Assignment

(Marketing Management)

SUBMITTED TO: Maria Naveed

NAME: Hasnain Tanveer

ROLL NO: B-24843

What is Holistic Marketing?

Holistic marketing is a business marketing philosophy which considers business and all its parts as one
single entity and gives a shared purpose to every activity and person related to that business.

A business is just like a human body: it has different parts, but it’s only able to function properly when all
those parts work together towards the same objective. Holistic marketing concept enforces this
interrelatedness and believes that a broad and integrated perspective is essential to attain best results.

Internal marketing:

Internal marketing is related to hiring, training, motivating their employees. So that employees can serve
the customers perfectly. Marketing is not the only the task of the marketing department but also all
departments are responsible for it. All departments work together for achieving the company’s overall
vision, mission, and strategic planning.

For example, Unilever hires people in different ways:

Competitions

Newspaper

Online media

Own Website

Unilever motivates their employees through-

Bonus

Transport facilities

Mobile facilities

Residence facilities

Attractive environment

Integrated marketing:
Integrated marketing is the marketing programs to create, communicate and deliver value to the
customers. Marketers should design and implement these activities.

Integrated marketing has three forms. Like-

Traditional marketing: The traditional way was to give ads in the TV channels, radio, newspapers,
magazines etc.

Promotions: Promote products through sponsorship of any event, free sampling, discount, sales
promotion, bonus etc.

Web or social media: Marketing through Facebook, Twitter, Pinterest, YouTube product review, event,
campaign etc. Nowadays web or social media are playing the vital role in The Holistic marketing concept.

Performance marketing:

Performance marketing is the combinations of financial accountability and social responsibility

marketing. Affiliates are the best example of performance marketing. Affiliates marketer review the
products, rewards and offer discount coupons on behalf of the product owner. When a customer clicks
one of these, they arrive at the retailer’s website, which ready to make the purchase.

Relationship marketing:

Relationship marketing has four key partners like-

Customers: It may be actual and potential customers who will buy your product now or in the future.

Employees: Both upper levels to lower level employees are included here.

Marketing partners: Marketing partners play a key role; they are suppliers, distributors, dealers,
agencies.

Financial community: Financial communities are investors, shareholders or analysts.

Relationship marketing aims to build a long-term relationship with Customer. For Customer Satisfaction,
the company needs to understand their capabilities, resources, goals, and desires.

CRM: In the past, a company focused on the customer relationship management.

PRM: At present, Most importantly a company focuses on performance relationship management rather
than customer relationship management.

Relationship marketing helps two ways. Like-

Cross Selling: Cross-selling is like you go for buying a mobile phone and you back with a mobile phone,
back cover, screen protector etc.cross selling depends on the performance of the salesperson. How
different way a salesperson can sell their product is cross-selling.

Up Selling:

Upselling is like you go for buying Samsung S7 but back with Samsung S9. It happens because of the
salesperson’s technique. He says that a new version is available in our shop please try this new one. So
the success of the salesperson depends on the both cross-selling and up-selling.

Market segmentation

Market segmentation is an increasingly important part of a strong marketing strategy and can make all
the difference for companies in competitive market landscapes, such as e-commerce.

When up against a range of online competitors, effective communication is the best way to differentiate
your business. Market segmentation offers an opportunity to pinpoint exactly what messaging will drive
your customers to make a purchase.

The 4 basic types of market segmentation are:

1. Demographic

2. Psychographic

3. Geographic

4. Behavioral

We’ll go into their 4 types in a lot more detail below.

4 Types of Market Segmentation with Real-World Examples

When you’re looking to improve the effectiveness of your marketing, segmentation should always be
one of your first ports of call. Learn about the 4 most common types of market segmentation, plus some
other ones that you may have missed.

When up against a range of online competitors, effective communication is the best way to differentiate
your business. Market segmentation offers an opportunity to pinpoint exactly what messaging will drive
your customers to make a purchase

We’ll go into their 4 types in a lot more detail below

1. Demographic segmentation: The why

Demographic segmentation might be the first thing people think of when they hear ‘market
segmentation’. This is perhaps the most straightforward way of defining customer groups, but it remains
powerful. Demographic segmentation looks at identifiable non-character traits such as:

Age

Gender

Ethnicity

Income

Level of education

Religion

Profession/role in a company

For example. demographic segmentation might target potential customers based on their income, so
your marketing budget isn’t wasted directing your messaging at people who likely can’t afford your
product.

Example.

Luxury goods manufacturer Montblanc worked with Yieldify to present a selection of offers across their
website. One sought to raise conversions using a Father’s Day deal that offered a free gift to those
spending over £200 – an amount that acknowledged the spending expectations of Montblanc’s target
audience and saw a +118% uplift in conversions for those targeted.

2. Psychographic segmentation: The why

Psychographic segmentation is focused on your customers’ personalities and interests. Here we might
look at customers and define them by their:

Personality traits

Hobbies
Life goals

Values

Beliefs

Lifestyles

Compared to demographic segmentation, this can be a harder set to identify. Good research is vital and,
when done well, psychographic segmentation can allow for incredibly effective marketing that
consumers will feel speaks to them on a much more personal level.

Example.

In our experience working with luxury resort business Omni Hotels & Resorts, for example, were aware
that a big sector of the company’s target audience was always keen to get the very best price they
could. By targeting a notification campaign specifically towards comparison shoppers, Omni Hotels &
Resorts achieved a 39% conversion rate uplift.

