NEED FOR A SYSTEMATIC PROCESS OF MARKETING PLANNING IN ROMANIAN SMALL AND MEDIUM ENTERPRISES

The marketing activity of a successful enterprise represents a continuous effort to adapt itself to the dynamic factors of marketing environment, to re-evaluate and capitalise on the opportunities, based on a direct relation with its internal resources. One of major challenges of enterprises, irrespective of their object of activity or size, is the understanding of management methods for various marketing mix components in a consistent plan. This article is meant to analyse and support some grounds emphasising the importance of development and implementation of a support system for unitary evaluation and management of marketing components of an enterprise and its market trends,in view of identifying goals and strategies clearly oriented toward offering higher value to the targeted consumer while insuring competitiveness and economic efficiency. This goal, which consists of shaping a conscious activity direction through adaptation to the continuous market evolution, forces the contemporary enterprise to realise the importance of adopting marketing planning processes. The article approaches marketing planning in the context of particular needs and aspects of Romanian small and medium enterprises.