The consumer is in the centre of any marketing endeavour. Finding out what the consumers (individual or organization) need, desire and demand is the starting point of a marketing approach.Our research is focused on determining consumer behaviour coordinates pertaining to cool drinks amongst...

The present paper aims to identify coordinates of the buying behaviour prior to the Easter celebration displayed by people shopping from large surface stores in Bucharest, Romania. Through a comprehensive semi-structured, disguised and direct observation performed by people based on an...

The mandatory car insurance market is becoming a significant one in value and a highly competitive one. Every individual and organization owning a vehicle must pay the yearly mandatory car insurance. In this paper we aimed to identify marketing approaches used by companies offering mandatory car...

In the field of services, quality is, in general, defined by the client and the management ensures the overfulfilment of the clients demands and expectations. The quality of services implies two essential aspects that a manager has to take into account: the clients satisfaction and the absence...

Besides the light of knowledge, the academic environment can provide continuity and value to a society that strives to make its way through economic and social difficulties. Starting from the individual needs, the University can lay the sound basis for a harmonious development of all societys...

At present, due to the highly competitive environment and a more than ever demanding customer, the marketing approaches considered by the small and medium enterprises (SMEs) must be split into strategic and tactical tools. The first ones must outline the directions, objectives and paths...

In order to acquire an effective competitive advantage on the market, the product/ brand must be understood by the prospects in a certain way. The outcome of positioning is the depiction of a clear image in the prospect’s mind of what the product can offer or mean. A clear position in the...

The present study addresses the manners in which potential consumers react to and examine online marketing communication efforts, and how their perceptions influence various decisions. By drawing from theories of consumer behaviour, several variables are taken into consideration, a model...

The present research paper points out the major role that Academic Marketing plays in attracting students to universities focusing on quality and satisfaction, a role based on research development, on offering educational services at high standards of performance and thorough knowledge. In the...

This paper represents a consistent analysis of the automotive industry in Romania based on secondary data.The secondary data already exist, being collected for other purposes (Cătoiu et al, 2009). By analysing such data, a company can comprehend the main directions and traits of a particular...