绿色品牌营销策略外文翻译文献

标题：An Introduction To Green MarketingWHY IS GREEN MARKETING IMPORTANTThe question of why green marketing has increased in importance is quite simple and relies on the basic definition of Economics: Economics is the study of how people use their limited resources to try to satisfy unlimited wants. [McTaggart, Findlay and Parkin 1992, 24]Thus mankind has limited resources on the earth, with which she/he must attempt to provide for the worlds' unlimited wants. (There is extensive debate as to whether the earth is a resource at man's disposal, for example, see Gore 1993.) While the question of whether these wants are reasonable or achievable is important, this issue will not be addressed in this paper. In market societies where there is "freedom of choice", it has generally been accepted that individuals and organizations have the right to attempt to have their wants satisfied. As firms face limited natural resources, they must develop new or alternative ways of satisfying these unlimited wants. Ultimately green marketing looks at how marketing activities utilize these limited resources, while satisfying consumers wants, both of individuals and industry, as well as achieving the selling organization's objectives.WHY ARE FIRMS USING GREEN MARKETING?When looking through the literature there are several suggested reasons for firms increased use of Green Marketing. Five possible reasons cited are:1. Organizations perceive environmental marketing to be an opportunity that can be used to achieve its objectives [Keller 1987, Shearer 1990];2. Organizations believe they have a moral obligation to be more socially responsible [Davis 1992,Freeman and Liedtka 1991, Keller 1987, McIntosh 1990, Shearer 1990];3. Governmental bodies are forcing firms to become more responsible [NAAG 1990];4. Competitors' environmental activities pressure firms to change their environmental marketingactivities [NAAG 1990]; and5. Cost factors associated with waste disposal, or reductions in material usage forces firms to modify their behavior [Azzone and Manzini 1994]. OPPORTUNITIESIt appears that all types of consumers, both individual and industrial are becoming more concerned and aware about the natural environment. In a 1992 study of 16 countries, more than 50% of consumers in each country, other than Singapore, indicated they were concerned about the environment [Ottman 1993]. A 1994 study in Australia found that 84.6% of the sample believed all individuals had a responsibility to care for the environment. A further 80% of this sample indicated that they had modified their behavior, including their purchasing behavior, due to environmental reasons [EPA-NSW 1994]. As demands change, many firms see these changes as an opportunity to be exploited.Given these figures, it can be assumed that firms marketing goods with environmental characteristics will have a competitive advantage over firms marketing non-environmentally responsible alternatives. There are numerous example of firms who have strived to become more environmentally responsible, in an attempt to better satisfy their consumer needs.McDonald's replaced its clam shell packaging with waxed paper because of increased consumerconcern relating to polystyrene production and Ozone depletion [Gifford 1991, Hume 1991].Tuna manufacturers modified their fishing techniques because of the increased concern over driftnet fishing, and the resulting death of dolphins [Advertising Age 1991].Xerox introduced a "high quality" recycled photocopier paper in an attempt to satisfy the demands of firms for less environmentally harmful products.This is not to imply that all firms who have undertaken environmental marketing activities actually improve their behavior. In some cases firms have misled consumers in an attempt to gain market share. In other cases firms have jumped on the greenbandwagon without considering the accuracy of their behavior, their claims, or the effectiveness of their products. This lack of consideration of the true "greenness" of activities may result in firms making false or misleading green marketing claims. SOCIAL RESPONSIBILITYMany firms are beginning to realize that they are members of the wider community and therefore must behave in an environmentally responsible fashion. This translates into firms that believe they must achieve environmental objectives as well as profit related objectives. This results in environmental issues being integrated into the firm's corporate culture. Firms in this situation can take two perspectives; 1) they can use the fact that they are environmentally responsible as a marketing tool; or 2) they can become responsible without promoting this fact.There are examples of firms adopting both strategies. Organizations like the Body Shop heavily promote the fact that they are environmentally responsible. While this behavior is a competitive advantage, the firm was established specifically to offer consumers environmentally responsible alternatives to conventional cosmetic products. This philosophy is directly tied to the overall corporate culture, rather than simply being a competitive tool.An example of a firm that does not promote its environmental initiatives is Coca-Cola. They have invested large sums of money in various recycling activities, as well as having modified their packaging to minimize its environmental impact. While being concerned about the environment, Coke has not used this concern as a marketing tool. Thus many consumers may not realize that Coke is a very environmentally committed organization. Another firm who is very environmentally responsible but does not promote this fact, at least outside the organization, is Walt Disney World (WDW). WDW has an extensive waste management program and infrastructure in place, yet these facilities are not highlighted in their general tourist promotional activities (Murphy 1985).GOVERNMENTAL PRESSUREAs with all marketing related activities, governments want to "protect" consumers and society; this protection has significant green marketing implications.Governmental regulations relating to environmental marketing are designed to protect consumers in several ways, 1) reduce production of harmful goods or byproducts; 2) modify consumer and industry's use and/or consumption of harmful goods; or 3) ensure that all types of consumers have the ability to evaluate the environmental composition of goods.Governments establish regulations designed to control the amount of hazardous wastes produced by firms. Many by-products of production are controlled through the issuing of various environmental licenses, thus modifying organizational behavior. In some cases governments try to "induce" final consumers to become more responsible. For example, some governments have introduced voluntary curb-side recycling programs, making it easier for consumers to act responsibly. In other cases governments tax individuals who act in an irresponsible fashion. For example in Australia there is a higher gas tax associated with leaded petrol.One of the more recent publicized environmental regulations undertaken by governments has been the establishment of guidelines designed to "control" green marketing claims [Polonsky 1994a]. These regulations include the Australian Trade Practices Commission's (TPC) "Environmental Claims in Marketing - A Guideline [TPC 1992], the US Federal Trade Commission's (FTC) "Guides for the Use of Environmental Marketing Claims" [FTC 1991 and 1992] and the regulations suggested by the National Association ofAttorneys-General [NAAG 1990]. These regulations are all designed to ensure consumers have the appropriate information which would enable them to evaluate firm's environmental claims. In addition to these guidelines many States in the US have introduced legislation to control various environmental marketing activities [Kangun and Polonsky 1994]. In most cases these State laws are more stringent than the FTC's guidelines. To date the majority of prosecutions of firms using misleading green marketing has occurred in State rather than Federal courts.Thus governmental attempts to protect consumers from false or misleading claims should theoretically provide consumers with the ability to make more informed decisions. In Australia where regulations have affected many companies, oneunintended casualty was an advertisement for the Federal Government's environmental labeling program "Environmental Choice." This ad was deemed to breach the TPC's guidelines, as it implied that only products with the logo were environmentally responsible.COMPETITIVE PRESSUREAnother major force in the environmental marketing area has been firms' desire to maintain their competitive position. In many cases firms observe competitors promoting their environmental behaviors and attempt to emulate this behavior. In some instances this competitive pressure has caused an entire industry to modify and thus reduce its detrimental environmental behavior. For example, it could be argued that Xerox's "Revive 100% Recycled paper" was introduced a few years ago in an attempt to address the introduction of recycled photocopier paper by other manufacturers. In another example when one tuna manufacture stopped using driftnets the others followed suit [Advertising Age 1991].COST OR PROFIT ISSUESFirms may also use green marketing in an attempt to address cost or profit related issues. Disposing of environmentally harmful by-products, such as polychlorinated biphenyl (PCB) contaminated oil are becoming increasingly costly and in some cases difficult. Therefore firms that can reduce harmful wastes may incur substantial cost savings. When attempting to minimize waste, firms are often forced to re-examine their production processes. In these cases they often develop more effective production processes that not only reduce waste, but reduce the need for some raw materials. This serves as a double cost savings, since both waste and raw material are reduced.In other cases firms attempt to find end-of-pipe solutions, instead of minimizing waste. In these situations firms try to find markets or uses for their waste materials, where one firm's waste becomes another firm's input of production. One Australian example of this is a firm who produces acidic waste water as a byproduct of production and sells it to a firm involved in neutralizing base materials.The last way in which cost or profit issues may affect firms' environmentalmarketing activities is that new industries may be developed. This can occur in two ways: 1) a firm develops a technology for reducing waste and sells it to other firms; or 2) a waste recycling or removal industry develops [Yurman 1994]. For example, firms that clean the oil in large industrial condensers increase the life of those condensers, removing the need for replacing the oil, as well as the need to dispose of the waste oil. This reduces operating costs for those owning the condensers and generates revenue for those firms cleaning the oil.SOME PROBLEMS WITH GOING GREENNo matter why a firm uses green marketing there are a number of potential problems that they must overcome. One of the main problems is that firms using green marketing must ensure that their activities are not misleading to consumers or industry, and do not breach any of the regulations or laws dealing with environmental marketing. For example marketers in the US must ensure their green marketing claims can meet the following set of criteria, in order to comply with the FTC's guidelines. Green marketing claims must;Clearly state environmental benefits;Explain environmental characteristics;Explain how benefits are achieved;Ensure comparative differences are justified;Ensure negative factors are taken into consideration; andOnly use meaningful terms and pictures.Another problem firms face is that those who modify their products due to increased consumer concern must contend with the fact that consumers' perceptions are sometimes not correct. Take for example the McDonald's case where it has replaced its clam shells with plastic coated paper. There is ongoing scientific debate which is more environmentally friendly. Some scientific evidence suggests that when taking a cradleto-grave approach, polystyrene is less environmentally harmful. If this is the case McDonald's bowed to consumer pressure, yet has chosen the more environmentally harmful option.When firms attempt to become socially responsible, they may face the risk thatthe environmentally responsible action of today will be found to be harmful in the future. Take for example the aerosol industry which has switched from CFCs (chlorofluorocarbons) to HFCs (hydrofluorocarbons) only to be told HFCs are also a greenhouse gas. Some firms now use DME (dimethyl ether) as an aerosol propellant, which may also harm the ozone layer [Debets 1989]. Given the limited scientific knowledge at any point in time, it may be impossible for a firm to be certain they have made the correct environmental decision. This may explain why some firms, like Coca-Cola and Walt Disney World, are becoming socially responsible without publicizing the point. They may be protecting themselves from potential future negative backlash, if it is determined they made the wrong decision in the past.While governmental regulation is designed to give consumers the opportunity to make better decisions or to motivate them to be more environmentally responsible, there is difficulty in establishing policies that will address all environmental issues. For example, guidelines developed to control environmental marketing address only a very narrow set of issues, i.e., the truthfulness of environmental marketing claims [Schlossberg 1993]. If governments want to modify consumer behavior they need to establish a different set of regulations. Thus governmental attempts to protect the environment may result in a proliferation of regulations and guidelines, with no one central controlling body.Reacting to competitive pressures can cause all "followers" to make the same mistake as the "leader." A costly example of this was the Mobil Corporation who followed the competition and introduced "biodegradable" plastic garbage bags. While technically these bags were biodegradable, the conditions under which they were disposed did not allow biodegradation to occur. Mobil was sued by several US states for using misleading advertising claims [Lawrence 1991]. Thus blindly following the competition can have costly ramifications.The push to reduce costs or increase profits may not force firms to address the important issue of environmental degradation. End-of-pipe solutions may not actually reduce the waste but rather shift it around. While this may be beneficial, it does not necessarily address the larger environmental problem, though it may minimize itsshort term affects. Ultimately most waste produced will enter the waste stream, therefore to be environmentally responsible organizations should attempt to minimize their waste, rather than find "appropriate" uses for it.出处：Polonsky, Michael Jay. Electronic Green Journal[J].Electronic Green Journal, 1994.1(2)：P1-10标题：绿色营销的简介译文：绿色营销为什么重要绿色营销越来越重要,对经济学简单的基本定义:经济学是对人们如何利用有限的资源，尽量满足无穷欲望的研究。

