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“NEW ISSUES IN MARKETING”

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  1. “NEW ISSUES IN MARKETING” "Progress is possible, No one can stop it, but obstacle is there, we have to face it.“ - Amartya Sen

  2. GLOBALISATION NEW ISSUES IN MARKETING LEGAL ISSUES CONSUMERISM GREEN MARKETING

  3. “GREEN MARKETING” Marketing of products that are presumed to be environmentally safe……

  4. “EVOLUTION OF GREEN MARKETING” It has three phases: ECOLOGICAL GREEN MARKETING ENVIRONMENTAL GREEN MARKETING SUSTAINABLE GREEN MARKETING

  5. “WHY GREEN MARKETING?” Opportunities or competitive advantage Corporate Social Responsibility (CSR) Government pressure Competitive pressure Cost or profit issues Green marketing mix

  6. “BENEFITS OF GREEN MARKETING” Access to new markets Increase their profit sustainability Enjoy competitive advantage

  7. “GREEN MARKETING CASES” Philips Light's "Marathon“ Electronics Sector Introduction of CNG in Delhi Car Sharing Services

  8. “GLOBALISTAION” THOMAS FRIEDMAN calls it “FLATTENING OF THE WORLD”

  9. “ DEFINE GLOBALIZATION?”

  10. “GLOBALIZATION’SEFFECTS ON MARKETING STRATEGIES”

  11. “MARKETING CONSTITUENTS TO BE ANALYSED” The Consumer Brands Marketers Academics

  12. “GLOBAL MARKETING STRATEGIES” Are market  force  driven Are cost  driven Are government regulation driven Are industry  demand  driven Are competition driven

  13. “BENEFITS OF PRODUCT MARKETING IMPORTS” Products / services unavailable in your country Cheaper products/ services your  country Improves  the  lifestyle. Generates  jobs Enriches  the  population  with  imported  culture Educates  the  population Increases  the  culture  exposure

  14. “BENEFITS OF PRODUCT MARKETING EXPORTS” An  opportunity  to other countries to  taste your products or services Sell your country's products or services  Job opportunities   Export  income Foreign  exchange reserves Better  life  for  the  people  Learn foreign  languages

  15. The real differentiator of customer – centricity in a commoditised world of media products - Customer Service !

  16. “CONSUMERISM” A Social movement intended to safeguard the right of consumers…

  17. “ 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

  18. “ 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.

  19. “ EVOLUTION OF CONSUMERISM ” Industrial Revolution Plenty of supply Increased alternative Choice making Customer is king Competition Consumerism

  20. The Right to Be Informed The Right to Be Safe Basic Consumer Rights The Right to Be Heard The Right to Choose

  21. CAUSES OF CONSUMERISM :-1. Consumer Sovereignty 2. Consumer Ignorance (decisiveness) consumer gets suffered: (a) Directly (b) Indirectly

  22. DIRECTLY • Health & Safety • Repair & servicing • Pricing issue • Product quality

  23. INDIRECTLY • Pollution in environment • Moral issues ( e g. child labour )

  24. “BENEFITS OF CONSUMERISM” • Safer products to consumers • Market expansion • Builds social image • Aware society

  25. “CHALLENGES OF CONSUMERISM” Addictive lifestyle Made consumer choices more difficult New legal remedies and safeguards Product Evaluation Instructions Complaints

  26. “PREDICTING CONSUMERISM’S FUTURE” 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

  27. “CONSUMERISM IN 21ST CENTURY” Materialism Wealthy Consumers Emulation

  28. “ LEGAL ISSUES IN MARKETING ”

  29. “ BRIEF OVERVIEW ” LAWS ̶ FOOD ADULTERATION ACT ̶ DRUG AND MAGIC REMEDIES ACT ̶ DO NOT DISTURB LAW ̶ SPAM PREVENTION – INDUSTRIES ACT ● IMPORTANCE OF THESE LAWS

  30. “THE PREVENTION OF FOOD ADULTERATION ACT ,1954” 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 product Wrong advertisement about the effects of product

  31. “ SOME CASES ”

  32. “DRUG AND MAGIC REMEDIES ACT, 1954 ” 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

  33. “ THE INDUSTRIES ACT, 1951” It influences the product and distribution decisions of companies in India. It prevents black marketing

  34. “DO NOT DISTURB LAW” 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

  35. “ SPAM PREVENTION ” This is to prevent unwanted online marketing According to it sending spam is illegal.

  36. “ IMPORTANCE OF THESE LAWS ” These laws help in • Preventing Consumer Exploitation • Preventing Illegal Marketing Practice • Maintaining the government’s control over these institutions

  37. “IMPORTANCE OF LEGAL ISSUES”

  38. “LEGAL ISSUES” • Behavioral Targeting • Green Advertising • Drug Advertising • Endorsements & Testimonials

  39. Contd…… • Product Placement or ‘embedded advertising’ • Legal ramifications of user -generated content • Agency – Client Relationships

  40. “OTHER ISSUES IN MARKETING” • Viral Marketing • Custom facebook page design • Digital strategy and the advertising contract • Google retargeting • Mystery Marketing