Chapter 8 Case: Marketing Sustainability: Seventh Generation Creating a Green Household Consumer Product
- Understand how a coherent and consistent commitment to sustainability in the company’s marketing mix—product, promotion, place, and price—enabled Seventh Generation to differentiate itself in a highly competitive industry.
- Explain how sustainable marketing differs from traditional marketing as reflected in Seventh Generation’s experience.
- Describe the difficulties that large incumbent firms in traditional industries have in selling sustainable (“green”) products.
- Understand the key challenges and opportunities in sustainable marketing for small and large firms.