MARK5120 Marketing Strategy and Policy

Part 1

Introduction

The content of this essay has been extracted from the research paper “A Room with a Viewpoint: Using Social Norms to Motivate Environmental Conservation in Hotels”. It is an experiment that directs the effectiveness or usefulness of signs and it pleads the guest of a hotel to participate in an environmental conversation program (Nyborg et al., 2016).

Social Norms Influence on Environmental Conservation

The main motive of this research is to inquire or investigate the influence of social norms on the protection of the environment. The principles behind this research are closely related to the reuse of hotel towels during a stay. With the help of such programs, an attempt of awareness has been composed where signs and cards are strategically settled in the washrooms. It instructs or guides the guests on the policies or strategy of the business and on the environmental concerns to provide with the same. Such awareness not only contributes or devotes to a better environment in the context of saving product or resources, but also creates inherent profits and cost benefits for a hotel. Additionally, there are specific consumer segments that tend to appreciate the businesses which are involved in such environment protection practices. Marketing Practitioners have inspired or motivated the guests very tactfully to participate in such beneficial programs where the guests will be informed descriptively and transparently that the reuse of towels can prevent the environment from additional corruption, depletion, and disruption. The first and foremost experiment which is conducted in the research shows that an industry appeal participation of a guest in programs is less as compared to the descriptive appeal participation of a guest. The second experiment shows that the guest who is well educated to the norms are more likely to participate for such a reuse as compared to the guests who have learned the norms from the entire hotel to take participation in it.

Role of Managers in Environmental Conservation

Research results of the journal have a clear applicability for the managers and policymakers (Fabrigar & Wegener, 2016). Normative messages which were used by the hotel chains have fared significantly far better at participation levels in environmental protection programs. The decision-makers should make sure that a social individuality is not only important but also the various norms attached to it which are salient or major and are very well known. It is assumed that norms are persistent in addition to the direction in which the communicator would like to shift the audience.  Additionally, the managers and policymakers who apply an element of norm in their campaigns must ensure that the norm is coincidentally like the intended circumstances and to the guest’s environment.

Part 2

Habit Formation

Habit Formation is a contemporary marketing tool that can be used by marketers to prove a win-win method for motivating or inspiring the customers towards behaving sustainably (Smith & Graybiel, 2016). It is a method that refers to behaviours which are enduring because it has become comparatively automated over a specific period which results in an encountered contextual cue. Due to the various common habits which are unsustainable, it has become a critical element of sustainable behaviours change. Various behaviours with sustainable implications like shopping, choice of transportation, food consumption, energy, and resource use, and disposal of products are completely habitual. Interferences that break repetition such as penalties and discontinuity can hamper bad habits. Actions that motivate or inspire like utilizing prompts, feedback, incentives, and making sustainable actions very easy, can strengthen positive habits.

Recommendation

This strategy is considered a win-win method as it is proved to be beneficial for both parties, the company, and its final consumer (Chernev, 2018). The strategy can help influence the consumers to shift their taste and preference to integrate sustainable practices which in turn can prove to be a beneficial opportunity for companies to capitalize on. Hence this strategy can easily be recommended for motivating the consumer’s sustainable behaviour (Hult & Ketchen,2017).     

Social Norms using marketing campaigns and Habit Formation are two techniques that marketers and decision makers can take advantage of with respect to influencing the final consumer in making sustainable decisions which can be considered a win win method for both, the company and its consumers. Sustainability is a dual fold concept which means that a business should adhere to it prior to expecting from its consumers in making such choices with respect to their products (Goldberg, Fishbein & Middlestadt, 2018). 

References

Chernev, A. (2018). Strategic marketing management. Cerebellum Press.

Fabrigar, L. R., & Wegener, D. T. (2016). Conceptualizing and evaluating the replication of research results. Journal of Experimental Social Psychology, 66, 68-80.

Goldberg, M. E., Fishbein, M., & Middlestadt, S. E. (Eds.). (2018). Social marketing: Theoretical and practical perspectives. Psychology Press.

Hult, G. T. M., & Ketchen, D. J. (2017). Disruptive marketing strategy. Ams Review, 7(1), 20-25.

Nyborg, K., Anderies, J. M., Dannenberg, A., Lindahl, T., Schill, C., Schlüter, M., ... & De Zeeuw, A. (2016). Social norms as solutions. Science, 354(6308), 42-43.

Smith, K. S., & Graybiel, A. M. (2016). Habit formation. Dialogues in clinical neuroscience, 18(1), 33.

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