Case 3.2 The Marketing Environment, Ethics, and Social Responsibility at Scholfield Honda
Principles of Marketing MAR1011
Professor Nealy- Blackman
October 3, 2012
In 2006 when Al Gore's film An Inconvenient Truth was released, whether many people believed in it, chose to make a mockery of the documentary or took it seriously, the film did raise awareness about many issues in our environment. By 2008 society started to change in many aspects, people started making more cautious decisions regarding their health and the environment. Corporations didn't stay behind; every day companies come up with more innovative ideas and products in order to create a safer environment. Going Green has become a global movement to improve quality of life while raising the importance of recycling. The car industry has evolved and changed overtime because of the green craze. Companies tries to stay competitive and are investing heavily in developing fuel efficient technologies. Honda, for one, has always had a visionary scheme. They've been producing fuel efficient cars to benefit our pockets and our environment since the 1970’s. One of their best developments is the natural gas fueled Civic GX that addresses air-quality issues. Lee Lindquist, an alternative fuels specialist at Scholfield Honda, located in Wichita, Kansas wanted to offer the Civic GX at Scholfield Honda, because much of the natural gas in the United States does indeed derive from Kansas. Lindquist had been pitching the idea to his boss Roger Scholfield, Owner of Scholfield Honda, but Scholfield was skeptic because of how impractical the car could be due to the lack of fueling stations. Scholfield decided to start small by revamping his dealership to be more environmentally friendly like most of Hondas upcoming new products. Lindquist convinced Scholfield to donate a GX along with a fueling station for their town, and this has made people...
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