Summary innovative sustainable marketing management
Chapter 1 – introduction to Sustainable marketing
The world faces extraordinary and unprecedented challenges relating to both the environment and society. Rapidly increasing demand is colliding with declining resources. Vital ecosystems are under stress. Millions of people lack the most basic resources to sustain life. The problems lie in social and economic systems that are unsustainable awareness of the need for environmental and social sustainability has grown among citizens, governments and finally, mainstream businesses. Recently, that awareness appears to have reached a tipping point, which finally stimulated businesses and consumers to be more sustainable.
What is sustainability? Sustainability is the ability of a system no maintains or renews itself perpetually. For example with nature, people and animals renew their selves by making babies.
Sustainable marketing – is the process of creating, communicating and delivering value to customers in such a way that both natural and human capital are preserved or enhanced throughout. Natural capital – consisting of all the resources nature provides, including both’ materials and ecosystem services Human capital – consists of all the resources that people provide, including labour, talent and creativity.
Lithosphere – substances from the Earth’s crust, that provides us with troleum, coal and metal ores. When sufficient concentrations of these substances come in the Biosphere, the part of the earth and its atmosphere in which all living organisms exist, they eventually create big problems like global warming
Human sustainability – is the opportunity for all humans to maintain fulfilling, productive lives while preserving or replenishing the natural and economic systems that make their well being possible.
There are three dimensions of sustainability that we as humans require to live a well-being life. These three dimensions are: Environmental sustainability – is the essential need for on-oing preservations of essential ecosystems and their functions and that we as humans are responsible to maintain this. Economic sustainability – is also a must for human welfare. It can be defined as the on-going ability of an economic system to provide for all human needs. Social sustainability – refers to the on-going ability of communities to provide for the well-being of their members. Healthy thriving communities, provide for the overall health and welfare such as food, medicines, clothing and services such as housing, transportation, health care, education and recreation.
The two major forces to the current crisis of unsustainable economic activity are: 1. A continuous decline in natural resources and ecosystem services 2. A continuous increase in the demand for those resources and services Ecosystem services - are the collective activities of natural systems that renew resources and sustain life. Ecological footprint – is the size of the population and its level of consumption, which together determines the amount of earth’s resources required to support a particular lifestyle. For example if everyone lived exactly like me, we would need 3,5 earth’s to make this possible.
Innovation - is the development of new customers value through solutions that meet new needs, inarticulate needs, or old customer and market needs in new ways. Product innovation – development of new products, changes in design of established products, or use of new materials or components in the manufacture of established products. An example is the IPAD Process innovation – means the implementation of a new or significantly improved production or delivery method. An example Ford’s assembly line, which has zero waste. Service innovation – is a new or significantly improved service concept that is taken into practise. An example of this is cloud computing (drop box) Social innovation – is an innovation where you, when...
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