There is a student walking on the street on a chilly and raining night. She feels like to hold a cup of hot coffee in her hands to fight the chilliness. She walks directly toward Starbucks whenever an advertisement comes up to her mind. The advertisement says that the customers who bring their own cups will save ten dollars per cup at Starbucks. After a while, she holds a cup of coffee with satisfaction since she not only saved money but also did something good for the environment for not using a disposable cup.
This kind of "green marketing" promotion is common in Taiwan. Before talking about green trend or the awareness of environmental-friendliness, that gets popular around the world, let us begin with the definition of "green marketing". It widely covers various areas, such as manufacture and advertisement which are environment-friendly. "According to the American Marketing Association, green marketing is the marketing of products that are presumed to be environmentally safe. Thus green marketing incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising." Owing to the globalization, most enterprises standardize the marketing strategies around the world, so as to benefit from large-scale economics, including production, logistics, marketing, management and so on. Hence, these enterprises are greatly influenced by green marketing. For those enterprises that do not catch up the green marketing strategy, they would be gradually be excluded or eliminated.
"Years from now, 2006 will be remembered the year environmentalism-and all things green-pushed into the mainstream. President Bush warned of our harrow...
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Gross, Daniel. (2007). Pocket More Green with 'Green' Hype. Newsweek, Vol. 150, Issue 13.
Hanas, Jim. (2007). A WORLD GONE GREEN. Advertising Age, Vol. 78 Issue 24, 1-11.
Jack Neff. (2007). Eco Wal-Mart costs marketers green. Advertising Age, 78.39,3.
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Sarah, Rich. (2007). Are You Being Greenwashed?
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