If common good standards are implemented in marketing activities as defined in the 7PP’s of the marketing for the common good mix the next logical step would be to have a way of measuring those activities. The Novice Marketeer Common Good values are the same as the ones defined in the Economy for the Common Good (ECG) by Christian Felber and respectively will use a similar system of measuring the common good activities by creating a similar measuring tool for marketers to use.
I realise that common good values are somewhat subjective to be defined by any one person or organisation and they can also change in time within the same organisation. As defined in the Stanford Encyclopedia of Philosophy, “common good” refers to those facilities—whether material, cultural or institutional—that the members of a community provide to all members in order to fulfil a relational obligation they all have to care for certain interests that they have in common.” The common good values set by ECG are what I find as correct and current to our times and ethical integrity. These values are:
- Human Dignity
- Solidarity and Social Justice
- Environmental Sustainability
- Transparency and Co-determination
These values will then be applied to the traditional marketing mix:
- Physical Evidence
The values and marketing elements will then be implemented in the Marketing for the Common Good Mix Matrix that can be used as a tool and balance sheet in the marketing process for businesses and organisations to use.
The holistic approach is intertwined with the process of the primary and ultimate objective of marketing, which is to drive revenue. This way of applying the common good practices will be easier to be implemented in the already established process rather than changing the whole process.
Money or driving revenue will become the means because gradually the ultimate goal will develop into being the common good values.
We see similar approaches in the car and energy industries. They are two industries that were becoming outdated and change was needed because of the exhaustion of resources, pollution, etc. Instead of completely taking a new approach of finding new ways of transportation for example (I know I would have preferred flying cars that I was promised as a child from the sci-fi movies) the industry adopted an approach that will allow it to continue producing cars. An infrastructure of charging stations and better-quality electro mobiles was what it took.
Because of the way a common good value was implemented in the already existing automobile industry and it also continues driving revenue without a radical disruption in the trade, now we see that this approach is being adapted by already existing car manufactures as well as into the aeronautics and ship industries.
The sooner marketers realise that a common good approach is also a good source of driving revenue the more the businesses and organisations will start looking for and developing new ways of doing so. Until we have the outdated and destructive greedy approach of doing business this won’t be possible.
Picture business as a football team. The best football players are Cristiano Ronaldo and Messi. Even though they hold records for scoring goals they also hold such for assisting other players and helping them score. They defend and they help any way they can. There is the individual element but they both know that most important is the objective the whole team has. Working together with their whole team achieving the same objective is what makes them great players. Balotelli is another skilful player; however, he is selfish looking for himself and wanting to show off. Managers quickly realised that, and he was just never good for the teams he went to play at. From being an AC Milan and Italy player, he is now in a Serai B team in Italy.
One game different approach by the players. Different approach because of different objectives set by the players themselves. The best in the world do everything in their power to drive the whole team to the win. The selfish, no matter how skilful, leaves the team as a second.
Shifting the objective to the common good will not mean that individual success will be neglected or not rewarded accordingly. Quite the opposite. It will deliver even bigger profit. After all Elon Musk is currently the Messi of the auto industry.
The Novice Marketeer’s mission is to create a community of marketers or marketeers that will take it upon themselves to implement the common good values in their marketing plans and strategies. Governments are already taking steps in this direction by recognising the value of the Economy for the Common Good and by creating Social Enterprise Policies. Marketers are the next natural step in this process for it to be truly successful.
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