This document discusses several emerging trends and issues in marketing, including consumerism, rural marketing, social marketing, direct marketing, and green marketing. Consumerism aims to protect consumer interests and eliminate unfair practices. Rural marketing develops goods and services for rural customers. Social marketing creates social change rather than benefiting brands. Direct marketing seeks a specific consumer action in response to communications. Green marketing involves environmentally safe products.

1. Unit 5- Emerging Trends and
Issues in Marketing

2. • Consumerism is defined as social force designed
to protect consumer interests in the market place
by organising consumer pressures on business.
Consumerism challenges the very basis of the
marketing concept. It aims to eliminate unfair
marketing practices e.g. misbranding, spurious
products, unsafe products,
adulteration,According to P.F. Druckers,
consumerism challenges four important premises
of the marketing concept.

3. Consumerism covers the following
areas of consumer dissatisfaction and
remedial efforts:
• Removal or reduction of discontent and
dissatisfaction generated in the exchange
relationships between buyers and sellers in the
market.
• Consumerism has interest in protecting
consumers from any organization with which
there is an exchange relationship.
• Modern consumerism also takes keen interests in
environmental matters affecting the quality of life

4. Rural Marketing
• Rural marketing is a process of developing,
pricing, promoting, and distributing rural
specific goods and services leading to desired
exchange with rural customers to satisfy their
needs and wants, and also to achieve
organizational objectives.

5. Rural marketing in Indian economy can be
classified under two broad categories.
• The market for consumer goods that comprise
of both durable and non-durable goods
• ii. The market for agricultural inputs that
include fertilizers, pesticides, seeds

6. Social Marketing
• Social marketing is marketing designed to create social
change, not to directly benefit a brand. Using
traditional marketing techniques, it raises awareness of
a given problem or cause, and aims to convince an
audience to change their behaviors.
• Anti-smoking
• Anti-drug
• Anti-deforestation
• Anti-littering
• Fighting gender stereotypes

7. • Direct marketing is a type of advertising
campaign that seeks to achieve a specific
action in a selected group of consumers (such
as an order, store or website visit, or a request
for information) in response a communication
action done by the marketer. This
communication can take many different
formats, such as postal mail, telemarketing,
point of sale, etc. One of the most interesting
methods is direct email marketing.

8. • An essential aspect of direct marketing is
that the consumer response is
measurable: for example, if you offer a
discount for an online store, you should
include some kind of cookie or pixel to let you
know if the user has used of the code.

9. • It is assumed that consumers know their needs.
• It is assumed that business really cares about
those needs and knows exactly how to find about
them.
• It is assumed that business does provide useful
information that precisely matches product to
needs.
• It is presumed that product and services really
fulfill customer expectations as well as business
promises.

10. Green Marketing
• According to the American Marketing
Association, green marketing is the marketing of
products that are presumed to be
environmentally safe. Thus green marketing
incorporates a broad range of activities,
including-
• Product modification,
• Changes to the production process
• Packaging changes, as well as
• Modifying advertising.