Abstract
Green marketing constitutes the preservation of the environment through fundamental eco-friendly programs. Companies should understand what it takes to establish such programs and implement them to their advantage and environment safety. Green initiatives have been successful to some levels and have worked in favor of other companies who chose to embrace it. Green marketing initiatives require scrutiny on elements such as customer needs, the success rates and the consumer target market. Outweighing all these factors establishes modes of policies that help companies realize high success levels. Several companies that have started initiatives on green marketing initiative, the success or failure is dependent on the strategies undertaken.
The level of appreciation of green marketing strategies is significantly high and establishes values in different business models on corporate responsibility aspects. Models similar to LOHAS have been contributive to the marketing initiative as they offer a proper market share to companies establishing green initiative strategies. To understand and establish marketing strategies considerations on what are the necessary steps and initiatives should be undertaken. These considerations will establish the proximity between such a body as Environmental Protection Agency ( EPA) and other relevant bodies. The Essay also sheds light on the success and failures of companies that undertook the marketing initiative and shed light on the reasoning behind the outcomes. Evidence is required to establish the truth in the outcome of the marketing strategy and relate theoretical understanding of the strategies to an elaborative evidence and knowledge. Close understanding on these issues among other relevant ones, will establish the merits and disadvantages of the marketing strategy and policies.
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"Green Marketing: Annotated Bibliography".
Annotated Bibliography
McEwen, W. J. (2005). Married to the brand: Why consumers bond with some brands for life. New York, N.Y: Gallup Press.
According to McEwen, most marketers have not established ways that they could connect to their consumers. Establishing a brand relationship is very important for companies as it facilitates profit realization in their companies. Married to the brand tells a story elaborating on how the marketing strategies should be initiated from the consumers’ perspective, and not the producer’s. The book furthers the notions that the up build of strong consumer producer relationship is built by establishing a brand. Through the brand, the bond between the consumer and the producers gradually increases.
Through an established brand, companies can quantify their consumers’ feelings creating an understanding on what ways to make improvements in the company. A great strategic framework is necessary to set an outline and goals within the company. Marketers tend to ignore some fundamental information on ways of increasing productivity in their companies through the established consumer producer relationship. The book demonstrates the emotional aspect a company has to go through in the foundation process to establish a stronger relationship between the company and the consumers.
The overall understanding intended by McEwen is the psychological aspect attained out of initializing a company brand name. The consumer viewpoint has certain elements that should be availed and analyzed by marketers to realize positive results in a company. The consumer is the background of the company and should be prioritized by a company when creating policies. An open-minded culture is essential and contributes to creation of remarkable strategies in a company.
Chandrasekar, K. S. (2010). Marketing management: Text and cases. New Delhi: Tata McGraw- Hill.
Chandrasekar stipulates on conclusive remarks that renewable energy programs are essential and facilitative using green marketing programs. Public awareness should be encouraged globally on the green initiatives to realize change in environmental improvement. In a program to utilize renewable energy, green marketing techniques should be implemented and proper understanding established. Green marketing is a good venture but not adequate to substitute for public policy purposes.
Chandrasekar elaborates that the clean energy is attainable by fossil fuel but not sufficient for the required purposes. There are 4Ps in marketing which are product, place, price and promotion, although this aspect is true, in greener marketing strategy there are three other additional Ps, namely, planet, people and profits. The facilitation of green programs are very important based on the fact that there is a looming global warming case. Issues such as recycling should be implemented at a universal scale to ensure realization of the greener world. The globalization can be systematic as to allow more people to indulge within the system spectrum.
