Social Marketing: Perspectives and Viewpoints

By William Lazer; Eugene J. Kelley | Go to book overview

ecological image may be enhanced if recycling is done by outlets identified with the manufacturer.


Role of government and public policy

In their role as citizens, people in the United States are demanding a cleaner environment, but when acting as consumers they have not been sufficiently motivated to help clean up that environment by recycling their trash. The result of this role conflict will undoubtedly mean an increase in the government's influence on a company's marketing policies with respect to recycling and reverse distribution. Previously, the article referred to a packaging tax and other local and state limitations on nonreturnable packaging. In addition, a bill was recently introduced at the federal level to ban the manufacture and sale of nonreturnable containers because they pose a threat to public welfare and the environment, and because they represent a high-cost form of litter and solid-waste management.16 As Weiss observed, "When government moves in this radical new direction, can industry, can marketing, look in the other direction?"17


CONCLUSION

Predicting the future is difficult, but knowledge of society's needs helps us to know the general direction of the changing environment. One focus of the 1970s seems to center on the reduction of pollution in our environment. The environmentalists who see recycling as the solution to the problem of solid-waste pollution must rely on marketing's help; technology alone is not enough. Lavidge has observed that "as it [marketing] matures, as it broadens in function and scope, marketing will become increasingly relevant during the 70s to the fulfillment of man. And as the impact of marketing on society increases, so does the social responsibility of marketing people."18 Recycling waste materials is part of marketing's growing responsibility.

Marketing to the low-income segment requires special emphasis on distribution policy. A systems approach is designed to improve the effectiveness of marketing programs directed at low-income neighborhoods. The author states

____________________
16
U.S. Congress, House, 91st Congress, 2nd Session, H.R. 18773.
17
E. B. Weiss, "The Coming Change in Marketing: From Growthmanship to Shrinkmanship," Advertising Age, Vol. 42 ( February 1, 1971), p. 63.
18
Robert J. Lavidge, "The Growing Responsibilities of Marketing," Journal of Marketing, Vol. 34 ( January 1970), p. 28.

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