Green And Societal Marketing Concepts For Corporate Image Building Essay Example For College

Societal marketing concept states that the organization should identify the needs and interests of the target market and provide satisfaction more efficiently and effectively than competitors, while also preserving or enhancing consumer and societal well-being. The goal of societal marketing is to optimize consumer needs in relation to the product being offered.

This approach emphasizes two main aspects: the importance of considering the time dimension and recognizing that the market includes both product buyers and non-users who may be impacted by the production and consumption of these products.

Green marketing refers to an organization’s effort to design, promote, price, and distribute products that will not harm the environment. It includes all activities aimed at satisfying human needs or wants while minimizing negative impact on the natural environment. Green marketing typically involves ecologically safer products, recyclable and biodegradable packaging, energy efficient operations, and better pollution control. The increasing awareness of consumers regarding the natural environment has prompted businesses to modify their thoughts and behavior in order to address these concerns. Therefore, green marketing has become increasingly important as consumers genuinely worry about the limited resources on Earth.

Corporate image is the overall perception a person has about a company based on their beliefs, ideas, feelings, and impressions. This perception exists in the individual’s mind.

Corporate image is the overall perception of how an organization presents itself, whether intentionally through controllable resources or unintentionally through uncontrollable resources. It is a combination of psychological impressions that constantly evolves with the company’s situation, media coverage, performance, and statements. Like a company’s reputation or goodwill, it represents the public’s perception of the company rather than an accurate reflection of its true condition or position.

The incorporation of environmental considerations into marketing theory and practice is often seen as an extension of the societal marketing concept in today’s business world. However, it is more beneficial to connect both concepts by defining them as follows: “The comprehensive management process that identifies, predicts, and fulfills the needs of consumers and society in a profitable and environmentally sustainable manner, thereby improving the company’s image and promoting Corporate Social Responsibility (CSR).”

Green marketing plays a crucial role in building the corporate image of a company by adopting various approaches. These approaches include emphasizing the physical sustainability of the marketing process, adopting a holistic and interdependent view of the relationship between business, economy, and environment, treating the environment as something of intrinsic value, and focusing on global concerns.

Following efforts are considered in green marketing to build corporate image:


    • The contend that a given product should not – Endanger the health of people or animals.
    • – Damage the environment at any stage of its life, including manufacture, use and disposal.
    • – Consume a disproportionate amount of energy and other resources during manufacture, use or disposal.
    • – Cause unnecessary waste either as a result of excessive packaging or a short useful life.
    • – Involve the unnecessary use of or cruelty to animals.
    • – Use materials derived from threatened species or environments.

GREEN PROMOTION: This includes the following – Qualification and disclosures should be sufficiently clear and prominent – Environmental claims should clearly state whether they apply to the product, the package, or a component of either – Environmental claims should not exaggerate the environmental benefits. ECO SPONSORING: This includes the following – Affiliation with groups or projects that are involved in environmental improvements. – Contributing funds directly to an environmental organization. – Adopting a specific environmental cause to demonstrate the company’s interest in supporting environmental protection efforts. – Sponsoring educational programs, etc. ECO LABELLING: These programs are usually voluntary assessments by third-party experts on the environmental impacts of products. ROLE OF SOCIETAL MARKETING IN BUILDING CORPORATE IMAGE A business typically operates, develops, and expands within a society. Therefore, besides earning profits, a company also has a responsibility towards society. Additionally, a company should also fulfill its responsibilities towards all stakeholders in order to enhance its corporate image.

The text highlights the stakeholders that a firm needs to consider in order to enhance its corporate image. These stakeholders include customers, suppliers, media, community, special groups, creditors, employees, and government. The firm aims to improve its corporate image by protecting customers’ rights and safety, maintaining good relationships with creditors and suppliers, fulfilling employees’ needs, having cooperative relationships with media personnel, adhering to government rules and regulations, and actively participating in social issues.

In addition to these efforts, the company builds its corporate image through a societal marketing program as illustrated in the accompanying picture.

Under this program, corporate marketing communication plays a crucial role in conveying the company’s message about its societal marketing program to consumers. This communication consists of three types: Primary Communication which involves direct interaction between consumers and staff members or attending corporate seminars or events.

