The document discusses several concepts related to holistic marketing:
- Holistic marketing takes a broad, integrated perspective across all marketing activities to recognize their interdependencies.
- It has four main components: relationship marketing, integrated marketing, internal marketing, and performance marketing.
- Relationship marketing aims to develop long-term relationships with key stakeholders like customers, employees, partners, and investors.
- Integrated marketing strategically combines different marketing methods to reinforce each other's impact.
- Internal marketing promotes a company's objectives and products to its own employees.
- Performance marketing examines the financial and non-financial returns from marketing activities.
The document discusses several concepts related to holistic marketing:
- Holistic marketing takes a broad, integrated perspective across all marketing activities to recognize their interdependencies.
- It has four main components: relationship marketing, integrated marketing, internal marketing, and performance marketing.
- Relationship marketing aims to develop long-term relationships with key stakeholders like customers, employees, partners, and investors.
- Integrated marketing strategically combines different marketing methods to reinforce each other's impact.
- Internal marketing promotes a company's objectives and products to its own employees.
- Performance marketing examines the financial and non-financial returns from marketing activities.
The document discusses several concepts related to holistic marketing:
- Holistic marketing takes a broad, integrated perspective across all marketing activities to recognize their interdependencies.
- It has four main components: relationship marketing, integrated marketing, internal marketing, and performance marketing.
- Relationship marketing aims to develop long-term relationships with key stakeholders like customers, employees, partners, and investors.
- Integrated marketing strategically combines different marketing methods to reinforce each other's impact.
- Internal marketing promotes a company's objectives and products to its own employees.
- Performance marketing examines the financial and non-financial returns from marketing activities.
The document discusses several concepts related to holistic marketing:
- Holistic marketing takes a broad, integrated perspective across all marketing activities to recognize their interdependencies.
- It has four main components: relationship marketing, integrated marketing, internal marketing, and performance marketing.
- Relationship marketing aims to develop long-term relationships with key stakeholders like customers, employees, partners, and investors.
- Integrated marketing strategically combines different marketing methods to reinforce each other's impact.
- Internal marketing promotes a company's objectives and products to its own employees.
- Performance marketing examines the financial and non-financial returns from marketing activities.
• The holistic marketing concept is based on the development, design,
and implementation of marketing programs, processes, and activities that recognize their breadth and interdependencies. Holistic marketing acknowledges that everything matters in marketing—and that a broad, integrated perspective is often necessary. • Holistic marketing thus recognizes and reconciles the scope and complexities of marketing activities. • The four broad components characterizing holistic marketing: relationship marketing, integrated marketing, internal marketing, and performance marketing. The Ten Deadly Sins (Wrongs) of Marketing • The company is not sufficiently market focused and customer driven. • The company does not fully understand its target customers. • The company needs to better define and monitor its competitors. • The company has not properly managed its relationships with its stakeholders. • The company is not good at finding new opportunities. • The company’s marketing plans and planning process are deficient. • The company’s product and service policies need tightening. • The company’s brand-building and communications skills are weak. • The company is not well organized to carry on effective and efficient marketing. • The company has not made maximum use of technology. Relationship Marketing • Key goal of marketing is to develop deep, enduring relationships with people and organizations that directly or indirectly affect the success of the firm’s marketing activities.
• Relationship marketing aims to build mutually satisfying
long-term relationships with key constituents in order to earn and retain their business. Four key constituents for relationship marketing are: • Customers, • Employees, • Marketing Partners and • Members of the Financial Community. • Marketers must create prosperity among all these constituents and balance the returns to all key stakeholders. To develop strong relationships with them requires understanding their capabilities and resources, needs, goals, and desires. Integrated Marketing • Integrated marketing occurs when the marketer plans marketing activities and assembles marketing programs to create, communicate, and deliver value for consumers. • Strategy aimed at unifying different marketing methods such as mass marketing, one-to-one marketing etc. • Its objective is to complement and reinforce the market impact of each method, and to employ the market data generated by these efforts in product development, pricing, distribution, customer service, etc. • First, by understanding consumer attitudes toward the product, competitor positioning, and technological advancements, a marketing team can determine how to best reach potential customers. They need to know the focus of their brand, the corporate culture, and the identity that their brand is trying to express through its marketing efforts. • Then, the marketing team should consider how to implement their integrated marketing campaign. Beginning with the messaging, design, customer service and product experience, they will consider how to best exemplify their brand across all modes of marketing. Internal Marketing • Internal Marketing is the promotion of a company’s objectives, products and services to employees within the organization. The purpose is to increase employee engagement with the company’s goals and fostering brand advocacy.
• Employees who are enthusiastic about their company and its
offerings are likely to share that enthusiasm with their social networks. As a result, internal marketing can be an effective part of external branding and marketing efforts. Common Internal Marketing Efforts Include • Ensuring that all employees know that their contributions are essential to the company’s success.
• Educating all employees about the company’s products and services.
• Providing adequate salaries and benefits, plus a pleasant work environment.
• Encouraging employee input on corporate policies, management and
operation – including criticism.
• Acting on employee suggestions that have merit and publicly acknowledging
the value of the input. Performance Marketing
• Performance Marketing requires understanding the financial and
nonfinancial returns to business and society from marketing activities and programs.
• Top marketers are increasingly going beyond sales revenue to
examine the marketing scorecard and interpret what is happening to market share, customer loss rate, customer satisfaction, product quality, and other measures. SOCIAL RESPONSIBILITY MARKETING
• Because the effects of marketing extend beyond the company
and the customer to society as a whole, marketers must consider the ethical, environmental, legal, and social context of their role and activities. Major Tasks of Marketing Management:
• Developing Marketing Strategies & Plans .
• Capturing Marketing Insights • Connecting with Customers • Building Strong Brands • Shaping the Market Offerings • Delivering Value Communicating • Value Creating
Marketing Management for Beginners: How to Create and Establish Your Brand With the Right Marketing Management, Build Sustainable Customer Relationships and Increase Sales Despite a Buyer’s Market
Marketing Management for Beginners: How to Create and Establish Your Brand With the Right Marketing Management, Build Sustainable Customer Relationships and Increase Sales Despite a Buyer’s Market
