Paradoxically, in Mr. Beinhoker's book, in fact, there is nothing new. It sets out ideas that have been hovering in the minds of the most astute intellectuals for more than a dozen years. This is a holistic paradigm, which, according to many, should replace the traditional logic of common sense in the economy. The noise around the book, perhaps, is due to the fact that a prominent business guru representing the largest consulting agency spoke loudly about the new paradigm. Imagine if Luciano Pavarotti came on the opera stage and sang punk couplets. It would impress and attract attention!
In fact, through the mouth of Dr. Beinhoker, McKinsey & Co announced the laying of a new intellectual foundation. So far, this is only a book by one of McKinsey's senior advisers, and not an official press release. However, there is no doubt that its exit is planned as a deliberate move by McKinsey to cement the agency as a trailblazer in the new holistic economy.
Beinhoker and his associates sensed that society was "ripe" and ready to embrace the holistic paradigm broadly. The time has come to bring it out of the category of oppositional economic doctrines into the mainstream of modern business thought. A few words about the roots of the holistic paradigm, which seriously threatens to revolutionize the minds of economists, managers and marketers.
History of the Holistic Question
The meaning of the holistic paradigm is most conveniently perceived when contrasted with its traditional analytical logic that prevails in the business environment and in the economy as a whole.
The traditional way of thinking, ordinary logic, is based on the method of analysis, when we divide the complex into its component simple parts. We used to think that it is enough to see what parts reality is made of in order to understand it and gain control over it. We, people brought up in the Western tradition, believe in this unconditionally, this is the strongest habit of our mind. Thus, when thinking about business problems, we draw complex flowcharts that represent individual divisions, business processes, etc.
Think why are we doing this? Thus, we get the illusion of understanding and control over a too complex reality. Otherwise, our mind cannot function. It is in search of understanding and control that children break toys, and marketers segment markets. Divide et impera - divide and conquer - is the essence of traditional analytical logic and ordinary thinking.
The opposite way of thinking is characterized by the acceptance of reality in its entirety. The circle of ideas associated with this alternative way of thinking is called the holistic paradigm (from the Greek word "holos" - wholeness, wholeness, unity). In accordance with it, we should not split the world into parts in search of understanding and power, but should perceive it as it is - complex and whole. We are looking not for power over reality, but for cooperation and co-creation with it.
Holistic ideas have long been known in the West. Their source is traditionally considered to be mysterious Eastern philosophy. Johann Wolfgang Goethe (poet and scientist) should be called the first Western preacher of holistic thinking, who developed his own scientific method Anschauung, which is an interesting technique for holistic thinking. Unfortunately, only now, after 200 years, science is beginning to take an interest in the Anschauung idea.
The next notable milestone in the history of the holistic paradigm is the work of the German psychologist Max Wertheimer. At the beginning of the 20th century, he conducted experiments proving that our perception does not collect the world from separate pieces, but perceives it as a whole, in a single way. And only then does logic enter the business, which analytically breaks everything into parts and reassembles the world. The same Wertheimer, in my opinion, came closest to the secret of creative thinking, which today occupies so many. He showed that creative thinking is the result of a holistic view of things.Then there was cybernetics, catastrophe theory and, finally, the theory of complex systems. Complexity science, as the theory of complex systems is called in the West, is developing rapidly. The holistic paradigm associated with it is increasingly penetrating many areas of knowledge - medicine, economics, politics. And everywhere it brings a new, holistic view of complex, albeit familiar things.
Holistic thinking in practice
Despite the simplicity and naturalness of holistic thinking (it is believed that it arises before analytical thinking), mastering it can be difficult. Perhaps the biggest obstacle is that holistic thinking does not give the illusion of control over the world. When a person accustomed to thinking analytically tries to look at things holistically, he experiences a strange confusion and a feeling of unsteadiness, uncertainty. The more he tries, the more the feeling of misunderstanding, loss of control grows. It is this feeling that beginners stumble over, thinking that they do not understand the essence of holistic thinking, that they cannot look at things holistically. In fact, feeling misunderstood is the first step towards holistic thinking.
For an ordinary person, this feeling frightens, stops, and for a holistic thinker it is a sign of approaching the goal. With a certain practice and favorable conditions, this process ends with the emergence of confidence in some fact that could not be established analytically or logically. This sudden certainty, "intuitive knowledge," is an important result and feature of holistic thinking.
Not everyone can feel comfortable without feeling control over what is happening and not even fully understanding what is happening around him. This is what makes the ability to think holistically a rather rare quality. However, the holistic paradigm encourages us to live that way. She suggests discarding illusions and recognizing that, having a good mind and strength, we nevertheless only partially understand what is happening in the market, in our business, and only partially control what is happening. In return, we get an amazing and incomprehensible ability to find the right solutions and new ideas in the chaos of business. Isn't this skill we lack so much?
Holistic Marketing
Although holistic approaches in management and marketing have been talked about fifteen years ago, they are only now beginning to be taken seriously. Not so long ago, even Philip Kotler mentioned holistic marketing, which is replacing the traditional one. According to him, holistic marketing will more holistically consider the social space in which consumers, owners and employees of companies are located. Marketing should cover not only distribution channels, but also deliveries; it should not be a separate function, but the driving force of the company. In fact, Kotler says that marketing should not divide the market and the enterprise into parts, but take them as a whole.
On the communication spectrum (see the article "Marketing Spectrum", &. Strategies, No. 7, 2006), holistic marketing occupies the area of the highest levels. Holistic marketing does not limit the content of communications either to individual details and characteristics of a product or service, or even to some complexes of ideas. The content of communications becomes the whole world in which the business lives, including the personalities of managers and employees. Holistic marketing communicates this world to customers in its complexity, richness and diversity. On the other hand, in holistic marketing, we turn our communications not to individual human needs or even to some generalized values, but to the unified personality of the client in its complexity, richness and individuality. We do not try to look for points of control over the consumer, we do not seek to find his "button", but we create conditions for cooperation and co-creation with him.
