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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.
While different agencies and organizations offer various definitions of green marketing (sometimes called environmental marketing, or eco-marketing), they generally agree that it is the marketing of products and companies that promote the environment in some substantial way. Green marketing involves more than simply presenting an environmentally friendly product. It also speaks to, and actively promotes, a company’s processes and business practices as having low environmental impacts.Some business practices, such as reducing production waste or energy costs, are good for both the environment and business profitability. Adopting such practices may or may not be perceived as “green”, depending upon consumer perceptions of other aspects of the business. However, these actions can still be positioned as the company “doing its part”-promoting positive reactions toward the company.GREEN MARKETING MIX“4P's“ Green Marketing Mix include:Product: A producer should offer ecological products which not only must not contaminate the environment but should protect it and even liquidate existing environmental damages.Price: Prices for such products may be a little higher than conventional alternatives. But target groups like for example LOHAS are willing to pay extra for green products.Place: A distribution logistics is of crucial importance; main focus is on ecological packaging and CO2 emissions of transport. Marketing local and seasonal products e.g. vegetables from regional farms is more easy to be marketed “green” than products imported.Promotion: Communication should put stress on environmental aspects, for example that the company possesses an ISO 14000 certified. This may be publicized to improve a firm’s image. Furthermore, the fact that a company spends expenditures on environmental protection should be advertised. Third, sponsoring the natural environment is also very important. And last but not least, ecological products will probably require special sales promotions
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