Title: 19 Key Terms
Course: Principles of Marketing > Section: Chapter 19

Key Terms

consumer-oriented marketing

marketing strategies focused on customer needs and solving their problems

corporate social responsibility (CSR)

sustainable business strategy where companies use their platform to do good, improve the world, and be socially accountable to their customers and other interested parties

customer-value marketing

marketing strategies in which a company works to provide the customer with maximum value compared to competitors

economic pillar (governance pillar)

the sustainability pillar that concerns profitability and business ethics

environmental pillar

the sustainability pillar that focuses on reducing a company’s impact on the environment

environmental, social, and governance strategy

a strategy that holds companies accountable for a sustainability strategy

ESG pillars

the three pillars of environmental, social, and governance that guide corporate sustainability work

innovative marketing

marketing strategies that use media as the method for capturing prospects’ attention and converting them into customers

mission-driven marketing

marketing strategies that align purpose and brand by using the corporate core mission and purpose as their focus

purpose-driven strategy

strategy in which companies work to make a difference in their communities through their decisions and support of environmental programs

social pillar

the sustainability pillar that focuses on creating an inclusive environment for the community

societal marketing

a marketing strategy focused on fulfilling social responsibility obligations while also satisfying customer needs

sustainable marketing

a marketing strategy that infuses purpose into socially conscious products and services