企业可持续发展的绿色营销对策研究的论文中国经济论文摘要:科学发展观的基本要求是全面协调可持续,那么对于生产企业来说,企业可持续发展采用什么样的绿色营销策略呢。

本文通过分析绿色营销的内涵及其与可持续发展的关系,概括了绿色营销的作用,提出了促使企业可持续发展的绿色营销策略。

abstract:the scientific development concept's essential requirements are comprehensively coordinated sustainably, then regarding the production enterprise, what green marketing strategy the enterprise sustainable development uses. this article through the analysis green marketing's connotation and with sustainable development's relations, summarized the green marketing function, proposed urges the enterprise sustainable development the green marketing strategy.关键词:绿色营销可持续发展key words:green marketing; sustainable development作者简介:魏满涛(1978—),男,河南新密人,助教,主要研究企业市场营销。

【中图分类号】f27 【文献标识码】a【文章编号】1004-7069(2009)-09-0038-02进入20世纪以来,生产力水平得到了空前的提升,极大地推进了人类社会发展的进程。

但伴随着经济的大发展,一些负面影响也日益凸现出来,给人类生存带来前所未有的挑战:人口爆炸性增长、自然资源的过度开发与消耗、污染物质的大量排放等等。

绿色营销：传说,神话,闹剧还是预言[文献翻译]毕业论文（设计）外文翻译标题：Green marketing: legend, myth, farce or prophesy?原文：The rise and stumble of green marketing?Despite some attention in the 1970s, it was really only in the late 1980s that the idea of green marketing emerged. Early academic treatments of green marketing spoke of the rapid increase in green consumerism at this time as heralding a dramatic and inevitable shift in consumption towards greener products (Prothero, 1990; Vandermerwe and Oliff, 1990). Like any (relatively) new marketing phenomena, it was soon the subject of a great deal of market research. Much survey evidence from reputable research bodies was cited as identifying heightened environmental awareness, a growing consumer interest in green products, and a pronounced willingness to pay for green features (Roper Organization, 1990; Mintel, 1991; Worcester, 1993). Practical evidence for this came in the form of the highly effective global consumer boycott of CFC-driven aerosols, and the international success of publications such as The Green Consumer Guide (Elkington and Hailes, 1988). There were two key responses to this: one was a burst of corporate activity in the area of green marketing; the other was an upsurge in green business research and writing amongst academics.Corporate interest in green marketing was indicated by early market research findings suggesting major changes and innovations. Vandermerwe and Oliff’s (1990) survey found that 92 per cent of European multinationals claimed to have changed their products in response to green concerns, and 85 per centclaimed to have changed their production systems. Green product introductions in the US more than doubled to 11.4 per cent of all new household products between 1989 and 1990, and continued to grow to 13.4 per cent in 1991 (Ottman, 1993). Similarly, the volume of green print ads grew by 430 per cent, and that of green TV ads by 367 per cent, between 1989 and 1990 (Ottman, 1993). Stories of companies such as the Body Shop, Ecover, V olvo,3M, and even McDonalds became ever more cited in the green business literature to illustrate how and why green marketing initiatives could pay. Iyer and Banerjee (1993) responded to these developments by pronouncing that “green is in, no question about it”and throughout the 1990s writers continued to aver that the “green market appears to be real and growing”(Menon and Menon, 1997), and “expanding at a remarkable rate”(Schlegelmilch et al., 1996).Despite this optimistic picture, by the mid-1990s new market research evidence began to emerge which was less unequivocal about the growth of green consumerism. Mintel’s (1995) follow-up report on the environment recorded only a very slight increase in green consumers since 1990, and identified a significant gap between concern and actual purchasing –a picture replicated in subsequent management research (Wong et al., 1996; Peattie, 1999; Crane 2000). The frequency and prominenceof green claims was also found to be in decline (National Consumer Council, 1996), and green products looked to have achieved only limited success (Wong et al., 1996). Specialist brands such as Ecover and Down to Earth failed to sustain the growth they enjoyed in the early 1990s, and the specialist greenranges of some major companies such as Lever Brothers and Sainsburys were discontinued. Although green product growth continued strongly in certain markets, such as food, tourism, and financial services, across the majority of markets there was no longer talk about the impressive growth in green product introductions.So, has green marketing failed to change how businesses behave and to move the economy towards sustainability? Some of the research evidence can be interpreted either way. Critics can point to a reduction in advertising claims as proof of its decline, while others might see this as an improvement on the late 1980s when a wave of often ill-judged advertising campaigns were mounted by companies in a way that drew widespread criticism. Similarly, a reduction in specialist products can be interpreted as a failure, or it can reflect the mainstream market improving its environmental performance to the point that reduces the demand for specialist green products. Perhaps the most damning market research evidence in the case for the decline of green marketing is the alarming cynicism being displayed by consumers about green products, green claims, and the companies behind them (Kangun et al., 1991; National Consumer Council, 1996). The marketing philosophy and process is built around the customer and the relationship between the company and the customer. If this is characterised by cynicism and distrust, then companies are unlikely to be able to bring customers along with them through the changes needed to move towards sustainability. Green marketing will not work in the face of consumer distrust, but then that distrust may be partly a product of the types of “green marketings”that companies have relied upon so far.Five routes to failureReviewing King’s analysis, it seems clear that many of the problems that have hampered the development of effective mainstream marketing in the past have returned to hamper the development of green marketing as well. These problems have contributed to the emergence of five failed manifestations of green marketing. These are: green spinning, green selling, green harvesting, enviropreneur marketing, and compliance marketing.Green sellingThe growth in market research identifying consumer concern about the environment during the 1990s meant that it was taken for granted in many quarters that “green would sell”and many firms responded by rapidly adjusting their promotional campaigns. This led to what we refer to as a “green selling”approach, namely a post-hoc identification of environmental features in existing products, thus prompting a (usually short-term) hop onto the green bandwagon. This reflected a typical sales orientation, since interest in the environment tended to be limited to promotional activity, with little or no input into product development. The same products continued to be produced, but green themes were added to promotional campaigns in order to take advantage of any environmental concerns of consumers. However, there was little market researc h by firms to track customers’actual needs and responses. Even when these were investigated, the response was often focused on identifying the environmental benefits of existing products, rather than seekingalternatives to those products.This was obviously a very opportunistic response to environmental concerns. Marketing managers could scrutinisetheir products and production processes searching for an indication that their product was high in something environmentally good, and if not, at least low in something environmentally bad. It was this kind of mindset that led to the concern amongst regulators and consumer groups over the green claims that emerged in the early 1990s. Facile, meaningless, and unproven green claims were slapped on unchanged products in failed attempts to boost sales, leading to mounting consumer cynicism and suspicion, and concerns about a potential consumer backlash. It is therefore not surprising that green products have often underperformed significantly. Some firms identifying these trends have realised that their (and their suppliers’) claims lacked independent authentication, and have since attempted to develop certification programmes in order to regain customer confidence. However, problems remain. There are now a host of different logos allegedly certifying various environmental benefits, and consumers are understandably confused. Even in Denmark, a country with a population of highly concerned consumers, only 16 per cent could recognise the EU “flower”as an eco-label (DEPA, 2001). Mistrust of green claims also still endures to the extent that many firms will now choose not to make any green claims at all for risk of alienating customers. Failure to turn a selling orientation into a marketing one has therefore meant that green is now often seen as a fruitless marketing strategy amongst many major businesses, regardless of the environmental qualities of their products.Green harvestingNot all firms have tried to use environmental claims to boost sales, and in fact, many now are consciously choosing not too. However, short-term profit has remained the key objective ofmany firms and marketing managers. Not surprisingly then, when it started to become apparent that greening could create cost savings, many marketers became enthusiastic about the environment. Economies in terms of energy and material input efficiencies, packaging reductions, and logistics rationalisation provided strong incentives for firms to develop their environmental programmes.However, although this may have meant that products were now costing less to produce, these savings did not tend to filter through to customers in terms of cheaper, greener products. Indeed, on the contrary, green products have almost always been priced at a premium over conventional offerings. Sometimes this reflects the realities of the production costs involved, because of the internalising of traditionally external socio-environmental costs associated with a product. In other cases, it relates less to the costs involved, and more to pricing strategies that seek to establish green products as premium products serving niche markets. Overall, the tendency of green products to be perceived as expensive has severely hampered their market penetration.Having plucked the “low hanging fruits”of greening, many firms found themselves in a position where, if they were to move any further towards sustainability, they had to embrace more radical change and invest more management time and money to achieve it (Shelton, 1994). However, in green harvesting firms, we can usually recognise deep cultural fixations on cost reduction, short-term profitability, and shareholder value. In this, they tend to exemplify a typical conservative, finance orientation. There is, therefore, a profound reluctance in such companies to make strategic investments in green marketing initiatives, particularly when the market research data is equivocal. Hence, whathappens is that greening starts to look less and less of an attractive option, the whole agenda loses momentum, and this particular guise of green marketing ultimately fails in the medium to long-term.ConclusionsHow does this discussion help us to understand the story of the evolution of green marketing? It certainly highlights elements of tragedy in how the opportunities to make substantive progress towards sustainability have been squandered because of the inappropriate focus of much “green marketing”activity. Firms’orientations have centred on production, selling, cos ts, legislation and PR, whereas the customer has frequently been of marginal interest. Moreover, firms have compartmentalised green marketing rather than developing a holistic perspective that embraces all aspects of the company, the product, and the means of production, consumption,and disposal. Without changes, cynicism and accusations of hypocrisy will continue。

