Summary
Green marketing arises due to environmental movements that had been concerned about the consequences for the environment. This marketing consists of three relevant functions to be carried out which are the following: Redirect the consumer's choice, reorient the marketing mix of the company and reorganize the behavior of the company, carrying out this would fulfill the purpose of this marketing which is to take care of the environment which is very important as this would affect our quality of life in the future if it is not taken into account.
introduction
In this paper we will present about the relevance of ecological marketing, how it is that from years ago to our date this marketing has been considered within the organization but for this we will first talk a little about its antecedents as it arose, as well as we will understand what are its three basic functions of such marketing and the importance of implementing it. At the end of the work we will find a conclusion in which we will explain why it is important to implement ecological marketing.
II. Green Marketing Background
Before addressing the issue of ecological Marketing, it is worth defining what it means, according to the American Marketing Association defines marketing as: "Marketing of products that are safe for the environment" (Green Marketing, 2012) based on the following definition mentioned We can deduce that marketing practically tries to take the environment into account in its processes so as not to harm it.
This marketing originates from the concern or rather the concerns of ecology and the demand of certain consumer movements on the issue of the consequences of marketing on the environment.
From time ago until now, entrepreneurs have increased their ecological awareness and laws have been created to sanction those who do not consider the environment in their marketing. Although we can say that marketing is not a new topic, it is taken into account that the first publications on this topic occurred in the 70's, although at that time ecological marketing officially began, entrepreneurs began to be aware of the subject from They began to implement ecological marketing strategies in the late 80's and early 90's as a business paradigm integrating the ecological issue in their processes.
III. Development
In order to develop ecological marketing, objectives must be established, so this type of marketing must be clear about its objective to carry it out and be able to be implemented correctly so that it can work. An objective practically refers to applying differentiated strategies to different groups, as mentioned “applying differentiated strategies to each of the identified segments” (Santos, 2002) with this it is more than clear that for each segment we must implement strategies that correspond in the sector that we are, that is to say, that makes establish or determine strategies that are not the same or similar within the same segment so that it can function correctly, in addition, marketing not only covers differentiating the strategists.
This marketing has several types of functions that if an entrepreneur takes the importance of it, the implementation of their strategies could work well to mention three: Redirect the consumer's choice, reorient the company's marketing mix and finally reorganize the behavior of the company to We will now focus on the functions already mentioned:
As first to redirect the consumer's choice in this aspect, it is taken into account that society, we also find that in this function the education of the people regarding the environment is taken into account “Consumer education becomes a step different to overcome the lack of environmental information ”(Ecoticias.com, 2010) considering this in our current world, the environment has suffered a lot from the contamination of many companies, which is why it has begun to instill in society or rather inform about the Effects caused by pollution, as in businessmen have been informed so that they also consider the disasters that occur when launching a polluting product.
As second in the function of reorienting the marketing mix of the company, the objectives of the organization and the ecological ones are taken into account without deciding which is the most important "…… it is not about facing the economic objectives of each marketing variable with ecological objectives …… ”(Ecoticias.com, 2010) that is, by incorporating these two ideas, it is not intended that one is taken more into account than the other or that when trying to mix these two types of objectives it is not negatively affected Therefore, the marketing of the company with this type of function is about mixing both objectives at the same time.
And finally, reorganize the behavior of the company, this last function not only covers all those strategies that will be implemented when launching the product or service to the market without affecting the environment, this function tries to explain that it is not only to focus on creating a product that avoids pollution rather than a reorganization, for example sometimes when manufacturing a product or providing a service, there are generally machines that remove a lot of carbon dioxide, another serious one of the industries that dump their waste into the sea thus causing fatal pollution, so this last point is that entrepreneurs also focus on this.
The importance of ecological marketing is that new strategies are incorporated to companies so that they can change some of their customs that affect the environment, raising awareness of the damage we do to it, as stated by the CTR “…….the values of respect for the environment and functionality, can lead to products that suggest and promote a more responsible and sustainable world ”(CTCR) practically this marketing focuses its importance on raising awareness of caring for the environment when launching a product or offering a service to the market to promote a reduction of risks and we can have a better life.
IV. Conclusions
With the exposed work we can say that if ecological marketing continues to be incorporated in each organization in a short time, it will have good results that would benefit each of the living beings on this planet, that is, the relationship between us and the environment would be good because pollution would decrease more and more.
Therefore, it is not another option to resort to this marketing, rather it is necessary for each organization to become aware of such for the well-being already mentioned, for that recently, laws have been made in favor of ecology because environmentalists have been concerned of possible catastrophes, diseases and ecological problems if this is not taken into account, now well by implementing ecological marketing we would have a product that satisfies our needs and at the same time supporting the environment and this same benefits us in a better quality of life.
V. References
- Green Marketing, Green Marketing or Ecological Marketing. (28 of 12 of 2012). Retrieved on 06/01/2014, from CTCR. (sf). The CTCR disseminates the importance of green marketing and environmental communication between companies. Retrieved June 1, 2014, from: https://www.ctcr.es/es/Ecoticias.com. (February 17, 2010). Ecological marketing and its functions. Retrieved 06/01/2014, from http://www.ecoticias.com/sostenibilidadI., L. (2002). Fabulous Marketing Stories. Madrid: Ghandi.
