Describe Holistic Marketing
Actually, an individual might label holistic marketing, as a branding edifice that bring into line every necessary part together to build a lifelong reputation overall. However, holistic marketing is “similar to a shepherd gathering his sheep. As a business develops a marketing strategy, every division of a company must come together and certainly be sure that each department is taken into account. If the shepherd allows one sheep to go astray, the strategy will be imperfect, as though a significant section of the business was not considered in the bigger picture” (Hamilton, 2011).
Provide an overview of the core dimensions associated with holistic marketing
Integrated marketing is combining marketing tactics, which communicates a plan that is “consistent identity from message to message, and medium to medium, and (more importantly) delivering consistently on that identity” (Quintana, 2014). In addition, the writer mentions, “Kraken Rum, Red Bull, and GoPro are three companies that represent integrated marketing right” (Quintana, 2014).
Internal marketing ensures that the all-inclusive staffs support the company’s propositions, and all employees must present superior services to shoppers (Kotler & Keller, 2012). For example, Zappos’ customer services “delivers the ‘WOW’ through their products and services” (Zappos Retail Inc., n.d. b).
Performance marketing means measuring every section of the business and adjusts accordingly. However, accuracy is to check every aspect of the firm repeatedly. If the company is from the same excellence as their merchandise, it is almost impossible to surpass.
Relationship marketing is gratifying everyone with the services and products you offer. To maintain loyal consumers, the company must treat employees, customers, and suppliers honorable. Most importantly, companies can give current customers free coupons, free shipping, or free calendars to help build a relationship. The writer says it like this, “Treat your employees as you want them to treat your customers” (Spencer, 2012).
New Marketing Realities relating to major societal, new consumer and company capabilities:
New consumer “capabilities in the text mentions globalization, consumer buy power, consumer information, and others new marketing realities” (Kotler & Keller, 2012, pp.12, 13). We realize that globalization is possible through the innovation of technology. Globalization deals with integration of making it easier for communication, shipping, and transportation to take place (Kotler & Keller, 2012, p.12). For example, suppliers are able to transfer products around the world faster. Since shipping is more consistent, traders can simply track a larger package more easily than several smaller crates. In addition, transportation is obtainable so people can certainly book a trip anywhere on the map more quickly and reach their destination faster than ever before.
Timmerman, Kelsey. "A Consumer Goes Global." Where Am I Wearing?: A Global Tour to the Countries,
A vast number of studies have made attempts to define the term Integrated Marketing Communications. One of the most succinct and widely accepted definitions of the IMC concept is that defined by the American Association of Advertising agencies. That is, "a concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of variety of communications disciplines (for example, general advertising, direct response, sales promotion, and public relations) and combines these disciplines to provide clarity, consistency a...
A marketer doesn’t just have a plan. Marketers now open up to a wider strategic plan and it’s based on steps that balance out what the market is offering consumers. These marketers must analyze their production with these steps, then make a portfolio of the growth and even their down falls therefore this keeps these marketers to continuously innovate and create even a greater amount of value for their customers. Marketing management functions are discussed along with the marketing mix and strategy.
Marketing is a core pillar of an organization and contribute significantly in its prosperity through attaining the laid down targets as well as scope of development. The position of an organization is hugely based on its competitiveness and capacity to capture a significant portion of the market in relation to the prevailing needs of consumers. Interaction of the organization with the consumers and the potential consumer in the market arena is attained through the marketing wing of the organization (Ferrell& Hartline, 2012). The preferences of the consumer and avenues of satisfaction are aligned to the established marketing frameworks. However, the success of organization marketing is highly inclined to the marketing strategies formulated and adapted towards coping with competition and eventually enhancing firm competitiveness.
Major escalation in the amount and kind of investments necessary to support a successful brand. Total brand management takes a variety of forms: Heavy investments in information systems, customer service which contribute to marketing of the core product, Leveraging innovations, marketing investments and trade promotions over a coherent brand port...
Tanner and Raymond (2014) describe branding activity as “strategies that are designed to create an image and position in the consumers’ minds” (c.6). When branding messages coincide with its offerings’ characteristics, it establishes consumer trust, and brand strength. For example, when first introducing Dove brand in 1957, by labeling its product as a “beauty cleansing bar . . . [with] ¼ moisturizing cream, that rinses cleaner than soap” (Unilever, 2016), we can see that marketers associated the brand to moisturizing and beauty, and disassociated the brand from common soap. Over the years, this consistent message coinciding with product performance has strengthened the Dove brand. Strong brand equity is derived from consistent, strategic branding that establishes perceived quality and emotional attachment (Entrepreneur, 2016); therefore, consumers are more likely to pay higher prices, as well as purchase new offerings connected to the
It is a well-known fact that marketing is a way to get the business off the ground. Without marketing, then no one will know about the goods and services a brand is selling. “Good marketing makes the company look smart. Great marketing makes the customer feel smart.” (Chernov).
