marketing 2 sustainable marketing (2014 - 2015)
TRANSCRIPT
Marketing II Sustainable Marketing
How does it feel to be the smartest man alive?
I don’t know.
You’ll have to ask Tesla.
-Einstein
Tesla, you do not understand our American Humor
Edison was a
CEO not an inventor.
Ever heard of Marconi,
the inventor of the radio?
ACHIEVEMENT UNLOCKKED
Radio
Ever heard of Watson-
Watt, the inventor
of the radar?
ACHIEVEMENT UNLOCKKED
Radar
Ever heard of Wilhelm Rontgen,
the inventor of X-rays?
ACHIEVEMENT UNLOCKKED
X-rays
Who built the first
Hydroelectric power plant?
ACHIEVEMENT UNLOCKKED
Hydroelectricity
Who invented the basis for transistors?
Who invented the basis for transistors?
Who invented the basis for transistors?
ACHIEVEMENT UNLOCKKED
Transistor
Who invented neon light?
ACHIEVEMENT UNLOCKKED
Neon light
Who invented remote control?
ACHIEVEMENT UNLOCKKED
Remote control
Who invented the electric motor?
ACHIEVEMENT UNLOCKKED
Electric motor
Who invented wireless
communication?
ACHIEVEMENT UNLOCKKED
Wireless Com.
Elon Musk, CEO of
Tesla Motors
Elon Musk, CTO of
SpaceX
Elon Musk, Founder of
PayPal
Exam question
28
Sustainable Marketing
Marketing concept
Strategic planning
Social marketing
Sustainable marketing
Value company
today
Value company tomorrow
Value client today
Value client tomorrow
Marketing concept
Strategic planning
Social marketing
Sustainable marketing
Value company
today
Value company tomorrow
Value client today
Value client tomorrow
Treat your body like a temple
...or in my case like a trashbin
Satisfying the immediate needs of customers does not
always serve the future best interests.
McDonald’s became more sustainable by
diversifying into salads, fruits,...
Marketing concept
Strategic planning
Social marketing
Sustainable marketing
Value company tomorrow
Value client today
Value client tomorrow
Value company
today
Marketing concept
Strategic planning
Social marketing
Sustainable marketing
Value company tomorrow
Value client today
Value client tomorrow
Value company
today
Marketing concept
Strategic planning
Social marketing
Sustainable marketing
Value company tomorrow
Value client today
Value client tomorrow
Value company
today
Marketing’s impact on
consumers
? Which are the main criticisms from people
about marketing?
Exam question
29
High costs of inefficient,
unnecessary distribution
Advertising
Costs
“People want to be sold to.”
- Seth Godin
All Marketers are Liars
Seth Godin
All Marketers are Liars
Seth Godin
Excessive
Markups
Today’s medicines
finance tomorrow’s
miracles
Deceptive Practices
Deceptive Practices
Vitamins + Water
= all you
need?
125 calories
= all you
need?
Fruits & vegies
= all you
need?
really ...?
High pressure selling
Unsought Goods
Shoddy, harmful, or unsafe products
An entire batch of Panasonic packs was called back due to harmful
on-pack promos.
Drink one Nesquik …!
15�…or �eat �
sugar �cubes �
Two-thirds of American adults are either obese or overweight.
Needs
Wants
Demands
Offerings
Some washing machines record the amount of times you close the door before
breaking down.
Planned obsolescence
Perceived obsolescence
Perceived obsolescence
Serial replacers
Telenet obliged 100000 Belgian clients to buy a new digicorder to watch in HD.
Marketers respond that consumers like
style changes.
They get tired of the old goods and want a
new look in fashion.
The urban poor often have to shop in smaller stores
that carry inferior goods and charge
higher prices.
Marketing’s impact on
Society
“The things you own, end up owning you.”
Consumerism
Does marketing create needs, ... or does marketing answer existing needs?
80% products
FAIL
Consumer Black Box
Marketing § Product § Price § Promotion § Place
Environment § Economic § Technology § Social § Cultural
Response § Attitudes § Preferences § Behavior
Consumer actions to promote sustainable marketing
Consumerism
Battery blister packs contain
numerous legal mentions such
recycling requirements.
The “Coupon Man” protests against
marketing practices by abusing mistakes
and deceptions in promotions.
