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Sustainable and Ethical Marketing - Class Notes (+ Knowledge Clips) 2022
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Week 1Are “marketing” and “sustainable” compatible?
Marketing = activity, set of institutions, and processes for creating, communicating,
delivering and exchanging o erings that have value for customers, clients, partners and
society at large. (AMA)
—> 4 Ps included, but main focus on value creation
Marketing Management Philosophies:
- shifts to product concept when the cheapest
o er did not lure consumers anymore
- holistic concept: everything matters in marketing,
requires a broad and integrated perspective
(internal, integrated, performance, and
relationship marketing)
- Marketing Rules: do not har, foster trust in the
marketing system, embrace ethical values
ad Stoeckl & Luedicke Article
Study: integrative review of 289 academic and non.academic publications on marketing
critics and responses
a. consumer deception & intrusion:
= capitalising on information asymmetries and unbalanced market in uence
- high-low pricing policies (ex. Economist subscription study)
- deceptive product policies (planned product obsolesce)
- intrusive advertising or undisclosed tracking
- targeting harmful products to vulnerable consumers (e.g. children)
- deceptive promotion practices (unrealistic, overdrawn notions of human appearance and
social relations)
b. community co-operation & commercialisation:
- eroding cultural appeals by commercialising sub-cultures, brand, online and local
communities (e.g. standards for practicing yoga have changed, not just aber yoga but
having the right clothes, equipment, etc.)
1
ff ff fl
, - unsolicited advertising in public spaces
- global spread of chain stores and restaurant (cf. Keurmerk in NL for independent stores)
c. society seduction & degeneration:
- promoting super cial, material desires—> promoting the misleading notion that more
consumption leads to more happiness, advancing wasteful materialistic lifestyles at the
expense of meaningful alternatives, “normalisation” of the credit-consumption-dept cycle
(cf. Klarna, pay later)
- externalising social cost of overconsumption to the public
d. human and natural resource exploitation:
- separating explorative production procedures from glossy brand facades
—> How does this compare to the de nition and values by AMA?
Are “growth” and “sustainability” compatible?
—> may depend on the de nition of growth, sustainability taken as a means to achieve
growth
Is decoupling business growth from resource use possible?
ad Kotler Article
- suggestion: zero- or modest-growth goal would make the most sense, look for ways to
make pro t out of solving social problems
- the goal should be “purpose”, use “growth or pro ts” only as a means to an end
demarketing: social marketing:
- focus on demand reduction - in uencing and chaining attitudes and
- uses the 4 Ps in a reversed way behaviors
- e.g. energy waste, obesity - e.g. exercise more, stop smoking
triple-bottom line:
- since the 1990s, the sustainability sector has grown rapidly, but success or failure on
sustainability goals cannot be measure only in terms of pro t/loss
- should be measured in terms of wellbeing of people and health of planet
- TBL’s stated goal from the outset was system change - pushing toward the
transformation of capitalism, it was never supposed to be an accounting system
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fl fi fi fi fi fi fi
, Growth Imperative:
- idea that economic growth = social progress and the foundation for well-being (most
economic growth derives from increase personal consumption, savings are bad for the
economy)
- social e ects, costs of continued growth xation? (growth has failed to eliminate poverty,
costs fall largely outside the marketplace)
Using Traditional Marketing Metrics:
- macromarketing = tries to look how marketing impacts the society as a whole, consumer
well-being, consumer quality of life (= higher levels of well-being, consumer happiness,
life satisfaction, overall happiness with life, societal welfare)
- traditional marketers. consumer satisfaction as the end goal of marketing practice —>
rm sales and pro t
ad Kemper Article
1. ATM:
- focus on the rm/products as change agents
- minor adjustments to business/marketing activities and responsibilities —> focus on
change within existing structures (e.g. free markets, government intervention, business
models)
- integrating sustainability throughout the marketing mix (4 Ps)
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fi
ff fi fi fi
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