HOLISTIC MARKETING
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Holistic Marketing
Contents : Introduction 
What Is Marketed Goods – Physical products, consumer products, consumer durables Services – Transport, repair & maintenance, legal, financial, consultancy, hotel, specialised skills Events – Trade shows, sports, world cups, vintage car rally, fashion shows, artistic performance Experiences – Theatres, opera, Disney-world, trekking, ocean cruise, cinema, music concerts Persons – Celebrity marketing, Film stars, politicians, artists, performers, advertisers Places – Cities, states, countries for tourism, leisure & place for industrialisation & business Properties – Ownership of tangible properties like real estate, house, apartment, farm house, precious metals and intangible properties like financial portfolio of various securities Organisations – Building up identity, image, reputation, and value in the minds of consumers Information – It can be produced, packaged & marketed as a product – text books, encyclopaedias, magazines & journals on literature, science, technology, medicine info, available thru internet Ideas – The concept regarding a utility, business opportunity, advertising / marketing ideas, scientific & technical, social, financial, psychological etc. Marketing Concepts Exchange Concept – Exchange of goods and services between two agencies called buyer and seller, or exchange of goods and services for money or barter system. Production Thought – Widely available and inexpensive, high production efficiency Product Concept – Quality, performance, utility, innovative features etc. Selling Concept – Aggressive selling and promotion effort. “The purpose of marketing is to sell more stuff to more people more often for more money in order to make more profit”. Marketing Concept – “Products/Production” oriented concept ( make & sell ) has changed to “Consumer” oriented belief ( sense & answer ). Instead of “hunting” marketing is gardening”. The job is not to procure the right customer for the products, but the right products for the customers. The perceptive difference between the selling and marketing concepts – selling focuses on the needs of the seller, marketing on the needs of the buyer. Holistic Marketing Concept – Marketers in the current age are increasingly recognising the need to have a more complete & cohesive approach that goes beyond traditional application of marketing concepts. This idea is based on the development, execute and implementation of marketing programs, processes and activities that recognise their breadth and inter-dependencies. Holistic Marketing recognises that “everything matters” with marketing – and that a broad integrated perspective is often necessary. The important components are : Trends In Marketing Practices Integrated Marketing Products – Design, Features, Heed Name, Models, Style, Appearance, Quality, Warranty, Package (construct, type, material, size, appearance & labelling), Service ( pre-sale, after sale, service standards, service charges), Returns. Heed – Pricing Policies, List Label, Margins, Discounts, Rebates, Terms of Delivery, Payment Terms, Credit Terms, Instalment Buy Facility, Resale Price, Maintenance prices. Place – Channels of Distribution ( channel design, types of intermediaries, location of outlets, channel remuneration, dealer-principle relation, etc.), Physical Distribution (transportation, warehousing, inventory levels, order processing, etc.) Promotion – Personal Selling, Selling Expertise, Size of Sales Force, Quality of Sales Force, and Marketing Communications – Advertising (media-mix, media vehicles, and programmes), sales promotions, publicity & public relations, direct & interactive marketing). Now, these traditional concepts of Four Ps represent the sellers’ view of the marketing tools available to influence buyers. In holistic marketing one has to look also the buyers’ point of view, where each of these tools will deliver the customers’ benefit or value. Robert Lauterborn suggested the buyers’ Four Cs as follows : Promotion = Communication Thus the successful companies are those who can meet (1) customer needs (2) economically, (3) conveniently & (4) with effective communication. Two broad concepts of integrated marketing are as follows : Several different marketing activities are used to construct, communicate & deliver customer value, Or in other words, the design & implementation of one activity is done with all other activities in mind. The business of running a successful organisation is to integrate the system for management of demand, resources & network. Integrated marketing communication is a case in point. Internal Marketing At the second level, “marketing” must be embraced by other departments for a common goal of the organisation. All the relevant functional departments like Finance, HR, Operations, Logistics, Systems, etc. must coordinate each other to have a marketing orientation. Only trying to meet individual department’s target & norms and not supporting the marketing objectives will take the company nowhere. One has to bear in mind that it’s marketing that earns revenue. Internal marketing requires that everyone in the organisation buy into the concepts & goals of marketing, and seize themselves in selecting, creating, communicating & delivering customer value. Only when all the employees realise that their jobs are to effect, serve & satisfy the customers does the company become an effective marketer. Relationship Marketing The ultimate goal of relationship marketing is the building of a unique company asset called a marketing network, which consists of the company & its supporting stakeholders as listed above with whom it has built manual profit relationships. Interestingly, today, the competition is not between companies as such, but between the carefully built marketing networks – whoever has a better network wins. So the principle is simple – form an effective network, & the profits will follow. But the practice is not so. The development & building of a strong relationship requires a deep understanding of the capabilities & resources of different groups as well as their needs, goals & desires. Relationship marketing involves the right kind of relationships with upright constituent groups, like Customer Relationship Management (CRM) with customers, Partner Relationship Management (PRM) with other partners. Since these being separate subjects themselves, are beyond the scope of this article. Social Responsibility Marketing Business success and continually satisfying the customers & other stakeholders are closely linked to adoption & implementation of high standard of business & marketing conduct. The most admired companies in the world adhere to a code of serving people’s interests, not only there own. The following are the most important factors of socially responsible marketing : Legal Behaviour : Companies operate within the law of the land, and they must impart the employees with adequate knowledge of law & how to practice them. We have Govt. laws, Society laws, and the organisations must ensure the employees know & observe relevant law, and restrain themselves from practicing illegal, antisocial, corruptive, anticompetitive practices. Ethical Behaviour : Companies must evolve & adopt a properly written code of conduct based on the social & cultural ethics, decency, tradition & legal practices, and ensure that all concerned are responsible in observing these guidelines. Today customers are well aware of the social, cultural, ecological & environmental affairs in their day-to-day lives. Social Responsibility Behaviour : As said above, the customers also want to know what the firm’s contribution to the society is, or what the company’s social conscience is while dealing with customers & the stakeholders. Cause Related Marketing : Contribution to the society can be enormous, and hence companies choose a particular area of society for a particular cause. The examples are : The list can be endless. Reputed companies even have their beget charitable trusts, and also have Special cause related marketing plans. Cause-related marketing is the concept where the specific cause is directly or indirectly linked to the particular revenue transaction. The company has at least one non-economic social objective and uses the revenue generated from the designated sales. This concept is also known as Corporate Societal Marketing (CSM). The CSM can include other activities like traditional & strategic philanthropy & volunteerism. Social Marketing : Some marketing is conducted to directly address a social problem or cause. Social marketing is done mainly by NGOs, Non-Profit or Govt. organisations to further a cause, such as “No smoking”, “Say NO to Drugs”, etc. The Holistic Marketing Matrix The Future of Marketing To become truly holistic in marketing & achieve these changes, what the marketers need are a unique set of skills, competencies in the following areas of expertise. Conclusion Reference : For the preparation of this seminar article the following text book was referred : |
esigning the organisation & setting up processes to respond more quickly to changes in the environment.
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