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1、精选优质文档-倾情为你奉上本科毕业论文（设计）外文翻译及原稿译文题目：企业品牌战略研究 原稿题目：The rise and stumble of green marketing?原稿出处：Ken Peattie.Green marketing:legend,myth,faree or prophesyJ. QualitativeMarket Research, 2009:P357-370. 学 院： 专业班级： 姓 名： 学 号： 指导老师： 日期：201 年 月 日 专心-专注-专业The rise and stumble of green marketing? Despite some a

2、ttention in the 1970s, it was really only in the late 1980s that the idea of green marketing emerged. Early academic treatments of green marketing spoke of the rapid increase in green consumerism at this as heralding a dramatic and inevitable shift in consumption towards greener products (Prototroph

3、, 1990;Handcraftsman and cliff 1990). Like any (relatively) new marketing phenomena, it was soon the subject of a great deal of market research. Much survey evidence from republic research bodies was cited as identifying heightened environmental awareness, a growing consumer interest in green produc

4、ts, and a pronounced willingness to pay far green features (Crop Organization, 1990; Mindel, 1991;Worcester, 1993). Practical evidence for this came in the form of the highly directive global consumer boycott of CFC-driven aerosols, and the international success Of publications such as The Green Con

5、sumer Guide (Ellington and Hail cs, 1988). There were two key responses to this: one was a burst of corporate activity in the area of green marketing; the other was an upsurge in green business research and writing a mongst academics. Corporate interest in green marketing was indicated by early mark

6、et research major changes and Vandemere and survey found that 91 per cent of European multinationals claimed to have changed their products in response to green concerns, and 85 per cent claimed to have changed their production systems. Green product introductions in the US more than doubled to11.4

7、per cent of all new household products between 1989 and 1990, and continued to grow to 13.4 per cent in 1991Ottrnan, 1993. Similar the voluble of green print ads grew 430 per cent, and that of green TV ads by 367 per cent, between 1989 and 1990 (Aotrnan, 1993). Stories of colonics such as the Body S

8、hop, Recover, Volvo.3M, and even MacDonald became ever more cited in the green business literature to illustrate how and why green marketing initiatives could pay. Eyer and Bancroft (1993) responded to these developments by pronouncing that“green is in, no question about it and throughout the 1990s

9、writers continued to aver that the appears to 6e real and growing”(McKinnon and McCanna, 1997), and green market expanding at a remarkable rate”(Schlemihl ct a1., 1996). Despite this optimistic picture, by the mid一1990s new infarct research evidence began to emerge which was less unequivocal about t

10、he growth of green consumerism. Mint-cl s(1995) follow-up report on the enlivenment recorded only a very slight increase in green consumers since 1990, and identified a significant gap between concern and actual purchasing一a picture replicated in subsequent management research (along et al.,1996; Pc

11、-attic, 1999; Crane 2000). The frequency and protocontinent of green claims was also found to be in decline (National Consumer Council, 1996), and green coproducts looked to have achieved only limited success (along ct al., 1996). Specialist brands such as Ecovcr and Down to Earth failed to sustain

12、the growth they enjoyed in the early 1990s, and the specialist green ranges of sonic major companies such as Lever Brothers and Salisbury were discontinued. Al thou green product growth continued strongly in certain markets, such as food, tourism, and semuncial services, across the majority of marke

13、ts there was no longer talk about the impressive growth in green product introductions. So, has green marketing failed to change how businesses behave and to move the economy towards stainability Same of the research evidence can be interpreted either way Critics can point to a reduction in advertis

14、ing claims as proof of its decline,while others might sec this as an improvement on the late 1980s when a wave of often ill一cudgel advertising campaigns were mounted companies in a way that drew widespread criticism. Similarly, a reduction in specialist products can be interpreted as a failure, or i

15、t can reflect the mainstream market improving its environmental performance to the point that reduces the demand for specialist green products.Perhaps the most damning market research evidence in the case for the decline of green marketing is the alarming cynicism being displayed by consumers about

16、green products, green claims, and the companies behind thein(Kan gun ct al，1991; National Consumer Council, 1996). The marketing philosophy and process is built around the customer and the relationship between the company and the customer. If this is characterism by cynicism and distrust, then compa

17、nies are unlikely to be able to bring customers along with them through the changes needed to move towards sustainability. Green marketing will not work in the fact of consumer distrust, but then that distrust may be partly a product of the types of green rnarkcting that companies have relied upon s

18、o far. Five routes to failure Reviewing King s analysis, it sterns clear that many of the problems that have hampered the development of effective mainstream marketing in the past have returned to hamper the development of green marketing as well. These problems have contributed to the emergence of

19、five failed manifestations of green marketing. These are: green spinning, green selling, green harvesting,marketing, and compliance marketing. Green selling The growth in market research consumer concern about the environmental during the I990s meant that it was taken for granted in many quarters th

