Unit 8 : Emerging Trends in 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.
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
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
· Trade fairs
· Entertainment events
· Concerts/live performances
· Festive events
· Government events
· 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
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.
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.
FT‐205C/Fundamentals of Marketing Management/Prof. Arpit Loya 3