marketing module mix

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Marketing and selling Relationship marketing

Relationship marketing was first defined as a form of marketing developed from direct

response marketing campaigns which emphasizescustomer retentionand satisfaction, rather than

a dominant focus on sales transactions.[citation needed]

As a practice, relationship marketing differs from other forms of marketing in that it recognizesthe long term value of customer relationships and extends communication beyond intrusive

advertising and sales promotional messages.[citation needed]

With the growth of the internet and mobile platforms, relationship marketing has continued to

evolve and move forward as technology opens more collaborative and social communication

channels. This includes tools for managing relationships with customers that goes beyond simple

demographic and customer service data. Relationship marketing extends to include inbound

marketing efforts, (a combination of search optimization and strategic content), PR, social media

and application development. Relationship marketing is a broadly recognized, widely-

implemented strategy for managing and nurturing a companys interactions with clients and sales

prospects.[citation needed] It also involves using technology to organize, synchronize business

processes, (principally sales and marketing activities), and most importantly, automate those

marketing and communication activities on concrete marketing sequences that could run in

autopilot, (also known as marketing sequences). The overall goals are to find, attract and win

new clients, nurture and retain those the company already has, entice former clients back into the

fold, and reduce the costs of marketing and client service. [1] Once simply a label for a category

of software tools, today, it generally denotes a company-wide business strategy embracing all

client-facing departments and even beyond. When an implementation is effective, people,

processes, and technology work in synergy to increase profitability, and reduce operational costs
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Social marketing:

social marketing is the systematic application ofmarketing, along with other concepts and

techniques, to achieve specific behavioral goals for a social good.[1]

Social marketing can be

applied to promotemerit goods, or to make a society avoid demerit goods and thus promote

society's well being as a whole. For example, this may include asking people not to smoke inpublic areas, asking them to use seat belts, or prompting to make them follow speed limits.

Although "social marketing" is sometimes seen only as using standard commercial marketing

practices to achieve non-commercial goals, this is an oversimplification. The primary aim of

social marketing is "social good", while in "commercial marketing" the aim is primarily

"financial". This does not mean that commercial marketers can not contribute to achievement of

social good.

Increasingly, social marketing is being described as having "two parents"a "social parent" =

social sciences and social policy, and a "marketing parent" = commercial and public sector

marketing approaches.[citation needed]

Beginning in the 1950s when Weibe[who?]

asked "Why cant you sell brotherhood and rational

thinking like you can sell soap?, the concept has in the last two decades matured into a much

more integrative and inclusive discipline that draws on the full range of social sciences and

social policy approaches as well as marketing.
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CRM:

Customer relationship management (CRM) is a widely implemented model for managing a

companys interactions withcustomers, clients, and sales prospects. It involves using technology

to organize, automate, and synchronize business processesprincipallysalesactivities, but also

those formarketing,customer service, andtechnical support.[1]The overall goals are to find,

attract, and win new clients, service and retain those the company already has, entice former

clients to return, and reduce the costs of marketing and client service.[2]

Customer relationship

management describes a company-wide business strategy including customer-interface

departments as well as other departments.[3]

Measuring and valuing customer relationships is

critical to implementing this strategy.
http://en.wikipedia.org/wiki/Customershttp://en.wikipedia.org/wiki/Customershttp://en.wikipedia.org/wiki/Customershttp://en.wikipedia.org/wiki/Saleshttp://en.wikipedia.org/wiki/Saleshttp://en.wikipedia.org/wiki/Saleshttp://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Customer_servicehttp://en.wikipedia.org/wiki/Customer_servicehttp://en.wikipedia.org/wiki/Customer_servicehttp://en.wikipedia.org/wiki/Technical_supporthttp://en.wikipedia.org/wiki/Technical_supporthttp://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-1http://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-1http://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-1http://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-hot-2http://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-hot-2http://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-hot-2http://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-dest1-3http://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-dest1-3http://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-dest1-3http://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-dest1-3http://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-hot-2http://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-1http://en.wikipedia.org/wiki/Technical_supporthttp://en.wikipedia.org/wiki/Customer_servicehttp://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Saleshttp://en.wikipedia.org/wiki/Customers


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Product life cycle:

Product life cycle is the stages through which a product or its category bypass. From its

introduction to the marketing, growth, maturity to its decline or reduce in demand in the market.

Not all product reach this final stage, some continues to grow and some rise and fall.

Stages of product life cycleIntroduction

This is the stage of low growth rate of sales as the product in newly launched in the market.

Monopoly can be created, depending upon the efficiency and need of the product to the

customers. A firm usually incurs losses rather than profit. If the product is in the new product

class, the users may not be aware of its true potential. In order to achieve that place in the

market, extra information about the product should be transferred to consumers through various

media.The stage has the following characteristics. 1. Low competition 2. Firm mostly incurs

losses and not profit.

Growth

Growth comes with the acceptance of the innovation in the market and profit starts to flow. As

the monopoly still exists manufacturer can experiment with its new ideas and innovation in order

to maintain the sales growth. It is the best time to introduce new effective product in the market

thus creating an image in the product class in the presence of its competitors who tries to copy or

improve the product and present it as a substitute me.

Maturity

In this the end stage of the growth rate, sales slowdown as the product have already achieved it

acceptance in the market. So new firms starts experimenting in order to compete by innovating

new models of the product. With many companies in the market, competition for customers

becomes fierce, even though the increase in the growth rate of sales at the initial part of this

stage. Aggressive competition in the market results the profit to acme at the end of the growth

stage thus beginning the maturity stage.

DeclineThis is the stage where most of the product class usually dies due to the low growth rate in sales.

