Holistic Marketing
description
Transcript of Holistic Marketing
L/O/G/O
Holistic Marketing
Group Members – M.Sc in MITUniversity of kelaniya – Sri Lanka
Market Gladiators
• FGS/06/19/03/2009/03
Ms.D.Y.S.Mahagederawatte
• FGS/06/19/03/2009/10 Mr.A.L.Sifar Ahamed
• FGS/06/19/03/2009/23 Mr. Shashin
• FGS/06/19/03/2009/28 Mr. F.H.A. Shibly
• FGS/06/19/03/2009/32 Ms.W.A.N.P.Perera
• FGS/06/19/03/2009/35 Mr.I.H.Wijesinghe
Contents
Performance Marketing
Relationship Marketing
Integrated Marketing
Internal Marketing
Introduction
Content Title
Conclusion
Marketing in 21st Century
• “Marketing is far too important to leave to the marketing department”
- Late Mr. David Packard
• A few philosophies to guide companies are,• Product Concept• Production Concept• Selling Concept • Marketing Concept
Introduction
Integrated Marketing
HOLISTICMARKETING
PerformanceMarketing
InternalMarketing
RelationshipMarketing
Internal Marketing• Hiring, training and motivating able employees who
want to serve customers well
• Marketing activities within the company is as important as marketing directed outside the company
• Internal Marketing takes place in 2 levels
Internal Marketing Model
• Inter-Functional Co-ordination
and Integration
• Employee Motivation
• Marketing-like
approach
• Customer
Orientation
• Service Quality
• Customer
Satisfaction
• Job Satisfaction
• Empowerment
Integrated Marketing
• Many different marketing activities are used to communicate and deliver value to customer.
• All marketing activities are coordinated to maximize their joint effects
Integrated Marketing (4P’s)
• Products – Design, Features, Brand Name, Models, Style,
Appearance, Quality, Warranty.
• Price – Pricing Policies, List Price, Margins, Discounts,
Rebates, Terms of Delivery, Payment Terms,
Credit Terms.
• 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)
Integrated Marketing (4C’s)
• In holistic marketing one has to see also the buyers’ point of view, where each of these tools will deliver the customers’ benefit or value
• Product = Customer Solution• Price = Customer Cost• Place = Convenience• Promotion = Communication
Integrated Marketing
• The design & implementation of one activity is done with all other activities in mind. The business of running a successful organization is to integrate the system for management of demand, resources & network.
Relationship MarketingMass Markets
Customer focus Relationships
Relationship Marketing
Relationship Marketing
“To establish, maintain, and enhance (usually but not necessarily long-term) relationships with customers and other partners, at a profit, so that the objectives of the parties involved are met. This is achieved by a mutual exchange and fulfillment of promises.”
Performance Marketing
Top management goes beyond sales revenue to marketing scorecard to check
• What is happening to market share ?• Customer loss rate• Customer satisfaction• Product quality etc.
Social Responsibility Marketing
• Effects of marketing extend beyond the company and customer to society
• Marketers must be aware of ethical, environmental, legal and social context
• This enlarges the marketing concept to “societal marketing concept”
• Preserving or enhancing consumer’s and society’s well being while satisfying needs, wants and interests of target markets
Financial Accountability
• Marketers do concern about the profit but also now they focus on building brand and increasing customer base
Conclusion
L/O/G/O
Thank You!