Marketing solutions for Romanian retail companies

• Author: Balasescu M.
• Pages: 9-16

Bulletin of the Transilvania University of Braşov

Series V: Economic Sciences • Vol. 8 (57) No. 1 - 2015

Marketing solutions for Romanian retail companies

Marius BLŞESCU1

Abstract: Current developments in the consumer goods market raises important and

complex issues for all retail companies. Under increasingly strong competition, Romanian

retail businesses need to solve outstanding issues regarding the integration in market

mechanisms, the diagnose of problems faced in the competitive environment, the initiation

and development of business or the determination of any activity’s feasibility. Furthermore,

being employed in a direct relationship with market demand, retailers must permanently

know and follow its requirements and demands, phenomenon requiring multiple researches,

studies and analysis.

Key-words: retail marketing, marketing information, marketing solutions.

1. Introduction

The analysis and scientific researches highlighted the need of approaching the

distribution marketing as a standalone marketing specialization. From this point of

view it has been developed the concept of the retail company’s marketing focused

on the coordinates of individual consumer goods sale (Blşescu et al, 2009).

Another debated issue, brought as argument for the assertion of marketing concept

for a retail company, is the problem of using the marketing information as an

essential condition for building retailers’ marketing policies and strategies

(Blşescu and Blşescu, 2008).

The scientific approach continued with the analysis of how retailers from

Brasov city use marketing information to build market strategies. For this topic,

there were conducted 2 marketing research, a qualitative one and a quantitative one.

The researches highlighted:

- the extent to which retailers know the marketing philosophy and provide a

functional integration of the concept (1)

- the general marketing tools for managing the activities developed inside the

commercial structures (2).

1 Transilvania University of Braşov, marbalasescu@yahoo.com