| Analyzing the Marketing Environment 79
Chapter 3 | Analyzing the Marketing Environment 79
wastes; the dangerous mercury levels in the ocean; the quantity of chemical pollutants in the soil and food supply; and the littering of the environment with nonbiodegradable bottles, plastics, and other packaging materials.
A third trend is increased government intervention in natural resource management. The governments of different countries vary in their concern and efforts to promote a clean en- vironment. Some, such as the German government, vigorously pursue environmental qual- ity. Others, especially many poorer nations, do little about pollution, largely because they lack the needed funds or political will. Even richer nations lack the vast funds and political accord needed to mount a worldwide environmental effort. The general hope is that com- panies around the world will accept more social responsibility and that less expensive de- vices can be found to control and reduce pollution.
In the United States, the Environmental Protection Agency (EPA) was created in 1970 to create and enforce pollution standards and conduct pollution research. In the future, com- panies doing business in the United States can expect continued strong controls from gov- ernment and pressure groups. Instead of opposing regulation, marketers should help develop solutions to the material and energy problems facing the world.
Concern for the natural environment has spawned the so-called green movement. To- day, enlightened companies go beyond what government regulations dictate. They are de-
Environmental sustainability
veloping strategies and practices that support environmental sustainability —an effort to
Developing strategies and practices that create a world economy that the planet can support indefinitely. They are responding to con- create a world economy that the planet
sumer demands with more environmentally responsible products. can support indefinitely. For example, GE is using its “ecomagination” to create products for a better world—cleaner
aircraft engines, cleaner locomotives, cleaner fuel technologies. Taken together, for instance, all the GE Energy wind turbines in the world could produce enough power for 2.4 million U.S. homes. And in 2005, GE launched its Evolution series locomotives, diesel engines that cut fuel consumption by 5 percent and emissions by 40 percent compared to locomotives built just a year earlier. Up next is a triumph of sheer coolness: a GE hybrid diesel-electric locomotive that, just like a Prius, captures energy from braking and will reduce fuel consumption by 15 percent and emissions by as much as 50 percent compared to most locomotives in use today. 41
Other companies are developing recyclable or biodegradable packaging, recycled ma- terials and components, better pollution controls, and more energy-efficient operations. For example, PepsiCo—which owns brands ranging from Frito-Lay and Pepsi to Quaker, Gatorade, and Tropicana—is working to dramatically reduce its environmental footprint.
PepsiCo markets hundreds of products that are grown, produced, and consumed world- wide. Making and distributing these products requires water, electricity, and fuel. In 2007, the company set as its goal to reduce water consumption by 20 percent, electricity con-
sumption by 20 percent, and fuel consumption by 25 per- cent per unit of production by 2015. It’s already well on its way to meeting these goals. For example, a solar-panel field now generates power for three-quarters of the heat used in Frito-Lay’s Modesto, California, SunChips plant and SunChips themselves come in the world’s first 100 percent combustible package. A wind turbine now supplies more than two-thirds of the power at PepsiCo’s beverage plant in Mamandur, India. On the packaging front, PepsiCo recently introduced new half-liter bottles of its Lipton iced tea, Tropicana juice, Aquafina FlavorSplash, and Aquafina Alive beverages that contain 20 percent less plastic than the original packaging. Aquafina has trimmed the amount of plastic used in its bottles by 35 percent since 2002, saving 50 million pounds of plastic annually. 42
Environmental sustainability: PepsiCo is working to reduce its
Companies today are looking to do more than just good
environmental footprint. For example, solar power now provides three-quarters of the heat used in Frito-Lay’s Modesto, California,
deeds. More and more, they are recognizing the link between a
SunChips plant and SunChips themselves come in the world’s first
healthy ecology and a healthy economy. They are learning that
100 percent compostable package.
environmentally responsible actions can also be good business.
Parts
» | Marketing: Creating and Capturing Customer Value 3
» | Marketing: Creating and Capturing Customer Value 11
» | Marketing: Creating and Capturing Customer Value 13
» | Marketing: Creating and Capturing Customer Value 25
» | Marketing: Creating and Capturing Customer Value 29
» | Company and Marketing Strategy: Partnering to Build Customer Relationships 37
» | Company and Marketing Strategy: Partnering to Build Customer Relationships 41
» | Company and Marketing Strategy: Partnering to Build Customer Relationships 43
» | Company and Marketing Strategy: Partnering to Build Customer Relationships 51
» | Company and Marketing Strategy: Partnering to Build Customer Relationships 55
» | Company and Marketing Strategy: Partnering to Build Customer Relationships 57
» | Company and Marketing Strategy: Partnering to Build Customer Relationships 63
» | Analyzing the Marketing Environment 65
» | Analyzing the Marketing Environment 71
» | Analyzing the Marketing Environment 73
» | Analyzing the Marketing Environment 77
» | Analyzing the Marketing Environment 79
» | Analyzing the Marketing Environment 81
» | Analyzing the Marketing Environment 85
» | Analyzing the Marketing Environment 87
» | Analyzing the Marketing Environment 89
» | Managing Marketing Information to Gain Customer Insights 97
» | Managing Marketing Information to Gain Customer Insights 99
» | Managing Marketing Information to Gain Customer Insights 103
» | Managing Marketing Information to Gain Customer Insights 109
» | Managing Marketing Information to Gain Customer Insights 111
» | Managing Marketing Information to Gain Customer Insights 113
» | Managing Marketing Information to Gain Customer Insights 115
» | Managing Marketing Information to Gain Customer Insights 127
» | Managing Marketing Information to Gain Customer Insights 131
» | Consumer Markets and Consumer Buyer Behavior 133
» | Consumer Markets and Consumer Buyer Behavior 137
» | Consumer Markets and Consumer Buyer Behavior 141
» | Consumer Markets and Consumer Buyer Behavior 143
» | Consumer Markets and Consumer Buyer Behavior 159
» | Consumer Markets and Consumer Buyer Behavior 163
» | Business Markets and Business Buyer Behavior 165
» | Business Markets and Business Buyer Behavior 175
» | Business Markets and Business Buyer Behavior 179
» What is Eaton’s value proposition?
