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企业品牌战略研究
原稿题目:
Theriseandstumbleofgreenmarketing?
原稿出处:
KenPeattie.Greenmarketing:
legend,myth,fareeorprophesy[J].Qualitative
MarketResearch,2009:
P357-370
.
学院:
专业班级:
姓名:
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指导老师:
日期:
201年月日
Despitesomeattentioninthe1970s,itwasreallyonlyinthelate1980sthattheideaofgreenmarketingemerged.Earlyacademictreatmentsofgreenmarketingspokeoftherapidincreaseingreenconsumerismatthisasheraldingadramaticandinevitableshiftinconsumptiontowardsgreenerproducts(Prototroph,1990;
Handcraftsmanandcliff1990).Likeany(relatively)newmarketingphenomena,itwassoonthesubjectofagreatdealofmarketresearch.Muchsurveyevidencefromrepublicresearchbodieswascitedasidentifyingheightenedenvironmentalawareness,agrowingconsumerinterestingreenproducts,andapronouncedwillingnesstopayfargreenfeatures(CropOrganization,1990;
Mindel,1991;
Worcester,1993).PracticalevidenceforthiscameintheformofthehighlydirectiveglobalconsumerboycottofCFC-drivenaerosols,andtheinternationalsuccessOfpublicationssuchasTheGreenConsumerGuide(EllingtonandHailcs,1988).Thereweretwokeyresponsestothis:
onewasaburstofcorporateactivityintheareaofgreenmarketing;
theotherwasanupsurgeingreenbusinessresearchandwritingamongstacademics.
CorporateinterestingreenmarketingwasindicatedbyearlymarketresearchmajorchangesandVandemereandsurveyfoundthat91percentofEuropeanmultinationalsclaimedtohavechangedtheirproductsinresponsetogreenconcerns,and85percentclaimedtohavechangedtheirproductionsystems.GreenproductintroductionsintheUSmorethandoubledto11.4percentofallnewhouseholdproductsbetween1989and1990,andcontinuedtogrowto13.4percentin1991Ottrnan,1993.Similarthevolubleofgreenprintadsgrew430percent,andthatofgreenTVadsby367percent,between1989and1990(Aotrnan,1993).StoriesofcolonicssuchastheBodyShop,Recover,Volvo.3M,andevenMacDonaldbecameevermorecitedinthegreenbusinessliteraturetoillustratehowandwhygreenmarketinginitiativescouldpay.EyerandBancroft(1993)respondedtothesedevelopmentsbypronouncingthat“greenisin,noquestionaboutit"
andthroughoutthe1990swriterscontinuedtoaverthattheappearsto6erealandgrowing”(McKinnonandMcCanna,1997),and"
greenmarketexpandingataremarkablerate”(Schlemihlcta1.,1996).
Despitethisoptimisticpicture,bythemid一1990snewinfarctresearchevidencebegantoemergewhichwaslessunequivocalaboutthegrowthofgreenconsumerism.Mint-cl'
s(1995)follow-upreportontheenlivenmentrecordedonlyaveryslightincreaseingreenconsumerssince1990,andidentifiedasignificantgapbetweenconcernandactualpurchasing一apicturereplicatedinsubsequentmanagementresearch(alongetal.,1996;
Pc-attic,1999;
Crane2000).Thefrequencyandprotocontinentofgreenclaimswasalsofoundtobeindecline(NationalConsumerCouncil,1996),andgreencoproductslookedtohaveachievedonlylimitedsuccess(alongctal.,1996).SpecialistbrandssuchasEcovcrandDowntoEarthfailedtosustainthegrowththeyenjoyedintheearly1990s,andthespecialistgreenrangesofsonicmajorcompaniessuchasLeverBrothersandSalisburywerediscontinued.Althougreenproductgrowthcontinuedstronglyincertainmarkets,suchasfood,tourism,andsemuncialservices,acrossthemajorityofmarketstherewasnolongertalkabouttheimpressivegrowthingreenproductintroductions.
So,hasgreenmarketingfailedtochangehowbusinessesbehaveandtomovetheeconomytowardsstainabilitySameoftheresearchevidencecanbeinterpretedeitherwayCriticscanpointtoareductioninadvertisingclaimsasproofofitsdecline,whileothersmightsecthisasanimprovementonthelate1980swhenawaveofoftenill一cudgeladvertisingcampaignsweremountedcompaniesinawaythatdrewwidespreadcriticism.Similarly,areductioninspecialistproductscanbeinterpretedasafailure,oritcanreflectthemainstreammarketimprovingitsenvironmentalperformancetothepointthatreducesthedemandforspecialistgreenproducts.Perhapsthemostdamningmarketresearchevidenceinthecaseforthedeclineofgreenmarketingisthealarmingcynicismbeingdisplayedbyconsumersaboutgreenproducts,greenclaims,andthecompaniesbehindthein(Kangunctal,1991;
NationalConsumerCouncil,1996).Themarketingphilosophyandprocessisbuiltaroundthecustomerandtherelationshipbetweenthecompanyandthecustomer