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Designing the Marketing Mix

Niel
Borden

.
Marketing mix
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P : Product
Price Place .promotion
.
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Price
Product

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Green Marketing
:

" "
Green marketing
Kotler and Zaltman, 1971 Social
Marketing
Fox & Kotler, 1980
"

Kotler & Armstrong, 1996
. .

.
Earth Day .

.
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Green Marketing

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:
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) (Peattie, 1995
- Products

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(.
Intangible

) (Jain, 1996
)
(.
.
.
& Packing
Labeling
- Place
) (Carey, 1997 BMW
.
.
- Price
)( ) (Raebum, 1997
) (
Promotion
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) (Roth, 1992

) (.
- Providing Information
- Processe
- Policies
.
P :
- Paying Customers
:
""
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- Providers
- Politicians
- Pressure Groups
- :Problems
- Predictions:
- Partners
) (Martin, 1992 "
"

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) Kotler & Aarmstrong,

(1996 McDonad's :

Dtraws %

.
) (Woodruff 1991 Herman

Miller
) (Wieffering, 1993 Wal
Mart :
Eco Friendly
.
:
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Green Product

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Cardle- Grave "
" From Cardle to cardle

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Recycling Re- uses
Reconditioning
Re-manufacturing
.Repair
- :Recycling

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- :Re- manufacturing

""
- .

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- .

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Bio- or
.photo degradability
- .

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( Du Pont
...
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"

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) (Shewchuk, 1994
" ..

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) (Andreasen, 1999
"
-

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-
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.
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Green products
.
.

.

.

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Designing the Marketing Mix

Price Place .promotion

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" Sales force

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