The present approaches of Slovak enterprises to sales in B to B market

Abstract

The recent industrial enterprises in the territory of Slovakia are permanently facing the environment changes and rapid turns in their development cycle. The enterprises meeting the new challenges which result from the growing competition pressure, openess of markets and globalization make also the sales sphere present the proofs of real estimation of situation and dispose with the ability to gain and transform the existing customers of industrial enterprises to loyal partners. The requirements concerning the sales have changed due to the growing demanding character of of customers. The aim of the article is to characterize the selected dimensions of sales marketing and its development tendencies on the basis of the data got in the market research from the point of view of sales managers of industrial enterprises functioning in different branches. The article consists of two parts. The first part represents a theoretical framework of the sales problems. The second part is based on the research results in the sphere of production enterprises with the aim to better understand the customer-supplier relationship. This analysis enables us to identify the development tendencies of sales marketingSales marketing, B to B market, customer-supplier relationship