Emerging Trends in Marketing

Document Sample
Emerging Trends in Marketing Powered By Docstoc
                                                         Fundamentals of 
                                                      Marketing Management 
                         Unit 8 : Emerging Trends in Marketing 

Internet Marketing 
Internet  Marketing,  also  referred  to  as  I‐marketing,  web‐marketing,  online‐marketing,  or  e‐ 
Marketing, is the marketing of products or services over the Internet. 

The Internet has brought media to a global audience. The interactive nature of Internet marketing 
in terms of providing instant response and eliciting responses, is a unique quality of the medium. 
Internet marketing is sometimes considered to have a broader scope because it not only refers to 
the Internet, e‐mail, and wireless media, but it includes management of digital customer data and 
electronic customer relationship management (ECRM) systems. 

Multi Level Marketing 
Multi‐level marketing (MLM), (also called network marketing, direct selling, referral marketing, 
and  pyramid  selling  is  a  term that  describes  a marketing  structure  used  by  some  companies  as 
part of their overall marketing strategy. The structure is designed to create a marketing and sales 
force  by  compensating  promoters  of  company  products  not  only  for  sales  they  personally 
generate,  but  also  for  the  sales  of  other  promoters  they  introduce  to  the  company,  creating  a 
down‐line  of  distributors  and  a  hierarchy  of  multiple  levels  of  compensation  in  the  form  of  a 

CRM or Customer Relationship Management 
CRM  (customer  relationship  management)  is  an  information  industry  term  for  methodologies, 
software, and usually Internet capabilities that help an enterprise manage customer relationships 
in an organized way. 

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. Yet defining green marketing is not a simple task where 
several meanings intersect and contradict each other; an example of this will be the existence of 
varying  social,  environmental  and  retail  definitions  attached  to  this  term.  Other  similar  terms 
used are Environmental Marketing and Ecological Marketing.

FT‐205C/Fundamentals of Marketing Management/Prof. Arpit Loya                                                   1 
                                                                Fundamentals of 
                                                             Marketing Management 
Event Marketing 
The  marketing  discipline  focused  on  face  to  face  interaction  via  live  events,  trade  shows  and 
corporate meetings among other event types. 

Given here is a list of he varied events that are organized by the cross section of event companies: 
    ·     Business events 
    ·     Corporate events 
    ·     Cause‐Related events 
    ·     Coordinating Skills 
    ·     Fundraising events 
    ·     Exhibitions 
    ·     Trade fairs 
    ·     Entertainment events 
    ·     Concerts/live performances 
    ·     Festive events 
    ·     Government events 
    ·     Meetings 
    ·     Seminars 
    ·     Workshops 
    ·     Conferences 
    ·     Conventions 
    ·     Social and cultural events 
    ·     Sporting events 
    ·     Marketing events 
    ·     Promotional events 
    ·     Brand and product launches 

Sponsorship  is  the  financial  or  in‐kind  support  of  an  activity,  used  primarily  to  reach  specified  business 

Cause Related Marketing 
Cause  marketing  or  cause‐related  marketing  refers  to  a  type  of  marketing  involving  the  cooperative 
efforts of a "for profit" business and a non‐profit organization for mutual benefit. The term is sometimes 
used more  broadly  and  generally  to refer  to any type  of marketing  effort  for  social  and  other charitable 
causes, including in‐house marketing efforts by non‐profit organizations.

FT‐205C/Fundamentals of Marketing Management/Prof. Arpit Loya                                                                2 
                                                         Fundamentals of 
                                                      Marketing Management 
Concept of Rural Marketing 
Rural  Markets  are  defined  as  those  segments  of  overall  market  of  any  economy,  which  are 
distinct  from  the  other  types  of  markets  like  stock  market,  commodity  markets  or  Labor 
economics. Rural Markets constitute an important segment of overall economy, for example,  in 
the USA, out of about 3000 countries, around 2000 counties are rural, that is, non‐urbanized, with 
population of 55 million. Typically, a rural market will represent a community in a rural area with a 
population of 2500 to 30000. 

Global Marketing 
The  Oxford  University  Press  defines  global  marketing  as  “marketing  on  a  worldwide  scale 
reconciling  or  taking  commercial  advantage  of  global  operational  differences,  similarities  and 
opportunities in order to meet global objectives.” Oxford University Press’ Glossary of Marketing 

Marketing for Non‐Profit Organizations 
Marketing  a  nonprofit  organization  takes  the  need  for  a  new  sense  of  satisfying  not  only  the 
consumer  but  also  the  donor's  needs.  Use  these  resources  to  learn  how  you  can  market  your 
nonprofit organization effectively. 

        1)  Oxford University Press’ Glossary of Marketing Terms. 
        2)  About.com 
        3)  Wikipedia.com

FT‐205C/Fundamentals of Marketing Management/Prof. Arpit Loya                                                  3 

Description: Sapient Institute of Management Studies, STUDY MATERIAL, MBA Unit 8 : Emerging Trends in Marketing Internet Marketing Internet Marketing, also referred to as I-marketing, web-marketing, online-marketing, or e-Marketing, is the marketing of products or services over the Internet. The Internet has brought media to a global audience. The interactive nature of Internet marketing in terms of providing instant response and eliciting responses, is a unique quality of the medium. Internet marketing is sometimes considered to have a broader scope because it not only refers to the Internet, e-mail, and wireless media, but it includes management of digital customer data and electronic customer relationship management (ECRM) systems. Multi Level Marketing Multi-level marketing (MLM), (also called network marketing, direct selling, referral marketing, and pyramid selling is a term that describes a marketing structure used by some companies as part of their overall marketing strategy. The structure is designed to create a marketing and sales force by compensating promoters of company products not only for sales they personally generate, but also for the sales of other promoters they introduce to the company, creating a down-line of distributors and a hierarchy of multiple levels of compensation in the form of a pyramid. CRM or Customer Relationship Management CRM (customer relationship management) is an information industry term for methodologies, software, and usually Internet capabilities that help an enterprise manage customer relationships in an organized way. 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. Yet defining green marketing is not a simple task where several meanings intersect