1. Ajay kohli Georgia tech university

2. Better Marketing for a Better World: Research Ideas
Ajay K. Kohli
Gary T. and Elizabeth R. Jones Chair
Georgia Tech
Summer AMA Conference, Boston
August 11, 2018
Ajay K. Kohli

3. An approach Better Marketing Better World Target customers
Target collaborators
Products, services
Communication channels, messages
Prices
Customers’ decisions, behaviors and quality of life
Collaborators’ decisions, behaviors and “quality of life”
Environment
Asset utilization – suppliers and customers/consumers
Spending waste reduction – suppliers and customers/consumers

4. Research ideas Spending waste reduction
Organizational factors that lead to marketing spend spillovers (marketing communications, promotions, sales calls to customers outside target segments).
Asset utilization (or sharing economy)
Factors related to an owner’s willingness to share his/her/its assets with strangers; how these vary by asset type
Factors related to strangers’ willingness to share an asset with other strangers; how these vary by asset type
Signals/cues of fake information on social media

5. Research ideas Diffusing healthfulness, pollution, education/literacy
Relative effectiveness of direct messaging (e.g., using celebrities) versus “peer control,” and how the effectiveness varies by target audiences
Factors that lead individuals to treat a healthy/safe/clean habit as “cool” (versus ineffective or demanding or costly)
Relative influence of general messaging versus messaging at the “moment of truth” (reminder value vs. intrusion)
Political marketing
Conditions under which “promotion- versus prevention-focused” messaging is more effective

6. Research ideas Underserved customers
Variations in price sensitivity of underserved customers across product types, unit costs, and product positioning
Means for detecting (or signals of) “augmented truth” in sales calls, and its effect of customer purchase likelihoods across different purchase types
Individual, organizational, and market factors that discourage salespeople / sales managers to be dishonest with customers

7. Thank you!