Of Management Northwestern University so great to have you with us weve been looking forward for the longest time i wanted to talk to you for the longest time but now that the pandemic has say it wow i have so many questions for you lets see how many looking get into this program 1st of all you build up the science of marketing basically from scratch and the books youve 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 when 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 then 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 theres 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 wont change i think anyone who does a lot of ordering for the next months and however covert last 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 wont be surprised if theyre going to sell a car too in the future so thats one thing. The whole meaning of a companys brand is change is changing if the Company Continues to just talk about the brand as if theres no coated situation. Its going to lose control of it because a brand is not made by the company alone its made by all the people on facebook the 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 their message own message doesnt work in todays world. A message it works is caring for the problems that people have and right now were 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. That were 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 dont 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 a 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. Ive developed a appreciation of some new types that are coming up and maybe youve 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 wouldnt be any. Place to put it. They could buy a car but some young consumers are and some countries are saying its or is it because going to be i dont 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 thats called a sharing society so theres a group called life simplify people who want to simplify what they are own or need to own and so on theres another group that is worried about the planet and about true much consumption were using up our land and our and our and were not taking care of our oceans and weve got it maybe theres 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. Theres another group of wants to. Eat better they want they realize theyve been buying hot dogs and hamburgers and that isnt good for your health if you overdo it so they are sane eaters they are vegetarians in some cases or begun begins and so thats another group and some of them are want they eat we call them people who who want a conservation are saying basically weve 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 youre saying were 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 youre saying it should change and you want me growing steadily any more how will capitalism survive or will it survive its 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 were 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 dont theyre not very theyre 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 not make not buying them so marketings job is to produce this content to some extent which can be overcome by buying sponsoring. I dont 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 isnt a crisis is it the is it the cause of the depression of many people why theyre depressed or is it a factor contributing to that marketing has to rethink its basic role in terms of Human Society but if youre saying that marketing is in crisis does it out of magically mean that capitalism is also in crisis. Well capitalism is in crisis ive been writing about that i wrote a whole book called the contrasting capitalism with the 14 big problems which we all know about that theres a lot of poverty in the world. And its a lot of low income for workers who are working hard id rather pay a person a clerical x. The citys garbage more than the c. E. O. Of a company because hes doing more to sacrifice his life and we end 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. Thats a way of organizing ideas and services and products. And thats worked 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 dont but if they make the Company Successful weve 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 put 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 caught is america ready for scandinavian capitalism and the answer i good is yes and certainly we should pay higher taxes not the average worker who is paying enough and cant pay much more tax than people who have the money either. And lets use it and make College Education freer or at least less costly where people and make the Health Care System care for everyone without paying money every time you get sick or something so yes higher taxes. Makes sense and a more scandinavian character lets make sure ok thats very interesting capitalism but scandinavian style so its to capitalism of the future scandinavian style caprese mr cutler were going to take a short break right now when were back well continue talking to Philip Cutler father of modern marketing talking about whats happening to the model of marketing as we know it to stay with us. Your views theres a war of hope of a Global Solution of the whole new leader who would go through a major issue there. But it sounds the guy. Was only isnt there a need for a list of. The most move for. Little. Lives and assume with the new. Governments need those of you still. Look when it was good to use the of the book with their skulls discovered that those that would use up these are the be used by the up in the media of course 3. Factors financial Survival Guide i dont buy any i put on it features. On the fly. As a summer buy into the future tracker watch kaiser. During the vietnam war u. S. Forces also neighboring laos it was a secret war. And for years the American People did not know. How much it is officially can we bombed a country park. Happen at. Human history millions of unexploded bombs still in danger lives in this Small Agricultural country Jordyn Wieber going to continue to happen there even today kids in laos fall victim to bombs dropped decades ago is the u. S. Making amends for the tragedy in laos what helped to the people needed in that little land of mine. Join me every thursday on the alex simon show and ill be speaking to us of the world of politics sports business im show business ill see you there. And were back quest Philip Kotler father of modern marketing mr cotler here is it a question maybe a bit of a philosophical question but im sure you thought of it as well i see in recent years ive noticed that and correct me if im wrong theres a shift in people spending happy its like before people really wanted to buy an old stuff to feel happy or right to feast or know better about themselves now they need stuff yeah yeah yeah to to to to to feel established you need to have stuff now the focus is shifting on buying and living and experience not stuff and experience so instead of buying so lets say a flat screen people now book a trip overseas and instead of a new car they sign up for a University Course right qantas a new value thats good on the experience help the Global Economy while the demand for stuff is going down. I like that idea it means that we dont have to produce so much physical stuff which requires ruining the earth basically by taking resources many of which cant 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 its not anything physical going to the colleges it is getting erika a bunch of things like that are services. Theres 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 dont know i havent seen that measure its 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 cant 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 heres 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 shouldnt we if we want to have able to was right and also the risk to slip into having too many of these things thats damaging the planet like youre saying where where is day or whats 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 its partly thurstons 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. Theres competition for. Outperforming others by owning more im sure. And thats going to go on its also driven by marketing through marketing helps introduce awareness of certain products that you could add to your life and. Its easy to have the money to go ahead the balance i dont know whats in there its less theres 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. Of course eat well in. Life but dont make your life just to make your life about other people make your life about. Having a good plan and so on so i dont know so a social movement might. Contrast to the normal thing of buying when were never. You know ive 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 ecommerce giants and its obvious that this print and make the code 19th endemic has boosted online trade just as well. But cant replace offline shopping for good boutiques shopping malls can transform our life completely in that way yes its interesting. I saw the problem 1st in my own. Life because my wife for years stop shopping in stores. I dont know if that was general or just an. It with her friends a few friends she everything would be ordered online a package would arrive shed open it up if there was a dress she would try it out if it was good shed 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 doesnt object to it theres no reason not to do it if were in a shopping area shell probably see the whats the look at the windows and maybe walk into one so the question is whats going to happen to retail it what we call instore retailing. If everything could be ordered if you need it we need any stores as a matter of fact when were 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 theyre 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 isnt 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 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 instore experiences and chains and so on that might lead to excitement and so on but generally speaking youre 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 will become more about people and taking care of each other rather than self centered. You know so on this note ill 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 by Synergy Business School for it ranging 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. Throughout its history john just with the selfproclaimed Islamic State terrorist group have recruited up to 30000 foreigners from all over the world to fight for the. Sounds of russian citizens left their country to join the terrorists often bringing wives and children with them. When the bell ideas imposed on you you see me as and you could move. All in you to the. Hundreds of children and widows were held captive all disappeared. Back in russia those children families were going to search for. Tax ties or financial Survival Guide stacy. Fill out lets say im not so i. Have to fight. Thank you for. Destroy 6 that stroke. That slavery. You just have to fly between 2 kinds of and as fast as you get. Much out of the produce. Which the british were the. Good natured version of the nature. Of the original stories impersonal. Force moral russians in racing use competition in the extreme to have a full use to a specified route between the ones with the fastest time just to get a reasonably good human getting the truth here but you. Really must lose should you really try you will. Have already commented on this and said we have nothing to hide. Russias foreign minister says mosconi and information from germany on the other hand the ball in case after nato called for an International Probe into the alleged poisoning of the russian opposition figure. Also this hour russian scientists prepared to start a 3rd phase Clinical Trials of the countrys 1st Coronavirus Vaccine after the Lancet Medical Journal concluded that the drug game sputnik beat produced an antibody response and all participants during early stage trials. And coded 1000 and factions reaching daily record in france while spain and other countries across europe say new spike and