1.
Social Criticisms of Marketing
1
0 Impact on consumers
0High prices
0Deceptive practices
0High pressure selling
0Shoddy and unsafe
products
0Planned obsolescence
0Poor service to
disadvantaged
consumers
0Impact on society
0False wants and too
materialistic
0Too few social goods
0Cultural pollution
0Marketing to
children
0Too much political
power

2.
Relationship Marketing
0Relationship marketing is the process of attracting,
maintaining, and enhancing relation- ships with
key individuals over time.
2
0 Involves methods and tactics
to develop long-term
relationship with customers in
order to retain them.
0 Normally one-to-one
communication to earn the
customers’ loyalty.

3.
Customer Relationship
Management
0 Customer relationship management (CRM) is a combination of
policies, processes and strategies implemented by a company
that unifies its customer interaction and provides a
mechanism for tracking customer information.
3
0 a comprehensive way to
manage the relationships with
customers— including
potential customers—for long-
lasting mutual benefit.
0 learn more about customers
and behaviors to develop
stronger, lasting relationships
that will benefit both the
parties.

4.
Benefits of CRM
4
Shared or distributed data
Cost reduction
Better customer service
Increased customer satisfaction
Better customer retention
Repeat business
New Business

5.
CRM Functions & Process
5

6.
Sustainability Marketing
0The process and activities which marketers meet
customers’ requirement:
0Providing values to them in exchange for profits
to the marketers
0Addressing the concerns for the social and
natural environment
0Avoid activities that affects the fulfillment of the
well-being of the current and future generations
6

7.
Sustainability Marketing
Components
7
Sustainability
Marketing
Natural
Economic
Social
0 Economic stewardship:
responsibility of providing value
for customers while continously
making profit
0 Social stewardship: equitable
distribution of social resources for
individuals and society
0 Natural stewardship - taking care
of the natural resources through
maintenance and renewal of those
resources

8.
Society and Government Actions
0 Consumerism
0 Environmentalism
0 Government rules and regulation
8

9.
Business Action through
Enlightened Marketing
Customer-
based
• Fulfilling needs and wants of customers
Customer value
• Invest in enhancement of the value of products
Improvement-
based
• Invest in improving product and marketing activities
Social-mission
• Mission in a social version
Societal marketing
• Care of customers’ needs and wants, company’s objectives, and
society’s concerns
9

10.
Global Marketing
0Global marketing activities
0take place across national boundaries
0combines the marketing activities of a range of
companies from exporters to transnational
0multinational companies whose operations and
management span all over the world
0products of the company are sold to two or
more countries
10

11.
Needs for Global Marketing
0Overloading of the home market
0 Growth of the local marketing activities is limited
0Clearing excess inventory
0 Excess inventory of a product is cleared
0Lower per unit cost
0 Increase in production and lower per unit cost
0Depressed demands in the home market
0 Maintain production capacity and to fix cost
11

12.
Factors Influencing Global
Marketing
International Trade System
Decline of
protectionism
Increase in economic
integration and free
trade
12

13.
Factors Influencing Global
Marketing
Cultural
Cultural
values
Customs Symbols Languages
13

14.
Factors Influencing Global
Marketing
Economic
Stages of
economic
development
Economic
infrastructure
Consumer
income and
purchasing
power
Currency
exchange
rates
14

15.
Factors Influencing Global
Marketing
Political
Political
stability
Trade
regulations
Trade
incentives
15

16.
Global Market Entry
Strategies
Mode of Entry
Exporting
Direct
Indirect
Joint venture
Licensing
Contract manufacturing
Management contracting
Joint ownership
Direct investment
Assembly facilities
Manufacturing facilities
Marketing facilities
16

17.
Global Marketing Mix
Strategies
17
Standardization
Adaptation