By definition, strategic marketing is a firm’s ability to concentrate a limited amount of resource on an opportunity that has deemed to have the highest potential to increase sales, thereby creating a sustainable competitive edge over rivals (Brooksbank & Taylor 2007). Fundamentally, each aspect of marketing has the potential to improve or affect the performance of other marketing facets. Hence, creating a proper coordination of a firm’s activities makes it possible to eliminate unnecessary activities that interfere with efficient profit maximization processes. Strategic marketing explores ways that each of the marketing processes will reinforce each other for the best output. More importantly, strategic marketing makes each department to work
Marketing is a process of determining a consumer’s needs, devising a product or service to satisfy those needs, and trying to focus customers on the goods and services you are offering. Marketing is extremely important, and a fundamental building block for business growth. A marketing team is given the task of creating customer awareness through a variety of different marketing techniques. If a business does not pay close attention to their consumer demographic and needs, they will eventually fail over time. Two important aspects of marketing include acquiring new customers, and the preservation and growth of relationships with current customers. Marketing has always been viewed as a creative outlet, which encompassed advertising, distribution, and the selling of goods and services. Marketing staff will also try to anticipate what customers will want in the future, often being accomplished with market research. In summation, a good marketing plan should be able to create a favorable proposition or series of benefits that a customer can value through goods or services. The marketing mix is normally described as the strategic positioning of a product or service in the marketplace, using the specification of the four Ps. During the early 1960’s, Professor E. Jerome McCarthy of Harvard Business School stated that a marketing mix contains four elements. The four key points are product, pricing, promotion, and placement. It is recognized that all these aspects must be present to ensure a successful business model within a given industry. We will now take a thorough look at the four marketing mix points.
Performance management is a management tool used to value, monitor and measure a company’s strategies that ensure the efficiency and effectiveness of its product delivery. This management tool does not focus on the organisation and on its employees as well as stakeholders. It is a continuous process that entails that managers make sure that organisational and employee values are corresponding (Aguinis, 2005,p.1/2-1/5). Performance Management brings about the competencies in the employees, increases self-esteem by giving feedback to employees, there is a low number of lawsuits because it helps understand the company better (eThekwini Municipality, 2008,p.10-11). According to Pride, Hughes and Kapoor (2011, p.288) performance management creates motivation for employees; one theory of motivation is of Expectancy, which stipulates that employees satisfaction is driven by expectations of what an organisation will offer in return.
A Holistic marketing strategy is developed by thinking about the business as a whole, the business place in the economy and society, and in the lives of its customers. The concept attempts to develop and maintain multiple perspectives on the company’s commercial activities (Business Dictionary, 2014). In today’s technology induced business world, marketers have to think beyond the older marketing concepts which are production concept, product concept, and selling concept. This paper will compare and contrast the earlier concepts with the holistic concept and give an example of a company that has adopted the holistic marketing approach and why they chose to do so.
A good definition of marketing is the process of the intermediary function between product development and sales. (Reddy ) The field of marketing entails taking a generic product or generic service (the product or services do not have to be “generic” they may be actually unique to the marketplace) and associating the generic product with a brand name (Petty 2001). Under this generic concept are the activities of advertising, public relations, media planning, sales strategy and so on.
In all reality, all businesses will, in some way shape or form, complete all of the marketing activities, even if completing these activities is not their main goal. (Dlabay 2006.) These marketing activities are product, place, price, and promotion. A business tool called that marketing mix takes all of these activities and puts them together in a way that can be used to help improve a business’s marketing strategy. Product is what the company is selling; Place is where the consumer will obtain this product; Price is what the consumer will pay for the product; Promotion is any type of communication that is intended to remind, inform, or persuade. (Dlabay 2006.) The marketing mix and the four P’s describe very well what business marketing is all about.
Too often, a marketing function is misunderstood, because many people do not understand what is meant by ‘Marketing’.
According to this, it is obvious that the objective of marketing is to satisfy demand of customers by those ‘individual and organizational activities’ like promotion or pricing of goods, which are all just means to achieve that. Additionally, organizations could stand out from their competitors once they meet the needs of customers better than others. Thus, it can be said that the successful marketing is to provide competitive advantages for organizations by doing better in satisfying customers’ desires through products and other marketing activities.