What Is Holistic Marketing?

Overall marketing is an important guarantee for enterprises to develop markets and meet consumer needs. It requires companies to comprehensively organize marketing activities, and to comprehensively use various marketing methods, including the rational design of products and product prices, the correct selection of distribution and promotion methods, and a good market for products, in accordance with the various needs of consumers. Research and after-sales services make the marketing of an enterprise an organic whole. At the same time, overall marketing also requires companies to establish strategic concepts, in the marketing activities based on market conditions and changes in the external environment, take a long-term perspective, review the situation, based on reality, look to the future global interests and long-term goals, through research and formulate marketing strategies To improve the ability of enterprises to adapt to the future and control the future. ^[1]

Overall marketing

Total marketing covers two major elements

1. All departments of the enterprise should cooperate with the marketing department to take concerted action to win customers. In other words, every department in the company must recognize that every action they take-not just the actions of marketers-is closely related to the company's ability to win and retain customers. When the production department is controversial to reduce the variety of products and forms; when the finance department insists that new customers must meet stricter credit standards; when the transportation department insists on using slow and cheap shipping methods to reduce shipping costs ; When the manager of the inventory department manages to keep the stock of manufactured goods at the lowest level and so on, it must be understood that the claims of all these different departments are directly related to the level of customer satisfaction and cannot be left alone. Of course, we emphasize that all departments coordinate and meet the needs of customers, but unlike some people say, the reason of the customer always overrides all other reasons of the company. In fact, our claim is for the true benefit of the company, that is, not for "sale", let alone for "cost". That being said, there is always a need to develop methods to coordinate issues that may arise among the various departments within a company to win customers. Part of this question can be solved by teaching other departments to "think of customers, etc." all the time, and part of it can set up a coordinating committee to deal with issues involving conflicts between departments. Some companies even think that the solution is to reorganize the responsibilities of various departments.

2. Within the marketing function, we should wisely seek the cooperation and coordination of four major strategic factors such as Product, Price, Promotion, etc., and establish a strong trading relationship with customers. Therefore, the price must be consistent with the product quality; the distribution channel should be consistent with the price and product quality; and the promotion should be consistent with the price, product quality and channel. In addition, various marketing strategies must be coordinated in time and space. For example, don't start the promotion before the product appears in the dealer's store. The dealer must receive some training and encouragement before starting the sale. In order to achieve this integration, many companies have set up "product managers" and "market managers" in the marketing department. The former is responsible for planning and coordinating the necessary input factors for their particular product, so that craftsmen can use this system to successfully launch the product. The latter is responsible for planning and coordinating all the products and services the company needs in a certain region or a target customer group.

In short, a "marketing-oriented" company must be a company that can develop effective measures to coordinate various influences on the strength of customers, which can bring good customers who are both satisfied and loyal. Although the overall marketing strategy cannot provide clear instructions for long-term marketing strategy actions, it can be used as the basic ideas and basic principles for future decisions in the market. For example, it can set technological innovation to improve the marginal benefits of new products, save expenses to deal with financial crisis, or conduct diversified operations with acquisitions and related industries, and pursue long-term growth of the company.

This theory breaks through the concept of traditional marketing theory centered on the marketing of the final customer, and proposes that for the long-term benefit, the company's marketing activities should include all important actors in its internal and external environment. The overall marketing urges us to Thinking about the competitive model. For example, when marketing the supplier market, the traditional marketing theory approach is to put suppliers on the opposite side to stimulate and promote the formation of a competitive market centered on price competition. Overall marketing emphasizes the establishment of long-term and stable cooperative relationships with outstanding suppliers.

Overall marketing theory also believes that in today's open market, the marketing activities of enterprises must be based on the pursuit of common interests to achieve their goals. Therefore, we must not only pay attention to the marketing of affiliated companies in the supply chain, but also conduct marketing research on competitors. By strengthening the understanding and communication with competitors, we strive to influence the behavior of competitors, make the competitive situation develop in a favorable direction, avoid vicious competition, and jointly build an orderly market competition environment.