Develop successful environmental marketing strategies

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Reference no: EM132237701

Environmental Marketing Strategies

Assume that you have been hired as a junior associate at ACH Consulting, which is a firm that helps organizations across the world develop successful environmental marketing strategies. You are currently reviewing opportunities for five different corporate clients, and you are placing each potential action into the appropriate category of environmental marketing strategy.

More and more, marketers face scrutiny from the green market related to whether they conduct business in an environmentally responsible way. Environmentalism is a movement of citizens, government agencies, and the business community that advocates the preservation, restoration, and improvement of the environment. There are five general types of environmental marketing strategies marketers can choose to implement, depending on their competitive advantage and the overall marketing strategy they have adopted. Firms that emphasize differentiation and organizational effectiveness will pursue a different environmental marketing strategy than firms that want to lower costs but lead the market in terms of their good or service.

Match each activity to the appropriate environmental marketing strategy.

Eco-efficiency

Sustainable value innovation

Eco-branding

Environmental cost leadership

Beyond compliance leadership

Match each of the options above to the items below.

Fast-food restaurant whose usage of new ovens reduces the energy demands of the restaurant and saves the firm $1.9 million per year

Fast-food restaurant whose usage of new ovens reduces the energy demands of the restaurant and saves the firm $1.9 million per year Open choices for matching

Apparel company that uses social media tools to inform young consumers that it does more to support the environment than competitors do

Apparel company that uses social media tools to inform young consumers that it does more to support the environment than competitors do Open choices for matching

Solar panel company that promotes the fact that its products save consumers 40 percent on their annual electric bills

Solar panel company that promotes the fact that its products save consumers 40 percent on their annual electric bills Open choices for matching

Formal restaurant that charges a premium to customers for its environmentally friendly "fresh menu"

Formal restaurant that charges a premium to customers for its environmentally friendly "fresh menu" Open choices for matching

Energy company that is working on brand new products that allow consumers to harness their own physical activity to produce electricity for their home

Reference no: EM132237701

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