Marketing paradigms[/b]
Marketing paradigms[/b][/b]
Relationship marketing[/b][/b]
Relationship Marketing was first defined as a form of marketing developed from direct response marketing campaigns which emphasizes customer retention and satisfaction, rather than a dominant focus on sales transactions. It extends to include Inbound Marketing efforts, PR, Social Media and Application Development & involves using technology to organize, synchronize business processes, and most importantly, automate those marketing and communication activities on concrete marketing sequences.
Network marketing[/b][/b]
Criticism has focused on their similarity to illegal pyramid schemes, price-fixing of products, high initial start-up costs, emphasis on recruitment of lower-tiered salespeople over actual sales, encouraging if not requiring salespeople to purchase and use the company's products, potential exploitation of personal relationships which are used as new sales and recruiting targets, complex and sometimes exaggerated compensation schemes, and cult-like techniques which some groups use to enhance their members' enthusiasm and devotion.
Diversity marketing[/b][/b]
Diversity marketing is a marketing paradigm which sees marketing as essentially an effort in communication with diverse publics. According to the paradigm, the main focus of marketing today should be to create effective communication methods and a communication mix appropriate to each of the diverse group’s active in the market.
Diversity marketing recognizes the influence of cultural programming and acknowledges that different consumer groups have life experiences in different cultural and social settings. Because of this different cultural programming, the tastes, values, expectations, beliefs, ways of interaction, ways of entertainment, and lifestyle preferences of these groups tend to be different from others. These differences require the creation of customized marketing strategies.
Evangelism marketing[/b][/b]
Evangelism marketing is an advanced form of word of mouth marketing (WOMM) in which companies develop customers who believe so strongly in a particular product or service that they freely try to convince others to buy and use it. The customers become voluntary advocates, actively spreading the word on behalf of the company.
Evangelism marketing is sometimes confused with affiliate marketing. However, while affiliate programs provide incentives in the form of money or products, evangelist customers spread their recommendations and recruit new customers out of pure belief, not for the receipt of goods or money. Rather, the goal of the customer evangelist is simply to provide benefit to other individuals.
Evangelism literally comes from the three words of 'bringing good news' and the marketing term justly draws from the religious sense, as consumers are literally driven by their beliefs in a product or service, which they preach in an attempt to convert others.
Consumer Culture Theory (CCT)[/b][/b]
Consumer Culture Theory is a marketing school of thought interested in studying consumption choices and behaviors from a social and cultural point of view, as opposed to an economical or psychological one. It does not offer a grand unifying theory but "refer to a family of theoretical perspectives that address the dynamic relationships between consumer actions, the marketplace, and cultural meanings”. Anchored in postmodernism, it views cultural meanings as being numerous and fragmented and hence views culture as an amalgam of different groups and shared meanings, rather than a homogenous construct. Consumer culture is viewed as "social arrangement in which the relations between lived culture and social resources, between meaningful ways of life and the symbolic and material resources on which they depend, are mediated through markets" and consumers as part of an interconnected system of commercially produced products and images which they use to construct their identity and orient their relationships with others.
A new perspective on marketing was felt as necessary since 1980s, when a group of theorists considered this gradual evolution as no longer pertinent, considering marketing as an established discipline ripe for a paradigm shift. After that, through a cross-media campaign, the extended community is invited to share in the results, creating a communal bond between the "brand champions as advertisers" and other individuals who are connected with what the brand has to offer.
[/b]
Marketing paradigms[/b][/b]
Relationship marketing[/b][/b]
Relationship Marketing was first defined as a form of marketing developed from direct response marketing campaigns which emphasizes customer retention and satisfaction, rather than a dominant focus on sales transactions. It extends to include Inbound Marketing efforts, PR, Social Media and Application Development & involves using technology to organize, synchronize business processes, and most importantly, automate those marketing and communication activities on concrete marketing sequences.
Network marketing[/b][/b]
Criticism has focused on their similarity to illegal pyramid schemes, price-fixing of products, high initial start-up costs, emphasis on recruitment of lower-tiered salespeople over actual sales, encouraging if not requiring salespeople to purchase and use the company's products, potential exploitation of personal relationships which are used as new sales and recruiting targets, complex and sometimes exaggerated compensation schemes, and cult-like techniques which some groups use to enhance their members' enthusiasm and devotion.
Diversity marketing[/b][/b]
Diversity marketing is a marketing paradigm which sees marketing as essentially an effort in communication with diverse publics. According to the paradigm, the main focus of marketing today should be to create effective communication methods and a communication mix appropriate to each of the diverse group’s active in the market.
Diversity marketing recognizes the influence of cultural programming and acknowledges that different consumer groups have life experiences in different cultural and social settings. Because of this different cultural programming, the tastes, values, expectations, beliefs, ways of interaction, ways of entertainment, and lifestyle preferences of these groups tend to be different from others. These differences require the creation of customized marketing strategies.
Evangelism marketing[/b][/b]
Evangelism marketing is an advanced form of word of mouth marketing (WOMM) in which companies develop customers who believe so strongly in a particular product or service that they freely try to convince others to buy and use it. The customers become voluntary advocates, actively spreading the word on behalf of the company.
Evangelism marketing is sometimes confused with affiliate marketing. However, while affiliate programs provide incentives in the form of money or products, evangelist customers spread their recommendations and recruit new customers out of pure belief, not for the receipt of goods or money. Rather, the goal of the customer evangelist is simply to provide benefit to other individuals.
Evangelism literally comes from the three words of 'bringing good news' and the marketing term justly draws from the religious sense, as consumers are literally driven by their beliefs in a product or service, which they preach in an attempt to convert others.
Consumer Culture Theory (CCT)[/b][/b]
Consumer Culture Theory is a marketing school of thought interested in studying consumption choices and behaviors from a social and cultural point of view, as opposed to an economical or psychological one. It does not offer a grand unifying theory but "refer to a family of theoretical perspectives that address the dynamic relationships between consumer actions, the marketplace, and cultural meanings”. Anchored in postmodernism, it views cultural meanings as being numerous and fragmented and hence views culture as an amalgam of different groups and shared meanings, rather than a homogenous construct. Consumer culture is viewed as "social arrangement in which the relations between lived culture and social resources, between meaningful ways of life and the symbolic and material resources on which they depend, are mediated through markets" and consumers as part of an interconnected system of commercially produced products and images which they use to construct their identity and orient their relationships with others.
A new perspective on marketing was felt as necessary since 1980s, when a group of theorists considered this gradual evolution as no longer pertinent, considering marketing as an established discipline ripe for a paradigm shift. After that, through a cross-media campaign, the extended community is invited to share in the results, creating a communal bond between the "brand champions as advertisers" and other individuals who are connected with what the brand has to offer.
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