTICE The objective of sustainable marketing is to include and combine the environmental concerns in the marketing effort; this means that if the consumers are given better, more complete and more concise information on the sustainable products offered to them this will drive more and more  companies to produce products and services that are good for the environment. Sustainable marketing can take the strategies of conventional marketing to promote sustainable products and services not only by labelling the green products but also from working with positioning strategies of product, promotion, price and placement and rigorously engaging in market creation by addressing a large number of customers. The company’s marketing strategy throughout the supply chain from product development to consumption should include sustainability in it. Many companies are focusing on the implementation of sustainable consumption; they are finding the ways to direct the people’s thinking to forthcoming challenges and problems by using different marketing and communication strategies that lead to sustainable consumption. Sustainable communication and marketing strategies can make the companies think of their long-term socio-economic influence and the long-term perspective of it; this will help the companies to tell the public about their future program without diminishing their present less environmental performance. EFFECTIVE SOCIAL MARKETING Effective social marketing is a community and pragmatic based approach; it brings very operative behavioral change. This approach has five steps i.e. prudently pick the behaviors to be promoted; identify the benefits and barriers which come with the selected behavior; form a strategy that uses the behavioral-change tools to understand these benefits and barriers; test the strategy on a sample of certain community; and evaluate the effect of the strategy when it is tested on a large scale (Design for Environment as a Tool for the Development of a Sustainable Supply Chain by Bevilacqua, MaurizioCiarapica,Filippo Emanuele Giacchetta, Giancarlo, pg 147). Social marketing is different from commercial marketing it takes into account the changes in behavior that contributes social gains while commercial marketing’s objective is to produce financial gains by selling products and services. There are five important areas where social marketing focuses very heavily and they are; communit y involvement, health promotion, environmental protection, financial well-being and injury prevention (Social marketing: A pathway to consumption reduction? Ken Peattie, Sue Peattie. Pg. 262-264) TRANSFORMATION OF TRADITIONAL MARKETING TO SUSTAINABLE MARKETING Marketing has now changed itself it has a sustainability feature in nearly all of the  marketing practices. It is now somewhat compulsory for the companies to consider sustainability in all of their strategic marketing practices and marketing mix. It is a very distinctive and objective task to integrate sustainability in the marketing strategy and at the same time it is not an easy task because marketing strategies are developed by taking into account the needs and wants of the costumers. Previously the companies only tried to fulfill the consumer demand whether it has an adverse effect on nature or environment but now more companies are forming sustainable marketing strategies that makes relationships with customers better by fulfilling their demands and results in good profitability of the company and have good impact on nature and environment. Paettie and Belz (2010) after years of research came up with the idea of 4C’s i.e. (Cost, Communication, Costumer cost and Costumer Solution) and tried to mold traditional marketing Mix i.e. 4P’s (Product, Price, Place and Promotion) into 4C’s (Evolution of sustainability as marketing strategy: Beginning of new era Vinod Kumar, Zillur Rahman, A. A. Kazmi and Praveen Goyal, pg 486-487). SUSTAINABLE MARKETING- CHALLENGES AND ISSUES Developing a sustainable marketing strategy is not an easy task because there are some issues and challenges that should be dealt carefully and prudently before going on with the strategy. The issue is what sustainability principles demand is that we need to conserve the resources and consume less of it and at the same time marketing principles demands to sell or produce more which means consume more natural resources (jones et al 2008). The challenge is how to balance this discrepancy and which means that sustainable marketing strategies should be developed that still result in profits but not creating negative impact on the society or environment. The process of arising of a problem and solving it is an ongoing process one may come up with an idea or solution to an issue but there would be some problems with that solution too (Charter et al 2006). A good thing of sustainable marketing is not only competitive advantage but it also gives rise to innovation and reduction in costs. CONCLUSION The Marketing concept now has redefined which was acknowledged only as a functional concept and this concept is now dying and losing its grip on the  world stage. Now the redefined concept of marketing is strategic business concept that is intended to attain sustainable satisfaction for the three main players or stakeholders i.e shareholders, the costumers and people in the organization. The concept of sustainability marketing strategy started from ecological issues has now come to discuss sustainability issues. A company may have a sustainable marketing strategy if it involves sustainability in its business practices especially the marketing practices. The companies have to resolve the traditional issues and challenges which come in the way of implementing sustainability in their marketing strategies and then it will be a win-win situation for both the costumer and company. It has now becoming an informal moral obligation for a company to be sustainable. In this new era marketing and in the future, the companies have to be sustainable to compete on the world stage. REFERENCES Creating a Sustainable Organization: Approaches for Enhancing Corporate value through Sustainability by Peter A. Soyka, Pg. 1, Smart Green: How to Implement Sustainable Business Practices in Any Industry-and Make Money By Jonathan Estes page 6-8, Encouraging Sustainable Behavior: Psychology and the Environment edited by Hans C.M. van Trijp page 3-4, Design for Environment as a Tool for the Development of a Sustainable Supply Chain by Bevilacqua, MaurizioCiarapica,Filippo Emanuele Giacchetta, Giancarlo, pg 147, Social marketing: A pathway to consumption reduction? Ken Peattie, Sue Peattie. Pg. 262-264, Product, Price, Place and Promotion) into 4C’s (Evolution of sustainability as marketing strategy: Beginning of new era Vinod Kumar, Zillur Rahman, A. A. Kazmi and Praveen Goyal, pg 486-487, Jones et al 2008,

