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Marketing and Consumption MIM 511/BA 548, Winter 2011

Marketing and Consumption MIM 511/BA 548, Winter 2011. Scott Marshall School of Business Portland State University. What do consumers want?. I’d like to end poverty, stop violence and racism, and get rid of pollution. Everyone should be equal. I want to dress in the nicest clothes,

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Marketing and Consumption MIM 511/BA 548, Winter 2011

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  1. Marketing and ConsumptionMIM 511/BA 548, Winter 2011 Scott Marshall School of Business Portland State University

  2. What do consumers want? I’d like to end poverty, stop violence and racism, and get rid of pollution. Everyone should be equal. I want to dress in the nicest clothes, drive a great car, talk on the latest mobile phone, and watch my brand new DVD

  3. What do consumers want? • “Ethical” and “Conflicted” Consumers • Consistency between product and brand promise and firm’s objectives and values. • Eliminate confusion and misleading claims • International Differences: • China: Safe & High Quality • South Africa: Contribution to Social Needs • US, France, Italy and Switzerland: Treatment of Employees • Australia, Indonesia and UK: Environmental Protection

  4. Consumer Decision Making • Financial, Social and Environmental Criteria • A complex process affected by different and sometimes competing motives and criteria, • Self-interested motives • Criteria: price, quality, individual taste, life-style. • Unselfish motives • Criteria: culture, self-identity, social pressure, environmental and social concerns.

  5. Consumer Decision Making • Financial, Social and Environmental Criteria • Add more complexity - different consumers may have very distinct preferences and conceptions of environmentally and/or socially friendly behavior and actions. • What is environmentally friendly? And, then, what is an environmentally friendly product/service? • What is socially conscious? And, then, what is a socially conscious product/service?

  6. Consumer Decision Making • Financial, Social and Environmental Criteria • Information Costs: How much does it cost to provide environmental and social information? • Lower Costs…Communication and technology have significantly lowered costs. • Higher Costs…Higher volume, Complexity, and Skepticism have raised costs.

  7. Environmental and Social Product Strategies

  8. Environmental and Social Product Strategies

  9. Environmental and Social Brand Strategies • SUSTAINABILITY Issues are COMPLEX • To be credible, sustainability must be comprehensive, balanced and fact based • BRANDING Seeks SIMPLICITY • To be effective, branding must be selective and appeal to emotions. "If you are not a brand, you are a commodity. Then the price is everything and the low-cost producer is the only winner" Philip Kotler, Kellogg School of Management

  10. Environmental and Social Retail Strategies • Richard Gilles, Director of Plan A, Marks and Spencer • WalMart – Sustainability 2.0 • Introduction • Goals

  11. In-Class Exercise • Portland Roasting Company

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