Marketing Chapter 16

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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 generation to meet their needs.


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


An organized movement of concerned citizens and government agencies 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

The philosophy of sustainable marketing that holds that the company should view and organize its marketing activities from the consumer's point of view.

Customer-Value Marketing

A principle of sustainable marketing that hols that a company should put most of its resources into customer-value-building marketing investments.

Innovative Marketing

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

Sense-of-mission Marketing

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

Societal Marketing

A principle of sustainable marketing that holds 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.

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 appeal but may benefit consumers in the long run.

Desirable Products

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

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