The global green consumer - A cross border market

Trabajo Escrito , 2007 , 20 Páginas , Calificación: 74,0

Economía de las empresas - Marketing en línea y fuera de línea

This assignment is about the global green consumer and green marketing around the globe. Beside the theoretical information the example of The Body Shop shows the main issues of green marketing in practice.

Table of contents:

1 CROSS BORDER MARKET SEGMENTATION 3

2 THE GLOBAL GREEN CONSUMER 3
2.1 Definition 3
2.1.1 The Body Shop 6
2.1.2 The product policy of The Body Shop 6
2.2 Reasons for the emergence of global green consumers 7
2.3 Problems in researching 8
2.4 Green marketing 10
2.5 Opportunities for the international marketer – now and in the future 12
2.6 Limitations of marketing such an international cross cultural segment 13

3 CONCLUSION 14

REFERENCE LIST 15
APPENDICES 18

Inhaltsverzeichnis (Table of Contents)

• CROSS BORDER MARKET SEGMENTATION
• THE GLOBAL GREEN CONSUMER
• Definition
• The Body Shop
• The product policy of The Body Shop
• Reasons for the emergence of global green consumers
• Problems in researching
• Green marketing
• Opportunities for the international marketer – now and in the future.
• Limitations of marketing such an international cross cultural segment
• CONCLUSION

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This assignment aims to analyze the global green consumer market as a cross-border segment. It explores the definition and characteristics of the global green consumer, examines the reasons behind their emergence, and investigates the challenges and opportunities associated with marketing to this segment.

• The definition and characteristics of the global green consumer
• Factors contributing to the rise of global green consumerism
• Challenges in researching and targeting global green consumers
• Opportunities for international green marketing
• Limitations of cross-cultural marketing to the global green consumer segment

Zusammenfassung der Kapitel (Chapter Summaries)

• Cross Border Market Segmentation: This chapter introduces the concept of cross-border market segmentation, highlighting the importance of identifying homogeneous target groups across different countries. It discusses various segmentation variables, including geographical, economical, demographic, ethnic, benefits sought, and lifestyle aspects.
• The Global Green Consumer: This chapter defines the global green consumer and explores their characteristics. It analyzes the different typologies of green consumers, outlining their varying levels of environmental awareness and buying behavior. It also examines the role of green products and packaging in satisfying the needs of this target market.

Schlüsselwörter (Keywords)

The key terms and concepts explored in this assignment include cross-border market segmentation, global green consumer, green marketing, sustainable products, ethical consumption, environmental awareness, and cross-cultural marketing.

• Universidad: Northumbria University
• Curso: International Marketing Management
• Calificación: 74,0
• Autor: Franziska Guhr (Autor)
• Año de publicación: 2007
• Páginas: 20
• No. de catálogo: V85777
• ISBN (Ebook): 9783638016063
• ISBN (Libro): 9783638918473
• Idioma: Inglés
• Etiqueta: International, Marketing, Management, green marketing, The Body Shop, English, International Marketing