ASSIGNMENT
ON
Holistic Marketing
Course Name: Marketing Management
Course Code: CC-416
Submitted to:
Dr.Amanat Ullah
Assistant Professor
Anwer Khan Modern University
Submitted by:
Sayed Nayeem Hossain 21-202-0001
Submission date: 15/10/2020
Holistic Marketing
What is Holistic Marketing?
The holistic marketing concept is a marketing strategy is that is developed by thinking about the business
as a whole, its place in the broader economy and society, and in the lives of its customers.
Holistic Marketing Concept
It pretends to expand and maintain multiple perspectives on the company’s commercial activities.
A business may use holistic marketing when they think that all criteria of its marketing strategy are
interrelated.
Holistic Marketing acknowledges that ‘Everything Matters’ in marketing. In this concept, everything
works in an integrated manner.
It believes that a broad, integrated perspective, and worked collectively into each and every aspect of the
whole business, is often reasonable to create the best result.
This philosophy achieves popularity by a high saturation rate and increased competition in the
marketplace.
Fig:Holistic Marketing Concept.
A Common Goal: In the holistic marketing concept, businesses focus on every part and aspect in business
activates towards one common goal to give a better user experience.
Aligned Activates: All services, processes, communication, and activates in business aligned with one
single goal for great user experience.
Integrated Activates: All business activates are designed and organized in such a way that helps to create
a unified, consistent, and seamless customer experience.
Components of Holistic Marketing Concept:
Holistic Marketing
Holistic Marketing Concept
The holistic marketing concept follows that kind of marketing tactic which is customer-oriented. It helps
to continue the great relationship with employees, existing customers, and communication to create a
brand. It also keeps in mind the societal responsibility of the business.
Relationship Marketing:
Relationship Marketing
Relationship Marketing Concept
Nowadays, the main purpose of marketing is to build an intense, long-lasting relation with the users and
originations that are directly and indirectly related to the success and failure of the business activities.
It helps to create a mutually satisfying enduring relation with four key pieces of stuff such as customers,
employees, marketing partners (channels, suppliers, distributors, dealers, agencies) and members of the
financial community (shareholders, investors, analysts) in the order to earn and retain their business.
To develop a relationship with these constituents then requires understanding the strength and provision,
needs, goals, focus, and desires.
This philosophy declines to focus on your short terms goals, like single sales and customer acquisition.
But these are also helpful for increasing sales and sustaining your business.
But it is not helpful for long term vision.
If you want to grow your business then long term vision is essential. But it is not customer acquisition
which helps you to retain your business long.
This is customer retention. Amazon Co. also follows it.
This method allows focusing on existing customers to build strong and familiar relations with them.
For the first time, you lay out some money to acquire them. If your product and services fulfill the
customer’s needs then they come back for more.
If your existing customers love you then they will spread your business like a fire flam with the word of
mouth. You have not any kind of ad campaign to promote your business.
The ultimate profit of relationship marketing is to create a network called marketing network which helps
to make the backbone of four constituents. The method is yet simple if you are loyal to them.
Companies give offers, services, and messages to old customers, based on the information of past
transactions, demographics, psychographics, and media and distribution preferences.
Ex- if you are organized a birthday party in a restaurant, then you notice that that fills up a form to you to
collect your contact number, email id, and other related information for wishing birthday boy on the next
birthday by giving some types of offers and sales.
IBM (International Business Machines) learns us about the value of strong relations with customers.
Amazon CEO Jeff Bezos once said,
Customer is the king I’m the servant.
Relationship marketing features:
Strategies focused on existing customers
Builds company customer relationship
Assists in customer retention & driving sales
Integrated Marketing:
Integrated Marketing
Integrated Marketing Concept
It is the way to creating the importance of a consistent, seamless, and multi-dimensional brand experience
for the consumers.
This philosophy occurs when the marketer imagines marketing activities and assembles marketing
programs to generate, communicate, and play value for the consumers.
Two key elements are that
Many different marketing activities and programs can create, communicate, and deliver.
Components of Holistic Marketing: The Holistic Marketing Concept has 5 elements.
⮚ Internal marketing
⮚ Integrated marketing
⮚ Socially responsible marketing
⮚ Relationship marketing
⮚ Performance marketing
Fig: Components of Holistic Marketing.
1. Relationship marketing
It is a key component of holistic marketing. Marketers need to establish long-term relationships with
customers. Relationship marketing is an act of building of long term mutually satisfying relationship with
the different kinds of customers to earn and retain their long-term loyalty because they are good partners
in creating value. Relationship marketing’s focus is not immediate sales; Rather it is directed at building a
large group of satisfied and loyal customers. Customer retention and winning back lost customer are the
key strategy in relationship marketing. This marketing uses sustained long-term efforts in delivering value
to the customers and profit to the firm.
2. Integrated marketing
Integrated marketing is coordination of all of participating marketing activities in improving marketing
strategies such as packaging, media promotion, point of purchase materials, after sales services etc. It is
the process of mixing and matching marketing activities to maximize their individual and collective
actions. Marketing organizations must integrate their systems for demand management, resource
management and network management.
3. Internal marketing
Internal marketing is the process of bringing out support for a company and its activities among its
employees, in order to encourage them to promote its goals. It describes the task of hiring, training and
motivating able employees who want to serve customers well. It also refers to investment in human
resources to train and motivate employees to better serve the customers.
4. Social responsibility marketing
Social responsibility marketing is a management orientation that holds that the key task of the
organization is to determine the needs and wants of target markets and to adopt the organization for
delivering the desired satisfactions more effectively and efficiently than its competitors in a way that
preserves or enhances the consumers' and society's well being. It implies the orientation of the
organization's social responsibility to face the major environmental and demographic challenges.
5. Performance marketing
It focuses on the value of marketing efforts. Performance marketing is practiced to ensure financial
accountability in profitability term. Holistic marketing concept uses performance marketing to ensure
profitability from marketing efforts and activities.
The holistic marketing concept is the most updated concept of marketing. By using this concept
organization and industries can ran their business very effective way. As it consists all the segment of
marketing so it’s very helpful for all types of organization. As it encloses all the information so the
reliability of customers on the organization increases. Thus organizations can enlarge their business
and make strong relationship with the customers.
References
Marketing Management (Philip Kotler)
http://www. wikipida.com/
https://analysisproject.blogspot.com/
