31727821 contemporary issues in marketing
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Contemporary
Issues in Marketing
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Social Marketing
Social marketing is the application of marketingtools and techniques for marketing sociallybeneficial ideas and causes to a particular group of
people or community as a whole.Social marketing is defined as "the design,implementation and control of programs aimed atincreasing the acceptability of a social idea or
practice in one or more group of target adopters.
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Social Marketing
Social marketing is applied to variety of causes likefamily planning, pollution control, health care,energy conservation, higher education, raising fund
for a social cause like war, earthquake, etc.Major dimensions of social marketing are -Price mixPromotion mixProduct mixDistribution
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Marketing of Services
A service is a any act or performance that one partycan offer to another that is essentially intangibleand does not result in the ownership of anything
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Examples of Service IndustriesExamples of Service Industries
H ealth Carehospital, medical practice, dentistry, eye care
Professional Services
accounting, legal, architecturalFinancial Services
banking, investment advising, insuranceH ospitality
restaurant, hotel/motel, bed & breakfast,ski resort, rafting
Travelairlines, travel agencies, theme park
Others:hair styling,, counseling services, health club
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Services
Inseparability
Services cannotbe separated
from their providers
Perishability
Services cannotbe stored for
later sale or use
Intangibility
Services cannotbe seen, tasted,
felt, heard, or smelled before
purchase
VariabilityQuality of
services dependson who providesthem and when,where, and how
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Three Ty pes of Marketing
in Service Industries
Internalmarketing
CompanyCompany
CustomersCustomers
Externalmarketing
EmployeesEmployees Interactivemarketing
Cleaning/maintenance
services
Financial/bankingservices
Restaurantindustry
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Expanded Marketing Mix for ServicesExpanded Marketing Mix for Services
PRODUCT PLACE PROMOTION PRICEPh sical oodfeatures
Channel type Promotionblend
Flexibility
Quality level Exposure Salespeople Price level
Accessories Intermediaries Advertising Terms
Packaging Outlet location Salespromotion
Differentiation
Warranties Trans ortation Publicity Allowances
Product lines Storage
Branding
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PEOPLE PHYS I LEVI ENCE
PROCESS
Emp l ilit i l f ti iti
Cus t me r s Equ ipmen t Numbe r f s teps
Commun i ting
cu ltu r e nd lues
S ignage Leve l o f cus tome r
invo lvemen tEmp loyee r esea r ch Emp loyee d r ess
Othe r t ang ib les
Expanded Marketing Mix for ServicesExpanded Marketing Mix for Services
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Consumer Protection
Since long the consumer has been a much exploitedperson particularly in developing countries likeIndia.
It is because of the malpractices adopted by thebusinessmen and manufacturers of products.In 1986, the govt. passed the consumer protection actto safeguard the interest of consumers from unfairtrade practices adopted by the businessmen.This act provides forum for the redressal ofconsumer grievances with in a stipulated timeframe.
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N eed for Consumer Protection
To protect the consumer against exploitation.To provide physical environment that will protectand enhance the quality of life.Develop ethical considerations in business practice.Help consumers to get value for their hard earnedmoney.
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D e-marketing
Some organizations face demand level that ishigher than they can want to handle.De-marketing strategy requires finding ways to
reduce the demand temporarily.It discourages the overall demand by raising pricesand reducing promotions and service.De-marketing aims not to destroy demand butonly to reduce its level, temporarily.Selective de-marketing consists of trying to reducedemand from those parts of the markets that areless profitable.
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Morph Marketing
In the todays times of competition, the productattributes are not much important fordifferentiation but the service features especiallyfor marketing of consumer durables.In Morph marketing, the importance is not on whatmarketer is selling but how he develop the longterm relationship with customer and up to whatlevel he is able to reduce the customers dissonance.
The basic objective behind the morph marketing isto add value to the product significantly forwinning the customers loyalty.
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Benefits of Morph Marketing
Building services with the product, helps to meetthe customer expectations.Differentiating through service will deliver theunexpected value to customers and boost sales.A product-service combination allow to overcomenon-involvement barrier.
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Relationship Marketing
Building mutually satisfying long-term relationswith key parties customers, suppliers, distributors in order to earn and retain their business.
The process of building and maintaining profitablecustomer relationships by delivering superiorcustomer value and satisfaction.
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I mportance of Relationship
MarketingRelationship marketing builds goodwill in themarket which in turn generates additional traffic tothe outlet.
RM is a highly effective technique to keep track ofbuying habits.RM leads to the development of customers loyaltyand satisfaction.
It can stop customers switching to another brand.RM leads to develop a positive relation with thecustomers.
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T ools Relationship Marketing
A utomated telephone serviceCRMInternetData WarehousingUse of SoftwareTool free numbers
Call centers.
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I nternational Marketing
International marketing is, an effort to find a globalcustomer, whose needs can be satisfied by anexporter in a way better than the competitor, and
coordinating the entire marketing activities inconsonance with the rules and regulations of bothcountries.
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I nternational Marketing
In this definition we can find many unique featuresof International Marketing-Satisfying needs of global customer
In a way better than competitor.Coordinating marketing activities.Marketing the product in consonance with the rulesand regulation of both the exporting county andimporting country.
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F unctions in I nternational
MarketingChoosing the basic Route.Market selection and product selectionSelection of distribution channelPricingMarketing communicationMastering the procedural complexities
Handling Business ethics
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Marketing Ethics
The term marketing ethics refers to the system ofmoral principles and rules of conduct applied tomarketing
Marketing activity should be conducted accordingto certain self-recognized moral standards.A merican marketing association has drafted thecode of professional conduct which contains the
following points-
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1. Responsibilities of the
MarketerKnowingly do not harm customers.The adherence of all applicable laws andregulations.
The accurate representation of all experience.The active support to customers
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2 . Honesty and fairness
Being honest in serving customers.Establishing equitable fee schedules.
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3 . Protecting rights of Customers
Products and services offered are safe and fit fortheir intended use.Disclosure of all substantial risks associated with
product or services.Not manipulating the availability of a product forpurpose of exploitation.Treating outside clients and suppliers fairlyNot engaging in price fixing
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4 . Organizational Relationship
Meet obligations and responsibilities in contractsand mutual agreements.A void manipulation with in organization.
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Marketing on Web
E-commerce involves the exchange of products,services, information through the electronicmedium.
It is biggest development in commerce since theinvention of money.
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Models of E-commerce
Business to Business ( B2B)Business to Consumer ( B2C)Consumer to consumer (C 2C)Consumer to business (C 2B)Government to Consumer ( G2B)
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F unctions of E-commerce
Service management functionCommunication functionTransaction functionProcess management function
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N iche Marketing
Niche is a narrowly defined group that may seek aspecial combination of benefits.Marketers usually identify niches by dividing
segment in to sub segments.
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Characteristics of N iche
The customers in Niche have a distinct and somewhat complex set of needs .They are ready to pay a premium to the firm which
is satisfying their needs .Niche leader is not attracted by competitors.To be successful, the niche marketer need tospecialize in his operation.
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N iche Marketing Strategies
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Retro Marketing The revival or re-launch of a product or service
brand from a prior historical period, which isusually but not always updated to contemporarystandards of performanceIt has three dimensionsNew products with an appearance similar to theold one, but with advance technology orcomponents.Cyclical regeneration of the old product with newand better communication mix.New brands that express old values
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Retro Marketing in I ndia
Retro A dvertisementsRetro KnowledgeRetro Branding in FMC GRetro musicRetro FilmsRetro Fashion
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