Unit 5 recent marketing trends

Marketing Management course for Management Students

1. UNIT 5
RECENT TRENDS
IN MARKETING
Unit 5 –Recent Trends in Marketing 2

2. UNIT 5: RECENT TRENDS IN
MARKETING
M–marketing;Tele–
marketing; Relationship
marketing;Retailing;Concept
andonlinemarketing;Social
medianetworkmarketing,
Ruralmarketing;Green
marketing.
Unit 5 –Recent Trends in Marketing 2

3. E -BUSINESS
E-business:
“E-businesscanbedefinedastheconductofautomated
businesstransactionsbymeansofE-communication
network(intranet)endtoend.”
E-Commerce:
“E-commerceisanemergingconceptthatdescribesthe
processofbuyingandselling(or)exchangeofproducts,
servicesandinformationthroughcomputernetwork.”
-Kalakota&Whinston.
*Communicationperspective.
*Businessprocessperspective.
*Serviceperspective.
3Unit 5 –Recent Trends in Marketing

4. E-businessVsE-commerce:
E–Business E-Commerce
-Internal process & deals in
production, inventory
management, risk management &
Human resource.
-Outwardprocess&dealswith
customers,suppliers,external
partnerswhichincludesales,
marketing,ordertaking,service,
etc.
-TransactionlikeIntegrationof
website(or)technology,company
&customer,supplier.
-Integration like back-end
system with partner, supplier,
customer & company.
-Educateaboutonlinesales&
selling.
-Monetarytransactions,onlinesell.
-Using Information &
communication technology (ICT)
in any process of business like
production,customer focused
process.
-Information&communication
technologyareusedinbusiness
transaction.
4Unit 5 –Recent Trends in Marketing

5. Characteristics:
-oneglobalordermanagementsystem.
-globaldatabase.
-customersselect,configuretheneeds.
-paperlesstransactions.
-suppliersmanageinventory.
-dynamicorderstatus.
-collaborativework(GroupWaretechnology).
-organizationworkfor365days(24hr/day).
-businessrelationship.
-employeesbecomeknowledgebasedworkers.
-management&operationoverheadshowdeclineovera
periodoftime.
5Unit 5 –Recent Trends in Marketing

6. FactorsofE-business:
Cost of Business
Operations
Increasing
Competition
Leveraging
Through
Technology
Management
Overheads Very
High
Customer
Response Time
too High
E-Business
Initiatives
6Unit 5 –Recent Trends in Marketing

7. E-BusinessInfrastructure:
Basicrequirement:
Hardware Software
Server(s) - ERP/CRM,Groupware,C++,VB.
Clients(s) - Middlewaresoftware.
Modem(s) - HTML,HTTP.
Network - Webbrowser,Webserver,Java
script,UNIX,TCP/IP,Windows.
Internet
Intranet
Extranet
ERP
And
Legacy
Systems
Network
7Unit 5 –Recent Trends in Marketing

8. BenefitsofE-Commerce:
1.Organization:
-Expandmarket,decreasecost,highlyspecializedbusiness.
-Reduceinventories,reducetime,initiationBPR.
-Reducetelecommunicationcost,improvecustomerservice.
2.Consumer:
-Dotransactionfor24hour.
-Providemorechoice,lessexpensive,quickdelivery.
-Detailedinformation,interactwithcustomers.
3.Society:
-Lesstravelling,increasestandardofliving.
-Differentproduct&services.
-Deliveryofpublicservices.
8Unit 5 –Recent Trends in Marketing

9. LimitationsofE–Commerce:
1.Technical:
-lackofsystemsecurity.
-insufficienttelecom.
-Softwaredevelopmenttools.
-needwebserver,network.
-E-commercesoftware.
2.Non–technical:
-cost&justification.
-security&privacy.
-lackoftrust&userresistance.
-otherlimitingfactors.
9Unit 5 –Recent Trends in Marketing

10. MODELS OF E -BUSINESS
1.BusinesstoBusiness(B2B):
*Participants–buyer-seller(or)distributor-dealer.
*Activities:
InformationSharing TransactionProcessing
-Issuebusinessinformation. -orderprocessing.
-Productcataloguepublication.-orderexecution.
-News clippings, messaging.-payment & money transfer
(E.g.)
i) Dalmiaindustries –Business cycle.
ii) IT Space (HP, Dell, IBM) –Information sharing.
10Unit 5 –Recent Trends in Marketing

11. 2.BusinesstoCustomer(B2C):
*Participants–Organization&customer.
*Activities:
InformationSharing TransactionProcessing
-Organizationmanual. -Serviceoffer.
-DBknowledge. -Delivery.
-Business information.-payment, issue of share / bonds.
(E.g.)
i) ICICI–Internet Banking.
ii) Times of India –News sharing.
iii) LG ltd –Servicing.
11Unit 5 –Recent Trends in Marketing

12. 3.CustomertoBusiness(C2B):
*Participants–Customer/consumerdealswithbusiness
organization.
*Activities:
InformationSharing TransactionProcessing
-Downloadinginformation.-requesting,inquiryprocess.
-Viewingbankbalance. -creditcardpayment.
-Seeing manuals.
(E.g.)
i) ICICI–Billing & Bill payments.
ii) Satyam Infoway–Buying.
12Unit 5 –Recent Trends in Marketing

13. 4.CustomertoCustomer(C2C):
*Participants–bothpartiesareindividual&playasbuyer
&seller.
*Activities:
InformationSharing TransactionProcessing
-e-mailmessaging. -paymentapproval.
-reports. -sanctions&confirms.
-News groups. -Issue & receipts.
(E.g.)
i) Network & Internet (ISP, VSNL) –Greetings/ messaging.
13Unit 5 –Recent Trends in Marketing

14. E–PaymentSystems:
1.PaymentbyCustomers.
2.OnlinePayment.
3.PaymentsbetweenB2B.
*PaymentsystemsshouldhaveSecureElectronic
Transactions(SET)protocol.
SecurityinE–Business:
*Authorization&Authentication,Encryption.
*Biometriccontrol,Firewall.
*Privacy,integrity&confidentiality.
*Firewalltonetworksecurity.
14Unit 5 –Recent Trends in Marketing

