International marketing: Green marketing and sustainability as a tool for success in international markets

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International marketing Green marketing and
sustainability as a tool for success in
international markets
Highlights and background information
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The course

• 1. New ways of thinking in marketing
• Societal concept of marketing
• Criticism of traditional marketing
• 2. Green marketing and sustainability
  strategic level
• Green consumers segments, motives, attitudes
• 3. Green marketing mix
• Techniques, methods, tools and risks
• Internet and social media
• 4. Addig real values marketing for the good
• Selling values, changing behaviours
• 5. Project task presentations, exam

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KENÉZ, András
Assistant professor at Edutus College, Budapest,
Hungary Lectures in marketing, customer behavior
and eco-marketing in BA and MsC level Consultant
(green marketing and online marketing) in DEES
Consulting kenez.andras_at_edutus.hu
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Green is mainstream

• From niche to normal more than ¾ of customers is
  somewhat green!

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Green is cool
Fashionable and trendy.
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Green is innovative
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Green is fun
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Green is valueable
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Green is successful

• Cost efficient.
• Cheap.
• The government supports it.
• Stronger brands through value based
  communication.
• Higher profit rates through better paying
  willingness.

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New paradigm of marketing

• Societal concept by Philip Kotler.
• Holistic marketing concept with Socially
  responsible marketing.
• Sustainable branding and cradle to cradle
  thinking. Value-creation.

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Tools of green marketing

• Online. WOMM, Facebook, community, evangelists
• Guerilla. Flasmob, ambient, viral, astroturf
• Traditional. Analysing techniques. Products and
  brands. 4P (or 4C, or 4E?).

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The project task assigment

• Step by step guide to green marketing (short
  daily tasks during the course)
• Stategy ecological strategic position
• Understanding target group and motives
• Creative idea generation
• Implementation and communication
• Adding value marketing of socially good