Mutual Benefit Marketing: A Green Bud of Future
It is already known to all what the marketing is. Marketing is a process of creating market, maintaining the relationship with market and earning profit through their satisfaction. Profit naturally goes with monetary. But, benefit goes with monetary and non-monetary. It is already discussed about Marketing on the article ‘Marketing: An Art Of Relation Or Deception’. Marketing is a process of relationship. Again, the triangle has come.
- External Marketing (Company-Consumer)
- Internal Marketing (Company-Employees)
- Interactive Marketing (Employees-Consumer)
There is another concept of marketing, Holistic Marketing. A combination procedure of creating market, maintaining the relationship with market and earning profit through their satisfaction with Internal marketing (Marketing Department, Senior Management, Other Departments), Integrated Marketing (Communications, Products & Services, Channels), Relationship Marketing (Customers, Channels, Partners) and Performance Marketing (Sales Revenue, Community, Legal, Environment, Ethics, Brand & Product Equity) [Marketing Management (13th ed.); Kotler, Keller, Koshy and Jha]
In this concept performance marketing is not discussed clearly. Again, in a book, ‘Strategic Marketing for Non-Profitable Organizations’ (7th ed.), Andreasen and Kotler define the marketing like profitable organization. However, the new bud of future can be ‘Mutual Benefit Marketing’.
Mutual benefit marketing is a process of creating and maintaining relationships with market and earning profit through satisfying suppliers, employees, dealers and consumers on the basis of ethics. You can say, ‘O! Ethical Marketing!’ Ethics is a part of this concept. Here is a figure:
The figure shows the foundation of the concept is Ethics. Four pillars are Suppliers, Employees, Dealers and Consumers. These are the main stakeholders. Roof of the Concept is Management. It has Partners, Directory Board and Shareholders.
Here are points:
- Ethics deal with social welfare, legislations, religious feelings, environmental issues etc.
- Suppliers deal with supplying raw materials for manufacturing goods and some accessories for organizational supports.
- Employees deal with every single external stakeholder and report to seniors for betterment of organizations’ reputation. Employees are two kinds. One is Executives and another is Labors. Executives are two types. One is working at desk and another at field.
- Dealers are those who have a place to sell products, dealers, wholesalers, retailers. They are very important to sell.
- Consumers deal with consuming products and evaluating their satisfaction towards the products (can be goods or services)
- Management deals with all managerial issues. There are two categories, Active and inactive. Actives are Partners, Directory Board, Internal Auditors, Advisers and Managers. Inactives are financial partners, shareholders etc.
Before, it has been already said that marketing is an art of relation. To create and maintain healthy relation you have to follow the ethics and benefit your stake holders. Is there any doubt? How can you benefit your stakeholders? Main stakeholders are suppliers, employees, dealers and consumers. Suppliers can be benefited with paying them on time. Employees can be benefited with paying facilities according to law on time. Dealers can be benefited with their existence right. Consumers can be benefited with satisfying them, meet or cross their perceptions. Management should manage all the procedures in a fruitful manner.
Here, an example is cited.
Suppose, there is an organization, P. Suppliers are S, Employees are E, Dealers are D and Consumers are C. P is going to produce a juice item. Its management is going to take supplies from various S. According to quotation, P’s management will take decision. If they choose the lowest, the under rate one, it cannot provide quality materials. Highest one costs high. After taking supplies, if P do not pay the payment or delay the payment, suppliers will supply lower quality with same price. With unhappy suppliers, it is impossible to get the Best. Employees (E) are always on ‘Yes, Sir. ‘They do their best. If organizations maintain their rights properly, then they will work accurately. Dealers (D) fight for their existence. If P extends their business for their own. But, If P set 10 dealers at a place. It could be harmful for business and traders. At last, they lose their existence in business world. Consumers do not know how it has been made. They trust P and its brand. If they suffer from any diseases, they will lose the trust on P.
Live examples are on Snickers, Maggi, and Johnson & Johnson. The organization, MARS, gets a probability of being cancer is positive by taking snickers. 65 countries production stopped in a day of Snickers and what they had, burned. The organization gains the trust of consumers. From this scenario, it can be said that MARS is consumer focused.
In India, Nestle’s Maggi noodles was banned for getting quantity of led more than the standard. After retest they got permission to do business again. From this scenario, Nestle sometimes does not focus on standard.
Johnson & Johnson is planning to close a surgical suture production plant, potentially putting 400 people out of work. The shuttering of the Scottish facility will see J&J move production to larger sites in Texas, Brazil and Mexico to further its goal of cutting costs by $1 billion a year by 2018. From this scenario, the organization is focused on profit not to the employees. After few years they can also think that Texas, Brazil and Mexico are not good. What will happen to them?
In Bangladesh, companies’ juice commercialized with the green circle, means natural materials. But, it is totally full of artificial chemicals.
One organization set dealers in such a way that the companies 10 dealers for 50 products at same area. After establishing the brands, they are downsizing weak dealers. But, these weak dealers were with this company’s starting time or bad time. These are the point of satisfaction. If any organization follows the concept of Mutual Benefit Marketing, their strength will be 1000 folds or more.
This is a brief of concept. The concept is based on observation and secondary data.
10 Comments
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