Sustainable Marketing Paper
TOPIC: Refer to Chapter 20 “Sustainable Marketing: Social Responsibility and Ethics”
“Sustainable Marketing calls for socially and environmentally responsible actions that meet the present needs of consumers and businesses while also preserving or enhancing the ability of future generations to meet their needs.” There has been a big shift in business practices as more companies are embracing Sustainable Marketing as a means to create both immediate and future customer value and strengthen customer relationships. A company’s marketing efforts should be guided by 5 sustainable Marketing principles: consumer-oriented marketing, customer value marketing, innovative marketing, sense-of-mission marketing, and societal marketing.
3-4 page paper (double spaced, upload on Canvas) focusing on a company of your choice (‘The Company’) and how they are utilizing these 5 sustainable marketing principles to bring value to the individual customer and society as a whole. Make sure to give concrete examples of how (‘The Company’) marketing practices are at the core of the company’s beliefs and support their overall mission statement. Also, identify if ‘The Company’ has, in the past, practiced deceptive marketing or unethical behavior has damaged their reputation. How has ‘The Company’ overcome these previous indiscretions to refocus their efforts for the greater good of the consumer?
PLEASE NOTE: Do not use as your ‘Company of Choice’ the following companies listed in Chapter 20 – Unilever, Chipotle, or CVS Health.