PRINCIPLES OF

MARKETING
Unit 5:
I. Promotion
II. Recent developments in marketing
IMPORTANCE OF PROMOTION

 Creates awareness
 Educates the consumers
 Helps in changing attitudes about products
 Helps in expansion of markets
 Increases brand loyalty
 Provides information to consumers
 Enhances corporate and brand image
 Helps in persuading the consumers
 Help in countering competitors claims
 Serves as reminder
 COMMUNICATION
 Marketing communications are the means by which firms attempt to inform,
persuade, and remind consumers—directly or indirectly—about the products and
brands they sell.

 Marketing communications represent the voice of the company and its brands; they
are a means by which the firm can establish a dialogue and build relationships with
consumers.

 show how and why a product is used, by whom, where, and when.

 Consumers can learn who makes the product and what the company and brand
stand for, and they can get an incentive for trial or use
 COMMUNICATION
 Allow companies to link their brands to other people, places, events, brands,
experiences, feelings, and things.

 The Changing Marketing Communications Environment.

 The rapid diffusion of multipurpose smart phones, broadband and wireless

Internet connections, and ad-skipping digital video recorders (DVRs) have
eroded the effectiveness of the mass media.
THE COMMUNICATIONS PROCESS
MODELS

 Marketers should understand the fundamental elements of

effective communications.

 Two models are useful:

 a Macromodel and
 a Micromodel.
MACRO MODEL OF THE COMMUNICATIONS
PROCESS
 shows a macro model with nine key factors in effective
communication.

 Two represent the major parties— sender and receiver.

 Two represent the major tools—message and media.

 Four represent major communication functions—encoding,

decoding, response, and feedback.

 The last element in the system is noise, random and competing

messages that may interfere with the intended communication.
MACRO MODEL- ELEMENTS IN THE
COMMUNICATIONS PROCESS
MACRO MODEL- ELEMENTS IN THE
COMMUNICATIONS PROCESS
 Sender - The party sending the message to another party—here, McDonald’.

 Encoding- The process of putting thought into symbolic form—for example,

McDonald’s ad agency assembles words, sounds, and illustrations into a TV
advertisement that will convey the intended message.

 Message- The set of symbols that the sender transmits—the actual McDonald’s
ad.

 Media- The communication channels through which the message moves from
the sender to the receiver—in this case, television and the specific television
programs that McDonald’s selects.

 Decoding- The process by which the receiver assigns meaning to the symbols
encoded by the sender—a consumer watches the McDonald’s commercial and
interprets the words and images it contains.
MACRO MODEL- ELEMENTS IN THE
COMMUNICATIONS PROCESS
 Receiver- The party receiving the message sent by another party—the customer
who watches the McDonald’s ad.

 Response - The reactions of the receiver after being exposed to the message—
any of hundreds of possible responses, such as the consumer likes McDonald’s
better, is more likely to eat at McDonald’s next time, hums the “i’m lovin’ it”
jingle, or does nothing

 Feedback- The part of the receiver’s response communicated back to the

sender—McDonald’s research shows that consumers are either struck by and
remember the ad or they email or call McDonald’s, praising or criticizing the ad
or its products.

 Noise- The unplanned static or distortion during the communication process,

which results in the receiver getting a different message than the one the
sender sent—the consumer is distracted while watching the commercial and
misses its key points
MICRO MODEL OF CONSUMER RESPONSES
 Micro models of marketing communications concentrate on consumers’ specific
responses to communications.

 summarizes four classic response hierarchy models.

 All these models assume the buyer passes through cognitive, affective, and behavioral
stages, in that order.

 .
MICRO MODEL OF CONSUMER RESPONSES

 This “learn-feel-do” sequence is appropriate when the audience has high involvement
with a product category perceived to have high differentiation, such as an automobile
or house.

 An alternative sequence, “do-feel-learn,” is relevant when the audience has high

involvement but perceives little or no differentiation within the product category, such
as an airline ticket or personal computer.

