• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

Green marketing can be regarded as the process of offering products or services to customers based on its environmental advantage whereby customers are willing to pay for the value and quality in return. The rising trend of green marketing primarily resul

Extracts from this document...

Introduction

Green marketing can be regarded as the process of offering products or services to customers based on its environmental advantage whereby customers are willing to pay for the value and quality in return. The rising trend of green marketing primarily results from rising demand for 'greenness products' where green customers believe they are minimizing their impacts to the environment in such way. Hence, greener products are available all around and have seen as part of our daily lives. However, after reading the article, it changes my perception on green marketing and has lead me to the question is green marketing solely a promotion tool? I agree with the authors that marketing has failed to drive the sustainability agenda because of 'false marketing' which the major force is the desire of company to gain competitive advantage in the marketplace. According to the pollution issue website, the concept of sustainability marketing has been exists since 1970s. However, there was a significant rise in demand for green products appeared in the 1980s. ...read more.

Middle

Apart from that, the main drawbacks for a start in environmental marketing is that some consumers might think that green products are more expensive and fail to work as what they paid for. Nevertheless, I do believe that green marketing does works because it is a trend of marketing strategy that helps companies to get more customers and make profit, but, only when it is do it in the right way. For green marketing to be able to perform well, companies should understand that sustainability development is not solely for the profits and advantages instead it is about being a good corporate citizen that contributes back to the society. There are 3 ways that are crucial for companies to move towards sustainability. One of the way companies may consider to adopt is to be honest in the way that whatever that you claim to be doing in the marketing campaign ought to be true. Besides, company policies should consistent with the business practices, that is the steps taken by companies should be consistent with sustainable development from production to consumption and disposal. ...read more.

Conclusion

Customer's perception is the key for companies to go beyond the sustainability agenda, which is what we always called, go beyond green. On the other hand, social marketing is a marketing approach which focuses on the consumer's demand. Social marketing can be applied in selling the green concept because it involves in selling ideas rather than solely selling the products to customers. It is more on the customer-oriented approach whereas traditional marketing only focus on the sales and objectives of the organization. I would agree to the social marketing approach because I feel that the organization is providing solution for my problem rather than selling things that are unrelated to my problem. Green marketing should emphasize on the economic aspect of marketing. Companies need to understand the meaning of green marketing because customers are paying a premium for products that are more eco-friendly and eco-responsible. It is crucial that companies must increase their product performance and build customer's loyalty. Reference * Jon Entine. 1976. Brazil Magazine. The Queen Of Bubble Bath. http://www.jonentine.com/articles/queen_of_bubble_bath.htm (accessed April 19, 2011) * Pollution issues. 2011. Green Marketing http://www.pollutionissues.com/Fo-Hi/Green-Marketing.html (accessed April 20, 2011) ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our University Degree Marketing section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related University Degree Marketing essays

  1. Chapter Notes on Marketing Management by Philip Kotler 10th Edition

    Paper based 2. Fax mail 3. E-mail 4. Voice mail For an effective direct mail campaign, direct marketers must decide on their objectives, target markets & prospects, offer elements, means of testing the campaign and measures of campaign success: Objectives: Main aim is to receive an order from prospects. Success is judged by the response rate.

  2. Branding and Marketing at LVMH (Louis Vuitton Moet Hennessy)

    An example of different product lines in the same brand is found in the automotive industry, with "entry-level" cars marketed to younger, less wealthy consumers, and higher-cost models for older and wealthier consumers. The top ten markets for luxury goods account for 83 percent of the market, and include Japan,

  1. McDonalds Marketing

    It pioneered with innovative and sophisticated food distribution and packaging systems when the traditional food processors were unwilling or unable to supply food items that McDonald's demanded. They achieved amazing consistency by devoting more attention than anyone else to field service and training at store level.

  2. Transforming Greenwich as a tourist centre

    of the under-40s, whereas jazz listeners are likely to be slightly older, with classical music appealing to an older audience still. The Figure below shows the consumer demographics for seven key genres based on ticket sales to live music performances in the UK.

  1. Cleaning Marketing

    As a result of this there are more dual income households, who subsequently are more likely to be able to afford the service. 3.2 Pest Analysis In order to understand the environment effectively a PEST analysis will be used to highlight factors which may affect 'SparkleMaid'.

  2. Blackberry Marketing Communication Campaign

    A business, such as Apple is required to meet the needs of not only their immediate customers, but also the community. In the last decade there has been a substantial growth in entertainment systems for both personal and household use.

  1. Bank Marketing as a Quality Development Tool in the Greek Banking Industry

    From 1960, the internationalization of the banking system led to a substantial increase in the number of foreign banks settled in Greece. This input of foreign banks continued, aided by the accession of Greece to European Union in 1981. In 1984 there were 41 banks and special credit institutions in Greece.

  2. Relationship Marketing as Sustainable Competence a case study of Wateen Pakistan(Dissertation)

    The penetration broadband in the country has reached at 0.52% at April 2011 end from 0.26% a year ago, exactly 100% penetration in one fiscal year. (http://propakistani.pk) 1.1.1 Technology Wise Net Addition in Subscribers The exact details have not been released by PTA in June 2011 about Technology wise subscribers.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work