Marketing strategy

When companies that sell coffee they develop their marketing strategy, do they concentrate on satisfying their customers’ needs or wants? What about a utility company, such as the local power company? A humanitarian agency, such as Doctors without Borders? Critically examine based on the concepts of needs and wants discussed.

  • Identify the challenges associated with managing a double bottom line of values and profits.

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Initial post minimum 250-word response


Principles of Marketing (18th edition)
By Kotler and Armstrong

  • Chapter 19: The Global Marketplace
  • Chapter 20: Sustainable Marketing: Social Responsibility and Ethics


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