...Part One Cause marketing and corporate social responsibility plans are two gears of contemporary production practices that assure opportunities for companies to do well fiscally by doing well in the general public. While cause-marketing and corporate social responsibility initiatives are essentially dissimilar, they can help assist a business develop or generate new advancements in the workplace, with the employees, and in the market (Charter & Ottoman, 2010). These programs can help perk up the substructure line and facilitate a company to meet the expectations satisfaction prospects of their consumers, human resources, and stakeholders. In the view point of a brand marketing manager, cause marketing can be defined as a potentially profit making scheme by a ‘for-profit’ business or product to raise responsiveness, funds, and/or consumer commitment in a collective or environmental issue. In general, course marketing refers to a type of marketing which generally involves the cooperative efforts of a business (which is after profitability) and a non profit making organization for reciprocated benefit. To come up with the conclusions on cause marketing, study survey was carried out on a number of retailers from different business perspectives in relation to the topic of discussion. The questions were designed in a way that could pin down all the responses and enhance the general formulation of a common idea among the retailers. The questions on the questionnaire included the following: ...
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...hyper-competitive hotel industry. Like the Marriott, its competition also offered the same wide range of hotel and resort brands that cater to different customers’ needs and tastes not to mention rivalries on the basis of location, ambience, price, amenities, and other elements. In order to compete effectively, Marriott relied on extensive marketing research, expert segmentation, and careful targeting. This began with the focus on various type of customers such as business customers, green travelers, meeting planners, vacationers and their families. In using a variety of research techniques, Marriott was able to determine customer needs and behavior, including focus groups, online surveys, and in-room questionnaires. By partnering with brand and marketing leaders, the company was able to build a campaign management platform that scaled across brands, programs and marketing organizations. They were also able to integrate guest communication preferences as well as efficiently distribute offers to millions of customers. Through a unified framework and centralized database, Marriott was able to capture details of its customers’ history with their hotels or resorts. As a result, the company was able to create sophisticated statistical models to target those customers...
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...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...
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...There are seven key green marketing principles that will help green companies sustain. Why are green marketing principles so important? There are several reasons. One of them being that businesses can avoid accusations of greenwashing which is a term meaning to promote a company's products deceptively. Another reason is that ethically it is the right thing to do. Businesses should be promoting green and protecting and preserving the environments resources because we all use them. Finally, companies appreciate the reputation of a green company and may attract more business. The seven key marketing principles are responsibilities of the business, the social and economic impact of a business, business behavior, respect for rules, support for multilateral trade, respect for the environment, and avoidance of illicit operations. All businesses have a responsibility to other businesses, shareholders, employees, customers, and its community. Ethics is at the forefront of the business in marketing because it helps its survival and reputation. For example, Planned Parenthood has been under fire in recent weeks for selling aborted baby parts. They are government and sponsor funded for one and two selling dead baby parts is arguably immoral. Perhaps if they were not trying to make a profit, it would not frown upon as much. The Economic and Social Impacts are an important key marketing principle because businesses should not be selfish. They should continue to innovate and produce for...
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...Green marketing From Wikipedia, the free encyclopedia Jump to |Marketing | |Key concepts | |Product marketing | |Pricing | |Distribution | |Service | |Retail | |Brand management | |Brand licensing | |Account-based marketing | |Ethics | |Effectiveness | |Research | |Segmentation | |Strategy | |Activation | |Management | |Dominance | |Marketing operations ...
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...Green-Leaf Restaurant Business Plan Student Name: Institutional Affiliation: Course: Date: GREEN LEAF RESTAURANT BUSINESS PLAN Contents Introduction 2 Executive Summary 2 Company Description 3 Window of Opportunity 3 Regulation 4 Products 6 Sustainable Competitive Advantage 6 Marketing Analysis 7 Market competitor analysis 7 Overall Market and Target Segment(s) 7 Competitive Positioning 8 Customers’ Decision Making Process 8 Marketing Mix 9 The 4 Cs of the marketing mix 10 Cost 10 Convenience 11 Communication 11 Customer Service 11 The 4 P’s in the marketing mix 12 Growth Strategy 13 Research and Development 14 Manufacturing/Operations 15 Organizational Structure 16 Risk recognition and risk reduction strategies 16 Financial summaries, assumptions and scenarios 17 Financial details 17 Sensitivity and Scenario Analysis 17 Pro-forma financial statements 18 The Deal – the Ask and the Offer 19 References 19 Introduction Executive Summary Green Leaf Restaurant is a charming modern day Chinese restaurant located in Chermside, north of Brisbane, Queensland, Australia. Chermside is a key destination on the Queensland proposed ‘Northern Busway’ and home to the largest shopping center in Queensland. It is also the third largest shopping center in Australia containing a 4 storey shopping mall and a 16 screen cinema complex. The Westfield shopping center also houses the only Apple store in Australia thus it attracts...
