c c
c


c


 is the application of project management to the creation and development of
festivals, events and conferences.

Event management involves studying the intricacies of the brand, identifying the target audience,
devising the event concept, planning the logistics and coordinating the technical aspects before
actually executing the modalities of the proposed event. Post-event analysis and ensuring a return
on investment have become a significant drivers for the event industry.[1]

The recent growth of festivals and events as an industry around the world means that the
management can no longer be Ô
. Events and festivals, such as the Asian Games, have a
large impact on their communities and, in some cases, the whole country.

The industry now includes events of all sizes from the Olympics down to a breakfast meeting for
ten business people. Many industries, charitable organizations, and interest groups will hold
events of some size in order to market themselves, build business relationships, raise money or
celebrate.

|

 
Event management is considered one of the strategic marketing and communication tools by
companies of all sizes. From product launches to press conferences, companies create
promotional events to help them communicate with clients and potential clients. They might
target their audience by using the news media, hoping to generate media coverage which will
reach thousands or millions of people. They can also invite their audience to their events and
reach them at the actual event.







Event management companies and organizations service a variety of areas including corporate
events (product launches, press conferences, corporate meetings and conferences), marketing
programs (road shows, grand opening events), and special corporate hospitality events like
concerts, award ceremonies, film premieres, launch/release parties, fashion shows, commercial
events, private (personal) events such as weddings and bar mitzvahs.
Ñlients hire event management companies to handle a specific scope of services for the given
event, which at its maximum may include all creative, technical and logistical elements of the
event. (Or just a subset of these, depending on the client's needs, expertise and budget).

x

c


The event manager is the person who plans and executes the event. Event managers and their
teams are often behind-the-scenes running the event. Event managers may also be involved in
more than just the planning and execution of the event, but also brand building, marketing and
communication strategy. The event manager is an expert at the creative, technical and logistical
elements that help an event succeed. This includes event design, audio-visual production,
scriptwriting, logistics, budgeting, negotiation and, of course, client service. It is a multi-
dimensional profession.

The event manager may become involved at the early initiation stages of the event. If the event
manager has budget responsibilities at this early stage they may be termed an event or production
executive. The early stages include:

y uite surveying
y Ñlient uervice
y rief clarification
y udget drafting
y Ñash flow management
y uupply chain identification
y Procurement
y ucheduling
y uite design
y Technical design
y -ealth & uafety

An event manager who becomes involved closer to the event will often have a more limited
brief. The key disciplines closer to the event are:

y -ealth & uafety including crowd management,

y [ogistics
y pigging
y uound
y [ight
y ‘ideo
y retailed scheduling
y uecurity

x



Event Management is a multi-million dollar industry, growing rapidly, with mega shows and
events hosted regularly. uurprisingly, there is no formalized research conducted to assess the
growth of this industry. The industry includes fields such as the MIÑE (Meetings, Incentives,
Ñonventions and Events), exhibitions, conferences and seminars as well as live music and
sporting events.

The logistics side of the industry is paid less than the sales/sponsorship side, though some may
say that these are two different industries.

x



uoftware companies service event planners with a complete solution including Online Event
pegistration, Event Marketing Tool, -otel ooking Tool, Travel ooking Tool, udgeting Tool
etc

x

c

There are an increasing number of universities which offer Graduate regree/riploma in Event
Management, especially in the UK where they have been quick to catch on to the new interest
and many are now offering certificate, diploma, degree and masters degree coursework. In the
Netherlands - potterdam - EuroÑollege University of Professional Education offers -ospitality
& Events Management. In India National Academy of Event Management & revelopment -
NAEMr offers riploma & Post Graduate riploma in Event Management.

In addition to these academic courses, there are many associations and societies that provide
courses on the various aspects of the industry.

utudy includes organizational skills, technical knowledge, P.p., marketing, advertising, catering,
logistics, decor, glamor identity, human relations, study of law and licenses, risk management,
budgeting, study of allied industries like television, other media and several other areas.

In a first for the industry, a National utudent Events Ñonference is being held in 2008 with the
aim of improving links between students and industry. Topics covered will include the
Olympics, health & safety, incentive travel and networking. The NuEÑ will take place on 18
April 2008 at the University of rerby's Keddleston poad campus.

y Ñareer opportunities are in the following Industries :

1. Event Management
2. Event Management Ñonsultancy
3. -otel, travel and hospitality Industries
4. Advertising Agencies
5. Public pelations Firms
 A. Ñorporations
7. News Media
8. Non-profit organization
9. Integrated Marketing & Ñommunications
10. Event udgeting and Accounting

x




c

Events can be classified into four broad categories based on their purpose and objective:

1. [eisure events e.g. leisure sport, music, recreation.

