市場(chǎng)營銷專業(yè)外文翻譯--蹣跚興起的綠色營銷

1、<p><b>　　中文3070字</b></p><p>　　本科畢業(yè)論文（設(shè)計(jì)）</p><p><b>　　外文翻譯及原稿</b></p><p>　　原稿題目：The rise and stumble of green marketing?</p><p>　　原稿出處：Ken P

2、eattie.Green marketing:legend,myth,faree or prophesy[J]. Qualitative</p><p>　　Market Research, 2009:P357-370</p><p><b>　　.</b></p><p>　　學(xué) 院： </p&g

3、t;<p>　　專業(yè)班級(jí)： </p><p>　　姓 名： </p><p>　　學(xué) 號(hào)： </p><p>　　指導(dǎo)老師： </p><p>　　日期：201 年 月 日 <

4、/p><p>　　The rise and stumble of green marketing?</p><p>　　Despite some attention in the 1970s, it was really only in the late 1980s that the idea of green marketing emerged. Early academic treatme

5、nts of green marketing spoke of the rapid increase in green consumerism at this as heralding a dramatic and inevitable shift in consumption towards greener products (Prototroph, 1990;Handcraftsman and cliff 1990). Like a

6、ny (relatively) new marketing phenomena, it was soon the subject of a great deal of market research. Much survey evidence from republic resear</p><p>　　Corporate interest in green marketing was indicated by

7、early market research major changes and Vandemere and survey found that 91 per cent of European multinationals claimed to have changed their products in response to green concerns, and 85 per cent claimed to have chang

8、ed their production systems. Green product introductions in the US more than doubled to11.4 per cent of all new household products between 1989 and 1990, and continued to grow to 13.4 per cent in 1991Ottrnan, 1993. Simil

9、ar th</p><p>　　Despite this optimistic picture, by the mid一1990s new infarct research evidence began to emerge which was less unequivocal about the growth of green consumerism. Mint-cl' s(1995) follow-u

10、p report on the enlivenment recorded only a very slight increase in green consumers since 1990, and identified a significant gap between concern and actual purchasing一a picture replicated in subsequent management researc

11、h (along et al.,1996; Pc-attic, 1999; Crane 2000). The frequency and protocontinent of gre</p><p>　　So, has green marketing failed to change how businesses behave and to move the economy towards stainabili

12、ty Same of the research evidence can be interpreted either way Critics can point to a reduction in advertising claims as proof of its decline,while others might sec this as an improvement on the late 1980s when a wave of

13、 often ill一cudgel advertising campaigns were mounted companies in a way that drew widespread criticism. Similarly, a reduction in specialist products can be interpreted as a f</p><p>　　companies have relied

14、upon so far. </p><p>　　Five routes to failure</p><p>　　Reviewing King' s analysis, it sterns clear that many of the problems that have hampered the development of effective mainstream market

15、ing in the past have returned to hamper the development of green marketing as well. These problems have contributed to the emergence of five failed manifestations of green marketing. These are: green spinning, green sell

16、ing, green harvesting,marketing, and compliance marketing.</p><p>　　Green selling</p><p>　　The growth in market research consumer concern about the environmental during the I990s meant that it w

17、as taken for granted in many quarters that“green would sell" and many firms responded by rapidly their promotional campaigns. This led to what we refer to as a "green selling" approach, nancy a post-hoc

18、 identification of environmental features in existing products, thus prompting a (usually short-term} hop onto the green bandwagon. This reflected a typical sales orientation, since interest i</p><p>　　Howev

19、er, there was little market research by firms to track customers’actual needs and responses. Even when these were investigated, the response was often focused on identifying the environmental benefits of existing product

20、s, rather than seeking alternatives to products.</p><p>　　This was obviously a very opportunistic response to environmental concerns.Marketing searching</p><p>　　managers could scrutinize their

21、 products and production processes for an indication that their product was high in something environmentally good, and if not, at least low in something environmentally bad. It was this kind of mindset that led to the c

22、oncern a mongst regulators and consumer groups over the green claims that emerged in the early I99}s. Facile, meaningless, and unproven green claims were slapped on unchanged products in failed attempts to boost salts, l

23、eading to mounting consumer c</p><p>　　consumer backlash. It is therefore not surprising that green products have often underperform significantly. Some firms identifying these trends have realized that thei