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 189
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 193
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 197
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 203
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 205
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 207
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 209
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 211
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 213
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 219
» | Products, Services, and Brands: Building Customer Value 223
» | Products, Services, and Brands: Building Customer Value 225
» | Products, Services, and Brands: Building Customer Value 229
» | Products, Services, and Brands: Building Customer Value 237
» | Products, Services, and Brands: Building Customer Value 245
» | Products, Services, and Brands: Building Customer Value 247
» | Products, Services, and Brands: Building Customer Value 249
» | Products, Services, and Brands: Building Customer Value 251
» | Products, Services, and Brands: Building Customer Value 257
» | New Product Development and Product Life-Cycle Strategies 259
» | New Product Development and Product Life-Cycle Strategies 271
» | New Product Development and Product Life-Cycle Strategies 273
» | New Product Development and Product Life-Cycle Strategies 279
» | New Product Development and Product Life-Cycle Strategies 281
» | Pricing: Understanding and Capturing Customer Value 289
» | Pricing: Understanding and Capturing Customer Value 291
» | Pricing: Understanding and Capturing Customer Value 295
» | Pricing: Understanding and Capturing Customer Value 299
» | Pricing: Understanding and Capturing Customer Value 305
» | Pricing: Understanding and Capturing Customer Value 307
» | Marketing Channels: Delivering Customer Value 339
» | Marketing Channels: Delivering Customer Value 347
» | Marketing Channels: Delivering Customer Value 351
» | Marketing Channels: Delivering Customer Value 367
» | Retailing and Wholesaling 373
» | Retailing and Wholesaling 377
» | Retailing and Wholesaling 379
» | Retailing and Wholesaling 393
» | Retailing and Wholesaling 395
» | Retailing and Wholesaling 397
» | Retailing and Wholesaling 401
» | Retailing and Wholesaling 405
» | Communicating Customer Value: Integrated Marketing Communications Strategy 407
» | Communicating Customer Value: Integrated Marketing Communications Strategy 411
» | Communicating Customer Value: Integrated Marketing Communications Strategy 413
» | Communicating Customer Value: Integrated Marketing Communications Strategy 415
» | Communicating Customer Value: Integrated Marketing Communications Strategy 429
» | Communicating Customer Value: Integrated Marketing Communications Strategy 433
» | Advertising and Public Relations 435
» | Advertising and Public Relations 439
» | Advertising and Public Relations 441
» | Advertising and Public Relations 443
» | Advertising and Public Relations 445
» | Advertising and Public Relations 447
» | Advertising and Public Relations 449
» | Advertising and Public Relations 453
» | Personal Selling and Sales Promotion 463
» | Personal Selling and Sales Promotion 469
» | Personal Selling and Sales Promotion 471
» | Personal Selling and Sales Promotion 481
» How is the sales force at Nestlé Waters structured? outsells its top competitors.
» | Direct and Online Marketing: Building Direct Customer Relationships 495
» | Direct and Online Marketing: Building Direct Customer Relationships 499
» | Direct and Online Marketing: Building Direct Customer Relationships 507
» | Direct and Online Marketing: Building Direct Customer Relationships 509
» | Direct and Online Marketing: Building Direct Customer Relationships 515
» | Direct and Online Marketing: Building Direct Customer Relationships 525
» | Creating Competitive Advantage 527
» | Creating Competitive Advantage 529
» | Creating Competitive Advantage 537
» | Creating Competitive Advantage 549
» | The Global Marketplace 551
» | The Global Marketplace 553
» | The Global Marketplace 561
» | The Global Marketplace 573
» | Sustainable Marketing: Social Responsibility and Ethics 581
» | Sustainable Marketing: Social Responsibility and Ethics 583
» | Sustainable Marketing: Social Responsibility and Ethics 587
» | Sustainable Marketing: Social Responsibility and Ethics 595
» | Sustainable Marketing: Social Responsibility and Ethics 603
» | Sustainable Marketing: Social Responsibility and Ethics 605
» | Marketing by the Numbers A21
» | Marketing by the Numbers A27
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