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Can Corporations Do Well by Doing Good? Private Sector's role in Social Marketing

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Ignite presentation I did for the Managerial Marketing course at the Presidio Graduate School on the private sector's role in social marketing, promoting behavior change.

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Can Corporations Do Well by Doing Good? Private Sector's role in Social Marketing

  1. 1. Private Sector<br />Social Marketing<br />Corporations: Doing Well by Doing Good? <br />Tiina Seppäläinen<br />March 20, 2011<br />Cultivators<br />
  2. 2. Growing Force Across the Globe<br />
  3. 3. Corporate Control<br />
  4. 4. 2010 McKinsey Global Survey<br />…”engaging in sustainability contributes positively to shareholder value in the long term”<br />76%<br />
  5. 5. Corporations’ roles in improving sustainability<br />Philanthropy<br />Volunteerism<br />Affordable products<br />Cause promotions<br />Social marketing<br />Sustainable practices<br />Sustainable products<br />Enable Change<br />
  6. 6. Role 1: Corporate Philanthropy<br />
  7. 7. Role 2: Volunteerism<br />
  8. 8. Role 3: Affordable Products<br />
  9. 9. Role 4: Cause promotions <br />
  10. 10. Role 5: Social Marketing<br />
  11. 11. Role 6: Sustainable Practices<br />
  12. 12. Role 7: Sustainable Products<br />
  13. 13. Why do social marketing?<br />
  14. 14. Enhanced reputation<br />2009 Reputation Quotient Survey<br />
  15. 15. Brand Loyalty<br />versus<br />
  16. 16. Enhanced product sales<br />Per capita sales:<br /><$1/year in India<br />$1/year in Sub-Saharan Africa and Indonesia<br />$3/year in China<br />
  17. 17. Higher employee satisfaction<br />Loyalty<br />Social<br />Marketing<br />Reputation<br />
  18. 18. Monsanto<br />America’s Farmer’s Grow America<br />
  19. 19. Whole Foods Market<br />
  20. 20. Private Sector and Social Marketing<br />

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