Principles of Marketing, 19th Edition
by Philip Kotler
Complete Chapter Solutions Manual
are included (Ch 1 to 20)
** Immediate Download
** Swift Response
** All Chapters included
,Table of Contents are given below
1.Marketing: Creating Customer Value and Engagement
2.Company and Marketing Strategy: Partnering to Build Customer Engagement,
Value, and Relationships
3.Analyzing the Marketing Environment
4.Managing Marketing Information to Gain Customer Insights
5.Consumer Markets and Buyer Behavior
6.Business Markets and Business Buyer Behavior
7.Customer Value-Driven Marketing Strategy: Creating Value for Target Customers
8.Products, Services, and Brands: Building Customer Value
9.Developing New Products and Managing the Product Life Cycle
10.Pricing: Understanding and Capturing Customer Value
11.Pricing Strategies: Additional Considerations
12.Marketing Channels: Delivering Customer Value
13.Retailing and Wholesaling
14.Engaging Consumers and Communicating Customer Value: Integrated
Marketing Communications Strategy
15.Advertising and Public Relations
16.Personal Selling and Sales Promotion
17.Digital Marketing
18.Creating Competitive Advantage
19.The Global Marketplace
20.Sustainable Marketing: Social Responsibility and Ethics
,Solutions Manual organized in reverse order, with the last chapter displayed first, to ensure that all
chapters are included in this document. (Complete Chapters included Ch20-1)
Chapter 20
SUSTAINABLE MARKETING: SOCIAL
RESPONSIBILITY AND ETHICS
MARKETING STARTER: CHAPTER 20
Patagonia’s “Conscious Consumption”: Telling Consumers to Buy Less
Synopsis
More than 45 years ago, Yvon Chouinard founded the high-end out- door clothing and gear
company Patagonia with an enduring mission. Beyond creating and marketing great products, he
wanted Patagonia to do as little harm as possible to the environment and to use business to
inspire proactive solutions to the environmental crisis. In short, says Chouinard and the
company, “Patagonia is in business to save our home planet.” Patagonia has now taken that
mission to new heights by telling customers, “Don’t buy our products.” Because Patagonia wants
to be in business for a good long time— and leave a world inhabitable for our kids—we want to
do the opposite of every other business today. We ask you to buy less and to reflect before you
spend a dime on this jacket or anything else. Under Patagonia’s conscious consumption approach
focused on the 5 Rs, Patagonia and consumers work together to reduce, repair, reuse, recycle,
and reimagine in a world where we take only what nature can replace.
Discussion Objective
A 10-minute discussion of the chapter-opening Patagonia story will give students a realistic look
at the virtues and challenges of implementing a global sustainability program. Patagonia’s
history and recent performance shows that a complete business strategy centered on social and
environmental responsibility not only helps the world and its citizens, but can also generate
healthy long-term profits. In such a situation, everyone can win.
Starting the Discussion
A visit to the Patagonia website at www.patagonia.com will provide an interesting entry point
into Patagonia and its commitment to saving the planet. As a class, review the company’s home
page. Which corporate values are immediately evident? From words? From photos? Review with
students the many different ways in which sustainability can be defined, and how a corporation
such as Patagonia can make a real difference. Any of the “Sustainable Living” links will provide
an interesting departure point. A for-profit firm telling customers to buy less may sound
shortsighted, but that message perfectly aligns with Patagonia’s reason for being.
It will be important to help students understand that sustainability and making a profit can go
hand in hand and that sustainable practices enhance profitability in the long term.
Use the following questions to guide the discussion.
Discussion Questions
1. Describe Patagonia’s plan. What are its key objectives and goals? Patagonia calls for
conscious consumption, asking customers to think before they buy and to stop consuming
20-1
, for consumption’s sake. The company provides objectives, benchmarks, action items, and
evaluations of progress. All of this information is available on the website.
2. What is one example of how product adaptation can promote sustainability? Start with
https://www.patagonia.com/. Describe the tremendous impact of Patagonia’s ad
“Don’t Buy This Jacket.”
3. How does the Patagonia story relate to the concepts in Chapter 20 on sustainable
marketing? (Patagonia provides an excellent example of a company pursuing a
sustainable marketing strategy. It presents a nice bridge to discussing the principles of
sustainable marketing and the opportunities and challenges it presents. Students will
discover as they move through the chapter that almost every company these days is
adding environmental and social responsibility goals to its profit objectives.)
CHAPTER PREVIEW
Use Power Point Slide 20-1 here
In this final chapter, we look at the concepts of sustainable marketing, meeting the needs of
consumers, businesses, and society—now and in the future—through socially and environmentally
responsible marketing actions.
The chapter begins with a definition of sustainable marketing and then looks at some common
criticisms of marketing as it impacts individual consumers and other businesses. Next, it covers
consumerism, environmentalism, and other citizen and public actions that promote sustainable
marketing.
Finally, the chapter looks at how companies themselves benefit from proactively pursuing
sustainable marketing practices that bring value not just to individual customers but also to society
as a whole.
Sustainable marketing actions are more than just doing the right thing; they are also good for
business.
CHAPTER OBJECTIVES
Use Power Point Slide 20-3 here
1. Define sustainable marketing and discuss its importance.
2. Identify the major social criticisms of marketing and some counterarguments.
3. Understand how consumer, societal, and corporate forces drive sustainable marketing
strategy.