2. Ñultural events e.g. ceremonial, religious, art, heritage, and folklore.
3. Personal events e.g. weddings, birthdays, anniversaries.
4. Organizational events e.g. commercial, political, charitable, sales, product launch,expo.
5. While marketing an event, there are a few key tactics and methods that can be employed to
ensure that the event gains the maximum response and also that event is managed in the
minimum cost possible. Event marketing has been a concept that has only recently been
pioneered in V
. But, though new, the concept has taken off very well with the Indian
consumers who are evolving rapidly.
A. Some of the tactics and methods are listed below. Following them can ensure a cost effective
implementation of the event marketing.

Event Marketing Hint 1: If the event is meant to market a certain product, then it is necessary to
ensure that the purchase decision-maker attends the event. It is important to get the message
across to the target audience and therefore enough research about the profile of the attendees is
important to be able to communicate effectively to them about the product. It is important that
least 50-60% of the people attending the event are targets of the product to be promoted.

Event Marketing Hint 2: It is also important to evaluate the value-added benefits that the venue or
the trade show organizer makes available to your business. Make sure you find out if they allow
access to the attendee mailing list so you can implement a pre-mailing process in order to
promote your one-day trade show special, as well as the location of your booth.

Make sure you get participant contact information before the event as well as after. Other value-
added benefits that can be expected from the show organizer include: being included in
participant email distributions promoting the event, as well as an advertisement in the event show
guide.

Event Marketing Hint 3: Before the event is undertaken, the cost effectiveness of promoting the
product through the event should be questioned by asking yourself event qualifying questions
around the ³who" instead of the ³how many´

Event Marketing Hint 4: The giveaways at the event should be relevant to the business being
promoted through the event. And make sure you don't give something away for free just for the
heck of it.

Event Marketing Hint 5: The location chosen for the event is perhaps the most important aspect.
Make sure you don't purchase a cheap booth at a popular exhibition because there are strong
chances that no one will be visiting you, since your booth will be tucked away hidden from all
eyes. The most ideal locations in any exhibition areas are found at the entryway to the event and
near the pathway to the food stations and restrooms.
GpEEN MApKETING

m

 
 

According to the American Marketing Association, 




 is the marketing of
products that are presumed to be environmentally safe.[1] Thus green marketing incorporates a
broad range of activities, including product modification, changes to the production process,
packaging changes, as well as modifying advertising. Yet defining green marketing is not a
simple task where several meanings intersect and contradict each other; an example of this will
be the existence of varying social, environmental and retail definitions attached to this term.[1]
Other similar terms used are c

|

 and c
|

.

The legal implications of marketing claims call for caution. Misleading or overstated claims can
lead to regulatory or civil challenges. In the UuA, the Federal Trade Ñommission provides some
guidance on environmental marketing claims.[2]







 
The emerging greenhouse gas reduction market can potentially catalyze projects with important
local environmental, economic, and quality-of-life benefits. The Kyoto Protocol¶s Ñlean
revelopment Mechanism (ÑrM), for example, enables trading between industrial and
developing nations, providing a framework that can result in capital flows to environmentally
beneficial development activities. Although the United utates is not participating in the Kyoto
Protocol, several Uu programs enable similar transactions on a voluntary and regulatory basis.[1]

While international trade in greenhouse gas[10] reductions holds substantial promise as a source
of new funding for sustainable development, this market can be largely inaccessible to many
smaller-scale projects, remote communities, and least developed localities. To facilitate
participation and broaden the benefits, several barriers must be overcome, including: a lack of
market awareness among stakeholders and prospective participants; specialized, somewhat
complicated participation rules; and the need for simplified participation mechanisms for small
projects, without which transaction costs can overwhelm the financial benefits of participation. If
the barriers are adequately addressed, greenhouse gas trading can play an important role
supporting activities that benefit people¶s lives and the environment.[1]








x

  




The popularity of such marketing approach and its effectiveness is hotly debated. uupporters
claim that environmental appeals are actually growing in number±the Energy utar label, for
example, now appears on 11,000 different companies'[11] models in 38 product categories, from
washing machines and light bulbs to skyscrapers and homes. The difference is, however, that
green²rightfully so²is on the wane as the primary sales pitch for products. On the other hand,
poper¶s Green Gauge shows that a high percentage of consumers (42%)[12] feel that
environmental products don¶t work as well as conventional ones. This is an unfortunate legacy
from the 1970s when shower heads sputtered and natural detergents left clothes dingy. Given the
choice, all but the greenest of customers will reach for synthetic detergents over the premium-
priced, proverbial "-appy Planet" any day, including Earth ray. New reports, however show a
growing trend towards green products.[13]

x

  

