green market and ethical issues in marketing

8/18/2019 Green market and Ethical issues in marketing

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ISSUES IN GREEN AND ETHICALMARKETING

Submitted by: Damandeep120436


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DEFINITION OF GREEN MARKETING

• Green marketing reer!t" t#e $r"%e!! " !e&&ing$r"du%t! "r !er'i%e!

ba!ed "n t#eiren'ir"nmenta& bene(t!)Su%# a $r"du%t "r !er'i%emay be en'ir"nmenta&&y

riend&y in it!e& "r$r"du%ed "r $a%kaged inan en'ir"nmenta&&yriend&y *ay)


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C"n%e$t ab"ut green and et#i%a&i!!ue!

The %e$p&n$i(i*i"5 "& $a+e en+i%&nmen" and "& -eep"he $/%%&/nding$ p&**/"i&n'%ee i$ g%&)ing da5 (5da5 a$ "he a"m&$phe%e i$ a*%ead5 p&**/"ed "& m&$"e7"en" and i" i$ "ime "& $a+e en+i%&nmen" and "&

$a+e &/%$e*+e$,


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Green C"n%e$t

The #&n#ep" )hi#h he*p$ /$ "& p%&"e#" "he g%een &'&/% en+i%&nmen" i$ -n&)n a$ G%een #&n#ep",e#a/$e &' *a#-ing &' "hi$ #&n#ep" )e "he 'a#"&%ie$&' &/% #&/n"%5 a%e 'a#ing "he image p%&(*em '&%)hi#h )e a%e *&&$ing &/% (/5e%$

G%een #&n#ep" in#*/de$ "he$e '&**&)ing i"em$ 9•:a"e% %e;ning•Sm&-e %e;ning•Ga%(age %e#5#*ing


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•+ater re(ning: :a"e% %e;ning i$ "he

p%e$$ (5 )hi#h )e )i** ge" p/%e and#*ean )a"e% (5 %e;ning )a$"e )a"e%,


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ET, -.R TE/TILE INDUSTR0: ET i$ /$ed '&% "%ea"ed

)a$"e )a"e% )hi#h i$ #&me '%&m di.e%en" man/'a#"/%ingind/$"%ie$ )he%e di.e%en" "5pe$ &' #hemi#a* and d5e$ a%e/$ed '&% "%ea"ed "he ma"e%ia*$, A'"e% "%ea"men" )a$"e)a"e% a%e di$#ha%ge "& "he en+i%&nmen" di%e#"*5, The)a$"e )a"e% i$ ha%m'/* '&% "he en+i%&nmen", T& p%&"e#""he en+i%&nmen" '%&m "he ha%m'/* e.e#" &' "he )a$"e

)a"e% e


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• Sm"ke re(ning: Sm&-e %e;ning i$ "he

p%e$$ (5 )hi#h )e ge" '%e$h $m&-e)hi#h i$ e$$en"ia* '&% &/% en+i%&nmen",


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• Ga%(age %e#5#*ining9 I" i$ "he p%e$$ (5)hi#h )e ge" ne) and /$e'/* p%&d/#" (5

%e#*ining /$ed and )a$"e ma"e%ia*, Thi$ i$d&ne "& %ed/#e "he /$e &' %a) ma"e%ia*$,


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• S"anda%d $a*a%5

Et#i%a& C"n%e$t


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• /%e d%in-ing )a"e% $/pp*5


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• T%aining '&% ne) )&%-e%$


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• Rem&+e #hi*d *a(&%


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• F/** "ime medi#a*


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• Fi%e $a'e"5


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ETHICAL ISSUES INMARKETING

D/%ing %e$ea%#h p%e$$ i" i$ "he %e$p&n$i(i*i"5&' %e$ea%#he% "& -eep "he in'&%ma"i&n $e#%e")hi#h he #&**e#"$ '%&m %e$p&nden", Mi$/$e &'"hi$ in'& #%ea"e$ /ne"hi#a* i$$/e in ma%-e"ing,

Market Re!ear%#


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Market Audien%e

• =ne"hi#a* p%a#"i#e$ in ma%-e"ing #an %e$/*" in

g%&/ping "he a/dien#e in"& +a%i&/$ $egmen"$,Se*e#"i+e ma%-e"ing ma5 (e /$ed "&di$#&/%age "he demand a%i$ing '%&m "he$e $&#a**ed /nde$i%a(*e ma%-e" $egmen"$ &% "&di$en'%an#hi$e "hem "&"a**5,

