Avoiding Green Marketing Myopia Article Review by Nicky

Avoiding Green Marketing Myopia
Reviews the concepts presented by Ottman, Stafford and Hartmann in their 2008 article "Avoiding Green Marketing Myopia".
# 146838 | 795 words | 2 sources | APA | 2011 | US


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Description:

This paper explains that, in their article "Avoiding Green Marketing Myopia", Ottman, Stafford and Hartmann present three concepts to avoid the green marketing myopia: consumer value positioning, calibration of consumer knowledge and the credibility of product claims. Next, the author points out that Ottman et. al. believe that many errors have been made marketing green products; however, they feel strongly that, in the future, the marketing of all products will include the concept of "green". The paper analyzes the success of the green marketing of the Apple IPod Commerce and the failure of the "pay-per-wash" service by Electrolux in Sweden.

Table of Contents:
Summary of Article
Authors' Opinion
What Will It Take to Make the Public Go Green
The Future of Green Marketing

From the Paper:

"An example is made of the company Electrolux in Sweden. In 1999, to encourage water and energy efficiency they pioneered a "pay-per-wash" service where consumers were given (free) new, efficient washing machines for a small home installation fee and were then charged 10 kroner (about $1.25 U.S.) per wash. The machines were connected via the internet to a central database to monitor use and Electrolux maintained ownership and free servicing of the washers.
"Pay per wash" failed. Why? Because it was not marketed per the guidelines presented in this article."

Sample of Sources Used:

  • Levitt, T. (1960). Marketing myopia. Harvard business review , 24-47.
  • Ottman, J., Stafford, E., & Hartmann, C. (2008). Avoiding green marketing myopia. Environmental management: readings and cases , 12-21.

Cite this Article Review:

APA Format

Avoiding Green Marketing Myopia (2011, January 18) Retrieved August 13, 2022, from https://www.academon.com/article-review/avoiding-green-marketing-myopia-146838/

MLA Format

"Avoiding Green Marketing Myopia" 18 January 2011. Web. 13 August. 2022. <https://www.academon.com/article-review/avoiding-green-marketing-myopia-146838/>

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