The paper focuses on the sustainable consumption and roles and responsibilities of the marketers. It describes that how marketers play a crucial role in order to flourish and expand the business globally. Marketers are considered the backbone of the market in order to evaluate and identify the needs, desires, and requirements of the customers. The paper explains that how marketers are not performing roles and responsibilities effectively in today’s era.
Marketers play an integral role in order to determine the success and growth of the company. They help to maintain a dynamic image in the international market. They analyze and evaluate the plans, policies, and strategies of the competitors. Further, marketing research and survey is conducted by the marketers to evaluate and monitors on the external factors such as political, social, environmental, technological and economic etc. Along with this, they provide assistance to the company to distribute the products and services in the organization. In addition, marketers track new trends and monitor the competition in the global market. They also calculate the return on investment of the company (Wirtz, Tuzovic and G. Kuppelwieser, 2014). The strategic marketing plans and policies are defined by the marketers. Along with this, they resolve the queries and complaints of the customers related to new products and services in the global market. They help to maintain effective and dynamic communication with customers to increase revenue and profit of the company. Further, marketers help to introduce new products and services in the market. They help to make a good image and position in the competitive environment. In today’s globalization world, they cope with the changing marketing environment in the world. Further, they provide employment opportunities to the employees in order to improve and enhance their skills and knowledge (Baker, 2014).
Marketers are not Doing Enough in Directing their Target Markets Towards Sustainable Consumptions
Sustainable consumption refers to the use of products and services that respond to basic requirements and it brings a better quality of life with minimizing the use of natural resources, emissions of waste and toxic materials. It is important to reduce and eliminate the adverse impact of the environment as well as society (Finney, 2014). Sustainability refers to the social and environmental characteristics of the products and services. Marketers need to focus on the sustainable consumption in order to explore and expand the business activities and operations of the company globally. Sustainable development helps to maintain dynamic culture in the organization (Reisch and Thøgersen, 2015). The organization needs to promote sustainable consumption in the international market to increase the number of customers. Under sustainable consumption, the customer uses those products and services which have minimum impact on the environment. It also helps to meet the needs, expectations, and choices of the customers in the global market. In addition, consumers play a significant role in sustainable development and products as well. The sustainable growth and consumption are important in order to determine the economic growth and success within the organization. Thus, the markers and companies should promote and enhance the sustainable consumption in the international market. There are various factors exist in the market which influences the sustainable consumption in the global market (Reisch and Th_gersen, 2015). Various sustainable marketing strategies are developed and built by the company in order to fulfill the requirements and expectations of the consumers in the market. The marketers must focus on the choices and preferences of the consumers in order to determine sustainable consumption. Further, they need to monitor the target group and external environment of the country. In addition, mutual trust and cooperation must be maintained by the consumers in the international market. Along with this, effective and unique standards should be maintained by marketers in order to flourish and explore its trading activities and operations globally (Cohen, Brown and Vergragt, 2013).
It is true that marketers are not doing enough in directing their target markets towards sustainable consumptions. In today’s competitive world, the marketers are not working effectively and efficiently. Thus, it affects the long-term success and growth of the firm. They do not focus on the strategies, policies, and plans of the market. It also influences the economic growth of the country adversely. In today’s era, marketers are becoming egotistic in order to gain lot of profit in the global market. Apart from this, they do not measure and identify the requirements, choices, and preferences of the consumers. It also reduces the profit and revenue of the company. This has a negative impact on the goodwill and financial position of the firm. Marketers are not able to think about company’s profit because think about their own profit and revenue. Further, they offer defective goods and services to customers across the world. The marketers play an integral role in order to determine the mission and vision of the firm. In today’s world, they are not performing task and duties in a hassle-free manner. Further, they do not use the natural resources in an effective way (Keller, Parameswaran and Jacob, 2011).
