The document discusses various topics related to marketing such as rural marketing, social marketing, digital marketing, direct marketing, services marketing, and green marketing.
Rural marketing refers to marketing activities targeted at rural populations and must consider their unique characteristics such as large, scattered populations with low literacy levels. The rural marketing mix must adjust elements like products, promotion, price and place to suit rural consumers.
Social marketing uses commercial marketing principles to promote social good, focusing on changing behaviors to benefit individuals and society. The four Ps of social marketing are product, price, place and promotion.
Digital marketing involves online activities to generate sales and capture customers searching online. Its objectives are to reach the right audience, engage them, motivate
The process of strategic choice involves focusing on strategic alternatives through gap analysis, analyzing alternatives based on objective and subjective factors, evaluating alternatives against selection criteria, and making a final choice. Subjective factors considered in strategic choice include perceptions of critical success factors, commitment to past actions, decision styles and risk attitudes, and internal politics. Organizations develop contingency strategies in advance to deal with uncertainties and create strategic plans to implement chosen strategies.
The document discusses competitive strategies and positioning. It outlines Porter's five forces model for determining market attractiveness. It describes different industry structures and how to identify primary competitors using industry and market approaches. Key aspects of competitors like strategies, objectives, strengths and weaknesses should be analyzed. Competitive intelligence systems can be designed to collect and disseminate competitor data. Major competitive strategies include positioning as a market leader, challenger, follower or nicher. Both customer-centered and competitor-centered orientations are discussed.
This document provides an overview of advertising and sales management. It includes chapters on advertising, advertising as a communication process, advertising campaigns, advertising media, creative strategy, evaluation of advertisements, and advertising agencies. It also includes an introduction to sales management, sales organization structure, managing distribution channels, and managing sales personnel. The document contains definitions of key terms, descriptions of concepts and processes, and guidelines. It serves as a reference for understanding advertising and sales management topics.
There are four levels of market segmentation: mass marketing, segment marketing, niche marketing, and micro marketing. Mass marketing involves producing the same product for all customers. Segment marketing recognizes customers based on needs, behavior, age, income and other factors. Niche marketing competes within a narrowly defined segment with a specialized offering. Micro marketing focuses advertising on a small, highly targeted group and considers relationships, relevant channels, and supply chains. Examples are provided for each level.
Portfolio analysis (PA) is a technique used to analyze organizations with multiple business units or product lines. PA helps managers allocate resources by assessing each business unit's market share, industry growth, competitive strengths, and attractiveness. Common PA models include the BCG matrix, GE model, and life cycle matrix. The BCG matrix analyzes market share and growth to classify business units as stars, cash cows, dogs, or question marks. The GE model rates industry attractiveness and competitive strength to identify build, maintain, or divest categories. PA aids strategic decisions like balancing risk and return across a portfolio.
This document discusses distribution channels and sales promotion techniques. It defines distribution channels as the interconnected organizations involved in making a product available to consumers. The objectives of distribution include consumer satisfaction and profitability. It also discusses channel design decisions, functions like order processing and inventory management, and channel management considerations like identifying consumer needs and selecting the optimal channel structure.
Organized retail is growing rapidly in India and accounts for 7% of the country's $435 billion retail market, expected to reach 20% by 2020. It involves chain stores owned by central entities or large single stores, providing standardized retail experiences. The organized retail market in India is growing at 3.5% annually and attracting major foreign investments of $25 billion over 5 years from companies like IKEA and Walmart. The government is also supporting growth through policies like allowing 100% FDI in online retail and implementing GST to facilitate pan-India retail operations. Organized retail is expected to generate massive employment, infrastructure growth, and increased tax revenues for India.
The process of strategic choice involves focusing on strategic alternatives through gap analysis, analyzing alternatives based on objective and subjective factors, evaluating alternatives against selection criteria, and making a final choice. Subjective factors considered in strategic choice include perceptions of critical success factors, commitment to past actions, decision styles and risk attitudes, and internal politics. Organizations develop contingency strategies in advance to deal with uncertainties and create strategic plans to implement chosen strategies.
The document discusses competitive strategies and positioning. It outlines Porter's five forces model for determining market attractiveness. It describes different industry structures and how to identify primary competitors using industry and market approaches. Key aspects of competitors like strategies, objectives, strengths and weaknesses should be analyzed. Competitive intelligence systems can be designed to collect and disseminate competitor data. Major competitive strategies include positioning as a market leader, challenger, follower or nicher. Both customer-centered and competitor-centered orientations are discussed.
This document provides an overview of advertising and sales management. It includes chapters on advertising, advertising as a communication process, advertising campaigns, advertising media, creative strategy, evaluation of advertisements, and advertising agencies. It also includes an introduction to sales management, sales organization structure, managing distribution channels, and managing sales personnel. The document contains definitions of key terms, descriptions of concepts and processes, and guidelines. It serves as a reference for understanding advertising and sales management topics.
There are four levels of market segmentation: mass marketing, segment marketing, niche marketing, and micro marketing. Mass marketing involves producing the same product for all customers. Segment marketing recognizes customers based on needs, behavior, age, income and other factors. Niche marketing competes within a narrowly defined segment with a specialized offering. Micro marketing focuses advertising on a small, highly targeted group and considers relationships, relevant channels, and supply chains. Examples are provided for each level.
Portfolio analysis (PA) is a technique used to analyze organizations with multiple business units or product lines. PA helps managers allocate resources by assessing each business unit's market share, industry growth, competitive strengths, and attractiveness. Common PA models include the BCG matrix, GE model, and life cycle matrix. The BCG matrix analyzes market share and growth to classify business units as stars, cash cows, dogs, or question marks. The GE model rates industry attractiveness and competitive strength to identify build, maintain, or divest categories. PA aids strategic decisions like balancing risk and return across a portfolio.
This document discusses distribution channels and sales promotion techniques. It defines distribution channels as the interconnected organizations involved in making a product available to consumers. The objectives of distribution include consumer satisfaction and profitability. It also discusses channel design decisions, functions like order processing and inventory management, and channel management considerations like identifying consumer needs and selecting the optimal channel structure.
