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In addition, it is very clear that consumers -- you and I -- are wary and cynical about any and all commercial messages touting just about anything, let alone something that involves sacrifices on our part.
Buzz" and "prove it" are the keywords for a large portion of the public to accept this effort.
The authors suggest that word-of-mouth, or buzz, is the most credible means of purveying a message that the public will buy into, especially when they are trying to comprehend complex, product innovations. Hearing it from a trustworthy friend works. And in our internet age, buzz includes "word-of-mouse," as the authors cleverly put it. Email, websites, search engines, blogs, databases, product rating sites, etc. can be utilized to create, sustain, and enhance the buzz as well as that "prove it" mentality (Ottman, p.19, 2008).
The Future of Green Marketing
Commerce will shift from the sale of goods to the sale of services -- providing illumination rather than selling light bulbs. The authors demonstrate this by referring to the Apple iPod.
The iPod gives the consumer the ability to download, play, and store tens of thousands of songs without the environmental impact of manufacturing and distributing millions of CDs, plastic jewel cases and packaging (Ottman, et al., 2008).
Innovations that transform material goods into efficient streams of services...
In 1999, to encourage water and energy efficiency they pioneered a "pay-per-wash" service where consumers were given (free) new, efficient washing machines for a small home installation fee and were then charged 10 kroner (about $1.25 U.S.) per wash. The machines were connected via the internet to a central database to monitor use and Electrolux maintained ownership and free servicing of the washers.
Pay per wash" failed. Why? Because it was not marketed per the guidelines presented in this article. Consumers were not convinced of its benefits over the traditional way of washing.
Why? Because Electrolux did not market pay-per-wash's conveniences such as virtually no up-front costs for a top-of-the-line washer, free servicing, or easy trade-ins for upgrades. They did not bundle pay-per-wash with other desirable products or services either (Ottman, et al., 2008).
Had they done those things, consumers may well have accepted the "green" service.
Bibliography
Levitt, T. (1960). Marketing myopia. Harvard business review, 24-47.
Ottman, J., Stafford, E., & Hartmann, C. (2008). Avoiding green marketing myopia. Environmental management: readings and cases, 12-21.
Avoiding Green Marketing
Bibliography
Levitt, T. (1960). Marketing myopia. Harvard business review, 24-47.
Ottman, J., Stafford, E., & Hartmann, C. (2008). Avoiding green marketing myopia. Environmental management: readings and cases, 12-21.
Avoiding Green Marketing
She also mentions the huge energy giant British Petroleum (BP) came up with some honest and effective marketing in its green promotions. And while it is laudable for an oil company to invest in green technologies, BP did it with "appropriate humility that admits its own guilt while setting the stage for conversion to alternative energy sources" (Ottman, 2002). Meantime she says to Exxon, "Wake Up!" because Exxon was at
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For instance, approximately 33 per cent of Thailand's water sources are categorized as having poor quality and the phenomenon is considered a serious environment problem. Moreover, Thailand is ranked among the last Asian countries based on amounts of fresh water available per capita (WWF, 2010). In this context, the Thai government and the Thai people have commenced to pay more attention to the effect of the environmental problems, as well
Marketing Branding strategies are key to a company's success. Levi-Strauss must take care not to sully its reputation by jumping into a new line of business attire. The proposal to create a new line of Levi-Strauss office clothes is flawed. The following consulting report outlines the reasons why the company must change its approach towards developing a new line. Branding strategies are key to a company's success and why the Levi-Strauss name
Levitt Give Three examples Levitt's lasting contributions business / marketing practice. Levitt's most lasting contributions to business and/or marketing practice According to Theodore Levitt's 1975 essay on "Marketing myopia," first and foremost, it is vital that businesses remember that they are in the business of serving consumers, rather than serving their own ends. Hollywood is not in the 'motion picture business,' rather, it is in the entertainment business. The fact that 21st century
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