An Overview on Happiness in Marketing PDF

Anonymous in-class survey: What is Happiness? Go to Moodle! 1  HAPPINESS MARKETING An Overview of Happiness in Marketing YANAN WANG, WILLIAMS SCHOOL OF BUSINESS,BISHOP’S UNIVERSITY  Last week…… HAPPINESS MARKETING Yanan Wa...

Anonymous in-class survey: What is Happiness? Go to Moodle! 1  HAPPINESS MARKETING An Overview of Happiness in Marketing YANAN WANG, WILLIAMS SCHOOL OF BUSINESS,BISHOP’S UNIVERSITY  Last week…… HAPPINESS MARKETING Yanan Wang | WSB, Bishop's 3 University  The core premise of the course: If done right, consumption can indeed make people happy. Yet, consumption is not the only means to happiness. While marketing is often critiqued as distracting individuals from the pursuit of finding happiness in their lives, if done right and with a genuine interest in consumers as real human beings, marketing can enhance an individual’s well-being, quality of life and life satisfaction. HAPPINESS MARKETING Yanan Wang | WSB, Bishop's 4 University Happiness as a design principle Happiness is a goal. ---used to create better experience for customers and employees. Value HAPPINESS MARKETING Yanan Wang | WSB, Bishop's University 5  Happiness is a design principle. We believe the iPhone is an experience. It’s simpler, more essential, and more capable,” ---Jony Ive, former Head of Design. HAPPINESS MARKETING Yanan Wang | WSB, Bishop's Universit 6 y  Today…… HAPPINESS MARKETING Yanan Wang | WSB, Bishop's 7 University  Goals Happiness and marketing Review Marketing 1.0 & 2.0 Introduce Marketing 3.0 & 4.0 &5.0 HAPPINESS MARKETING Yanan Wang | WSB, Bishop's University 8 Happiness is a goal HAPPINESS MARKETING Yanan Wang | WSB, Bishop's 9 University HAPPINESS MARKETING Yanan Wang | WSB, Bishop's University 10 HAPPINESS MARKETING Yanan Wang | WSB, Bishop's University 11 An Era of (un) Happiness HAPPINESS MARKETING Yanan Wang | WSB, Bishop's 12 University  “happiness”, English books 23,000 60,000+ 70,000+ HAPPINESS MARKETING Yanan Wang | WSB, Bish 13 op's University HAPPINESS MARKETING Yanan Wang | WSB, Bishop's University 14 15 HAPPINESS MARKETING Insights From 16 Readings HAPPINESS MARKETING Yanan Wang | WSB, Bishop's University 17 HAPPINESS MARKETING Yanan Wang | WSB, Bish 18 op's University HAPPINESS MARKETING Insights From Readings Jan. 23, 2023 19 HAPPINESS MARKETING Yanan Wang | WSB, Bish 20 op's University HAPPINESS MARKETING Yanan Wang | WSB, Bish 21 op's University HAPPINESS MARKETING Yanan Wang | WSB, Bish 22 op's University HAPPINESS MARKETING Yanan Wang | WSB, Bish 23 op's University HAPPINESS MARKETING Yanan Wang | WSB, Bishop's University 24 HAPPINESS MARKETING Yanan Wang | WSB, Bish 25 op's University Why this happiness frenzy? 