Sustainable Marketing - A New Era in the Responsible Marketing Assignment

Sustainable Marketing - A New Era in the Responsible Marketing Development by Marek Seretny and Aleksandra Seretny - Assignment Example Sustainability of the product is no longer evaluated on the basis of demographic factor but it is ascertained on the parameters of feelings, values and emotions of the people and the consumers of the present decade expect the organizations to perform the function of both the society as well as the organization which will provide them solution in order to lead a proper and healthy life in the globalized society. The concept of marketing has been widely criticized on the basis of the high price that is charged to the customers and therefore the modern marketing has adopted the value based marketing in order to gain the trust of its consumers and it has also adopted the concept of corporate social responsibility. The concept of marketing has been widely criticized since the marketers are indulged in charging high price for their product and the reason for charging higher price from the customer is that they are engaged in various advertising activity in order to promote their product which increases there cost resulting in the increase in price of the product and they generally target the children mass since the children will nag their parents to buy those product even if it is not of their use and it is easy to convince and attract the attention of the children and the young mass. The marketing concept has become very profit oriented concept ignoring the value of the people. The prime aim or the objective of this article is the transformation that is needed in the concept of marketing since the concept of marketing is influenced by the profit motive and which has resulted in the increase in gap between the rich and the poor mass which has ignored the social responsibility and the value, feelings and emotions of the people and therefore the concept of marketing is to be modified in such a way that it provides a appropriate solution for understanding the market and the requirement of the business , organization and the