The Dove Campaign for Real Beauty - Pearson
The Dove Campaign for Real Beauty - Pearson
The Dove Campaign for Real Beauty - Pearson
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Chapter 2 Sustainable marketing: marketing ethics and social responsibilitySome technologicalinnovations can have hugeenvironmental benefits. A Zenis produced with a fractionof the environmental impactof a boom box or even a CDWalkman; electronicallystored music is more environmentallyfriendly than CD,tapes or vinyl and electronicallystored photos do notconsume paper or chemicals.Companies should try to turn all of their products into desirable products. <strong>The</strong> challengeposed by pleasing products is that they sell very well, but may end up hurting the consumer. <strong>The</strong>product opportunity, there<strong>for</strong>e, is to add long-run benefits without reducing the product’spleasing qualities. <strong>The</strong> challenge posed by salutary products is to add some pleasing qualities sothat they will become more desirable in the consumers’ minds.101