▪ Modern marketing is about customer experience at every touch

point, building relationships with customers.

▪ Adapting continuously the new digital landscapes, and marketing
across multiple channels to reach different consumers.
▪ Modern marketing is personal.
▪ The marketing has shifted its focus to consumers needs as
compared to the past, marketing relied only on selling efforts.
▪ Customers are considered as the backbone of marketing.
▪ The goods and services are customized as per the needs of the
customers.
The key elements of modern marketing are as follows;
1. Customer Orientation
2. Quality
3. Service
4. Relationship
5. Competitor Orientation
6. Profit Orientation
❖Goods
▪ Goods cover tangible or physical products offered to customers.
❖Services
▪ Services cover intangible products or goods of non-physical
natured offered to the customers.
❖Experience
▪ Modern marketing by arranging several services and goods, a
firm can create, stage and market experiences.
▪ In this type of marketing, customers do not purchase products or
services. But they experience them.
▪ For example, a water theme park etc.
❖Events
▪ Companies offer time-based events, such as stage shows, sport
events etc. for entertainment and mental happiness of the
customers.
❖Persons
▪ Marketing of persons is an important area of modern marketing.
▪ It mainly deals with the marketing of the celebrities.
▪ For example, marketing of artists, musicians, film actors etc.
❖Places
▪ Tourism is the best example for place marketing.
▪ Kerala Tourism Development Corporation promotes Kerala as
“God’s own country”.
❖Properties
▪ Intangible rights of ownership like real estate or financial properties
are marketed.
❖Organizations
▪ Images of organizations are promoted to create a better impression
among the minds of the potential customers.
▪ For example marketing of ‘NIFE’ , Colleges etc.
❖Information
▪ It refers to the production, packaging and distribution of information
to the customers.
▪ Publishing companies, schools, colleges and Universities usually
market books, study materials and other informative works.
❖Ideas
▪ It is about delivering some relevant ideas to the customers.
➢Relationship marketing involves businesses and their brands
forming long-term relationships with customers.
➢Relationship marketing is a facet of customer relationship
management
➢The focus of relationship marketing is to increase customer loyalty
and engagement through high-quality products and services.
Definitions
❑According to Evans and Laskin Relationship marketing is defined as
“a customer centered approach whereby a firm seeks long term
business relations with prospective and existing customers”.
❑According to Morgan and Hunt “RM refers to all marketing
activities directed towards establishing, developing and maintaining
successful relational exchanges”.
 Relationship marketing is all about healthy relationships which are
characterized by the following elements;
1. Concern
The main concern is about the welfare of the customers and they try
to give over and above the expectations of the customers.
2. Trust and Commitment
Honesty and benevolence are the two important aspects of trust.
▪ Honesty means adherence to promises, obligations and sincerity.
▪ Benevolence is the interest in the welfare of others.
Commitment is the continuous desire to maintain good relations.
3. Service
Best service is the product of the above mentioned elements.
There are three levels of relationship marketing;
1. Price Focus
2. Social Interactions
3. Interdependence
▪ It helps companies to effectively retain the customers.
▪ It increases the loyalty of customers to the firm.
▪ The customers will become less price sensitive.
▪ Later on they will become the word of mouth advertisers and
referrals for the company.
▪ The customers will give creative suggestions and feedback to the
company.
▪ Repeated dealings by the customers
▪ Overall increase in sales and profits of the firm.
▪ Better customer relations make easy the introduction of new
products and services.
▪ Social marketing is the use of commercial marketing principles and
techniques to improve the welfare of people and the physical,
social and economic environment in which they live.
▪ It is a carefully planned, long-term approach to changing human
behavior.
▪ For example: “Cigarette smoking is injurious to health”, “Tobacco
kills”, etc.
▪ To improve the welfare of the consumers and the society as a
whole.
▪ To protect the environment.
▪ To educate consumers about the evil effects of a wrong behavior
or action.
▪ To help the customers to select the right products and avoid
unhealthy and unsafe products.
▪ To increase the image of the company and the brand.
▪ Online marketing is the practice of leveraging web-based channels
to spread a message about a company's brand, products, or
services to its potential customers.
▪ The methods and techniques used for online marketing include
email, social media, display advertising, search engine
optimization, Google Ad Words and more.
❖Reach out to wider range of potential customers.
❖Get fast and more stable results.
❖Get better response rate
❖Better Brand Engagement with 24/7 Brand Optimization
❖Cost Effective & Time Effective
❖Provides Real-Time Result and ensure Quick & Convenient Service Delivery.
❖Helps in Follow Ups and let marketers maintain an After Sales Relationship.
❖Personalization, Instant Transaction Execution and Customers’ Data
Collection.
❖Better Diversification that ensures Faster Growth & More Profits- in Quickest
Possible Time.
▪ Green marketing is the marketing of environmentally friendly
products and services.
▪ It is becoming more popular as more people become concerned
with environmental issues and decide that they want to spend
their money in a way that is kinder to the planet.
▪ Using eco-friendly paper and ink for print marketing materials.
▪ Having a recycling program and responsible waste disposal
practices.
▪ Using eco-friendly product packaging.
▪ Using eco-friendly power sources.
▪ Taking steps to offset environment impact.
▪ The production process does not use animals to test the product.
▪ Green product focuses on wastage minimization and proper
resource planning.