Organized retail is growing rapidly in India and accounts for 7% of the country's $435 billion retail market, expected to reach 20% by 2020. It involves chain stores owned by central entities or large single stores, providing standardized retail experiences. The organized retail market in India is growing at 3.5% annually and attracting major foreign investments of $25 billion over 5 years from companies like IKEA and Walmart. The government is also supporting growth through policies like allowing 100% FDI in online retail and implementing GST to facilitate pan-India retail operations. Organized retail is expected to generate massive employment, infrastructure growth, and increased tax revenues for India.
Rural market research involves systematically collecting, analyzing, and reporting data to understand marketing situations in rural areas. It follows steps like defining problems, designing research, developing hypotheses, planning methodology, data collection, analysis, and conclusions. In rural areas, qualitative studies like assessing acceptability, affordability, awareness, and availability are more common than quantitative studies due to low product penetration. Primary data collection methods for rural research include interviews, focus groups, participatory techniques, and questionnaires. Challenges include accessing rural populations, secondary data limitations, and ensuring comprehension of research tools.
This document discusses product line decisions and the product life cycle. It defines a product and outlines the key decisions involved in forming and distributing a product, including product design, production, launch timing and product mix/line choices. It also explains the concept of the product life cycle and the typical stages of introduction, growth, maturity, saturation, and decline. Strategies for expanding, contracting or altering product lines are presented. Factors like market demand changes, competition, marketing influences, finances, and product attributes are noted as influencing product line decisions. The document uses examples and diagrams to illustrate product life cycle concepts.
INTEGRATED MARKETING COMMUNICATION: AN INTRODUCTION by Amitabh MishraAmitabh Mishra
“IMC is an attempt to coordinate various marketing and promotional activities to make marketing communication to target customers more efficient and effective.”
“IMC insures that all forms of communication and messages are carefully linked together”
The promotional mix refers to the combination of different types of promotion used to keep products in customers' minds and stimulate demand. The ongoing promotional activities that make up the promotional mix include advertising, sales promotion, public relations, personal selling, and direct marketing. Each activity has its own strengths - advertising reaches large audiences with high frequency but is impersonal, while personal selling allows for feedback in building strong customer relationships.
The document discusses the process of recruiting and selecting a sales force. It involves analyzing job requirements, preparing job descriptions, identifying qualifications, attracting applicants from various sources, screening candidates, and selecting the best recruits through a multi-step process. Once selected, new salespeople go through a socialization process to integrate them into the sales force and organization.
Ms. Cheritha, the advertising manager for Chemical Topics magazine, is responsible for selling advertising space. The magazine is distributed solely by subscription to engineers and technical professionals in the chemical processing industry. Major advertisers are companies that produce chemical processing equipment.
Ms. Cheritha wants to collect more detailed data on the readership to provide more value to potential advertisers. She has circulation figures but believes they understate the exposure of ads since issues are likely shared with others in a subscriber's firm. She wants to determine the size of this "secondary audience" and gather more reader details like education, job role, and hierarchy level.
The product life cycle outlines the typical stages a product goes through from introduction to decline. It includes introduction, growth, maturity, and decline. During introduction, sales are low and costs are high to create awareness. Growth sees increasing sales and profits as the product gains acceptance. Maturity is the most profitable stage as sales peak. In decline, sales decrease as the product becomes outdated. Businesses can extend the cycle through advertising, price reductions, new features, exploring new markets, and packaging updates. The model helps marketers strategize but products don't always follow predictable cycles.
This document discusses different types of channel conflicts that can occur in marketing channels, including vertical conflicts between manufacturers and retailers, horizontal conflicts between retailers, and multi-channel conflicts when multiple distribution strategies are used. It also describes the stages of conflicts from latent to manifest, and strategies for resolving conflicts such as avoidance, aggression, accommodation, compromise, and collaboration.
This document provides an overview of channels of distribution from a presentation on sales and advertising management. It defines channels of distribution as the ways that goods and services are distributed from manufacturers to consumers. The document outlines various definitions of channels of distribution from different authors. It discusses the characteristics and elements of channels of distribution, including that they are routes that goods and services flow through composed of intermediaries like wholesalers and retailers. The document also covers the functions of channels of distribution, factors that determine choice of channels, and factors relating to products, companies, markets, middlemen, and the environment that influence channel selection.
The document discusses the key factors that shape a company's strategies. It identifies six main factors: 1) the macro environment, 2) industry analysis, 3) competitor analysis, 4) structural analysis within industries, 5) internal organizational analysis, 6) environmental scanning, and 7) forecasting the environment. Each of these factors represents external forces and internal conditions that influence a company's strategic decision making.
The document discusses strategies for effective communication with rural audiences in India. It emphasizes the importance of thoroughly profiling and understanding the target rural audience, which can vary significantly across regions. Communication objectives should follow the AICDA model to generate awareness, interest, conviction, desire, and action. Message design must consider rural audiences' preferences for simple, pictorial, and emotionally appealing messages endorsed by likeable and trustworthy sources similar to themselves. A variety of communication channels are important for reaching rural audiences, including personal channels like salespeople as well as non-personal channels like local events, markets, and mass media that is increasingly accessible in rural areas.
The document discusses integrated marketing communications (IMC), which is defined as a strategic business process used to plan, develop, execute, and evaluate coordinated marketing communication programs. IMC aims to generate both short-term financial returns and long-term brand value through an integrated approach. Key elements of IMC include advertising, direct marketing, digital/internet marketing, sales promotion, publicity/public relations, and personal selling.
The 7 C's of marketing is a customer-driven alternative to the traditional 7 P's framework that focuses on the consumer. It examines marketing from the consumer's perspective rather than the business. The 7 C's are: Consumer, Cost, Communication, Convenience, Caring, Co-ordinated, and Confirmation. The framework aims to better satisfy customers by considering their needs, the costs for the customer to purchase and use the product, effective communication, convenience, caring customer service, coordinated marketing efforts, and confirmation of the customer's expectations.
This document outlines competitive strategies for different market positions: market leader, challenger, follower, and nicher.
For market leaders, the strategies discussed are expanding total market demand through new customers, new uses, and more usage. Defensive strategies include positioning defense, flank defense, counteroffensive defense, mobile defense, and contraction defense. Offensive strategies for leaders center around increasing market share through advertising, distribution, pricing, new products, and mergers/acquisitions.
