THE IDENTIFICATION OF THE MARKETING APPROACHES USED IN THE ROMANIAN AUTOMOTIVE MARKET- A MARKETING RESEARCH -

Tudor Edu, Oana Preda () and Costel Negricea ()
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Oana Preda: Romanian American University

Romanian Economic Business Review, 2013, vol. 8, issue 3.1, 131-143

Abstract: 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 situation being a fast, cheap (Kotler and Armstrong, 2008) and even reliable solution. Anyway,the analysis of the secondary data sources is seldom a complete solution for uncovering the necessary data but definitely can be considered a suitable starting point (Kotler and Keller, 2006) for decision making.The present analysis was performed using a model proposed in 2009 (Cătoiu and Edu, 2009)and tested and improved in 2011 and 2012 through the analyses of the Romanian marketing companies (Edu and Negricea, 2011), banks (Cătoiu, Edu and Negricea, 2011) and Internet Service Providers (Cătoiu, Edu and Negricea, 2012). This model consists of a grid split mainly into seven sections: marketing environment, buying and usage behaviour, product, price, marketing communication, distribution and personnel policies.

Keywords: Marketing; Secondary data; Automotive market (search for similar items in EconPapers)
Date: 2013
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