Lakeland Inc. employees get 40 hours paid leave each year to pursue volunteer projects. The company runs a service day that hosts projects in 25 countries, and it supports a nonprofit that brings young people into public service for a year. Lakeland could be most accurately described as practicing ________ marketing.
A) affiliate
B) undifferentiated
C) differentiated
D) innovative
E) sense-of-mission

Question

Quizplus · Accepted Answer

Lakeland is practicing sense-of-mission marketing, where the company is aligning its brand with a larger societal issue (volunteering in the case of Lakeland) and providing employees with opportunities to serve the community. This type of marketing emphasizes the company's values and purpose over sales and profits.