What is Digital Marketing?

What is its importance in

current market?
Digital marketing is often referred to as Online Marketing or Internet Marketing as well. It focusses on
promoting your products and services through digital devices like mobile phones, computers etc. Most
of the marketing strategies are laid keeping Internet enbled devices in mind. However, there do exist
promotions through SMS, MMS etc. which do not need any Internet connection.

With the increasing penetration of Internet across the world, promoting your products and services
through digital marketing and social media has become the need of the hour.

Are Digital Marketing and Social Media Marketing same?

Digital Marketing includes all the digitally enables devices that can be used to promote a product or
services.

Social Media Marketing makes use of platforms like Facebook, LinkedIn, Twitter to promote a product or
service.

These are two different things. However, Social Media Marketing is an element of Digital Marketing
strategy.

Video: Digital Marketing Interview Questions and Answers

What are the keys to marketing success?
Keys to marketing success can be summarized in below mentioned points:

a. the foremost important point is to “satisfy the customer”.

b. A company should have a clear image in order to achieve marketing success.
c. Thirdly work should be clearly distinct from other business activities in an organization. It should be
central to the entire organization.
d. Fourthly business should develop a unique strategy that is consistent with the circumstances that it
faces.

Mention the various components of marketing management

Marketing management components can be divided into following points:
a. Corporate level : It consists of company’s mission and objectives.
b. Functional level : Non marketing and marketing institutions are included in it.
c. Marketing level : It consists of situation analysis, objectives, strategy, implementation, budget, and
evaluation.
d. The marketing mix consists of product, distribution, promotion, and price.

What were the different approaches used in marketing

earlier?
There were three marketing approaches used earlier:

a. Production orientation: An organization which focuses on production specializes in producing most of

the given services and products without considering the quality.
b. Product orientation: An organization which focuses on product orientation is mainly concerned with
the quality of the products.
c. Selling orientation: An organization which uses sales orientation mainly focuses on the selling or
promoting a particular product, and not determining new consumer desires as such.

Explain Service marketing. Also explain what is a service

a. Service marketing can be defined as marketing of services. It’s not same for tangible products.
Services if compared with goods then neither all products are purely goods nor services. In more clear
words service can be defined as
b. use of the service is not separated from its purchase.
c. A service can never be in material form and therefore it cannot be touched, seen, heard, tasted, or
smelled.
d. The use of a service is inherently subjective, i.e. if many people are experiencing services then each of
them will experience it uniquely.

What are the current approaches used for marketing?

Current approaches used for marketing can be categorized in four categories:

a. Relationship marketing: This approach basically deals with customer satisfaction. The whole
emphasis is done on the relationship between the suppliers and customers.
b. Business Marketing: It does not focuses on consumer products rather it focuses on industrial goods.
All sort of marketing techniques are like promotion, advertising, etc are used.
c. Social marketing: It focuses on marketing a product socially i.e. online.

What is an International marketing plan?

a. It involves the organization in making more then one marketing decisions across the nations.
b. There are many reasons to enter an international market led by large market size and diversification.
c. There are also several reasons to avoid entering international markets, including too much red tape,
trade barriers, and transportation difficulties .
d. The stages of going international are as follows: exporting, licensing, joint ventures, direct investment,
U.s. commercial centers, trade intermediaries, and alliances .

What is marketing communication?

Marketing communication can be defined as the efforts made by the seller to convey his message to his
buyers and to accept it in retrievable form. The main point of communication process is persuasion. It is
totally goal oriented. It is not an haphazard activity. Each of its tool consists of specific complexities and
potentialities that justify managerial specialization.

What are the various types of marketing research?

Various types of marketing research are:

a. Field research: It is related to the research for a specific purpose.

b. Desk research: Usually it is conducted for one purpose initially but gradually it is used to support
another goal.
c. Xploratory research: It investigates an assumption..
d. Predictive research: This type of research is done to predict any future occurrence.
e. Conclusive research: This type of research is done to derive a conclusion of a research process.

