9.12 : 可持续营销

Sustainable marketing means caring for the environment and society while ensuring the profits and well-being of future generations.

Five fundamental principles guide this approach.

First,consumer-focused marketing prioritizes customer preferences, like a beverage brand offering low-sugar options for health-conscious consumers.

Second, value-based marketing focuses on building customer value.

For instance, an organic food brand promotes locally sourced and ethically produced food products to create value for the community.

The third principle is innovative marketing, where businesses continuously seek to innovate.

For example, businesses use biodegradable packaging for food products.

The fourth principle, mission-driven marketing, prioritizes a societal mission for lasting success.

For instance, coffee brands prioritize the welfare of the plantation community.

The fifth principle is societal marketing, which aligns customer wants and business needs with long-term benefits for customers and society.

For instance, fast food brands can source locally, introduce healthy meals, and reduce waste.

In conclusion, sustainable marketing considers people, the planet, and profits for shared present and future success.