Marketing in Transition

Introduction

Marketing is the management process that identifies, anticipates and satisfies customer requirements profitably. In pre-modern economies, the predominance of small enterprise and there was monopoly and there was no recognition of marketing as a separate field of expertise. Marketing emerged as a separate technical field only in the late 19th century.

In the present scenario, the changing needs and wants or taste and preferences among the customers leads to paradigm shift in marketing. This is due to changing attitude and behaviour of the customers, globalization, increasing purchasing power and changing life style of the customers.

Causes for Marketing in Transition

• Globalization - Globalization has brought changes in technology, quality, service, work culture and undoubtedly fierce competition.
• Emerging Middle-Class Consumers - the increasing Purchasing Power of the Middle-Class consumers creates the MNC's to seek opportunity in the emerging market.
• Changing Lifestyle and attitude of Consumers - since there is a change in the customers lifestyle due to western influence the customer's needs and expectations has increased.
• Increasing literacy rate
• Children influence in buying decision making
• Changing perspective of rural marketing in India
• Increasing penetration of mass media
• Consumer awareness
• Information revolution
• An Enormous growth in international business

Formation of marketing concepts and practices
• 1905 - the University of Pennsylvania offered a course in "The Marketing of Products"
• 1908 - Harvard Business School opens
• 1940s - electronic computers developed
• 1980s - emergence of relationship marketing
• 1984 - introduction of guerilla marketing
• 1995-2001 - the Dot-com bubble temporarily re-defines the future of marketing
• 1996 - identification of viral marketing

Emerging New Marketing Practices

Due to increased competition the companies had necessity to enhance additional features to their products to promote the sale of their products. Many companies followed different marketing practices to attract their customers.

Winning concepts and marketing practices are
• Relationship marketing
• Co-branding
• Viral Marketing
• Sachet Marketing
• Green marketing
• Rural marketing
• Destination marketing
• Online marketing
• Cause related marketing

MARKETING IN TRANSITION

A transition from a product oriented approach to a resource oriented approach

Transaction marketing Relationship marketing
Focus on Obtaining new customers Customer retention
Orientation to Service features Customer benefits
Timescale shorts long
Customer service Little emphasis High emphasis
Customer commitment Limited High
Customer contact Limited High

Quality

Primarily an operations concern

The concern to all

Nowadays many companies are practicing the new marketing concepts and practices. Some of the examples are as follows.

Relationship marketing:

The domain of relationship marketing extends into many areas of marketing and strategic decision making. In the phenomenon of cooperation and collaboration with customers becomes the dominant paradigm of marketing practices. Relationship marketing has the potential to emerge as the predominance perspective in the paradigm of marketing.

In the fierce competitive market customer relationship management is emerging as the core marketing activity in companies. For that to maintain companies practices customer retention strategies and having good relation with the customers.

Example:
HSBC bank sent greeting cards to the customers on their birthdays to have good relationship
Whirlpool do very good post sale service to the customers.

Sachet Marketing

In India, Unilever successfully markets Sunsil and Lux shampoo sachets sold in units of 2-4 dollar cents; Clinic All Clear anti-dandruff shampoo sachets at 2.5 rupees each; and 16 cent Rexona deodorant sticks.

Idhayam gingili oil available for Rs 4/- package.
To capture the BOTTOM OF PYRAMID also

Green Marketing

It refers to the process of selling products and/or services based on their environmental benefits. Such a product or service may be environmentally friendly in itself or produced and/or packaged in an environmentally friendly way.

Green marketing can be a very powerful marketing strategy though when it's done right. Nowadays all companies are trying to produce eco-friendly products. And many companies have got ISO 14001 awards and strive to get.
Examples are ITC products, in the note books, it is environment friendly notebook.

Changing Perspective Of Rural Marketing In India

The great Indian rural market is characterized by huge untapped potential and opportunities. It is estimated that almost 70% of Indian consumers live in rural areas, which generate almost half of the national income. The number of middle income households in rural India is growing to above 111 million by 2007. There are almost twice as many lower middle income households in rural areas as in the urban areas.

