{"id":23,"date":"2007-06-08T10:07:00","date_gmt":"2007-06-08T10:07:00","guid":{"rendered":"https:\/\/kotarbinski.wordpress.com\/2007\/06\/08\/zielony-marketing\/"},"modified":"2019-02-14T19:58:15","modified_gmt":"2019-02-14T19:58:15","slug":"zielony-marketing","status":"publish","type":"post","link":"https:\/\/kotarbinski.com\/blogomarketingu\/zielony-marketing\/","title":{"rendered":"Zielony marketing"},"content":{"rendered":"

\u00a0<\/p>\n

Marketing ekologiczny = zielony marketing<\/span>
\nUwzgl\u0119dniane proekologicznych wymaga\u0144 klient\u00f3w przy podejmowaniu wszystkich wa\u017cniejszych decyzji dotycz\u0105cych zar\u00f3wno produktu, ceny, dystrybucji, jak i promocji. Proponuje si\u0119 by w tym celu wykorzysta\u0107, tzw. ekologiczn\u0105 analiz\u0119 cyklu \u017cycia produktu (Life Cycle Analysis, LCA).\u00a0<\/p>\n

Polega ona na ocenie ekologii produktu dokonanej na podstawie charakterystyki zu\u017cycia energii, surowc\u00f3w i materia\u0142\u00f3w oraz emisji zanieczyszcze\u0144 do \u015brodowiska we wszystkich fazach jego \u017cycia. Dzi\u0119ki tego typu pomiarom mo\u017cna okre\u015bli\u0107, kt\u00f3re z faz cyklu \u017cycia danego wyrobu stanowi\u0105 najwi\u0119ksze zagro\u017cenie dla \u015brodowiska i gdzie nale\u017cy popracowa\u0107 nad lepszymi rozwi\u0105zaniami.<\/p>\n

Ze strategicznego punktu widzenia firmy istotnym jest tak\u017ce odpowiedni spos\u00f3b przekazania konsumentowi informacji o poczynionych w dziedzinie ekologii wysi\u0142kach. W tego typu dzia\u0142aniach nale\u017cy wykorzysta\u0107 nie tylko atuty samego produktu, ale i ca\u0142ego procesu jego wytwarzania. Umieszczenie na wyrobie reklamowych hase\u0142 ekologicznych typu: \u201eProdukt ulega biodegradacji\u201d, czy \u201eProdukt jest wytwarzany w 40% z surowc\u00f3w wt\u00f3rnych\u201d pomaga przedsi\u0119biorstwu wykreowa\u0107 image firmy dbaj\u0105cej o ochron\u0119 \u015brodowiska naturalnego.Mo\u017ce wzmocni\u0107 przywi\u0105zanie istniej\u0105cych klient\u00f3w czy zainteresowanie potencjalnych nabywc\u00f3w. Pod warunkiem ich \u015bwiadomo\u015bci ekologicznej i wagi tego elementu dla podejmowanych decyzji zakupowych.<\/p>\n

\u0179r\u00f3d\u0142o<\/a>
\n
\n<\/span><\/div>\n","protected":false},"excerpt":{"rendered":"

\u00a0 Marketing ekologiczny = zielony marketing Uwzgl\u0119dniane proekologicznych wymaga\u0144 klient\u00f3w przy podejmowaniu wszystkich wa\u017cniejszych decyzji dotycz\u0105cych zar\u00f3wno produktu, ceny, dystrybucji, […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_exactmetrics_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_uf_show_specific_survey":0,"_uf_disable_surveys":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center 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