Skip to ContentGo to accessibility page
OpenStax Logo
Principles of Marketing

Chapter 19

Principles of MarketingChapter 19

Chapter 19

19.1 Knowledge Check

1.
b. Diversity, equity, and inclusion support people, which makes it a social initiative.
2.
d. Sustainable marketing is rooted in purpose, based on mission, and seeks to align people, planet, and profits.

19.2 Knowledge Check

1.
a. Sustainable marketing considers all parties.
2.
b. Sustainable marketing innovates now while ensuring a viable future.

19.3 Knowledge Check

1.
a. Increased brand recognition occurs when brands are known for their sustainability efforts.
2.
d. Return on investment occurs when brands can show that the sustainability investment had a positive economic return.

19.4 Knowledge Check

1.
c. Innovative marketing uses the media to spur awareness and convert prospects into customers.
2.
d. Mission marketing puts purpose at the center of marketing and uses storytelling to spur action.

19.5 Knowledge Check

1.
d. Transparency, sustainability, and fair working conditions are all concepts related to purpose-driven marketing.
2.
a. Purpose-driven brands stand up for what is right.
PreviousNext
Order a print copy
Citation/Attribution
Reuse and redistribution of this content in digital or print format:
  • This book may not be used in the training of large language models or otherwise be ingested into large language models or generative AI offerings without OpenStax's prior written permission.
  • This book uses the Creative Commons Attribution-NonCommercial-ShareAlike License, which means that you can reuse and modify the material only for noncommercial purposes, must attribute OpenStax, and must distribute any derivative works under the same license.
  • Any commercial printing of this textbook, including using a local or custom printer, must be approved by OpenStax, and proper citation provided.
  • OpenStax-copyrighted images, activities, assessments, and similar components of this book are subject to the same licensing – CC-BY-NC-SA. They can be used for noncommercial purposes with attribution. Commercial use requires permission.
  • Permission requests: Anyone who intends to incorporate this content (including text, images, and other components) into large language models, use it in AI offerings, use it commercially (including in print), and/or has questions about another use case is welcome to complete our reuse request form.
Attribution information
  • If you are redistributing all or part of this book in a noncommercial print format, then you must include on every physical page the following attribution:

    Access for free at https://openstax.org/books/principles-marketing/pages/1-unit-introduction

  • If you are redistributing all or part of this book in a noncommercial digital format, then for every page that includes OpenStax content, you must license the derivative work under the same CC-BY-NC-SA license as the original, and include on every digital page view the following attribution:

    Access for free at https://openstax.org/books/principles-marketing/pages/1-unit-introduction

Citation information

The information below includes the information needed to generate citations in most major styles (APA, MLA, etc.); you must reformat and organize the information as needed to fit the requirements of the style. Use the information below to generate a citation. We recommend using a citation tool such as this one.

© Apr 23, 2026 OpenStax. Textbook content produced by OpenStax is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike License. The OpenStax name, OpenStax logo, OpenStax book covers, OpenStax CNX name, and OpenStax CNX logo, and Rice University name, and Rice University logo trademarks, or wordmarks are not subject to the Creative Commons license and may not be reproduced without the prior and express written consent of Rice University.