Challengers are advised to directly attack the market leader through price discounts, innovation, distribution changes, and advertising. Specific challenger attacks discussed include flank attacks, encirclement attacks, bypass attacks, frontal attacks, and guerilla attacks
Diversification allows companies to enter new business lines different from current operations. Firms diversify to utilize excess resources, capture synergies, spread risk, and leverage brands. There are four main types of diversification: horizontal involves similar firms; vertical integrates suppliers and customers; concentric pursues synergistic but not identical markets; and conglomerate comprises unrelated industries. Common diversification strategies include acquisition, internal start-ups, joint ventures, and entering new businesses.
The document discusses pricing strategies, methods, and tactics. It provides an overview of how economists, accountants, customers, and marketers view price. Key factors that affect price are discussed such as costs, competition, demand, and objectives. Common pricing methods include market-based pricing using customer value and competitors' prices, and cost-based pricing using full costs, markups, and contributions. Pricing strategies aim to achieve objectives over the medium-long term and include skimming, penetration, leadership, and discrimination. Tactics are short term and include loss leaders, wars, and promotions. Demand elasticity measures responsiveness to price changes.
This document discusses advertising effectiveness and budget decisions. It defines advertising and outlines its objectives such as informing, supporting sales, and countering competitors. It describes different types of advertising like consumer, national, and direct response advertising. It also discusses factors that influence media decisions and ways to measure advertising effectiveness, including pre-testing and post-testing. Common budgeting methods are also outlined.
The document discusses the key concepts of marketing including definitions of marketing, the marketing concept, and the evolution of marketing philosophies over time. It provides definitions of marketing from various organizations and experts. It describes the progression from a production concept focused on mass production to a selling concept focused on persuading customers, to today's customer-centric marketing concept focused on satisfying customer needs. The functions, scope, and importance of marketing are also summarized.
Ramesh Chembath is the AVP of Sales and Marketing at Godrej Appliances. The document discusses key issues and challenges in rural marketing, including a large and diverse rural market, infrastructure challenges, and standard of living issues. It also outlines effective rural marketing strategies like utilizing rural media and distribution channels like local markets. The role of IT in retail is described, including tools for inventory management, forecasting, and point-of-sale systems. Record management processes like creation, maintenance, and disposition are also summarized.
Rural market research involves systematically collecting, analyzing, and reporting data to understand marketing situations in rural areas. It follows steps like defining problems, designing research, developing hypotheses, planning methodology, data collection, analysis, and conclusions. In rural areas, qualitative studies like assessing acceptability, affordability, awareness, and availability are more common than quantitative studies due to low product penetration. Primary data collection methods for rural research include interviews, focus groups, participatory techniques, and questionnaires. Challenges include accessing rural populations, secondary data limitations, and ensuring comprehension of research tools.
This document discusses product line decisions and the product life cycle. It defines a product and outlines the key decisions involved in forming and distributing a product, including product design, production, launch timing and product mix/line choices. It also explains the concept of the product life cycle and the typical stages of introduction, growth, maturity, saturation, and decline. Strategies for expanding, contracting or altering product lines are presented. Factors like market demand changes, competition, marketing influences, finances, and product attributes are noted as influencing product line decisions. The document uses examples and diagrams to illustrate product life cycle concepts.
INTEGRATED MARKETING COMMUNICATION: AN INTRODUCTION by Amitabh MishraAmitabh Mishra
“IMC is an attempt to coordinate various marketing and promotional activities to make marketing communication to target customers more efficient and effective.”
“IMC insures that all forms of communication and messages are carefully linked together”
The promotional mix refers to the combination of different types of promotion used to keep products in customers' minds and stimulate demand. The ongoing promotional activities that make up the promotional mix include advertising, sales promotion, public relations, personal selling, and direct marketing. Each activity has its own strengths - advertising reaches large audiences with high frequency but is impersonal, while personal selling allows for feedback in building strong customer relationships.
The document discusses the process of recruiting and selecting a sales force. It involves analyzing job requirements, preparing job descriptions, identifying qualifications, attracting applicants from various sources, screening candidates, and selecting the best recruits through a multi-step process. Once selected, new salespeople go through a socialization process to integrate them into the sales force and organization.
Ms. Cheritha, the advertising manager for Chemical Topics magazine, is responsible for selling advertising space. The magazine is distributed solely by subscription to engineers and technical professionals in the chemical processing industry. Major advertisers are companies that produce chemical processing equipment.
Ms. Cheritha wants to collect more detailed data on the readership to provide more value to potential advertisers. She has circulation figures but believes they understate the exposure of ads since issues are likely shared with others in a subscriber's firm. She wants to determine the size of this "secondary audience" and gather more reader details like education, job role, and hierarchy level.
The product life cycle outlines the typical stages a product goes through from introduction to decline. It includes introduction, growth, maturity, and decline. During introduction, sales are low and costs are high to create awareness. Growth sees increasing sales and profits as the product gains acceptance. Maturity is the most profitable stage as sales peak. In decline, sales decrease as the product becomes outdated. Businesses can extend the cycle through advertising, price reductions, new features, exploring new markets, and packaging updates. The model helps marketers strategize but products don't always follow predictable cycles.
This document discusses different types of channel conflicts that can occur in marketing channels, including vertical conflicts between manufacturers and retailers, horizontal conflicts between retailers, and multi-channel conflicts when multiple distribution strategies are used. It also describes the stages of conflicts from latent to manifest, and strategies for resolving conflicts such as avoidance, aggression, accommodation, compromise, and collaboration.
This document provides an overview of channels of distribution from a presentation on sales and advertising management. It defines channels of distribution as the ways that goods and services are distributed from manufacturers to consumers. The document outlines various definitions of channels of distribution from different authors. It discusses the characteristics and elements of channels of distribution, including that they are routes that goods and services flow through composed of intermediaries like wholesalers and retailers. The document also covers the functions of channels of distribution, factors that determine choice of channels, and factors relating to products, companies, markets, middlemen, and the environment that influence channel selection.
