Class notes / summary Marketing & Sales Exploring Strategy, Text and Cases, ISBN: 9781292282459 & / Principles of Marketing
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Exploring Strategy (Text and Cases), plus MyStrategyLab with Pearson eText
Class notes & summary of marketing and sales (year 2 NHL Stenden International Business). This document encompasses many topics (see chapters) of the book exploring strategy and principles of marketing. So, it could also be used for students who are not from NHL Stenden. I immediately passed the e...
Solution Manual for Exploring Strategy Text And Cases 12th Edition Gerry Johnson, Richard Whittington
Solution Manual for Exploring Strategy Text And Cases 12th Edition Gerry Johnson, Richard Whittington, All Chapters ||Complete A+ Guide
Solution Manual for Exploring Strategy Text And Cases 12th Edition Gerry Johnson, Richard Whittington
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Lecture week 3.1 - Thursday February 4
Sustainable marketing
Video present in the lecture: Why Millennials are Done With Green Brands and Why It Matters |
Ryan Lupberger | TEDxVail
Green brands emphasize their low environmental impact or their high social impact as the main
reason to buy their product.
Millennials -> are a demanding generation. They want more than just sustainability. It is also about
the message you have as a company.
What are the major social criticism on marketing - from di erent perspectives
Marketing is sometimes seen in a very negative way.
Impact on the individual consumer (accusations)
1. marketing leads to high prices
- marketing campaign costs a lot of money, so it leads to higher prices. Also intermediaries could
lead to higher prices, because of the margin they need.
*A marketing expert would say consumers pay for the logo as well.
*A marketeer would counter that criticism by saying for example that a consumer wants more
convenience, wants large assortments, wants service, wants a certain return policy but does not
want to pay for this. This is not fair, since the producer or retailer has to do everything for free,
which is not possible.
*A retailer would say, we have so much competition, our margin is not excessive, we have a very
small margin because we have to compete with competitors.
*A producer would say we need a certain margin because we need to bring innovative products
and do product development, which also costs money.
Saying that marketing leads to higher prices is really debatable, because also nowadays with
everything being transparent (social media) and if company A asks a high price, then through
social media other company’s that o er the same products can be found. Only those with the
lowest price will stay.
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,2. deceptive practices: in promotion, packaging and pricing
Marketing is a synonym for deceptive practices
- They seduce you in a way that you really need to buy the product
- ‘Best example might be crisps, the packaging seems to be big and you think you get a lof of
crisps, but the package doesn't consist of the amount you expected’ - packaging aspect
- There is a promotion in the yer of the retail chain and there are only a few items per store.
Sometimes they have this huge advertisements and price reductions, but they only have one or
two per store. Or one store does have the promotion, but the other store does not. - promotion
aspect
- Psychology pricing and for example in the yer they say the original price is 100 euro and now
it is only 49 euros, but the original price is where it goes wrong. Company’s who this will not
exist very long nowadays. - pricing aspect
If the company wants to be sustainable (survive) in the long run, the company can not continue
deceptive practices.
3. high pressure selling
This was very common in insurances.
- if you wanted to have a mortgage, you also needed for example a life insurance otherwise you
could not get the mortgage
4. Shoddy or unsafe products
- there was a trend 10/15 years ago, where production was shifted from (eastern) Europe to the
far east because of prices. Because of lack of quality control, there were quite some unsafe
products that came here. Then marketing is accused o ering these unsafe products.
- Marketing could counter this by saying that you will not last long if you have unsafe products.
- Now you see the trend of production shifting back to Europe.
- Another trend: buying local products
5. Planned or perceived obsolesce
Marketing is accused of bringing products with materials that are not good products that do not
last very long.
- Everything is cheap, if a product is done you just throw it away and buy yourself a new one.
- For every new edition / version, for example the Xbox, you need to get new games because the
old ones are not usable anymore.
- Or for example the iPhone, every time you got a new one you need to buy new headphones or
the charge plug is di erent and won’t work for the newest version anymore.
6. Poor service
- Sometimes company’s advertise with that if you subscribe, there is no waiting time.
- Example from Iris: she subscribed her children to swim classes where she was told there was
no waiting time, but then it appeared that the only available time frame was at 6:45 on Sunday,
which to her is not really a service if that is the only time frame that is available.
An individual consumer is not crazy, everything is transparant.
-> Keep in mind when making recommendations / or thinking about a campaign to make it
positive.
Impact on society (accusations - with regards to society)
1. Marketing creates false wants
There is a lot of advertisement, where people really want to have that. Scienti c research points
out that marketing can only address an existing want or need. So a marketeer addressing
unwanted needs and wants is almost impossible, but if so this person will be very rich.
2. Too few social goods
The more people that have a car, the more roads we need.
- If you have this product, what is the consequence of it or where does it lead to?
