1) According to Starbucks Chairman Howard Schultz, “Consumers now commonly engage in a cultural audit of [product and service] providers. People want to know your value and ethics demonstrated by how you treat employees, the community in which you operate.” Discuss the concept of social responsibility marketing and how it impacts both companies and consumers.
2) You have been given the assignment of justifying cause-related marketing to your board of directors. What would be your primary argument in favor of such a proposal?
3) The firm’s success depends not only on how well each department performs its work, but also on how well the various departmental activities are coordinated to conduct core business processes. List and briefly describe the five core business processes.
4) Describe what happens in scenario analysis and explain why firms such as Royal Dutch/Shell Group use the technique.