Στρατηγικές προώθησης και πωλήσεων βιομηχανικών προϊόντων: μελέτη περίπτωσης σε βιομηχανικό μάρκετινγκ
Strategical sales and promotion in industrial products: case study in business to business (B2B) marketing
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Βιομηχανικό μάρκετινγκ ; Στρατηγικός σχεδιασμός ; ΠωλήσειςAbstract
The present paper attempts to examine and study the promotional and purchasing strategies of Β2Β marketing which the Greek industries follow and their dependence to the purchasing behavior of consumers-enterprises. Initially, basic concepts of Β2Β marketing are introduced, the theoretical background of the industrial market and its components is analyzed and an attempt is being made for a detailed analysis of the industrial marketing mixture. The purpose of this specific project is to investigate the customers’ satisfaction in a real operational industrial environment, emphasizing the importance of marketing in the promotional strategies of the industries. For the materialization of this research the methodology of the questionnaire was used and it was addressed to customers, having as a purpose the investigation of customers’ level of satisfaction of the commercial industry “Megatools”. By examining the different parameters that affect their satisfaction and by looking into their strategies, their consumering behavior was revealed. Afterwards, the analysis of the results has followed with the use of the statistical program SPSS. The conclusions show that the continuously growing demands of the Greek market, its enormous competitiveness, the new legal restrictions by the Greek government and the European Union, as also and other modern socio-economical limitations, make necessary the continuous and undistracted effort of the industries for improvement, which marketing has to provide and operate as the link between the social needs and the industrial production. The industries in order to face the opportunities and the dangers that come from the industrial environment, it is necessary to assimilate the principles of Β2Β marketing. These principles will play a decisive role in returning their markets into a source of profits, evolution, experience, technological progress and satisfaction. As long as the industries adapt to the new circumstances, their strategy should also adapt to the needs of the Greek market by offering products and services of high quality in order to diversify from its competitors.