The researchers found that the higher the degree of product adaptation, the more agile and internationally competent a given firm is in meeting the needs of a given market or region. This can also be construed as the ability to actively question their own ethnocentric beliefs of a market and challenge internal assumptions about products needing to be similar or identical to save on costs. The highest performing firms understand regional and national variations, sometimes at a very significant level, needs to be accomplished for a product to succeed. Bloom and Dalpe (1993) discuss some issues in marketing professional services. What are some of the marketing concepts involved in this article? Provide support for your analysis.

The marketing concepts the authors Bloom and Dalpe (1993) based their article on regarding professional services include customer-driven innovation, a strong focus on meeting and exceeding customer expectations, market research and the need for companies to become sales-driven rather than complacent over time. The authors also point out the value of measuring customer expectations so they can be completely exceeded as well, which is a form of customer satisfaction research. Implicit in the article is also the need for managing service recovery, or the ability to recover from bad experiences and turn customers around to be loyal to a given brand or service.

In your own words, what is a comprehensive marketing program? What are some advantages of a comprehensive marketing...

A well-defined and executed comprehensive marketing program also has the ability to create a unified brand identity and define the subsidiary products and messages to support the specific goals and objectives of the strategy (International Journal of Bank Marketing, 1989). Fragmented marketing programs are not capable of delivering this level of unified impact on market objectives. Finally a comprehensive marketing program is more traceable in terms of performance compared to a more fragmented one.
References

Bloom, P.N., & Dalpe, M.P. (1993). The proactive professional. Marketing Management, 2(1), 26-26.

Castanon, Y. (2004). Keeping score. Marketing Management, 13(5), 16-18.

Cavusgil, S.T., & Zou, S. (1994). Marketing strategy-performance relationship: An investigation. Journal of Marketing, 58(1), 1-1. Retrieved from Preparing a marketing plan. (1989). The International Journal of Bank Marketing, 7(1), 2-vii.

Rajagopal. (2008). Measuring brand performance through metrics application. Measuring Business Excellence, 12(1), 29-38.

Xia, L., Monroe, K.B., & Cox, J.L. (2004). The price is unfair! A conceptual framework of price fairness perceptions. Journal of Marketing, 68(4), 1-15.