PresentationMARKETING%20Mkt[1]

8/7/2019 PresentationMARKETING%20Mkt[1]

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MARKETING


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NEW CONCEPTS

Social Marketing

Green Marketing

Ambush Marketing

Guerilla Marketing

Viral Marketing

Bluetooth Marketing

Surrogate Advertisement


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The American Marketing Association defines Green

Marketing as "the marketing of products that are

presumed to be environmentally safe for the consumers."

It includes a wide range of activities, viz., product

modification, changes in the production processes,

modification of the advertising messages, changes in the

packaging of products, etc.

Green MarketingGreen Marketing


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In India, around 25% of the consumers prefer environmental-friendly

products, and around 28% may be considered healthy conscious.

The Surf Excel detergent which saves water (advertised with the

message"do bucket paani roz bachana") and the energy-saving LG

consumers durables are examples of green marketing.



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Social marketing refers to marketing of issues relevant to the society at

large.

Non-profit organizations attempt to achieve objectives other thanprofit. They are not uninterested in earning money as they have to

generate cash to survive. But their primary goal is not profit generation.

Most non-profit organizations practice, what is called social marketing.

Social MarketingSocial Marketing

Marketing is important for non-profit organizations because of their

need to generate funds in an increasingly competitive environment.

Many non-profit organizations rely on membership fees or donations,

which means that communication to individual and organizations is

required, and they must be persuaded to join the organization or make

a donation. This requires marketing skills.


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CRY

Social MarketingSocial Marketing


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Surrogate Advertising is "duplicating the brand image of

one product extensively to promote another product of the

same brand". In simple terms a surrogate ad shows

something but means something else.

Surrogate AdvertisementSurrogate Advertisement


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Surrogate AdvertisementSurrogate Advertisement

Bagpiper advertises club soda, we know that they are

trying to sell something else.

Bagpiper soda and cassettes & CDs,

Haywards soda,

Royal Challenge golf accessories and mineral water,Kingfisher mineral water,

White Mischief holidays,

Smirnoff cassettes & CDs,

Imperial Blue cassettes & CDs.


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Ambush marketing has been defined as marketing communication

that involves a company seeking to associate with an event without

making payment to the event owner and often in direct conflict witha competitor who is a legitimate and paying sponsor

Ambush marketing represents the set of activities that companies

use to create the impression of an association with a given event or

sport property. Typically, these activities are aimed at creating the

image that a company is a paying sponsor of an event or an official

partner with the sport property.

Ambush / Parasitic MarketingAmbush / Parasitic Marketing


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Eastman Kodak ofRochester, NY reportedly spend about $40 million to be

the sole imaging sponsor of the 1996 Olympic Games.

Fuji another film company, which advertised on the radio and on

newspaper, believed that the promotion may take advantage of thecountry's strong interest in sports. Fuji also planed to offer a poster series

and desk calendar featuring athletes such as Dan O'BRIEN and Michael

Johnson, both strong contenders for the Olympic team.

The concern is that people walk away thinking that another film company

besides Kodak is an Olympic sponsor.



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1996 cricket World Cup.

Coke paid Rs 40 crore to be called an official sponsor, but Pepsi's brilliant

counter ad "nothing official about it" clearly occupied more of the

consumer's mind space.



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Guerilla marketing uses unconventional marketing methods to gain

conventional results. Like in warfare, guerilla tactics are used when an

organization is small and/or does not have the resources to deal with alarge entrenched enemy head on.

The guerilla marketing approach is a low-cost, high impact form of

marketing that stresses creativity and capitalizes on the immediacy of

needs. It is an approach that is flexible and responsive to changing

conditions and relies on a willingness to try many different approaches.

Above all it is fun and attention catching.

Guerilla MarketingGuerilla Marketing


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Viral marketing refers to "techniques that seek to exploit preexisting social

networks to produce exponential increases in brand awareness, through viral

processes similar to the spread of an epidemic. It is word-of-mouth delivered

and enhanced online; it harnesses the network effect of the Internet and can

be very useful in reaching a large number of people rapidly." This sort of

marketing is very effective and is also low-cost.

Hundreds of companies, large and small, are coming up with ingenious ways

to promote themselves, by posting videos on YouTube, inventing adver-games, and even employing connector agents who spread the buzz about a

new product or sale through their own social networks.

Viral MarketingViral Marketing


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A study by Inc. Magazine recently reported that 82 percent of the

fastest-growing private companies are using these kinds of initiatives.

And the beauty of it is that almost anyone can do it it does not have to

be costly. But it does have to be thought through, so do not rush off justyet.

The launch of subservientchicken.com by Burger King

in 2004, a web site that allows you to type in acommand to a man in a chicken costume and watch

him obey the command on screen, soon enjoyed 20

million hits.

Viral MarketingViral Marketing


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Bluetooth is an open wireless protocol for exchanging data over

short distances (using short radio waves) from fixed and mobile

devices, creating personal area networks (PANs).

Nokia is to launch one of the first mobile video Bluetooth

marketing campaigns in the UK.

The company joins the growing list of big brands, including Volvo

and EMI, that have experimented with Bluetooth marketing.

BluetoothBluetooth


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In Bluetooth marketing, the promotional contentis transmitted to potential customers by usingBluetooth wireless technology. For doing this, acompany needs to have a bluetooth transmittingdevice. By using this device, the company cansend messages to the consumers' bluetooth-enabled mobiles. Bluetooth marketing is alsoknown as proximity marketing because if a

consumer is using his bluetooth-enabled cellphone in the proximity of a marketing broadcast,he can then receive the broadcast data on his cellphone.

Bluetooth/ Proximity MarketingBluetooth/ Proximity Marketing


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Frequently asked questions about

marketing


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The possible entry level marketing positions are numerous, including such

positions as Sales Representative, Advertising Assistant, Public Relations Assistant,

Retail Manager, Purchasing Agent, Research Analyst, Distribution/Transportation

Manager, Logistics Manager, Marketing Assistant/Coordinator, AccountRepresentative, Media Planner, Business Development Associate,

Buyer/Merchandiser, Product Manager, Internet Marketing Specialist, Consultant.

Success in these initial positions typically results in advancement and promotion

within one or two years to positions with increasing responsibility. Marketingpositions by nature tend to be high profile within an organization, and people who

have the ability to produce consistent results experience accelerated promotions.

What are some typical entry-level marketing

positions?


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What skills and personal characteristics are required to succeed in

marketing?

What value will you bring to our company?

Describe a situation in which an innovative course of action was necessary?

Marketing manager interview questions


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13. If you were actually a brand of car what car would you

be and why?

14. What has been a particularly demanding goal for you to achieve?

15. Can you think of a situation in which an innovative course of action was

needed? What did you do in this situation?

16. In your present position, what standards have you set for doing a good

job? How did you determine them?

17. Please think about your most significant accomplishment. Now, could you

tell me all about it?



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18. Some of the biggest mistakes you made?

19. How you changed and grew as a person?

20. What you would do differently if you could do it again?

21. How you prepared the budget and plan and how you did against it?

22. How you motivated and influenced others, with specific examples to

prove your claims?

23. How you dealt with conflict with specific examples?

24. Anything else you felt was important to the success of the project?



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25. What recognition you received (everybody gets

recognition for a job well done)?

26. What does a person taking this job need to do over the

next three to six months in order to be considered successful?

27. What are the two or three things a successful person would need to do to

make sure they achieved the major objective?

28. Is there anything else that needs to be changed, fixed, or improved over

the next few months?

29. What are the biggest challenges in the job?


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