 A third sequence,“learn-do-feel,” is relevant when the audience has low involvement

and perceives little differentiation, such as with salt or batteries.

 By choosing the right sequence, the marketer can do a better job of planning
communications.
MICRO MODEL OF CONSUMER RESPONSES
Response Hierarchy Models
MICRO MODEL OF CONSUMER RESPONSES

 Awareness. If most of the target audience is unaware of the object, the

communicator’s task is to build awareness.

 Knowledge. The target audience might have brand awareness but not know much
more.

 Liking. Given target members know the brand, how do they feel about it?

 Preference. The target audience might like the product but not prefer it to others.
The communicator must then try to build consumer preference by comparing
quality, value, performance, and other features to those of likely competitors.

 Conviction. A target audience might prefer a particular product but not develop a
conviction about buying it.

 Purchase. Finally, some members of the target audience might have conviction but
not quite get around to making the purchase
MARKETING COMMUNICATIONS MIX

 The marketing communications mix consists of eight major

modes of communication.

 company’s total promotion mix—also called its

marketing communications mix—

 Tools that the company uses to engage

consumers, persuasively
STEPS IN
DEVELOPING
EFFECTIVE
COMMUNICATI
ONS
DESIGN THE COMMUNICATIONS

 Formulating the communications to achieve

the desired response requires solving three
problems:

 What to say (message strategy),

 How to say it (creative strategy), and
 Who should say it (message source).
PROMOTION MIX
 The Eight major promotion tools are defined as follows:
 Advertising,
 Public relations,
 Personal selling,
 Sales promotion, and
 Direct marketing
 Events and experiences
 Interactive marketing
 Word-of-mouth marketing
PROMOTION MIX
 Advertising- Any paid form of non-personal presentation and promotion of ideas,
goods, or services by an identified sponsor.

 Sales promotion- Short-term incentives to encourage the purchase or sale of a

product or service.

 Personal selling- Personal customer interactions by the firm’s sales force for the
purpose of engaging customers, making sales, and building customer relationships.

 Public relations (PR)- Building good relations with the company’s various publics by
obtaining favorable publicity, building up a good corporate image, and handling or
heading off unfavorable rumors, stories, and events.

 Direct and digital marketing- Engaging directly with carefully targeted individual
consumers and customer communities to both obtain an immediate response and
build lasting customer relationships
PROMOTION MIX
 Events and experiences—Company-sponsored activities and programs designed to
create daily or special brand-related interactions with consumers, including sports,
arts, entertainment, and cause events as well as less formal activities.

 Interactive marketing—Online activities and programs designed to engage customers

or prospects and directly or indirectly raise awareness, improve image, or elicit sales
of products and services.

 Word-of-mouth marketing—People-to-people oral, written, or electronic

communications that relate to the merits or experiences of purchasing or using
products or services.
PROMOTION MIX
 Each category involves specific promotional tools that are used to communicate
with customers.

 Advertising- includes broadcast, print, online, mobile, outdoor, and other

forms.

 Sales promotion- includes discounts, coupons, displays, demonstrations, and

events

 Personal selling- includes sales presentations, trade shows, and incentive

programs.

 Public relations (PR)- press releases, sponsorships, events, and web pages

 Direct and digital marketing- includes direct mail, email, catalogs, online and
social media, mobile marketing, and more.
CHARACTERISTICS OF THE
MARKETING COMMUNICATIONS MIX
ADVERTISING
 Advertising can reach masses of geographically dispersed buyers at a low
cost per exposure, and it enables the seller to repeat a message many
times.

 Television advertising can reach huge audiences.

 Beyond its reach, large-scale advertising says something positive about the
seller’s size, popularity, and success.

 Because of advertising’s public nature, consumers tend to view advertised

products as more legitimate.

