Value Oriented Strategic Marketing
Vrednosna orijentacija strategijskog marketinga
Abstract
Changes in today’s business environment require companies to orient to strategic marketing. The company accepting strategic marketing has a proactive approach and focus on continuous review and reappraisal of existing and seeking new strategic business areas. Difficulties in achieving target profit and growth require turning marketing from the dominant viewpoint of the tangible product to creating superior value and developing relationships with customers. Value orientation implies gaining competitive advantage through continuous research and understanding of what value represents to the consumers and discovering new ways to meet their required values. Strategic marketing investment requires that the investment in the creation of values should be regularly reviewed in order to ensure a focus on customers with high profit potential and environmental value. This increases customer satisfaction and retention and long-term return on investment of companies.
Apstrakt
Promene u savremenom poslovnom okruženju zahtevaju orijentaciju preduzeća na strategijski marketing. Preduzeće koje prihvata strategijski marketing ima proaktivan stav i fokus na kontinuirano preipitivanje postojećih i traženje novih strategijskih područja poslovanja. Teškoće u ostvarivanju ciljne dobiti i rasta preduzeća uslovljavaju okretanje marketinga od dominantnog stanovišta o opipljivom proizvodu na stvaranje superiorne vrednosti i razvijanje odnosa sa potrošačima. Orijentacija na vrednost podrazumeva sticanje konkurentske prednosti kontinuiranim istraživanjem i razumevanjem šta vrednost predstavlja za potrošače i otkrivanjem novih načina da se izađe u susret njihovim zahtevanim vrednostima. Strategijsko marketing investiranje zahteva da se investicije u stvaranje vrednosti regularno preispituju kako bi se obezbedilo fokusiranje na potrošače sa visokim profitnim potencijalom i životnom vrednošću. Takav pristup povećava satisfakciju i zadržavanje potrošača i dugoročni prinos na ulaganja preduzeća
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