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GREEN MARKETING

                   GREEN MARKETING

Although environmental issues influence all human activities, but few academic discipline have integrated green issues into their literature. This is especially true with marketing. As society becomes more concerned with the natural environment, business have begun to modify their behavior in an attempt to address society’s “new” concerns. Some business have been quick to accept concepts like environment management systems and waste minimization and have environmental issues into their all organisational activities. Ford and GM shareholders are now demanding that the company should reveal more about the environmental impact of their products and explain what they are doing to make them more environmentally compatible. Green marketing incorporates a broad range of activities, including product modification changes to the production process, packaging changes, as well as modifying advertisement Green Marketing came into prominence in the late 1980 and early 1990s.

Green or Environmental Marketing consists of all activities designed to generate and facilitate any exchange intended to satisfy human needs or wants, such that the satisfaction of these needs and wants occurs, with minimal detrimental impact on the natural environment. The above definition includes the protection of the natural environment, by attempting to minimize the detrimental impact this exchange has on the environment. This second point is important, human consumption by its very nature is destructive to the natural environment.

A fundamental precondition to an efficient market is that consumers must have complete information about the choice that are available to them. If markets are competitive, we can expect to see entrepreneur trying to break into the market using the environment, and renewable. Without uniform disclosure requirements, the burden will fall on green marketers to investigate their competitors’ portfolio and educated consumers about them. Disclosures will give legitimacy and value to its product. Even perfectly competitive markets will work well when consumers receive the benefits of goods they pay. A good green marketing programme is one that has strong links to local environment groups. For green marketing programmes to be successful in the long run, they should both improve the environment and must be fair to consumers. Programmes that make false claims and do not adequately inform consumers about the nature of their product should be avoided in green marketing programmes. Consumers should not be asked to pay for someone else’s investment when they get nothing in return.

     Emerging Needs For Green Marketing

    The mankind has limited resource on the earth to satisfy their unlimited wants. As firms face limited natural resources, they must develop new or alternative ways of satisfying these unlimited wants. Green marketing looks at how marketing activities utilize these limited resources, while satisfying consumers wants.

1. Social Responsibility: Business organisation are beginning to realize that they are members of the wider community and therefore must behave in an environmentally responsible manner. Thus, environmental issues should be integrated into the firm’s corporate culture.

2. Government Pressure: Government want to “protect” consumers and society. Government have made regulations to protect consumers in several ways,
(i) To check production of harmful goods or by-product.
(ii) To ensure that consumers have the ability to evaluate the environment composition of goods.
(iii) To modify industry’s consumption of harmful goods.
(iv) Introduction of voluntary recycling programmes.

3. Competitive Pressure: Sometimes the major force in the environmental marketing are is to maintain the competitive position. Competitive pressure compel an entire industry to modify and thus reduce its detrimental environmental behaviors.

4. Cost Issues: Marketing Company can reduce harmful waste and may incur substantial cost savings. When attempting to minimize waste, companies are often forced to re-examine their production processes. Due to these pressure they develop more effective production processes that not only reduce waste, but reduce the need for some raw material also.

                      
             Action Plan for Companies
           Marketing companies looking to reap the benefits associated with green marketing should:

 1. Commitments should emanate from the top management of the company.

 2. Ensure that eco-friendly efforts are communicated in all corporate   environmental reports.

3. Make a public commitment in developing more eco-innovative.
4. Educate consumers.

5. Commitment to continuous eco-innovation.

6. Seizing the opportunities for corporate leadership through eco-innovations.

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