Marketing and Society

What are the sustainability marketing names in Lemper and Ballantynes 2016 model?

- Auxiliary marketing : would be used for firms that are only beginning to be more sustainable. - Reformative marketing: begin trade-off between profit and sustainability. E.g. rental instead of machinery so that new machinery doesn't have to be made all the time. - Transformative marketing: shifting the business model to focus on SDGs(sustainable development goals) -> would be the main USP

Sustainability within the marketing mix:

- Product: design a product that won't cause any genuine harm. No testing on animals. Creating products that satisfy genuine human needs. Being greener throughout the lifecycle (make repairs cheaper, products recyclable, etc.) - Promotion: communicating sustainable policies and linking them to customer solutions. Reducing greenwashing- show evidence and legitimate stats. Educate customers (e.g. how to discard products) - Pricing: reflect the cost of social and environmental externalities (e.g Etsy offsets the carbon emissions they used without any extra costs to the customers). De-market harmful offerings. Green tariffs=being overt about pricing as they are a sustainable investment (e.g. Green & Blacks)

Enactment of new roles

- active participation and services - differentiators

Regulations for consumer sovereignty

- anti trust: this policy deters monopolies and encourages competition to increase consumer choice. E.g. the competition law - consumer info: policies surrounding consumer info encourages consumers to acquire and process info about the quality and prices of competitor brands. - consumer frailty: this helps consumer understand quality, price attributes of competing brands. Will encourage businesses to actively label their produces. To not mislead. However, there's many micro ingredients they don't have to include.

New technology and growing consumer power

- better access to more suppliers as the internet helps to reduce geographic restriction - there's access to more independent info on companies and their products (reviews). Which helped to reduce info asymmetry - easier comparison- can look for best value for money - there's an increase in user generated content such as providing new ideas and expressing opinions (e.g. giving feedback over Twitter) - dissemination (sharing content) - completion (blog posts and tagging orgs) - modification (repurposing content)

Criticism of market systems?

- by not focusing on the common good it results in environmental degradation, unequal access to goods and services, materialism and cultural imperialism. - if the market is just about buying and selling then it's a micro marketing perspective, is transactional marketing, etc.. many crits

Development of the role of marketing?

- cause related marketing - environmental marketing - consumer response to CSR - managing consumer values in a context of rising concerns about social and environmental issues

NGOs/pressure groups resources

- commitment (the strength of their attitudes) - cohesion (the frequency and intensity of social contact between members) - strategic location (often NGOs will place themselves close to trusts, volunteers, local groups and have access to political representatives) - strategic competencies (they have a competency to apply resources to achieve boycotting impacts)

Economic development leads to...

- growth which will lead to economic opportunities. - increase living standards - better social conditions All 3 impacts a business as (link to aggregate demand- more money leads to people buying more luxury goods rather than inferior goods) (benefits of social conditions can increase innovation, better reputation, increase motivation- I.e. Maslow a hierarchy love and belonging)

What is the benefits of social marketing?

- helps to solve or encourage withers to act in a responsible way

Challenges to consumer empowerment as a result of tech

- personalised search results for better advertisements (don't always get access to competitors unless actively searching for it) - discourages effortful decision making - new forms of deceptive marketing practice

Factors that increase the likelihood of consumers vulnerability

- physical constraints: limited mobility, illness and substance abuse - social constraints: social networks lack of, social economic status, their caring responsibilities, divorce - Psychological constraints: lack of cognitive development, knowledge motivation and information processing capacity - financial constraints: wages, working hours and contracts (zero hour), lack of benefits - structural constraints: lack of public transport, lack of substitutions - stereotyping and discrimination (Look at model in pics)

Types of boycotting campaigns

- professional (eg the global exchange) - grassroots ( eg mumsnet)

What is problematic with the role of marketing and marketing systems? (The criticisms)

- purely transactional marketing (opposite to relational marketing, less likely to retain customers and have repeat customers) -promoting transaction marketing - is bad due to throwaway economy - people aren't rational

The impacts of boycotting

- reduction in sales - damaged corporate reputation - changes to practices - increase awareness of issues - changes to market competition

Things that activism can be based on

- social concerns - environmental concerns - economic disparity - moral, ethical and violations of human rights - grassroots movements (non profit orgs)

What are the different perspectives surrounding business sustainability?

