Final

Front 1

Which types of segments are useful for environmentally-friendly marketing (e.g., trendsetters)?

Back 1

TrendsettersValue SeekersStandard MatchersCautious Buyers

Front 2

Cautious Buyers:

Back 2

Don’t think environment is an issue (not viable targert market)

Front 3

Standard Matchers:

Back 3

Doesn’t support it until it is a mass marketed good

Front 4

Value Seekers:

Back 4

environmental pragmatist (care as long as it doesn’t negatively impact your own life)

Front 5

Trendsetters:

Back 5

“tree huggers” concerned by their carbon footprin

Front 6

Propagator

Back 6

smaller size company, entire core differentiation that lies w/ green business model (completely green business model)

Front 7

Investor

Back 7

finance research projects for environmental products, doesn’t create the product

Front 8

Innovator

Back 8

firm that innovates products to save the environment

Front 9

Which types of segments are useful for emerging markets?4 primary targets

Back 9

Believers: Strivers: Standard Makers: Survivors:

Front 10

Survivors:

Back 10

Lowest amount of material resources and are just trying to get survival items

Front 11

Standard Makers:

Back 11

Express themselves through concrete activities and prefer practical and functional products

Front 12

Strivers:

Back 12

Consumers who are driven by social approval

Front 13

Believers:

Back 13

represent conservative consumers who have strong belief in specific moral values and exhibit strong brand loyalty

Front 14

What is a social business enterprise?

Back 14

A company making money while simultaneously benefiting the society it fits in

Front 15

What is disruptive innovation?

Back 15

Cheaper, simpler, or more convenient (easier for bottom of pyramid)

Front 16

Triangle:

Back 16

The top is a narrow number of people on top with disposable income, the bottom is largest in emerging market that earns less than a dollar a day

Front 17

Diamond:

Back 17

Few people at top with lots of money, majority of people are in the middle (exposable income), with few at the bottom… making it easier to reach self actualization

Front 18

How do we bring about sociocultural transformation?

Back 18

Identify Socio-cultural challenge (ex: global warming)Select target constituents (anybody who is in your selected market) (ex: people who care about the environment and have a need/want for the product)Offer Transormational Solutions: ties product with issue (ex: biodegradable toothbrush)

Front 19

Philanthropy:

Back 19

Firms give time or money to benefit society, base amount to better to better society (ex: Firm who gives portion of proceeds to charity)

Front 20

Cause Marketing:

Back 20

Practice of company who support one specific cause through all marketing activities, Direct energy, not just money, to a cause

Front 21

Socio-cultural Transformation:

Back 21

Should see consumers as human beings who should be motivated to move up the maslow pyramid, Self-actualization in Maslow’s hierarchy of needs (ex: college should be a point in ones life where it allows you to reach self-actualization through an education)

Front 22

What are some of the reasons firms pursue the sustainable route?

Back 22

Founders have a personal passionPublic relations crisisRegulatory pressures

Front 23

What are the four types of creative channel partnerships (e.g., single channel)?

Back 23

Single channel, multiple channels, territory based, integrated channel design

Front 24

shareholder

Back 24

owns part of a company through stock ownership

Front 25

stakeholder

Back 25

is interested in the performance of a company for reasons other than just stock appreciation

Front 26

How should channel partners be selected?

Back 26

Purpose: Overall key objective; what do you want to create?Identity: Do they do things differently?Values: Sustainability, eco-friendly

Front 27

Why does 3.0 focus on channel partners?

Back 27

Their role is essential in 3.0, they become collaborators, cultural change agents, and creative partners for companies at the same time

Front 28

What are the different ways to categorize employees into segments? How can you use this information to select employees?

Back 28

Winner - Looks for growth and achievementBig risk, Big Reward - Looks for compensationLifestyle - Seeks Flexibility

Front 29

Core-

Back 29

Real corporate culture that guides

Front 30

Accidental-

Back 30

Values that are a result of common personality traits

Front 31

Aspirational-

Back 31

Relates to what a company currently lacks but hopes to attain in the future

Front 32

Permission to play-

Back 32

Experience, basic requirements to hire employees

Front 33

Why does marketing 3.0 focus so much on employees?

Back 33

Brands compete for talented new hires, increase employee retention, increases employee productivity , better representatives for the firm overall

Front 34

What do Kotler and colleagues assert when they state, “consumers own the brand.” Hint: Ikea & New Coke examples from class

Back 34

you dont really own your brands once they become successful. the brand belongs to their consumers, the brands mission is now the consumers mission and all a company can do is align their actions with the brands mission

Front 35

What is the Triple Bottom Line?

Back 35

People, Profit, Planet

Front 36

Value-

Back 36

Permission to play (Basic requirements)

Front 37

Aspirational Values

Back 37

(what company currently lacks, hopes to gain)

Front 38

Accidental Values

Back 38

(Values acquired by personality of brand)

Front 39

Core

Back 39

(Represent real corporate culture that guide all employee values)

Front 40

Mission-

Back 40

Consumer own mission of brand-- responsibility of firm to match or tailor mission to that

Front 41

Integrity-

Back 41

Credibility

Front 42

Image-

Back 42

Emotions

(All 3 must fit together nicely to have a good product)

Front 43

Identity-

Back 43

Positioning

Front 44

Character Building

Back 44

brands need to develop a DNA that is the core of their differentiation, this will reflect the brands identity in consumers social networks

Front 45

Cocreation

Back 45

Create a platform of a generic product that can be customized furtherlet consumers within a network customize the platform to match their identities. Ask for consumer feedback

Front 46

Pools-

Back 46

Shares some values but not affiliated

Front 47

Webs-

Back 47

Consumers interact with one another (social media networks)

Front 48

Hubs-

Back 48

Any group of consumer that has one strong person in the middle that everyone revolves around

Front 49

What are the three Cs of Marketing 3.0?

Back 49

Communization- Related to tribes (consumer tied to another consumer (WOM))Co creation- Allows consumer to be part of the decision making processCharacter building

Front 50

Rise in Creative Society

Back 50

-they are the most expressive and collaborative consumers who make the most use of social media

Front 51

Globalization Paradox

Back 51

-its driven by technology, information technology allows the exchange of info among nations, corporations and individuals around the world

Front 52

Collaborative Social Media

Back 52

-the consumers and marketers work hand in hand- ex: wikipedia is a website built solely on people who create entries and topicsex: craigslist

Front 53

Expressive Social Media

Back 53

-A popular form of bloggingas social media becomes more expressive consumers will be able to increasingly influence other consumers with their opinions and experiences -because social media is low cost and bias free it will be the future for marketing communications

Front 54

Know the distinctions between Marketing 1.0, 2.0, & 3.0?

Back 54

Product (1.0) just produce the product and sell it Consumer (2.0)compare different products creating relationships b/w the consumer

Value (3.0) participation