they of the united states of america that they're going to ignore the plank in the eye of so much of the rest of the world. all we inevitably moving towards a wild west politics invades everything culture us education. that's what it appears to be me that's where it is right now and we're it seems to be going that direction most definitely and it's really tragic i'm a huge sports fan but i think i'm out of watch the super bowl that's probably the only football game i watched all season i haven't watched any best must stop watching basketball several years ago because of the way that the culture acts the way that they're not focused on simply being the best you can take guys like michael jordan and he was criticized back in the 1990 s. because he didn't take a political stand but you know michael jordan is regarded as being the greatest of all time see as opposed to le bron james running around telling everybody that he should be regarded as the greatest of all time everybody knows it's michael jordan

who's the greatest of all time and what he focused on being the greatest he didn't focus on making any political gesture as you never heard michael jordan make any political gestures he just focused on being great at his craft jesse owens focused on being great is his career and his craft and he's out there as a legend in the lympics i would love to talk about this more i'm ready i'm still not unfortunate we've run out of time that was christopher harris from on high finance said america thank you so much thank you i not to drop to the south thanks for joining us.

hello welcome to sophie call visionaries me sophie shevardnadze consumerism a culture and lifestyle for some a religion for many 2020 changed things to reflect on this i'm joined by renowned economist and father of modern marketing philip cobbler. philip cutler father of marketing professor of international marketing at kalak school of management northwestern university so great to have you with us we've been looking forward for the longest time i wanted to talk to you for the longest time but now that the democrats say it wow i have so many questions for you let's see how many working get into this program 1st of all you build up the science of marketing basically from scratch and the books you've written have been the bible for business around the world for more than 60 years so marketing is about promoting

the selling of goods of services right situation today with condemned make shedding light on problems with consuming and anti consumption movement gaining ground do you saying and new set of rules and guidelines is needed well the covert situation is going to change a lot of our lives right now and. colbert is finally. and terminated we will have quite a different economy how how our is caught how is coded affecting us today well 1st of all there's limited opportunity to go into stores where one can catch cold coronavirus and so more and more people are using the on line approach to buying what they need

and that means that covert has accelerated the rate at which we become computer and and technology dependent and that won't change i think anyone who does a lot of ordering for the next months and however covert lask are going to continue to save time by ordering things from very good organizations or carry almost everything we have a company called amazon where you can arter almost everything and i won't be surprised if they're going to sell a car too in the future so that's one thing. the whole meaning of a company's brand is change is changing if the company continues to just talk about the brand as if there's no coated situation. it's going to lose

control of it because a brand is not made by the company alone it's made by all the people on facebook other people who talk to each other about chronic they experienced whether they liked it or not a bad brand can easily be exposed so companies have to rethink what is your message your own message doesn't work in today's world. a message it works is caring for the problems that people have and right now we're seeing that more companies have too good a purpose behind their brand their grand must be carrying out a press that enriches the lives of the customers i can go on but my brief answer is that marketing is completely changed today because of the coronavirus. but we're talking about reaching out to customers i realized based

on myself that people have changed during the pandemic right during this crisis many material things that he used to seem important don't really matter that much well maybe spiritual things are human contact they became more important what is the consumer like in the age of college 19 and or or in post called the day most companies are much more with a specific type of consumer that they try to deeply understand and in fact be the best server of that type of consumer. what are the types. there. i've developed a appreciation of some new types that are coming up and maybe you've seen it before but some current consumers are deciding that they are buying too much stuff there

is no room in fact. they would like another appliance but there wouldn't be any. place to put it. they could buy a car but some young consumers are and some countries are saying it's or is it because going to be i don't know any percent of the time why would i tie up my money in a car i could get it goober drive me anywhere for much less than owning a car a show that's called a sharing society so there's a group called life simplified people who want to simplify what they are own or need to own and so on there's another group that is worried about the planet and about true much consumption we're using up our land and our and our and we're not taking care of our oceans and we've got it maybe there's too much over consumption some people have to especially those who are building yachts and mansions and so on

. can we afford all of that to be happening. there's another group that it wants to. eat better they want they realize they've been buying hot dogs and hamburgers and that isn't good for your health if you overdo it so they are sane eaters they are vegetarians in some cases vegans begins and so that's another group and some of them are what they eat we call them people who who want a conservation are saying basically we've got to make better products that last longer that we can recycle we can read pare we could reuse and we can research related to other people who are poor and would find these products and fish i mean they call that a circular economy so look just

a minute i mentioned maybe 4 or 5 different groups of consumers. and they may not altogether not be the average consumer yeah average consumer is going to be groping with this situation and trying to be sure they can get access to food and health and then they have to think about education for their children and others and what to do. so you're saying we're over consuming that over consumption or even just consumption is what keeps the whole capitalist system running right capitalism works well only when there is a constant increasing consumption so the nature of consumption changes and you're saying it should change and it won't be quo ing steadily anymore how will capitalism survive or will it survive it's excellent question because marketing is