A large number of corporate are excited about tapping the potential of rural areas. The recent entry of some corporate like Bharti, ITC, DCM shriram consolidated, EID parry and Amul etc. proved their fascination towards this sector. These corporates tried to develop successful model of integrating information-technology in rural transformation in a profitable way.

The tamilnadu based EID parry has developed an agro-portal [http://www.indiaagrline.com] to cater the specific needs of the rural farming community. It is an endeavor to catalyze e-commerce in agricultural and non-farms products by offering a network of partnerships. The content is available in local tamil language.

The Anand, Gurajat based Amuls DISK dairy information system KIOSK project is yet another milestone of integrating corporate sector and information technology. These kiosk serve valuable information related to dairying, breeding and rearing cattle .

ITC e-choupal has emerged as one of the most ambitious project integrating information technology and corporate sector for rural transformation. ITC e-choupal network has already covered approximately 3.1 million farmers through 5050 choupal in 29,500 villages. The company has ambitious plan to reach 1,00,000 villages covering 10 million farmers by 2010 with whopping approximately 1,000 crore. It is opening 5-6 e-choupals everyday in six different states of India.

Pepsi rural marketing

Pepsi company India has entered into rural market by having joint programme with the Punjab agriculture university in ludiana and Punjab agro industries corporation in chandigarh. The programme focuses on evolving agricultural practices to help Punjab farmers produce crops that would make Indian products internationally competitive. To cultivate a range of sweet oranges for its Tropicana range.

Apart from that, they have given advertisement to attract the rural people with the celebrity of Amitabh bachchan and star cricketer sachin tendulkar.

Coca-cola rural marketing

With the help of Isha foundation coca-cola released the CD of the coca-cola tamil CSR film "NESA KARANGAL" and also acknowledged and appreciated coca-cola's efforts in promoting social cohesiveness and sportsmanship with an aim to transform rural lives,

Advertisements to attract the rural customers are maasa-actress Rani Mukherji acted in this advertisement and says "masti ka chataka" , Satis shah's maaza ad is also based on village background.

Aamir khan acted in the advertisement which showcases a beautiful village background with the punch line "thanda ka matlab cocacola" and also ad title "soni kudi" targeted the villagers.

Destination marketing:

Destination marketing is all about selling the experience. To sell the experience is far more difficult. In destination marketing media plays a major role . word of mouth plays a vital role in destination marketing . people love to discuss their tour, infact they feel proud in telling their experiences, they bring gifts for their close ones they show their photographs and purchases to their relatives and neighbours

Eg . kerala has implemented the destination marketing very successfully and emerged as the most acclaimed tourist destination of the country in the recent past. Because of this destination marketing kerala has achieved remarkable success in generating revenue and employment in state through tourism. It is estimated nearly $100 million which generate the employment opportunity in kerala.

In the recent past all the successful stories of destination marketing that is Malaysia, Goa, Kerala, Singapore etc.

Emergence of theme parks such as ADHISAYAM, MGM , BLACK THUNDER,- all are examples of destination marketing.

Transition from kirana stores to modern organized retail outlets:

Modern retailing in India is growing rapidly. Although it commands just 3% of the overall retail market share, changing demographics and consumer taste are driving the growth of more than 30% of the modern retail formats. It is expected to grow another 9% in the year of 2010. India is more attractive than ever to global retailers.

Major players in India are:

Pantaloon retail India limited or future group, RPG group, Tata group, k.Raheja corp. group of companies, RRL (Reliance retail limited), A.B.Birla group, Gati, Calvin klein,murjani group, Disney artist stores, Vishal group (vishal megamart)
Foreign players in India are
Wal-mart stores, Carrefour, Tesco, Rosy blue group, LVMH Group, Metro
This transition makes the marketing in transition

Transition in Segmentation:
Transition from demographic based segmentation to psychographic based segmentation . since 1950's market segmentation has been referred to as a process of identifying groups of individuals who are similar in attitudes etc. and the segmentation is of demographic segmentation . after 1970s it is psychographic segmentation , know about the customer taste and preferences and collect at the real time point of purchase data. And now it is need based segmentation is using for different marketing functions like advertising and new product development .

