2023年全國碩士研究生考試考研英語一試題真題(含答案詳解+作文范文)_第1頁
已閱讀1頁,還剩7頁未讀, 繼續(xù)免費閱讀

下載本文檔

版權(quán)說明:本文檔由用戶提供并上傳,收益歸屬內(nèi)容提供方,若內(nèi)容存在侵權(quán),請進行舉報或認(rèn)領(lǐng)

文檔簡介

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

溫馨提示

  • 1. 本站所有資源如無特殊說明,都需要本地電腦安裝OFFICE2007和PDF閱讀器。圖紙軟件為CAD,CAXA,PROE,UG,SolidWorks等.壓縮文件請下載最新的WinRAR軟件解壓。
  • 2. 本站的文檔不包含任何第三方提供的附件圖紙等,如果需要附件,請聯(lián)系上傳者。文件的所有權(quán)益歸上傳用戶所有。
  • 3. 本站RAR壓縮包中若帶圖紙,網(wǎng)頁內(nèi)容里面會有圖紙預(yù)覽,若沒有圖紙預(yù)覽就沒有圖紙。
  • 4. 未經(jīng)權(quán)益所有人同意不得將文件中的內(nèi)容挪作商業(yè)或盈利用途。
  • 5. 眾賞文庫僅提供信息存儲空間,僅對用戶上傳內(nèi)容的表現(xiàn)方式做保護處理,對用戶上傳分享的文檔內(nèi)容本身不做任何修改或編輯,并不能對任何下載內(nèi)容負(fù)責(zé)。
  • 6. 下載文件中如有侵權(quán)或不適當(dāng)內(nèi)容,請與我們聯(lián)系,我們立即糾正。
  • 7. 本站不保證下載資源的準(zhǔn)確性、安全性和完整性, 同時也不承擔(dān)用戶因使用這些下載資源對自己和他人造成任何形式的傷害或損失。

評論

0/150

提交評論