Unit-IV; Professional Sales Representative (PSR).pptx
Contemporary issues in marketing
1. Marketing
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Contemporary Issues In
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2. Societal Marketing Concept
• In this concept, companies aim profits while taking
customer satisfaction into consideration in short
term and human welfare in long term.
• So, there are three things that must be involved for a
company to implement ‘Societal Marketing Concept’:
a) Company (in terms of profit maximization)
b) Consumers (in terms of wants and satisfaction)
c) Society (in terms of human welfare)
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3. Social Marketing
• Social marketing is using marketing methods and marketing
mix in order to solve social issues. Aim is to affect individual
behavior in society showing proper ways in order to enable
social welfare.
• Avon is an example that uses social marketing. They try to
make women aware of breast cancer by selling products
specific to that issue. These products involve pins, bracelets,
books, cloth bags, and mobile phone apparels. The profits
made by the sales are donated to a special fund which is lent
to hospitals, foundations, etc.
4. Not-For-Profit Marketing
• Marketing is used for the not-for-profit
organizations. Universities are example to
such organizations, as they use advertising not
to increase profits but to increase the number
of students that prefer that university.
• Prathma Blood Bank is another example
5. Cause-Related Marketing
• In such marketing, a company and a nonprofit
organization together start a marketing activity to draw
people’s attention to an issue. Cause-related marketing
provides benefit to both company and the
organization.
• It is beneficial for the company because it creates a
positive public image and it also increases sales of the
brand. On the other hand, it is beneficial to the
organization because they will be able to reach new
sources of funds which they deprive of in most cases,
and they will obtain greater visibility.
6. Sports Marketing
• “Sports marketing” is the use of marketing
principles for or within the sports related
environments.
• The main idea you can get from this definition
is that, there are two dimensions of sports
marketing:
7. • Marketing through sports. In such marketing, the
marketed products are nonsports products but the
channels used to reach the target market are sports-
related. Master Card sponsorship and advertisements in
The Champions League and The World Cup can be accepted
as a well-known advertisement.
• Marketing of sports. This kind of marketing strategically
aims marketing the pure sports goods to the target market.
Continuing to the previous example, the advertisements of
The Champions League or The World Cup through different
media channels are good examples of marketing of sports.
8. Guerilla Marketing
• Guerilla Marketing is a form of marketing whose
target markets exist in unexpected places; the
product is marketed in a memorable and
attractive manner.
• The aim of this marketing is to reach more people
with a limited budget and a more effective
message. Customers are shocked and surprised in
guerilla marketing, so they can remember things
that surprise them.
9. • Some key elements of
guerilla marketing:
• Creativity
• Unexpectedness
• More with less
10. Viral (Buzz) Marketing
• Viral (Buzz) Marketing is marketing technique that
encourages people to spread your message to others,
to create difference in the short time. In viral
marketing, the message quickly spreads like a virus
from one person to another.
• You tell two friends, and then they tell two friends,
because it is form of “word of mouth”. Social networks
can play a key role in spreading your message. They
can be very successful in reaching a large number of
people rapidly.
11. Experiential Marketing
• Experiences occur when customer meets with
a product and use it. They play a vital role
while making the purchase decision.
• They provide greater interaction between firm
and consumer. Firms focus on their customers
with the help of the emotional appeals to
affect their senses.
12. • Experiential marketing differs from traditional
marketing in four ways:
• Experience of Customer
• Focus on Consumption
• Ecletic Methods
• Rational and Emotional Animals
13. Marketing in the Digital Age
• Online marketing is the marketing of products
and services via the Internet as its medium. In
today’s global environment; to benefit from
the new technologies, marketers should
develop strategies which suit the Digital
World.
14. • Types of Internet Usage Among Companies
• “Brick-and-mortar company” operates in real life
only, uses Internet to provide information.
Organizations like universities are example to this.
• “Click-and-mortar company” provide sales both
in real life and through Internet. Vatan Computer
is an example to this.
• “Click-only company” operates only online and
you cannot contact in real life with such company.
Idefix is an example to this, you can only buy
those books online.
15. Search Engine Marketing
• With the increasing popularity of Google and such
search engines, Search Engine Marketing concept is
introduced.
• The concept is defined as a form of Internet marketing
that seeks to promote websites by increasing their
visibility in search engine result pages through the use
of search engine optimization. It provides increased
visibility for the companies for the reason that
whenever people have a question on their minds, they
ask Google.
16. Tourism Marketing
• Tourism Marketing is the managerial process of
anticipating and satisfying existing and potential visitors’
wants more effectively then competitive suppliers or
destinations.
• The management of exchange is driven by profit,
community gain, or both; either way long-term success
depends on a satisfactory interaction between consumer
and supplier. It also means securing environmental and
societal needs as wee as core consumer satisfaction. They
can no longer be regarded as mutually exclusive.
17. Personal Branding
“Your personal brand is the powerful, clear, positive
idea that comes to mind whenever other people
think of you.
It’s what you stand for – the values, abilities and
actions that others associate with you.
It’s a professional alter ego designed for the
purpose of influencing how others perceive you, and
turning that perception into opportunity.”
Peter Montoya Personal Branding Guru
18. 7 Secrets To Building A Compelling
Personal Brand
1. Have a clear vision.
2. Create a strong offering.
3. Be a personality to remember.
4. Know your target audience.
5. Presentation, presentation, presentation.
6. Deliver what you promise.
7. Leave room to expand.
8. Use new media like websites, blogs, LinkedIn Profiles, other
social media profiles to create content that defines you as a
professional
9. Update and engage with your target audiences regularly
