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Principles of Marketing

Chapter 19

Principles of MarketingChapter 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.
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