- to do what is legal (brining in some ethics knowledge about how just doing what is legal would come under a grey area as you may be doing what is right to gain social license or if you want to do what's right, so what's the intention - to do what is ethical - to act responsibly towards all stakeholders - to act in ways that achieve long term economic and social benefits and avoid jeopardising the needs of future generations - to make social and economic value central to business purpose (if the entire market became a social enterprise, it wouldn't be good for the economy- but focusing on social can increase revenue as you can enter a new market with a new product. So there's a point to both sides

Reasons for feeling vuknerable

- utilitarian consumption: physiological needs. You'll feel vulnerable if you can't consume your physiological needs. - symbolic consumption: things that attribute to who you are. E.g. clothes, car. Things that build your identity. - hedonic consumption: e.g. entertainment, leisure, travel. Arouses emotions and satisfies fantasies. Not being able to consumer things that would satisfy your multi sensory needs and fantasies.

How to augment consumer benefits?

-choose relational over transactional marketing - well being marketing- personal well-being over the need to fulfil consumption desires (taking care of yourselves first before making impulse purchase. Must stop creating more desires (which can be linked to throwaway economy) but should focus on fulfilling the desires that are common goods (ones that everybody can afford and needs)

What are the 3 sustainable business orientations? (Keeper and Ballantine, 2016)

1. Compliance oriented (managing risks): orgs that do the bare minimum to reduce risks. 2. Strategic (proactive and integrated management): an org that actively try's to be sustainable within all elements of their supply chain. 3. Transforming (aligning with SDGs(sustainable development goals)): care more about being sustainable than making a profit (e.g. social enterprises)

Social marketing benchmarks

1. consumer orientation and insight= doing fomative research to better understand our target market 2. segmentation and targeting= conduct a segmentation analysis to determine which segment best suits the campaign 3. behaviour change= intervention seeks to change behaviour and has specific measurable behavioural objectives 4.exchange analysis= creating interventions which will encourage people to change their bahaviours by offering them something valuable in exchange 5. competition= compete with desired forces by minimising this competition 6. methods mix= intervention applies the marketing mix strategically

What are the benefits of marketing in general?

Can increase consumption which results in economic growthj

Health (externalities)

77bn is spent on health-related issues within the NHS. This equated to 70% of the total budget which limits the NHS's ability to tackle more severe issues. 70% of premature deaths are entirely aviodable with lifestyle changes

Do businesses operate in a vacuum?

A key criticism, of the previous thought process is that it considers marketing activities to have no implication to society. However it is now believed that a business requires a social license to operate.

Need of sustainability

A range of humanitarian and ecological problems urge the need to consider the interrelatedness of human beings and the planet.

Market as competing busiensses

Active influence roles Active user roles Service interactions Purchase decisions

Consumer resistance (behaviour)

Acts of criticism, neutralisation, or opposition implemented by a group or individual in order to thwart or counter the actions of firms that are viewed as oppressive. It's a conscious act directed to change or subvert the system. This can range from avoidance to active rebellion. Types of actions include complaints, petitions, social media outrage, withholding purchases, switching and illegal acts.

Sharing (a way to reduce consumption)

Alternative forms of consumption (e.g. sharing): opportunities to enjoy the pleasure and utility of materiality without the environmental problems of overconsumption (Scott et al., 2014).

Marketing philosophy

Based on mutually satisfying exchange relationships and satisfying customers needs and desires. Reference to Baker 2005. There are concerns about the ways in which desires are identified, manipulated and satisfied.