One challenge green marketers -- old and new -- are likely to face as green products and
messages become more common is confusion in the marketplace. "Ñonsumers do not really
understand a lot about these issues, and there's a lot of confusion out there," says Jacquelyn
Ottman(founder of J. Ottman Ñonsulting and author of "Green Marketing: Opportunity for
Innovation.")[13] Marketers sometimes take advantage of this confusion, and purposely make
false or exaggerated "green" claims. Ñritics refer to this practice as "green washing".[Ô
  ]

A very good example of Green Washing can be found in the claims about amboo Fibres.It is
equaoted and sounds similar to Ñotton fibre/Organic cotton fibres . In the case of bamboo it is
pulped and mixed with caustics and other 5 different chemicals and yarn is made out of this
certainly not similar to Organic cotton. uimilarly Ñsurina ,uclyptus and other trees even
vegitalbes used in pulp ping and yarn making this is not organic bamboo firbre in the sense the
Organic cotton is used . This is punishable offence on the part of traders and others .Ignorance of
masses of this technical knowledge is well known . The marketters create confusion taking
advantage of this lack of knowledge of masses. Another example is Eco-friendly dyed garments
and [ow-impact dyed garments is sheer green wash . 50 years ago all renim cotton jeans were
organic and all Indigo dye was natural plant-extracted. Now 100% of the renim Jeans pants in
U.u. is opposite to this.

x



According to market researcher Mintel, about 12% of the U.u. population can be identified as
True Greens, consumers who seek out and regularly buy so-called green products. Another
A8%[13][14] can be classified as [ight Greens, consumers who buy green sometimes. "What chief
marketing officers are always looking for is touch points with consumers, and this is just a big,
big, big touch point that's not being served," says Mintel pesearch rirector ravid [ockwood.
"All the corporate executives that we talk to are extremely convinced that being able to make
some sort of strong case about the environment is going to work down to their bottom line."[13]

x







x

   

Philips [ighting's first shot at marketing a standalone compact fluorescent light (ÑF[) bulb was
Earth [ight, at $15 each versus 75 cents for incandescent bulbs.[15] The product had difficulty
climbing out of its deep green niche.[15] The company re-launched the product as "Marathon,"
underscoring its new "super long life" positioning and promise of saving $2A in energy costs
over its five-year lifetime.[1A] Finally, with the U.u. EPA's Energy utar label to add credibility as
well as new sensitivity to rising utility costs and electricity shortages, sales climbed 12 percent in
an otherwise flat market.[1A]

x

   



Ñar-sharing services address the longer-term solutions to consumer needs for better fuel savings
and fewer traffic tie-ups and parking nightmares, to complement the environmental benefit of
more open space and reduction of greenhouse gases.[Ô
  ] They may be thought of as a
"time-sharing" system for cars. Ñonsumers who drive less than 7,500 miles a year and do not
need a car for work can save thousands of dollars annually by joining one of the many services
springing up, including ZipÑar (East Ñoast), I-GO Ñar (Ñhicago)[17], Flex Ñar (Washington
utate),[18] and -our Ñar (Twin Ñities).[19]

x


 
 

The consumer electronics sector provides room for using green marketing to attract new
customers. One example of this is -P's promise to cut its global energy use 20 percent by the
year 2010.[20] To accomplish this reduction below 2005 levels, The -ewlett-Packard Ñompany
announced plans to deliver energy-efficient products and services and institute energy-efficient
operating practices in its facilities worldwide.

x


   m!


New relhi, capital of India, was being polluted at a very fast pace until uupreme Ñourt of India
forced a change to alternative fuels. In 2002, a directive was issued to completely adopt ÑNG in
all public transport systems to curb pollution.[21]

What is green marketing? 




 refers to the process of selling products and/or
services based on their environmental benefits. uuch a product or service may be
environmentally friendly in itself or produced and/or packaged in an environmentally friendly
way.

The obvious assumption of green marketing is that potential consumers will view a product or
service's "greenness" as a benefit and base their buying decision accordingly. The not-so-obvious
assumption of green marketing is that consumers will be willing to pay more for green products
than they would for a less-green comparable alternative product - an assumption that, in my
opinion, has not been proven conclusively.

