INTRODUCTION TO GREEN MARKETING WHY STUDY GREEN MARKETING?

-Green marketing has positive influences on multiple

participants in the economy. The environment,
MARKETING ENVIRONMENT
developing economies, consumers, corporate strategy,
the product, production processes, and supply chain
benefit from green marketing. Consider first the
environmental benefits from green marketing.

WHY GREEN MARKETING?

 Opportunities or competitive advantage

 Corporate Social Responsibility (CSR)
 Government Pressure
 Competitive Pressure
 Cost or Profit Issues
GREEN MARKETING
 Environmental Benefits
-As the development and marketing of products  Developing Economies
designed to minimize negative effects on the physical  Consumer Benefits
environment. In contrast to the retailing perspective,  Strategic Benefits
the social orientation recognizes the pre- and post-  Product Benefits
consumption costs to the environment.  Production Process Benefits
 Supply-chain Benefits
-We therefore define green marketing as the study of all
efforts to consume, produce, distribute, promote,
package, and reclaim products in a manner that is
sensitive or responsive to ecological concerns.
GROUPS THAT NEED TO UNDERSTAND
GREEN MARKETING

GREEN MARKETING MANAGEMENT  Consumers.

 Governments.
-We define green marketing management as the
 Companies with established environmental
process of planning and executing the marketing mix to reputations
facilitate consumption, production, distribution,
 Companies highly dependent on scarce
promotion, packaging, and product reclamation in a human capital.
manner that is sensitive or responsive to ecological  Companies with high brand exposure.
concerns.  Companies with low market power.
 Companies operating in highly regulated
industries.
SUSTAINABILITY AND THE TRIPLE BOTTOM LINE  Companies dependent on natural resources
 STRATEGIC GREEN PLANNING INTEGRATING A GREEN MISSION INTO
OBJECTIVES, STRATEGY, AND
MARKETING TACTICS
GREEN MARKETING PLANNING
-Organizational objectives are desired or needed
-the process of creating and maintaining a fit results to be achieved by a specific time and emerge
between the environment and objectives and from the development of the mission statement.
resources of the firm.
-Organizational objectives are short-term and
-marketing plan. provides an analysis of the medium-term goals that an organization seeks to
current marketing situation, opportunities and accomplish. An organization's objectives will play a
threats analysis, marketing objectives, marketing large part in developing organizational policies and
strategy, action programs, and projected income determining the allocation of organizational
statements. resources. Achievement of objectives helps an
organization reach its overall strategic goals.

THE STRATEGIC PLANNING PROCESS

DELIVERING VALUE TO ALL
STAKEHOLDERS
-Stakeholders refers to the individuals,
organizations, and groups that have an interest in
the action of an organization and have the ability to
influence it.
-Consumers. The purchasers and users of a firm s
products are important stakeholders that influence
the firm in many ways. Consumers influence the ac-
tion of a firm when they elect to buy the
organization s product offerings or choose to
purchase products from competitors.
-Suppliers. Companies are increasingly finding that
their suppliers influence efforts to achieve
INCORPORATING A GREEN PERSPECTIVE
sustainability.
INTO THE MISSION STATEMENT
-Employees. The employees of the firm play a
-mission statement describes a firm s fundamental,
strategic role in the implemen-tation of any strategy.
unique purpose, indicating what the organization
As stakeholders, employees are important sources
intends to accomplish, the markets in which it
of sustainable new product ideas.
operates, and the philosophical premises that guide
its actions. -Competition. The competitors in the market have
a strong influence on the activities of the firm.
-The mission statement is an inspirational tool that
Companies must proactively monitor the action and
provides motivation, direction, and insight into the
performance of their competition.
company s character.
-Legal System. The courts and legal system are
stakeholders that influence the
-firm via the enforcement of laws governing
sustainability.
-Financial Institutions. Banks, other lending THE PLANNING PROCESS
agencies, and insurance firms are significant
stakeholders because they determine the availability
and cost of funds to an organization.
-Media. media are strategically poised to frame
public perception of the events involving the firm.
Increasingly, firms recognize that they must manage
their interaction with the media in a proactive
manner.
-Government. Government influences the action of
firms via the regulations established to ensure
product safety throughout production, use, and post-
consumption.
-Stockholders/Owners. Investors with a variety of
levels of ownership in the firm are increasingly
taking action to influence the extent to which firms
pur- sue sustainability causes.
-Scientific Community. Evidence developed within
the scientific community has a strong influence on
other stakeholders and thereby influences firm
action. HOW THIS TEXT IS ORGANIZED TO HELP
YOU UNDERSTAND GREEN MARKETING
-Nongovernment organizations (NGOs). NGO is
a term used to describe a broad family of -We define marketing action as any behavior
organizations that is not profit oriented or supported associated with the procurement, purchasing, sales,
by government. consumption, and post-consumption of product
offerings.
-General Public. The public at large are also
stakeholders that influence operations. For example,
urban planners recognize that management of
relationships with the public enables them to gain FACTORS SURROUNDING MARKETING
support for land use initiatives. ACTION