3. The Problem with
Marketing:
Socio-Ecological
Problems
Sustainable Consumer
Behavior
Sustainability Marketing Values &
Objectives
Sustainability Marketing Strategies
Sustainability Marketing Mix
Fostering Sustainable Behavior
Goal of BA442:
provide students with
the knowledge to
enhance sustainable
behaviors in firms,
among consumers, and
in society at large.
4. WHAT IS MARKETING?
Creating, communicating and
delivering value to a target market at
a profit.
“CCDVTP”
-Philip Kotler
14. Reveals risks: if unmet may cause you to lose
customers
Identifies opportunities for innovation: if
addressed creatively may enable you to gain
customers and/or increase margins
Collaborative and open process: used in
companies such a matrix would be a tool used by
a cross-disciplinary team
High level, quick assessment: additional,
detailed information and data is needed both on
internal processes and also on consumer
preferences
USING THE MATRIX