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Environmentalism and Climate Change Companies need to go green to reduce waste, pollution, and water shortage.
MARKETINGS LOSS OF EFFECTIVENESS MARKETING will be less effective in the next few years Marketing budgets will be lower Companies will want marketers to do more with less DISTRIBUTORS TRADITIONAL MEDIA COMPETITION SOCIAL MEDIA NETWORKS PUBLIC DISTRIBUTORS will demand more TRADE PROMOTION.
You Need to Build Stronger Marketing into Your Company Old definition of marketing – Act or practice of adverting and selling a product (Random House Webster Dictionary of American English 1997) New definition of marketing – Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for consumers, clients, partners, and society at large. Market to All Your Stakeholders Our thinking has shifted from maximizing shareholder value to maximizing stakeholder value. For SC Johnson, creating sustainable economic value means helping communities prosper while achieving profitable growth for the company. Surdurulebilirlik Istekler dogal ve s?n?rs?zd?r ve bunun sonucunda da s?n?rs?z tuketimi tesvik etmek dogru oland?r. Surdurulebilirlik ve Kaynak-Avantaj (R-A) Teorisi R-A teorisi sadece yesil urun uretim stratejisini degil ayn? zamanda yesil araclarla uretim stratejisini de sunmaktad?r 5) Surdurulebilir pazarlama bireysel ahlaki degerleri olan, sadece kar maksimizasyonunu dusunen, etik egoistlerin olmad?g? cal?sanlara sahip firmalarla ilgilidir. Pazarlamac?lar?n musterilerle, d?s ortaklarla ve orgutteki digerleri ile iyi iliskiler kurmas? gerekmektedir. MUSTERI DEGERI Bir degisim isleminde “musterinin elde ettigi yararlar?n,katland?g? veya odedigi bedele oran?d?r.Su halde musteri degeri yaratmak,”musterinin. Pazarlama stratejileri ve programlar? daha genis, tum isletmeyi goz onune alan stratejik planlar taraf?ndan yonlendirilir.
SUNUM AKI S I ? CEVRESEL DEGISIMLERIN ONEMINI DEGERLENDIRME ADIMLARI ? CEVRESEL DEGISIMIN ONEMININ DEGERLENDIRILMESI ? PAZARLAMA CEVRESI ? ULUSLARARASI.
IHRACAT KAVRAMI Bir mal veya degerin yururlukteki Ihracat ve Gumruk Mevzuat?na uygun olarak yurt d?s?na gonderilerek, bedelinin mevcut Kambiyo Mevzuat?nca. Beleza do dia - tudo sobre beleza e saude feminina, Confira as melhores e principais dicas de beleza e saude feminina.


Aeaulp, Ao visitar brasilia pela primeira vez, barry bergdoll, curador do departamento de arquitetura e design do museu de arte moderna de nova york (o moma), chegou de cabeca feita.. Obama met with small businesses - Chrysler, Citigroup and GM, to discuss the Stimulus Package. This will leave less money for marketing research, advertising and consumer promotion for brand building and ultimately reduce brand equity.
MARKETERS are prisoners of an OLD PARADIGM MARKETERS are operating in a TIME WARP Companies aim to maximize profits Company investors are more important than other stakeholders Customers buy rationally to maximize value Customers get most of their information from sellers and dont talk to each other about products Dont acknowledge the growing power of the customers Dont acknowledge the growing power of the channels and other stakeholders Dont acknowledge the new social media world and their growing social responsibilities WE NEED TO…. Most marketing departments are engaged in tactical brand- maintenance instead of brand-building. Sustaining Values: SC Johnson Public Report We believe our fundamental strength lies in our people. Their marketing costs are much lower than their peers while customer satisfaction and retention is much higher. Bunu indirmek icin lutfen bu sunuyu herhangi bir sosyal aglarda arkadaslar?n?za tavsiye edin. Istekler kulturel olarak etkilenmekte ve bu isteklerin sekillenmesinde en buyuk pay pazarlama ve diger guclerindir. R-A teorisi de rekabetin endustriye yay?lm?s sekliyle degil; bag?ms?z segmentlerin temel al?nmas?n? vurgular. R-A teorisi ; cal?sanlar?n istihdam edilmesi s?ras?nda bireysel etik deger ile surdurulebilir pazarlama etigine sahip cal?san al?m?na odaklanarak rekabetci avantaja sahip olabileceklerini ileri surmektedir. CEVRE ve YONETIM CEVRE Bir organizman?n yasam, gelisme ve neslini surdurebilmesine etki eden tum d?s fiziksel, kimyasal ve biyolojik sartlar. Pazarlama • Geleneksel Pazarlama: Uretilmis mal ve hizmetlerin en son tuketiciye ulast?r?lmas?na kadar yap?lan cabalar?n tumudur. PAZARLAMA bireylerin ve orgutlerin deger yaratarak ve digerleriyle deger degisiminde bulunarak istek ve ihtiyaclar?n? elde ettikleri. Seffafl?k Adil olma Hesap verebilirlik Sorumluluk Dunya’da kurumsal yonetimle ilgili degisik yaklas?mlar. Isletme sosyal sorumlulugu isletmenin faaliyetlerinden etkilenen bireylere, topluluklara ve cevreye hesap verme gerekliligidir.
PAZARLAMA Pazarlama isletmelerin musterileri icin deger yaratma ve kars?l?g?nda da musterilerden deger saglamak icin guclu musteri iliskileri. Isletmeyi tan?yal?m Isletmeler gunluk yasant?m?z?n onemli bir parcas?n? olusturmakta, insan gereksinimlerinin buyuk bir.
Pazara dikkat, kullan?m, tuketim, sahip olma icin pazara sunulmus bir ihtiyac? ya da istegi tatmin edecek her seydir.