Holistic marketing is primarily a special, holistic way of thinking, and not a set of specific recipes and technologies. Any business can use its powerful and yet little explored potential, but for this you need to learn how to act, not trying to understand and control everything around. It's not easy, but don't be scared. Even the transition from classic 4P marketing to branding requires a major rethink: you can't understand branding without shifting the focus from your office to the consumer's head. Holistic marketing simply takes it one step further by offering to take both into account.
Holistic marketing is hard to understand, but that doesn't stop it from being used successfully. It gives results, not the illusion of understanding and control.
Butterfly Effect
The butterfly effect is one of the most well-known manifestations of complex systems. In the 1970s, meteorologist Lorenz was able to prove that the flapping of a butterfly's wings over Hong Kong could cause a hurricane in Florida. The Earth's atmosphere forms a complex system, and the flapping of a butterfly's wings in a certain place and at a certain time can lead to huge consequences even on the opposite side of the globe.
Each of us can recall many examples of how, having been at the right time and in the right place (and having done the right operations), some easily achieve what others cannot achieve with the most strenuous efforts. The reason is that complex systems are heterogeneous, they have areas that are especially sensitive to influences. Small interventions in these areas significantly affect the entire system.The use of the butterfly effect is starting to make its way into marketing, but so far timidly, to the touch. A relatively recent example is the service critical contact model. In accordance with it, not all aspects of the service process are equally important. When organizing the work of an enterprise in the service sector, priority should be given to some key points. So, when organizing the work of an office for the sale of cabinet furniture, you need to carefully consider and work out such moments as the first telephone contact with a client, the moment he enters the trading premises or office, the moment he meets with the manager, the moment he leaves the office after placing an order, and so on. What happens between these moments affects the outcome of the service less than even minor nuances of critical moments or contacts.
Intuitively, we feel that the critical contacts model touches on hidden and important aspects of the service process, it works well in practice, but we cannot clearly understand why this happens. It was not logically deduced from any facts. To discover and appreciate it to the full, you need holistic thinking. At the same time, the model itself is just the tip of the iceberg, just one example of the possibilities of the holistic paradigm.Life cycles
Another example is the idea of life cycles, which is extremely important from the point of view of practice. A simple observation convinces: any market objects are experiencing stages of youth, prosperity, maturity and decline. Life cycles are observed in the histories of individual products and needs, brands, enterprises, entire industries and markets. Practitioners in the field of management, human resources and marketing have developed methods for using the idea of life cycles. So, personnel officers know various methods work with personnel depending on the stage of the life cycle of the enterprise. Marketers talk about the formation of a balanced product portfolio of the enterprise. To do this, it must represent products or business units that go through different stages of their life cycles (Boston Matrix - remember all those "stars" and "cash cows"?). But no one has a single picture.
Why are life cycles characteristic of market objects? Is it possible to slow down the life trajectory in order, for example, to extend the life of a cash cow product? Or vice versa, is it possible to accelerate the movement of a young enterprise along its life trajectory in order to quickly bring it to a mature level? Businesses and products do not have logically clear and understandable reasons to go through life cycles. And if there is no understanding, there is no control, so some argue that life cycles cannot be influenced. It is possible, but only on the basis of the theory of complex systems and the holistic paradigm.
"Portfolio of Strategic Experiments"
Talk about life cycles brings us back to Dr. Beinhoker's book. He writes about the need to consider the economy as a complex evolving system. Just as living species change and evolve through biological evolution, economic evolution evolves and transforms business plans. They are subject to the same evolutionary forces as any species in nature: they mutate and undergo natural selection. It is evolutionary mechanisms, says Beinhocker, that are the main innovative force in the economy, "evolution is smarter and more creative than us." But what follows from this?
Instead of trying to predict the development of the market situation, leaders should "saddle" the innovative forces of evolution. Abandon traditional processes strategic planning which rely on naive attempts to predict the future. Instead, one must assemble a "portfolio of strategic experiments" that cover the full range of possible developments. We should not calculate the best business plan, but collect a whole bunch of development plans, allowing reality itself to choose the best one. To do this, enterprises must create processes that provide a variety of strategies and organize a clear market feedback, which will highlight the most promising experiments. A marketing plan as part of a business strategy should also be selected from a bunch of possible marketing plans by life itself ...
This is a completely different, not analytical, but holistic thinking. We do not analyze or try to control reality, we accept it as it is and cooperate with it. To accept the idea of a "portfolio of experiments" requires a restructuring of our thinking, because out of habit we are in every situation looking for the best solution, the best plan.
Beinhocker proves that we can be successful without trying to guess the best moves. As an example, he cites Microsoft, which has been constantly reproached and reproached for the lack of a clear strategy. Sometimes its divisions develop products that compete with each other. “Instead of trying to predict the future, Gates created within the company a population of competing business plans that reflect evolutionary competition in the marketplace. Thus, Microsoft itself evolves along with the market ... Gates' strategy can be interpreted as follows: he formulated the company's highest goal - to become the world's leading software company, and then formed a portfolio of strategic experiments and created the conditions for gradual evolution towards this goal ” . The results achieved by Gates will make many people think.
Intramarketing
Intramarketing is a marketing practice based on a holistic view of things. We developed intramarketing when experience and observation convinced us that the reason for the success of an enterprise (including the market one) is not limited to some particular aspects of its work. No product innovation, no great advertising activity, no good business management, no super sellers - no private detail of the business can lead to success. The success of an enterprise is a holistic state, a special atmosphere that manifests itself in each of its links.
Spirit of success - we all feel what it is, although it is difficult for us to explain what exactly we feel. This is a sure sign of what to look for, and business success should be created with a holistic mindset. Those who are engaged in business development - managers and marketers - need a holistic view of things.