外文翻译：品牌战略原文来源：Aaker, David A.; Erich Joachimsthaler (2000). Brand Leadership. New York: The Free Press. pp. 1–6. ISBN 0-684-83924-5.译文正文：品牌管理是营销技术应用到具体产品，产品线或品牌。

它旨在提高产品的认知价值给客户，从而提升品牌特许经营与品牌资产。

营销人员认为这是一个隐含的承诺，一个品牌，人们的生活质量水平来从一个品牌预期将继续与购买相同产品的未来。

这可能会增加决策与竞争产品相比更有利的销售。

它也可能使制造商收取更多的产品。

品牌的价值是取决于它的利润总额为制造商产生。

这可能导致从增加的销售与价格上涨的组合，或降低销售成本（销货成本），或更有效的营销投资。

这些增强功能全部可以提高一个品牌的盈利能力，因此，“品牌经理”往往携带一个品牌的P与L（损益线管理责任制）的盈利能力，相比之下，市场营销人员经理的角色，这是分配给上述预算，管理与执行。

在这方面，品牌管理通常是在组织视为一个单独比市场更广泛与更战略性的作用。

由《Interbrand》与《Business Week》公布的每年最具价值的品牌名单中可以发现，公司的市场价值通常是由品牌决定。

麦肯锡公司是一家全球性咨询公司，在2000年的研究表明，相对股东比较弱的品牌，实力雄厚则品牌产生更高的回报。

两者合计，这意味着，品牌严重影响股东价值，最终品牌的首席执行官需要对其负责任。

管理学科的品牌开始了在宝洁公司的PLC作为一个由Neil 阁下麦克尔罗伊著名的备忘录的结果。

品牌管理原则一个好的品牌名称应：·受商标法保护。

·朗朗上口。

·容易被记住。

·容易被识别。

·在该品牌可以使用的范围内很容易被翻译成当地语言·吸引眼球。

·引出产品的优点（如：易关）·提升公司或产品形象。

品牌营销策略外文翻译文献(文档含中英文对照即英文原文和中文翻译)原文：Brand Strategy ResearchKapferer,J.HEconomic globalization,how to adapt to international trends,establish,a strong brand and enhance our competitiveness,have become pressing issues facing enterprises.Based on the analysis of the development of corporate marketing brand strategy in enterprise marketing role.Enterise needs to sue a variety of means ofcompetition to increase brand awarenss, improve brand positioning, an create a good brand image.First, Japanese brands across the board defeat.November 22,2006 morning, NEC announced that it would withdraw from 2G and 2.5mobile phone market ,which means that, following Sharp, Panasonic, Toshiba, Mitsubishi, Sanyo, a Japanese mobile phone manufacturers later withdraw from the Chinese market, Japanese mobile phone has almost all except Kyocera 2G mobile phone market in China out of contention.If we sum up the Chinese household appliance market, today any different from ten years ago,I think the biggest difference is that Japanese companies in China, Japanese home appliance market downturn, the following main reasons: First, rigid enterprise system, decision-making difficult, the reaction was slow, incompatible with the reality of the Chinese market ,it is difficult to adapt to the rapidly changing Chinese market;2 is weak in marketing ,product planning capacity is not strong ,it is difficult to judge according to their marker lacunch to meet consumer demand and forecast products, follow the trend has been in a passive situation, can not satisfy market demand; Third, failure to grasp the industry best time to transition is the Japanese home appliance companies lose an important reason for market dominance.Japanese companies come to the edge in the Chinese market is causing companies tothink deeply about our nation ? To make the internanational route and whether the enterprise of“Japanese Company”to the lessons learned behind?Second, the brand strategy implementation in China the Current Situation Many old famous“flash in the pen”Chinese and foreign enterprises in the Chinese market the brand war;just grow up to be a great impact on national brands. The last century, a little-know 80’s brand ,not being registered by trademark, is to be acquired, squeeze, even if the residue is hard going down really developed very limited.Here atypical case, the last century 80s to early 90s,he worked in air conditioning sector hit wonders of the Warburg in 1998,was acquired Kelon,the subsequent deline in brand image is repeated.Brand strategy has been an increasing emphasis on domestic enterprises caused the government to support.Since the 80s of last century reform and opening up,China’s socialist econonomic construction has made remarkable achievements. From a planned economy to market economy era Chiness companies, brand management has grown out of nothing.Information,local governments at all levels of emphasis on brand-name,organization promoting the efforts,policies measures have greatly ehangced Qinghai, Shenzhen, Wuhan, Ningbo, Shenyang and other cities on the Chinese famous erterprises incentives to 100 million,on Dali an 3 million Yuan ,on brand-name companies have been cities for the 100000yuan reward-200000yuan.Japanese 8th 2009 year to Japanese 11th,the 40th International Consumer Electronics Show(CES) in Las Vegas Ventian hotel opening.National enterprises in the CES,we achieve superior results.It is understood that this year there are 4000 people registered to participate in China CES,including manufacturers,media and spectators,in the exhibition hall,there are 327 exhibitors.Haier is the world’s most authoritative consumer electronics industry media “TWICE”named for the Chinese consumer electr onics brand.3.The status of foreign brands in most sectors is still difficult to shake However,we should also see the face of numerous products on the market,allows consumers blurted out genuinely few domestic brands.With the opening up further,to a number of big companies have to squeeze into the Chinese market,Chinese market,a time filled with“sony”,“Coca-Cola”，“rejoice”，“Benz”and various other internantional brands,many of these names foreign brands violently hitting the national brand in China.Although the appliance industry ,led by haier brand,“Konka”，“Changhong”，“TCL”and other domestic brands have developed well,but with the “Sony”,“Panasonic”“Samsung”and other brands,they are still there competitive disadvangtage;in the IT industry,“Lenovo”，“Founder”，“Great Wall”and other countries compared to ,brand awareness is still insufficient;in Consumer Goodsmarket,“P＆G”，“Oliver”，“Henkel”，and other international companies have formed the three pillars.Third,the brand strategy implementation in China Problems and Errors. Currently,Chinese brands have a huge international marker opportunity and space for international brands has been inevitable,but there are also brand building is not unsatisfactory.Our Enterprise Brand Building Problems：Factors from the point of micro-enterprises themselves:there is a lace of technology development,brand competitiveness is not strong;brand personality,lack of innovation and development capacity;small-scale production and management,brand development lack of overall planning;ability of weak erports and internantional operations,Brand awareness is not strong;brand positioning is not clear,there is a large range of factors such as blindness.Speaking from the macro social factors:social mechanisms need to be improved,policies and regulations support the neeed to further strengthen the country’s industrial policy,export-oriented policies for different sectors play different role in the country’s industrial policy,export-oriented policies for different sectors play different role in the promotion and limitation,the financial environment for business investment capacity and market expansion ability and the important influence.The establishment of market system in China has for many years,despite a significant improvement but still not perfect,ther still has not really adapt to the market economy,consumer psychology has not yet fully mature.2.The current situation of global economic integration, the error of the brand strategy implementation(1)Ignore the brand investment,profit-orientedBackground of economic globalization, international competition is increasingly reflected in the brand’s competition, the overwhelming majority of the modern world famous multinational companies with particular emphasis on the use of brand strategy, brand such a full range of output through the form of multinational corporations gradually occupationof the internantional market. it is no exaggeration to say that now,the brand has achieved global strategic objectives of transnational corporationssharp weapon,is an important means to achieve capital expansion.Rome was not built in a day cold .Brand never be in the short term invented to be a long process of accumulation. Many enterprises do not clearly recognize this point,attempt to create a brand in a short time,but ignored the long-term planning and strategy.(2)Brand strategy is a systematicThe implementation of brand strategy is a systematic,enterprise strategy and the overall development of an important component of competitive strategy.The implementation of brand strategy is to rely on their overall quality and overall image enhancement,the need for scientific management idea and superb operational skills,but quit a few brand planner in this regard was particularly poor performance and immediate impact brand development ,practical work in the emergence of many such errors:If that job is to create a brand to take a good brand is drawing a satisfactory visual signs only;Advertising is the only way to cuoltivate well-known brands,in addition to adbertising in the media ,big,the other no attention;scale enterprise product once formed,well-known brands on the naturally established;well-known brand is equivalert to high price,to be unrealistically improve the product price.Some companies even to furthrer in the brand Wrong Operation not hesitate to give up their own brand business,with foreign companies,brands,or to sell its own brand low-cost transfer,such as our persent more than 20 million“three capital”enterprises,there 90% of the joint venture using the foreign brands;clean silver toothpaste fctory in Ghuangzhou to 2 million yuan cheap to transfer to joint ventures and other brands,is one such outstanding erample of the terrible consequences of today has become increasingly apparent-lost domestic enterprises own brand,product and intellectual property rights,national industrial competitiveness lie!(3)Product is the enterprise competitive advantage in the market can be quickly imitated by competitors,beyond,the brand is insurmountable,real and lasting competitive advantage comes from innovation,in order to “change”shouldbe “status quo”Brand is the concentrated expression of the core competitiveness.The market isconstrantly changing face of any brand at any time to be out of danger .Too much emphasis on the existing achievements,do not attach importance to innovation,leading to a lot of brand-name“dismount”the major reason.Coca-Cola’s former chiefmarketing officer Sergio Zyman,“the brand is only the company logo products and services are different from competitors,is the most effective weapon to open up the market,excellent brand can make your product stand out.”Products physical properties,quantity,price,quality,service is very easy to make your product stand out.” Products physical properties, quantitiy, price, quality,service is very easy to imitate competitors, Er brands, along with the product itself,also includes an attatched product to cultural background, emotional, consumer cognition invisible things,so that enterprises Yong Yuan Li in the competition undefeated.Consumer awareness deciding the fate of the brand has a direct impact on consumer awareness.Brand is the difference deciding the fateof the brand has a direct impact on consumer awareness.Brand is the difference between the market enterprise important symbols is the benchmark for consumer spending to brand as the core has become a cor porate restructuring and reallocation of resources an important mechanism.In addition,enterprises should learn from successful exiperiences abroad to enhance their design and development capability.Enterprises should dare to challenge the new technology revolution to create their own brand, and increase market competitiveness; We must work hard in the value of differentiation has been directly determined to achieve the final product sales,personal services are indispensable!2.To strengthen marketing,improve brand awareness,brand strategy will be organically integrated in their overall strategy to promote the overall development strategy.The implementation of brand marketing is an important part of the strategy.By choosing the right marketing approach can be effectively used to brand a household name brand,expand market share.Brand strategy is not an isolate task,but the overall development strategy and business are closely related.A successful brand names more than just a brand its own thing,related to business management of all major strategicdecision,these major strategic decision,these major strategic decisions were consciously carried out around to expand.翻译：企业品牌战略研究卡普费雷尔，J.H在经济全球化的今天，如何适应国际化潮流，建立强势品牌，提高竞争能力，已经成为国内企业面临的迫切问题。

