Slide 1Slide 2Consumer Behavior [MKTG. 301]Chapter 1& 2: Eco-Consumer & Green Marketing StrategyCh. 1: WHICH CONCEPT TOPICS BEST EXPLAIN ECO-CONSUMER MARKETS? (A)UNDER-STANDING CONSUMERS(B)INDIVIDUAL & ORGANIZ. INFLUENCES(C)OBTAINING, CONSUMING, & DISPOSING(D)EVOLUTION OF MARKETING & CONSUMER BEHAVIOR(E)ETHICS & CONSUMER RIGHTSGeneral concepts framing consumer behavior and “consumption analysis” have helped to “orient” marketers strategies towards green consumers.Consumer influences with lifestyle preferences for organic and eco-friendly habits Organizations promoting eco-friendly and healthy lifestylesAge is individual influence that defines the future era of green consumption Individuals shifted from drive-thru convenience culture of 80s/90s to a less disposable appeal of health & freshness. This results in “all-natural” offerings. Green consumer has increased the emphasis on environmentally friendly disposal and recycling Kindness to planet and making a difference, and education … increase responsible “obtaining” and “consuming”Many electronic companies are now being more "green" by using products that are either already recycled products or products that are easily recycled themselves. For example, the new MacBook produced by Apple is crafted in a way that uses components that are can be easily recycled. With technology constantly evolving developers now have been able to craft products (i.e. new MacBoook) that allow consumers to easily take part in the green movement by buying products that are easily recycled.Manufacturer & Wholesaler origins of marketing/CB had less consumer lifestyle contact and as retailer/consumer became more prominent eco-lifestyle factors become more visibleAccess to products and services for “green consumers” had to evolveThe company Dell has joined The Prince's Rainforest Project, which is a movement that helps slow down and prevent the deforestation of the rainforests. By having Dell join this movement has allowed them to market themselves in a positive light that allows them not only to help out a good cause, but attract positive PR to themselves and allow consumers to relate this company to a good cause.Emerging from industrialization with mastery over nature towards an era of responsibility to planet and each other that are more sustainable and harmony with nature. Also, thinking ahead to the future with responsible products/services.Since the Consumer Bill of Rights states the right to enjoy a clean and healthful environment, that a proactive response by creating and marketing products that have been crafted in a way to help preserve our environment will affectively be marketed to the "green conscience" individual. The "business model" will have a positive impact on the safety and health of not only the consumer but the environment as a whole.Consumer Behavior [MKTG. 301]Chapter 1& 2: Eco-Consumer & Green Marketing StrategyChapter 2: WHICH CONCEPT BEST EXPLAINS “LOHAS” GREEN MARKETING STRATEGY? CUST-CENT ORG MARKET ANALYSIS M-MIX & BRAND GLOBAL BEHAVIOR1. SHARED VISION/VALUES:In the information era we are less focused on food & clothing and reaching higher levels of self-growth and self-actualization because we have more time to self explore. With learning more came awareness of damage to our planet – mostly from organizations informing us about species going extinct and global warming. So, buying green contributes to green “Customer Centric” organizations and the greater good.LOHAS Green Marketing Strategy is CUSTOMER CENTRIC, for two reasons. First: SHARED VISION & VALUES, because the organization has realized that customers want to go green and protect the earth. So it is not only important to create a vehicle that will be green but it is also important to create that vehicle in "green fashion." Like Lexus' commercial making the car out of earth friendly products is just as important the car being earth friendly in the end. 2. SYSTEM-WIDE SIMULTANEOUS TRAININGSecond: SYSTEMWIDE TRAINING because it is not just the engineers to create these vehicles but the training has to continue to advertising to let the customers know, to sales people to be informative to buyers, to management and everyone else. The company as a whole has to be aware of the change in direction.3. CROSS-FUNCTIONAL INTEGRATION4. CUSTOMER-BASED METRICSMarket analysis includes “COMPETITIVE ANALYSIS” and the options for green alternatives makes accurate market analysis vital to enter “green” markets.Having a competitive advantage is essential. With the first commercial we watched for Lexus did a great job of having that "edge". Lexus pointed out all of the great things its vehicle had such as radar and infrared as safety features that then complemented its eco friendly fuel-efficiency features. None of the other vehicle commercials we watched showed any other features their vehicles had, Lexus decided that if they were going to one up their competitors they have to highlight what a luxury vehicle.Market Analysis most definitely coincides with the LOHAS marketing strategy.A The reason being that “Go-Green “ Aand sustainable living is a trend which has been identified; and now in order for the organization to continue profitability they mustA not only offer products which suit the trend, they must be innovators of this segment. This includes identifying what is happening within this market; who the competitors are; how the organization plans to differentiate itself; and how the organization plans to be a leader.A All of which involves the components of market analysis.The car and computer advertisements are trying to make their customers friends of green products. For this reason, they are trying to connect with their customers by addressing their environmental concerns. They include images of childrenAor the concept of familyAto encourage parents to protect the future. The vendors know that once they convince their customers that they need to purchase a new car to improve the quality of air or to support the practice of recycling they will search for products with the brands that they trust. If the well-known brands have the desired green products they will continue to build a relationship with their customer. The final objective of businessesAis to turn these friends into fans.Accessibility and reach customers to sustain loyalty through appropriate branding & MARKETING MIX