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Contemporary Issues In
Marketing

Societal Marketing
Concept
In this concept, companies aim profits while
taking customer satisfaction into consideration in
short term and human welfare in long term.
So, there are three things that must be involved
for a company to implement Societal Marketing
Concept:
a)Company(in terms of profit maximization)
b)Consumers(in terms of wants and satisfaction)
c)Society(in terms of human welfare)
Source: http://ba440.blogspot.in/

Social Marketing
Social marketing is using marketing methods and
marketing mix in order to solve social issues. Aim is to
affect individual behavior in society showing proper
ways in order to enable social welfare.
Avon is an example that uses social marketing. They try
to make women aware of breast cancer by selling
products specific to that issue. These products involve
pins, bracelets, books, cloth bags, and mobile phone
apparels. The profits made by the sales are donated to
a special fund which is lent to hospitals, foundations,
etc.

Not-For-Profit Marketing
Marketing is used for the not-for-profit
organizations. Universities are
example to such organizations, as
they use advertising not to increase
profits but to increase the number of
students that prefer that university.
Prathma Blood Bank is another
example

Cause-Related Marketing
In such marketing, a company and a nonprofit
organization together start a marketing activity to
draw peoples attention to an issue. Cause-related
marketing provides benefit to both company and
the organization.
It is beneficial for the company because it creates a
positive public image and it also increases sales of
the brand. On the other hand, it is beneficial to the
organization because they will be able to reach new
sources of funds which they deprive of in most
cases, and they will obtain greater visibility.

Sports Marketing
Sports marketing is the use of
marketing principles for or within the
sports related environments.
The main idea you can get from this
definition is that, there are two
dimensions of sports marketing:

 Marketing through sports.In such marketing, the

marketed products are nonsports products but the
channels used to reach the target market are sportsrelated. Master Card sponsorship and advertisements in
The Champions League and The World Cup can be
accepted as a well-known advertisement.
Marketing of sports.This kind of marketing
strategically aims marketing the pure sports goods to the
target market. Continuing to the previous example, the
advertisements of The Champions League or The World
Cup through different media channels are good examples
of marketing of sports.

Guerilla Marketing
Guerilla Marketingis a form of marketing
whose target markets exist in unexpected
places; the product is marketed in a
memorable and attractive manner.
The aim of this marketing is to reach more
people with a limited budget and a more
effective message. Customers are shocked and
surprised in guerilla marketing, so they can
remember things that surprise them.

 Some key elements

of guerilla
marketing:
Creativity
Unexpectedness
More with less

Viral (Buzz) Marketing

Viral (Buzz) Marketingis marketing technique
that encourages people to spread your message to
others, to create difference in the short time. In
viral marketing, the message quickly spreads like a
virus from one person to another.
You tell two friends, and then they tell two friends,
because it is form of word of mouth. Social
networks can play a key role in spreading your
message. They can be very successful in reaching a
large number of people rapidly.

Experiential Marketing
Experiences occur when customer meets
with a product and use it. They play a vital
role while making the purchase decision.
They provide greater interaction between
firm and consumer. Firms focus on their
customers with the help of the emotional
appeals to affect their senses.

 Experiential marketing differs from

traditional marketing in four ways:
Experience of Customer
Focus on Consumption
Ecletic Methods
Rational and Emotional Animals

Marketing in the Digital Age

Online marketing is the marketing of
products and services via the
Internet as its medium. In todays
global environment; to benefit from
the new technologies, marketers
should develop strategies which suit
the Digital World.

 Types of Internet Usage Among

Companies
Brick-and-mortar companyoperates in real
life only, uses Internet to provide information.
Organizations like universities are example to
this.
Click-and-mortar companyprovide sales
both in real life and through Internet. Vatan
Computer is an example to this.
Click-only companyoperates only online
and you cannot contact in real life with such
company. Idefix is an example to this, you can
only buy those books online.

Search Engine Marketing

With the increasing popularity of Google and such
search engines, Search Engine Marketing concept is
introduced.
The concept is defined as a form of Internet
marketing that seeks to promote websites by
increasing their visibility in search engine result
pages through the use of search engine
optimization. It provides increased visibility for the
companies for the reason that whenever people
have a question on their minds, they ask Google.

Tourism Marketing
Tourism Marketingis the managerial process of
anticipating and satisfying existing and potential
visitors wants more effectively then competitive
suppliers or destinations.
The management of exchange is driven by profit,
community gain, or both; either way long-term success
depends on a satisfactory interaction between
consumer and supplier. It also means securing
environmental and societal needs as wee as core
consumer satisfaction. They can no longer be regarded
as mutually exclusive.

Personal Branding
Your personal brand is the powerful, clear,
positive idea that comes to mind whenever
other people think of you.
Its what you stand for the values, abilities
and actions that others associate with you.
Its a professional alter ego designed for the
purpose of influencing how others perceive
you, and turning that perception into
opportunity.
Peter Montoya Personal Branding Guru

7 Secrets To Building A Compelling

Personal Brand
1. Have a clear vision.
2. Create a strong offering.
3. Be a personality to remember.
4. Know your target audience.
5. Presentation, presentation, presentation.
6. Deliver what you promise.
7. Leave room to expand.
8. Use new media like websites, blogs, LinkedIn
Profiles, other social media profiles to create
content that defines you as a professional
9. Update and engage with your target audiences
regularly

Thank You

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