The aim of this essay is to describe and to discuss the implications of a functional orientation on product development and market communication. Therefore firstly, the definition as well as the reasons of the need of the implementation of functional orientation are shown. Secondly, the consequences and dangers of this approach on product development and market communication are presented and discussed.
Further, the goal of the second part is to work out and describe the concepts of dematerialisation as well as functional orientation from a sustainable perspective. Therefore, the term ‘dematerialisation’ is definded and a brief general overview about the current situation is given. Secondly, this approach as well as the approach of functional orientation will be presented and discussed out of a sustainable perspective.
Finally, the aim of the last elaboration is to work out the paradoxes between the theoretical approach of marketing, namely the foundations of marketing, and the concepts and values of a sustainable society. It will be conducted, what problems might appear when these two approaches are brought together. Therefore, first of all the theoretical foundations of marketing are named and described. Secondly, the concepts and values of a sustainable society are shown and discussed. After this, the problems which are occuring, when these two approaches are brought together, are presented.
Table of Contents
I. Functional Thinking
a) Describe and discuss the implications of a functional orientation on product development and market communication.
b) Discuss the concepts of dematerialisation and functional orientation from a sustainable perspective.
II. Marketing vs. the environment
a) Describe and discuss the main paradoxes between the theoretical foundations of marketing and the concepts of a sustainable society. How are they different from each other and what conflicts can be anticipated when integrating these different ways of thinking?
b) In the research area of environmentally friendly consumer behaviour, the commercialisation of eco-friendly products and services is often described as a communication problem. Discuss the results presented in four scientific journals within this area of research.
III. Sustainable Strategies
a) Describe and analyse differences among strategies focusing on sustainability/ environmental issues.
b) The use of environmental management systems (EMS) reflects different strategic positions. Discuss and describe the use of EMS.
Objectives and Topics
This exam explores the intersection of traditional business marketing strategies and sustainable development. It examines how a functional orientation impacts product development and communication, addresses the inherent paradoxes between marketing-driven consumption and environmental preservation, and investigates how companies implement sustainable strategies and management systems to align business goals with ecological responsibility.
- Functional orientation and its impact on corporate priorities
- Paradoxes between marketing foundations and sustainable societies
- Challenges in communicating eco-friendly products to consumers
- Strategies for corporate sustainability and environmental management systems (EMS)
Excerpt from the Book
a) Describe and discuss the implications of a functional orientation on product development and market communication.
Functional orientation is defined as putting emphasis on functional areas. As a consequence different organisations and companies set their priorities differently on different functions and business units. A company which is known as innovative and has its competitive advantages in this function focusses on this and stresses the importance of the Reserch and Development departement. In general, the focus of functional orientation can be set on all of a companies’ different departements, but most likely are the departements of marketing, research and development, engineering, service or the operations. Different employees in different business units often see the set of priorities differently since it is very common to see his own unit as being the departement which leads the company (Fyock et al., 2002). One example of a company with a functional sales orientation would be that this enterprise sees transactions generating sales in a short-term perspective as more important as long-perspective relation with its customers (Kotler et al., 2004). Functional marketing orientation is understood as an approach to satisfy the needs to succeed in the global markets and to react on the hyper competition. Therefore the role of marketing has to be redefined. The traditional view to seperate functions and business units of a company which behave like sourced-out service departements for the enterprise should change to a holistic streamlining approach which integrates all core units such as marketing, human resource, finance, or the operations themselves (Tesar, 2002).
Chapter Summary
I. Functional Thinking: This chapter defines functional orientation within organizations and discusses the trade-offs in product development and communication, while contrasting this with the concept of dematerialization.
II. Marketing vs. the environment: This chapter analyzes the conflicts between traditional marketing objectives—which focus on driving consumption—and the requirements of a sustainable economy.
III. Sustainable Strategies: This chapter evaluates various corporate sustainability strategies and the implementation of environmental management systems as a means to achieve proactive environmental awareness.
Keywords
Sustainable Marketing, Functional Orientation, Dematerialisation, Environmental Management Systems, EMS, Sustainable Consumption, Corporate Strategy, Product Development, Eco-friendly Products, Marketing Paradox, Sustainability, Green Marketing, Stakeholder Influence, Lean Production, Environmental Communication
Frequently Asked Questions
What is the core focus of this academic exam?
The work focuses on the integration of sustainable practices into corporate strategy and examines the inherent conflicts between traditional marketing principles and the goals of a sustainable society.
What are the primary thematic fields covered?
The main themes include functional orientation, dematerialization, consumer behavior regarding eco-friendly products, and the strategic implementation of environmental management systems.
What is the central research question?
The paper explores how businesses can reconcile the traditional, growth-oriented foundations of marketing with the necessity of protecting the environment and ensuring long-term sustainability.
Which scientific methodology is applied?
The author employs a qualitative literature analysis, synthesizing theories from academic journals and existing management research to discuss environmental practices and strategic models.
What topics are addressed in the main body of the text?
The main body covers the implications of functional orientation, the paradoxes of marketing vs. the environment, communication challenges for green products, and the various levels of corporate environmental strategies.
Which keywords best characterize this document?
Key terms include Sustainable Marketing, Functional Orientation, Dematerialisation, Environmental Management Systems (EMS), and Green Marketing strategies.
How does the author view the role of 'Nike' as an example?
The author uses Nike to illustrate the potential dangers of a strong functional marketing orientation, where outsourcing leads to a loss of control over supply chain conditions and negatively impacts the brand's reputation.
What is the author's critique of Environmental Management Systems (EMS)?
The author notes that while EMS can be a useful tool, it is often criticized for being purely bureaucratic; true success depends on the genuine commitment of management and the integration of sustainability into the core corporate vision.
- Quote paper
- Niklas Kürten (Author), 2006, Sustainable marketing management - Functional thinking, marketing vs. the environment & sustainable strategies, Munich, GRIN Verlag, https://www.hausarbeiten.de/document/79074
