Traditional Culture Encyclopedia - Traditional virtues - What's the difference between green marketing and traditional marketing?
What's the difference between green marketing and traditional marketing?
1. Green marketing concept is a marketing concept for the sustainable development of human society. Since 1990s, due to the change of ecological environment and the shortage of natural resources, the survival and development of human beings have been seriously affected. Countries all over the world have begun to pay attention to the protection of ecological environment, and business circles have also put forward green marketing, with the aim of protecting the ecological environment of the earth and ensuring the sustainable development of human society.
Green marketing emphasizes the unity of interests of consumers, enterprises, society and ecological environment. On the basis of emphasizing the traditional social marketing concept of organic combination of consumer interests, enterprise interests and social interests, the ecological environment is further emphasized, and the protection of ecological environment is the key to ensure the interests of the first three.
2. The concept of green marketing pays more attention to social benefits.
As a part of society, enterprises should not only pay attention to the economic benefits of enterprises, but also pay attention to the economic and social benefits of the whole society.
The concept of green marketing requires enterprises to focus on social benefits and the long-term interests of the whole society, and to consider not only the satisfaction of consumers' desires and needs, but also the greatest long-term interests of consumers and the whole society, and to change from "consumer-centered" to "society-centered".
On the one hand, enterprises should do a good job in market research: they should not only investigate and understand the actual demand and potential demand of the market, but also understand the satisfaction degree of the market demand, so as to avoid the waste of social resources caused by repeated introduction and repeated production; On the other hand, we should pay attention to analyzing the advantages and disadvantages of enterprises and competitors, make full use of our own advantages to improve marketing effects and increase the accumulation of the whole society.
At the same time, enterprises should pay attention to selecting and developing businesses that are beneficial to society and people's physical and mental health, and give up those businesses that are high in energy consumption, high in pollution and harmful to people's physical and mental health, so as to make contributions to promoting social development and benefiting future generations.
3. The concept of green marketing pays more attention to corporate social responsibility and social morality.
The concept of green marketing requires enterprises to consider not only consumers' interests and enterprises' own interests, but also social interests and environmental interests, combine the four interests, follow social ethics and realize corporate social responsibility.
Attach importance to the economic responsibility of enterprises. Enterprises that implement green marketing will rationally arrange enterprise resources, effectively use social resources and energy, and strive to achieve high output and high efficiency to meet social needs with low energy consumption, low pollution and low input, thus improving enterprise profits and the overall economic benefits of the whole society.
Second, the differences in business objectives.
Traditional marketing, whether product-oriented or customer-oriented, the ultimate goal of enterprise management is profit. Traditional marketing mainly considers the interests of enterprises, often ignoring the overall interests and long-term interests of the whole society.
Its research focuses on the "magic triangle" composed of enterprises, customers and competitors, and profits can be made by coordinating their relations. Traditional marketing does not pay attention to the value of resources, and places ecological requirements outside the human demand system as dispensable, often at the expense of destroying the interests of the ecological environment to obtain the maximum profits of enterprises.
The goal of green marketing is to coordinate economic development goals with ecological development and social development goals and promote the realization of the overall strategic goal of sustainable development. Green marketing should not only consider the interests of enterprises themselves, but also the interests of the whole society.
When implementing green marketing, enterprises always consider the impact on the environment from the design of products to the selection of materials, the adoption of packaging materials and methods, the selection of transportation and storage methods, and then the consumption of products and the disposal of wastes, so as to save resources, be safe and hygienic, and be pollution-free, so as to safeguard the overall interests and long-term interests of the whole society.
Third, the differences in business methods.
Traditional marketing realizes its marketing goals through the organic combination of products, prices, channels and promotions. (4) Follow social morality. When implementing green marketing, enterprises must pay attention to social morality and avoid sacrificing environmental benefits (such as uncontrolled use of energy and pollution of the ecological environment) to obtain economic benefits of enterprises.
Fourth, the differences in business objectives.
Traditional marketing, whether product-oriented or customer-oriented, the ultimate goal of enterprise management is profit. Traditional marketing mainly considers the interests of enterprises, often ignoring the overall interests and long-term interests of the whole society. Its research focuses on the "magic triangle" composed of enterprises, customers and competitors, and profits can be made by coordinating their relations.
Traditional marketing does not pay attention to the value of resources, and places ecological requirements outside the human demand system as dispensable, often at the expense of destroying the interests of the ecological environment to obtain the maximum profits of enterprises.
The goal of green marketing is to coordinate economic development goals with ecological development and social development goals and promote the realization of the overall strategic goal of sustainable development. Green marketing should not only consider the interests of enterprises themselves, but also the interests of the whole society.
When implementing green marketing, enterprises always consider the impact on the environment from the design of products to the selection of materials, the adoption of packaging materials and methods, the selection of transportation and storage methods, and then the consumption of products and the disposal of wastes, so as to save resources, be safe and hygienic, and be pollution-free, so as to safeguard the overall interests and long-term interests of the whole society.
Differences in operation methods of verbs (abbreviation of verb)
Traditional marketing achieves its marketing objectives through the organic combination of products, prices, channels and promotions.
Pay attention to the investigation and guidance of green consumption demand, pay attention to the development and management of green products that reduce public hazards and meet green signs in the process of production, consumption and waste recycling, and consider green factors with the protection of ecological environment as the main content in the whole marketing process such as pricing, channel selection, promotion, service and corporate image establishment.
In addition, compared with the environmental factors that affect marketing, traditional marketing is restricted by population environment, economic environment, natural environment, technological environment, political environment and cultural environment, while green marketing is not only restricted by the above factors, but also by environmental resources policies and environmental resources protection laws and regulations.
Expand the characteristics of information green marketing;
1, comprehensive characteristics
Green marketing combines the concepts of marketing, ecological marketing, social marketing and big marketing. The focus of marketing concept is to meet consumer demand, and "all for the needs of customers" is the highest criterion for enterprises to formulate all work; The concept of eco-marketing requires enterprises to organically combine market demand with their own resource conditions, and their development should also be coordinated with the surrounding natural, social and economic environment;
2, the characteristics of unity
Green marketing emphasizes the unity of social benefits and enterprise economic benefits. Enterprises should not only consider the economic benefits of products, but also the long-term interests and physical and mental health of the public when making strategic decisions on the implementation of product strategies, so as to make products stand firm in the big market.
3. Indifferent features
Green standards and signs show the indifference of the world. Although different countries in the world have different standards for green products, they all require that product quality, product production, use, consumption and disposal meet the requirements of environmental protection and have no harm to the ecological environment and human health.
4. Bidirectional characteristics
Green marketing not only requires enterprises to establish green concepts, produce green products and develop green industries, but also requires consumers to buy green products, consciously resist harmful products and cultivate green concepts. Green marketing is also an important way to reduce resource consumption and improve economic benefits.
Baidu Encyclopedia-Green Marketing
Baidu Encyclopedia-Traditional Marketing
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