Green marketing Intervention Strategies and Sustainable Development: A Conceptual PaperMary Wanjiru KinotiUniversity of Nairobi, School of BusinessNairobi, KenyaAbstractThis paper reviews the literature on green marketing intervention strategies and sustainable development with an emphasis on green marketing intervention strategies to environmental problems facing the world today. The review indicates that individuals and organizations can benefit from green marketing strategies and at the same time protect the environment to achieve sustainable development. The weaknesses and the future of green marketing as a discipline and future directions for researchers are also reviewed.Key Words: Green Marketing, Ecological Marketing, Environmental Marketing, Sustainable Marketing and Sustainable Development.IntroductionEnvironmental Movement dates back to 1830s with George Catlin first proposing the idea of national parks in the United States of America in which wildlife would be conserved (United Nations Environment Programme (UNEP), The Public and Environment, 1988). However, modern environmentalism began in 1950s but became more active in 1960s with public pressure, which led to National Environmental policy act of 1969 in the United States. In 1970s, environmental issues became established as a permanent feature of national and international policy with first Earth day held in 1970 and first United Conference on the Human environment held in Stockholm in 1972. To date there are many types of environmental groups ranging from local, national and international groups and Non-governmental organizations (NGOs). Among the better known NGOs which campaign on many separate environmental issues are International Union for Conservation of Nature and Natural Resources (IUCN), The Green Belt Movement of Kenya (1977), The European Environment Bureau (EEB), African NGOs Environment Network (ANEN) and Environment Liaison Center (ELC) based in Nairobi (UNEP, The public and environment, 1988).In addition to environmental groups, today nearly all countries have environmental machinery of some kind. At regional level there are inter-governmental organizations like the organization for Economic Co-operation and Development (OECD) and the Association of South East Asia Nations (ASEAN). At international level there is the United Nations Environment Programme (UNEP). Indeed, environmental movement is so diverse and environmental organizations often differ in their concerns over particular environmental issues, in the values and attitudes advocated, in the goals and objectives to be achieved, and in the types of strategies and tactics. Yet what is shared by all these organizations is a concern about socio-environmental relationships (UNEP, 1988).Though the existence of active environmental movement has been there since mid 1900s and in 1970 for instance experts warned that the planet‟s natural systems were being dangerously destabilized by human industry (World Watch, March/April, 2000). Today, scientists and experts are still warning about excessive burning of fossil fuel that threatens the health of the planet (Mintu et al, 1993). The concerns of the scientists today are valid and gen uine because the global environment and the living conditions for most of the planet‟s inhabitants have continued to deteriorate. Each year as many as 50,000 species become extinct; upto 17 million hectares of forest disappear; more than 8.2 billion tons of polluting carbon dioxide are dumped into atmosphere; some 6.5 million tons of refuse find their way into the world‟s seas, choking seabirds and poisoning fish; and the world Population is growing by about 100 million people annually (United Nations Chronicle June, 1992). The implication of the above statistics on environmental deterioration is that no serious actions have been taken toward addressing environmental problems/challenges. The lack of action to address environmental problems could be attributed to the failure of integrating the link between environment and development during the Stockholm Conference and other later environmental conferences (United Nations Chronicles, June 1992). In fact the integration of the environment and development for international action was not done until 1987 when the World Commission on Environment and Development called for an integration and translation of our understanding of the environment and development into action (United Nations Chronicles, June 1992).263The United Nations Conference on Environment and Development (UNCED), held in Rio de Janeiro in 1992 also focused on integrating environmental protection with economic development to bring about sustainable development. It was during this Earth summit that it was first highlighted that business and industry should play a crucial role in bringing about sustainable Development (United Nations Environment Programme, sustainable business, 1998). Marketing, just like other business functional areas has a role to play toward providing solutions, to environmental problems facing the world today and to bring about sustainable development (Polonsky et al, 1997). Indeed the public concerns over environmental deterioration in recent years have made marketers recognize both the need and value of green marketing. The purpose of this paper therefore, is to review how marketing is addressing the environmental problems facing the world today in order to bring about sustainable development.1.2 Purpose of This PaperThe purpose of this paper is to review marketing responses to environmental concerns facing the world today through green marketing intervention strategies to achieve sustainable development. Other business area responses are not reviewed, as the scope of the paper is limited to the marketing discipline.1.3Green MarketingMajority of people believe that green marketing refers solely to the promotion or advertising of products with environmental characteristics. Terms like Phosphate Free, Recyclable, Refillable, and Ozone friendly and environmental friendly are some of the things consumers most often associate with green marketing. While these terms are green marketing claims, in general green marketing is a broader concept, one that can be applied to consumer goods and industrial goods and services (Polonsky, 1994).The misconception of green marketing by majority of people makes its definition very critical, yet defining green marketing is not a simple task. Indeed the terminologies and definitions used in this area are varied. The terminologies include; green marketing, Environmental marketing and ecological marketing (Polonsky, 1994). Therefore, there is no universally accepted terminology and definition of green marketing up to today. For the purpose of this paper the term green marketing will be used. According to the American Marketing Association green or ecological marketing refers to the “the study of the positive and negative aspects of marketing activities on pollution, energy depletion and non-energy resource depletion” (Henion and Kinnear 1976b, 1). According to Herbig et al (1993) green marketing refers “to products and packages that have one or more of the following characteristics; they are less toxic; are more durable; contain reusable materials and/or are made of recyclable materials”. These two definitions are narrow in scope as they focus on a narrow range of environmental issues. Green marketing need to be broadly defined. Polonsky (1994) defines green marketing as “consisting of all activities designed to generate and facilitate any exchanges intended to satisfy human needs, such that the satisfaction of these needs and wants occurs, with minimal detrimental impact on the natural environment”. This definition is much broader and incorporates much of the traditional components of the conventional marketing definition and also includes the protection of natural environment. For the purpose of this paper Polonsky‟s definition will be used.1.4Sustainable DevelopmentSustainable development is a fashionable word in environmental conservation circles. It received its most popular exposition in the highly influential Brundtland report, in 1987 (World Commission on Environment and Development, 1987 as quoted by Pearce et al, 1994). Though the subject of sustainable development is of recent years many scholars, practitioners and academicians have defined this concept as evidenced by Pearce et al (1994) who has listed twenty-four definitions of different authors (see annex 1). Therefore, there is no universally accepted definition of sustainable development. To overcome this limitation this paper will use the World Commission on Environment and Development 1987 definition. “Sustainable development is development that meets the needs of the present without compromising the ability of future generations to meet their own needs (Our common future, WCED, 1987).1.5Components of Sustainable DevelopmentThe components of sustainable development are two-folds according to Pearce et al (1994) namely; The natural constant capital stock and man-made built in constant capital stock. Natural capital stock is the stock of all environmental and natural resource assets, from oil in the ground to the quality of social and ground water; and from the stock of fish in the oceans to the capacity of the globe to recycle and absorb carbon.264On the other hand man-made built in capital stock comprises the stock of man-made capital machines and infrastructure such as housing and roads together with the stock of knowledge and skills, or human capital. The term constant is construed to mean constant or increasing (Pearce et al, 1994).1.6Green Marketing and Sustainable DevelopmentMajority of people believe that green marketing refers solely to the promotion or advertising of products with environmental characteristics. Terms like Phosphate Free, Recyclable, Refillable, and Ozone friendly and environmental friendly are some of the things consumers most often associate with green marketing. While these terms are green marketing claims, in general green marketing is a broader concept, one that can be applied to consumer goods and industrial goods and services (Polonsky, 1994).The misconception of green marketing by majority of people makes its definition very critical, yet defining green marketing is not a simple task. Indeed the terminologies and definitions used in this area are varied. The terminologies include; green marketing, Environmental marketing and ecological marketing (Polonsky, 1994). Therefore, there is no universally accepted terminology and definition of green marketing up to today. For the purpose of this paper the term green marketing will be used. According to the American Marketing Association green or ecological marketing refers to the “the study of the positive and negative aspects of marketing activities on pollution, energy depletion and non-energy resource depletion” (Henion and Kinnear 1976b, 1). According to Herbig et al (1993) green marketing refers “to products and packages that have one or more of the following characteristics; they are less toxic; are more durable; contain reusable materials and/or are made of recyclable materials”.These two definitions are narrow in scope as they focus on a narrow range of environmental issues. Green marketing need to be broadly defined. Polonsky (1994) defines green marketing as “consisting of all activities designed to generate and facilitate any exchanges intended to satisfy human needs, such that the satisfaction of these needs and wants occurs, with minimal detrimental impact on the natural environment”. This definition is much broader and incorporates much of the traditional components of the conventional marketing definition and also includes the protection of natural environment. For the purpose of this paper Polonsky‟s definition will be used.Sustainable development requires “sustainable marketing” that is marketing efforts that are not onl y competitively sustainable but are also ecologically sustainable (Polonsky et al, 1997). Indeed, marketing‟s role in the development process is well recognized (Kinsey, 1982; Riley et al, 1983; Dholakia, 1984; Carter 1986; Kotler, 1986). Much of the economic activity is triggered by the marketing process that offers and stimulates consumption to satisfy human needs and wants. However, marketing‟s critical role in development will only be appreciated when, through sustainable marketing, it meets the needs of the present without compromising the ability of future generations to meet their own needs (Polonsky et al, 1997).In response to the challenge of advancing simultaneously in economic development and environmental protection as the sustainable development demand companies and academicians have developed and/or adopted green marketing strategies and other corporate strategies. Among the key strategies are; green product strategies, green logistic strategies, green pricing strategies, green promotion strategies, changing consumers from consumption culture to ecologically concerned consumers, adoption of eco-marketing orientation as a business philosophy, Government intervention, lifecycle inventory analysis and teaming up for success (Polonsky et al, 1997; Ottman, 1997; Willum, 1998; Charter et al, 1999).Green marketing focus on undertaking all marketing activities while protecting the environment. On the other hand sustainable development demands that the future generations inherit the natural environment in the same state or better as inherited by the previous generations. This calls for the protection and improvement of the environment. Therefore, sustainable development is a dependent variable of green marketing and other factors (See fig I conceptual framework of green marketing and sustainable development which illustrates this relationship.)265Fig 1.Conceptual Framework of Green marketing intervention strategies and sustainable development266According to the framework organization through conventional finance and accounting; production processes and technology; general management practices; marketing; human resources management; research and Development; and other variables contribute to environmental concerns facing the world today.In addition macro-environmental factors; Economic, socio-cultural, Technological, Demographic, Political-legal