GREEN MARKETING BY:- MADHU. M

GREEN MARKETING  All activities designed to generate and facilitate any exchanges intend to satisfy human needs or wants, such that satisfaction of these needs &wants occurs with minimal detrimental impact on the natural environment. OR  It is the marketing of products that are presumed to be environmentally safe.

WHY IT IS IMPORTANT?  Limited resources to satisfy world’s unlimited wants.  It is important for firm to utilize the limited resources satisfying the consumer needs as well as organizations selling objectives.

4 P’s OF GREEN MARKETING  PRODUCT  PRICE  PLACE  PROMOTION

Why firms are adopting it?  Organizations perceive environmental marketing to be an opportunity that can be used to achieve its objectives.  Organizations believe that have a moral obligation to be more socially responsible.  Governmental bodies are forcing firms to become more responsible.  Competitor's environmental activities pressure firms to change their environmental marketing activities.  Cost factors associated with waste disposal or reductions in material usage forces firms to modify their behavior.

Example  Macdonald’s have stopped packing their hamburgers etc in polystyrene containers and now use cardboards which comes from a renewal resoure and is biodegradable or recyclable.

What government do?  Government regulations relating to environmental marketing are designed to protect consumers in several ways:-  Reduce production of harmful goods or by products.  Modify consumer and industry’s use and/or consumption of harmful goods.  Ensure that all types of consumers have the ability to evaluate the environmental composition of goods.

Benefits of green marketing  Opportunities  Social responsibility  Differentiating products  Effective utilization of resources

Do this…  Less use of polythene  Less use of mobile phone  Crush plastic bottle after use  Use disposable items  Save water  Save fuel  avoid smoking