Question

Please answer all questions. This questions pertain to Marketing 3301.

Concepts:  Total Marketing Concept, Market Vs Production Orientation; Triple Bottom Line Measures

Submission:  Word document, 12 font, double spaced, refer to below questions. More than 6 errors in writing-grammar, punctuation, spellings will result in 20% deduction.

1) Define Total Marketing Concept, Triple bottom line Concept (in your own words) - (8 pts).

-How is Total marketing concept related to Triple Bottom Line? (2 pts)

Make sure you choose a company for below questions (current/previous employer) Identify the name of the company and nature of their business.

2) Explain how the company's activities can be categorized along triple bottom-line measures listed below?   (10 pts)

(Profit) Economic factors - What  factors are used as measure of success of your firm. How well does  the organization  do in achieving this factor and is the marketing concept useful to them?

(People) Social - Do you see any social consequences from the use of their marketing concept, good or bad?

(Planet) Environmental - Is this important  for the organization in terms of how it does its business?

3)   Overall, how do you rate the performance of your employer on the triple bottom line measures -- excellent, good, fair or poor? Please explain why and how to improve. (5 pts)

4) How can the company improve upon TBL measures? Provide specific suggestions, evaluate these along value-add to company's stake holders and cost repercussions? (5pts)

Answer 1

1. Total Marketing Concept where organizations totally focuses on the needs and wants of the customer's so that the goods or services can be distinguished from competitors in terms of specifications , properties or price . Organization then integrates all its resources from procurement of raw materials & other resources to production to promotion and distribution of products and services so that customer's needs and wants are satisfied legally and responsibly on a long term basis .

Tripple Bottom Line is a concept that focuses on the commitment of organizations on 3 Ps :

a. Profits : These are most important as organizations should be able to add premium to their activities and earn substantially more than they add .

b. People : This measures how much socially responsible the organization have been through out its operations .

c. The Planet : This measures how much environmentally responsible the organisation  have been through out its operations .

Both the total marketing concept and tripple bottom line concept are inter related as both focuses on customer satisfaction . In case of total marketing concept the customers are direct customers where as in tripple bottom line concept these are direct and indirect customers . Here direct customers are those who buy our product or services where indirect customers are those who convert the customers to direct customers . These indirect customers are those whose needs and wants we fulfill by being socially and environmentally responsible and who develops a trust and liking for us as we are socially and environmentally responsible .

2. I work for UFLEX LTD and take care of Logistics function for two of its units in Jammu in India . They have been the largest employer in Jammu and improved the economy by providing the biggest number of jobs in the region . They started with 1 factory and now have 4 factories . The organization has adopted a policy through which they employ 80% of their employees locally there by aiding the local economy .

On social responsibility front they regularly organises camps where they provide free medical tests and distribute free medicine . They are already on the look out for opening a school for poor in the Jammu Region.

The organization is into manufacturing of flexible packaging where they manufactures and sells flexible packaging material to organizations such as Procter and Gamble , GlaxoSmithKline , Nestle , Brittania & Mondeleez . On environmental responsibility front the organization is already into development of biodegradable materials so that none of its waste of raw materials is burnt .

3. Their TBL measures are good on social front , excellent on economic front and fair on environmental front . They need fair bit of improvement on environmental front as currently they dispose off a lot of waste flexible packaging material . They need to make sure these are disposed off to waste vendors who are recyclers so that there is no chance of burning of plastic waste material .

4. The basic concern of the organization is on environmental front only . Apart from measure mentioned above they need to look at manufacture of raw material out of the plastic waste generated by them . For that they need to buy machines for this purpose and align workers for the same . This raw material can be used inside if possible or sold outside . By being efficient and effective they can add value to their bottom line as raw material sells 4 times the cost of waste material.