While many people don't deem "Green" as important , but it is vital that as participants working towards green initiatives that we market the green energy fund in a way that it will be effective for our targte publics. People have a preconcieved notion that when discussing green efforts we are refering solely products with enviromental characteristics but in retrospect the term "green" can be applied to many other things such as consumer goods, indutrial goods and even services. The American Marketing Association(AMA) held a workshop with the intentions of coming up with a clear and precise definition for what exactly "Ecological Marketing can be defined as, they defined it as "the study of the positive and negative aspects of marketing activities on pollution, energy depletion and nonenergy resource depletion.[Henion and Kinnear 1967b,1] One of the major questions that we will be asked on campus is "Why is going green important" and because we are pushing the "green energy fund" initiatives it is imparitive that we are able to supply the student body with benefitial information. "The 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 hgow people use their limited resources to satisfy unlimited wants.[McTaggart,Findlay and Parkin 1992,24]The main issue with most students the idea that going "green" wont be cost effiecnt but if we frame and tailor our message in a way that emphasizes the advantages to the "green energy fund" Famu could see changes on campus.
Polonsky, Michael Jay. (1994). An Introduction To Green Marketing. Electronic Green Journal, 1(2). Retrieved from: http://escholarship.org/uc/item/49n325b7
I really found this article to be rather interesting. The real question is, "Why is going green important?" Most people, like myself, did not even know what the phrase "going green" meant, but now that more and more people have somewhat of an idea what it is,they need to know why. When I first heard about going green, I had no clue what that was nor what it meant, even when I did learn more about it I thought it was only recycling but now I know a lot more. Back to the article, I would have never guessed that economics is part of the reason why green marketing has increased, but now I see how because of the definition of economics.
ReplyDeleteI believe Green marketing is important Courtney because we have to be just as accountable as the people we are trying to persuade. Focusing on social media has allowed marketers to be more eco-friendly, but for the big publicity productions that goes on in big cities like Time Square in New York, etc..., Green marketing needs to be implemented a little more. I believe that the GC pays close attention to their Green marketing activities as much as their resources allow them too. But like the article says " Economics is the study of how people use their limited resources to satisfy unlimited wants."
ReplyDeletePeople need to grasp the significance of "going green." It's not just a fad, it's more of a trend - and a permanent trend at that. Our world is going to crumble if the market doesn't complement green technology. Our world has plenty of resources that can be used in place of the resources that have been polluting the atmosphere.
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