The Marketing concept into the eRA
By Dr. P. Kyriazopoulos
Introduction
The rapid improvement in communications technology and the tendency towards
more open economies has lead to the development of the globalization concept, with
the implication that the world is one market, accessible to all regions and all societies.
Globalization has been heralded as a new age which offers world markets to rural
regions and thereby new opportunities for growth at the local level . The changes that
are noted in the market field are so quick, unpredictable and costly, that only the most
flexible forms of organization and cooperation between business firms will be able to
absorb them in order to become more competitive.
Characteristics of Globalization and it affect into the Market
Globalization is characterised by a high mobility of ideas and of human and financial
resources. Also, it is characterised by pluralism and the ability to take multiple
choices that can be applied at the same time in every place.
The globalization process imposes the constant improvement of quality, the pursuit of
cooperation among businesses and the discovery of new markets. All of the above can
be achieved with quality investments, technical knowledge and accurate information
and mostly with the application of an aggressive marketing strategy.
The new economy usefully is conceived as a process which embodies a
transformation in the spatial organization of social relations and transactions,
generating interregional flows and networks of activity, interaction and power.
It is characterized by four types of change:
First, it involves a stretching of social, political and economic activities across
political frontiers, regions and continents.
Second,
it
suggests
the
intensification,
or
the
growing
magnitude,
of
interconnectedness and flows of trade, investment, finance, migration, culture, etc.
Third, the growing extensity and intensity of global interconnectedness can be linked
to a speeding up of global interactions and processes, as the evolution of world-wide
systems of transport and communication increases the velocity of the diffusion of
ideas, goods, information, capital, and people.
1
Fourth, the growing extensity, intensity and velocity of global interactions can be
associated with their deepening impact such that the effects of distant events can be
highly significant elsewhere and even the most local developments may come to have
enormous global consequences. In this sense, the boundaries between domestic
matters and global affairs can become increasingly blurred.
According to (Kotler 2003):
“Global business firm is the firm that operates in more that one country and ensures
advantages of research and development, production, distribution, marketing and
finances in respect to its expenses and status that the purely domestic competitors do
not have. It designs, uses and coordinates its operations on a global basis”.
The importance of marketing in a changing globalized environment
The word ‘technology’ has a number of meanings, varying from ‘product’, as in the
use of computers, to the various disciplines of science and engineering. But
fundamental to any approach is the notion of knowledge. There are two sets of ideas
that underpin our understanding of the term ‘technology’ and thereby ‘knowledge’.
First, knowledge, or technology development, spans several levels and with each it is
possible to be aware of the need of a structured approach to change management.
Second, the development of the technology is the outcome of employees actively
making choices, individually and collectively, whereby there is:
• Opportunity. Technology development takes place when marketing perceive an
opportunity for improvement due to either intrinsic or extrinsic reasons.
• Transferability. Technology or knowledge transfer is not smooth. When marketing
employees communicate, there is no perfect correspondence between the message that
the sender intends and the one understood by the receiver.
Marketing is a critical and complex business operation with the simple goal to
maximize revenue and sustain operations. With such a broad goal, marketing
integrates an array of business processes, technologies and strategies. The Internet is
one of the many tools that can be applied to marketing. Increasingly businesses are
incorporating the Internet into their business-to-business marketing strategies. Use
of the Internet as a consumer-oriented marketing tool has been common now and
has become accepted as a standard marketing tool by the vast majority of
2
businesses. Properly understood, it can be harnessed to complement the existing
marketing
practices, extend operations and create new opportunities. The key to
successful marketing over the Internet is applying the strengths of the medium to proven
traditional marketing practices in innovative ways.
Traditionally the four Ps of marketing mix, Price, Product,
Place, and
Promotion,
have been considered the cornerstones of a firm’s marketing strategy. The use of
the Web as a business-to- business or business-to-consumer marketing tool
includes what many see as the fifth P of marketing, 'People' and fits within this
traditional framework. It is used as a promotional tool, a distribution channel,
sometimes it is the product, and its use may affect price. Common marketing themes will
present in the Marketing track, and explore how reach of business marketers.
In the Marketing track will be presented relevant to the topic research work which
include the follows:
The Impact of the Marketing Strategies in Export Performance: An Investigation in Greek
export firms
The consumer choices and the privileges of loyalty cards. A case of Greek Customers of
Supermarkets.
«Effective Long term Relationships through CRM solutions for the Greek SME in the B2B
area»
Customer satisfaction in Greek costal shipping services
The impact of marketing tools to young consumer behaviour in retail industry: The case of
clothes sector in Greece
Analysing customer satisfaction: Consumer behaviour of young persons in the textile
industry.
Measuring passengers' satisfaction level from public means of transport
Customer Satisfaction Survey for a Modern Greek Bank and Relationships Between
Customer Satisfaction, Customer Loyalty, Complaints Handling and Recommendation.
More specific the first paper focus to the exporting strategy used in Greek firms in
order to be conductive to a successful engagement in exporting internationally. . A
selection of strategic marketing issues is examined in order to identify the level of
importance of various successful strategic factors that is often dealt with by an
exporting firm.
The purpose of the second paper is to obtain an understanding of the following
development hypotheses:
3
Consumers are willing to built a strong relationship with a company of Supermmarket
and if this is achievable and provable through the usage of loyalty card scheme.
The existence of a loyalty card scheme can be for the consumer’s one of the main
criteria of choosing a Supermmarket to be loyal customer.
The privileges provided by the loyalty cards can influence the consumer choice of
Supermmarket.
In the third paper the author examined an accurate satisfaction measuring in the sector
of coastal shipping services in Greece. European and American models for
satisfaction measuring and “MUSA” method are fully exploited so as preferences,
needs and the level of demand that customers have for these preferences revealed in
order satisfaction measuring is more accurate and beneficial for Greek coastal
shipping sector.
The aim of forth paper is to examine the young people buying behaviour and how
Marketing Tools influence it.
Similar to the above paper the fifth paper examined the tendencies and consumer
behaviour of the young toward clothing and make clear the several factors that
influence a young person during the purchase process and categorize them into the
traditional buyer models or try to find out another one new model.
The authors in the sixth paper examined are to measure the satisfaction of the citizens
by the public means of transport in the city of Athens, by examining the satisfaction
concerning eleven specific elements of their operation.
Finally the main subject of the seventh paper is to measure and understand the
elements of customer satisfaction and its impact to business growth and future. The
aims of this survey is to confirm the validity of the hypothesis that modern banks keep
their customers very satisfied .Also this research identified which are the areas that
modern banks excel, through which actions they do it and what elements can be
improved as well as
the identification of relationships and connections between
customers’ satisfaction, loyalty, recommendation and complaints handling.
All the papers are research papers with satisfied sample and an advance statistical
analysis.
4