The document discusses the key factors that shape a company's strategies. It identifies six main factors: 1) the macro environment, 2) industry analysis, 3) competitor analysis, 4) structural analysis within industries, 5) internal organizational analysis, 6) environmental scanning, and 7) forecasting the environment. Each of these factors represents external forces and internal conditions that influence a company's strategic decision making.
The document discusses strategies for effective communication with rural audiences in India. It emphasizes the importance of thoroughly profiling and understanding the target rural audience, which can vary significantly across regions. Communication objectives should follow the AICDA model to generate awareness, interest, conviction, desire, and action. Message design must consider rural audiences' preferences for simple, pictorial, and emotionally appealing messages endorsed by likeable and trustworthy sources similar to themselves. A variety of communication channels are important for reaching rural audiences, including personal channels like salespeople as well as non-personal channels like local events, markets, and mass media that is increasingly accessible in rural areas.
The document discusses integrated marketing communications (IMC), which is defined as a strategic business process used to plan, develop, execute, and evaluate coordinated marketing communication programs. IMC aims to generate both short-term financial returns and long-term brand value through an integrated approach. Key elements of IMC include advertising, direct marketing, digital/internet marketing, sales promotion, publicity/public relations, and personal selling.
The 7 C's of marketing is a customer-driven alternative to the traditional 7 P's framework that focuses on the consumer. It examines marketing from the consumer's perspective rather than the business. The 7 C's are: Consumer, Cost, Communication, Convenience, Caring, Co-ordinated, and Confirmation. The framework aims to better satisfy customers by considering their needs, the costs for the customer to purchase and use the product, effective communication, convenience, caring customer service, coordinated marketing efforts, and confirmation of the customer's expectations.
This document outlines competitive strategies for different market positions: market leader, challenger, follower, and nicher.
For market leaders, the strategies discussed are expanding total market demand through new customers, new uses, and more usage. Defensive strategies include positioning defense, flank defense, counteroffensive defense, mobile defense, and contraction defense. Offensive strategies for leaders center around increasing market share through advertising, distribution, pricing, new products, and mergers/acquisitions.
Challengers are advised to directly attack the market leader through price discounts, innovation, distribution changes, and advertising. Specific challenger attacks discussed include flank attacks, encirclement attacks, bypass attacks, frontal attacks, and guerilla attacks
Diversification allows companies to enter new business lines different from current operations. Firms diversify to utilize excess resources, capture synergies, spread risk, and leverage brands. There are four main types of diversification: horizontal involves similar firms; vertical integrates suppliers and customers; concentric pursues synergistic but not identical markets; and conglomerate comprises unrelated industries. Common diversification strategies include acquisition, internal start-ups, joint ventures, and entering new businesses.
The document discusses pricing strategies, methods, and tactics. It provides an overview of how economists, accountants, customers, and marketers view price. Key factors that affect price are discussed such as costs, competition, demand, and objectives. Common pricing methods include market-based pricing using customer value and competitors' prices, and cost-based pricing using full costs, markups, and contributions. Pricing strategies aim to achieve objectives over the medium-long term and include skimming, penetration, leadership, and discrimination. Tactics are short term and include loss leaders, wars, and promotions. Demand elasticity measures responsiveness to price changes.
This document discusses advertising effectiveness and budget decisions. It defines advertising and outlines its objectives such as informing, supporting sales, and countering competitors. It describes different types of advertising like consumer, national, and direct response advertising. It also discusses factors that influence media decisions and ways to measure advertising effectiveness, including pre-testing and post-testing. Common budgeting methods are also outlined.
The document discusses the key concepts of marketing including definitions of marketing, the marketing concept, and the evolution of marketing philosophies over time. It provides definitions of marketing from various organizations and experts. It describes the progression from a production concept focused on mass production to a selling concept focused on persuading customers, to today's customer-centric marketing concept focused on satisfying customer needs. The functions, scope, and importance of marketing are also summarized.
Ramesh Chembath is the AVP of Sales and Marketing at Godrej Appliances. The document discusses key issues and challenges in rural marketing, including a large and diverse rural market, infrastructure challenges, and standard of living issues. It also outlines effective rural marketing strategies like utilizing rural media and distribution channels like local markets. The role of IT in retail is described, including tools for inventory management, forecasting, and point-of-sale systems. Record management processes like creation, maintenance, and disposition are also summarized.
Integrated marketing communications (IMC) coordinates various promotional tools from the perspective of the customer. During the 1980s, companies began strategically integrating tools like advertising, direct marketing, sales promotions, public relations, and personal selling. The growth of IMC was driven by factors like shifts in power from manufacturers to retailers and the rise of the internet. IMC allows for better synergy between promotional functions while avoiding duplication to maximize return on investment. It manages the promotional mix of various communication tools.
Integrated marketing communications (IMC) coordinates various promotional tools from the perspective of the customer. During the 1980s, companies began strategically integrating tools like advertising, direct marketing, sales promotions, public relations, and personal selling. The growth of IMC was driven by factors like shifts in power from manufacturers to retailers and the rise of the internet. IMC allows for better synergy between promotional functions while avoiding duplication to maximize return on investment. It manages the promotional mix of various communication tools.
Unit- 5, Pricing; Emerging concepts in marketingVishal Singh
Students will be able to know about-
Recent techniques and strategies in marketing, Rural marketing, Industrial marketing, Global marketing, consumerism, vertical and horizontal marketing
The document provides information on key marketing concepts including the 4 Ps of marketing (product, place, price, and promotion), the marketing process, consumer behavior, and factors influencing buying decisions. It defines marketing as getting potential customers interested in products/services through researching, promoting, selling, and distributing. The 4 Ps framework explains key elements of a marketing strategy. Consumer behavior is influenced by psychological, social, cultural, personal and economic factors. The stages of consumer buying behavior are identifying needs, information search, evaluation of alternatives, purchase decision, and post-purchase evaluation.
The document discusses key concepts in marketing and hospitality. It defines marketing as meeting customer needs and wants at a profit. Hospitality involves friendly reception and entertainment of guests. Services have unique characteristics like intangibility, inseparability, variability and perishability. The marketing mix for hospitality includes the original 4 Ps as well as people, processes and physical evidence. Meeting customer expectations is important for satisfaction and loyalty. Expectations include quality, service, and value. The benefits of meeting expectations include repeat customers and referrals.
