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1. UNIT -5
E-MARKETING

2. E-MARKETING:
MEANING:
E-MARKETING IS THE PROCESS OF DOING MARKETING
ACTIVITIES USING VARIOUS FORMS OF ELECTRONIC MEDIA,
PRIMARILY THE INTERNET .E-MARKETING (ELECTRONIC
MARKETING), ALSO KNOWN AS INTERNET MARKETING, WEB
MARKETING, DIGITAL MARKETING, OR ONLINE MARKETING, IS
MARKETING DONE THROUGH THE INTERNET ON ONLINE
CHANNELS. E-MARKETING IS THE PROCESS OF MARKETING A
PRODUCT OR SERVICE OFFERING USING THE INTERNET TO
REACH THE TARGET AUDIENCE ON SMARTPHONES, DEVICES,
SOCIAL MEDIA ETC..

3. DEFINITION:OUR
SMITH & CHAFFEY (2005) DEFINED IT AS “ACHIEVING
MARKETING OBJECTIVES TROUGH APPLYING DIGITAL
TECHNOLOGIES”.
E-MARKETING PORTRAYS COMPANY EFFORTS TO
INFORM AND COMMUNICATE WITH BUYERS, AND PROMOTE AND
SELL ITS PRODUCTS AND SERVICES OVER THE INTERNET (KOTLER
AND KELLER, 2006).
- NEIL ARMSTRONG

5. DIFFERENCE BETWEEN E-MARKETING AND E-
BUSINESS
E-MARKETING
• E-MARKETING IS A BROADER TERM
THAT DESCRIBES ANY MARKETING
ACTIVITY PERFORMED IN ELECTRONIC
MEDIUM.
• HELPS TO REACH AND CONNECT
WITH THE TARGET AUDIENCE IN A
PERSONALIZED WAY AND INCREASE
SALES AT AN AFFORDABLE COST.
E-BUSINESS
• E-BUSINESS MEANS UTILIZING
ELECTRONIC MEDIUM IN EVERY DAY
BUSINESS ACTIVITIES.
• ONLINE PURCHASE IS VERY
CONVENIENT FOR CUSTOMERS AND
CAN PROVIDE COMPETITIVE
ADVANTAGES FOR VENDORS.

6. E-MARKETING
ADVANTAGES:
• LESS RISK.
• COST REDUCTION BY
AUTOMATION.
• FAST RESPONSE.
• HAS GLOBAL REACH.
E-BUSINESS
ADVANTAGES:
• FASTER BUYING PROCESS.
• COST REDUCTION.
• AFFORDABLE ADVERTISING AND
MARKETING.
• PRODUCT AND PRICE COMPARISON.

7. E-MARKETING
DISADVANTAGES:
• MAINTENANCE COST.
• TIME CONSUMPTION.
• GLOBAL COMPETITIONS.
• FACING NEGATIVE FEEDBACK AND
REVIEWS.
• INTERNET FRAUDULENCE.
E-BUSINESS
DISADVANTAGES:
• DELIVERY OF PRODUCTS ARE NOT
FAST.
• NOT ACCESSIBLE TO EVERYONE.
• SECURITY CONCERNS AND PRIVACY
VIOLATIONS.
• LACK OF PERSONAL TOUCH.
• SECURITY ISSUES.

8. E-MARKETING
TYPES:
• BUSINESS TO BUSINESS(B2B)
• BUSINESS TO CONSUMER(B2C)
• CONSUMER TO CONSUMER(C2C)
• CONSUMER TO BUSINESS(C2B)
• BUSINESS TO ADMINISTRATION(B2A)
• CONSUMER TO ADMINISTRATION(C2A)
E-BUSINESS
TYPES:
• SEARCH ENGINE OPTIMIZATION(SEO)
• EMAIL MARKETING
• INFLUENCER MARKETING
• AFFILIATE MARKETING
• REPUTATION MARKETING
• VIDEO MARKETING
• INSTANT MESSAGE MARKETING
• CONTENT MARKETING
• CONVERSION RATE OPTIMIZATION(CRO)
• SOCIAL MEDIA MARKETING(SMM)
• PAY PER CLICK (PPC) ADVERTISING

9. MEANING OF E-MARKETING
E-MARKETING IS AN AREA OF MARKETING THAT IS BASED ON
ACHIEVING TARGETS BY USING ELECTRONIC COMMUNICATION
TECHNOLOGY ON THE INTERNET.
E-MARKETING IS AN ADVERTISING DISCIPLINE THAT INCLUDES ALL
MARKETING ACTIVITIES CONDUCTED BY A BUSINESS ONLINE USING
INTERNET OR AN ELECTRONIC DEVICE.
OTHER NAMES OF THIS TYPE OF MARKETING INCLUDES INTERNET
MARKETING ,ONLINE MARKETING ,DIGITAL MARKETING OR WEB
MARKETING.

