The Importance of Green Marketing. Green Marketing as part of Relationship Marketing U.Scholz. Green Marketing. Can you name a green brand in five seconds?. Green Marketing. Introduction Definition and history of Green Marketing Green Marketing and Relationship Marketing Example.
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Green Marketing as part of Relationship Marketing
Can you name a green brand in five seconds?
What does Green-Marketing mean to
your business ?
SALES / REVENUE/cost benefits
There is more than one definition of green marketing:
“the holistic management for identifying, anticipating and satisfying the requirements of customers and society, in a profitable and sustainable way”
(Peattie 1995, p. 28)
involves developing strategies that sustain the environment and produce profits for the company. It protect and preserve the environment
(Armstrong and Kotler, 2007, pp. 509-510).
someone who voluntarily engages in consumer practices that are regarded as environmentally friendly.
Peattie (2001, p. 187-191)
energy-efficient operations, better pollution controls and recycled materials
(Armstrong and Kotler, 2007, p. 509).
labels which identify overall environmental preference of a product or service within a specific product or service range.
Examples of eco-labels:
corporate responsibility, corporate citizenship, responsible business and corporate social opportunity's a form of corporate self-regulate integrated into a business model.
In practical terms, triple bottom line accounting means expanding the traditional reporting framework to take into account ecological and social performance
Product/service innovation is the result of bringing to life a new way to solve the customer's problem
focused on our client and market needs
It attempts to trick us into believing that a company with an awful environmental track record actually has a good one.
If one corporation gets away with greenwashing, then other corporations will follow, thereby creating an illusion of being environmentally friendly.What’s wrong with Greenwashing?
A closer look at who is “greenwashing,” and how they are successfully marketing false advertisements.
Greenwashing has become a very popular way for corporations to get ahead of their competitors.
It is a way for corporations to make themselves more marketable by hiding behind a mask and concealing their true colors.
Not only has greenwashing fooled the general public, but it has made many corporations extremely prosperous. With the amount of competition out there, it doesn’t look like the end of greenwashing is anywhere near. Greenwashing has proven itself a workable solution for the many corporations using the technique, but at the same time, has stirred up a lot of discussion.
Greenwashing will continue to be utilized by many corporations and the consumer will continue to buy. In a world where the fight to the top is a never ending battle, greenwashing will continue to be the tool of choice.
Definition Relationship Marketing:
Relationship Management and Relationship Marketing
All external Relationships
All internal Relationships
Vertical and horizontal relationships
Customer Relationship Management (CRM)
Domain and environment of relationship marketing
Target Market Environment
Evaluating foreign markets
Preferred style of distribution
Training know how
In summary….make it simple1. Build up truth relationship2. Understood by consumers 3. Engage your own people4. Give consumers what they want5. Innovate innovate innovate