Sense-of-mission marketing refers to a principle of sustainable marketing that holds a company should define its mission in broad social terms rather than narrow product terms. When a company defines a social mission, employees feel better about their work and have a clearer sense of direction. Brands linked with broader missions can serve the best long-run interests of both the brand and consumers.
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- Brand advertising
Brand advertising means advertising that creates a distinctly favorable image that customers associate with a product at the moment they make buying decisions.
- Brand promise
A brand promise is the marketer’s vision of what the brand must be and do for consumers.
- Market follower
Market follower refers to a runner-up firm that wants to hold its share in an industry without rocking the boat.
- Undifferentiated (mass) marketing
Undifferentiated (mass) marketing is a market-coverage strategy in which decides to ignore market segment differences and go after the whole market with one offer.
- Social classes
Social classes mean homogeneous and enduring divisions in a society, which are hierarchically ordered and with members who share similar values, interests, and behavior.
- Operating expense percentage
The operating expense percentage indicates the portion of net sales going to operating expenses- calculated by dividing total expenses by net sales.
- Profitable customer
Profitable customer is person, household, or company that over time yields a revenue stream exceeding by an acceptable amount the company’s cost ...