Marketing promotion in the consumer goods' retail distribution process

• Author: Balasescu, S.
• Position: Dept. of Marketing, Tourism and International Relations, Transilvania University of Brasov
• Pages: 15-20

Bulletin of the Transilvania University of Braşov • Vol. 6 (55) •No. 1 - 2013

Series V: Economic Sciences

MARKETING PROMOTION IN THE

CONSUMER GOODS’ RETAIL

DISTRIBUTION PROCESS

Simona BLŞESCU

1

Abstract: The fundamental cha racteristic of contempora ry marketing is the

total opening towards thr ee major directions: consumer needs, orga nization

needs a nd society’s needs. The continuous e xpansion of marketing has been

accompanied by a p rocess of differentiation a nd specialization.

Differentiation has led to the so called “specific marketing”. In this paper,

we aim to explain that in the retail companies, the concept of sales marketing

can be distinguished as a n independent marketing specia lization. The main

objectives for this paper ar e: the d efinition and delimitation of consumer

goods’ sales marketing in the retail business and the sectora l approach of the

marketing concept and its specific techniques for the reta il activities.

Key words: distribution, retail sales, tra de marketing, marketing mix,

consumer goods’ sales marketing.

1 Dept. of Marketing, Tourism and International Relations, Transilvania University of Braşov.

1. Introduction

Contemporary realities show that a

functional economy is a market economy

where marketing has deeply penetrated

both as the philosophy guiding the

organizations’ activities, whatever their

nature, as well as a practical action,

reflected in significant results, often really

spectacular [4, p.17].

Marketing is today, regardless of the

type of activities or the characteristics of

the organizations, an entrepreneurial way

of thinking [1]. If initially the marketing

thinking and action occurred in business

activities related to commodity production,

then marketing has penetrated all other

economic areas (consumer durables,

investments goods and services etc.) and

then extended to those activities which do

not aim to obtain profit ( e.g. fields such as

social-political, cultural, sports ones etc.).

Marketing extension was made at internal

level, gradually penetrating all areas of

human activity, and internationally, in

developed or less developed countries, in

any type of economy, so far that today

marketing has become universal [4, p.52].

The continuous expansion of marketing

has been accompanied by a process of

differentiation and specialization.

Differentiation has led to the so called

“specific marketing”. This specialization

has assumed a connection to the specific

features of the field, of the belief and the

initially existing research instrumentation

and then their adaptation to the area

specificity.

As we mentioned above, we consider

that in the trade area, for the retail

companies sales marketing can be