15. EVENT MANAGEMENT
Meaning:
Eventmanagementistheapplicationofthemanagement
practiceofprojectmanagementtothecreationand
developmentofevents.
Itinvolvesstudyingaboutthebrand,identifyingtarget
audience,devisingtheeventconcept,planninglogisticsand
coordinatingthetechnicalaspectsforexecutingtheproposed
event.
Industrynowincludesvariouseventsinallsizestomarket
themselves,buildrelationships,raisemoney,etc..
“EventManagementmeansanyserviceprovidedinrelationto
planning,promotion,organizing,presentationofanyarts,
entertainment,businessandincludesconsultationprovidedin
anyregard.”
15Unit 5 –Recent Trends in Marketing

16. EventManagementasamarketingtool:
-itisconsideredoneofthestrategicmarketingand
communicationstoolsbycompaniesofallsizes.
-companiescreatepromotionaleventstohelpthem
communicatewithclientsandpotentialclients.
-theymighthaveaudiencebyusingnewsmedia.
EventManagementCompany:
-theyprovideserviceinvarietyofareasincludingcorporate
events(productlaunches,pressconferences,corporate
meetingandconferences),marketingprograms(road
shows,grandopeningevents)andspecialcorporate
hospitalityeventslikeawardceremonies,filmpremieres,
fashionshows,commercialeventandprivateevents.
16Unit 5 –Recent Trends in Marketing

17. M –MARKETING (MOBILE
MARKETING)
Introduction:
Mobilemarketingisaninnovativeapproachtoincrease
returnsatlowcosttotheorganizationandalsoenhanceand
differentiateitsbrand.
OrganizationusethepowerofSMScommunicationstotap
potentialcustomers.
SMSreferstoShortMessageServicesandinvolvesthe
deliveryoftextmessagestomobilehandsets.
Organizationusingnewmediawithintheirtraditional
marketingcommunicationsstrategies,whichhelptoacquire
andretaincustomers.
SMSmarketingisnamedforitswiderreach,lowcostand
highretention. 17Unit 5 –Recent Trends in Marketing

18. Definition:
“Mobilemarketingistheinteractivemultichannel
promotionofproductsorservicesformobilephonesand
devices,smartphonesandnetworks.Mobilemarketing
channelsarediverseandincludetechnology,tradeshowsor
billboards”.
“Mobilemarketingispromotionalactivitydesigned
fordeliverytocellphones,smartphonesandotherhandheld
devices,usuallyasacomponentofamulti-channel
campaign.
18Unit 5 –Recent Trends in Marketing

19. MarketingMessages:
Therearethreegoalsstrivetoachievebymarketingcompany
–
a)Generationofnewclientsinnewmarkets.
b)Generationofmorebusinessfromexistingclients.
c)Improvementinprofitmargins.
-marketingmessagewilldeterminethegoalinmind.
-communicationwithclientandcustomersvaries.
DesigningofadvertisingorcampaignusingSMStobe
consider–
i)Whoisthemessageaddressedto?(clients,customers)
ii)Whatresponseisrequired?(actionthecustomerwantto
perform)
iii)Whatisthemessage?(gistofmessagetocarry)
19

20. Contentiscritical:
-contentdeliverediscriticaltothesuccessofbusiness.
-messageisnotclear,goalwillnotbesuccessful.
-themessageshouldbeunderstood,rememberedandacted
upontherecipients.
-limitationof160characters,companyisforcedtothink
veryclearlyabouthowitisgoingtophraseitsmessage.
-messagewrittenisclearandpointtoachieveeconomyin
space.
-itispossibletospreadsinglemessageacrossmultiple
message,otherwiseitwilldeliverhastwomessagesanditis
calledconcatenation.
WhyuseSMSformarketingcampaigns?
-itistoattractandreachthecustomerwhenandwherethey
want. 20Unit 5 –Recent Trends in Marketing

21. UsingSMStoadvertise:
-ifcompanyhasnewproduct,service,offer,etcthenitcanbe
effectivelytargetcustomerbysendingSMS.
-latestmobilephoneallowtosendsinglemessagetomultiple
recipients.(i.e.)maximumno.around10.
-SMSmarketingcompaniesavailablethatsetupSMS
marketingcampaignforcompany.
21
Attractiveness:
•Send text messages to targeted
individuals at any time.
•Interactive and Fast.
•Great for last minute offers.
•Low production costs.
•High penetration of mobile
ownership.
Benefits:
•24 / 7.
•Reachable.
•Tactical.
•Speed.
Unit 5 –Recent Trends in Marketing

22. T –MARKETING (TELE MARKETING)
Introduction:
Telemarketingiscommonformofmarketingcompaniesuse
toconnectwithpotentialcustomersoftheirproductsor
services.
Itconsistsofcompaniesmakingtelephonecallstoexistingor
potentialcustomers.
Companiescallnewcustomersisreferredtoas“Cold
calling”.
Definition:
“Telemarketingisthemarketingofgoodsorservicesby
meansoftelephonecalls,typicallyunsolicited,topotential
customers.”
“Marketergoesdirecttothecustomerusingtelecom/IT
facilities. 22Unit 5 –Recent Trends in Marketing

23. HowdoesTelemarketingworks?
-itisusuallydonethroughspecificcampaigns.
-severaltele–callersarehiredforthetele–calloperation.
a)CallCentre:
-itistherealoperationtheatreintelemarketing.
-ithasoverallinchargewithfewsupervisors,requiredno.of
telecallers.
-telecallersaregroupedintoteamsofsixorsevencallers.
-theysitinfrontofcomputerterminalandspeakinto
headsetsastelephoneoperators.
-heopenswithgreetandpolitelyspeakswithcustomer
permissionandgenerateadequateinterestandfollow–up.
-telecallersareusuallyprovidedwithscriptandwell
practicedandkeeptrackofcallqualitybysupervisor.
23Unit 5 –Recent Trends in Marketing

24. b)PlanningandOperations:
-itneedcarefulplanningandexecution.
-telecallermustbeclearaboutobjectives,duration,expected
calltraffic,etc.
-campaignmustbepre-testedandlearntthroughpilot
project,whichwillimprovetheeffectivenessofcampaign
andreducecost.
-itistobuildrelevantdatabaseofpotentialcustomersand
segmentthemappropriately.
-itmakesureaboutfollowupcallsandfacilitatedetailed
analysisofprocess.
-telemarketingisnewtechniquesinIndia,preparationshould
bemoreandhaveprofessionalconsultantsandgoodtrainers
toattractcustomer.
24Unit 5 –Recent Trends in Marketing

