IB International Marketing Practice Exam

The focus of sustainable marketing is to meet the needs of the present without compromising the ability of future generations to meet their own needs. This approach emphasizes the importance of balancing economic growth with environmental stewardship and social equity. In sustainable marketing, businesses aim to create long-term value by considering their impact on society and the environment, leading to responsible business practices.

This commitment encourages companies to develop products and services that are not only profitable but also socially and environmentally responsible. By prioritizing sustainability, businesses can foster customer loyalty, enhance brand reputation, and contribute positively to society, all while ensuring that their operations do not deplete resources or harm the environment for future generations.

In contrast, maximizing profits at any cost prioritizes short-term financial gains over long-term sustainability, disregarding the potential harm to the environment or society. Increasing product variety may be a business strategy, but it does not inherently address sustainability issues. Transitioning away from digital platforms would not be relevant to the concept of sustainable marketing, as digital strategies can be aligned with sustainability goals through eco-friendly practices in production and distribution.