This document discusses current trends in marketing, including definitions of marketing and marketing trends. It covers several specific trends like green marketing, event marketing, network marketing, direct marketing, social marketing, social media marketing, buzz marketing, viral marketing, e-commerce marketing, and global marketing. For each trend, it provides a definition and overview of advantages and disadvantages.

2. Current Trends In Marketing
Presented by- Kirandeep kaur
Ashish Singh
Roll no – 1734743
1734725
Class – M.B.A (2 semester)

3. Overview
Definition of Marketing
Definition of Marketing Trends
Green marketing
Event Marketing
Network Marketing
Direct Marketing
Social Marketing
Social Media Marketing
Buzz Marketing
Viral Marketing
E-Commerce Marketing
Global Marketing

4. What is Marketing ?
According to American Marketing Association,
"Marketing is an organization function and a set of
processes for creating , communicating and delivering
value to customers and for managing customer
relationship in ways that benefit the organization and its
stakeholders”.

5. Definition of Marketing Trends
The overall direction of trading in the broader
market on either a short- mid- or long-term
basis. A trend that moves generally higher is
called an Uptrend, and one that moves generally
lower is called a downtrend. Trends can be
short- or long-term.
 short-term trends cycle within the broader
trend, sometimes moving with it and sometimes
against it. For example, a long-term bull
market is typically comprised of a Series of
shorter-term uptrend's and downtrends.

6. Green Marketing
According to the American Marketing association, "Green
marketing is the marketing of products that are presumed to be
environmentally safe”.
Advantages of Green Marketing
Social responsibility
Competitive Edge
Cost reduction
Disadvantages of Green Marketing
Change lead to cost
Costly Green Certifications

7. Event Marketing
An event can be described as a public assembly for the purpose
of celebration, education, marketing or reunion.
It is universal and literal form would be any occasion when
sometimes happens or sometimes needs to be done to organize
the same .
According to Richard R.Alford,”Event marketing is a rifle shot
approach to ones audience where there is very little wastage.”
Advantages of Event Marketing
Brand enhancement
Clear objectives
Offer interaction
Disadvantages
No established infrastructure
Inflexible

8. Network Marketing
Network marketing also known as multi level marketing is a
business distribution model that allows a parent multi level
marketing company to market their products directly to consumers
by means of relationship , referral and direct selling.
Network marketing is a concept of marketing products pioneered
by Amway corporation( manufacturing household goods, personal
care & nutritional products)

9. Company
Customer Distributors
Customers
Customers
Sub-distributors
Sub-sub distributors
First level
marketing
Second level
marketing
Third level
marketing

10. Direct Marketing
Direct marketing is the process by which a firm approaches its
customers on one to one basis and markets its products directly to
them .
According to Direct Marketing Association of USA ,”Direct
marketing is an interactive system of marketing which uses one
or more advertising media to affect a measurable response and /or
Transaction at any location.”
Method of Direct Marketing
Direct selling- For e.g. Amway
Tele –shopping/ Home shopping- For e.g. homeshop18 ,naaptol
Direct Response marketing- for e.g. rely totally on television

11. Social Marketing
According to Andreasen, ‘‘social marketing is the adaption
of commercial marketing technologies to programmes
designed to influence the voluntary behavior of target
audiences to improve their personal welfare and that of the
society of which they are a part.”
social marketing is the systematic application of marketing
along with other concepts and techniques to achieve specific
behavioral goals for a social good. This may include asking
people not to smoke in public area e.g. ask them to use seat
belts, prompting to make them follow speed limits.

12. Social Media Marketing
Social media marketing is a form of internet marketing that
utilizes social media to achieve branding and marketing
communication goals social media sites such as Face book,
YouTube, Flickr, Twitter , whatsapp, etc are used to communicate
information about a company and its brand and products.
Advantages
Free of cost-
Return on investment-
Better targeting-
Disadvantages
Risk of negative comments
Fraud

13. Buzz Marketing
Marketing buzz or simply buzz a term used in word of mouth
marketing-is the interaction of consumers and users of a
product or service which serves to amplify the original
marketing message a vague but positive association,
excitement, or anticipation about a product or services.
Word of mouth marketing also called word of mouth
advertising, is a unpaid form of promotion of products.
Advantages
cost effectiveness-
Speed-
Easy to set up-
Disadvantages
Negative buzz
Customer Dissatisfaction

14. Viral Marketing
Viral marketing is a marketing technique that uses
preexisting social networking services and other technologies to
produce increases in brand awareness or to achieve other marketing
objectives (such as product sales or marketing buzz ) .
Through self-replicating viral processes, analogous to the spread
of viruses or computer viruses. It can be delivered by word of mouth
or enhanced by the network effects of the Internet and mobile
networks
Advantages
Enhanced customer list
Better visibility
Cuts the promotional cost

15. E-Commerce: Marketing
Ecommerce marketing is the process of driving sales by raising
awareness about an online store's brand and product offerings.
Digital marketing for ecommerce applies traditional marketing
principles to a multichannel, data-driven environment.
ADVANTAGES OF ECOMMERCE
Faster buying/selling procedure, as well as easy to find
products.
Buying/selling 24/7.
More reach to customers, there is no theoretical geographic
limitations.
Low operational costs and better quality of services.
No need of physical company set-ups.
Easy to start and manage a business.

16. Global Marketing
 Globalization means integrating the economy of a country with
the global or world economy. It means economy is open to
foreign direct investment by providing facilities to foreign
companies to invest in different fields of Indian
industry/commerce.
 According to Johansson, "Global marketing refers to
marketing activities coordinated and integrated across multiple
country markets.”

17. Opportunities in Global Marketing
 Career opportunities
 Investment opportunities
 Reaching new customers
 Increasing standard of living