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Tuesday, January 24, 2012

Perche non ci sono dati sulle PMI disponibili per tutti ?

Sento sempre parlare di PMI di quello vogliono, di quello che pensano sia loro necessario, di quello che realmente è necessario per il loro sviluppo.
Non mi pare una cosa secondaria visto che quando le cose vanno male la gente sembra accorgersi di quando sono importanti ma quando vanno bene gli si dice lasciate perdere piccolo non funziona.
Le cose che stiamo dicendo sono il risultato di dati certi o sono opinioni? Io dopo faticose ricerche fatte un paio di anni fa avevo trovato dati del 2008 di cui mi permetto di portare un piccolissimo frammento:


Italian SME Entrepreneurs’ Conception of Marketing
Question Answers (Valid %)

1. In your opinion, what is marketing?
1) A tactics to develop sales and firm size (44.7); 
2) A tool to improve consumers’ knowledge of the firm and its products in the marketplace (18.6); 
3) A function involving all firm processes and resources (15.4); 
4) A tactics to satisfy niche customers (12.8); 
5) A tool to search for new markets (8.5)
[Total = 100] (N = 188)


2. Which is the main function performed by marketing in your organization?
1) Increasing sales (26.6); 
2) Satisfying customers (16.5); 
3)Communicating (15.4); 
4) Developing brand equity (13.8);
5) Developing new products (9.6); 
6) Analysing new markets(9); 
7) A marginal function or none (5.3); 
8) Facing competition (3.7)
[Total = 100] (N = 188)


3. In comparison to other functional areas, what is the importance of marketing to your organization?
1) As other functions (35.6); 
2) Instrumental to Production(31.9); 
3) Predominant (20.7); 
4) Marginal (11.9) 
[Total = 100]
(N = 135, 53 missing answers)


4. Have you ever adopted a marketing approach in your organization?
1) Yes (71.8); 
2) No (28.2) 
[Total = 100] (N = 188)


5. If yes, how many years ago did you adopt it?
1) Less than 2 years ago (34.8); 
2) 3-5 years ago (23); 
3) 6-9 years ago (15.6); 
4) 9 years ago or more (26.6) 
[Total = 100]
(N = 135, 53 missing answers)


6. Which are the motives of the adoption of a marketing approach in your organization?
1) The improvement of consumers’ knowledge of the firm and its products in the marketplace (39.3); 
2) Firm’s development (36.3); 
3) The improvement of firm’s competitiveness (20.7);
4) The analysis of business opportunities (3.7) [Total = 100] (N = 135, 53 missing answers)

More precisely, many entrepreneurs were found to consider marketing as a mere tactics to develop sales and firm size (44.7% of cases), to improve consumers’ knowledge of the firm and its products in the marketplace (18.6%), to satisfy niche customers (12.8%), or as a tool to search for new markets (8.5%). Only 15.4% of respondents, by defining marketing as “A function involving all firm processes and resources”, showed a broader view of this construct. As for the main function performed by marketing in the organization, SME entrepreneurs declared that marketing plays different alternative roles in their organizations:
increasing sales (26.6% of cases); satisfying customers (16.5%); communicating (15.4%); developing brand equity (13.8%), or new products (9.6%); analysing new markets (9%); facing competition (3.7%). In comparison to other organizational functions, more than one 


Source : 2008 WHAT IS MARKETING FOR SME ENTREPRENEURS? THE NEED TO MARKET THE MARKETING APPROACH 


Alberto Marcati
Full Professor of Marketing, 
LUISS University of Rome,
Italy 


Alessandro M. Peluso
Doctoral Candidate in Economic and Quantitative Methods for Markets’ Analysis,  University of Salento, Lecce, Italy

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Credo che sia importante parlare su dati reali altrimenti le conclusioni potrebbero non essere significative.

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