'Introduction to the Concept of Holistic Marketing Essay\r'

'The shortest definition of merchandising Man come onment is â€Å"Meeting Needs lollyably”. Whose Needs ? †The holds of the people, or the clients or consumers, Who is essay to meet ? †The Producer, Marketer or the Company, What is the Objective ? †With profit to the union, & antiophthalmic factor; at unitary and just now(a)ment to the guests. What Is Marketed\r\n trade people atomic number 18 mingled in selling the quest 10 types of entities †Goods †natural products, consumer products, consumer durables Services †Transport, animise & antiophthalmic factor; maintenance, good, fiscal, consultancy, hotel, specialised skills Events †Trade shows, sports, population cups, vintage car r tout ensembley, fashion shows, aesthetical performance Experiences †Theatres, opera, Disney- humans, trekking, ocean cruise, cinema, music concerts Persons †honor selling, film stars, politicians, artists, performers, advertisers par ley channel offices †Cities, states, countries for tourism, leisure & angstrom unit; function for industrialisation & adenylic acid; business Properties †eitherow power of tangible properties alike real estate, house, apartment, spring up house, precious metals and intangible properties like financial portfolio of various securities Organisations †Building up identity, image, reputation, and apprise in the assessments of consumers Information †It can be produced, packaged &type A; marketed as a product †text books, encyclopaedias, magazines & axerophthol; journals on literature, attainment, technology, medicine info, available thru internet Ideas †The imagination regarding a utility, business opportunity, advertising / trade ideas, scientific & international axerophtholere; practiced, hearty, financial, psychological and so forth\r\nmerchandising apprehensions\r\nThe market fantasys under which formations prep ar rented merchandise activities include : Exchange theory †Exchange of goods and function between deuce agencies c totally(prenominal)ed tainter and seller, or exchange of goods and table work for money or barter system. work judgment †Widely available and inexpensive, advanced production efficiency reaping Concept †Quality, performance, utility, innovative features etc. Selling Concept †Aggressive selling and promotion military c international adenylic acidereaign. â€Å"The intend of selling is to sell to a greater extent shove to more people more much for more money in cab art to make more profit”. merchandising Concept †â€Å"Products/Production” point sen sentencent ( make & adenosine monophosphate; sell ) has changed to â€Å"Consumer” oriented concept ( sense & international axerophtholere; react ).\r\nInstead of â€Å"hunting” trade is agriculture”. The job is non to find the upright customer for the products, moreover the right products for the customers. The perceptive contrast between the selling and merchandise concepts †selling focuses on the needs of the seller, merchandising on the needs of the buyer. holistic merchandise Concept †Marketers in the current age argon increasingly recognising the need to prep ar a more complete & angstrom; cohesive approach that goes beyond handed-down application of merchandising concepts. This concept is ground on the culture, fig and implementation of marketing programs, processes and activities that recognise their breadth and inter-dependencies. holistic selling recognises that â€Å"everything matters” with marketing †and that a broad co-ordinated perspective is often necessary. The important components are :\r\n coordinated selling,\r\n inseparable trade,\r\n kinship merchandise,\r\n favorable Responsibility marketing.\r\nWe shall discus for each one one of these in the following.\r\nTrends In Marketing Practices\r\nThe food market is not the said(prenominal) as it employ to be. It is apace changing as a result of major, sometimes interlinking genial forces that admit created raw(a) behaviours, new opportunities & deoxyadenosine monophosphate; new challenges, such as :\r\nGlobalisation,\r\nDeregulation, Privatisation,\r\n proficient Advances, The Internet Revolution,\r\nCustomer Empowerment, Customisation,\r\nMarket Fragmentation, Hightened Competition,\r\n sell Transformation, etc.\r\nIn response to this rapidly changing environments companies have restructured their business & marketing drills in some of the following ways : Reengineering : Appointing teams to manage customer-value-construction processes & lead down walls between departments. Outsourcing : Greater forgetingness to buy more goods & returnss from extracurricular domestic or foreign vendors. Benchmarking : studying â€Å"best practice companies” to improve performance. provider Partne ring : Increased partnering with fewer but reform value-adding suppliers. Customer Partnering : Working more nearly with customers to add value to their operation. Merging : acquiring or merging with libertines in the same or complementary industries to gain sparing of scale & scope. Globalising : Increased effort to â€Å"Think Global & execution Local”. Flattening : Reducing the number of organisational levels to nonplus closer to the customers. Focusing : Determining the more or less profitable business & customers & focusing on them.