based on the idea of helping. companies get the things that would. satisfy their needs some of the needs of course are created by marketing i have to admit that. and and the idea is to help companies sell what they make. and many people normally think this will go on forever that consumption will continue production and consumption will continue forever. against the concern that people have that we're going to bury the planet if we do that. so marketing is in a very in an identity crisis there are people who wish we could ban marketing or ban advertising they don't they're not

very they're not found in many places but they just feel that much of what marketing does is create this satisfaction with our lives because we are shown cars and new phones and other things that we must have well we believe we have to have it and especially if several of our friends are getting those things and happy with those things we feel discontented with that move to make not buying them so marketing's job is to produce this content to some extent which can be overcome by buying sponsoring. i don't know how to stop that these are nice people who are marketers and salespeople who are doing their job which is to. supply things that

might improve the lives of people if they want to buy these things so marketing isn't a crisis is it the is it the cause of the depression of many people why they're depressed or is it a factor contributing to that marketing has to rethink its basic role in terms of human society but if you're saying that marketing is in crisis does it out a magically mean that capitalism is also in crisis. well capitalism is in crisis i've been writing about that i wrote a whole book called the contrasting capitalism with the 14 big problems which we all know about that there's a lot of poverty in the world. and there's a lot of low income for workers who are working hard i'd rather pay a person of clerical x. the city's garbage more than the c.e.o.

of a company because he's doing more to sacrifice his life and we and nice especially think teachers are so underpaid tell the point is that we need. to think through. how. how marketing could serve society in a better way now you raise the question of capitalism yes. that's a way of organizing ideas and services and products. and that's work pretty well in the sense of creating economic growth i mean anyone who is a real capitalist will say well we have made it possible to have the best output and growth in the world. yes but has it been shared equitably and the answer is no the rich get richer the workers state at the old pay and the poor no one

is taking care of soap capitalism deserves criticism. basically on the inherent in inequity of the sharing of the gains at another words to me a company works when it has a team and a team members include customers employees suppliers distributors and the communities and either they all work together make the company successful or they don't but if they make the company successful we got to have a better sharing and not pay the c.e.o.'s $300.00 times what an average worker is being paid job or save capitalism but could it on a better basis and the ones who have done that are the scandinavians the scandinavians and in fact i wrote an article recently carter is america ready

for scandinavian capitalism and the answer i could is yes and certainly we should pay higher taxes not the average worker who is paying enough and can't pay much more tax than people who have the money either. and let's you should make college education free or at least less costly where people make the health care system care for everyone was out a money every time he got sick or something so yes higher taxes make sense and more scandinavian capitalism makes a ok that's very interesting capitalism but scandinavian style so it's to capitalism of the future scandinavian style caprese mr cutler we're going to take a short break right now when we're back we'll continue talking to philip cutler father of modern marketing talking about what's happening to the model of marketing

as we know it to stay with us. in his annual address to the nation russian president vladimir putin reminded his citizens and the world in fact russia has red lines when it comes to foreign policy interests and those red lines need to be taken seriously and there lays the problem the west refuses to acknowledge russia has its own national and. it's been decades since the fall of spain's fascist regime but old wounds still haven't healed yet or if you think i was on the bottom was pretty innocent. because

only from you know. me coffee to market the bottom is about war so calling me on the bus at the source mean they were the ones that it's important to you know cells and have newborn babies were torn from their mothers and given away and forced adoption i don't know late but about it was the 4th easter that i don't grow up as a fellow mentor to this day mothers still search for grown children while looking and hope for their parents. that were back west philip kotler father of modern marketing mr cotler here is it a question maybe a bit of a philosophical question but i'm sure you thought of it as well i see in recent

years i've noticed that and correct me if i'm wrong there's a shift in people spending happy it's that before people really wanted to buy an old stuff to feel happy or right to feast to feel better about themselves now they need stuff yeah yeah yeah to to to to have to feel established you needed to have stuff now the focus is shifting on buying and living and experience not stuff and experience so instead of buying let's say a flat screen people now book a trip overseas and instead of a new car they sign up for a university course right candice a new value that's put on the experience help the global economy while the demand for stocks is going down. i like that idea it means that we don't have to produce so much physical stuff which requires ruining the earth basically by taking resources many of which can't be replaced later and making salad things soap

experience is by the rate we are this also happens with experience if more people want to travel to it distant location as a sightseer you need an airplane to get you there and you need a busy hotel that also sells food and other things so but but there is an observation that. it has to do with a service economy the service economy is growing in relation to the goods economy. and so many things are intangible you know service is an intangible yet you see it takes place but it's not anything physical going to the colleges it is getting erika a bunch of things like that are services. there's been a could do so many capitalists have found that if they can satisfy