20、at“green would sell and many firms responded by rapidly their promotional campaigns. This led to what we refer to as a green selling approach, nancy a post-hoc identification of environmental features in existing products, thus prompting a (usually short-term hop onto the green bandwagon. This refle

21、cted a typical sales orientation, since interest in the environment tended to be limited to promotional activity with little or no input into product development. The same products continued to be produced, but green themes were added to promotional campaigns in order to take advantage of any enviro

22、nmentalism concerns of consumers.However, there was little market research by firms to track customersactual needs and responses. Even when these were investigated, the response was often focused on identifying the environmental benefits of existing products, rather than seeking alternatives to prod

23、ucts.This was obviously a very opportunistic response to environmental concerns.Marketing searchingmanagers could scrutinize their products and production processes for an indication that their product was high in something environmentally good, and if not, at least low in something environmentally

24、bad. It was this kind of mindset that led to the concern a mongst regulators and consumer groups over the green claims that emerged in the early I99s. Facile, meaningless, and unproven green claims were slapped on unchanged products in failed attempts to boost salts, leading to mounting consumer cyn

25、icism and suspicion, and concerns about a potentialconsumer backlash. It is therefore not surprising that green products have often underperform significantly. Some firms identifying these trends have realized that their (and their suppliers)claims lacked independent authentication, and have since a

26、ttempted to develop certification programmings in order to regain customer confidence. However, problems remain. There are now a host of different logos allegedly certifying various environmental benefits，and consumers are understandably confused. Even in Denmark, a country with a population of high

27、ly concerned consumers, only 16 per cent could recognise the EU“flower as an label (DEPA,2001).Mistrust of green claims also still endures to the extent that many firms will now choose not to make any green claims at all for risk of alienating customers. Failure to turn a selling orientation into a

28、marketing ant has therefore meant that green is now often seen as a marketing strategy a mongst many major businesses, regardless of the environmental qualities of their products. Green harvesting Not all firms have tried to use environmental claims to boost sales, and in fact, many now are consciou

29、sly choosing not too. However, short-term profit has remained the key objective of many firms and marketing . Not surprisingly then, when it started to become apparent that greening could create cost savings, became enthusiastic about the environment_ Economies in terms marketers of energy and mater

30、ial input efficiences, packaging reductions, and logistics rationalization provided strong incentives for firms to develop their environmental programmers.However, although this may have meant that products were now costing less to produce, these savings did not tend to filter through to customers i

31、n terms of cheaper, greener products. Indeed, on the contrary, green products have almost always been priced at a premium over conventional offerings. Sometimes this reflects the realities of the production costs involved, because of the internalizing of traditionally external sociol-environmental c

32、osts associated with a product. In other cases, it relates less to the costs involved, and more to pricing Strategics that seek to establish green products as premium products Serving niche markets. Overall, the tendency of green products to be perceived as expensive has severely hampered their mark

33、et penetration. Having plucked the“Iow hanging fruits”of greening, many firms found in a position where, if they worn to move any further towards sustainability, they had to embrace more radical change and invest more management tincal and money to achieve it Shelton, 1994). However, in green harves

34、tbug firms, we can usually recognise deep cultural fixations on cost reduction, short-term profitability, and shareholder value. In this, they tend to exemplify a typical conservative, finance orientation. There is, therefore, a profound reluctance in such companies to make Strategic investments in

35、green marketing initiatives, particularly when the market research data is equivocal. Hence, what happens is that greening starts to look 1c58 and less of an attractive option, the whole agenda lasts momentum, and this particular guise of Green marketing ultimately fails in the medium to long-term.

36、Conclusions How dots this discussion help us to understand the Story of the evolution of green marketing? It certainly highlights elements of tragedy in haw the opportunities to make substantive progress towards sustainability have been squandered because of the unappropriate focus of much green mar

37、keting activity Firmsorientations have centered on production, selling, Costs, legislation and PA, whereas the customer has frequently been of marginal interest. Moreover, firms have compartmental green marketing rather than developing a holistic perspective that embraces allaspects of the company t

38、he product, and the means of production, constitution,and disposal. Without changes, cynicism and accusations of hypocrisy will continuo unabated. Green marketing has also developed its own mythology, and with in companies,lingcods abound about the difficulties posed by customers, colleagues, and co

39、rporate cultures when trying to develop greener strategics. The practical implementation of green marketing has often worked on the assumption that since greening was what customers wanted for at least professed to want), marketers would fallow their lead, and that the rest of the organization would

40、 be happy to support them. This would work in a world of entirely marketing orientated firms, but neglects the Internal environment. Internal resistance has often been widespread, and authors such as Wally and Whitbread 1994) and Shelton (1994) have shown that green strategics can become progressive

