دانلود ترجمه مقاله آینده بازاریابی محیطی و تکامل

Translation3

 

دانلود رایگان مقاله انگلیسی + خرید ترجمه فارسی
عنوان فارسی مقاله:  آینده بازاریابی محیطی و تکامل
عنوان انگلیسی مقاله: EVOLUTION AND FUTURE OF ENVIRONMENTAL MARKETING
دانلود مقاله انگلیسی: برای دانلود رایگان مقاله انگلیسی با فرمت pdf اینجا کلیک نمائید
خرید ترجمه آماده: برای خرید ترجمه مقاله با فرمت ورد اینجا کلیک نمائید

 

مشخصات مقاله انگلیسی (PDF)  و ترجمه مقاله (Word)
سال انتشار مقاله  ۲۰۱۲
تعداد صفحات مقاله انگلیسی ۸ صفحه با فرمت pdf
تعداد صفحات ترجمه مقاله ۱۴ صفحه با فرمت ورد
رشته های مرتبط  مدیریت بازاریابی، مدیریت اجرایی و MBA
مجله مربوطه  مجله بازاریابی و بررسی مدیریت (Journal of Marketing & Management Review)
دانشگاه تهیه کننده  دانشگاه آسام، هند
کلمات کلیدی این مقاله  بازاریابی سبز، بوم شناختی، پایدار، بازار

 

 


بخشی از ترجمه:

 

بازاریابی محیطی(که بطور متداول به عنوان بازاریابی سبز شناخته شده است) به فرایند فروش محصولات و/ یا خدمات مبتنی بر منافع محیطی اشاره می نماید. چنین محصول یا خدمتی می تواند با محیط سازگار باشد یا به شیوه ای سازگار با محیط ایجاد و بسته بندی شود. در تکامل بازاریابی سبز بسیار تعریف و تجمید شده سه مرحلة طولانی وجود دارد. مرحله اول به عنوان مرحلة بوم شناختی معروف گشته است. مرحله دوم مرحله محیطی نامیده شده است. مرحله سوم نیز به عنوان مرحله پایدار نامیده شده است. متاسفانه، رویکرد بازاریابی سبز تا حد زیادی برای ایجاد نقطه نظر های متفاوت در مصرف کنندگان، توسط خانه های مشترک(corporate house) به عنوان یک شاهکار تبلیغاتی مورد استفاده قرار گرفته است. موفقیت آتی در مادیت زدایی محصول و خدمات پایدارتر برای اجتناب از کوته نظری در بازاریابی سبز کوتاه، به طور متقاعد کننده ای به برقراری ارتباط و ارائه ارزش مطلوب به مصرف کننده در بازار بستگی خواهد داشت.
١. مقدمه
اصطلاح بازاریابی محیطی (که بطور متداول به عنوان بازاریابی سبز شناخته شده است) در اواخر دهه ١٩٨٠ و اوایل ١٩٩٠ اهمیت یافت. این نوع بازاریابی زمانی در اروپا آغاز شد که یک سری محصولات خاص برای جو زمین مضر شناخته شدند. در نتیجه، محصولات جدید «سبز» نشان دادند که خسارت کمتری به محیط وارد می نمایند. انجمن بازاریابی آمریکا (AMA) اولین کارگاه آموزشی «بازاریابی بوم شناختی» را در سال  ١٩٧۵ برگزار نمود. این اقدامات و مذاکرات این کارگاه منجر به ایجاد یکی از کتاب های بازاریابی سبز تحت عنوان «بازاریابی بوم شناختی» شد.

 


بخشی از مقاله انگلیسی:

 

