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Marketing Process Model by Robert J Dolan - Dissertation Example

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Literature Review on "Marketing Process Model" by Robert J Dolan Table of contents 1. Introduction 3 1.1 Objective 3 1.2 Methodology 3 1.3 Limitations 3 2. Literature Review 2.1. Marketing Process: Initial Considerations 4 22. Strategic Marketing 4 2.3. Customers analysis 4 2.3.1- Needs 4 2.3.2- Wants 5 2.3.3- Demands 5 2.4…
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Marketing Process Model by Robert J Dolan
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Download file to see previous pages Customer Acquisition 10 2.10. Customer Relation 10 2.11. Profits 11 3. Conclusion 11 References 13 Appendix 14 1. Introduction 1.1 Objective Current paper focuses on the examination of the various aspects of the Marketing Process Model, as developed by Robert Dolan in 1997. The effectiveness and the practical implications of the particular model are analyzed by referring to the literature that has been published in regard to the specific subject. 1.2 Methodology The literature related to the Marketing Process Model has been reviewed for identifying the elements and the role of the particular model. Effort has been made so that only academic journals are used, so that the credibility of findings is secured. 1.3 Limitations The value of marketing in enhancing business performance cannot be doubted. However, the choice of appropriate marketing strategy can be a challenging task for most marketers worldwide. Two are the key reasons for the above phenomenon: the continuous alteration of the modern market and the lack of skills of individuals involved in the particular activities. The use of marketing models that have been widely used in the international market can help a firm to avoid failures, at least major ones, in regard to its marketing plans. From this point of view, the use of the Marketing Process Model could secure the growth of organizations operating in different sectors. However, not all aspects of the particular model have been carefully reviewed in the literature. Due to this fact, not all implications of the above model are known. This study could help to understand clearer the value of Marketing Process Model and to identify the model’s aspects that should be further studied. 2. Literature Review 2.1. Marketing Process: Initial Considerations Marketing process is a quite complex one. According to the literature published in this field, there are different approaches for promoting a product/ service in a particular market (Jaakkola et al. 2010). The Marketing Process Model, as suggested by Robert Dolan, can offer a series of advantages: a) it can employ a high range of methods/ approaches, increasing the chances for success, b) it is flexible and can be appropriately alternated for meeting the needs of the target market, c) it has been widely used in practice, a fact that increases its credibility (Jaakkola et al. 2010). The particular Model, also known as B2B model, can be effectively used in different sectors and under different market conditions (Jaakkola et al. 2010). 2.2. Strategic Marketing Strategic marketing is a term used in order to describe a series of activities that need to be developed in order for a particular product/ service to reach the target market successfully without failures, either in terms of cost or in terms of time (Kotler et al. 2009). The difference of strategic marketing, compared to the traditional marketing, is that the former is highly based on various theoretical models and different approaches for achieving the target described above (Kotler et al. 2009). These approaches and theories are analyzed in the sections that follow. 2.3. Customers analysis 2.3.1. Needs In marketing, efforts have been made so that the Maslow Hierarchy of Needs theory is used. The particular model can ensure that consumer will be keep motivated in using a particular prod ...Download file to see next pagesRead More
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