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1、毕业论文(设计)外文翻译标题:Greenmarketing:legend,myth,farceorprophesy?原文:Theriseandstumbleofgreenmarketing?Despitesomeattentioninthe1970s,itwasreallyonlyinthelate1980sthattheideaofgreenmarketingemerged.Earlyacademictreatmentsofgreenmarketingspokeoftherapidincreaseingreenconsumerismatthistimeasheraldingadramati
2、candinevitableshiftinconsumptiontowardsgreenerproducts(Prothero,1990;VandermerweandOliff,1990).Likeany(relatively)newmarketingphenomena,itwassoonthesubjectofagreatdealofmarketresearch.Muchsurveyevidencefromreputableresearchbodieswascitedasidentifyingheightenedenvironmentalawareness,agrowingconsumer
3、interestingreenproducts,andapronouncedwillingnesstopayforgreenfeatures(RoperOrganization,1990;Mintel,1991;Worcester,1993).PracticalevidenceforthiscameintheformofthehighlyeffectiveglobalconsumerboycottofCFC-drivenaerosols,andtheinternationalsuccessofpublicationssuchasTheGreenConsumerGuide(Elkingtona
4、ndHailes,1988).Thereweretwokeyresponsestothis:onewasaburstofcorporateactivityintheareaofgreenmarketing;theotherwasanupsurgeingreenbusinessresearchandwritingamongstacademics.Corporateinterestingreenmarketingwasindicatedbyearlymarketresearchfindingssuggestingmajorchangesandinnovations.VandermerweandO
5、liff’s(1990)surveyfoundthat92percentofEuropeanmultinationalsclaimedtohavechangedtheirproductsinresponsetogreenconcerns,and85percentclaimedtohavechangedtheirproductionsystems.GreenproductintroductionsintheUSmorethandoubledto11.4percentofallnewhouseholdproductsbetween1989and1990,andcontinuedtogrowto1
6、3.4percentin1991(Ottman,1993).Similarly,thevolumeofgreenprintadsgrewby430percent,andthatofgreenTVadsby367percent,between1989and1990(Ottman,1993).StoriesofcompaniessuchastheBodyShop,Ecover,Volvo,3M,andevenMcDonaldsbecameevermorecitedinthegreenbusinessliteraturetoillustratehowandwhygreenmarketinginit
7、iativescouldpay.IyerandBanerjee(1993)respondedtothesedevelopmentsbypronouncingthat“greenisin,noquestionaboutit”andthroughoutthe1990swriterscontinuedtoaverthatthe“greenmarketappearstoberealandgrowing”(Menona