...MKTG208: MARKETING MANAGEMENT INDIVUDUAL ESSAY/ ASSIGNMENT BY LUKE CREELEY 41495217 DUE DATE: 7TH SEPTEMBER 2011 WORD COUNT: 2411 Define and discuss the concept of holistic marketing. Your discussion should include the following: 1. Describe and analyse the ways holistic marketing can assist organisations to connect with customers. 2. Explain how holistic marketing can build brand/s. 3. Explain how holistic marketing can deliver and communicate value. The holistic marketing concept is based on the development, design, and implementation of marketing programs, processes, and activities that recognizes their breadth and interdependencies. (Kotler et al. 2009). This type of marketing looks beyond just sales and results, but instead recognizes that everything matters. It looks at a business’s marketing efforts as a ‘whole’ Holistic marketing focuses spiritually on the personality of the consumer that it is attempting to target. It addresses who the target market is, what they want, and how to best fulfill these wants using all areas of marketing. Holistic marketing can be broken down into four main components: relationship marketing, integrated marketing, internal marketing and performance marketing. These components are looked upon as an integral part of an organisation’s operations as well as a way in which it can reach larger numbers of consumers with greater success...
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...its comedic exterior, contains some very relevant social commentary. But this is exactly what Douglas Adams created when he wrote Dirk Gently’s Holistic Detective Agency. Dirk Gently’s Holistic Detective Agency is a science fiction comedy novel written by Douglas Adams, the author of The Hitchhikers Guide to the Galaxy. The plot is based around the murder of Richard Macduff’s employer, Gordon Way, and the associated events that come along with the investigation. Although it’s set up with a serious event marking the start of the plot, the book is anything but serious. The detective hired by Richard to investigate the murder is Dirk Gently, a self-styled holistic detective, who solves mysteries based on “the fundamental interconnectedness of all things” (p. 132). He claims to “solve the whole crime (and) find the whole person” (p. 127). His approach to detective work gives the book a very jumbled plot, with many seemingly irrelevant occurrences happening along the way. Despite all this, Dirk , however strange he may seem, is a very good detective, and all the seemingly unrelated parts come together to form a conclusion involving time travel, a spaceship, ghosts, and Samuel Taylor Coleridge, the romantic era poet. However, all these events and characteristics of the book were the second focus of Douglas Adams’ writing. Dirk Gently’s Holistic Detective Agency was written primarily as a medium through which Douglas Adams could express his own opinions on subjects he was passionate about...
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...2.0. INTEGRATED MARKETING 3 3.0. INTERNAL MARKETING 5 4.0. RELATIONSHIP MARKETING 7 5.0. PERFORMANCE MARKETING OR SOCIAL RESPONSIBILITY MARKETING 8 6.0. CONCLUSION 10 7.0. REFERENCE 11 1.0. INTRODUCTION 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 matters with marketing and that a broad integrated perspective is necessary to attain the best solution. Holistic Marketing is a great tool for any business whether you are a therapist, practitioner, consultant, or any other type of business one wishes to market effectively. The first step in Holistic Marketing is to start to the soul searching process. You need to look inside yourself in order to figure out what is going on in your life and what you wish to accomplish. Ask questions that will help figure out what inner strengths that you may possess, then figure out how to draw on those strengths. Another step is to figure out what you and the potential clients have in common. Clients need to be able to feel comfortable and trust who they are doing business with, no matter what field of expertise it might be. No one is going to see a doctor if they don't feel comfortable with them. The next part of Holistic Marketing is that the individual marketing their skills or product needs to be in the marketing mind frame every...
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...HOLISTIC MARKETINGA FRESH BUSINESS CONCEPT Definition: - 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” Individuals try a variety of different marketing strategies every day. Some of these strategies work for them and helps them to become successful and profitable, while others are left wanting in one aspect or another. Even when a certain marketing strategy seems to work, it seems like something is missing from the whole experience. If any of these apply to you, it might be good idea to look into different marketing strategy that invigorates their spirit as well as their marketing style. A different form of marketing strategy in which you explore different aspects such as Integrity Selling, Spirit Selling, and Spiritual Marketing is known as Holistic Marketing. Holistic Marketing is a great tool for any business whether you are a therapist, practitioner, consultant, or any other type of business one wishes to market effectively. The first step in Holistic Marketing is to start to the soul searching process. You need to look inside yourself in order to figure out what is going on in your life and what you wish to accomplish. Ask questions that will help figure out what inner strengths that you may possess, then figure out how to draw on those strengths. Another step is to figure out what...
