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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 acknowledges that everything matters in marketing—and that a
broad, integrated perspective is often necessary. Figure 1.3 provides a schematic
overview of four broad components characterizing holistic marketing: relationship
marketing, integrated marketing, internal marketing, and performance marketing.
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Steps in Segmentation, Targeting, and
Positioning
This CTR corresponds to Figure 9-1 on p. 297 and 17/12/21

relates to the material on pp. 297-299.

Steps in Segmentation, Targeting,

and Positioning
Market Segmentation. Market segmentation is the process of dividing a market into
distinct groups of buyers who might require separate products or marketing mixes. All
buyers have unique needs and wants. Still it is usually possible in consumer markets to
identify relatively homogeneous portions or segments of the total market according to
shared preferences, attitudes, or behaviors that distinguish them from the rest of the
market. These segments may require different products and/or separate mixes.
Market Targeting. Market targeting is the process of evaluating each market segment's
attractiveness and selecting one or more segments to enter. Given effective market
segmentation, the firm must choose which markets to serve and how to serve them.
Discussion Note: In targeting markets to serve the firm must consider its resources and
objectives in setting strategy.
Market Positioning. Market positioning he process of formulating competitive
positioning for a product and a detailed marketing mix. Marketers must plan how to
present the product to the consumer.
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The Product Life-Cycle
This CTR corresponds to Figure 11-2 on p.
401and relates to the material on pp. 398-407. 17/12/21

Instructor’s Note: This CTR can be used to

overview the life cycle concept. Strategies
appropriate for each stage are discussed on the
following CTR.

Product Life Cycle Stages

Product Development. Development begins when the company finds and develops a
new product idea. During development the product has costs but no sales.
Development costs must be strategically weighed against the projected length of the
product's PLC.
Introduction. During the introduction of new products initial sales growth is slow as the
market is just becoming aware of the product. Profits are usually nonexistent at this
stage due to heavy promotion spending.
Growth. This stage is characterized by rapid market acceptance of the product and
increasing profits.
Maturity. In maturity there is a slowdown in sales growth as the product has achieved
acceptance by most potential customers. Profits may level off or decline as marketing
costs increase to defend existing market share.
Decline. In this period sales begin to fall off and profits decline dramatically.
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Channel Levels and Channel Conflict
This CTR corresponds to Figure 18-6 on p. 621 and relates to
the material on pp. 619-622.
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Channel Levels
Marketing channels can be described by the number of channel levels involved. A channel level is
defined as each of the marketing intermediaries that perform some work in bringing the product and its
ownership closer to the final buyer. Distribution channels can be categorized broadly as:
Direct Marketing Channel. This is a marketing channel that has no intermediary levels. The company
sells directly to final consumers.
Discussion Note: The company may not be the actual producer. Land’s End only makes a small fraction of
its clothes but coordinates the sale and ships from its warehouses. Dell Computer assembles its computers
on site but from component parts made elsewhere.
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