As number of companies starts dominating the market, makes it difficult for the existing

company to maintain its sale. Not only the efficiency of the company play an important factor in

the decline, but also the product category itself becomes a factor, as market may perceive the

product as 'OLD' and may not be in demand.


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Product distribution channels:

Producer-Customer:- This is the simplest and shortest channel in which no middlemen isinvolved and producers directly sell their products to the consumers. It is fast and economical

channel of distribution. Under it, the producer or entrepreneur performs all the marketing

activities himself and has full control over distribution. A producer may sell directly toconsumers through door-to-door salesmen, direct mail or through his own retail stores. Big firms

adopt this channel to cut distribution costs and to sell industrial products of high value. Small

producers and producers of perishable commodities also sell directly to local consumers.

Producer-Retailer-Customer:- This channel of distribution involves only one middlemencalled 'retailer'. Under it, the producer sells his product to big retailers (or retailers who buy

goods in large quantities) who in turn sell to the ultimate consumers.This channel relieves the

manufacturer from burden of selling the goods himself and at the same time gives him control

over the process of distribution. This is often suited for distribution of consumer durables and

products of high value.

Producer-Wholesaler-Retailer-Customer :- This is the most common and traditional channel ofdistribution. Under it, two middlemen i.e. wholesalers and retailers are involved. Here, the

producer sells his product to wholesalers, who in turn sell it to retailers. And retailers finally sell

the product to the ultimate consumers. This channel is suitable for the producers having limited

finance, narrow product line and who needed expert services and promotional support of

wholesalers. This is mostly used for the products with widely scattered market.

Producer-Agent-Wholesaler-Retailer-Customer :- This is the longest channel of distribution inwhich three middlemen are involved. This is used when the producer wants to be fully relieved

of the problem of distribution and thus hands over his entire output to the selling agents. The

agents distribute the product among a few wholesalers. Each wholesaler distribute the productamong a number of retailers who finally sell it to the ultimate consumers. This channel is

suitable for wider distribution of various industrial products.

How to choose:


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Product Consideration:- The type and the nature of products manufactured is one of theimportant elements in choosing the distribution channel. The major product related factors are:-

Products of low unit value and of common use are generally sold through middlemen.Whereas,expensive consumer goods and industrial products are sold directly by the producer

himself.

Perishable products; products subjected to frequent changes in fashion or style as well as heavyand bulky products follow relatively shorter routes and are generally distributed directly to

minimise costs.

Industrial products requiring demonstration, installation and aftersale service are often solddirectly to the consumers. While the consumer products of technical nature are generally sold

through retailers.

An entrepreneur producing a wide range of products may find it economical to set up his ownretail outlets and sell directly to the consumers. On the other hand, firms producing a narrow

range of products may their products distribute through wholesalers and retailers.

A new product needs greater promotional efforts in the initial stages and hence few middlemenmay be required.

Market Consideration:- Another important factor influencing the choice of distribution channelis the nature of the target market. Some of the important features in this respect are:-

If the market for the product is meant for industrial users, the channel of distribution will notneed any middlemen because they buy the product in large quantities. short one and may as they

buy in a large quantity. While in the case of the goods meant for domestic consumers,

middlemen may have to be involved.

If the number of prospective customers is small or the market for the product is geographicallylocated in a limited area, direct selling is more suitable. While in case of a large number of

potential customers, use of middlemen becomes necessary.

If the customers place order for the product in big lots, direct selling is preferred. But,if theproduct is sold in small quantities, middlemen are used to distribute such products.

Other Considerations:- There are several other factors that an entrepreneur must take intoaccount while choosing a distribution channel. Some of these are as follows:-


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A new business firm may need to involve one or more middlemen in order to promote itsproduct, while a well established firm with a good market standing may sell its product directly

to the consumers.

A small firm which cannot invest in setting up its own distribution network has to depend onmiddlemen for selling its product. On the other hand, a large firm can establish its own retail

outlets. The distribution costs of each channel is also an important factor because it affects the price of

the final product. Generally,a less expensive channel is preferred. But sometimes, a channel

which is more convenient to the customers is preferred even if it is more expensive.

If the demand for the product is high,more number of channels may be used to profitablydistribute the product to maximum number of customers. But, if the demand is low only a few

channels would be sufficient.

The nature and the type of the middlemen required by the firm and its availability also affects thechoice of the distribution channel. A company prefers a middlemen who can maximise the

volume of sales of their product and also offers other services like storage, promotion as well as

aftersale services. When the desired type of middlemen are not available, the manufacturer will

have to establish his own distribution network.

Marketing Philosophies:

there are 5 alternative concepts under which organisations may conduct their marketing

activities: the production concept, product, selling and societal marketing concepts.

1. THE PRODUCTION CONCEPT:

the philosophy that consumers will favor products that are available and highly affordable, that

management should therefore focus on improving production and distribution efficiency.

2. THE PRODUCT CONCEPT:

the idea that consumers favor products that offer the most quality, performance and features, and

that the organisation should therefore devote its energy into making continuous product

improvements; a detailed version of the new product idea.

3. THE SELLING CONCEPT:

the idea that consumers wont buy enough of the organisations products unless the organisation


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undertakes a large-scale selling and promotion effort.

4. THE MARKETING CONCEPT:

achieving organisational goals depends on determining the needs and wants of its target market

and delivering the desired satisfaction more effectively and efficiently than competitors.

5. THE SOCIETAL MARKETING CONCEPT:

the idea that the organisation should determine the needs, wants and interests of target markets

and deliver the desired satisfaction more effectively and efficiently than competitors in a way

that maintains or improves the consumers and society's well being.

marketing module mix

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