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Unit 5 Session 2: Online Marketing And Social Media Marketing

 Unit 5 Session 2: Online Marketing And Social Media Marketing By: - Nagraj Sir Introduction to Online Marketing and Social Media Marketing Growth of Internet Usage in India India's internet user base has seen rapid growth, reaching 302 million users by December 2014, making it the third-largest globally. This number is expected to triple by 2020, positioning India as the second-largest user base behind China. The younger, dynamic population in India has driven the shift towards online marketing, with companies adapting to the local digital environment to target this growing user base. Online Marketing: Meaning and Concept Online marketing involves the promotion of products or services through electronic media, primarily the internet. It uses various internet-based platforms like social media, email, search engine optimization (SEO), and display advertising to reach potential customers. Unlike traditional marketing (e.g., print, TV, or radio), online marketing enables real-time ana...
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Unit 5 Session 1: Services Marketing

 Unit 5 Session 1: Services Marketing By:- Nagraj Sir Definition and Characteristics Services are intangible processes that are consumed as they are produced. Unlike products, services cannot be owned or stored, and their quality is often judged based on customer experience. Common examples include traveling in the Delhi Metro, attending lectures, or buying products online. The key distinction between products and services is that a service is a performance or an effort rather than a physical object. Key Characteristics of Services: Intangibility : Services cannot be touched, seen, or stored. For example, a service like consulting cannot be physically examined before consumption. Simultaneity : Production and consumption of services occur simultaneously. For instance, a customer must be present during a hair salon appointment or when riding the metro. Heterogeneity : Services are often unique, influenced by human actions, meaning no two services are identical. Perishability : Servi...
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Unit 4 Session 2: Elements of Promotional Mix

 Unit 4 Session 2: Elements of Promotional Mix By: Nagraj Sir Elements of Promotion Mix Promotion can be classified into two types: Above-the-Line (ATL) and Below-the-Line (BTL). ATL communication uses mass media like television and print to reach a large audience, while BTL targets specific audiences in more direct ways, such as at stores or events. BTL activities are increasingly popular due to their cost-effectiveness and ability to provide direct consumer interaction. For instance, brands like Dhara focus heavily on BTL strategies, such as wall paintings and fairs, to target rural markets. There are several key elements in the promotion mix, often categorized into five main areas: Advertising and Word-of-Mouth Communication : Advertising involves paid, non-personal communication to promote products. Word-of-mouth communication, where customers share experiences, plays a crucial role in influencing potential buyers, especially in local or community settings. Sales Promotion : Th...
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Unit-4 Session I : Meaning & Importance

Unit-4 Session I : Meaning & Importance By: Nagraj Sir Meaning of Promotion Promotion refers to communication aimed at reaching the target market. It informs, persuades, and reminds the audience about a product, its availability, and its price. It includes Integrated Marketing Communication (IMC), the communication process, and various promotional tools used to promote products, services, or ideas. Promotion is vital for every business to connect with its target audience. Importance of Promotion Promotion, as part of the marketing mix, serves several important functions: Information : It informs customers about new products, services, or ideas, including where and how to access them. Persuasion : Promotion aims to convince customers to choose one brand over others in a competitive market. Reminder : Continuous promotion reinforces customer loyalty and ensures that customers don't forget the brand, even in challenging times (e.g., during product shortages). Relationship : Throug...
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Unit 3 Session 4: Factors Affecting the Selection of the Channel of Distribution

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 Unit 3 Session 4: Factors Affecting the Selection of the Channel of Distribution 1)  Factors   Pertaining   to   the   Product Keeping   in   view the   nature, qualities and peculiarities of the product,   could only the channel   for distribution be properly made.  ·  Price of the Product.  ·  Perishability.  ·  Size and Weight. · Technical  Nature.  ·  Goods   Made to   Order. ·  After-Sales   Service.    2)  Factors   Pertaining   to   the   Consumer   or   Market   The   following   are   the   main   elements   concerned   with   the   consumer   or   the   market:   ·  Number of Customers. ·  Expansion   of   the   Consumers.  ·  Size   of   the   Order.  ·  Objective of Purchase...
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Unit 3 Session 3: Functions of Intermediaries

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 Unit 3 Session 3: Functions of Intermediaries Wholesalers Wholesalers are intermediaries in the distribution process that purchase large quantities of goods from manufacturers and sell them in smaller quantities to retailers, other businesses, or sometimes directly to consumers. Functions   Of   Wholesalers ·  Buying And Selling ·  Storage ·  Transportation ·  Grading And Packing ·  Financing ·R isk-taking ·  Promotion Retailers Retailers are businesses or individuals that sell products directly to consumers. They play a vital role in the supply chain and are the final link between manufacturers (or wholesalers) and end customers. Function   of   Retailers   ·  Collection   of   goods ·  Time Utility ·  Transportation ·  Financing ·  Customer Education Spokesperson   of   Customers
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UNIT 3 : Session 2: Types of Distribution Channels

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 UNIT 3 : Session 2: Types of Distribution Channels The two main types of distribution channels   are   as   follows:   I.  Direct   Channel 2.Indirect   Channel I.  Direct   Channel   (Zero   level) The   most   simple   and   the   shortest   mode   of   distribution   is   direct   channel.   In   this   channel,   the   manufacturer   directly   provides   the   product   to   the consumer.  there are no intermediaries involved, the manufacturer is selling directly to the   customer. This   is called   the   'direct   channel’ or direct selling 2.  Indirect   Channel: In   this   channel,   a   manufacturer   doesn’t   sell   directly   to   the   consumer   rather   chooses   various   intermediaries  ...
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