...past four weeks of this Principles of Marketing course, we have had to choose a product and learn about the ways of how to market that product. This essay is going to be discussing how I took the Clorox Green Works cleaning supplies and marketed them by applying the different marketing strategies, pricing strategy, distribution channel taken and how I would promote this item to the consumers. Marketing Strategies for Clorox Green Works Introduction This essay is about the steps taken in order to market the Clorox Green Works products and applying the different strategies to market the product. There are many steps to take to actually market the product successfully in terms of making a profit. Definition of Marketing Marketing is the process of creating communications and delivering the values to the customers, but also building and managing customer relationships that would be beneficial to the company. It is also the process of distributing goods, services, and informational and promotional benefits to the targeted consumers through communicating interactively and also executing the conception of pricing, promotion and distribution of ideas, goods and services. Introduction of Product/Service The product that was chose for the assignments throughout the past four weeks is about the eco-friendly Clorox Green Works products. This product was chosen because everywhere you read is about saving the environment and going green. Although, there are many different varieties...
Words: 1663 - Pages: 7
...Contemporary Issues in Marketing Green Marketing Enduser Green marketing Introduction The profit of a company depends on the consumption from their customers. In the traditional marketing, firms often focus on their products rather than the insights to their consumers. In the last few decades the way how consumers make their purchasing decisions has changed a lot due to some of issues, such as health, lifestyle, science, technology and environment. People nowadays gradually realize the environment deterioration and trying to do something to help it. Therefore, as consumers are the roles of protecting the environment in the marketing area, marketers should make more efforts to create a connection between marketing and environmental- friendly awareness. In order to achieve the aim that purchasing can satisfy customers in environmental issues, some companies use green marketing strategies in terms of recycle materials, saving energy and preventing pollution. In this essay, three articles will be discussed and the insight to green marketing and environmental issues will be determined. The relationship between customers and green marketing According to Jeff Kohan (2013), green marketing starts with creating a maintainable connection with the right consumers. The right consumers can be seen as those people who have eco-friendly awareness. Consumer buying behaviours can be affected by the feature of marketing strategy. The most significant characteristic is the self-concept...
Words: 1159 - Pages: 5
...Essays about: "factors that affect study habits" Found 5 essays containing the words factors that affect study habits. 1. Communicating to consumers in Sweden with eco-labels : Is the message getting through? University essay from Umeå universitet/Handelshögskolan vid Umeå universitet; Umeå universitet/Handelshögskolan vid Umeå universitet AUTHOR : Annie Lefébure; Rafael Rosales Muñoz; [2011] KEYWORDS : Eco-label; Marketing Communications; Green Marketing; Environmental Friendly Products; ABSTRACT : Sustainable consumption has become a crucial factor to consider for both consumers and manufacturing firms. Green marketing practices, or marketing activities aimed at decreasing the impact on the environment, have been incorporated into many business plans to combat old habits of wastefulness and pollution. READ MORE 2. University essay from Högskolan i Kalmar/Humanvetenskapliga institutionen; Högskolan i Kalmar/Humanvetenskapliga institutionen AUTHOR : Caroline Nyberg; Julia Arnesson; [2010] KEYWORDS : young men; youths; anabolic androgenic steroids; attitude; influence; ABSTRACT : This is a study about gym training young men (age 18-20) and their attitude against anabolic androgenic steroids, AAS. In our study we examine if the muscular ideal in our society have any effect on young men and the young men’s attitude against their body and their training. READ MORE 3. Helstryp kontra sele - en studie om dess påverkan på hunden University essay from SLU/Dept. of...
Words: 435 - Pages: 2
...Erin Lister s1125903 Business Studies 1 Henry Aitken 24th November 2011 Marketing a) With reference to the readings and your own literature research, outline and critically assess the idea of ‘sustainable marketing’. b) Provide an example of ‘sustainable’ marketing and justify your choice of organisation or brand with reference to their current marketing activities. Sustainability has been defined as ‘the consumption of goods and services that meet basic needs and quality of life without jeopardizing the needs of future generations’ (OECD, 2002). This may be interpreted in a number of ways, but mainly sustainability is all about restricting the amount of resources that are produced, but still making the most out of the resources that are available. The idea of sustainability is now recognised worldwide, and is currently a mainstream issue. This is shown by the growing interest for sustainable issues by consumers. However, even though sustainability has became a mainstream issue, the consensus surrounding issues such as climate change, sustainability and pollution is not a universal concern. Marketing’s role in promoting sustainability is essential as marketing can easily influence the behaviour of the consumer. Marketing is extremely influential in global society, and when used positively and for a good cause, it can encourage consumers to buy environmentally friendly products. However, it can also educate consumers to see the importance in making themselves...