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...Classic Airlines and Marketing Paper Your Name University of Phoenix MKT/571 Your Instructor Date Classic Airlines and Marketing Classic Airlines has seen decreases in its profit shares and Classic Rewards members than in the past (University of Phoenix, nd., p. 1). Such decreases have had a significant impact on customer satisfaction levels and organizational profits. Therefore, senior executives, marketing, and financial analysts must use the appropriate marketing approach to address such issues and concerns of the organization potentially filing for bankruptcy. The senior management and analysts at Classic Airlines must use the organizational data to address the organization’s dilemmas; meanwhile, implementing marketing concepts that will be in the best interest of the commercial airline. Marketing Concepts Related to Classic Airlines The marketing concepts that have been identified in this scenario are a combination of various concepts and information systems, such as those described in this week’s required text readings. However, one of the marketing concepts that can be related to the Classic Airlines scenario is the holistic marketing concept. “The holistic marketing concept is based on the development, design, and implementation of marketing programs, processes, and activities that recognizes their breadth and interdependencies” (Kotler & Keller, 2006, p. 17). This marketing concept has four components which are the following:...
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...Classic Airlines and Marketing MKT/571 August 6, 2012 Dr. Isaac Owolabi Classic Airlines and Marketing Classic Airlines is the fifth largest airline in the world and faces the same challenges that continue to plague the airline industry. These challenges are the rising costs of labor and fuel, a decrease in consumer confidence, and fierce competitive pricing. Although Classic remains profitable their share price in the past year has decreased by 10% and customer confidence has also declined resulting in a 19% decrease in Classic Rewards members (University of Phoenix, 2010). The board of directors of Classic Airlines in an effort to prevent further financial crisis have mandated a 15% cost reduction across all departments within the next 18 months. Classic’s CEO, Amanda Miller, has requested Kevin Boyle, Chief Marketing Officer (CMO) to develop a marketing plan to lure back Classic’s frequent fliers. Although there are a number of marketing concepts found in this week’s readings that could be applied to address the challenges faced by Classic Airlines the two concepts that will be covered in the following paragraphs are the marketing concept and the holistic marketing concept. Marketing Concept. Unlike earlier marketing concepts such as production, product, and selling that focuses on the product or service the marketing concept focuses on the demands, wants, and needs of the customer (Kotler & Keller, 2006). The purpose of this concept is to find the...
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...Classic Airlines and Marketing Sunghye Shin MKT/571 16 March 2012 Chester Witkowski Background Classic Airlines has risen to become of the fifth largest airlines throughout the world airline industry since it established twenty five years ago. Classic Airlines has expanded their service to over 240 cities, over 2,300 flights daily, and have over 375 aircraft in their fleet (Phoenix, 2012). As we assume how difficult and competitive airline business is by seeing the records of airline bankruptcies such as filing the bankruptcy of the Northwest Airlines in 2005, that of the Delta Airlines in 2005, and the US Airways in 2004 (Foxbusiness, 2011). The airline industry knows itself that the airline industry as a sector has had decreases in profits and reductions of consumer loyalty. Classic Airlines is no different from the rest of their industry so they have seen a 10% reduction in their share prices. They have the 19% decrease of Classic Rewards members and a 21% reduction in flights per remaining member. Because of the rising costs such as fuel and labor, Classic Airlines has experienced other external difficulties (Phoenix, 2012). These factors greatly have affected the corporate culture and employee confidence in the performance of Classic Airlines. A new marketing plan is essential in regaining a larger market share of the airline industry, through maintaining customer loyalty, and targeting new customers. There are many concepts...