▪ Telemarketing is the direct marketing of goods or services to
potential customers over the telephone or the Internet.
▪ Telemarketing companies unilaterally contacts potential customers
over phones and requests them to purchase the products and
services offered.
▪ provide a more interactive and personal sale service
▪ create an immediate rapport with your customers
▪ explain technical issues more clearly
▪ generate leads and appointments
▪ sell from a distance to increase your sales territory
▪ reach more customers than with in-person sales calls
▪ sell to both existing and new customers
▪ achieve results that are measurable.
▪ An increasing number of people have become averse to
telemarketing.
▪ No visual contact with the customer is possible.
▪ Frauds are very common in the field of telemarketing. Certain
companies cheat consumers by fake offers, defective products etc.
▪ More people are using technology to screen out unwanted callers,
particularly telemarketers.
▪ A telephone conversation has very short memory.
▪ Pre-purchase inspection of goods not possible.
The common types of telemarketing are;
1. Inbound Telemarketing : Inbound telemarketing calls are
initiated by existing customers themselves or potential
customers to inquire or directly place orders.
2. Outbound Telemarketing : Outbound telemarketing includes the
calls placed by the telemarketers to proactively market products
or services to existing and target customers.
3. Automated Telemarketing : This type telemarketing uses pre-
recorded messages or calls for contacting a prospective
customer. At present companies use Interactive Voice Response
(IVR) technology in telemarketing.
▪ It is also known as word of mouth marketing.
▪ Viral marketing is a business strategy that uses existing social networks
to promote a product.
▪ Its name refers to how consumers spread information about a product
with other people, much in the same way that a virus spreads from
one person to another.
▪ It allows to reach a large audience in a short period of time.
▪ It is an opportunity for differentiation.
▪ It has more credibility since messages come with the endorsement
of friends.
▪ Improves brand image and company reputation.
▪ It has lower costs and leads to a better return on investment.
▪ Demarketing is an attempt to reduce or limit the demand for
consumption of specific product or service on a permanent or
temporary basis.
▪ It usually involves the alteration of marketing mix components to
effect lesser demand when it is difficult for the firm to meet the
excess demand for the product.
▪ Demarketing methods involve raising prices, reducing advertisements
and promotion expenditure or withdrawing the product benefits.
▪ Demarketing is considered as a reverse process of marketing.
1. General Demarketing
▪ This occurs when a seller attempts to reduce the total demand of
the product.
▪ Suppliers of Electricity, Water and other scarce natural resources
use advertisements and publicity campaigns during periods of
excess demand.
2. Selective Demarketing
Occurs when a firm discourages demand for the product from
certain classes of customers.
3. Ostensible Demarketing
▪ Occurs when a seller creates artificial scarcity of its product in the
market to increase demand.
▪ It helps the company to increase the price.
▪ It involves re-introduction of a product or service as a result of
steep fall in its sales.
▪ The success of remarketing strategy depends on the understanding
of the market factors that have caused a fall in the product
demand.
▪ In remarketing a product is re-launched with additional benefits
and features so as to impress the customers.
▪ Not only the product but also other components in the marketing
mix such as price, place and promotion are also modified to attract
the customers.
▪ It attempts to convince the customers that the product is entirely
new and is free from all its previous deficiencies.
▪ Synchro marketing is when there is an irregular demand for a
product or service.
▪ It attempts to balance out seasonal or cyclical fluctuations in
demand.
▪ Irregularities may occur in demand as a result of the changes in the
conditions of the market and changes in the needs and wants of
the customers.
▪ It is highly essential for a company to synchronize the demand for
its products with the supply.
▪ This process of adjusting or balancing demand with supply is
known as synchro marketing.
▪ Guerilla marketing is the creating use of novel or unconventional
methods in order to boost sales or attract interest in a brand or
business.
▪ The term itself was from the inspiration of guerrilla warfare which
was unconventional warfare using different techniques from usual
and small tactic strategies used by armed civilians.
▪ These methods are often low- or no-cost and involve the widespread
use of more personal interactions or through viral social media
messaging.
▪ The goal of guerilla marketing is to reach a larger number of people
on a small budget.
▪ The principle behind guerilla marketing is “investing energy instead of
money”
▪ It uses great amount of imagination, creativity and surprise.
▪ It creates a feeling of amazement among people.
▪ It uses strange and unconventional techniques of product
campaigns.
▪ The objective of guerilla marketing is to reach the masses with a
low budget.
▪ It is suitable for small businesses having less amount of money for
product campaigns.
▪ The message of guerilla marketing has high recall value.
▪ The campaigns of guerilla marketing use the scope of
communications through word of mouth and social media.
▪ Flexible – because of small scale nature, can be adapted quickly,
relatively easy to respond to change.
▪ Low Cost – one of the founding principles. Ideal for firms who do
not have massive marketing budgets.
▪ Targeted – designed to reach the target market. Reduces waste
and ineffectiveness.
▪ Simple – most of the methods of guerilla marketing are simple and
easy to use and implement.
▪ Media Hype – remarkable guerilla marketing campaigns may result
in mass media attention and help companies to have widespread
communications about their products.
▪ Ambush marketing is the practice of hijacking or coopting another
advertiser’s campaign to raise awareness of another company or
brand, often in the context of event sponsorships.
▪ It is a type of marketing by a company that is not an official
sponsor of an event, but which places advertisements using the
event, to induce customers to pay attention to the advertisement.