INFLUENCE OF MARKETING ENVIRONMENT ON THE TOY MARKET

Violeta A. ANDREIANA (Mihaescu), Calelia G. STOICA (Stanciu) and Cornelia D. IVAN (Trandafiroiu)
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Violeta A. ANDREIANA (Mihaescu): Faculty of Economical Sciences, VALAHIA University of Targoviste, Romania
Calelia G. STOICA (Stanciu): Faculty of Economical Sciences, VALAHIA University of Targoviste, Romania
Cornelia D. IVAN (Trandafiroiu): Faculty of Economical Sciences, VALAHIA University of Targoviste, Romania

SEA - Practical Application of Science, 2014, issue 3, 48-54

Abstract: Along with the passage of time, parents have manifested a different attitude towards their children, trying to offer them everything they wanted in what concerns the toys. Therefore, the toy market is constantly expending, and the tough competition leads to the quality improvement of the toys and enforces certain standards on the market. The originality and topicality of the theme consist in the change in the toy consumers’ and users’ preferences which required greater attention to be paid to the influence manifested by the marketing environment on this market. The case study identifies the occurred problems and the toy influence factors by an analysis over the marketing environment components, i.e.: marketing internal environment, micro-environment and macro-environment. The study ends with the recommendation of several solutions for the improvement of the current situation.

Keywords: Marketing; Marketing environment; Toy market; Influence factors; Analysis (search for similar items in EconPapers)
JEL-codes: Z10 (search for similar items in EconPapers)
Date: 2014
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