25. 25
61

26. RELATIONSHIP MARKETING
Introduction:
Companiesattractthecustomerfordevelopingandenhancing
alongtermrelationship.
Itexpandmarketshareinthreeways–
i)attractingnewcustomers.
ii)increasingbusinesswithexistingcustomers.
iii)retainingexistingcustomer.
Definition:
“Relationshipmarketingisdefinedasastrategythataims
atdevelopingandmanaginglong–termrelationswith
customers,suppliersanddistributorsinordertoearnand
retainthebusinessoftheenterprise.”
-itbuildsstrongmarketingnetwork.
25Unit 5 –Recent Trends in Marketing

27. -networkconsistsofsupportingstakeholders,customers,
employees,suppliers,distributors,retailers,etctobuilt
mutualbusinessrelationships.
-itfollowsprinciplelikebuildaneffectivenetworkof
relationshipswithkeystakeholdersandprofits.
Relationshipmanagementbeginsbyunderstanding–
a)Whoyourcustomersare?
b)Whataretheirvalues?
c)Whattheywanttobuy?
d)Howtheyprefertointeractwithyou?
e)Howtheyexpectyoutoservethem?
-internetiseffectivetoolforgeneratingrelationshipswith
customerbecauseofabilitytointeractwithcustomer.
27Unit 5 –Recent Trends in Marketing

28. LevelofRelationshipwithCustomers:
Thelevelsare–
Basic:Oncethecompanysellstheproduct,itdoesn’tfollow
upinanyway.
Reactive:Salesmansellstheproductandtriestoencourage
customerstocallonwheneverproblemsarefaced.
Accountable:Salesmanhimselfcheckswithcustomersasto
whethertheproductismeetingcustomer’sexpectationsand
triestoimprovecompany’soffering.
Pro–active:Salesmanfromtimetotimeseekssuitable
suggestionsfromcustomerstoimprovetheproductuse.
Partnership:companyworkscontinuouslywithcustomersto
discoverwaystodeliverbettervalue.
28Unit 5 –Recent Trends in Marketing

29. TotalQualityMarketingandCustomerRelationship:
Customersatisfactionandcompanyprofitabilitylinked
closelytoproductserviceandquality.
Higherlevelofqualityresultsingreatercustomer
satisfaction.
Toppriorityofcompanyshouldbedirectedtoimprovethe
productandservicequality.
“Totalqualityreferstototalfeaturesand
characteristicsofaproductoraservicethatbearonits
abilitytosatisfystatedorimpliedneeds.”
Companiesshouldproducegoodswhicharecompetitivein
worldmarket.
Thereshouldbehighrelationshipbetweenrelativeproduct
qualityandprofitability.
29Unit 5 –Recent Trends in Marketing

30. Thesuccesstomarketorientedqualityprinciplesare–
Focusonbuildingmajorcustomerrelationships.
Organizeintoclient–centeredteamsgeteveryone
workingtowardscustomersatisfaction.
Develophighqualityprocessesandproducts.
Explicitlyaskcustomerswhattheyexpectformthem.
Seekcustomerfeedback.
Hirebestpeopleandinvestintheirdevelopment.
Stayflexible.
Buildqualitycontinuously.
Neverbesatisfied.
30Unit 5 –Recent Trends in Marketing

31. Relationshipmarketingstrategies:
a)Customer–orientedpersonnel:
Organizationtobefocusedonbuildingrelationshipswith
customers,employeeattitudeandactionmustbe
customeroriented.
Employee’sattituderepresentswholefirm.
b)Roleoftraining:
Leadingmarketersrecognizetheroleoftrainingin
customerserviceandrelationshipbuilding.
Itcultivatebetterinterpersonal,humanrelations,
communicationbetweenemployeesandtargetaudience.
Ithelpsindividualinmakingbetterdecisionsandsolving
problemsofcustomerseffectively.
31Unit 5 –Recent Trends in Marketing

32. c)Empowerment:
Marketingorientedfirmsgivingemployeesmore
authoritytosolvecustomerproblemsonspot.
Delegationofauthorityandemployeesdevelop
ownershipattitudeandtreatedaspartownersof
business.
d)Teamwork:
Itmakescollaborativeeffortsofpeopletoaccomplish
commonobjectives.
Jobperformance,companyperformance,productvalue
andcustomersatisfactionallimprovetogetherwhen
peopleinsamegroupforsupportingeachother.
Itenhancepeopleindifferentareasofresponsibility.
32Unit 5 –Recent Trends in Marketing

33. Satisfiedcustomersareassetsofanyorganization.
Itshouldmakefeelhappytobuyourproductsfrequently.
Company’ssalesforceshouldhelptheorganizationin
developingprofitablelongtermrelationshipswithkey
customers.
RelationshipMarketing-Rating:
Itreferstoeverythinganorganizationdoestomakeits
prospectiveandcurrentcustomersawareofproductsand
servicesandhelporganizationtobuildlifelong,profitable
relationshipswiththem.
Traditionalmarketingapproachistransactionalwhile
relationshipmarketingapproachisrelational.
Itfocusonworkinghand-in-handwithprospectsand
customerstoco-createamoremeaningfulandlasting
experience.
33
Unit 5 –Recent Trends in Marketing

34. RETAILING
Retailing:
–thesaleofgoodsinsmallquantitiestoultimate
consumers.
-lastlinkinthechainofdistributionbetweenthe
manufacturerandtheultimateconsumer.
-retailshopisoneoftheoldestandmostwidely
usedbusinessestablishmentsinanycountry.
Definition:
“ARetailermaybedefinedasadealer(or)trader
whosellgoodsinsmallquantities(or)onewho
repeatsorrelates.
34
Unit 5 –Recent Trends in Marketing

35. CharacteristicsofRetailers:
1.Marketingorientation.
2.Multi-channelretailing.
-Extended,Limited&DirectChannel.
3.Innovativemethodsofthinkingandplanning.
4.Rightenvironment.
5.Uniquecharacteristicsofaretailer.(interaction,convenience,
trading,etc).
ActivitiesperformedbyRetailers:
1.Arrangingassortments–selectionaboutgoods.(Different
dimensions).
2.BreakingBulk–repackagingofproductintosmallunit.
3.HoldingStock–maintaininventorylevel.
4.Extendingservices–provideservice(Credit,Homedelivery,
after–salesservice). 35

36. FunctionsofRetailers:
Thephysicalmovementandstorageofgoods.
Thetransferoftitletogoods.
Theprovisionofinformationconcerningthenatureanduse
ofgoods.
Thestandardization,gradingandfinalprocessingofgoods.
Theprovisionofreadyavailability.
Thefinancingofinventoryandcredittoconsumer.
Keepsstockofdifferentvarietiesofgoods.
Demandcreation–displayofgoods,providinginformation.
Effectivedistributionofgoods.
Creditfacilities.
Personalservices–homedelivery,after-salesservice.
3636
Unit 5 –Recent Trends in Marketing

