In the marketing of CSR,the firm's goal should be
A)to convince consumers that the firm is a "good" company.
B)to completely control how the firm's brand is portrayed.
C)to meet stakeholder expectations by matching promises with reality.
D)to demonstrate that the firm's sustainability initiatives are equal to or better than the competition's.

Question

Quizplus · Accepted Answer

The goal of marketing CSR should be to meet stakeholder expectations by matching promises with reality. This means that the firm needs to ensure that it truly embodies the values it promotes and delivers on the promises it makes about its CSR initiatives. Convincing consumers that the firm is a "good" company (A) and completely controlling how the firm's brand is portrayed (B) are not necessarily sufficient goals for effective CSR marketing. Similarly, while it may be important to benchmark against the competition (D), the ultimate goal should be to deliver on stakeholder expectations and build trust with consumers.

In the Marketing of CSR,the Firm's Goal Should Be