what we call intangible once not once for physical goods but intangible ones and they do a good job of it often and many many consumers are doing a trade off between having a car or using the money for their education or travel or something i don't know i haven't seen that measure it's a good question and maybe increase country after country and in a country with lower income probably stuff getting physical things is the 1st order of business not having experiential. spending. on the other hand right it is our human nature to to like the abundance of choice i mean sometimes you just can't help it and will like having new things and like having beautiful things and then on the other purchasing all those new things leads

to over consumption so here's the thing because this is like battling the basic human nature right is there a way to balanced is to sas ets of our life the desire to have road rage of good things and why shouldn't we if we want to have able to was right and also the risk to slip into having too many of these things that's damaging the planet like you're saying where where is they what's sticky for balancing those 2 major parts of our life. yeah each person has as an issue in their own lives. it is human nature to respond to. good products to enjoy the design and the aesthetics of of seeing well built buildings and nice cars and so on and if one has the means to consider acquiring these things it's

partly thurston's album the great economist called conspicuous consumption we sort of try to send out a message to other people that we are current we we not only are you looking for things but we want to own them. there's competition for. outperforming others by owning more i'm sure. and that's going to go on it's also driven by marketing through marketing helps introduce awareness of certain products that you could add to your life and. it's easy to have the money to go ahead the balance i don't know what's in there it's less there's a movement a social movement that tries to say please contain your wants for physical things and think about how the planet is going

to be heard by you consuming more then you need to consume. your course eat well in. life but don't make your life just to make your life about other people make your life about. having a good plan and so on so i don't know so a social movement might contrast to the normal thing of buying when we're never. you know i've read that after a 2003 sars outbreak people were afraid to go to crowded shopping malls and turned to online retail and this led to the rise of alibaba and other e-commerce giants and it's obvious that this print and make the code 19th endemic has boosted online trade just as well. but can't replace offline shopping for good boutiques

shopping malls can transform our life completely in that way yes it's interesting. i saw the problem 1st in my own. life because my wife for years stop shopping in stores. i don't know if there was general or just an. it with her friends a few friends she everything would be ordered online a package would arrive she'd opened it up if there was a dress she would try it and if it was good she keep it otherwise she sends it back and so that so i ask or sometimes does she misc owing into. a store and for foreclosing and she says well if she doesn't object to it there's no reason not to do it if

we're in a shopping area she'll probably see the whites look at the windows and maybe walk into one so the question is what's going to happen to retail it what we call in-store retailing. if everything could be ordered that you need we need any stores as a matter of fact when we're dead due to employment consider the number of people who and shopping centers are clerking in those stores waiting for customers. and we are knowing that we know that many shopping centers on during the pandemic. are closed down basically. we think they're going to be turned into some other use but not as good as shopping centers on come back. at their will there will still be a good cheat and a tiffany and something great where this seems special to some people.

many people will look stop at those places maybe not buy anything just to look. and i understand that was a very important part of life for most people most women too particularly. your day to some shopping and isn't gyal full of surprises so some people will return to that as soon as a pandemic ends and. some people will still be ordering more and i would say that any real retailer or retail chain is going to do less than they did before the pandemic in other words i expect profitability normally to be lower than they had achieved before the pandemic that

there will be a few exceptions few brand new types of in-store experiences and chains and so on that might lead to excitement and shot but generally speaking you're not going to make much money running stores. sue cutler thank you so much for this wonderful chat i really appreciate i got so many answers to my questions i really hope like you said then we will become more aware and take care more of our planet and we will become more about people and taking care of each other rather than self centered. you know so on this note i will let you go your time is precious thank you so much and i also would like to thank synergy online forum who are going to rise to bison or to business school for any ranging of this wonderful chat thank you and all the best. wonderful mom. thank you so much for your wonderful thank you so much are they way.

is you'll be a reflection of reality. in a world transformed. what will make you feel safe. isolation unity. are you going the right way or are you being led so. what is truth lost his faith. in the world corrupted you need to descend. to join us

in the depths. or a maybe in the shallows. some n.g.'s not by much of all being that corballis wanted you to walk. with your father that all of. the cultural studies are. such as you build the do you want to. this there's a new video boy and i. see it in the bargain also me which is mostly annual most of the new year it's obvious if used to go another problem or look at the polling is good when they're low must stay here near. 0 so you just the charles mashal is glad to nordstrom you just this or that was meant to be. blocked i'm not. sure the big looks much the bob. does these nasty moves and they're very glad to

have someone smears that you make an example. the. president of france vows not to give up the fight against islamic terrorism after a female officer is killed at a police station outside of paris. astra zeneca reputation suffered another blow was the relatives of the woman who died after getting its jobs to the vaccine maker we hear from her family's lawyer. and professor natives there was no warning about the risk of traverses on the information sheet or in the informed consent.