L/O/G/O

Holistic Marketing

Group Members – M.Sc in MITUniversity of kelaniya – Sri Lanka

Market Gladiators

• FGS/06/19/03/2009/03

Ms.D.Y.S.Mahagederawatte

• FGS/06/19/03/2009/10 Mr.A.L.Sifar Ahamed

• FGS/06/19/03/2009/23 Mr. Shashin

• FGS/06/19/03/2009/28 Mr. F.H.A. Shibly

• FGS/06/19/03/2009/32 Ms.W.A.N.P.Perera

• FGS/06/19/03/2009/35 Mr.I.H.Wijesinghe

Contents

Performance Marketing

Relationship Marketing

Integrated Marketing

Internal Marketing

Introduction

Content Title

Conclusion

Marketing in 21st Century

• “Marketing is far too important to leave to the marketing department”

- Late Mr. David Packard

• A few philosophies to guide companies are,• Product Concept• Production Concept• Selling Concept • Marketing Concept

Introduction

Integrated Marketing

HOLISTICMARKETING

PerformanceMarketing

InternalMarketing

RelationshipMarketing

Internal Marketing• Hiring, training and motivating able employees who

want to serve customers well

• Marketing activities within the company is as important as marketing directed outside the company

• Internal Marketing takes place in 2 levels

Internal Marketing Model

• Inter-Functional Co-ordination

and Integration

• Employee Motivation

• Marketing-like

approach

• Customer

Orientation

• Service Quality

• Customer

Satisfaction

• Job Satisfaction

• Empowerment

Integrated Marketing

• Many different marketing activities are used to communicate and deliver value to customer.

• All marketing activities are coordinated to maximize their joint effects

Integrated Marketing (4P’s)

• Products – Design, Features, Brand Name, Models, Style,

Appearance, Quality, Warranty.

• Price – Pricing Policies, List Price, Margins, Discounts,

Rebates, Terms of Delivery, Payment Terms,

Credit Terms.

• Place – Channels of Distribution (channel design, types of intermediaries, location of outlets, channel remuneration, dealer-principle relation, etc.), Physical Distribution (transportation, warehousing, inventory levels, order processing, etc.)

• Promotion – Personal Selling, Selling Expertise, Size of Sales Force, Quality of Sales Force, and Marketing Communications - Advertising (media-mix, media vehicles, and programmes)

Integrated Marketing (4C’s)

• In holistic marketing one has to see also the buyers’ point of view, where each of these tools will deliver the customers’ benefit or value

• Product = Customer Solution• Price = Customer Cost• Place = Convenience• Promotion = Communication

Integrated Marketing

• The design & implementation of one activity is done with all other activities in mind. The business of running a successful organization is to integrate the system for management of demand, resources & network.

Relationship MarketingMass Markets

Customer focus Relationships

Relationship Marketing

Relationship Marketing

“To establish, maintain, and enhance (usually but not necessarily long-term) relationships with customers and other partners, at a profit, so that the objectives of the parties involved are met. This is achieved by a mutual exchange and fulfillment of promises.”

Performance Marketing

Top management goes beyond sales revenue to marketing scorecard to check

• What is happening to market share ?• Customer loss rate• Customer satisfaction• Product quality etc.

Social Responsibility Marketing

• Effects of marketing extend beyond the company and customer to society

• Marketers must be aware of ethical, environmental, legal and social context

• This enlarges the marketing concept to “societal marketing concept”

• Preserving or enhancing consumer’s and society’s well being while satisfying needs, wants and interests of target markets

Financial Accountability

• Marketers do concern about the profit but also now they focus on building brand and increasing customer base

Conclusion

L/O/G/O

Thank You!