| The ecological issue and “global warming” | | | | the environmental standard measurement by the |
| widely interests the marketing and management | | | | government, customer, employee, and the activism |
| practitioners to employ in the organization. The | | | | groups, businesses do respond to the environmental |
| environmental or green marketing relates to the | | | | issue of the current and future by analyzing the |
| company’s competitiveness and is used as a | | | | three areas:- corporate, business and functional |
| spirited frame in the marketplace. The company | | | | current strategies, adequacy of the current strategy |
| should distinguish its products and processes by using | | | | for achieving the environmental goal, and the |
| environmental or green concern and can utilize the | | | | prescription for the future. Many companies have |
| ecological marketing strategy as the global | | | | started realizing that they must behave in an |
| competitive edge. The green marketing approach | | | | environment friendly fashion. They believe both in |
| should be considered as a major part of corporate | | | | achieving social & environmental objectives as |
| strategic management and through company’s | | | | well as financial objectives. The HSBC became the |
| marketing gimix they can make the difference in | | | | world's first bank to go carbon-neutral last year. |
| customer’s view point. The proactive strategic | | | | Other examples include Coca-Cola, which has |
| management approach is essential for establishing the | | | | invested in various recycling activities. Walt Disney |
| green marketing strategy through the environmental | | | | World in Florida, US, has an extensive waste |
| marketing strategic system. | | | | management program and infrastructure in place. |
| The environment of the world is becoming very | | | | People need to be able to trust those who sell them |
| critical issue for not only people as consumers but | | | | items. Whether it is a television, a house, cars, lights, |
| also for the management in organizations. Although | | | | etc, we need fair and honest business practice. Most |
| many dozens of the environmental protection | | | | would agree that something less burdening on both |
| regulations and laws had comprehensive | | | | your wallet and our environment would be the |
| consequences, the need for regulations and laws | | | | preferred way to go. This is exactly where it would |
| rancor acceptance because the lingering belief that | | | | snowball, without question. If our demand was for |
| environmental regulations erode competitiveness. As | | | | green markets, the supply would have no choice but |
| a matter of fact, growing the environmental | | | | to submit. |
| regulations resulted from growing scientific evidence | | | | A clever marketer is one who not only convinces the |
| concerning environmental degradation, in conjunction | | | | consumer, but also involves the consumer in |
| with people quality of life movement that inevitably | | | | marketing his product. Green marketing should not be |
| impacted on business strategy and performance. | | | | considered as just one more approach to marketing, |
| The responsible businesses eventually contribute their | | | | but has to be pursued with much greater vitality, as |
| resources to keep the livable and beautiful world by | | | | it has an environmental and social dimension to it. |
| developing the appropriate environmental | | | | With the threat of global warming alarming large, it is |
| management with an earliest quite high investment | | | | extremely important that green marketing becomes |
| burden. Some believe that the huge environmental | | | | the norm rather than an exception or just a fad. |
| investment enormously increases the firm’s | | | | Recycling of paper, metals, plastics, etc., in a safe and |
| costs and leads to higher prices and reduces | | | | environmentally harmless manner should become |
| competitiveness. However, businesses manage under | | | | much more systematized and universal. |
| the vibrant management situation that technology, | | | | Marketers also have the responsibility to make the |
| product, process, competitive strategy, and | | | | consumers understand the need for and benefits of |
| customer needs were all changeable, they constantly | | | | green products as compared to non-green ones. In |
| discovers the innovative solutions to pressure of all | | | | green marketing, consumers are willing to pay more |
| sorts from competitors, customers, and regulators. | | | | to maintain a cleaner and greener environment. Finally, |
| So far, there are many appropriate ways for | | | | consumers, industrial buyers and suppliers need to |
| business to being responsible for the environment as | | | | pressurize effects on minimize the negative effects |
| conserving the natural resources without consuming | | | | on the environment-friendly. Green marketing |
| any more, developing the sophisticate strategic | | | | assumes even more importance and relevance in |
| environmental protection plan, and so on. Faced with | | | | developing countries like India & Pakistan. |