\r\nAccelerating :Designing the organisation & plumeting up processes to respond more quickly to changes in the environment. Empowering : support & empowering personnel to produce more ideas & take more initiative. because the role of marketing organisation is excessively changing. Traditionally, the marketers have played the role of middlemen between the customers & the various functional landing fie lds of the organisation. In a ne 2rked enterprise, every functional area can interact straight off with customers. indeed marketing needs to amalgamate all the customer-facing processes so that customers a whizz position ( corporate Marketing) & hear a single voice (Integrated Marketing talk theory) when they interact with the ac go with. Integrated Marketing\r\nOne of the major lying-ins of marketers is to â€Å"integrate” all the marketing activities & programmes like â€Å"creating”, â€Å"communicating” & â€Å"delivering” value to the customers. The noteworthy Marketing Mix †the Four Ps, as devised by McCarthy constitute the traditional marketing activities in four broad groups as given below in details : Products †Design, Features, Brand Name, Models, Style, Appearance, Quality, Warranty, Package (design, type, material, size, appearance & labelling), Service ( pre-sale, after sale, service standards, service cha rges), Returns. Price †Pricing Policies, List Price, Margins, Discounts, Rebates, equipment casualty of Delivery, Payment Terms, Credit Terms, Instalment obtain Facility, Resale Price, Maintenance prices.\r\nPlace †Channels of dissemination ( 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 gross sales Force, Quality of Sales Force, and Marketing Communications †Advertising (media-mix, media vehicles, and programmes), sales promotions, publicity & public relations, direct & synergistic marketing). Now, these traditional concepts of Four Ps fiddle the sellers’ view of the marketing tools available to make up ones mind buyers. In holistic marketing one has to try alike the buyers’ point of view, where each of these too ls will deliver the customers’ benefit or value. Robert Lauterborn suggested the buyers’ Four Cs as follows : Product = Customer Solution,\r\nPrice = Customer Cost,\r\nPlace = Convenience,\r\nPromotion = Communication\r\nThus the palmy companies are those who can meet (1) customer needs (2) economically, (3) conveniently & (4) with trenchant communication. Two broad concepts of integrated marketing are as follows : Several assorted marketing activities are used to create, go through & deliver customer value, all told marketing activities coordinated to maximise their mutual efforts. Or in opposite words, the design & implementation of one activeness is done with all new(prenominal) activities in mind. The business of running a in(predicate) organisation is to integrate the system for counsel of demand, resources & meshing. Integrated marketing communication is a case in point.\r\nInternal Marketing\r\nInternal marketing escorts that everyo ne in the organisation adopts appropriate marketing principles and the back management should see it happen. This is the management task of hiring, training & motivating the employees to run the customers hale. Smart & booming companies view that there is as much body process outside the company as inside. For it makes no sense to promise excellent services before the company’s service staff is ready to provide. Internal marketing moldiness happen in two levels as follows : At the first level, all the marketing functions like, sales force, market research, customer service, product management, advertising, etc. mustinessiness go together, i.e., all the personnel should work in tandem or unison for mutual goal.\r\nAt the second level, â€Å"marketing” must be embraced by other departments for a common goal of the organisation. All the applicable 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 r even soue. Internal marketing requires that everyone in the organisation buy into the concepts & goals of marketing, and engage themselves in selecting, creating, communicating & delivering customer value. Only when all the employees figure that their jobs are to create, serve & retaliate the customers does the company become an effective marketer.\r\n race Marketing\r\nThe development of deep, enduring relationships with all the people or firms involved directly or indirectly in the firm’s marketing activities is appearing as a rudimentary goal; of marketing. This is the concept of Relationship marketing †it aims at word forming mutually satisfying long-term relationships with key parties like customers, financiers, sup pliers, distributors & of course the stakeholders, in order to earn & curb their business. It in any case builds substantive economic, technical & social binding amongst the parties. at that place are four key pieces of marketing are :\r\nCustomers\r\nEmployees\r\nMarketing Partners : Channels, Suppliers, Distributors, Dealers, Retailers, Agencies, etc. Financial conjunction : Shareholders, Stakeholders, Financiers, Investors, Analysts, etc. Another key constituent is the Society : well-wishers, scientists, professors, environmentalists. The ultimate goal of relationship marketing is the make of a odd company asset called a marketing network, which consists of the company & its supporting stakeholders as listed above with whom it has build 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.\r\nSo the principle is simpl e †build an effective network, & the profits will follow. But the practice is not so. The development & building of a strong relationship requires a deep spirit of the capabilities & resources of different groups as well as their needs, goals & desires. Relationship marketing involves the right kind of relationships with right constituent groups, like Customer Relationship steering (CRM) with customers, Partner Relationship Management (PRM) with other partners. Since these being separate subjects themselves, are beyond the scope of this article.