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With reference to the readings below and your own literature researchoutline and critically assess the idea of sustainable marketingSustainable marketing is a modern concept that most companies are usingto market their products nowadays In general sustainable marketing canbe defined as a way to market products in a sustainable way It needs tobe carried out because the world has to be saved from harmful substancesthat are created by millions of companies which could destroy the worldin the future Sustainability itself can be defined as theconsumption of goods and services that meet basic needs and quality oflife without jeopardizing the needs of future generations A Frameworkfor Sustainable Marketing Therefore when sustainable marketing isachieved it would benefit the current generation and also the futuregeneration Through green marketing social marketing and criticalmarketing which are the three main important features of sustainablemarketing it is likely that sustainable marketing will be achieved andthese will be discuss thoroughly in this essay Sustainable marketorientation is another way to achieve sustainable marketing by usingmacromarketing perspective and its focus is on the economic social andecological sustainabilityGreen Marketing Green marketing is the first feature of sustainable marketing wherefirms are concentrating to achieve sustainable marketing by balancingtheir profits earned and the cost that they put in to protect theenvironment This is actually beneficial because firms are killing twobirds with one stone besides earning profits they are helping toprotect the environment Reducing the number of food miles in the UnitedKingdom is an example of green marketing Approximately 42 people inthe UK wants firms to reduce the number of food miles and pay a higherprice for local foods and around 28 are willing to pay slightly ahigher price of foods that are produced locally The higher the numberof food miles the less sustainable it is to the environment This couldhappen because the longer the distance of food miles indicate that moresupply of oil is used and it brings carbon dioxide to the atmosphere Byreducing or eliminating the food miles
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