We are in the fifth era of marketing development, that of relationship marketing, where the environment is influenced by globalization, informatization, market liberalization, and the overcapacity of production, and the focus will be not on increasing the volume of production, but on obtaining profit using relationship with profitable customers. Customer-centricity, customization, one-to-one relationship and measuring the value of each customer is an advantage in the fearless market. Organizations if they knew what customers wants would offering only those products or services they want, but to help them to know the customers’ needs better, they use models, new methods and calculation of performance indicators. One of the models which help organizations to determine the customer value and centricity is Net Promoter Score (NPS), its formula being developed by Reichheld F. in 2006. Our research is made on 10 organizations and on 150 respondents and is consisting in using NPS in order to observe customers’ perception of the analysed brands, to measure how well the brand is having satisfayed and loyal customers, and the desire for recommendation of the analysed brand. Our article is using simulation, modeling and IT programs to observe possible relationships and future trends.
Commercial strategy ensures the industrial company's competitiveness in the globalised market economy and is the main focus of this chapter. Commercial activity enables the industrial companies to sell their products and therefore recover their resources used to achieve the production. In this context, the logistics of the company's industrial activity has an important role. In terms of the strategic management theory, the following issues are dealt with in this chapter: involvement of logistics in companies' commercial relations; impact of logistics in organising the manufacturers-distributors-customers relations; logistics – pilot of distribution networks; improvement of service quality at the customer – consequence of logistics; defining the commercial logistics system; designing and planning the commercial logistics system; means to monitor companies' sales; system for monitoring the performances of companies' commercial activities; logistics – commercial strategies relations. All these forms of logistics contribute to preparing a commercial strategy of the efficient company.
In any organizations, between employees, between employees and management are inevitabily appearing conflicts, absenteeism, personnel fluctuation and work accidents (CAFA factors). To diminish the impact of these social dysfunctions, organizations must pay attention to the effective managing and monitoring using performance indicators and an effective communication process and implementing a good plan of evaluation.
In this article we propose to analyze these issues, to find solutions for their resolution, to develop an audit plan for their better understanding and assessment. We also describe some performance indicators that if they are used by organizations, they will find quick solutions for their solving and will obtain performance if they understand the causes/effects balance.
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