20 - Sustainable Marketing

Question 1

sustainable marketing

Answer 1

socially + environmentally responsible marketing meets both the immediate and future needs of customers and businesses

Question 2

link w/ societal + strategic concept

Answer 2

societal marketing concept considers the future welfare of consumers

strategic planning concept considers future company needs

= the sustainable marketing concept considers both

Question 3

social criticisms of marketing

Answer 3

certain practices hurt:

• consumers
• society
• other firms

Question 4

marketing’s impact on consumers

Answer 4

high prices - high distribution/promotion costs + excessive markups

deceptive practices - promotion, packaging + pricing

high-pressure selling - sold, not bough (insurance)

unsafe products

planned obsolescence

poor service to disadvantaged consumers - redlining

Question 5

marketing’s impact on society

Answer 5

creates too much materialism - false desires

few social goods (imbalance b/w private and public goods)

cultural pollution - too much commercial noise

Question 6

marketing’s impact on other firms

Answer 6

acquisitions of competitors (rather than developing new products)

marketing practices that create barriers to entry - patents, heavy promotion, tie up suppliers

unfair competitive marketing practices - set prices below costs, discourage buying from competitors (predatory practices)

Question 7

consumer actions to promote sustainable marketing

Answer 7

consumerism - movement to improve rights + power of buyers

environmentalism - movement to protect and improve people’s current/future living environment

Question 8

environmental sustainability

Answer 8

developing strategies that both:

• sustain the environment
• produce profits

Question 9

activities toward environmental sustainability

Answer 9

pollution prevention - today + internal

product stewardship - today + external

new clean technology - tomorrow + internal

sustainability vision - tomorrow + external

Question 10

principles of sustainable marketing

Answer 10

guided by sustainable marketing principles

• consumer oriented marketing (consumer POV)
• customer value marketing (customer value building investments)
• innovative marketing (seek constant improvements)
• sense of mission marketing (broad social terms)
• societal marketing (consumer wants + long run interests)

Question 11

societal classification of products

Answer 11

deficient - low benefit + satisfaction

pleasing - low benefit + high satisfaction

salutary - high benefit + low satisfaction

desirable - high benefit + satisfaction

• sustainable marketing calls for products pleasing + beneficial

Question 12

marketing ethics

Answer 12

corporate marketing ethics policies = broad guidelines