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Unformatted text preview: equir es the blending of good engineer ing with good economics as well as changing consumer pr efer ences d health can achieve br oad appeal among health-conscious consumer s s has come to epitomize “gr een chic” Avoiding Green Marketing Myopia Article 31 , p. 112-120 Myopia , as described in the Harvard Business Review by Professor Theodore Levitt “Businesses’ narrow vision on product features rather than consumer benefits” Businesses need ways to improve consumer appeal for environmentally preferable products The green appeal is: working with energy efficient, renewable resources, and clean innovations to reduce dependency on oil Green Marketing must meet two criteria Improved environmental quality Customer satisfaction Green Marketing Myopia is often a stumbling block to businesses because they focus too heavily on the eco-qualities and misjudge customer needs GM spent over $1B developing, producing, and marketing the EV-1 (zero-emissions vehicles) but fewer than 800 were leased. Most drivers were not going to take time to vehicles) but fewer than 800 were leased....
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This note was uploaded on 04/11/2011 for the course CSR 481 taught by Professor Staff during the Winter '08 term at Purdue.
- Winter '08