The Marketing Concept Into the Era

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.Thechangesthatarenotedinthemarketfieldaresoquick, unpredictableandcostly, thatonlythe 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 usefullyis 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.

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. Itdesigns, usesandcoordinatesitsoperationsonaglobalbasis”.

The importance of marketingin 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. Whenmarketing employees communicate, there is no perfect correspondence between the message that the sender intends and the one understood by the receiver.

Marketingisacriticalandcomplexbusinessoperationwiththesimplegoaltomaximizerevenueandsustainoperations.Withsuchabroadgoal,marketing integratesanarrayofbusinessprocesses, 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-orientedmarketingtoolhasbeencommonnowand has become accepted as a standard marketing tool by the vast majority of businesses. Properly understood, it can be harnessed tocomplement the existing marketing practices, extend operations and create new opportunities. ThekeytosuccessfulmarketingovertheInternetis applyingthestrengthsofthemediumtoproven traditionalmarketingpracticesininnovativeways.

Traditionally thefourPs of marketing mix, Price,Product,Place,andPromotion,

have been consideredthecornerstonesofafirm’smarketing strategy. The use of the Web as a business-to- business or business-to-consumer marketing tool includes what many see as the fifthP of marketing,'People'andfitswithinthistraditionalframework.Itisusedasapromotionaltool,adistribution channel, sometimesitistheproduct,anditsusemayaffectprice.Commonmarketingthemes will present intheMarketingtrack, andexplorehowreachofbusinessmarketers.

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 usedin 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:

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’sone 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 thethird 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 fifthpaper 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 sixthpaperexamined 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 improvedas 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.

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