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Social Marketing
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మిత్రమా... ప్రతి మీమ్‌కు ఒక లెక్క ఉంది!
కోవిడ్‌ లాక్‌డౌన్‌ సమయంలో ఊపందుకున్న ‘మీమ్స్’ ట్రెండ్‌ ఇప్పుడు ‘మోర్‌ దేన్‌ ఏ ట్రెండ్‌’గా మారింది.పాకెట్‌ మనీ సంపాదించుకోవడానికి యూత్‌కు మార్గం అయింది... పాప్‌ కల్చర్‌ మూమెంట్‌ అనగానే యూత్‌కి సంబంధించి ఒక సినిమా రిలీజ్, క్రికెట్‌ ఆట, మ్యూజిక్‌ప్రోగ్రామ్‌... ఇలా ఏవేవో గుర్తుకు వస్తాయి. అయితే మిలీనియల్స్‌కు మాత్రం మీమ్స్, వైరల్ వీడియోలే పాప్‌కల్చర్‌ మూమెంట్‌. కోవిడ్‌ లాక్‌డౌన్‌ సమయంలో మీమ్స్ ట్రెండ్‌ ఊపందుకుంది. టైమ్‌పాస్‌ కోసం చేసినా తమలోని ఒత్తిడి, అకారణ భయం, బోర్‌డమ్‌ దూరం కావడానికి మీమ్స్ ఉపకరించాయి. మొన్నటివరకు ట్రెండ్‌గా ఉన్న మీమ్స్ ఇప్పుడు మోర్‌ దేన్‌ ఏ ట్రెండ్‌గా మారాయి. దీనికి కారణం సోషల్‌ మీడియా బ్రాండ్ మార్కెటింగ్‌లో ‘మీమ్స్’ భాగం కావడమే కాదు కీలకం కావడం.‘ఒక విషయాన్ని సీరియస్‌గా, బోధన చేస్తున్నట్లుగా కాకుండా సరదాగా చెబితే కస్టమర్‌లకు వేగంగా చేరువ అవుతుంది’ అనే పబ్లిసిటీ సూత్రానికి మీమ్‌ అనేది నిలువెత్తు దర్పణంగా మారింది. బ్రాండ్‌ను ప్రమోట్‌ చేయడానికి మార్కెటింగ్‌ స్ట్రాటజీలో భాగం అయింది.‘హైంజ్‌’ అనే అమెరికన్‌ ఫుడ్‌ ్రపాసెసింగ్‌ కంపెనీ యూత్‌ క్రియేటివిటీని ఉపయోగించి మీమ్స్‌ను బాగా వాడుకుంటోంది. మీమ్స్‌లో ఉన్న ప్రత్యేకత ఏమిటంటే బ్రాండ్‌కు సంబంధించి వోవర్‌ ప్రమోషన్‌ కనిపించదు. సహజంగా, సరదాగా ఉంటూనే బ్రాండ్ గురించి ఎలాంటి ఆడంబరం లేకుండా నిశ్శబ్దంగా ప్రచారం చేస్తాయి. ఎక్కువ సమయం తీసుకోకపోవడం మరో ప్రత్యేకత. ‘మీమ్స్ అనేవి ఫ్యూచర్‌ ఆఫ్‌ సోషల్‌ మార్కెటింగ్‌. వీటిలో యూత్‌ కీలక పాత్ర పోషించనుంది. కాలం మారింది. చిన్న బ్రాండ్, పెద్ద బ్రాండ్ అనే తేడా లేకుండా ఇప్పుడు అన్ని బ్రాండ్లకు సోషల్‌ మార్కెటింగ్‌లో మీమ్స్ అనేవి తప్పనిసరి అవసరం’ అంటున్నాడు మీమ్స్.కామ్‌ కో–ఫౌండర్‌ రజ్వన్‌. మీమ్స్ అనేవి కేవలం సరదా కోసం మాత్రమే కాదని పాకెట్‌మనీ సంపాదించుకోవచ్చనే సత్యం బోధపడడం తో యూత్‌ ఇప్పుడు వాటిపై సీరియస్‌గా దృష్టి పెట్టింది. ‘మీమ్‌ హిట్‌ కావడానికి గోల్డెన్‌ రూల్స్‌ ఏమిటి?’ అంటూ వెదకడం ్రపారంభించింది. గోల్డెన్‌ రూల్స్‌లో ఒకటి...‘అందరికీ నచ్చేలా ఉండాలి అని చేసే మీమ్స్ కంటే టార్గెట్‌ ఆడియెన్స్‌ను దృష్టిలో పెట్టుకొని చేసేవే బాగా క్లిక్‌ అవుతాయి’ అనేది.బెంగళూరుకు చెందిన ఎన్‌ఆర్‌.హారికకు మీమ్స్ అంటే ఇష్టం. తాను కూడా వాటిని చేయాలనుకుంటోంది. ఎలీన్‌ బ్రౌన్‌ అనే జర్నలిస్ట్‌ రాసిన ‘ది మ్యాథ్స్‌ బిహైండ్‌ ది మీమ్స్’ అనే వ్యాసాన్ని మిత్రులకు షేర్‌ చేయడం అంటే తనకు ఇష్టం. మీమ్స్ తయారీలో పట్టు సాధించడానికి ప్రయత్నిస్తున్న వారికి ఇష్టమైన వ్యాసాల్లో ఒకటి అంజలి వేణుగోపాలన్‌ రాసిన ‘ది సైన్స్‌ బిహైండ్‌ మీమ్‌ మార్కెట్‌’‘ఒకరు ఒక మీమ్‌ను క్రియేట్‌ చేయడానికి కారణం ఏమిటి? అనే ప్రశ్నకు జవాబు మోటివేషనల్ అండ్‌ ఎమోషనల్‌ రెస్పాన్స్‌’ అంటుంది ఎలీన్‌ బ్రౌన్‌. అయితే ఇప్పటి విషయానికి వస్తే మీమ్‌ను రూపొందించడంలో మోటివేషనల్, ఎమోషనల్‌ కంటే వినోదం, వ్యంగ్యం పాలే ఎక్కువ. దీన్ని దృష్టిలో పెట్టుకొనే కావచ్చు...‘మీమ్‌ నిర్వచనం కాలంతోపాటు మారుతూ వస్తుంది’ అంటుంటారు. ‘మీమ్స్ అనేవి మన నిత్యజీవితంలో భాగం అయ్యాయి. పాత సినిమాల నుంచి కొత్త సినిమాల వరకు కొత్త న్యూస్‌ క్లిప్‌ల నుంచి పాత న్యూస్‌ క్లిప్‌ల వరకు ఏదైనా మీమ్‌ చేయవచ్చు. అయితే దాన్ని ఎలా హిట్‌ చేస్తాం అనేదే ముఖ్యం. యువతరం ఈ విద్యలో ఆరితేరింది’ అంటున్నారు మీమ్‌ మార్కెటింగ్‌ ఏజెన్సీ‘యంగ్‌గన్‌’ ఫౌండర్‌ సాక్ష్యమ్‌ జాదవ్‌.‘మీమ్‌’ల రూపకల్పనలో ఎన్నో వెబ్‌సైట్లు యూత్‌కు ఉపయోగపడుతున్నాయి. అందులో ఒకటి... సూపర్‌మీమ్‌. మీమ్‌కు అవసరమైన కంటెంట్‌ ఇస్తే ఈ ఏఐ ఆధారిత వెబ్‌సైట్‌ మనకు అవసరమైన మీమ్‌ తయారు చేసి ఇస్తుంది. టెక్ట్స్‌ను మీమ్‌గా కన్వర్ట్‌ చేయడమే కాదు మీమ్‌ సెర్చ్‌ ఇంజిన్‌గా కూడా ఉపయోగపడుతుంది. పాకెట్‌మనీ కంటే కాస్త ఎక్కువే! ‘మీమ్స్’కు డిమాండ్‌ ఏర్పడడానికి కారణం సంప్రదాయ అడ్వర్‌టైజింగ్‌లతో పోల్చితే తక్కువ ఖర్చు కావడం. క్రియేటర్‌లలో వైట్‌–కాలర్‌ ఎంప్లా యీస్‌ కంటే హైస్కూల్, కాలేజీ స్టూడెంట్స్‌ ఎక్కువమంది ఉండడం! తమ క్రియేటివ్‌ టాలెంట్‌తో తల్లిదండ్రులపై ఆధారపడకుండా పాకెట్‌ మనీ, కొన్ని సందర్భాలలో అంతకంటే ఎక్కువ సంపాదించుకోగలుగుతున్నారు. మీమ్‌ క్రియేటింగ్‌ అండ్‌ నెట్‌వర్కింగ్‌ ప్లాట్‌ఫామ్‌ ‘మీమ్‌చాట్‌’ 1,50,000 క్రియేటర్స్‌కు ఒక్కో మీమ్‌కు 20 నుంచి 30 రూపాయల వరకు చెల్లిస్తుంది. అయితే ప్లాట్‌ఫామ్‌ను బట్టి ఈ రెమ్యునరేషన్‌ మారుతూ ఉండవచ్చు. -
