A Strategic Marketing Management Approach Of The Relationship Between Companies On B2B Field
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Abstract: The main objective of this paper is to
identify a conceptual model to integrate the strategic marketing management
instruments in the relationship between the organization on the B2B market in
Romania and its suppliers. In order to be able to see the way in which the
conceptual model of integration of strategic marketing in the relationship with
suppliers can be applied by Romanian companies on B2B field, a quantitative
research has been undertaken, having as main objectives to identify which are
the main criteria used by organizations in segmenting, targeting and
positioning their suppliers and also to identify what type of relationship
exists between companies in the B2B field in Romania and their main suppliers.
The whole marketing theory resides on the idea of customer and market
orientation, and starting from this the concept organizations are as successful
as much as they adapt their reactions to the evolutions and changes in the
marketing environment. As a consequence to this the marketing theory developed
by placing in the centre of its scientific methodology and instruments the
market and the relationship of the company with its customers. Our research,
has led us to the conclusion that, especially on B2B markets, organizations
focus their marketing activities not only on the relationship with their
customers, but on the relationship with their suppliers as well. In the supply
chain, companies appear as buyers and also as clients for the suppliers of
goods, financial resources and of work force. The classical model that
describes the relationship of a company with its suppliers presents the
acquiring company as a “passive” one, the “active” role being the one of the
supplier for which the buying organization appears like customer. Although in
numerous occasions the buying company has an “active” role, thus being able to
discuss about a different strategic approach (an active one).
Keywords: marketing management, strategic marketing management, B2B, marketing mix, positioning Author(s): Cescutefan Claudiu Source: Procedia Social and Behavioral Sciences 24 (2011) 387–400 Subject: مدیریت بازاریابی Category: مقاله مجله Release Date: 2011