Secondary Communication, which includes advertising, public relations, and promotion, is a visual identification and formal corporate communication system that typically involves mass communication. Tertiary Communication, on the other hand, involves word of mouth and media interpretation through a third party. The corporate image can be influenced by the features of the specific societal marketing program adopted by the company. Societal marketing consists of three key components:

Symbols, such as logos or names, are used to visually identify a specific societal marketing program. Management behavior refers to the support and value given to the program by management, while employees’ behavior pertains to the quantity of services they provide in the program. SUMANTA MANNA (MBA) ROLL NO. O2 ———————– CORPORATE MARKETING COMMUNICATION (PRIMARY, SECONDARY, TERTIARY) SOCIETAL MARKETING PROGRAM – PROGRAM SYMBOLISM – MANAGEMENT BEHAVIOUR CORPORATE IMAGE

Strategic Issues And Recommendations Ebay Analysis

First of all, eBay has to deal with more and more competitors in the e-commerce market. For instance, both Alibaba and Walmart said in 2009 that they were launching competitors in the US to services like eBay and Amazon. The problem is that small share gains over time (for new entrants) could potentially pinch margins at both Amazon and eBay. That is why eBay has to improve its competitive strategy. What I recommend to the company is to think about strategic collaboration with global social networks such as Facebook and Twitter in order to create more efficient and effective communication -and thus improve its brand image.

The company may develop a discussion forum where customers can communicate the different products they would like to buy : other users can add comments and suggest companies and products options for that product. eBay could also suggest other current items that the customer may buy in that category (Amazon uses this system : you can see what customers bought in addition to the first item). This recommendation is the most crucial one since it will give them a direct advantage over competitors which have not thought about it yet.

The second strategic issue eBay has to deal with is the increasing dissatisfaction from its customers. According to the 2012 ACIS (American Customer Satisfaction Index), even though the eBay score is 81, eBay is the only e-retail company measured by the ACSI to have lower satisfaction now than it did when it was measured twelve years ago. Moreover, there have been more and more complaints from eBay customers concerning frauds, non-respected time deliveries or even problems within the eBay community (no trust between the buyer and the vendor).

Consequently, not only consumers are taking their business elsewhere, but so are retailers. In this context, what I recommend to eBay is to strengthen the brand image, preserve the vitality of the eBay community, but, above all, eBay must foster its community affinity and improve community trust and safety through services such as insurance and user verification. Ebay should also cooperate with shipping companies both global (such as DHL and FedEx) and local in order to make sure that time deliveries are respected, hence more trust between customers and retailers.

Thirdly, eBay has to manage better its brands, firms and subsidiaries. Let’s focus on the two most important ones : Paypal and Skype. Since the Paypal division is thriving, eBay needs to focus on the Paypal marketing strategy, especially in the growing smartphone and tablet industry, making it easier and safer for customers to make purchases online. It would contribute to solve the second strategic problem : indeed, there would be more trust between buyers and vendors.

On the other hand, Skype is facing more and more competition from Google + and its free videoconferencing calls for multiple users. eBay should take Google as an example and make its service free for its customers. Since Skype is preferred to Google + -because it provides better quality services-, Google + users will easily switch to Skype if this service is free. eBay should first improve the Skype advertisement campaign in order to satisfy existing customers and to appeal to new customers.

Last but not least, eBay has many difficulties doing business in emerging markets, especially in Asian markets. Let’s remember that by 2003, eBay’s global expansion plan had reached China through its acquisition of the country’s dominant auction player, EachNet, in July 2003 : consequently, eBay had an overwhelmingly dominant position in China, but then lost its dominance to Taobao mainly because of its bad decision to move its technology platform from China to the US.

Moreover, many eBay customers complained about difficulties buying goods in China (time deliveries and payments problems). What I recommend to eBay is simple : exiting the Chinese market (where there are stronger competitors and too many difficulties buying Chinese goods from foreign countries) and focusing on strong relationships built with successful local companies in Hong Kong, South Korea, Singapore, Thailand or even Vietnam.

Why Baseball Is The Most Difficult Sport

Out of all the vast variety of sports there are, baseball is the most challenging and difficult sport to play. No other sport compares to the degree of difficulty that you have to deal with, like you do in playing the game of baseball. There are so many different elements that make this game the most difficult. Three major elements stick out in my mind as to why this wonderful sport is the toughest of all. The three main factors in my mind are the increased physical and hand eye coordination component, the mental aspect of this game, and the human interdependence between umpires, which are a vital part in every play.

