Csikósová Adriana, Antošová Mária, Čulková Katarína, Seňová Andrea

Faculty of BERG, Technical university Košice, Institute of Business and Management, Slovakia

Global marketing reality

Introduction

In present globalized world with dominant market economy, one of its characteristics is also fact, that there is deepening difference between accounting and market value of the organizations. More and more knowledge of its employees decide about competition advantage and success on the market.

Marketing have fundamentally changed over the past couple of decades. This contribution documents the nature of these changes, which include the impacts of information technologies.

The changing nature of marketing

The changes are likely to be interrelated, depending on the industry context and their possible impacts.

It was uncovered up to five approaches to marketing practice today, including a greatly revised version of transactional marketing. The new pluralism in marketing practice is following:

• Transaction marketing (TM): managing an updated mix of the 4Ps of Product, Place, Price and Promotions to attract and satisfy customers.
• Database marketing (DM): using technology-based tools for data sharing purposes in order to target and maintain communication links with individual customers.
• Interaction marketing (IM): developing long-term interpersonal relationships, such as between individual buyers and sellers.
• Network marketing (NM): positioning the firm “systemically” in a connecting set of inter-firm alliances and relationships.
• e-marketing (eM): facilitating information-led customer relationship management via IT-enabled interactivity, to create and mediate dialogue and exchange.

It is also identify as a practice in itself an approach that did not emerge as such from the research programme, but was widely acknowledged as vital to implementation:

• Internal relationship marketing (IRM): linking all other aspects of marketing practices and building greater intra-organizational knowledge, collaboration and commitment to the firm's purpose of creating, delivering and increasing things of value.

There are a number of important points to note with respect to the model:

• It is contextual. That is to say, it takes account of the stresses and strains imposed on a firm by its external business environment.
• It is dynamic. It is designed to allow for continuous action and interaction between players. Central to the model is the nature of the relationship between buyer and seller represented by what it is the constructs of power, interface and focus. In the model the constructs interact dynamically to affect the nature and quality of the relationships, especially between buyer and seller.

The factors that presage relationship marketing can be summarized as:

• the decline of traditional mass marketing techniques as customers become more discriminating and demanding

· the saturation of markets as they mature

· the consequent focus on price

· technological developments providing new solutions and products

• the changing nature of markets, particularly the increase in competition and development of fragmented/regional/global markets and companies.

Figure 1 demonstrates the actions, reactions and interactions that occur and the elements that drive the process of marketing. The relationship between two organizations is represented by the triangle formed by the focus, power and interface constructs.

external external

market market

pressures pressures

Buyer – seller - intergface

external external

market market

pressures pressures

Figure 1 The change model and pressures on marketing

[Brokes, Palmer, 2004, p.13]

Conclusion

Globalization has brought a new view of the world, which is markedly transformed by information and communication technologies. Nowadays, there are organizations and companies in all parts of the planet, as they dinamically use cheaper raw material sources, lower production costs, the most flexible markets and thus increase the extent of their prosperity. However, globalization brings more complex and more difficult competitive environment. If organizations want to compete successfully in such an environment and join the European economic field in full-value, it is inevitable for them to capture incoming trends of transition into knowledge economy.

The central message is that, from a managerial perspective, contemporary marketing practices are highly contextual and pluralistic. In any given organization there is likely to be a range of marketing practices, with some combination of new relationship marketing approaches carried out in conjunction with some updated form of the more traditional transactional marketing.

The new pluralism in marketing thus signals that while the underlying principles of value sensing, creation and delivery may not have shifted, firms are fundamentally changing their marketing practices to integrate the various strands of marketing practice into a more complex coherent whole that is appropriate to their competitive situation and value delivery requirements.

The article is a partial output of a research task VEGA No 1/1033/12 -  Indicators for social responsible business of small and middel firms in context of regional development.

References

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