The document discusses a marketing management course taken by Naveen Singh. It provides details about the course topics, instructor, important dates, and grading. The course will cover basic marketing concepts in the first week and then focus on segmentation, targeting, differentiation, positioning and the 4Ps of marketing. It will help students understand how marketing management can help organizations stand out in competition and improve profits. The course runs from April to June 2022 and will include assessments and exams. A minimum grade of 60% is required to obtain a verified certificate.
The document defines marketing and provides key details about its functions and importance. It discusses:
1) Marketing refers to activities companies undertake to promote the buying and selling of products/services, including advertising, selling, and delivery.
2) The 7 key functions of marketing are distribution, financing, market research, pricing, product management, promotion, and matching products to customers.
3) Marketing is important as it increases sales, builds and maintains reputation, keeps companies competitive, and creates referrals.
This document defines key concepts in marketing and marketing management. It discusses the importance of marketing, its scope, and fundamental concepts. Marketing is defined as creating and delivering value for customers and managing customer relationships. Marketing management is choosing target markets and growing customer relationships through superior value. The document outlines concepts like segmentation, targeting, positioning, and the marketing mix. It also discusses how marketing management has evolved with a focus on customers, integrated marketing, and the new 4Ps of people, processes, programs, and performance.
This document provides an overview of direct marketing and digital marketing. It discusses the introduction to marketing, definitions, forms and growth of direct marketing, importance of direct marketing, benefits and disadvantages. It also discusses digital marketing in terms of forms and growth, advantages and disadvantages. The document then covers public policy issues related to marketing and key differences between direct and digital marketing. It provides context on direct marketing historically and in various forms like catalogs, mail, and telemarketing. Digital marketing is defined and advantages highlighted like global reach, lower costs, and measurability. Challenges are also outlined.
The document discusses key topics in marketing including why marketing is important, changes in marketing trends over time, and future trends in marketing. Some of the main points covered include:
- Marketing is crucial for business success as it introduces products/services to potential customers and drives sales. Without marketing, customers would not know about a business's offerings.
- Marketing trends have evolved with changes like population growth, expanded media channels, and increased global competition forcing brands to market across borders.
- The traditional 4Ps marketing model of product, place, price, and promotion has been replaced by a new 4Es model focusing on experience, everywhere, exchange, and evangelism.
- Future marketing trends discussed include transparency marketing
This document provides an introduction and overview of key marketing concepts. It defines marketing according to various experts and outlines the scope of marketing to include both goods and services. The key marketing concepts of production, product, selling, and marketing orientations are explained. The 4Ps of marketing mix - product, price, place, and promotion - are introduced. The document also discusses direct marketing, online marketing, and marketing in rural areas. It provides high-level definitions and explanations of core marketing topics.
Direct marketing involves providing physical marketing materials directly to consumers to communicate information about a product or service without using internet, television, or radio advertisements. It removes the middleman from promotion. There are four key characteristics of direct marketing: 1) Using a database of customer information. 2) Addressing marketing messages directly to customers in the database. 3) Driving a specific call to action. 4) Emphasizing measurable responses and results. Types of direct marketing include face-to-face interactions, door-to-door sales, kiosk marketing, and leaflet handouts. Issues with direct marketing relate to privacy of customer data, honesty in representations, and potential customer harassment from excessive contact.
This document discusses distribution management and marketing channels. It provides information on direct and indirect marketing channels as well as one, two, and three level channels. It discusses the importance of marketing channels for market access, strategic distribution, customer reach, competitive advantage and more. An example is provided of how companies like Amazon and Apple leverage various channels for optimized distribution and market impact. The document also covers strategic flows in marketing channels, the functions and benefits of intermediaries, channel and ancillary structures, and behavioral processes in marketing channels.
The document discusses direct marketing and provides information on several related topics:
- It defines direct marketing as any marketing that relies on direct communication with individual consumers rather than through third parties like mass media.
- The advantages of direct marketing include high segmentation and targeting of specific audiences, personalization, affordability, and measurability of results.
- The types of direct marketing approaches discussed are direct mail, telemarketing, and digital tactics like email marketing.
- Both the advantages like personalization and affordability, and disadvantages like intrusiveness and low response rates of direct marketing are outlined.
The document discusses promotion mix and advertising. It defines promotion as communicating with consumers about a product's price, availability, and other attributes to influence purchase decisions. The promotion mix includes advertising, sales promotions, public relations, personal selling, and direct marketing. Advertising involves paid, non-personal communication to spread information about a product to potential customers. The objectives of advertising are to create demand, prepare for new products, face competition, and create or enhance goodwill. Types of advertising discussed include print, broadcast, outdoor, covert, and public service advertising. The advertising budget is the amount allocated for advertising activities.
This document provides an overview of integrated marketing communications, direct marketing, sales promotion, and public relations/publicity. It defines direct marketing and discusses its key features, functions, growth, advantages, disadvantages, and strategies. It also outlines various tools and techniques used in consumer-oriented and trade-oriented sales promotion. Finally, it discusses the meaning, importance, tools, and strategies used in public relations and publicity.
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Did you know that while 50% of content on the internet is in English, English only makes up 26% of the world’s spoken language? And yet 87% of customers won’t buy from an English only website.
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The Forgotten Secret Weapon of Digital Marketing: Email
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Email has the best ROI of any digital tactic
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Are you tired of seeing your business's online visibility plummet from hope to despair? When it comes to SEO tactics, many businesses find themselves grappling with challenges that lead them to abandon their strategies altogether. In a digital landscape that's constantly evolving, staying on top of SEO best practices is crucial to maintaining a competitive edge.
In this blog, we delve deep into the top 10 reasons why businesses ditch SEO tactics, uncovering the pain points that may resonate with you:
1. Algorithm Changes: The ever-changing algorithms can leave businesses feeling like they're chasing a moving target. Search engines like Google frequently update their algorithms to improve user experience and provide more relevant search results. However, these updates can significantly impact your website's visibility and ranking if you're not prepared.
2. Lack of Results: Investing time and resources without seeing tangible results can be disheartening. The absence of immediate results often leads businesses to lose faith in their SEO strategies. It's important to remember that SEO is a long-term game that requires patience and consistent effort.
