DIM Lecture 9

9

forced ‘self-regulation’ through consumer power…

state controls in place to stop abuse of power

‘the golden rule’ – act how you expect others to act

‘the tv test’ – can you explain your actions comfortably to your public via tv?

depends on our perception and interaction with the internet…

coming to terms with sustainability

sustainable marketing means marketing sustainability — as a concept, a cultural value, and a set of practices

…and

Environmental Reduce footprint that negatively impacts on environment Lower pollutants and emissions Reduce energy wastage Reduce usage of non-renewable energy Minimise climate change agents Use sustainable packaging Recycle Source local produce

Social

CSR Initiatives Fair Trading Support local suppliers Reduce promotion of potentially harmful substances Support well being of society – internal and external

Economic Ensure future economic development of company Create sustainable financial bottom line Minimise negative impact on other countries economies Save money by reducing energy use

People Planet

Profit Marketing Strategy

Disciplines – e.g. Urban Planning, Law…

Macro Environment - PESTEL

Servicescape – attributes, hierarchies, service, brand, PR

CSR – ethical operations, sourcing, health education, fair trade, worker welfare, social inclusion

Broader Environment – recycling, energy, raw materials, water, waste, packaging GM, chemicals

Consumers’ – values, risk, enjoyment, power, involvement

Communitys’ – inclusion, involvement, access

Networks – CSR adoption, voluntarism

Richardson, 2010

Sustainable Marketing

Satisfaction of customer

needs

Safety of products and

production for all

Social Acceptability

or product, production and

activities

Sustainability of products,

production and activities

Richardson, 2010

others see sustainability as the new “must do” that business must embrace, or die

are there merits to both sides of this argument?

ecological footprint… the amount of earth’s

resources required to support a particular lifestyle

• 18

cluster

redesignme

traditional retailers would only stick the most profitable 20%

…and ‘niche’s are better at satisfying personal needs

Mazuma, sellmygadget, Marks and Spencer…

apple and foxconn

primark and major supermarkets

principle #1—rapid innovation and change are the norm

consider how this will impact on the triple bottom line – people, planet and profit – this will continue to change

Grant, 2011

• http://www.johnelkington.com/TBL-elkington-chapter.pdf Accessed 20th March 2011

• http://intelli.cim.co.uk/e/d.dll?m=1294&url=http://www.cim.co.uk/dwnldr/450575 Accessed 20th March 2011

• http://www.davechaffey.com/E-marketing-Insights

• C. Li and J. Bernoff, 2008. Groundswell: Winning in a world transformed by social technologies. Boston: Harvard Business School Press.

• Kourdi, J (editor), 2011: The Marketing Century, Chichester:Wiley and Sons

• Martin, D and Schouten, J, 2012 (Advance Copy) Sustainable Marketing, London: Pearson Hall

• Richardson, N. 2010:A Quick Start Guide to Mobile Marketing, London: Kogan Page

• Smith, P.R. and Chaffey, D. (2005). E-marketing Excellence. (2nd Edition). Elsevier Butterworth Heinemann