This Powerpoint and embedded videos provide a quick overview of conventional marketing and begin to introduce how this approach has produced both benefits and unintended consequences.

1. The Problem
with
Marketing –
Part 1
BA 442: SUSTAINABILITY
BEHAVIOR OF CONSUMERS,
FIRMS, AND SOCIETIES

2. 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.

3. WHAT IS MARKETING?
Creating, communicating and
delivering value to a target market at
a profit.
“CCDVTP”
-Philip Kotler

4. WHAT IS MARKETING?
Creating, communicating and
delivering value to a target market at
a profit.
“CCDVTP”
-Philip Kotler

5. WHAT IS MARKETING?
THREE COMPONENTS
Creating Value = Product Management
Communicating = Brand Management
Value
Delivering Value = Customer Management

6. WHAT IS MARKETING?
Creating Value = Product Management
Creating products and services
From internal development to open
innovation (P&G’s Pringles)

7. WHAT IS MARKETING?
Communicating = Brand Management
Value
From packaging and logo to everything
you do, corporate behavior = brand
Head, heart and spirit (Apple)

8. Apple 1984 Super Bowl Commercial

9. WHAT IS MARKETING?
Delivering Value = Customer Management
Database of customers through direct mail
to relating with the customer and knowing
them deeply
Collaborative product creation (crowd-
sourcing)
From one-way communication to multi-
channel, multi-directional communication
From bricks-and-mortar to online

11. WHAT IS MARKETING?
Creating, communicating and
delivering value to a target market at
a profit.
“CCDVTP”
-Philip Kotler

12. WHAT IS MARKETING?
Creating, communicating and
delivering value to a target market at
a profit.
Develop a marketing
strategy for a chocolate bar.

13. WHAT IS MARKETING?
1. Target market _______________
2. What job does chocolate do for
them? (Clay Christenson, Harvard)
3. What kind of chocolate product
must we deliver? _____________
4. We will communicate value by
________
5. We will deliver value by_________

14. THE “JOBS TO BE DONE” THEORY
OF CUSTOMER PREFERENCES

15. WHAT IS MARKETING?
1. Target market _______________
2. What job does chocolate do for
them? (Clay Christenson, Harvard)
3. What kind of chocolate product
must we deliver? _____________
4. We will communicate value by
________
5. We will deliver value by_________

16. IN SUM: WHAT IS MARKETING?
Marketing is creating, communicating
and delivering value to a target
market at a profit.
Transactional Relational
One-way Multi-directional
Internal Open innovation

17. FORTUNE MAGAZINE: MARCH 1, 2016

18. THE PROBLEM WITH MARKETING
So….what is missing from our
definition?
Creating, communicating and
delivering value to a target market at
a profit.

19. Population:  11b
Poverty: 30k/day
Gender inequality:
$.79/dollar
Health inequality:
Urbanization: 2b in
slums by 2030
Eroding cultural
diversity: language
extinction
Food insecurity: 40%
more in next 20 yrs
Water insecurity:
1.1b
Climate change:
400ppm
Resource depletion:
overshoot
Ecosystem damage:
66% of ecosystems
THE PROBLEM OF MARKETING

20. IN SUM: WE NEED TO CHOOSE A PATH

21. MARKETING USED FOR GOOD….
EXAMPLE FROM NORWAY