The Marketing Book 5th Edition

Energy

Energy

Raw materials

Emissions

Solid waste

Emissions

Solid waste

Energy

Water

Emissions

Solid waste

Emissions

Solid waste

Energy

PRODUCTION

DISTRIBUTION

USE

DISPOSAL

• Design


• Choice of material


• Extraction of raw materials


• Material manufacture


• Use of recycled materials


• Transport of materials and


• components


• Manufacture of components


• Washing machine manufacture


• Packaging


• Transport


• Operation


• Durability


• Reliability


• Detergent use


• Water use


• Collection, transport


• Recycling


• Landfill, incineration

746 The Marketing Book

The practical challenge – greening the marketing mix

Green product management

To create a significantly greener economy, there
will need to be a range of new and greener
products and technologies. Instead of seeking
to ameliorate environmental and social impacts
of existing products and technologies through
‘end-of-pipe’ initiatives, there is a growth in
more innovative ‘clean technology’ solutions.

This is reflected in the inclusion of eco-perform-

ance criteria in the new product development

processes of many industries through concepts

like ‘Design for Environment’. Successful

development of new green products requires a

process characterized by high levels of cross-

functional communication and integration,

good information, early consideration of green

issues, support from top management, and a

specific approach to measurement and bench-

marking (Pujari et al., 2002).

Measuring and understanding the relative

eco-performance of products is important for

Figure 28.3 A washing machine’s life cycle