Marketing is a societal process by which individuals and groups obtain what they need and want through creating,

offering and freely

exchanging products and services of value

with others

Philip Kotler

 Green

marketing means developing environment

friendly products.
Green marketing came into prominence in the late

1980s and early 1990s.

This requires conservation of natural resources and

controlling pollution.
Some global and domestic companies are develop

products that are less harmful to environment, and use cycled materials.

With green marketing, advertisers focus on environmental benefits to sell products such as biodegradable diapers, energy-efficient light bulbs, and environmentally safe detergents.

To be effective, green marketing programme requires top management commitment, company environment to encourage green marketing, rewarding employees for reducing waste, developing new environment friendly products, and making them available to consumers at reasonable prices.

Green marketing are part of the new marketing approaches which do not just refocus, adjust or enhance existing marketing thinking and practice,

but seek to challenge those approaches and provide

a substantially different perspective.

Green marketing incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising.

Firms using green marketing must ensure that their activities are not misleading to consumers or industry, and do not breach any of the regulations or laws dealing with environmental marketing.

The media came up with the term "green

washing" to describe cases where

organizations misrepresented themselves as

environmentally responsible.

Examples of environmentally-beneficial products and services: Paper containing post-consumer wastepaper

Cereals sold without excess packaging

Shade-grown coffee beans

Energy-efficient cars

 Cleaning supplies that do not harm

humans or environment

Wood harvested from sustainable forests

Energy-efficient light bulbs Energy from renewable sources of energy such as windmills and solar power

1. Organizations perceive environmental

marketing to be an opportunity that can be

used to achieve its objectives

2. Organizations believe they have a moral

obligation to be more socially responsible

3. Governmental bodies are forcing firms to

become more responsible

4. Competitors' environmental activities pressure firms to change their environmental marketing activities 5. Cost factors associated with waste

disposal, or reductions in energy and

material usage forces firms to modify their

behavior

VIRAL MARKETING
Refers

to marketing techniques that use

pre-existing social networks to produce

increases in brand awareness, through

self-replicating viral processes.

Marketing phenomenon that facilitates and encourages people to pass along a

marketing message voluntarily.

a promotional method that is of the

customers, by customers, and for customers.

Viral marketing, viral advertising, or marketing buzz are buzzwords.

It can be delivered by word of mouth or enhanced by the network effects of the Internet.

Viral marketing may take the form of video clips, interactive Flash games, advergames, eBooks, brand able software, images, or text messages.

What does a virus have to do with marketing?

Like viruses, take advantage of the rapid multiplication to explode the message to thousands or even to millions.

Elements of a Viral Marketing Strategy

Gives away products or services Provides for effortless transfer to others Scales easily from small to very large Utilizes existing communication networks

Takes advantage of others' resources

Gives away valuable products or services

"Free" is the most powerful word in a marketer's vocabulary.

Free attracts attention.

Attention then see other desirable

things that you are selling Give away something, sell something.

Provides for effortless transfer to others

Viruses only spread when they're easy to transmit e-mail website Blogs SMS Simplify your marketing message so it can be transmitted easily and without degradation

Short is better.

Scales easily from small to very large

Transmission method must be rapidly scalable.

You must build in scalability to your viral model.

Utilizes existing communication networks

Collect e-mail addresses and websites URLs, mobile numbers, blog addresses.
Place your message into existing communications between people, and you rapidly multiply its dispersion.

Takes advantage of others' resources

Place text or graphic links on others' websites

use others' resources to get the word out

Types of Viral Marketing

Pass-along Buzz Marketing Incentive viral Undercover marketing User-managed database

Pass-along

a short note that will be sent on to other internet users and it is usually attached to the footer of the electronic message.

Eg: HOTMAIL.COM

"Get Your free, private email at www.hotmail.com...

The message for free email is being spread out by all their email users.

Buzz Marketing
Involves celebrities discussing about products and experiences with a hint of controversy

It is created to make noise and buzz.

INCENTIVE VIRAL

It calls the users to take action in order to be rewarded.

It gives people an incentive for passing along viral message or viral object

E.g.: FOREVER LIVING, BARCLAY

Multi-level businesses

Undercover Marketing

It occurs when people do not know they are being marketed to

It appears trendy or curious, and do

not seem to ask an individual to

forward them, creating the impression that there is not something special promoted taking place. Eg: Canon, Inc.

The Japanese tourist campaign

User-managed Database

It refers to different database of prospects that clients generate themselves with the help of online service providers. EXAMPLE: FRIENDSTER.COM
. . .users create a viral, self-propagating chain of contacts that naturally grows and encourages others to sign up as well.

Or online dating services

Create the Buzz

Create value driven news using your best customers Involve them in the process of making and delivering your products or services

This

way, it creates positive feelings that lead them to talk about your business.

Incentivize

Offer an incentive to someone to tell others about you.

WIIFM Principle: "what's in it for me?" .

Personalize
Insert senders name in the subject line. EXAMPLE:

"Juan Dela Cruz thinks you will like to avail the exclusive membership fee . . . "

it brings instant credibility to your message

Get ready for the take off

If you're your viral campaign shoots up towards success, your systems have to be ready to handle the traffic and transactions.

Measure

Dissect what transpired to the success of your respondents

This will measure the effectiveness of your viral marketing campaign

Advantages of Viral Marketing

Cheap and low cost

Extensive reach High credibility High efficiency

Disadvantages of Viral Marketing

Brand Dilution

Association with unknown

groups

Avoid making purely

financial-based offer

Large-scale spam issues

Social marketing concept is a management

philosophy that takes into account the welfare of

society, the organization, and its customers.

In other words social marketing is the systematic

application of marketing, along with other concepts and techniques, to achieve specific behavioral goals for a social good.

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.

Shaklee Corporation, who pioneered social

marketing over 50 years ago, has trademarked

the term "Social Marketing.

EXAMPLE : a 3-month marketing campaign to

encourage people to get a H1N1 vaccine is more tactical in nature and should not be considered social marketing. Whereas a campaign that promotes and reminds people to get regular check-ups and all of their vaccinations when they're supposed to encourages a long-term behavior change that benefits society

It is important not to confuse social marketing

with commercial marketing.

A commercial marketer selling a product may only seek to influence a buyer to make a product purchase.

Social marketers, dealing with goals such as reducing cigarette smoking, have more difficult

goals: to make potentially difficult and longterm behavioral change in target populations.

EIGHT ESSENTIAL COMPONENTS OF SOCIAL MARKETING

A consumer orientation to realize organizational (social) goals

An emphasis on the voluntary exchanges of goods and services between providers and consumers

Research in audience analysis and segmentation strategies

An analysis of distribution (communication)

channels

Use of the marketing mixutilizing and

blending product, price, place and promotion

characteristics in intervention planning and

implementation

A process tracking system with both

integrative and control functions

The use of formative research in product and

message design and the pretesting of these

materials

A management process that involves problem

analysis, planning, implementation and

feedback functions

Applications

Health promotion campaigns in the late 1980s began applying social marketing in practice.

Notable early developments took place in Australia. These included the Victoria Cancer Council developing its anti-tobacco campaign "Quit" (1988), and "Sun Smart" (1988), its campaign against skin cancer which had the slogan Slip! Slop! Slap!.