MARKETING STRATEGIES BASED ON THE BUYING PROCESS

Abstract

In marketing, due to dynamic, rapid and permanent changes known on the market, we will talk more about politics than about strategy, the time horizon covered is much lower than that contained in a classic strategy, with a risk that elements and criteria to which we refer are no longer current. Sales growth strategies are, in fact, combination strategies and consist in the company applying, in its different units, different strategies, according to the requirement of appropriate strategies applied to different environments of action. A business strategy must be based on knowledge of customer purchasing behavior. To contact customers, a company may use one or more specific strategies. Every marketing strategy serves the interest of increasing competitiveness, and of stabilizing and improving the companys position in the market in a highly competitive environment. In the age of transformation into market economy, rapid technological development, and confrontation between economic and ecological factors, every single manager is compelled to elaborate an attitude, and to take a stand concerning research and development, technological transfer, the technological level of products, and the quality of services, because these are the factors determining the future development, the chances of survival, and in a wider sense the objectives of marketing strategy.

Keywords

• politics
• entrepreneurial approach
• corporate approach