Recycling Postmodern

Marketing Approach
Traditional marketing

modern marketing

postmodern marketing

Recycling
Modern Marketing
Modern marketing is
about attracting
customers and not
about marketing to
customers.
(marketing blog by marketing
journal)

 Traditional
Marketing
 Marketers have the power
 One way broad cast
 Company created content
 One size fits all
 Focus group
 Deception
 30_second spots are king
 Get the customer believe
in it
 Modern Marketing
 Users have the power
 Two-way conversation


User created content
Personalized, custom tailored
 User feed back & contribution
 Transparency
 Word-of-mouth is king
 YOU believe in it
(marketing blog by marketing journal)
Three Basic Propositions Of
Modern Marketing Approach

 Customer focus
 Coordination

 Profit orientation

(Fundamentals of Marketing)
Customer Focus:

Manager must shift their focus

from an internal company
perspective to the customer’s
viewpoint…….
(Fundamentals of Marketing)
Coordination:
Marketing itself must be
closely interrelated with
other business activities.
Profit Orientation:

Profit, not just increased

sales, is the goal of the
firm. Because customer
satisfaction is the path
to profitability, customer
focus is the logical focal
point for profit planning.
 Order  Disorder
 Certainty  Ambiguity
 Simplification  Complexity
 Consensus  Plurality
 Commodification  Customization
 Universality  Individuality
 Production  Consumption

(Postmodern marketing? By Stephen

Brown)
Postmodern Marketing

Postmodernism compels modern

marketing to re-examine its
theoretical accomplishments,
questions its epistemological
assumptions, appraise the
appropriateness of its
methodological procedures and
most importantly justify its
continuing existence…..
(Postmodern marketing? By Stephen Brown)
There are three trends in the broad commercial
environment that have caused a paradigm shift:
 The omnipresence of information technology

 The supremacy of the brand

 The presence of communications and

entertainment
(Marketing Concepts and Techniques Challenged )
The unpredictability of
consumer behavior
impels challenges to a
marketer who needs to
find well-suited
postmodern marketing
strategies.
Themes of Postmodern marketing

Postmodern marketing is characterized by five

main themes:
 Hyper reality,
 Fragmentation,
 Reversed production and consumption,
 Decent red subjects
 Juxtaposition of opposites
(Recycling Postmodern Marketing, Stephen Brown)
 Hyper Reality
 Reality as part of symbolic world and constructed rather than
given
 The idea that marketing is constantly involved in the creation
of more real than real
 The blurring of the distinction between real and non real
 Fragmentation
 Consumption experiences are
multiple, disjointed
 Human subject has a divided
self
 Lack of commitment to any
(central) theme
 Abandonment of history, origin,
and context
 Marketing is an activity that
fragments consumption signs
and environments and
reconfigures them through
style and fashion
 Reversal Of Production And
Consumption

 Postmodernism is basically a culture of consumption, while

modernism represents a culture of production
 Sign value replaces exchange value as the basis of
consumption
 Consumer paradox: consumers are active producers of
symbols and signs of consumption
Modernist notions into question:

 Human subject as a self-knowing, independent

agent
 Human subject as a cognitive subject
 Human subject as a unified subject

Postmodernist notions:

 Human subject is historically and culturally

constructed
 Language, not cognition, is the basis for
subjectivity
 Instead of a cognitive subject, we have a
communicative subject
 Authentic self is displaced by made-up self
 Juxtaposition Of Opposites
 Pastiche as the underlying principle of juxtaposition
 Consumption experiences are not meant to reconcile
differences and paradoxes but to allow them to exist freely
 Acknowledges that fragmentation, rather than unification, is the
basis of consumption
 The Adapted 4 Ps

 Product Proliferation
 Price Paradox
 Place Participation
 Promotion Partnership.
(Postmodern Marketing By Krittinee Nuttavuthisit)
Product Proliferation
 The strategy of product
proliferation can be economically
implemented through a variation of
product concepts, an adjustment of
product attributes, or a
modification of product packages.
 For example:

fashion product (e.g.,

clothes, cosmetics)
(Postmodern
Marketing By Krittinee
Nuttavuthisit)
 Price Paradox
 Consumers of the postmodern era put more
emphases on the symbolic value than the
exchange value of a product

 For example:

(Postmodern Marketing By Krittinee Nuttavuthisit)

Place Participation

 In the past, intermediary places could

focus only on making a product or
service available for consumption.
However, because currently customers
no longer shop for goods but for their
own experiential satisfaction.
 For example:
Barnes and Noble
bookstore
 Promotion Partnership

Consumers in the postmodern economy are asking for

the right to do things, or to at least feel that they take
actions because of their own initiative.
 For example:
Recycling And Postmodern
Marketing
Recycling is a major emphasis of
postmodern marketing
 Recycling is a process - a
series of activities that
includes: the collection and
sorting of waste materials,
the processing of these
materials to produce brand
new products, and the
purchase and use of these
new products by consumers.
Three R’s….

Recycling is more
optimized and
efficient if we practice
the three R's of waste
management.
Recycling- A Business Perspective

Companies that use waste prevention and recycling

programs benefit in several ways.

 Recycling increases  Companies also save

customer loyalty. money, reduce energy
use and conserve
natural resources by
recycling.
 Improvement of image
and sales of product.
 Recycling is cost
effective.
 Recycling increases
employee morale.
Recycling- A Road To Green
Marketing
Green marketing refers to the
process of selling products or
services based on their
environmental benefits. Such a
product or service may be
environmentally friendly in itself
or produced or packaged in an
environmentally friendly way.
Many manufacturers
have recognized
environmental
concerns as a source
of competitive
advantage and have
developed products
with a green image.
 Green Business Marketing and
Advertising Benefits
 Environmentally-conscious consumers want to purchase
goods and services from businesses that share their
concern for environmental conservation.

 Instilling and enforcing recycling program allows business

owners to take advantage of green business marketing
techniques to attract more customers and increase profits
while reducing the amount of waste material the company
expends.
 McDonald's have stopped
packaging their hamburgers
etc. in polystyrene containers
and now use cardboards
which comes from a
renewable resource and is
biodegradable or recyclable.
 Mobilink launches Pakistan’s First Handset
Recycling Program

Mobilink has initiated Pakistan’s first “Handset

Recycling Program” to share the benefits of cellular
communication with the hearing impaired and the
disabled and minimize the environmental impact of
cellular waste through recycling.
 Telenor
Starts Phone Recycling Campaign

 Telenor has introduced mobile phone

buyback/recycling in Europe for the sake of the
environment. To provide an incentive, Telenor
will give 50 free SMS and the Red Cross will
plant 25 trees in Asia for every phone recycled.