Marketing chapter 20

Environmental sustainability

A management approach hat involves developing strategies that both sustain the environment and produce profits for the company

Sense-of-mission marketing

A principle of sustainable marketing holding that a company should define its mission in broad social terms rather than narrow product terms

Societal marketing

A principle of sustainable marketing holding that a company should make marketing decisions by considering consumers' wants, the company's requirements, consumers' long-run interests, and society's long run interests

Customer-value marketing

A principle of sustainable marketing holding that a company should pit most of its resources into customer-value-building marketing investments

Consumer-oriented marketing

A principle of sustainable marketing that holds a company should view and organize its marketing activities from the consumer's point of view

Innovative marketing

A principle of sustainable marketing that requires a company to seek real product and marketing improvements

Consumerism

An organized movement of citizens and government agencies designed to improve the rights and power of buyers in relation to sellers

Environmentalism

An organized movement of concerned citizens, businesses, and government agencies designed to protect and improve people's current and future living environment

Desirable products

Products that give both high immediate satisfaction and high long-run benefits

Pleasing products

Products that give high immediate satisfaction buy may hurt consumers in the long run

Salutary products

Products that have low immediate appeal but may benefit consumers in the long run

Deficient products

Products that have neither immediate appeal nor long-run benefits

Sustainable marketing

Socially and environmentally responsible marketing that meets the present needs of consumers and businesses while also preserving or enhancing the ability of future generations to meet their needs