We took two simple steps towards a holistic view and got intramarketing. The first step towards a holistic view was the decision to consider the enterprise only as a conditional area of a single enterprise-market system. We have ceased to oppose the enterprise and the market surrounding it. They are too closely interrelated to be considered in isolation from each other. There is no market at all, but only the environment in which the business lives. There is no enterprise at all, but a community of people who gather for several hours a day for a common cause, to which other people join from time to time - customers and managers. This is the difference between seeing an apple as part of your breakfast and seeing an apple as part of an apple tree. If you want to see a live apple, you need to look for an apple tree.
The second step was that we ceased to distinguish in the life of the enterprise, objects and processes that are important for marketing, and those that are not important. Everything that can be seen, heard or felt in connection with the enterprise matters - whether it be advertising layouts, telephone intonations, or the smell of cigarettes and coffee in the office. Everything is part of a single cognitive field that is perceived by customers, employees and business owners. What is not part of this field are empty and unnecessary abstractions. The doodles you scribble out of boredom at a planning meeting can be just as important as a thick stack of official papers.
A holistic view of small businesses and their market environment has led us to three complementary models, each of which can serve as a guide for solving a certain range of practical marketing problems. Before I briefly describe these models, I want to point out that they are not intended to create the illusion of understanding or control over the situation, but only serve as a guide and a source of ideas.The first of the intramarketing models, the determinant model, describes the enterprise-market system as an area of stability zones separated by dynamic and relatively narrow boundaries of instability and instability. What happens at the unstable boundaries of stability zones has a strong influence on the state of adjacent stability zones. Conversely, what happens in the zones of stability has almost no effect on the rest of the system. Objects and processes that are in narrow areas of instability are called determinants. Even small interventions in the determinants can have a major impact on the overall state of the enterprise-market system. Search and purposeful correction of determinants is the basis of intramarketing practice. In some cases, this correction can be achieved without financial costs at all and even hidden from the participants in the system, which is sometimes important.
The second intramarketing model, the model of amorphous communication channels, states that all links in the enterprise-market system are connected by two types of information flow channels. The first type is explicit channels. These are communication channels that are organized and controlled by participants in the enterprise-market system. For example, the external content of advertising communications is controlled advertising departments companies, and the formal content of telephone conversations is controlled by sales managers and customers. However, in addition to explicit channels, there are hidden, implicit or amorphous communication channels. These are channels of information flow that remain out of control: non-verbal features of people's behavior, minor details of office design and information materials, etc. We call these channels amorphous, since they do not depend on a specific physical medium. So, a manager, without realizing it, can broadcast hidden negative information to the client not only by his non-verbal behavior, but also by the arrangement of objects on his desk. Amorphous channels cannot be controlled, but only taken into account. In the process of intramarketing, the content of amorphous channels must be brought into agreement with the content of explicit channels of information. We see this as a powerful method to build customer and employee loyalty.
The third model is the cross projection model. In accordance with it, in some characteristics, what is happening inside the enterprise reflects what is happening in the market. This allows you to draw conclusions about the situation on the market, that is, outside the enterprise, using an analysis of what is happening inside it. However, the cross-projection model says even more: what happens inside the enterprise is also reflected in the rest of the market - the enterprise and the market cross-reflect each other. In fact, we are talking about the ability to influence the market through internal transactions with the enterprise. This is perhaps the most paradoxical idea of intramarketing, but the very name of the method is associated with it: "intra" in Greek means "inside, from within." Intramarketing is marketing from within.
Intramarketing is holistic thinking anchored in the three models described above. As an illustration, I will give a small example from our practice.
large network dental clinics experienced serious problems with the new branch, located, admittedly, in a not very good location: a working and rather inconveniently located area populated by low-income residents and retirees. The management of the branch could not manage to bring the branch even to the level of profitability, so the decision to close it was brewing. It should be noted that the management of the network sent, of course, the youngest and most inexperienced doctors to work in this branch. Under the circumstances, we needed to try to quickly and cost-effectively change the situation in order to give the branch one last chance.
A key element of our strategy was the internal advertising of branch doctors in the style of political propaganda at the polling stations: from the most prominent place in the hall, we removed the wall newspaper about how employees celebrate New Year, and hung several large posters with doctors' faces and their "significant" quotes. The doctors were very young, but we tried to achieve the impression of maximum authority. As a result, two months later, the branch reached full payback and steadily began to increase its performance.
When we got acquainted with the branch, we immediately noticed that the young doctors behave stiffly and not too confidently. Although each of them was a good specialist, at the level of amorphous channels they broadcast something opposite - not only to clients, but also to surrounding colleagues. The situation was exacerbated by the cultural dissonance between doctors and typical clients in this grim working-class area.
As a direct result of internal advertising, doctors gained confidence (they began to look at themselves differently), and waiting patients were no longer shocked when they encountered young specialists, since their perceptions were pre-arranged and directed by posters. Having solved these problems, we automatically solved a more significant one - changes within the enterprise led to changes outside it, and, despite the absence of noticeable advertising support, the flow of customers began to steadily increase.
This is a very simple example and after the fact seems quite clear. However, behind our actions was not the psychological reasoning given here, but a holistic logic, supported by intramarketing models. In other cases, intramarketing methods are less obvious and can be quite difficult to justify with any logical explanations. Ultimately, the basis of intramarketing is holistic thinking, which does not depend on descriptions and reasoning, it can create models for any specific situation. Therefore, we do not invite you to use intramarketing models in your practice, but we invite you to discover the power and creativity of a holistic view of the world, some of the facets of which have been demonstrated here.
The holistic paradigm says: do not cling to this or that model, do not look for the best recipe. Just look at things holistically and juggle models, create your own recipes - just the way you like it. Make marketing fun and exciting for you, otherwise it won't be fun and exciting for your customers. This is a holistic view of things, which soon, following McKinsey & Co, the whole business world will start talking about.
- Roman Ufimtsev, director of ER Marketing Atelier, Kaliningrad.
