Custom essays on Integrated Marketing

The article under consideration runs that in May 2010, Trey Hall was made a Senior Vice President and Chief Marketing Officer of T.G.I. Friday’s. He also became a member of the executive board of Carlson Restaurants Worldwide. Carlson Restaurants Worldwide president Nick Shepherd sets his hopes on Hall, who had previously worked for such companies as Boston Market Corporation, Quiznos Master LLC, Pizza Hut, Inc., and Consumer Capital Partners, and showed himself as an effective brand builder, and creative marketing specialists. Therefore, now Hall, who is by the way Master of Science in Advertising, is expected to accelerate T.G.I. Friday’s future development.
Another important aspect discussed in the article is the specificity of company’s approach. The authors state that T.G.I. Friday’s runs over 900 restaurants in 60 countries, and that it has always been oriented on satisfying consumer needs. Except great food and drinks, it offers its visitors conditions ideal for communication as well as diversity of client-oriented programs like Happy Hour, and special offers, including Loaded Potato Skins and Long Island Iced Tea. Among the most famous T.G.I. Friday’s entertainments is the annual spectacular contest “World’s Greatest T.G.I. Friday’s Bartender”.
Thus, the article shows that T.G.I. Friday’s is a company acting in the norms of integrated marketing. It is exactly when the work of all the departments of the company is aimed at serving the interests of the client that the system of integrated marketing forms. Integrated marketing is seen here as communication, based on the unity of internal and external marketing. The purpose of integrated marketing is to put the activity of all the departments of the organization at the service of the consumer.
Integrated marketing could be considered the new stage of the development of marketing thinking of the twenty-first century, where marketing is seen as a function of customer satisfaction that goes beyond commercial services company, like this happens in T.G.I. Friday’s. It should be marked that this approach includes the position that absolutely everything within the organization is related to customer satisfaction. Besides, in integrated marketing communication, the responsibility is typically shared between the head of the commercial department and the head of the company.
If we try to reproduce the pattern of demand as a whole, we see that factually, it has always involved the need for standard solutions, i.e. the universal queries remain, along with the individual and innovative approach. Therefore, it can’t be stated that the era of strict standards ended, but it just shifts in emphasis. “Boxed” solutions stay on mass and corporate markets. All the “individual variations” one way or another will be created on the basis of standard solutions. The tendency to develop universal solutions based on implementing customized solutions for specific customer will be preserved.
If we consider the marked tendency for integrated marketing, then the key factors for the manufacturers and resellers are following ones: complexity of the product and process for its production, dramatic expansion of product line, and need for managers-generalists (like Trey Hall who previously worked for successful brands) able to establish the process to transform the individual requests into food, services, solutions adequate to them.
All these factors surely complicate the scheme of production management and marketing and require integrated solutions for the management and marketing communications. However, the introduction of integrated marketing creates a harmonious organization, corresponding to the modern market and deriving profit from a high customer satisfaction.