and individuals also contribute to environmental concerns today. The model further proposes that marketing through green marketing intervention strategies can respond to the environmental concerns challenge. Other business functional areas can also intervene through various strategies to provide solutions to the environmental problems. These intervention strategies will result in improved organizational performance and better physical environment, which in turn will result in sustainable development. Table 1 shows the ingredients of environmental concerns today, green marketing intervention strategies, improved organizational performance, better physical environment, and sustainable development.Table I: Ingredients of selected components of green marketing and sustainable development conceptual framework1.7Theoretical Literature Review on Green Marketing intervention Strategies for sustainable development The purpose of this sub-section is to review the theoretical literature on green marketing strategies that have been or can be used by organizations to solve environmental concerns facing the world today of pollution, acid precipitation, threat to earth ozone layer, accumulation of greenhouses gases, deserts consuming agricultural land, fast depletion of vital habitual resources, the disappearance of rain forests and loss of species with an aim of achieving sustainable development (Chandler, 1990). The challenge of achieving sustainability over the next few decades according to some experts requires a radical change in entire production and consumption in industrial societies (Ottman, 1997). Academicians and practitioners have suggested green marketing strategies to deal with the challenge of sustainability. These strategies for the purpose of this paper are divided into two categories: Marketing mix strategies and general strategies.1.7.2 Green marketing mix based strategiesGreen marketing mix strategies include developing green-based products, green logistics, green promotion, green pricing and green consumption. The general strategies are not limited to marketing discipline but may be used by marketing as well as other functional areas of organization in dealing with problem of sustainability. They include; adoption of eco-marketing orientation as a business philosophy, government intervention, undertaking life-cycle analysis and teaming up for success (Polonsky et al, 1997; Ottman, 1997; Willum, 1998).267∙Green based product strategiesThe activities associated with sustainable development may be construed by business either as a potential threat or as an opportunity. Green products represent a substantial product opportunity, the opening of a provocative strategic window (Polonsky et al, 1997). Green products are typically durable, non-toxic, made from recycled materials, or minimally packaged (Ottman, 1997). Green based product strategies comprise any or a combination of recycling, reduction of packaging materials, reconsumption, dematerializing the products; using sustainable source of raw materials, making more durable products; designing products that are repairable, making products that are safe for disposal, making products and packagings that are compostable, and making products that are safer or more pleasant to use (Bhat, 1993; Ashley, 1993; Polonsky et al, 1997; Ottman, 1998 and Charter et al, 1999).∙Green Logistics strategiesThe most common form of greening logistics is reverse channel system. Reverse channel systems deal with the issue of post-consumer recycling. The term recycle mean ……to extract and reuse useful substances found in waste‟ (American Heritage Dictionary, 1985) while the traditional approach to product disposal can be described as linear in which waste materials are indiscriminately dumped (Neace, 1990 as quoted by Fuller, 1997). The definition of recycle clearly demonstrates that the goal is to reverse this result by achieving a circular flow that effects a reintegration of materials with markets (Fuller et al, 1997).The reverse channel systems possess the following characteristics. Firstly, the consumer becomes the seller and manufacturer the buyer (Zikmund and Stanton, 1971 as quoted by Fuller, 1997). Secondly, they emphasize on the function of sorting and accumulation (Fuller, 1997). Thirdly, the recyclable materials can flow backwards through reverse channels to any of three generalized industrial markets: (1) original manufacturer, (2) firms in the raw materials producing industry; or (3) other industries that can use recyclables as virgin material substitutes (Guibinah and Nwokoye, 1974 as quoted by Fuller, 1997), and finally the consumers (sellers) tend to play a more passive role rather than proactive role of the typical seller in conventional channel (Ginter and Starling, 1978 as quoted by Fuller, 1997). Figure 4 depicts reverse flow of recyclable materials from consumer/households to industrial user market through various types of reverse channel intermediaries.The modified reverse channel system proposes that consumer waste sources are individual consumers and households. The remaining recyclable materials after individual consumers/household own consumption moves through Jua kali* artisans or micro enterprises, manufacturer own system, local authorities, agents/wholesalers and street “children” to industrial user markets: original manufacturers, firm in raw materials industries and micro enterprises. Table 3 shows the functions performed by consumer waste sources, reverse channel types and industrial user market (Fuller, 1997).Other components of green logistics strategies include reduction of packaging material to directly or indirectly lower distribution costs, use of integrated transportation systems and the Internet. However, more emphasis has been given to reverse channel systems (Willums, 1998; Polonsky, 2001).Table 3: Functions of channel members of reverse channel systemsMany consumers assume that green products are often priced higher than conventional products (Peattie, 1999; Polonsky, 2001). While their assumption may be true Peattie (1999) argues that these products are not unusually expensive, but the conventional products are unrealistically cheap because they exclude socio-environmental costs of production, product use and disposal.268He suggests that one way to deal with the high price controversy is to ask the consumer “whether they want to continue buying in expensive products that damage the environment?” The implication of the above is that consumers need more information on benefits of green products in order to judge their value more objectively.∙Green promotion strategiesGreen promotion is an activity of promoting products as having characteristics that do not harm the natural environment (Polonsky et al, 1997). According to Benerjee et al (1995) it should meet one or more of the following criteria: -i)Explicitly or implicitly addresses the relation between a product/service and the bio-physicalenvironment.ii)Promotes a green lifestyle with or without highlighting a product/service.iii)Presents a corporate image of environmental responsibility.According to Scholossberg (1993) as quoted by Polonsky (1997), green promotion helps consumers to overcome the “greatest environmental hazard”, that is, the lack of environmental information. Scholossberg sentiments are shared by Ottman (1997) and Zint and Frederick (2001) who argue that green companies should not assume that consumers are knowledgeable about environmental issues or actions they engage in.To lessen the gap on environmental information through promotion Ottman (1997) has suggested several green promotion strategies. Thus the green companies should;i)Educate consumers on the environmental problems that a green product solves.ii)Empower consumers with solutions by demonstrating to consumers how environmentally sound products and services can help consumers protect health, preserve the environment for future generations.iii)Provide performance reassurance of green-based products, as many consumers perceive them to be inferior to conventional products.iv)Consider a suitable mix of media. For instance environmental consumers are more receptive to messages conveyed through direct marketing, community programs, public relations, and packaging andv)Appeal to consumer self-interest by bringing out the benefits of green products to both actual consumers and potential consumers.∙Change of consumer behaviour from consumption culture to ecologically concerned consumers or encourage green consumption.It is the task of the marketer to redirect the needs of the consumer towards consumption that is ecologically least harmful. This redirection can be achieved through market research, and promotion. According to Our Common Future, a publication of World Commission for Environment and Development (WCED) (1987), sustainable development requires the promotion of values that encourage consumption standards that are within the bounds of the ecological environment. The fact that marketing during the past few decades has been so successful in increasing societal consumption and in meeting human needs, make us confident that it will also be successful in redirecting consumption (Polonsky et al, 1997).1.7.3 General StrategiesAs mentioned earlier the general strategies are not limited to marketing discipline but they cut across the entire organization. However, they are very necessary in facilitating adoption or success of green marketing mix strategies.∙Adoption of eco-marketing orientation as a business philosophyThe success of organizations in green marketing or sustainable marketing lies on reorganization, restructuring and redesigning of many processes and systems within the organization. In fact those who think that marketing people alone will be able to develop green marketing orientation for the firm are mistaken. Like total quality management, sustainable marketing requires the involvement of employees from all functional areas, including marketing, production, procurement, accounting and information systems (Polonsky et al, 1997). Ottman (1997) has suggested various strategies that may help the companies to make reasonable progress toward environmental oriented business philosophy. They include:-(i)Undertaking environmental audit to assess current performance and establishing a benchmark upon whichto measure progress.269(ii)Being proactive by going beyond what is expected by government and other stakeholders.(iii)Being a visible CEO who demonstrates commitment to environmental issues.(iv)Empowering employees through thought – provoking educational programs on ecological issues.(v)Constantly integrating, learning and refining products and processes.(vi)Regularly reporting on environmental performance through annual reports and special advertising and public relation efforts.∙Government intervention strategiesThe support for government intervention in dealing with environmental degradation is widespread. Polonsky et al (1997) argue that the visible hand of government must guide the market toward environmentally sound production and consumption practices. Kenya Land Alliance further argue that Kenya losses over US$1.8 billion each year to environmental degradation and call on Kenyan government to urgently formulate policies to deal with land use and other environmental challenges facing the Country (The East African Standard April 8, 2002). Porter et al (1995) are also in support of government intervention with their hypothesis that government intervention can stimulate innovation.Polonsky et al (1997) propose four government intervention strategies: -i)Formulation and adoption of regulation policies that promote the balancing of ecological and economicactivities.ii)Reforming the production and consumption practices through mandate and incentives.iii)Government participation in procurement, R&D and international cooperation; andiv)Actively promoting environmental issues by partnering with the industry.These government related strategies are recommended when free markets process does not sufficiently promote sustainable development (Polonsky et al, 1997).∙Undertake lifecycle inventory analysis/Assessment (LCA)Lifecycle analysis, which was initially developed in 1970, is an approach, which involves listing the various positive and negative environmental aspects of a specific product throughout its life cycle (Ottman, 1997; Willum, 1998). This analysis accounts for the environmental impact of raw materials procurement, packaging, distribution, use and disposal. The information gathered from the analysis can help marketers change the way the products are made, packaged, transported, sold, used, re-used, recycled and disposed of or develop entirely new products. Despite the above benefits of life cycle analysis it can be both expensive and difficult (Ottman, 1997; Willum 1998).∙Teaming up with all stakeholders for successComplex environmental problems cannot be solved by organizations alone; instead there is a need of various societal stakeholders to pool together their collective skills, capabilities and resources. The stakeholders/marketers should form strategic partnerships or coalitions with general public, employees, retailers, suppliers, environmental groups, educators and government (Ottman, 1997).1.7.4 Benefits of using green marketing and general strategiesEnvironmental concerns present both challenges and opportunities. Enlightened Chief Executive Officers have taken advantage of opportunities by using green marketing strategies which has resulted in various benefits (Ottman, 1997):i)Profitability: Green based products create less waste, use fewer raw materials, and saves energy.ii)Competitive advantage: Companies that are first to put their environmental innovation on the shelve enjoys competitive advantage.iii)Increased market share: Brand loyalty is near all time low. In fact the percentage of Americans who feel that some brands are worth paying more for is declining. According to a poll conducted by the Porter Novelli con sumers viewed company‟s record on the environment as an important determinant of their purchase decision.iv)Better products: Green based products are higher in quality in terms of energy saving, performance, convenience, safety, etc.270。