What philosophy should be behind the firm's marketing efforts? How to correlate the interests of the organization, customers and society? Very often there are conflicts of interest. There are five competing concepts that an organization can take as a basis marketing activities: production concept, product concept, sales concept, marketing concept and holistic marketing concept.
production concept
The manufacturing concept is one of the oldest in the business. In accordance with it, consumers prefer affordable and inexpensive products. The attention of management in companies focused on production is focused on achieving its high efficiency, reducing production costs and mass distribution of products. This orientation makes sense in developing countries such as China, where the largest personal computer manufacturer, Lenovo, using a huge market of cheap labor, secures a dominant position in the market. The production concept is also applied in cases where a company wants to expand its sales market.
Commodity concept
Sales concept
According to the sales concept (the concept of sales orientation), consumers and businesses by their nature will not voluntarily buy all the products manufactured by the company. Therefore, the company must pursue an aggressive marketing policy and intensively promote its products on the market. The idea behind the marketing concept was well articulated by Sergio Ziman, former Vice President of Marketing Coca Cola: the purpose of marketing is to sell more items more people more often and at higher prices to earn more money.
In practice, this concept is most often followed by manufacturers of goods and services, the need for which a potential buyer usually does not even think about, such as insurance, various encyclopedias, or plots in a cemetery. This concept is addressed by most firms facing the problem of overproduction. The purpose of such companies is the sale of manufactured goods, and not the production of products that the market needs. However, marketing based on powerful sales campaigns comes with a huge risk. It is assumed that the buyer, who was persuaded to make a purchase, will be satisfied with the product. If he is disappointed, he will silently swallow the “pill” and try not to let anyone know about his mistake. Or maybe he will soon forget about his unsatisfied desires and take a chance again.
Marketing concept
Holistic marketing concept
Many factors that have emerged over the past decade require a different marketing practice and business in general. Companies have new opportunities that can change their approach to marketing activities. Marketers of the 21st century are increasingly aware of the need for a comprehensive, cohesive approach that is not limited by traditional marketing concept principles.
Concept holistic (holistic) marketing is based on the planning, development and implementation of marketing programs, processes and activities, taking into account their breadth and interdependence. Holistic marketing recognizes that everything matters in marketing and that an extended, integrated approach is often needed. Holistic marketing has four components: relationship marketing, integrated marketing, internal marketing, and socially responsible marketing (Figure 1.2). Thus, holistic marketing is an approach that attempts to recognize and balance the various competencies and complexities of marketing activities.
Rice. 1.2. Components of holistic marketing.
Relationship Marketing
Integrated Marketing
The task of an active marketer is to develop marketing activities and create a fully integrated marketing program to create, promote and deliver value to consumers. A marketing program is the result of many decisions about which value-adding marketing activities to use. These events are very different. Traditionally, they are usually described as a marketing mix - a set of marketing tools used by a company to achieve its marketing goals. J. McCarthy proposed to classify marketing tools in four areas: product, price, place (distribution) and promotion (or four " R» Marketing – Product, Price, Place, Promotion) (Fig. 1.3).
Rice. 1.3. Components of the marketing mix.
Decisions about marketing mix activities should be made both in relation to distribution channels and in relation to final consumers. On fig. Figure 1.4 shows how a company develops a product, service, and pricing package and uses a promotion mix that includes advertising, sales promotion, special events and experiences, public relations, direct marketing, and personal selling to reach distribution channels and target customers. The organization has the ability to quickly adjust the prices of goods, the number of sales staff and advertising costs; however, the development of new products and the transformation of distribution channels will take a significant amount of time. Thus, in short term a company is able to make far fewer adjustments to the marketing mix than would be expected from the number of marketing variables in its arsenal.
Please note that the components of the marketing mix, from the point of view of the seller, are marketing tools with which he can influence buyers. From the point of view of buyers, the purpose of every marketing tool is to increase the benefit of the consumer. Robert Lauterborn suggests that four " R» seller match four « FROM» Buyer:
Rice. 1.4. Marketing mix strategy.
Companies that can meet the needs of customers economically win the competition. in an effective way providing convenience and effective communications.
Integrated marketing is based on two principles: firstly, different marketing activities are used to promote and deliver value, and secondly, all marketing activities are coordinated to maximize their cumulative effect. In other words, the development and implementation of any single marketing activity is carried out with an eye on the rest of the firm's marketing activities. The company should have integrated demand management, resource management and partner network management systems.
Internal marketing
Socially Responsible Marketing
Holistic marketing includes socially responsible marketing– understanding the ethical, environmental, legal and social context of marketing activities and programs. Obviously, the causes and effects of marketing are not limited to the company and its consumers, but affect society as a whole. Social responsibility also requires active market actors to pay attention to the role they play or can play in ensuring the well-being of society.
Can we say that a company that perfectly satisfies the needs of consumers necessarily acts in the best long-term interests of society and its members? Enterprises fast food, for example, they are criticized for the fact that they offer food that is tasty, but harmful to human health. Accepting this criticism, companies such as McDonald's, have added healthier options to their menus (such as salads) and become more actively involved in the fight for the protection of the natural environment (for example, instead of boxes made of polystyrene, sandwiches are now packaged in plain paper or lightweight recyclable cardboard boxes). The corporation has even instructed its meat suppliers to stop using antibiotics that are transmitted to humans, especially when these drugs are used to promote the growth of chickens, pigs and large cattle. “There is more than enough evidence of the decline in the effectiveness of antibiotics in treating people,” said the director McDonald's on social responsibility. “And we thought about what we can do about it.”
Such situations indicate the need to expand the concept of marketing. We suggest staying at concepts of socially responsible marketing which proclaims the task of the organization to establish the needs, desires and interests of target markets and satisfy them in a more efficient and productive way than competitors, in ways that preserve or increase the well-being of both consumers and society as a whole. The concept of socially responsible marketing requires that marketing practices take into account social and ethical issues. Marketers must strike a balance between often conflicting criteria: company profits, customer satisfaction, and the public interest.
