1970s & 1980s linkages of Marketing & Environment

arose from the energy shortage

Business firms depend on natural resources Raw material is one major part of these resources and firms

are concerned with their availability Besides raw materials, they are also concerned about energy, its availability as well as cost. The natural environment is an important factor of the macroenvironment

 The marketing environment is more important

to management today than ever before, this is both because the rate of environmental change has increased & because there are more types of important environmental changes Marketing Environment is that which is external to the marketing management function, largely uncontrollable, potentially relevant to marketing decision making, & changing & / or constraining in nature

Identify potentially relevant environmental changes

Monitor: Determine nature, direction, rate of change, magnitude of forces

Forecast probability of impact, timing of potential consequences

Develop & implement strategic responses

Economic Conditions Demographics Competition

Companys Marketing Program

Social & Cultural forces Technology

Political & Legal forces

 Socio-cultural patterns lifestyles, values, &

beliefs are more complex & are changing much more quickly than they used to. Few Social & Cultural forces that have significant marketing implications are: Concern about Natural Environment Changing Gender Roles A premium on time Physical Fitness and Health

 Shortages of raw materials.

Increased pollution
Government intervention Environmentally sustainable strategies.

 In western europe green parties pressed for public

action to reduce industrial pollution. In USA groups like sierra club and friends of earth carry these concerns into political and social scenario. In India environmentalists actively campaigning against pollution causing industries. Euro II norms for emission levels

 Steel companies and public utilities have had to invest

billions of dollars in pollution controlling. Soap industries increased its biodegradability. In automobile sector they forced to introduce pollution control norms In 2025 euro II norms will be applicable to all countries especially for developing countries. Corporate environmentalism is the recognition of importance of environmental issues and the integration of these issues into firms strategic plans.

 The natural environment involves natural resources

that are needed as inputs by marketers or that are affected by marketing activities. During the past two decades environmental concerns have steadily grown.

Consumers consider integral to Quality of Life is the natural environment