€ 6000 frozen food
2007
€ 50000 electronics
2007
€ 60000 shoes
2008
€ 200000 flooring
2011
€ 1000000 garden furniture
2014
Consumer actions to promote sustainable marketing
Consumerism Environmentalism
Pollution prevention
Product stewardship
New clean technology
Sustainable vision
Internal External
Today: Greening
Tomorrow: beyond greening
Pollution prevention
Product stewardship
New clean technology
Sustainable vision
Internal External
Today: Greening
Tomorrow: beyond greening
Pollution control: cleaning up waste after it is created.
Pollution prevention: eliminating waste
before it is created.
Pollution control: cleaning up waste after it is created.
Pollution prevention: eliminating waste
before it is created.
Pollution prevention
Product stewardship
New clean technology
Sustainable vision
Internal External
Today: Greening
Tomorrow: beyond greening
IBM found a pro"table business by recycling 99% of the mainframe parts
it takes in.
Pollution prevention
Product stewardship
New clean technology
Sustainable vision
Internal External
Today: Greening
Tomorrow: beyond greening
Coke is testing new bottles made from
aluminum, bio plastics and corn.
New coolers use 30 to 40% less energy.
Pollution prevention
New clean technology
Product stewardship
Sustainable vision
Internal External
Today: Greening
Tomorrow: beyond greening
Societal Marketing
Exam question
30
Deficient products
Pleasing products
Salutary products
Desirable products
Low immediate satisfaction
High immediate satisfaction
Low long-run consumer bene"t
High long-run consumer bene"t
De"cient products
Pleasing products
Salutary products
Desirable products
Low long-run consumer bene"t
High long-run consumer bene"t
High immediate satisfaction
Low immediate satisfaction
A syrup which tastes bad and ineffective has neither a short term nor a long
term benefit.
Deficient products
Pleasing products
Salutary products
Desirable products
Low long-run consumer bene"t
High long-run consumer bene"t
High immediate satisfaction
Low immediate satisfaction
A hamburger might satisfy the consumer
on the short term but is harmful on the
long run.
Deficient products
Pleasing products
Salutary products
Desirable products
Low long-run consumer bene"t
High long-run consumer bene"t
Low immediate satisfaction
High immediate satisfaction
Bicycle helmets might be
unpleasant to wear but protect the consumer on
the long run
Deficient products
Pleasing products
Salutary products
Desirable products
Low long-run consumer bene"t
High long-run consumer bene"t
Low immediate satisfaction
High immediate satisfaction
Philips AmbientLED bulbs provide
good lighting and give long life and energy saving.
How to work in business
and live to talk about it
How to work in business
and live to talk about it
1. How to get a
burn-out
(and how to avoid it)
1. How to get a
burn-out
(and how to avoid it)
Step 1 Graduate
I’m awesome and I’m gonna change
the world!
Step 2 Start working
I’ll kill a baby koala for a coffee ...
Which is the most favorite tool among masochists?
Which is the most favorite tool among masochists?
1. 2. 3.
Welcome to the rat race! �
Need ... to make ... career ... must ... work ... HARDER!
Welcome to the rat race! �
An average day at your future job...
Urgent
Not urgent
Important Not Important
Urgent
Not urgent
Important Not Important
Urgent
Not urgent
Important Not Important
Urgent
Not urgent
Important Not Important
40%
7 purple elephants with your logo on their behinds by noon?
You got it buddy!
7 purple elephants with your logo on their behinds by noon?
You got it buddy!
Urgent
Not urgent
Important Not Important
40% 40%
Isn’t Honza like super good with camera’s?
He surely has time to help
Isn’t Honza like super good with camera’s?
He surely has time to help
Urgent
Not urgent
Important Not Important
40% 40%
20%
I let the new ones make my coffee.
If I had a clue,
I’d have them do something useful.
I let the new ones make my coffee.
If I had a clue,
I’d have them do something useful.
