Green Marketing - A New Concept Term Paper by Nicky

A look at approaches to marketing environmentally friendly products.
# 150231 | 2,389 words | 4 sources | APA | 2012 | US
Published on Jan 30, 2012 in Environmental Studies (Economics and Policy) , Business (Marketing)


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Description:

This paper discusses how many organizations are striving to develop environmentally friendly products and the subsequent marketing approach. First, the paper explores the initiative of the New York State Energy Research and Development Authority to develop these sorts of products. Then, the paper describes similar programs by other organizations. Then, the paper presents an overview of recent developments in the green industry, which is expanding at an increasing rate and attracting more players. This is followed by an analysis of the numerous advantages and limitations of green products, which is presented in a list format. Next, the paper discusses marketing opportunities of environmentally friendly products and how to develop a successful marketing campaign. Various examples of green marketing campaigns are presented along with their photographs and other materials. The paper concludes by addressing the role of the manager in developing these marketing campaigns.

Outline:

1. Environmental
2. Introduction
3. Pressures and Opportunities with Green Products
4. The Green Label
5. Lessons from the Marketing Mix Push
6. Integrated Product Development
7. Environmental Marketing Campaigns
8. Success of Green Products
9. Environmental Policies in Managerial Decisions
10. Summary

From the Paper:

"Similar to NYSERDA, numerous other organizations are striving to develop more environmentally friendly products. The aim of these endeavors is the obvious desire to reduce pollution and improve the natural condition of the Earth. Despite the fact that the focus on this industry part is rather new, competition is growing. From this standpoint, managers face the challenge of any traditional product in terms of product quality and marketing to attract buyers. Another issue facing the manager is the necessity to pollute as little as possible in the development process. For instance, a company which produces UV water treatment technology with the intent of cleaning waters, but in developing this product, uses highly polluting compounds or processes, it is likely for the water treatment technology to receive negative reviews and not come to the initially expected outcome. In terms of the characteristics which have to be met by new environmental products, these are numerous and vary from one product to the other. However, through extrapolation, one can see that the price of the technology is important, alongside with its actual benefits or the reputation of the creator. "

Sample of Sources Used:

  • Bradley, N., 2007, The Green Marketing Mix, University of Westminster, http://www.wmin.ac.uk/marketingresearch/Marketing/greenmix.htm last accessed on August 20, 2009
  • Crow, K., 1996, Implementing Integrated Product Development Practices: Lessons Learnt, New Product Development Solutions, http://www.npd-solutions.com/implementing.html last accessed on August 20, 2009
  • Gifford, A., 2009, Great Green Ads - Best Environmental Ad Campaigns, Inventor Spot, http://inventorspot.com/articles/green_inventive_marketing_6092 last accessed on August 20, 2009
  • 2004, Environmental Product Development, NYSERDA Website, http://www.nyserda.org/programs/Environment/envproduct.asp last accessed on August 20, 2009

Cite this Term Paper:

APA Format

Green Marketing - A New Concept (2012, January 30) Retrieved October 04, 2022, from https://www.academon.com/term-paper/green-marketing-a-new-concept-150231/

MLA Format

"Green Marketing - A New Concept" 30 January 2012. Web. 04 October. 2022. <https://www.academon.com/term-paper/green-marketing-a-new-concept-150231/>

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