Manag., July-2018 – Q33
0. Match the items of List-II with the items of List-I and suggest the correct code:
| List-I (Components of holistic marketing) | List-II (Key constituent/Dimension) |
| (a) Internal marketing | (i) Brand and customer equity |
| (b) Performance marketing | (ii) Stakeholder |
| (c) Integrated marketing | (iii) Marketing department |
| (d) Relationship marketing | (iv) Communications |
- Option : A
- Explanation : Four Components of Holistic Marketing: The holistic marketing concept is based on the development, design, and implementation of marketing programs, processes, and activities that recognize their breadth and interdependencies. Holistic marketing recognizes that everything matters in marketing and that a broad, integrated perspective is often necessary.
Relationship Marketing: A key goal of marketing is to develop deep, enduring relationships with people and organizations that directly or indirectly affect the success of the firm’s marketing activities. Relationship marketing aims to build mutually satisfying long-term relationships with key constituents in order to earn and retain their business. Four key constituents for relationship marketing are customers, employees, marketing partners (channels, suppliers, distributors, dealers, agencies), and members of the financial community (shareholders, investors, analysts). relationships with people and organizations
Integrated Marketing: This occurs when the marketer devises marketing activities and assembles marketing programs to create, communicate, and deliver value for consumers such that “the whole is greater than the sum of its parts.” Two key themes are that (1) many different marketing activities can create, communicate, and deliver value and (2) marketers should design and implement any one marketing activity with all other activities in mind.
Internal Marketing: An element of marketing, is the task of hiring, training, and motivating able employees who want to serve customers well. It ensures that everyone in the organization embraces appropriate marketing principles, especially senior management.
Performance Marketing: requires understanding the financial and non-financial returns to business and society from marketing activities and programs. Smart marketers go beyond sales revenue to examine the marketing scorecard and interpret what is happening to market share, customer loss rate, customer satisfaction, product quality, and other measures. They also consider the legal, ethical, social and environmental effects of marketing activities and programs.
