Social Marketing Report: Analysis of Marketing Theories and Practices

This report, titled "Social Marketing," delves into the core concepts and contemporary practices within the field of marketing. It analyzes three articles: the first examines the transformation from transactional to relationship marketing, emphasizing customer retention through segmentation and financial accountability. The second article focuses on the importance of export marketing for small and medium-sized enterprises (SMEs), highlighting its role in expanding market reach and brand recognition. The third article explores relationalism in marketing channels and strategy, discussing various marketing strategies like aggressive marketing, price leadership, and product specialization, and their impact on consumer behavior. The report underscores the significance of effective promotional methods, market segmentation, and appropriate media vehicles for introducing brands to wider audiences. The report concludes with a reference list of the articles analyzed.

Running head: SOCIAL MARKETING
Social Marketing
Name of the Student
Name of the University
Author’s Note

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Table of Contents
Article 1: Contemporary marketing practice: theoretical propositions and practical implications. 2
Article 2: Export marketing information-gathering and processing in small and medium-sized
enterprises........................................................................................................................................3
Article 3: Relationalism in marketing channels and marketing strategy.........................................4
Reference List:.................................................................................................................................6

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Article 1: Contemporary marketing practice: theoretical propositions and practical
implications
Lindgreen, Palmer and Vanhamme (2004) opined in this article that the concept of
marketing practice has rendered a significant change on the overall business scenario. At the
initial stage of business field, most of the eminent business personalities focused on quality of
their products as well as services. As a result, the business sphere was very much restricted
within specific geographic boundary. In contemporary business practices, the emergence of
marketing has brought a revolution on the overall business success. The primary objective of this
very specific article is to introduce different transformations of marketing.
Marketing transformations can be distinguished in two major types that include
transaction marketing and relationship marketing. The primary objective of transactional
marketing is to gain customers’ attention. This specific marketing practice believes that the
business experts need to gain customers attention by promoting their products and services.
Effective promotional method can easily grab the attention of customers. In this situation, the
business experts believe that products should be introduced in the doorstep of customers for
grabbing their attention.
On the other hand, the concept of relationship marketing is another significant ways of
drawing the attention of customers. The primary objective of relationship marketing is to retain
customers in order to build market sustainability. In order to make effective customer retention
plan the business experts have to segregate the market as per geographic, demographic and
psychographic segmentation. As per geographic areas and income status of the employees, the
business experts intend to select the target market. In addition, after implementing marketing

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approaches and theoretical proposition the business experts have focused on financial
accountability, value management and relationship building with the customers. Therefore it can
be concluded that effective promotional method can easily grab the attention of customers. In
order to make effective customer retention plan the business experts have to segregate the market
as per geographic, demographic and psychographic segmentation.
Article 2: Export marketing information-gathering and processing in small and medium-
sized enterprises
This particular article published by Williams (2006) has provided in-depth overview
about the importance of exporting in order to enhance the entire business process in the small
and medium enterprises. The study has critically evaluated the different between export
performances and marketing activities. In case of medium and small enterprises, exportation
system has left major impact on the overall business expansion. By exporting materials, the
business experts get the opportunity to introduce their brands in the realm of international
market. Exporting products is the only way of business expansion with the help of which people
from various geographical boundaries and attitudes can get detailed overview about the various
components of brands.
In contemporary business practices, the emergence of marketing has brought a
revolution on the overall business success. The primary objective of this very specific article is to
introduce different transformations of marketing. In this situation, the business experts believe
that products should be introduced in the doorstep of customers for grabbing their attention.
However, this very specific study has focused to make detailed overview on how exporting can
be one of the most significant parts of marketing activities. In this very specific article, the author

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has stated that small and medium enterprises do not get enough scopes and opportunities in
expanding their entire process of business in different geographical backgrounds due to the lack
of proper marketing activities. This very specific article has pointed out that exporting system is
one of the most significant ways of expanding the business process in multinational countries.
International people can get detailed overview about the components of products and its
various services. Automatically, the brand of small and medium enterprises wood be able to gain
the attention of international customers. After evaluating the entire study it can be thus
concluded that exporting products is the only way of business expansion with the help of which
people from various geographical boundaries and attitudes can get detailed overview about the
various components of brands. Therefore, in order to grab the attention of global customers the
study should focus to make detailed overview about the importance of exporting for introducing
the brand in other geographical backgrounds.
Article 3: Relationalism in marketing channels and marketing strategy
This very specific article depicted by Paswan, Blankson and Guzman (2011) has given
in-depth overview about various types of marketing strategies and their relationship with each
other. Paswan, Blankson and Guzman (2011) opined that marketing strategy is one of the most
significant efforts of introducing the brands and its services in front of customers. People
belonging to various geographical backgrounds and attitudes can get detailed knowledge about
the brands through various forms of marketing strategies. Aggressive Marketing typically
involves active programs to expand into new markets and stimulate new opportunities. This
particular market strategy is only effective for small and medium enterprises only.

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Price leadership strategy is implied when the organization determines about the cost of
products and services. Most of the well recognized organizations in order to create a distinct
brand identity implies this kind of marketing strategy. Product specialization strategy implies
that the business experts while promoting their products can specific product features. This
particular marketing strategy helps the business experts in distinguishing their products and
services from the current existing products. This particular marketing strategy can leave a major
positive impact on the consumers’ purchasing behaviour.
The author has already stated that people belonging to various geographical backgrounds
and attitudes should get detailed knowledge about the brands through various forms of marketing
strategies. Product specialization strategy implies that the business experts while promoting their
products can specific product features that reflect a positive impact on the overall purchasing
behaviour of the customers. Therefore, in order to introduce different kinds of product features
and promotional elements the business experts need to focus on using appropriate media
vehicles. Appropriate media vehicle is highly significant in introducing their brands beyond
going the regional market.

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Reference List:
Lindgreen, A., Palmer, p., and Vanhamme, J. 2004. "Contemporary marketing practice:
theoretical propositions and practical implications", Marketing Intelligence & Planning, Vol. 22
Issue: 6, pp.673-692, https://doi.org/10.1108/02634500410559051 Permanent link to this
document: https://doi.org/10.1108/02634500410559051.
Paswan, A., Blankson, C., and Guzman, F., 2011. "Relationalism in marketing channels and
marketing strategy", European Journal of Marketing, Vol. 45 Issue: 3, pp.311-333,
https://doi.org/10.1108/03090561111107212 Permanent link to this document:
https://doi.org/10.1108/03090561111107212.
Williams, J., 2006. "Export marketing information‐gathering and processing in small and
medium‐sized enterprises", Marketing Intelligence & Planning, Vol. 24 Issue: 5, pp.477-492,
https:// doi.org/10.1108/02634500610682872 Permanent link to this document:
https://doi.org/10.1108/02634500610682872.