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

Szilárd Székely (), Adriana Benedek () and Lucian-Ionel Cioca ()
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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

Annals of the University of Petrosani, Economics, 2018, vol. 18, issue 1, 239-248

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.

Keywords: industrial procurement behavior; organizational buying behavior; buying center DMU; industrial marketing; semi-finished product marketing (search for similar items in EconPapers)
JEL-codes: L14 M30 M31 (search for similar items in EconPapers)
Date: 2018
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