10. WHAT IS E-MARKETING PAST
• THE TERM E-MARKETING MADE ITS DEBUT IN THE YEAR 1980-
1990S.
• BACK THEN ONLINE MARKETING IS NOTHING BUT THE PROMOTION
OF PRODUCTS AND OR SERVICES THROUGH WEB.
• BEFORE THE EMERGING OF ELECTRONIC MARKETING ,THE
TRADITIONAL MARKETING WAS PRETTY MUCH THE ONLY TYPE OF
MARKETING.

11. ADVANTAGES AND DISADVANTAGES
• ITS CONNECTS YOU WITH
LOCAL CUSTOMERS .
• BUILDS CREDITABILY
• PROMOTINAL MATERAILS ARE
REUSUABLE AND RECYCLED.
• MEDIUM IS FAMILIAR AND
UNDERTAKABLE.
• COST VARIATIONS
COMPARITABILY.
• CUSTOMIZATION IS NOT
POSSIBLE.
• LESS INFORMATIVE MEDIUM
• THIS TYPE MARKETING LOSES
INTEREST.

12. IMPORTANCE OF E-MARKETING
E MARKETING IS SO IMPORTANT BECAUSE YOUR CUSTOMERS ARE ONLINE
MORE.
CONSIDERING OVER 4.2 BILLON PEOPLE IS ON THE INTERNET,IT’S THE
GREAT OPPORTUNITY TO REACH MORE LEADS TOWARDS IT.
PEOPLE USE INTERNET FOR MANY PURPOSES. AS A MARKETER ,YOU WANT
TO REACH POTENTIAL CUSTOMERS WHERE THEY LIVE,WORK,SHOP AND
GET INFO AND SEEK ENTERTAINMENT.
ALL OF THESE ARE DONE THROUGH ONE PLACE: THROUGH ELECTRONIC
DEVICE

13. CHARACTERISTIC
S OF SERVICE

14. WHAT IS
SERVICE?
• A SYSTEM OR ORGANIZATION
THAT PROVIDES THE PUBLIC WITH
SOMETHING THAT IT NEEDS; THE
JOB THAT AN ORGANIZATION
DOES.

15. CHARACTERISTICS
1.LACK OF
OWNERSHIP
2.INTANGABILITY 3.INSEPARABILITY 4.PERISHABILITY 5.HETEROGENEITY

16. LACK OF
OWNERSHIP
• IT REFERS TO THE FACT THAT YOU CANNOT
OWN AND STORE A SERVICE LIKE A PRODUCT
• SERVICES ARE USED OR HIRED FOR A PERIOD
OF TIME

17. INTANGABILI
TY
• SERVICE INTANGABILITY MEANS THAT SERVICE
CANNOT BE SEEN,TASTED,FELT,HEARED OR
SMELLED BEFORE THEY BOUGHT

18. INSEPARABILITY
Services are
produced and
consumes at the
same time
Services cannot be
seperated from the
service providers
Physical goods are
produced,then
stored,later sold,and
even later consumed

19. PERISHABI
LITY
PERISHABILITY MEANS
SERVICE CANNOT BE
STORED FOR LATER
USE

20. HETEROGENEIT
Y
• SERVICES ARE NOT ALLOWED TO DELIVER THE
SAME WAY.
• EG. A TAXI DRIVER CANNOT DROP AT YOUR
LOCATION AT THE SAME TIME BECAUSE THE
TRAFFIC PROBLEMS MAY DIFFER

21. E-Marketing Future

22. With the development of technology and
its rapid entry into our world, digital
marketing has become so variable that it is almost
impossible to imagine what
opportunities it will offer us in the future.
In recent years, we have seen new
technologies in this field, and
unprecedented interaction on social media
platforms, in addition to A remarkable
development of the concept of marketing
and its strategies, which gives us a simple
overview of the nature of digital
marketing in the coming years.

23. Digital marketing is all marketing methods that are carried out over the Internet, where
different companies take advantage of digital channels such as search engines, social
networking sites and e-mail to communicate with permanent and potential customers, in
addition to that communication through text messages or multimedia, causing a seismic
development in the growth of the economy. Globally, especially during the quarantine
period that we spent in our homes during the past two years, the digital world has been
an integral part of our daily lives, which had a huge impact on the digital marketing
landscape.
Therefore, all institutions, companies and entrepreneurs should keep abreast of the latest
trends and marketing strategies, specifically in social networking sites. Everyone has
smart phones that carry many applications through which various
promotional campaigns can be published. About the intended product or
service, we have seen that model after the spread of TikTok videos and the
success of Reels videos in the Instagram application and other short videos that
people prefer and spend most of their time on.