3. Technical Challenges: From site speed issues to complex metadata implementation, technical hurdles can be daunting. Overcoming these challenges is crucial for SEO success, as technical issues can hinder your website's performance and user experience.
4. Keyword Competition: Fierce competition for top keywords can make it hard to rank effectively. Businesses often struggle to find the right balance between targeting high-traffic keywords and finding less competitive, niche keywords that can still drive significant traffic.
5. Lack of Understanding of SEO Basics: Many businesses dive into the complex world of SEO without fully grasping the fundamental principles. This lack of understanding can lead to several issues:
Keyword Awareness: Failing to recognize the importance of keyword research and targeting the right keywords in content.
On-Page Optimization: Ignorance regarding crucial on-page elements such as meta tags, headers, and content structure.
Technical SEO Best Practices: Overlooking essential aspects like site speed, mobile responsiveness, and crawlability.
Backlinks: Not understanding the value of high-quality backlinks from reputable sources.
Analytics: Failing to track and analyze data prevents businesses from optimizing their SEO efforts effectively.
6. Unrealistic Expectations and Timeframe: Entrepreneurs often fall prey to the allure of quick fixes and overnight success. Unrealistic expectations can overshadow the reality of the time and effort needed to see tangible results in the highly competitive digital landscape. SEO is a long-term strategy, and setting realistic goals is crucial for success.
#SEO #DigitalMarketing #BusinessGrowth #OnlineVisibility #SEOChallenges #BostonSEO
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
The Strategic Impact of Storytelling in the Age of AI
In the grand tapestry of marketing, where algorithms analyze data and artificial intelligence predicts trends, one essential thread remains constant — the timeless art of storytelling. As we stand on the precipice of a new era driven by AI, join me in unraveling the narrative alchemy that transforms brands from mere entities into captivating tales that resonate across the digital landscape. In this exploration, we will discover how, in the face of advancing technology, the human touch of a well-crafted story becomes not just a marketing tool but the very essence that breathes life into brands and forges lasting connections with our audience.
The advent of AI offers marketers unprecedented opportunities to craft personalized and engaging customer experiences, evolving customer engagements from one-sided conversations to interactive dialogues. By leveraging AI, companies can now engage in meaningful dialogues with customers, gaining deep insights into their preferences and delivering customized solutions.
Susan will present case studies illustrating AI's application in enhancing customer interactions across diverse sectors. She'll cover a range of AI tools, including chatbots, voice assistants, predictive analytics, and conversational marketing, demonstrating how these technologies can be woven into marketing strategies to foster personalized customer connections.
Participants will learn about the advantages and hurdles of integrating AI in marketing initiatives, along with actionable advice on starting this transformation. They will understand how AI can automate mundane tasks, refine customer data analysis, and offer personalized experiences on a large scale.
Attendees will come away with an understanding of AI's potential to redefine marketing, equipped with the knowledge and tactics to leverage AI in staying competitive. The talk aims to motivate professionals to adopt AI in enhancing their CX, driving greater customer engagement, loyalty, and business success.
Can you kickstart content marketing when you have a small team or even a team of one? Why yes, you can! Dennis Shiao, founder of marketing agency Attention Retention will detail how to draw insights from subject matter experts (SMEs) and turn them into articles, bylines, blog posts, social media posts and more. He’ll also share tips on content licensing and how to establish a webinar program. Attend this session to learn how to make an impact with content marketing even when you have a small team and limited resources.
Key Takeaways:
- You don't need a large team to start a content marketing program
- A webinar program yields a "one-to-many" approach to content creation
- Use partnerships and licensing to create new content assets
Google Ads Vs Social Media Ads-A comparative analysisakashrawdot
Explore the differences, advantages, and strategies of using Google Ads vs Social Media Ads for online advertising. This presentation will provide insights into how each platform operates, their unique features, and how they can be leveraged to achieve marketing goals.
As 2023 proved, the next few years may be shaped by market volatility and artificial intelligence services such as OpenAI's ChatGPT and Perplexity.ai. Your brand will increasingly compete for attention with Google, Apple, OpenAI, and Amazon, and customers will expect a hyper-relevant and individualized experience from every business at any moment. New state-legislated data privacy laws and several FTC rules may challenge marketers to deliver contextually relevant customer experiences, much less reach unknown prospective buyers. Are you ready?Let's discuss the critical need for data governance and applied AI for your business rather than relying on public AI models. As AI permeates society and all industries, learn how to be future-ready, compliant, and confidentlyscaling growth.
Key Takeaways:
Primary Learning Objective
1: Grasp when artificial general intelligence (""AGI"") will arrive, and how your brand can navigate the consequences. Primary Learning Objective
2: Gain an accurate analysis of the continuously developing customer journey and business intelligence. Primary Learning Objective
3: Grow revenue at lower costs with more efficient marketing and business operations.
In this humorous and data-heavy session, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...Amsive
Lily Ray, Vice President of SEO Strategy & Research at Amsive, explores optimizing strategies for sustainable growth and explores the impact of AI on the SEO landscape.
2. What Is Rural Marketing?
The Rural Marketing refers to the activities undertaken by
the marketers to encourage the people living in rural areas to
convert their purchasing power into an effective demand for
the goods and services and making these available in the
rural areas, with the intention to improve their standard of
living and achieving the company’s objective, as a whole.
4. Characteristics Of Rural Marketing
1. Large and scattered population:
According to the 2001 census, 740 million Indians forming 70 per cent of India’s population live
in rural areas. The rate of increase in rural population is also greater than that of urban
population. The rural population is scattered in over 6 lakhs villages. The rural population is
highly scattered, but holds a big promise for the marketers.
2. Low literacy level:
A large percentage of rural population is illiterate or semi-literate. Therefore, audio and visual
media are needed in place of print media. Demonstration on use is necessary in case of durable
products.
3. Development of infrastructure:
Roads, power, warehouses, etc. are inadequate. Therefore, physical distribution is difficult, time
consuming and expensive.
5. 4. Reference Groups:
Teachers, health workers, panchayat members, shop owners are the main influence on buying
decision making.
