22-05-2013, 12:25 PM
GREEN MARKETING
GREEN MARKETING.docx (Size: 67.35 KB / Downloads: 21)
INTRODUCTION
According to American Marketing Association, Green Marketing is the marketing of products that are presumed to be environmentally safe. Thus green marketing incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising. Yet defining green marketing is not a simple task. Other similar terms used are Environmental Marketing and Ecological Marketing. The term green marketing came into prominence in the late 1980s and early 1990s. The American Marketing Association (AMA) held the first workshop on "Ecological Marketing" in 1975. The proceedings of this workshop resulted in one of the first books on green marketing entitled "Ecological Marketing"
WHY IS GREEN MARKETING IMPORTANT
The question of why green marketing has increased in importance is quite simple and relies on the basic definition of Economics:
Process to product
Anumber of countries are
starting to explore environmental
policies based on products
rather than processes Ð this
was highlighted in a recent
report commissioned by DGXI
on Integrated Product Policy
(IPP). The report deÞned IPP as:
ÔPublic policy which explicitly
aims to modify and improve the
environmental performance of
product systems.Õ (SPRU, Ernst
and Young, 1998)
However, as yet the EU does not
have a clear position on what
IPP means for European business
and how/if or when it will be
implemented. Different
European countries will have
different levels of preparedness
for the shift of the policy focus
from process, eg.waste minimisation
and cleaner production to
product, eg. eco-design.
BENEFITS OF GREEN MARKETING
Green marketing offers business bottom line incentives and top line growth possibilities. While modification of business or production processes may involve start-up costs, it will save money in the long term. For example the cost of installing solar energy is an investment in future energy cost savings.