26 Reality Check 79% 50% 33% 1972 2004 2013 Source: TIME poll 2013 HAPPINESS MARKETING Yanan Wang | WSB, Bishop's University 27 HAPPINESS MARKETING Yanan Wang | WSB, Bish 28 op's University HAPPINESS MARKETING Yanan Wang | WSB, Bish 29 op's University HAPPINESS MARKETING Yanan Wang | WSB, Bish 30 op's University HAPPINESS MARKETING Yanan Wang | WSB, Bish 31 op's University HAPPINESS MARKETING Yanan Wang | WSB, Bish 32 op's University Happiness industry HAPPINESS MARKETING Yanan Wang | WSB, Bishop's University 33 HAPPINESS MARKETING Yanan Wang | WSB, Bish 34 op's University HAPPINESS MARKETING Yanan Wang | WSB, Bish 35 op's University  “Happiness” is merchandised (product and promotion) HAPPINESS MARKETING Yanan Wang | WSB, Bishop's 36 University  product HAPPINESS MARKETING Yanan Wang | WSB, 37 Bishop's University HAPPINESS MARKETING Yanan Wang | WSB, Bishop's University 38 HAPPINESS MARKETING Yanan Wang | WSB, Bishop's University 39 HAPPINESS MARKETING Yanan Wang | WSB, Bish 40 op's University HAPPINESS MARKETING Yanan Wang | WSB, Bish 41 op's University HAPPINESS MARKETING Yanan Wang | WSB, Bishop's University 42 HAPPINESS MARKETING Yanan Wang | WSB, Bish 43 op's University HAPPINESS MARKETING Yanan Wang | WSB, Bishop's University 44 HAPPINESS MARKETING Yanan Wang | WSB, Bishop's University 45 HAPPINESS MARKETING Yanan Wang | WSB, Bish 46 op's University HAPPINESS MARKETING Yanan Wang | WSB, Bish 47 op's University HAPPINESS MARKETING Yanan Wang | WSB, Bish 48 op's University HAPPINESS MARKETING Yanan Wang | WSB, Bish 49 op's University HAPPINESS MARKETING Yanan Wang | WSB, Bish 50 op's University SONY Ericsson Happiness App HAPPINESS MARKETING Yanan Wang | WSB, Bish 52 op's University HAPPINESS MARKETING Yanan Wang | WSB, Bish 53 op's University HAPPINESS MARKETING Yanan Wang | WSB, Bishop's 54 University  Promotion HAPPINESS MARKETING Yanan Wang | WSB, Bishop's University 55 HAPPINESS MARKETING Yanan Wang | WSB, Bishop's University 56 HAPPINESS MARKETING Yanan Wang | WSB, Bishop's University 57 HAPPINESS MARKETING Yanan Wang | WSB, Bish 58 op's University HAPPINESS MARKETING Yanan Wang | WSB, Bish 59 op's University HAPPINESS MARKETING Yanan Wang | WSB, Bish 60 op's University HAPPINESS MARKETING Yanan Wang | WSB, Bish 61 op's University HAPPINESS MARKETING Yanan Wang | WSB, Bish 62 op's University HAPPINESS MARKETING Yanan Wang | WSB, Bish 63 op's University HAPPINESS MARKETING Yanan Wang | WSB, Bish 64 op's University HAPPINESS MARKETING Yanan Wang | WSB, Bish 65 op's University HAPPINESS MARKETING Yanan Wang | WSB, Bishop's University 66 HAPPINESS MARKETING Yanan Wang | WSB, Bish 67 op's University HAPPINESS MARKETING Yanan Wang | WSB, Bish 68 op's University HAPPINESS MARKETING Yanan Wang | WSB, Bish 69 op's University  Do those “happiness- highlighted” products really bring you happiness? HAPPINESS MARKETING Yanan Wang | WSB, Bishop's 70 University HAPPINESS MARKETING Yanan Wang | WSB, Bish 71 op's University Consumptive happiness HAPPINESS MARKETING Yanan Wang | WSB, Bishop's University 72  Questions : Why does marketing focus so much on “happiness” now? Are consumers and marketers talking about the same "happiness"? What exactly is happiness, after all? (Next class) HAPPINESS MARKETING Yanan Wang | WSB, Bishop's University 73 Why Happiness in Marketing now? HAPPINESS MARKETING Yanan Wang | WSB, Bishop's 74 University  Some history…. Marketing 1.0 Marketing 2.0 HAPPINESS MARKETING Yanan Wang | WSB, Bishop's University 75 The past 70 years of