Sustainablity Marketing-- Convenience.ppt

1、Chapter 10 Convenience,: ,OVERVIEW,Consumption and Convenience Convenience in Purchase Delivering Sustainablity and Convenience in Purchase Convenience in Use Convenience in Post-Use Online Conveniecne,Goal Statement,View the process of delivering customer solutions to consumers from the unconventio

2、nal perspective of convenience. Appreciate the different aspects of marketing that influence consumer convenience. Discuss strategies that could be developed to deliver more sustainable solutions that are also convenient for consumers, and the challenges this may involve.,Consumption and Convenience

3、,What is conveniece? The concept of convenience is defined in several different ways, all of which are significant to marketers. Something is convenient if it is appropriate in time and place; if it removes discomfort or trouble and promotes ease; and if it is well suited to ones wants. Convenience

4、is highly valued by consumers, and for those who are relatively cash rich and time poor.,Three types of consumer goods,Conveniecnce in Purchase,Accessiblility in Distribution It is by making goods and services physically accessible that a companys distribution channels contribute most to convenience

5、. For consumers, the convenience of having products together in one location allows for a wide range of goods to be bought, and services to be accessed, within a single shopping trip. Single -trip shopping is certaintly: time efficient resource efficient,South China Mall,Convenience in Purchase,The

6、fuel required to transport products to customers will depend on: The distance between producers and consumers, The transport in frastructure that connects the two, and The pattern of depots involved in supplying goods to intermediaries or direct to customers.,Distribution Chain Impacts The key envir

7、onmental issues linked to distribution are packaging and waste creation,the disposal of waste, noise and emission levels and the consumption of fossil fuels.,Conveniecnce in Purchase,Availability in distribution For consumers, convenience is dependent on goods and services being accessible and avail

8、able where and when they want them. Availability is crucial to marketing success, and one argument is that it is the availability of leading brands that plays a large part in maintaining their success.,24/7 Rule: goods and services are available in 24 hours a day, seven days a week. Social impact (

9、health and well being) Environmental cost ( electric power),Conveniecnce in Purchase,Convenience through Packaging Reducing or changing the packaging of a product in response to environmental concerns is typically attractive to marketers, because it can creat opportunities to reduce costs or even ad

10、d consumer benefit, and avoid any need to make changes to the core product. The roles of packaging: p232,The packaging of a product fulfils several roles that may have value for either the producer or the consumer.,Conveniecnce in Purchase,Convenience through augmented benefits The ways to augment t

11、he customer offering with additional convenience benefits, including: Convenience from information: Marketers can deliver convenience to their customers through the provision of information that helps them choose, use and appropriately dispose of products.( food ingredients, safety information) Conv

12、enience from credit: Extending credit to customers and the use of credit cards for payment . Convenience from choice editing: Wide range of available choices is highly valued by consumers.,Delivering Sustainability and Convenience in Purchase,Sustainability Oriented Retailing Retailers have taken ac

13、tions to respond to consumer concerns about environmental and social issues: The expansion of organic and ethical foodstuffs; Reuse of store-generated packaging meterials,and Refrigerant conservation programmes. Sustainability-Oriented Logsitics One way to create more sustainable systems of consumpt

14、ion and production will be to reduce the distance that products travel by creating more localized supply chains.,Convenience in Use,Conveniece is not simply a function of the time and effort involved in purchasing, it is relevant to all stages of the consumption process.,Convenience as a Product Fea

15、ture,Conveniece is a key influence on consumer behaviour in all of the key domestic consumption markets for sustainablity of food, homes, and transportation. In food: “ Conveniecne Foods” These allowed the preparation of meals from basic ingredients to be replaced by pre-prepared and packaged meals

16、and ingredients that could be rapidly heated and served.,Convenience as a Product FeatureIn transportation:,public transport vs. More efficient in terms of environmental impacts, More economical,private car More convenient “ go anywhere, any time”,Convenience as a Product Feature,Within home: Centra

17、l heating , labour-saving devices,but require electric power to wash and dry our clothes, open our cans or slice and mix our foods. A simple example would be the emergence of disposable products: disposable pens, razors, cameras,Disposable camera,Standby power button,Disposable razors,Social impacts

18、:,Convenience tends to be expressed as a function of appropriately meeting the needs of the individual consumer in time and place and reducing the level of effort and compromise involved in the individuals consumption. The technologies tend to promote an increasing level of individualism and, in all

19、owing household members to eat at different times or watch the same television show at different times, can increase levels of househould fragmentation and social isolation.,Convenience in Post-Use,Product disposal was rarely considered by marketers during most of the twentieth century, or even by c

20、onsumers, for whom the most convenient method of disposal was simply to throw away used products and packaging as waste to be collected. Environmental concerns and the growing shortage of landfill space in many countries have led to increasing efforts to reuse, remanufacture and recycle used producc

21、ts and packaging.,Online convenience,Good points,Wide range of products Availavle for pruchase 24/7 Save time , energy and fuel,Bad points,Cant touch feel or fit (clothes ,sunglasses) Reduce the number of shopping centres,inefficient use of land. Growing social isolation and reduced quality of life.,It was defined as follows: There is a broad agreement that thi