DOI: 10.36347/sjebm.2014.v01i11.003

Pages: 550-556

The purpose of our paper is to examine the role of marketing in suppliers of automotive industry. In the first part of our study we summarise the pieces of research of the Hungarian companies those analysed the main questions of the industry marketing. In the second part of our paper we analyse the marketing activities of the supplier companies (118) on the basis of the respondents’ answers. First we explore which is typical of the concept at the automobile suppliers: the long time or short time ones in connection with the roles of marketing. We investigate one dimension associated with the market orientation, the customer-orientation. We recognize the importance of key-customers at supplier companies. After these we evaluate how the suppliers use the relationship marketing tools. Besides, we collect some essential company characteristics, namely company size, ownership, region, the width of product assortment, the level of supplier that affect various company functions.