In addition, it is very clear that consumers -- you and I -- are wary and cynical about any and all commercial messages touting just about anything, let alone something that involves sacrifices on our part.
Buzz" and "prove it" are the keywords for a large portion of the public to accept this effort.
The authors suggest that word-of-mouth, or buzz, is the most credible means of purveying a message that the public will buy into, especially when they are trying to comprehend complex, product innovations. Hearing it from a trustworthy friend works. And in our internet age, buzz includes "word-of-mouse," as the authors cleverly put it. Email, websites, search engines, blogs, databases, product rating sites, etc. can be utilized to create, sustain, and enhance the buzz as well as that "prove it" mentality (Ottman, p.19, 2008).
The Future of Green Marketing
Commerce will shift from the sale of goods to the sale of services -- providing illumination rather than selling light bulbs. The authors demonstrate this by referring to the Apple iPod.
The iPod gives the consumer the ability to download, play, and store tens of thousands of songs without the environmental impact of manufacturing and distributing millions of CDs, plastic jewel cases and packaging (Ottman, et al., 2008).
Innovations that transform material goods into efficient streams of services...
She also mentions the huge energy giant British Petroleum (BP) came up with some honest and effective marketing in its green promotions. And while it is laudable for an oil company to invest in green technologies, BP did it with "appropriate humility that admits its own guilt while setting the stage for conversion to alternative energy sources" (Ottman, 2002). Meantime she says to Exxon, "Wake Up!" because Exxon was at
The products were soon withdrawn from the market as they were a complete failure as customers found it inconvenient to have to constantly recharge the electric vehicles given the existence of such a few recharging locations. Also, the consumers were not ready to change their driving habits so drastically and in such a short period of time. Green marketing myopia can also appear when green products are not able to
For instance, approximately 33 per cent of Thailand's water sources are categorized as having poor quality and the phenomenon is considered a serious environment problem. Moreover, Thailand is ranked among the last Asian countries based on amounts of fresh water available per capita (WWF, 2010). In this context, the Thai government and the Thai people have commenced to pay more attention to the effect of the environmental problems, as well
Marketing Branding strategies are key to a company's success. Levi-Strauss must take care not to sully its reputation by jumping into a new line of business attire. The proposal to create a new line of Levi-Strauss office clothes is flawed. The following consulting report outlines the reasons why the company must change its approach towards developing a new line. Branding strategies are key to a company's success and why the Levi-Strauss name
Levitt Give Three examples Levitt's lasting contributions business / marketing practice. Levitt's most lasting contributions to business and/or marketing practice According to Theodore Levitt's 1975 essay on "Marketing myopia," first and foremost, it is vital that businesses remember that they are in the business of serving consumers, rather than serving their own ends. Hollywood is not in the 'motion picture business,' rather, it is in the entertainment business. The fact that 21st century
In addition, we might ask ourselves if the richer nations have or not a greater responsibility as far as the research and development in the area of sustainable energy are concerned. (Reid, environmentalleader.com) Believing that there are such energy sources or consumption policies which would allow the planet's resources to be maintained for a longer period, while making sure that all the nations are provided with a comfortable living is
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