Translated from English to Chichewa - www.onlinedoctranslator.

com

Mavuto Amakono mu
Kutsatsa
Phunziro 8
Green Marketing
Kutsatsa kobiriwira / kokhazikika
Green Marketing

•“Ntchito za bungwe pakupanga, kulimbikitsa, mitengo ndi

kugawa zinthuzomwe sizidzawononga chilengedwe” (Pride &
Ferrell, 1993).
•“Zochita zonse zopangidwira kupanga ndikuthandizira kusinthanitsa kulikonse
komwe kukufuna kukwaniritsa zosowa zaumunthu kapena zofuna, kuti
kukwanilitsa zosowa ndi zofunazi kuchitike ndikuwononga kochepa pa
chilengedwe” (Polonsky, 1994).
•“Kugwiritsa ntchito malingaliro otsatsa ndi zida zowongolera
kusinthanitsakukwaniritsa zolinga za bungwe ndi payekha
m’njira yoti amateteza, kuteteza, ndi kusunga
chilengedwe” (Polonsky & Mintu-Wims, 1995)
 Greentailing

"Greentailing ndikugulitsanso mosamala komwe kumapangidwirazokhazikika zachilengedwe,

machitidwe abizinesi odalirika ndi opindulitsa pazachumazomwe zimaganizira
momveka bwino zotsatira za zochita za wogulitsa pa chilengedwe ndi
anthu ammudzi, malingaliro a makasitomala ndi machitidwe, antchito, ogulitsa, ndi
pamapeto pake eni ake amabwerera” (Stern ndi Ander, 2008, p. 31)
 Chimbudzi zinyalala m'madzi abwino
ndi mphamvu
https://www.facebook.com/worldeconomicforum/videos/10154848806
516479/
 Mababu oyendera mphamvu yokoka
https://www.facebook.com/worldeconomicforum/videos/10154580626
286479/
Kutsatsa kobiriwira - njira?

Sichizoloŵezi, monga momwe anthu ambiri amaganizira. Ndilo limodzi mwamabvuto

oyipa a dziko lamasiku ano. Zifukwa zomwe sizili mafashoni ndi chifukwa:

1. Ogula azindikira kwambiri zachilengedwe

2. Maboma adziko akukhazikitsa malamulo okhwima
3. Mabungwe omwe si aboma akukakamizanso bizinesi
pazachitetezo cha chilengedwe.
4. Kuchulukitsidwa kwa nkhani zofalitsa nkhani
 Kubzala mitengo kumapulumutsa mamiliyoni
https://www.facebook.com/worldeconomicforum/videos/10154726750
621479/
• Momwe makampani angasinthire dziko lapansi ndikuthana ndi zovuta
zazikulu zanthawi yathu ino:kukhazikika kwa chilengedwe
• Makampani ambiri sanayambe kuganiza mozama za kupanga njira zawo
kukhala zabwino kwa chilengedwe
• Ena adamva kukakamizidwa ndi kuunika ndipo adadziwa kuti akuyenera kuchitapo kanthu
asanawonedwe ndikuchititsidwa manyazi poyera ndi akatswiri azachilengedwe.
• Pamapeto ena panali makampani angapo omwe amawona kuti angathe
tengerani mwayi pazokonda za anthu potsatsa malonda ndi ntchito
zokhudzana ndi zobiriwira
 Atatu omwe akuchita
posamalira chilengedwe
The Innovator
The Investor
Wofalitsa
The Innovator

•“Imapanga / kupanga zinthu zomwe zimatha kupulumutsa chilengedwe,

osati zinthu zomwe sizimawononga chilengedwe komanso zomwe zili
zachilengedwe-wochezeka” (Kotler et al., p.154)
• Zogulitsazi zimachepetsa zowonongeka zomwe zimachitika ndipo
siziwononga chilengedwe pakapangidwe kake kapena momwe zilili.
• Nthawi zambiri amachokera ku mafakitale a Chemical/biological/energy/hi-tech
• Iwo amapitirirazowonjezera zatsopanokukhazikitsa zatsopano zosokoneza
• The Innovators ali ndi luso lasayansi lothandizira chilengedwe
m'njira yomwe Investor kapena Propagator alibe.
• Zatsopanozi zimabweretsa zovuta zazikulu pazachilengedwe chifukwa zimagwiritsidwa ntchito
padziko lonse lapansinthawi yayitalikachitidwe
• Zogulitsazi zimatenga zaka komanso zaka zambiri za kafukufuku komanso
kuyenda kosalekeza kwandalama.

