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Defining Marketing for the 21st Century

 Marketing Concepts

Quality Create, deliver, and

Innovation communicate value

Production Product Selling Marketing Holistic

Mass production
Unsought goods
Mass distribution
Overcapacity
 Holistic Concept
• Holistic marketing concept is a part of the series on concepts of marketing and it
can be defined as a marketing strategy which considers the business as a whole
and not as an entity with various different parts. According to holistic marketing
concept, even if a business is made of various departments, the departments have
to come together to project a positive & united business image in the minds of the
customer. Holistic marketing concept involves interconnected marketing activities
to ensure that the customer is likely to purchase their product rather than
competition.
• Example of Holistic marketing concept – An organization will have different
departments like sales and marketing, accounting and finance, R&D and product
development and finally HR and operations. Thus, if you want to implement a
holistic marketing concept in your organization, you need to ensure that R&D and
product development take the feedback from marketing and sales to launch the
product which is most likely to attract customers. On the other hand they need to
work closely with accounting and finance to find out the exact budget for the
project. Sales and marketing need to communicate to the HR the right kind of
people that they need, and finally, admin and operations need to devise a plan to
retain these people.
 Holistic Concept
Example: Samsung is an example of Holistic marketing where the products are developed keeping
the customer in mind, The showrooms are branded in the proper manner, the customer service is
polite and the service is fast. Thus Samsung is an excellent example of Holistic marketing.

Some key concepts which are important in Holistic marketing are

Internal marketing – Marketing between all the departments in an organization, marketing is no
longer responsibility of a single department
“It is the task of hiring, training, and motivating able employees who want to serve customers well”
Internal marketing must take place on 2 levels:
1. At one level, the various marketing functions – sales force, advertising, customer service,
product management, marketing research – must work together
2. At another level, marketing must be embraced by the other departments, they must also
“think customer.”

Relationship marketing - Building a better relationship with customers, employees, marketing

partners (channels, suppliers, distributors, dealers, agencies etc)
The development of strong relationship requires an understanding of the capabilities and resources
of different groups, as well as their needs, goals and desires
 Holistic Concept
Performance marketing – Driving the sales and revenue growth of an organization
holistically by reducing costs and increasing sales.
Top management are 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. They are also considering the legal,
ethical, social, and environmental effects of marketing activities and programs.
Integrated marketing – Products, services, channels and communications should work
hand in hand towards to growth of the organization.
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Fig Holistic Marketing Dimensions
 Marketing Mix & Marketing Mix Strategy
• The 4 Ps represent the sellers’ view of the marketing tools
available for influencing buyers. From a buyer’s point of view,
each marketing tool is designed to deliver a customer
benefit.
Four Ps Four Cs
Product Customer satisfaction
Price Customer Cost
Place Convenience
Promotion Communication