A Strategic Marketing Analysis on Green Marketing with a case study of 3M water saving valve

• Main Authors: Bo-Sheng Yu, 尤柏盛
• Other Authors: 邱奕嘉
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/78511012405824707488

碩士 === 國立政治大學 === 科技管理研究所 === 101 === Green economic is a big issue for the last 20 year, there’re so many companies eager to be part of it, like P&;G, 3M and Walmart. In the process of being the popular one, some companies breaking the rules of being honest, and irritated all related group included consumers, environment protecting group, even other company. Worst of all, their incorrect green marketing made other company become untrustworthy. Otherwise, another defect of these green products were not as good as the old ones. Even though, there’re still success companies around the world. This research use a 4C theoretical framework in Strategy Marketing view to analysis how they did green marketing and decrease which cost for consumers, and trying to answer these following questions： 1.What is the green marketing strategies of 3M and find the purpose. 2.How the water-saving product decrease the feeling of distrust of consumer. 3.According to the analysis above, what’s the most important cost of those. By analyzing the data of 3M , this study concludes that： Two important cost to green marketing of 3M product are cost/buyer utility cost and moral crisis cost. After doing some effective green marketing strategies, 3M successfully decrease the two type of cost made consumers to buy their green product.