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...1. Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. Marketing management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value. 2. Marketers are skilled at managing demand: they seek to influence its level, timing, and composition for goods, services, events, experiences, persons, places, properties, organizations, information, and ideas. They also operate in four different marketplaces: consumer, business, global, and nonprofit. 3. Marketing is not done only by the marketing department. It needs to affect every aspect of the customer experience. To create a strong marketing organization, marketers must think like executives in other departments, and executives in other departments must think more like marketers. 4. Today’s marketplace is fundamentally different as a result of major societal forces that have resulted in many new consumer and company capabilities. These forces have created new opportunities and challenges and changed marketing management significantly as companies seek new ways to achieve marketing excellence. 5. There are five competing concepts under which organizations can choose to conduct their business: the production concept, the product concept, the selling concept...
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...Classic Airlines and Marketing Classic Airlines is known as the world’s fifth largest airlines, commands a fleet of more than 375 jets that serve 240 cities with more than 2,300 daily flights. In the 25 years since its inception, Classic has grown substantially with 32,000 employees. As profitable as it is, Classic like any other airlines is no stranger to the challenges as travel industry continuing to face challenging times. Consumers budgets are tight and cutting back on unnecessary expenses and in most cases finding an alternative in which they are can buy cheaper seats and better customer service. Classic Airlines is facing the challenges on how to win back the members of the classic rewards that the company offer and how to keep the frequent fliers customers that they have retained to choose Classic over the competitor. This paper will explain some of the marketing concepts to beef up Classic’s frequent flier program with methods that will demonstrate a measurable return on investment (ROI), the marketing challenges it faces, and its current corporate value. Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefits the organization and its stakeholders. Marketing deals with identifying and meeting human and social needs (Kotler & Keller, 2006). Financial success often depends on marketing ability. Finance, operations, accounting,...
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...DEFINING MARKETING FOR THE 21ST CENTURY WHAT IS MARKETING? Marketing is about identifying and meeting human and social needs. One of the shortest good definitions of marketing is “ meeting needs profitably.” 3 ALTERNATIVE PHILOSOPHIES THAT CAN GUIDE ORGANIZATIONS IN THEIR EFFORTS TO CARRY OUT THEIR MARKETING GOAL(S) THE PRODUCTION CONCEPT The production concepts, one of the oldest concepts in business, holds that consumers prefer products that are widely available and inexpensive. Managers of production– oriented businesses concentrate on achieving high production efficiency, low costs, and mass distribution. This orientation makes sense in developing countries such as China, where the largest PC manufacturer, Lenovo, takes advantage of the country’s huge and inexpensive labor pool to dominate the market. Marketers also apply the production concept when they want to expand the market. THE PRODUCT CONCEPT The product concept proposes that consumers favor products offering the most quality, per-formance, or innovative features. However, managers are sometimes caught in a love affair with their products. They might commit the “ better mousetrap” fallacy, believing a better product will by itself lead people to beat a path to their door. A new or improved product will not necessarily be successful unless it’s priced, distributed, advertised, and sold properly. THE SELLING CONCEPT The selling concept holds that consumers and businesses, if left alone, won’t buy enough...
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...Marketing Concepts Marketing is the process of communicating the value of a product or service to customers, for the purpose of selling that product or service. By using the marketing process, companies are able to meet the needs of their customers. Each company works differently, therefore, there are many different approaches to marketing. The production concept is the earliest marketing concepts, dominating business thought from the beginning of capitalism through the mid 1950s (Garza, n.d.). This concept was practiced by early industrials, and became a standard practice. Based on the fact that consumers prefer products that are easily available and affordable, it emphasizes large scale production at a low cost. In order to implement this concept, companies concentrate on low costs, mass distribution, and high levels of production. Ford was one of the early champions of this concept with the Model T and his efficient production line (Henley, n.d.). Today, large retailers are prime examples of organizations that are driven by the production concept. They focus on giving consumers affordable products that might be relatively basic in design but are readily available. Companies that operate using the production concept often enjoy continual, consistent sales volumes: consumers remember the brand name and know that they can find those products in many locations. However, organizations that follow the production concept focus on mass distribution and efficient production...
