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Questions:
1. Visit the Ben & Jerry’s Web site at www.benjerry.com. What impresses you
most about the site? What marketing efforts are evident?
2. What are the company’s social and ecological mission statements? Whatsocial
and ecological causes does the company support?
3. What values does the company communicate? Do these values appear tohelp
or hinder its marketing efforts?
4. How does this company seem to balance profits, consumer wants,and
society’s interests?
5. Give an example of how Ben & Jerry’s uses the relationship building
blocks(customer value and satisfaction) to keep and attract customers.
6. How does the company build relationships or “connections” with customers?
Which of the three connecting technologies described in Figure 1.6 are
compatiblewith these strategies?
Assignment-2
Most ads include a picture of the product being promoted, but not the Energizer
ad.
The greenery and cows give the impression that the ice cream is made of pure
natural milk. It is fresh, hygienic, and delicious. Benjerry try to focus on the
quality of their products, which most of the customers demand from these type
of products. And also the website reflects that benjerry cares for their customers
and the peoples by participating in social activities. They shows their social
mission, not the company mission which again confirms their loyalty for their
customers. The focuses on the children’s and families who are the most profitable
customers for them.
“ To operate the company’s in a way that actively recognizes the central role that
business plays in society by initiating innovative ways to improve the quality of
life locally, nationally and internationally”.
Product mission is
“To make, distribute and sell the finest quality all natural ice cream and euphoric
concoctions with a continued commitment to incorporating wholesome, natural
ingredients and promoting business practices that respect the earth and
Environment”.
Economic Mission is
The above three mission statement shows that the company is much more
committed for the improvement of the quality of peoples irrespective of race,
religion, area etc. They are contributing by protecting environment, and making
innovative ways to improve all the three parts and holding a deep respect for the
individuals inside or outside the company and the communities lies in the world.
Hence thy also want to capture, and participate internationally. Their focuses on
sustainable agriculture on the farms.
They protect environment by putting efforts to minimize the bad effects of the
waste which creates through manufacturing. They reduce or eliminate the use of
toxic substances in their products that are biologically non degradable, or slow
degradable, therefore protect our earth. The support for the rural communities.
They are against the use of government resources for making weapons. They are
in favor of using these resources for the use in human beings.