In this paper, the main focus is given on the sustainable consumption and roles and responsibilities of the marketers. It also takes into consideration that how marketers play a significant role so that the company can accomplish its goals and objectives in an effective manner. It is essential for an organization to consider sustainable consumption for attaining growth in the market. Marketers play a significant role to analyze the needs and want of the consumers. The paper gives focus on how marketers are not performing their roles and responsibilities in today’s scenario.
Marketers play a significant role to enhance the success and growth of the company. They evaluate the plans, policies, and strategies of the competitors. To enhance the image in the international market is very important and it can only be enhanced when the marketers take into consideration proper strategies. The function of the marketer is to conduct the market survey and also to evaluate the external factors like social, political, economic and social. The main role of the marketer is to distribute the products and services to the consumers. They distribute the products and services by taking into consideration the needs and wants of the consumers.
Marketers help the organization to maintain the effective relationship between the customers and the company. If the proper relation is not maintained, then it can give negative impact on the image of the company. Marketers take into consideration the return on investment and also monitor the competition level in the market. Before introducing or promoting the product in the market the marketers analyze the requirement of the consumers so that the demand can be increased effectively (Naeem et al., 2013).
The role of the marketer is to solve the queries and problems of the consumers who are involved in purchasing the products and services of the organization. If they do not solve the queries and problems of the customers, then it can be difficult for the organization to survive in the competitive environment. It is essential for the marketer to maintain proper communication with the consumers so that the revenue and profitability of the organization can be enhanced (Malaval and Benaroya, 2013). By taking into consideration globalization, it is seen that marketers help the company to adopt the change in the marketing environment so that the goals and objectives can be easily accomplished.
Marketers take into consideration various new products and services that help the company to enhance its sales in the market. Marketer helps to make a good image and position of the organization in the market. The products and services are introduced in the market through the marketer only. Also, various opportunities are offered to the employees, so that the skills and knowledge can be improved in a proper manner. It is important that marketer should have proper knowledge about the products and services that are offered in the market (Babin and Zikmund, 2015).
It is essential to maintain the quality of life with the less use of natural resources and toxic materials. Sustainable consumption is related to the use of products and services so that the basic needs and wants of the consumers can be satisfied or fulfilled. It is important to minimize the adverse impact of the environment and also of the society so that the activities can be conducted in a proper manner (Sheth and Sisodia, 2015). To enhance the operations globally it is essential for the marketer to give emphasis on sustainable consumption. It is seen that it is important for the organization to promote sustainable consumption globally so that the share market can be increased (Hollensen, 2015).
Sustainable development assists the organization in maintaining the culture in the organization. If sustainable consumption is taken into consideration, then it is analyzed that the customer uses the products and services that have less impact on the environment. By having proper sustainable consumption the demand and expectation of the consumers can be fulfilled in a proper way. In the process of sustainable development, it is analyzed that consumers have an important role (Brennan, 2014). The sustainable growth and consumption help to ensure the economic growth and success of the organization. So, the marketers and companies should try to enhance the sustainable consumption in the international market. The responsibility of the marketer is to give focus on the preferences of the consumers to that the sustainable consumption can be determined. Sustainable consumption can be influenced by various factors that exist in the market. If proper standards are maintained by the marketers then it can be easy for the organization to accomplish their goals and objectives in an efficient manner. It is also important to maintain trust and cooperation so that the company can easily enter into an international market (Lusch and Vargo, 2014).
If the emphasis is given to marketers, then it can be evaluated that they are not doing enough in directing the target market towards the sustainable consumption. So, by this, the direct impact is given to the profitability and growth of the organization. The marketers do not give emphasis on the strategies and policies of the market (Jussila et al., 2014). By taking into consideration today’s scenario, it is evaluated that to attain growth and profitability the company has to implement effective marketing strategies so that the goals and objectives can be accomplished. Marketers also have the responsibility to take into consideration the mission and vision of the company.