Some companies such as Ben & Jerry's, have achieved notable results in both sales volumes and profit levels thanks to such a variety of socially responsible marketing as event marketing. H. Pringle and M. Thompson define event marketing as the activity of creating a mutually beneficial relationship or partnership between a company with its image, product or service and one or more "events". Companies see event marketing as an opportunity to improve their corporate reputation, raise awareness of trademark to achieve press coverage. It is believed that buyers want to see in the activities of companies not only rational and emotional benefits, but also signs of social responsibility. For example, a company Avon is the world's largest corporate donor to breast cancer, having raised over $350 million since its first program in 1992.
Basic concepts, trends and objectives of marketing
In order to determine marketing function, you need to know the fundamental concepts and tasks, as well as modern tendencies in marketing.
Central concepts
Consider the central concepts that form the basis of marketing management and holistic marketing orientation.
Needs, wants and demand
An active market actor should try to understand the needs, desires and demands of the target market. human needs- this is a feeling of the need to satisfy basic needs (a feeling of lack of something). Man needs food, air, water, clothing, shelter to exist. People also have strong needs for recreation, education and entertainment. A need directed to a specific object capable of satisfying it takes the form desires. The American need for food takes the form of a desire for a hamburger with chips and a soft drink. A hungry Mauritius resident also feels the need for food, but is likely to prefer mangoes, rice, beans and lentils. Human needs are formed and modified under the influence of social forces. Demand- this is the desire for a certain product, supported by the ability to purchase it (solvency). Many want to buy a Mercedes car, but few have at their disposal the amount of money necessary to realize such a desire and the willingness to spend it. Thus, companies must take into account not only the number of individuals who want their products, but, more importantly, those who are able and willing to buy them and satisfy their desire.
This distinction sheds light on common criticisms such as "Manufacturers create needs" or "Manufacturers make people buy things they don't need." Producers do not create needs. Needs exist objectively and are not related to the appearance of suppliers. Manufacturing companies and other social forces influence human desires. The manufacturer may be promoting the idea that the Mercedes brand will satisfy the individual's need for higher social status, but he does not create the need for high social position.
Understanding the needs and desires of customers is not always easy. Some buyers do not or do not fully understand their needs, or cannot clearly articulate them, or use ambiguous words that need to be correctly interpreted. Consider what lies behind the desire of the buyer to have an "inexpensive" car - a marketer, among other things, must be able to "dig deep". In this regard, five types of consumer needs can be distinguished:
1. Stated needs (the buyer would like to purchase an inexpensive car).
2. Real needs (the buyer wants to buy a car that is inexpensive to operate, not necessarily cheap).
3. Unstated needs (customer expects good service from the dealer).
4. Admiration needs (the customer would like to receive a navigation system as a gift).
5. Secret needs (the buyer seeks to look in the eyes of friends as a far-sighted, quick-witted consumer).
The idea of satisfying only stated needs can lead to undersatisfaction of buyers. Mr. Carpenter said, “Just giving customers what they want is no longer enough. Those who help customers find out what they want will benefit.” In the past, "responding to customer needs" meant studying those needs and creating a product that generally satisfied them. Today, some companies respond to the individual needs of each individual customer. So, Dell Computer offers various platforms, on the basis of which each buyer can choose the desired configuration for himself. This is the difference between the two philosophies: "produce and sell" and "understand and respond."
Key words: concept, marketing, holistic marketing, market, management, tools, integrated, socially responsible, model.
Keywords: marketing, holistic marketing, market , management , tools, integrated, socially responsible model .
Annotation: This article is devoted to substantiating the need to use holistic marketing in enterprise management and in management at the regional level. The author identified and described in detail the main tools for managing the components of holistic marketing at the enterprise and regional holistic marketing.
Abstract: This article is devoted to the justification of the need for a holistic management of enterprise marketing and management at the regional level. The author identified and described in detail the main components of a holistic marketing management tools at the enterprise and regional holistic marketing.
Holistic marketing is a relatively new direction in the development of management concepts, in which all attention is focused on the integrated elements of the firm's business interactions with customers, suppliers and intermediaries. This concept considers not a collection of individual elements, but all components as a whole. Holistic marketing is an attempt to balance the individual components and bring them together.
Holistic marketing can be considered from two approaches: holistic marketing at the enterprise and holistic marketing at the regional level.
Each of these approaches has its own characteristics and its own toolkit.
The concept of holistic marketing in an enterprise involves increasing production volumes and attracting customers and partners through holistic marketing programs and taking into account the interests of consumers, partners, society and company employees to the maximum.
The components of holistic marketing are shown in Figure 1.
Figure 1 - Components of holistic marketing
Each of the elements of this approach has its own tools to improve the efficiency of the company.
The objective of integrated marketing is to develop activities and compile a complete integrated marketing program to create, promote and deliver customer value. These events can be very diverse and are traditionally described as a marketing mix or a 4P system. J. McCarthy proposed to classify marketing tools in four areas: product (Product), price (Price), place (Place) and promotion (Promotion). [ 7 ]
The components of the marketing mix, from the point of view of the seller, are marketing tools with which he can influence buyers. From the buyer's point of view, the purpose of every marketing tool is to increase consumer benefit.
The 4P model is a traditional tool in the concept of integrated marketing. But there are other models in relation not only to goods, but also to services. M. Bitner suggested that in the service sector the traditional 4Rs are not enough and proposed to supplement this model with three additional Rs: personnel (People), process (Process) and material evidence (Physical evidence).
In addition to the well-known traditional and extended models of integrated marketing, there are other models based on them. These models are presented in Table 1.
