Copyright 2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun (16)–1 UNIT 16 GREEN MARKETING
Copyright 2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun (16)–2 1.Explain what green marketing is. 2.Recognize the importance of green marketing. 3.Recognize the existing problems of going green. AFTER LEARNING THIS UNIT YOU SHOULD BE ABLE TO:
Copyright 2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun (16)–3 I. What Is Green Marketing? Today, when we talk about the word “green”, what do we mean? Eliciting question:
Copyright 2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun (16)–4 Green Marketing How can these two words connect with each other?
Copyright 2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun (16)–5 We have only one Earth!
Copyright 2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun (16)–6 Green Marketing Defined 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
Copyright 2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun (16)–7 Key Points Green marketing is a subset of the overall marketing activities. it ensures that the interests of the organization and all its consumers are protected. green marketing should look at minimizing environmental harm, not necessarily eliminating it. Why?Why?
Copyright 2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun (16)–8 Because human consumption by its very nature is destructive to the natural environment. (To be accurate products making green claims should state they are "less environmentally harmful" rather than "Environmentally Friendly.")
Copyright 2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun (16)–9 II. Why is green marketing important to a company? 1.To go green, you can attract more customers. (opportunity)
Copyright 2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun (16)–10 II. Why is green marketing Important to a company? 2.It is the company’s social responsibility
Copyright 2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun (16)–11 II. Why is green marketing important to a company? 3. The pressure from the government.
Copyright 2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun (16)–12 II. Why is green marketing important to a company? 4. Pressure from the competitors.
Copyright 2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun (16)–13 II. Why is green marketing important to a company? 5. Cost-effective You give answer. Why?
Copyright 2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun (16)–14 Discussion Why is it said that the problem of going green is people?
Copyright 2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun (16)–15 Key Points of This Unit Green marketing is a subset of the overall marketing activities. Green marketing can help companies establish good image. The problem of going green is people.