Kotler, P. (2011). Reinventing Marketing to Manage the environmental imperative. Journal of Marketing, 132-135.
I chose this article since I realized that many companies are not environment friendly, and this could trigger their loss of customers in the future. The article explains why companies that are environment friendly may do better than others in the future.
Marketing has grown beyond products like it has been traditionally to include other things such as services, places, ideas, experiences and causes. There is a probability of emergence a new marketing environment which could affect the present practices of marketing. One of the major forces that marketers need to recognize is about environmental forces. Markets should address issues of sustainability since it questions whether the future generations will have the same resources as today. We face so many environmental challenges today; therefore, there is a need for companies to make changes to curb the challenges. Companies tend to operate with an assumption that there is an endless supply of resources. For the preservation of the environment, we need to realize that the resources are limited. Companies need to make changes on their production to embrace sustainability. Companies that are driven by sustainability must have goals that pursue sustainability. These goals should incorporate things such as reuse of materials and recycling. They need to have decision makers who can balance between goals set for growth and sustainability.
There may arise more pressure form the consumers who will opt to buy goods from manufacturers or companies that care about the environment. They will go for products that are environment friendly. It is possible that consumers will opt to buy expensive goods that are environment friendly. Looking at it from a marketing point of view there are marketing perspectives that are likely to affect the environment in the future. One is demand reduction and the second is social marketing. There are people working around either in government agencies or private agencies that are responsible influencing positive behavior for protection of the environment. To ensure companies maintain environmental sustainability there is a need for research to be carried out in related fields.
The Impact of Incomplete Typeface Logos on Perceptions of the firm
Hagtvedt, H. (2011). The Impact of Incomplete Typeface Logos on Perceptions of the Firm. Journal of Marketing, 86-93.
The choice of this article was influenced by the fact that there are a high percentage of firms that use incomplete typeface logos and for the wrong purposes thus they end up losing customers.
There is an influence that incomplete logos on perceptions of the firm have on consumers. In the logos, there are characters missing intentionally thus creating a perception ambiguity. Although incomplete logos could have unfavorable influence on trustworthiness of the firm, they are a good influence on the firm’s innovativeness.
Customers encounter logos every day. They are a company’s asset that companies take a lot of time and money promoting. Some firms end up spending more money on logos than other marketing communications. Logos create perceptions of the company on customers. An incomplete logo creates an ambiguity perception about a company in a customer. Companies should pass messages that cannot be misinterpreted. Therefore, all forms of marketing communication should not be ambiguous although it is evident that it leads to more product evaluations. Some logos are designed to create perceptual ambiguity. The logo can be styled in a way that a company’s name is left out, and the customer is expected to fill it through perception. A visual stimulus is important since consumers have the desire to resolve ambiguities.
Three studies carried out show that even though the incomplete logos create unfavorable influences on consumers about the firm’s trustworthiness they create a good perception about the firm’s innovation. Trustworthiness is tied to the logos clarity while innovation is tied to its interestingness. Furthermore, incomplete logos have a negative influence on consumers and tend to create prevention instead of promotion; therefore, firms need to avoid incomplete logos. However, they still can be used with consumers who are promotion focused and can be used as a tool to express innovativeness of the firm.
Go Green! Should Environmental Messages Be So Assertive?
Kronrod, A. (2012 ). Go Green! Should Environmental Messages Be So Assertive? Journal of Marketing, 95-102.
I chose this article since I realized most messages that are put forward to enhance environmental protection do not have any impact because of the language used in them. The article explains in details how the language used in messages is related to how people respond to them.
Most environmental communications carry assertive commands. Protection and development of resources in the environment is an important area to consumers, businesses, and government. Very few people however, support this idea and to many people protection of the environment is not very important. Encouraging people to be environment friendly is not easy since the immediate benefit is not theirs but to the society at large.
Many environment related issues are being promoted by force through slogans and messages. The phenomenon is intriguing since research suggests that the assertive requests decrease the compliance of people. Less assertive messages are better and have been recommended rather than use of assertive messages.
Research in the environment field’s show that most people see the cause as an important part therefore, they are more compliant with messages that promote the cause. This is especially if the decision of complying with the message is from autonomous choice. This means that if an issue is perceived as important it is easy that people will comply with it. Perceived issue is seen to affect the expected linguistic expectations. Messages should, therefore, be persuasive if the message in it is perceived to be of importance. From studies carried out it was realized that communication in environment domain will only push for action if the issue that was being promoted was viewed as an important issue. The explanation of this is simply that compliance with assertive messages is only when it is in line with a recipient’s perception on the idea.
Double Standard: The Role of Environmental Consciousness in Green Product Usage
Lin, Y.-C. (2012). Double Standard: The Role of Environmental Consciousness in Green Product Usage. Journak Of Marketing, 25-134.
I chose this article because in the process of environment preservation, some consumers are not able to tell why other chooses to use environment friendly products. This article explains on consumer's preference to use environmental friendly products.
Today’s market has presented the consumer with an increased number of products that are environmental friendly and goods that are traditionally made. Research carried out before shows that consumers are motivated to buy green products. A lot of research has been carried out on how to increase programmers that have an influence on purchasing of green products. However, a research was carried out to know the amount of green products that a consumer uses when the products are purchased. The results showed that the consumers perceptions about the effectiveness of the products were a huge influence n the product they finally choose to use. Consumers think that environmental friendly products are less effective compared to the regular products. They therefore, increase the amounts they take to reduce the inferiority that is perceived. This perception is however, more common in consumers who are environment conscious. If the effectiveness perception is boosted by endorsement of credibility the discrepancy on the usage of the two commodities disappears. Some consumers think that it is a necessity to overuse green products.
