The Green Grassroots Equity World Marketing In Our Time

World marketing is an all encompassing term used for designating marketing activities around the world. It is a term that is seldom used since each country or area within a country has specific trade practice that is known by the name the locality has given it. In addition, the nature of marketing has usually made it a segmented process rather than one general activity.

Grouping the world’s entire marketing concerns into one category can provide some advantage. One of which is increasing the awareness of the public on some global issues like poverty, hunger and the destruction of the environment. This motivation in changing of some products that has been found to be harming the environment with its use such as products that contains chlorofluorocarbon or CFC that has been used for decades as refrigerant and a propelling agent in aerosol cans. Since the perception of the public on such CFC containing products tends to be on the negative side, removing it and the resulting marketing drive that promotes CFC free content of a particular product became the theme of subsequent marketing drives by all the companies that were previously engaged in CFC containing products manufacture.

This increased awareness has brought to the fore many environmental issues one of which is saving mother earth from the ills of modern day living. It is in this context that green marketingwas introduced. This was defined by the American Marketing Association as the process of marketing a product or service that is presumed as safe for the environment or something to that effect. This is not an exact meaning for many groups. Therefore, environment concerned organizations attach a number of retail, social and environmental definitions to it. More often than not, these definitions are intersecting and contradicting one another.

Because of this aim to protect the planet we live in, involving in this type of marketing will require product modifications as well as packaging innovations, changing of the production process and modifying the advertisement campaign that is used for a particular product that was found harmful to the planet. Such changes task a company’s financial resources since traditional machineries and equipments are not geared towards earth preservation. In some cases, it means changing the complete equipment inventory of a company.

Even the term green marketing is known through several names such as ecological marketing and environmental marketing and they have consistently been used interchangeably. World marketing can involve ecological marketing since it is a type of marketing that has a global implication. Because of the huge amount of monetary resources that will be used in its implementation, several marketing companies are against it though they are complaining privately for fear of hurting the sensibilities of some public sectors. Knowing this fact will turn that segment of the society against the company and since they too belong to the consumer group these firms are so eager to get, it will be disadvantageous to a company to contradict them.

There is another type of marketing that is being tapped by marketing organizations worldwide and this is grassroots marketing or that type of marketing that taps into the excited collective efforts of an underlying group of brand enthusiasts. Its initiatives are manifested by a series of group efforts that are sustained over time in order to achieve a common goal that is supported by every participant.

Grass roots marketing aims to raise awareness to a cause as well as increasing the capital to support it. Cancer awareness programs and bike rides for a cause are all examples of this type of marketing. This initiative has allowed much needed help for some sectors which would otherwise have been neglected by the society in general had not a grassroots organization take the initiative to start a marketing campaign for them. This kind of marketing has become more popular in recent years specially in more urbanized areas such as the United States and Europe and members of the third world countries are starting to see the advantages of this kind of marketing and are starting to join in such an effort.

Although this is similar to viral marketing at the start of a campaign, viral initiatives involves a limited commitment to a cause as compared to the valiant efforts shown by grassroots enthusiasts who often endure the sun and rain for days just to raise money for a cause they believe in. These efforts are also almost often voluntary in nature and with no monetary rewards as opposed to another type of marketing called equity marketing where the pursuit of money is almost always the motivating factor.

Many types of marketing are being engaged in by various sectors of the society worldwide. Some are very familiar to the layperson while others are so obscure as to elude the understanding of the many except for the professionals engaged in it. This is the situation in equity marketing where equities that are instruments signifying ownership of a share in a corporation, are used as commodities for buying and selling business. The value of such equities depends on the value given to it by the corporation or the stock exchange which changes every minute. Involving in this kind of marketing then involves great risks and no individual that is ignorant of all the pertinent facts on stock trading should not participate in it or he risks losing everything instead of an expected monetary rewards. But in spite of this great risk, marketing in equities can also provide sudden riches and it is this fact that many are lured into the game specially the more adventurous traders who love surprises and thrill in their business deals.

World Marketing
World Marketing

Green Marketing
Green Marketing

Grassroots Marketing
Grassroots Marketing

Equity Marketing
Equity Marketing