绿色营销研究现状英文作文英文：Green marketing, also known as sustainable marketing, has gained significant attention in recent years as businesses and consumers alike become more environmentally conscious. This approach focuses on promoting products and services that are environmentally friendly or produced in a sustainable manner. The current research landscape in green marketing reflects a growing interest in understanding consumer attitudes, behaviors, and preferences towards environmentally friendly products.One prominent area of research examines the effectiveness of green marketing strategies in influencing consumer behavior. Studies have shown that consumers are increasingly willing to support companies that demonstrate a commitment to sustainability. For example, a survey conducted by Nielsen found that 66% of global consumers are willing to pay more for sustainable brands. This indicatesa shift in consumer preferences towards environmentally responsible products and services.Another area of focus in green marketing research is the communication of environmental messages. Companies must effectively communicate their environmental initiatives and product attributes to consumers to capitalize on the growing demand for green products. Research in this area explores various communication channels, such as advertising, packaging, and corporate social responsibility initiatives, to determine the most effective ways to convey green messages to consumers.Furthermore, green marketing research delves into the influence of environmental labeling and certifications on consumer perceptions. Labels such as "organic," "fair trade," and "eco-friendly" serve as signals of a product's sustainability credentials. Studies have shown that consumers are more likely to purchase products with environmental certifications, as these labels provide assurance of environmental responsibility. For instance, research has found that products bearing the USDA Organiclabel are perceived as healthier and more environmentally friendly, leading to increased purchase intentions among consumers.In addition to consumer behavior, green marketing research also explores the impact of environmental policies and regulations on businesses. Companies operating in industries with stringent environmental regulations may face challenges in implementing green marketing strategies. However, compliance with environmental standards can enhance brand reputation and competitiveness in the long run. Research in this area examines the relationship between environmental regulations, corporate sustainability practices, and business performance.Overall, the current research landscape in green marketing is dynamic and multifaceted, reflecting the growing importance of sustainability in business practices. By understanding consumer attitudes, behaviors, and preferences, companies can develop effective green marketing strategies to meet the demands of environmentally conscious consumers.中文：绿色营销，也称为可持续营销，在近年来引起了广泛关注，因为企业和消费者都变得更加环保意识。

