WVU MKTG 425 - Exam 2 Study Guide (13 pages)

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Exam 2 Study Guide

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Exam 2 Study Guide


Green promotions, Embedded sustainability chapter 1-8

Study Guide
West Virginia University
Mktg 425 - Sustainable Marketing
Sustainable Marketing Documents
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MKTG 425 1st Edition Exam 2 Study Guide Green Promotion Great Marketing is based on Providing a delightful high quality experience during the buying process Offering goods and services that offer genuine value to the customer Exceeding your own promises and your customer s expectation So don t Sell under the guise of research Bait and switch Mislead about content Use untargeted cold calls telemarketing emails tects etc Have salespeople talk too much Employ retail staff too busy to help We want Get permission opt in to communications o An advantage of twitter facebook o Choose the number of email contacts you like each month Identify the demand trigger o What when where how Steps to making it personal Involve potential clients in design marketing decisions o Vote in favorite ad flavor name charity Biological marketing o ROI o You can selectively give product and gain exponentially Keys to the Green Marketing Message The message is relevant and received AT THE TIME the want need is present The QUALITY of the message o Focus on value of your product o Build trust and reliability Positive Frame How consumers search for info Google Apps Ads in the trade publications Asking friends Asking following expert advise Consulting ratings Trip Advisor Consumer Reports J D Powers Reading product reviews Retailers Vendors websites yours and others Ads in the yellow pages What you can do Provide expert opinions to media Provide expert opinions yours and others on your websites in your publications to your salespeople Speaking consulting coaching arm of your firm Trivia quizzes that relate to the problem your firm solves Water quiz Ethanol Quiz Assessment tools Utility bills too high Assess how to stop losing or save Is your house office sick indoor air quality from cooking Promoting Green in the message Green itself is only important to about 6 of US consumers Green is the 3rd attribute quality and price are the top two Move away from the language of sacrifice Find ways to talk about how your product or service is easier healthier more convenient lower maintenance Be positive and solution focused Think outside advertising Stonyfield Farm Yogurt leading organic yogurt increased sales 26 by including advocacy and advice to reduce global warming on package lids On line calculators for how much you save on water heating when you use the product Municipalities with give aways that actually save the municipality AND consumer money Local as a message Local is generally greener due to lack of transport Local also keeps the money in the community Actual words often a social value Local can be a basis of alliances Farmer s markets green builders Local matters to the consumers Morgantown VS West Virginia VS United States VS World Empathy I ve been there Personification friendly human voice Action specifically what to do Intellect Smart savvy Don t use Vague terms Eco Safe eco friendly Irrelevant either no one has it no X a banned substance or it is not meaningful e g Biodegradable Negative connotations Low flow Messages with likely sticking power You save time and money because our green program allows us to pass savings to you Partner with us to improve Morgantown Every purchase you make helps fund indigenous farmer in Brazil Bolivia Training tomorrow s construction workers to provide renewable energy so you and your children live better Build alliances Even with competitors don t violate antitrust Joint Ventures for product service design and production Coop on research ID the guru s in the business Attend seminars read blogs meet and gain help referrals from him her them Could offer commission to business referrals OR informal referrals Encouraging customers to be evangelists Testimonials focused on specific markets Long commuters how much I save with my Prius Parents with small children how I can teach my kids to clean but using Melaluca products don t have to worry about chemicals Develop incentives and means for client to client interactions The Open Brand blogs product ratings etc Commission discounts free product service More alliance labels Bundling with other products Contractors for LEED buildings create an alliance Say you are a roofer with Metal Roofing materials LEED Leadership in Energy and Environmental Design Certification by a third party that energy performance is strong in areas that matter the most Energy savings Water efficiency CO2 emissions reduction Improved indoor environmental quality Stewardship of resources and sensitivity to their impacts Getting media to cover you Free targeted Media coverage ID 100 key media contacts and grow relationships with them Study each editorial calendar when are deadlines What are the focused issues topics Tie your product to the major social issues values Saving money in hard times In the US American ingenuity Independence Achievement Excitement Materialism Follow news closely and MOVE when something relevant happens Release your own research protected product service innovations X of Americans hate changing light bulbs follow the herd FTC regulations Federal Trade Commission outlined the Green Guides to help marketers promote their products without making deceptive claims Released in 1992 Updated in 2012 Eco labels Examples Green Seal considers environmental impact product performance and packaging When your product is certified with Green Seal it is listed in Office Green Buying Guide and in a periodic publication Choose Green Reports The Green Seal Environmental Partners Program assists organizations searching for green options Scientific Certifications Systems SCS nation s first 3rd party certification system evaluates food safety and environmental claims Private Eco Labels Home Depot eco label This is an example of a private eco label from Home Depot These labels are used only at Home Depot to show consumers which products have less of and impact on the environment It is not easy to determine just how much this designation really means in terms true value Third Party Eco Labels To gain credibility many companies are now going to third party organizations who certify that their products are Sustainable Renewable Energy efficient Bio degradable Sustainable advertising Green advertising is a popular trend that is high impact and low cost Facebook et al Twitter Pintrest Vine Instagram Campus Emails Cell Phone Texts and Emails Internet Google Adwords TV Radio Non traditional advertising Pulling billboards behind bicycles Gaining popularity

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