Scarcities, Lifestyles, Waste Management and International Marketing

Examines influences of negativity on marketing management, e.g. the approach of scarcities of raw materials' emerging new consumer values; and a new international economic order — requiring co‐operation among rival organizations or governments. Pinpoints the petroleum crisis of December 1973 as a political ‘knee‐jerk’ reaction of the Middle East conflict, which first affected petrochemicals, automotive products and tourist services. Further, it modified cost and price structure in metalmechanics, paper and pharmaceuticals – to name just a few — eventually everything from baking to banking was affected. States that mutual dependency runs like a common thread through modern marketing, exemplified mostly by pipelines and electric power grids but funnelling down to affect everywhere. Discusses the impact of shortages with its deleterious worsening of lesser‐developed countries' conditions. Looks at differing emerging lifestyles particularly the USA's affluence, and that it is wrong for 5% of the world's population to consume 35% of the world's resources. Wonders whether waste can be reduced by good management by business firms and gives figures to show the benefits. Concludes that if prices cannot reduce demand in the long run, marketing management must resort to other instruments.