In a short essay, discuss the following levels of “enviro-preneurial” marketing strategies: (a) functional or tactical, (b) quasistrategic or business level, (c) and strategic level.
What will be an ideal response?
a. Functional or tactical level—The tactical level of commitment focuses on the marketing and production managers for their strategic focus related to environmental issues. Specific objectives to the functional areas are developed, and metrics are used to measure the success of the environmental programs.
b. Quasistrategic—The quasistrategic level focuses on how addressing environmental issues can enhance the competitive advantage of the firm. It is within this level that firms evaluate the effectiveness of their green marketing as compared with their competitors in the marketplace.
c. Strategic level—The strategic level refers to commitment by the top level executives of the firm to develop and implement a proactive environmental marketing strategy. The net result is an overall commitment of the firm from both a micro-organizational and macro-organizational perspective.
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