The Concept of Structured and Restricted Marketing as a Form of Response to the Current Global Crisis. The Impact of Structured and Restricted Marketing on the Car Market

Gheorghe Săvoiu, Gheorghe Cruceru () and Constantin Manea ()
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Gheorghe Cruceru: University of Brasov, Romania
Constantin Manea: University of Pitesti, Romania

Romanian Economic Journal, 2009, vol. 12, issue 33, 95-124

Abstract: A new type of marketing, i.e. a structured and a restrictive one, can enrich and detail knowledge of how to structure the market, and to measure the concentration or diversification trend, which can finally lead to a double policy: an aggressive marketing policy for the products with favourable dynamics on a market with an excessive concentration trend, at once with an anti-marketing policy for the products with unfavourable dynamics on a market with an excessive diversification trend. That could be a good response given by the economic higher education to the practical aspects of the contemporary global crisis, but it implies a new definition for marketing and anti-marketing, alongside a clarification of some important notions, like “market with an excessive concentration” (defining the relative limit of a concentration coefficient Gini–Struck, in the general conditions of ABC curve’s theory), or “market with an excessive diversification” (defining the relative limit of a diversification coefficient Gini–Struck, in the general conditions of ABC curve’s theory). All these evaluations for the concentration or diversification speed, can be realized only in the conditions of a better understanding of the structures, associations or correlations on a market under investigation, during a period of crisis. The authors exemplify their concept of structured and a restrictive marketing on the Romanian car market. The main conclusion is that structured and restrictive marketing can promptly remove the products with an inadequate trend on the market. Thus, the theory of marketing and the general economic theory provide a simple and clear response to the crisis, even for a long period of contraction on the market (i.e. a period of recession).

Keywords: marketing; anti-marketing; structured marketing; restrictive marketing; concentration-diversification coefficient. (search for similar items in EconPapers)
JEL-codes: C46 D43 I23 L11 M31 (search for similar items in EconPapers)
Date: 2009
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