• Mofanana ndi kupangidwa kwina kulikonse, zotsatira zake sizotsimikizika; chifukwa chake
Innovatorskutenga zoopsa zazikulu
 Kumanani ndi anthu a Leaf Republic

https://www.facebook.com/worldeconomicforum/videos/10154465138
936479/
http://leaf-republic.com/
 Njinga Yamatabwa!

http://boughbikes.com/
https://www.facebook.com/worldeconomicforum/videos/10154832843
801479/
Nsapato zobwezerezedwanso za Rothy

https://www.facebook.com/NowThisNews/v
malingaliro/1301998209890300/

https://rothys.com/
The Investor

• Investor ndi munthu amene "amayika [ndalama] kuti agwiritse ntchito, pogula kapena
kugwiritsa ntchito, muzinthu zopatsa phindu, monga chiwongola dzanja, ndalama,
kapena kuyamikira mtengo wake" (Kotler et al., p.157)

• Ndi makampani ndi anthu omwe amapereka ndalama zothandizira kafukufuku (nthawi
zambiri ndi akatswiri) m'makampani akunja kapena awo.
• Mwachitsanzo, opanga ena ayambanso kuyika ndalama kuti achepetse kutulutsa mpweya m'mafakitale awo,
kuchepetsa kugwiritsa ntchito mphamvu kuchokera m'masitolo / makompyuta awo, ndi zina.

• Investor sangatengere pachiwopsezo chachikulu pakuyesa zachilengedwe monga

Innovator, chifukwa bizinesi yobiriwira sicholinga chake chachikulu cha bizinesi.
• Komabe, amagawana masomphenya a dziko lobiriwira komanso lokhazikika.
• Kupatula kufunafunandalama zobwerera, Investor amafunanso kubwerera
m'madera ena - kusintha muchithunzi, kuwonjezekamtengo wamtundu,
kupeŵa kukakamizidwa kwambiri ndi mabungwe a zachilengedwe, ndi
kugulitsazobiriwirakukwaniritsa zofuna za msika
• Ngakhale Otsatsa sali mubizinesi yopangira zinthu
zatsopano, amathandizira kwambiri pakubwereketsa
ndalama zothandizira mapulojekiti okonda zachilengedwe.
 Magetsi aku California
kupanga misewu
https://www.facebook.com/aljazeera/videos/10155516953358690/
 Kumanani ndi duwa lanzeru
https://www.facebook.com/technsider/videos/685474981650861/
https://www.smartflower.com/en
Wofalitsa
• Wofalitsa nthawi zambiri amakhala amakampani ang'onoang'ono m'makampani
osagwiritsa ntchito mankhwala / biotechnology / mphamvu /ukadaulo wapamwamba

• Kusiyana kwakukulu ndi ziwiri zam'mbuyo kwagona mu bizinesi yake yobiriwira,

yomwe imasintha mayendedwe amkati kukhala mwayi wampikisano wakunja.

• Ntchito ya Wofalitsa, kupatulapo bizinesi, ndikudziwitsa

anthu za kufunika koteteza chilengedwe

• Izi zimapanga unyinji wofunikira womwe umagula chinthu chogulitsidwa ndi

Innovator ndipo chomwe chingathandizire ndikuyamikira zopereka zabwino za
Investor
• Chofunika kwambiri, Ofalitsa amafunafunapangani akazembe a
chilengedwepofalitsa mfundo zoteteza dziko lapansi kwa ogwira
ntchito ndi ogula
• Njira yodziwika bwino yopangira akazembe a chilengedwe ndi kupanga
chidziwitso m'madera.
• Njira ina ndikubweretsa chidwi ku chilengedwe kudzera
muzinthu zake
 WASTED ku Amsterdam
https://www.facebook.com/worldeconomicforum/videos/10154352274
046479/
https://wastedlab.nl/en/concept/
The Body Shop
 ndi otchuka…

https://www.facebook.com/technsider/videos/606461219552238/
https://www.tesla.com/
Boma la Norway likhoza
kukhala ngati wofalitsa
https://www.facebook.com/attn/videos/1343675249001264/
 Kugwirizana kwa
Innovator, Investor, ndi
Wofalitsa
Pali zifukwa zingapo zomwe zimachititsa atatuwa
kupulumutsa chilengedwe chawo
1. Kudalira zachilengedwe
2. Kuwonekera kwa malamulo
3. Kuchulukitsa kuthekera kwa kuwongolera
4. Msika wampikisano wa talente
5. Mphamvu zochepa zamsika pamsika wopikisana kwambiri
6. Zolemba zabwino za chilengedwe
7. Kuwonekera kwamtundu wapamwamba

8. Kukhudzidwa kwakukulu kwa chilengedwe

Zifukwa 1-3 ndizolimbikitsa kwambiri kwa Opanga, 4-6 kwa

Ofalitsa, ndi 7-8 kwa Otsatsa.
• Onse Ogulitsa ndi Ofalitsa amalimbikitsa chilengedwe kudzera
munjira zawo zamabizinesi, pomwe Opanga zinthu amapanga
zinthu zomwe siziteteza chilengedwe.
• Otsatsa amasewera m'misika ya niche pomwe Otsatsa amasewera
m'misika yambiri
• Kuti pakhale zolimbitsa thupi, mitundu yonse itatu iyenera kukhalapo pamsika
Zolimbikitsa kwa osewera osiyanasiyana

