绿色营销传说神话闹剧还是预言外文翻译Word文档格式.docx

绿色营销传说神话闹剧还是预言外文翻译Word文档格式.docx

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传说，神话，闹剧还是预言外文翻译

毕业论文（设计）外文翻译

标题:

Greenmarketing:

legend,myth,farceorprophesy?

原文:

TheriseandstumbleofgreenmarketingDespitesomeattentioninthe1970s,itwasreallyonlyinthelate1980sthattheideaofgreenmarketingemerged.EarlyacademictreatmentsofgreenmarketingspokeoftherapidincreaseingreenconsumerismatthistimeasheraldingadramaticandinevitableshiftinconsumptiontowardsgreenerproductsProthero,1990;

VandermerweandOliff,1990.Likeanyrelativelynewmarketingphenomena,itwassoonthesubjectofagreatdealofmarketresearch.Muchsurveyevidencefromreputableresearchbodieswascitedasidentifyingheightenedenvironmentalawareness,agrowingconsumerinterestingreenproducts,andapronouncedwillingnesstopayforgreenfeaturesRoperOrganization,1990;

Mintel,1991;

Worcester,1993.PracticalevidenceforthiscameintheformofthehighlyeffectiveglobalconsumerboycottofCFC-drivenaerosols,andtheinternationalsuccessofpublicationssuchasTheGreenConsumerGuideElkingtonandHailes,1988.Thereweretwokeyresponsestothis:

onewasaburstofcorporateactivityintheareaofgreenmarketing;

theotherwasanupsurgeingreenbusinessresearchandwritingamongstacademicsCorporateinterestingreenmarketingwasindicatedbyearlymarketresearchfindingssuggestingmajorchangesandinnovations.VandermerweandOliff’s1990surveyfoundthat92percentofEuropeanmultinationalsclaimedtohavechangedtheirproductsinresponsetogreenconcerns,and85percentclaimedtohavechangedtheirproductionsystems.GreenproductintroductionsintheUSmorethandoubledto11.4percentofallnewhouseholdproductsbetween1989and1990,andcontinuedtogrowto13.4percentin1991Ottman,1993.Similarly,thevolumeofgreenprintadsgrewby430percent,andthatofgreenTVadsby367percent,between1989and1990Ottman,1993.StoriesofcompaniessuchastheBodyShop,Ecover,Volvo,3M,andevenMcDonaldsbecameevermorecitedinthegreenbusinessliteraturetoillustratehowandwhygreenmarketinginitiativescouldpay.IyerandBanerjee1993respondedtothesedevelopmentsbypronouncingthat“greenisin,noquestionaboutit”andthroughoutthe1990swriterscontinuedtoaverthatthe“greenmarketappearstoberealandgrowing”MenonandMenon,1997,and“expandingataremarkablerate”Schlegelmilchetal.,1996Despitethisoptimisticpicture,bythemid-1990snewmarketresearchevidencebegantoemergewhichwaslessunequivocalaboutthegrowthofgreenconsumerism.Mintel’s1995follow-upreportontheenvironmentrecordedonlyaveryslightincreaseingreenconsumerssince1990,andidentifiedasignificantgapbetweenconcernandactualpurchasing?

apicturereplicatedinsubsequentmanagementresearchWongetal.,1996;

Peattie,1999;

Crane2000.Thefrequencyandprominence

ofgreenclaimswasalsofoundtobeindeclineNationalConsumerCouncil,1996,andgreenproductslookedtohaveachievedonlylimitedsuccessWongetal.,1996.SpecialistbrandssuchasEcoverandDowntoEarthfailedtosustainthegrowththeyenjoyedintheearly1990s,andthespecialistgreenrangesofsomemajorcompaniessuchasLeverBrothersandSainsburyswerediscontinued.Althoughgreenproductgrowthcontinuedstronglyincertainmarkets,suchasfood,tourism,andfinancialservices,acrossthemajorityofmarketstherewasnolongertalkabouttheimpressivegrowthingreenproductintroductionsSo,hasgreenmarketingfailedtochangehowbusinessesbehaveandtomovetheeconomytowardssustainability?

Someoftheresearchevidencecanbeinterpretedeitherway.Criticscanpointtoareductioninadvertisingclaimsasproofofitsdecline,whileothersmightseethisasanimprovementonthelate1980swhenawaveofoftenill-judgedadvertisingcampaignsweremountedbycompaniesinawaythatdrewwidespreadcriticism.Similarly,areductioninspecialistproductscanbeinterpretedasafailure,oritcanreflectthemainstreammarketimprovingitsenvironmentalperformancetothepointthatreducesthedemandforspecialistgreenproducts.Perhapsthemostdamningmarketresearchevidenceinthecaseforthedeclineofgreenmarketingisthealarmingcynicismbeingdisplayedbyconsumersaboutgreenproducts,greenclaims,andthecompaniesbehindthemKangunetal.,1991;