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...Answer: The Marketing Orientation and the Marketing Concept An organization with a market orientation focuses its efforts on 1) continuously collecting information about customers' needs and competitors' capabilities, 2) sharing this information across departments, and 3) using the information to create customer value. The market orientation simply defines an organization that understands the importance of customer needs, makes an effort to provide products of high value to its customers, and markets its products and services in a coordinated holistic program across all departments. In what we call the "Marketing Concept," the company embraces a philosophy that the "Customer is King." The Marketing Concept is an attitude. It's a philosophy that is driven down throughout the organization from the very top of the management structure. The Marketing Concept communicates that "the customer is king." Everything that the company does focuses on the customer. Via the Marketing Concept, a company makes every effort to best understand the wants and needs of its target market and to create want-satisfying goods that best fulfill the needs of that target market and to do this better than the competition. It wasn't always that way. There were other orientations that companies embraced over the years. The Production Concept has been around for years. That concept simply suggests that customers prefer inexpensive products that are readily available...
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...Classic Airlines and Marketing Marion Ntini MKT/571 July 5, 2012 Kenneth Bloomfield Classic Airlines and Marketing Classic Airlines has rated in the top five placing fifth for the world’s largest airline carrier. Classic Airlines has attained a continuous part in the share market throughout their twenty five years in business. However, an escalation in share prices and an apprehensive investment society has primed Classic to examination from all sectors. There has been a low level of employee morale along with consumer confidence as result of the examination. The execution of a marketing concept will help Classic Airlines in transforming their impression to draw back their loyal customer base, mesh employees and interest new customers (Classic Airlines, 2010). Classic Airlines would achieve the utmost benefits using the holistic marketing concept. The Holistic marketing concept is centered on the development, design and implementation of marketing a program, processing and activities their breadth and interdependencies (Kotler & Keller, 2006). In plain expressions, holistic marketing is alert to the fact that “everything matters” in respect to marketing and the perspective that you must have an inclusive. Classic Airlines has applied marketing concepts by implementing their customer loyalty program and their frequent surveying from customers would allow them to utilize the holistic marketing method. Classic Airlines customer loyalty program has suffered a 19 percent...
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...universal definition of the term value proposition. Value proposition in marketing is a statement that summarizes why a consumer should buy a product or service. Basically, value proposition should convince a potential consumer that the product or service will solve his/her problems and it is impossible to live without that product or service. Value proposition can be in form a statement or an ad. Prime example is Apple iPad ad. Apple does not have a convincing written statement on this product, but what they have is very convincing ad. From a consumer point of view, a value of a product or service is linked to quality and reliability. Most consumers are cost conscientious. They always look for a good value and they only decide what is valuable and what is not! 2. (TCO A, B, C) How would you describe relationship marketing? Why are these relationships so important to successful marketing? (Points : 5) Relationship marketing is relatively a new concept surfaced in late 1980s. It can be defined as marketing activities that attract, maintain and enhance customer relationships. In a nutshell, relationship marketing simply means customer retention and satisfaction. Basically, a trust relationship—thru quality product offering, is built among all stakeholders, especially with the customers (this is not a “buddy-buddy” relationship). Now a days, most companies focus on relationship marketing because they want to retain the customers for years to come. It is cost effective...
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... By using the SWOT analysis tool it gives you the whole internal and external picture of your business. This tool helps you identify which opportunities you want to take advantage of; for instance which time is the right time to market an idea or when an idea is financially feasible. By looking at the whole picture you are able to make the best decision for your company. The holistic marketing concept is based on the development, design, and implementation of marketing programs, processes, and activities that recognizes their breadth and interdependencies. Holistic marketing recognizes that “everything matters” in marketing—and that a broad, integrated perspective is often necessary. Four main components of holistic marketing are: relationship marketing - integrated marketing - internal marketing - and socially responsible marketing. Two key themes of integrated marketing are that (1) many different marketing activities communicate and deliver value and (2) when coordinated, marketing activities maximize their joint effects. In other words, marketers should design and implement any one marketing activity with all other activities in mind. For example, using an integrated communication strategy means choosing communication options that reinforce and complement each other. A marketer might selectively employ television, radio, and print advertising, public relations...
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