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    Marketing Concept

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    kamalpreetsingh163
    The document discusses several concepts related to holistic marketing: a) Integrated marketing aims to coordinate all marketing activities like product development, communication, and delivery to create value for customers. b) Internal marketing ensures employees adopt marketing principles to serve customers well. c) Relationship marketing builds long-term relationships with key stakeholders like customers, suppliers, and investors to earn and retain business. d) Social responsibility marketing recognizes the complexities of marketing processes and factors like customer and employee expectations, legislation, and investor and business interests.

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    Marketing Concept

    Uploaded by

    kamalpreetsingh163
    17 views3 pages
    The document discusses several concepts related to holistic marketing: a) Integrated marketing aims to coordinate all marketing activities like product development, communication, and delivery to create value for customers. b) Internal marketing ensures employees adopt marketing principles to serve customers well. c) Relationship marketing builds long-term relationships with key stakeholders like customers, suppliers, and investors to earn and retain business. d) Social responsibility marketing recognizes the complexities of marketing processes and factors like customer and employee expectations, legislation, and investor and business interests.

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    The document discusses several concepts related to holistic marketing: a) Integrated marketing aims to coordinate all marketing activities like product development, communication, and delivery to create value for customers. b) Internal marketing ensures employees adopt marketing principles to serve customers well. c) Relationship marketing builds long-term relationships with key stakeholders like customers, suppliers, and investors to earn and retain business. d) Social responsibility marketing recognizes the complexities of marketing processes and factors like customer and employee expectations, legislation, and investor and business interests.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    17 views3 pages

    Marketing Concept

    Uploaded by

    kamalpreetsingh163
    The document discusses several concepts related to holistic marketing: a) Integrated marketing aims to coordinate all marketing activities like product development, communication, and delivery to create value for customers. b) Internal marketing ensures employees adopt marketing principles to serve customers well. c) Relationship marketing builds long-term relationships with key stakeholders like customers, suppliers, and investors to earn and retain business. d) Social responsibility marketing recognizes the complexities of marketing processes and factors like customer and employee expectations, legislation, and investor and business interests.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
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    Holistic Marketing Concept In the new marketing environment, companies wonder how to operate & compete.

    Marketers in the current age are increasingly recognising the need to have a more complete & cohesive approach that goes beyond traditional application of marketing concepts. This concept is based on the development, design and implementation of marketing programs, processes and activities that recognise their breadth and inter-dependencies. Holistic Marketing recognises that everything matters with marketing - and that a broad integrated perspective is often necessary. The important components are : a. Integrated Marketing,One of the major tasks of marketers is to integrate all the marketing activities & programmes like creating, communicating & delivering value to the customers. The marketing programme consists of various decisions on value-enhancing marketing activities that can be used. The Famous Marketing Mix the Four Ps, as Product = Customer Solution Price = Customer Cost Place = Convenience Promotion = Communication

    b. Internal Marketing,Internal marketing ensures that everyone in the organisation adopts appropriate marketing principles and the top management should see it happen. This is the management task of hiring, training & motivating the employees to serve the customers well. c. Relationship Marketing,This is the concept of Relationship marketing it aims at building mutually satisfying long-term relationships with key parties like customers, financiers, suppliers, distributors & of course the stakeholders, in order to earn & retain their business.

    There are four key constituents of marketing are : 1. Customers 2. Employees 3. Marketing Partners : Channels, Suppliers, Distributors, Dealers, Retailers, Agencies, etc. 4. Financial Community : Shareholders, Stakeholders, Financiers, Investors, Analysts, etc.

    5. Another key constituent is the Society : well-wishers, scientists, professors, environmentalists.

    d. Social Responsibility Marketing.The Holistic Marketing Concept is an approach to marketing that seeks to recognise & reconcile the scope & complexities of various marketing processes. We shall discus each one of these in the following. Several factors are driving the companies to practice higher level of corporate social responsibility, such as : 1. Rising customer expectations, 2. Changing employees expectations, 3. Govt. Legislation & pressure, 4. Investor interest in social criteria, 5. Changing business procurement criteria.

    Affiliate marketing

    Affiliate marketing is a process of revenue sharing that allows merchants to duplicate sales efforts by enlisting other web sites as a type of outside sales force. Successful affiliate marketing programs result in the merchant attracting additional buyers and the affiliate earning the equivalent of a referral fee, based on click-through referrals to the merchant site. Revenue sharing between online advertisers/merchants and online publishers/salespeople, whereby compensation is based on performance measures, typically in the form of sales, clicks, registrations, or a hybrid model.
    Balloon test

    In marketing research, a projective interviewing technique in which respondents are presented with a cartoon strip in which there is a blank balloon above the heads of one or more of the characters; respondents are asked to write inside the balloons what they believe the characters are saying. Also referred to as a cartoon test.

    CONSORTIA MARKETING A small unit in its individual capacity faces problem very often to procure and execute large orders, which inhibits and restricts the growth of small scale units. National Small Industries Corporation Limited (NSIC) accordingly adopted Consortia Approach and built groups/consortia of units

    manufacturing same products, thereby easing out marketing problem of SSI units. The Corporation explores market and secures orders for bulk quantities. These orders are then farmed out to small units in tune with their production capacity. Testing facilities are also provided to enable units to improve and maintain the quality of their products conforming to the standard specifications. The main benefits of the scheme are: Participation and Procurement of Orders for bulk quantities. SSIs capacity of participating in large tenders enhanced. Support testing facility provided by NSIC. Financial assistance for Raw Material, Bill discounting etc. provided by NSIC. Wherever required, equipment is also financed to the SSI on priority. Help in developing /designing of new products and quality enhancement of SSI products.

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