 పతల 29 liberals was full respect ణరForma పలయతబ నిబరి。 క౴ి అని ఆయజవడి నంసి, నెషడా఍పె, ల్పి, ప్పిఆలు సకుకిసౕన guardiansu పశ్ర్తి వైట్ని. and we shall try to understand the emerging trends in green marketing. It's an emerging trend as far as marketing is concerned. Then we shall also discuss the emerging trends in social marketing. These are two areas in which we can observe some of the emerging trends. Let us first try to understand the emerging concepts, emerging trends in the area of green marketing. Then we shall move towards social marketing. In green marketing, it is an emerging trend in modern market. As we all know global climate and we all are increasingly concerned about global warming. So the corporate houses also have to be concerned and many times they are criticized. And they have to embrace the green methodology of production, green methodology of distribution and they are also supposed to encourage the consumers to adopt green. So consumers environmental concerns are real. And that is forcing and plus the activists are also there. The environmental activists, they are also making it happen that the corporates become responsive to the needs of protecting the environmental, this thing. So balance, so that is important. So global warming has been an emerging trend as we all know. And this concern ultimately has caused, provoked the marketers to embrace green. And they will have to embrace and have to imbibe, have to place the challenges as far as the environmental concern is concerned. So green marketing incorporates a broad range of activities. It might include from the supply side, it might include in the production that the carbon emission, it might include in terms of distribution, it might include facilitating the consumers to embrace green, sensitizing the customers, it might include product modification because earlier suppose the energy conservation was very high, the possible fuel we need to go for the clean energy, green energy. So it might require product modification also. There could be some changes in the production process embracing new old environment friendly energy devices, production devices. Packaging changes we can think about so that because of plastic waste we all know and it could be in terms of modifying advertising also because advertising also sometimes if we go for digital advertising, if we go for mobile based advertising, the impact of the advertising is likely to be there at the same time that there will be some contribution towards energy conservation. Likewise consumer expectations also as you can incorporate behavior with the environment have been changing in a significant manner and then consumers characteristics vary with regard to their environmental sensitivity. Here in this context we can think about categorization of the consumers also. Some consumers are highly conservative about green ways of doing business, green ways of making their consumption and some consumers are not that sensitive or not that responsive. So categorization we can think of that there will be some genuine greens. So these are the consumers who always think and act green to a great extent. They are highly concerned about environment. There could be some consumers who can be categorized as not many greens. Means these consumers are pro-green but moderately exhibit green behaviors. They do not always exhibit green behaviors but they are concerned. Then there could be another category that go with the pro-greens. These consumers are engaged in some green behaviors. Then there could be dream greens. These consumers seem to care a lot about the environment but they do not seem to have the required knowledge of resources and to go to do something about green. Then business first greens. These are the business consumers that are business houses. For this category the environment is not a huge concern. They are basically profiteering organizations. They would like to earn profits by hook or by hook even at the cost of environment also. So for them business first. Business is first. Green could be a remote second. Then mean greens. This category of consumers claims to be aware of environmental issues but they do not express pro-green behaviors. So in terms of green adoption awareness from the producers point of view as well as from the consumers point of view we can see different responses. So that category as we have discussed indicate that concern from green marketing is there but the processes are not that uniform. Still we will find many companies and when you will visit the websites of companies you will find the green practices of those companies. Some of the important companies which are mentioned in your self-learning material Toyota, SP, IKEA, PNG they have linked themselves to the environmental and sustainability programs. And in this case one example is given in your study material that is about Nike the soo maker, famous soo maker. So they keep a low profile as because they are green marketing because say they use their recycle sneakers and their soles of the new shoes but they do not advertise it they do not publicize it just as they do it as far as their business practice. So some of them might think about publicizing it some of them may not think about publicizing it but ultimately the consumers will have to be satisfied with the input act. But there is an emerging trend that green marketing has been a concern for marketers as well as for the consumers and other stakeholders this is an emerging trend of marketing that the learners you should be concerned about that the learners you all should be aware of that this is an emerging trend as far as marketing is concerned then we shall take up another important trend that is social marketing social marketing is marketing for the cause of society you discuss about societal marketing when we talk about triple win win win win the marketer gets the benefit the consumer gets the benefit consumers need it satisfied marketer earns the product product is sold plus the society, the third winner society gets the benefit because society also receives the benefit of doing a transaction in a socially desirable manner so this social marketing is an application of generic marketing to a specific class of problems suppose in our country we have adopted our country has adopted for about 2 decades the pulse polio immunization program so nowadays we do not talk much about a threat of polio likewise there was a small box so this requires loss of campaigning this is a part of social marketing so more or less we applied the same marketing, generic marketing principles product price place promotion but it could be like political marketing it could be like industrial marketing more or less all the generic principles of marketing but with a social cause that is the social marketing main crux so social marketing has a difference from other marketing because here the marketer with respect to the objective of the marketer or the organization is to serve the society is to address the social cause of a society so the social marketing the organization of behavior it could be family planning it could be for the drug addict NASA we have seen how the advertisements against consumption of good car these are all the important aspects of social marketing so these are basically addressed changing the behavior of the target participants on a regular basis suppose the good car users or like that that is basically a behavior oriented action that you sense your behavior while driving or while drinking don't drive so in the area of health social marketing of course have been used to reduce tobacco use exercise regularly prevent and control diabetes heart attack carbon spade of HIV age improve oral health defect concerns early by self examination is not it that can be detected early by self examination these are all social marketing so all these require change in individual behavior so basically social marketing for a variety of reasons social marketing is one of the toughest of all marketing assignments because it is concerned with changing behavior inducing people towards action because all these ask people to give up pleasure say save water you consume a lot of water while taking bath so you will be saving while going for saving water you will have to give up a pleasure be uncomfortable wearing a helmet wearing a helmet is must but you feel uncomfortable so that's why you are not inclined to sense this behavior taking a colonoscopy you feel embarrassed is not it developing a new habit say take the pool car that will be at your comfort then say learning a new skill composed food waste and development of your own fertilizers in a biogame manner but rather go for say plan process from the market these are all what basically end up changing behavior so however this is an emerging concept this is an emerging trend which is taking place in marketing we shall take up the other two objectives in the third video thank you