Principles Of Marketing
17th Edition
ISBN: 9780134492513
Author: Kotler, Philip, Armstrong, Gary (gary M.)
Publisher: Pearson Higher Education,
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Transcribed Image Text:Conscious Marketing
A firm that engages in conscious marketing is recognizing that it has a purpose higher than making a profit. Corporate social
responsibility (CSR) is an element of conscious marketing and generally refers to a firm's understanding that it has responsibilities to
society. This exercise is important because it will help you understand that because of the complexities of conscious marketing, not all
socially responsible firms are able to engage in conscious-marketing efforts.
The goal of this exercise is for you to differentiate between the two efforts.
Carefully read each of the different action types to determine whether it represents CSR or conscious marketing. Then click and drag
the action type to the correct column. Hover over each action type for hints to help you determine whether the action is CSR or
conscious marketing.
Proctor & Gamble's Live,
Learn, and Thrive program
improves the lives of
children worldwide.
Warby Parker was founded in
reaction to an industry dominated.
by a single company that kept
eyewear prices artificially high. It
partners with nonprofits to provide
eye care to those in need.
CSR
Animal welfare groups praised
Walmart for the new standards
they issued to farms supplying
antibiotic- and hormone-free
livestock.
Google funds for-profit
entrepreneurships in Africa.
Employees of Southwest
Airlines donate hours of their
time to Ronald McDonald
Houses throughout the United
States.
The Coca-Cola Campaign
focuses on water stewardship,
healthy and active lifestyles,
community recycling, and
education.
Conscious Marketing
One of TOMS' key slogans
is "Shoes that bring the
world together."
Elon Musk, visionary head of
such companies as Space X
and Tesla seeks to be involved
with things that change the
world.
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