綠色營銷相關(guān)介紹-外文翻譯

外文翻譯原文Title：AnIntroductionToGreenMarketingMaterialSource：/uc/item/49n325b7;jsessionid=9D45610378A2F46245B2BB41CA10F06A#1Author：MichaelJayAlthoughenvironmentalissuesinfluenceallhumanactivities,fewacademicdisciplineshaveintegratedgreenissuesintotheirliterature.Thisisespeciallytrueofmarketing.Associetybecomesmoreconcernedwiththenaturalenvironment,businesseshavebeguntomodifytheirbehaviorinanattempttoaddresssociety's"new"concerns.Somebusinesseshavebeenquicktoacceptconceptslikeenvironmentalmanagementsystemsandwasteminimization,andhaveintegratedenvironmentalissuesintoallorganizationalactivities.Someevidenceofthisisthedevelopmentofjournalssuchas"BusinessStrategyandtheEnvironment"and"GreenerManagementInternational,"whicharespecificallydesignedtodisseminateresearchrelatingtobusiness'environmentalbehavior.Onebusinessareawhereenvironmentalissueshavereceivedagreatdealofdiscussioninthepopularandprofessionalpressismarketing.Termslike"GreenMarketing"and"EnvironmentalMarketing"appearfrequentlyinthepopularpress.Manygovernmentsaroundtheworldhavebecomesoconcernedaboutgreenmarketingactivitiesthattheyhaveattemptedtoregulatethem(Polonsky,1994a).Forexample,intheUnitedStates(US)theFederalTradeCommissionandtheNationalAssociationofAttorneys-Generalhavedevelopedextensivedocumentsexamininggreenmarketingissues(FTC,1991;NAAG,1990).Oneofthebiggestproblemswiththegreenmarketingareaisthattherehasbeenlittleattempttoacademicallyexamineenvironmentalorgreenmarketing.Whilesomeliteraturedoesexist(Carlson,GroveandKangun,1993;Davis,1992;Davis,1993),itcomesfromdivergentperspectives.Thispaperwillattempt1)tointroducethetermsandconceptsofgreenmarketing;2)brieflydiscusswhygoinggreenisimportant;3)examinesomeofthereasonthatorganizationsareadoptingagreenmarketingphilosophy;and4)mentionsomeoftheproblemswithgreenmarketing.Unfortunately,amajorityofpeoplebelievethatgreenmarketingreferssolelytothepromotionoradvertisingofproductswithenvironmentalcharacteristics.TermslikePhosphateFree,Recyclable,Refillable,OzoneFriendly,andEnvironmentallyFriendlyaresomeofthethingsconsumersmostoftenassociatewithgreenmarketing.Whilethesetermsaregreenmarketingclaims,ingeneralgreenmarketingisamuchbroaderconcept,onethatcanbeappliedtoconsumergoods,industrialgoodsandevenservices.Forexample,aroundtheworldthereareresortsthatarebeginningtopromotethemselvesas"ecotourist"facilities,i.e.,facilitiesthat"specialize"inexperiencingnatureoroperatinginafashionthatminimizestheirenvironmentalimpact(May,1991;IngramandDurst,1989;Troumbis,1991).Thusgreenmarketingincorporatesabroadrangeofactivities,includingproductmodification,changestotheproductionprocess,packagingchanges,aswellasmodifyingadvertising.Yetdefininggreenmarketingisnotasimpletask.Indeedtheterminologyusedinthisareahasvaried,itincludes:GreenMarketing,EnvironmentalMarketingandEcologicalMarketing.Whilegreenmarketingcameintoprominenceinthelate1980sandearly1990s,itwasfirstdiscussedmuchearlier.TheAmericanMarketingAssociation(AMA)heldPolonsky:AnIntroductionToGreenMarketingthefirstworkshopon"EcologicalMarketing"in1975.Theproceedingsofthisworkshopresultedinoneofthefirstbooksongreenmarketingentitled"EcologicalMarketing"(HenionandKinnear,1976a).Sincethattimeanumberofotherbooksonthetopichavebeenpublished(Charter,1992;Coddington,1993;Ottman,1993).TheAMAworkshopattemptedtobringtogetheracademics,practitioners,andpublicpolicymakerstoexaminemarketing'simpactonthenaturalenvironment.Atthisworkshopecologicalmarketingwasdefinedas:Thestudyofthepositiveandnegativeaspectsofmarketingactivitiesonpollution,energydepletionandnonenergyresourcedepletion(HenionandKinnear,1976b).Thisearlydefinitionhasthreekeycomponents,1)itisasubsetoftheoverallmarketingactivity;2)itexaminesboththepositiveandnegativeactivities;and3)anarrowrangeofenvironmentalissuesareexamined.Whilethisdefinitionisausefulstartingpoint,tobecomprehensivegreenmarketingneedstobemorebroadlydefined.Beforeprovidinganalternativedefinitionitshouldbenotedthatnoonedefinitionorterminologyhasbeenuniversallyaccepted.Thislackofconsistencyisalargepartoftheproblem,forhowanissuecanbeevaluatedifallresearchershaveadifferentperceptionofwhattheyareresearching.Thefollowingdefinitionismuchbroaderthanthoseofotherresearchersanditencompassesallmajorcomponentsofotherdefinitions.MydefinitionisGreenorEnvironmentalMarketingconsistsofallactivitiesdesignedtogenerateandfacilitateanyexchangesintendedtosatisfyhumanneedsorwants,suchthatthesatisfactionoftheseneedsandwantsoccurs,withminimaldetrimentalimpactonthenaturalenvironment(Polonsky,1994b).Thisdefinitionincorporatesmuchofthetraditionalcomponentsofthemarketingdefinition,thatis"Allactivitiesdesignedtogenerateandfacilitateanyexchangesintendedtosatisfyhumanneedsorwants"(StantonandFutrell,1987).Thereforeitensuresthattheinterestsoftheorganizationandallitsconsumersareprotected,asvoluntaryexchangewillnottakeplaceunlessboththebuyerandsellermutuallybenefit.Theabovedefinitionalsoincludestheprotectionofthenaturalenvironment,byattemptingtominimizethedetrimentalimpactthisexchangehasontheenvironment.Thissecondpointisimportant,forhumanconsumptionbyitsverynatureisdestructivetothenaturalenvironment.(Tobeaccurateproductsmakinggreenclaimsshouldstatetheyare"lessenvironmentallyharmful"ratherthan"EnvironmentallyFriendly.")Thusgreenmarketingshouldlookatminimizingenvironmentalharm,notnecessarilyeliminatingit.ThequestionofwhygreenmarketinghasincreasedinimportanceisquitesimpleandreliesonthebasicdefinitionofEconomics:Economicsisthestudyofhowpeopleusetheirlimitedresourcestotrytosatisfyunlimitedwants(McTaggart,FindlayandParkin,1992)..Thusmankindhaslimitedresourcesontheearth,withwhichshe/hemustattempttoprovidefortheworlds'unlimitedwants.