ba442: wrap up of the problem with marketing and intro of sustainable consumer behavior
TRANSCRIPT
Ba 442: Sustainability Behavior of Consumers, Firms, and Societies
Sustainable Consumer Behavior Part 1 Ba 442: Sustainability Behavior of Consumers, Firms, and Societies
Become invaluable.
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
marketing and the Sustainable development goals (sdgs)
Internal and customer focused, depleting, polluting
Objectifying, degrading
Wasteful, polluting
Inequality
Revenue is privatized and costs are socializedSummary: Problem with marketingCreating
Communicating
Delivering
Target Market
Profit
Collaborative and whole systems focused; renewable, zero waste
Uplifting, inclusive
Product take back
Inclusive
True costProblem with marketingCreating
Communicating
Delivering
Target Market
Profit
Extraction of Raw Materials/Material ManufacturingAutomobile ManufacturingUse/MaintenanceDisposalResource UseEnergy ConsumptionAirNoiseWaterWasteLand UseHealth/Accidents
Socio-ecological impact matrixautomobile
Automobile manufacturing
Extraction of Raw Materials/Material ManufacturingAutomobile ManufacturingUse/MaintenanceDisposalResource UseEnergy ConsumptionAirNoiseWaterWasteLand UseHealth/Accidents
Socio-ecological impact matrixautomobile
High ImpactMedium ImpactKey:
Cultivation/Primary ProcessingRoasting and PackagingDistributionConsumption & DisposalEnergyAirWaterSoilWasteEcosystemsHealthEquity
Socio-ecological impact matrixcoffee
Coffee processing
Socio-ecological impact matrixcoffeeCultivation/Primary ProcessingRoasting and PackagingDistributionConsumption & DisposalEnergyAirWaterSoilWasteEcosystemsHealthEquity
High ImpactMedium ImpactKey:
Reveals risks: if unmet may cause you to lose customersIdentifies opportunities for innovation: if addressed creatively may enable you to gain customers and/or increase marginsCollaborative and open process: used in companies such a matrix would be a tool used by a cross-disciplinary teamHigh level, quick assessment: additional, detailed information and data is needed both on internal processes and also on consumer preferences
Using the matrix
Preference/impact modelCustomer PreferenceSocio-ecological impactEnergyHealth/AccidentsWaste
Recognition of Need or WantInformation SearchPost-UseEvaluation of AlternativesPurchaseUseTotal consumption process