J. Indian Soc. Stat. Opers. Res. Vol. XIX, No. 1-4, December 1998 NEW MARKETING CONCEPTS WITH THEIR APPLIED SITUATIONS Dr. P. L. Maggu Executive Director, GSBA, Ghaziabad. Abstract This Paper attempts to introduce new concepts like bi-marketing and dual-marketing in the area of marketing which may be used in certain applied situations for decision making. Introduction The ideas of marketing and de-marketing have been discussed in various standard books on marketing. The concept of demarketing has restricted applications in the area of business where marketing strategies are used directly or indirectly to introduce new products or to withdraw the old products or to promote market for two products at the same time. This Paper introduces new concepts on the basis of the following situations which may arise in a company on the way of introduction of a new product or withdrawl of old product or marketing of two products at the same moment, Definition—1 Consider a situation in a company when a new product is being marketed and the existing old product is being demarketed using a com- pany’s goodwill for the old product in introducing the new one by with- drawing the old product at the same moment. This type of situation has been designated as the concept of ‘dual marketing”. The business situation in which the concept of “dual marketing” can be visualized for example : [ 7980 } J. Indian Soc. Stat, Opers. Res. (a) A business situation in which a company at the same time uses its brand name to introduce in place of the existing product a new product or a substitute product by withdrawing it from the market on account of the following reasons : (i) The company is fearful to compete in the growing global compe- titive situation in the near future for want of maintaining the desired price of the quality product at the expected reduced price of the product in the global market. (ii) The company is considering to introduce a new product or substitute product in view of the changing technology of fashion in place of existing product of the company in the market. (iii) The company is considering diversification in collaboration with a foreign company. (iv) The company is considering to increase the cost of the existing product by changing its pattern and design to attract global market customers. (v) The company is thinking to replace the existing product on account of a fearful situation to arise in near future on account of the indication showing shortage of raw material being used in the existing product as per the government changed business policies. Definition—2 A company markets a product asa major product and introduces a new product as a minor product the cost of which may be included in the major product and further the minor product is not being produced by any other competitor. Minor product is just a sample product which after some time may be inducted as a major product. This situation has been designated here as “Bi-marketing”’, for example : A business situation in which a company is introducing a gift product alongwith the major (main) product. REFERENCES [1] Any standard Text on marketing.