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Marketing Basics - Kotler Philip

Environmental movement

While marketers monitor how effective the marketing system is in meeting customer demands, environmental activists focus on the environmental impact of marketing and the costs associated with meeting those needs and needs. In 1962, Rachel Carson wrote on the basis of documentary materials the book “Silent Spring”, telling about the pollution of nature by pesticides18. It was no longer a question of squandering natural resources, but of the survival of mankind. In 1970, the Ehrlichs coined the term "eco-catastrophe" to denote the harmful effects of certain types of business on the environment19. And in 1972, the Meadows published the book “Limits of Growth,” in which they warned that uncontrolled population growth, increasing environmental pollution, and continued exploitation of natural resources will inevitably cause a decline in the quality of life.20 All these types of concerns form the basis of the environmental movement.

The Environmental Movement is an organized movement of concerned citizens and government agencies aimed at improving the living environment.

Fighters for nature conservation are concerned about the problems of open-pit mining, depletion of forest resources, factory smoke, billboards and garbage, which makes it impossible for outdoor activities and land restoration. They are also worried about health problems, exacerbated by air and water pollution, and the use of foods processed with chemicals.

Proponents of environmental protection are not opposed to marketing and consumption, but to ensure that this activity is carried out on the principles of environmental safety. They believe that the goal of a marketing system should not be maximum growth in consumption, expansion of consumer choice and consumer satisfaction, but maximum growth of quality of life, because quality of life includes not only an abundance of high-quality goods and services, but also the preservation of a high quality environment.

The environmental movement has dealt severe blows to a number of industries. Steel companies and utilities had to shell out billions of dollars to buy treatment equipment and more expensive fuels. Automakers had to equip cars with expensive exhaust control systems. The soap industry had to create low-phosphate detergents. The packaging industry had to develop waste management methods in the form of used packaging and create packaging materials that are easily biodegradable. The gasoline industry had to create new grades of gasoline with a low or no lead content. These industries are opposed to enforcing environmental regulations, especially if these regulations are introduced too quickly, preventing companies from taking the appropriate steps to rectify the situation. All of these firms incur large costs, which they then pass on to the buyer.