Пазарна ориентација и маркетинг стратегија – основни бизнис чекори за обновување на силната врска со потрошувачите

Even before the recession period began, it was clearly established that our companies have been scarcely surviving on the market, primary because of their played – out strategies and product orientation that has been outgrown since the 1950’s. Instead of market research, market testing and customer focus, most of the companies in Macedonia were and still are using the product orientation tools, such as: product research, product testing and product focus. It is possible to be successful with either type of orientation, but it is harder to succeed with the product orientation alone, especially if you run a business to customer business. This downturn has likely changed people’s buying habits in fundamental ways. It is necessary to start planning today in order to reach consumers after the recession. If your business has survived the recession, it means you’re still in the game and even if you suffered some negative effects like downsizing etc., there are some benefits as well: eliminating under – performing distributors, deleting poor – selling products from your portfolio and pushing away unprofitable or unreliable customers. With these adjustments the path of evolution is set. Having in mind that most of our companies are small and middle sized, it is of great importance for the marketers and entrepreneurs to think through how the recession has changed consumer preferences and prepare the development scenarios – changing the product into market orientation or at least combining the two and choosing the wining marketing strategy - the basic business steps for rebuilding the strong relationship with the customers..