4.1: What is Green Marketing?

The 8 Internal Ps

(audit and improve) Product Price Promotion Place Providing Information Policies Processes People

The 7 External Ps

(monitor and evaluate) Paying customers Providers Partners Politicians Pressure groups Problems Predictions

Timeframes

5Rs LCA Closed loops

The GM Process

7EPs 8IPs 4Ss

Ecological Modernisation

Achieving a sustainable economy in the current marketing system.

Re-evaluating conventional marketing concepts Techno + Econ = Socio + Enviro

Consumers Satisfaction Concept Strategy Criteria (4Ss) Demarketing - Cyprus Opportunity focus - M&S

Barriers and Challenges of Green

Cost Complexities Incomplete Information Lack of commitment Lack of expertise Timescales Disparities Organisational Growth

Green Marketing Strategy Success Factors

Customer oriented Commercially viable Credible Consistent Clear Co-ordinated Communicated

Growth of GM

Differentiation Obligations Governmental pressure Competitor activities Costs

The Practical Challenge

Holism Information Time

The Future

IPAT Model Substitution Systematisation Societal Change

Eco Performance

Impacts Holistic Strategy Ariel Ultra Environmental commitment - Policies, Strategies, Statements The Body Shop Value Chain B&Q

Stakeholder Involvement

Internal Commitment Clear priorities Research and monitoring Openess

Green driving forces

Many stakeholders and changes

Importance of Environmental Performance

Market Access Improved Access to Capital - USA Differentiation - AEG Savings - 3M Protection from Legislation New Markets

Green Marketing Mix

Products (Green Performance Matrix, leasing) Packaging (German Waste, Chick's check-list) Promotion - Nouvelle Price (premium or no) B&Q

Informational Issues

Review and audits Assessments of Impacts System of information Risk Analysis of Impacts Action

The 4Ss

Satisfaction Safety Sustainability Social acceptance

Definitions of Green Marketing

Small changes to existing products and practices. Reducing consumption and production. Balancing profits and society/enviro.

Differences between GM and SM

Societal acceptability Holistic, interdependent view Open ended Physical sustainability Global concern Value of enviro is intrinsic

How to choose an appropriate response

Strength of pressure Understanding barriers Responding

The Organisational Challenge

TQEM Led from the top Integrated Marketing led Action