NTA UGC NET (Commerce)- Unit 8 :: Marketing Management (PART 02)

 

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Unit 8

Marketing Management

PART 02

 

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Digital ticket by Indian Railway is an example for –
 

a. Social marketing
b. Online marketing

c. Green marketing
d. Direct marketing
 

Ans: Green marketing

 

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Trends in marketing:

 

 Green marketing\

(Environmental Marketing/ Eco- Marketing)

• Process of selling products and/or services based on their environmental benefits.

• Marketing of products that are presumed to be environmentally safe.

• The products are manufactured, packed and marketed in an eco-friendly manner.

• Eg: Wipro Green ware desktops and laptops 

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Social Marketing

• Use of marketing principles and techniques to promote a social cause, idea, or behaviour

• Goal – change from wrong idea or behaviour to adoption of right ideas and behaviour

• To generate social benefit

• Eg: tobacco kills, do not mix drinking with driving, cigarette smoking is injurious to health

 

 

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Online Marketing

Internet marketing / E- marketing

process of advertising any kind of good or service to potential consumers via digital strategies

Eg: Banner Ad, E-mail marketing, Search engine marketing 

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Direct marketing

selling products or services directly to the public

types: 

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Rural Marketing:

The Rural Marketing is a two-way process, i.e.,

• Urban to Rural: FMCG Goods, Agricultural fertilizers, automobiles, etc. are offered by the urban market to the rural market. 

 

• Rural to Urban: The agricultural supplies viz. Fruits, vegetables, flowers, milk, etc. is offered from the rural market to the urban market.

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Customer Relationship Marketing (CRM)

client relationships, customer loyalty and brand value are built through marketing strategies and activities.

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Demarketing

Reduce or limit the demand for consumption of a specific good or service

Tobacco 18,kseb

 

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Guerilla Marketing

Using unusual marketing strategies / odd techniques

Imagination, creativity 

 

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