In the beginning, many companies opposed consumerism and environmentalism.
They thought the criticisms were unfounded, or unimportant. However, by now, most companies have begun to embrace the new consumer rights, at least in principle.
They may oppose certain laws as inappropriate ways to solve specific consumer problems, but they do recognize the consumer's right to be informed and protected.
Many of these companies have responded positively to consumerism and environmentalism, and are trying to better serve the needs of consumers.
Illustrated Marketing
The enlightened marketing philosophy postulates that a company's marketing should support the long-term optimal performance of the marketing system. Illustrated marketing consists of five principles:
Consumer Oriented Marketing
It implies that the company must analyze and organize its marketing activities from the consumer's point of view; it must strive to detect, serve and satisfy the needs of a defined group of customers.
Innovative Marketing
It requires the company to continually seek to make real improvements to its products and marketing.
The company that overlooks new and better ways of doing things will sooner or later lose customers to another company that has found a better way.
Value Marketing
The company must dedicate most of its resources to marketing investments that create value.
Many things marketers do - one-off sales promotions, minor changes to presentation, bloated advertising - may boost sales in the short term, but add less value than actual improvements in product quality, features, or convenience.
Marketing with a sense of mission
It implies that the company must define its mission in broad social terms, not narrow product terms.
When a company defines a social mission, employees feel happier with their work and have a clearer idea of the direction in which they are moving.
Marketing for society.
An enlightened company makes marketing decisions considering the wishes and interests of consumers, the needs of the company, and the long-term interests of society.
The company is aware that neglecting the long-term interests of consumers and society is an attack on consumers and society. Awakened companies see society's problems as opportunities.
Bibliography:
Marketing 8th. Kotler-Armstrong Edition