Why are clusters needed?

Businesses tend to succeed in these clusters due to shared knowledge, economies of scale, mobility, poaching and diversity of network.

New forms of deceptive marketing practices

Concealment (is deceptive as are hiding info that can be important to someone) Equivocation (is being ambiguous about how they're saying things, can purposely not mention something) Falsification (can over sell it, saying it's something that it's not) These are done through info content, info presentation and info generation

Vulnerable consumers (piacentini, hibbert and Hogg)

Consumers going through hardship may often display characteristics that a common rational consumer wouldn't display

The attitude-behaviour gap in ethical consumption

Consumers' ethical concerns and attitudes are not always translated in consumers' actual behaviour Explanations for the gap include: - availability and price of "ethical" alternatives, - consumers' scepticism - lack of information -inertia

Consumption society

Consumption is the primary means of self definition. That came from varey, 2010. Choices aren't isolated acts of rational decision making but rather an attempt at finding meaning, status and identity. Society encourages the belief that material goods will deliver non material well-being.

Towards sustainment consumption

Crane et al 2016: Producing (and consuming) environmentally responsible products • Product Recapture • Service Replacement for Products • Product Sharing • Reducing Demand

Sustainment consumption

Crane et al 2016: The use of goods and services that respond to basic needs and bring a better quality of life, while minimising the use of natural resources, toxic materials, and emissions of waste and pollutants over the life-cycle, so as not to jeopardise the needs of future generations. Need for holistic understanding of all potential impacts that occur throughout the production and consumption cycle of a product.

What is sustainable marketing?

Creating, producing, and delivering sustainable solutions with higher net sustainable value whilst continuously satisfying customers and other stakeholders

What is sustainable development?

Development that meets the needs of the present without compromising the ability of future generations to meet their own needs.

Methods of social control and inflluece (Rothschild, 1999)

Education= using communication to inform and convince others to change their bahviour in a particular way (doesnt reward or punish behaviour) Law= authority/coercion is used to incentivise others to behave in a certain way (non-volunatry=punishment) Marketing= strategies to influence behaviour by offering valuable outcomes through voluntary interactions

Consumer empowerment

Empower involves both the capacity for and the subjective experience of influence and control over other actors and resources.

What is triple bottom line accounting? (Internalising externalities)

Environmental- you will consider the eco footprint, the co2 and pollution emissions, the energy used from non renewable sources, resources and packaging. Economic- will consider financial return, future financial health of the business, any cost reduction toons due to lower waste and energy consumption, Social- will consider fair trading, employment conditions, community investment, reduction in promotion of non merit goods,

What are the benefits of non-profit marketing?

Helps to encourage others to donate time, money etc. Which helps solve societal issues

Sustainable marketing (transformation/transformative)

In order to integrate transformative marketing into businesses, we need to revisit the underlying social and cultural milieu ( social environment ) that perpetuates consumerism.

Traditional persoectives

In the traditional perspective consumers are decision makers under the assumption of: Perfect competition Complete info Inclination ability and skills to gather info Your access to multiple substitutions Adequate time

The ethical consumer-citizen

Increasing awareness of the political and moral consequences of consumption choices amongst many consumer. Emergence of the concept of Consumer-Citizen created by (Prothero et al., 2011).

Value co-creation

Is a business strategy that promotes and encourages active involvement from the consumer to create on demand and made to order products. With co creation consumers get exactly what they want and help to make that happen. E.g. McDonald's and when they edit their burgers

What is a market system?

Is a network or buyers and sellers that come together to trade a specific good or service. They bring dynamism (doing continuous activities and always moving forward) Marketing within this system is key to anticipating and responding to evolving demands in the market

How does marketing benefit customers?

