The Marketing Peg

Today during consumer behaviour class, there was a major discussion on the issue of RECYCLING. So why doesn't the government implement recycling in Singapore? Well, here are some of my views, including some of which were raised in class... 1) The awareness of recycling is low. Few understand the importance of it or even realize the benefits that will result from recycling . 2) Knowledge of recycling is low in certain market segments. Those who underwent proper education would probably understand how to separate metals from plastics from paper. But how about the older generation who doesn't know which is which? Even if they have the knowledge, they do not understand the method of recycling. For example, the "paper" segment doesn't mean that one can just throw their used tissue paper in. Also, for "plastics" those containers with food in them should be emptied out before recycling. But consumers do not know these factors involved. 3) Inconvenience. It i...

CSR has definitely become a norm for companies nowadays, as many have touched on, because it helps to build brand equity and enable consumers to have a more positive evaluation on the company. Many companies have "gone green" as a strategy to promote CSR and increase their brand equity. However, it is important to note that companies have to be strategic about "going green". Some companies have taken advantage of the benefits of "going green" in efforts to reverse the adverse effects of bad publicity generated for some prior reason. However, these companies would have to be careful because being labelled as a "greenwasher" is a huge possibility. For those who are in doubt, "greenwashing" is the unjustified appropriation of environmental virtue by a company, an industry, a government, a politician or even a non-government organization to create a pro-environmental image, sell a product or a policy, or to try and rehabilitate their standi...

So, all the hype about Microsoft buying Yahoo! has kind of died down somtime ago. However, it seems that both of them are somewhat collaborating and coming up with something veerrryyyy interesting. No kidding: Collaborating I haven't checked my Yahoo email for sometime, and just today, I decided to log in. Then I briefly saw that an ex-colleague (no prizes for guessing which company =D) sent me an email. Excited to see what it was about, I clicked on it. All the excitement died down when I saw that the email was a default email inviting me to visit a certain website (a networking group). I was rolling my eyes and did not click on it. It was until some time later, when I rememebered that a while ago, my other ex-colleague sent me an email inviting me to Yahoo! Mash . Then it made me realize that this website could be another one of Yahoo!'s new products! Then the excitement soared again. Eager to see what new stuff they have come up with, I clicked on the link and it led me to t...