UNITED SCHOOL OF BUSINESS MANAGEMENT

NAME: PRATYUSH KHUNTIA

MBA 1ST SEM

SEC-B

SL.NO-130

SUB: ASSIGNMENT OF MARKETING MANAGEMENT

1. VIRAL MARKETING
Viral marketing is a marketing strategy that relies on individuals to spread a marketing
message to other people, often through their social networks. The term "viral" in viral
marketing refers to the idea that the message or content spreads quickly and widely, much
like a virus.
Key characteristics and strategies of viral marketing include:
Engaging Content: Viral marketing typically starts with the creation of highly engaging and
shareable content. This content can be in the form of videos, images, articles, or any other
media that resonates with the target audience.
Social Sharing: The content is designed in a way that encourages people to share it with
their friends and followers on social media platforms. This sharing can lead to an
exponential spread of the message.
Incentivization: Some viral marketing campaigns use incentives to encourage people to
share the content. For example, a company might offer a discount or a freebie to people
who refer friends.
Emotionally Resonant: Viral content often triggers strong emotions like humor, shock,
anger, or inspiration. Emotional content is more likely to be shared because it stirs up
reactions.
Network Effects: Viral marketing capitalizes on network effects, where the value of a
product or message increases as more people use or share it. This concept is particularly
relevant to social media platforms.
User-Generated Content: Encouraging users to create and share their content related to a
product or brand can also contribute to virality.
Timing and Trend Awareness: Staying up-to-date with current trends and news can help
marketers create content that resonates with what's currently relevant and trending.
Seed Audience: Many viral campaigns start with a seed audience, a small group of
influencers or advocates who help kickstart the spread of the message.
Viral marketing can be highly effective because it leverages the power of social networks
and word-of-mouth marketing. When done right, it can reach a large and diverse audience
with relatively low marketing costs. However, it's important to note that not all attempts at
viral marketing succeed, and there's an element of unpredictability in whether a campaign
will go viral or not. It requires a deep understanding of the target audience and an element
of creativity to create content that truly resonates and compels people to share it .
2. GUERRILLA MARKETING
Guerrilla marketing is a creative and unconventional marketing strategy that relies on low-
cost tactics to promote a product, service, or brand. It often involves using surprise or
unconventional approaches to capture the audience's attention and generate buzz.
Examples include flash mobs, viral campaigns, and street art. It's about thinking outside the
box to achieve marketing goals in unique ways.
TYPES OF GUERRILLA MARKETING
There are four main types of guerrilla marketing: outdoor, indoor, ambush, and
experiential.
OUTDOOR GUERRILLA MARKETING

Guerrilla marketing uses public spaces in creative, unexpected ways to delight passersby.
Guerrilla marketing is an advertising approach that borrows the concept of “guerrilla”
warfare, or the element of surprise, to communicate with target audiences.

INDOOR GUERRILLA MARKETING

The purpose of indoor guerrilla marketing is to generate attention about a product or

service by using indoor public venues.

AMBUSH GUERRILLA MARKETING

In the case of ambush marketing, the advertisement is usually done at big events to
compete with the other competitors. Whereas in the case of guerrilla marketing, the
advertisement is usually displayed at unexpected locations where the consumers would not
expect it.

EXPERIMENTAL GUERRILLA MARKETING

Experiential guerrilla marketing can take place anywhere including indoor and outdoor
locations, and at events as well. This form of marketing allows the public to interact with
your brand or product. For example, distributing free samples of your product.

3. SOCIAL MARKETING

The term “social marketing” refers to the adoption of commercial, promotional

technologies into programs that are intended to influence the response of target audiences
to improve both the individuals’ well-being and the well-being of the community in which
they belong. It includes concept development, pricing, information exchange, delivery, and
market analysis. Social marketing is developing, putting into action, and managing programs
intended to influence the degree to increase acceptance of social ideas. It is a type of
marketing that is expanding quickly and has a significant potential to lead to decreased
consumption.

Policy: social marketing helps to ensure policy is based on an understanding of people’s

lives, making policy goals realistic and achievable. Policy example: water rationing in Jordan
Strategy: social marketing enables you to target your resources cost-effectively, and select
interventions that have the best impact over time. Strategy example: lung disease strategy
in England

Implementation and delivery: social marketing enables you to develop products, services
and communications that fit people’s needs and motivations. Delivery example: child car
seats in Texas

4. SOCIETAL MARKETING

The societal marketing concept holds that a company should make good marketing
decisions by considering consumers’ wants, the company’s requirements, and society’s
long-term interests.

Philip Kotler defines it as “the societal marketing concept holds that the organization’s task
is to determine the needs, wants, and interests of target markets and to deliver the desired
satisfactions more effectively and efficiently than competitors in a way that preserves or
enhances the consumer’s and the society’s well-being.”

Societal Marketing creates a favorable image for the company increases sales. It is not the
same as the terms of social marketing and social media marketing. It is a term closely
related to CSR and sustainable development.

5. RELATIONSHIP MARKETING

Relationship marketing is a facet of customer relationship management (CRM) that focuses

on customer loyalty and long-term customer engagement rather than shorter-term goals
like customer acquisition and individual sales. The goal of relationship marketing (or
customer relationship marketing) is to create strong, even emotional, customer
connections to a brand that can lead to ongoing business, free word-of-mouth promotion
and information from customers that can generate leads.

Examples of relationship marketing include providing related goods, sending out customer
satisfaction surveys, and providing services related to the product.

6. NETWORKING MARKETING

Network marketing is a business model that relies on individuals harnessing their personal
networks to grow a business or sell a product. These networks are used to generate leads
and recruit customers or partners, usually implementing a training and mentorship process
for new recruits.

The 7 skills of network marketing

Seven essential Skills for the Network Marketing Professional

 Inviting Prospects
 Presenting to prospects
 Following up prospects
 How to close sales
 Getting a person started right and quickly
 How to build for events
 The above seven skills are crucial to becoming a world class Network Marketing
professional.