MKG 310 Chapter Notes - Chapter 3: Gender Identity, Simple Living, Environmental Organization
Document Summary
Cultural values are widely held beliefs that affirm what is desirable. Consumers" efforts to reduce their reliance on consumption and material possessions have been termed voluntary simplicity. Firms that convince environmentally concerned consumers that their products are environmentally sound can reap huge rewards. Such an approach has been termed enviropreneurial marketing. Enviropreneurial marketing is environmentally friendly marketing practices, strategies, and tactics initiated by a firm to achieve a competitive differentiation. Greenwashing is where a firm promotes environmental benefits that are unsubstantiated and on which they don"t deliver. Cause-related marketing (crm) is marketing that ties a company and its products to an issue or cause with the goal of improving sales or corporate image while providing benefits to the cause. Gender is used to refer to whether a person is biologically a male or female. Gender identity refers to the traits of femininity (expressive traits such as tenderness and compassion) and masculinity (instrumental traits such as aggressiveness and dominance)