37. PrerequisitesofRetailtrade:
Thesuccessofretailstorescentresroundpropercombinationof
followingfactors–
1.Strategicplanning.(planningofsoundstrategiesregarding
market).
2.PhysicalFacilities.(favourablelocationwithgood
appearanceandgoodlayout).
3.Price.(appropriatepricestrategywithgrossmargins).
4.Promotion.(channelofdistribution,salespromotion).
5.Buying.(buyingdecisions,buyingpractices,decision
makingability).
6.Service.(qualityservice,profitsthroughservice.
7.Efficientmanagement.(betterplanning,controland
efficient).
3737
Unit 5 –Recent Trends in Marketing

38. Small–ScaleRetailers:
1.ItinerantRetailers:(travellingfromplacetoplace)
a.Hawkers&Pedlars.
Hawkers–goodsellinstreetbyknocking.
Pedlars–goodsinhands&sellatstreet.
b.CheapJacks.(notpermanentplace)
c.Markettraders.(openshopinmarketdays)
(E.g.)Sundaymarket.
d.Streettraders.(businessinbusystreets)
(E.g.)ShivajiNagarinBangalore.
2.ConvenienceStores:
-smallstoreslocatednearresidentialarea.
(E.g.)GroceryShop,DiaryProducts,etc.
3838
Unit 5 –Recent Trends in Marketing

39. 3.SpecialityStores:-storewhichisspecialisedinparticular
product(furniture,household,electronics)
*Characteristics:
-needhighlevelservicetocustomer.
-narrowproductline,targetmarket.
-shoplikeappareljewels,etc.
(E.g.)Pantaloon,Vivek’s.
3939
Unit 5 –Recent Trends in Marketing

40. SurvivalofSmallTraders:
Thetraditionalretailshopkeeperhassellingpoints–
1.Offerofgreaterlocalconveniencetocustomers.
2.Personalattentionandservices.
3.Temporarycredit.4.Longershophours.
5.Freehomedeliveryservice.
6.Guidancetothecustomerinmakingwiseselection
ofgoods.
Twouniquedemandsofconsumersare–
1.Localconvenienceinpurchases.
2.Personalizedservicestosafetyeverchanging
psychologyoftheconsumers.
4040
Unit 5 –Recent Trends in Marketing

41. MeasurestoovercomecompetitionfromBigRetailers:
Thesmallretailerstrytoovercomesomedisadvantagesin
followingmanner–
1.Co-operativeBuying.(associationforjointpurchaseon
largescalebasis)
2.Modernbusinessprinciples.(modernizationoftheir
businesspracticesandoperations)
3.CashandCarryWarehouse.(chancetobuyatcutprices
andtosellaslowasinmultipleshops)
4.WholesalersSpecialistservices.(advantageofspecialized
services)
5.Co-operativegroupsorchains.(wholesalersandretailers
unity)
4141
Unit 5 –Recent Trends in Marketing

42. Large–ScaleRetailers:
1.SupermarketStore:
“Alargeretailingbusinessunit,sellingmainlyfoodand
groceriesonthebasisofthelowmargingain.Ithaswide
varietyofgoodsandlaysemphasisonselfservice”.
-Customersselecttheproductfromshelves
andputintrolley&getbillincounter.
(E.g.)FoodWorld,Subhiksha,BigBazaar,
etc.
Characteristics:
-large,cashandcarrystore.
-widevarietyofarticles.
-nosalespressure&selfservice.
-transparentpacking. 4242

43. -minimumsellingareaof3600sq.metres.
-selfservicecombinedwithlargebuyingpower.
-modernpackaging,labellingandbrandingdevices.
2.Combinationstore:
‘Itisacombinationoftwocomplementarylines–grocery
anddrugs.”
-ithassupermarketandalsodrugstorewithacommon
paycounterarea.
-itoffershighprofitmarginandrepresentsdiversification
ofsupermarketstore.
3.DepartmentStore:
“Adepartmentalstoreisacollectionofshopsunderoneroof
andownership,eachshopordepartmentspecializingin
sellingaspecialrangeofgoods”. -G.B.Giles.
4343
Unit 5 –Recent Trends in Marketing

44. Features:
-easytosellmoregoodstosamecustomerbykeeping
varietyofgoods.
-management,salesandcontrolarecentralized.
-itcatersneedsofricherandbetterclassofpopulation.
-itpullthecustomerbycontinuousadvertisement.
-purchasesofalldepartmentsarecentralized.
Advantages:
*Shoppingconvenience. *CentralLocation.
*AutomaticMutualAdvertising.
*OfferofCompleteService.*Wideselection.
*Economiesoflargescale.*AdequateCapital.
*Attractivelayout.
4444
Unit 5 –Recent Trends in Marketing

45. 4.MultipleShopsandChainstores:
“Achainstoresystemconsistsofanumberofretail
stores,whichsellsimilarproductsarecentrallyownedand
operatedunderonemanagement”. -Clark.
“Numberofretailstoresoperatingunderacommon
ownershipandmanagementconstitutesachain”.-Converse.
Characteristics:
-groupofstore,centrallyowned,centralizedoperation.
-sellingatretailprices,promotionalservices.
-verticallyintegratedtomaintaindistributioncentre.
Advantages:
-multipleshopsowned,articlesaresoldatuniformprices.
-commonadvertisement,noextracostofservices.
-shortageofstockinonebranchremediedbyotherbranch.
4545
Unit 5 –Recent Trends in Marketing

46. 5.Hypermarket(Super–Supermarket):
“SuperstorealsocalledHypermarketisthenewestand
possiblythetoughestinnovativecompetitorofthesuper
market”.
-OriginatedinFrance,requirespaciousbuilding.
(E.g.)WalMart,BigBazaar,etc.
Characteristics:
-sellingareab/w5000–15000sq.m.
-widerangeofproduct.(food&nonfooditems)
-discountprices,destinationoffer.
6.Manufacturer’sShowrooms:
“Manufacturer’sownoutlets,exclusiveshowrooms,
galleriesandarcadesconstituteimportantpartofdirect
sellingornonstoreretailing.”
4646
Unit 5 –Recent Trends in Marketing

