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Marketing 420 MKT Contemporary Issues in Marketing. Green Marketing 420 MKT. Green Marketing. - Definition - Environmental and Ecological Marketing - Green MKT Phases - GM Mix - Reasons of Adopting GM. Green Marketing.

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Presentation Transcript
slide4

Green Marketing

-In 2007, American worries about global warming 84%.- Volvo, has been climate –neutral since 2005 (Sweden)- Nike : 2011- Xerox: reduce greenhouse gas emissions 10%, 2012- Google installed solar panels on its roof, for natural light.

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Green Marketing

PolonskyDefinition (2001):GM is an attempt to minimise the negative environmental impact of production and consumption

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Green Marketing

Environmental and Ecological Marketing:Holistic Marketing Concept wherein the production, marketing consumption and disposal of product and services that is less harming to the environment.

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Green Marketing

Environmental and Ecological Marketing:Holistic Marketing Concept advocate the philosophy of that businesses must develop products and marketing strategy that not only address the needs of the consumers but also safeguard the long-term interest of consumers as well as those of society at large.

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Green Marketing

Environmental and Ecological Marketing:Green Marketing looks at minimizing rather than eliminating environmental harm

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Green Marketing

Green MKT Phases:1st “Ecological” green marketing2nd “Environmental” green marketing 3rd “Sustainable” green marketing

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Green Marketing

GM Mix:Product: reduce resource consumptionPrice: consumer pay higher price for good valuePromotion: 3 types of green adPlace: few customers go far to buy green products

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Green Marketing

Reasons of Adopting GM:opportunity to achieve objectivesobligation to be Social responsible CompetitionCost minimizationLimited resources utilizationProtection of environment

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Green Marketing

Assignment

Select a green marketing business and write 10 pages report focus on: its activity, marketing mix, it.Due date 20-1-1434