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Sustainable Marketing
Social Responsibility and Ethics
W. Rofianto
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Social Criticisms of Marketing
Deceptive Practices
Shoddy, Harmful,
or Unsafe Products
Planned Obsolescence
High Prices
High-Pressure Selling
Marketing’s Impact on Individual Consumers
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Consumerism
▪ The right to be well informed about
important aspects of the product
▪ The right to be protected against
questionable products and marketing
practices
▪ The right to influence products and
marketing practices in ways that will
improve “quality of life”
▪ The right to consume now in a way that
will preserve the world for future
generations of consumers
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Marketing’s Impact on Society as a Whole
Too Few Social Goods
False Wants and
Too Much Materialism
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Marketing Management Orientations
Production
concept
Product
concept
Selling
concept
Marketing
concept
Societal
concept
production
and
distribution
efficiency
continuous
product
improvements
large scale
selling and
promotion
effort
Make and Sell
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The Societal Marketing Concept
Consumer
Short-run Wants
Vs Consumer
Long-run Welfare
The societal marketing concept holds that marketing strategy
should deliver value to customers in a way that maintains or
improves both the consumer’s and society’s well-being.
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Societal Classification of Products
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Sustainable Marketing
Socially and
environmentallyresponsible marketing
that meets the present
needs of consumers and
businesses while also
preserving or
enhancing the ability of
future generationsto meet their needs.
https://www.youtube.com/watch?v=xFHXDuVA-dk&t=4s
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Environmentalism
TheEnvironmental Sustainability
Portfolio
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Sustainable Marketing Principles
https://www.youtube.com/watch?v=XpaOjMXyJGk
https://www.youtube.com/watch?v=o9QRcGzMWGs
https://www.youtube.com/watch?v=IgDXyHsA4kU
https://www.youtube.com/watch?v=-_tvJtUHnmU
https://www.youtube.com/watch?v=gvZALICs0gM&t=46s
https://www.youtube.com/watch?v=Tn4MGnTkF8c