Holistic Marketing Dimensions Flashcards
What is Holistic Marketing?
Holistic Marketing means you do external-, internal marketing, performance marketing, integrated marketing. Integrated marketing = Basic Marketing Mix
Relationship Marketing
- Customers
- Employees
- Marketing partners
- Financial community
Integrated Marketing
Devise marketing activities and programs that create, communicate, and deliver value such that “the whole is greater than the sum of its parts.”
People who sell whole experiences are the ones that are more successful
Internal Marketing
The task of hiring, training, and motivating able employees who want to serve customers well
Performance Marketing
- Financial accountability
- Environmental impact
- Social impact
The basic Marketing Mix (4 Ps’) in Integrated Marketing
- Product
- Place
- Promotion
- Price
Product - what is included
- Prodcut variety
- Quality
- Design
- Features
- Brand name
- Services
- Packaging
- Sizes
- Warranties
- Returns
Price - what is included
- List price
- Discounts
- Allowances
- Payment period
- Credit terms
Promotion - what is included
- Sales promotion
- Advertising
- Sales force
- Public relations
- Direct marketing
Place - what is included
- Channels
- Coverage
- Assortments
- Locations
- Inventory
- Transport
What do you consider in Promotion?
- What is promoted
- How is it promoted
- Where is it promoted
What do you determine last out of all Marketing Mix elements?
The price
Modern Marketing Management
Basic marketing mix of 4 Ps + 4 additional elements
- Product
- Price
- Promotion
- Place
- People
- Processes
- Programs
- Performance
Marketing Management Tasks
- Developing strategies and plans
- Capturing marketing insights
- Connecting with customers
- Building strong brands
- Creating value
- Delivering value
- Communicating value
- Creating successful long-term growth
