Green Marketing

The Marketing process is made up of simple concepts that involve lots of research on the part of the marketer. The process begins with understanding the consumer, without knowing what consumers need or want, it would be extremely hard for firms to both develop and sell a product. Knowing that consumers want more green products due to growing environmental concerns is a very important detail. Needs and wants are what fuel consumer purchases and marketers must perform research in order to best serve their customers. Through this research, marketers are led to the next step of the process and can now develop a customer driven marketing strategy. Here, the firm must decide how it will differentiate its product from others on the market.

Management is faced with many decisions when considering the environmental factors that affect marketing. This includes global economic interdependence, demographics, cultural differences, social responsibility, ethics, and technology. It is imperative for a company to understand how these factors can greatly affect the outcome of a company’s marketing plan.

Think green! Eco-friendly product! These slogan are often used for items being advertised in the green marketing campaigns. Green marketing is the advertising of products that stated they were safe for the environment. Products were changed to be part of the green marketing movement from changing formulas, packaging process, and advertising them. When the products were advertised to consumers they used images of foliage, the color green, and other images of nature. This appealed to consumers who wanted to have a positive impact on the environment. However, the green marketing was not only to reduce waste and pollution into the environment, but as well for the minimizing and simplifying the way of living for people. The consumers who would radically change their way of living often relocates somewhere where nature is more abundant than in the city. Additionally, materialistic people would

In today’s day and age, everyone is concerned about the environment. Our society is increasingly encouraged to “go green,” to do our part in making the world a cleaner, more eco-friendly place. Green marketing is one major strategy being used to promote such efforts, but is it effective? There is some debate about this concept, including the history of green marketing, the problems with green marketing so far, the effectiveness of marketing schemes like Sunchips and Toyota, and the strategies that could be used to increase the ability of green marketing. While protecting our planet is a noble concept, its execution seems to be a little vague. Of all the aspects concerning green marketing, one thing is clear: our planet still has a long

This paper will discuss the five environmental factors that influence global and domestic marketing decisions that organizations must make. These five environmental factors are technology, demographics, government, culture and economics. Companies are affected differently by these factors depending on the industry they are in and the size of the organization. I will be using the Washington Plaza Hotel to illustrate how these environmental factors affect the hotel industry 's marketing decisions. The Washington Plaza Hotel is a hospitality business located in Washington, DC. They offer services such as lodging, restaurant, bar, catering and meeting space rental. The Washington Plaza Hotel 's major

In their 2010 article in Business & Society, “A new Future for Business? Rethinking management Theory and Business Strategy”, authors Han, Kolk and Winn report the need for a fundamental re-think of the approach of academics toward business theory and strategies, with a focus on sustainable practices, and the ecological and societal consequences of business.

The report entitled Green Marketing: Think Before You Act; a primer for businesses ready to share their sustainability story is taken from Strategic Sustainability Consulting published in April 2012 which is written by Davinder Aulakh. The paper mainly focuses on green marketing and associated risks of greenwashing. It also provides the important role of different standards and certifications in green marketing. It offers an analytical framework to assist businesses choose among them. Certainly, it is very difficult to determine which tools are most beneficial and appropriate for which organizations, this article provides how to use larger collection of green marketing tools in appropriate way.

There are seven key green marketing principles that will help green companies sustain. Why are green marketing principles so important? There are several reasons. One of them being that businesses can avoid accusations of greenwashing which is a term meaning to promote a company's products deceptively. Another reason is that ethically it is the right thing to do. Businesses should be promoting green and protecting and preserving the environments resources because we all use them. Finally, companies appreciate the reputation of a green company and may attract more business. The seven key marketing principles are responsibilities of the business, the social and economic impact of a business, business behavior, respect for rules, support for

Recent studies in developed nation have shown that the international matter of greatest apprehension to people is the environment. Most people are now responsive that long-term financial growth, a high standard of living, and good public health cannot be continued unless we take improved care of the world 's environment. Businesses often unenthusiastically arc opening to reflect this awareness with management tactical designed to put up the environment. This process of greening strategy is shifting the way businesses function and look at their products. Further, Corporate greening is intricately associated with directive and pre-empting or near the beginning adaptation to further narrow events is often given as one motive for a pro-active

286). Green marketing has become an important element and stage for producers and therefore most of the companies are working towards including it in their strategic planning. Further, the ability to produce green products enables a company to enjoy competitive advantage over other competitors in the market. As a result, the company is able to position itself in the market in a way that will maximize performance and sales.

The emergence of the Green Marketing trend is closely linked to historical, economic and political events. The emergence of Green Marketing first occurred shortly after World War 2, with the banning of DDT. (O’Rielly, 2010) DDT drove the media and public to become slightly more aware of human

Eighty-five percent of the industrialized world’s citizens believe that the environment is the number one public issue. The concern about the environment has produced a new kind of consumer who requires a new brand of marketing. This research paper will give an overview of the rise in the number of companies stepping into the arena of Green Marketing. The paper will discuss what the benefits are regarding advertizing with the Green customer in mind.

It is required for the marketer to assure the consumers that the green campaign is not just a strategy to make more profit but for genuine benefit of the nature.

 Green marketing is a vital constituent of the holistic marketing concept. It is particularly applicable to businesses that are directly dependent on the physical environment; for example, industries like fishing, processed foods, tourism and adventure sports. Changes in the physical environment may pose a threat to such industries. Many global players in diverse businesses are now successfully implementing green marketing practices.

However, as will be further explained by the subsequent sections of this paper, the latter assumptions do not take into consideration that the advantages of green marketing outweigh its actual and potential disadvantages. Green marketing is a very useful marketing practice because it can be utilized to reduce carbon emissions, solid waste, and other pollutants as well as to conserve water, energy, and other raw materials used by hotels. Hotels that adopt green marketing also enhance their image to their customers. Contrary to the claims of skeptics, green marketing is also cost-effective in the long run because it facilitates the conservation of resources. Hence, this paper argues that although there are downsides to green marketing such as greenwashing and high costs, this marketing strategy still works best for hotels because it is sustainable, can meet customer demands, and cost-effective.