Transcript Green marketing - Hochschule Heidelberg

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
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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]
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Green is mainstream
From niche to normal: more than ¾ of customers
is somewhat green!
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Green is cool
Fashionable and trendy.
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Green is innovative
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Green is fun
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Green is valueable
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Green is successful
Cost efficient.
Cheap.
The government supports it.
Stronger brands through value based
communication.
Higher profit rates through better paying
willingness.
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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.
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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?).
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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
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