History[ edit ] The term Green Marketing came into prominence in the late s and early s. Two tangible milestones for wave 1 of green marketing came in the form of published books, both of which were called Green Marketing.
According to the American Marketing Association, green marketing is the marketing of products that are presumed to be environmentally safe. Thus green marketing incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising.
Other similar terms used are Environmental Marketing and Ecological Marketing.
Thus "Green Marketing" refers to holistic marketing concept wherein the production, marketing consumption an disposal of products and services happen in a manner that is less detrimental to the environment with growing awareness about the implications of global warming, non-biodegradable solid waste, harmful impact of pollutants etc.
While the shift to "green" may appear to be expensive in the short term, it will definitely prove to be indispensable and advantageous, cost-wise too, in the long run. Promotion of green technology and green products is necessary for conservation of natural resources and sustainable development.
We can define green products by following measures: There is no standardization to authenticate these claims. There is no standardization currently in place to certify a product as organic. Unless some regulatory bodies are involved in providing the certifications there will not be any verifiable means.
A standard quality control board needs to be in place for such labeling and licensing. New Concept Indian literate and urban consumer is getting more aware about the merits of Green products. But it is still a new concept for the masses. The consumer needs to be educated and made aware of the environmental threats.
The new green movements need to reach the masses and that will take a lot of time and effort. By India's ayurvedic heritage, Indian consumers do appreciate the importance of using natural and herbal beauty products. Indian consumer is exposed to healthy living lifestyles such as yoga and natural food consumption.
In those aspects the consumer is already aware and will be inclined to accept the green products. Patience and Perseverance The investors and corporate need to view the environment as a major long-term investment opportunity, the marketers need to look at the long-term benefits from this new green movement.
It will require a lot of patience and no immediate results. Since it is a new concept and idea, it will have its own acceptance period. Avoiding Green Myopia The first rule of green marketing is focusing on customer benefits i.
Do this right, and motivate consumers to switch brands or even pay a premium for the greener alternative.The Marketing Environment The marketing environment surrounds and impacts upon the organization.
There are three key elements to the marketing environment which are the internal environment, the microenvironment and the macroenvironment.
Indian Marketing EnvironmentFor Global marketers India is not just a single country, it is further divided into tow different countries.
Marketing Management MBA Lecture Notes Chapter 1: Concepts in Marketing Management. Marketing in Indian Economy. Indian Marketing Environment.5/5(2). The marketing manager should take note of these differences before finalizing the marketing strategies.
Culture changes over a period of time. He must try to anticipate the changes new marketing opportunities. environment is a marketing term and refers to all of the forces outside of marketing that affect marketing management’s ability to build and maintain successful relationships with target customers.
SALES & MARKETING PLAN (For – ) THE IMAGERY HOTEL, XYZ CITY, INDIA The presented sales and marketing plan has been worked upon while covering the theoretical knowledge gained during the duration of module.
Link to Discussion Board Return to Syllabus Old Notes. Marketing Strategy: Key Concepts 2. Section 1, 2. Strategic Planning Process. The Marketing Plan The Marketing Audit Comes of Age How to Write a Mission Statement Link to discussion board Return to Syllabus determine the international market environment (economic, political, legal.