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Joel silverio Esterruth van der Singel Eric van VeenClass: 1IBM-11
BLOCK 1 >> HOMEWORK EXERCISES : MM1 book Armstrong &
Kotler
CH 3 Discussion Question: 4 (p. 120)
Discuss trends in the natural environment of which marketers must be aware and provide
examples of companies’ responses to them
1. Growing shortages of raw materials: Firms making products that require these
scarce resources face large cost increases, even if the materials remain available
2. Increased pollution
3. Increased government intervention: The German government, vigorously pursue
environmental quality.
4. Environmental sustainability: For example, PepsiCo has a solar-panel field that
generates three-quarters of the heat used in Frito-Lay’s Modesto, California SunChips
plant and Sunchips themselves come in the world’s first 100% compostable package.
http://www.edie.net/news/6/Major-UK-cheesemaker-becomes-100-percent-self-sufficient-in-green-
energy-/
- Britain's largest family owned cheese maker Wyke Farms has today become the UK's first national
cheddar brand to become 100% self-sufficient in green energy, following the launch of its biogas
plant in Bruton, Somerset. ( example of Growing Shortages of raw materials )
http://www.edie.net/news/4/PepsiCo-doubles-safe-water-pledge-for-developing-nations-/
- Through the PepsiCo Foundation, PepsiCo has identified projects and partners to provide access to
safe water through initiatives that include water conservation, distribution, purification and hygiene
for underserved communities in China, India, Mali, Brazil, Colombia, and other Latin American
countries. ( Environmental sustainability)
http://www.edie.net/news/5/World-s-first-standard-for-waste-management-sets-a-precedent-/
- The first international standard for waste management has been developed by the Carbon Trust,
which aims to set a global benchmark for good practice. ( Increased Pollution )
http://www.benandjerrysfoundation.org/what-we-do.html
- The Vermont Capacity Building Grant Program assists Vermont statewide
organizations achieve greater organizational strength and sustainability.
Organizations' goals should be aligned with the Foundation’s broad interests in social
justice, environmental protection and sustainable food systems.
( Eric van Veen )
Critical Thinking Exercise: 3
Cause-related marketing has grown considerably over the past ten years. Visit
www.causemarketingforum.com to learn about companies that have won Halo Awards for
outstanding cause related marketing programs. Present a award winning case study to
your class.
Date: 22-09-2013 Page 1
, Joel silverio Esterruth van der Singel Eric van Veen
Class: 1IBM-11
http://www.causemarketingforum.com/site/c.bkLUKcOTLkK4E/b.6452355/apps/s/content.a
sp?ct=8919587
Golden Halo Award: Business eBay
eBay, the first e-commerce company to win the Cause Marketing Forum’s coveted Golden Halo, is
being honored for a program launched, like CMF, in 2003: eBay Giving Works.
Giving Works makes it convenient for people to raise money for their favorite causes on eBay
through several avenues: Sellers can donate a percentage of anything they sell up to 100 per-cent—
and get that same percentage off their listing fees; buyers can add a donation to any purchase;
anyone can make an immediate cash donation; and nonprofits can sell directly—with all fees
waived—to raise funds.
It’s an outstanding example of a cause initiative that is deeply integrated into a company’s
operations and that generates significant business and social dividends.
For example:
eBay buyers and sellers raised $54.8 million for nonprofits in 2010 and have generated nearly
$250 million in donations since the program’s inception.
Market research indicates the program is a boon to sellers.
On average, buyers pay 2 percent to 6 percent more for items that benefit charity as
indicated by displaying the blue and yellow Giving Works ribbon.
Cause ties have attracted many new buyers and sellers to eBay over the years.
Giving Works is just one part of eBay’s Global Citizenship portfolio of programs, which includes
initiatives to enable the eBay community to sell and buy more sustain- ably, a global marketplace for
environmentally and socially responsible shopping, the eBay Foundation and a microfinance
organization.
For embedding giving into the world’s largest online marketplace, for sharing proof that doing well
and doing good can go hand in hand in cyberspace and for helping thousands of nonprofits raise
hundreds of millions of dollars, the Cause Marketing Forum honors eBay with the 2011 Cause
Marketing Golden Halo Award for Business.
( Joel Ygnasio Julian Silverio )
Mini Cases: “Electric Cars” (questions 1&2)
Date: 22-09-2013 Page 2
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