Essays on Analysis of the Article Contextualization and Value-in-Context by Chandler and Vargo Article

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The paper "Analysis of the Article Contextualization and Value-in-Context by Chandler and Vargo" is a great example of a marketing article. Globalization and increased marketing conditions led to increased competition in foreign markets. In this case, traditional marketing approaches are no longer profitable, as they do not result in increased organizational market competitiveness. Thus, in a bid to establish market competitiveness for products and services in the dynamic global market, corporations have adopted competitive marketing strategies. In support of this concept, scholars have developed a range of empirical studies to examine the guiding principles as well as any other relevant aspects such as role and challenges in its application (Buhler and Chadwick, and Nufer 189).

This report seeks to review the concept of marketing context influence on service and product provision and marketing strategies used through an article analysis. The report reviews the article “ Contextualization and value-in-context: How context frames exchange” by Chandler and Vargo published in the marketing Theory journal Volume 11, Issue 1. The article conducted research on the application of the marketing context in the development of marketing strategies for services.

It established that there are three levels of market contexts the micro, macro, and the Meso environment and that each uniquely influences the strategies used. 2.0 Discussion The article based its analysis on nature and argument that marketing strategies are hedged in various contexts. In its argument, it sought to establish that organisations, products, and service providers ought to develop diverse marketing strategies based on the customer base environment. Consequently, it developed the argument that no single marketing strategy was sufficient for the three marketing contexts. This report evaluates each of the enumerated contexts as compared to the above-discussed supporting argument articles. 2.1 Micro Environment The articles discuss the micro marketing environment as one that has a direct relationship between trading partners.

In this regard, the article argued that in a microenvironment context individuals exchange market goods and services on a one on one basis. As such, each party dedicates its resources and funds to the provision of these services. Consequently, there is the active participation of both partners in the marketing process. Consequently, in this type of a marketing context, the article advocates for a direct service- service approach in marketing.

In its analysis, it argues that direct marketing in such a context enhances increased contact and relationship for increased system efficiency, loyalty, and increased sales.

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Chandler, Jeniffer, and Stephen, Vargo. “Contextualization and value-in-context: How context frames exchange”. Marketing Theory Journal (2011): 11(1): 35-49

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