47. 7.DiscountStores:
“DiscountretailingdependsonpriceasaUnique
SellingPoint(USP)bycombininglowpricestrategyand
lowercostofdoingbusiness”.
-itwasfoundinelectronicgoods,booksellingandmany
specialtygoods.
-lowpriceandlimitedservicesaretwomainreasonsfor
success.
8.RetailCatalogueShowrooms:
-Jewellery,furniture,houseware.
Categories:
i)Discountdepartmentstore.ii)Categorykiller.
iii)Outletstores. iv)Warehouseclubs.
4747
Unit 5 –Recent Trends in Marketing

48. -offering&communicatingtocustomerthroughcatalogue
(letter&e-brouchure).
Types:
i)GeneralMerchandisecatalog.
ii)SpecialCatalogretailers.
48
Unit 5 –Recent Trends in Marketing

49. 9.OffPriceretailers:
-lessthanretailprice,giveoff-price/discount.
(E.g.)Pantaloonoutlet,Lifestyle,etc.
49
Unit 5 –Recent Trends in Marketing

50. 11.ShoppingMalls:-targetforeignpeople.
(E.g.)SpencerPlaza,AbiramiMegamall,FeminaShopping.
50
Unit 5 –Recent Trends in Marketing

51. CLASSIFICATION OF
RETAIL STORES
Classification of Retail Formats
Store based retailing
(Organized)
Non -Store retailing
(Unorganized)
Service Retailing
Form of Ownership
* Independent
retailing
* Chain Retailer
* Franchise
* Leased
departments
* Consumer Co-
operative store
Merchandise offered
* Convenience Stores
* Supermarkets
* Hypermarkets
* Speciality Stores
* Department Stores
* Off price retailers
* Factory Outlet
* Catalogue showroom
* Direct Selling
* Mail Order
* Tele
marketing
* Automated
Vending
* Banks
* Car rentals
* Service
Contracts
* Providers of
various services
(Electricity, gas)
51
Unit 5 –Recent Trends in Marketing

52. ONLINE MARKETING
Introduction:
OnlineMarketingisthemarketingofproductsor
servicesovertheInternet&ittiestogethercreative
andtechnicalaspectsoftheInternet,including
design,development,advertisingandsale.
Onlinemarketingisusedbycompaniesselling
goodsandservicesdirectlytoconsumersaswellas
thosewhooperateonabusinesstobusinessmodel.
Itincludesawiderrangeofmarketingelements
thantraditionalbusinessmarketingduetoextra
channelsavailableoninternet.
52
Unit 5 –Recent Trends in Marketing

53. Definition:
“Onlinemarketingisasetofpowerfultoolsand
methodologiesusedforpromotingproductsandservices
throughtheinternet.”
“OnlinemarketingisalsoknownasInternetmarketing,
webmarketing,digitalmarketingandsearchengine
marketing(SEM).”
Onlinemarketingcandeliverbenefitssuchas–
Growthinpotential.
Reducedexpenses.
Elegantcommunications.
Bettercontrol.
Improvedcustomerservice.
Competitiveadvantage.
5353
Unit 5 –Recent Trends in Marketing

54. OnlineMarketingStrategies:
1.PullMarketingstrategies:
Websitesandblogsarepullstrategies.
Buildwebsites&blogs.
Company’ssocialmediaprofiles.
Longtermsuccess.
Companytriestodrawincustomersthrough
differentkindsofadvertisingsuchasTVads,
onlinebanneradsandsocialmedia.
OnlinebanneradsandradioandTVadsareother
formsofpullmarketing.
5454
Unit 5 –Recent Trends in Marketing

55. 2.PushMarketingstrategies:
Emailcampaign.
Certainoffersthroughyoursocialmediaprofiles.
Companiesmaypushinformationandpromotional
materialdirectlytoendusersthroughemailorfilesto
generatedemand.
Createanemaildatabaseofpotentialcustomersand
sendthemproductannouncementsandpromotions
directly.
-withregardstointernet,thispromotesbrandsusingall
formsofonlinedigitaladvertisingchannelstoreach
consumers.
-itincludesvideochannels,mobilephones,display,
digitaloutdoorsandotherformsofdigitalmedia.
5555
Unit 5 –Recent Trends in Marketing

56. OnlineMarketingMethodsandChannels:
1.EmailMarketing:
Emailmarketingispromotingproductsthroughtheuseof
email.
Therearetwomainingredientstoaneffectiveemail
marketingcampaign.
Theyaretobuildalargelistofpeopleyoucanemailand
towritegreatemails.
Theemailshouldbepackedwithfreevalueandthey
shouldmovepeopletobuywhattheyaretryingtosell.
2.PayperclickMarketing:
UsingcertainwordsonasearchenginelikeGoogle,
certainadwillappear.
Itneedtopayattentioneverytimewhenadisclickedon.
5656
Unit 5 –Recent Trends in Marketing

57. TomakesureandfindouthowtoeffectivelyusePPC.
Itcaneasilylosealotofmoneyinashortamountof
time.
Itusetomakelotofmoneyonceifknowsabouthow
tousePPC.
3.ViralMarketing:
Marketingtechniquesthatusesocialnetworksto
produceanincreaseinbrandawarenessorachieve
othermarketingobjectivesthroughself–replicating
viralprocesses.
Itcanbeword-of-mouthdeliveredorenhancedbythe
networkeffectsoftheInternet.Itmaytakeformof
videoclips,interactiveFlashgames,eBooks,etc.
5757
Unit 5 –Recent Trends in Marketing

58. 4.DigitalMarketing:
“Digitalmarketingistheprocessofbuildingand
maintainingcustomerrelationshipsthroughonline
activitiestofacilitatetheexchangeofideas,productsand
servicesthatsatisfythegoalsofbothparties”.
Theobjectiveofdigitalmarketingare–
Reachingtherightaudience.
Toengagewithyouraudience.
Tomotivateyouraudiencetotakeaction.
Efficientspendingonyoucampaign.
Returnoninvestment.
Digitalmarketingisaboutgeneratingsalesandcapturing
leadsfromcustomersthataresearchingontheInternetfor
answers.
5858
Unit 5 –Recent Trends in Marketing

59. ComponentsofDigitalmarketing:
Websitedesign(userexperience).
Searchengineoptimization.
Displayadvertising.*Affiliatemarketing.
Contentmarketing.*Onlinereputationmanagement.
BenefitsofDigitalmarketing:
Putsthecustomerindemand.
Providesconvenienceandincreasessatisfaction.
Drivesbrandloyalty.
Reducesthesellingcycleandcostofsales.
Buildsyourbrand.
Providestargetedresults.
Itismeasurableandcosteffective.
5959
Unit 5 –Recent Trends in Marketing