Table 1 - Marketing mix models
| Model | Components | The authors |
| 5R | 4P + Packaging (Packaging) | J.T. Russell, W.R. Lane |
| 5R | 4P + Perception | N. Hart |
| 6R | 4P+ Public opinion(Public opinion) + Politics (Politics) | F. Kotler |
| 7R | 6P + Behavior of staff and company owners (Policy) | F. Popcorn |
| 8R | Traditional 7P + Tempo (Pace) | L. Tweede |
| 12Р | 8P + Voluntary communication (Permission) + Paradigm (Paradigm) + Passing on (“word of mouth”) (Pass) + Practice (Practice) | S. Godin |
| 12R+4A | 12P + Targeting - choice target audience(Adressability) + Measurability of the result (Accountability) + Implementability (Affordability) + Availability of the target audience (Accessibility) | S.Rapp, Ch.Martin |
The development and implementation of any marketing event is carried out with an eye on the rest of the company's marketing activities. The company must have integrated demand management, resource management and partner network management systems.
Internal marketing is the provision of the enterprise with proper marketing principles all employees of the organization. This element of holistic marketing is aimed at promoting and understanding ideas both within the enterprise as a whole and at the level of individual departments.
By analogy with traditional marketing and the 4P model, the internal marketing mix includes the following tools:
Product - The work offered by the organization to the employee;
Price - Wages;
Place - Organizational structure
Promotion - Internal PR
The work offered by the organization to the employee is an internal product. Staff satisfaction with an internal product (work) depends on how the consumer properties of this product correspond to the expectations of the staff.
Payment is the price of the domestic product. The definition of the price of the internal product is based on the fact that the benefits received by employees from work must be greater than this opportunity cost. In other words, the price of an internal product is determined by the degree of employee motivation.
Place (distribution) - a way to bring the internal product to its consumer (employee). On the one hand, this component is considered from the point of view of the effectiveness of the organizational structure. On the other hand, this is the correct distribution of employees within the organization. Including the convenience of the territorial location of the place of work for individual employees is also considered.
Promotion of an internal product is the formation of a corporate culture that contributes to meeting the needs of internal customers, the creation of a system of effective relationships between internal clients and internal suppliers, between internal clients and external clients, the development of internal communications and other elements of internal PR. Thus, the internal marketing toolkit is:
Holistic marketing includes socially responsible marketing - understanding the ethical, environmental, legal and social context of marketing activities and programs. Given the strategic focus of modern marketing, along with traditional analytical methods, when implementing the concept of social and ethical marketing, it is necessary to use multidimensional analysis methods: SPACE analysis, PEST analysis, ETOM analysis, QUEST analysis, SNW analysis, SWOT analysis, KPI- analysis.
Analytical methods of social and ethical marketing are presented in Figure 2.
Figure 2 - Traditional analytical methods
Multivariate analysis methods and their characteristics are presented in Table 4.
| Name | Characteristic |
| SPACE - analysis (Strategic Position and Action Evaluation) - | Strategic assessment positions and actions. This method is based on an analysis of the situation of the organization and the conditions for its functioning in four groups of factors: competitive advantage, financial position, attractiveness of the industry and stability of the economic environment |
| PEST analysis | Designed to identify and evaluate political (Policy), economic (Economy), social (Society) and technological (Technology) groups of factors external environment that can affect the performance of the organization |
| ETOM-analysis (Environmental Treats and Opportunities Matrix) | Matrix of external threats and opportunities. Experts independently or from the proposed list identify the most significant environmental factors for the organization in terms of possible threats or opportunities. Further, experts determine the most significant for the organization, which are weighed, evaluated and taken into account in operational management and when developing a strategy. |
| SWOT analysis | A strategic planning method that consists in identifying the factors of the internal and external environment of the organization and dividing them into four categories: Strengths ( strengths), Weaknesses (weaknesses), Opportunities (opportunities) and Threats (threats) |
| QUEST - analysis | It is considered a method of operational scanning of the external environment. Thanks to him, it is possible to apply a balanced approach to the development of programs for quick action in response to the impact of the macro environment on the company's activities. |
| SNW analysis | Analysis of the strengths, neutrals and weaknesses of the organization. With the help of special evaluation cards allows you to identify satisfied, not fully satisfied and unmet needs of customers |
| KPI - analysis (Key Performance Indicator) | Go indicator of success in certain activities or in achieving certain goals. A study is being conducted on a specific issue to obtain information that allows to identify and establish certain patterns (trends) |
To ensure sustainable ties between the client and the company, relationship marketing tools are directed: common product development with the consumer, special types service, quality assurance, customized and technical requirements, price differentiation, discount systems, bonuses regular customers, direct deliveries, catalogues, personal contacts, special promotions, special offers, phone " hotline", event marketing, customer clubs new media and communication tools.
The tools of holistic marketing at the firm level were considered, which includes four components: relationship marketing, integrated marketing, intra-company marketing and socially responsible marketing. When projecting onto a region, it is necessary to revise the key elements of holistic marketing.
The elements of holistic regional marketing are shown in Figure 5.
Figure 5 - The structure of holistic marketing in regional government
Territory marketing is the most important volumetric component of holistic regional marketing. In its composition, elements can be distinguished inside that are aimed at increasing the attractiveness of the regional market: image marketing and attractiveness marketing.
Territory marketing tools: SWOT analysis, analysis and selection of target markets and positioning (definition of current and desired positions) of territories.
SWOT-analysis involves, as a result of its application, the creation of a matrix for analyzing the conditions of the system's life. On its basis, a comprehensive assessment of the current state of the territory, its competitiveness is given.
The method of analysis, selection of target markets and positioning of the territory involves:
Figure 6 - Stages of analysis, selection and positioning
The main goal of socially responsible marketing is, first of all, to improve the quality of life of the population of the region. As in the holistic marketing of an enterprise, the main tools for socially responsible marketing of the region are SWOT - analysis, SNW analysis, SPACE - analysis, as well as PEST analysis.
Innovation marketing is the most relevant component of the holistic marketing of the region. The tools of this element of holistic marketing include benchmarking, Internet marketing, conceptual modeling of the development of territories, and ABC analysis of the region's resource opportunities.
