day 5 instructional presentation

8/14/2019 Day 5 Instructional Presentation

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FEU Prayer

Direct, O God, we beseech You.

All our actions by Your holy inspiration

and help them on by Your graciousassistance

so that every prayer and work of ours

may begin in You

and by You be happily ended.Amen.


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Sharing of Day 4 learnings.


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Green ConsumersCommon Attitudes and Beliefs:

Commitment to green lifestyles Critical of their own environmental practices

and impact Looking for companies that incorporate

green practices Overstate their green behavior Want environmental protection to be easy

Tend to distrust companies environmentalclaims

Lack knowledge about environmentalissues, but eager to learn


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Green Consumers

Demographic Characteristics:

Many are young adults, influenced by theiryoung children

Women are a key target market. Theyoften make purchases on behalf of men

The best green customers are those with

money to spend (good prospects forbusinesses at the high end of the market)

Consumers born before 1950 are the least

green


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Other Marketing people reflection on green Tipping

Point:

Only a tiny minority actually care about

the issues enough to act on them;

The mainstream consumer will onlyrespond to a self-interested ideas


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Green Consumerism Notations:

Markets don't wait for slow movers. Businessesthat innovate and respond quickly to consumerdemands survive best.

Everyone has a part to play, at various levels of

administration, manufacture and use. A consumer has to realize that he/she not justbuys 'a' product, but everything that went into itsproduction, and everything that will happen in

the future as a result of that product. All products have an environmental impact,

however small. The idea is to reduce it to theminimum.


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Key impacts of green products:

Consumers have been asking for green products. Businesses have looked into the green process.

Green products have also increased competition

among businesses to generate moreenvironmentally friendly products.

Ecolabelling networks that monitor and evaluate

green products have been developed in many

countries.

Governments have also taken several measures

that have supported and facilitated such moves

by businesses.


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Traditional Consumer Values Considerations

PRICE - Few will pay extra for greenerproducts

QUALITY Many think green products

will be less effective than existing brands

CONVENIENCE only minimalinconvenience will be tolerated by

consumers of green products

AVAILABILITY very few customers willgo out of their way to purchase greenproducts


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Sustainability Definition:

Social progress which recognizes the

needs of everyone;

Effective protection of theenvironment;

Prudent use of natural resources; and

Maintenance of high and stable levels

of economic growth and employment.


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Key issues for the future include:

Health: A sentary lifestyle combined with healthimpacts of environmental pollution andemissions, use and abuse of pesticides, anti-biotics etc.

Population and consumption: Populationincreases, aging populations, consumptionpatterns - living beyond means, etc.

Globalization: Transboundary effect and free

trade have both advantages (efficiency, profits,opportunities, demand) and disadvantages(unemployment, footloose companies, weakercontrols, unfair trade, small scale loses out) etc.


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Energy: Every source of energy has anenvironmental impact. Energy efficiency is not

just technology, but also cutting back. Thereare enough cars to create a six-lane traffic jamto the moon.

Water: Water use is increasing at twice the rateof population increase. Much can be done atthe individual level.

Chemicals: Use of pesticides and otherhazardous chemicals. PCB?DDT has beenfound in mother's milk too! Ozone depletingchemicals, hormone-disrupting chemicals havelongterm effects on human health and well-being.


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Genetic engineering: Includes manyethical and moral issues, includingmisinformation. Not that geneticengineering is bad - but the consumer

should be given the choice. Natural World: Considerable pressuresput on the natural world due to populationincreases and rise in consumption. 40% of

all plant growth consumed by humans!Somewhere, something should stop. Ethics: The treatment of other peoples.

Issues of gender, children, animal welfare.

Ethics of cloning, fertility et al.


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Fair Trade: Nee to look into workingconditions (child labour, low wages, longhours, lack of safety, mass production v/s

craft industries. Neighbourhoods: Development of a

sense of community. Increase in financialwealth, but also of quality of life. Measure"gross national happiness"!!

Childhood: Loss of 'childhood' due tosocietal pressures and expectations,

knowledge and skills, etc.


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Green Marketing

DAY 5


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Day 5 Objectives

Understand the green marketing

challenge.

To be familiar with Green MarketingFive Is


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challenge

Challengeyouself..

What iseffective?

What changes

will you make?


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The Green Marketing Challenge

Green Marketing Outcomes Criterion

Commercial Outcomes

Environmental Outcomes Cultural Outcomes


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Old - New Marketing

Slick Consumerised

aspiration

advertising People

seduction on

product

Authenticity Transparency

Customer

experts, wordof mouth

Participation

Community Helpful

developments


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The Green Marketing Challenge

Video

(worms)


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Green Marketing Five Is

INTUITIVE

Making Better Alternatives Accessibleand Easy to Grasp.


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2. INTEGRATIVE

Combining Commerce, Technology,Social Effects and Ecology


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3. INNOVATIVE

Creating New Products and NewLifestyles


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4. INVITING

A Positive Choice Not a Hair Shirt


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5. INFORMED

Lack of Knowledge Is What MostDistorts Peoples Behavior


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Video

(6 Degrees)


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Green Marketing Success

Commercial Success

Green (and/or ethical) Success

Cultural Success


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Next meeting.

Well talk about the introduction of

Green Marketing Grid

Please prepare for our 1st Prelim Exam


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thank you

day 5 instructional presentation

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