Article: MARKETING COMMUNICATION THROUGH SALES PROMOTION ABSTRACT Occurred as a result of an increasingly fast economic-social evolution

Article: MARKETING COMMUNICATION THROUGH SALES PROMOTION

    

 

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ABSTRACT Occurred as a result of an increasingly fast economic-social evolution and as a response to the new market challenges, sales promotion has affirmed itself lately as an original instrument able to ensure spectacular results for the organisation. Thus, in a more and more competitive environment, sales promotion proves to be an important communication tool in marketing. For today's organisations communication is a main component of the marketing activity, it is practically the starting point in this activity. The daily activity of each economic agent cannot be limited to the production and distribution of goods and services. The economic environment imposes these organisations to develop a system of communication with the market where it operates, system by which one aims both at the careful monitoring of potential consumers and influencing of their purchasing behaviour, and the support for the sales process. Keeping in mind these considerations, the present paper aims at identifying the attitude of Reşiţa's population towards the role of sales promotion in the communication between the organisation and the customer. KEY WORDS: communication, marketing, sales promotion, consumer JEL: D11, D12, M31 1. INTRODUCTION The consumer this guest of honour - is the core of the marketing specialists' attention, consumption being the single purpose and the only target of any economic activity. Although the study of the consumer behaviour has benefited, along time, from a special attention from the part of numerous authors such as Engel and Blackwell (1982), Assael (1992), Becker (1994), Boier (1994), Filser (1994), Miron (1996), Plăiaş (1997), Blythe (1999), Dobre (2000), Marder (2004), Catoiu and Teodorescu (2004, 2007), Zaltman (2007), Tănase (2006, 2009, 2013, 2014, 2015), Anghelina (2011), Rindaşu (2005, 2009), Dinu (2010, 2012), Minică (2012), Trişcă (2012), Georgevici (2013) etc., authors who treat in their works complex subjects related to demand, consumption and consumption behaviour, by the wide topic range, the study of population's consumption patterns still remains a field that must be explored with a lot of scientific discernment. Part of people's economic behaviour, consumer behaviour plays a more and more important role in economic life, its study and explanation undoubtedly becoming an absolute Associate Professor PhD., Faculty of Engineering and Management, University Eftimie Murgu of Reșița, Romania, d.tanase@uem.ro Associate Professor PhD., Faculty of Economics, University Eftimie Murgu of Reșița, Romania, a.tanase@uem.ro ABSTRACT Occurred as a result of an increasingly fast economic-social evolution and as a response to the new market challenges, sales promotion has affirmed itself lately as an original instrument able to ensure spectacular results for the organisation. Thus, in a more and more competitive environment, sales promotion proves to be an important communication tool in marketing. For today's organisations communication is a main component of the marketing activity, it is practically the starting point in this activity. The daily activity of each economic agent cannot be limited to the production and distribution of goods and services. The economic environment imposes these organisations to develop a system of communication with the market where it operates, system by which one aims both at the careful monitoring of potential consumers and influencing of their purchasing behaviour, and the support for the sales process. Keeping in mind these considerations, the present paper aims at identifying the attitude of Reşiţa's population towards the role of sales promotion in the communication between the organisation and the customer. KEY WORDS: communication, marketing, sales promotion, consumer JEL: D11, D12, M31 1. INTRODUCTION The consumer this guest of honour - is the core of the marketing specialists' attention, consumption being the single purpose and the only target of any economic activity. Although the study of the consumer behaviour has benefited, along time, from a special attention from the part of numerous authors such as Engel and Blackwell (1982), Assael (1992), Becker (1994), Boier (1994), Filser (1994), Miron (1996), Plăiaş (1997), Blythe (1999), Dobre (2000), Marder (2004), Catoiu and Teodorescu (2004, 2007), Zaltman (2007), Tănase (2006, 2009, 2013, 2014, 2015), Anghelina (2011), Rindaşu (2005, 2009), Dinu (2010, 2012), Minică (2012), Trişcă (2012), Georgevici (2013) etc., authors who treat in their works complex subjects related to demand, consumption and consumption behaviour, by the wide topic range, the study of population's consumption patterns still remains a field that must be explored with a lot of scientific discernment. Part of people's economic behaviour, consumer behaviour plays a more and more important role in economic life, its study and explanation undoubtedly becoming an absolute Associate Professor PhD., Faculty of Engineering and Management, University Eftimie Murgu of Reșița, Romania, d.tanase@uem.ro Associate Professor PhD., Faculty of Economics, University Eftimie Murgu of Reșița, Romania, a.tanase@uem.ro

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