Green Marketing

Strategies for green mkting:-

1. Focus on primary benefits
2. Focus on consumer concerns
3. Educating the customers
4. Be genuine
5. Start from the inside out
6. Promote responsible consumption
7. Become an env brand steward
8. Eco-innovative
Pros and cons

MERITS DEMERITS
1. Opportunity 1. Wrong customers
2. Social responsibility perception
3. Government 2. Scientific
support disapproval
4. Competitive edge 3. Harmful
consequences
5. Cost reduction
4. Inadequate rules
and regulations
 Event marketing:- It is a type of promotion
where a company or brand is linked to an event for
the purpose of creating experiences for customers
and promoting a product or services
Advantages Disadvantages
1. Check out competition
1. No standard solution
2. Primary market research
3. Shower the customer 2. Difficult to evaluate
with qlty attention 3. No established
4. Brand enhancement infrastructure
5. Clear objective
4. Inflexibility
6. Prestige
7. Internal motivation
8. Offers interaction
Network marketing/Multi level
marketing
Benefits
1. Accessible bs
opportunities COMPANY

2. Independent bs
opportunities
3. Customized selling
opportunities
4. Alternative
employment
opportunities SECOND THIRD
FIRST LEVEL LEVEL LEVEL
5. Low cost investment (customers & (customers & (customers &
6. Consumer convenience Distributors) Sub
Distributors)
Sub-sub
Distributors)
and service
 Direct marketing:-
*interactive systems
*measurability of response
Methods *transaction
of DM at any location
1. Face to face selling
2. Mail order marketing/catalogue
marketing
3. Direct mail marketing
4. Telemarketing
5. Direct response marketing
6. Home/tele-shopping
7. Database marketing
 Advantages & disadvantages
1. Focused approach 1. May be seen as
2. Cost effective competing with
3. Immediate & flexible intermediaries
4. Easy international
reach 2. Costs
5. Tailored messages 3. Fraud
6. Rapid delivery 4. Lack of awareness
7. Multiple use
5. Alienation
8. Ease of mgt
9. Testing capability 6. Privacy concern
10. Relationship building
Social marketing:- It is the systematic application of
mkting along with other concepts and techniques to achieve specific
behavioral goals for a social good
Strengths Weaknesses
1. Free of cost 1. More time & effort
2. Return on investment 2. -ve influence on workers
3. Consumer relationships 3. Risk of ve comments
4. Builds credibility 4. Fraud
5. Bring people together 5. Social media is
6. Better targeting misunderstood
7. Doesnt require 6. Not easily measurable
socialization
8. Works better than online
Ad campaigns
9. Increased visibility
Buzz marketing:-it is a mkting technique
used to get customers talking about a
product or a service
Characteristics
INTERPERSONAL
NEWSWORTHINESS
EXITING PRODUCT, IDEA OR BRAND
EXPONENTIAL SPREADING
NO TOTAL CONTROL
STICKINESS
HYPO DRIVEN
 Viral marketing:- It encourages
consumers to pass along co. developed
products and services or audio,video,or
written info to others online
Merits Demerits
1. Enhance customer 1. Lack of spams
list 2. Restrictions
2. Remarkable growth 3. Unquantifiable
3. Gain more credibility 4. Competition prone
4. Better visibility 5. Risky and expensive
5. Cuts the promotional
costs
Consumerism:- It is an
organized movement of citizens and
govt. to strengthen the rights and
power of buyers in relation
Importance Hurdles intogrowth
sellers.
1. Improvement in supply 1. Lack of leadership
2. No unfair trade 2. Illiteracy
practices 3. Difficulty in
3. Better relations disseminating education
4. Support of govt. 4. Cumbersome legal
5. Educating consumer process
6. Liaison policy 5. Lack of effective
implementations of govt.
7. Producer rating
measures
 Customer relation mgt.
(CRM):- CRM is a bs strategy that
aims to understand, manage, and
personalize the needs of an
organization's current and prospective
TYPES:
customers
Operational CRM
Analytical CRM

Collaborative CRM
 Process of CRM

CUSTOMER
INTERACTION
MGT

CUSTOMER
ACQUISITION
RETENTION

PROCESS

DEFECTION ATTRITION
Customer satisfaction
customer satisfaction=
delivery-expectations
DETERMINENTS

PERCIEVED FAIRNESS AND

PRODUCT &
CONSUMER CAUSES FOR EQUAL OTHER
SERVICE
EMOTIONS SUCCESS OR CUSTOMER FACTORS
FEATURES
FAILURE DEALINGS
IMPORTANCE OF CS

Customer oriented mgt.

Comparison with competition
Profit from specific insights
Loyalty
Reduced costs
Consumer references
Suggestions for new development
Customer loyalty
Significance
Price per customer

Insulation from price competition

Reduced marketing spend

Economic benefit

Increase the frequency of purchase

Others
Customer loyalty ladder
Customer
By
loyalty
Customer
By
insistence

Customer by
repetition

Customer by
choice

Customer by
occasion

Customer by
chance
Customer retention strategies

Structural
Structural
bonds
bonds

Continuous
Continuous Customized
Customized
Financial
Financial quality
quality bonds
bonds
Bonds
Bonds service
service
toto
customers
customers

Social
Social
bonds
bonds
 Significance of customer retention

Possibility of repeat business

Reduced for customer acquisition
Fostering greater interaction between
business and customer
Having more delighted customers
 Global marketing:-It refers to mkting
activities coordinated and integrated across
multiple country markets
Major areas
In global
marketing

Marketing Marketing
Global marketing Market selection Market entry
Mix Organization
decisions decision decison
decision decision
 Opportunities & challenges of GM
Diversification
Expansion
Increased mkt share
Career opportunity
Global recognition
Investment opportunities
Increased std of living
Mobility of factor of
production
Cooperative agreements
Mkt saturation
Improving competitive
position
Reaching new customers
Self reference criterion
Political & legal diff.
Cultural differences
Economic differences
Differences in currency
Differences in the language
Diff in mkting infrastructure
Trade restrictions
High cost ofdistance
Differences in trade
practices
Rural marketing:- It involves the process of
developing, pricing, promoting, distributing rural specific
product & a service leading to exchange b/w rural & urban
market which achieves customer demand
Growth drivers :-
1. Inc competition in urban mkt
2. Socio economic changes in rural india
3. Size of rural mkt
4. Development of infrastructure
5. Increasing rural consumption
6. Rural mkting efforts
7. Inc sale of branded products
8. Effectiveness of communication
9. IT penetration in rural India
Challenges of RM
1. Underdeveloped people & markets
2. Lack of communication facilities
3. Inadequate media coverage
4. Dispersed markets
5. Low level of literacy
6. Seasonal & irregular demand
7. Problems in physical distribution
8. Product positioning
E-commerce marketing

1. B2C

5. B2G 2. B2B

domains of
E-commerce
&digital
mktng

4. C2B 3. C2C
Boon & bane of E-Commerce

1. Reduced prices 1. Technical disadv

2. Global of electronic
marketplace commerce
3. 24-hour access 2. Cost and
justification
4. More choices
3. Security & privacy
5. Quicker delivery
4. User resistance
6. Information
5. Corporate
7. Increased market vulnerability
share
6. Legal issues
8. Low cost
7. Other limiting
advertising
factors