International marketing: Green
marketing and sustainability as a tool
for success in international markets
The course
• 1.: New ways of thinking in marketing
• Societal concept of marketing
• Criticism of ‚traditional marketing’
• 2.: Green marketing and sustainability – strategic
level
• Green consumers: segments, motives, attitudes
• 3.: Green marketing mix
• Techniques, methods, tools and risks
• Internet and social media
• 4.: Addig real values: marketing for the ‘good’
• Selling values, changing behaviours
• 5.: Project task presentations, exam
2
KENÉZ, András
Assistant professor at Edutus
College, Budapest, Hungary
Lectures in marketing, customer
behavior and eco-marketing in
BA and MsC level
Consultant (green marketing and
online marketing) in DEES
Consulting
[email protected]
3
Green is mainstream
From niche to normal: more than ¾ of customers
is somewhat green!
4
Green is cool
Fashionable and trendy.
5
Green is innovative
6
Green is fun
7
Green is valueable
8
Green is successful
Cost efficient.
Cheap.
The government supports it.
Stronger brands through value based
communication.
Higher profit rates through better paying
willingness.
9
New paradigm of marketing
Societal concept by Philip Kotler.
Holistic marketing concept with Socially
responsible marketing.
Sustainable branding and ‚cradle to cradle’
thinking. Value-creation.
10
Tools of green marketing
Online. WOMM, Facebook, community,
evangelists
Guerilla. Flasmob, ambient, viral, astroturf
Traditional. Analysing techniques. Products and
brands. 4P (or 4C, or 4E?).
11
The project task assigment
Step by step guide to green marketing (short
daily tasks during the course)
• Stategy: ecological strategic position
• Understanding target group and motives
• Creative idea generation
• Implementation and communication
• Adding value – marketing of socially good
12
Descargar

Green marketing - SRH Hochschule Heidelberg