tailieunhanh - ISSUE PAPER ON MARKETING AND EFFECTIVE COMMUNICATION

This paper begins with looking to changes in the definition of marketing. It traces marketing's expansion from a discipline concerned with business transactions in an economic market place, through a discipline concerned with any organisation that can be said to have customers, to a discipline concerned with all organisations in their relationships with all their publics, not just their customers. Difficulties with this broadened domain of marketing are then reviewed with particular emphasis on the nature and extent of the exchange process which is implicit in the broadened concept of the discipline. . | Issue Paper No 3 April 2010 ISSUE PAPER ON MARKETING AND EFFECTIVE COMMUNICATION In a globalised economy average consumption levels are on the rise due to increasing world population the expansion of middle and lower-income consumers and of a general culture of consumption economic systems in industrialised societies based on consumption and production. These current consumption patterns are unsustainable and the improvements in energy efficiency and the emergence of new technologies do not always outweigh them called the rebound effect1 resulting in increased environmental damage. We therefore need to direct our consumption towards more environmentally friendlier products and services. Changes in our lifestyles are necessary. For consumers this entails modifying the ways in which they choose use and dispose of products and services. In this context retailers producers and other actors must help society reach its aims and encourage more sustainable consumption patterns. Communication from different stakeholders and public authorities to consumers should enable society to meet its environmental and climate targets. INTRODUCTION Marketing is the process associated with promoting the sale of goods or services. It is an integrated process through which companies create value for customers and build strong customer relationships. In return value from customers is captured. Marketing is used to create customer demand satisfy customer requirements and retain their loyalty. Customer-focused marketing is based on the four Ps product promotion price and placement. Product communication to the consumer is mainly part of the promotion instrument. The effectiveness of marketing instruments is usually measured in increased sales. Improvements in customer satisfaction or customer loyalty are objectives of marketing instruments even if it is hard to measure direct impact. Marketing can have a role in leveraging the company s sustainability credentials to build brand equity. In .