Post on 11-Apr-2017
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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