Ba 442: Sustainability Behavior of Consumers, Firms, and Societies

The Problem with Marketing Part 1Ba 442: Sustainability Behavior of Consumers, Firms, and Societies

Projects

The Problem with Marketing:Socio-Ecological Problems Sustainable Consumer BehaviorSustainability Marketing Values & Objectives

Sustainability Marketing StrategiesSustainability Marketing MixFostering Sustainable BehaviorGoal of BA442:provide students with the knowledge to enhance sustainable behaviors in firms, among consumers, and in society at large.

What is marketing?

Creating, communicating and delivering value to a target market at a profit.

CCDVTP-Philip Kotler

What is marketing?

Creating, communicating and delivering value to a target market at a profit.

CCDVTP-Philip Kotler

What is marketing?Three components

Creating Value = Product Management

Communicating = Brand ManagementValue

Delivering Value = Customer Management

What is marketing?

Creating Value = Product ManagementCreating products and servicesFrom internal development to open innovation (P&Gs Pringles)

What is marketing?

Communicating = Brand ManagementValueFrom packaging and logo to everything you do, corporate behavior = brandHead, heart and spirit (Apple)

Apple 1984 Super Bowl Commercial

What is marketing?

Delivering Value = Customer ManagementDatabase of customers through direct mail to relating with the customer and knowing them deeplyCollaborative product creation (crowd-sourcing)From one-way communication to multi-channel, multi-directional communicationFrom bricks-and-mortar to online

What is marketing?

Creating, communicating and delivering value to a target market at a profit.

CCDVTP-Philip Kotler

What is marketing?

Creating, communicating and delivering value to a target market at a profit.

Develop a marketing strategy for a chocolate bar.

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What is marketing?Target market _______________What job does chocolate do for them? (Clay Christenson, Harvard)What kind of chocolate product must we deliver? _____________We will communicate value by ________We will deliver value by_________

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The jobs to be done theoryof customer preferences

What is marketing?Target market _______________What job does chocolate do for them? (Clay Christenson, Harvard)What kind of chocolate product must we deliver? _____________We will communicate value by ________We will deliver value by_________

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In sum: What is marketing?Marketing is creating, communicating and delivering value to a target market at a profit.

Fortune magazine: march 1, 2016

http://fortune.com/big-chocolate-child-labor/17

The problem with marketing

So.what is missing from our definition?

Creating, communicating and delivering value to a target market at a profit.

Population: 11bPoverty: 30k/dayGender inequality: $.79/dollarHealth inequality: Urbanization: 2b in slums by 2030Eroding cultural diversity: language extinctionFood insecurity: 40% more in next 20 yrsWater insecurity: 1.1bClimate change: 400ppmResource depletion: overshootEcosystem damage: 66% of ecosystems

The problem of marketing

In sum: we need to choose a path

Marketing used for good.example from norway