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Quality Supplier Response to Industrial Procurement Behaviour on the South East European Metal Distribution Market

Author

Listed:
  • Szilárd Székely

    (“Lucian Blaga” University of Sibiu, Romania)

  • Adriana Benedek

    (“Lucian Blaga” University of Sibiu, Romania)

  • Lucian-Ionel Cioca

    (“Lucian Blaga” University of Sibiu, Romania)

Abstract

Analyzing industrial marketing we can observe increased interactivity between selling teams and buying centers (DMU). A proper understanding of DMU’s behavior give the opportunity to industrial supplier companies to offer a quality response and to obtain better commercial results. This paper presents multidisciplinary characteristics by mixing different approaches, solutions from industrial marketing, organizational (customer) behavior, sales management, management and digital marketing. In this paper we shall analyze these peculiarities and processes by secondary market data analyses, professional in-depth interviews with members of DMU’s and selling teams from different countries, direct behavior observations from the market (industrial exhibitions or negotiations between sales representatives and buyers). One of the key area of the paper shall be the situation of the peculiarities on the (metal) semi-finished products on Romanian and South East European markets, in the era of digital marketing. In nowadays industrial marketing, digital and traditional marketing concepts are converging. The sales forces are sustained by customized marketing mix, digital tools, long-term relations, automated processes, targeted communication and useful marketing and technical information.

Suggested Citation

  • Szilárd Székely & Adriana Benedek & Lucian-Ionel Cioca, 2018. "Quality Supplier Response to Industrial Procurement Behaviour on the South East European Metal Distribution Market," Annals of the University of Petrosani, Economics, University of Petrosani, Romania, vol. 18(1), pages 239-248.
    • Handle: RePEc:pet:annals:v:18:y:2018:i:1:p:239-248
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    References listed on IDEAS

    as
    1. Backhaus, Klaus & Koch, Franz-Karl, 1985. "Behavioral industrial marketing research in Germany and the United States--A comparison," Journal of Business Research, Elsevier, vol. 13(5), pages 375-382, October.
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      More about this item

      Keywords

      industrial procurement behavior; organizational buying behavior; buying center DMU; industrial marketing; semi-finished product marketing;
      All these keywords.

      JEL classification:

      • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
      • L14 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Transactional Relationships; Contracts and Reputation
      • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General

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