Marketing An Introduction, 8th
Canadian Edition by
Gary Armstrong
Complete Chapter Solutions Manual
are included (Ch 1 to 15)
** Immediate Download
** Swift Response
** All Chapters included
,Table of Contents are given below
1.Marketing: Creating Consumer Value and Engagement
2.Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and
Relationships
3.Analyzing the Marketing Environment
4.Managing Marketing Information to Gain Customer Insights
5.Understanding Consumer and Business Buyer Behaviour
6.Customer Value–Driven Marketing Strategy: Creating Value for Target Customers
7.Products, Services, and Brands: Building Customer Value
8.Developing New Products and Managing the Product Life Cycle
9.Pricing: Understanding and Capturing Customer Value
10.Marketing Channels: Delivering Customer Value
11.Retailing and Wholesaling
12.Engaging Consumers and Communicating Customer Value: Marketing Communications
13.Engaging Consumers and Communicating Customer Value: Search Engines, Social
Media, Mobile, and Analytics
14.The Global Marketplace
15.Sustainable Marketing: Social Responsibility and Ethics
,Solutions Manual organized in reverse order, with the last chapter displayed first, to ensure that all
chapters are included in this document. (Complete Chapters included Ch15-1)
CHAPTER 15
SUSTAINABLE MARKETING: SOCIAL RESPONSIBILITY AND ETHICS
PREVIEWING THE CONCEPTS: CHAPTER OBJECTIVES
15.1 Define sustainable marketing and discuss its importance.
15.2 Identify the major social criticisms of marketing.
15.3 Understand how consumer, societal, and corporate forces drive sustainable marketing
strategy.
15.4 Understand how to build a sustainable marketing organization.
JUST THE BASICS
CHAPTER OVERVIEW
This final chapter focuses on the concepts of sustainable marketing, meeting the needs of
consumers, businesses, and society—now and in the future—through socially and
environmentally responsible marketing actions.
First, the chapter defines sustainable marketing and then looks at some common criticisms of
marketing as it impacts individual consumers and public actions that promote sustainable
marketing.
Finally, we look at how companies can benefit from proactively pursuing sustainable marketing
practices that bring value not just to individual customers, but also to society as a whole.
ANNOTATED CHAPTER NOTES/OUTLINE
Sustainability at Unilever: Creating a Better Future Every Day
When Paul Polman took over as CEO of Unilever more than a decade ago, the foods, home, and
personal care products company was a slumbering giant. Despite its stable of star-studded
brands—including the likes of Dove, Axe, Noxzema, Sunsilk, OMO, Hellmann’s, Knorr, Lipton,
and Ben & Jerry’s—Unilever had experienced a decade of stagnant sales and profits.
In late 2010 Unilever launched its Sustainable Living Plan—an aggressive long-term plan that
takes capitalism to the next level. Under the plan, the company set out to “create a better future
every day for people around the world: the people who work for us, those we do business with,
the billions of people who use our products, and future generations whose quality of life depends
on the way we protect the environment today.”
This Sustainable Living Plan evolved into the Unilever Compass—a framework developed by
Unilever to continue to guide its business strategy and decision-making toward sustainability.
The Compass Plan is based on three key pillars: improving health and well-being, reducing
15-1
, Chapter 15 Sustainable Marketing: Social Responsibility and Ethics
environmental impact, and enhancing livelihoods.
However, the Compass Plan also highlights some challenges that Unilever and other businesses
face in achieving sustainability. For example, achieving zero waste to landfill requires significant
investment in waste management infrastructure, and sourcing 100 percent of agricultural raw
materials sustainably requires collaboration with suppliers and other stakeholders. The Compass
acknowledges that achieving sustainability requires continuous improvement and innovation.
“Ultimately,” says the company, “we will only succeed if we inspire people around the world to
take small, everyday actions that can add up to a big difference for the world.”
Use Chapter Objective 15.1 here.
SUSTAINABLE MARKETING
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.
Use Key Term Sustainable Marketing here.
Use Figure 15.1 here.
The marketing concept recognizes that organizations thrive by determining the current needs and
wants of target group customers and fulfilling those needs and wants more effectively and
efficiently than competitors do.
However, satisfying immediate needs and desires doesn’t always serve the future best interests of
either customers or the business. Whereas the societal marketing concept considers the future
welfare of consumers and the strategic planning concept considers future company needs, the
sustainable marketing concept considers BOTH.
SOCIAL CRITICISMS OF MARKETING
Use Chapter Objective 15.2 here.
Marketing’s Impact on Individual Consumers
Consumer advocates, government agencies, and other critics have accused marketing of harming
consumers through high prices, deceptive practices, high-pressure selling, shoddy or unsafe
products, planned obsolescence, and poor service to disadvantaged consumers.
High Prices
Many critics charge that the marketing system causes prices to be higher than they would be
under more “sensible” systems.