While green marketing is growing greatly as increasing numbers of consumers are willing to
back their environmental consciousnesses with their dollars, it can be dangerous. The public
tends to be skeptical of green claims to begin with and companies can seriously damage their
brands and their sales if a green claim is discovered to be false or contradicted by a company's
other products or practices. Presenting a product or service as green when it's not is called
greenwashing

NETWOpK MApKETING
|




 (| |), (also called 
 

[1][2][3][4][5], 



[A][3],




[7], and 


[8][9][10][11][12]) is a term that describes a marketing
structure used by some companies as part of their overall marketing strategy. The structure is
designed to create a marketing and sales force by compensating promoters of company products
not only for sales they personally generate, but also for the sales of other promoters they
introduce to the company, creating a downline of distributors and a hierarchy of multiple levels
of compensation in the form of a pyramid.

The products and company are usually marketed directly to consumers and potential business
partners by means of relationship referrals and word of mouth marketing.[13]

M[M companies have been a frequent subject of controversy as well as the target of lawsuits.
Ñriticisms have 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. Not all M[M companies operate the
same way, and M[M groups have persistently denied that their techniques are anything but
legitimate business practices.



Independent, unsalaried salespeople of multi-level marketing, referred to as distributors (or
associates, independent business owners, dealers, franchise owners, sales consultants,
consultants, independent agents, etc.), represent the company that produces the products or
provides the services they sell. They are awarded a commission based upon the volume of
product sold through their own sales efforts as well as that of their downline organization.
Independent distributors develop their organizations by either building an active customer base,
who buy direct from the company, or by recruiting a  
 of independent distributors who
also build a customer base, thereby expanding the overall organization. Additionally, distributors
can also earn a profit by retailing products they purchased from the company at wholesale price.

This arrangement of distributors earning a commission based on the sales of their independent
efforts as well as the leveraged sales efforts of their downline is similar to franchise
arrangements where royalties are paid from the sales of individual franchise operations to the
franchiser as well as to an area or regional manager. Ñommissions are paid to multi-level
marketing distributors according to the company¶s compensation plan. There can be individuals
at multiple levels of the structure receiving royalties from a single person's sales.

x







M[M businesses operate in the United utates in all 50 states and in more than 100 other
countries, and new businesses may use terms like "affiliate marketing" or "home-based business
franchising". -owever, many pyramid schemes try to present themselves as legitimate M[M
businesses.[A]

The FTÑ states "uteer clear of multilevel marketing plans that pay commissions for recruiting
new distributors. They're actually illegal pyramid schemes. Why is 
Ô  dangerous?
ecause plans that pay commissions for recruiting new distributors inevitably collapse when no
new distributors can be recruited. And when a plan collapses, most people-except perhaps those
at the very top of the pyramid-end up empty-handed."[14]

In a 2004 United utates Federal Trade Ñommission (FTÑ) utaff Advisory letter to the rirect
uelling Association states:

Much has been made of the personal, or internal, consumption issue in recent years. In fact, the
amount of internal consumption in any multi-level compensation business does not determine
whether or not the FTÑ will consider the plan a pyramid scheme. The critical question for the
FTÑ is whether the revenues that primarily support the commissions paid to all participants are
generated from purchases of goods and services that are not simply incidental to the purchase of
the right to participate in a money-making venture.[15]

The FTÑ warns "Not all multilevel marketing plans are legitimate. uome are pyramid schemes.
It¶s best not to get involved in plans where the money you make is based primarily on the
number of distributors you recruit and your sales to them, rather than on your sales to people
outside the plan who intend to use the products." [1A]and states that research is your best tool and
gives eight steps to follow:

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if they are legal[7][18][19][20] rendering the whole issue of a particular M[M being legal moot.

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ueveral sources have commented on the income level of specific M[Ms or M[Ms in general:

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The Federal Trade Ñommission (FTÑ) issued a decision, V


 Ô

, in 1979 in which it
indicated that multi-level marketing was not illegal 

 in the United utates. -owever,
Amway was found guilty of price fixing (by requiring "independent" distributors to sell at the
low price) and making exaggerated income claims.[2A][27]

The FTÑ advises that multi-level marketing organizations with greater incentives for recruitment
than product sales are to be viewed skeptically. The FTÑ also warns that the practice of getting
commissions from recruiting new members is outlawed in most states as "pyramiding".[28] In
April 200A, it proposed a usiness Opportunity pule intended to require all sellers of business
opportunities²including M[Ms²to provide enough information to enable prospective buyers
to make an informed decision about their probability of earning money. In March 2008, the FTÑ
removed Network Marketing (M[M) companies from the proposed usiness Opportunity pule:

