Custom essays: Professional ethics Development of marketing strategy of presentation of environmentally friendship products

Nowadays environmental needs take an increasingly prominent place in the world and not to notice this fact becomes simply impossible. The market of environmentally friendly products presents an alternative to the traditional market and is dynamically developing. Business quickly realized its potential and the companies that go into this market, get real competitive advantage in the struggle for the consumer. Leading global manufacturers begin to have in their assortment environment-friendly versions of their famous products, and new companies are trying to gain a foothold in the market with innovative, environmentally oriented products and services.
It is important that the 21 century is often called “the Age of the Earth”, when protection of natural environment has become the most important question for people all over the world. Environmentalism and environmental issues will have a growing influence on international trade. So many companies nowadays are developing “green marketing” the core aspects of which are creating of environmentally friendly products , recyclable packaging, strict control of pollution and more efficient use of energy. (Coddington 1993)
In an era when the consumer better understands the practices of companies and much broader looks at environmental issues, animal studies and human rights, social responsibility and marketing ethics become critical when meeting customer requirements. The behavior of companies is beginning to have an impact on people’s perceptions about their products and services. That is why it is important for the company to create and present environmentally friendly products, and to make the right marketing strategy to promote these products.
The subject of the paper is environmental marketing, a comprehensive program of production and promotion of environmentally friendly products. The stated purpose has the following objectives:
– To study the market and marketing of ecological products, as well as to systematize the methodological foundations of ecological marketing.
– to consider the features of the marketing mix of environmentally friendly and eco-products;
– Evaluate the impact of environmental factors on consumer behavior;
– to develop a program for presenting environmentally friendly products.

The model of consumer behavior towards eco-products.
Consumers use information about eco-products to make sets of stamps for the final choice, and the question is how to make choices among several alternative brands, how the consumers evaluate information about products. To evaluate the options there are several basic concepts:
– First, there is the concept of the properties of the goods. Each consumer is considering any given commodity as a certain set of properties. Eco-products have very strong factors influencing the choice and the behavior of buyers.
– Secondly, consumers tend to attach significance of different indices of properties that they considers important and relevant for themselves.
– Third, the consumers tend to create sets of beliefs about brands. A set of beliefs about specific branded products is known as the image of the brand. Consumer beliefs can vary from knowing the real properties from own experience to knowledge resulting from selective perception, selective distortion and selective memory. Eco–products always have positive image, and give consumers beliefs about the importance of choosing such products. (Zinkhan et al 1995)
Creation of a new product is one of the most important areas of marketing activity, so our company that produces products wants to present a new line of eco-products, that are made of natural ingredients, without any artificial premises, and is packed in the environmentally friendly packaging.
For our product there are several special factors influencing the purchase:
– the importance of ecology, beliefs about the usefulness and naturalness, consumer’s own experience – evaluation of taste, good ecological packing;
– ways of obtaining information: advertising in the media, information from doctors and eco organizations, the opinion of friends and relatives.