(Thereisextensivedebateastowhethertheearthisaresourceatman'sdisposal,forexample,seeGore1993.)Whilethequestionofwhetherthesewantsarereasonableorachievableisimportant,thisissuewillnotbeaddressedinthispaper.Inmarketsocietieswherethereis"freedomofchoice",ithasgenerallybeenacceptedthatindividualsandorganizationshavetherighttoattempttohavetheirwantssatisfied.Asfirmsfacelimitednaturalresources,theymustdevelopneworalternativewaysofsatisfyingtheseunlimitedwants.Ultimatelygreenmarketinglooksathowmarketingactivitiesutilizetheselimitedresources,whilesatisfyingconsumerswants,bothofindividualsandindustry,aswellasachievingthesellingorganization'sobjectives.WhenlookingthroughtheliteraturethereareseveralsuggestedreasonsforfirmsincreaseduseofGreenMarketing.Fivepossiblereasonscitedare:Organizationsperceiveenvironmentalmarketingtobeanopportunitythatcanbeusedtoachieveitsobjectives(Keller,1987;Shearer,1990);Organizationsbelievetheyhaveamoralobligationtobemoresociallyresponsible(Davis,1992;FreemanandLiedtka,1991;Keller,1987;McIntosh,1990;Shearer,1990);Governmentalbodiesareforcingfirmstobecomemoreresponsible(NAAG,1990);Competitors'environmentalactivitiespressurefirmstochangetheirenvironmentalmarketingactivities(NAAG,1990);Costfactorsassociatedwithwastedisposal,orreductionsinmaterialusageforcesfirmstomodifytheirbehavior(AzzoneandManzini,1994).Itappearsthatalltypesofconsumers,bothindividualandindustrialarebecomingmoreconcernedandawareaboutthenaturalenvironment.Ina1992studyof16countries,morethan50%ofconsumersineachcountry,otherthanSingapore,indicatedtheywereconcernedabouttheenvironment(Ottman,1993).A1994studyinAustraliafoundthat84.6%ofthesamplebelievedallindividualshadaresponsibilitytocarefortheenvironment.Afurther80%ofthissampleindicatedthattheyhadmodifiedtheirbehavior,includingtheirpurchasingbehavior,duetoenvironmentalreasons(EPA-NSW,1994).Asdemandschange,manyfirmsseethesechangesasanopportunitytobeexploited.Giventhesefigures,itcanbeassumedthatfirmsmarketinggoodswithenvironmentalcharacteristicswillhaveacompetitiveadvantageoverfirmsmarketingnon-environmentallyresponsiblealternatives.Therearenumerousexamplesoffirmswhohavestrivedtobecomemoreenvironmentallyresponsible,inanattempttobettersatisfytheirconsumerneeds.Thisisnottoimplythatallfirmswhohaveundertakenenvironmentalmarketingactivitiesactuallyimprovetheirbehavior.Insomecasesfirmshavemisledconsumersinanattempttogainmarketshare.Inothercasesfirmshavejumpedonthegreenbandwagonwithoutconsideringtheaccuracyoftheirbehavior,theirclaims,ortheeffectivenessoftheirproducts.Thislackofconsiderationofthetrue"greenness"ofactivitiesmayresultinfirmsmakingfalseormisleadinggreenmarketingclaims.Oneofthemorerecentpublicizedenvironmentalregulationsundertakenbygovernmentshasbeentheestablishmentofguidelinesdesignedto"control"greenmarketingclaims(Polonsky,1994a).TheseregulationsincludetheAustralianTradePracticesCommission's(TPC)"EnvironmentalClaimsinMarketing-AGuideline(TPC,1992),theUSFederalTradeCommission's(FTC)"GuidesfortheUseofEnvironmentalMarketingClaims"(FTC,1991)andtheregulationssuggestedbytheNationalAssociationofAttorneys-General(NAAG,1990).Theseregulationsarealldesignedtoensureconsumershavetheappropriateinformationwhichwouldenablethemtoevaluatefirm'senvironmentalclaims.InadditiontotheseguidelinesmanyStatesintheUShaveintroducedlegislationtocontrolvariousenvironmentalmarketingactivities(KangunandPolonsky,1994).InmostcasestheseStatelawsaremorestringentthantheFTC'sguidelines.TodatethemajorityofprosecutionsoffirmsusingmisleadinggreenmarketinghasoccurredinStateratherthanFederalcourts.