Urgent
Not urgent
Important Not Important
40% 40%
0% 20%
Planning? Nah man, that’s oldskool and boring I love solving unexpected bullsh*t
Planning? Nah man, that’s oldskool and boring I love solving unexpected bullsh*t
A planned day looks like this
An unplanned day like this:
Urgent
Not urgent
Important Not Important
20%
Urgent
Not urgent
Important Not Important
Do it
Urgent
Not urgent
Important Not Important
20% 20%
Urgent
Not urgent
Important Not Important
20% Delegate
Urgent
Not urgent
Important Not Important
20% 20%
0%
Urgent
Not urgent
Important Not Important
20% 20%
Dump it
Urgent
Not urgent
Important Not Important
20% 20%
60% 0%
2. How to become an agenda-wielding kung-fu master
Dedicate half a day to
plan your time
Dedicate two days to
do your work
Dedicate half a day to creativity
Dedicate one day to
meetings
Learning to be:
Asocial
Learning to be:
Asocial
Dedicate one day to
doing nothing
An agenda-wielding kung fu master’s week looks like this:
Monday Tuesday Wednesday Thursday Friday
Meetings Work Doing nothing Work
Creativity
Planning
Learning how to say:
no
Learning how to say:
no
An agenda-wielding kung fu master’s week looks like this:
Monday Tuesday Wednesday Thursday Friday
Meetings Work Doing nothing Work
Creativity
Planning
3. How to clean your mailbox
like you mean it
Managing e-mail in 2014
... is like snow cleaning Russia with a teaspoon
Stop checking your e-mail
No
seriously stop it.
Stop checking your e-mail
Seriously, stop it.
... because it makes you look like this.
An agenda-wielding kung fu master’s week looks like this:
Monday Tuesday Wednesday Thursday Friday
Meetings Work Doing nothing Work
Creativity
Planning
An agenda-wielding kung fu master’s week looks like this:
Monday Tuesday Wednesday Thursday Friday E-mail E-mail E-mail E-mail E-mail
Meetings Work Doing nothing Work
Creativity
Planning
Scare the heck out of people so they won’t mail you in the first place
Do it
Plan it
Dump it
Do it
Task it
Dump it
Do it
Task it
Dump it
4. How to be a
horrible boss
(and how to avoid it)
4. How to be a
horrible boss
(and how to avoid it)
Pretend you know
everything about
everything
Take credit for things you
did not accomplish
Direct
Collaborate
Advise
Delegate
7 habits of highly effective people
Stephen R. Covey
How to pass?
Exam (50%)
Group work (40%)
Experiment (10%)
30 questions
Exam question
27
Sent to you by e-mail
+ answers
Written examination
4 questions
2 hours
Phones Talking NO
Phones Talking NO
19/5 (14:00 – 16:00) – Q23 (term 1)
9/6 (14:00 – 16:00) – Q23 (term 2)
23/6 (14:00 – 16:00) – Q23 (term 3)
Exam terms
19/5 (14:00 – 16:00) – Q23 (term 1)
9/6 (14:00 – 16:00) – Q23 (term 2)
23/6 (14:00 – 16:00) – Q23 (term 3)
Exam terms
Backup timeslot: 16:00 – 18:00
19/5 (14:00 – 16:00) – Q23 (term 1)
9/6 (14:00 – 16:00) – Q23 (term 2)
23/6 (14:00 – 16:00) – Q23 (term 3)
Exam terms
Backup timeslot: 16:00 – 18:00
19/5 (14:00 – 16:00) – Q23 (term 1)
9/6 (14:00 – 16:00) – Q23 (term 2)
23/6 (14:00 – 16:00) – Q23 (term 3)
Exam terms
Backup timeslot: 16:00 – 18:00
Registration:
Check intranet
How to pass?
Exam (50%)
Seminars (30%)
Experiment (10%)
Seminars Workshop
Presentation (20%)
Seminars Workshop
Presentation
3 presenters
15 minutes
12/5 Dean’s Holiday
13/5 Presentations
Teams 6-10: 14:00 – 16:00
Teams 1-5: 16:00 – 18:00
How to pass?
Exam (50%)
Seminars (30%)
Experiment (20%)
Experiment
Last 2 weeks of May
30 minutes
Contact me to set date
Contact me to set date
Experiment
Last 2 weeks of May
30 minutes
Contact me to set date
Contact me to set date
Experiment
Last 2 weeks of May
30 minutes
Video & interview
Have a
day!
Nice
formidable
Fantastic
Wonderful
Great
brilliant