Rolul strategiilor promoționale în amplificarea comportamentului consumatorului la punctul de vânzare [Articol]

Abstract

This paper reviewed the main marketing strategies that can help enterprises to achieve a higher level of competitiveness and to gain a better place on the market. Therefore, as a result of the implementation of push and pull strategies, the enterprises can become more attractive in the eyes of consumers and more competitive on the market. The products themselves, displayed on the store shelves, are nothing but fund assets waiting for the consumers to discover their value. Thus, the promotional strategies are giving support to the enterprises in order to discover the value of products exhibited to consumers. As a consequence, due to the right and timely applied promotional strategies, the enterprises become capable to struggle with the competition given the existence of competitive advantages. The methodology used in this paper focused on the following methods: analysis, synthesis, induction, deduction, comparative analysis. In conclusion, we should emphasize the fact that promotional strategies represent the pillar of customer communication and that track of success which will be climbed only by those companies that assume the need to implement them at sales points.