24. The future of digital marketing is looking very bright. It has become
incredibly easy to buy and sell online. Experts predict the e-
commerce industry to grow by almost $11 trillion between 2021 and
2025, while e-commerce sales are expected to reach $5 trillion in 2022.
More and more businesses use these tools to reach their target
audiences and sell their products and services. And as digital
marketing and e-commerce become more popular, they will only
become more critical for businesses. Digital marketing is a broad term
that covers a wide range of marketing activities. It can be anything
from creating and managing digital ads to developing and managing
digital content across different platforms. In general, digital
marketing includes any form of marketing that uses digital
technologies to reach and engage customers. There’s no doubt that
digital marketing will be even more critical in the future than it is
today.

25. TYPES OF E-MARKETING PLAN
•The napkin plan
•The venture capital plan
It consists of two kinds of
plans:

26. THE NAPKIN PLAN:
•Dont-com entrepreneurs were known to simply jot
their ideas on a piece of paper and then run off to find
financing.
•The big company version of this is the just-do-it.an
employee has an idea,and convinces management to
just do it.
•These plans sometimes work and are sometimes even
necessary but they are not recommended when
substantial resources are involved.sound planning and

27. THE VENTURE CAPITAL PLAN
1) Investors are looking for a well-composed business plan, and
more importantly ,a good team to implement it.
2) The business plan should contain enough data and logic to
prove that:
• the e-business idea is solid,
• the entrepreneur has some idea of how to run the business.
3) Small to mid-sized firms and entrepreneurs with start-up ideas
usually begin with a napkin plan without going through the
entire traditional marketing planning process.
4) But company grows and needs capital ,it has to put together a

28. • Bank loans
• Private funds
• Angel investors
• Venture
capitalists (VCs)
SOURCE OF FUNDING

29. E-MARKETING PLAN
CREATING

30. MEANING
• E-MARKETING MEANS USING DIGITAL TECHNOLOGIES SUCH AS WEBSITES,
MOBILE DEVICES AND SOCIAL NETWORKING TO HELP REACH YOUR CUSTOMERS,
CREATE AWARENESS OF YOUR BRAND AND SELL YOUR GOODS OR SERVICES. THE
BASICS OF MARKETING REMAIN THE SAME - CREATING A STRATEGY TO DELIVER
THE RIGHT MESSAGES TO THE RIGHT PEOPLE.

31. 7 STEPS IN CREATING A MARKETING PLAN
• DO YOUR RESEARCH
• WRITE A BRAND SUMMARY
• DEFINE YOUR TARGET AUDIENCE
• ADD A SITUATIONAL ANALYSIS
• OUTLINE MARKETING OBJECTIVES
• CREATE THE MARKETING STRATEGY
• LIST THE TACTICS AND IMPLEMENTATION

32. DO YOUR RESEARCH
• GET A HOLD OF DATA TO INFORM YOUR STRATEGY ALL THE WAY DOWN THE LINE. THIS COULD BE PRIMARY RESEARCH, LIKE A SURVEY TO
GATHER DATA FROM YOUR CUSTOMERS/VISITORS. IT COULD ALSO BE SECONDARY RESEARCH, PERFORMED BY ANOTHER COMPANY, THAT YOU
FIND ONLINE. THERE ARE LOTS OF GREAT RESOURCES OUT THERE START WITH SOME OF OUR FAVORITES IN THE TRAVEL, TOURISM AND
HOSPITALITY INDUSTRY:
• ADARA
• DESTINATION ANALYSTS
• FAMILY TRAVEL ASSOCIATION
• LONGWOODS INTERNATIONAL
• MMGY TRAVEL
• NYC & COMPANY
• US TRAVEL

33. WRITE A BRAND SUMMARY
• START FROM THE BEGINNING. A CLEAR UNDERSTANDING OF YOUR BRAND WILL STRENGTHEN YOUR
ABILITY TO DIFFERENTIATE YOUR COMPANY FROM THE COMPETITION. UNDERSTAND THE
FOLLOWING QUESTIONS: WHY & HOW DID THE BRAND START? WHAT NEED DID IT FILL? WHAT ARE
ITS VALUES?
• CONSIDER WHERE YOUR COMPANY AND BRAND ARE TODAY. WHERE ARE YOUR MAJOR MARKETS?
WHAT ARE YOUR FEEDER MARKETS? WHAT MARKETS WOULD YOU LIKE TO EXPAND INTO? ARE YOU
SEASONAL? HOW MANY CUSTOMERS DO YOU HAVE? WHAT IS YOUR 12-MONTH GOAL?
• IN CREATING A MARKETING PLAN, ALSO CONSIDER WHAT CHANNELS YOU CURRENTLY USE TO
MARKET. DO YOU FORECAST AN INCREASE, DECREASE OR STATUS QUO IN YOUR MARKETING
BUDGET IN THE NEXT 12 MONTHS?

