Ch. 1 An Overview of Marketing: - A Brief History and Mission Statement

            Chapter 1 gives a broad description of what marketing is. By definition marketing is a philosophy that stresses customer satisfaction while organizing the functions and processes of implementing that philosophy. I learned that marketing can be selling, advertising, communicating or distributing, but more importantly marketing encompasses all of these things. Every company big or small can develop their own marketing strategy and orientation. Production, sales, marketing, and societal marketing orientation are the 4 important philosophies that affect a firm’s own marketing process. The orientation is defined by the direction or position that the company is in, going in, or aligned with. Two major aspects of a firm’s philosophy are found in the distinction between sales orientation and marketing orientation, a choice to look inward rather than focusing externally. Companies have the freedom to concentrate on sales and profits or customer satisfaction and values. Each aspect has its own pros and cons, but through research, analysis, and studies found in Chapter one, it is clear that companies which put more emphasis on their customers are more successful than those who focus solely on profits. In truth, there is no business, no company and no firm that succeeds without the consumers who purchase goods and services.

                                                                                                                          

            Burt’s Bees is a company committed to providing natural products to consumers. There aim - to ‘make peoples lives better every day – naturally.’ With the use of petroleum-free, sodium lauryl sulfate-free, and phthalate-free ingredients, packaging that is largely made of recycled materials, and a long standing partnership with the Natural Products Association, Burt’s Bees has shown a true dedication to societal marketing, a philosophy that firms exist to satisfy customer needs, but also to preserve or enhance individuals and societies long-term best interests. We live in a world today where so many natural resources are being consumed, used, and/or disregarded at alarming rates. As consumers is it important to understand our own affects on the world at large starting with the products we use. Burt’s Bees understands this role, and actively reduces their carbon footprint by putting society first. The company humbly began in Maine in 1984 when Roxanne Quimby and Burt Shavitz started selling candles from beeswax, a by-product of Burt’s honeybee business. Five years later after much success in sales, a boutique in New York City picked up their product and began selling candles. In 1991 the company incorporated and at the time produced half a million candles per year. 2002 marked the year that Roxanne purchased forest land in Maine to preserve it from urban development, a testament to conversing nature. The purchase was the beginning of the relationship between Burt’s Bees and The Nature Conservancy. In May of 2009 Burt’s Bees proudly celebrated 25 years in business.

Sources: Burt's Bees