MarketingLesson 4 of 4 in the course Consumer Markets and Purchasing Behavior

Ethical Consumerism, Brand Differentiation, and Corporate Responsibility

5 flashcards · 4 quiz questions · 5 match pairs · 5 fill-in sentences · English

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Summary

Consumer purchases can reflect more than price, convenience, or product quality. They can also express moral judgments about how goods are made and how companies behave. This lesson introduces ethical issues in consumer buying and explains how companies use ethical practices to distinguish their products.

A purchase can support a company’s practices, so consumers may consider the consequences of buying from a particular brand. For example, a consumer concerned about human rights might consider a company’s involvement in a country where abuses are reported. Someone concerned about animal welfare might investigate whether a cosmetic product was tested on animals.

All flashcards

What makes a purchase decision ethical?
It takes account of moral concerns about a product, its producer, or the practices used to make and sell it.
What is ethical consumerism?
Choosing goods while considering how they are sourced, produced, and distributed, alongside other purchase factors.
What is product differentiation?
A marketing strategy that identifies and communicates what makes a brand meaningfully different from competitors.
What is supply-chain transparency?
Disclosing information that helps people understand who supplies or produces a company’s goods and materials.
Why should ethical marketing claims be supported by evidence?
Consumers may compare a company’s claims with its conduct; a mismatch can undermine trust and weaken its claimed distinction.

Quiz questions

  1. What does product differentiation involve?Answer: Identifying and communicating meaningful differences between a brand and its competitors.
  2. Why should marketers learn which ethical issues matter to their customers?Answer: Consumers’ priorities vary, so marketers should not assume every audience values the same issues equally.
  3. In the cited Statista poll, what did 90% of U.S. respondents say they would do if a brand engaged in irresponsible business practices?Answer: Boycott the brand.
  4. When assessing a company’s ethical claims, what is a useful approach?Answer: Look for concrete supporting practices, consider their coverage, and assess consistency with the company’s stated values.

Based on Principles of Marketing by Dr. Maria Gomez Albrecht, Dr. Mark Green, Linda Hoffman (OpenStax), licensed CC BY 4.0. Adapted into a summary, flashcards and quizzes.

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