Ba 442: Sustainability Behavior of Consumers, Firms, and Societies

The Problem with Marketing Part 2Ba 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?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.

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: mothers 1/11 vs 1/17,800 Urbanization: 2b in slums by 2030Eroding cultural diversity: language extinctionFood insecurity: 40% more in next 20 yrsWater insecurity: 1.1bClimate change: 400ppmResource depletion: Ecosystem damage: 66% of ecosystems

The problem of marketing

The story of electronics

marketing and the Sustainable development goals (sdgs)

Sustainable development goals (sdgs)

Find the others who have the same SDG as you

EXPLORE: Define your SDG and why it mattersLearn about the goals under this SDG

ANALYZE: How has conventional marketing contributed to the problem described by this SDG?

PROPOSE: How can marketing help to solve it?

BONUS: Find a current story in the news about how business is helping to meet your SDG?SDG workshop:Team Assignment