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The Social Marketing Activities of Tesco - Case Study Example

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This case study "The Social Marketing Activities of Tesco" focuses on the social marketing activities of Tesco over the past years. It presents examples of the social marketing activities of Tesco and compares Tesco with its competitors. It presents suggestions on how to gain a long-term advantage…
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The Social Marketing Activities of Tesco
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Download file to see previous pages However, marketing has even gone a step ahead then all these concepts.
Today, marketing departments and activities are focusing only on the profits generated for the company but also on the contributions made to the welfare and development of the society. More and more companies are now taking a holistic, humanistic, or socially responsible approach in their marketing activities and understand the fact that it is their duty to return something to the society and people in exchange for the stream of profits that it has been generating from them. Moreover, customers today are more aware, knowledgeable and have serious concerns over the social and environmental problems. They prefer giving their share of the purchases to marketers and companies that are ready to show that share the concerns of their customers. The growing ethical consumerism market is an example. Over the past decade, the ethical consumerism industry has grown from 13.5 billion pounds in 1999 to 36 billion pounds in 2008 (Kotler & Armstrong, pp. 187-189, 2010). Consider the following examples.
Levis is designing 100 percent organic jeans made from organic cotton and natural compounds (DuBrin, pp. 364-369, 2008). Animal rights group Viva finally achieved success to convince Waitrose to allow its ducks to swim and reduce their flock sizes so that these ducks could be saved from eye infections, blindness, filthy and disheveled feather and other diseases. Before this announcement in 2007, “none of 19 million ducks sold in the UK every year used to get a chance to paddle their feet in water” (Humby, Hunt & Phillips, pp. 56-69, 2007). Sony reduced the number of heavy metals. Like mercury, lead, aluminum, and cadmium in its electronic products. Nike is now making more and more efforts to produce shoes free from PVC and is directing its activating to educate people about the same (Andreasen, pp. 269, 2006). ...Download file to see next pages Read More
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