GREEN MARKETING : •Yes, green marketing is a golden concept. • As per Mr. J. Polonsky, green marketing can be defined as, "All activities designed to generate and facilitate any exchange intended to satisfy human needs or wants s uch that satisfying of these needs and wants occur with minimal damaging input on the national environment.“•Green marketing involves developing and promoting products and services that satisfy customer's want and need for Quality, Performance, Affordable Pricing and Convenience without having a unfavorable input on the environment.
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• As per Mr. J. Polonsky, green marketing can be definedas, "All activities designed to generate and facilitate any
exchange intended to satisfy human needs or wants suchthat satisfying of these needs and wants occur withminimal damaging input on the national environment.“
•Green marketing involves developing and promoting
products and services that satisfy customer's want andneed for Quality, Performance, Affordable Pricing andConvenience without having a unfavorable input on theenvironment.
The green marketing has evolved over a period of time.
According to Peattie (2001), the evolution of greenmarketing has three phases.
First phase was termed as "Ecological" green marketing,and during this period all marketing activities wereconcerned to help environment problems and provideremedies for environmental problems.
Second phase was "Environmental" green marketing andthe focus shifted on clean technology that involveddesigning of innovative new products, which take care ofpollution and waste issues.
Third phase was "Sustainable" green marketing. It came
Price is a critical and important factor of greenmarketing mix. Most consumers will only beprepared to pay additional value if there is a
perception of extra product value. This value maybe improved performance, function, design, visualappeal, or taste. Green marketing should take allthese facts into consideration while charging a
The choice of where and when to make aproduct available will have significant impacton the customers. Very few customers will goout of their way to buy green products.
Green marketing should not neglect the economicaspect of marketing. Marketers need to understand the
implications of green marketing.
If you think customers are not concerned aboutenvironmental issues or will not pay a premium forproducts that are more eco-responsible, think again.
You must find an opportunity to enhance you product'sperformance and strengthen your customer's loyaltyand command a higher price. Green marketing is still inits infancy and a lot of research is to be done on greenmarketing to fully explore its potential