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Sustainability Marketing - Marketing Basics and The Problems with Marketing

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This Powerpoint and embedded videos provide a quick overview of conventional marketing and begin to introduce how this approach has produced both benefits and unintended consequences.

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Sustainability Marketing - Marketing Basics and The Problems with Marketing

  1. 1. The Problem with Marketing – Part 1 BA 442: SUSTAINABILITY BEHAVIOR OF CONSUMERS, FIRMS, AND SOCIETIES
  2. 2. The Problem with Marketing: Socio-Ecological Problems Sustainable Consumer Behavior Sustainability Marketing Values & Objectives Sustainability Marketing Strategies Sustainability Marketing Mix Fostering Sustainable Behavior Goal of BA442: provide students with the knowledge to enhance sustainable behaviors in firms, among consumers, and in society at large.
  3. 3. WHAT IS MARKETING? Creating, communicating and delivering value to a target market at a profit. “CCDVTP” -Philip Kotler
  4. 4. WHAT IS MARKETING? Creating, communicating and delivering value to a target market at a profit. “CCDVTP” -Philip Kotler
  5. 5. WHAT IS MARKETING? THREE COMPONENTS Creating Value = Product Management Communicating = Brand Management Value Delivering Value = Customer Management
  6. 6. WHAT IS MARKETING? Creating Value = Product Management Creating products and services From internal development to open innovation (P&G’s Pringles)
  7. 7. WHAT IS MARKETING? Communicating = Brand Management Value From packaging and logo to everything you do, corporate behavior = brand Head, heart and spirit (Apple)
  8. 8. Apple 1984 Super Bowl Commercial
  9. 9. WHAT IS MARKETING? Delivering Value = Customer Management Database of customers through direct mail to relating with the customer and knowing them deeply Collaborative product creation (crowd- sourcing) From one-way communication to multi- channel, multi-directional communication From bricks-and-mortar to online
  10. 10. WHAT IS MARKETING? Creating, communicating and delivering value to a target market at a profit. “CCDVTP” -Philip Kotler
  11. 11. WHAT IS MARKETING? Creating, communicating and delivering value to a target market at a profit. Develop a marketing strategy for a chocolate bar.
  12. 12. WHAT IS MARKETING? 1. Target market _______________ 2. What job does chocolate do for them? (Clay Christenson, Harvard) 3. What kind of chocolate product must we deliver? _____________ 4. We will communicate value by ________ 5. We will deliver value by_________
  13. 13. THE “JOBS TO BE DONE” THEORY OF CUSTOMER PREFERENCES
  14. 14. WHAT IS MARKETING? 1. Target market _______________ 2. What job does chocolate do for them? (Clay Christenson, Harvard) 3. What kind of chocolate product must we deliver? _____________ 4. We will communicate value by ________ 5. We will deliver value by_________
  15. 15. IN SUM: WHAT IS MARKETING? Marketing is creating, communicating and delivering value to a target market at a profit. Transactional Relational One-way Multi-directional Internal Open innovation
  16. 16. FORTUNE MAGAZINE: MARCH 1, 2016
  17. 17. THE PROBLEM WITH MARKETING So….what is missing from our definition? Creating, communicating and delivering value to a target market at a profit.
  18. 18. Population:  11b Poverty: 30k/day Gender inequality: $.79/dollar Health inequality: Urbanization: 2b in slums by 2030 Eroding cultural diversity: language extinction Food insecurity: 40% more in next 20 yrs Water insecurity: 1.1b Climate change: 400ppm Resource depletion: overshoot Ecosystem damage: 66% of ecosystems THE PROBLEM OF MARKETING
  19. 19. IN SUM: WE NEED TO CHOOSE A PATH
  20. 20. MARKETING USED FOR GOOD…. EXAMPLE FROM NORWAY

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