1.7 reinventing marketing

Question 1

Challenges today (6)

Answer 1

1. Change in climate
2. Depletion of the ozone layer
3. Soil degradation and increased desertification
4. Air and water pollution
5. Reduction in fresh water
6. Less resources

Question 2

Marketing definition (2)

Answer 2

1. Practice of advertising and selling a product.
2. The activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for consumers, clients, partners, and society at large.

Question 3

Marketers view on consumption in the past(4)

Answer 3

1. Wants are natural and infinite, and encouraging unlimited consumption is good
2. The planet’s resources are infinite
3. The earth’s carrying capacity for waste and pollution is infinite
4. Quality of life and personal happiness increase with increased consumption and want satisfaction

Question 4

Sustainable marketers view (4)

Answer 4

1. wants are culturally influenced and strongly shaped by marketeers.
2. earth’s resources are finite and fragile
3. The earth’s carrying capacity for waste and pollution is limited
4. Quality of life and personal happiness does not always increase with increased consumption and want satisfaction

Question 5

Three dimensions for choosing a brand

Answer 5

1. functional
2. emotional
3. social

Question 6

Four P’s for social marketing

Answer 6

1. Product = necessity, source materials + footprints, packaging
2. Place = locally, online selling to reduce driving
3. Price = people are willing to pay more, new regulations
4. Promotion = online, showing commitment, sustainable labeling.

Question 7

Two sustainable marketing strategies:

Answer 7

1. Demarketing = demand reduction

2. social marketing