外文文獻(xiàn)譯文標(biāo)題：綠色營銷相關(guān)介紹資料來源：/uc/item/49n325b7;jsessionid=9D45610378A2F46245B2BB41CA10F06A#1作者：MichaelJay雖然一些學(xué)科已將綠色問題納入了他們的研究中，但環(huán)境問題對人類的絕大部分活動仍存在影響，這在市場營銷中表象的尤為明顯。隨著社會對自然環(huán)境的關(guān)注越來越高，企業(yè)已著手開始修改他們有害自然環(huán)境的行為，試圖解決社會的“新”的關(guān)注。一些企業(yè)也已迅速接受這樣的環(huán)境管理制度和廢物減量化的概念，并已把環(huán)境問題納入組織的所有活動。一些這方面的證據(jù)有“經(jīng)營策略與環(huán)境”期刊的發(fā)展和“綠色管理國際”，這都是專門設(shè)計以用來傳播研究有關(guān)企業(yè)的環(huán)境行為的。市場營銷業(yè)務(wù)領(lǐng)域中，環(huán)境問題已經(jīng)得到了來自流行和專業(yè)媒體的大量關(guān)注，像“綠色營銷”和“環(huán)保營銷”等條款經(jīng)常出現(xiàn)在大眾媒體中。世界各地的許多政府已經(jīng)變得非常關(guān)心綠色營銷活動，他們曾試圖去規(guī)范(Polonsky,1994a)與此有關(guān)的活動。如在美國(US)的聯(lián)邦貿(mào)易委員會和總檢察長協(xié)會已經(jīng)建立了廣泛的有關(guān)綠色營銷問題研究的文件(FTC,1991,NAAG,1990)。綠色營銷領(lǐng)域中存在的最大問題之一是，雖然來自不同的觀點顯示有些文獻(xiàn)是存在的，但在學(xué)術(shù)上很少有試圖審查環(huán)境或綠色營銷取得成績的相關(guān)文件的存在(Carlson,GroveandKangun,1993;Davis,1992;Davis,1993)。本文將嘗試論述：1)綠色營銷的條款和概念；2)討論一下綠色營銷的重要性；3)調(diào)查各組織正在采取一些綠色營銷理念的原因；4)有關(guān)綠色營銷存在的一些問題。不幸的是，大多數(shù)人認(rèn)為，綠色營銷僅僅是指針對環(huán)境特色的產(chǎn)品的宣傳，如磷酸免費，可回收，可補(bǔ)充。臭氧友好和環(huán)境友好是消費者最經(jīng)常與綠色營銷聯(lián)合起來的一些事情。盡管這些條款是綠色營銷的一般要求，但綠色營銷其實是一個更為廣泛的概念，一個可應(yīng)用于消費品，工業(yè)品，甚至服務(wù)的概念。例如，世界各地有度假村，開始推廣“生態(tài)旅游”設(shè)施，即盡量減少對環(huán)境的影響，設(shè)施“專業(yè)化"在經(jīng)歷著一種時尚(May,1991;IngramandDurst,1989;Troumbis,1991)。也因如此，綠色營銷包含了廣泛的活動，包括產(chǎn)品修改，對生產(chǎn)過程的變化，包裝的變化范圍，以及修改廣告。然而，綠色營銷的定義不是一個簡單的任務(wù)。事實上，在這方面使用的術(shù)語不同，它包括：綠色營銷，環(huán)境營銷與生態(tài)營銷。而在80年代末和90年代初的綠色營銷最為突出，這比第一次討論要早得多。美國市場營銷協(xié)會(AMA)在波隆斯基于1975年舉行：通向綠色營銷引進(jìn)“生態(tài)營銷”的第一次研討會。本次研討會的行動促使了題為“生態(tài)營銷”(HenionandKinnear,1976a)的有關(guān)綠色營銷的第一批書籍之一的出世。自那時以來，一個關(guān)于該專題的其他書籍也相繼出版(Charter,1992;Coddington,1993;Ottman,1993)。AMA舉辦的研討會試圖召集學(xué)者，從業(yè)者和公共決策者，共同研究營銷對自然環(huán)境的影響。這次研討會將生態(tài)營銷定義為：對污染，能源枯竭和非能源資源枯竭的營銷活動的積極和消極方面的研究(HenionandKinnear,1976b)。這種早期的定義有三個重要組成部分：1)它是一個整體的營銷活動的一個子集；2)是有關(guān)檢查和消極兩方面的活動；3)是對環(huán)境問題的狹窄范圍內(nèi)的審查。雖然這個定義是一個有用的出發(fā)點，但是全面的綠色營銷需要更加廣泛的定義。在提供一種替代的定義時，應(yīng)該注意到，沒有一個定義或術(shù)語已被普遍接受。這種一致性的缺乏只是一個很大的問題中的一部分，如果所有的研究人員對他們正在研究的產(chǎn)生不同的看法，該如何能對問題進(jìn)行評估。下面的定義是更廣的，它包含其他定義的所有主要組件。定義的內(nèi)容是：綠色或環(huán)保營銷包括旨在創(chuàng)造和促進(jìn)旨在滿足人類需求的任何交易或希望的一系列活動，這些滿意的需求和愿望的達(dá)成，要求對自然環(huán)境造成不利影響達(dá)到最少化(Polonsky,1994b)。這個定義還包含了許多傳統(tǒng)營銷定義的內(nèi)容，即是“旨在創(chuàng)造和促進(jìn)旨在滿足人的需要或者想要任何交易所做的一切活動(StantonandFutrell,1987)。”因此，確保該組織及其所有消費者的利益得到保護(hù)，不會采取自愿交換，除非買方和賣方存在共同受益的地方。上面的定義還包括了自然環(huán)境的保護(hù)，通過嘗試，以盡量減少這種交換對環(huán)境產(chǎn)生的不利影響。這第二點是很重要的，其本質(zhì)是減少人類消費對自然環(huán)境的破壞。(待制定的環(huán)保標(biāo)簽，應(yīng)說明他們是“對環(huán)境有較少危害的”，而不是絕對的“環(huán)?！碑a(chǎn)品。)因此，綠色營銷應(yīng)該盡量減少對環(huán)境的損害的，不一定是消除它。之所以說綠色營銷的重要性在增加，原因很簡單，是對經(jīng)濟(jì)學(xué)的基本定義的依賴：經(jīng)濟(jì)學(xué)是研究人們?nèi)绾卫糜邢薜馁Y源，盡量滿足無窮欲望的研究。(McTaggart,FindlayandParkin,1992)因人類在地球上的資源有限，而她或他必須努力為世界'