Cause related marketing

Cause related marketing is practiced on the rationale that consumers are human beings are kind hearted. The customer pay the amount with some satisfaction that the specific amount is to for relevant social cause.

Example

A sanitary napkin brand "whisper" announced a contribution o Re.1 on every pack of sales for blind relief society. This helps in improving whisper's market share.

HLL announced a contribution of Rs 0.50 on the sale of each of its brand of lifebuoy brand soap to a diarrhea project.

Co-branding

Co-branding is when two companies form an alliance to work together, creating marketing synergy. This co-branding is innovative in the marketing practices.

Examples:
• Andhra bank and ICFAI university are using the strategy of co-branding.
• Andhra bank and Hindustan petroleum also launched their co-branded card
• SBI card and LG electronics India launched the LG-SBI card. This is the country's first co-branded credit card for the consumer appliances industry and can be used at more than 2 lakh outlets in India.
• Idea cellular and HDFC Bank launched two co-branded cards providing multiple benefits to customers of both.
• Pillsbury Brownies with Nestle Chocolate
• Dell Computers with Intel Processors

Online marketing

Internet marketing, also referred to as online marketing, Internet advertising, or eMarketing, is the marketing of products or services over the Internet. Internet marketing also includes management of digital customer data and electronic customer relationship management (E-CRM) systems.

Samsung marketing practices

Viral marketing , interactive marketing

Samsung created its "Fun Club" as a way to engage with Samsung mobile phone owners to help them get the most from their phones. Samsung provides content such as games, ringers, and wallpapers that are designed specifically for Samsung mobile phone models. Hearing about new mobile content is one of the benefits of joining the "Fun Club." Samsung was looking for a new way to use rich multimedia to promote the game, Skipping Stone, to its customers. Samsung engaged Enpocket to create a mobile marketing campaign promoting Skipping Stone using the graphically rich MMS channel.

Conclusion

In the present competitive scenario, there should be transition in marketing practices in order to survive in the market. Since "change in the only thing which never change" in the world, companies have to adapt themselves according to the changing environment. The best emerging practices in the corporate world is win-win concept to be the leader in the market.

A. ARCHANA

II MBA (2007-2009) BATCH

RL INSTITUTE OF MANAGEMENT STUDIES.

MADURAI

Article Source: http://EzineArticles.com/?expert=Archana_Amalarajan

Should You Hire an Internet Marketing Expert?

Starting out in internet marketing is almost always overwhelming
to e-business newcomers, even if they are seasoned business
professionals or marketing experts. Internet marketing is truly
original and quite different from traditional marketing. The
complexity is compounded for those who do not have vast
experience operating or marketing a business. Whatever the
circumstances, many new internet entrepreneurs ponder the idea of
hiring an internet marketing expert to get their internet-based
business off the ground.

There are different types of internet marketing experts who
provide various levels of support and services. Hiring or
contracting to a full-service internet marketing expert can be
quite expensive, but using limited services of an internet
marketing expert can be both cost-effective and advantageous for
a new internet business. Another option to hiring an internet
marketing expert is to pursue training and educational
opportunities in internet marketing that will prepare you to
become an internet marketing expert yourself.

Some services offered internet marketing expert firms include:

1. Preparation of marketing plans

2. Internet marketing
consulting services

3. Management of specific internet marketing
campaigns

4. Full-service planning and management of the internet
marketing program

Having an internet marketing expert craft a marketing plan that
is specific to your business is a good way to gain an
introduction to internet marketing and to realize your internet
marketing potential. A marketing plan prepared by an internet
marketing expert should contain an analysis of your business and
your industry as well as identifying and evaluating your
competition and recommending a niche market for you to target.

The internet marketing expert should also outline internet
marketing strategies for you to use to reach your target market
and to drive targeted traffic to your website. Specifics of your
planned internet marketing campaign should be included in the
marketing plan along with milestones and an internet marketing
budget. Using an internet marketing expert in this capacity will
provide you with a clear internet marketing plan that will serve
as a guide for your internet marketing program.

