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

HOLISTIC MARKETING DIMENSION

Figure 1
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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. These amicable relations are developed with 4 key groups of related bodies: Customer, Employees, Marketing Partners 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 analysiss. 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, Place, Promotion, This helps 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 companys departments have to work together to serve the customer value. Integrated marketing takes place on two levels. First the various marketing functionssales force, advertising, customer service, product management, and marketing researchmust work together. All these marketing functions must be coordinated from the customers 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.
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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 Department Elements 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 with Senior management - vertical alignment Other departments - horizontal alignment.

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 companys 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.

Performance Marketing

Holistic marketing incorporates performance marketing and understanding the returns to the business from marketing activities and programs, as well as addressing broader concerns and their effects of

Legal, Ethical, Social, Environmental Community Top management is going beyond sales revenue to examine the marketing scorecard and interpret what is happening to market share, customer loss rate, customer satisfaction, product quality, and other measures.

FINANCIAL ACCOUNTABILITY

Marketers are thus being increasingly asked to justify their investments to senior management in financial and profitability terms, as well as in terms of building the brand and growing the customer base.42 As a consequence; they're employing a broader variety of financial measures to assess the direct and indirect value their marketing efforts create. They're also recognizing that much of their firms' market value comes from intangible assets, particularly their brands, customer base, employees, distributor and supplier, relations, and intellectual capital.

SOCIAL RESPONSIBILITY MARKETING

The effects of marketing clearly extend beyond the company and the customer to society as a whole. Marketers must carefully consider their role in broader terms, and the ethical, environmental, legal, and social context of their activities.43 increasingly, consumers demand such behavior, as Starbucks Chairman Howard Schultz has observed.