24、r (and their suppliers')claims lacked independent authentication, and have since attempted to develop certification programmings in order to regain customer confidence. However, problems remain. There are now a host

25、of different logos allegedly certifying various environmental benefits，and consumers are understandably confused. Ev</p><p>　　Not all firms have tried to use environmental claims to boost sales, and in fact,

26、 many now are consciously choosing not too. However, short-term profit has remained the key objective of many firms and marketing . Not surprisingly then, when it started to become apparent that greening could create cos

27、t savings, became enthusiastic about the environment_ Economies in terms marketers of energy and material input efficiences, packaging reductions, and logistics rationalization provided strong incent</p><p>

28、　　However, although this may have meant that products were now costing less to produce, these savings did not tend to filter through to customers in terms of cheaper, greener products. Indeed, on the contrary, green prod

29、ucts have almost always been priced at a premium over conventional offerings. Sometimes this reflects the realities of the production costs involved, because of the internalizing of traditionally external sociol-environm

30、ental costs associated with a product. In other cases, it rela</p><p>　　Having plucked the“Iow hanging fruits”of greening, many firms found in a position where, if they worn to move any further towards sust

31、ainability, they had to embrace more radical change and invest more management tincal and money to achieve it }Shelton, 1994). However, in green harvestbug firms, we can usually recognise deep cultural fixations on cost

32、reduction, short-term profitability, and shareholder value. In this, they tend to exemplify a typical conservative, finance orientation. There is</p><p>　　Conclusions</p><p>　　How dots this disc

33、ussion help us to understand the Story of the evolution of green marketing? It certainly highlights elements of tragedy in haw the opportunities to make substantive progress towards sustainability have been squandered be

34、cause of the unappropriate focus of much "green marketing" activity Firms’orientations have centered on production, selling, Costs, legislation and PA, whereas the customer has frequently been of marginal int

35、erest. Moreover, firms have compartmental green mark</p><p>　　aspects of the company the product, and the means of production, constitution,and disposal. Without changes, cynicism and accusations of hypocri

36、sy will continuo unabated.</p><p>　　Green marketing has also developed its own mythology, and with in companies,lingcods abound about the difficulties posed by customers, colleagues, and corporate cultures w

37、hen trying to develop greener strategics. The practical implementation of green marketing has often worked on the assumption that since greening was what customers wanted for at least professed to want), marketers wou

38、ld fallow their lead, and that the rest of the organization would be happy to support them. This would work i</p><p>　　The need to address sustainability is a serious issue, but there have also been moments

39、of farer, particularly in terms of sonic of the early green marketing claims.Moreover, there has been an ironic clement to much of the di`5cussion about green marketing to date because, from a theoretical point of view,

40、green marketing has been severely restricted by its emphasis an the purchasing component of the consumption process. Environmental amelioration has been largely portrayed as a question of cons</p><p>　　出處:Ke

41、n Peattie.Green marketing: legend, myth,faree or prophesy[J]. Qualitative</p><p>　　Market Research, 2009:P357-370</p><p><b>　　二、翻譯文章</b></p><p>　　標(biāo)題:綠色營銷:傳說，神話，鬧劇還是預(yù)言?&

42、lt;/p><p><b>　　譯文:</b></p><p><b>　　蹣跚興起的綠色營銷</b></p><p>　　盡管在20世紀(jì)70年代的注意到，綠色營銷理念應(yīng)運(yùn)而生只是在80年代后期。綠色營銷的早期學(xué)術(shù)談及綠色消費(fèi)的快速增長(zhǎng)預(yù)示在這個(gè)對(duì)環(huán)保產(chǎn)品在消費(fèi)戲劇性和不可避免的換檔時(shí)間。</p><p&g

43、t;　　如同任何新的營悄現(xiàn)象，很快就被一個(gè)很大的市場(chǎng)調(diào)研課題。從許多著名研究機(jī)構(gòu)調(diào)查的證據(jù)認(rèn)為提高環(huán)保意識(shí)是正確的，在綠色產(chǎn)品日益增長(zhǎng)的消費(fèi)興趣，并愿意付出了明顯的環(huán)保設(shè)施(羅泊織織，1990年;敏特，1991;伍斯特市，1993年)。這方而的證據(jù)實(shí)用中獲得了高效的CFC一驅(qū)動(dòng)全球消費(fèi)者抵制氣溶膠的形式，和國際成功出版物，如綠色消費(fèi)指南(埃爾金頓和黑爾斯，1988)。這有兩個(gè)關(guān)鍵的對(duì)策:一個(gè)是在企業(yè)的綠色營銷領(lǐng)域的活動(dòng)爆裂，另外是一個(gè)綠

