Marketing: Custom Edition for Texas A&M University 17th Edition by William Pride,Ferrell

Exercise 23

When developing a marketing strategy, companies must consider that their decisions affect not only their own company but also society in general. Many socially responsible and ethical companies identify their intentions as part of their mission statement, which serves as a guide for making all decisions about the company, including those in the marketing plan. To assist you in relating the information in this chapter to the development of your marketing plan, consider the following:
Determine the level of importance that marketing citizenship holds in your company. Identify the various stakeholders who would be affected by your strategic decisions.
The information obtained from these questions should assist you in developing various aspects of your marketing plan found in the "Interactive Marketing Plan" exercise at www.cengagebrain.com.