 Advertising is also very expressive; it allows the company to dramatize its

products through the artful use of visuals, print, sound, and color.

 On the one hand, advertising can be used to build up a long-term image for
a product (such as Coca-Cola ads)
ADVERTISING
 Advertising also has some shortcomings. Although it reaches many people
quickly, mass media advertising is impersonal and lacks the direct
persuasiveness of company salespeople.

 For the most part, advertising can carry on only a one-way communication
with an audience, and the audience does not feel that it has to pay
attention or respond.

 In addition, advertising can be very costly.

 Although some advertising forms—such as newspaper, radio, or online

advertising—can be done on smaller budgets, other forms, such as network
TV advertising, require very large budgets
ADVERTISING
 1. Pervasiveness—
 Advertising permits the seller to repeat a message many times.
 It also allows the buyer to receive and compare the messages of various
competitors.
 Large-scale advertising says something positive about the seller’s size,
power, and success.

 2. Amplified expressiveness—

 Advertising Provides opportunities for dramatizing the company and its

brands and products through the artful use of print, sound, and color.

 3. Control—
 The advertiser can choose the aspects of the brand and product on which to
focus communications.
PERSONAL SELLING
 Personal selling is the most effective tool at certain stages of the buying
process, particularly in building up buyers’ preferences, convictions, and
actions.

 It involves personal interaction between two or more people, so each

person can observe the other’s needs and characteristics and make quick
adjustments.

 Personal selling also allows all kinds of customer relationships to spring up,
ranging from matter-of-fact selling relationships to personal friendships.

 An effective salesperson keeps the customer’s interests at heart to build a

long-term relationship by solving a customer’s problems.

 Finally, with personal selling, the buyer usually feels a greater need to
listen and respond, even if the response is a polite “No, thank you.
PERSONAL SELLING
 Personal selling has three notable qualities:

 1. Personal interaction—Personal selling creates an immediate and

interactive episode between two or more persons. Each is able to observe
the other’s reactions.

 2. Cultivation—Personal selling also permits all kinds of relationships to

spring up, ranging from a matter-of-fact selling relationship to a deep
personal friendship.

 3. Response—The buyer is often given personal choices and encouraged to

directly respond.
SALES PROMOTION.
 Sales promotion includes a wide assortment of tools—coupons, contests,
discounts, premiums, and others—all of which have many unique qualities.
 They attract consumer attention, engage consumers, offer strong incentives
to purchase, and can be used to dramatize product offers and boost sagging
sales.

 Sales promotions invite and reward quick response.

 Whereas advertising says, “Buy our product,” sales promotion says, “Buy it
now.”

 Sales promotion effects can be short lived,

 however, and often are not as effective as advertising or personal selling in

building long-run brand preference and customer relationships.
SALES PROMOTION.
 Sales promotion tools offer three distinctive benefits:

 1. Ability to be attention-getting—They draw attention and may lead the

consumer to the product.

 2. Incentive—They incorporate some concession, inducement, or

contribution that gives value to the consumer.

 3. Invitation—They include a distinct invitation to engage in the transaction

now
PUBLIC RELATIONS
 Public relations is very believable—news stories, features, sponsorships, and
events seem more real and believable to readers than ads do.

 PR can also reach many prospects who avoid salespeople and

advertisements—the message gets to buyers as “news and events” rather
than as a sales-directed communication.

 And, as with advertising, public relations can dramatize a company or

product.

 Marketers tend to underuse public relations or use it as an afterthought.

 Yet a well-thought-out public relations campaign used with other promotion

mix elements can be very effective and economical.
PUBLIC RELATIONS
 The appeal of public relations and publicity is based on three distinctive
qualities:

 1. High credibility—News stories and features are more authentic and

credible to readers than ads.

 2. Ability to reach hard-to-find buyers—Public relations can reach prospects

who prefer to avoid mass media and targeted promotions.

