Page 171 - E1 Integrated Workbook STUDENT 2018

Further aspects of marketing

Social marketing and CSR

4.1 Social marketing

Social marketing uses commercial marketing practices to achieve
non-commercial goals, such as encouraging the consumption of
merit goods or discouraging the consumption of demerit goods.

4.2 CSR

 The marketing orientated firm will seek to produce and sell goods that meet the
needs of its customers.

 However, any policies adopted should also act responsibly towards society as a
whole.

Illustrations and further practice

Now try TYU 2 from Chapter 12.

Read illustrations 5 to 10 from Chapter 12.

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