44、色商業(yè)研究熱潮，其中包括學(xué)者寫作。</p><p>　　早期市場(chǎng)的研究表明表明了綠色營銷興起是企業(yè)的重大變革，勇于創(chuàng)新的結(jié)果。凡德默維的調(diào)查發(fā)現(xiàn)，歐洲跨國公司92%聲稱己經(jīng)改變了他們的產(chǎn)品，以響應(yīng)環(huán)保的關(guān)注，85%聲稱已經(jīng)改變了他們的生產(chǎn)系統(tǒng)。綠色產(chǎn)品在美國的推廣增長(zhǎng)了一倍以上，11. 4%所有新的家庭產(chǎn)品在1989年至1990年，繼續(xù)增長(zhǎng)到1991年的0.24%(奧特曼，1933年)同樣，綠色印刷廣告數(shù)量增長(zhǎng)了

45、430%，和綠色電視廣告增長(zhǎng)了367%在工1989年至1990年。例如美體小鋪，沃爾沃，,甚至麥當(dāng)勞變得更加引用在綠商業(yè)文獻(xiàn)以說明如何以及為什么綠色營銷舉措可以支付。艾耶和班納吉(1993)回應(yīng)這些，“綠色，毫無疑問的”，并在整個(gè)20世紀(jì)90年代的作家繼續(xù)斷言，“綠色市場(chǎng)似乎是真實(shí)的和不斷增長(zhǎng)”(Memnon and Mendon, 199l年)，以及“以驚人的速度擴(kuò)大”(施勒格爾米爾希，1996)</p><p&

46、gt;　　盡管這種樂觀的想像，由9a年代中期新的市場(chǎng)調(diào)查的證據(jù)開始出現(xiàn)有關(guān)綠色消費(fèi)較少增長(zhǎng)。雖然綠色產(chǎn)品持續(xù)強(qiáng)勁增長(zhǎng)，在某些市場(chǎng)，如食物、旅游、金融服務(wù)、在大多數(shù)市場(chǎng)不再談?wù)撍俣攘钊擞∠笊羁痰漠a(chǎn)品介紹綠色。</p><p>　　因此，綠色營悄未能改變企業(yè)的行為并走向可打續(xù)發(fā)展的經(jīng)濟(jì)再研究一些證據(jù)可以解釋兩種方式。一可以證明其廣告聲稱削減跌幅，而其他人可能認(rèn)為這是一個(gè)關(guān)于20世紀(jì)80年代末時(shí)的改善往往判斷錯(cuò)誤的廣告

47、活動(dòng)的方式，展開了廣泛的批評(píng)這個(gè)公司。同樣，在專業(yè)產(chǎn)品的減少可以解釋為失敗，也可以反映主流市場(chǎng)持續(xù)改善其環(huán)境表現(xiàn)的一點(diǎn)，減少了對(duì)?？凭G色產(chǎn)品的需求。也許最強(qiáng)烈的市場(chǎng)，為綠色營銷下降的情況是令人震驚的研究證據(jù)被玩世不恭對(duì)綠色產(chǎn)品，綠色聲稱，他們的公司和消費(fèi)者的背后顯示的營銷理念和過程是建立在客戶和該公司與客戶的關(guān)系。如果這是倡議玩世不恭和不信任，那么，公司是不可能能夠帶同他們遁過走向可持續(xù)發(fā)展的需要變化的客戶。綠色營銷將無法在而對(duì)消費(fèi)者的

48、不信任，但后來這種不信任一可能部分原因是“綠色市場(chǎng)”，公司己經(jīng)依靠迄今為止類型的產(chǎn)品。</p><p><b>　　失敗的五條戰(zhàn)線</b></p><p>　　回顧分析，已似乎很清楚，對(duì)那些在過去阻礙了有效的主流營銷發(fā)展及綠色營銷的發(fā)展的許多問題。這些問題促成了五個(gè)綠色營銷失敗的現(xiàn)象出現(xiàn)。它們是:綠色紡織，綠色銷售，綠色收獲，綠色營銷，市場(chǎng)營銷和遵守。</p&g

