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09/29/2010
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In which ways environmental and ethical considerations influence and complicate the marketing of Total?

  1. An ethical concern: the company is selling a product which pollutes
  2. A well-oriented green marketing strategy to show to the world its good and philanthropic behaviour
  3. The ethical and environmental commitments of Total: to minimize its environmental impact, help local communities, financial transparency (including fighting corruption), safety and development of the future energies

Total' is the world's fourth-largest oil and gas company, with the largest capitalization in the Paris stock exchange and the Euro zone, 130.5 billion on December 31st, 2004. Total is a leading multinational energy company with 95,000 employees, and activities in more than 130 countries. The company has exploration and production activities in 41 countries. Its businesses cover the entire oil and gas chain, from crude oil, natural gas exploration and production to the gas downstream, transportation, refining, petroleum product marketing, international crude oil and product trading. Total is also a world-class chemicals manufacturer. Total is very popular in France, but not always for good behaviour. A lot of consumers are now aware of sustainable development, ethical issues concerning the product they buy, and the environment is now a key point of the political campaigns for the presidency candidates in France. Total is also popular because its profits are the most important in the Paris stock exchange i.e, 9 billion euros after tax and many consumers want that profit to be reinvested in sustainable developments. Total had to change, and some events had accelerated the process; Total did not want to be just an oil company anymore, but a company which cares about environmental and ethical issues. And it is not a choice but an obligation of the company. One's study asserts that two-thirds of consumers claim that their purchasing decision is influenced by ethical considerations. The aim of this essay is to discuss in what way ethical and environmental considerations influence and complicate the marketing of the big oil company, Total.

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