ASSIGNMENT 1 : DISCUSS THE HOLISTIC MARKETING CONCEPT

Holistic Marketing Concept is a concept that focuses everything matters in

marketing. It is based on marketing program, marketing process and

marketing activities that is developed, design and implemented to

recognized their breadth and interdependencies.

Four main components of holistic marketing are: relationship marketing,

integrated marketing, internal marketing and socially responsible

marketing. In brief it integrates the new concept with the societal

marketing concept.

According to Philip Kotler in Marketing Management: An Asian Perspective

th
5 edition, this is how the relation is presented in a diagram:

HOLISTIC MARKETING DIMENSION

Senior management

Figure 1

RELATIONSHIP MARKETING

It is practiced to develop mutually satisfying

long-term relationships with the peoples that

direct or indirectly affected with the victory of

the marketing activities. This amicable relations

are developed with 4 key groups of related

bodies i.e. customer, employees, marketing

partners and members of financial community.

Those marketing partners constitute of channels, suppliers, distributors,

dealers and agencies; where members of financial community represented

by shareholders, investors and analysists.

In pursuing the appropriate result, it is important for the marketers to

understand these groups’ capability and resources, their needs, desire and

goals. The ultimate outcome is a marketing network which holds a

prosperity relationship assumed as a critical asset to the company that can

drive profit.

This relationship is working to support and nourish the stakeholders and

gain satisfied and lifelong loyal customers. As what well known philosophy;

to attract new customer is 5 times as much as doing a good enough job to

retain the existing ones, it is important for the marketers to manage

establishing this marketing effort.

Part of the activities involved is routine talks with customer, constant

dialogue through mails, brochures etc and support in developing a good

relationship with the marketing partners.

INTEGRATED MARKETING
Integrated marketing deals with the strategic issues of product, price, and

place, and the tactical issue of promotion which the end is delivering value

to the customer. It is practiced to efficiently and effectively utilize

marketing resources for that purpose. In short, they must “think customer”.

This marketing mix decision must be made to influence the trade channels

as well as the final customer. It is a matter of combining all the ideas and

effort to deliver the benefit.

Strategy aimed at unifying different marketing methods such as mass

marketing, one-to-one marketing, and direct marketing. Its objective is to

complement and reinforce the market impact of each method, and to

employ the market data generated by these efforts in product development,

pricing, distribution, customer service, etc.

A complementary breakdown of marketing activities which focus on

customer is proposed in the SIVA.

SIVA consists of:

1. SOLUTION: how can I solve my problem?

2. INFORMATION: where can I learn more about it?

3. VALUE: what is my total sacrifice to get this solution?

4. ACCESS: where can I find it?

SIVA is concluded when a company can meet customer needs economically,

conveniently and with effective communication.

Integrated marketing happens when all the company’s departments have to

work together to serve the customer value. Integrated marketing takes

place on two levels. First the various marketing functions—sales force,

advertising, customer service, product management, and marketing

research—must work together. All these marketing functions must be

coordinated from the customer’s point of view. Second, other departments

of the company such as purchasing, production, design and accounting must

embrace marketing concept.

For instant, an integrated communication strategy will involve the selection

of various media which reinforce and complement each other such as TV,

radio, event, website and print advertising.

INTERNAL MARKETING.

It is a practiced to make all the employees

is customer-oriented by embracing the

appropriate marketing principles;

especially the senior management.

They are given training and motivation and internal guidance to serve the

customer at best. In fact internal marketing must precede external

marketing-External marketing is when marketing directed at people

outside the company.

In this technique, customers’ expectation is promoted organization-wide so

that the employee is ready to provide excellent service as promise. In short,

it does not stop just with a catchy motto. It is the employees that have to

live the brand.

All the marketing functions such as sales force, advertising, customer

service, product management and so on must work together and

coordinated from the customer points of view.

Internal marketing thus requires vertical alignment with senior

management and horizontal alignment with other departments. The

ultimate goal is everyone to appreciate, understand and support the

marketing efforts.

The company is doing proper internal marketing only when all employees

appreciate their impact on customer satisfaction. It makes no sense to

promise excellent service before the company’s staff is ready to provide

excellent service.

Example of the establishment of doing the internal marketing is an effort of

giving special incentive and winning offers for the employee who achieves

the target.

SOCIAL MARKETING

Social marketing is practiced to enhance

consumer and social welfare. Most

marketing organizations do not

intentionally work in isolation from the

rest of society.
Instead they find that greater opportunity exists if the organization is

visibly accessible and involved with the public. As we’ve seen, because

marketing often operates as the “public face” of an organization, when

issues arise between the public and the organization marketing is often at

the center.

In recent years the number and variety of issues raised by the public has

increased. One reason for the increase is the growing perception that

marketing organizations are not just sellers of product but also have an

inherent responsibility to be more socially responsible, including being more

responsible for its actions and more responsive in addressing social concerns.

Being socially responsible means an organization shows concern for the

people and environment in which it transacts business. It also means that

these values are communicated and enforced by everyone in the

organization and, in some cases, with business partners, such as those who

sells products to the company (e.g., supplier of raw material for product

production) and those who help the company distribute and sell to other

customers (e.g., retail stores).

In addition to ensuring these values exist within the organization and its

business partners, social responsibility may also manifest itself in the

support of social causes that help society. For instance, marketers may

sponsor charity events or produce cause-related advertising.

Marketers who are pursuing a socially responsible agenda should bear in

mind that such efforts do not automatically translate into increased

revenue or even an improved public image. However, organizations that

consistently exhibit socially responsible tendencies may eventually gain a

strong reputation that could pay dividends in the form of increased

customer loyalty.

As a conclusion holistic marketing can bring a lot of beneficial outcomes.

Consumers gain new capabilities when they can be more interactive with

sellers or other buyers. From the company focus in integrated marketing,

there are more products and services could be chose. In the same time the

successful of internal marketing could lead the consumers to meet the sellers

more aggressively to enhance the trade ability and trade position.

The company also can gain new capabilities by more instantly, more

accurate and more comprehensive but less cost to gain and spread

information.

The collaborative with related groups in relationship marketing will not only

improve operation efficiency but also strengthen the ability of enterprise in

creating value.