We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Nobody downloaded yet

Total Integration - Essay Example

Comments (0)
Marketing is stated to be a set of human activities directed at facilitating and consummating exchanges (Kotler, 1974). The consumption behaviour as well as the facilitation processes have undergone considerable changes since this definition came into existence…
Download full paper

Extract of sample
Total Integration

Download file to see previous pages... Technology played a big role in setting the pace for these changes. As we approach the era of globalisation and liberalisation, and the channels of communication become diverse and more consumer friendly, reaching out to the customer is not considered the task of marketing department in isolation. Now the customer can be reached through the online route, different types of web-services etc. besides the traditional methods like media advertising, sponsorships, word of mouth publicity etc. Now an increasing emphasis is being laid on creating goodwill amongst the existing as well as prospective customers. Such efforts require that an integrated approach is adopted towards the ultimate objective.
Total integration strategy is a broader term which involves an integrated approach in dealing with human resources, manufacturing, marketing, R&D and other supporting wings of the business entity. Environmental concerns and philanthropic efforts have also become integral parts of the creating goodwill and adding more market space. In addition to adding more features, value addition becomes the key component of product differentiation. Market led forces necessitate that the company should come out with a product which appeals to the customer's requirements. Piercy (2002) points out that total integration calls for change in thinking of the company from the traditional functions like marketing, sales, production etc. to the need for seeking active cooperation and coordination from all the stakeholders in the business. Such an approach in fact divides the marketing function also in four different segments namely;
Integrated or Full service Marketing Departments: Such marketing departments are the one's which have become a norm now a days. Value addition and customer care happen to be the topmost priority in these types of marketing wings. Lack of adequate time, a fast life, range of available other brands in the market and evolving needs of the customer necessitate such an approach on the part of the manufacturer and the service provider. The emphasis in such an approach is not on operational effectiveness, but on value addition and other effective strategies instead. Porter (1996) points out that, for a company to outperform its rivals it has to establish a difference and subsequently to preserve it. This can be done in a effective manner by delivering a greater value to the customer, creating comparable value at lower cost or to do both. The full service marketing departments are not only meant for soliciting sales orders, but they also have the added responsibility of reaching out to the customer, by integrating marketing campaigns or otherwise. In view of added responsibilities to such department Piercy (2002) states that such departments can wield 'clout' in the company affairs. In fact while product differentiation is key to an integrated approach, the evolving nature of core competencies has also become the hallmark of globalisation and competitive era. Nicholas (1996) also points out towards the changing nature of core competencies when he points out that Core competences can indeed deliver sustainable competitive advantage, but with competitor making inroads into the turf and affecting the needs of the customer, a phase invariably arrives when companies are supposed to unlearn these competencies and a company which can move easily through such a transition process find the sustainable business goal rather easily. ...Download file to see next pagesRead More
Comments (0)
Click to create a comment
Supply Chain Integration
This essay analyzes the goal of integrating the supply Chain. As the first tier supplier, Engineering Limited needs to remain cognizant of the fact that the supply chain is made up of manufacturers, suppliers, central businesses and consumers. In this regard, the supply chain involves production, distribution, supplies and sales.
15 Pages(3750 words)Essay
Lloyds Banking Group Integration
It then evaluates how these structures would affect the group’s organisational mission, values and objectives, management approach and how these might affect future business performance. Finally, a recommendation is made, based on the analysis, as to which structure appears to provide the best solution for the Group and why.
8 Pages(2000 words)Essay
To what extent is migrant integration determined by formal and substantial citizenship
and substantial citizenship may be viewed as determinants of migrant integration when one considers citizenship as a precondition for social integration. Focus on this paper will be on how the latter concepts are interrelated and how migrant integration is caused by the two forms of citizenship.
12 Pages(3000 words)Essay
Total Quality Management Essay
Such a criticality is even more applicable in the case of largest IT firm of Pakistan, Axact Inc. (www.axact.com) performing e-business strategies, i.e. involved in e-supply chains that are a supply chain in that actors are associated by Internet technologies and/or EDI in a network to purchase, sell, and dispense products or services and to transfer cash flows.
5 Pages(1250 words)Essay
Marketing Strategy TOTAL INTEGRATION
In such an approach companies use one set of strategies for everything. But how the sets of strategies are devised depends upon the nature of company's product or service orientation. Piercy (2001) states that no perfect solution exists for all situations and a lot of things need to be taken care of depending upon the sector the requirements of the business.
10 Pages(2500 words)Essay
Total Rewards System
The range of pay which he gets for such a stressful work is between low to average. These employees have to tolerate a lot of emotions from different clients on a day-to-day basis and this affects him/her at some point of time. So under these circumstances the management has to see to it that such employees are rewarded for a well done job or at least let them (these employees) know that their presence makes a difference to the organization.
7 Pages(1750 words)Essay
Total Quality Management
Wang (1996) refers to TQM as an important methodology to integrate lateral functions and implement best practices. Implementation of such a plan on a continuous basis allows the business process to remain fresh, innovative
10 Pages(2500 words)Essay
SWOT analysis is an overall strategic planning methodology. It is used to assess a strategy from the point of view of its strengths, weaknesses, opportunities and threats. It involves the
2 Pages(500 words)Assignment
Enterprise Integration System
An enterprise is made of many custom built applications, which operates on different operating platforms. It is not rare to find an enterprise with numerous websites and uncountable number of solutions for the respective departments. We might be wondering a lot why the owners of these enterprises allow the businesses to fail.
12 Pages(3000 words)Essay
European Integration and Sovereignty
According to the report the paper will give relevant examples of countries that have embraced the European integration and some of the economic benefits they have had. Perhaps one could also argue that integration helps to foster unity and good relations among the member states. This is embodied in the integration.
10 Pages(2500 words)Essay
Let us find you another Essay on topic Total Integration for FREE!
Contact us:
Contact Us Now
FREE Mobile Apps:
  • About StudentShare
  • Testimonials
  • FAQ
  • Blog
  • Free Essays
  • New Essays
  • Essays
  • The Newest Essay Topics
  • Index samples by all dates
Join us:
Contact Us