外文翻译原文：Effects of green brand communication on brand associations andattitude1.Introduction2.Green brand associationsmunicational implementation of green brand associations4.Effects on brand attitude5.Method6.Results7.Discussion7.1.Managerial implications7.2.Limitations and future researchAbstractThis study analyses the communicational implementation of green brand associations. Three distinct types of emotional brand benefits suitable for green branding are identified: the feeling of well-being (“warm glow”) from acting in an altruistic way, self-expressive benefits, and nature-related consumption experiences. Dimensionality of green brand associations and impact on brand attitude are tested in the scope of a survey of consumer perceptions of three established energy brands in the Spanish consumer-energy market, one of them recently positioned as a green energy brand. Results of the study confirm significant perceptual effects of green brand communications, proposed dimen-sions of green brand benefits, as well as significant positive attitude effects of green brand associations.1 IntroductionAt present, there is little doubt about the strategic importance of adequately defined brand associations and the relevant role of brand communication in the context of brand implementation (Keller 1993; de Chernatony, and Dall’Olmo Riley1998; Aaker, and Joachimsthaler 2000; Esch 2001, 2004). Although green marketing has been an important research topic for more than three decades (e.g., Kassarjian 1971; Kinnear et al. 1974; Coddington 1993; Ottman 1994; Weinberg 1994, Peattie, 1995; Polonsky, and MintuWimsatt 1995; Schlegelmilch, Bohlen, and Diamantopoulos 1996; Kalafatis et al. 1999; Polonsky, and Rosenberg, 2001), hardly any research has been conducted that focuses specifically on green branding. While the perceived value of environmentally sound product attributes has been analysed to some extend (Roozen and Pelsmacker 1998), the role of emotional benefits of green brands is still largely unassessed. With an increasing relevance of emotional branding in saturated markets, brand communication offers an effective tool for the implementation of emotional benefits in green branding. The purpose of this study is to analyse the communicational implementation of functional and emotional green brand associations and their impact on brand attitude in the context of the brand building campaign of a green energy brand.2 Green brand associationsMost authors agree on the multidimensional structure of brand associations and distinguish between functional -product related- attributes and benefits and emotional or symbolic brand benefits (Biel 1992; Keller 1993; de Chernatony and Dall’Olmo Riley 1998; Bhat and Reddy 1998; Aaker and Joachimsthaler 2000; Franzen and Bouwman 2001, Esch 2004). Functional green brand asso-220Patrick Hartmann and Vanessa Apaolaza Ibáñez ciations are established as the result of a brand strategy based on delivering information on technical product attributes related to the reduced environmental impact of the brand. Environmental product attributes may refer to environmen-tally sound production processes, product use and/or product elimination (Meffert 1993; Peattie 1995). However, functional green branding has its limitations due to the fact that the reduction of a product’s environmental impact generally does not deliver individual benefits to the buyer. The perceived customer benefit might be insufficient as a motivating factor for brand purchase (Belz and Dyllik 1996), as for most products the consumer would experience functional benefits (i.e. improvement of environmental quality) only in case of generalized environmentally soundconsumer behaviours. At present, an increasing number of brands is built on emotional benefits (deChernatony et al. 2000; Aaker 2000; Weinberg and Salzmann 2004). The analysis of emotional reactions capable of delivering emotional benefits in green branding leads to the identification of three distinct types of emotional consumption experiences (Hartmann, Apaolaza, and Forcada 2005): A feeling of well-being (“warm glow”) from acting in an altruistic way (Ritov and Kahnemann 1997). Environmentally conscious consumers experience personal satisfaction by contributing to the improvement of the common good environment. Self-expressive benefits through the socially visible consumption of green brands (Belz and Dyllik 1996). The consumption of green brands allows consumers to show their environmental consciousness to others. Emotional nature experiences that can be evoked by the brand, i.e. sensations and feelings normally experienced through contact with nature. The motivational basis of this type of emotional benefit is the feeling of “emotional affinity towards nature,” e.g. “loving nature” or “feeling one with nature” (Kals, Schumacher, and Montada 1999).3 Communicational implementation of green brand associationsGreen brands can evoke positive emotions in certain target groups by simply offering information on environmentally sound product attributes. Knowing that a brand is environmentally sound makes some consumers feel better while purchasing and consuming the brand. However a much stronger and effective emotional response can be obtained through specific emotional benefits evoked Effects of green brand communication on brand associations and attitude 221actively by the brand. There is a large number of well studied approaches to the implementation of emotional brand benefits and brand experiences through advertising (Weinberg 1988, 1992; Weinberg, and Gröppel 1989; Weinberg, and Diehl 2001), e.g. transformational advertising (Aaker, and Stayman 1992) and emotional conditioning (Kroeber-Riel 1984; Kim, Lim, and Bhargava 1998; Kroeber-Riel, and Esch 2004). Following these methods, for instance, green brands can be associated through communication campaigns at a perceptual level with imagery of nature and evoke emotional experiences like the abovementioned “affinity towards nature”. Past communication campaigns of brands such as Opel (“Wonderful World”), AEG Eco-Lavamat, BP, as well as recent campaigns such as the “Energía Verde” (Green Energy) campaign of theSpanish utility Iberdrola embed the brand in pleasant imagery of natural environments, aiming to evoke nature experiences as emotional brand benefits. Regard-ing the effects of green brand communication on the formation of green brand associations, the following hypothesis is suggested: Hypothesis 1: Green brand communication leads to the formation of distinct dimensions of green brand associations, representing the perception of either functional environmentally sound product attributes, feelings of well being (“warm glow”) from acting in an altruistic way, self-expressive benefits, or emotional nature experiences.4 Effects on brand attitudeRegarding the attitudinal effects of green branding, some studies show that in certain situations consumer attitudes can be less positive towards green brands as a consequence of a perceived trade-off between functional performance of the brand and its environmental impact (Coddington, 1993; Schlegelmilch et al., 1996; Fuller 1999). However, most authors suggest that the growing environmental consciousness among consumers leads to generalized more positive attitudes towards brands that are perceived as environmentally sound (Bech-Larsen 1996; Eagly, and Kulesa 1997; Swenson, and Wells 1997). Hypothesis 2: The communicational implementation of green brand associations leads to a positive effect on brand attitude. Following the approach of persuasion models such as the ELM (Petty, and Cacioppo 1983) or ARI model (Buck et. al. 1995, 2004), it can be expected that two distinct processes in the perception of green brand attributes lead to the formation of brand attitudes: the cognitive evaluation of functional brand attributes and the affective reaction to emotional brand benefits. In green marketing research, there is a certain controversy regarding the respective strength of the 222Patrick Hartmann and Vanessa Apaolaza Ibáñez attitudinal effects of either rational -product attribute centred- or emotional persuasion strategies (Monhemius 1993; Davis 1993; Smith, Haugtvedt, and Petty 1994; Finger 1994; Swenson, and Wells 1997; Fuller 1999). In an earlier experimental study, Hartmann, Apaolaza, and Forcada (2005) found significantly higher attitude effects of emotional green brand positioning, compared to a product attribute centered brand positioning. However, the attitude effects of specific functional and emotional dimensions of green brand associations have not yet been empirically tested against each other. Thus, the following research aim is proposed: Research objective: Comparative analysis of the respective strength of the effects of distinct green brand associations on brand attitude.At the moment of the data collection, in the Spanish residential energy market only one brand, “Iberdrola Energía Verde” (Iberdrola Green Energy), was positioned as a green energy brand. The data collection was carried out in the 4th and 5th month of an intense brand building effort by this energy provider, mainly through advertising. Earlier studies (e.g., Hartmann, Apaolaza, and For-cada 2002) show a lower degree of environmental associations of the corporate Iberdrola brand before the campaign than of any other brand in the study (Figure 3). The advertising campaign was developed to associate emotional nature experiences with the brand, following recommendations by Hartmann (2002), through the use of specific nature imagery tested in his study, e.g. flying eagle, mountain scenery, waterfall, etc. Furthermore, ads contained claims developed to build “warm glow” emotional benefits (“Now, every time you switch on your light you can feel good because you are helping Nature”). Effects of green brand communication on brand associations and attitude 223 Figure 1: Visual implementation of the green energy brand “Iberdrola Energía Verde” (extract from TV advertising) 224Patrick Hartmann and Vanessa Apaolaza Ibáñez Additionally, the images of a group of young people in the TV-spot and the claim “join us” were aimed at group-specific social norms, associating the brand with self-expressive benefits (Figure 1). In the study, the respondent’s green brand associations and brand attitude were assessed for the Iberdrola Green Energy brand and the two most important competing energy brands (Endesa and Union Fenosa). The effect of green brand associations on brand attitude was established analyzing the relationship between the respondent’s green brand associations and brand attitude of the brands included in the study. Besides Iberdrola Green Energy, none of the other brands in the Spanish energy market had implemented a green branding campaign at the moment of the study. All brands were well known to the respondents and all respondents had been exposed repeatedly to the TV advertising of the Iberdrola campaign in the months prior to the study.6 ResultsThe comparison of the associations of the brands with the statement “Brand X cares about the environment” in this study with results obtained in previous research (Hartmann et al. 2002) shows that the Iberdrola Green Energy brand is perceived as significantly more environmentally committed (p<0.000)Results of the exploratory and confirmatory factor analysis conducted seem to support the hypothesis on the formation of the proposed distinct dimensions of green brand associations as a consequence of communicational brand implementation, i.e. functional environmentally sound product attributes, feelings of well being (“warm glow”) from acting in an altruistic way, self-expressive benefits and emotional nature experiences (H1). Furthermore, the structural equation analysis proved partially supportive of an overall positive effect of green brand associations on brand attitude (H2), since functional environmental brand associations and the emotional benefit “nature experiences” had a significant positive influence on the attitude construct. However “warm glow” feelings and self-expressive emotional benefits, although perceived by the respondents, had no significant positive attitude effects. Absence of attitude effects can be either due to the general absence of attitude effects of these dimensions of green Effects of green brand communication on brand associations and attitude 231 brand associations, or as a consequence of a weak implementation through advertising. Regarding the controversy on the respective strength of either functional or emotional branding strategies in green branding, results suggest a stronger influence of the emotional benefit “nature experiences” in this specific case. Still, the conclusion that an exclusively emotional green branding would be the most effective branding strategy in green marketing cannot be supported, as all dimensions of green brand associations were highly correlated, being indicative of a high degree of interaction of cognitive and emotional processes in the formation of attitude towards green brands.7.1 Managerial implicationsResults of the study show that the adequate implementation of green brand associations through advertising can be an effective method for the improvement of brand attitude. In this specific case, the brand perceived as the least environmental responsible one of three competing brands could be repositioned as the greenest brand after only four month of advertising effort. However, while most researchers in green marketing postulate functional strategies deliv-ering detailed information on environmentally sound product attributes, this study supports more significant attitude effects of emotional green brand benefits, specifically of the type “nature experiences”. An exclusively functional green branding may fall short of delivering individual benefits to customers(Belz, and Dyllik 1996), assumes rational decision processes and limits capacity for brand differentiation (Kroeber-Riel 1991; Aaker 1996). While emotional green branding has the potential to overcome these limitations, an exclusively emotional green branding could lead to weaker than possible attitude effects, caused presumably by a possible misinterpretation of vague green claims (Picket, Kangun, and Grove, 1995). Attitude formation most probably takes place through an intensive interaction of cognitive and emotional processes. Consequently, highest attitude effects would be achieved by a combined branding strategy centered in the implementation of emotional benefits that are sustained by information on environmentally sound product attributes. While three distinct types of green emotional benefits were proposed and analyzed in this study, only nature experiences proved effective in enhancing brand attitude. The implementation of nature experiences through brand communication seems to be more feasible than to associate the feeling of well-being (“warm glow”) from acting in an altruistic way, i.e. “doing something good to society and nature”, or self-expressive benefits with the brand. In the specific case of an energy brand, self-expressive benefits might not be relevant as emo-232Patrick Hartmann and Vanessa Apaolaza Ibáñez tional consumption experiences at all, as the brand is not consumed in a socially visible manner. On the other hand, the association of a brand with nature experiences is straightforward, applying the principles of transformational advertising or emotional conditioning techniques: embedding the brand in a coherent and consistent manner in pleasant nature imagery that evokes nature experiences in the target group.7.2Limitations and future researchThe study has a number of limitations. First, the research has primarily been of an exploratory nature focusing on just one particular green brand in one specific product category. The findings need to be confirmed for other brands and product categories. Second, the measures used, while providing good reliability and validity, have their limitations, especially in the case of the emotional dimensions of green brand associations. Third, the sample consisted of subjects selected by convenience and quota. A representative sample would have strengthened the results obtained. Future research on the subject should first concentrate on the further development of the constructs used in the study, particularly that of the emotional dimension of green brand associations. The method using visuals should be combined with additional measures, e.g. semantic differential scales, biometric measures, etc. This can in turn result in a better assessmentof variables, after which the relationships between the considered constructs can be better under-stood. The study should then be replicated within different product categories and with a more representative sample.Source:Patrick Hartmann and Vanessa Apaolaza Ibáñez,Effects of green brand communication on brand 2006, International Advertising and Communication, Part III, Pages 217-236译文：对品牌的影响绿色品牌传播协会和态度1. 简介2.绿色品牌联想3.交际实施绿色品牌协会4.对品牌态度的影响5 方法6 结果7 讨论7.1管理的影响7.2研究限制和今后的研究摘要这项研究分析了实施绿色品牌联想交际。