49、t;<p><b>　　綠色銷售</b></p><p>　　市場(chǎng)調(diào)查確定消費(fèi)者在20世紀(jì)90年代對(duì)環(huán)境的關(guān)注意味著，已在許多方而被,理所當(dāng)然地認(rèn)為，“出售綠色”，許多商家的促銷活動(dòng)迅速調(diào)整自己的回應(yīng)。這一針致了我們所一說的“綠色銷售”的辦法，即對(duì)環(huán)境特點(diǎn)事后在現(xiàn)有產(chǎn)品鑒定從向促使一到綠色浪潮(通常是短期)。這反映了一種典型的銷售方向，因?yàn)閷?duì)環(huán)境的興趣往往限促銷活動(dòng)，很少或根本

50、沒有到產(chǎn)品開發(fā)投入。同樣的產(chǎn)品繼續(xù)生產(chǎn)，但分別加入綠色主題言傳活動(dòng)，以便利用消費(fèi)者的任何環(huán)境問題的優(yōu)勢(shì)。但是，有一點(diǎn)是由市場(chǎng)研究公司跟蹤客戶的實(shí)際需求和響應(yīng)。即使這些進(jìn)行了調(diào)查，反應(yīng)往往集中在查明現(xiàn)有產(chǎn)品的環(huán)保效果，而不是尋求替代這些產(chǎn)品。</p><p>　　這顯然是一個(gè)非常投機(jī)取巧響應(yīng)的環(huán)境問題。銷售經(jīng)理可以審視他們的產(chǎn)品和生產(chǎn)過程尋找表明他們的產(chǎn)品具有高度環(huán)境良好的東西，如果沒有，至少低一些環(huán)境不好。是這種

51、的心態(tài)，導(dǎo)致監(jiān)管機(jī)構(gòu)和消費(fèi)者團(tuán)體關(guān)切過綠色的聲稱，出現(xiàn)在上個(gè)世紀(jì)90年代早期。輕便、沒有意義，未經(jīng)證實(shí)的綠色的聲明是在加強(qiáng)不變的產(chǎn)品推銷嘗試失敗，甘致越來越多的消費(fèi)者憤世嫉俗和猜忌、以及擔(dān)心一個(gè)潛在消費(fèi)的強(qiáng)烈反彈。因此，毫不奇怪，綠色產(chǎn)品常常落后明顯。有些公司已經(jīng)意識(shí)到這些趨勢(shì)，他們(和他們的供應(yīng)商)索賠缺乏獨(dú)立的認(rèn)證，并試圖發(fā)展認(rèn)證計(jì)劃，以重新獲得客戶的信任。然而，問題依然存在?，F(xiàn)在有一個(gè)據(jù)稱認(rèn)證標(biāo)志</p><p

52、>　　的各種不同的主機(jī)環(huán)境效益，消費(fèi)者是一可以理解的困惑。使是在丹麥，高度關(guān)注消費(fèi)者的國家，只有6%可以識(shí)別歐盟作為一個(gè)生態(tài)標(biāo)簽。綠色索賠不信任也仍然忍受的程度，很多企業(yè)現(xiàn)在選擇不作出任何疏遠(yuǎn)客戶的風(fēng)險(xiǎn)在所有綠色的索賠。未轉(zhuǎn)成因此意味著綠色是現(xiàn)在通常被著作是企業(yè)之間的許多重大徒勞的營銷策略，無一淪其產(chǎn)品的環(huán)境質(zhì)量營銷最暢悄的方向。</p><p><b>　　綠色的收獲</b><

53、/p><p>　　并不所有的企業(yè)都試圖利用環(huán)境索賠來促進(jìn)銷售，而事實(shí)上，許多人現(xiàn)在都自覺地選擇。不過，短期利潤(rùn)仍然是許多企業(yè)和營銷經(jīng)理的主要目標(biāo)。然后毫不奇怪，許多營銷成為對(duì)環(huán)境的熱情。在能源和物質(zhì)投入的效率，減少包裝，物流合理化方而為企業(yè)提供經(jīng)濟(jì)發(fā)展的環(huán)境方案強(qiáng)大的動(dòng)力。然而，雖然這可能意味著日前該產(chǎn)品是低成本生產(chǎn)，這些儲(chǔ)蓄并沒有傾向通過在過濾器更便宜，更環(huán)保的產(chǎn)品方而給客戶。事實(shí)上，與此相反，綠色產(chǎn)品的價(jià)格幾乎一