41、ly more unpalatable for all but the most environmentally committed companies.The need to address sustainability is a serious issue, but there have also been moments of farer, particularly in terms of sonic of the early green marketing claims.Moreover, there has been an ironic clement to much of the

42、di5cussion about green marketing to date because, from a theoretical point of view, green marketing has been severely restricted by its emphasis an the purchasing component of the consumption process. Environmental amelioration has been largely portrayed as a question of consumers expressing their c

43、oncerns by purchasing new greener products. The paradoxical proposition is that the way through the environmental crisis created by excessive and unsustainable consumption, is yet more consumption. In contrast, sustainable marketing also has to address purchase behaviour such as product use, sharing

44、, maintenance, 出处:Ken Peattie.Green marketing: legend, myth,faree or prophesyJ. QualitativeMarket Research, 2009:P357-370二、翻译文章标题:绿色营销:传说，神话，闹剧还是预言?译文: 蹒跚兴起的绿色营销 尽管在20世纪70年代的注意到，绿色营销理念应运而生只是在80年代后期。绿色营销的早期学术谈及绿色消费的快速增长预示在这个对环保产品在消费戏剧性和不可避免的换档时间。 如同任何新的营悄现象，很快就被一个很大的市场调研课题。从许多著名研究机构调查的证据认为提高环保意识是正确的，

45、在绿色产品日益增长的消费兴趣，并愿意付出了明显的环保设施(罗泊织织，1990年;敏特，1991;伍斯特市，1993年)。这方而的证据实用中获得了高效的CFC一驱动全球消费者抵制气溶胶的形式，和国际成功出版物，如绿色消费指南(埃尔金顿和黑尔斯，1988)。这有两个关键的对策:一个是在企业的绿色营销领域的活动爆裂，另外是一个绿色商业研究热潮，其中包括学者写作。 早期市场的研究表明表明了绿色营销兴起是企业的重大变革，勇于创新的结果。凡德默维的调查发现，欧洲跨国公司92%声称己经改变了他们的产品，以响应环保的关注，85%声称已经改变了他们的生产系统。绿色产品在美国的推广增长了一倍以上，11. 4%所有

46、新的家庭产品在1989年至1990年，继续增长到1991年的0.24%(奥特曼，1933年)同样，绿色印刷广告数量增长了430%，和绿色电视广告增长了367%在工1989年至1990年。例如美体小铺，沃尔沃，,甚至麦当劳变得更加引用在绿商业文献以说明如何以及为什么绿色营销举措可以支付。艾耶和班纳吉(1993)回应这些，“绿色，毫无疑问的”，并在整个20世纪90年代的作家继续断言，“绿色市场似乎是真实的和不断增长”(Memnon and Mendon, 199l年)，以及“以惊人的速度扩大”(施勒格尔米尔希，1996) 尽管这种乐观的想像，由9a年代中期新的市场调查的证据开始出现有关绿色消费较少

47、增长。虽然绿色产品持续强劲增长，在某些市场，如食物、旅游、金融服务、在大多数市场不再谈论速度令人印象深刻的产品介绍绿色。 因此，绿色营悄未能改变企业的行为并走向可打续发展的经济再研究一些证据可以解释两种方式。一可以证明其广告声称削减跌幅，而其他人可能认为这是一个关于20世纪80年代末时的改善往往判断错误的广告活动的方式，展开了广泛的批评这个公司。同样，在专业产品的减少可以解释为失败，也可以反映主流市场持续改善其环境表现的一点，减少了对专科绿色产品的需求。也许最强烈的市场，为绿色营销下降的情况是令人震惊的研究证据被玩世不恭对绿色产品，绿色声称，他们的公司和消费者的背后显示的营销理念和过程是建立在

48、客户和该公司与客户的关系。如果这是倡议玩世不恭和不信任，那么，公司是不可能能够带同他们遁过走向可持续发展的需要变化的客户。绿色营销将无法在而对消费者的不信任，但后来这种不信任一可能部分原因是“绿色市场”，公司己经依靠迄今为止类型的产品。 失败的五条战线 回顾分析，已似乎很清楚，对那些在过去阻碍了有效的主流营销发展及绿色营销的发展的许多问题。这些问题促成了五个绿色营销失败的现象出现。它们是:绿色纺织，绿色销售，绿色收获，绿色营销，市场营销和遵守。 绿色销售 市场调查确定消费者在20世纪90年代对环境的关注意味着，已在许多方而被,理所当然地认为，“出售绿色”，许多商家的促销活动迅速调整自己的回应。这一针致了我们所一说的“绿色销售”的办法，即对环境特点事后在现有产品鉴定从向促使一到绿色浪潮(通常是短期)。这反映了一种典型的销售方向，因为对环境的兴趣往往限促销活动，很少或根本没有到产品开发投入。同样的产品继续