Benchmarking involves the process of comparing the activities of the territory with the best companies in the region and in the industry, with the subsequent implementation of changes to achieve and maintain competitiveness.
Internet marketing is currently the most ambitious tool that allows you to strengthen your own position in the market. Internet technologies allow companies to provide not only general information about the socio-economic situation of the city and its infrastructural features, its geographical location and the specifics of the entire region, but also, using various information visualization tools, to clearly justify the advantages of certain business solutions.
Conceptual modeling involves an assessment of the level of socio-economic development at the moment in order to predict and form a development strategy for the future.
ABC-analysis of the resource potential of the region allows to classify the resources of the region according to their degree of importance.
Infrastructure marketing serves as the most important and, in the long term, the most stabilizing element of the region's marketing, since the infrastructure itself is its supporting frame and foundation at the same time. The main tools of this component of holistic marketing are SWOT, ABC, PEST - analyzes.
Thus, the modern approach to the development management decisions taking into account and using holistic marketing tools creates the basis for the adoption effective solutions and development of programs in the field of marketing both at the regional and corporate levels.
Bibliographic list:
Akulich, I.L. Marketing / I.L. Akulich. - Minsk: Higher School, 2008. - 447 p. – ISBN 985-06-0770-X.
Bagiev, G.L. Marketing / G.L. Bagiev. – M.: Economics, 2010. – 718 p. – ISBN 5-282-02101-3.
Golubkov, E.P. Fundamentals of Marketing / E.P. Golubkov. – M.: Finpress, 2009. – 656 p. – ISBN 5-8001-0018-7.
Kalieva, O.M. The role of the concept of holistic marketing in the formation of the regional food market / O.M. Kalieva, A.S. Stepanov, O.V. Frolova // Theory and practice of social development. - 2013. - No. 5. - P. 62 - 69.
Kalieva O.M., Mikhailova O.P. Methods and methods for studying the marketing potential of an enterprise // Bulletin of the Orenburg state university. Orenburg, 2011. No. 13 (132). pp. 216−221.
Holistic marketing is a relatively new direction in the development of management concepts, in which all attention is focused on the integrated elements of the firm's business interactions with customers, suppliers and intermediaries.
Holistic ideas have been known in the West for a long time, and the mysterious Eastern philosophy is traditionally considered to be their source. The first Western preacher of holistic thinking, Johann Wolfgang Goethe (poet and scientist), developed his own scientific method Anschauung, which is an interesting technique for holistic thinking. Unfortunately, only now, after 200 years, science is beginning to take an interest in the Anschauung idea.
The next notable milestone in the history of the holistic paradigm is the work of the German psychologist Max Wertheimer. At the beginning of the 20th century, he conducted experiments that proved that our perception does not collect the world from separate pieces, but perceives it as a whole, in a single way. And only then does logic enter the business, which analytically breaks everything into parts and reassembles the world. In our opinion, Max Wertheimer came closest to the secret of creative thinking, which today occupies so many. He showed that creative thinking is the result of a holistic view of things.
Then there was cybernetics, catastrophe theory and, finally, the theory of complex systems. Complexity science, as the theory of complex systems is called in the West, is developing rapidly. The holistic paradigm associated with it is increasingly penetrating many areas of knowledge - medicine, economics, politics. And everywhere it brings a new, holistic view of complex, albeit familiar things. Most marketing specialists, considering the evolution of management concepts, rely on five concepts identified in the scientific works of F. Kotler - production, product, marketing concepts, as well as the concepts of traditional and social and ethical marketing. At the same time, for a long time it was believed that marketing was aimed more at promoting the product, and only since the thirties of the twentieth century, marketing has lost its purely marketing function. With the formation and development of marketing, various scientists put forward their points of view on the evolution of its concepts.
The most relevant and taken as a basis by such scientists as L.A. Danchenok, G.L. Bagiev, A.P. Pankrukhin, V.I. Belyaev is an assumption about the emergence of modern marketing, which was substantiated by F. Kotler. According to F. Kotler modern marketing was formed relatively recently in the USA, and that the evolution of management concepts through:
– improvement of production;
– product improvement;
– intensification of commercial efforts;
– integrated marketing;
– social and ethical marketing.
Consider each of the marketing management concepts.
1. The most widely used production improvement concept(I.L. Akulich, G.L. Bagiev). The manufacturing concept is one of the oldest in the business. In accordance with it, consumers prefer affordable and inexpensive products. The attention of management in companies focused on production is focused on achieving its high efficiency, reducing production costs and mass distribution of products. This approach is justified when supply exceeds demand or when the cost of producing one unit of product is so high that there is a need to reduce these costs through mass production.
2. In product improvement concepts or a commodity concept, quality is of paramount importance (F. Kotler, V.N. Eremina). The concept focuses on the fact that the consumer is ready to purchase a product if he has good quality and moderate price. Consumers are interested in such products, are aware of the availability of analogues and choose a product by comparing the quality and price of competitors' products. Achieving the desired result in terms of sales using this concept requires the manufacturer to spend little on marketing activities.
3.The concept of intensifying commercial efforts(sales concept) serves as the basis for intensifying activities in the field of sales and promotion (L.A. Danchenok). According to the marketing concept, consumers and businesses, by their very nature, will not voluntarily buy all of a company's products. Therefore, the company must pursue an aggressive marketing policy and intensively promote its products on the market.
4.Concept of integrated marketing or the traditional marketing concept is a focus on consumers in conjunction with a set of specific measures to meet the needs of the market (G.L. Bagiev, T. Levitt). The concept of integrated marketing obliges enterprises to follow certain rules:
a) to produce what can be sold, and not to sell what can be produced;
b) love not your product, but your consumer;
c) satisfy needs, not sell goods;
d) study the needs of the market, and not their own production capacities;
e) link the goals, needs of customers and the resource capabilities of the enterprise;
e) adapt the enterprise to changes in consumer characteristics;
g) focus on the long term and consider the needs of buyers in a wide range.
