CONCEPTS

NET MARKETING CONTRIBUTION

* NetMarketingContribution (NMC) is a calculation that determines whether a company’s current marketing strategy is enough to cover the costs associated with marketing and sales. * It is a measure of contribution to company profits after marketing and sales expenses are accounted for. * The current market demand and the company’s market share are important …

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MOBILE MARKETING

• Mobile Marketing is marketing on or with a mobile device, such as a cell phone. • It is “any marketing activity conducted through a ubiquitous network to which consumers are constantly connected using a personal mobile device”. • SMS messaging is currently the most common delivery channel for mobile marketing. Search engine marketing is …

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MASS MARKETING

1. Mass marketing is the advertising or promotion of a Product, Goods or Service to a wide variety of audiences with the expectation of appealing to as many as possible. It is a market coverage strategy in which a firm decides to ignore market segment differences and appeal the whole market with one offer or one …

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OFFLINE MARKETING

We keep talking about going digital and how Online Marketing is the next big thing but have we forgotten our traditional methods of OFFLINEMARKETING in the bargain? Here we bring to you in-short the concept of OfflineMarketing: Given the Internet’s tremendous rise in popularity, today’s marketers refer to other media channels that aren’t connected to …

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MARKET CANNIBALIZATION

 Market cannibalization occurs when a new product intrudes on the existing market for an older product, rather than expanding the company’s market base. Instead of appealing to a new segment of the market and increasing market share, the new product appeals to the company’s current market, resulting in reduced sales and market share for the …

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CLOUD MARKETING

• Cloud Marketing is the process of an organizations efforts to make their goods services online through integrated digital experiences. • The main aim is to use advertising methods to target customers via onlineapplications through social media websites such as Facebook, Twitter and others. • Amazon, an ecommerce giant, sells millions of products but without …

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EXCHANGE MARKETING

• The exchange process allows the parties to assess the relative trade-offs they must make to satisfy their respective needs and wants. • Individuals on both sides attempt to maximize rewards and minimize costs in their transactions so as to obtain the most profitable outcomes. Ideally, all parties achieve a satisfactory level of reward. • …

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Inbound Marketing

Inbound Marketing is the promotion of a company or other organization through blogs, podcasts, video, eBooks, newsletters, whitepapers, SEO, physical products, social-media marketing, and other forms of content marketing which serve to attract customers through the different stages of the purchase funnel. Example: The 2008 and 2012 presidential campaigns marked the ascendance of online influence …

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CUSTOMER RELATIONSHIP MARKETING (CRM)

• Customer Relationship Marketing (CRM) is a business process in which client relationships, customer loyalty and brand value are built through marketing strategies and activities. • CRM is about forming long-term relationships with customers. Rather than trying to encourage a one-time sale, CRM tries to foster customer loyalty by providing exemplary products and services. This …

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KIOSK MARKETING

A kiosk refers to a small stall or booth that offers goods and services. Vendors operating from kiosks often sell small, inexpensive consumables. For example, a newspaper kiosk. Also, bigger stores or retail chains sometimes install small kiosks in malls or transit points to offer their products outside of the traditional stores. Example: The popular …

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