绿色营销外文翻译.doc

外 文 翻 译 原文： MARKETING THE NEW GREEN UNLESS YOUR COMPANY happens to be in an industry where the environment is literally part of the business model—solar-cell manufacturer, forestry-supply firm, waste-management consultancy—then its unlikely to have had an enterprise wide sustainability process woven into its corporate DNA. In fact, most companies have never even used the word sustainability and the others probably reverse-engineered some half-hearted “green” initiative as a mere afterthought. The reality is that, among existing companies, green processes are usually just a byproduct of cost-saving or efficiency improving projects. According to Mark Smith, executive vice president at customer engagement specialist Portrait Software, the rare businesses that have truly tackled sustainability “got there as a side effect of their primary goal—making money or saving money. In terms of’ green marketing’? No one started there.” Glitz and glamour, bigger and better: From a traditional marketer’s perspective, Smith says,” it’s all about gaining attention in a very noisy marketplace.” Whether that involves toxic paint to ensure colors “pop” or no biodegradable packaging materials designed to endure a rough-and-tumble delivery, marketers have long embraced any and all environmental catastrophes that help get the message across. The recession, however, made marketing budgets themselves the scene oaf catastrophe—drastic cuts were the order of the day. In early 2009, 71 percent of respondents in Forrester Research’s Global CMO Recession Online Survey reported reduced budgets compared to the year prior, with more than half of those bloodied reporting cuts of 20 percent or more. “The interesting side effect [of this] is that those big, grand [campaigns] have been cut back and reined in,”Smith says. The added bonus ? It’s had a great effect on the environment as well. Still, sustainability has never been a top consideration for marketing, at least not on the departmental or corpo