marketing: a brief retrospect Marketin g 1.0 Marketin g 2.0 Marke Marketi ting ng 3.0 Macro- Marketi Econo ng 4.0 mics Marketi ng 5.0 HAPPINESS MARKETING Yanan Wang | WSB, Bishop's 76 University  Marketing 1.0 Neil Borden Jerome McCarthy Product Marketing mix 1950s 4Ps 1960s management Generating demand HAPPINESS MARKETING Yanan Wang | WSB, Bishop's 77 University  Marketing 2.0 Consumer Management Customer satisfaction HAPPINESS MARKETING Yanan Wang | WSB, Bishop's 78 University  Marketing 2.0 (cont.) and transition… Customer delight Brand HAPPINESS MARKETING Management Yanan Wang | WSB, Bishop's University 79  5..0 & & 4 3.0 tin g e M ark. 0 3.0 t i ng2 ke Mar a r ket i n g 1.0— M >2.0 HAPPINESS MARKETING Yanan Wang | WSB, Bishop's 80 University HAPPINESS MARKETING Yanan Wang | WSB, Bish 81 op's University  Marketing 3.0 HAPPINESS MARKETING Yanan Wang | WSB, Bishop's 82 University  Marketing 3.0 Instead of treating people simply as consumers, marketers approach them as whole human Customer happiness HAPPINESS MARKETING beings Yanan Wang with minds,83 | WSB, Bishop's University Marketing 3.0 HAPPINESS MARKETING Yanan Wang | WSB, Bishop's 84 University Marketing 3.0: collaboration, globalization, creativity HAPPINESS MARKETING Yanan Wang | WSB, 85 Bishop's University  The age of collaboration From R&D to C&D Collaboration marketing HAPPINESS MARKETING Yanan Wang | WSB, Bishop's 86 University  The age of globalization paradox Political paradox Cultural brand Economic paradox Sociocultural paradoxCultural marketing HAPPINESS MARKETING Yanan Wang | WSB, Bishop's 87 University 88  The age of creativity Human spirit marketing HAPPINESS MARKETING Yanan Wang | WSB, Bishop's 89 University  Marketing 3.0 Collaborati Human Cultural on spirit marketing marketing marketing HAPPINESS MARKETING Yanan Wang | WSB, Bishop's 90 University  Marketing 4.0 HAPPINESS MARKETING Yanan Wang | WSB, Bishop's 91 University https://www.brandbassador.com/en-gb/ HAPPINESS MARKETING Yanan Wang | WSB, Bish 92 op's University HAPPINESS MARKETING Yanan Wang | WSB, Bish 93 op's University HAPPINESS MARKETING Yanan Wang | WSB, Bish 94 op's University HAPPINESS MARKETING Yanan Wang | WSB, Bish 95 op's University HAPPINESS MARKETING Yanan Wang | WSB, Bish 96 op's University Brand Character and Codification HAPPINESS MARKETING Yanan Wang | WSB, Bish 97 op's University HAPPINESS MARKETING Yanan Wang | WSB, Bish 98 op's University  Marketing 5.0 HAPPINESS MARKETING Yanan Wang | WSB, Bishop's 99 University HAPPINESS MARKETING Yanan Wang | WSB, Bish 100 op's University HAPPINESS MARKETING Yanan Wang | WSB, Bish 101 op's University HAPPINESS MARKETING Yanan Wang | WSB, Bish 102 op's University HAPPINESS MARKETING Yanan Wang | WSB, Bish 103 op's University HAPPINESS MARKETING Yanan Wang | WSB, Bish 104 op's University  Happiness is a goal Lecture Outline An epidemic of Happiness is happiness merchandised Happiness in marketing “happy products” really make you happy? Marketing 1.0 & 2.0 Marketing Why happiness in 3.0 marketing now? Marketing 4.0 Marketing 5.0 105 HAPPINESS MARKETING Yanan Wang | WSB, Bishop's University