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1、畢業(yè)論文（設計）外文翻譯畢業(yè)論文（設計）外文翻譯標題：Greenmarketing:legendmythfarceprophesy原文：TherisestumbleofgreenmarketingDespitesomeattentioninthe1970sitwasreallyonlyinthelate1980sthattheideaofgreenmarketingemerged.Earlyacademictreatmentsofgre

2、enmarketingspokeoftherapidincreaseingreenconsumerismatthistimeasheraldingadramaticinevitableshiftinconsumptiontowardsgreenerproducts(Prothero1990VermerweOliff1990).Likeany(relatively)newmarketingphenomenaitwassoonthesubj

3、ectofagreatdealofmarketresearch.Muchsurveyevidencefromreputableresearchbodieswascitedasidentifyingheightenedenvironmentalawarenessagrowingconsumerinterestingreenproductsapronouncedwillingnesstopayfgreenfeatures(Ropergani

4、zation1990Mintel1991Wcester1993).PracticalevidencefthiscameinthefmofthehighlyeffectiveglobalconsumerboycottofCFCdrivenaerosolstheinternationalsuccessofpublicationssuchasTheGreenConsumerGuide(ElkingtonHailes1988).Therewer

5、etwokeyresponsestothis:onewasaburstofcpateactivityintheareaofgreenmarketingtheotherwasanupsurgeingreenbusinessresearchwritingamongstacademics.Cpateinterestingreenmarketingwasindicatedbyearlymarketresearchfindingssuggesti

6、ngmajchangesinnovations.VermerweOliff’s(1990)surveyfoundthat92percentofEuropeanmultinationalsclaimedtohavechangedtheirproductsinresponsetogreenconcerns85percentclaimedtohavechangedtheirproductionsystems.Greenproductintro

7、ductionsintheUSmethandoubledto11.4percentofallnewhouseholdproductsbetween19891990continuedtogrowto13.4percentin1991(Ottman1993).Similarlythevolumeofgreenprintadsgrewby430percentthatofgreenTVadsby367percentbetween19891990

8、(Ottman1993).StiesofcompaniessuchastheBodyShopEcoverperfmancetothepointthatreducesthedemfspecialistgreenproducts.Perhapsthemostdamningmarketresearchevidenceinthecasefthedeclineofgreenmarketingisthealarmingcynicismbeingdi

9、splayedbyconsumersaboutgreenproductsgreenclaimsthecompaniesbehindthem(Kangunetal.1991NationalConsumerCouncil1996).Themarketingphilosophyprocessisbuiltaroundthecustomertherelationshipbetweenthecompanythecustomer.Ifthisisa

10、cterisedbycynicismdistrustthencompaniesareunlikelytobeabletobringcustomersalongwiththemthroughthechangesneededtomovetowardssustainability.Greenmarketingwillnotwkinthefaceofconsumerdistrustbutthenthatdistrustmaybepartlyap

11、roductofthetypesof“greenmarketings”thatcompanieshaverelieduponsofar.FiveroutestofailureReviewingKing’sanalysisitseemsclearthatmanyoftheproblemsthathavehamperedthedevelopmentofeffectivemainstreammarketinginthepasthaveretu

12、rnedtohamperthedevelopmentofgreenmarketingaswell.Theseproblemshavecontributedtotheemergenceoffivefailedmanifestationsofgreenmarketing.Theseare:greenspinninggreensellinggreenharvestingenviropreneurmarketingcompliancemarke

13、ting.GreensellingThegrowthinmarketresearchidentifyingconsumerconcernabouttheenvironmentduringthe1990smeantthatitwastakenfgrantedinmanyquartersthat“greenwouldsell”manyfirmsrespondedbyrapidlyadjustingtheirpromotionalcampai

14、gns.Thisledtowhatwerefertoasa“greenselling”approachnamelyaposthocidentificationofenvironmentalfeaturesinexistingproductsthuspromptinga(usuallyshtterm)hopontothegreenbwagon.Thisreflectedatypicalsalesientationsinceinterest

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