📝 Module 7 Section 2 - Exercise 26

These situations call for a new concept that enlarges the marketing concept. A suggested name for this new concept is 'the societal marketing concept'. It holds that the organisation's task is to determine the needs, wants, and interests of target markets and to deliver the desired satisfactions more effectively and efficiently than competitors, in a way that preserves or enhances the consumer's and the society's well-being. Marketers need to build social and ethical considerations into their marketing practices. They must juggle the often conflicting criteria of company profits, consumer satisfaction, and public interest. Two pioneers in implementing the societal marketing concept are Ben & Jerry's and The Body Shop. But even they have begun to experience some difficulty.
1. Which **THREE** of the following are part of the societal marketing concept? 请选择 3 个答案
A. Assessing the requirements of customers.
B. Imitating competitor practices.
C. Informing consumers about products.
D. Considering community welfare issues.
E. Promoting items which are profitable.
F. Managing different requirements in a competitive way.
2. Which **THREE** of the following does the writer suggest were the reasons for the success of Ben & Jerry's? 请选择 3 个答案
A. Product names were very popular.
B. New tastes were introduced.
C. Funds were given to worthy organisations.
D. The company organised social events.
E. All workers were treated equally.
F. Fairness was a factor in salary levels.
3. Which **THREE** things show that The Body Shop is an example of the societal marketing practice? 请选择 3 个答案
A. Products are sold in small plastic bottles.
B. Products are made from natural ingredients.
C. Social and environmental organisations are consulted on company
D. Some of the income is given to social organisations.
E. The product containers can be recycled.
F. They have trained other companies in environmentally friendly.