Η υιοθέτηση της αρχής μάρκετινγκ από εταιρεία παροχής υπηρεσιών B2B ως άξονας διαμόρφωσης του μίγματος μάρκετινγκ – Μελέτη περίπτωσης σε εταιρεία παροχής ψυκτικών υπηρεσιών
The adoption of marketing principals by a B2B service provider as a key factor in shaping the marketing mix – A case study of a refrigeration services company

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Keywords
Μακροοικονομικό περιβάλλον ; Διαχείριση κινδύνων ; Υποστηρικτικές υπηρεσίες ; Εφοδιαστική αλυσίδα ; Κανάλια διανομήςAbstract
This thesis investigates the adoption of marketing principles by a B2B service
provider and its impact on the marketing mix. The study consists of two chapters. The
first chapter examines the factors that shape the level of systemic risk a company
faces, particularly macroeconomic factors. The second chapter presents a case study
of a refrigeration services company, to analyze how the adoption of marketing
principles can influence the company's marketing mix.
The first chapter uses a literature review approach to explore the macroeconomic
factors that can influence a company's systemic risk level. The analysis identifies
factors such as GDP growth, inflation, interest rates, and political stability as key
drivers of systemic risk. The chapter concludes by emphasizing the importance of
understanding these macroeconomic factors and their potential impact on a company's
operations.
The second chapter focuses on a refrigeration services company, Nastos Cooling, as a
case study, examining how the adoption of marketing principles can influence its
marketing mix. The study uses a qualitative approach, collecting data through in depth interviews with key personnel in the company and a review of relevant
documents. The analysis reveals that the adoption of marketing principles is a critical
factor in shaping the company's marketing mix, particularly in the areas of product
differentiation, value-based pricing, targeted promotion, and distribution channel
selection. The research also shows that this adoption can contribute to the company's
success in terms of increased revenue, profitability, customer satisfaction, and market
position.
Overall, this thesis provides insights into the factors that shape a company's systemic
risk level and the importance of adopting marketing principles to shape the marketing
mix and improve overall business performance.