XIImarketing

 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...

 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...

 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...

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...