5. Media Habits:
Rural customers are fond of folklore, fairs, haats, nautanki, etc.
6. Traditional outlook:
The rural consumer values old customs and traditions. They do not prefer changes. Gradually,
the rural population is changing its demand pattern, and there is demand for branded products
in villages.
7. Marketing mix:
The urban products cannot be dumped on rural population; separate sets of products are
designed for rural consumers to suit the rural demands. The marketing mix elements are to be
adjusted according to the requirements of the rural consumers.
6. Rural Marketing Mix
Marketing Mix ‘refers’ to the set of
actions, tactics, tools or variables that a
company uses to promote and sell its
brand or product in a market.
7. 4 Ps of Rural Marketing
Every Product and promotion, which is a hit in cities , might not work
in rural areas.
Product
Promotion
Price
Place
8. Product
Product for rural market must be built or modified to
suit the lifestyle and needs of the rural consumers.
Product Strategies:
1. New/Modified Product
2. Utility Oriented Product
3. Avoiding Sophisticated Packaging
4. Application of Value Engineering
5. Small unit packaging
9. Price
• The villagers, due to their limited resources, are very price sensitive by
nature.
Pricing Strategies:
• Large volume - Low merging
• Overall efficiency and passing on benefits to consumers.
• Low cost/value for money product
• Low volume - low price
10. Place Strategy
• Segmentation
• Coverage of villages with 2,000 and above population
• Distribution up to feeder markets/Mandi towns.
• Direct Contact with rural Retail
Place
(A village as a pace for promotion, distribution, and
consumption is very different from town or city)
11. Promotion
• Promotion aspect always creates a challenge in rural markets because
of the fact that village have thin population density and are widely spread
over large remote areas.
• NCAER conducted survey to study the socio economic effects of
advertising ; the India Society of Advertisers sponsored this survey. It
covered 3,836 household in 50 towns and 50 rural district in 10 states. It
showed a clean rural –urban divide, 16% or rural and 25% of urban
customers felt that advertising influenced them to frequently or always
buy products they do not really need.
12. What is Social Marketing?
Social marketing is an approach used to
develop activities aimed at changing or
maintaining people’s behaviour for the
benefit of individuals and society as a
whole.
14. Product
What we’re offering people:
• Service
• Behavior
• Commodity (tangible goods)
Solution to a problem:
• Benefits
• Unique
• Competitive
Real:
Defined in terms of the user’s beliefs, practices, and values
15. The cost of purchasing the product:
• Money
• Time
• Pleasure
• Loss of self-esteem
• Embarrassment
Price
16. Channels for information:
• Where service is provided
• Where information is received
• Where tangible product is purchased
• Available
• Easy to find and use
• Appropriate
• Timely
Place
18. What is Digital Marketing?
“Digital marketing” is the process of building and
maintaining customer relationships through online
activities to generate sales and/or capture customers that
are searching on the Internet for answers.
19. What are the benefits of digital
marketing?
Over traditional marketing *
Puts the consumer in control
Provides convenience
Drives brand loyalty
Reduces the selling cycle
Builds your brand
It is measurable
It is cost effective
20. Digital Marketing Objectives
One way to make sure you are found on the web is with an optimized digital
marketing strategy. Most digital marketing strategies and campaigns have 5
objectives:
Reach the right audience
Engage with your audience
Motivate your audience to take action
Ensure efficient spending on your campaign
Maximize return on investment (ROI)
21. Direct Marketing
Direct marketing is a form of advertising where organizations
communicate directly to customers through a variety of media
including cell phone text messaging, email, websites, online
adverts, database marketing, fliers, catalogue distribution, promotional
letters and targeted television, newspaper and magazine advertisements
as well as outdoor advertising. Among practitioners, it is also known
as direct response.
22. Common forms of direct marketing include:
•Brochures
•Catalogues
•Fliers
•Newsletters
•Post cards
•Coupons
•Emails
•Targeted online display ads
•Phone calls
•Text messages
Forms of Direct Marketing
23. Channels of Direct Marketing
1. Direct selling:
Direct selling is the sale of products by face-to-face contact with the customer, either by having salespeople
approach potential customers in person, or through indirect means such as Tupperware parties.
2. Direct mail
The term advertising, or direct mail, is used to refer to communications sent to potential customers or donors
via the postal service and other delivery services. Direct mail is sent to customers based on criteria such as
age, income, location, profession, buying pattern, etc. Direct mail includes advertising circulars, catalogues,
free-trial CDs, pre-approved credit card applications, and other unsolicited merchandising invitations
delivered by mail to homes and businesses.
3. Telemarketing:
Another common form of direct marketing is telemarketing, in which marketers contact customers by phone.
The primary benefit to businesses is increased lead generation, which helps businesses increase sales volume
and customer base.
24. 4. Direct-Response Advertising:
Direct-response advertising is communicating with potential buyers through television, radio, magazines,
and newspapers. The prospective consumer watches, hears, or reads about the product or service and
initiates a call to a toll-free number to place their order. Television, for example, offers a wide range of
exposure, from a 30-second commercial to a 60-minute infomercial.
5.Kiosk Marketing:
Customer order machines, versus vending machines that actually provide products, are another form of
direct marketing.
25. Good direct marketing campaigns focus on promoting a specific product or service, and call on your customers
to act - to receive further information, register their interest, visit your website, make a booking or a purchase.
Direct marketing gives you the opportunity to promote your products and services directly to the customers who
most need them.
A good direct marketing campaign will:
•help you build relationships with new customers
•test the appeal of your product or service
•tell you which marketing approaches reach your target market
•provide customers with compelling content they can share with potential customers
•increase sales.
However, direct marketing campaigns require careful planning and a clear understanding of responsible direct
marketing practice. Being aware of the benefits and challenges of direct marketing will help you use direct
marketing effectively.
Benefits of Direct Marketing
26. Services Marketing
The promotion of economic activities offered by a business
to its clients.
Service marketing might include the process of selling
telecommunications, health treatment, financial, hospitality,
car rental, air travel, and professional services.
27. The American Marketing Association defines services as - “Activities, benefits and satisfactions which are offered for
sale or are provided in connection with the sale of goods.”