Fire Safety Managment and Legislation Essay Example | Topics and Well Written Essays - 2750 words

Fire Safety Managment and Legislation - Essay Example This essay describes different services offered by the centre, and states that an expansion and enlargement of the centre are needed. The researcher discusses that the centre’s management decided to have a new building with a common hall, a room with a stage, a chapel, several offices, a room for the youth, a pantry or a kitchen, a storage or utility room, and rest rooms and other facilities needed for the clients. With all these factors being considered, the building code requirements for fire safety are included. A fire safety strategy is needed to give satisfaction to the functional requirement of the building. With the plan provided, the fire safety measures must have the adequacy of means to prevent fire. There is also the provision for smoke control and control of rate of fire growth. The adequacy of the structure to resist the effect of the fire, the degree of fire compartment, the fire separation between buildings or part of buildings. The standard of active measures f or fire extinguishment and control, the facilities to assist the fire service, training of staff in fire safety and fire routines, the continued control under other legislation to maintain and test fires safety measures and management of fire safety. Internal fire spread as well as external fire spread control limitation is into a great consideration. In understanding the nature of service installations from the builder’s perspective, the importance of building services must be identified together with the methods used for fire protection. Building Regulations and Legislation The building regulations 2000, Approved Document B is the guidance on how to meet the building regulation on fire safety. This means that the building must allow adequate means of escape in the event of a fire. The ultimate concern of the Document B is the protection of the building occupants and not the building itself. Generally, fire safety requirements includes the following which are to be implemented in the construction of the new building. Means of Detection and Warning in case of Fire The means of detection and warning in case of fire includes the installation for fire appliances and assistance to the fire service such as fire extinguishers which are to be installed at places of relevance. Sprinklers must be set in strategic places. Hose reels are also needed, and must be placed in a location that is reachable to everybody. A fire alarm is a must to give early warning to the occupants in case of fire in the building. A design for compartmentation of the building is necessary to avoid the fast spread of fire. In section B1 of the approved Document B, smoke alarms should be positioned in places where fire is most likely to start. The most probable locations for the smoke alarms would be the kitchen and the oil

Interpersonal Relationships that Detract from a University Student's Essay

Interpersonal Relationships that Detract from a University Student's - Essay Example Often students may choose to please people in their immediate environment rather than completing assignments. Possible consequences include lower grades, increased stress and overall dissatisfaction with one's own academic achievement. The question arises as to how these interpersonal relationships can compromise a student's scholastic priorities. This paper will detail the effect these pressures have on academic performance and highlight some of the ways students have found to overcome these hurdles. The data supporting these claims was drawn from a set of twenty interviews conducted to ascertain a student's ability to cope to university life. The focus of these conversations was on how students combine academic and non-academic priorities to gain a balance between scholastic demands and non-academic requests for his time. The interview was conducted in a question and answer format with the questions. The questions from each interview contained strong similarities although not exactly alike. The subjects of the interviews were undergraduate students either majoring in or having a strong interest in Sociology or Child and Youth Studies. Many students have an additional minor relative to their proposed career upon graduating but the primary emphasis of students queried fell in one of these two fields. All conclusions reached in this study were arrived at by analyzing each case point by point in an exhaustive examination of files. The files contained quotes from both interviewer and students recorded exactly as spoken. Files scrutinized include students who have adapted well to external social pressures as well as those who haven't. This paper does not assume that the daily life of a student should be all work and no play. Rather, the author believes a student's university experience should also be enjoyable. Satisfaction in a student experience is directly correlated with their ability to balance studying with socializing. For example, as one student said, she wants "to find time to spend time with friends and my boyfriend but school is more important to me than these other responsibilities (Trina, 75). The most obvious diversions students face come from friends. Though well-meaning, friends may exert pressure on the student to neglect assignments. Different course schedules cause a student's deadlines to vary from that of his friends. This naturally results in conflicts between the student's free time and that of his peers. "I mean, everyone's been in that situation where all their friends are leaving to go to the bar and you feel like you're chained to your desk writing an essay" (Elizabeth, 101). Often the student is unable to resist the urge to please their friends. The dilemma faced is described as "going out, that's a big thing so far, and like, I find that I cave in a lot, too, to people" (Marta, 234). Rejecting social invitations too many times can cause a student to be perceived as a loner or asocial. Eventually the student may not be invited anymore. University students for the most part are not that removed from high school. The herd mentality of that age creates a desire to belong that makes them susceptible to placing studies on the back burner. They may not have developed the ability to say no. Socializing

