Download In-Class Eco Chart NOTATED

Consumer Behavior [MKTG. 301]
Chapter 1& 2: Eco-Consumer & Green Marketing Strategy
Ch. 1: WHICH CONCEPT TOPICS BEST EXPLAIN ECO-CONSUMER MARKETS?
(A)
UNDER-STANDING
CONSUMERS
Customer EDUCATION
* IBM Educating
Decision Makers
Customer VALUE
* MAC specified “green”
benefits and cost savings
(“less energy than a light bulb”)
(B)
INDIVIDUAL
& ORGANIZ.
INFLUENCES
(C)
OBTAINING,
CONSUMING, &
DISPOSING
 Organizational = IBM
* Marketing Mix VALUE
Tailored by COMPANY
to Financial Cost Criteria
 GREEN-CAR (Prius, Honda,
Lexus) Emphasize the factor of
SUSTAINABILITY for
“OBTAINING/CONSUMING”
& Eco-Friendly “DISPOSING”
 Individual = MAC
* Consumer VALUE
Derived from Personal
Characteristics of Users
 MAC Raises Eco-Preservation
in Product Description without
Skimming “Green Benefits” with
Metaphor or Imagery
(D)
EVOLUTION OF
MARKETING &
CONSUMER
BEHAVIOR
ALL Green Consumer Ads
Address the CUSTOMER
ORIENTATION Evolution
Stage, Since the Eco-Friendly
Principles and Preferences of
Individual Customers (B2C &
B2B) are Prioritized Most
 The Recent Stage of
Marketing Evolution is also
Highlighted by the Ads Focus
on CUSTOMER ORIENTED
“Intangibles” VS. PRODUCT
ORIENTED “Tangibles”
(E)
ETHICS &
CONSUMER
RIGHTS
 MARKETING
ETHICS & CONSUMER
RIGHTS are Directly
Addressed by “EcoFriendly” Brands/Ads
 The Focus on “Gen Y”
and Future Generations
by Ads and Brand
Designs Conveys
ETHICAL PRINCIPLES
like Sustainability, and
Social Responsibility
Consumer Behavior [MKTG. 301]
Chapter 1& 2: Eco-Consumer & Green Marketing Strategy
Chapter 2: WHICH CONCEPT BEST EXPLAINS “LOHAS” GREEN MARKETING STRATEGY?
CUST-CENT ORG
1) Shared Vision
Focus on “Going Green” to Improve
CUSTOMERS Eco-Lifestyles
2) Cross-functional Integration
All Functions and Activities Required to
Operate with Environmental
Responsibility and Held Accountable for
Contributing to the SHARED VISION of
Improving Customers’ Eco-Lifestyles
3) System-wide Simultaneous Training
Specific Programs and Applications
Designed to Increase Awareness of EcoLifestyle Customer VISION and Guide
Particular Functional Areas in
Developing Responsible Behaviors
4) Customer-Based Metrics
* MARKET METRICS -- Track and
Analyze Share of LOHAS Customers &
Satisfaction
* MANAGEMENT METRICS – Track and
Evaluate Company Sourcing/Purchasing
of Eco-Friendly Supplies and Vendors
MARKET ANALYSIS
 Address MARKET ANALYSIS factors:
* EXTERNAL ENVIRONMENT
* COMPETITORS
* CUSTOMERS
* INTERNAL RESOURCES
 Measure Early “Green” Adopters’
Attitudes along with their
Characteristics & Expectations
 Map Early “Green” Adopter Profiles
Onto New Market Prospects to Project
Future “Eco-Friendly” Offerings and
Ads
M-MIX & BRAND
GLOBAL BEHAVIOR
 Symbolic designs that
reinforce “green” on the
products
ALL CUSTOMER-CENTRIC
ORGANIZATION
APPLICATIONS APPLICABLE
TO GLOBAL DIMESNIONS:
 Promote the use and
behavior of natural
materials
A) Demand: Foreign MARKETS
of “Green” Consumers
Energy efficient retail
stores
B) Supply: Foreign SOURCES of
“Green” Product/Service
Materials
C) Methods: Foreign MODES of
“Green” Organization
Management and Marketing