التسويق الاخضر.doc
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Transcript of التسويق الاخضر.doc
:- . .
.
. . . . . . . . . :1. ( ( " .
2- () " " .
3- . . . -------------------------------------------- .
. " ". .--------------------------------------------------- : :1 - 2 -
3 -
4 - : :1 / 2/
3/
4/
5/ 1984 1986 1990
-----------------------------------------------
() 3 3 Ps:
1- (Planet) : .
2- (People) : .
3- (Profit) : .
------------------------------------------------ : :- " "(Wasik 1996).
(Roper) :1. :
- 13 60% .
- 22% 54% .
- .
- .
- .
2. : .
3. . : -
- . - . - . .
- . :1- .2- .3- .4- .5- . : .
- . ( " ( ( ) ( ( - ).
. .--------------------------------------------------- :
1.
:
(Paying Customers) .
- (Providers) .- (Politicians) . (Pressure Groups) .
- (Problems) . - (Predictions)
- (Partners) :
2/ The Internal PS
: -
(Product) . (Green Products) . (Chloro Fluoro Carbon) . -
(Price) . .
- (Promotion) (Environmental labels) * :
1. ( ) ( ).
2. .
3. .
4. .
5. . 6. : .
7. : . (Place) ( ) (Two-Way) ( ) ( --------------------------------------------------------------------------- : .
1 2 3 4 5 .
---------------------------------------------------------------------------- : :1 - 2 - 3 - .
.------------------------------------------------ :
1/
2/ .
3/ .4/ : .
------------------------------------------------------------------------------ :
:
1. : .2. : . 3. : . 4. : . 5. : (Green Consumers) ---------------------------------------------------------------------------- :
4 :
1- : .
2- : . .
3- : . ( ) .
4- : . . . . . : " " :
. (Infinity) .. . (Finite Renewable) . (Finite Non-Renewable) .. .
. . . . 42% . (AT&T) (Burger King) (McDonalds) .
. . . :
... .
( ) .
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