Words: 2126 - Pages: 9
...Mohammad Chughtai | Assignment # 5 – Essay | MKT 410 – F13 | 9/24/2013 | The Green Revolution Al Gore spoke a few days ago at the world’s Social Good Summit about an issue that has become commonplace in today’s media: global warming. We know much of Gore’s bid for presidency in 1999, in which he ran – unsuccessfully - on a platform of responsible energy consumption. Fourteen years later, Gore is still arguing the same points, but with increased vigor. Its no surprise that after fourteen years of heavy campaigning, many Americans are well aware of the issue; in fact, many have changed their buying habits to reflect this growing concern – one the private sector has not failed to capitalize on. In this essay, I will attempt to first define global warming, touch on the “going green” movement and how it’s affecting consumer buying habits, explain how the car industry is being affected and the describe some of the motivations a company may have to “go green.” What is global warming? As with any business discussion, we must first understand the topic being discussed. Global warming debate has becoming increasingly prevalent in news media, T.V. shows and popular culture in the past few decades. Defined as an increase in the overall temperature of the earth, global warming is a topic that has been debated furiously from both sides. The EPA estimates that the earth’s temperature has risen by 1.4 degrees Fahrenheit over the past century. While this may not seem like much...
Words: 1744 - Pages: 7
...Greenwashing According to Paetzold,(2010) greenwashing can be described as when you are trying to convince people that you are doing something good for the environment by being involved in small environmentally friendly initiatives, which in some cases can be used to hide environmental damage you may be causing. In this essay I will extend on greenwashing, supporting the definition. I will explain the reason a company may commit greenwashing, using a lot of TerraChoices’ ideas about greenwashing for support. I will also analyse the different forms (the sins) of greenwashing, supporting these ideas with examples of some of these sins being committed by various companies. Concluding the main body of my essay I will include some various ways greenwashing is attempting to be addressed, in particular by the federal trade commission with the green guide. According to TerraChoice (2010) there was a growth of 79% between 2008 and 2009 green products. With green marketing increasing, greenwashing is also increasing. Lane (2013, p.168) states greenwashing can be described as making false or misleading claims regarding purportedly friendly products, services or practices. As a result to the increase in knowledge of climate change and a range of other environmental issues consumers demand that products are more environmentally friendly and are sustainable. This has led to the increase of businesses to engage in greenwashing, or falsely advertising their products. The reason that greenwashing...
Words: 1877 - Pages: 8
...Essay Outline A3 Jackie Introduction 1. Background “Greenwashing” is what companies or organizations do when they spend more time claiming to be “green” through advertising and marketing than actually implementing business practices that minimizes environmental impacts ( Berkeley Media Studies Group, 2008). In recent decades, due to the increasing pressure from the government and public regarding the environmental issues, a growing number of companies are using “greenwashing” strategies to boost their sales (Berkeley Media Studies Group, 2008) and carmakers are no exception. With gas prices on everyone’s mind as well as individuals’ concern about environment, people are looking for clean and fuel-efficient cars to go easy on the environment and their wallets. As a result, some car manufacturers launched hybrid cars with biopower engines which gained popularity soon and labeled themselves as environmentally friendly companies. 2. Identification of problem Saab, one of world-renowned car manufactures, innovatively launched a new style of car, Saab 9-5 in 2007 which used biopower engine. This writer selects Saab for the essay. Saab’s environmental claims are that “The Saab 9-5 2.0t BioPower is not only kind to the environment; it also produces more power and performance than its gasoline equivalent” (Coman, 2006). 3. Thesis Statement This essay will explain why “greenwashing” has become a growing problem, examine two environmental claims made by Saab and demonstrate that...