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...COMPANY INFORMATION Name :: Green Mountain Coffee Roasters, Keurig Coffee Website :: www.greenmountaincoffee.com, www.gmcr.com, www.keurig.com Industry :: Processed & Packaged Goods- Coffee Makers BACKGROUND & HISTORY Green Mountain Coffee Roasters, Inc. (GMCR) was founded in 1981 as a small café and combined with Keurig in 2006 (About GMCR, 2004-2009). GMCR produces specialty coffee and coffee makers; Keurig is the maker of a single cup coffee maker as well as specialty teas and coffees. Keurig was founded in 1998 on the concept that one should be able to make coffee one cup at a time rather than one pot at a time (Coffee.org, unknown). Today, GMCR has acquired and merged with several specialty coffee brewers and Keurig licenses the patents for creating single cup, or K-cup, coffee packages including Dunkin Donuts and Starbucks coffee (Dess, Lumpkin, Eisner, & McNamara, 2012). SWOT ANALYSIS Strengths - Brand strength - Unique & large variety of products - Customer loyalty - Environmentally conscience, socially responsible - Innovative products and research - Strong growth potential - Product consistency Weaknesses - Not a strong online presence - Supplier dependence - Concentrated customer base - Single product line - Returns - Keurig defects - Capacity constraints Opportunities - Expanding to new markets - Collaborations - Increased purchases - Keurig Acquisition - Expansion to hotels and businesses - Expand suppliers Threats - Intense...
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...Business ethics 1. Assignment 1: Questions 1) Analyzing the ethical frameworks needed in decision making, which ones best align to the eight ethical principles of the Global Business Standards of Codex. Without doubt, there always exists a dilemma when company decisions are being made. It is for this reason that ethical frameworks are utilized to ensure that appropriate decisions are made in the organization. Ethics.ubc argues that ethical frameworks act like “snake detectors.” They are there to ensure that “snakes” in the organization are easily recognized before they bite. In layman’s language, they offer guidance when making decisions. Some of the ethical frameworks put forward include: * The utilitarian approach * Rights approach * Fairness approach * Common good approach * Virtue approach Utilitarian approach This approach basically focuses on the consequences of a particular action (capsim.com). For example, it considers whether an action will eventually lead to greater good than other related actions. Therefore, the most ethical decision to be made will be that which will offer maximum benefits. Rights approach In this approach, the most ethical decision to be made will have utmost respect and protection for human rights (capism.com). In this case, people have the right to make their own decisions and everyone ought to be respected in the decisions they make. Fairness approach Just as the name suggests, fairness...
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...GREEN MARKETING Name: Manik Kumar S-ID: B09721065 1. INTRODUCTION: People around the world are becoming more aware of the environmental stresses human sare placing on the planet. Newspapers, magazines, television, and other media feature wide coverage of environmental problems, whether they are local (e.g., depleted fisheries and air pollution) or global (e.g., ozone depletion and climate change). Many consumers now display concern about environmental deterioration. Increasingly often they ask how much impact a product will have on the environment during its lifespan or during its disposal. This is the major impetus for green products and green marketing. A closely related reason is the competitive advantage or sales potential that some corporations now see in green products. Green Marketing is an attempt to characterize a product as being environmentally friendly. In general green products are made from recycled content and/or designed for reuse, recycling, or remanufacturing. They are usually non-toxic, energy efficient, and durable. However, green is a relative term and depends on the individual situation. 2. DEFINITION: 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 Conventional marketing involves selling products that satisfy consumer needs at affordable...
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...Green Depot: The Eco-Friendly Way Kaplan University In this report I will put into words my interpretations of the marketing mix of Green Depot. “The marketing mix is the set of controllable, tactical marketing tools that the firm blends to product the response it wants in the target market” (Armstrong & Kotler, 2010, p. 81). Marketing Mix Analysis Overview Green Depot is the eco-friendly version of Home Depot. Providing “environmentally friendly and sustainable building products, services and home solutions” (Green Depot, About us 2005). I would analyze the marketing mix of Green Depot as adequate. The company’s primary goal is incorporate “green living and building in communities so it is easy, affordable and gratifying” (Green depot, 2005). I choose only adequate because green living although in the future may be affordable currently it is in fact a bit expensive. This company was founded in 2005 by Sarah Beatty her purpose to make green services readily available and easily adopted into standard construction operations was successful. Green Depot has created a unique filter to gage whether or not the products are in fact “green”. This filter focuses on five categories air quality, local, social responsibility, energy conservation. By use of their “proprietary filter” Green Depot has been set apart from the greenwashing stigma “a form of corporate misrepresentation where the company will present a green public image and publicize green initiatives that...
