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Paying more to do good?

Read the article Virtue for sale (you can do this in the window below or follow the previous link to read the article in a separate window) and then consider answers to the questions below.


Question 1

Define the term 'asset-led marketing'.

Question 2

Explain how Ben and Jerry's use asset-led marketing as part of their overall marketing strategy.

Question 3

Analyse why people are prepared to pay more for goods that they consider to be produced in a more socially responsible manner.

Question 4

Discuss how companies can use a socially responsible approach to business to position themselves differently in the market.