Ο προσδιορισμός του marketing στην αγορά των containerships
KeywordsΜάρκετινγκ υπηρεσιών ; Ναυτιλιακό μάρκετινγκ ; Ναυτιλιακές εταιρείες ; Ναυτιλιακή αγορά ; Containers ; Branding (Marketing)
The widespread prevalence of globalization and the rapidly increasing earth’s population lead to increased needs for products and resources transportation from the countries they are produced in countries where they are consumed. Maritime is by far the privileged way to transport them as it is the cheapest and also widely distributed. The discovery of the standard freight way by containers created new horizons in maritime transport as it became even cheaper and simpler. The cargo volumes transported in containers increased five-fold in eight years, from 2008 to 2016. New maritime roads are created and a number of shipping companies began to compete to win new market shares. In their effort s, they are searching for all sorts diversification and promotion means with marketing to be one among the other. As this kind of marketing is concerned with marine services it is referred to as shipping services marketing. Marketing is a promotional tactic that discovers and activates customers, expressing the way of thinking that the shipping company has and wants to project. Each marketing policy is characterized by a mixture of four marketing means that should always be available (known as 4Ps): product, price, promotion, place. A successful marketing requires the company to follow all the required stages of marketing. First is the stage of diagnosis of the needs for each market. As well as activity in a shipping company is international, the principles of marketing need to be followed precisely every time to adapt to different environments encountered and shipping companies have to design and analyze how to reach a market carefully. This stage is very crucial for companies because it requires abundant and valid information. Once the information is present the objectives are selected and also is selected the way they approach according to a plan in place. Usually the approach is performed through three phases: Market segmentation, selection of targets and the management and communication of the company's image. The various types of chartering are tools to gain ambivalent clients. The last stage of the overall marketing policy is to control the results and define any corrective action if needed. Marketing is a differentiation medium between the companies more effective than the construction of large ships for sensationalism.