\r\nSocial Responsibility Marketing\r\nholistic marketing incorporates social state marketing. This involves broader concerns of the society at large, like social, legal, honest & environmental in the scope of marketing activities. Companies operate in a society, and so do their customers and hence they should neer forget its ploughshare to the company. It requires that marketers carefully fancy the role they are playing in terms of social welfare. Companies need to valuate whether they are truly practicing ethical & socially responsible marketing. Several factors are driving the companies to practice gamyer level of corporate social responsibility, such as :\r\nRising customer expectations,\r\nChanging employees expectations,\r\nGovt. statute & pressure,\r\nInvestor interest in social criteria,\r\nChanging business procurement criteria.\r\n duty success and continually satisfying the customers & other stakeholders are closely colligate to adoption & implementation of high standard of business & marketing conduct. The around admired companies in the world adhere to a code of destiny people’s interests, not only there own. The following are the most important factors of socially responsible marketing : Legal behaviour : Companies operate indoors the law of the land, and they must impart the employees with capable knowledge of law & how to practice t hem. 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.\r\n straight off customers are well aware of the social, cultural, ecologic & environmental affairs in their day-to-day lives. Social Responsibility Behaviour : As said above, the customers also regard to know what the firm’s contribution to the society is, or what the company’s social conscience is while relations with customers & the stakeholders. Cause Related Marketing : Contribution to the society can be enormous, and hence companies choose a event(a) area of society for a particular cause . The examples are : Health awareness †touchwood Diseases, AIDS, Cancer, Diabetic, Obesity, Old age, etc. Running children’s home, old age home, rehabilitation centre, women’s home, etc. Infrastructure †rural housing, hospitals, preserving archeological places, maintaining roads & parks, homes for endangered species; educational scholarship for the poor & needy, higher(prenominal) education facility, Institutes; Treatment for destitute, food for the starvation;\r\nInformation legal & technical help during the hour of need; Volunteerism & Philanthropy. The list can be endless. Reputed companies even have their own charitable trusts, and also have special cause tie in marketing plans. Cause-related marketing is the concept where the particular proposition 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 sal es. This concept is also known as Corporate social Marketing (CSM). The CSM can include other activities like traditional & strategic philanthropy & volunteerism. Social Marketing : Some marketing is conducted to directly pass over a social problem or cause. Social marketing is done mainly by NGOs, Non-Profit or Govt. organisations to further a cause, such as â€Å"No have”, â€Å"Say NO to Drugs”, etc. The Holistic Marketing Matrix\r\nIntegrated Marketing †Products & Services, Communications, Channels Internal Marketing †Top Management, Marketing plane section, Other Department Relatioship Marketing †Customers, Partners, Channels\r\nSocial Responsibitity Marketing †Community, Legal, Ethics, Environment The Future of Marketing The slip away management is slowly recognising that the marketing in the older method is getting inefficient and is demanding more accountability. There are a number of imperatives (must do) to achieve mark eting excellence, as presented below : Marketers must â€\r\nbe â€Å"Holistic” and not in bits & parts, i.e., not sectional or departmental. achieve big influence in the company if they are to be the main architect of business strategies. continuously create new ideas if the company is to prosper in a hyper-competitive economy. pass on for customer insight & deal customers differently, but appropriately. build their brands thru performance, more than thru promotion. go electronic & win thru building superior information & communication systems. In these ways, modern marketing will continue to evolve & tarry new challenges & opportunities. As a result, the coming years will see the demise of †††& the rise of :\r\nThe transfer of The Rise of\r\nThe marketing department\r\nHolistic marketing\r\nFree-spending marketing\r\nROI (return on investment) marketing\r\nMarketing intuition\r\nMarketing science\r\nManual marketing\r\nAutom ated marketing\r\nMass marketing\r\nPrecision marketing\r\nTo become truly holistic in marketing & achieve these changes, what the marketers need are a new set of skills, competencies in the following areas of expertise.\r\nCustomer Relationship management\r\nPartner Relationship management\r\nDatabase Marketing & Data-mining\r\nContact sum Marketing & Telemarketing\r\n usual Relation Marketing including Event & Sponsorship Marketing Brand-building & Brand-asset Management\r\nIntegrated Marketing Communications\r\nProfitability psychoanalysis by Segment, Customer, Channel\r\nExperiential Marketing\r\nConclusion\r\nThe Nineteenth century American author Ralph Waldo Emerson had said, â€Å"This time like all times is a good one, if we but know what to do with it”. Thus, the exciting time for marketing has arrived now. And also, in the relentless chase of marketing superiority & dominance, new concepts, rules, tools & practices are ever emerging. T here are a number of benefits of successful twenty-first-century marketing. All we need are intemperately work, insight, right application of mind & tools, inspiration, perseverance & of course a willingness to achieve greater heights.\r\n'