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Reading Journal Marketing 4

Date: 18 / 02/ 2014

Title: The Green Marketing at Work: The Push Pull !""e#ts o" the Green $o%%uni#ation &trategies 'uthor: (i#tor Dan#iu Page nu%)ers: * 21

&u%%ar+ o" +our "inding:

This article examines the negative effects on the quality of life for businesses and consumers due to the continuous deterioration of the environment. The article outlines the effects of implementing a new green marketing paradigm . !ith an emphasis on analysing the effects of push"pull strategies of their green products to achieve a green company. The success of push"pull effects play a crucial role in the well"being of the consumers# the business# sustainable development and profit maximisation.

,o- is the #ontent linked -ith #lass #ontent.

The article illustrates that through product modification$augmentation and new product developments incorporating green marketing paradigm# the organisation is able to better attract and retain a broader range of consumers. To promote a socially reinforced company image because they are seen as good for the environment. %mplementing a new green marketing paradigm isn&t only to ad'ust or improve on existing marketing strategies# but to challenge these strategies to provide different perspectives. This will allow an organisation to develop strategies essential for a competitive advantage.

Pacific %nternational (otel )anagement *chool *emester + , -evel . /achelor of 0pplied (ospitality and Tourism )anagement

1elivery 2 0ssessment *chedule3 )arketing 4 0pproved /y 0cademic 6orum3

-ecturer , 5indy -im $var$www$apps$conversion$tmp$scratch72$2181492:..doc

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,o- is +our reading linked to other readings.

This is first reading; no comparisons applicable.

/uestions raised:

%f the new green marketing paradigm is incorporated into the concept of sustainable development# what are the effects of push and pull<

!0aluati0e #o%%ents:

The article states that in order for an effective strategy to work# its efforts depend on how the organisation can comply with the ideas and concepts of the new green marketing paradigm. The organisation needs to understand that the environmental and social benefits of its customers in order to formulate a new effective green strategy which will up hold the well" being of the organisation as well as creating affordability with minimal environmental and negative social effects. The development of the brand image is achieved by offering practical benefits that will engage their consumers. /y being proactive# vigilant and ensuring that the organisation goes beyond the expectations of its stakeholders# will give them a significant edge in the market.

Pacific %nternational (otel )anagement *chool *emester + , -evel . /achelor of 0pplied (ospitality and Tourism )anagement

1elivery 2 0ssessment *chedule3 )arketing 4 0pproved /y 0cademic 6orum3 11 *eptember 2=18

-ecturer , 5indy -im $var$www$apps$conversion$tmp$scratch72$2181492:..doc