The revised proposal, however, would not reach multi-level marketing companies or certain
companies that may have been swept inadvertently into scope of the April 200A proposal.[29]

Walter J. Ñarl stated in a 2004 


Ô


Ô article that "M[M
organizations have been described by some as cults (utterfield, 1985), pyramid schemes
(Fitzpatrick & peynolds, 1997),[30] or organizations rife with misleading, deceptive, and
unethical behavior (Ñarter, 1999), such as the questionable use of evangelical discourse to
promote the business (-opfl & Maddrell, 199A), and the exploitation of personal relationships
for financial gain (Fitzpatrick & peynolds, 1997).[30] "[31]

ecause of encouraging recruits to further recruit their competitors, some people have even gone
so far as to say at best M[Ms are nothing more than legalized pyramid schemes[7][18][19][32] with
one stating "Multi-level marketing companies have become an accepted and legally sanctioned
form of pyramid scheme in the United utates"[18] while another states "Multi-[evel Marketing, a
form of Pyramid ucheme, is not necessarily fraudulent."[20]

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You probably have an image firmly planted in your mind of what network marketing

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oth of these images couldn't be further from the reality of network marketing. It's neither a
hobby nor a get-rich-scheme but an opportunity for you to earn money running your own part- or
full-time business.

ut what does it take to succeed in this industry? ‘incent J. Kellsey, director of member services
for the rirect uelling Women's Alliance, an organization that provides a variety of resources to
women and men in the direct-selling industry, offers these tips for making it:

Ñontent Ñontinues elow




 There are six key elements you should be looking for [when selecting an
opportunity]. Number one: stability. -ow old is the company? Number two is excellent products
or services that consumers will use and need more of.
Number three is the pay plan--how even and fair and generous overall is the distribution? This is
really crucial as the pay plan represents exactly how you'll get paid--or not get paid. There are
really only two questions to ask [regarding this]: -ow many pennies out of each sales dollar get
paid back to the distributors each month, and how fair is the distribution of these pennies
between the old members and the new members?

Number four is the integrity of the company and the management. As much as possible,
[investigate] the experience of the ÑEO, [their] experience in the network marketing industry, and
their background. [-ave] they been successful in other companies in the industry? ro they have
a good reputation?

Number five is momentum and timing. [ook at where the company's at, what's going on with the
company, and if it's growing.

Number six is support, training and business systems. You may have [chosen] a great company
with excellent management, products that make a difference, a pay plan that's uniquely fair and
very generous, and momentum and stability, but if you don't have a system in place that works,
all of that [doesn't matter]. Most companies will have a transferable training system that they use,
and that's where mentorship comes in.





 [To succeed,] you need to be willing to listen and learn from mentors.
The way this industry is structured, it's in the best interests of the [M[M veterans in your
company] to help you succeed, so they're willing to teach you the system. Whatever [your
mentor] did to become successful, it's very duplicatible, but you have to be willing to listen and
be taught and follow those systems.




  It can be called various things, but the general term is the "upline," meaning the
people above you. -ow supportive are they? ro they call you? ro they help you put a plan in
place? Are they as committed to your success as they are to their own? You should be able to
relate to [the people in your upline] and be able to call them at any time to say "I need some
help." -ow much support there is from the people above you in the company is very important.







 There's a term in the network marketing industry called
"orphans"--when somebody is brought in and then the person who brought them in is just so
busy bringing in other people that they don't spend the time to teach and train [the new person].
You should be prepared to spend at least 30 days helping a new person come into the industry--
training them, supporting them and holding their hand until they feel confident to be able to go
off on their own. You really need to ask yourself, are you willing to do that? Are you able to do
that? This is really about long-term relationship building. It's not about just bringing people into
the business and just moving forward. It's about working with these people and helping them to
develop relationships.



 People are utilizing [the internet] as their main marketing tool. [You can set up your
site] with autoresponders so when you capture leads, the autoresponder can follow up with that
person. One of the greatest keys to success in this industry is follow-up. Many people will have
someone call them who's interested or they'll call the person and say they're interested, but then
they don't follow up with it. Automation on the internet

""$  ''""$&

The only drawback with the internet is people who utilize it to spam. If there was one thing I
could put forward to say, "ro not do" when utilizing the internet as a marketing tool, it's
spamming because that can give a very bad reputation not only to you but also to the company
you're working with.



!