What is real-time marketing? How it became important?

Real time marketing can be defined as marketing done to a customer in a particular time and place. It is
the kind of marketing which seeks the most appropriate offer for a particular customer. Real-time
marketing is the outcome of customer relationship management (CRM) solutions in major
companies.Over time Real-time marketing became a big solution for vendors and maturing customers.
Vendors found themselves re-branding real-time marketing products to suggest a more holistic
appreciation of enterprise interaction decision management.

What is interruption marketing?

Interruption marketing can be defined as promoting a product by the means of advertising, public
relation and sales. It is not suitable every time and depends upon company to company. It is very much
sales directed, so if a company has limited funds to invest for advertising and wants quick results then
interruption marketing is best. But at times it is not considered a fruitful way of marketing.

What is the difference between Interruption marketing and

permission marketing?
There is a vast difference between permission marketing and interruption marketing. Permission
marketing is getting found by the customers by itself by the means of SEO, social media and content. It
basically focuses on maintaining long term relationship with the customers which is always helpful in
long run whereas Interruption marketing focuses on getting quick sales without any thought of long
term relationship with customers. It just targets on promoting the product by the means of advertising,
promotion etc. to get quick results.

Explain diversity marketing.

This type of marketing focuses on creating effective communication methods and mixing with each of
the diverse groups active in the market. Because different consumer groups have experiences in
different cultural and social settings, therefore diversity marketing recognizes the importance of cultural
programming and acknowledges the consumers accordingly. 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 so these differences require the creation of customised
marketing strategies.

What is ethical marketing? Explain in brief.

Considering marketing ethics in the process of marketing is called ethical marketing. Briefly, if we
explain it is the philosophical examination, from a moral standpoint, of particular marketing issues that
are matters of moral judgment. It results into business community which is much more responsible
socially and culturally.It’s existence is very much beneficial to the society also. It should be the part of
business ethics because it plays a very significant part in any business model. It gives those benefits to
it’s customers which other companies does not even recognise.

What is segmented market?

Segmenting market is to segment the customer and organizations so that each segments needs can be
recognized and fulfilled properly. The advantage is that there is no need of selling the product to all the
segments of market infact a particular segment can be targeted according to their requirements. Market
segmentation is done in two steps:

a. First step is to identify and classify people into homogeneous groupings which are called segments.
b. Second step is finding out which of these segments are target markets.

What are the objective of segmentation analysis?

The main essence of segmentation analysis is:

a. To minimize the risk in taking decisions regarding how, who, when and where to market a a product
service or a brand.
b. To maximize efficiency of marketing by directing effort towards a particular segment in a consistent
manner with that segment's characteristics.

What are the two major segmentation strategies followed by

the marketing organizations?
The two strategies followed are:

a.Concentration strategy: This kind of segmentation strategy deals in a particular segment of market
and therefore they set their prices, etc accordingly. For eg Mercedes benz has chosen to concentrate on
the luxury segment of the the car market.
b.Multi segment strategy: This kind of segmentation strategy focuses on more then one different
market segments. They make separate marketing programs for separate segments.

What are various kind of influences which affects consumer

behaviour?
There are various influences, few of them are:

a. Situational Influences: Consist of Market offerings, Demographics and Complexity.

b. External Influences: Consist of Cultural, Social class Reference groups.
c. Internal factors and processes -

i. Psychological Characteristics - Motivation, Learning/socialization, Personality, Attitudes, Lifestyle

ii. Decision Making - Recognize needs, Search for information, Evaluate alternatives, Make purchase,
Post purchase.

What is test marketing?

Test marketing is done in order to test the various variabilities including the elements of the product in a
marketing plan. It projects the actual launching of the whole marketing program but on a limited basis.
In short it can be said that it is the last step before the product is released.

