Good Works! audiobook cover - Marketing and Corporate Initiatives that Build a Better World...and the Bottom Line

Good Works!

Marketing and Corporate Initiatives that Build a Better World...and the Bottom Line

Philip Kotler, David Hessekiel and Nancy R. Lee

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Marketing & Sales

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Good Works!
The Business Case for CSR+
Strategic Cause Selection+
Cause Promotion+
Cause-Related Marketing+
Behavior Change Initiatives+
Workforce Volunteering+
Socially Responsible Practices+

Quiz — Test Your Understanding

Question 1 of 6
According to the text, what is a primary business benefit of implementing Corporate Social Responsibility (CSR) initiatives beyond just generating good PR?
  • A. It allows companies to increase the prices of their products without losing customers.
  • B. It helps companies attract better employees, increase customer loyalty, and even reduce operational costs.
  • C. It exempts businesses from specific environmental regulations and corporate taxes.
  • D. It shifts the burden of marketing entirely onto the charities they partner with.
Question 2 of 6
Why does the book recommend that companies focus on 'untapped' and long-term social issues?
  • A. Because partnering with well-known, saturated causes often results in the charity receiving all the brand recognition instead of the company.
  • B. Because untapped issues are usually cheaper to support and require less administrative oversight.
  • C. Because short-term disaster relief efforts are heavily scrutinized and often criticized by the media.
  • D. Because local governments provide better tax incentives for long-term environmental projects.
Question 3 of 6
What condition makes Cause-Related Marketing—where a donation is made for every product purchased—most effective?
  • A. When the company sells luxury items with high profit margins.
  • B. When the company's products appeal to a very large, mass-market audience.
  • C. When the donations are made to local, community-based charities rather than global ones.
  • D. When the marketing campaign is strictly digital and avoids traditional media.
Question 4 of 6
How does the book describe the limitation of purely monetary donations to social causes?
  • A. They usually end up being mismanaged by the charities that receive them.
  • B. They fail to generate enough positive public relations for the donating company.
  • C. They only relieve the symptoms of a social problem rather than curing the underlying cause by changing human behavior.
  • D. They are often too small to make any measurable impact on global issues like climate change.
Question 5 of 6
What is a key corporate benefit of Workforce Volunteering, as demonstrated by the Luxottica Group's initiative to conduct eye exams in developing countries?
  • A. It allows companies to test their new products in emerging markets before a global launch.
  • B. It significantly reduces the company's human resources and training budget.
  • C. It helps employees develop valuable professional skills like teamwork, flexibility, and creativity.
  • D. It completely replaces the need for traditional corporate marketing campaigns.
Question 6 of 6
According to the final chapters, what is the fundamental, long-term reason companies must engage in Socially Responsible Business Practices?
  • A. A company's future workforce and consumer base depend entirely upon a functioning, healthy society and environment.
  • B. International laws are rapidly changing to mandate charitable giving for all publicly traded corporations.
  • C. It is the only way to legally bypass international trade tariffs in developing nations.
  • D. Competitors will inevitably steal a company's intellectual property if they do not maintain a strong public image.

Good Works! — Full Chapter Overview

Good Works! Summary & Overview

Good Works! (2012) offers an insightful look into the way doing good can actually help companies prosper. Based on contemporary, real-life examples, it provides business-minded people with the tools and strategies they need to make a difference in the world and turn a profit at the same time.

Who Should Listen to Good Works!?

  • Anyone who wants to improve the potency of their marketing campaigns
  • Business leaders, CEOs and board members
  • Members of nonprofit organizations who want to learn about how business and charity can work together for the common good

About the Author: Philip Kotler, David Hessekiel and Nancy R. Lee

Philip Kotler is an American marketing consultant, professor and author. He has written over 55 books on various marketing-related topics, such as The Ultimate Book of Business Gurus and Business Minds.

David Hessekiel is the president of the Cause Marketing Forum, an organization dedicated to helping businesses and nonprofits come together to improve the world.

Nancy Lee is the founder and president of Social Marketing Services, Inc. She conducts seminars and workshops on social marketing, and is an adjunct faculty member at University of Washington’s Evans School of Public Affairs.

 

© [Philip Kotler and David Hessekiel: Good Works!] copyright [2012], John Wiley & Sons [Inc. or Ltd. as applicable] Used by permission of John Wiley & Sons [Inc. or Ltd. as applicable] and shall not be made available to any unauthorized third parties.

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