54、直在比常規(guī)的產(chǎn)品溢價(jià)。有時(shí)，這反映了涉及生產(chǎn)成本的現(xiàn)實(shí)，由傳統(tǒng)的外部社會(huì)環(huán)境與產(chǎn)品相關(guān)的成本內(nèi)在化。在其他情況下，它關(guān)系到所涉及的費(fèi)用較少，多以價(jià)格策略，尋求建立以優(yōu)質(zhì)的產(chǎn)品服務(wù)一特定市場(chǎng)的綠色產(chǎn)品?？傮w而言，綠色產(chǎn)品的傾向，被視為昂貴，嚴(yán)重妨礙了他們的市場(chǎng)滲透。他們不得不接受更徹底的改變和投入更多的管理時(shí)間和金錢來實(shí)現(xiàn)它(謝爾頓，1991年)。然而，在綠色企業(yè)，我們通常能夠辨認(rèn)降低成本，短期的盈利能力和股東價(jià)值的深層文化的復(fù)制品。在這

55、方而，他們往往體現(xiàn)一個(gè)典型的保守，金融方向。還有就是，因此，在這些公司不愿意做出深刻的綠色營銷活動(dòng)的戰(zhàn)略投資，尤其是當(dāng)市場(chǎng)研究數(shù)據(jù)是模棱兩可。因此，會(huì)發(fā)生什么</p><p><b>　　結(jié)論</b></p><p>　　這次討論如何幫助我們理解綠色營銷演進(jìn)的故事嗎?這當(dāng)然突出的悲劇因素，如何在實(shí)現(xiàn)可持續(xù)發(fā)展的實(shí)質(zhì)性進(jìn)展，因?yàn)橐呀?jīng)有許多“綠色營銷”活動(dòng)不適當(dāng)?shù)膿]霍。公

56、司的方向都集中在生產(chǎn)，銷售，成本，法律和公關(guān)，而客戶的利益常常被邊緣化。此外，公司已經(jīng)劃分管理，而不是制訓(xùn)一個(gè)全而的角度出發(fā)，涵蓋所有的綠色營銷方而的公司，產(chǎn)品，以及生產(chǎn)，消費(fèi)和處置的手段。如果沒有變化，玩世不恭和虛偽的指控將繼續(xù)有增無減。</p><p>　　綠色營銷還開發(fā)了自己的傳奇神話，并在公司的客戶，同事帶來的很多機(jī)遇，企業(yè)文化，努力發(fā)展環(huán)保戰(zhàn)略。綠色營銷的實(shí)施，常常是實(shí)際操作的假設(shè)，綠化正是顧客所需要的

57、(或至少聲稱想要)，營銷人員會(huì)跟隨他們的意愿，以及該組織的其余部分將很樂意支持。這項(xiàng)工作在一個(gè)完全市場(chǎng)針向的公司的世界，而忽視了內(nèi)部環(huán)境。內(nèi)部阻礙，許多作者們認(rèn)為，綠色.戰(zhàn)略一可以成為所有，但最致力于環(huán)保的企業(yè)逐步更令人不快的。</p><p>　　需要解決的可持續(xù)性是一個(gè)嚴(yán)重的問題，但也出現(xiàn)了，特別是在早期的綠色營銷索賠.此外一些條款鬧劇的時(shí)候，出現(xiàn)了一個(gè)以討論很多關(guān)于綠色營銷的日期，因?yàn)槠溆兄S刺意味的因素，從

58、理論的角度看，綠色營銷已受到嚴(yán)重限制了其對(duì)消費(fèi)的過程中購買的重點(diǎn)組成部分。環(huán)境治理，己大致描繪成一個(gè)新的表達(dá)購買綠色產(chǎn)品的關(guān)注消費(fèi)者的問題。自相矛盾的命題是，通過和不可持續(xù)的過度消費(fèi)造成的環(huán)境危機(jī)，還沒有更多的消費(fèi)方式。與此相反，可持續(xù)的營銷還必須解決諸如產(chǎn)品的使用，共享，維護(hù)，處置非購買行為。</p><p>　　出處:Ken peattie.綠色營銷:傳說，神話，鬧劇還是預(yù)言？[J].定性市場(chǎng)研究，</