 3. Dramatization—Public relations can tell the story behind a company,

brand, or product
DIRECT AND DIGITAL MARKETING
 The many forms of direct and digital marketing—from direct mail, catalogs, and
telephone marketing to online, mobile, and social media—all share some
distinctive characteristics.

 Direct marketing is more targeted:

 It’s usually directed to a specific customer or customer community.

 Direct marketing is immediate and personalized:

 Messages can be prepared quickly—even in real time—and tailored to appeal to

individual consumers or brand groups.

 Finally, direct marketing is interactive: It allows a dialogue between the

marketing team and the consumer, and messages can be altered depending on the
consumer’s response.

 Thus, direct and digital marketing are well suited to highly targeted marketing
efforts, creating customer engagement, and building one-to one customer
relationships
Forms of Direct and Digital Marketing
DIRECT AND DIGITAL MARKETING
 Direct and interactive marketing messages take many forms—over the
phone, online, or in person. They share three characteristics:

 1. Customized—The message can be prepared to appeal to the addressed

individual.

 2. Up-to-date—A message can be prepared very quickly.

 3. Interactive—The message can be changed depending on the person’s

response
WORD-OF-MOUTH
 WORD-OF-MOUTH MARKETING Word of mouth also takes many forms both online
or offline. Three noteworthy characteristics are

 1. Influential—Because people trust others they know and respect, word of mouth
can be highly influential.
 2. Personal—Word of mouth can be a very intimate dialogue that reflects personal
facts, opinions, and experiences.
 3. Timely—Word of mouth occurs when people want it to and are most interested,
and it often follows noteworthy or meaningful events or experiences.
EVENTS AND EXPERIENCES
 EVENTS AND EXPERIENCES There are many advantages to events and
experiences as long as they have the following characteristics:

 1. Relevant—A well-chosen event or experience can be seen as highly

relevant because the consumer is often personally invested in the outcome.

 2. Engaging—Given their live, real-time quality, events and experiences are

more actively engaging for consumers.

 3. Implicit—Events are typically an indirect “soft sell

FACTORS AFFECTING PROMOTION MIX
DECISIONS
 Companies must consider several factors in developing their communications
mix:

 Type of product market,

 Consumer readiness to make a purchase, and
 Stage in the product life cycle
FACTORS AFFECTING PROMOTION MIX
DECISIONS

Type of product market

 Communications-mix allocations vary between consumer and business markets.

 Consumer marketers tend to spend comparatively more on sales promotion and

advertising;

 Business marketers tend to spend comparatively more on personal selling.

 In general, personal selling is used more with complex, expensive, and risky goods and
in markets with fewer and larger sellers (hence, business markets).
FACTORS AFFECTING PROMOTION MIX
DECISIONS
Consumer readiness to make a purchase

 Communication tools vary in cost effectiveness at different stages of buyer

readiness. Figure 17.4 shows the relative cost-effectiveness of three communication
tools.

 Advertising and publicity play the most important roles in the awareness-building
stage.

 Customer comprehension is primarily affected by advertising and personal selling.

 Customer conviction is influenced mostly by personal selling.

 Closing the sale is influenced mostly by personal selling and sales promotion.

 Reordering is also affected mostly by personal selling and sales promotion, and
somewhat by reminder advertising.
FACTORS AFFECTING PROMOTION MIX
DECISIONS
FACTORS AFFECTING PROMOTION MIX
DECISIONS

RODUCT LIFE-CYCLE STAGE

In the introduction stage of the product life cycle, advertising, events and experiences,
and publicity have the highest cost-effectiveness, followed by personal selling to gain
distribution coverage and sales promotion and direct marketing to induce trial.

In the growth stage, demand has its own momentum through word of mouth and
interactive marketing.

Advertising, events and experiences, and personal selling all become more important in
the maturity stage.