To play the game of baseball you have to be in great physical shape. You also need to have an exceptional amount of hand-eye coordination. Baseball is a long, grueling 182-game season. You play back to back days, double-headers, and multiple times every week. This game takes a toll on you and your body, little tweaks and injuries add together and can have a lasting effect on your performance for a long time. Not only do you have to be in great condition to play every day and remain injury free, one of the hardest things to do in all of sports is hit a baseball.

Anybody can just pick up a basketball and football and learn it pretty quickly, but baseball, you could say it’s a whole different ball game. Have you ever tried to just pick up a bat and hit a ball coming 90+ Mph at you? Not only that, can you do that while the ball is traveling in different directions, coming right for you one second, then popping the catcher’s glove the next? It’s safe to say it’s not an easy task to accomplish, and unlike other sports hitting the ball 3 out of 10 times is absolutely great at the major league level.

Not in any other sport can you shoot 3 out of 10 free throws, or complete 3 out of 10 passes and be considered one of the best in the league. This is one example statistically of why baseball is the hardest and most physically demanding sport to play. But wait that’s not all, not only do you have to have the right physical and hand-eye coordination tools, baseball is just as much if not more a game of thinking as well. In the game of baseball more than any other sport, you really have to focus and think about what you’re doing on every single play.

Of course there are parts of the game that become somewhat natural, but baseball is a game of fundamentals. You have to always be on top of your game and one step ahead of the curve, no pun intended. Every play contains different situations, which call for you to do an assortment of different things. You have to be thinking of what it is you’re going to do if the ball is hit to you, and what you do if hit to any of the other eight of your teammates on the field.

Have you ever felt on top of your game, but for some odd reason you just couldn’t focus and preform at the best ability that you know you’re capable of? That’s what happens many times in baseball. You really have to focus and know what you’re doing wrong, and what adjustments to make to fix it. More than all other sports one little odd or unusual thing you start doing or change in your mechanics has a huge effect on the amount of production and performance out on that diamond.

While hitting, throwing, or catching the ball, the simple extra movement or step you’re taking can cause a hundredth of a second difference in your throw, swing, or pitch, but this game is a game of seconds and that slight movement is the difference between a homerun or a ground ball, an amazing play in the field and an error, a strikeout or a ball hit in the upper deck. But wait there’s still more. Along with all the physical and mental aspects of the game that you have to control, there is one key element in which you can’t control.

Many say that baseball is like all other sports with referees and officials to rule upon the game. But baseball has an extra human interdependence aspect of the game, unlike any other: every single play, and every single pitch you have to rely on the judgment of another human outside of both teams. The fact that the main function and goal of the game is to hit the ball and score more runs than the opposing team, and prevent them from doing the same is simple. There has to be someone who deciphers whether a pitch is a ball or a strike right?

This factor that the main purpose of the game consists with every play relying on the judgment of an official is so crucial to the game because these umpires essentially can control the game with their strike zones. Not only is a baseball hard enough to hit when the ball is thrown straight at you. But now you have to take into account the judgment of an umpire on whether or not the pitch is a strike and you should swing at it, or if it’s a ball and you should leave it be. All of these factors working together in junction are why baseball is the hardest sport to play despite what any argument has to say.

Some may say that baseball isn’t as hard as it seems and just about anybody can play the sport. Their thoughts and statements are wrong and blasphemous to the sacred American pastime. While, yes, you may not need to be the greatest athlete to play, or be the fastest and strongest person in the world. The simple fact of all the mental, grueling physical length, hand-eye coordination, and umpire judgment aspects of this game make it by far the hardest sport to play. Some others may say that golf is the rival to baseball and is more difficult.

I say to those people, “Is it really that hard? ” “Is the ball moving? ” And the answer to those questions is no, the ball is standing still, it is not coming 90 mph at them, and no they do not have to decide within those few seconds while the ball is traveling from pitcher to catcher, should I swing at this, and is this a strike. Baseball is America’s past time for a reason. Everybody that truly knows the game knows the difficulty, and the accomplishment in being great at this amazing sport.

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