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, 3. Cultural pollution
- billboards, social media marketing, advertisements in papers, in magazines and on television
- You are overwhelmed as a consumer by it.
- On the other hand: it does bring a lot of money, and without the money we would not be able
maybe to look at those programs, to buy those magazines etc.
- The magazines can maybe only survive based on these adds
Impact on other businesses (accusations - with regards to other businesses)
1. Acquisition
- Because of acquisitions there are fewer competitors, so there is less and less choice for you as
a consumer. On the other hand, if there are less competitors, those competitors have higher
quantities which lead to economies of scale and so maybe a lower price. -> trend of lowering
price of certain products.
2. Entry barriers
- The company’s with a lot of money, also have a lot of money available for their marketing
campaigns and kick out those who do not have a lot of money available. On the other hand,
with social media you have the possibility to advertise with a small amount of money and target
speci cally those you want to target. -> this is also changing
3. Unfair competition
- For example, selling below cost price. You see this in the Dutch supermarkets, in the French
supermarket this is forbidden.
Trends and developments - are linked to the di erent perspectives of criticism on marketing
• Tighter consumer spending: people don’t easily spend too much money anymore on speci c
things. What you now see, is the success of speci c niche brands and the rise of consumer
spending in discount stores.
• New retail forms, shortening retail life cycles, retail convergence: A lot of pop-up stores/
restaurants are developing and appearing -> shortening retail life cycles.
• The rise of mega retailers: for example Action, that has a lot of power on its suppliers and
payment terms in times of covid.
• Growth of direct, online, mobile and social media retailing
• Omni-channel retailing: rst there was only the trends of doing everything online, but we also
have had bad experience with online shopping and you know there is a physical store where
you could go to, that gives con dence.
• Growing importance of retail technology: Virtual reality etc. For example changing your house
with virtual reality or open days at school that make use of virtual reality because of the current
covid circumstances.
• Green retailing: We see this a lot, reusable items for example. Stores are advertising with it.
Cheaper for them, but also good for the consumer.
• Circular economy: related to green retailing
• Consumer behaviour: Consumer behaviour changes over time, for example now people look for
environmentally friendly products.
• Supply and demand: Our demand is changing -> for example more vegan food in the
supermarkets.
• Technology developments
• Risk and uncertainty: for example political change -> the relation between China and the US,
which also could lead to di culties in other places in the world.
• Structural waste
• Happiness, well-being
Sustainable marketing
‘Socially and environmentally responsible marketing that meets the present needs of consumers
and businesses while also preserving or enhancing the ability of future generations to meet their
needs.’
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, Project company -> If your company wants to export a product/service and you can relate that
to a certain trend or development, it gives the company a reason to go there and do it now.
-> link the di erent aspects together.
The sustainable marketing concept
What could you do to develop a marketing concept in a sustainable way. It is not only about the
sustainability of the environment, but also about the sustainability of the company.
If a company wants to be sustainable in an ecological way, but also in surviving in the long run
you have to combine it.
A company’s marketing should support the best long-run performance of the marketing system.
There are ve sustainable marketing principles:
1. Consumer-oriented marketing: bottom-up marketing. The bottom is the consumer. So what
does the consumer want, make sure the consumer asks for it and then you bring it to the
consumer. -> take the consumer to the center of your marking strategy. -> would lead for the
project to checking to what is the target group we are dealing with. (B2B / B2C)
2. Customer value marketing: Add value to the product and bring that value to the consumer.
Ask yourself, ‘what are the USP to our products and what speci c services do we bring? If
you are able to create value, by creating loyalty and people will come back you will get a give
and take relation.
3. Innovative marketing: make sure that what you bring is really innovative, so not just a new
colour, but real innovation.
4. Sense-of-mission marketing: if you would de ne your mission in broad terms, instead of in
product terms, then you probably will be a sustainable company in the long run. If you are
product oriented, and people don’t want the product anymore, you don’t have any place in the
market anymore. If you are able to change that product into a broader thing, that also helps
you to be sustainable in the long-run.
For example car producer vs mobility producer. In case there won’t be cars anymore in the future.
5. Societal marketing: think about the impact on society. The company also has a social
responsibility towards consumers.
These principles are to be taking into account to be sustainable.
Consumer initiatives to promote sustainable marketing
To promote sustainable marketing, there have been some movements. To create more awareness
for the planet of the future.
Grassroots movements:
• Consumerism: ‘an organised movement of citizens and government agencies designed to
improve the rights and power of buyers in relation to sellers.’
• Environmentalism: ‘an organised movement of concerned citizens, businesses, and government
agencies, designed to protect and improve people’s current and future living environment.’
A grassroots movement could do:
- The GDPR policy has been based on grassroots movements (c)
- Nutritional information is also based on grassroots movements (c)
- Greenpeace movements -> improve current and future planet (e)
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