34. DEFINE YOUR TARGET AUDIENCE
• WHO IS YOUR TARGET AUDIENCE? UNDERSTAND WHO YOU ARE TALKING TO, WHAT
IS IMPORTANT TO THEM, WHAT THEIR WANTS AND NEEDS ARE, AND HOW YOUR
BRAND CAN FILL THEM. CONSIDER DEMOGRAPHICS, PSYCHOGRAPHICS, LIFESTYLE,
BRAND PERCEPTION, AND BELIEFS OF YOUR AUDIENCE.
• UNDERSTAND THE PERCEPTIONS IN THE MARKETPLACE ABOUT YOUR BRAND. BY
TAPPING YOUR CURRENT CUSTOMERS, YOU CAN GAIN VALUABLE INSIGHT TO HELP
IDENTIFY GROWTH MARKETS, PINPOINT NEW PRODUCT OFFERINGS AND MAKE
MARKETING DECISIONS EASIER. YEAR-END IS A GREAT TIME TO CONDUCT AN
ONLINE SURVEY OF YOUR CUSTOMERS TO COLLECT NEW INFORMATION.

35. ADD A SITUATIONAL ANALYSIS
• STRATEGIC MARKETING PLANS MUST CONSIDER WHAT IS HAPPENING IN THE
WORLD AROUND YOUR ORGANIZATION. CONSIDER TRENDS, CURRENT ISSUES,
COMPETITORS AND THE COMPETITIVE ENVIRONMENT WHEN PREPARING YOUR
PLAN. STRENGTHEN THIS SECTION OF YOUR PLAN WITH A SWOT ANALYSIS.

36. OUTLINE MARKETING OBJECTIVES
• GOOD MARKETING OBJECTIVES OR GOALS WILL DRIVE YOUR MARKETING PLAN.
THESE ARE OBTAINABLE GOALS THAT ARE SET AFTER YOU HAVE IDENTIFIED
PROBLEMS AND OPPORTUNITIES. THEY ARE THE HIGHEST LEVEL OF YOUR
STRATEGIC THINKING AND EACH PLAN MAY HAVE MORE THAN ONE. A STRONG
MARKETING PLAN WILL HAVE MEASURABLE GOALS.

37. CREATE THE MARKETING STRATEGY
• THE STRATEGY IS HOW YOU WILL ACHIEVE YOUR OBJECTIVES. IT’S THE BIG
PICTURE GAME PLAN ON HOW OBJECTIVES WILL BE REACHED. THE STRATEGY
INCLUDES AUDIENCE(S) TO BE TARGETED, DESIRED POSITIONING, ALLOCATION
OF RESOURCES AND MARKETING MIX. A PLAN MAY HAVE MULTIPLE STRATEGIES.

38. LIST THE TACTICS AND IMPLEMENTATION
• A TACTICAL MARKETING PLAN IS AN ACTIONABLE MARKETING PLAN. THESE ARE
THE TASKS; THE DETAILED ACTION PLAN THAT INCLUDES TIMING AND DETAILS
OF ALL MAJOR STEPS. TACTICS INCLUDE COLLATERAL, DIGITAL MARKETING,
SOCIAL MEDIA, WEBSITES, PUBLIC RELATIONS, AND TRADE SHOWS. OTHER
TACTICS INCLUDE CONFERENCES, EMAIL MARKETING, WORD OF MOUTH, DIRECT
SALES, AND LEAD GENERATION. THESE ARE ALL THE THINGS THAT YOU WILL DO
IN ORDER TO ACCOMPLISH YOUR OBJECTIVES. THIS SECTION INCLUDES A
TACTICAL IMPLEMENTATION STRATEGY AND/OR TIMELINE.

39. STEP IN E-MARKETING PLAN

40. STEPS IN E-MARKETING PLAN
• 1. SITUATION ANALYSIS
• 2. E-MARKETING STRATEGIC PLANNING
• 3. OBJECTIVES
• 4. E-MARKETING STRATEGY
• 5. IMPLEMENTATION PLAN
• 6. BUDGET
• 7. EVALUATION PLAN

41. 1.SITUATION ANALYSIS
ENVIRONMENTAL ANALYSIS
A GOOD PLACE TO START IS WITH PESTLE.
SWOT ANALYSIS.
SWOT EXAMINES THE COMPANY’S INTERNAL STRENGTHS AND
WEAKNESSES AND LOOKS AT EXTERNAL OPPORTUNITIES AND THREATS.
2. STRATEGIC PLANNING
YOU ANALYZE THE GAP AND THEN YOU DECIDE HOW TO
• SEGMENT
• TARGET
• DIFFERENTIATE AND POSITION WITHIN THE GAP

