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Essay / Research Paper Abstract
A 14 page paper. For the last three decades there have been intermittent attempts at marketing campaigns that emphasize the environmental safety of products. Concern for the environment has become a common and popular theme among consumers in many regions of this world. This essay explains green marketing, the principles of green marketing, the past failures of green marketing and the different segments of green consumers. The second part of the essay discusses societal marketing, the principles of societal marketing, the movement towards sustainability and the concept of the triple bottom line, and Kotler's five societal marketing concepts for which companies should be responsible. The writer also comments on the reasons consumers became cynical about marketing campaigns promoting environmentally-safe products. Survey data are included. Bibliography lists 14 sources.
Page Count:
14 pages (~225 words per page)
File: MM12_PGgrnmkt.rtf
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Unformatted sample text from the term paper:
(Bernadette and DSilva, 2002). The 2001 Roper Green Gauge Report showed 87 percent of Americans have serious concerns about environmental issues (NHHS University, 2001). Doing more for the environment
has become a common theme among people in a number of regions in the world (NHHS University, 2001). Americans, however, rate only a very few companies as being good in
terms of their environmental performance (NHHS University, 2001). The primary question is whether companies who are able to sense the needs of consumers in terms of products and meet those
needs are acting in the best interest in the environment (Bernadette and DSilva, 2002). It is a question of long-term best interest to the consumer individually and to the society
collectively (Bernadette and DSilva, 2002). In other words, is what meets consumer needs in the short-term in the best interest of long-term benefit (Bernadette and DSilva, 2002)? Traditional marketing concepts
do not address the inherent conflicts between and among consumer wants, consumer interests and long term societal welfare (Bernadette and DSilva, 2002). Consider fast food - leading fast food restaurants
may give the customer a tasty and inexpensive hamburger but it is not in the best interest of the customer in terms of long-term health (Bernadette and DSilva, 2002). The
Ricoh Group commented that such a strong movement towards green procurement and green marketing emerged in Japan, Scandinavia, North America and the European Union that laws were enacted (2002). The
intention was to have consumers and businesses purchasing products that had less of a negative impact on the environment (The Ricoh Group, 2002). For example, the Law Concerning the Promotion
of the Procurement of Eco-Friendly Goods and Services by the State and Other Entities in Japan was enacted in April 2001 and calls for businesses to purchase products that are
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