绿色营销策略英文参考文献As green marketing becomes an essential tool for sustainablebusiness strategy,companies are adopting green marketing practices toachieve better business performance. However,no research has yetoperationalized all the organizational facets that are necessary to becomea green marketing oriented company. To address this omission, followingthe literature in measurement theory, this investigation reports a series of4 studies and develops a scale to capture the holistic approach of greenmarketing. This study introduces the construct of green marketingorientation, which comprises three dimens ions: strategic green marketingorientation,tactical green marketing orientation and internal greenmarketing orientation. The scale shows internal consistency，reliability,construct validity and nomological valid ity. Directions for future researchand managerial implications of the new construct are discussed.Keywords: Green marketing,Environmental,，Sustainability，Scaledevelopment,Transformative marketing, Marketing strategy.Despite the ubiquity of green/environmental narratives in themarketing literature remarkably few emp irical studiesguide businesses tointegrate and operationalize green marketing in everyday businesspractice (Fuentes，2015). Consequently，green marketing fails to achieveits potential for improving the quality of life for consumers, nor benefitsthe ecosystem (Polonsky，2011). Past reliance upon economistic logic,technological fixes，eco-innovations and environmental add-ons at theperiphery of marketing strategy have not delivered transformative changefor individuals and society，nor significant competitive advantage andvalue for business (Geels,McMeekin, Mylan, & Southerton, 2015; Kotler,2011). This paper addresses the need for a more integrated and holisticanalys is of green marketing practice through the development of aconceptualization of green marketingorientation to capture theorganizational facets that operationalize a green marketing orientedorganization.。

摘要从品牌战略的内涵与其功能意义入手，探讨了品牌.钱略在企业营销中的作用。

在分析我国企业营销品牌战略发展状况的基础上，认为，提高品牌意识，搞好.兄牌定位，塑造良好品牌形象，综合运用多种竞争手段，是企业品牌营销的必然选择。

关键词:品牌战略；企业;品牌策略;品牌定位1。

品牌战略内涵与其功能意义所一谓品牌战略是指企业通过创立市场良好品牌形象，提升产品知名度，并以知名度来开拓市场，吸引顾客，扩大市场占有率，取得丰厚润回报，培养忠诚品牌消费者的一种战略选择品牌战略是现代企业市场营销的核心。

从品牌战略的功能来看，一个品牌不仅仅是一个产品的标志，更多的是产品的质量、性能、满足消费者效用的可靠程度的综合体现。

它凝结着企业的科学管理、市场信誉·追求完美的精神文化内涵，决定和影响着产品市场结构与服务定位·因此，发挥品牌的市场影响力，带给消费者信心，给予消费者以物质和精神的享受正是品牌战略的基本功能所在。

实践一证明，良好品牌往往能给人以特别印象，在同等质量下可以索取较高价格。

有些公司拥有良好的品牌甚至还一可以在不同国家逆周期、反季节制造产品，从而使成本与收益流量畅通[1]。

经济全球化背景下，国际竞争越来越表现为品牌的竞争，现代跨国公司绝大多数都是世界知名品牌公司，尤其注重品牌战略的运用，通过品牌这种全方位的输出形态，跨国公司逐步占领了国际市场，可以毫不夸张地说，而今，品牌已是跨国公司市场选择的唯一要素·第二，监督和保一证产品价植品牌是一个集合概念，它包括产品质量、形象·技术、功能、效用等诸多内容。

创造一个广受消费者欢迎的品牌产品，需要日积月累的努力和长期的品质、价值保证。

第三，实现规模经济效益品牌成长带动了企业产品价格上扬，需求增加，有利于企业扩大再生产，增加规模经济收益。

第四，保证企业不断壮大和持续发展许多跨国公司认为，成功品牌的价值不仅在于它们能够保一证将来的收入，增加顾客对公司产品的需求，更在于企业出现危机时能给他们予以支持，确保企业长期发展。