Question 1 (a)

Holistic marketing, with an example, and how it differs from the marketing concept

10 marks

Time to write: About 20 minutes
Topic: Marketing philosophies

Question

Question 1 (a) · 10 marks

Explain the concept of Holistic Marketing, using an example. In what way is it different from the Marketing Concept?

Reworded from the university paper; the task is the same. The original paper belongs to the University of Delhi. See DU's question bank.

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20 minfor 10 marks

Read from the question

Explain…What…?2 asks, each with its own marks below. Answer both.
exampleExamples are asked for: one short example with each point.

Write it in this order

Read; underline the asks; jot your points 1 min
1 Meaning and components of holistic marketing, with an example 5 marks 9 min
2 Differences from the marketing concept 5 marks 9 min
Check: every ask answered, key terms underlined 1 min

Easy marks

Step 1 opens with the meaning: a one-line definition, the quickest mark in it.

Short on time? Trim steps 1 and 2 evenly rather than skip one: each is capped at its own marks.

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Solution

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Holistic marketing concept

Holistic marketing is the view that everything a firm does is part of marketing and that its marketing activities must be planned and run as one connected whole. Instead of treating marketing as the job of one department that sells to customers, the firm recognises that customers, employees, suppliers, dealers, shareholders and society are all linked, and that the experience a customer receives depends on all of them. Everything matters is the idea behind it.

Picture itHolistic marketing, with an example, and how it differs from the marketing concept

1The dairy pays its farmer members on the spot, milk can by milk can.

Relationship marketingA cooperative dairy brand that pays its farmer members promptly

2Shopfront, hoarding, delivery van—one pack, one message, everywhere.

Integrated marketingThe customer receives one consistent value message

3New hires learn the craft first: proud staff make glad customers.

Internal marketingHiring, training and motivating employees who want to serve customers well

4And on the street corner, the brand itself collects back its plastic.

Performance (socially responsible) marketingReports progress on plastic collection and water conservation

It is usually explained, following Kotler and Keller, through four connected components:

Relationship marketing. Building long-term, mutually rewarding relationships with customers, channel partners, suppliers and other stakeholders, so that the firm earns loyalty and repeat business rather than one-off sales.
Integrated marketing. Designing the product, price, distribution and communication so that each supports the others and the customer receives one consistent message and value offer through every channel.
Internal marketing. Hiring, training and motivating employees so that everyone in the organisation, not only the marketing team, understands and delivers the customer promise.
Performance (socially responsible) marketing. Judging marketing by its financial results (sales, market share, profitability, brand value) and by its effects on society and the environment, including ethics and legality.

An example

Consider a hypothetical Indian paint company. Its relationship marketing shows in a loyalty programme for painters and contractors, who influence what homeowners buy. Integrated marketing shows when its shade cards, television advertising, colour-consultancy app, dealer tinting machines and pricing all carry the same promise of a beautiful, lasting finish. Internal marketing shows in training its sales staff and dealer counter staff to advise customers well. Performance marketing shows in tracking market share and profitability, and in launching low-odour paints with less harmful chemical content for the sake of health and the environment. Each activity reinforces the others, which is the essence of the holistic approach.

Holistic marketing and the marketing concept compared

Basis	Marketing concept	Holistic marketing concept
Scope	Customer needs guide decisions across the firm	The firm, its partners and society are planned as one connected system
Relationships	Chiefly the firm and its customers	Customers, employees, suppliers, distributors, investors and the community
Time horizon	Long-run success through satisfied customers	Long-run relationships with customers and every other stakeholder
Whose needs	The needs and wants of the target market	The needs of customers and of all other stakeholders, including society
What it aims at	Customer satisfaction, better than competitors, at a profit	Customer satisfaction together with relationships, integration, internal commitment and social responsibility
Measure of success	Profit through customer satisfaction	Financial results plus brand equity, customer loyalty and social and environmental impact

In short, the marketing concept says the firm should find out what customers want and deliver it better than competitors, at a profit; the societal concept adds the long-term well-being of consumers and society; holistic marketing accepts this but widens it, holding that this can be done well only when every part of the firm and its partners works together and when the effects on society are also taken into account.

Conclusion

Holistic marketing is a broader, more integrated extension of the marketing concept. It suits a world in which customers meet a firm through many touchpoints and judge it on its conduct as well as its products.

Where the 10 marks sit

#	Component	Marks
1	Meaning and components of holistic marketing, with an example	5
2	Differences from the marketing concept	5
	Total	10

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