| Abstrakt: |
A negotiator develops personal negotiation style all his life. The successful implementation of that process is mastered through various types of negotiations. The recognition of the personal negotiating style of the other party is of the great importance as well as knowledge of the cultural perception of the other side. Due to cultural and mentality diversity the representatives of the other culture most often look at things differently. Outlining one's own negotiating style is defined in the stage of preparation for negotiations. However, taking into account the cross-cultural negotiation process it is useful to have knowledge of the basic communication styles. Further on, a larger number of different communication styles in negotiations which are pointed out in this paper, is been created. Negotiation styles are widely considered as an important component of tailoring negotiation and marketing strategies in sales. They should be applied by managers in sales organizations where the negotiations contain aspects of various tasks that may concern marketing strategies, business transactions or employment negotiations, sales or service contracts, as well as complaints on sales service or company's quality of products. In all mentioned cases, the aim of this paper is to underline the importance of recognizing different styles of communication in negotiations as it can be crucial factor in distinguishing successful or unsuccessful outcome in the process of sales, marketing and launching products to the customers. The subject of the paper will be exhibited by the methodology based on the general social, scientific and personal practical experience of the authors and by the usage of comparative method. The recommendation arising from this paper indicates necessity for applying efforts into understanding of different communication styles in negotiations and marketing, as well as of different psychological types of communicators participating in negotiations, or customers targeted by suitable marketing strategy. Depending on communication styles basic psychological personality types that generate different emotional responses, motivational aspects and cultural differences are taken into consideration. In order to operate more efficiently in a turbulent market today, it is necessary for companies to focus on the philosophy of customers, in terms of monitoring their needs and meeting them. However, the 21st century has produced educated and extremely demanding customers, for whom the threshold of expectations is very high. In order to survive, a company needs to be consumer-focused, and this is achieved through the design of marketing strategies to place the superior value of a product or service on the market. [ABSTRACT FROM AUTHOR] |