Internet consulting services provided by an internet marketing
expert can be provided one-on-one, through classes or through
coaching. Generally, such consulting services accomplish the same
thing as a marketing plan prepared by an internet marketing
expert, but they are less formal and more intended to condition
you to prepare and administer your own marketing plan and
program. Working with an internet marketing expert on a
consulting basis is a great way to learn about internet marketing
and to prepare yourself to manage your own internet marketing
program.

Sometimes you may find it beneficial to hire or contract an
internet marketing expert to manage a specific area of your
internet marketing campaign that is time consuming. Search engine
optimization and pay-per-click management are examples of these
specific activities that may benefit from the use of an internet
marketing expert. Both require ongoing monitoring and adjustments
to be continually effective and cost-efficient. Linking campaigns
are also ongoing, time consuming tasks that you may want to
consider outsourcing to an internet marketing expert.

A full-service internet marketing expert generally provides a
wide-array of internet marketing services. Among them are the
marketing planning tasks of reviewing the industry, identifying
the competition, analyzing the market, pinpointing a target
market, developing a unique selling proposition, identifying
marketing methods, and planning the marketing budget. Once the
marketing plan is in place and approved by you, the full-service
internet marketing expert actually launches and manages your
internet marketing campaign.

Considering all of the levels of service that an internet
marketing expert can provide will help you to decide whether or
not to hire an internet marketing expert. The main advantages of
using the services of an internet marketing expert are access to
expertise and freeing up your time. The disadvantage, of course,
is the cost associated with the use of an internet marketing
expert. In making that crucial decision for your unique business,
a cost-benefit analysis can provide guidance to ensure that you
make the best decision for your business.

Copyright Christopher J. Enders. Are you at the end of your rope, fed up and confused by all the scrambled internet marketing advice you're getting? Whether you are new to internet marketing, or a website owner who wants to make more money from your website, learn the proven strategies that will sky-rocket your internet business at http://BiznessTips.com

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Products and Services to Market Online.

Products and Services to Market Online.

I am going to give you some ideas for the types of products and services
that you may wish to promote and sell online.

Some of the biggest selling products online are information products,
these can be in the form of E-books, Cd’s, DVD’s or hard copies.
E-books are simply online versions of books.
Cd’s and DVD’s of course we are all familiar with, some people prefer to receive
a physical product so these are very popular along with printed products.

We all like to receive items in the post so it is worth considering offering physical products
along with your downloadable E-books.

Do you have a hobby? or perhaps you have a great passion for something, if so these are going
to be the best subjects for you to base your products or services on. You already know a lot
about the subject, writing about it will come easier to you than choosing something you know
little about.

Having problems getting started? Are you thinking I don’t know how to write!
You are not alone I found it very hard at first to get my thoughts into written words.
For some people it comes naturally, the rest of us have to find the motivation.
Help is at hand because I am going to let you in on a big secret, you do know how to write,
everyone who knows how to talk can do it you just need to start.
It is that simple, write as if you are talking to a friend and explaining how to do something.
Give it a try just start writing about a subject that’s in your mind and you will surprise yourself,
you may even find it hard to stop.


So you have an idea for a product now give it some appeal and sell it.
Start with offering to help the potential purchaser solve a problem by offering solutions.
Tell them why your product is better or has features not included with others already available.
Standing out from your competitors is very important and should be a main factor in your marketing.

Offer a bonus with your product, either another product for free or at a reduced price.
You might want to offer a follow up service with the product; this could be in the form of
training or a complementary update.


Whatever type of product you decide to sell remember that a large number of Internet
purchases are made on impulse. So you need to make the product sound as appealing
as possible. You can use phrases like “New product” or “First edition” for example to
attract the potential buyer.
Don’t forget to include all the benefits your product is going to bring to the purchaser.
Make it urgent “One Time Only Offer” or “Price held for a limited period”.

The following links are to tools you can use that will help you identify the potential
of your chosen subject. They will help in showing you just how popular your
subject is with regard to the number of people searching online.
Type in a general term for the subject and the tool will do the rest.

https://adwords.google.com/select/KeywordToolExternal

http://www.freekeywords.wordtracker.com/


Wishing you every success now and in the future.

