Slide 1Slide 2Consumer Behavior [MKTG. 301]Chapter 1& 2: Eco-Consumer & Green Marketing StrategyCh. 1: WHICH CONCEPT TOPICS BEST EXPLAIN ECO-CONSUMER MARKETS? (A)UNDERSTANDING CONSUMERS(B)INDIVIDUAL & ORGANIZATIONAL INFLUENCES(C)OBTAINING, CONSUMING, & DISPOSING(D)EVOLUTION OF MARKETING & CONSUMER BEHAVIOR(E)ETHICS & CONSUMER RIGHTSGroup 1 – (paper) Understanding consumers – wasteful consumption and habits – CB determines the econ health of everyone (p.9)Group 2 – (paper) Understanding consumers as determining success of marketing programs (p.7)Group 3 (Snapple ad) Customer oriented and customized targeting of health consciousnessGroup 1 – (paper ad) Organizational influences exerting power on attitudes and behaviors of targeted customersGroup 1 (paper ad) Uses “demand chain” consumer oriented” psychographicGroup 1 (paper ad) Supported by Global Customer Behavior, because of foreign origin of the ad (Korea)Group 2 (paper ad) supported by Evolution of Customer Behavior since “supply chain” company producer oriented decision of what is “best”Group 2 (paper ad) Green achieves Customer Right of “clean healthful environment”Group 3 (Snapple ad) – ethical integrity in ingredients and the Customer Right to be “informed”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 MARKETING MIX & BRAND STRATEGYGLOBAL BEHAVIORGroup 3 (hybrid car) – Shared values & vision (“save the world”)Group 2 (solar power) – Market analysis … solar patterns (phys. Condition) and technology (panels) Group 2 (solar power) Government subsidies and CO2 greenhouse regulations “environmental scanning”Group 2 (solar power) – Environment “natural resources” allows eco-savings with an opportunity to sell back surplus power generated to utilities using “market segmentation” – target B2C & B2B Group 1 B (health/fitness) – Product (added value) not heavily influenced by price … implement with 7Rs “Retailing, Reward & Relationship”Group 1 A (eco tourism)– Promotion (awareness), Place (connect to destination) … Implementation 7Rs (Reward & Relationship)Group 3 (hybrid car) – Would apply Global Behavior to Customer Centric Organization by pursuing green opportunities abroad to build market for eco-friendly customers
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