• Journal of Global Scholars of Marketing Science
• /
• v.17 no.3
• /
• pp.83-108
• /
• 2007

Since the 1992 UN Conference for Environment and Development held in Rio de Jaineiro, Sustainable Development has become the global thesis. More than 170 countries signed the Agenda 21 for the sustainable action plan, and adopted the sustainability concept as the key concept of dealing with the environmental, social, ethical, and economic problem. Sustainability is one of the main marketing challenges in the 21st century. By integrating social and ecological criteria, marketing may can make valuable contributions to sustainable development. Regarding the sustainability marketing, it is difficult to find the domestic marketing research on the thesis of sustainable development, and this is the definite evidence that the Korean marketing researchers do not realize the importance of the thesis of sustainable development which is internationally suggested as the new paradigm of change. The purpose of this study is to build the conceptual background and explore the research direction in order to introduce and adopt the concept of sustainable development in the domestic marketing research field. The present paper proposes a comprehensive conception of sustainability marketing, defined by six step: analysis of social-ecological problems; analysis of consumer behavior; normative sustainability marketing; strategic sustainability marketing; instrumental sustainability marketing; and transformative sustainability marketing. The aim of the paper are to clarify the concept of sustainability marketing. To accomplish this research purpose we discuss the sustainable development which is the conceptual background of sustainability marketing, analyze the characteristics of the sustainability marketing, and finally summarize the research results and present the suggestions for further research. Sustainability marketing embraces the idea of sustainable development, a development that meets the needs of the present without compromising the ability of future generation to meet their own needs. Sustainability Marketing goes beyond conventional marketing thinking. If marketing is about satisfying customer needs and building profitable relationships with customers, sustainability marketing may be defined as building and maintaining sustainable relationships with customers, the social environment and natural environment. By creating social and environmental value, sustainability marketing tries to deliver and increase customer value. Sustainability Marketing aims at creating customer value, social value and environmental value. Sustainability marketing integrates social and ecological criteria into the whole process of marketing, and can be differentiated in six steps: (1) Analysis of the social and ecological problems, generally and specifically with respect to products which satisfy customer needs and wants; (2) Analysis of customer behavior with special aspect to social and ecological concerns; (3) Corporate commitments to sustainable development in the mission statement, development of sustainability visions, formulation of sustainable principles and guideline, setting of socio-ecological marketing objectives and goals (normative aspects of sustainability marketing); (4) Sustainability segmentation, targeting and positioning, and timing of market entry(strategic aspects of sustainability marketing); (5)Integration of social and ecological criteria into the marketing-mix, i.e. products, services and brands, pricing, distribution and communication(instrumental aspects of sustainability marketing); (6) Participation in public and political change processes, which transform existing institutions towards sustainability(transformative aspects of sustainability marketing). The first two steps begin with an analysis of the company situation. In sustainability marketing it is crucial not just to know consumer needs and wants, but also to find out about the ecological and social problems of products along their whole life cycle. The intersection of socio-ecological problems and consumer wants sets the ground for sustainability marketing. Step three to five describe the implementation of sustainability marketing. Social and ecological criteria are fully integrated into the mission statement, strategies and marketing-mix. Step six is one of the specifics of sustainability marketing. It is about the commitment of company to sustainable development and their active participation in public and political processes in order to change the existing framework in favor of sustainability.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
• /
• v.8 no.4
• /
• pp.177-191
• /
• 2013

6th Industry reduced agricultural income and rural areas, the economic downturn is going to be activated is attracting attention as an alternative. 6th industry means that the integrated or linked, the manufacture and processing of secondary industry based on primary industry, the distribution and service of tertiary industry. Park Geun-hye government to realize the creative economy in agriculture as an alternative to specifically evaluate the 6th industries and suggests various policy alternatives. In addition, to support the development of models and analysis of best practices, including sleep studies are in progress. However, the 6th Industry management body for performing management level, technical level, the leader in comprehensive evaluation of competencies and indicators on the development of an evaluation study is insufficient. In this regard, the present study performed 6th industry management body for the management level, technical level, the leader competency evaluation indicators to develop a comprehensive evaluation by utilizing AHP method was developed indicators. The results achieved in Korea As different countries and the FTA as cheap agricultural imports increased 6th industry revenues associated with the management body is very likely to be worse. The endless competition to survive in the most important of the strategy for each individual project management body to operate on their own, rather than to strengthen internal capacity by strengthening linkages with other industries, products, and services that promote the sale will be. This also is that you need to improve revenue management body. Thus, all 6th industry management body at the location of their efforts to gain the trust of consumers will require, moreover, for each management body to build cooperation between the various measures will be sought. In addition to the smart era rapidly changing needs of customers, depending on the life cycle of products and services are getting faster and the new consumer is getting more and more tend to find new products. Thus, customers and management body 6th industry changes quickly and accurately predict market trends, and also to market new products and services that further efforts would be needed.

• Current Research on Agriculture and Life Sciences
• /
• v.8
• /
• pp.129-138
• /
• 1990

This study investigated the relationship between the cutflow of rural population and agricultural policy by using time series method. For the analytical tools, decomposition time series methods and regression technique were employed in computing seasonal fluctuation and cyclical fluctuation of population migration. Also, this study predicted farmhouse, rural population till the 2000's by means of the mathematical methods. The analytical forms employed in forecasting farmhouse, rural population were Exponential curve, Gompertz curve and Transcendental form. The major findings of this study were identified as follows: 1) Rural population and farmhouse population began to decrease from 1965 and hastily went down since 1975. Rural population which accounted for 36.4 percent, 35.6 percent of national population respectively in 1960 diminished about two times: 17.5 percent, 17.1 percent respectively. 2) The rapid decreasing of the rural population was caused because of the outflow of rural people to the urban regions. Of course, that was also caused from the natural decreases but the main reason was heavily affected more the former than the latter. In the outflowing course shaped from rural to the urban regions, rural people concentrated on such metropolis as Seoul, Pusan, Keanggi. But these trends were diminishing slowly. On the other hand, compared with that of the 1970's the migration to Keanggi was still increasing in the 1980's. That is, people altered the way of migration from the migration to Seoul, Pusan to the migration to the out-skirts of Seoul. 3) The seasonal fluctuation index of population migration has gone down since the June which the request of agricultural labor force increases and has turned to be greatly wanted in the March as result of decomposition time series method. As result of cyclical analysis, the cyclical patterns of migration have greatly 7 cycle. 4) As result of forecasting the rural and farmhouse population, rural and farmhouse population in the 2000 will be about 9,655(thousand/people) and 4,429(thousand/people) respectively. Thus, it is important to analyze the probloms that rural and farmhouse population will decrease or increase by the degree. But fairly defining the agricultural into a industry that supply the food, this problem - how much our nation need the rural and farmhouse population - is greatly significant too. Therefore, the basic problems of the agricultural including the outflows of rural people are the earning differentials between rural and urban regions. And we should regard the problems of the gap of relative incomes between rural and urban regions as the main task of the agricultural policy and treat the agricultural policy in the viewpoint of developing economic equilibrium than efficiency by using actively the natural resources of the rural regions.