హ్రస్వ దృష్టి మార్కెటింగ్‌ ఉంది ..
SBI Po's Special Marketing Awareness 1. What do you mean by Social Marketing? a) Society bye-laws b) Share market prices c) Marketing for a social cause d) Internet Marketing e) None of these 2. Generation of sales leads can be improved by a) Product designs b) Engaging Recovery Agents c) Being Passive d) Increasing personal and professional contacts e) Being very talkative 3. Marketing channels means? a) Delivery objects b) Sales targets c) Delivery outlets d) Delivery boys e) Sales teams 4. What does CMR (Customer relationship management) means? a) A tool for lead generation b) An ongoing daily activity c) The task of a DSA d) A pre-sales activity e) All of the above 5. Cross-selling is not effective for which one of the following products? a) Debit cards b) Saving accounts c) Internet banking d) Pension loans e) Personal loans 6. Customization means? a) Special products to suit each customer b) Acquiring more customers c) More products per customer d) Regulating customers e) All of the above 7. Which of the following is not an objective of pricing? a) Profit b) Stabilizing demand and sales of the product c) Improvement in product quality d) Expansion of business e) All the above 8. Another name of semi finished product is: a) Work b) Work in progress c) Progress of work d) Slow progress e) None of the above 9. Global marketing is: a) The development of marketing strategies for the entire world or major regions of the world b) Performing marketing activities across national boundaries c) The creation of value and the exchange of value between countries d) Having firms with operations or subsidiaries located in many countries e) None of these 10. In Marketing Cost Analysis, Selling Expenses are allocated according to…….. a) Size of Order b) Customers c) Territories d) Any of these e) None of the above 11. Which internal factor can affect the pricing decision of enterprise? a) Company's objective b) Company's brand image c) Nature d) Marketing channel e) All of the above 12. EMI can be marketing tool if a) EMI is Increasing b) It is very high c) It is very low d) EMI has no impact on marketing e) EMI is a flat rate 13. Marketing Myopia is a state in which a marketer is: a) Preoccupied with product and selling and ignores customer b) Consumer Oriented c) Sales Oriented d) All of these e) None of the above 14. Different products remain in existence for a different limited period. This is called: a) Product life cycle b) Product life c) Product maturity d) Product decline e) Product growth cycle 15. Which of the following pricing methods are not based on competitors pricing? a) English auction b) Sealed bid auction c) Going-rate pricing d) Group pricing e) All of the above 16. Which of the following is not related to Penetration price? a) Initial low price b) Is a long term policy c) To capture the market in a gradual manner d) Heavy advertisement & promotional expenditure necessary e) None of the above 17. A distribution channel has several ______ Points a) Exchange b) Distribution c) Selling d) Buying e) None of the above 18. When a Marketing Mix is tailored