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MERCADOTECNIA VERDE
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GREEN MARKETINGBY
M.UMAIR YOUNUS
Introduction
Marketing of Environmentally safe Products Minimize negative effects on the physical Environment Ecological concerns products
Definition
“ All activities designed to generate and facilitate any exchanges intended to satisfy human needs or wants, such that the satisfaction of these needs and wants occurs, with minimal detrimental impact on the natural environment “
Or
“The marketing of products that are presumed to be environmentally safe”
History
The term Green Marketing came into prominence in the late 1980s and early 1990s
"Ecological Marketing" in 1975
Power of Green Lies in Marketers’ Hands
Power to restore our environment Power of green lies in the hands of marketers Design and promote cleaner products
SULEMAN SALEEM
Green Marketing Importance BY
Why is Green Marketing Important?
Limited resources to satisfy world’s unlimited wants Looks at how marketing activities utilize these limited
resources, while satisfying consumers wants, both of individuals and industry, as well as achieving the selling organization's objectives
Implementing Green Marketing Strategies and Tactics
P’s Of Marketing Mix
• Product• Pricing• Promotion• Placement
…the other ‘P’
• People• Process• Physical Evidence• Packaging
4s of Green Marketing
• Safety of product
• Satisfaction of customer
• Social acceptability of a product
• Sustainability of the product
Need of Green Marketing
by
M.USMAN YASIR
Need of Green Marketing On our planet sources are limited and human needs
(wants) unlimited green marketing is important for the firms to utilize the
limited resources satisfying the consumer needs as well as achieving the organization’s selling objectives
Reasons why firms are adopting Green Marketing
SOCIAL RESPONSIBILITY LAWS COMPETITION COST REDUCTION
Companies Using Green Marketing
COCA-COLA WALT DISNEY WORLD MCDONALD’S XEROX CANON PHILIPS
Problems with Green Marketing
by
TESLEEM SHAHZAD
Problems with Green Marketing
Ensure that your activities are not misleading to consumers or industry
There is difficulty in establishing policies that will address all environmental issues
The environmentally responsible action of today might be harmful in the future
Problems with Green Marketing
Reacting to competitive pressures can cause all to make the same mistake as the leader.
To reduce costs or increase profits may not force firms to address the important issue of environmental degradation
Suggested Solution
Environmentally responsible organizations should attempt to minimize their waste
Organization policy Employee Awareness Program Effective Communication Constantly Refine The Product & Processes Back Up From Top level
Benefits
Improved environmental quality & customer satisfaction
Consumer value positioning Efficiency and cost effectiveness Health and safety Gaining and retaining customers Innovation in products and operations Staff Development
Conclusion Green marketing covers more than a firm's marketing
claims. Firms have a great impact on the natural environment. Consumers lay too much responsibility on industry and
government. firms alone cannot lead the green marketing revolution. consumers and industrial buyers have ability to pressure
organizations to integrate environmental factor.
Reference www.treehugger.com www.ecomall.com www.greenmarketingcorner.com www.greenpeace.org “Power of Green Lies in Marketers’ Hands”
By Jacquelyn Ottman
September 9, 2008