TOEFL Listening Practice: Lecture07
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MP3 – SoundCloud
Answer
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Transcript
| Professor: | Last week we covered niche marketing, and I mentioned Green marketing. Green Marketing is about companies producing, or saying they produce, products that are environmentally friendly. This could mean their products can be recycled, or they make their products from recycled materials, or that they power their factories using clean energy like wind or solar. Companies often request the help of advertising experts to do this properly. |
| Now, Green Marketing may seem like a fairly recent development, but advertising professionals saw the growth of this sector many years ago. It probably started in 1970, when the first Earth Day was announced. Environmental harm was being protested all over the United States, people marching in parades or picketing in front of government buildings. Earth Day helped to spark many other environmental laws, like the Endangered Species Act in 1973. This Act protects endangered species and their habitats, focusing on rebuilding their dwindling population. The Clean Water and Clean Air Acts were also strengthened. | |
| So! Environmental issues ended up in the news, many newspaper articles featuring Earth Day and the new environmental laws. Being Green became popular, a well-talked-about subject. Some businesses jumped on the bandwagon because they, too, were genuinely interested in helping to do their part to slow environmental degradation. Other companies joined because popularity sells, and getting into a fast-growing market has a lot of profit potential. | |
| In 1975, a famous advertising group held a workshop on ecological marketing. A few years later, advertisements and marketing plans sprouted, revolving around acknowledging and validating people’s environmental concerns – saying their product could help. | |
| Some companies learned the hard way, green marketing still has to contain all the same ideas and analysis that a normal marketing campaign would have. It must stimulate interest, attract attention, create desire and encourage people to take action. | |
| For example, let’s look how one green marketing campaign flopped, and let’s talk about why. The product was a compact fluorescent light bulb, nicknamed the “Eco-light.” I believe it was first introduced in the late 90’s. It was expensive, compared to normal incandescent bulbs, and the advertising message was a cheerful “Use this bulb to save the earth!” Kinda cheesy, right? Well, consumers thought so too. To top it off, research showed that consumers didn’t want to sacrifice price and convenience for the nebulous concept of “saving the earth,” even if surveys will say that those same people are “very concerned” about the environment. | |
| So, the Eco-light marketing campaign was revamped, emphasizing the time and money that would be saved long-term, since eco-light lasts for years instead of being replaced every few months. So, they concluded, not only was it good for the earth, it was convenient and easy on your wallet as well. Those ads worked marvelously. | |
| Other tactics companies use to come off as a green company is supplying their employees with environmentally friendly options. Offices are designed to save energy, and emphasis is placed on recycling as much trash as possible. Companies who do that are known as “extreme green,” while others who don’t offer eco-friendly products, but will encourage recycling and energy conservation within the company would be called “lean green.” | |
| So! If your green marketing strategy is going to be successful, make sure your message is strong, and your company backs it fully. Selling earth-friendly products while spewing noxious gas from your factories likely won’t curry any favors from the audience. Especially in today’s age, where the internet and smartphones let consumers check a company’s history and eco-rating at the touch of a button. |