Sustainable Marketing Strategy Lecture

20 question-and-answer flashcards covering the main concepts, studies, and frameworks from the lecture on sustainable marketing strategy.

What is meant by “dual value creation” in sustainable marketing?

Marketing must create value for the right consumers so the company receives value from those consumers in return.

What core question does Purpose Marketing address for an organization?

It asks why the organization exists beyond making money—its deeper reason for being.

What does Customer Equity Analysis measure?

The total monetary value of a firm’s customer relationships, calculated as the sum of all customer lifetime values.

According to the lecture, what two components define sustainability?

(1) Reducing harm to the environment and (2) supporting local people and society so future generations can live well.

Why is sustainability inherently linked to long-term orientation for companies?

Ensuring ongoing survival and success requires long-term actions that support sustainability rather than short-term gains.

Name three of the seven reasons businesses are becoming more mindful of society.

Any three: technological improvements; rising prosperity & environmental values; awareness of Earth’s limits; ability to do the right thing; importance of intangible assets; rise of NGOs; branding as a social phenomenon.

How can anthropomorphizing a recycling message influence consumer behavior?

Human-like wording on packaging (e.g., “Please recycle me”) significantly boosts recycling rates.

In the cited study, what was the recycling rate with an anthropomorphized message versus a neutral one?

96.8 % with the anthropomorphized message versus 89.4 % with the neutral message.

Give two reasons high-end or luxury products can be more sustainable than mass-market goods.

They tend to be resold or reused more often and consumers care for them better, extending their lifespan.

What is “product durability neglect”?

Consumers know luxury items last longer but fail to factor durability into purchase decisions.

What simple marketing intervention can reduce product durability neglect?

Making durability salient—e.g., reminding shoppers how long a product will last.

What paradox exists between durability and consumer purchase behavior?

Despite longer lifespans of high-end goods, consumers often buy several cheap items instead of one durable product.

According to the research on “ugly” produce, what happened to spending on unattractive produce when it was labeled “ugly”?

Average spending rose from $2.36 to $3.41.

List the three hierarchical approaches to marketing described in the lecture.

Little “m” (operational marketing), Big “M” (strategic marketing), and Biggest “M” (macromarketing).

What is the first step in the Systematic Marketing and Sales Process?

Crafting a clear, short, meaningful, durable, and differentiating business mission.

What does the ICED acronym stand for in positioning communications?

Integrated, Coherent, Emotional, Differentiating.

Why are sales teams crucial for sustainable marketing strategy?

They are closest to customers and provide insights that should guide strategic decisions beyond mere financial metrics.

What is the “common-dimension bias” highlighted in the lecture?

Decision makers overvalue widely shared, measurable information and undervalue unique, strategic information.

How does the frequency of managerial evaluations affect strategic focus, according to the lecture?

Frequent evaluations push managers toward short-term measurable outcomes and away from unique long-term initiatives.

Give two criteria a brand must meet to be perceived as ethically authentic.

It must act consistently with its ethical commitments and be transparent/verifiable in its ethical practices.