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Recent Developments in Marketing

The document discusses various marketing concepts, including Societal Marketing, which emphasizes social responsibility and customer value for long-term success. It differentiates between traditional and online marketing channels, highlights direct and service marketing, and introduces Green and Rural Marketing as specialized approaches. Additionally, it covers the concept of Consumerism, which advocates for consumer rights and protections against exploitation, culminating in legal frameworks like the Consumer Protection Act of 1986.

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Anusree Pakhira
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32 views6 pages

Recent Developments in Marketing

The document discusses various marketing concepts, including Societal Marketing, which emphasizes social responsibility and customer value for long-term success. It differentiates between traditional and online marketing channels, highlights direct and service marketing, and introduces Green and Rural Marketing as specialized approaches. Additionally, it covers the concept of Consumerism, which advocates for consumer rights and protections against exploitation, culminating in legal frameworks like the Consumer Protection Act of 1986.

Uploaded by

Anusree Pakhira
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Societal Marketing emphasizes social responsibilities and suggests that to

sustain long-term success, the company should develop a marketing strategy to


provide value to the customers to maintain and improve both the customers’ and
society’s well-being better than the competitors.

Online marketing, also known as digital marketing or internet marketing, is a


form of marketing that uses the internet and technology to connect with potential
customers.

Traditional marketing channels include billboards, radio, print, and television,


while online marketing shows up in social media, websites, emails, and other
forms. The methods, strategies, and channels that fall under the umbrella of online
marketing are diverse, but they all seek to use the internet to connect to larger and
more targeted audiences.
Direct marketing is a promotional method that involves presenting information
about your company, product, or service to your target customer without the use
of an advertising middleman. It is a targeted form of marketing that presents
information of potential interest to a consumer that has been determined to be a
likely buyer.
Service marketing is defined by the American Marketing Association (AMA)
as “the activities, benefits or satisfactions which are offered for sale are
provided in connection with the sale of goods.” (Kapoor, 2011). For instance,
when a customer pays for a night at a hotel, he gets accommodation for the
night and a homely environment. This extra benefit given by the hotel is called
service marketing.

Green Marketing is a relatively new concept, which involves the promotion of


products and services which are safe for the environment. It involves the
development, manufacturing, promotion, distribution, consumption, and disposal
of the products and services in a sustainable fashion so that the least damage is
caused to nature.
Rural Marketing is the term Rural marketing used to be an umbrella term for
the people who dealt with rural people in one way or another.

It got a separate meaning and importance in India after 1990.

Rural Marketing refers to the process of developing, pricing, promoting, and


distributing rural-specific product and service leading to an exchange between
rural and urban market which satisfies consumer demand and also achieve
organizational objectives.
Consumerism is a movement or a protest that talks about the welfare of
consumers at different stages. It is a fight to protect consumers from their
exploitation.
The concept of Consumerism was first brought up in the US after the consumers
held a protest, and because of that protest, this concept of Consumerism was
introduced as the consumers' right. The protest was primarily focused on the
consumers' welfare, which is why this concept was named Consumerism.

Prior to the protest, there was no legal provision or act available for the
consumers. Therefore, the consumers were widely exploited by various vendors
and businesses. So, there was a protest movement initiated by various public and
public organizations.

Consumerism talks about business, government, or organization that needs to


satisfy the consumers' needs and protect the consumers' rights. You must have
already heard about the consumer protection Act 1986, which came into effect to
protect the rights of consumers. However, the basis of this act was Consumerism.

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