The Image of God in Leading Religions of the World Essay

The Image of God in Leading Religions of the World - Essay Example This research will begin with the statement that Ð µhe leading religions of the world include the names of Christianity, Judaism, and Islam. The followers of the above-mentioned ways of life have an explicit belief in the presence of God while some of them tend to build a connection with a Divine Entity by offering prayers and others seek him in the natural beauty of the world. Moreover, those people who do not consider themselves as religious consult with God only when they need him or his help in any worldly matter. But importantly every human being has an implicit or expressed belief in the God. Importantly there are no significant differences in the image of God in three leading religions of the world. Judaism is the oldest religion of the world as it propagated from the nation of Moses after that Jesus developed Christianity and finally Islam came into the world through the teachings and guidance of Mohammad. Judaism believes that humans are created in the image of the God and therefore they are representatives of their creator on Earth. The Jewish community holds on to the belief that every human is an agent of God regardless of his or her race, religion and ethnicity. Christianity, on the other hand, conceptualized the power of God to be divided into three distinct parts. The first portion resides with God himself whereas the other two are with Jesus and his mother. In this way, Christianity believes in three-dimensional divine super-powers. Finally, Islam conforms to Jewish theological foundations by admitting that there is only one God. Islamic teachings also identify man as the true representative of the God Himself. This paper suggests that there is no feasible difference in the views of God among leading religions of the world because all of them consider man as the real representative of God. Still the lack of tolerance and mutual understanding is currently undermining all the similarities of theological frameworks. Modern research suggests that t hose people who have a firm belief in the presence of God and his role in their lives are spending contented life as compared to those who do not believe in supernatural at all. Nevertheless it is also important to note that Christianity is a little bit different in conceptualizing the God because it recognizes Jesus as the son of God and therefore entire humanity becomes a race that emanated from the divine entity. Islam and Judaism are having quite a different view of God from previously stated one as they consider him as omnipotent (Hill and Pargament pp. 65). The concept of God in Christian belief differs because what Jesus did by welcoming the hanging on the cross cannot be done by an ordinary human being and therefore he was identified as a God in Christian literature. The concept of God is as ancient as the humanity itself. Nevertheless the presence of a Divine Entity is repeatedly reinforced by Prophets and Saints throughout the history of mankind. The notion that God exists while he posses the power of punishing and rewarding humans for their misdeeds and deeds respectively is supported by scholars of all leading religions. The religions impacted ev ery aspect of human life ranging from social practices to sexual relationships. Thus humans identified their creator with the help and reference of the Prophets in all ages (Ellison and Levin pp.714). The concept of God helped humanity in attainment of spiritual and intellectual growth by ordering them to think about the surroundings in which they are living whereas in Quran Allah openly commanded the whole of the mankind to devote its struggles towards attainment of knowledge and enlightenment (Fish pp.35). All of the leading religions are emphasizing on the role of God in the journey of spiritual development of humanity at large. In the light of above argument it can be established that God himself wants humans to continue the journey of enlightenment (Hill and Hall pp. 14).

