Rinkodaros įtaka verslui: teoriniai ir praktiniai aspektai
LTŠiandienos verslo įmonės veikia greitai besikeičiančioje ir aukštu kompleksiškumo laipsniu pasižyminčioje aplinkoje, kuriai būdingas mažėjantis vartotojų lojalumas. Todėl kaip niekada anksčiau tampa aktualus įmonės poreikis orientuotis į rinką ir vartotoją. Šiame straipsnyje nagrinėjami rinkodaros koncepcijos bei rinkodaros įtakos verslo įmonei klausimai. Analizuojami rinkodaros valdymo ir rinkodaros komplekso elementų įtakos įmonės sėkmei tyrimo rezultatai. Straipsnio pabaigoje apibendrinami tyrimo rezultatai ir pateikiamos išvados.
ENNowadays business companies face new challenges of globalization, intensive competition and fluctuating demand of consumers. Such situation revealed the problems of company's orientation to market and consumer. The purpose of this paper is to analyse some aspects of marketing concept, the influence of marketing on business success and to present the results of survey carried out to explore the influence of marketing management and marketing mix on the results of wholesales of construction materials companies. It has to be noted that the concept of marketing as a prerequisite of market orientation was developed for commercial companies and has been the object of many research works. Analysing literature it was noticed that a marketing concept is characterized by orientation to a consumer, orientation to competitors and interfunctional coordination of business. Besides that market orientation has primarily a long term focus both in relation to profits. Baker has pointed that there are three categories of marketing factors which provide to be important determinants of business success: attitudinal, strategic and tactical factors. The survey showed that marketing management and marketing mix variables are important for Lithuanian wholesales of construction materials companies. The companies take greater priorities to such marketing mix variables, as product, price and place. Analysing the importance of marketing management activities companies emphasize the quality of products, analysis of competitor's prices and cost control. Promotion is the least important to wholesale companies.They emphasize such marketing management activities as the creation of public relation program and the participation in manufacturers' promotion efforts as the least important. Besides that companies indicate that promotion activities do not have influence on profit and sales variables. It has to be noted that the role of promotion is important in every marketing program. Promotion is used to provide information to various groups of costumers, to create a positive image of organization and etc. Thus, it has a great impact on sales and share of market of organization. The survey showed that wholesales of construction materials companies adopt a narrow view to marketing and give greater importance to product and distribution.
