IDEAS home Printed from https://ideas.repec.org/p/ags/midagr/11245.html
   My bibliography  Save this paper

An Exploratory Study Of The Marketing Processes Of Consumer Food Product Marketers

Author

Listed:
  • Wadsworth, Frank Howard

Abstract

Increased rivalry in the food industry has led existing food marketers to change from a 'commodity' to a 'marketing' business orientation. This research investigates the marketing process as implemented by several consumer food product marketers. A model of the marketing process was developed using marketing literature and discussions with academicians. Field interviews with consumer food product marketers were conducted to determine their marketing processes and activities. Interview results reveal that although marketers use the same components of the marketing process model, the extent to which these components are used varies substantially. Commodity-oriented firms use fifty percent of the model's elements, while marketing-oriented firms use ninety percent. Marketing-oriented firms also use more disaggregated and in-depth data as well as formal analyses in making their marketing decisions.

Suggested Citation

  • Wadsworth, Frank Howard, 1991. "An Exploratory Study Of The Marketing Processes Of Consumer Food Product Marketers," Graduate Research Master's Degree Plan B Papers 11245, Michigan State University, Department of Agricultural, Food, and Resource Economics.
    • Handle: RePEc:ags:midagr:11245
    DOI: 10.22004/ag.econ.11245
    as

    Download full text from publisher

    File URL: https://ageconsearch.umn.edu/record/11245/files/pb91wa01.pdf
    Download Restriction: no
    File URL: https://libkey.io/10.22004/ag.econ.11245?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    More about this item

    Keywords

    Marketing;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ags:midagr:11245. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: AgEcon Search (email available below). General contact details of provider: https://edirc.repec.org/data/damsuus.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.