The marketers also do not give focus on the preferences and need of the consumers. This has given negative impact on the revenue and profitability of the company. The negative impact is also seen on the goodwill and financial position of the company. There are many situations in which marketers are not able to think about the profit of the company because they think about themselves (Couldry and Turow, 2014).
The level of competition is increasing day by day; it is the duty of the marketer to take into consideration effective strategies that can assist the company to attain profitability. In the international market, the availability of the product and services are determined by the marketers. It is the liability of the marketer to maintain proper communication between the company and the consumers so that the company can take into consideration large market share in an effective manner (Keller et al., 2011).The marketers of the company do not give focus on enhancing the motivation of the employees who are working in the organization.
So, in many cases, the customers are not able to purchase the products directly from the marketers. It is also important for the marketers to give a proper contribution towards the sustainable consumption so that the activities can be conducted smoothly. The responsibility of the marketers is to give focus on the culture but they do not give focus on the culture and the environment. Also, the contribution in the sustainable development is not made by them. It directly gives impact on the long-term targets and on a mission of the organization (Holliman and Rowley, 2014).
There are many situations that are analyzed in which the marketers give incorrect information to the customers related to the products and services. As a result, the consumers have to bear the loss and also the consumer behavior is negatively affected.
By proper evaluation, it is seen that the marketers are not doing enough in directing their target market towards the sustainable consumption. Marketers are considered as an important part of the organization. It is essential to follow the roles and responsibilities in an effective manner so that the profitability can be achieved. Also, it is essential to build goodwill and to develop trust between the customers and the company. The team should be built so that the activities can be conducted by taking into consideration proper control. The buying behavior is also one of the essential aspects that should be considered by the marketer at the time of promoting the products and services in the market. Also, the focus should be given to enhance the profitability of the organization and not on enhancing the individual profit in the organization. If profits are attained by the company, then it can be possible to attain an international position in an effective manner (Singhapakdi et al., 2015).
So, by evaluating all the information, it is seen that marketers play an essential role in promoting the products and services of the organization. To enhance the revenue and profitability of the company, it is important to have proper control over the activities. Proper marketing strategies should be taken into consideration so that the competition level can be minimized. The customer queries and complaints should be resolved in a proper manner so that the demand for the products and services can be increased.
It is seen that the company should safeguard the rights of the consumers to that the satisfaction level can be enhanced in the market. To maintain a good position in the market, the company should give focus on satisfying the customers, so that the products and services can be purchased in a proper manner. The marketers should give focus on enhancing the demand and also the profitability of the organization so that the goals and objectives can be accomplished effectively.
References
Babin, B.J. and Zikmund, W.G., 2015. Exploring marketing research. Cengage Learning.
Brennan, R., 2014. Business-to-business Marketing (pp. 83-86). Springer New York.
Couldry, N. and Turow, J., 2014. Advertising, big data and the clearance of the public realm: Marketers’ new approaches to the content subsidy. International Journal of Communication, 8, pp.1710-1726.
Hollensen, S., 2015. Marketing management: A relationship approach. Pearson Education.
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.
Jussila, J.J., Kärkkäinen, H. and Aramo-Immonen, H., 2014. Social media utilization in business-to-business relationships of technology industry firms. Computers in Human Behavior, 30, pp.606-613.
Keller, K.L., Parameswaran, M.G. and Jacob, I., 2011. Strategic brand management: Building, measuring, and managing brand equity. Pearson Education India.
Lusch, R.F. and Vargo, S.L., 2014. The service-dominant logic of marketing: Dialog, debate, and directions. Routledge.
Malaval, P. and Benaroya, C., 2013. Business to Business Marketing (No. halshs-00876066).
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.
Sheth, J.N. and Sisodia, R.S., 2015. Does marketing need reform?: Fresh perspectives on the future. Routledge.
Singhapakdi, A., Vitell, S.J., Rao, C.P. and Kurtz, D.L., 2015. Ethics Gap: Comparing Marketers with Consumers on Important Determinants of Ethical Decision-Making. In Proceedings of the 1997 Academy of Marketing Science (AMS) Annual Conference (pp. 60-60). Springer, Cham.
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