15-2
Canadian Edition by
Gary Armstrong
Complete Chapter Solutions Manual
are included (Ch 1 to 15)
** Immediate Download
** Swift Response
** All Chapters included
,Table of Contents are given below
1.Marketing: Creating Consumer Value and Engagement
2.Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and
Relationships
3.Analyzing the Marketing Environment
4.Managing Marketing Information to Gain Customer Insights
5.Understanding Consumer and Business Buyer Behaviour
6.Customer Value–Driven Marketing Strategy: Creating Value for Target Customers
7.Products, Services, and Brands: Building Customer Value
8.Developing New Products and Managing the Product Life Cycle
9.Pricing: Understanding and Capturing Customer Value
10.Marketing Channels: Delivering Customer Value
11.Retailing and Wholesaling
12.Engaging Consumers and Communicating Customer Value: Marketing Communications
13.Engaging Consumers and Communicating Customer Value: Search Engines, Social
Media, Mobile, and Analytics
14.The Global Marketplace
15.Sustainable Marketing: Social Responsibility and Ethics
,Solutions Manual organized in reverse order, with the last chapter displayed first, to ensure that all
chapters are included in this document. (Complete Chapters included Ch15-1)
CHAPTER 15
SUSTAINABLE MARKETING: SOCIAL RESPONSIBILITY AND ETHICS
PREVIEWING THE CONCEPTS: CHAPTER OBJECTIVES
15.1 Define sustainable marketing and discuss its importance.
15.2 Identify the major social criticisms of marketing.
15.3 Understand how consumer, societal, and corporate forces drive sustainable marketing
strategy.
15.4 Understand how to build a sustainable marketing organization.
JUST THE BASICS
CHAPTER OVERVIEW
This final chapter focuses on the concepts of sustainable marketing, meeting the needs of
consumers, businesses, and society—now and in the future—through socially and
environmentally responsible marketing actions.
First, the chapter defines sustainable marketing and then looks at some common criticisms of
marketing as it impacts individual consumers and public actions that promote sustainable
marketing.
Finally, we look at how companies can benefit from proactively pursuing sustainable marketing
practices that bring value not just to individual customers, but also to society as a whole.
ANNOTATED CHAPTER NOTES/OUTLINE
Sustainability at Unilever: Creating a Better Future Every Day
When Paul Polman took over as CEO of Unilever more than a decade ago, the foods, home, and
personal care products company was a slumbering giant. Despite its stable of star-studded
brands—including the likes of Dove, Axe, Noxzema, Sunsilk, OMO, Hellmann’s, Knorr, Lipton,
and Ben & Jerry’s—Unilever had experienced a decade of stagnant sales and profits.
In late 2010 Unilever launched its Sustainable Living Plan—an aggressive long-term plan that
takes capitalism to the next level. Under the plan, the company set out to “create a better future
every day for people around the world: the people who work for us, those we do business with,
the billions of people who use our products, and future generations whose quality of life depends
on the way we protect the environment today.”
This Sustainable Living Plan evolved into the Unilever Compass—a framework developed by
Unilever to continue to guide its business strategy and decision-making toward sustainability.
The Compass Plan is based on three key pillars: improving health and well-being, reducing
15-1
, Chapter 15 Sustainable Marketing: Social Responsibility and Ethics
environmental impact, and enhancing livelihoods.
However, the Compass Plan also highlights some challenges that Unilever and other businesses
face in achieving sustainability. For example, achieving zero waste to landfill requires significant
investment in waste management infrastructure, and sourcing 100 percent of agricultural raw
materials sustainably requires collaboration with suppliers and other stakeholders. The Compass
acknowledges that achieving sustainability requires continuous improvement and innovation.
“Ultimately,” says the company, “we will only succeed if we inspire people around the world to
take small, everyday actions that can add up to a big difference for the world.”
Use Chapter Objective 15.1 here.
SUSTAINABLE MARKETING
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.
Use Key Term Sustainable Marketing here.
Use Figure 15.1 here.
The marketing concept recognizes that organizations thrive by determining the current needs and
wants of target group customers and fulfilling those needs and wants more effectively and
efficiently than competitors do.
However, satisfying immediate needs and desires doesn’t always serve the future best interests of
either customers or the business. Whereas the societal marketing concept considers the future
welfare of consumers and the strategic planning concept considers future company needs, the
sustainable marketing concept considers BOTH.
SOCIAL CRITICISMS OF MARKETING
Use Chapter Objective 15.2 here.
Marketing’s Impact on Individual Consumers
Consumer advocates, government agencies, and other critics have accused marketing of harming
consumers through high prices, deceptive practices, high-pressure selling, shoddy or unsafe
products, planned obsolescence, and poor service to disadvantaged consumers.
High Prices
Many critics charge that the marketing system causes prices to be higher than they would be
under more “sensible” systems.
15-2