MINDHEARTSPIRIT Promoting reusable shopping bags Base of the Pyramid Mission Contributing to the community well –being as well as sustaining and protecting the environment Vision To be a world leader in delivering innovative solutions to meet human needs through sustainability principles Values Sustainability We create economic value We strive for environmental health We advance social progress S.
6) R-A teorisinde firmalar?n birincil amaclar?n?n ustun finansal performans oldugunu ifade etmektedir. The user-generated ad won the top spot at the 21st USA Today Super Bowl Ad Meter defeating ads made by professional agencies. 2) R-A teorisi; tuketicilerin kisisel c?kar aray?s?n? onlar?n kisisel ahlaki kodlar?yla s?n?rland?r?r. Zengin firmalar az kazanan firmalara gore surdurulebilir pazarlamay? daha cok gundemlerine al?rlar ve ona daha cok odaklan?rlar. This is a VICIOUS CIRCLE Traditional media such as TV 30- second spots, newspapers, etc., are growing LESS EFFECTIVE Categories are so crowded with competitors that heavy price cutting will be UNAVOIDABLE The public, in its wish to spend less, will be less inclined to pay higher prices for top brands where the quality differences are minimal. Tuketicilerin bireysel ahlaki kodlar? dogay? korumak icin fazla duzeyde oldugunda; bu tuketiciler yesil tuketici segmentini olustururlar.
Yasam kalitesi ve kisisel mutluluk artan tuketim ve tatmin istegiyle artar Yasam kalitesi ve kisisel mutluluk her zaman daha cok tuketim ve tatmin art?s?yla olmaz. Uluslar?n firmalar gibi olmas?ndan c?karacag?m?z sonuc da ayn? firmalar gibi zengin olan uluslar da surdurulebilirlik konusuna daha cok odaklanmaktad?rlar. Apeldoorn (1996), “Sustainable Marketing” Journal of Macromarketing, 16 (2), 45- 56 Wilkie, W. Eskiden beri pazarlamac?lar?n dusunceleriSuan olmas? gereken Cevresel, sosyal ve ekonomik konular?n butunsel bir bak?s ac?s?yla birbirinden odun vermeden dengeli bir sekilde yonetilmesidir. 3) Butun patronlar, yoneticiler, cal?sanlar, yat?r?m ve hizmetleri kars?l?g?nda odullendirilmeyi beklemektedirler. Asl?nda fakir toplumlar?n belli bir ekonomik seviyeye gelmelerinin istenilmesindeki amac surdurulebilirlik savunucu olmalar? degil; bir yandan da kendi ihtiyaclar? icin gelecek nesillerin kaynaklar?n? tuketmemeleridir. Ancak, kisisel ahlaki degerleri sayesinde sosyal ve cevresel istenen sonuclar icin bu odullerin bir k?sm?ndan vazgecebilirler.
4) Bazen tuketiciye bir urun sadece yesil bir urun oldugu icin degil yesil uretim asamalar?ndan gectigi icin de cazip gelebilir. Companies are often blind-sighted by their eagerness to build short-term growth and ignore the risks.



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