市场营销专业外文翻译.doc

市场营销专业外文翻译.doc

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本科毕业论文（设计）

外文翻译及原稿

译文题目：

企业品牌战略研究

原稿题目：

Theriseandstumbleofgreenmarketing?

原稿出处：

KenPeattie.Greenmarketing:

legend,myth,fareeorprophesy[J].Qualitative

MarketResearch,2009:

P357-370

.

学院：

专业班级：

姓名：

学号：

指导老师：

日期：

201年月日

Theriseandstumbleofgreenmarketing?

Despitesomeattentioninthe1970s,itwasreallyonlyinthelate1980sthattheideaofgreenmarketingemerged.Earlyacademictreatmentsofgreenmarketingspokeoftherapidincreaseingreenconsumerismatthisasheraldingadramaticandinevitableshiftinconsumptiontowardsgreenerproducts（Prototroph,1990;Handcraftsmanandcliff1990）.Likeany（relatively）newmarketingphenomena,itwassoonthesubjectofagreatdealofmarketresearch.Muchsurveyevidencefromrepublicresearchbodieswascitedasidentifyingheightenedenvironmentalawareness,agrowingconsumerinterestingreenproducts,andapronouncedwillingnesstopayfargreenfeatures（CropOrganization,1990;Mindel,1991;Worcester,1993）.PracticalevidenceforthiscameintheformofthehighlydirectiveglobalconsumerboycottofCFC-drivenaerosols,andtheinternationalsuccessOfpublicationssuchasTheGreenConsumerGuide（EllingtonandHailcs,1988）.Thereweretwokeyresponsestothis:

onewasaburstofcorporateactivityintheareaofgreenmarketing;theotherwasanupsurgeingreenbusinessresearchandwritingamongstacademics.

CorporateinterestingreenmarketingwasindicatedbyearlymarketresearchmajorchangesandVandemereandsurveyfoundthat91percentofEuropeanmultinationalsclaimedtohavechangedtheirproductsinresponsetogreenconcerns,and85percentclaimedtohavechangedtheirproductionsystems.GreenproductintroductionsintheUSmorethandoubledto11.4percentofallnewhouseholdproductsbetween1989and1990,andcontinuedtogrowto13.4percentin1991Ottrnan,1993.Similarthevolubleofgreenprintadsgrew430percent,andthatofgreenTVadsby367percent,between1989and1990（Aotrnan,1993）.StoriesofcolonicssuchastheBodyShop,Recover,Volvo.3M,andevenMacDonaldbecameevermorecitedinthegreenbusinessliteraturetoillustratehowandwhygreenmarketinginitiativescouldpay.EyerandBancroft（1993）respondedtothesedevelopmentsbypronouncingthat“greenisin,noquestionaboutit"andthroughoutthe1990swriterscontinuedtoaverthattheappearsto6erealandgrowing”（McKinnonandMcCanna,1997）,and"greenmarketexpandingataremarkablerate”（Schlemihlcta1.,1996）.

Despitethisoptimisticpicture,bythemid一1990snewinfarctresearchevidencebegantoemergewhichwaslessunequivocalaboutthegrowthofgreenconsumerism.Mint-cl's（1995）follow-upreportontheenlivenmentrecordedonlyaveryslightincreaseingreenconsumerssince1990,andidentifiedasignificantgapbetweenconcernandactualpurchasing一apicturereplicatedinsubsequentmanagementresearch（alongetal.,1996;Pc-attic,1999;Crane2000）.Thefrequencyandprotocontinentofgreenclaimswasalsofoundtobeindecline（NationalConsumerCouncil,1996）,andgreencoproductslookedtohaveachievedonlylimitedsuccess（alongctal.,1996）.SpecialistbrandssuchasEcovcrandDowntoEarthfailedtosustainthegrowththeyenjoyedintheearly1990s,andthespecialistgreenrangesofsonicmajorcompaniessuchasLeverBrothersandSalisburywerediscontinued.Althougreenproductgrowthcontinuedstronglyincertainmarkets,suchasfood,tourism,andsemuncialservices,acrossthemajorityofmarketstherewasnolongertalkabouttheimpressivegrowthingreenproductintroductions.

So,hasgreenmarketingfailedtochangehowbusinessesbehaveandtomovetheeconomytowardsstainabilitySameoftheresearchevidencecanbeinterpretedeitherwayCriticscanpointtoareductioninadvertisingclaimsasproofofitsdecline,whileothersmightsecthisasanimprovementonthelate1980swhenawaveofoftenill一cudgeladvertisingcampaignsweremountedcompaniesinawaythatdrewwidespreadcriticism.Similarly,areductioninspecialistproductscanbeinterpretedasafailure,oritcanreflectthemainstreammarketimprovingitsenvironmentalperformancetothepointthatreducesthedemandforspecialistgreenproducts.Perhapsthemostdamningmarketresearchevidenceinthecaseforthedeclineofgreenmarketingisthealarmingcynicismbeingdisplayedbyconsumersaboutgreenproducts,greenclaims,andthecompaniesbehindthein（Kangunctal，1991;NationalConsumerCouncil,1996）.Themarketingphilosophyandprocessisbuiltaroundthecustomerandtherelationshipbetweenthecompanyandthecustomer