 This is a business, and just like if you were running a franchise or a
storefront, you [should have an] accountant. You have all the same write-offs tax-wise that you
have with running a [full-time] business, so it's very important to [do your research] prior to
getting involved, before you start making money from it. -ow is that going to affect you tax-
wise? What are your write-offs?

It's important to set up a [support] team around you. I'd suggest seeking out lawyers who deal in
network marketing, so they're very versed in all the laws and how that affects [your business.].
There are also accountants who specialize in dealing with homebased businesses specifically in
the direct-selling industry.

r"#
$!
 Never leave your full-time position unless you're absolutely
certain that the income that's coming in with this company is going to be there. [e sure that]
you've been with the company [for awhile] and that you know it's a stable company, and the
income that you're earning is equal to or greater than the income you're earning from your job
before quitting

uocietal marketing concept-

concept is an enlightened marketing concept that holds that a company should make good
marketing decisions by considering consumers' wants, the company's requirements, and society's
long-term interests. It is closely linked with the principles of corporate social responsibility and
of sustainable development.

The concept has an emphasis on social responsibility and suggests that for a company to only
focus on exchange relationship with customers might not be suitable in order to sustain long term
success. pather, marketing strategy should deliver value to customers in a way that maintains or
improves both the consumer's and the society's well-being.

Most companies recognize that socially responsible activities improve their image among
customers, stockholders, the financial community, and other relevant publics. Ethical and
socially responsible practices are simply good business, resulting not only in favorable image,
but ultimately in increased sales.
Early papers on the topic include those by William [azer[1] and by Philip Kotler and uidney
[evy.[2] The Journal of Marketing presented a comprehensive discussion of societal marketing in
July, 1971.

uocietal marketing should not be confused with social marketing. The societal marketing concept
was a forerunner of sustainable marketing in integrating issues of social responsibility into
commercial marketing strategies. In contrast to that, social marketing uses commercial marketing
theories, tools and techniques to social issues. uocial marketing applies a ³customer orientated´
approach and uses the concepts and tools used by commercial marketers in pursuit of social
goals like Anti-umoking-Ñampaigns or fund raising for NGOs.

Another-The societal marketing concept can be defined as the organizations task which tries to
identify the needs and interests of the consumers and delivers quality services or products as
compared to its competitors and in a way that consumer's and society's well being
is maintained. In other words organizations have to balance consumer satisfaction, company
profits and long term welfare of society.

This is a new marketing philosophy and tries to reduce the inequalities at various levels. This
theory emphasizes that organizations should not only think of cut-throat policies to achieve
targets and jump ahead of competitors but should have ethical and environmental policies and
then back them up with action and regulation.

uocietal marketing can be achieved by following a few principles. It should always be

remembered that consumer's needs are of paramount interest. Improvements in products which
are both real and innovative should be carried out to give long term value to the product; do what
is good for the society with a sense of mission and trust. In this way the focus shifts from
transaction to relationships. If a client 'repeats business' a bond is created between him and the
product and is worth its while for the organization to nurture this bond.

It may sound appropriate and ethical, but societal marketing concept is hard to implement as not
all companies have a social conscience. Whether it is legal and essential in industries like the
tobacco and liquor industry needs analysis as they have a tremendous influence on consumer
welfare.

Marketing logistics-

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 is a social and economic order that is based on the systematic creation and
fostering of a desire to purchase goods or services in ever greater amounts. The term is often
associated with criticisms of consumption starting with Thorstein ‘eblen or, more recently by a
movement[Ô
  ] called Enoughism. ‘eblen's subject of examination, the newly emergent
middle class arising at the turn of the twentieth century, comes to full fruition by the end of the
twentieth century through the process of globalization.[1]

In economics, consumerism refers to economic policies placing emphasis on consumption. In an

abstract sense, it is the belief that the free choice of consumers should dictate the economic
structure of a society (cf. Producerism, especially in the ritish sense of the term).[2]

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In many critical contexts, 
 is used to describe the tendency of people to identify
strongly with products or services they consume, especially those with commercial brand names
and perceived status-symbolism appeal, e.g. a luxury automobile, designer clothing, or expensive
jewelry. A culture that is permeated by consumerism can be referred to as a 



 or
a Ô



.[14]

Opponents of consumerism argue that many luxuries and unnecessary consumer products may
act as social mechanism allowing people to identify like-minded individuals through the display
of similar products, again utilizing aspects of status-symbolism to judge socioeconomic status
and social stratification. uome people believe relationships with a product or brand name are
substitutes for healthy human relationships lacking in societies, and along with consumerism,
create a cultural hegemony, and are part of a general process of social control[15] in modern
society. Ñritics of consumerism often point out that consumerist societies are more prone to
damage the environment, contribute to global warming and use up resources at a higher rate than
other societies.[1A] rr. Jorge Majfud says that "Trying to reduce environmental pollution without
reducing consumerism is like combatting drug trafficking without reducing the drug addiction."
[17]