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...Green Marketing -A case study of British Airways By Daniel Szuster A Master Thesis in Culture, Communication and Globalisation at Aalborg University January 2008 Title: Green Marketing, a case study of British Airways Signs: 133.188 Supervisor: John Hird ----------------- Daniel Szuster Table of Contents Introduction 5 Methodology 7 The Meaning of Green 8 Introduction 10 Theoretical Framework 11 Background Information 13 Theoretical Framework 14 Green Marketing 15 Environmental management 15 Why green marketing? 17 Marketing defined and corporate social responsibility 22 What is Green Marketing? 25 Green marketing strategies 28 Implications for organisations 30 Green Consumerism 34 Consumer behaviour research 35 The green consumer 38 The green buying process 41 Influences on purchase and consumption decisions 47 Global Warming and the Impacts of Climate Change 49 Human caused global warming 49 The impacts of climate change 50 The opposition to human caused global warming 52 Background Information 53 British Airways 54 Past and present 54 Carbon Offsetting 55 Datamonitor’s SWOT analysis 58 The British Green Consumers 59 Perception and Attitudes in Relation to the Environment 59 Information on the environment 62 Solutions to environmental problems 65 SWOT Analysis 67 Strengths 68 Weaknesses 71 ...
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...4. Sustainable Architecture as Branding 4.1. Chen, H. Y. (2006). Research into the marketing promotion of sustainable architecture. (Order No. H129400, Beijing University of Aeronautics and Astronautics (People's Republic of China)). PQDT – Asia This thesis analyzes the marketability of the sustainable development from both the side of government and the side of ventures in current situation of China. It researches marketing in architecture industry as well as legal codes, national policies and the impacts of technology, social culture and environment. It claims that ventures are in the center of economy, alongside they must be focused in sustainable architecture market too. It also contains a case study, comparing the investment and incomes...
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... Green marketing is the recent buzzword ruling the corporate world in the era of Globalization; corporate responsibility is no longer merely responsible about local Labor issues, pollution control, or energy efficiency. The consumers of today are more conscious about protecting the environment they are enlightened consumers and are known as green consumers. The success of the companies practicing green marketing has drawn the attention of the corporate, policy makers and most importantly the consumers. Green marketing is environment friendly sustainable and socially responsible marketing. Broadly green marketing involves developing the good quality products which can meet consumer needs and wants by focusing on the quality, performance, pricing and convenience in an environmental friendly way. Meaning of green marketing: Green marketing refers to the process of selling products and or services based on their environmental benefits. Such a product or service may be environmentally friendly in it or produced and or packaged in an environmentally friendly way. The obvious assumption of green marketing is that potential consumers will view a product or service's "greenness" as a benefit and base their buying decision accordingly. The not-so-obvious assumption of green marketing is that consumers will be willing to pay more for green products than they would for a less-green comparable alternative product. Definition of green marketing: ...
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...Green Marketing -A case study of British Airways By Daniel Szuster A Master Thesis in Culture, Communication and Globalisation at Aalborg University January 2008 Title: Green Marketing, a case study of British Airways Signs: 133.188 Supervisor: John Hird ----------------- Daniel Szuster Table of Contents Introduction 5 Methodology 7 The Meaning of Green 8 Introduction 10 Theoretical Framework 11 Background Information 13 Theoretical Framework 14 Green Marketing 15 Environmental management 15 Why green marketing? 17 Marketing defined and corporate social responsibility 22 What is Green Marketing? 25 Green marketing strategies 28 Implications for organisations 30 Green Consumerism 34 Consumer behaviour research 35 The green consumer 38 The green buying process 41 Influences on purchase and consumption decisions 47 Global Warming and the Impacts of Climate Change 49 Human caused global warming 49 The impacts of climate change 50 The opposition to human caused global warming 52 Background Information 53 British Airways 54 Past and present 54 Carbon Offsetting 55 Datamonitor’s SWOT analysis 58 The British Green Consumers 59 Perception and Attitudes in Relation to the Environment 59 Information on the environment 62 Solutions to environmental problems 65 SWOT Analysis 67 Strengths 68 Weaknesses 71 ...
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...MARKETING PLAN PROPOSAL Group 9 Vo ThaoNguyen s3394300 Vo Thi Phuong Khanh s3393289 Bui Phuong Thao s3393129 Tran Cong Hoang Anh s3393067 Vo Thi Le Bien s3394124 Do ThiThuyTrang s3394432 Propose to Ms Jis Kuruvilla. Royal Philips Electronics - Company profile: Royal Philips Electronics was established in 1981 by Aton and Gerard Philips in Eindhoven, Netherlands. The Headquarters of Philips is located in Netherlands. Philips is considered as a market leader in lighting, lifestyle products and healthcare with the 2011 revenue of about EUR 22,6 billion. Until now, Phillips has operated in more than 100 countries and employs over 122,000 employees worldwide. With the brand promise of “sense and simplicity”, Philips is keeping producing many innovative and creative products aiming to improve and enrich people’s daily lives. In 1993, Philips Electronics entered lighting industry in Vietnam by providing and installing street light systems on Nguyen Hue Boulevard as well as the central areas of Ho Chi Minh City. Before 2002, most of Philips transactions in Vietnam were controlled by Philips Singapore. With the construction of a light bulb factory in Bien Hoa II Industrial Zone in 2002, Philips officially started its business activities in different sectors in Vietnam and operated separately from Philips Singapore. Beside lighting industry, Philips has also been a leading brand in the household products and consumer electronics market in Vietnam so far. Based...
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