Question

unit 4 - challenge 4.3: marketing and brand

4 - evolving nature of consumerism

learning objective: recognize the meaning of sustainability and consumerism in marketing.

a company that designs its marketing approach by adopting the customers viewpoint, with a special focus on sustainability principles, is practicing ______.

a.) sales-oriented marketing
b.) product-oriented marketing
c.) transactional marketing
d.) societal marketing

Explanation:

Analyze the core question

The question asks to identify the marketing practice of a company that designs its marketing approach by adopting the customer's viewpoint, with a special focus on sustainability principles.

Evaluate the given options

• sales-oriented marketing: Focuses primarily on selling existing products through aggressive promotion, rather than understanding customer needs or long-term sustainability.
• product-oriented marketing: Focuses on the product itself, its quality, and performance, assuming that a good product will sell itself, without necessarily adopting the customer's viewpoint or focusing on sustainability.
• transactional marketing: Focuses on individual, short-term sales transactions rather than building long-term customer relationships or incorporating broader societal/sustainability goals.
• societal marketing: A concept holding that a company should make marketing decisions by considering consumers' wants, the company's requirements, and society's long-term interests (such as sustainability and environmental preservation). This aligns perfectly with adopting the customer's viewpoint while focusing on sustainability principles.

Determine the correct choice

By aligning the definition of adopting the customer's perspective with long-term societal well-being and environmental sustainability, the correct practice is societal marketing.

Answer:

• a.) sales-oriented marketing
• b.) product-oriented marketing
• c.) transactional marketing
• d.) societal marketing (Correct answer)