Week 4 Article Review: Green Marketing – how has it affected the buying behaviors of consumers or how has it affected the marketing strategies used by businesses? The article can cover a specific consumer product category, a specific industry, a specific brand, company or organization, or be more general about consumer behavior or organizational behavior as it relates to the marketing of products that are environmentally safe. Several alternative ideas for an Article Review Week 4 that relate to this week’s content and that you can use for your Article Review are below (these do not have to be specifically related to Green Marketing). an article that discusses the role of social influences on the buying decision process, such as opinion leaders, reference groups, social class, and/or culture an article that discusses the role of psychological influences on the buying decision process such as lifestyle, attitudes, motives an article that discusses how a specific brand/company is responding to some of the buying behaviors of consumers The article can be from any professional business/marketing source. Do not use Wikipedia or other sources which are edited by the public. The article does not have to be from an academic journal, but it does have to come from a business publication. Some examples for sources are: Wall Street Journal, Forbes, The New York Times – Business section, Bloomberg Business Week, Huffington Post, Fortune, Los Angeles Times – Business section, Advertising Age, Ad Week, Journal of Marketing, Journal of Strategic Marketing, or any other respected publication. The Webster Library can help you if you need sources – go to that link on the course homepage. Read the article and then write a 1 to 1-1/2 page summary of the article, written in Microsoft Word using 12-point font, single spacing. Follow this format: Name of the Article Name of the source and include the Website’s address (URL) so the Instructor can look at the article Author and Date of the article (should be less than one year old and/or have current information) Approximately 50% of the paper content should be article summary Approximately 50% of the paper content should be how it applies to this class For Item 4 & 5 divide the paper into 2 sections. Entitle the first section Article Summary and summarize the article. For the second section, item 5, Title that section How this Article Relates to our Course. Tell what content in the article relates to the week’s topic. What marketing concepts are being used and why? Make sure to relate the article back to marketing terms and concepts. Note: make sure the article has adequate content and insights for it to allow for a summary and an analysis of how it relates to the marketing concepts from the class. A short 1 or 2 page article is too short to have adequate content. Make sure the article has analysis, some interesting points, and has current information. An article that gives some obvious general points such as the world is going digital, a business needs to have a web site,and mobile marketing is increasing is obvious information. It needs to offer more depth and insight with some specific and interesting points. This Article Review is due Sunday, end of that week.
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