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Review Lecture 1.6 Assignment 10 and 11:

Research and identify at least 3 products/brands that apply/could apply each of the above mentioned concepts of marketing. You need to explain the reasons behind your categorization.

TATA Swach Smart Case Study

Lecture Review – 5 Marketing Concepts: Production Concept

Product Concept

Selling Concept

Marketing Concept

Societal Marketing Concept

1.7 Holistic Marketing Concept

KAUSHAL RAJ SAPKOTA

FACULTY, MARKETING (HSEB 10+2), ULLENS SCHOOL

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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.”

Almost all businesses

Characteristics: Integrated perspective on marketing

Endowed with four basic principles

Stakeholder focused

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Principles Internal Marketing

Integrated Marketing

Relationship Marketing

Performance Marketing

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Internal Marketing “Everybody within the organization is a marketer – ambassador of your brand.”

Marketing/branding as an important part of Human Resource (HR).

Recruitment and Selection

Training and Development

Dismissal

Organizational Objectives:

Corporate Objectives

Divisional Objectives

Departmental Objectives

Individual targets

All oriented by the principle of customer satisfaction

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Integrated MarketingProduct – Customer Satisfaction

Price – Cost

Place – Convenience

Promotion – Communication

Product – Solution

Promotion – Information

Price – Value

Place – Access

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Relationship Marketing Shift:

Short term transactions and immediate profits Building customer relationships Creation of greater customer value

Developing trust

Further development Relationship not only with the customers

Relationship with vendors

Relationship with suppliers

Relationship with other stakeholders

Supply Chain

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Performance Marketing Concept Financial Accountability

ROI, Sales and Profitability

Social Responsibility

Social Obligation

Social Responsiveness

Social Responsibility

Societal Marketing

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Societal Marketing Concept Aims at promoting social welfare

Socially responsible marketing activities

Integration of all organizational activities

Profit through customer and social well being

Complementary to other concepts

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End of the lecture Review: Its time to create a MARKETING ORGANIZATION

Assignment 12:

Most of the businesses these days value the importance of holistic marketing concept. Identify a product/brand of your choice and evaluate the importance of four principles of holistic marketing to the company. [10]

Thought of the day:

“To the customer, you are the company”. – Shep Hyken