Chapter 6 Marketing No product, regardless of how well it is designed, will reach consumers unless it is marketed effectively. The marketing function is an important component of any business. It is involved in the development, communication, and provision of value to consumers of the firm’s products or services. This chapter demonstrates how sustainability efforts are integrated across the marketing mix: product, price, place (distribution), and promotion. 6.1 Product The first element of the marketing mix is the product. The sustainable business addresses issues related to the product’s design, packaging, and branding. Sustainable businesses focus on green product design and development, as discussed in Chapter 5 "Research and Development". Green product design and development engages in design for the environment, sustainable product architectures, design for flexibility and reuse, green product testing, design for recycling, and life cycle analysis (LCA) for sustainability. In designing for the environment, the sustainable business will become familiar with the International Organization for Standardization (ISO) 14000 standards, which focus on environmental management issues. The standards are quality guidelines for companies to continuously identify, control, and improve environmental performance. The sustainable business will take steps to create conditions to assure product testing does not cause unnecessary and harmful social or environmental impacts. Design for recycling, flexibility, and reuse not only reduces environmental impact but can also create cost efficiencies for the organization. It is important that the company conduct LCA on products and processes (discussed in Chapter 5 "Research and Development"). LCA is a method to better understand the impact of a product, service, or process
Chapter 6 Marketing No product, regardless of how well it is designed, will reach consumers unless it is marketed effectively. The marketing function is an important component of any business. It is involved in the development, communication, and provision of value to consumers of the firm’s products or services. This chapter demonstrates how sustainability efforts are integrated across the marketing mix: product, price, place (distribution), and promotion. 6.1 Product The first element of the marketing mix is the product. The sustainable business addresses issues related to the product’s design, packaging, and branding. Sustainable businesses focus on green product design and development, as discussed in Chapter 5 "Research and Development". Green product design and development engages in design for the environment, sustainable product architectures, design for flexibility and reuse, green product testing, design for recycling, and life cycle analysis (LCA) for sustainability. In designing for the environment, the sustainable business will become familiar with the International Organization for Standardization (ISO) 14000 standards, which focus on environmental management issues. The standards are quality guidelines for companies to continuously identify, control, and improve environmental performance. The sustainable business will take steps to create conditions to assure product testing does not cause unnecessary and harmful social or environmental impacts. Design for recycling, flexibility, and reuse not only reduces environmental impact but can also create cost efficiencies for the organization. It is important that the company conduct LCA on products and processes (discussed in Chapter 5 "Research and Development"). LCA is a method to better understand the impact of a product, service, or process
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