4. Understand how to build a sustainable marketing organization.
CHAPTER OUTLINE
p. 584 INTRODUCTION
p. 585
20-2
by Philip Kotler
Complete Chapter Solutions Manual
are included (Ch 1 to 20)
** Immediate Download
** Swift Response
** All Chapters included
,Table of Contents are given below
1.Marketing: Creating Customer Value and Engagement
2.Company and Marketing Strategy: Partnering to Build Customer Engagement,
Value, and Relationships
3.Analyzing the Marketing Environment
4.Managing Marketing Information to Gain Customer Insights
5.Consumer Markets and Buyer Behavior
6.Business Markets and Business Buyer Behavior
7.Customer Value-Driven Marketing Strategy: Creating Value for Target Customers
8.Products, Services, and Brands: Building Customer Value
9.Developing New Products and Managing the Product Life Cycle
10.Pricing: Understanding and Capturing Customer Value
11.Pricing Strategies: Additional Considerations
12.Marketing Channels: Delivering Customer Value
13.Retailing and Wholesaling
14.Engaging Consumers and Communicating Customer Value: Integrated
Marketing Communications Strategy
15.Advertising and Public Relations
16.Personal Selling and Sales Promotion
17.Digital Marketing
18.Creating Competitive Advantage
19.The Global Marketplace
20.Sustainable Marketing: Social Responsibility and Ethics
,Solutions Manual organized in reverse order, with the last chapter displayed first, to ensure that all
chapters are included in this document. (Complete Chapters included Ch20-1)
Chapter 20
SUSTAINABLE MARKETING: SOCIAL
RESPONSIBILITY AND ETHICS
MARKETING STARTER: CHAPTER 20
Patagonia’s “Conscious Consumption”: Telling Consumers to Buy Less
Synopsis
More than 45 years ago, Yvon Chouinard founded the high-end out- door clothing and gear
company Patagonia with an enduring mission. Beyond creating and marketing great products, he
wanted Patagonia to do as little harm as possible to the environment and to use business to
inspire proactive solutions to the environmental crisis. In short, says Chouinard and the
company, “Patagonia is in business to save our home planet.” Patagonia has now taken that
mission to new heights by telling customers, “Don’t buy our products.” Because Patagonia wants
to be in business for a good long time— and leave a world inhabitable for our kids—we want to
do the opposite of every other business today. We ask you to buy less and to reflect before you
spend a dime on this jacket or anything else. Under Patagonia’s conscious consumption approach
focused on the 5 Rs, Patagonia and consumers work together to reduce, repair, reuse, recycle,
and reimagine in a world where we take only what nature can replace.
Discussion Objective
A 10-minute discussion of the chapter-opening Patagonia story will give students a realistic look
at the virtues and challenges of implementing a global sustainability program. Patagonia’s
history and recent performance shows that a complete business strategy centered on social and
environmental responsibility not only helps the world and its citizens, but can also generate
healthy long-term profits. In such a situation, everyone can win.
Starting the Discussion
A visit to the Patagonia website at www.patagonia.com will provide an interesting entry point
into Patagonia and its commitment to saving the planet. As a class, review the company’s home
page. Which corporate values are immediately evident? From words? From photos? Review with
students the many different ways in which sustainability can be defined, and how a corporation
such as Patagonia can make a real difference. Any of the “Sustainable Living” links will provide
an interesting departure point. A for-profit firm telling customers to buy less may sound
shortsighted, but that message perfectly aligns with Patagonia’s reason for being.
It will be important to help students understand that sustainability and making a profit can go
hand in hand and that sustainable practices enhance profitability in the long term.
Use the following questions to guide the discussion.
Discussion Questions
1. Describe Patagonia’s plan. What are its key objectives and goals? Patagonia calls for
conscious consumption, asking customers to think before they buy and to stop consuming
20-1
, for consumption’s sake. The company provides objectives, benchmarks, action items, and
evaluations of progress. All of this information is available on the website.
2. What is one example of how product adaptation can promote sustainability? Start with
https://www.patagonia.com/. Describe the tremendous impact of Patagonia’s ad
“Don’t Buy This Jacket.”
3. How does the Patagonia story relate to the concepts in Chapter 20 on sustainable
marketing? (Patagonia provides an excellent example of a company pursuing a
sustainable marketing strategy. It presents a nice bridge to discussing the principles of
sustainable marketing and the opportunities and challenges it presents. Students will
discover as they move through the chapter that almost every company these days is
adding environmental and social responsibility goals to its profit objectives.)
CHAPTER PREVIEW
Use Power Point Slide 20-1 here
In this final chapter, we look at the concepts of sustainable marketing, meeting the needs of
consumers, businesses, and society—now and in the future—through socially and environmentally
responsible marketing actions.
The chapter begins with a definition of sustainable marketing and then looks at some common
criticisms of marketing as it impacts individual consumers and other businesses. Next, it covers
consumerism, environmentalism, and other citizen and public actions that promote sustainable
marketing.
Finally, the chapter looks at how companies themselves benefit from proactively pursuing
sustainable marketing practices that bring value not just to individual customers but also to society
as a whole.
Sustainable marketing actions are more than just doing the right thing; they are also good for
business.
CHAPTER OBJECTIVES
Use Power Point Slide 20-3 here
1. Define sustainable marketing and discuss its importance.
2. Identify the major social criticisms of marketing and some counterarguments.
3. Understand how consumer, societal, and corporate forces drive sustainable marketing
strategy.
4. Understand how to build a sustainable marketing organization.
CHAPTER OUTLINE
p. 584 INTRODUCTION
p. 585
20-2
