Concept Of Holistic Marketing And Understanding Broader Concerns And The Ethical, Legal, And Social Context Of Marketing

Concept Of Holistic Marketing And Understanding Broader Concerns And The Ethical, Legal, And Social Context Of Marketing

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Holistic marketing also incorporates social responsibility marketing and understanding broader concerns and the ethical, environmental, legal, and social context of marketing activities and programs. The business will tend to adopt ethical behavior in its marketing strategy and will ensure that proper and true information will be provided to the concerned parties(Homburg, Stierl & Bornemann 2013).

2. Importance of Touch points:
Touch points are the points where customer comes in to contact with the business before during or after getting services from the business. The various Touch points can be at your business office, website, advertisement, online reviews etc. A simple mistake during a touch point for example poor customer service, not enough content on the website or simple mistakes during transactions can cost dear for the company.
The company can create a value by providing proper customer service, enough product knowledge on website or other advertisements, making smooth transactions etc. By providing maximum customer satisfaction the business will gain its targets more effectively (Clatworthy 2011)
3. Concept of Holistic Marketing in terms of secondary association opportunities:
As for this assessment the business under consideration is Coca Cola Company. The Coca Cola Company is American based company that was incorporated on September 5th, 1919. The company manufactures and markets more than 500 nonalcoholic beverages across the globe. The main beverages manufactured and marketed by the company are energy drinks, sports drinks, teas, coffees, juices, waters and other sparkling drinks. The sparkling beverages of the Company includes wide range e.g. Fanta, Sprite, Diet Coke, Coke Zero, Thumps up etc. As for teas and cof...


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...his extension was the company was promoting its new product along with its existing product with minimal additional expenses on the marketing campaigns. The company already had a vast distribution network which made easier for the company to reach maximum number of consumers across the globe (Pendergrast 2013).

3.3 Co-branding

Co-branding is all about selling more products by using other bodies or companies. While promoting Diet Coke the Coca Cola Company co-branded with a famous fashion designer Jean Paul Gaultier to promote and design the packaging of Diet Coke bottles. Jean Paul is a famous fashion designer and has a huge fan base among people. He successfully designed some innovative and appealing bottle designs for Diet Coke which was an instant hit among the consumers. Most of the young women and girls were targeted through this secondary association aspect.

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