Question 1 OR (b)

The holistic marketing concept and its significance, with an example

6 marks

Time to write
About 12 minutes
Topic
Marketing philosophies

Question

Question 1 OR (b) · 6 marks

What is meant by the holistic marketing concept? With the help of an example, explain its significance.

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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12 minfor 6 marks

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  • exampleExamples are asked for: one short example with each point.

Write it in this order

  1. Read; underline the asks; jot your points 1 min
  2. 1 The holistic marketing concept and its components 3 marks 5 min
  3. 2 Significance with an example 3 marks 5 min
  4. Check: every ask answered, key terms underlined 1 min

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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The holistic marketing concept

The holistic marketing concept treats marketing as the work of the whole firm and its partners, not of one department: every programme is planned with an eye on everything else it touches, because each affects how customers see the firm. Kotler and Keller sum it up as everything matters, and describe four components:

Picture itThe holistic marketing concept and its significance, with an example

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

  1. Relationship marketing: building long-term, mutually satisfying relationships with customers, employees, channel members, suppliers and investors.
  2. Integrated marketing: designing the product, price, place and promotion so that they support each other and deliver one consistent value message across all channels.
  3. Internal marketing: hiring, training and motivating employees so that the whole organisation, not only marketing staff, serves the customer.
  4. Performance (socially responsible) marketing: measuring financial results such as sales, share and brand value, and also the firm's legal, ethical, social and environmental effects.

Significance, with an example

  1. Consistent customer experience. Customers meet the firm through advertising, stores, apps, staff and service; holistic marketing makes every contact support the same promise.
  2. Stronger relationships and loyalty. Satisfied customers, committed dealers and reliable suppliers form a network that rivals find hard to copy.
  3. Better delivery of the promise. Motivated, well-trained employees deliver the quality the brand advertises.
  4. Accountability. Linking marketing to measurable results improves decisions on spending.
  5. Social responsibility and reputation. Attention to ethics and the environment protects the firm's licence to operate and wins the trust of modern consumers.

Example (hypothetical): consider a dairy cooperative with a consumer brand. It would build relationships with its farmer members (relationship marketing), keep its product range, pricing, distribution and advertising consistent (integrated marketing), train its staff and milk-collection workers (internal marketing), and measure both its sales and the incomes its members earn (performance marketing). Each part would strengthen the others.

Where the 6 marks sit

#ComponentMarks
1The holistic marketing concept and its components3
2Significance with an example3
Total6
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