Marketplace Orientation and Holistic Marketing

Marketplace orientation and Holistic marketing

Holistic marketing concept is a marketing approach that is focused on how to add value to the customer and communicate that value by every facet of the organization. Marketing is simply described as meeting peoples needs profitably while The American Marketing Association formally defined marketing as “an organizational function and a set of process for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders, it is also described as an art and science of choosing target markets, and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value” (kotler & Keller 2010).

Traditional marketing orientation had allow marketers to operate under the concept of production, product, selling, and marketing concepts where the trend starts from the concepts that the consumers will prefer products that are readily available and relatively cheap, and emphasis is focused on achieving high production efficiency, low costs, and mass distribution to the product concept which allow the customers to favor those products that offer the most in quality and performance, and then the selling concept with emphasizes on selling more products to consumers. In the 1950’s the marketing concept emerged with the philosophy of finding the right customer for your products and with the idea of satisfying your customer’s needs by means of the product and whole cluster of things associated with delivering, and communicating superior customer value to your target market.

Marketing today require a holistic approach that is more cohesive beyond the traditional marketing concept and the introduction of a concept that can integrate the exploration, creation, and delivery of value to the customers with purpose of building long-term, mutually satisfying relationship among all the stakeholders. The...