42. 3.OBJECTIVES
AN OBJECTIVE IN AN E-MARKETING PLAN MAY INCLUDE THE FOLLOWING ASPECTS:
• SPECIFIC TASK (WHAT IS TO BE ACCOMPLISHED?).
• MEASURABLE QUANTITY (HOW MUCH).
• ATTAINABLE (IS IT REALLY DOABLE?)
• REALISTIC (DOES IT FALL UNDER MY AREA OF EXPERTISE?)
• TIME FRAME (BY WHEN?)
4. E-MARKETING STRATEGIES
STRATEGIES RELATED TO THE 4 PS AND RELATIONSHIP MANAGEMENT TO ACHIEVE
OBJECTIVES.
• PRODUCT STRATEGIES: MERCHANDISE, CONTENT, SERVICES OR ADVERTISING ON
ITS WEB SITE.
• PRICING STRATEGIES: DYNAMIC PRICING AND ONLINE BIDDING.
• PLACE (DISTRIBUTION) STRATEGIES: DIRECT MARKETING AND AGENT EBUSINESS
MODELS.
• PROMOTION (MARKETING COMMUNICATION) STRATEGIES.
•RELATIONSHIP MANAGEMENT STRATEGIES

43. 5.IMPLEMENTATION PLAN/ACTION PLAN
•TACTICS ARE USED TO ACHIEVE PLAN OBJECTIVES.
 MARKETING MIX (4 PS) TACTICS.
 RELATIONSHIP MANAGEMENT TACTICS.
 MARKETING ORGANIZATION TACTICS.
STAFF, DEPARTMENT STRUCTURE.
INFORMATION-GATHERING TACTICS.
WEBSITE FORMS, COOKIES, FEEDBACK E-MAIL, SOCIAL MEDIA COMMENTS
AND LIKES, ETC.
WEB SITE LOG ANALYSIS, BUSINESS INTELLIGENCE AND SECONDARY
RESEARCH.

44. 6.BUDGET
THE PLAN MUST IDENTIFY THE EXPECTED RETURNS FROM MARKETING
INVESTMENTS, IN ORDER TO DEVELOP:
• COST/BENEFIT ANALYSIS
• ROI CALCULATION
• INTERNAL RATE OF RETURN (IRR) CALCULATION
• RETURN ON MARKETING INVESTMENT (ROMI)
7. EVALUATION PLAN
• MARKETING PLAN SUCCESS DEPENDS ON CONTINUOUS EVALUATION.
• E-MARKETERS MUST HAVE TRACKING SYSTEMS IN PLACE TO MEASURE
RESULTS.
• VARIOUS METRICS RELATE TO SPECIFIC PLAN GOALS.
• TODAY’S FIRMS ARE ROI DRIVEN.
• E-MARKETERS MUST SHOW HOW INTANGIBLE GOALS WILL LEAD TO
HIGHER REVENUE.

45. SERVICE
MARKETIN
G
MEANING & DEFINITION

47. SERVICE MARKETING:
DEFINITION:
ACCORDING TO PHILIP KOTLER IN 1984 – “ANY ACTIVITY OR BENEFIT THAT
ONE PARTY CAN OFFER TO ANOTHER THAT IS ESSENTIALLY INTANGIBLE AND DOES NOT
RESULT IN THE OWNERSHIP OF ANYTHING”.

48. SERVICE MARKETING:
SERVICE MARKETING IS A FORM OF MARKETING BUSINESSES THAT
PROVIDE A SERVICE TO THEIR CUSTOMERS USE TO INCREASE BRAND
AWARENESS AND SALES. UNLIKE PRODUCT MARKETING, SERVICES
MARKETING FOCUSES ON ADVERTISING INTANGIBLE TRANSACTIONS
THAT PROVIDE VALUE TO CUSTOMERS.
FOR EXAMPLE, A COMPANY THAT PROVIDES WELLNESS COACHING MAY PROMOTE
THE BENEFITS OF ADOPTING A HEALTHIER LIFESTYLE, THE PROMISE THAT THEY
CAN HELP THEIR CUSTOMERS ACHIEVE THEIR FITNESS GOALS AND THE IDEA THAT
INCORPORATING AN EFFECTIVE WELLNESS ROUTINE IS EASIER WITH THE HELP OF
A CERTIFIED COACH.
MEANING:

49. CHARACTERISTICS OF SERVICE MARKETING:
There are four characteristics of service: Intangibility, Inseparability,
Variability, and Perishability (Kotler and Keller, 2007).
● As service's nature is intangibility, therefore manufacturing and
service delivery is more complex than a product.
● Inseparability is a significant characteristic that distinguishes a
service from a product according to the simultaneous
production and consumption.
● Due to the service's variability, it's difficult to be controlled,
because it greatly relies on the service's provider, moreover
when, where and how it's provided.
● Perishability is one of the major characteristics of service, that it

