Q) Write short note on:

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. Social marketing has the primary goal of achieving "common good". Traditional
commercial marketing aims are primarily financial, though they can have positive social
effects as well. In the context of public health, social marketing would promote general
health, raise awareness and induce changes in behaviour. Social marketing has been a large
industry for some time in 2021 and was originally done with newspapers and billboards, but
similar to commercial marketing has adapted to the modern world. The most common use
of social marketing in today's society is through social media. However, to see social
marketing as only the use of standard commercial marketing practices to achieve non-
commercial goals is an oversimplified view. Social marketing seeks to develop and integrate
marketing concepts with other approaches to social change. Social marketing aims to
influence behaviours that benefit (or "impact") individuals and communities for the greater
social good. The goal is to deliver competition-sensitive and segmented social change
programs that are effective, efficient, equitable and sustainable.
Online Marketing: Online marketing is a set of tools and methodologies used for promoting
products and services through the internet. Online marketing includes a wider range of
marketing elements than traditional business marketing due to the extra channels and
marketing mechanisms available on the internet. Online marketing is also known as internet
marketing, web marketing, or digital marketing. It includes several branches such as social
media marketing (SMM), search engine optimization (SEO), pay-per-click advertising (PPC),
and search engine marketing (SEM). Online marketing connects organizations with qualified
potential customers and takes business development to a much higher level than traditional
marketing. It also helps a company raise its brand awareness by establishing its online
presence across the Internet. Online marketing combines the internet's creative and
technical tools, including design, development, sales and advertising, while focusing on the
following primary business models: E-commerce, Lead-based websites, Affiliate marketing,
Local search, social media.
Direct Marketing: Direct marketing consists of any marketing that relies on direct
communication or distribution to individual consumers, rather than through a third party
such as mass media. Mail, email, social media, and texting campaigns are among the
delivery systems used. It is called direct marketing because it generally eliminates the
middleman, such as advertising media. Unlike traditional public relations campaigns pushed
out through a third party such as media publications or mass media, direct marketing
campaigns operate independently to directly communicate with target audiences. In direct
marketing, companies deliver their messaging and sales pitches by social media, email, mail,
or phone/SMS campaigns. Although the number of communications sent can be massive,
direct marketing often attempts to personalize the message by inserting the recipient's
name or city in a prominent place to increase engagement. The call to action is an essential
part of direct marketing. The recipient of the message is urged to immediately respond by
calling a toll-free phone number, sending in a reply card, or clicking on a link in a social
media or email promotion. Any response is a positive indicator of a prospective purchaser.
This variety of direct marketing is often called direct response marketing.
Service Marketing: Service Marketing is simply defined as a phenomenon wherein a service
or an intangible commodity is promoted and marketed among the target audience. A novel
kind of marketing, service marketing has become quite prominent in helping companies
promote services around the world. Service Marketing reflects on the way a type of service
is promoted in the market. Though service marketing is a unique concept, it calls out for an
intangible representation of commodities (services). As opposed to Product Marketing that
involves a physically visible product being promoted over various media, service marketing
calls for the promotion of a service that is not physically available but is still sold out to the
customers. Activities, benefits, or facilities, services are simply extended as a commodity to
customers who choose from a varied nature of services. An example of service marketing
can be- when a family arrives at a restaurant, they avail of the services (dining) while they
are the restaurant. In return, they pay for the services they have availed and perhaps
consume an intangible commodity. From transport to education, the world has been
wrapped up by services that tend to serve the common masses in one way or the other in
recent times.
Green Marketing: Green marketing refers to the practice of developing and advertising
products based on their real or perceived environmental sustainability. Examples of green
marketing include advertising the reduced emissions associated with a product’s
manufacturing process, or the use of post-consumer recycled materials for a product's
packaging. Some companies also may market themselves as being environmentally-
conscious companies by donating a portion of their sales proceeds to environmental
initiatives, such as tree planting. When a company’s green marketing activities are not
substantiated by significant investments or operational changes, they may be criticized for
false or misleading advertising. Green marketing is one component of a broader movement
toward socially and environmentally conscious business practices. Increasingly, consumers
have come to expect companies to demonstrate their commitment to improving their
operations alongside various environmental, social, and governance (ESG) criteria. To that
end, many companies will distribute social impact statements on an ongoing basis, in which
they periodically self-report on their progress toward these goals. Typical examples of ESG-
related improvements include the reduction of carbon emissions involved in a company’s
operations, the maintenance of high labour standards both domestically and throughout
international supply chains, and philanthropic programs designed to support the
communities in which the company operates. Although green marketing refers specifically
to environmental initiatives, these efforts are increasingly presented alongside social and
corporate governance policies as well. There are many incentives for companies that choose
to engage in green marketing. To begin with, a companies’ perceived commitment to
environmental causes is an increasingly important factor influencing many consumers'
spending habits.