Words: 1297 - Pages: 6
...Marketing ethics is the area of applying moral principles behinds the regulation and operation of marketing. There are several frameworks to analysis marketing ethics, which value-oriented is one of those, and American Marketing Association (AMA) ethical values is one of the approaches under value-oriented framework. This essay will follow the some of the values stated by AMA to explain one of the most famous company worldwide, Starbucks. Starbucks is good at building public’s trust and creating a good image through Marketing ethics. As Starbucks targets at middle class customer groups, which have arisen the sense of being green. Therefore, Starbucks launched different schemes to code with the wants of her target markets. As Starbucks operates store all over the world, her citizenship also expends worldwide. Starbucks has begun to protect the ecological environment. In an interview with Starbucks vice president, Ben Packard, Ben stated that Starbucks was one of the top 5 green power purchasers in the U.S. (Lesley, 2011). Other than targeting at 100% renewable energy consumption, Ben also mentioned the importance of energy reduction which leads Starbucks to a green company. Although Starbucks has made efforts on saving energy consumption , she could only reduce 1.6% per square foot in 2010 which is far below her goal originally as 25%. By seeing this, Starbucks has changed her target goal to be achieved from 2010 to 2015(Starbucks, 2011). However, it is still a question...
Words: 673 - Pages: 3
...evaluation of the marketing principles using Toyota’s case study Introduction In this essay, I will reflect on my experience within Principles of Marketing module. To illustrate this I will use feedback obtained from my tutor, the information I have learnt from undergoing my presentation and verbal feedback from other group members. I will then briefly explain what the principles of marketing are and how these principles relate to modern marketing practices. I will address both the negative and positive feedback I received and explain how I will use the feedback to improve on my strengths and mend my weakness so that I may do better in future presentations. My view on the Principles of Marketing During Principles of Marketing module, I learnt that marketing principles is mainly about finding out what the consumer wants and going the extra mile to provide this at a high standard whether it’s goods or service. I understood that there are key elements involved with marketing process; the 4P’s for goods and the 7P’s for services. The 7P’s of the marketing mix are price, place, product, promotion, people, process and physical environment. By understanding, the marketing mix a corporation will have more knowledge about how to plan, distribute and promote their products. Without these fundamental elements, it is unlikely for managers to formulate a feasible marketing plan. For a business to be successful, an appropriate composition of the marketing mix should be appropriately...
Words: 1487 - Pages: 6
...save their market image the major toy industries took this matter seriously and recalled their products. This turned into a great opportunity for toy industrialists to manufacture toys which were environment friendly as well as for safe for children. “Robert von Goeben” took full advantage of this market scenario and established Green Toys Inc. In partnership with “Laurie Hyman”. The founders of Green Toys look after the different segments of the industry. Robert von Goeben responsible for production side of the business and Hyman as a marketing expert looked after the marketing of the products and consumer retention. This essay is about the strategies implemented by the Green Toys Inc. in order to create, diversify and sustain their market share in the toy market. There are several key methods responsible for excelling in the world toy industry. However, three factors play a vital role in the success of a toy company. The most important one is to target a particular segment of society and to retain it to create a consumer base. In 2010 Mattel successfully implemented this method and was able to increase sales of its brand “Barbie” by marketing it as a fashion statement which amused many youngsters. Relaunching is also a method to increase the sales enormously of a toy product. In Asian toy market Namco Bandai was able to capture a big market share by improving and relaunching some of its major products such as “Gundam”, “Digimon” and “Pac-Man”. The final factor for success...
Words: 1518 - Pages: 7
...A company must get to know about the targeted market environment before it decided to operate internationally. There are the macro-environment that affects Starbucks marketing decision, economic factors, socio-cultural factors, demographic factors, political factors, natural factors and also technology factors. Economics Factor Being a producer of first-rate and specialty coffees, Starbucks requires a market that able to withstand the demand for the coffee. Starbucks marketing decisions for an economy with high disposable income that leads to high quality of life country like US. It is an example of a developed country that has the high purchasing power and spending patterns which most of the citizen in US are willing to spend more in return for a quality product such as Starbucks coffee. It shown that economic factors affect the business function and largely alarm consumer purchasing power. This requires an important market research about economic and financial stability of a city before they move it in. http://www.ukessays.com/essays/marketing/internal-and-external-factors-affecting-starbucks-marketing-essay.php There are two economics factors that help a company to determine if the country would be a good market, which are the country’s industrial structure and income distribution. Country’s industrial structure is referring to industrial economy, raw material exporting economy or subsistence economy of a country. These show the employment, product and service needs and...
