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LEARNING OUTCOMES By the end of this section, you will be able to: 1 List the principles of sustainable marketing. 2 Explain how these principles are put into practice. Consumer-Oriented Marketing Consumer-oriented marketing is a solution focuse...

4.1 Knowledge Check 1.  c. Derived demand is a market demand for a good or service that results from a demand for a related good or service. 2.  a. A B2B (or “business-to-business”) transaction is one that is conducted between one business and another....

11.1 Knowledge Check 1.  c. The concept of service perishability states that services (such as airline tickets) cannot be stored in inventory for future use or sale. 2.  a. Service intangibility refers to the fact that you can’t see or touch a service ...

10.1 Knowledge Check 1.  c. With dynamically continuous innovation, some changes in consumer habits are necessary, but the changes aren’t as dramatic as with discontinuous innovation and are not as insignificant as in continuous innovation. 2.  b. Reme...

9.1 Knowledge Check 1.  a. A haircut is a service because it cannot be touched, owned, or stored for later use. 2.  c. An experience combines marketing, technology, and service to alter the consumer's perception. 3.  a. A convenience product is wid...

8.1 Knowledge Check 1.  a. Choosing between standardization and adaptation strategies includes balancing internal capabilities like operations, sales, and customer service with external forces like competition and consumer demographic changes. 2.  d. C...

7.1 Knowledge Check 1.  a. Global market opportunities refer to the favorable conditions that allow companies to choose to expand globally. 2.  c. Cultural barriers are a hindrance to international trade. 3.  a. Cultural sensitivity involves a pers...

6.1 Knowledge Check 1.  d. Marketing research is the process of collecting information from a variety of sources in order to make a good managerial decision. 2.  b. A marketing information system is a collection of data that an organization uses to mak...

5.1 Knowledge Check 1.  c. Starbucks researches the culture of the countries in which it operates so that beverages appeal to local tastes. 2.  a. Psychographic segmentation divides consumers into different groups based on internal characteristics like...

3.1 Knowledge Check 1.  c. Complex buying behavior involves high involvement in the buying decision and the perception of significant differences between brands. 2.  b. Marketing stimuli are those generated by the marketer and are comprised of the 4Ps ...

LEARNING OUTCOMES By the end of this section, you will be able to: 1 Understand issues related to purpose-driven marketing. 2 Articulate best practices in purpose-driven marketing. Brand Purpose Brands satisfy many people, from employees to inve...

2.1 Knowledge Check 1.  b. The mission statement sums up in a few sentences what the company does, who it serves, and what differentiates it from its competitors. 2.  c. Corporate-level strategy covers the entire business in a complex organization in w...

1.1 Knowledge Check 1.  c. Place utility addresses convenience in terms of where a consumer can purchase your company’s product. 2.  b. Marketing is a complex activity and includes creating, communicating, delivering, and exchanging offerings that have...

1. “Shaping the Sustainable Organization,” Accenture, accessed September 7, 2022, https://www.accenture.com/us-en/insights/sustainability/sustainable-organization. 2. Alexandra Spiliakos, “What Does ‘Sustainability’ Mean in Business?,” Business ...

A workplace study by Blue Beyond Consulting shows that 8 in 10 employees say that it’s important that their employer’s values align with their values. Furthermore, more than 75 percent of respondents indicated that they expect their employer and business to be...

1.  Design a sustainability campaign. Select a product or service that is not currently sustainable and redesign it to be sustainable. Consider how you would change the form, function, packaging, distribution, and/or target audience. 2.  Evalu...

1.  If we agree with the notion that products and services of today should not harm people of tomorrow, how would you redesign your favorite snack food to be more sustainable? 2.  The three pillars of sustainability are environmental sustainab...

consumer-oriented marketing marketing strategies focused on customer needs and solving their problems corporate social responsibility (CSR) sustainable business strategy where companies use their platform to do good, improve the world, and be socially accou...

Sustainable marketing is an effort by companies to run their business to serve the customers of today while preserving the world for the customers of tomorrow. Companies are increasingly following an ESG, or environmental, social, governance, structure to brin...

12.1 Knowledge Check 1.  a. Artificial time constraints tell the consumer they will miss out if they don’t purchase right now. 2.  c. To determine profit, total costs (fixed and variable) are subtracted from total revenue. 3.  a. Perceived value is...