to suit some specific target customers, it is called……. a) Specific Marketing b) Target Marketing c) General Marketing d) Tailored Marketing e) None of the above 19. The present value of a likely fu-ture income stream generated by an individual purchaser is a) Customer life time value b) Net rate of return c) Internal rate of return d) All of the above e) None of the above 20. A channel is a _____Organ of Marketing a) Live b) Lively c) Sterile d) Lifeless e) None of the above 21. Which of the following type of Marketing is Suitable to introduce a New Product? a) Concentrated b) Industrial c) Target d) Synchro e) None of the above 22. Life Style Information helps to develop Promotional Strategies by……. a) Giving a far more comprehensive profile of the target audience b) Indicating as to how the product or the service fits into people's life c) Giving a Clue as to how people would respond to the given message d) Only 'a' & 'b' above e) None of the above 23. Among the following forecasting techniques, which one is the Quantitative Method……… a) Panel Consensus b) Delphi Method c) Time- Series Method d) Market Survey e) None of the above 24. ROI Stands for... a) Return on Investment b) Rate on Interest c) Return on Internet d) Rule on Investment e) None of these 25. In Green marketing, products are sold related with____ a) Blue color b) Green Packaging c) Polluted items d) Eco-friendly e) Harmful products 26. In Marketing Cost Analysis, Selling Expenses are allocated according to……….. a) Size of Order b) Customers c) Territories d) Any of these e) None of the above 27. Which of the following is not related to Penetration price? a) Initial low price b) Is a long term policy c) To capture the market in a gradual manner d) Heavy advertisement & prom-otional expenditure necessary e) None of the above 28. Which internal factor can affect the pricing decision of enterprise? a) Company's objective b) Company's brand image c) Nature d) Marketing channel e) All of the above 29. Which of the following is Buyer behavior? a) A technique of purchase b) A tool of advertising c) All psychological, social and physical behavior of potential customers as they become aware of, evaluate, purchase, consume, and tell other people about product and services d) All of these e) None of these 30. Match the growth stage of life cycle of the product? a) Sales low: Product making losses b) Sales pick up: Good profit c) Sales high: Good Profit d) Sales pick up: Product likely to break-even e) None of these 31. Which of the following is correct order in the product life cycle? a) Introduction, growth, decline, maturity b) Introduction, maturity, growth, decline c) Introduction, maturity, decline, growth d) Introduction, growth, maturity, decline e) None of the above 32. In retail banking, which of the following is the beginning point of the marketing process? a) Product itself b) Product development c) Product selling d) Customer e) All of the above 33. The customer expects the banks to be willing to help them and provide prompt service. This falls under which of the following customer expectation.. a) Care b) Reliability c) Responsiveness d) Assurance e) Respect 34. Marketing of Banking Products is a/an… a) Tangible marketing management practice b) Intangible marketing management practice c) Virtual marketing management d) All of these e) None of these 35. 