Tort law Essay Example | Topics and Well Written Essays - 1750 words - 1

Tort law - Essay Example Whether the Newns department store is liable under the provisions of Occupiers liability Act for the losses suffered by Joanna and Edith. Whether Edith and Cindy are eligible for damages in respect of the nervous shock suffered by them. As such, the issues to be addressed are; first, whether Newns department store is liable for the nervous shock suffered by Edith, due to the charging reindeer. Second, whether this store is liable for the nervous shock suffered by Roland. Third, whether this store is liable for the nervous shock caused to Cindy and Joanna. Edith The Newns department store introduced a real reindeer, in its Santa grotto. This reindeer was aggravated by Paul, which caused it to charge. This resulted in nervous shock to Edith, an elderly patient on a pacemaker, who presumed that the animal was charging at her. Secondary victims have to satisfy certain conditions, in order to succeed in a claim. These are the nature of the relationship between the claimant and the primary victim; the physical proximity of the claimant to the accident; the means of receipt of information by the claimant; and the manner of occurrence of the psychiatric illness.2 In Alcock, some people were killed in the Hillsborough football stadium disaster. The relatives of those who had been killed sought compensation from the police, for psychiatric injury. It was the contention of these claimants that their psychiatric injury was due to the negligence of the police officers. It was maintained by them that the police had failed to manage the crowds. In this case, the police accepted their negligence. The court in McLoughlin v Brian established the limits of emotional ties, physical proximity to the accident site, and the means by which the psychiatric injury had been caused.3 In the Alcock case, the court elaborated upon physical proximity to the accident. It stated that the person who was subjected to the traumatic event was the primary victim. The person who had not been physica lly injured, and was merely a witness to the event, constituted a secondary victim.4 According to the above discussion and case law, the Newns department store cannot evade liability on the basis of the caution notice displayed by it. In addition, it should have foreseen that there was the possibility of some child or customer infuriating the reindeer, and causing the latter to charge. Although, Edith underwent nervous shock, she was a disabled person. Moreover, she survives on a pacemaker. Furthermore, Edith is a secondary victim, who does not satisfy the additional criteria stipulated in Alcock. In addition, no physical injury or accident had transpired. Consequently, Edith is ineligible for a claim under nervous shock. All the same, she can claim damages under the provisions of Occupiers Liability Act 1984 for the pain suffered by her, due to the negligence of the Newns department store. Joanna Thereafter, a 4 year old, Joanna was separated from her mother Cindy, in this departme nt store, and she entered a washing machine, considering it a convenient place to hide and play in. A negligent sales assistant switched this machine on, and Joanna was severely injured. She was rescued by an off duty policeman Roland, who underwent nervous

Reflection paper on a five-hour kindergarten observation Essay

Reflection paper on a five-hour kindergarten observation - Essay Example Reflection paper on a five-hour kindergarten observation My visits transpired on a Monday, Wednesday, and Friday, staying for the duration of five hours in total, which is the required number of hours for the activity. During the first day, I read to the class a story of three children of various ethnicities. One is John, a British, Chi, Japanese, and Alex, an African. It was a story about friendship and sharing. I flipped pictures from time to time in order to make the story-telling more interesting. This strategy is in synergy with considerations for pluralistic perspective in education, which takes into account the concept of multicultural education. The strategy I used to encourage children to appreciate each individuality and diversity of one another through exposing them to readings about cultural diversity is attuned to the concept of multicultural education, which fosters the understanding of diversify (Fu, [please enter the year]). On the same day, we conducted a group activity with the children where they would build a castle out of cubes and triangles. Each team had three members, making a total of five teams. The composition of each team is diverse, since it is a diverse class. Each team showed their finished products and each one explained what they contributed in the building of the castle. They were happy and laughing while doing their castles, making sure that theirs was the most beautiful one. It seemed like a pleasant experience for them. This activity is attuned to the concept of multicultural education.

Strategic analysis of a company located in UAE Essay

Strategic analysis of a company located in UAE - Essay Example Furthermore, the aviation industry of the Middle East will also be evaluated. Based on the findings, the study will underline the key strategic issues faced by Etihad Airways. A conclusion will be drawn regarding the most important strategic issue faced by the company. Once the issue is identified the report will offer some suggestions by which the issues can be either controlled or fully curbed. Finally the implementation process of the strategy will be portrayed. Etihad Airways, the national airlines of the United Arab Emirates was established in the year 2003, by Royal decree. The operation of the company started in the month of November, 2003 (Abed, Vine, Hellyer and Vine, 2006, p.207). Nevertheless, the journey began with a ceremonial flight from the Abu Dhabi airport to Al Ain. It is presently headquartered at the Khalifa City A, Abu Dhabi, United Arab Emirates (Etihadairways, n.d.). The company operates with around 1300 flights in a week. Etihad Airways has its operation in 55 countries of the world. The company has a total fleet size of 67 airbuses and some Boeing aircrafts. According to the recent reports, the company has carried 8.3 million passengers in the year 2011. The data also reveals that the company has been able to achieve a staggering 17 % growth regarding the total number of passenger carries. The net revenue of the company was US$ 4.1 billion and the profit was US$ 14 million. It is also considered as one of the fastest g rowing airlines company in the history of aviation industry. The primary business of the company is to provide transportation services to the customers. However it also offers packaged holiday tours and tender international delivery services for its customers. In the passenger transportation service, the company has three products namely Pearl business class, diamond first class and coral economy class. The