Advertising and Organization's Green Behavior

Advertising and Organization's Green Behavior

Augustin Constantin Mitu (Petroleum-Gas University of Ploiesti, Romania) and Daniela Steluta Uta (Petroleum-Gas University of Ploiesti, Romania)
Copyright: © 2018 |Pages: 26
DOI: 10.4018/978-1-5225-2965-1.ch004

Abstract

Following the development of marketing theory concerning the policies in general, promotional policy has known an impressive development. Today, the practice fields professionals operating with relatively sophisticated notions and concepts, which are fine-tuned and pragmatic in terms of results. For example, it is significant that concepts such as rating and market share have already entered into ordinary language, including being properly understood by consumers covered. Annually large amounts of money for advertising are spent; almost all large companies allocate non-negligible amounts for such purposes. The launch of new brands is accompanied by consistent advertising and promotional campaigns conducted on multiple levels to cater to potential consumers with tangible and intangible components associated with the various products, services, or brands.
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Green Marketing And Eco-Friendly Advertising

Unfortunately, a majority of people believe that green marketing refers solely to the promotion or advertising of products with environmental characteristics (Polonsky, 1994). According to the same author, Green or Environmental Marketing consists of all activities designed to generate and facilitate any exchanges intended to satisfy human needs or wants, such that the satisfaction of these needs and wants occurs, with minimal detrimental impact on the natural environment. Green marketing intends to minimize the impact of marketing activities on the environment and such protect it while building a sustainable business.

The importance of green marketing activities is also revealed by the consumer’s concerns regarding environment protection and waste disposal. Consumer awareness is influenced by a number of factors including increased media coverage, greater awareness of environmental problems, the rise of pressure group activities, stringent legislation (both national and international) and the impact of major industrial disasters on public opinion (Kallafatis et al., 1999).

Kotler (2008) states that the main purpose of marketing is to transform consumer needs into profitable business ideas and the consumers concerns regarding environment protection makes no exception from this rule. Still, green marketing needs a coherent strategy implementation in order to have notable results.

Marketing strategy is the main component of organization’s marketing policy (through which it establishes the concrete paths of achieving the objectives which it has set), which may take various embodiments: market strategy, product strategy, price strategy, distribution strategy, promotional strategy etc. In this chapter, further, the concept of marketing strategy title will be used generically to refer to operationalize the vision of modern marketing across the organization.

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