Instructor Manual For

Instructor Manual For Marketing Management 17 th

Edition By Philip Kotler, Kevin Lane Keller, Alexander Chernev

(All Chapters 1-21, 100% Original Verified, A+ Grade)

All Chapters Arranged Reverse:

21-1

This is The Original Instructor Manual For 17 th Edition, All other Files in The Market are Fake/Old/Wrong Edition. 1 / 4

21-1 Copyright © 2026 Pearson Education, Inc.

LEARNING OBJECTIVES

After studying this chapter, you should be able to:

21.1 Discuss the societal impact of marketing.

21.2 Explain how companies manage environmental issues.

21.3 Identify the strategies that companies use to address social issues.

21.4 Describe the corporate governance issues in developing marketing strategies.

CHAPTER SUMMARY

• The most admired companies in the world abide by high standards of business and

marketing guidelines that dictate serving people’s interests, as well as their own. ESG refers to how an organization performs in terms of its environmental impact, social impact, and corporate governance. Raising the level of socially responsible marketing calls for pursuing a triple bottom line that focuses on the community and the environment, in addition to corporate profits.

• Many aspects of “green” culture, from organic products or ingredients to

recyclability, have gone mainstream, as consumers increasingly turn to digital devices to learn about the environment and share their green experiences.Sustainability—the ability to meet humanity’s needs without harming future generations—now tops many corporate agendas. Major corporations outline in great detail how they improve the long-term impact of their actions on communities and the environment

• Achieving socially responsible growth calls for marketers to invest resources to

create value for the community in which a company operates. There are several domains in which community-based corporate social responsibility typically

occurs: improving the workplace, engaging in corporate philanthropy, supporting

low-income communities, fostering cause marketing, and engaging in social marketing.

• A growing number of companies focus on the largest but poorest group of the

world’s population—commonly referred to as the bottom of the pyramid—in the belief that they can profitably serve these customers, while at the same time promoting social change.

• Pursuing a triple bottom line poses challenges for profit-driven companies, because

at the expense of corporate profits. To ensure a meaningful commitment to

C H A P T E R

21

ENVIRONMENT, SOCIAL,

AND GOVERNANCE

ISSUES IN MARKETING

MARKETING 2 / 4

21-2 Copyright © 2026 Pearson Education, Inc.corporate social responsibility, a company must find the right balance between profitability and societal benefits and ensure that the chosen efforts to promote social responsibility are reflected in the company’s culture and value system and have the buy-in of the company stakeholders

OPENING THOUGHT

This chapter sums up the concept of marketing in today’s environment. Marketing must be involved in all elements of the company’s operations and work closely with its suppliers, channel partners, with the understanding that each element or function provides an opportunity to market the product to the ultimate consumer. In many ways, this chapter focuses on the “management” of marketing in terms of the ability of the marketing personnel to work with cooperation and to encourage customer focus by each discipline. Marketers today must also be concerned for the welfare of society as a whole. Finally, marketers must focus their attention to the implementation process of solving marketing opportunities.Students engaged in disciplines outside of marketing may present differing opinions of the value of their discipline to the overall health of the organization. The instructor’s challenge is to demonstrate how a holistic approach is preferable or even necessary in today’s (and more so for the future) competitive environment. Companies that do not/will not adopt such a view are likely to find that they are not competitive in the future.

TEACHING STRATEGY AND CLASS ORGANIZATION

PROJECTS

• At this point in the semester-long marketing plan project, this chapter is the second of two

parts of oral presentations of the student’s projects. Students should emphasize here how, specifically, their marketing plans contain a holistic view of the marketing process.

• The concept of “internal marketing” is prevalent now in popular books and magazines.

Students should read and review at least four sources from the internet and comment on what additional information, techniques, and formulas for success they have discovered.How does this information compare, contrast, or add to the information contained in the chapter? What is the future of “internal marketing” and why are companies so intent on succeeding?

ASSIGNMENTS

Successful holistic marketers have integrated relationship marketing, internal marketing, and social marketing into their organizations. Students should choose three companies that they believe practice holistic marketing and then defend their choices by outlining the marketing programs of the selected companies.

Some companies, like the Newman’s Own Brand, have built a business model on social responsibility. Students should find three other examples of such socially responsible firms and comment on whether or not they see “social responsibility” as a need component for marketing 3 / 4

21-3 Copyright © 2026 Pearson Education, Inc.in the future. Specifically, knowing what we now know about consumer-buying behavior, is “socially responsible” a determinant for future success—is it a mega-trend? Or just a trend?

Have students read Lily Zheng, “We’re Entering the Age of Corporate Social Justice,”

Harvard Business Review, November 2020. Retrieved on March 23, 2021 from:

https://hbr.org/2020/06/were-entering-the-age-of-corporate-social-justice

Have the students read Michael F. Porter and Mark R. Kramer, “Strategy & Society,” Harvard Business Review, December 2006, pp. 78–82; Clayton M. Christense, Heiner Baumann, Rudy Ruggles, and Thomas M. Stadtler, “Disruption Innovation for Social Change,” Harvard Business Review, December 2006, pp. 94–101, and report on their findings. In particular, ask the students to comment on the sustainability of these concepts into the 21 st century.

Students should research and find two examples of a successful cause-marketing program currently available in their area and evaluate whether or not they believe that this cause- marketing program is (a) building the firm’s brand awareness; (b) enhancing brand image; (c) establishing brand credibility; (d) evoking brand feelings; (e) creating a sense of brand community; and (f) eliciting brand engagement. Students should be able to defend their opinions citing financial, market share, stock price growth, and other definitive measures.

Drawing a clear line between normal marketing practices and unethical behavior is not easy.Ask students to identify two firms in the area that they feel are or have demonstrated unethical behavior (although not illegal, per se). Do they believe that such practices will not be successful for the firm in the future, and if so, why? Do all of the students in the class agree with this assertion? Or on the other hand, do they believe that the examples offered are just “creative” marketing?

END-OF-CHAPTER SUPPORT

Marketing Spotlight: Patagonia

• How has Patagonia built its brand over time? What are the key brand ingredients

that helped it become a leader in outdoor apparel?Suggested answer: Patagonia has become one of the most successful outdoor brands and a global leader in sustainability that many other companies look to for inspiration. Founder Yvon Chouinard’s twin passions for making quality outdoor gear and apparel and for protecting the environment fueled Patagonia’s mission to “Make the best product, cause no unnecessary harm, and use business to inspire and implement solutions to the environmental crisis.” Several of the key brand ingredients that helped it become a leader in outdoor apparel include its name and logo, its innovative designs, the high quality of its products, and its deep commitment to sustainability.The company chose Patagonia as its brand name because it evoked the natural beauty of the Patagonia region of Argentina and Chile. The logo design reinforced the link to Patagonia by combining visual elements of the blue sea, jagged mountains and expansive

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