N O S ABI 3 CTI E A I N T E M ST N FL E S U E E H ND M R TA N L G A TALI N G I S IC IE K E T S T C R A I O MA R S 2: INTRODUCTION TO MARKETING C N E Academic year: 2015 -2016 M O IT L TH E Y Teacher: Mrs. Cathérine Denivel Vlada Kuznetsova Rustam Baratov Andrea Olmos Ichchha Adhikari Luis Barrueta
1. WHAT DO YOU THINK ABOUT THE SALES AND PROMOTION OF SUSTAINABLE PRODUCTS? HOW SUSTAINABLE ARE THEY? HOW USEFUL ARE LABELS AND CERTIFICATES IN THIS? (‘THE LIGHT BULB CONSPIRACY’)? Sustainable product provides environmental, social and economic benefits while protecting public health, welfare, and environment over their full commercial cycle. Its marketing is socially and environmentally responsible, it meets the present needs of consumers and business while also preserving or enhancing the ability of future generations to meet their needs (‘Principles of Marketing’).
PROMOTION AND SALES OF SUSTAINABLE PRODUCT o Sustainability promotion strategies help to strengthen the brand, build trust and encourage extreme customer loyalty. o Build the types of long-term relationships is necessary to help business to sustain itself then, consequently, to become a more profitable enterprise. o Promotion creates the main product pattern which the customer is mostly focused on. on o Sustainable goods are promoted to increase the interest of the consumer, extend the target group and convey their message across. o Giving out promotional products made from sustainable resources can boost the brand image. o Logos and certificates demonstrate the genuine proof of their quality and dedication to natural resources to costumers.
2. IN THE MOVIE ‘THE LIGHT BULB CONSPIRACY’ THE CONCEPT ‘JUGAAD’ IS MENTIONED. WHAT IS THIS? ILLUSTRATE WITH AN EXAMPLE. ‘Jugaad’ is a Hindi word that translates as ‘the gutsy art of overcoming ‘Jugaad harsh constraints by improvising an effective solution using limited resources. Widespread in Brazil, Russia, India and China. o An innovative fix. o Maximizing usage of resources. o Low-cost solution to any problem. o Creative way to make existing things work or to create new things from previously used resources.
Indian entrepreneurs and corporation are practicing ‘Jugaad’ to develop marketrelevant products and services that are inherently affordable and sustainable.
3. COMMENT ON THE FOLLOWING: “THE WORLD IS BIG ENOUGH TO SATISFY EVERYONE’S NEEDS, BUT WILL ALWAYS BE TOO SMALL TO SATISFY INDIVIDUAL GREED” (‘THE LIGHT BULB CONSPIRACY’) o The quote criticizes the current state of global limits and resources. o Philosophical statement. o Modern people tend to have negative feelings like greed caused by social influence. o The bitter reality of the world: if you aren’t satisfied, your greed will keep on increasing. o ‘We live in the world where many people that the only way to find love, acquire wealth, and live somewhat abundantly is to basically compete with everyone about it. ’ (‘The Light Bulb Conspiracy’)
4. HOW CAN A SOCIETY THAT STRIVES FOR SUSTAINABILITY DEFEND THE FOLLOWING: ‘DESIGN PRODUCTS TO FAIL’? (‘THE LIGHT BULB CONSPIRACY’) o Planned obsolescence was made to control and regulate the lifetime of the majority of products. o Economists are trying to keep the economic situation all over the world in stability in order to make it grow. o People’s complaints are powerless. o Without consuming the economy is likely to be destroyed. o If consumers wouldn’t buy products they produce, unemployment will rise and increase, therefore government spending will be increase. If people will not change their devices or goods for new ones regularly there would be no increase in consumer demand consequently in continuous progressive growth.
5. WHY IS PLANNED OBSOLESCENCE LITTLE OR NOT PRESENT IN COMMUNIST COUNTRIES? EXPLAIN. (‘THE LIGHT BULB CONSPIRACY’) o The economic system of communism puts all planning of the economy in the hands of the government. o A communist society distributes ownership of property evenly among every member. o The main idea of the communism was to create their specific independent system of economy. o A plan of building of a society with its rules and way of life. o They want to unite and concentrate all the labor inside of their community for the people who live and consume products there. ‘The economy system of communism was not ruled by the free market but centrally planned by the state. In such system of chronic shortage of resources it did not make any sense to the whole communist society’ (The Light Bulb of Conspiracy)
6. HAVE YOU ALREADY BEEN THE VICTIM OF THE PRINCIPLE ‘LITTLE FASTER, LITTLE BETTER, LITTLE SOONER’? ILLUSTRATE WITH AN EXAMPLE. (‘THE LIGHT BULB CONSPIRACY’) Almost anyone can become the victim of this principle. Planned Obsolescence is the desire to own something a little newer, a little better, a little sooner than is necessary. Half of our group members have been influenced by this tricky principle and the other half was not. Andrea: ‘Specifically, I would always have the newest phone for my birthday only because it was an automatic update in my contract with my phone company. ’ Rustam: We often buy a new smartphone because it is better or faster. Sometimes because others have this product too. E. g. buying the latest i. Phone from Apple Vlada: ‘I was really frustrated my IPhone didn’t work well anymore and after a while I bought a new phone because I felt like it has done its work for some reason and now it is time to change it for new advanced device. ’ Ichchha: ‘It depends on what we think we need to be updated, where I believe I am not a victim. ’.