© Gordon Bloomfield 2010

Start earning now with my newly released method here,
http://www.moneymakingbusinessonline.net

5 Things to Avoid When Building Passive Streams of Income

Learning to create streams of passive income can sometimes be difficult. It is, however, extremely rewarding once you begin seeing money start to trickle into your bank account. It is even more exciting once your affiliate accounts begin to show numbers other than a bunch of zeros.

Unfortunately reality sometimes sets in and slaps you silly. For no reason at all the big G can ban your account or even de-index a proven money maker. This is where the rubber meets the road; so to speak. You can either give in or you can continue to work through these minor setbacks and start building a long term online business.

In order to be completely successful there are many things that have to go your way. You also have to get just a little bit lucky. There are, however, a few things you never do if you want to successfully create automated passive income.

Here is a list of rules you should follow when trying to create successful passive income streams.

5. Do Not Put All of Your Eggs in One Basket - This old saying has never been more true than when discussing your online business.

Ecclesiastes 11:2 states 'Give portions to seven, yes to eight, for you do not know what disaster may come upon the land.' Focusing on one area of your online empire can be a good idea but in order to reduce your overall risk your business should have at least three money making areas. If one area gets slapped or stops producing you will have the other two to support you until you can replace that income stream.

4. Do Not Stick it to the Man - Do not quit your day job. 99.99% of internet marketers will fail and chances are more likely than not that you will be among the failures. Do not let this discourage you from working hard and giving it a real chance. I am merely suggested that you should not put your families welfare in jeopardy unnecessarily.

3. Do Not Get Distracted - A common mistake made by many people who do not have a ton of experience working online is that they get distracted easily. Anytime a new eBook or program comes out they rush out and buy, leaving whatever they were working on collecting dust.

Pick one technique and follow it to its logical conclusion.

2. Do Not Spread Yourself Too Thin - Most techniques online will work to some degree. One thing that will not work is trying to do too much too quickly. You are only one person and spreading yourself too thin will only lead to headache.

1. Do Not Give Up - If you enjoy creating income from your knowledge you can make some serious money online. If it is your passion you can make it work. If you quit now you will never know if you could have been part of the 0.01% that makes it big!

Ethan Thomas has been working online for three years now and has set up numerous websites and WordPress blogs for himself and his clients. Niche sites such as flapper girl costume and gangster fancy dress are examples of his latest work.

Article Source: http://EzineArticles.com/?expert=Ethan_Thomas

How to Earn Money at Home Through Affiliate Marketing Jobs

There are many jobs that are available in the online field that will provide you with a chance of making huge income. There will be several jobs that will be available in various categories. Many people are greatly satisfied by the quality of work that is being produced by these jobs.

There are also many other stunning benefits that are associated with these jobs since they can be undertaken from the comfort of your home. There is wonderful solution to the question how to earn money at home. Some of the popular jobs that are available on the internet include network marketing jobs, article writing, copy writing, website designing and many more.

You would have noticed certain dedicated space in some websites that will be containing link and directing the visitors to a source that will enable them to buy a product. These spaces are income generating columns that will enable the website owner to earn a good amount of money. This type of marketing is known as affiliate marketing and many people have been greatly benefited by these opportunities.

You will be able to earn money for every click that is being made. The most popular method of paying money is through number of purchases that are being made through your website. You can start your won affiliate based business marketing with very less amount of investment and there are great chances that you will start to earn in an easy manner.

There are various kinds of benefits that are associated with these business since there will be wonderful comforts that can be derived due to flexible working hour option. You just need to have a computer connection and internet to getting moving with this kind of business and to achieve success.

Are you tired of not making money online? If so, check out my website right now. It will show you the exact steps you need to take today to make $3,905 a month like clockwork guaranteed.

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Maximo Liam is a respected Internet marketer that helps people from all over the world generate income on the Internet.

Article Source: http://EzineArticles.com/?expert=Maximo_Liam