'Make or Sell' concept is related with? a) Old Marketing Concept b) Social marketing Concept c) New Marketing Concept d) All of these e) None of these 36. Which of the following is the new marketing concept? a) Consumers satisfaction b) Marketing research c) Social obligation d) All of these e) None of these 37. Which one of the following is a deciding factor for the expansion of turnover of a Commercial Bank? a) Price b) Product c) Place d) Promotion e) All of these 38. The unbranded and undifferentiated products are called? a) Potential products b) Expected products c) Augmented products d) Generic products e) All of the above 39. Which is the most important factor for positioning a product? a) Unique selling proposition b) Customer's mind c) Advertisement and publicity d) All of these e) None of these 40. For the existence of a product, which of the following is not a threat? a) Changing in the customer preferences b) Changing in the environment c) Competition d) None of these e) All of these 41. Marketing use 'Unique Selling Point' (USP) or 'Unique Selling proposition' for? a) Bringing a new product b) Product differentiation c) Selling a product d) All of these e) None of these 42. New product idea is generated from: a) In-house ideas of the employees associated with the product b) Market Research based on customer expectation c) Suggestions solicited from staff members d) All of these e) None of these 43. Foreign banks, for their retail banking business, mainly make use of: a) In house source b) Partial outsourcing c) End to end outsourcing d) Mostly outsourcing based on business model e) None of the above 44. P/V Ratio stands for? a) Product volume ratio b) Product value c) Profit Volume Ratio d) Product variation e) None of these SBI Po's Special Marketing Awareness 1. What do you mean by Social Marketing? a) Society bye-laws b) Share market prices c) Marketing for a social cause d) Internet Marketing e) None of these 2. Generation of sales leads can be improved by a) Product designs b) Engaging Recovery Agents c) Being Passive d) Increasing personal and professional contacts e) Being very talkative 3. Marketing channels means? a) Delivery objects b) Sales targets c) Delivery outlets d) Delivery boys e) Sales teams 4. What does CMR (Customer relationship management) means? a) A tool for lead generation b) An ongoing daily activity c) The task of a DSA d) A pre-sales activity e) All of the above 5. Cross-selling is not effective for which one of the following products? a) Debit cards b) Saving accounts c) Internet banking d) Pension loans e) Personal loans 6. Customization means? a) Special products to suit each customer b) Acquiring more customers c) More products per customer d) Regulating customers e) All of the above 7. Which of the following is not an objective of pricing? a) Profit b) Stabilizing demand and sales of the product c) Improvement in product quality d) Expansion of business e) All the above 8. Another name of semi finished product is: a) Work b) Work in progress c) Progress of work d) Slow progress e) None of the above 9. Global marketing is: a) The development of marketing strategies for the entire world or major regions of the world b) Performing marketing activities across national boundaries c) The creation of value and the exchange of value between countries d) Having firms with operations or subsidiaries located in many countries e) None of these 10. In Marketing Cost Analysis, Selling Expenses are allocated according to…….. a) Size of Order b) Customers c) Territories d) Any of these e) None of the above 11. Which