3. Geographic segmentation: The where

By comparison, geographic segmentation is often one of the easiest to identify, grouping customers with
regards to their physical location. This can be defined in any number of ways:

Country

Region

City

Postal code

For example, it’s possible to group customers within a set radius of a certain location – an excellent
option for marketers of live events looking to reach local audiences. Being aware of your customers’
location allows for all sorts of considerations when advertising to consumers.

Example

Some recent examples of proper geographic segmentation came from the response by e-commerce
businesses to the coronavirus pandemic. During lockdown stages, many businesses shifted their focus to
local communities to highlight how their services could still be accessed online.

4. Behavioral segmentation: The how

Behavioral segmentation is possibly the most useful of all for e-commerce businesses. As with
psychographic segmentation, it requires a little data to be truly effective – but much of this can be
gathered via your website itself. Here we group customers with regards to their:
Spending habits

Browsing habits

Interactions with the brand

Loyalty to brand

Previous product ratings

Customer segmentation datasets that can be harvested from a customer’s usage of your website. At
Yieldify, we utilize behavioral segmentation to deliver highly relevant and targeted campaigns based on
a number of behavioral patterns:

Number of sessions to your website

Number of pages visited

Time spent on site

URLs visited

Page types visited

Shopping cart value

Campaign history

Referral source

Exit intent

Inactivity, and more.

For example, we can distinguish between a first-time visitor and someone who’s already been on your
site multiple times but haven’t purchased. Based on this behavioral data, we can tailor our messaging
accordingly:

First time visitor: Hey, learn about our latest collection!

Returning visitor: Join our loyalty program and start saving!

Core marketing concepts

All marketing efforts are made for attracting customer, serving superior value and capturing return value
for the customer in a superior routine than the competitors in the marketplace who are in competition
with the same motive.
So, understanding the customer, the marketplace and their behavior is essential for any marketing
decision and action.

Marketing pundits and gurus have examined the customer, the marketplace and way it behaves is
situations. They have identified and acknowledged that there are five core concepts customer and
marketplace that needed to be mastered;

1. Needs, wants, and demands;

2. Market offerings (products, services, and experiences);

3. Value and satisfaction;

4. Exchanges and relationships; and

5. Markets.

1. Needs, Wants, and Demands

Most basic concept of fundamental marketing is that of human needs, wants, and demands. Human
needs are states of felt deprivation. Marketers did not create these needs; they are a primary part of the
human makeup.

Basic physical needs for food, clothing, warmth, and safety; social needs for belonging and affection; and
individual needs for knowledge and self-expression; are needs of human.

Wants are needs shaped by culture and individual personality. Every human being requires food but
what form they take food is different dew to cultural and social attributes of an individual. One person
may like a burger or hot-dog another might like French fries or rich.

Individuals’ cultural and social features shape the wants. With buying power, wants become demands.
Needs and wants drive people to demand for products and services.

2. Market Offerings

Consumers’ needs and wants are satisfied through market offerings. Market offerings are some
combination, mixture, or blend of physical products, services, information, ideas, or experiences offered
to a market to satisfy a need or a want.

Examples of market offerings are everywhere. From coke’s “open happiness” adverts’ to a simple
banner in a webpage; market offerings are finding you no matter where you go-online or offline.
3. Value and Satisfaction

Consumers usually face a wide-ranging array of products and services in forms of “market offerings” that
might satisfy a certain need. How do they choose among these many market offerings?

A customer always forms expectations about the value and satisfaction that various market offerings will
deliver and buy them for that reason. Customer value and customer satisfaction are key building blocks
for developing and managing customer relationships.

Marketers must be careful to set the right level of expectations. Overcooked it or under-cooked market
offerings will not help the marketers capture value in return of the customer satisfaction.

Satisfied customers will buy again and tell others about their good experiences on the other hand
dissatisfied customers will eventually switch to competitors and surely disparage the product to others.

4. Exchanges and Relationships

Marketing occurs when people decide to satisfy their needs and wants through exchange relationships.
Exchange is the act of obtaining a desired object from someone by offering something in return.
Marketer tries to bring about a response to some market offering.

By this; marketers try to build and maintain profitable exchange relationships with target audiences
interested in exchange.

5. Markets

The concepts of exchange and relationships lead to the concept of market. A market is the set of actual
and potential buyers of a product or service. Marketing efforts are undertaken for controlling markets to
bring about profitable customer relationships.

For creating these relationships marketers must search for buyers and their needs, design good market
offerings, set prices for them, promote them, and store and deliver them
CONCLUSION:
Marketing is very situational. The market has different strategies for different kind of products.
Everything cannot be marketed the marketers have different strategies for different products or
services. In todays society the people have different needs and addictions, first the cigarettes are a want
or demand but later on they become needs due to addiction. The marketing of these products is not
good for the society. So, the companies use some steps such as warnings and images to inform about
the harms of the products but still sell them knowing that the product will be marketed and the people
will also know about its harms and disadvantages so after the advertisement if they buy or use the
product its solely on them.

Top management role:

The top management of the companies should take care of the marketing and observe it so that the
company does not take a step which harms the company, product or the society. The CMO and CEO are
accountable to the shareholders, owners or the public. So, the top management plays a huge role in the
marketing process.