綠色營銷的簡(jiǎn)介[外文翻譯]

1、標(biāo)題：AnIntroductionToGreenMarketingWHYISGREENMARKETINGIMPTANTThequestionofwhygreenmarketinghasincreasedinimptanceisquitesimplereliesonthebasicdefinitionofEconomics:Economicsisthestudyofhowpeopleusetheirlimitedresourcestotr

2、ytosatisfyunlimitedwants.[McTaggartFindlayParkin199224]Thusmankindhaslimitedresourcesontheearthwithwhichshehemustattempttoprovidefthewldsunlimitedwants.(Thereisextensivedebateastowhethertheearthisaresourceatmansdisposalf

3、exampleseeGe1993.)Whilethequestionofwhetherthesewantsarereasonableachievableisimptantthisissuewillnotbeaddressedinthispaper.Inmarketsocietieswherethereis“freedomofchoice“ithasgenerallybeenacceptedthatindividualsganizatio

4、nshavetherighttoattempttohavetheirwantssatisfied.Asfirmsfacelimitednaturalresourcestheymustdevelopnewalternativewaysofsatisfyingtheseunlimitedwants.Ultimatelygreenmarketinglooksathowmarketingactivitiesutilizetheselimited

5、resourceswhilesatisfyingconsumerswantsbothofindividualsindustryaswellasachievingthesellingganizationsobjectives.WHYAREFIRMSUSINGGREENMARKETINGWhenlookingthroughtheliteraturethereareseveralsuggestedreasonsffirmsincreasedu

6、seofGreenMarketing.Fivepossiblereasonscitedare:1.ganizationsperceiveenvironmentalmarketingtobeanopptunitythatcanbeusedtoachieveitsobjectives[Keller1987Shearer1990]2.ganizationsbelievetheyhaveamalobligationtobemesociallyr

7、esponsible[Davis1992FreemanLiedtka1991Keller1987McIntosh1990Shearer1990]3.Governmentalbodiesarefcingfirmstobecomemeresponsible[NAAG1990]4.Competitsenvironmentalactivitiespressurefirmstochangetheirenvironmentalmarketingbw

8、agonwithoutconsideringtheaccuracyoftheirbehavitheirclaimstheeffectivenessoftheirproducts.Thislackofconsiderationofthetrue“greenness“ofactivitiesmayresultinfirmsmakingfalsemisleadinggreenmarketingclaims.SOCIALRESPONSIBILI

9、TYManyfirmsarebeginningtorealizethattheyaremembersofthewidercommunitytherefemustbehaveinanenvironmentallyresponsiblefashion.Thistranslatesintofirmsthatbelievetheymustachieveenvironmentalobjectivesaswellasprofitrelatedobj

10、ectives.Thisresultsinenvironmentalissuesbeingintegratedintothefirmscpateculture.Firmsinthissituationcantaketwoperspectives1)theycanusethefactthattheyareenvironmentallyresponsibleasamarketingtool2)theycanbecomeresponsible

11、withoutpromotingthisfact.Thereareexamplesoffirmsadoptingbothstrategies.ganizationsliketheBodyShopheavilypromotethefactthattheyareenvironmentallyresponsible.Whilethisbehaviisacompetitiveadvantagethefirmwasestablishedspeci

12、ficallytoofferconsumersenvironmentallyresponsiblealternativestoconventionalcosmeticproducts.Thisphilosophyisdirectlytiedtotheoverallcpatecultureratherthansimplybeingacompetitivetool.Anexampleofafirmthatdoesnotpromoteitse

13、nvironmentalinitiativesisCocaCola.Theyhaveinvestedlargesumsofmoneyinvariousrecyclingactivitiesaswellashavingmodifiedtheirpackagingtominimizeitsenvironmentalimpact.WhilebeingconcernedabouttheenvironmentCokehasnotusedthisc

14、oncernasamarketingtool.ThusmanyconsumersmaynotrealizethatCokeisaveryenvironmentallycommittedganization.AnotherfirmwhoisveryenvironmentallyresponsiblebutdoesnotpromotethisfactatleastoutsidetheganizationisWaltDisneyWld(WDW

15、).WDWhasanextensivewastemanagementprograminfrastructureinplaceyetthesefacilitiesarenothighlightedintheirgeneraltouristpromotionalactivities(Murphy1985).GOVERNMENTALPRESSUREAswithallmarketingrelatedactivitiesgovernmentswa