Development of a Marketing Communication Model on Business to Business Market

Svetovno gospodarstvo je v zadnjem času doživelo velike spremembe. Globalizacija je prinesla spremembe svetovnih razsežnostiodprtost trgov je postavila pred izziv vsa nacionalna gospodarstva, države, organizacije in ne nazadnje posameznika. Hiter tehnološki napredek, odprtost trgov nam omogoča osvajanje novih trgov, zniževanje stroškov, izkoriščanje tehnološke in organizacijske prednosti ter v veliki meri zmanjševati poslovna tveganja. Veliko podjetji zaradi razmer na trgu izgubljajo svoje tradicionalne trge, za kar lahko iščemo vzroke v prepočasnem odzivanju na zahteve trga in v nesposobnosti prilagajanju spremembam na trgu. Ena izmed konkurenčnih prednosti podjetji, temelji na poznavanju marketinških strategij in mehkih dejavnikov, ki ločujejo uspešna podjetja od neuspešnih. V uvodnem delu naloge sem iz preučevane literature opredelila teoretična izhodišča. Medorganizacijsko poslovanje in s tem medorganizacijski trg ima naslednje posebnosti: po obsegu je večji od potrošniškega trgaodjemalcev je manj, vendar so ti večjitesen odnos med odjemalcem in dobaviteljem, profesionalen nakup. Medorganizacijski marketing podarja posebno skrb odnosom med dobaviteljem, podjetjem in kupcem. Proces vodenja pa zajema načrtovanje, izvajanje in merjenje uspešnosti. Vsi procesi so usmerjeni v navezovanje odnosov s kupci, zato je marketinški splet (4P) jedro marketinškega sistema organizacije. Predmet mojega raziskovanja so mala podjetja na medorganizacijskem trgu, ki se v tem turbulentnem poslovnem okolju srečujejo z vedno novimi izzivi in nalogami. Pričakovanja kupcev so vsa večja, zato klasični pristopi organiziranja marketinga in podjetja kot celote, ne zagotavljajo več konkurenčne prednosti. Od filozofije trženja, ki temelji na 4P, se sedaj čedalje bolj usmerja pozornost na vse udeležence, ki so na kakšen koli način udeleženi v procesu zadovoljevanja kupca. Mala podjetja na medorganizacijskem trgu imajo svoje značilnosti in niso samo pomanjšana verzija velikih. Predstavljajo kar dobršen procent na medorganizacijskem trgu in postajajo čedalje bolj pomembna, saj so pomemben vzvod gospodarske rasti in razvoja. Vplivajo tako na blaginjo kot na kakovost življenja, saj zagotavljajo številna delovna mesta. Mala podjetja v veliki večini nimajo organizirane službe za marketing, kaj šele za marketinško komuniciranje. V veliki večini se s tem ukvarja direktor oz. lastnik podjetja, ki ima določene omejitve v razpoložljivih sredstvih, znanju ter izkušnjah. Poleg dobrega izdelka in privlačne cene mora imeti danes podjetje, ki želi učinkovito komunicirati z okoljem, natančen načrt marketinškega komuniciranja, ki je usklajen s strateškim načrtom podjetja. Prav tako se majhnost kaže tudi v nepoznavanju instrumentov marketinškega komunikacijskega spleta. Raziskava je pokazala, da se podjetja največ poslužujejo osebne prodaje, sledi direktni marketing in oglaševanje v strokovnih revijah, kjer v veliki meri članki niso plačljivi. Najmanj uporabljiv instrument je odnosi z javnostmi. Vsa podjetja se posvečajo prodaji ključnim kupcem in v zadnjem delu prodajnega procesa tudi tehnični prodaji. Ugotavljamo tudi, da je internet tisti instrument oglaševanja, katerega se v veliki meri zavedajo vsa intervjuvana podjetja in je tisti medij, ki prednjači pri uporabi na medorganizacijskem trgu.The world economy has recently undergone significant changes. Globalisation has brought changes to the global dimensionthe openness of markets challenges all national economies, countries, organisations and, not least, the individual. Rapid technological progress, the openness of the markets allows us to conquer new markets, lower costs, exploit technological and organisational advantages and to significantly reduce business risks. A lot of companies, due to the situation on the market, are loosing their traditional markets, for which we look for the causes in too slow responding to the requirements of the market and in maladjustment to the changes in the market. One of the competitive advantages of the companies bases on the knowledge of marketing strategies and soft factors that separate successful companies from the unsuccessful. In the introductory part I identified, from the litterature studied, the theoretical basis. The B2B market and therefore the B2B marketing have the following peculiarities: its scope is larger than the consumer marketcustomers are less, but they are largerthe close relationship between the customer and suppliers, professional buying. Business-to- business marketing gives special attention to relations between suppliers, companies and customers. Process management covers the planning, implementation and performance measurement. All processes are directed towards establishment of relationship with buyers, therefore the marketing mix (4P), is the core marketing system of the organization. The object of my research will be the small business on the business-to-business market, which, in this turbulent business environment, is faced with ever new challenges and tasks. Customer expectations are all the greater, therefore, the classic approaches of organising marketing and the business as a whole, do not provide competitive advantages any more. From philosophy of marketing, based on the 4P, the attention is now becoming more and more directed towards all stakeholders who are in some way involved in the process of meeting the customer\u27s expectations. Small business on the business to business market have their own characteristics and are not just a scaled-down version of the large companies. They represent a significant share of the business-to-business market and are becoming increasingly important, as they are an important lever of economic growth and development. They affect both the well-being and quality of life, as they provide large number of jobs. Vast majority of small enterprises do not have organized services for marketing, let alone marketing communication. In most cases, the manager or the owner of the company deals with those, though he has certain limitations in available funds, knowledge and experience. In addition to the good product and attractive prices, the company which wants to communicate effectively with it\u27s business environement, must have today a detailed plan of the marketing communications which is aligned with the strategic plan of the company. Also, because of their small size, they are ignorant of the tools of the marketing communication mix. The survey has shown, that the companies lean heavily on personal sales, followed by direct marketing and advertising in professional journals, where in majority the poblishing of articles is free. The least used are public relations. All companies are dedicated to selling major customers and in the closig step of the sales process to technical sales. I also established that the internet is the instrument of advertising, which all interwiewed companies are mostly aware of and it is the medium of choice for the use on the business-to-business market