5.The concept of social and ethical marketing comes down to the fact that the enterprise should seek to benefit for itself in such a way as not to cause any damage to society or nature by its actions (I.L. Akulich). The essence of the concept is to balance three components: the profit of the enterprise, the needs of customers and the interests of society.
The main modern socio-ethical marketing technologies that are implemented in the world within the framework of the definition of social and ethical marketing, E.P. Golubkov highlights:
- promotion of a good deed;
- charity marketing;
– corporate social marketing;
– corporate philanthropy;
– community development and support;
– volunteer activities in the interests of society;
- environmental Protection.
Holistic Marketing- a concept that integrates all elements of the company's business interactions with customers, suppliers and intermediaries, which allows you to constantly expand your understanding of consumer needs, search for new ways of serving, taking into account the values of the target audience, and also evaluate the contribution of each employee and company department to the implementation of the concept holistic marketing.
Bibliographic list
1. Kalieva O.M., Mikhailova O.P. Methods and methods of researching the marketing potential of an enterprise // Bulletin of the Orenburg State University. Orenburg, 2011. No. 13 (132). pp. 216−221.
2. Demchenko A., Sezonova O. Features of the concept of "holistic" marketing // Marketing. 2012. No. 1 (122). pp. 84−90.
The modern concept of marketing is that all activities of the enterprise (scientific and technical, production, marketing, etc.) are based on knowledge of consumer demand and its changes in the future. Moreover, one of the tasks of marketing is to identify unsatisfied customer requests in order to orient production to meet these requests. Marketing means developing, producing and marketing something for which there is really a consumer demand. The marketing system puts the production of goods in a functional dependence on requests and requires the production of goods in the assortment and volume required by the consumer. When implementing the concept of marketing, the emphasis on making economic decisions is shifted from the production links of the enterprise to the links that feel the pulse of the market. Marketing service is think tank, a source of information and recommendations not only for the market, but also for the production, scientific, technical and financial policy of the enterprise. Here, on the basis of a thorough analysis of the state and dynamics of demand and business conditions, the question of the necessity, prospects, and profitability of the production of a particular product is decided.
The modern concept of marketing involves a holistic, integrated approach to all issues of the marketing activities of the enterprise. That is why, according to a number of domestic foreign experts, the modern marketing concept is the quintessence socially ethical marketing, relationship marketing and some other approaches.
The concept of holistic marketing proposed by F. Kotler can be adapted, for example, for the banking sector. Let's represent it schematically. Figure 3 shows a holistic marketing model for a commercial bank.
Fig.3. Holistic marketing model (on the example of a commercial bank)
The concept of holistic (holistic) marketing is based on the planning, development and implementation of marketing programs, processes and activities, taking into account their breadth and interdependence.
Holistic marketing recognizes that everything is important in marketing and, as often happens, an extended, integrated approach is needed.
The concept of holistic marketing proposed by F. Kotler and including the planning, development and implementation of marketing programs, processes and activities, taking into account their breadth and interdependence, is now gaining more and more popularity. The concept of holistic marketing includes four categories of marketing: internal, integrated, socially responsible and relationship marketing. Holistic marketing provides results, not the illusion of understanding and control.
Thus, holistic marketing is an approach that attempts to recognize and balance the various competencies and complexities of marketing activities.
On the communications spectrum, holistic marketing occupies the higher levels. Holistic marketing does not limit the content of communications either to individual details and characteristics of a product or service, or even to some complexes of ideas. The content of communications becomes the whole world in which the business lives, including the personalities of managers and employees. Holistic marketing communicates this world to customers in its complexity, richness and diversity. On the other hand, in holistic marketing, we turn our communications not to individual human needs or even to some generalized values, but to the unified personality of the client in its complexity, richness and individuality. We do not try to look for points of control over the consumer, we do not seek to find his "button", but we create conditions for cooperation and co-creation with him.
Holistic marketing is primarily a special, holistic way of thinking, and not a set of specific recipes and technologies. Any business can use its powerful and yet little explored potential, but for this you need to learn how to act, not trying to understand and control everything around. It's not easy, but don't be scared. Even the transition from classic 4P marketing to branding requires a major rethink: you can't understand branding without shifting the focus from your office to the consumer's head.
Holistic marketing simply takes it one step further by offering to take both into account. Holistic marketing is hard to understand, but that doesn't stop it from being used successfully.
Marketing system.
In an enlarged form, the marketing system includes the following:
A manufacturing enterprise whose functions include the production of products.
A supplier company whose function is to provide necessary resources production. It is better for the manufacturer if it is possible to use
Resources from different areas, then the supplier competes. If resources are scarce, then manufacturers have to compete.
Market. It is the place where supply and demand, buyer and seller meet, where goods are exchanged for money, where the end result of marketing is manifested.
Intermediary. These are organizations or people who are engaged in the exchange of goods, providing communications, insurance, labeling of goods, identifying markets, etc. This includes transport, warehouses, wholesale and individual traders, and in foreign markets - sales agents, brokers, consignees, credit facilities and more.
5. Competitors. These are enterprises (associations) that produce similar products (services). Distinguish functional competition when miscellaneous goods can perform one function; specific (for example, an electric or mechanical coffee grinder); intercompany, when products of the same type are produced, but at different enterprises. As a rule, competitors are associated with all of the above subsystems.
Finally, the marketing system also includes the internal sphere, which refers to a clearly defined group of people who show real or potential interest in the enterprise and can have a great influence on it. Among them, organizations or people are distinguished:
whose interests basically coincide with the interests of the enterprise (banks, stock exchanges, financial departments etc.);
who may not show interest in the enterprise, but the enterprise is interested in their interest (mass media, information commercial publications, etc.);
For beginners: breeding a broiler at home Boiled water for broilers
Only lovers will survive
Features of advertising aimed at children
retouching old photos in photoshop retouching old photos
What is an NPO: decoding, definition of goals, types of activities Does a non-profit organization have the right