50. SERVICE MARKETING:
SERVICE MARKETING IS A FORM OF MARKETING BUSINESSES THAT
PROVIDE A SERVICE TO THEIR CUSTOMERS USE TO INCREASE BRAND
AWARENESS AND SALES. UNLIKE PRODUCT MARKETING, SERVICES
MARKETING FOCUSES ON ADVERTISING INTANGIBLE TRANSACTIONS
THAT PROVIDE VALUE TO CUSTOMERS.
FOR EXAMPLE, A COMPANY THAT PROVIDES WELLNESS COACHING MAY
PROMOTE THE BENEFITS OF ADOPTING A HEALTHIER LIFESTYLE, THE
PROMISE THAT THEY CAN HELP THEIR CUSTOMERS ACHIEVE THEIR
FITNESS GOALS AND THE IDEA THAT INCORPORATING AN EFFECTIVE
WELLNESS ROUTINE IS EASIER WITH THE HELP OF A CERTIFIED COACH.
MEANING:

51. CHARACTERISTICS OF SERVICE MARKETING:
There are four characteristics of service: Intangibility, Inseparability,
Variability, and Perishability (Kotler and Keller, 2007).
● As service's nature is intangibility, therefore manufacturing and
service delivery is more complex than a product.
● Inseparability is a significant characteristic that distinguishes a
service from a product according to the simultaneous
production and consumption.
● Due to the service's variability, it's difficult to be controlled,
because it greatly relies on the service's provider, moreover
when, where and how it's provided.
● Perishability is one of the major characteristics of service, that it

52. TYPESOF SERVICEMARKETING

53. SERVICE MARKETING
SERVICE MARKETING IS SIMPLY THE PROCESS OF PROMOTING AND SELLING A
SERVICE OR AN INTANGIBLE GOOD TO A SPECIFIC GROUP OF PEOPLE.
 IT IS A NEW WAY OF MARKETING THAT HAS BECOME VERY POPULAR AND HELPS
COMPANIES ALL OVER THE WORLD PROMOTE THEIR SERVICES.

54. TYPES OF SERVICES
IN GENERAL, THERE ARE THREE KINDS OF SERVICE MARKETING
 EXTERNAL SERVICES
 INTERNAL SERVICES
 INTERACTIVE SERVICES

55. EXTERNAL SERVICE
• THE FIRST TYPE OF SERVICE MARKETING IS CALLED “EXTERNAL SERVICE
MARKETING.”
• THIS IS WHEN A COMPANY PROMOTES ITS SERVICES TO CUSTOMERS IN A
SETTING OUTSIDE OF THE COMPANY.
• THIS TYPE SUGGESTS THAT SERVICES BE ADVERTISED USING TRIED-AND-TRUE
METHODS LIKE PRICE, PRODUCT, AND PURCHASERS.

56. INTERNAL SERVICES
• SECOND, THERE IS INTERNAL SERVICE MARKETING. IT IS USED TO PROMOTE
SERVICE WITHIN THE COMPANY (COMPANY EMPLOYEES).
• THIS MEANS THAT THE SERVICE IS PROMOTED INTERNALLY SO THAT EMPLOYEES
KNOW WHERE IT IS AND CAN SPREAD THE WORD BETTER.
• SINCE EMPLOYEES ARE AN IMPORTANT PART OF THE MARKETING CHAIN,
INTERNAL SERVICE MARKETING PAYS MORE ATTENTION TO THEM THAN TO
CUSTOMERS.

57. INTERACTIVE SERVICES
• TECHNICAL SERVICE IS ALSO A VERY IMPORTANT PART THAT NEEDS THE THIRD TYPE
OF SERVICE MARKETING, WHICH IS CALLED “INTERACTIVE SERVICE MARKETING.”
SERVICE PROMOTION HAPPENS BETWEEN THE EMPLOYEES AND THE CUSTOMERS IN
THIS CASE (EMPLOYEES-CUSTOMERS).
• INTERACTIVE MARKETING IS A TYPE IN WHICH THE EMPLOYEES TALK TO CUSTOMERS
TO PROMOTE THE SERVICES OF THEIR COMPANY, AS THE NAME SUGGESTS.
• FOR EXAMPLE, THE HOTEL CHAIN TAJ HOTELS WANTS TO ADVERTISE ITS SERVICES
TO THE RIGHT PEOPLE. HERE IS A SHORT LIST OF THE DIFFERENT KINDS OF SERVICE
MARKETING IT WILL USE TO REACH ITS GOAL.

