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MGMT 4033 Chapter 13 Report

Notably, chapter 13 covers all green marketing aspects, and more specifically, it reviews

the primary principles of green marketing and evaluates the best and worst strategies to promote

these products. According to Fuller, sustainable marketing is "using ecologically compatible

development and distribution processes to meet customers' needs." In this chapter, the author

opts to use "green marketing" since it seems to be implemented by most firms. Different

organizations have different reasons why they want to establish a sustainable presence. For

example, it could be because they need to keep up since their competitors are involved. Also, it

could be because they are already convinced about its effectiveness, or perhaps their buyers need

to understand and know their stance (Young, Scott and Kanwalroop 323). A number of factors

are put into consideration before any business organization starts marketing their products as

green. These considerations are authenticity, commitment, and program approach.

Authenticity, a business organization must have an undoubtful claim to be ecologically

and environmentally beneficial. Grant mentions some of the marketing claims made by

producers in the United Kingdom, including biodegradable, organic, carbon-neutral, energy-

efficient, and genetically modified free, to mention just a few. In the United States, claims of this

type have to pass the master of Federal Trade Commission (FTC). Mainly, FTC monitors any

false advertisement (Young, Scott and Kanwalroop 326). Therefore, before a company claims

that their products are eco-friendly, it must be genuine since it is established that they are false
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claims, and the resulting public relations would be a nightmare. The second consideration,

commitment, requires the company to be dedicated and actively pursue the quest for

sustainability. The commitment has to be a universal one from the organization's president down

to the ranks. Sustainability comprises more than just recycling aluminum and paper and only

watering the lawn in the past days. When it comes to sustainability, an organization must have a

programmatic approach. Before embarking on green marketing, a holistic approach should be

established, a complete program aimed at addressing all the requirements of green marketing. All

other reasonable efforts might go to waste in case of failure in a single aspect of the triple bottom

line (TBL), for example, selling fair-trade coffee while hiring underage workers advertisement

(Young, Scott and Kanwalroop 324).

Marketing comprises 5 P's, product, price, place, promotion, and people. A company

intending to use green marketing as its primary marketing strategy must carefully consider all the

Ps. The first P, product, the company should consider questions such as, is the product fully

vetted? Are all the claims genuine, proven, and certified? Can the product packaging be

recycled? Price, are customers willing to pay an extra cost if the product costs more to deliver?

Place, what are the most appropriate stores to capture the demographic buying the product?

Which areas would have optimal sales? Promotion, what media is likely to reach all the potential

customers? (Young, Scott and Kanwalroop 326). Which NGOs will be willing to partner with

this product? People, are people who identify with value supporting our product?

According to Jackquelyn, there are five rules of green marketing, knowing your

customer, empowering consumers, being transparent, constant reassurance of consumers, and

considering your pricing. The author gives an example of the Toyota Prius, which provided an

excellent hybrid automobile design and function. Customers got assured of reducing emissions
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and not sacrificing performance. In addition, the chapter discusses 7 sins of green marketing. The

first sin is a hidden trade-off where a company claims its product to be green but doesn't consider

the trade-offs involved. The second sin is the sin of no proof, a claim that can't be substantiated.

Thirdly, the sin of vagueness is described as a poorly defined claim. The fourth sin is the sin of

two lesser evils where the claim might be genuine but intended to destruct the buyers from other

issues. Lastly, the author describes the sin of fibbing and worshipping false labels (Young, Scott

and Kanwalroop 329). Finally, the chapter gives examples of successful companies in green

marketing such as Burt's Bees, McDonald's, and Amtrak.

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Work Cited

Young, Scott T., and Kanwalroop Kathy Dhanda. Sustainability: Essentials for business. Sage

Publications, 2012.