Services Marketing as a Way of Ensuring the Small and Medium Enterprises Competitiveness in EU

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F47813059%3A19520%2F16%3A00010621" target="_blank" >RIV/47813059:19520/16:00010621 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Result language
angličtina
Original language name
Services Marketing as a Way of Ensuring the Small and Medium Enterprises Competitiveness in EU
Original language description
This article aims to highlight the importance of the competitiveness of SMEs in the European Union. The attention is focused on the marketing tools use of SMEs in the area of services business. The theoretical part of the paper determinates the basic problem area as services marketing. The main objective of this paper was to characterize the marketing behaviour of small and medium enterprises in the services market within the elements of the marketing mix 4P with emphasis on ensuring their own competitiveness. The primary marketing research using the method of questioning was realized to ensure adequate data. 192 companies were involved in marketing survey, 66 % of micro companies up to 10 employees, 23 % of small companies up to 50 employees and 11 % of medium-sized companies up to 250 employees. Only 22 % of companies consider the change of product offerings in order to increase their competitiveness. The vast majority of surveyed companies (73 %) don´t consider price changes of se rvices and 78 % of companies don´t consider distribution strategy changes to improve the competiveness of their business. Micro, small and medium-sized companies extensively use the brand (company name), logo in communication with customers to differentiate from the competition.
Czech name
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Czech description
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Project
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Continuities
I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Publication year
2016
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
Conference Proceedings 14th International Scientific Conference Economic Policy in the European
ISBN
978-80-7510-210-2
ISSN
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e-ISSN
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Number of pages
9
Pages from-to
434-442
Publisher name
SU Opava, OPF Karviná
Place of publication
Karviná
Event location
Petrovice u Karviné
Event date
Sep 14, 2016
Type of event by nationality
EUR - Evropská akce
UT code for WoS article
000403638200046

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