The defining characteristics of a service are:
Intangibility: Services are intangible and do not have a physical existence. Hence services cannot be touched, held,
tasted or smelt. This is most defining feature of a service and that which primarily differentiates it from a product.
Also, it poses a unique challenge to those engaged in marketing a service as they need to attach tangible attributes
to an otherwise intangible offering.
1.Heterogeneity/Variability: Given the very nature of services, each service offering is unique and cannot be
exactly repeated even by the same service provider. While products can be mass produced and be homogenous the
same is not true of services.
2.Perishability: Services cannot be stored, saved, returned or resold once they have been used. Once rendered to
a customer the service is completely consumed and cannot be delivered to another customer.
3.Inseparability/Simultaneity of production and consumption: This refers to the fact that services are generated
and consumed within the same time frame. Eg: a haircut is delivered to and consumed by a customer simultaneously
unlike, say, a takeaway burger which the customer may consume even after a few hours of purchase. Moreover, it is
very difficult to separate a service from the service provider.
Characteristics
29. Product
The product in service marketing mix is intangible in nature. Like physical products such
as a soap or a detergent, service products cannot be measured. Tourism industry or the
education industry can be an excellent example. At the same time service products
are heterogeneous, perishable and cannot be owned.
The service product thus has to be designed with care. Generally service blue printing
is done to define the service product. For example – a restaurant blue print will be
prepared before establishing a restaurant business. This service blue print defines
exactly how the product (in this case the restaurant) is going to be.
30. Place
Place in case of services determine where is the service
product going to be located. The best place to open up a
petrol pump is on the highway or in the city. A place where
there is minimum traffic is a wrong location to start a petrol
pump. Similarly a software company will be better placed in a
business hub with a lot of companies nearby rather than being
placed in a town or rural area.
31. Promotion
Promotions have become a critical factor in the service marketing mix. Services
are easy to be duplicated and hence it is generally the brand which sets a service
apart from its counterpart. You will find a lot of banks and telecom companies
promoting themselves rigorously.
Why is that? It is because competition in this service sector is generally high and
promotions is necessary to survive. Thus banks, IT companies, and dotcoms place
themselves above the rest by advertising or promotions.
32. Pricing
Pricing in case of services is rather more difficult than in case of products. If you
were a restaurant owner, you can price people only for the food you are serving.
But then who will pay for the nice ambiance you have built up for your customers?
Who will pay for the band you have for music?
Thus these elements have to be taken into consideration while costing. Generally
service pricing involves taking into consideration labour, material cost and
overhead costs. By adding a profit mark up you get your final service pricing. You
can also read about pricing strategies.
33. People
People is one of the elements of service marketing mix. People define a service. If
you have an IT company, your software engineers define you. If you have a
restaurant, your chef and service staff defines you. If you are into banking,
employees in your branch and their behaviour towards customers defines you. In
case of service marketing, people can make or break an organization.
Thus many companies nowadays are involved into specially getting their staff
trained in interpersonal skills and customer service with a focus towards customer
satisfaction. In fact many companies have to undergo accreditation to show that
their staff is better than the rest. Definitely a USP in case of services.
34. Process
Service process is the way in which a service is delivered to the end customer.
Lets take the example of two very good companies – Mcdonalds and Fedex. Both
the companies thrive on their quick service and the reason they can do that is
their confidence on their processes.
On top of it, the demand of these services is such that they have to deliver
optimally without a loss in quality. Thus the process of a service company in
delivering its product is of utmost importance. It is also a critical component in the
service blueprint, wherein before establishing the service, the company defines
exactly what should be the process of the service product reaching the end
customer.
35. Physical Evidence
The last element in the service marketing mix is a very important element. As said
before, services are intangible in nature. However, to create a better customer
experience tangible elements are also delivered with the service. Take an example
of a restaurant which has only chairs and tables and good food, or a restaurant
which has ambient lighting, nice music along with good seating arrangement and
this also serves good food. Which one will you prefer? The one with the nice
ambience. That’s physical evidence.
Several times, physical evidence is used as a differentiator in service marketing.
Imagine a private hospital and a government hospital. A private hospital will have
plush offices and well dressed staff. Same cannot be said for a government
hospital. Thus physical evidence acts as a differentiator.
36. What is Green Marketing?
Green marketing is the marketing of environmentally friendly products and services. It
is becoming more popular as more people become concerned with environmental
issues and decide that they want to spend their money in a way that is kinder to the
planet.
Green marketing can involve a number of different things, such as creating an eco-
friendly product, using eco-friendly packaging, adopting sustainable business
practices, or focusing marketing efforts on messages that communicate a product’s
green benefits.
37. Beyond making an environmentally friendly product, business owners can do other
things as part of their green marketing efforts.
The following can all be part of a green marketing strategy:
•Using eco-friendly paper and inks for print marketing materials
•Skipping the printed materials altogether and option for electronic marketing
•Having a recycling program and responsible waste disposal practices
•Using eco-friendly product packaging
•Using efficient packing and shipping methods
•Using eco-friendly power sources
•Taking steps to offset environmental impact
Green Marketing Methods
38. Importance of Green Marketing
1. Now, people are insisting pure products – edible items, fruits, and vegetables based on organic
farming.
2. Reducing use of plastics and plastic-based products.
3. Increased consumption of herbal products instead of processed products.
4. Recommending use of leaves instead of plastic pieces; jute and cloth bags instead of plastic
carrying bags.
5. Increasing use of bio-fertilizers (made of agro-wastes and wormy-composed) instead of
chemical fertilizers (i.e. organic farming), and minimum use of pesticides.
6. Worldwide efforts to recycle wastes of consumer and industrial products.
7. Increased use of herbal medicines, natural therapy, and Yoga.
8. Strict provisions to protect forests, flora and fauna, protection of the rivers, lakes and seas from
pollutions.
9. Global restrictions on production and use of harmful weapons, atomic tests, etc. Various
organizations of several countries have formulated provisions for protecting ecological balance.
10. More emphasis on social and environmental accountability of producers.
39. • Lack of credibility or trust by consumers and end-users
• Confusion regarding green or sustainable product claims
• Reputational risk from "misleading claims"
• Liability risk from "greenwashing" under FTC Green Guides
Problems In Green Marketing