60. 5.VirtualMarketing:
Virtualmarketingistheprocessofconductingmarketing
activitiesgeographicallyviaelectronicmeans,withoutany
face-to-facecontactofbuyersandsellers”.
ThecomponentsofVirtualmarketingare–
Virtualinformationspace(informationdisplayedinfirm).
Virtualdistributionspace(delivertheproduct).
Virtualtransactionspace(initiateandexecute
transactions).
-datasecurity,privacyconcern.
-accuracyandintegrityofdataprocessing.
-reliabilityofvendor.
Virtualcommunicationspace(toenablerelationship
building,negotiationandexchangeofideas).
6060
Unit 5 –Recent Trends in Marketing

61. AdvantagesofVirtualmarketing:
Accesstoallmarkets.
Reductioninsetupcost.
Manyproductsandservicesfromasinglestop.
Quickservice.
Buildingrelationship.
Enhancedproductivityofsalespeople.
Enablesthemarketeradjusttomarketconditions
quickly.
Consumercangetmoreforless.
Transparency.
Accuracyofinformation.
6161
Unit 5 –Recent Trends in Marketing

62. AIDAModelofOnlineMarketing:
a)A–Awareness:
Initialpointwhereyourbrandorbusinessis
recognizedandacknowledged.
b)I–Interest:
Generatingthoughtsanddiscussionaboutyourbrand.
c)D–Desire:
Communicateyourmessagesthroughtheuseofsocial
mediaandemailmarketing.
d)A–Action:
Thestagewheretheconversioniscompleteandback
tointereststagetoretainthem.
6262
Unit 5 –Recent Trends in Marketing

63. AdvantagesofOnline
marketing:
Onetooneapproach.
Catertospecificinterests.
Differentcontentbychoice.
Geo–marketing.
Relativelyinexpensive.
Globalbusiness
Measuringstatisticsiseasy.
Accountability.
Lowcost.
Flexibility&Convenience.
Multipleoptions.
DisadvantagesofOnline
marketing:
Illegalorunethicalpractices.
Physicaldemonstrationand
needstobetangible.
Transparency.
Costofhardware.
63
Unit 5 –Recent Trends in Marketing

64. SOCIAL MEDIA MARKETING
Introduction:
SocialMediaisavitalelementfortheonlinebusiness.
Itisanartofproducingtraffictositeforgeneratingbusiness
throughonlinesocialgroup.
Ithelptobuildimportantbusinesscontactandtoruna
reputedbusinessontheinternet.
Socialmediamarketingisusedasabrandingtoolandcan
increaseconversion,salestracking,pageviewsandadd
exposure.
Itissimpleandlowcostwayifincreasingsaleandtobring
traffictothewebsite.
Thiswillbringmanypeopletothesiteandhelpforlink
buildingtogetgoodrankinginsearchengines.
64
Unit 5 –Recent Trends in Marketing

65. Definition:
“Socialmediaisamediumandthemediumisonlyavehicle
thatamplifiedsocialbehaviour.”
-themediumisaninstrumentoncommunicationlikea
newspaperoraradio,sosocialmediawouldbeasocial
instrumentofcommunication.
Socialmedia(Web2.0)technologies(Twitter,Facebook,YouTube,
LinkedIn)consistentlychangesallthetimeandsocialmedia
marketingstrategyshouldneverstartwithtechnologypartof
it.
ThePOSTmethodforSocialmediamarketingstandsfor–
People–targetaudience,theirdemographicsandinterests.
Objectives–wanttoaccomplishwithsocialmediamarketing.
Strategy–thingsdifferentafterlaunchsocialmediamarketing.
Technology–wayofusingsocialmediachannels.
6565

66. AdvantagesofSocialmediamarketing:
Bettertargeting.
Highreturnoninvestment.
Increasedvisibilityandcontentpromotion.
HelpswithPRandabilitytogoviral.
Funwaytodobusiness.
Expeditesonlinebranddevelopment.
Costeffective(timeandeffort).
Marketresearch(whatareyourcustomerstalkingabout?)
Createrelationshipswithyourcustomers.
Campaignshastheabilitytodrivehugeamountsof
traffic.
Supportstraditionalandotherdigitalmarketing
campaigns. 6666
Unit 5 –Recent Trends in Marketing

67. Disadvantages:
Wrongstrategycanhurtyourreputation.
Moretimeconsuming.
Interactionisneededateachlocationpoint.
NoshorttermROI.
Riskofnegativecomments.
Negativeinfluenceonworkerproductivity.
Everythingispublic.
Commitresources.
Ineffectiveuse=brandcredibilityloss.
6767
Unit 5 –Recent Trends in Marketing

68. 6868
Unit 5 –Recent Trends in Marketing

69. 6969
Unit 5 –Recent Trends in Marketing

70. SocialMediaMarketingusingTwitter:
FocusonBrandpromotions&microblogging(140
characters).
Buildstrong&powerfulrelationshipwithprospective
customers.
Attractivebioincreasespopularity.
Educatethemwithournewproducttheiruses,advantagesand
createanawarenessandnecessity.
Fillingupthepagewithquicktechnique&tips.
Usesearch.twitter.com&twellow.comtofindmoreusers.
Wecaneasilygainfollowersbyfollowingtheactivemembers
intwitter.
Wewillgetfollowersbyfollowingthefollowersofexperts,
gurusorofourcompetitorsintwitter.
7070
Unit 5 –Recent Trends in Marketing

71. Whenwefollow100memberswewillgetatleast70
followers.
Forgettingthefollowerswehavetofollowmanyina
consecutivemanner.
Wecanpostaproduct,link,etcandaskforopinionand
reviews.
Wecanuseaffiliatemarketing&microblogging.
Createbanneraboutproducts,organizationsetc
Wecanpostpromotionalcodesforproductssuchas
discountcoupon,buy3get1etc.
Buildapersonalrelationshipwiththefollowers&createa
trustworthinessamongthem.
Uploadgenuinephoto,companylogoorproductlogo.
Trytobehumanandgiverespectthevalues.
7171
Unit 5 –Recent Trends in Marketing

72. Don’ttakethecustomerdirectlytotheproductpage.Give
themdetailsdescriptionbeforetakingthemtotheproduct
page.
Thefollowerswantsomethingfromussowealwayswantto
sellsomethingmorethantheyexpect.
Trytoimplementcrosssellinginwebsite(packincludecoke
whenwebuypizza).
Weneedtoaddpersonaltouchinmarketingforittowork.
Customizeourcommunicationinordertostandout.
Highlightourbrandwecannotmakeanycompromisein
qualityandBrandestablishment.
7272
Unit 5 –Recent Trends in Marketing