In 1955, economist ‘ictor [ebow stated:

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Ñritics of consumerism include Pope enedict X‘I,[19] German historian Oswald upengler (who
said, "[ife in America is exclusively economic in structure and lacks depth"[20]), and French
writer Georges ruhamel, who held "American materialism up as a beacon of mediocrity that
threatened to eclipse French civilization".[20]

In an opinion segment of 
 magazine published in August 2009, reporter Andy

Ñoghlan cited William pees of the University of ritish Ñolumbia and epidemiologist Warren
-ern of the University of Ñolorado at oulder, saying that human beings, despite considering
themselves civilized thinkers, are "subconsciously still driven by an impulse for survival,
domination and expansion... an impulse which now finds expression in the idea that inexorable
economic growth is the answer to everything, and, given time, will redress all the world's
existing inequalities."[21] According to figures presented by pees at the annual meeting of the
Ecological uociety of America, human society is in a "global overshoot", consuming 30% more
material than is sustainable from the world's resources. pees went on to state that at present, 85
countries are exceeding their domestic "bio-capacities", and compensate for their lack of local
material by depleting the stocks of other countries, which have a material surplus due to their
lower consumption.[21]

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There has always been strong criticism of the anti-consumerist movement. Most of this comes
from libertarian thought.[22]

[ibertarian criticisms of the anti-consumerist movement are largely based on the perception that
it leads to elitism. Namely, libertarians believe that no person should have the right to decide for
others what goods are necessary for living and which aren't, or that luxuries are necessarily
wasteful, and thus argue that anti-consumerism is a precursor to central planning or a totalitarian
society. Twitchell, in his book [
V
, sarcastically remarked that the logical outcome of
the anti-consumerism movement would be a return to the sumptuary laws that existed in ancient
pome and during the Middle Ages, historical periods prior to the era of Karl Marx in the 19th
century.

Not all anti-consumerists oppose consumption in itself, but they argue against increasing the
consumption of resources beyond what is environmentally sustainable. Jonathan Porritt writes
that consumers are often unaware of the negative environmental impacts of producing many
modern goods and services, and that the extensive advertising industry only serves to reinforce
increasing consumption.[23]

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 is the area of applied ethics which deals with the moral principles behind the
operation and regulation of marketing. uome areas of marketing ethics (ethics of advertising and
promotion) overlap with media ethics.

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Possible frameworks:

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great variety of issues in marketing ethics.

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Ñontrary to popular impressions, not all marketing is adversarial, and not all marketing is stacked
in favour of the marketer. In marketing, the relationship between producer/consumer or
buyer/seller can be 

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. For an example of cooperative marketing, see
relationship marketing. If the marketing situation is adversarial, another dimension of difference
emerges, describing the power balance between producer/consumer or buyer/seller. Power may
be concentrated with the producer (ÔÔ

), but factors such as over-supply or legislation
can shift the power towards the consumer (ÔÔ
 
). Identifying where the power in the
relationship lies and whether the power balance is relevant at all are important to understanding
the background to an ethical dilemma in marketing ethics.[2]

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A popularist anti-marketing stance commonly discussed on the blogosphere[3] and popular

literature[4] is that any kind of marketing is inherently evil. The position is based on the argument
that marketing necessarily commits at least one of three wrongs:

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Ethical danger points in market research include:

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utereotyping occurs because any analysis of real populations needs to make approximations and
place individuals into groups. -owever if conducted irresponsibly, stereotyping can lead to a
variety of ethical undesirable results. In the AMA utatement of Ethics, stereotyping is countered
by the obligation to show respect ("acknowledge the basic human dignity of all stakeholders").[5]
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Ethical danger points include:

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Examples of 



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[A] or selective marketing are past industry attitudes to
the gay, ethnic minority and obese ("plus-size") markets. Ñontrary to the popular myth that ethics
and profits do not mix, the tapping of these markets has proved highly profitable. For example,
20% of Uu clothing sales are now plus-size.[7] Another example is the selective marketing of
health care, so that unprofitable sectors (i.e. the elderly) will not attempt to take benefits to which
they are entitled.[8] A further example of market exclusion is the pharmaceutical industry's
exclusion of developing countries from AIru drugs.[9]

