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.


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