BAGALUR CALL GIRL IN 98274*61493 ❤CALL GIRLS IN ESCORT SERVICE❤CALL GIRL
Session 9, Davis
1. Selling to the Unconvinced
Marketing Socially Responsible Products
Ingrid Davis MA, MBA
(MVG Medienproduktion, Aachen, Germany)
2. Research Questions
Are consumers What concepts and
interested in factors constitute
socially responsible viable grounds for
companies and the successful
their products? development of
What are their marketing
priorities? strategies for
socially responsible
products (SRP)?
4. Ethical Consumers -
Really?
Social Desirability Bias
Research setups not relating
significantly to the object of
study
Assumption that attitudes /
intentions or professed
behaviour predict actual
behaviour
10. Consumer Behaviour
Mostly inconsistent
Strongly
determined by conditions of
purchasing situation
Consequences:
Study purchasing situation
Robust retail and distribution strategies
11. Purchasing Criteria
Differwidely between product sectors ->
contingency approach
Peattie‘s matrix:
Variable 1: degree of compromise involved
Variable 2: degree of confidence generated
in [ethical] benefits of particular product
Meyer: Cost-Benefit-Analysis
13. Marketing / Advertising
Full
range of marketing instruments
rather than relying solely on labels
Advertising:
MECCAS model (Kärnä et al)
Emotional appeals rather than
information (Picket-Baker and Ozaki)
14. Marketing Online
Empowerment of the consumer: The
power to determine what they want to
see
No Interest No Search No Hits
Findsalient features to put SRP in the
way of consumer searches on the web
No Salience No Hits No Sales
16. Focus on the purchase rather than the
purchaser.
Interpretive paradigm = recognition
and integration of the social functions /
aims / determinants of consumption.
A systematic investigation into
appropriate research methodologies.
17. Investigation
of robustness of product
sectors as a classification criterion for
marketing strategies.
Develop SRP-retail and distribution
strategies selling to the mainstream
rather than the happy few – from
corporate strategies down to the very
details of POS promotion.
18. Common denominator of all marketing
research activities = salience to
consumers.
Insights needed into:
context-specific and situational
priorities
perceived costs and benefits
salient themes, topics and features
usable in communication and
advertising campaigns.
19. SRP-marketing research has to put a
stronger focus on new communication
technologies and how they are used
by ‘ordinary shoppers’.
Without structured and robust
investigations in this area, SRP
marketing will miss the train into
the future.