73. SocialmediamarketingusingFacebook:
Sidebannershowingthecompanydetailssuchaswhatweare,
whatwedo,contactusetc.
Wecanincludeournewproductdetails–banner.
Wecanpublishnotesandcreategroups.
Wecanputlikeboxinoutsite.
Wecancreatepageforproducts,organization,celebrityetc.
Wecanuploadphotos,postlinksthatdirecttooursite/blog.
Wecancreateeventslikerecentactivities,upcomingeventsetc.
Createadvertisementsaboutthenew&existing&upcoming
products(addsarepaidbasedonclick&rate/day).
Wecancreatemultipleadminforapage.
Viewinsightmenuconsistofdaily,monthly,weeklyuserdetails,
pageviews,etc.
Wecanapplythemeforthepagesbasedonproductintroduction,
productdescription,etc. 7373

74. Wecansendlinks,productsdetailstothemembers,groupsfor
gettingopinion,reviews,etc.
Wecansendoffers,promotionalcodes,discountscoupontothe
members,groupsetc.
Facebookallowstosendmessagestousersyouhavenoconnection
withwecanmakeuseofit.
Facebookprovidesclassifiedaddservices.
Wecanmakefriendsfromourcompetitors.Wehavetosend
requesttomanyfriends(throughcompetitorsorthroughsearch).
Trytoimplementcrosssellinginwebsite/productpage
(comparisonsofproducts).
Weneedtoaddpersonaltouchinmarketingforittowork.
Customizeourcommunicationinordertostandout.
Highlightourbrandwecannotmakeanycompromiseinquality
andBrandestablishment.
7474
Unit 5 –Recent Trends in Marketing

75. SocialMediamarketingusingLinkedIn:
Wecancreategroupandmakeotherstofollowus.
Wecanrequestfortheopinionandsuggestion.
Wecanexposeourskillset.
Wecanfollowthecompaniesandmakeothertofollowsus.
Wecancreateaprofessionalnetworkaskforopinionandreviewsetc.
Increaseyourvisibility.
Improveyourconnectability.
ImproveyourGooglePageRank.
Enhanceyoursearchengineresults.
Performblind,“reverse,”andcompanyreferencechecks.
Increasetherelevancyofyourjobsearch.
Makeyourinterviewgosmoother.
Gaugethehealthofacompany&Gaugethehealthofanindustry.
Trackstartups.&Askforadvice.(LinkedInAnswers)
7575
Unit 5 –Recent Trends in Marketing

76. RURAL MARKETING
Introduction:
Ruralmarketingisnowatwo–waymarketingprocess.
Inflowofproductsintoruralmarketsforproductionor
consumptionandthereisalsooutflowofproductstourban
areas.
Itconsistsofagriculturalinputs,FMCGlikesoap,
detergents,cosmetics,etc.
Itconsistsofagriculturalproductslikerice,wheat,sugar
andcotton.
Itisalsoamovementofruralproductswithinruralareas
forconsumption.
76
Unit 5 –Recent Trends in Marketing

77. Definition:
“TheStudyofRuralMarketingcomprisesofall
operationandagenciesconductingthem,involvedin
movementoffarmproducedfood,rawmaterialsand
derivativesliketextiles,fromfarmstofinalconsumersand
effectsofsuchoperationsonproducers,middlemenand
consumers.”
Ruralmarketingisalsodefinedastheprocessof
developing,pricing,promoting,distributingruralspecific
goodsandservicesleadingtoexchangebetweenurbanand
ruralmarketswhichsatisfiesconsumerdemandandalso
achievesorganizationalobjectives.
7777
Unit 5 –Recent Trends in Marketing

78. NatureoftheRuralMarket:
LargeandScatteredMarket.
HeterogeneousMarket.
IncomefromAgriculture.
Standardofliving.
Infrastructuralfacilities.
7878
Unit 5 –Recent Trends in Marketing
1.Agricultural products
(food, grains, etc).
2.Oil seeds, Cotton,
Tobacco, Sugar, etc.
3.Handicrafts and Rural
Industry Products
1.Small Agricultural
tools.
2.Household items,
wooden items, etc.
Not concerned
1.Consumables and
consumer durables.
2.Agricultural inputs
like seeds, fertilizers,
pesticides, etc.
3.Services like Health,
education, etc.
Urban Rural
Urban
Rural

79. MarketingProcessinRuralMarketing:
7979
Unit 5 –Recent Trends in Marketing

80. ScopeofRuralMarketing:
Thedifferenceinruralandurbansectorisduevast
differencein–
Incomelevel.
Expenditurecapacity.
TasteandPreferences.
Educationallevel.
Social,CulturalandEnvironmental.
Thefollowingserviceareashavegreatpotentialinrural
markets:
1.Agricultureconsultancy.
2.Banking,microfinanceandloanfacilities.(Agricultural
loans,Educationalloans,Housingloans,Personalloans,etc.)
3.Healthcare.
8080
Unit 5 –Recent Trends in Marketing

81. 4.TelecomServices. 5.AutomobileServices.
6.T.V.ChannelsServices.
7.TravelandReservationServices.
8.LowCostHotels. 9.EventManagements.
10.BeautyParlours. 11.AffordableMovietheatres.
12.EducationalandCareerConsultancy.
EmergingAreasinRuralMarketing:
Agri–BusinessManagement.
NGOManagement.
NaturalResourceManagement.
RuralInfrastructureManagement.
Microfinance.
CorporateSocialresponsibility.
8181
Unit 5 –Recent Trends in Marketing

82. FactorsContributingchangeinRuralMarketing:
8282
Unit 5 –Recent Trends in Marketing

83. DifferencebetweenRuralandUrbanMarkets:
8383
Unit 5 –Recent Trends in Marketing
Urban Market Rural Market
1. City hasa large population size
growing at a fast growth rate due to
immigration from rural areas for
education and employment. Towns are
smaller urban units.
1. Village is a human settlementwith a
small administrative unit. Migration
from village to city / town is to get better
education and employment.
2. The city settlement is compact though
spreadover a larger area. Commercial,
residential, roads and streets, community
facilities, etc.
2. Village has land for human settlement
and forcultivation but in some areas
households settle on respective
cultivable land holdings.
3. Structure of houses is permanentand
often rises to more than one storey.
Housing on rental is highly prevalent.
3. Houses are largelysemi paced and
owner are occupied.
4. Primary resource base is production
and distribution of industrial goods and
services.
4. Land is the primaryresource for
livelihoods and other resources like
water bodies, forests and mountains,
cows, poultry and household need for
milk, egg and meat.

