Consumerism
An organized movement of citizens and government agencies to improve the rights and power of buyers in relation to sellers. (653)

Consumer-oriented marketing
A principle of enlightened marketing that holds that a company should view and organize its marketing activities from the consumer's point of view. (662)

Deficient products
Products that have neither immediate appeal nor long-run benefits.

Desirable products
Products that give both high immediate satisfaction and high long-run benefits. (666)

Enlightened marketing
A marketing philosophy holding that a company's marketing should support the best long-run performance of the marketing system; its five principles are consumer-oriented marketing, innovative marketing, value marketing, sense-of-mission marketing, and societal marketing.

Environmental sustainability
A management approach that involves developing strategies that both sustain the environment and produce profits for the company. (656)

Environmentalism
An organized movement of concerned citizens and government agencies to protect and improve people's living environment. (655)

Innovative marketing
A principle of enlightened marketing that requires that a company seek real product and marketing improvements. (662)

Pleasing products
Products that give high immediate satisfaction but may hurt consumers in the long run.

Salutary products
Products that have low appeal but may benefit consumers in the long run.

Sense-of-mission marketing
A principle of enlightened marketing that holds that a company should define its mission in broad social terms rather than narrow product terms. (663)

Societal marketing
A principle of enlightened marketing that holds that a company should make marketing decisions by considering consumers' and society's long-run interests. (665)

Value marketing
A principle of enlightened marketing that holds that a company should put most of its resources into value-building marketing investments. (663)