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Advances of Marketing ( Chapter 9 )

HOW CONTRIBUTORY CONSUMPTION CREATES SUSTAINABLE SOCIAL CHANGE.
by

Natasha Markova

on 10 December 2012

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Transcript of Advances of Marketing ( Chapter 9 )

HOW CONTRIBUTORY CONSUMPTION CREATES SUSTAINABLE SOCIAL CHANGE. CHAPTER 9 CONTRIBUTORY CONSUMPTION:

SMALL CHANGE MAKES BIG SENSE WHO PAYS FOR THE CONTRIBUTIONS AND WHY? PRECURSORS FOR CONTRIBUTORY CONSUMPTION We First can offer to consumers and brands more opportunities to generate donations in the name of social transformation with: IMPLEMENTING CONTRIBUTORY CONSUMPTION Retail-Driven Contributions CONTRIBUTIONS AND THE VIRTUAL WORLD OF GAMES CONTRIBUTIONS AND THE WORLD OF GAMES FOR GOOD QUESTIONS What do you think about the level of contribution nowadays, is it enough to solve crises? Contributory consumption has four precursors. And They are: 1) The entire industry of cause-related marketing itself , where brands affiliates itself with a cause and challenge consumers to show their supports by purchasing the brand's products exchange for a donation; 2) One percent for the Planet. This concept is based in a way to involve the largest business community in helping to preserve the planet.
3) RED, who is a program launched by Bono and Bobby Shriver that license its name to leading brands. 4) SocialVest, who is a combined online and off-line shopping platform. Companies as consumers need make changes.

To companies, this changes include learn how to meld the profits with purpose.
The consumers need to reduce their consumption and refining what a meaningful lifestyle looks like. A big percent of consumers think brands and companies spend too much in marketing and should put more into good causes and expect brands today to do something to support a good cause. These aspects are good reasons why corporations should shoulder the burden of contributory consumption.(…)

“ the world could double, triple, or quadruple the resources dedicated to renewal each year, and it would still be enough”

... but if a brand wants earn the willingness of consumers brand need be authentic improving the lives of others and the planet. That way brand creates genuine admiration and loyalty. • Capitalism’s purpose;

• Remedial versus proactive;

• Ad hoc versus systematic;

• Small-scale versus large-scale. The author says that the worlds of retail purchases are becoming more intelligent and interactive. And gives us an example: Social-Media-Driven Contributions As more and more stores to get involved, we can also see more campaigns use social media to drive donations. CONTRIBUTORY FUNDING FROM MOBILE SHOPPING There is a QR code that consumers are more informed about what is going to buy, now enables multimedia connections among others. Games from cell phone: about 60 million active players in the United States;
500 million people spend at least an hour a day playing;
daily average of 47 million players. EVOLUTION OF REVOLUTION IS CONTRIBUTION The virtual world represents an enormous untapped market to mine for charitable donations. There are 4 ways to do it: 1) The first is leveraging the cash generated by the sale of virtual goods, whether through direct payments to cause or via Facebook Credits.

2) The second way to put gaming revenues to use is for brands that advertise in virtual – game worlds to make contributions. There are more than 1 billion ad impressions per day.

3) The third way is to create free – flowing exchanges between the virtual and real world. Where consumers might earn points in the game they play in the virtual world, and could then exchange those points for branded products that elicit real- world donations.

4) The fourth way is to use the attraction of virtual worlds to connect people for the purpose of doing good. It involves competitions that organize the players of a virtual game into teams with an assignment they must accomplish in the real world. If gaming is to become the world`s obsession, we all must admit THE sad irony about the virtual world. And it is ...

Consumers will spend billions of dollars on virtual goods while billions of people alive on this planet suffer needlessly from

a lack of food,
shelter,
and basic human services. Do you think that this is acceptable nowadays? “Games for good” are sometimes called “serious games” because they are collaborative, rather than competitive, with the objective to teach things like leadership, negotiation, and teamwork.
Dr. Jane McGonigal is one of the pioneers in this field; she is responsible for designing several massive multiplayer online games focused on social issues. McGonigal thinks games teach people 4 critical skills that we need to solve the world`s crises. Urgent optimism
Sensitivity to social fabric
Blissful productivity
Pursuit of epic meaning There are some examples of socially oriented serious games: Teaching people how to solve problems of the world
Helping to generate donations through game playing. 1) Darfur is dying – stop human rights abuses and provides humanitarian assistance.

2) World without oil –create a personal story about what their life would be like if all the world`s oil where shut off.

3) SuperStruct – providing ideas as to how the world could be saved by agriculture, energy, health, security and social safety net. According to WE FIRST, serious games could play a double role The author says that we need an economy that functions in the name of sustainable development that puts purpose on the same plane as profit, that operates in alignment with human values, and that legitimates mutual interest. According with the author CONTRIBUTION is the specific idea of contributory consumption in which every transaction includes a donation to a cause. Do you think that is possible to include a donation to a cause with every transaction? Companies offer a variety of creative offerings to make donations in exchange for active expressions of loyalty by customers as "Liking" a brand on Facebook or texting friends about the store or the brand. Flashing the store loyalty card on registration can instantly give customers information about the social responsibility of the shop and the brands being purchased.
The author gives an example how to use Starbucks Facebook application that allows people to buy a coffee remotely to a friend. Imagine that each coffee purchase can also generate a contribution. Little by little, companies and consumers, using social media to engage in dialogue, need to start collaborating to help build a better world.
Another concept to build a better world is contributory consumption .This concept is a twist on free market capitalism that turns Me First into We First use two of the best elements of free market capitalism: corporate branding and conscious consumption.

“Let’s use day-to-day transactions to build renewal into every instance of consumption.” – The key phrase to build a better world using contributory conception.
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