Assessment of the economic need for efficient customer communication for small and medium-sized enterprises

Kód výsledku v IS VaVaI

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Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

Assessment of the economic need for efficient customer communication for small and medium-sized enterprises

Popis výsledku v původním jazyce

The economic and social environment in which companies operate today is increasingly characterized by complexity, dynamism and ultimately, competition. The reason for this is globalisation, the consequences of which lead to increasing competitive pressure. SMEs run the risk of being forced out of the market. These companies are thus faced with the challenge of increasing their competitiveness. Marketing communication is particularly important in this context. Only if the right approach to demanders is successful can necessary sales targets be achieved. The number of available communication channels has risen continuously in recent years. The rising is ensured by technical progress. The personnel and financial resources for communication have not increased to the same extent at SMEs. SMEs are thus faced with the challenge of implementing a communications mix with limited resources. The more efficiently existing resources are used, the more positively this affects the competitiveness of the SMEs.At present numerous concepts for the production of a marketing mix exist. These focus, however on national or international markets. The present research work shows that SMEs with a regionally limited business area should use an individual marketing mix. If it is possible to optimally adapt this to the regional characteristics of the target group, a valuable competitive advantage can be realised. This results from the fact that a product or a service of the same kind can be offered more economically to the competition - since the communication costs represent an important part of the price calculation.

Název v anglickém jazyce

Assessment of the economic need for efficient customer communication for small and medium-sized enterprises

Popis výsledku anglicky

The economic and social environment in which companies operate today is increasingly characterized by complexity, dynamism and ultimately, competition. The reason for this is globalisation, the consequences of which lead to increasing competitive pressure. SMEs run the risk of being forced out of the market. These companies are thus faced with the challenge of increasing their competitiveness. Marketing communication is particularly important in this context. Only if the right approach to demanders is successful can necessary sales targets be achieved. The number of available communication channels has risen continuously in recent years. The rising is ensured by technical progress. The personnel and financial resources for communication have not increased to the same extent at SMEs. SMEs are thus faced with the challenge of implementing a communications mix with limited resources. The more efficiently existing resources are used, the more positively this affects the competitiveness of the SMEs.At present numerous concepts for the production of a marketing mix exist. These focus, however on national or international markets. The present research work shows that SMEs with a regionally limited business area should use an individual marketing mix. If it is possible to optimally adapt this to the regional characteristics of the target group, a valuable competitive advantage can be realised. This results from the fact that a product or a service of the same kind can be offered more economically to the competition - since the communication costs represent an important part of the price calculation.

Druh

D - Stať ve sborníku

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

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Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2019

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název statě ve sborníku

34th International-Business-Information-Management-Association (IBIMA) Conference

ISBN

978-0-9998551-3-3

ISSN

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e-ISSN

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Počet stran výsledku

19

Strana od-do

2682-2700

Název nakladatele

INT BUSINESS INFORMATION MANAGEMENT ASSOC-IBIMA

Místo vydání

NO. 327, NORRISTOWN, PA 19401 USA

Místo konání akce

Madrid- Spain

Datum konání akce

13. 11. 2019

Typ akce podle státní příslušnosti

WRD - Celosvětová akce

Kód UT WoS článku

000556337404009