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Chapter 19: Sustainable Marketing: The New Paradigm

Every problem in the chapter beside the book’s answer, a chapter at a time as you scroll.

Chapter 19: Sustainable Marketing: The New Paradigm

10 problems · 0 figures

Knowledge Check 19.1.1 §19.1 source ↗

If a brand develops a diversity, equity, and inclusion initiative, which pillar of sustainability is addressed?
  1. a.
    Environmental
  2. b.
    Social
  3. c.
    Economic
  4. d.
    All of the above are correct.

Answer

B. Social
Diversity, equity, and inclusion support people, which makes it a social initiative.

Knowledge Check 19.1.2 §19.1 source ↗

How does sustainable marketing differentiate from other types of marketing?
  1. a.
    It is more expensive.
  2. b.
    It is only for people who care about the environment.
  3. c.
    It is a business imperative.
  4. d.
    It is rooted in purpose.

Answer

D. It is rooted in purpose.
Sustainable marketing is rooted in purpose, based on mission, and seeks to align people, planet, and profits.

Knowledge Check 19.2.1 §19.2 source ↗

Traditional marketing takes a customer approach, while sustainable marketing takes a(n) ________ approach.
  1. a.
    shareholder
  2. b.
    value
  3. c.
    economic
  4. d.
    cost-savings

Answer

A. shareholder
Sustainable marketing considers all parties.

Knowledge Check 19.2.2 §19.2 source ↗

In sustainable marketing, companies innovate now and do which of the following for the future?
  1. a.
    Earn money
  2. b.
    Ensure viability
  3. c.
    Save money
  4. d.
    Earn profits

Answer

B. Ensure viability
Sustainable marketing innovates now while ensuring a viable future.

Knowledge Check 19.3.1 §19.3 source ↗

Which of the following is the sustainability strategy benefit when a company becomes known for its sustainability efforts and it becomes a competitive advantage?
  1. a.
    Increased brand recognition
  2. b.
    Reduced costs
  3. c.
    Waste minimization
  4. d.
    Enhanced return on investment

Answer

A. Increased brand recognition
Increased brand recognition occurs when brands are known for their sustainability efforts.

Knowledge Check 19.3.2 §19.3 source ↗

Which benefit of sustainability occurs when brands show their shareholders an economic return on sustainability programs?
  1. a.
    Increased brand recognition
  2. b.
    Reduced costs
  3. c.
    Waste minimization
  4. d.
    Enhanced return on investment

Answer

D. Enhanced return on investment
Return on investment occurs when brands can show that the sustainability investment had a positive economic return.

Knowledge Check 19.4.1 §19.4 source ↗

________ uses media as the lead for awareness building.
  1. a.
    Consumer-oriented marketing
  2. b.
    Customer-value marketing
  3. c.
    Innovative marketing
  4. d.
    Mission marketing

Answer

C. Innovative marketing
Innovative marketing uses the media to spur awareness and convert prospects into customers.

Knowledge Check 19.4.2 §19.4 source ↗

Which of the following puts a purpose at the center of marketing and is implemented most often using storytelling?
  1. a.
    Consumer-oriented marketing
  2. b.
    Customer-value marketing
  3. c.
    Innovative marketing
  4. d.
    Mission marketing

Answer

D. Mission marketing
Mission marketing puts purpose at the center of marketing and uses storytelling to spur action.

Knowledge Check 19.5.1 §19.5 source ↗

Which of the following concepts are related to purpose-driven marketing?
  1. a.
    Transparency
  2. b.
    Sustainability
  3. c.
    Fair working conditions
  4. d.
    All of the above are correct.

Answer

D. All of the above are correct.
Transparency, sustainability, and fair working conditions are all concepts related to purpose-driven marketing.

Knowledge Check 19.5.2 §19.5 source ↗

Which of the following is a best practice of purpose-driven brands?
  1. a.
    Standing up for what’s right
  2. b.
    Good advertising
  3. c.
    Telling everyone about their purpose
  4. d.
    Being profitable

Answer

A. Standing up for what’s right
Purpose-driven brands stand up for what is right.

End of the book.

Problems and answers are adapted from Principles of Marketing by Maria Gomez Albrecht, Mark Green and Linda Hoffman, OpenStax, and are used under the CC BY-NC-SA 4.0 licence. Access for free at https://openstax.org/books/principles-marketing/pages/1-unit-introduction. Illustrations: Copyright Rice University, OpenStax, under CC BY-NC-SA 4.0 license. This adaptation is released under the same licence, is non-commercial, and is neither affiliated with nor endorsed by OpenStax or Rice University.