Chapter 16: Sustainable Marketing, Social Responsibility and Ethics

Sustainable marketing
Socially and environmentally responsible marketing that meets the present needs of consumers and business while also preserving or enhancing the ability of future generations to meet their needs.
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 and government agencies designed to protect and improve people’s current and future living environment.
Environmental sustainability
A management approach that involves developing strategies that both sustain the environment and produce profits for the company.
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.
Customer-value marketing
A principle of sustainable marketing that holds a company should put most of its resources into customer-value-building marketing investments.
Innovative marketing
A principle of sustainable marketing that requires a company to seek real product and marketing improvements.
Sense-of-mission marketing
A principle of sustainable marketing that holds a company should define its mission in broad social terms rather than narrow product terms.
Societal marketing
A principle of sustainable marketing that holds a company should make marketing decisions by considering consumers’ wants, the company’s requirements, consumers’ long-run interests, and society’s long-run interests.
Deficient products
Products that have neither immediate appeal nor long-run benefits.
Pleasing products
Products that give high immediate satisfaction but may hurt consumers in the long run.
Salutary products
Products that have low immediate appeal but may benefit consumers in the long run.
Desirable products
Products that give both high immediate satisfaction and high long-run benefits.