The company is accountable to each of its stake­holders in one way or the other. This includes the various aspects of the modern marketing mix, i.e. Anything conveyed to the customer in any form before the delivery of service can be viewed as a part of external marketing function. See our Privacy Policy and User Agreement for details. Direct marketing scores an advantage here—only those people are contacted who would be genuinely interested in the product. It ensures sustained long-term growth along with profitability. Amitabh Bachchan campaigning for polio eradication, zeenat aman encouraging the patients to get treatment, boxer Virender Singh telling people to donate blood, etc. Green marketing is the marketing of products in an environmental friendly way. Direct selling may use multilevel marketing, i.e. Many companies have cashed in on the widespread usage of internet and the convenience it provides to customer by providing them the ease of online shopping. who deal with the customers. Sustainable marketing is not a fad; it is the way to ultimate long-term success. The ultimate purpose of social marketing is to bring about societal benefits. Email Marketing is significantly cheaper and faster than traditional mail, mainly because of high cost and time required in a traditional mail campaign for producing the artwork, printing, addressing and mailing. (iv) Environmentally safe packaging, using paper instead of polythene wrappers. Customers will be willing to pay a premium for green Goods only if they feel it is worth the value. Financial accountability and social responsibility are aspects of performance marketing. It saves money in the long run, thought initially the cost is more. endstream endobj 40 0 obj <> endobj 41 0 obj <>/Font<>/ProcSet[/PDF/Text]>>/Rotate 0/TrimBox[0 0 481.89 680.315]/Type/Page>> endobj 42 0 obj <>stream are some examples of online shops in India. It is needless to say that any advertising campaign which can originate from the staff themselves would have more credibility and acceptability. RM is basically an offshoot of marketing function which emphasizes on customer retention and satisfaction. Though, we may win him at that point of time, because of some other reasons, we may not retain him or he may not come to us again if that interaction is not satisfying for him to leave a lasting impact on him. This approach stresses on the fact that first the wants of the customers should be identified and the products should be customised according to their requirement. Telemarketing is one of the most common forms of direct marketing in which marketers contact customers by phone. The existing concepts are analyzed and updated to suit the current economic and social trends. The Indian government too has developed a framework of legislations to reduce the production of harmful goods and by products. Everything you need to know about the types of marketing. Then use the information that you collect, along with other *development tools, to build your marketing strategy. The American marketing association (AMA) defines green marketing as: Retailing definition- the marketing of products that are presumed to be environmentally safe. Types of Marketing – Top 5 Types: Social Marketing, Service Marketing, Green Marketing, Holistic Marketing and Direct Marketing Marketing as a discipline is constantly evolving. Marketing revolves round the needs of consumers. All the marketing decisions and activities are integrated to deliver enhanced value to the customer. Advertising is a potent tool in making an employee aware, motivated, educated, and inspired. 6. Green marketing will prove to be indispensable and advantageous, cost-wise too, in the long run. Yet, it is clearly meant for the internal customers too and will have tremendous impact on them. TOS4. Why is Green Marketing Chosen by Most Marketers? Advertising is one of the most criticised aspects in green marketing. 78 0 obj <>stream Though a poster at the branch with the headline such as “you never hear our people say that’s not my job” or “if you are not satisfied tell us, if satisfied tell others” are directed towards external customer. The customer can also have the goods delivered as a gift to someone other than the buyer. The distribution channels and the place where the goods and services are available have a significant impact on customer’s buying decisions. For example, energy efficient tube lights and bulbs that help to save electricity. This is the reason, which makes interactive marketing so important. 2. An effective internal marketing strategy makes certain that the company’s policies and plans are intimately understood by the employees. ����"����"�"F�h^�ޕK� ���a���ǘਞ�߅B%mP. 3. All people do have needs because these are … For example, for a polio eradication campaign, parents with young children below age of five would be the target group. marketing practice. Looks like you’ve clipped this slide to already. (a) Sending email to existing or previous customers to improve customer relationship and loyalty. The customers are contacted in their homes or offices, away from regular retail outlets. On retail perspective green marketing is the marketing of products that are presumed to be environmentally safe. Green Marketing 2. e-Marketing 3. Television response marketing is a direct marketing format as the customers need to get in touch with the company directly and not through a retailer. The main goal of social marketing is not to make financial gains, but to bring about behavioural change for societal benefit. We may still have a good internal marketing, which prepares a band of knowledgeable employees ready. 3. b. Internet marketing allows the marketer to reach consumers in a wide range of ways and enables them to offer a wide range of products and services. Consumer is the king in modern marketing concept. Production and delivery of services is simultaneous, i.e., services cannot be stored and are consumed at the point of sale. Companies can also enter into meaningful collaborations with other green marketing firms, governmental associations and not for profit organizations to promote the cause of environmental ethics and sustainability. Social marketing definition- the development and marketing of products designed to minimize negative effects on the physical environment or to improve its quality. In a financial industry like banks the product differential and price competition is almost nil or the distinctiveness is difficult to maintain. (iii) Efficient products which save electricity, water, fuel, etc. By analysing the customer’s current behaviour, beliefs and lifestyle, an insight about his personality can be gained. In this context the bank employees who provide these services assume paramount importance. The vision, mission, policies and goals of the firm should be conveyed to the employees so that they share the same views and beliefs as the management. Better employer-employee relations are established which results in a motivated, satisfied and productive workforce. Presuming that the physiological needs of the bank employees have, by and large, been taken care of, greater emphasis should be laid on psychological and self-actualization needs such as: security, contribution to society, esteem and the need to reach one’s full potential, etc. Pricing is an important factor of marketing mix. Even if the same service provider is providing the service to different clients, some differences, however minute are prone to be there. A vision for the future should be created. Special treatment by the suppliers/service providers. They cannot be held, seen, touched or tasted. Consumer needs are shaped by culture, society, family, work group or the like. Advertisers pay a lot to get prominent placement among listings in search engines whenever a potential customer enters a relevant search term. It would be more beneficial if the companies send direct mails only to carefully chosen prospects instead of mailing them to everyone. A particular doctor’s service has no existence separate from him or the skills of a hair dresser cannot be isolated from her. No public clipboards found for this slide. d. Most of the consumers, both individual and industrial, are becoming more concerned about environment-friendly products. Credibility is a very crucial factor here. Direct marketing on television is done through infomercials, i.e. It helps in accessing the new markets and enjoying competitive advantage. See our User Agreement and Privacy Policy. Some of the strategic initiatives towards implementation of relationship management programme, generally used in combination are: People, Process, Product, Organization (top management), service standards, concentration on competitors, customer analysis, cost analysis, buying patterns, customized services, attention to changing requirements of the customers, training to service providers, incentive for customers, total care programme and building switching barriers.