ABSTRACT Environmental marketing (popularly known as Green marketing) refers to the process of selling products and/or services based on their environmental benefits. Such a product or service may be eco-friendly in it or produced and/or packaged in an environmental friendly way. There were three long phases in the evolution of the much glorified green marketing. The first phase was known as the ecological phase. The second phase was called the environmental phase. The third phase is termed as the sustainable phase. Unfortunately, green marketing approach is largely used as a publicity stunt by the corporate houses in order to make a difference in the consumer‟s point of view. To avoid green marketing short-sightedness, the future success of product dematerialization and more sustainable services will depend on convincingly communicating and delivering consumer-desired worth in the marketplace. KEYWORDS: Green marketing, ecological, sustainable, marketplace. 1. INTRODCTION The term Environmental Marketing (popularly known as Green Marketing) came into prominence in the late 1980s and early 1990s. It began in Europe when specific products were identified as being harmful to the earth‟s atmosphere. As a consequence, new “green” products were introduced that were less damaging to the environment. The American Marketing Association (AMA) held the first workshop on “Ecological Marketing” in 1975.The proceedings of this workshop resulted in one of the first books on green marketing entitled “Ecological Marketing”. Green or Environmental Marketing consists of all activities designed to generate and facilitate any exchanges intended to satisfy human needs, such that satisfaction of these needs and wants occur, with minimal detrimental impact on the natural environment. It is the marketing of products that are presumed to be environmentally safe. Thus green marketing incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising. Now a days meaning of the term “marketing” is moving towards “consumer satisfaction along with environment protection” through the promotional campaigns of almost every big business houses across the globe. India is not an exception; the words like „eco-marketing‟, „environmental caring‟, „eco-friendly export‟, „green consumerism‟ etc. are very popular in India. In the developed countries, companies (particularly MNCs) have started making use of IRJC Asia Pacific Journal of Marketing & Management Review Vol.1 No. 3, November 2012, ISSN 2319-2836 www.indianresearchjournals.com 75 green marketing strategies and techniques into their marketing practices. The societal marketing concept and environmental laws have been come into existence. 2. GREEN MARKETING – MEANING “Green Marketing” refers to holistic marketing concept wherein the production, marketing, consumption and disposal of products and services happen in a manner that is less detrimental to the environment with growing awareness about the implications of global warming, nonbiodegradable solid waste, harmful impact of pollutants etc., both marketers and consumers are becoming increasingly sensitive to the need for switch in to green products and services. According to the American Marketing Association, green marketing is the marketing of products that are presumed to be environmentally safe. Thus green marketing incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising. J. Polonsky defined green marketing as, “all activities designed to generate and facilitate any exchange intended to satisfy human needs or wants such that satisfying of these needs and wants occur with minimal detrimental input on the national environment.” Thus, we can say, Green marketing refers to the process of marketing 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 different forms of green marketing may be or categorized as: • Marketing of products /or services based on their environmental benefits. • Incorporates a broad range of activities • Product modification • Changes to the production process • Packaging changes Although green marketing is growing to a great extent as increasing numbers of consumers are willing to back their environmental consciousnesses with money, it can be dangerous. The public tends to be sceptical of green claims to begin with and companies can seriously damage their brands and their sales if a green claim is discovered to be false or contradicted by a company’s other products or practices. Launching a product or service as green when it’s not is called green washing. In fact, a workshop on „ecological marketing‟ was held by the American Marketing Association in 1975. Ever since then, the definition has been refined and segmented into three major clusters: a) Retailing Definition: The marketing of products that are supposed to be environmentally safe. IRJC Asia Pacific Journal of Marketing & Management Review Vol.1 No. 3, November 2012, ISSN 2319-2836 www.indianresearchjournals.com 76 b) Social Marketing Definition: The development and marketing of products designed to minimize negative effects on the physical environment or to get better its quality. c) Environmental Definition: The attempts and efforts by organizations to produce, promote, package, and retrieve products in a manner that is sensitive or receptive to ecological concerns. These definitions articulate to the fact that green marketing involves informing consumers about steps the producer/marketer have undertaken that will benefit the environment, with the overall objective of improving sales or curtailing costs.3. EVOLUTION OF GREEN MARKETING As resources are scarce and human wants are unlimited, it is important for the marketers to utilize the resources efficiently without waste as well as to achieve the organization’s objective. So green marketing is the need of the hour. There is growing interest among the consumers over the globe regarding protection of environment. Worldwide evidence indicates people are concerned about the environment and are changing their behavior. As a result of this, green marketing has emerged which speaks for growing market for sustainable and socially responsible products and services. The green marketing has evolved over a period of time. According to Peattie (2001), the evolution of green marketing has three phases: The first phase was known as “Ecological” green marketing, and during this period all marketing activities were concerned to help environment problems and provide remedies for environmental problems. The second phase was “Environmental” green marketing and the focus shifted on clean technology that involved designing of innovative new products, which take care of pollution and waste issues. The third phase was “Sustainable” green marketing. It came into prominence in the late 1990s and early 2000. This was the result of the term sustainable development which is defined as “meeting the needs of the present without compromising the ability of future generations to meet their own needs.” 4. ADOPTION OF GREEN MARKETING Mainly five reasons are identified for which a marketer can go for adoption of green marketing. These are – Opportunities or competitive advantage. Corporate social responsibilities (CSR). Government pressure. IRJC Asia Pacific Journal of Marketing & Management Review Vol.1 No. 3, November 2012, ISSN 2319-2836 www.indianresearchjournals.com 77 Competitive pressure. Cost or profit issues. Green Marketing Mix. 5. MARKETING MIX OF GREEN MARKETING As soon as a company come up with new innovations like eco friendly products, it can access new markets, enhance their market shares, and increase profits. Just as we have 4Ps product prices, place and promotion in marketing, we have 4ps in green marketing too, but they are a bit different. They are buttressed by three additional Ps, namely people, planet and profits. PRODUCT The products have to be developed depending on the needs of the customers who prefer environment friendly products. Products can be made from recycled materials or from used goods. Efficient products not only save water, energy and money, but also reduce harmful effects on the environment. Green chemistry forms the growing focus of product development. The marketer’s role in product management includes providing product designers with market-driven trends and customer requests for green product attributes such as energy saving, organic, green chemicals, local sourcing, etc., For example, Nike is the first among the shoe companies to market itself as green.


 

دانلود رایگان مقاله انگلیسی + خرید ترجمه فارسی
عنوان فارسی مقاله:  آینده بازاریابی محیطی و تکامل
عنوان انگلیسی مقاله: EVOLUTION AND FUTURE OF ENVIRONMENTAL MARKETING
دانلود مقاله انگلیسی: برای دانلود رایگان مقاله انگلیسی با فرمت pdf اینجا کلیک نمائید
خرید ترجمه آماده: برای خرید ترجمه مقاله با فرمت ورد اینجا کلیک نمائید

 

ارسال دیدگاه

نشانی ایمیل شما منتشر نخواهد شد. بخش‌های موردنیاز علامت‌گذاری شده‌اند *