Summary 7

Summary 7



Summary 7


            The article on strategic marketing and marketing strategy by Rajan Varadarajan on 20 April 2009 in Springer Journals highlights four components through the domain, fundamental issues, definitions, and foundation processes in marketing premise (Varadarajan, 2009). In its domain, the article highlights the importance of crisis identity in any organization as accorded through the principle strategic needs. It also attributes the standpoint level in determination of problems facing the firm without cumulative speculation and enabling a thriving environment of reaching to respective targets. Finally, the article delivers on the behaviors of buyers in any of the products and services as the component factor that can drive strategies on marketing.


            The relevance of the article is articulated in managing of an emergency service agency through realization of the four characteristics. Customer behavior as detailed by the author should drive the requirements for enabling increased demand from the targets. In addition, identity of the crisis created by its los propels in understanding the value of the emergency service needed. With analysis of the two, the premise determined is through the quality of services shared while the feedback and consumer behavior drive the results. Equally, after the determination, minimizing the potential risks involved becomes pivotal in managing the marketing services as required.


            Marketing strategies that involve service delivery should be implemented with the consumer as the driver of them. Thus, in the actualization, the service diversification can be created on the range capable by the organization. Most importantly, the consumer dictates the cost, quality and the most sough after. Therefore, in marketing, segmentation is readily used to meet the demands of each particular consumer. In addition, determination of the operation scope and available funding for marketing can be analyzed before the production.  


Varadarajan, R. (2009). Strategic Marketing and Marketing Strategy. Springer Journals, 38, 119-140.  

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