Theory
Overview, Learning Outcomes and Structure of the Lesson
Detective Story
Total Customer Costs: The Consumer Perspective
Total Customer Cost: The Marketer Perspective
The Nature of Prices
Review and Discussion
- Identify and describe the components of the total customer costs for a) a refridgerator, b) a car and c) a frozen pizza.
- What does the term switching costs mean? Give examples of switching costs for two sustainable products that you would consider buying.
- List possible ways to reduce use costs.
- Making customers aware of total costs is crucial for sustainability marketers. Discuss the pros and cons of the environmental information and tools provided by co. as compared to third-party organizations.
Literature and References
Belz, F.M., Peattie, K. (2012): Sustainability Marketing: A Global Perspective, 2. ed., Chichester: Wiley, p. 231-248.
Meyer, A. (2001): What’s in it for the Customer? Successfully marketing green clothes, Business Strategy and the Environment, 10(5): 317-330.
Kuursela, H., Spence, M. (1999): Factors Affecting the Acquisition o Energy Efficient Durable Goods, in: Charter, M./Polonsky, M.J. (eds.): Greener Marketing, Sheffield, pp. 242-232.
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