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: Managing the Marketing Organization for Long-Term Success

Responsible Marketing in a Global Environment

In this chapter, we will address the following questions:

  • 1. What factors should a company review before deciding to enter global markets? (Page 300)
  • 2. What are the major ways of entering foreign markets? (Page 302)
  • 3. To what extent must the company adapt its marketing to each foreign market? (Page 303)
  • 4. What are the keys to effective internal marketing? (Page 306)
  • 5. How can companies be socially responsible marketers? (Page 307)

Marketing Management at Patagonia

Patagonia, maker of high-end outdoor clothing and equipment, has always put environmental issues at the core of what it does. Company founder Yvon Chouinard actively promotes a post-consumerist economy in which goods are “high quality, recyclable, and repairable.” Under Chouinard’s leadership, Patagonia ran a full-page ad in the New York Times headlined “Don’t Buy This Jacket” Below a photo of the retailer’s R2 jacket was text explaining that despite its many positive features, the jacket still imposed many environmental costs (using 135 liters of water and 20 pounds of carbon dioxide to manufacture). The ad concluded by promoting the Common Threads Initiative asking consumers to engage in five behaviors: (1) reduce (what you buy); (2) repair (what you can); (3) reuse (what you have); (4) recycle (everything else); and (5) reimagine (a sustainable world). With $400 million in worldwide annual sales, Patagonia is always trying to find better environmental solutions for everything it does and makes.1

Healthy long-term growth for a brand requires holistic marketers to engage in a host of carefully planned, interconnected marketing activities and satisfy a broad set of constituents and objectives, especially if they seek growth outside domestic markets. In this chapter, we consider how firms expand into global markets, how they use internal marketing, and how they address social responsibility, sustainability, and ethics.

 
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