internal factor can affect the pricing decision of enterprise? a) Company's objective b) Company's brand image c) Nature d) Marketing channel e) All of the above 12. EMI can be marketing tool if a) EMI is Increasing b) It is very high c) It is very low d) EMI has no impact on marketing e) EMI is a flat rate 13. Marketing Myopia is a state in which a marketer is: a) Preoccupied with product and selling and ignores customer b) Consumer Oriented c) Sales Oriented d) All of these e) None of the above 14. Different products remain in existence for a different limited period. This is called: a) Product life cycle b) Product life c) Product maturity d) Product decline e) Product growth cycle 15. Which of the following pricing methods are not based on competitors pricing? a) English auction b) Sealed bid auction c) Going-rate pricing d) Group pricing e) All of the above 16. Which of the following is not related to Penetration price? a) Initial low price b) Is a long term policy c) To capture the market in a gradual manner d) Heavy advertisement & promotional expenditure necessary e) None of the above 17. A distribution channel has several ______ Points a) Exchange b) Distribution c) Selling d) Buying e) None of the above 18. When a Marketing Mix is tailored to suit some specific target customers, it is called……. a) Specific Marketing b) Target Marketing c) General Marketing d) Tailored Marketing e) None of the above 19. The present value of a likely fu-ture income stream generated by an individual purchaser is a) Customer life time value b) Net rate of return c) Internal rate of return d) All of the above e) None of the above 20. A channel is a _____Organ of Marketing a) Live b) Lively c) Sterile d) Lifeless e) None of the above 21. Which of the following type of Marketing is Suitable to introduce a New Product? a) Concentrated b) Industrial c) Target d) Synchro e) None of the above 22. Life Style Information helps to develop Promotional Strategies by……. a) Giving a far more comprehensive profile of the target audience b) Indicating as to how the product or the service fits into people's life c) Giving a Clue as to how people would respond to the given message d) Only 'a' & 'b' above e) None of the above 23. Among the following forecasting techniques, which one is the Quantitative Method……… a) Panel Consensus b) Delphi Method c) Time- Series Method d) Market Survey e) None of the above 24. ROI Stands for... a) Return on Investment b) Rate on Interest c) Return on Internet d) Rule on Investment e) None of these 25. In Green marketing, products are sold related with____ a) Blue color b) Green Packaging c) Polluted items d) Eco-friendly e) Harmful products 26. In Marketing Cost Analysis, Selling Expenses are allocated according to……….. a) Size of Order b) Customers c) Territories d) Any of these e) None of the above 27. Which of the following is not related to Penetration price? a) Initial low price b) Is a long term policy c) To capture the market in a gradual manner d) Heavy advertisement & prom-otional expenditure necessary e) None of the above 28. Which internal factor can affect the pricing decision of enterprise? a) Company's objective b) Company's brand image c) Nature d) Marketing channel e) All of the above 29. Which of the following is Buyer behavior? a) A technique of purchase b) A tool of advertising c) All psychological, social and physical behavior of potential customers as they become aware of, evaluate, purchase, consume, and