It helps tailor and target specific products to specific individuals thus, it can help to fulfil a desire or unknown need. It can boost ones quality of life and happinesses. Consumer sovereignty- with loads of orgs marketing to you, you get to see the variety and make the best decision for yourself (crit- humans aren't always rational So won't always make the best decision for themselves)

Interrelationship of sustainability

Long term mianteneace of systems according to the environmental, economic and social considerations.

Boycotting

Market activists who forgo the consumption of certain products and services due to environmental, political and social issues. The effects of boycotting depends on the power of collaborating stakeholders.

How can marketing contribute to creating shared value?

Marketing can help shift normal consumption away from being about status and focus on societal needs globally as overconsumption on one country might be problematic, whereas in another country it might not be seen as much of an issue. In essence it's saying that right now we buy things due to creating our persona. Marketing can actually shift the ideological view to consuming sustainable things to make you be seen in a good light. Must market effectively around the world. Is about preventing overconsumption and getting those who can't easily access your product mix to be able to. E.g price- by cutting cost, allowing more people to use this eve focus's product

Mindful consumption (the model is on whatsapp)

Mindful consumption suggests temperance in consumption at the behaviour level, ensuing from and reinforced by a mindset that reflects a sense of caring toward self, community, and nature. Mindful Consumption allow for a "greater awareness of both the self and the ecosystem may function to dampen the effects of unsustainable practices": Lim, 2017

Context is augmented by..

On their marketing practices Lack of efforts to promote positive options Misleading or deceptive marketing practices Aggressive marketing campaigns (All linked to the consumption context of the model)

What needs to be done to protect vulnerable customers

Policies to decrease risk and threat of harm Protection of children, young people and elderly Policies to increase consumer choice Consumer information policies to enable perfect knowledge

Materialism

Pre occupation with physical possessions and the belief that those possessions makes ones life better. Link to ascot get all 2014. And Killbourne eat all 2018

How can brand awareness be used to become more sustainable?

Providing recognition for ethical and sustainable practices. - reason why we want this positive brand and image because we want society to give us a social license. E.g. FTSE for good. Dow Jones- sustainability index

responsible consumption

Rational and efficient use of resources with respect to the global human population fisk 1973

Service replacements for products

Redirecting consumer expenditure away from materially intensive forms of consumption towards less intensive forms (e.g. from goods to services) eg instead of buying a car or bike, renting them instead. (Peattie and Peattie, 2009)

What is the strategic process of social marketing?

Scope==> develop==>implement==>evaluate==>follow-up/adapt

consumer vulnerability

Susceptibility of consumers to target marketing that preys on the fears, anxieties, or whims of customers. This occurs due to a lack of control which results in dependency on external factors to create fairness in the market. Eg relying on gov to control labelling which is something you can't control.

What's the assumption of consumer sovereignty?

That we are rational all the time That there's perfect competition (thus, no barriers to entry, perfect information- easy access and all of it whenever you want- problem is greenwashing as orgs will decide what they disclose which might not be accurate which can affect our rational decision making Complete information Inclination to search for information Access to choice- close to perfect competition. But with monopolies and oligopolies you are restricted with your amount of choice Time- assumes that we have the time to do any of this.

Product recapture and the circular economy

The circular economy: zero-waste approach. Circular economy is a model for sustainable economic growth, where generation of waste/ pollution is minimized by maintaining the value of products and materials longer and keeping them in circulation (Ranta and Saari, 2020)

Threat to sustainability

The continuous decision making on the basis of economic consideration and self interest has threatened sustainability

What is the key crits of Porter and Kramer's theory?

The economic role of a business in society remains entrenched (rigid and hard to change)

What is the Macro- Marketing Perspective?

The firms inherent purpose is to contribute to the well-being of economic, social and environmental systems. It should pursue shared goals and values with stakeholders. This perspective recognizes that problems and solutions must be solved whilst keeping stakeholders protected.

How does a business define sustainability?