In the decline stage, sales promotion continues strong, other communication tools are
reduced, and salespeople give the product only minimal attention
INTEGRATED MARKETING
COMMUNICATIONS (IMC)

 Managing and coordinating the entire communications process calls for

integrated marketing communications (IMC):
 Marketing communications planning that recognizes the added value of
a comprehensive plan to evaluate the strategic roles of a variety of
communications disciplines,

 And that combines these disciplines to provide clarity, consistency, and

maximum impact through the seamless integration of discrete messages.
RECENT DEVELOPMENTS IN
MARKETING
RECENT DEVELOPMENTS IN
MARKETING
 More Emphasis on Quality, Value, and Customer Satisfaction:
 Today’s customers place a greater weight to direct motivations (convenience,
status, style, features, services and qualities) to buy product.
 Today’s marketers give more emphasis on the notion, “offer more for less.”

 More Emphasis on Relationship Building and Customer Retention:

 Today’s marketers are focusing on lifelong customers

 They are shifting from transaction thinking to relationship building

 Large companies create, maintain and update large customer database
containing demographic, life-style, past experience, buying habits, degree of
responsiveness to different stimuli, etc.,
RECENT DEVELOPMENTS IN
MARKETING
 More Emphasis on Managing Business Processes and Integrated Business
Functions:

 5. More Emphasis on Strategic Alliances and Networks

 More Emphasis on Global Thinking and Local Market Planning:

 More Emphasis on Services Marketing

 More Emphasis on High-tech Industries:

 More Emphasis on Ethical Marketing Behaviour

RECENT DEVELOPMENTS IN
MARKETING
 Today, however, with the trend toward narrower targeting
and the surge in digital and social media technologies,

 Many companies are adopting direct marketing, either as a

primary marketing approach or as a supplement to other
approaches.

 In this section, we explore the exploding world of direct

marketing and its fastest-growing form—digital marketing
using online, social media, and mobile marketing channels.
RECENT DEVELOPMENTS IN
MARKETING
 Online marketing
 Marketing via the internet using company websites, online ads and
promotions, email, online video, and blogs.

 The first step in conducting online marketing is to create a website

 Websites vary greatly in purpose and content.

 Some websites are primarily marketing websites, designed to

engage customers and move them closer to a direct purchase or
other marketing outcome.
RECENT DEVELOPMENTS IN
MARKETING
 Direct marketing

 Companies use direct marketing to tailor their offers and content to the
needs and interests of narrowly defined segments or individual buyers.

 In this way, they build customer engagement, brand community, and sales.

 Early direct marketers—catalog companies, direct mailers, and telemarketers

— gathered customer names and sold goods mainly by mail and telephone.

 Through direct marketing, buyers can interact with sellers by phone or on the
seller’s website or mobile app to create exactly the configuration of
information, products, or services they want and then order them on the spot
RECENT DEVELOPMENTS IN
MARKETING
 E-MARKETING
 E-marketing can be defined as “the art of crafting and
delivering a message in the electronic form or over
internet that will influence a recipient’s behaviour”.

 ADVANTAGES & DISADVANTAGES OF E-MARKETING

 Advantages
 Global reach
 Simple & easy
 24/7 available
 Ocean of information
 Wider variety

Customization possible
DISADVANTAGES
•Limited appeal
•Doubtful medium
•Lacks physical touch
•Higher Investments
•Trust & fear issues
RECENT DEVELOPMENTS IN
MARKETING
 INTERNET MARKETING
 Internet marketing or online marketing or also referred to as web
marketing is the marketing of products or services over the internet.

 The form of marketing that use the web and email to drive direct sales via
electronic medium, in addition to sales from websites or emails.

Advantages Disadvantages

•Global coverage •Limited appeal

•Direct interaction •Doubtful medium
•24/7 service •Limited use
•Cash rich buyers •Fear factors
•Ocean of information •Higher Investments
•Facilitates attention
RECENT DEVELOPMENTS IN
MARKETING
 MARKETING USING SOCIAL NETWORKS
 Social networks are based on word of mouth.

