BA442: Wrap Up of the Problem with Marketing and Intro of Sustainable Consumer Behavior
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The document discusses sustainable consumer behavior, emphasizing the importance of understanding socio-ecological impacts in marketing practices. It outlines the goals of a course aimed at equipping students with knowledge to promote sustainable behaviors in various sectors and highlights key issues in traditional marketing approaches. Concepts such as the socio-ecological impact matrix and the need for collaborative innovation are introduced to identify risks and opportunities in sustainable marketing strategies.
BA442: Wrap Up of the Problem with Marketing and Intro of Sustainable Consumer Behavior
- 1. Sustainable Consumer Behavior – Part 1 BA 442: SUSTAINABILITY BEHAVIOR OF CONSUMERS, FIRMS, AND SOCIETIES
- 3. 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.
- 4. WHAT IS MARKETING? Creating, communicating and delivering value to a target market at a profit. “CCDVTP” -Philip Kotler
- 5. MARKETING AND THE SUSTAINABLE DEVELOPMENT GOALS (SDG’S)
- 6. Internal and customer focused, depleting, polluting Objectifying, degrading Wasteful, polluting Inequality Revenue is privatized and costs are socialized SUMMARY: PROBLEM WITH MARKETING Creating Communicating Delivering Target Market Profit
- 7. Collaborative and whole systems focused; renewable, zero waste Uplifting, inclusive Product take back Inclusive True cost PROBLEM WITH MARKETING Creating Communicating Delivering Target Market Profit
- 8. Extraction of Raw Materials/Mate rial Manufacturing Automobile Manufacturing Use/Maintena nce Disposal Resource Use Energy Consumption Air Noise Water Waste Land Use Health/Accide nts SOCIO-ECOLOGICAL IMPACT MATRIX AUTOMOBILE
- 10. Extraction of Raw Materials/Mate rial Manufacturing Automobile Manufacturing Use/Maintena nce Disposal Resource Use Energy Consumption Air Noise Water Waste Land Use Health/Accide nts SOCIO-ECOLOGICAL IMPACT MATRIX AUTOMOBILE High Impact Medium ImpactKey:
- 11. Cultivation/P rimary Processing Roasting and Packaging Distribution Consumption & Disposal Energy Air Water Soil Waste Ecosystems Health Equity SOCIO-ECOLOGICAL IMPACT MATRIX COFFEE
- 13. SOCIO-ECOLOGICAL IMPACT MATRIX COFFEE Cultivation/P rimary Processing Roasting and Packaging Distribution Consumption & Disposal Energy Air Water Soil Waste Ecosystems Health Equity High Impact Medium ImpactKey:
- 14. Reveals risks: if unmet may cause you to lose customers Identifies opportunities for innovation: if addressed creatively may enable you to gain customers and/or increase margins Collaborative and open process: used in companies such a matrix would be a tool used by a cross-disciplinary team High level, quick assessment: additional, detailed information and data is needed both on internal processes and also on consumer preferences USING THE MATRIX
- 15. PREFERENCE/IMPACT MODEL Customer Preference Socio-ecologicalimpact Energy Health/Accidents Waste
- 16. Recognition of Need or Want Information Search Post-Use Evaluation of Alternatives Purchase Use TOTAL CONSUMPTION PROCESS