“NEW ISSUES IN MARKETING”. "Progress is possible, No one can stop it, but obstacle is there, we have to face it.“ - Amartya Sen. GLOBALISATION. NEW ISSUES IN MARKETING. LEGAL ISSUES. CONSUMERISM. GREEN MARKETING. “GREEN MARKETING”.
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"Progress is possible, No one can stop it, but obstacle is there, we have to face it.“
- Amartya Sen
Marketing of products that are presumed to be environmentally safe……
It has three phases:
ECOLOGICAL GREEN MARKETING
ENVIRONMENTAL GREEN MARKETING
SUSTAINABLE GREEN MARKETING
Opportunities or competitive advantage
Corporate Social Responsibility (CSR)
Cost or profit issues
Green marketing mix
Access to new markets
Increase their profit sustainability
Enjoy competitive advantage
Philips Light's "Marathon“
Introduction of CNG in Delhi
Car Sharing Services
“FLATTENING OF THE WORLD”
Are market force driven
Are cost driven
Are government regulation driven
Are industry demand driven
Are competition driven
Products / services unavailable in your country
Cheaper products/ services
Improves the lifestyle.
Enriches the population with
Educates the population
Increases the culture exposure
An opportunity to other countries to taste your products or services
Sell your country's products or services
Foreign exchange reserves
Better life for the people
Learn foreign languages
A Social movement intended to safeguard the right of consumers…
“ CONSUMER ”An entity who consumes the product is called a consumer.“ A consumer is the most important visitor on our premises . He is not dependent on us we are on him . He is not an interruption to our work; he is the purpose of it . We are not doing a favor to a consumer by giving him an opportunity; he is doing us a favor by giving an opportunity to serve him”.- Mahatma Gandhi
“ MARKETING CONCEPT ”Business run on revenue and that revenue comes from consumer. So, consumers are the ultimate source of income . The marketing concept, simply stated, suggest that the purpose of a business is to provide customer satisfaction . Thus, it is anticipated that the firm will maximize long term profitability through customer orientation.
Plenty of supply
Customer is king
The Right to Be Safe
Basic Consumer Rights
The Right to Be Heard
The Right to Choose
CAUSES OF CONSUMERISM :-1. Consumer Sovereignty 2. Consumer Ignorance (decisiveness) consumer gets suffered: (a) Directly (b) Indirectly
Made consumer choices more difficult
New legal remedies and safeguards
Studying the consumer trends.
Examining the potential resource mobilization skills.
A constituency for consumer organizations.
To overcome “free-rider” problem.
Organizations with societal trends will be the most successful
IN MARKETING ”
̶ FOOD ADULTERATION ACT
̶ DRUG AND MAGIC REMEDIES ACT
̶ DO NOT DISTURB LAW
̶ SPAM PREVENTION
– INDUSTRIES ACT
● IMPORTANCE OF THESE LAWS
Related to food and beverage companies
Prevention of Food Adulteration
Prevention of misbranding
Misbranding is considered if
Wrong information about the content of product
Wrong information about the origin of
Wrong advertisement about the effects of product
This act is for pharmaceutical companies.
According to this act, marketing department of these companies cannot
Promote those advertisement which enhance self- medication
Prohibition of advertisement of certain which are used to cure impotency, sexual and menstrual disease
It influences the product and distribution decisions of companies in India.
It prevents black marketing
This is a new law which was introduced to protect one’s personal life
According to this law, after registering one’s number to the service provider they cannot call or message the customer and if they do so they will be fined
This is to prevent unwanted online marketing
According to it sending spam is illegal.
These laws help in