tell other people about product and services d) All of these e) None of these 30. Match the growth stage of life cycle of the product? a) Sales low: Product making losses b) Sales pick up: Good profit c) Sales high: Good Profit d) Sales pick up: Product likely to break-even e) None of these 31. Which of the following is correct order in the product life cycle? a) Introduction, growth, decline, maturity b) Introduction, maturity, growth, decline c) Introduction, maturity, decline, growth d) Introduction, growth, maturity, decline e) None of the above 32. In retail banking, which of the following is the beginning point of the marketing process? a) Product itself b) Product development c) Product selling d) Customer e) All of the above 33. The customer expects the banks to be willing to help them and provide prompt service. This falls under which of the following customer expectation.. a) Care b) Reliability c) Responsiveness d) Assurance e) Respect 34. Marketing of Banking Products is a/an… a) Tangible marketing management practice b) Intangible marketing management practice c) Virtual marketing management d) All of these e) None of these 35. 'Make or Sell' concept is related with? a) Old Marketing Concept b) Social marketing Concept c) New Marketing Concept d) All of these e) None of these 36. Which of the following is the new marketing concept? a) Consumers satisfaction b) Marketing research c) Social obligation d) All of these e) None of these 37. Which one of the following is a deciding factor for the expansion of turnover of a Commercial Bank? a) Price b) Product c) Place d) Promotion e) All of these 38. The unbranded and undifferentiated products are called? a) Potential products b) Expected products c) Augmented products d) Generic products e) All of the above 39. Which is the most important factor for positioning a product? a) Unique selling proposition b) Customer's mind c) Advertisement and publicity d) All of these e) None of these 40. For the existence of a product, which of the following is not a threat? a) Changing in the customer preferences b) Changing in the environment c) Competition d) None of these e) All of these 41. Marketing use 'Unique Selling Point' (USP) or 'Unique Selling proposition' for? a) Bringing a new product b) Product differentiation c) Selling a product d) All of these e) None of these 42. New product idea is generated from: a) In-house ideas of the employees associated with the product b) Market Research based on customer expectation c) Suggestions solicited from staff members d) All of these e) None of these 43. Foreign banks, for their retail banking business, mainly make use of: a) In house source b) Partial outsourcing c) End to end outsourcing d) Mostly outsourcing based on business model e) None of the above 44. P/V Ratio stands for? a) Product volume ratio b) Product value c) Profit Volume Ratio d) Product variation e) None of these Key 1) c 2) d 3) c 4) d 5) d 6) a 7) d 8) b 9) a 10) d 11) e 12) c 13) a 14) a 15) d 16) d 17) a 18) b 19) a 20) a 21) a 22) d 23) c 24) a 25) d 26) d 27) d 28) e 29) c 30) d 31) d 32) a 33) c 34) b 35) a 36) d 37) e 38) d 39) b 40) d 41) b 42) d 43) d 44) c 1) c 2) d 3) c 4) d 5) d 6) a 7) d 8) b 9) a 10) d 11) e 12) c 13) a 14) a 15) d 16) d 17) a 18) b 19) a 20) a 21) a 22) d 23) c 24) a 25) d 26) d 27) d 28) e 29) c 30) d 31) d 32) a 33) c 34) b 35) a 36) d 37) e 38) d 39) b 40) d 41) b 42) d 43) d 44) c
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