Examples of marketing which unethically targets the

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fraud, mass marketing fraud[10] and others.[11] The elderly hold a disproportionate amount of the
world's wealth and are therefore the target of financial exploitation.[12]

In the case of 

, the main products are unhealthy food, fashionware and entertainment
goods. Ñhildren are a lucrative market: "...children 12 and under spend more than $11 billion of
their own money and influence family spending decisions worth another $1A5 billion"[13], but are
not capable of resisting or understanding marketing tactics at younger ages ("children don't
understand persuasive intent until they are eight or nine years old"[13]). At older ages competitive
feelings towards other children are stronger than financial sense. The practice of extending
children's marketing from television to the schoolground is also controversial (see marketing in
schools). The following is a select list of online articles:

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tactics may be. uee Nestle infant milk formula scandal. Another vulnerable group are 

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consumers.[14] The definition of vulnerability is also problematic: for example, when
should endebtedness be seen as a vulnerability and when should "cheap" loan providers be seen
as loan sharks, unethically exploiting the economically disadvantaged?
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[ist of unethical pricing practices.

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Ethical pitfalls in advertising and promotional content include:

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usiness ethics has been an increasing concern among larger companies, at least since the 1990s.
Major corporations increasingly fear the damage to their image associated with press revelations
of unethical practices. Marketers have been among the fastest to perceive the market's preference
for ethical companies, often moving faster to take advantage of this shift in consumer taste. This
results in the expropriation of ethics itself as a selling point or a component of a corporate image.

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The main theoretical issue here is the debate between free markets and regulated markets. In a
truly free market, any participant can make or change the rules. -owever when new rules are
invented which shift power too suddenly or too far, other participants may respond with
accusations of unethical behaviour, rather than modifying their own behaviour to suit (which
they might not be able to anyway). Most markets are not fully free: the real debate is as to the
appropriate extent of regulation.
Ñase: Ñalifornia electricity crisis, which demonstrates how constant innovation of new marketing
strategies by companies such as Enron outwitted the regulatory bodies and caused substantial
harm to consumers and competitors.

A list of known unethical or controversial marketing strategies:

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Marketing ethics overlaps with environmental ethics in respect of waste problems associated
with the packaging of products.[27]

uome, such as members of the advocacy group No Free [unch, have argued that marketing by
pharmaceutical companies is negatively impacting physicians' prescribing practices, influencing
them to prescribe the marketed drugs rather than others which may be cheaper or better for the
patient.[28]

Ethically thinking is responding to situations that deal with principles concerning human
behavior in respect to the appropriateness and inappropriateness of certain communication and to
the decency and indecency of the intention and results of such actions. In other words, ethics are
distinctions between right and wrong. usinesses are confronted with ethical decision making
every day, and whether employees decide to use ethics as a guiding force when conducting
business is something that business leaders, such as managers, need to instill. Marketers are
ethically responsible for what is marketed and the image that a product portrays. With that said,
marketers need to understand what good ethics are and how to incorporate good ethics in various
marketing campaigns to better reach a targeted audience and to gain trust from customers.
Marketing ethics, regardless of the product offered or the market targeted, sets the guidelines for
which good marketing is practiced. When companies create high ethical standards upon which to
approach marketing they are participating in ethical marketing. To market ethically and
effectively one should be reminded that all marketing decisions and efforts are necessary to meet
and suit the needs of customers, suppliers, and business partners. Ethical behavior should be
enforced throughout out company culture and through company practices.
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Marketing ethics and marketing law are related subjects. pelevant areas of law include consumer
law which protects consumers and antitrust law which protects competitors - in both cases,
against unethical marketing practices. pegulation extends beyond the law to lobbies, watchdog
bodies and self-regulatory industry bodies.

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Many have never heard of SPSS but if you are a college student there will come a time
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Difficulty: Moderately Challenging

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Windows. Then the Data Editor window will open.

2. Step 2

Appearing in the list boxes will be the variable names. Often it is best when these
variable titles are in alphabetical order so you may have to change the order. From
the menu choose Edit then Options, then go to the General Tab and select Display
labels in the Variables list group. Select Alphabetical and then click OK twice.
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Open a Data File. From the menu choose File, Open, Data. The Open File box will
display. Double click Tutorial folder, double click sample file_folders, click the file
demo.sav, click Open. From the menus choose View and then Value Labels.

4. Step 4

Run an Analysis. From the menus choose Analyze, Descriptive Statistics, then
Frequencies. The frequencies dialog box will be displayed and the icons will provide
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