NationalConsumerCouncil,1996.Themarketingphilosophyandprocessisbuiltaroundthecustomerandtherelationshipbetweenthecompanyandthecustomer.Ifthisischaracterisedbycynicismanddistrust,thencompaniesareunlikelytobeabletobringcustomersalongwiththemthroughthechangesneededtomovetowardssustainability.Greenmarketingwillnotworkinthefaceofconsumerdistrust,butthenthatdistrustmaybepartlyaproductofthetypesof“greenmarketings”thatcompanieshaverelieduponsofarFiveroutestofailureReviewingKing’sanalysis,itseemsclearthatmanyoftheproblemsthathavehamperedthedevelopmentofeffectivemainstreammarketinginthepasthavereturnedtohamperthedevelopmentofgreenmarketingaswell.Theseproblemshavecontributedtotheemergenceoffivefailedmanifestationsofgreenmarketing.Theseare:

greenspinning,greenselling,greenharvesting,enviropreneurmarketing,andcompliancemarketingGreensellingThegrowthinmarketresearchidentifyingconsumerconcernabouttheenvironmentduringthe1990smeantthatitwastakenforgrantedinmanyquartersthat“greenwouldsell”andmanyfirmsrespondedbyrapidlyadjustingtheirpromotionalcampaigns.Thisledtowhatwerefertoasa“greenselling”approach,namelyapost-hocidentificationofenvironmentalfeaturesinexistingproducts,thuspromptingausuallyshort-termhopontothegreenbandwagon.Thisreflectedatypicalsalesorientation,sinceinterestintheenvironmenttendedtobelimitedtopromotionalactivity,withlittleornoinputintoproductdevelopment.Thesameproductscontinuedtobeproduced,butgreenthemeswereaddedtopromotionalcampaignsinordertotakeadvantageofanyenvironmentalconcernsofconsumers.However,therewaslittlemarketresearchbyfirmstotrackcustomers’actualneedsandresponses.Evenwhenthesewereinvestigated,theresponsewasoftenfocusedonidentifyingtheenvironmentalbenefitsofexistingproducts,ratherthanseekingalternativestothoseproductsThiswasobviouslyaveryopportunisticresponsetoenvironmentalconcerns.Marketingmanagerscouldscrutinisetheirproductsandproductionprocessessearchingforanindicationthattheirproductwashighinsomethingenvironmentallygood,andifnot,atleastlowinsomethingenvironmentallybad.Itwasthiskindofmindsetthatledtotheconcernamongstregulatorsandconsumergroupsoverthegreenclaimsthatemergedintheearly1990s.Facile,meaningless,andunprovengreenclaimswereslappedonunchangedproductsinfailedattemptstoboostsales,leadingtomountingconsumercynicismandsuspicion,andconcernsaboutapotentialconsumerbacklash.Itisthereforenotsurprisingthatgreenproductshaveoftenunderperformedsignificantly.Somefirmsidentifyingthesetrendshaverealisedthattheirandtheirsuppliers’claimslackedindependentauthentication,andhavesinceattemptedtodevelopcertificationprogrammesinordertoregaincustomerconfidence.However,problemsremain.Therearenowahostofdifferentlogosallegedlycertifyingvariousenvironmentalbenefits,andconsumersareunderstandablyconfused.EveninDenmark,acountrywithapopulationofhighlyconcernedconsumers,only16percentcouldrecognisetheEU“flower”asaneco-labelDEPA,2001.Mistrustofgreenclaimsalsostillendurestotheextentthatmanyfirmswillnowchoosenottomakeanygreenclaimsatallforriskofalienatingcustomers.Failuretoturnasellingorientationintoamarketingonehasthereforemeantthatgreenisnowoftenseenasafruitlessmarketingstrategyamongstmanymajorbusinesses,regardlessoftheenvironmentalqualitiesoftheirproductsGreenharvestingNotallfirmshavetriedtouseenvironmentalclaimstoboostsales,andinfact,manynowareconsciouslychoosingnottoo.However,short-termprofithasremainedthekeyobjectiveofmanyfirmsandmarketingmanagers.Notsurprisinglythen,whenitstartedtobecomeapparentthatgreeningcouldcreatecostsavings,manymarketersbecameenthusiasticabouttheenvironment.Economiesintermsofenergyandmaterialinputefficiencies,packagingreductions,andlogisticsrationalisationprovidedstrongincentivesforfirmstodeveloptheirenvironmentalprogrammes.However,althoughthismayhavemeantthatproductswerenowcostinglesstoproduce,thesesavingsdidnottendtofilterthroughtocustomersintermsofcheaper,greenerproducts.Indeed,onthecontrary,greenproductshavealmostalwaysbeenpricedatapremiumoverconventionalofferings.Sometimesthisreflectstherealitiesoftheproductioncostsinvolved,becauseoftheinternalisingoftraditionallyexternalsocio-environmentalcostsassociatedwithaproduct.Inothercases,itrelateslesstothecostsinvolved,andmoretopricingstrategiesthatseektoestablishgreenproductsaspremiumproductsservingnichemarkets.Overall,thetendencyofgreenproductstobeperceivedasexpensivehasseverelyhamperedtheirmarketpenetrationHavingpluckedthe“lowhangingfruits”ofgreening,manyfirmsfoundthemselvesinapositionwhere,iftheyweretomoveanyfurthertowardssustainability,theyhadtoembracemoreradicalchangeandinvestmoremanagementtimeandmoneytoachieveitShelton,1994.However,ingreenharvestingfirms,wecanusuallyrecognisedeepculturalfixationsoncostreduction,short-termprofitability,