A Strategic Marketing Management Approach Of The Relationship Between Companies On B2B Field In Romania And Their Suppliers

The main objective of this paper is to identify a conceptual model to integrate the strategic marketing management instruments in the relationship between the organization on the B2B market in Romania and its suppliers. In order to be able to see the way in which the conceptual model of integration of strategic marketing in the relationship with suppliers can be applied by Romanian companies on B2B field, a quantitative research has been undertaken, having as main objectives to identify which are the main criteria used by organizations in segmenting, targeting and positioning their suppliers and also to identify what type of relationship exists between companies in the B2B field in Romania and their main suppliers. The whole marketing theory resides on the idea of customer and market orientation, and starting from this the concept organizations are as successful as much as they adapt their reactions to the evolutions and changes in the marketing environment. As a consequence to this the marketing theory developed by placing in the centre of its scientific methodology and instruments the market and the relationship of the company with its customers. Our research, has led us to the conclusion that, especially on B2B markets, organizations focus their marketing activities not only on the relationship with their customers, but on the relationship with their suppliers as well. In the supply chain, companies appear as buyers and also as clients for the suppliers of goods, financial resources and of work force. The classical model that describes the relationship of a company with its suppliers presents the acquiring company as a "passive" one, the "active" role being the one of the supplier for which the buying organization appears like customer. Although in numerous occasions the buying company has an "active" role, thus being able to discuss about a different strategic approach (an active one).