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The Body Shop International: US Operations
The BST have used successfully their "politically correct" social policies to generate significant unpaid media coverage for their products. The BST employed similar marketing strategies. Instead of advertising their high - priced, high - quality products, they primarily promote their social causes and the unique way they run their business operations. Pursuing nontrading and marketing techniques, the BST are willing to take stand on controversial political and social issues. The BST promote their products by promoting causes and it subscribe to the view that business must use itself as a communications vehicle to advance appropriate social cause (Solomon, 1993). This shows that Roddick was not entirely against the whole advertising thing; it was just that she was against advertising in the traditional sense, which may lead customers to be over marketed.
The BST's marketing strategy focuses on engaging customer in a conversation by means of leaflets and posters and information boards in each store. Salespeople are trained to answer questions, but not to be forceful with customers. They are not trained to sell, but rather to give information about the products, anecdotes about the history and derivation of the ingredients (Solomon, 1993).
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