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Obligation and adv ice

Contents

1. Reading and Comprehension

Green marketing strategies, sustainable developnent, benefits and challenees/
Constraints
VAZDANIEARD, Rashad. VOON, Teo Yee. 2014

1. Introduction
them vih
As eny ironmental issues continuc to affect human activities, society now regards
development framework which is
much concern. Most firns have started using sustainable
have acknowvledged
Anown as green marketing and most of the international organizations
use green
ereen products which are cnvironmentally friendly. Marketing managers can
marketing to carn profits. In addition, grecen marketing is able to preserve
the environment
activitics
while satisly ing customers needs. Green marketing covers a wide range of business
and it is similar to marketing mix. This paper is to review marketing responses to environmental
to achieve
concerns facing the world today through green marketing intervention strategies
sustainable development.

2. Green Marketing and Sustainable Development

to minimize the impact of
Green marketing is a plan that serves to satisfy customer' nceds and
marketing is that green
marketing on the natural environment. One definition for green
preserving the condition of
marketing serves to fulliil individual or organization goals while
the environment. The American Marketing Association (AMA) defines green marketing as the
environmental friendly. The lask
process of producing; selling and providing services that are
for green marketing
of defining green marketing has not been simple because a fixed delinition
activities and these activitics
has yet to exist. Green marketing covers a wide range of business
plastic packaging changcd
vary from modifying a product to become environmentally friendly.
friendly
to sustainable packaging and nodifying advertisements that support environmentally
the limited resources
products. Murthy (2011) sated that green marketing is how the firms use
of green
lo produce green products and achieved the firms' goal. Overall, the purpose
like
marketing is to minimize environmental harm caused by corporation marketing. Terms
Phosphate lFrce, Recyclable. Refillable. Ozone friendly and environmental friendly are some
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marketing is a
of the things consumers most olten assocate with green marketing. green
broader concept.
the most frequently quoted
Sustainable development has been detined in many ways, but
that meets the nceds of the
definition savs that "Sustainable development is development
generations to meet their own needs." lt
present without compromising the ability of future
particular the essential needs of
contains within it two key concepts: the concept of needs, in
given: and the idea of limitations
the world's poor, to which overriding priority should be
environment's ability to meet
imposed bythe state of technology and social organization on the
require that we see the
present and future needs. Alldefinitions of sustainable development
system that connects time. The
world as a system - a system that connects space: and a
constant capital stock and
components of sustainable development are two-folds, the natural
is the stock of all environmental
man-made built in constant capital stock. Natural capital stock
quality of social and ground water:
and natural resource assets, from oil in the ground to the
recycle and absorb
and from the stock of fish in the oceans to the capacity of the globe to
the stock of man-made
carbon. On the other hand, man-made built in capital stock comprises
together with the stock of
capital machines and infrastructure such as housing and roads
knowledge and skills, or human capital.

3. Importance of going green

as i!s
Earth is constantly abused by inconsiderate corporations who wish to gain self-profits
to
natural resources slowly depletes day by day, the firms have to develop alternative manner
satisfy the need of the customers by using green marketing. The importancc of going green is
to save the carth by reducing the hazardous wastage, sewage, deforestation and air pollution.
This willalso preserve and conserve the Iimited sources for our future generation, so most of

the international firms started to realize the importance of going green and started to develop
green marketing. Example, Kumar stated that Tata Steel, the largest stcel industrial in India. is
using nanotechnology-based products to help reduce emissions and boost cfliciency
Green marketing mix strategies that include developing green-based products. green logistics
grcen promotion, green pricing and green consumption. The general strategies are not limite
to marketing discipline but may be used by marketing as well as other functional arcas ot
organization in dealing with problem of sustainability. They include: adoption of ceo

marketing orientation as a business philosophy. government intervention. undertaking lite

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Cvele analvsis and teaming up for. Green products are typically durable, non-toxic, made from
regycled materials, or minimally packaged, they products strategies comprise acombination of
recvcling. reduction of packaging materials, re-consumption, dematerializing the products.
using sustainable source of raw materials, making more durable products; designing products
that are repairable. making products that are safe for disposal, making products and packayes
that are compostable, and making products that are safer or more pleasant to use.

