Consumer attitudes regarding marketing efforts that include altruistic activities vary widely, partly dependent on the nature of involvement. A straightforward sponsorship or relationship occurs when a for-profit company aligns with a non-profit charity. In another, the product’s uses serve positive purposes, such as is the case in green marketing of environmentally-friendly items or help in other ways such as Dawn’s use in cleaning birds covered by oil spills. A third approach involves creating products that can be marketed as the company directly engages in altruistic activities, such as is the case with Bombas and 4Ocean.

Resources:

Discussion Questions:

  1. Watch the Bombas video. How might it affect consumer buyer behaviors (including the stage in the purchasing process that would be most affected)?
  2. Read the CNN story. How might such positive publicity influence consumers to try the product.  What role would the quality of the socks as advertised play in consumer purchasing decisions?
  3. Watch the 4Ocean video posted on the website. How is it designed to influence consumer buyer behaviors?
  4. Read the Forbes 4Ocean story. How does the product line offered by 4Ocean differ from the Bombas socks approach? Which do you think has a better chance of succeeding over time? Why?

About Dr. Donald Baack

Co-author of textbook.

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