Question - 1

The development of technology is shaping the world around us in numerous different ways. One of the
business areas that is being significantly affected is marketing. The change is primarily caused by the
rising popularity of mobile devices such as smartphones and tablets. The change is greatly affecting
traditional marketing, as the number of TV consumers is decreasing every day. Let’s take a look at some
marketing approaches which still work well and some which are yet to increase.

Email Marketing

Ever since the creation of the email, its popularity has been stable. It is a great communication channel,
and in the beginning, that was its main purpose. Nowadays, people have to rely on their email addresses
for registering on social media networks and for making accounts on many different platforms. All this
has made the email a very powerful marketing tool, as it allows marketers to reach people directly, no
matter where they are.

This is not going to change any time soon, as emails are practically the foundation of online
communication. Also, emails have now become linked to services and devices (cloud services and
smartphones, for example).

Social Media Marketing

Social media networks are increasingly becoming more popular. As more people are spending their time
on social media networks. This shows that more businesses are going to put a higher focus on social
media marketing. Advertisements on these platforms might become a much better option as an
increasing number of people are spending their time on social media networks every single day.

Additionally, building up your presence and advertising on one social media network is not enough, as
millions of people are present on different social media networks. A good thing for marketers though, is
the possibility of measuring the performance of every marketing campaign that is run on social media
networks. This is very important, as advertisers can follow statistics and find out which social media
networks are best for improving their marketing efforts.

Ephemeral Marketing

Millions of people around the world are carrying a pocket computer with them at all times and
companies around the world were creative enough to find new ways of connecting people. New
applications such as Snapchat have caused a revolution in communication. The main features of this app
have been incorporated in various communication apps, as it has proven to be interesting to millions of
people.

“Ephemeral” messaging means that the sent messages disappear after a short period of time. Messages
are either text, images or video. People have become accustomed to this type of messaging and
businesses that want to grow can make use of these features to achieve higher conversion rates.

By producing great content, companies are in a position to gather followers and share their messages
with the world. For example, the Snapchat story is great for sharing images and videos which disappear
after 24 hours. This time frame is perfect for notifying your followers that you are offering a special
discount for 24 hours. This is a great way to increase sales for a variety of products.

The development of technology is shaping the world around us in numerous different ways. One of the
business areas that is being significantly affected is marketing. The change is primarily caused by the
rising popularity of mobile devices such as smartphones and tablets. The change is greatly affecting
traditional marketing, as the number of TV consumers is decreasing every day. Let’s take a look at some
marketing approaches which still work well and some which are yet to increase.

Social Media Marketing

Social media networks are increasingly becoming more popular. As more people are spending their time
on social media networks. This shows that more businesses are going to put a higher focus on social
media marketing. Advertisements on these platforms might become a much better option as an
increasing number of people are spending their time on social media networks every single day

Ephemeral Marketing

Millions of people around the world are carrying a pocket computer with them at all times and
companies around the world were creative enough to find new ways of connecting people. New
applications such as Snapchat have caused a revolution in communication. The main features of this app
have been incorporated in various communication apps, as it has proven to be interesting to millions of
people.

Question - 2

E-services (electronic services) are services which use of information and communication

technologies (ICTs). The three main components of e-services are- service provider, service
receiver and the channels of service delivery (i.e., technology). For example, as concerned to
public e-service, public agencies are the service provider and citizens as well as businesses are
 the service receiver. The channel of service delivery is the third requirement of e-service.
Internet is the main channel of e-service delivery while other classic channels (e.g. telephone,
call center, public kiosk, mobile phone, television) are also considered.

ADVANTAGES OF E- SERVICES

 Accessing a greater customer base

 Broadening market reach

 Lowering of entry barrier to new markets and cost of acquiring new customers

 Alternative communication channel to customers

 Increasing services to customers

 Enhancing perceived company image

 Gaining competitive advantages

 Enhancing transparency

 Potential for increasing Customer knowledge

E service cost factor

 Maintaining applications
 Internet connection
 Hardware/software
 Security concerns
 legal issues
 Training; and
 Rapid technology changes

Question -3

 A key differentiator: Due to the increasing homogeneity in product offerings, the attendant

services provided are emerging as a key differentiator in the mind of the consumers. Eg: In
case of two fast food chains serving a similar product (Pizza Hut and Domino’s), more than
the product it is the service quality that distinguishes the two brands from each other.
Hence, marketers can leverage on the service offering to differentiate themselves from the
competition and attract consumers.
  Importance of relationships: Relationships are a key factor when it comes to the marketing
of services. Since the product is intangible, a large part of the customers’ buying decision will
depend on the degree to which he trusts the seller. Hence, the need to listen to the needs of
the customer and fulfill them through the appropriate service offering and build a long
lasting relationship which would lead to repeat sales and positive word of mouth.
 Customer Retention: Given today’s highly competitive scenario where multiple providers
are vying for a limited pool of customers, retaining customers is even more important than
attracting new ones. Since services are usually generated and consumed at the same time,
they actually involve the customer in service delivery process by taking into consideration his
requirements and feedback. Thus they offer greater scope for customization according to
customer requirements thus offering increased satisfaction leading to higher customer
retention.

rts.

Question-5

Service Differentiation
The concept of being different is very much essential in today’s world of cut-throat competition. The
difference of one product from its competitor is the revenue that it earns. Products have to be
different in order to survive the competition. It is not just the domestic competition but also the
competition from and in abroad, as one country produces and sells in another country while some
other countries produce and sell in our country. The targeted customers have many options.
Choosing among options is always based on differences, implicit and explicit. So, one must
differentiate in order to attract the customer and make him/her buy the product.

Creating differentiation in one’s own product and services is a better way to avoid competition. One
can offer a number of possible options in products to the customers. Every type of customer can
choose a product which he/she likes. In this way, low-end, mid-end or high-end customers, all of
them will have a product choose from. Common differentiations include, speed, performance,
quality, responsiveness, availability, ease or integration.
Service Differentiation in Marketing
The main features of service differentiation include:

 Ease in ordering: Corporations like Dell, Baxter Healthcare and web-based services like
peapod and net grocer have eased the process of placing an order. One does not have to
step out of the house to buy the product.
 Delivery: it is related to how well a product or a service is delivered to the customer with
speed and accuracy. The best examples are again Dell, which delivers its products right at
the doorstep of the customers.
 Installation: it refers to the work undertaken to make the product operational at the
prescribed location. Buyers of heavy equipment expect good installation service.
Differentiation by installation is particularly important for companies that offer complex
products such as computers and machinery.
 Customer training: It refers to how the seller provides training to the buyer about the
product and how to use it. General Electric supplies and installs expensive X-rays equipment
in hospitals but also gives extensive training to the staff of hospitals about using the
machines.
 Customer consulting: It refers to the data, information systems and advising services that
the seller offers to buyers. For example, the Rite aid drugstore chain’s communication
program, called the Vitamin Institute provides customers with research so they can make
more educated judgments and feel comfortable asking for help. On the web, Rite Aid has
teamed up with drugstore.com to offer even more comprehensive health related
information.
 Maintenance and Repair: It refers to the post-sale services which generally include
maintenance and repair services. Automobile manufacturers are often seen providing free
services initially for the automobiles.
Question - 4
Question – 6