The ideology of a 100% sustainable business isn't feasible, neither is the expectation of meeting all goals and objectives. Thus, the business must look at their industrial context and their own business activities to find out ways they can become sustainable

Dominant Social Paradigm (DSP)

The values, metaphysical beliefs, institutions, habits which collectively provide the social lenses through which people interpret the world Milbrath, 1984

Use of theory

Theres been significant evidence that theory based interventions yields the best results

The alternative perspective on the regulations on consumer sovereignty

This believes that consumers are the decision makers in the market place, believes consumers play active roles in value co-creation. They believe in consumer citizen role.

Anti consumption attitude

This challenges assumptions of consumer sovereignty that market, company and consumers interests are aligned. This also recognises the negative effects of corporate activity on consumers and other stakeholders.

How are business utilising this method of accounting?

This method of accounting encourages businesses to look at their impact in greater detail throughout the entire product lifecycle from extraction to distribution, usage and disposal. Upon reflection, businesses will set sustainability goals in order to limit environmental and social impacts. Thus, one of the mains crits of the current thinking around sustainability is that we're too focused on how it's made and how it's brought to us. Triple bottom line focuses more on the entirety

What is shared value? (Porter and Kramer 2011) (don't get confused with CSV- they can be linked but are not the same thing)

This model refers to how we can turn the capitalism system and the competencies to meet human needs. This can help improve efficiency, job creation and wealth creation. Porter and Kramer suggested that a business model should be remodelled to not be so profit centric. This is achieved by leveraging the resources to meet a shared goal. Example- Evian. Has a need for more reusable water bottles. Is a market for more sustainable water bottles. Is financial beneficial for Evian to come up with their one refillable water bottle.

Theory of planned behaviour

This theory states that attitude, subject norms and perceived behaviour control- shape an individuals behavioural intentions and bahviours

are some of the more far reaching implications of marketing management?

Throwaway economy, requiring the newest thing of everything irrespective of the functionality of what you already have and what you are getting.

Who is classified as vulnerable

Vulnerability isn't a static state or a type of person. It is context specific and transitional. So a person can become vulnerable and then not become vulnerable.

Types of anti consumers

What they will do: is the object of anti consumptions. Will be the vertical axis Why they will do it: the purpose of anti consumption. If my purpose is societal concerns and you want to stop consumption. That's called global impact consumers. If my purpose is a personal concern and still want to stop/minimise all forms of consumption. You'd be called simplifies. If you have a societal concern surrounding a specific thing. You're a market activist. If it's a personal concern surrounding a specific business or product then you're a anti loyal consumer.

What is the role of marketing and marketing systems?

You can use digital marketing and utilise personal consumer data to better focus marketing campaigns which results in higher impulse purchases. This goes against consumer sovereignty.

social marketing

a form of marketing which is used to limit the negative externalities or increase the positive externalities

Protection motivation theory

a social psychology theory proposing that an appeal to fear produces attitude change under particular conditions

what is the micro-marketing perspective?

focusing on the purpose of a firm to survive, thus focusing on customers which inherently also prioritizes shareholders. Has an inward focus on marketing management tools and techniques. Considers marketing as a technical exercise with no social, personal or political implication. This perspective currently dominates mainstream thinking. Is more like transactional marketing

context of social marketing

its an adaptation of commercial marketing technologies to programs designed to influence the voluntary behaviour of targets. e.g. repurposing previous promotional mix to encourage a positive change in consume rbahviour

what is the key purpose of a market?

marketplace is what businesses look at to see how they can diversify their product portfolio, how they can grow market hare and better tailor their business activities to meet their consumer needs

Key theories

motivation emotions self identity social influence knowledge and skills self-regulatory processes beliefs about contextual factors and resources

what is the key purpose of a business?

to survive. to engage in business activities which will generate revenue. To adhere to shareholders and investors needs.

what is the importance of the environment in business context?

typically almost every business activity will use natural resources which is finite. Pollution and environmental degradation