綠色營(yíng)銷(xiāo)【外文翻譯】

1、外文翻譯原文：原文：MARKETINGTHENEWGREENUNLESSYOURCOMPANYhappenstobeinanindustrywheretheenvironmentisliterallypartofthebusinessmodel—solarcellmanufacturerfestrysupplyfirmwastemanagementconsultancy—thenitsunlikelytohavehadanenterpr

2、isewidesustainabilityprocesswovenintoitscpateDNA.Infactmostcompanieshaveneverevenusedthewdsustainabilitytheothersprobablyreverseengineeredsomehalfhearted“green”initiativeasamereafterthought.Therealityisthatamongexistingc

3、ompaniesgreenprocessesareusuallyjustabyproductofcostsavingefficiencyimprovingprojects.AccdingtoMarkSmithexecutivevicepresidentatcustomerengagementspecialistPtraitSoftwaretherarebusinessesthathavetrulytackledsustainabilit

4、y“gotthereasasideeffectoftheirprimarygoal—makingmoneysavingmoney.Intermsof’greenmarketing’Noonestartedthere.”Glitzglamourbiggerbetter:Fromatraditionalmarketer’sperspectiveSmithsays”it’sallaboutgainingattentioninaverynois

5、ymarketplace.”Whetherthatinvolvestoxicpainttoensurecols“pop”nobiodegradablepackagingmaterialsdesignedtoendurearoughtumbledeliverymarketershavelongembracedanyallenvironmentalcatastrophesthathelpgetthemessageacross.Therece

6、ssionhowevermademarketingbudgetsthemselvesthesceneoafcatastrophe—drasticcutswerethederoftheday.Inearly200971percentofrespondentsinFresterResearch’sGlobalCMORecessionOnlineSurveyreptedreducedbudgetscomparedtotheyearpriwit

7、hmethanhalfofthosebloodiedreptingcutsof20percentme.“Theinterestingsideeffect[ofthis]isthatthosebiggr[campaigns]havebeencutbackreinedin”Smithsays.TheaddedbonusIt’shadagreateffectontheenvironmentaswell.Stillsustainabilityh

8、asneverbeenatopconsiderationfmarketingatleastnotonthedepartmentalcpatelevel.It’susuallyasinglepersonsmallgroupofpeoplewhohaveapersonalstakeinenvironmentalactivism.ThatprettymuchdescribesSeemaHajitheseniproductmarketingma

9、nageratActuateaproviderofbusinessintelligencesolutions.Actuatescompanywidegreeninitiatives—theeventuallaunchofitssustainabilitymanagementproduct—canbetracedbacktothepassionofHajiwhocallsherselfa“pseudoenvironmentalistina

10、cpatewld”havingstartedherownblogWldSavingTipsftheLazy(Busy)afewyearsbefejoiningActuate.(Youcanfindherefftsatbleedinggrass..)Foundedin1993Actuatenowhasmethan4400customerswldwidebutitwasn’tuntil2008thatthecompanybeganthink

11、ingseriouslyaboutgoinggreen—helpingitscustomersdothesame.“Wewereallbrainstming”Hajirecalls.“Mybossesturnedtomesaid‘Ohyeah—she’sahippie.Letherdothisshe’llhaverecyclingpollutionreduction.FfiveyearsCUhasbeenagreenadvocatesh

12、aringitsprogressbestpracticesaindustryeventssuchasNationalPostalFumsNewEnglMailExpoNewYkNonprofitConferencetheWldEnvironmentCenterRoundtable“Weincpatesuchinitiativesbecauseit’stherightthingtodo”shesays“generallyspeakingw

13、esavemoney.”GregyUnruhauthofEarthInc.hasbeeninvolvedinbridgingthegapbetweenthebusinesssectthesustainabilitymovement.AsaprofessofglobalbusinessdirectoftheLincolnCenterfEthicsinGlobalManagementatThunderbirdSchoolofGlobalMa

14、nagementUnruhhasfoundthattheonlywaytogetcompaniestosticktosustainabilityisbyprovingthatit’sprofitable.“Theultimategoalhereistoembedsustainabilitymakeitastardbusinesspractice”Unruhsays.“Youstartwithone[practice]setupinawa

15、ythat—afteryoucompletethatone—youcreatecostreductionprofitabilityopptunitiesthatthenprovidethemomentumyouneed”hesays.“Ifitmakesaprofitcompanieswilldoit.”(Seethismonth’sRequiredReadingpage15fanindepthinterviewwithUnruh.)B

16、uildingproductsproviderBlueLinhasalwayshadafocusonsustainability—bynecessityconsideringitsbusiness”isheavilydependentonwood.BlueLinxlongagomadetheconnectionbetweenpracticingsustainablefestrymaintainingasustainable—profit

17、able—business.NeverthelessShilohKellythefirm’scommunicationsnationalsustainabilityleadcontendsthatbeinggreen“wasn’tsomethingtotrysellanextrapieceofwoodover.”WiththelaunchofitsvirtualtradeshowhoweverBlueLinxwasabletopromo

18、teanewsustainabilityprogrambrofecoproducts.(FanindepthlookatBlueLinx’ssuccessseethismonth’sRealROIcasestudyonpage39.)SerenityEdwardsdirectofcpatesocialresponsibilityattheDirectMarketingAssociationDescribesthetopsixtrends

19、in“goinggreen”?Integratinggreeninitiativesintoeveryaspectoftheganization:CompaniesaretryingtolinkthecpatebrtoefftsinsocialresponsibilityEdwardssays—environmentalstewardshipcanaffectthebottomlineasitimprovescustomerrelati

20、onships.AtUnitedParcelService(UPS)fexamplenewmappingsystemsenableda“NoLeftTurn”ruletoeliminatecostlyleftturnsfromdrivers’routes.AccdingtoTheNewYkTimesUPSspokeswomanHeatherRobinsonreptedthatthecompanyshteneddeliveryroutes

21、by28.5millionmilessaving3milliongallonsofgasreducingcarbonemissionsby31000metrictons.“They’retyingtheirbrimagetoefficiencyenvironmentalsavings”Edwardssays.?Usingecolabelsecologosonproductsmarketingmaterials:Perhapsthemos