SPECIFIC ASPECTS OF THE PROMOTIONAL ACTIVITY ON THE DIY MARKET

Mihai-Cosmin Fanaru ()
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Mihai-Cosmin Fanaru: University Transilvania from “Brașov”,

Annals of Faculty of Economics, 2015, vol. 1, issue 2, 674-680

Abstract: By using the concepts and analytical tools for computing, marketing is directly related to the quantitative methods of economic research and other areas where the performance and efficiency of a system are studied.. As asserted by NEIL H. BORDEN, professor at Harvard Business School, marketing is still an art for market introduction, and the marketing manager, as a chef, must creatively levy all its marketing activities with the purpose of promoting the short and long term interests of its company. The role of marketing is to build the ”personality” of a product such as it is harmonized with what the consumer wishes from that product – and in order to do so it is necessary to become familiar with the consumer in depth, with his needs, preferences and consumption habits, with all the factors that influence its behaviour. Within modern companies, marketing communication has become an extremely important phenomenon by its importance and implications on the life of organizations and on society in general. DIY penetrated Romania in the early years, but abroad, and especially in America, the DIY concept called ,,do it yourself" has had a long history. The concept of "tinkering" has a broader meaning, can be assigned to all the activities which normally require some preparation, but can be made by a layman. So DIY complies an indefinite number of activities undertaken in the house, usually by the owner, for the renovation, maintenance and decoration of the house. DIY also includes the sale of construction and interior materials for those who want to build a house or to arrange it by themselves.

Keywords: marketing; DIY; performance; promotion; consumer; marketing research (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2015
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