58. PRINCIPLESOF INTERNATIONAL MARKETING

59. INTERNATIONAL MARKETING
•INTERNATIONAL MARKETING REFERS TO ANY MARKETING ACTIVITY THAT OCCURS
ACROSS BORDERS.
•TYPES OF INTERNATIONAL MARKETING INCLUDE EXPORT, LICENSING, FRANCHISING,
JOINT VENTURE, AND FOREIGN DIRECT INVESTMENT.
•GLOBAL MARKETING AIMS TO SATISFY THE NEEDS OF GLOBAL CUSTOMERS.
•INTERNATIONAL MARKETING ENABLES THE EFFECTIVE UTILIZATION OF SURPLUS
PRODUCTION.
•INTERNATIONAL MARKETING CAN HELP CREATE BIGGERAND BETTER OPPORTUNITIES
FOR BUSINESS EXPANSION.

60. INTERNATIONAL MARKETING
• ALONG WITH A BROADER CUSTOMER BASE, GLOBAL MARKETING ALSO PROTECTS
AGAINST POTENTIAL ECONOMIC DOWNTURNS.
• CULTURAL RESTRICTIONS BETWEEN THE HOME AND HOST COUNTRIES COULD
HINDER INTERNATIONAL MARKETING STRATEGIES.
• OTHER DOWNSIDES OF INTERNATIONAL MARKETING INCLUDE HIGH COMPETITION,
GOVERNMENTRESTRICTIONS, AND WAR SITUATIONS.

61. CHARACTERISTICS OF INTERNATIONAL MARKETING
• ALL THE FEATURES OF MODERN MARKETING APPLY TO INTERNATIONAL
MARKETING. HOWEVER, THE LATTER AIMS TO SATISFY THE NEEDS OF GLOBAL
CUSTOMERS. SO, IT TAKES PLACE ACROSS BORDERS.
• AS A RESULT, INTERNATIONAL MARKETING HAS SPECIFIC CHARACTERISTICS,
SUCH AS:
• IT INVOLVES TWO OR MORE COUNTRIES
• UNIQUE MARKETING STRATEGIES FOR SPECIFIC COUNTRIES
• IT ENABLES EXCHANGE BETWEEN A COMPANY AND FOREIGN CUSTOMERS
• DECISIONS ARE TAKEN WITH REFERENCE TO THE GLOBAL BUSINESS
ENVIRONMENT

62. TYPES OF INTERNATIONAL MARKETING
• INTERNATIONAL BUSINESSES LOOKING TO SELL THEIR PRODUCTS OR
SERVICE IN A NEW COUNTRY USUALLY START
WITH EXPORT OR LICENSING. BESIDES THESE OPTIONS,
OTHER INTERNATIONAL MARKETING TYPES INCLUDE CONTRACT
MANUFACTURING, JOINT VENTURE, AND FOREIGN DIRECT INVESTMENT
(FID).

63. TYPES:
• 1. EXPORT
• 2. LICENSING
• 3. FRANCHISING
• 4. JOINT VENTURE
• 5. FOREIGN DIRECT INVESTMENT (FID)

64. BENEFITS OF INTERNATIONAL
MARKETING
1. MARKET EXPANSION
2. PROTECTS AGAINST ECONOMIC DOWNTURN
3. EFFECTIVE UTILIZATION OF SURPLUS PRODUCTION
4. PROVIDES COMPETITIVE ADVANTAGES
5. EMPLOYMENT OPPORTUNITIES

65. DISADVANTAGES OF INTERNATIONAL
MARKETING
1. CULTURAL DIFFERENCES
2. GOVERNMENT RESTRICTIONS
3. WAR SITUATIONS
4. HIGH COMPETITION

66. INTERNATIONAL MARKETING
INTERNATIONAL MARKETING CONSISTS OF FINDING AND SATISFYING GLOBAL CUSTOMER NEEDS BETTER
THAN THE COMPETITION, BOTH DOMESTIC AND INTERNATIONAL, AND OF COORDINATING MARKETING
ACTIVITIES WITHIN THE CONSTRAINTS OF THE GLOBAL ENVIRONMENT.
IMPORTANCE OF INTERNATIONAL MARKETING
IMPORTANT TO EXPAND TARGET MARKET :
THE TARGET MARKET OF A MARKETING ORGANIZATION WILL BE LIMITED IF IT JUST CONCENTRATES
ON THE DOMESTIC MARKET. WHEN AN ORGANIZATION THINKS GLOBALLY, IT LOOKS FOR OVERSEAS
OPPORTUNITIES TO INCREASE ITS MARKET SHARE AND CUSTOMER BASE.

67. IMPORTANT TO BOOST BRAND REPUTATION
INTERNATIONAL MARKETING MAY GIVE A BOOST TO A BRAND‘S REPUTATION.
THE BRAND THAT SOLD INTERNATIONALLY IS PERCEIVED TO BE BETTER THAN THE BRAND
THAT SOLD LOCALLY. PEOPLE LIKE TO PURCHASE PRODUCTS THAT ARE WIDELY AVAILABLE.
HENCE, INTERNATIONAL MARKETING IS IMPORTANT TO BOOST BRAND REPUTATION.

