PECULIARITIES OF RELATIONSHIP MARKETING FOR SMALL INDUSTRIAL ENTERPRISES. FEATURES OF MARKETING MANAGEMENT OF SMALL INDUSTRIAL ENTERPRISES BASED ON THE CONCEPT OF RELATIONSHIP MARKETING

Abstract

The article examines the peculiarities of managing the marketing activities of small industrial enterprises. The advantages of forming a marketing management system of a small industrial enterprise based on the concept of relationship marketing are presented: ensuring business stability by strengthening long-term mutually beneficial relationships with consumers; increasing the level of consumer satisfaction; improvement of personal relations of the manager and staff with consumers; orientation of marketing management on consumer values, creation of value that is unique. The definition of the term "marketing management of a small industrial enterprise based on the concept of relationship marketing" is provided - a system of analyzing the industrial market, external and internal environment, planning, implementing and evaluating the effectiveness of marketing actions aimed at creating value with key business consumers and obtaining joint benefits in the process interaction to achieve the strategic goals of a small enterprise. Features of relationship marketing for small industrial enterprises are highlighted: the presence of repeated contacts with a limited group of business consumers; the need to regularly obtain and update information about business consumers; personal contacts with persons who make decisions on procurement; limited number of business customers, dependence on large key business customers; segmentation taking into account the profitability of business consumers; the need to ensure the mutual value of relationships; analysis of external factors that affect all participants in the relationship; the need to organize technical support for business consumers; adaptation of products to the technical requirements of business consumers; dependence on suppliers, acceptance of the risks of relationships with suppliers; comprehensiveness of sales; high role of personal relations between employees and managers of partner companies; orientation of the team on building and maintaining relationships with business consumers. The content of the elements of the relationship marketing complex in relation to small industrial enterprises is substantiated.