Emerging issues

Emerging issues
Relationship marketing Marketing of services Marketing on the internet Green marketing Social marketing Rural marketing

Relationship marketing
Basic purpose of marketing is to create strong and lasting relationships with a core group of customers by making them feel good about how the company does business with them and by giving them some kind of personal connection to the business. Elements of Relationship Marketing:
1. Identifying and building marketing databases of potential and present customers: 2. Deliver differentiated messages to targeted households: 3. Track the relationship to make media expenditure more effective and more measurable:

 Role of Sales Force in Relationship Marketing:

1. Relationship marketing in Direct Marketing 2. Relationship Marketing in Retailing 3. Benefits of Relationship Marketing

Marketing of services
Categories of Service Mix:
1. 2. 3. 4. 5. Pure tangible goods only Tangible goods with accompanying Services Hybrid Major Service with Accompanying Minor Goods and Services: Pure Services

Marketing Strategies for Service Firms: services firms started using marketing tools very late. Traditional 4Ps work well for tangible goods, but additional elements required. These additional Ps are:
1. 2. 3. Physical evidence, Processes, and People.

Marketing on the internet

Features Electronic mail (e-mail) Usenet Use Allows users to send electronic mail anywhere in the world

Telnet
File transfer protocol Client server Gopher Wide area informationserver World wide web

 Advantage of Internet Marketing:

1. 2. 3. 4. 5. 6. 7. 1. 2. 3. 4. 5. Target marketing Message Tailoring Interactive Capabilities Information Access Sales Potential Creativity Market Potential Measurement problem Audience Characteristics Web Snarl Clutter Costs

Limitations of Internet Marketing:

Green marketing
The movement by companies to develop and market environmentally responsible products. And practice themselves the three major rules i.e., waste management, reuse, recycling waste.

Social marketing
The design, implementation, and control of programs seeking to increase the acceptability of a social idea, cause, or practice among a target group.

Rural marketing
The topic of rural marketing is apparently seems too be India specific. In realty, the rural marketing conditions certain respect are equally applicable to other neighboring countries in various stages of economic development. Marketing principles are the same for rural or urban markets. It is the approach to applying these principles that require adjustments according to specific opportunities and constraints resulting from a host of rural conditions in India that a marketer faces. Key decision area in Rural Marketing:
Segmentation and targeting Product planning Pricing Distribution promotion

Thank You