68. IMPORTANT TO CONNECT BUSINESS WITH THE WORLD :
EXPANDING BUSINESS INTO AN INTERNATIONAL MARKET GIVES A BUSINESS AN ADVANTAGE
TO CONNECT WITH NEW CUSTOMERS AND NEW BUSINESS PARTNERS. APPLE – THE TECH GIANT
DESIGNS ITS IPHONE IN CALIFORNIA; OUTSOURCES ITS MANUFACTURING JOBS TO DIFFERENT
COUNTRIES LIKE – MONGOLIA, CHINA, KOREA, AND TAIWAN; AND MARKETS THEM ACROSS THE
WORLD. APPLE HAS NOT RESTRICTED ITS BUSINESS TO A NATION, RATHER EXPANDED IT TO
THROUGHOUT THE WORLD. THE 1OPPORTUNITIES FOR NETWORKING INTERNATIONALLY ARE
LIMITLESS. THE MORE ”PLACES” A BUSINESS IS, THE MORE CONNECTIONS IT CAN MAKE WITH THE
WORLD.

69. IMPORTANT TO OPEN DOORS FOR FUTURE OPPORTUNITIES :
INTERNATIONAL MARKETING CAN ALSO OPEN DOORS FOR FUTURE BUSINESS
OPPORTUNITIES. INTERNATIONAL MARKETING NOT ONLY INCREASES MARKET SHARE AND
CUSTOMER BASE, BUT ALSO HELPS THE BUSINESS TO CONNECT TO NEW VENDORS, A LARGER
WORKFORCE, AND NEW TECHNOLOGIES AND WAYS OF DOING BUSINESS. FOR EXAMPLE –
AMERICAN ORGANIZATIONS INVESTING IN JAPAN HAVE FOUND PROGRAMS LIKE – SIX SIGMA
AND THEORY Z WHICH ARE HELPFUL IN SHAPING THEIR BUSINESS STRATEGIES.

70. INTERNATIONAL MARKETING:
MEANING:
EXCHANGE OF GOODS AND SERVICES ACROSS BORDERS.
INTERNATIONAL MARKETING IS TO UNDERTAKE THE MARKETING
ACTIVITIES IN MORE THAN ONE NATION.
IT IS OFTEN CALLED AS GLOBAL MARKETING.

71. INTERNATIONAL MARKETING POLICIES:
1.INDIA’S EXIM POLICY:
• THE DIFFERENT POLICY RELATED DECISION TAKEN BY THE
GOVERNMENT IN FOREIGN TRADE IS KNOWN AS INDIAN EXIM
POLICY.
• IN SIMPLE WORDS, IMPORTS AND EXPORTS FROM AND TO THE
COUNTRY.
• IT FOCUSES ON IMPROVING EXPORT POTENTIAL, DEVELOPING
EXPORT PERFORMANCE, MOTIVATING FOREIGN TRADE.

72. THE MAIN OBJECTIVES OF
EXIM POLICY ARE AS FOLLOWS:
•To enhance economic growth by facilitating access to
important raw materials, intermediaries, and other items
required for production
•To make the Indian agriculture, industry and services more
efficient and thus, develop their competitiveness
•To create new employment opportunities
•To supply quality products at reasonable prices

73. 2. GDP:
• GDP IS ONE OF THE PRIMARY INDICATORS USED TO MEASURE THE
STRENGTH OF A NATION'S ECONOMY.
• IT REFLECTS THE AGGREGATE VALUE OF PRODUCTS AND SERVICES (IN
DOLLARS) MANUFACTURED WITHIN THE GIVEN TIMEFRAME.
• IT REPRESENTS THE SIZE OF THE ECONOMY.
• GENERALLY, GDP IS PRESENTED TO COMPARE THE ECONOMY OF THE
CURRENT QUARTER OR YEAR WITH THAT OF THE PREVIOUS QUARTER OR
YEAR.

74. • CALCULATING GDP IS NOT AN EASY TASK. IT IS COMPLICATED AND
CALLS FOR EXPERTISE FROM THE ECONOMISTS. THE BASIC CONCEPT FOR
CALCULATING GDP CAN BE UNDERSTOOD IN TWO WAYS −
• SUMMING UP TOTAL MONEY MADE OR EARNED IN A YEAR. THIS IS
KNOWN AS INCOME APPROACH.
• SUMMING UP TOTAL MONEY SPENT IN A YEAR. THIS IS KNOWN
AS EXPENDITURE APPROACH.
• PRACTICALLY, BOTH MEASURES SHOULD APPROXIMATELY GIVE THE SAME
TOTAL.