• E7amp*e$ &' /ne"hi#a* ma%-e" e7#*/$i&n ma5in#*/de "he ind/$"%5 a""i"/de$ "&)a%d$ "hega5 e"hni# min&%i"5 and p*/$$i>e g%&/p$,


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,ri%ing i!!ue!

a, ai" and $)i"#h 9 ai" and $)i"#h i$ a "5pe &''%a/d )he%e #/$"&me%$ a%e ?(ai"ed? "h%&/gh "head+e%"i$emen"$ '&% $&me p%&d/#"$ &% $e%+i#e$"ha" ha+e a *&) p%i#e@ h&)e+e% "he #/$"&me%$

;nd in %ea*i"5 "ha" "he ad+e%"i$ed g&&d i$/na+ai*a(*e and "he5 a%e ?$)i"#hed? "&)a%d$ ap%&d/#" "ha" i$ #&$"*ie% and )a$ n&" in"ended in"he ad+e%"i$emen"$,

Se**ing highe% p%i#ed p%&d/#" i$ *ega* (/" ad+e%"i$ing*&) p%i#ed i"em i$ /ne"hi#a*,


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(, %i#e ;7ing9 #&**a(&%a"i&n &' ")& &% m&%e ;%m$ in$e""ing p%i#e$ /$/a**5 "& -eep p%i#e$ high,

T*" ty$e!:

• H"ri1"nta& $ri%e (2ing: :hen #&mpe"i"&%$

ma-ing $ame p%&d/#" &in"*5 de"e%mine "he p%i#e,

E79 in 1BB4 $i7 ma&% ai%*ine$ ;7 "he p%i#e$,

• 3erti%a& $ri%e (2ing: Man/'a#"/%e%$ '&%#e%e"ai*e%$ "& #ha%ge high p%i#e$,

!&n$/me% g&&d$ p%i#ing a#" 1B66,


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#, %eda"&%5 p%i#ing 9 %eda"&%5 p%i#ing i$ "hep%a#"i#e &' $a*e &' a p%&d/#" &% $e%+i#e a" aneg*igi(*e p%i#e in"ending "& "h%&) #&mpe"i"&%$&/" &' "he ma%-e" &% "& #%ea"e (a%%ie%$ "& en"%5,

d, id %igging 9 I" i$ a "5pe &' '%a/d in )hi#h a#&mme%#ia* #&n"%a#" i$ p%&mi$ed "& &ne pa%"5h&)e+e% '&% "he $a-e &' appea%an#e $e+e%a*

&"he% pa%"ie$ a*$& p%e$en" a (id,


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Ad'erti!ing and ,r"m"ti"n

I) &ne$"59 An ad+e%"i$e% )h& 'ai*$ "& "e** pe&p*e "he"%/"h a(&/" "hei% p%&d/#" (%ea-$ "he *a) andg&e$ again$" m&%a* $"anda%d$, F&% e7amp*e in "he1B40$ and 1BC0$ "&(a##& )a$ ad+e%"i$ed "& (e

g&&d '&% &ne$ hea*"h (/" d&ing $& "&da5 )&/*dn&" (e a**&)ed,

II Nega"i+e Ad+e%"i$ing9 Thi$ i$ )he%e "he

ad+e%"i$e% high*igh"$ "he $h&%"#&ming$ &' "hei%#&mpe"i"i&n %a"he% "han high*igh" "& "hei%a/dien#e "hei% ad+an"age$,

• Nega"i+e ad+e%"i$ing i$ #&mm&n*5 /$ed in

p&*i"i#a* #ampaign$,


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III Di%e#" Ma%-e"ing9 Di%e#"ma%-e"ing (%ing$ a(&/" e"hi#a*i$$/e$ e$pe#ia**5 )hen "he p/(*i#ha$ n&" a$-ed &% ag%eed "& (eingp%&+ided )i"h ad+e%"$, A g&&de7amp*e &' "hi$ i$ $pam mai*,

I Fa-e Re+ie)$9 S&me"ime$ ma5

ma-e 'a-e p&$i"i+e %e+ie)$ '&%"hei% p%&d/#"$, F&% e7amp*e "he%e+ie)$ ma5 (e p/(*i$hed &n$i"e$ *i-e Ama>&n,#&m &% ina/#"i&n $i"e$ *i-e E(a5,#&m,