For green logistic strategies, the most common form of greening logistics is reverse channel
system. Reverse channel systems deal with the issue of post-consumer recycling. The term
the traditional
recycle means to extract and reuse useful substances found in waste while
are
approach to product disposal can be described as linear in which waste materials
indiscriminately dumped. The definition of recvcle clearly demonstrates that the goal is to

reverse this result by achieving a circular flow that effects a reintegration of materials with
markets. The reverse channel systems possess the following characteristics. Firstly. the
consumer becomes the seller and manufacturer the buver. Secondly, they enmphasize on the
function of sorting and accumulation. Thirdly, the recyclable materials can flow backwards
through reverse channels to any of three generalized industrial markets:

Other components of green logistics strategies include reduction of packaging material to

directly or indirectly lower distribution costs, use of integrated transportation systems and the
Internct. However, more emphasis has been given to reverse channel systems.
Green promotion strategies is an activity of' promoting products as having characteristics that
do not harm the natural environment, it should mcet one or more of the following criteria:

Explicitly or implicitly addresses the relation between a product/service and the bio-phy sical
Environment; promotes a green lifestyle with or without highlighting a product'service and
presents a corporate image of environmental responsibility.
To change the consumer behaviour from consumption culture to ccologically concerned
consumers or encourage green consumption is the task of the marketer to redirect the necds of

the consumer towards consumption that is ecologically lcast harmful. This redirection can be
achieved through market rescarch, and promotion. According to a publication of World
Commission for Environment and Development (1987), sustainable development requires the
promotion of values that encourage consumption standards that are within the bounds of tihe

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cological environnent. The fact that marketing during the past few decades has been so
suCcessful in increasing societal consumption and in meeting human nceds, make us confident

that it ill also be successful in redirecting consunption.

4. Benefits of using green marketing

Profitability - Creatc less waste, use fewer raw materials and saves energy:
Competitive advantage - Companies that are first to put their environmental innovation

on the shelve enjoys competitive advantage:

. Better products -Green based products are higher in quality in terms of energy saving.
performance, convenience and safety:
Personal Rewards -Green products offer consumers with the benefits ofhealthier. more
fulfilled lives and power to make the world a better place
Better Physical Environment -reduces air and water pollution, waste energy depletion,
global warming, deforestation, depletion of natural resources, and rate of landfills.
Sustainable development - meeting the needs of the present without compromising the
ability of future generations to meet their needs.

5. Challenges of Green marketing intervention strategies and general strategies

. In general, all the green marketing strategies are expensive and difficult to implement
in the short run.

. The cnvironmental benefits are intangible. indirect or insignilicant to consumers. or

example, consumers cannot see the emissions being spared when they ise energy
saving appliance.
Environmental benefits are difficult to measure or quantitfy.
" Some strategies (e.g. promotion) are subject to manipulation. For example. some
marketers use false environmental claims in order to gain competitive advantage.
The success of green marketing depends on several sakeholders who must work as a
team. These include; general public, employees, retailers, governmnent. environmental
groups, and suppliers. Any group can derail the exercise.
T'he costs saved through recvcling are doubtable.

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advice)
II. Modal verbs (Obligation and

2.1 Obligation

for the present and the

To express obligation, we usc must and have to, Must is only used
tenses.
future. But have to mav be used in all of the

every day
cg Imust get up at six o clock

Alex must preserve the environment.

I have to get up at six o»clock on weekdays (present)

Ihave to get up at six o'clock yesterday (past)

Iwill have to get up at six o'clock tomorrow (future)

Notice that:

A: have got to is used in the same way as have to. We usually use it in oral speech.

e.g. We have got to cllaborate an environmental plan, it is compulsory.

We have to ellaborate an environmental plan, it is compulsory.

B: Must is used to to expressan obligation that the speaker himselffeels he has (he is imposing
upon himself). But have to is used to express an obligation that is imposed by some other
factors (e.g. by a person, a situation or by a rule).

c.g. Imust go to bed. I feel really tired.

| have to be at the office early tomorrow because my boss wants to see the report

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2.2 Advice

To give advice to somebody we can use should, outght to and had better. Should and ought
to are used in the same way.
ee You should visit your dentist twice a year for acheck-up.
Youshould adopt green marketing principles.
You ought to recycle.

With had bctter, we wom somebody about something immediate (we mean that if hedoes not
follow the advice that we are giving, a problem may arise)

e.g. "My tooth hurts. You had better go to the dentist.

There are killos of waste here. You had better recycle it.

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