Mention the various steps of a new product development

process.
Various steps which are followed is mentioned below:
a. Creating new product ideas
b. Go through ideas
c. Research and analyze
d. Technical and marketing development
e. Manufacturing planning
f. Marketing planning
g. Test marketing
h. Commercialization

What is false advertising?

False advertising is using false statements to promote products and increase profit lines for a company
or a brand. Such advertisements use deception to persuade people. Such advertisements completely
deny the right to know for consumers and are banned in many countries. Still they have been a trend by
finding legal ways to deceive people.

What is marketing?
Marketing can be referred to as a form of communication with your customers, with the help of
marketing tools such as advertising, promotion, publicity, design aspects related to the look of the
product etc. All these are aimed at getting the target audience (customer) to first get interested in your
product or service and then ultimately buy them.

Explain its core concepts.

Needs ,wants and demands are the core concepts of marketing. These are basically inter related to each
other which means needs which could be individualistic, social or physical arise due to a state of
deprivation and have to be fulfilled for a basic human survival. Some human needs shaped by cultural
and individual experiences and lifestyles take the form of wants. Ultimately demands are those sets of
wants which are backed by the power to buy and could be related to many needs & wants. Other
related concepts of marketing may include the Marketplace with exchange and the actual transaction as
its base.

Explain - Customer delivered value, Total customer value,

Total customer cost.
Customer delivered value

The term marketing does not revolve around fulfilling the needs of a consumer alone but also includes
the value that the consumer is deriving from the use of the said product or service. This value is arrived
at by subtracting what the product cost a consumer(total customer cost) from the benefits derived by
him from the product (Total customer value).

Total customer value

The sum total of all the benefits (Product value ,service value, personnel value, Image value) that a
customer derives from a product or a service is termed as the total customer value . In other words
these are the benefits that the vendor or seller provides in return of the associated payments received
from a customer.

Total customer cost

The total cost incurred by a customer in the process of evaluating what he wants to buy, buying a
product, using it and ultimately disposing it of is termed as total customer cost.
(monetary,time,energy,psychic)

Explain - Basic marketing, Reactive marketing, Accountable

marketing, Proactive marketing, Partnership marketing.
Basic marketing

Basic marketing is the set of activities used to get your potential customer's attention. After this one has
to formulate the communication in a manner so as to motivate them to buy. Thereafter the efforts are
directed towards getting the customers to actually purchase. And then the ultimate goal that is to get
them to buy the product again and again .This process on the whole is referred to as basic marketing.

Reactive marketing

Reactive marketing is the most widely used approach in marketing. Reactive marketing is based on the
concept of react ,which mean for example if a competitor company is following certain marketing
practices with good resultant output we do the same by slight change in design or price and adopting
the same marketing policies. The ease of approach in reactive marketing is the very reason for its
popularity. At times due to stiff competition in the market a firm might have no choice but to follow it so
as to survive in the marketplace and make profits.

Accountable marketing

Accountable marketing works on the concept that all the targeted marketing communications should be
accounted for in terms of the result or output they generate. In other words every act of communication
should concentrate on a unique selling or a benefit driven point related to the product which ultimately
results in motivating the customer and adding on to the brand image of a brand or the product on a
whole.

Proactive marketing
Proactive marketing basically is an innovative form of marketing which is based on new ideas in terms of
the creative content used as well as the creativity involved in the formation of marketing strategies. It
definitely involves a lot more work but the end result might be much better than other forms of
marketing. Doing something new and different in the market place to attract the attention of the
consumer is the core aspect of proactive marketing.

Partnership marketing

The customer is always looking for something more than what the actual benefits of a product might be.
Thus partnership marketing plays ball on the very fact to create marketing communication and
propositions for the customer which include value addition of benefits to customer ,sourced and
negotiated with a third partner. The benefit in this form of enhanced propositions is that not only is it
beneficial for the consumer and the brand but also for the third partner by reducing costs of marketing
communications. Partnership marketing basically aims at adding more and more value to the benefits
derived by a customer.