1. Going Green: The Rise of the Hybrid Car John LoVerme, T.J. Meehan, Erika Hinman MARKETING ECONOMICS HISTORY Marketing, in any field, requires sound knowledge of society in order to know the motives behind the people you are marketing to. Likewise, marketing a new technology is a unique blend of science, technology and society. Product inventions and innovations, such as the advancements in green cars, present us with new consumer markets, so the marketing techniques must adapt with the products. When marketing Hybrid cars, it is also critical to practice morally and ethically correct business strategies, as today’s technology allows a consumer to be exposed to companies in ways a company cannot control. Rachel Carson – author of Silent Spring; exposed the damaging effects of DDT on wildlife; gave a voice to a generation of youth skeptical of big business; birth of environmentalism Ralph Nader- lawyer/author; Unsafe at Any Speed; exposed GM as corporate bully that cared more about its share price than the safety of its customers; automobile consumer activism; seat belt, air bag, crumple zone Sheikh Ahmed Zaki Yamani – oil minister of Saudi Arabia during the 1970’s and 1980’s; forged the “oil weapon” to try to control America’s Middle East Policy; introduced panic over energy supplies, fuel consumption, and foreign dependence on oil Hybrid cars still only hold less than 3% of the automobile market. Low gas prices and a lack of a national energy policy are making it harder to create a high demand for hybrid cars. Car manufacturers are slowly designing hybrid cars due to future fuel economy standards. The price for a hybrid has dropped significantly; therefore, leading to a much higher sales rates. The Federal Act of 2005 created incentives for individuals to purchase a hybrid car. The move towards hybrid cars has also been influenced by climate change, CO 2 emissions, acid rain, and urban smog are all a result of driving. Bibliography Gertz, Emily. "Hybrid Cars + Smart Growth = Carbon Knockdown." ENVIRONMENT. 9 Feb. 2009. Web. 1 Mar. 2010.. Myers, Norman, and Jennifer Kent. "New Consumers: The Influence of Affluence on the Environment." Proceedings of the National Academy of Sciences of the United States of America 100.8 (2003): 4963-968. Print. Price, T. (2006, December 1). The new environmentalism. CQ Researcher, 16, 985-1008. Retrieved March 2, 2010, from CQ Researcher Online, http://library.cqpress.com/cqresearcher/cqresrre2006120100. http://www.green-energy-efficient-homes.com/hybrid-car-sales- statistics.html http://images.google.com/imgres?imgurl=http://www.freeautomechanic.com/xray-car- diagram.gif&imgrefurl=http://www.freeautomechanic.com/hybrid.html&usg=__n0NFnvsAVMSZQaX59rLEpTQ_YY8=&h=274&w=499&s z=29&hl=en&start=2&sig2=0AukhsgYi4jwlDLxmV4G9w&itbs=1&tbnid=GDSyxAbZMvef3M:&tbnh=71&tbnw=130&prev=/images%3Fq %3Dxray%2Bhybrid%2Bcars%26hl%3Den%26safe%3Doff%26gbv%3D2%26tbs%3Disch:1&ei=iIKdS4rtMoH78AbZ2fyRDg http://www.easy-green-living.org/images/toyotaprius.jp Where did the idea of Green Cars come from? http://www.mamievandoren.com/ weblog/archives/carson.jpg Bibliography Carson, Iain, and Vijay V. Vaitheeswaran. Zoom: the Global Race to Fuel the Car of the Future. New York: Twelve, 2007. Print. McCarthy, Tom. Auto Mania: Cars, Consumers, and the Environment. New Haven: Yale UP, 2007. Print. http://www.greenhybrid.com/discuss/f12/indian- civic-hybrid-review-19224/ Bibliography Web Magazine, 2009, Number of Hybrid Cars Doubled http://www.cbs.nl/en- GB/menu/themas/verkeer- vervoer/publicaties/artikelen/archief/200 9/2009-2813-wm.htm Amrstrong, G., & Kotler, P. (2009). Marketing. An Introduction. (9th ed). Upper Saddle River, NJ: Prentice Hall Drop In The Bucket, June 2007 http://www.hybridcars.com/news2/drop- bucket-062507.htmlhttp://www.cbs.nl/en- GB/menu/themas/verkeer- http://www.hybridcars.com/news2/drop- bucket-062507.html