Describe the evolution of marketing thought through the course of the 20th centu

Question

Describe the evolution of marketing thought through the course of the 20th century to reach the current sustainability model. 1. In what ways is management’s relationship with the environment different in the new paradigm than previously? 2. What does the Brundtland Report have to say about the relationship between business and the environment? 3. What are the key principles of sustainability, as expressed in this report? 4. How does sustainability marketing address the wrongs committed by traditional marketing of the past?

Explanation / Answer

Describe the evolution of marketing thought through the course of the 20th century to reach the current sustainability model.1. In what ways is management’s relationship with the environment different in the new paradigm than previously? 2. What does the Brundtland Report have to say about the relationship between business and the environment? 3. What are the key principles of sustainability, as expressed in this report? 4. How does sustainability marketing address the wrongs committed by traditional marketing of the past?

Ans.Marketing can be defined , as “Marketing are activities of a company associated with buying and selling a product or service. It includes advertising, selling and delivering products to people”.
The history of marketing thought deals with the evolution of theories in the field of marketing, from the ancient world. Marketing historians agree that the discipline branched out of at the turn of the twentieth century.Marketing is a good way of promoting your business, getting the right recognition and attention of the targeted customers across a wide range or a certain market. With the right marketing skills and efforts, it is a great way in improving the business profits and boosting sales.
Marketing is a relatively a young discipline having emerged in the 1900s” .Before this time most of the issues that was portrayed within marketing were either assumed to fall with basic concepts of economics for example “price setting was noted as simple supply/demand issue, advertising (well developed by 1900) or in most cases, simply not yet explored e.g. customer purchase behavior.”

1.Organizations find that traditional management methods and structures - which were devised in an era, characterized by "closed equilibrium system" thinking, and when businesses were stable, competitors few, customers loyal, and financial results predictable - fail to adequately deal with the realities of a complexity-based view of the world in a new, virtual era defined by D'Aveni (1994) as one of "discontinuous change and hypercompetition". The new, virtual reality wold requires a new form of management, a virtual management.

2.The Brundtland Report argued that economic growth was necessary for poorer nations to meet their needs but used this argument to support economic growth in all nations. This argument is based on the idea that if the whole pie were bigger then each person's share would be larger and even the smallest portions would be adequate to meet a person's needs. The need for a growing pie avoids facing up to the ethical questions about how the pie is distributed. If the pie is not growing then either some people will remain in poverty or others will have to give up some of their share to them.

3.Sustainable development is a process for meeting human development goals while sustaining the ability of natural systems to continue to provide the natural resources and ecosystem services upon which the economy and society depend. While the modern concept of sustainable development is derived most strongly from the 1987 Brundtland Report, it is rooted in earlier ideas about sustainable forest management and twentieth century environmental concerns. As the concept developed, it has shifted to focus more on economic development, social development and environmental protection.

4.Sustainable marketing involves developing and promoting products and services that meet consumer and business user needs utilizing society’s natural, human, and cultural resources responsibly to ensure a better quality of life now and for future generations to come. The focus of this chapter is to help students better understand what is meant by sustainable marketing and how it differs from traditional marketing.
There is significant and increasing interest and demand by both consumers and companies in being more sustainable. The sustainability market includes an increasingly wide range of companies, products, and services, all in some way intending to address sustainability concerns.

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