THE ROLE OF MARKETING IN SME’S DEVELOPMENT IN REPUBLIC MACEDONIA

Tatiana Mirchevska () and Vladimir Mirchevski ()
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Tatiana Mirchevska: Institute of Economics, University “St. Cyril and Methodius”
Vladimir Mirchevski: INEX, Skopje, Macedonia

The AMFITEATRU ECONOMIC journal, 2007, vol. 9, issue 21, 40-44

Abstract: The SME's currently need to upgrade their knowledge and skills to respond the complex market needs, in order to make their position and competitiveness on the market. There is a very close connection among marketing orientation and the level of development of small business. Among other macro and institutional factors, marketing has become one of the most important for SME's development. To be competitive means to create optimal marketing mix by using the four marketing instruments: product, place, promotion and price (4P). The situation of SME's in the Republic of Macedonia is characterized by disturbances in their development through the period of transition. The reasons for such situation are focused mainly on the highest (macro) level, but there are still some opinions that firms are not very innovative or creative in implementing the real marketing concept in practice. The owners or managers in this SME's are not aware or educated in the sphere of marketing and the possibilities for implementation of business activities. Responding to the consumer needs should be a base for creating the whole strategy and the process of consumer satisfaction has to be an indicator for the development small business. This should be a base for creating the contemporary relationship management concept in order to make a real business strategy for positioning the SME’s in order to increase the completeness on the market.

Keywords: Marketing orientation; SME’s development; Marketing concept; Promotion; Integrated communication (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2007
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