Green Marketing - Customer Satisfaction - Porter's Model for Competitive Advantage - Resource Based Theory

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Summary…………........................…………………………………………………………….1 Green Marketing………………………………………………………………………2 Introduction……...……………………………………………………………………………..2 Definition…...…………………………………………………………………………………..2 Objectives……...……………………………………………………………………………….2 Putting into practice………….....………………………………………………………………2 Strengths/Weaknesses………........……………………………………………………………..3 Examples/Case Studies......……….…………………………………………………………….3 References……………………….....…………………………………………………………...5 Customer Satisfaction Measurement……………………………………………….6 Introduction…………...………………………………………………………………………..6 Definition……………...………………………………………………………………………..6 Objectives……………...……………………………………………………………………….6 Putting into practice….....………………………………………………………………………6 Strengths/Weaknesses…........…………………………………………………………………..7 Examples/Case Studies….......………………………………………………………………….7 References……………………….....…………………………………………………………...8 Porter’s Diamond Model for Competitive Advantage……………………………9 Introduction……...……………………………………………………………………………..9 Definition…...…………………………………………………………………………………..9 Objectives……...…….............………………………………………………………………….9 Putting into practice………….....………………………………………………………………9 Strengths/Weaknesses……..........……………………………………………………………..10 Examples/Case Studies......……...…………………………………………………………….10 References………………………...…………………………………………………………...10 Resource Based Theory……....................………………………………………….11 Introduction…………...……………...………………………………………………………..11 Definition……………...…………….......……………………………………………………..11 Objectives……………...…………….......…………………………………………………….11 Putting into practice….....…………….......……………………………………………………11 Strengths/Weaknesses…........………….......…………………………………………………..12 Examples/Case Studies….......………….......………………………………………………….12 References…………………....………………………………………………………………...12

Summary

In this research there are two emerging marketing strategies plus two marketing models . In my observation, green marketing which is being a powerful marketing strategy by companies and organisations for the last 20 years since the environmental issue has been raised as a problem by customers. A question is raised, 'Is green marketing a strategy for gaining competitive advantage over other companies or that they are seriously being environmental friendly, in part due to force to customer satisfaction. ''This thesis aims at identifying issues that determine the long-term efficiency of green marketing and how confidence and trust plays a role in order to gain competitive advantage through customer satisfaction and customer retention. Companies have to establish a significant market presence in the long-term and successfully research, understand and educate their customers in order to build brands, products and services helping green things to find mainstream acceptance (Peattie and Crane, 2005, p. 363; Grant, 2007, p. 6).

Porter's competitive advantage model that allows analysing why some nations are more competitive than others are, and why some industries within nations are more competitive than others are. If we look at more deeply we will find out that dependent in 4 factors of Porter's theory there are such as; Firm Strategy, Structure and rivalry, demand and factor conditions and related supporting industries. In more deeply Factor conditions may apply for resource-based theory, to gain a competitive advantage on factor conditions. On the other hand Resource Based Theory that explains how companies used internal resources to gain advantage over competitors. This relates to one of the points in Porter's competitive advantage model of Factor conditions. This condition talks about tools which companies posses such as highly skilled workforce, linguistic abilities of workforce, rich amount of work materials. From this is clear how these relate to resource based as companies would use this condition for creating competitive advantage.

Green Marketing

I. Definition: define the concept:

Polonsky defines green...
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