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Changing the world by learning to sell green products.

800-CEO-READ

June 20, 2007

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MarketingProfs applies Levitt's marketing myopia to "green" businesses. When creating environmentally friendly products, businesses can easily fall into the marketing myopia trap; that of, focusing too much on the green benefits. It seems the majority of consumers won't go out of their way to buy a product simply because it's green.

MarketingProfs applies Levitt's marketing myopia to "green" businesses. When creating environmentally friendly products, businesses can easily fall into the marketing myopia trap; that of, focusing too much on the green benefits. It seems the majority of consumers won't go out of their way to buy a product simply because it's green. Take Philips' fluorescent lightbulbs named EarthLight pitched in 1994 with a price tag of $15. Sure, it was good for the environment (though didn't fit most lamps) but sales never took off. When the bulbs were repackaged and promoted money savings in 2000, sales took off. [Now, green bulbs are becoming an industry standard.] The problem: consumers didn't understand what was in it for them. Which makes me wonder how many people bring their grocery bags back for 5 cents savings or their Starbucks' mug in for 10 cents off. How much value do consumers need to see to convince them go green?

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