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Download miễn phí Đề tài Marketing management holistic marketing
Table of content
Introduction 04
Holistic marketing –Everything matters .04
Holistic marketing concepts .05
Relationship marketing .05
Integrated marketing .06
Internal marketing .08
Social responsibility marketing .09
Conclusion- Marketing Challenges into the Next Century .11
References .12
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ionship marketing………………………………………………………………..05Integrated marketing…………………………………………………………………..06
Internal marketing……………………………………………………………………...08
Social responsibility marketing………………………………………………………..09
Conclusion- Marketing Challenges into the Next Century…………………………..11
References……………………………………………………………………………….12
Introduction
In 21st century, the booming of communication technology and the growing so fast of internet all over the world has been bringing a big opportunity as well as challenge for marketer.
As we all know, we can not sell product without marketing. In previous centuries marketing simply means bringing product’s information to customer, and then it was growing with advertising and promotion. However, when the attitude and acknowledgement of customer is increasingly higher, marketer has to thinking wider and deeper. The term “Holistic marketing” was born. According to Maria Annette (2009), the holistic marketing concept is based on the development, design, and implementation of marketing programs, process, and activities that recognize their breadth and interdependencies. Holistic marketing recognizes that “everything”.
Holistic marketing concept consists of four components: Relationship marketing, integrated marketing, internal marketing, social responsibility marketing
In this assignment, come along with some cases in reality, I will explain more about holistic marketing concept and how it works in 21st century.
Holistic marketing –Everything matters
Maria Annette (2009) has declaimed there are many marketing strategies that marketer is trying to apply everyday. Some of these strategies work out and bring profitability but others have expected more aspects. We can see that even some certain strategies seem to be success but it is still missing something from the whole experience. When marketer recognize that they need more different strategies that invigorates their mind and their marketing style, then they come to Holistic marketing.
Holistic marketing is a very effective way to use for any company, any product whether you are a marketer, an analyst, or a consultant. One of the first most important things of holistic marketing is looking to your inside to figure out what is going on and what are your strength as well as weakness. Another step that you need to consider the common between you and your potential client, then find out what will make them satisfied and how to create their trust.
Holistic marketing is not about to trying to sell product but it is an understanding client’s feeling and make them feel comfortable when they working with you and satisfied after buying your products.
When there are more than two people involve in your marketing plan, it is important making sure that everybody takes part in it. Marketing can be embraced everybody can enjoy it.
Using the concept of holistic marketing, many business owners find out the way to meet customer’s need without forcing others but to make customer recognize their product’s value.
In 21st century, internet plays a very important role in this style of marketing. The marketer can easily bring information of their product to customer with only one click of mouse.
The technology boom has created exciting new ways to learn about and track customers, create products and services tailored Co meet customer needs, distribute products more efficiently and effectively, and communicate with customers in large groups or one-to-one. (Kotler 1999, p.26)
Then, on the naturally way, customer can decide what to buy and when they ready to buy. Holistic marketing Giúp the marketer can promote their products with out being inauthentic or pushy.
Holistic marketing concepts
Relationship marketing
The focusing on the long-term relationship with all people involved in your business. Who are people here? First, there must be your customer. Create a good relationship with potential customer is a most important purpose of marketer. Philip Kotler and Bruce Wrenn (2003) in “Marketing Essential” from Harvard business school press has declaimed that to create a perfect relationship with customer, a marketer has to understand customer. As Peter Drucker said: “The whole business seen from the customer’s point of view”. The marketer has to know what customer need, what customer want, what is customer’s demand, and then satisfy them. With new ideas of model concept, in relationship of customer, building a long-term relationship with loyal customer is a key of success. Frederick Reichheld (1996 cited on Philip Kotler and Bruce Wrenn, 2003) claimed that with only a little forcing in customer loyal bring even double profit because of three reasons: it costs less to serve long-term customer, loyal customer will pay a price premium, and loyal customer will generate word-of-mount referrals to other prospective customer.
If many years ago, old marketing concept just focused on the relationship with customer, then now, the model marketing relationship is wider and deeper. There are relationship marketing that marketer has to pay attention: employee, distributor, supplier, financial community, and other marketing partners. Relationship with employee is hiring, training and motivating. Hiring with carefully selection, training with multi-level of aspects, and motivating in a right time will create an effective system. When everybody knows how to do their job and deliver it on time, there is a human resource that marketer need if they want their product or service is on the first of the list in a very competitive market. Keeping a good relationship with supplier and distributor helps marketer collect more customer. Because marketing is not just try to sell more, but it is about understanding customer and Giúp them meet the value of what you want to sell. Financial community includes shareholder, stakeholder, investor, analyst, etc. Once your financial of your company is healthy, it is not only helping your company express many marketing forces but also creating customer’s trust.
In a point of view, all that a company need in relationship marketing is creating a marketing network. In 21st century, with the Giúp of information technology, creating a marketing network becomes easier than ever. With thousands information of customer on internet, marketer can easily create a list of customer which is divided to many different groups. With website, marketer can access and get information of supplier and distributor they need easy than ever. If many years ago, investor has to waiting for so long to get a financial statement of a company, now they can easily get it with one click of mouse or get an email. Kotler (1999, p.27) had given some examples that companies have made an achievement with website:
Car makers like Toyota (www.Toyota.com) use the Internet to develop relationships with owners, as well as to sell cars. Its site offers product information, dealer services and locations, leasing information and much more. For example, visitors to the site can view any of seven lifestyle magazines - alteration, A Man's Life, Women's Web Weekly, Sportzine, Living Arts, Living Home and Car Culture - designed to appeal to Toyota's well-educated, above-average-income target audience.
Sports fans can cosy up with Kike by logging on to www.nike.com, where they can check out the latest Nike products, explore the company's history, download Michael Jordan's latest stats, or keep up with Tiger Woods' latest movements. Through its Web page, in addition to its mass-media presence, Nike relates with customers in a more personal, one-to-one way.
Integrated marketing
It is about to integrate all your marketing activities and processes. The purposes are creating value and delivering it to customer. The famous concept of integrated marketing is the marketing mix by McCarthy (1960). McCarthy condensed the number of variables in a marketing mix into four principal categories:
Product: select the tangible and intangible benefits of the product;
Price: determine an appropriate product pricing structure;
Promotion: create awareness of the product among the target audience;
Place: make the product available to the customer.
It is somewhat simple, first you have to determine what is character of your product that customer want and need. Another way to say, that you have to create a value of your product or service. After that, you have to determine a reasonable price that can acceptable by customer but also create profit. When you have a product and its price, all you have to do is think about how t...