Words: 916 - Pages: 4
...Accounting 3230 Fall 2014 Part I: Leonard Company sponsors a defined benefit pension plan for its employees. The following data relate to the operation of the plan for the years 20X2 and 20X3. | 20X2 | 20X3 | Projected benefit obligation, January 1 | $ 600,000 | | Plan Assets(fair value and market-related value), January 1 | 410,000 | | Pension Asset/Liability, January 1 | 190,000 CR. | | Prior Service Cost, January 1 | 160,000 | | Service cost | 40,000 | $ 59,000 | Settlement rate | 10% | 10% | Expected rate of return | 10% | 10% | Actual return on plan assets | 36,000 | 61,000 | Amortization of prior service cost | 70,000 | 50,000 | Annual Contributions | 97,000 | 81,000 | Benefits paid to retirees | 31,500 | 54,000 | Increase in projected benefit obligation due to changes in actuarial assumptions | 87,000 | 0 | Accumulated benefit obligation at December 31 | 721,800 | 789,000 | Average service life of all employees | | 20 years | Vested benefit obligation at December 31 | | 464,000 | (a) Prepare a pension worksheet presenting both years 20X2 and 20X3 and accompanying computations and amortization of the loss (20X3) using the corridor approach. (b) Prepare the journal entries (from the worksheet) to reflect all pension plan transactions and events at December 31 of each year. (c) For 20X3, indicate the pension amounts reported in the financial statements. Part II: The accounting records of Scotty inc show the following data for 20X2....
Words: 3092 - Pages: 13
...(Not including references) Introduction Sustainable marketing is the process of promotional activities that are specifically aimed at capitalising on the changing attitudes towards a brand. The changes in consumer attitudes are being accelerated by the introduction of firms practices and policies that look at the effect of the business on the environment, and reflects the firms level of concern for the community. “Organisations are becoming more adept at using green marketing to there advantage” (Wright,2008,p24) An attitude can be defined as a “physiological tendency” that is a view on a particular object that can be either positive or negative, “businesses are now concerned with developing favourable attitudes”(Foxall,2006,p67) . Attitudes are formed though a process of individual subjective evaluation, in a business context this involves an individual assessing the cost and benefit of a purchase. Emotional responses and individual beliefs also influence attitudes. A consumer durable is any type of product that is manufactured with the purpose of being used in the long term, opposed to many goods that are manufactured for short term use. Consumer durables are meant to be used regularly for a number of years before they need changed or replaced. “A consumer durable is a manufactured product that has a relatively long useful life, such as a car or a television” ( Wanger,2004,p177) In this essay I will draw on my own experiences of the purchase of a consumer...
Words: 1712 - Pages: 7
...assignment #2 will be an essay in which you compare and contrast two objects, concepts, or ideas. You are encouraged to use your field of study to help in generating a topic for this essay. Some sample topics are listed below: If you are majoring in one of the Sciences programs in our SCIP unit, you might be majoring in one of the following: environmental management, biotechnology, laboratory management, social science, gerontology, psychology, or political science You might write a comparison-contrast essay on one of the following: green and non-green buildings two processes in building sustainable communities two countries’ approaches to a particular environmental issue archaeal viruses and bacterial viruses two gene lists in a particular animal community descriptive and prescriptive discriminant analysis in the social sciences two views of a particular field of study in the social sciences two methods of performance appraisal for an employee gender differences in a particular psychological phenomenon two frailty models two cultures’ methods or attitudes toward caring for the elderly If you are majoring in one of the disciplines in our Computer Information Systems and Technology (CITE) unit, you might be majoring in one of the following: computer networks and security, computer science, cybersecurity, digital media and web technology, or information systems management You might write a comparison-contrast essay on one of the following: ...
Words: 883 - Pages: 4
...The Abstract. Green Washing is “an environmental claim which is unsubstantiated (a fib) or irrelevant (a distraction). Found in advertising, PR or on packaging, and made about people, organizations and products. to preserve and expand their markets by posing as friends of the environment and leaders in the struggle to eradicate poverty the purpose of green washing is to preserve and expand their markets by posing as friends of the environment and leaders in the struggle to eradicate poverty. The history of green washing begins with research of environmentalist Jay Westerveld in 1986, in an essay regarding the hotel industry’s practice of placing green placards in each room, promoting reuse of guest-towels, ostensibly to “save the environment. Energy sector represents “biomass, coal, electricity, geothermal energy, hydrogen, hydropower, natural gas, nuclear power, petroleum, solar power, and power wind”, companies involved in generating energy. In this research paper, main focus is analyzing major energy industry components such as Petroleum industry, Nuclear power industry and Coal power industry, in order to explore the related Green Washing phenomenon. As an example for green washing, “Australian Federal Government’s Green Washing Campaign of nuclear power as a “clean” energy source and as the primary solution to reduce Australia’s green house emissions”, analyzed in this research. As an example in coal industry “ the clean coal” campaign recognized and analyzed as...
Words: 2720 - Pages: 11