 Different individuals enter into conversations on topics which are

varied in nature.

 The topics can be about products & services, movies, sports,

politics, travel & tourism, TV shows, publications, celebrities,
events and so on
RECENT DEVELOPMENTS IN
MARKETING
FORMS OF WORDS OF MOUTH OVER SOCIAL NETWORKS

Buzz Marketing: involves cultivating opinion leaders and getting

them to spread information about a product or service to others
in their communities.

Viral Marketing: is the internet version of word-of-mouth

advertising via e-mail. It is a process of advertising to consumers
over the internet through word-of-mouth transmitted through
emails and electronic mailing lists.

Blogging: is a Web log. It is a personal diary like Web page created

by an individual. Blogs are online journals where people post
their thoughts.
RECENT DEVELOPMENTS IN
MARKETING
 services marketing:
Service marketing is a strategy which promotes and showcases the
intangible benefits and offerings delivered by a company to drive
end customer value.

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.
RECENT DEVELOPMENTS IN
MARKETING
 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.

 Heterogeneity/Variability: Given the very nature of services,

each service offering is unique and cannot be exactly repeated

 Perishability: Services cannot be stored, saved, returned or

resold once they have been used
RECENT DEVELOPMENTS IN
MARKETING
 inseparability/Simultaneity of production and
consumption:
 This refers to the fact that services are generated and
consumed within the same time frame.

 Types of Services:

 Core Services: A service that is the primary purpose of the

transaction. Eg: a haircut or the services of lawyer or teacher.

 Supplementary Services: Services that are rendered as a

corollary to the sale of a tangible product. Eg: Home delivery
options offered by restaurants above a minimum bill value.
RECENT DEVELOPMENTS IN
MARKETING
 Types of Service Marketing
1. B2C
 This is the main customer service provided by companies to its
end customers.
 These can be telecom, hospitality, financial services, repair
provided by providers.
 The main focus of the company can be selling service. E.g.
Vodafone provides telecom services to consumers and markets it
as its core offering.

2. B2B
 Many companies provide services to enterprises and
organizations. These can be networks, finance, travel,
technology services etc.
RECENT DEVELOPMENTS IN
MARKETING
 Types of Service Marketing

3. Post Purchase Service

 This category if service marketing focuses on the add on and
complementary services offered by companies in addition to the
core product (or service in some cases).

 These can be warranty services, customer support, service

request resolution, helpdesk, repairs etc.

 When a person buys a phone but gets 2 years of free warranty

service and support.
 This can become a differentiator and forms part of the service
marketing done by the phone manufacturer.
RECENT DEVELOPMENTS IN
MARKETING
 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.
RECENT DEVELOPMENTS IN
MARKETING
 Green marketing:

 Refers to holistic marketing concept wherein the production,

marketing consumption an disposal of products and services

 Happen in a manner that is less detrimental to the environment

with growing awareness about the implications of global
warming, non-biodegradable solid waste, harmful impact of
pollutants etc.,

 Both marketers and consumers are becoming increasingly

sensitive to the need for switch in to green products and
services.
RECENT DEVELOPMENTS IN
MARKETING
 GREEN PRODUCTS AND ITS CHARACTERISTICS

 Products those are originally grown,

 Products those are recyclable, reusable and biodegradable,
 Products with natural ingredients,
 Products containing recycled contents, non-toxic chemical,
 Products contents under approved chemical,
 Products that do not harm or pollute the environment,
 Products that will not be tested on animals,
 Products that have eco-friendly packaging i.e. reusable, refillable
containers etc.
RECENT DEVELOPMENTS IN
MARKETING
 Consumerism

 Consumerism is an organized social movement intended to

strengthen the rights and power of consumers relative to sellers.

 Alert marketers view it as an opportunity to serve consumers

better by providing more consumer information, education, and
protection.

