Management & Marketing (Jan 2009)
THE ASSIMILATION OF MARKETING CONCEPT BY RETAIL COMPANIES IN ROMANIA
Abstract
The present evolution on consumption goods market generates serious andcomplex issues to retail companies. Under the circumstances of seriouscompetition, retail companies in Romania confront themselves with the needof finding solutions to different aspects regarding integration on the market,identifying solutions concerning competition issues, initializing anddeveloping businesses or determining the profitability of every activity. Morethan this, having a relation with the market they act, retailers must know andfollow permanently the needs and the requires on the market, phenomenonthat implies marketing research, studies and analysis that allow a betterunderstanding of the economic processes, and also social ones, cultural,demographical, and so on. These present realities (and even possibleevolutions) that characterize the sector of retail have been the element thatdetermined the initiation of the present scientific action. The retail company isthe link within a value chain that comes in direct contact with the finalconsumer. Therefore, our intention is to determine the place, role andimportance of marketing within the general policies of retail companies.Naturally, this generated the question: is distribution marketing a specializeddomain that implies policies, strategies and specific techniques, or theassimilation of the classic concept is sufficient in solving marketing andmanagement problems?