The marketers are not able to know and understand the plans, policies, and strategies of the competitors due to lack of knowledge and experience. In addition, damage and low quality of products are sold by the marketers in order to gain personal benefits. In addition, they do not resolve the key issues and problems of the consumers easily. It also influences the trading activities and operations of the firm adversely. The competition is increasing day by day therefore; marketers could not able to render right quality of goods and services to the consumers in the global market. It also affects the level of satisfaction and morale of the consumers negatively. The marketers are the person who ensures the availability of the products for the customers in the international market. Further, marketers also affect the human resource management and quality of goods and services. In addition, marketers are liable to maintain effective and dynamic communication between customers and company as well (Naeem, Bilal, and Naz, 2013). They do not provide appropriate information and knowledge to the customers. As a result, customers cannot rely on marketers and company as well. The firm faces various difficulties while measuring the return on investment and it also influences the CSR and sustainability of the organization. The marketers do not motivate and encourage employees. Therefore, customers are not able to buy the products and services directly from the marketers in the global market. Apart from this, marketers do not focus on the plans, policies, and procedures of rivalries. Therefore, the company could not get the competitive benefits in the market. On the other hand, marketers do not provide contribution in sustainable consumption within the organization (Sheth and Sisodia, 2015). It also influences the business activities of the organization negatively. Apart from this, marketers do not focus on the environment and culture of the country. Further, they do not provide contribution in sustainable development and economic growth. It affects the long-term targets, mission, and vision of the firm. Sometimes, marketers provide wrong information to the customers related to their products and services. As a result, customers have to bear the high loss and it also affects their consumer buying behavior adversely. False promises and commitment are done by marketers which create confusion in the mind of the people. In addition, they do not focus on the advertisement and promotional strategies of the company (Czinkota and Ronkainen, 2013).
In this way, it can be said that marketers are not doing enough in directing their target markets towards sustainable consumption. Marketers are considered an integral part of every organization (Choudhary and Gokarn, 2013). None of the company can explore and expand its business without marketers. The roles and responsibilities of marketers are much wider. They should follow their roles and responsibilities in an effective and unique way. The marketers should focus on the strategies and policies of the market as well as competitors. It helps to gain competitive advantages in the international market. Along with this, they should build and develop trust and loyalty among the employees. Further, the marketing team should focus on the sustainability in order to run the business activities and operations successfully and effectively. The marketers should focus on the buying behavior of the consumers to increase the sale of goods and services in the market. They should focus on the company’s profit instead of individual profit. It helps to overcome the competitors in the international market (Holliman and Rowley, 2014).
Conclusion
On the aforesaid information, it has been concluded that marketers play a significant role in order to increase and maximize the revenue and profit of the firm. With effective marketing strategies, the firm is able to attain the goals and objectives of the organization with maintaining sustainability at the workplace. The marketers influence the business activities and operations from various ways. In today’s world, marketers are not performing task and duties effectively. Now it is recommended that marketers should protect the rights of the consumers in the international market. Further, they should protect target audience in order to provide satisfaction to them. In this way, the firm can make a strong financial position and image in the market. In addition, marketers must focus on the drawbacks and complaints of the clients and consumers as well.
References
Baker, M.J., 2014. Marketing strategy and management. Palgrave Macmillan.
Choudhary, A. and Gokarn, S., 2013. Green Marketing: A means for sustainable development. Journal of Arts, Science & Commerce, 4(3), p.3.
Cohen, M.J., Brown, H.S. and Vergragt, P. eds., 2013. Innovations in sustainable consumption: New economics, socio-technical transitions and social practices. Edward Elgar Publishing.
Czinkota, M.R. and Ronkainen, I.A., 2013. International marketing. Cengage Learning.
Finney, S.L., 2014. Encouraging sustainable consumption: An exploration of consumer behaviour. The Marketing Review, 14(2), pp.189-203.
Holliman, G. and Rowley, J., 2014. Business to business digital content marketing: marketers’ perceptions of best practice. Journal of research in interactive marketing, 8(4), pp.269-293.
Keller, K.L., Parameswaran, M.G. and Jacob, I., 2011. Strategic brand management: Building, measuring, and managing brand equity. Pearson Education India.
Naeem, B., Bilal, M. and Naz, U., 2013. Integrated marketing communication: a review paper. Interdisciplinary journal of contemporary research in business, 5(5), pp.124-133.
Reisch, L.A. and Th_gersen, J. eds., 2015. Handbook of research on sustainable consumption. Edward Elgar Publishing.
Reisch, L.A. and Thøgersen, J., 2015. Research on sustainable consumption: Introduction and overview. Handbook of research on sustainable consumption, pp.1-16.
Sheth, J.N. and Sisodia, R.S., 2015. Does marketing need reform?: Fresh perspectives on the future. Routledge.
Wirtz, J., Tuzovic, S. and G. Kuppelwieser, V., 2014. The role of marketing in today’s enterprises. Journal of Service Management, 25(2), pp.171-194.
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