 Traditional buyers’ rights include the following:

 • The right not to buy a product that is offered for sale
 • The right to expect the product to be safe
 • The right to expect the product to perform as claimed
RECENT DEVELOPMENTS IN
MARKETING
 Consumerism
 Critics feel that the buyer has too little information, education,
and protection to make wise decisions when facing
sophisticated sellers.

 Consumer advocates call for the following additional consumer

rights:
 The right to be well informed about important aspects of the product
 The right to be protected against questionable products and marketing
practice
 The right to influence products and marketing practices in ways that will
improve “quality of life”
 The right to consume now in a way that will preserve the world for future
generations of consumer.

 Consumerists consider whether the marketing system is

efficiently serving consumer wants
RECENT DEVELOPMENTS IN
MARKETING
 Five sustainable marketing principles:
 Consumer-oriented marketing : A company should view and
organize its marketing activities from the consumer’s point of
view.
 Customer value marketing : A company should put most of its
resources into customer value–building marketing investments.
 Innovative marketing: company should seek real product and
marketing improvements.
 Sense-of-mission marketing : A company should define its
mission in broad social terms rather than narrow product
terms.
 Societal marketing.
RECENT DEVELOPMENTS IN
MARKETING
 Societal Marketing-
 A company should make marketing decisions by considering consumers’ wants,
the company’s requirements, consumers’ long-run interests, and society’s long-
run interests.

 Sustainable marketing:
 Sustainable marketing calls for meeting the present needs of consumers and businesses
while preserving or enhancing the ability of future generations to meet their needs.

 Whereas the marketing concept recognizes that companies thrive by fulfilling the day-
to-day needs of customers.
RECENT DEVELOPMENTS IN
MARKETING
 Social Marketing

 Social marketing by nonprofit or government organizations furthers a cause,

such as “say no to drugs” or “exercise more and eat better.

 Social marketing is an approach used to develop activities aimed at changing or

maintaining people's behavior for the benefit of individuals and society as a
whole

 Social marketing goes back many years.

 In the 1950s, India started family planning campaigns.
 In the 1970s, Sweden introduced social marketing campaigns to turn itself
into a nation of nonsmokers and nondrinkers,
 The Australian government ran “Wear Your Seat Belt” campaigns, and
 The Canadian government launched campaigns to “Say No to Drugs,”“Stop
Smoking,” and “Exercise for Health.”
RECENT DEVELOPMENTS IN MARKETING

 Sustainable marketing:

 sustainable marketing calls for socially and environmentally responsible actions that
meet both the immediate and future needs of customers and the company.

 Truly sustainable marketing requires a smooth-functioning marketing system in which

consumers, companies, public policy makers, and others work together to ensure
responsible marketing actions.

 Environmentalism
 Is an organized movement of concerned citizens, businesses, and government agencies
designed to protect and improve people’s current and future living environment.

 Are concerned with marketing’s effects on the environment and the environmental
costs of serving consumer needs and wants.
RECENT DEVELOPMENTS IN MARKETING

 Environmentalism
 Environmentalists are not against marketing and consumption;

 They simply want people and organizations to operate with more care for the
environment.

 Environmentalism is concerned with damage to the ecosystem caused by global

warming, resource depletion, toxic and solid wastes, litter, the availability of fresh
water, and other problems.

 Other issues include the loss of recreational areas and the increase in health problems
caused by bad air, polluted water, and chemically treated food.
RECENT DEVELOPMENTS IN MARKETING

 Environmental sustainability
 A management approach that involves developing strategies that both sustain the
environment and produce profits for the company.

 Environmental sustainability is about generating profits while helping to save the

planet.

 Today’s enlightened companies are taking action not because someone is forcing them
to or to reap short-run profits but because it’s the right thing to do—because it’s for
their customers’ well-being, the company’s well-being, and the planet’s environmental
future
THANK YOU !!!