Eco-marketingul

Abstract

One of the tendencies inducing the marketing reply is called ecologism and it has as purpose to protect and improve people’s environment. From the first, the question was if the ecological marketing represents an economical revolution or a simple fashion? For the moment, the answer cannot be generalized at worldwide level, either it bends to the first or the second variant. The ecological marketing must aim at the whole specter of economical activities within the company. The purpose is to raise the enterprise standard through a vision such as EPR « extended producer responsibility ». The analysis of the implementation process of a « green strategy » may be realized studying, on one hand, its impact on the production process, and on the other hand, the impact on the company’s mixture of marketing. The goal of the eco-marketing is to integrate the concept into the production activity, aiming at the next directions: rational supply with natural resources respecting their life-cycle; design of the products and packages with bio-degrading content; rational use and with increased efficiency of rare natural resources and raise the interest to find their substitutes; develop the alternatives of using and re-using the resources, wastes and rejects; project production series with a reduced expenditure of energy and non-polluting; introduce, besides the activity of quality control, an ecological control of the products, according to a schedule of criteria and indicators to measure the ecological level; find non-polluting alternatives to evacuate the wastes and polluting agents. Also, it must be reconsidered the dimension of each component of the marketing mixture according to the ecological nature of the realized product or service.