Marketing and it's type

Start writing...Marketing as a discipline is constantly evolving. The existing concepts are analyzed and updated to suit the current economic and social trends. Newer concepts also emerge as a result of technological innovations and marketing research. The older marketing theories which were widely accepted a few decades ago are no longer relevant in today’s scenario.

Social Marketing:
Social marketing is the application of commercial marketing principles to achieve a social good. It began as a formal discipline in the 1970s, when Philip Kotler and Gerald zaltman published “social marketing- an approach to planned social change” in the journal of marketing.
Principles of Social Marketing:

i. Efforts should be made to understand the customers, i.e. the people whose behaviour is sought to be changed. Their needs, motivations and fears should be analysed by questioning and listening to their viewpoints.

ii. The audience should be divided into sub groups to increase effectiveness of the social marketing programmes. People with shared needs and characteristics should be identified and targeted with specific policies. For example, for a polio eradication campaign, parents with young children below age of five would be the target group.

iii. The essence of social marketing is to bring about positive changes in people’s behaviour. The social marketing group should interact with the people, get involved with them and encourage them to bring about changes in their beliefs and lifestyles. An effective communication policy is very vital for making the people adopt changes.

iv. The forces which motivate people to act should be recognized. Plans should be expressed to them in such a way that it makes sense to the people and helps them understand how this plan can benefit them or the society.

v. A wide range of communication tools should be used to reach the people. Mass media like television, radio, newspapers, and outside advertising media like billboards, posters, etc. should be utilised to ensure wide coverage.

vi. The customers should be involved in planning and implementing the behaviour change programme. The views of the public should be taken into account while developing the policies and delivering the service.

vii. Collaborations should be formed with partners, stakeholders and other organizations sharing the same values and beliefs in order to improve communication and encourage effective engagement with audiences.

viii. Social marketers should be accountable in communication and marketing activities and demonstrate high ethical standards. They should adhere to values like integrity, honesty and impartiality.
Social Marketing Process:
Service Marketing:
Services are intangible economic activities that fulfill certain needs of a customer. Some services are purely intangible in nature while some are associated with tangible goods. Production and delivery of services is simultaneous, i.e., services cannot be stored and are consumed at the point of sale. They cannot be seen or touched, but only experienced.

Examples of services are banking, insurance, hair dressing, catering, medical services, etc. Services are very different from products and as such they need different strategies to be successfully marketed.
Green Marketing:
Green marketing is the marketing of products in an environmental friendly way. It combines the satisfaction of consumer’s wants and needs with the conservation and protection of the natural environment.

Green companies may produce goods that are environmentally friendly or adopt a production method that is least damaging to natural resources. Green marketing is also known as sustainable marketing.
Holistic Marketing:
In the modern marketing world, organizations are looking beyond the traditional marketing outlook and are recognizing the need to consider marketing as a comprehensive process, a vital component of the broader economy and society. Holistic marketing enables the company to view its marketing efforts as a “whole” and develop an overall complete marketing plan.
Relationship Marketing:

One of the main objectives of marketing is to build deep meaningful relationships with the various stakeholders in the organization. In holistic marketing, the organization realizes the importance of maintaining enduring relationships with the customers, employees, suppliers, distributors, shareholders, financers, dealers, media, government agencies, community, etc.
Direct Marketing:
Direct marketing is the method of selling goods and services directly to the customers rather than through retailers. Firms involved in direct marketing communicate directly with the target customers with specific promotional techniques. It helps the business to build better customer relations because the business connects to the prospective customers directly.
Email Marketing:

A method of direct marketing which uses email as a means to communicate with its audience. This is a very popular way of contacting potential buyers because it is relatively inexpensive to design, create and send an email to thousands of people at a time. It also enables marketers to measure and control the marketing efforts easily.
Telemarketing:

Telemarketing is one of the most common forms of direct marketing in which marketers contact customers by phone. Salespersons may personally call people and interact with them over the phone in order to make a sale or to get contacts of other prospects who might be interested. Telemarketing also includes recorded sales pitches that are played over the phone via automatic dialing.