Woyambitsa Wofalitsa Investor

Wothandizira
Wotsatsa
• Zachilengedwe Amplifier
kudalira • Msika wampikisano wa talente
• Msika wochepa mphamvu pamsika
• Kuwonekera kwamtundu wapamwamba
• Kuwonekera kwa • Kukhudza kwakukulu kwa chilengedwe
wampikisano kwambiri
malamulo
• Kuchulukitsa mwayi
• Zolemba zabwino za
chilengedwe
wowongolera
• Kuphulika kumayambitsidwa ndi Ofalitsa, omwe amamanga mwayi wawo
wampikisano
• Izi zimakulitsa malingaliro a anthu pazachilengedwe
• Koma Ofalitsa okhawo amavutika kuti abweretse malonda pamsika
wamba
• Amafunikira chikoka cha Ogulitsa ndalama kuti awaletse kuti asakhale ndi misika ya
niche
• Akufunikanso a Innovators kuti awapatse zinthu zatsopano zobiriwira
 Nyumba zamapulasitiki
https://www.facebook.com/worldeconomicforum/videos/10154832880
731479/
 Ambulera ya dzuwa
https://www.facebook.com/timesofoman/videos/1100167113396276/
Magulu omwe akutsata
Green Marketing
• Msika wobiriwira uli kutali ndi homogeneous. Itha kugawidwa m'magawo
anayi: osintha mawonekedwe, ofunafuna phindu, ofananira wamba, ndi
ogula osamala.
• Ma Trendsetters ndi misika yoyambirira pomwe ofunafuna phindu
ndi ofananira ndi omwe ali misika yayikulu. Ogula osamala ndi
otsalira
• Popeza gawo lililonse lili ndi zikhulupiriro zosiyanasiyana zokhuza phindu
lazinthu, njira yotsatsira aliyense iyeneranso kukhala yosiyana
Trendsetters

• Iwo ndi gawo lofunika kwambiri mu gawo loyamba la mankhwala

obiriwira
• Iwo ndi amalingaliro ndi auzimu
• Otsatira oyamba, ndi olimbikitsa kwambiri
• Iwo ndi oyambitsa
• Iwo ndi atsogoleri osintha
• Amakhala omvera kwambiri malingaliro atsopano ndi matekinoloje
• Ndimakasitomala achangu, ndipo zogula zawo zikuwonetsa kulawa
kwapamwamba, zopangira ndi ntchito zapamwamba
• Koma kuti zobiriwira zobiriwira zivomerezedwe, ziyenera kupitilira zomwe zili
mumayendedwe kupita kuzinthu zambiri
• Awapange kukhala olimbikitsa zobiriwira zobiriwira, kuti azilimbikitsa mabwalo awo
Msika waukulu
• Iwo ali oganiza bwino pankhani yogula zinthu zobiriwira
• Msika waukulu umapangidwa ndi:
• Ofunafuna phindu
• Ofananira wamba
Msika waukulu: Ofunafuna phindu
• Adzagula kokha ngati alizotsika mtengo, choncho, zobiriwira zobiriwira
ziyenera kukhalazotsika mtengopolimbikitsa kwa iwo
• Sadzalipira zambiri kuti akhale obiriwira
• Otsatsa akuyenera kuwonetsa kupulumutsa ndalama pogwiritsa ntchito zinthu zobiriwira
• Amatchedwa "oganiza"
• Iwo ali omasuka kuganizira malingaliro atsopano - amatha kutengeka mosavuta
kuchoka ku zisankho zoipa ndikupita kwa omwe ali ndi udindo
• Kulankhulana zinthu zobiriwira zobiriwira kuwonjezera pa zokhazikika kutsogolere ofuna
phindu kusankha njira zabwinoko.
• Amakhalanso osamala, ogula othandiza - amayang'anakulimba,
magwiridwe antchito, ndi mtengo wogula
• Kuti muwagwire, yang'anani momwe mankhwalawo angaperekere phindu lochulukirapo popanda
kuwononga chilengedwe; "Eco-efficiency"
Msika waukulu: Ofananirako

• Iwo ndi osamala kwambiri kuposa ofunafuna phindu

• Sagula chinthu chomwe sichinakhale muyezo mumakampani
• Kutchuka kwa malonda ndi chifukwa chofunikira kwambiri chogulira

• Zogulitsa zobiriwira ziyenera kufika pamlingo wovuta kwambiri kuti

zikope gawo ili
Wosamala-wogula

• Amakayikira kwambiri kotero kuti amapewa kugula zinthu zobiriwira palimodzi

ngakhale kuti malonda obiriwira ali kale chikhulupiriro chovomerezeka

• Iwo ndi okwera mtengo kwambiri kuwatsata ndi kuwatembenuza

Kuzungulira kwa moyo wopanga chidziwitso chobiriwira ndi
kugula(Kotler et al., 2010, p. 166)