84. DifferencebetweenRuralandUrbanMarkets:
8484
Unit 5 –Recent Trends in Marketing
Urban Market Rural Market
5. Occupations are diverse
ranging from professionals,
skilled, semi –skilled to unskilled
workers. Higher Education and
training is required to build skills.
5. Predominant occupations are
cultivation and agricultural
labour.
6. Free from traditional outlook.
Morescientific approach to the
issues.
6. Rigid,conservative in approach
and custom bound. Society is
guided by age old customs. No
scientific outlook.
7. Media reach is very high.
Marketers generally prefer
Televisions, Internet and Print
media to be reached to the target
customers.
7. Media reach is vey low.
Marketers prefer radio,
loudspeakeron rickshaws to
reach to the target customers.

85. Classification of Rural Market:
8585
Unit 5 –Recent Trends in Marketing
Rural Economy
Farm Sector
(Agri& Allied)
Non -Farm Sector
(Formal & Informal sector)
Agriculture
Animal
Husbandry
Horticulture
Forestry,
Fishing
Rural
Industries
Agro
processing
Manufacturing
(Handloom,
Handicrafts)
Mining
Construction
Rural
Services
Retailing &
Trading
Community &
Social Service
Communication

86. GREEN MARKETING
Introduction:
GreenMarketingconsistsofallactivitiesdesignedto
generateandfacilitateanyexchangesintendedtosatisfy
humanneedsorwants.
Satisfactionofthoseneedsandwantsoccurswith
minimaldetrimentalimpactonthenatural
environment.
Marketingofenvironmentallysafeproducts.
Minimizenegativeeffectsonthephysicalenvironment.
Ecologicalconcernsproducts.
Itistheprocessofsellingproductsorservicesbasedon
theirenvironmentalbenefits.
86
Unit 5 –Recent Trends in Marketing

87. Definition:
“GreenMarketingisdefinedasthemarketingof
productsthatarepresumedtobeenvironmentallysafe.”
AccordingtoEnvironmentaldefinition,“theeffortsby
organizationstoproduce,promote,packageand
reclaimproductsinamannerthatissensitiveor
responsivetoecologicalconcerns.”
Itcanbeincorporatedbyfirminfollowingways–
Productmodification.
Changestotheproductionprocess.
Packagingchanges.
Modifyingadvertising.
8787
Unit 5 –Recent Trends in Marketing

88. WhyGreenMarketing?
Opportunitiesorcompetitiveadvantage.
CorporateSocialResponsibility(CSR).
Governmentpressure.
Competitivepressure.
Costorprofitissues.
NeedofGreenMarketing:
Onourplanetsourcesarelimitedandhumanneeds
(wants)unlimited.
Greenmarketingisimportantforthefirmstoutilizethe
limitedresourcessatisfyingtheconsumerneedsaswellas
achievingtheorganization’ssellingobjectives.
8888
Unit 5 –Recent Trends in Marketing

89. 4sofGreenMarketing:
Safetyofproduct.
Satisfactionofcustomer.
Socialacceptabilityofaproduct.
Sustainabilityoftheproduct.
GreenAspectsinServices:
1.FinancialServices:
Useofelectronicprintingmedia.
Useoftechnologytocutshorttheusageofpaper.
Highaccessibilityratetoreducethemilecoveragebyusers
andexecutives.
Useofairconditionswithhighstar–ratingandreduce
powerconsumption.
Greenplantingspreadwithintheworkingspace. 8989

90. 2.TransportationServices:
Widespreadpublictransportsystem.
Heavyinvestmenttoavoiduseofdiesel.
Usingrecyclableproducts.
Electronicvehiclesforrent.
3.MedicalServices:
DonationcampsandRuralareasvisits.
Freecheck–up&Freemedication.
Integrationofallservicesunderoneroof.
Papercoversinsteadofplastic.
4.EducationalInstitutions:
Useofelectronicmediatoavoidpaperandotherstationary.
Makestudentstoparticipateinsocialwelfareactivities.
9090
Unit 5 –Recent Trends in Marketing

91. Maintaingreeneryinthecampus.
Discouragetheuseofpersonalvehicles.
Usepowerefficientequipment.
5.RetailServices:
Discourageplasticbags.
Waxpaperprinting.
Onlinetrading.
Helpraisefundsforneeds.
Moderatelighting.
Spreadmaximumproducts.
Promotegreenproducts.
9191
Unit 5 –Recent Trends in Marketing

92. GreenMarketingMix:
9292
Product
Four P’s
Price Place Promotion
The ecological
objectives in
planning
products are to
reduce resource
consumption
and pollution
and to increase
conservation of
scarce
resources.
Consumers
prepared to pay
additional
value if there is
perception of
extra value. It
may be
improved
performance,
design, taste,
visual appeal,
etc.
Choice of
where and
when to make a
product will
have significant
impact on
customers. Few
customers are
willing to buy
green products.
Ads represents
the relationship
between
product and
biophysical
environment. It
promote green
lifestyle by
highlighting a
product or
service.

93. ProblemswithGreenMarketing:
Reactingtocompetitivepressurescancausealltomakethe
samemistakes.
Toreducecostsorincreaseprofitsmaynotforcefirmsto
addresstheimportantissueofenvironmentaldegradation.
SolutionofproblemswithGreenMarketing:
Environmentallyresponsibleorganizationsshouldattempt
tominimizetheirwaste.
Organizationpolicy.
EmployeeAwarenessProgram.
EffectiveCommunication.
Constantlyrefinetheproduct&processes.
Backupfromtoplevel.
9393
Unit 5 –Recent Trends in Marketing

94. BenefitsofGreenMarketing:
Improvedenvironmentalquality&customersatisfaction.
Consumervaluepositioning.
Efficiencyandcosteffectiveness.
HealthandSafety.
Gainingandretainingcustomers.
Innovationinproductsandoperations.
Development.
9494
Unit 5 –Recent Trends in Marketing

95. INDIA’S TOP ECO-FRIENDLY
COMPANIES
95
Unit 5 –Recent Trends in Marketing

96. 96
Unit 5 –Recent Trends in Marketing

97. 97
Unit 5 –Recent Trends in Marketing

98. 98
Unit 5 –Recent Trends in Marketing

99. 99
Unit 5 –Recent Trends in Marketing

100. 100
Unit 5 –Recent Trends in Marketing

101. 101
Unit 5 –Recent Trends in Marketing