S&me p%&m&"e%$ e+enmanip/*a"e "he n/m(e% &' +ie)$"he5 ge" &n &/"/(e,#&m "&'a+&% "hem,


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Current et#i%a& i!!ue! in

marketingI T&(a##& ad+e%"i$ing9 ad+e%"i$ing &' "&(a##& i$n&"

i**ega* in $&me #&/n"%5 (/" i" i$/ne"hi#a*

II A*#&h&* ad+e%"i$ing9 ad+e%"i$emen" in "hename &'mine%a* )a"e% &% #*/( $&da

• E79 (agpipe%


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III De$pi"e "he de#%ea$e in $a*e$ &' ha%d *i/&%"he%e

i$ an in#%ea$e in a*#&h&*i# $&'" d%in-$,

I The$e "a$"e *i-e #&*a$ &% '%/i" /i#e$ (/"

ma5#&n"ain m&%e a*#&h&* "han (ee% d&e$,


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GREEN MARKETING4 ISSUES

I Need '&% E#& *a(e*ing S#heme$ 9 I" i$ '&/nd "ha"&n*5 CH &' "he ma%-e"ing me$$age$ '%&m g%een

#ampaign$ a%e en"i%e*5 "%/e and "he%e i$ a *a#- &'$"anda%di>a"i&n "& a/"hen"i#a"e, The%e i$ n&$"anda%di>a"i&n #/%%en"*5 in p*a#e "& #e%"i'5 ap%&d/#"$ a$ &%gani#, =n*e$$ $&me %eg/*a"&%5(&die$ a%e in+&*+ed in p%&+iding "he #e%"i;#a"i&n

"he%e )i** n&" (e &n*5 +e%i;a(*e mean$, S& a$"anda%d /a*i"5 #&n"%&* (&a%d need$ "& (e inp*a#e '&% *a(e*ing,


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II Ne) !&n#ep" 9 Indian *i"e%a"e and /%(an #&n$/me%

i$ ge""ing m&%e a)a%e a(&/" "he (ene;"$ &' /$ingg%een p%&d/#"$ (/" $"i** i" i$ a ne) #&n#ep" '&%%/%a* pe&p*e, S& %/%a* #&n$/me% need$ "& (eed/#a"ed and made a)a%e &' en+i%&nmen"a*p%&d/#"$,

III a#- &' a"ien#e 9 The in+e%"&%$ and #&%p&%a"eneed "& +ie) "he en+i%&nmen" a$ a *&ng "e%min+e$"men" &pp&%"/ni"5, S& "he5 )i** %e/i%e a *&"&' pa"ien#e and n& immedia"e %e$/*", e#a/$e "hi$

i$ a ne) #&n#ep" and i" )i** "a-e a *&" &' "ime,


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!&n#*/$i&n

!&n$/me%$ a%e d%a)n "& &%gani>a"i&n$ "ha" "he5 (e*ie+e a#"e"hi#a**5, Ma%-e"e%$ ha+e "a-en n&"e &' "hi$ and a%e $hi'"ing"hei% ma%-e"ing $"%a"egie$ "& #a"e% '&% "hi$, The%e'&%e#&%p&%a"i&n$ #a%e '&% "hei% p/(*i# image and "he e7p&$/%e &'

"hei% /ne"hi#a* p%a#"i#e$ (5 "he p%e$$, G%een ma%-e"ing (/"$"i** i" i$ in in'an#5 $"age, And g%een ma%-e"ing p%&g%am$ha+e n&" (een en"i%e*5 $/##e$$'/*, T)& main p%&(*em a%e "ha"#&n$/me%$ ma5 (e*ie+e "he p%&d/#" i$ &' in'e%i&% /a*i"5 a$ a%e$/*" &' (eing g%een and "he5 a*$& 'ee* "ha" "he p%&d/#" i$n&" %ea**5 "ha" g%een "& (egin )i"h, S& )e ha+e "& ed/#a"e

#/$"&me%$ )i"h ma%-e"ing me$$age$ '&% eg, Je$"i#ide '%eep%&d/#" i$ hea*"hie% JEne%g5 eL#ien#5 $a+e$ m&ne5 $&*a%p&)e% i$ #&n+enien",


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green market and ethical issues in marketing

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