Analysis And Understanding Of Key Marketing Concepts Marketing Activities Organized Within The Footwear Industry Companies

Abstract

Marketing in its hypostasis: optical and economic design, practice science and art, it appears and develops in the context of a competitive economy, as a necessity of business success. These considerations and not only determined us researching its direct steps: business to business, and to identify characteristics of marketing activities undertaken by companies in competitive markets. In this paper we follow, based on research carried out on a sample of 160 statistical units (footwear industry companies in Romania), issues related to understanding the main concepts of marketing and marketing analysis manager mentality. Introduction Marketing is often considered as one of the most attractive elements of management. Marketing is a factor with a major contribution to the profitability of firms, and managers need to coordinate marketing efforts with all other aspects of the business in order to be successful In the context of new challenges being placed on marketing, it is absolutely necessary to master not only the information technology but it needs marketing skills-skills for planning, logistics, creativity-based on a superior understanding of the market environment of its forces, and the need to produce in large values. These are conditions and success of companies in the future survival. The dominant strategy in business practice in the '90s was reengineering the company level. Large or small companies were set, and new processes were designed to increase productivity. In countries like USA, UK, this strategy has greater scope among firms; it was found that sales fell faster than costs. (Robertson T.S., 1993). It is clear that a reengineering of the company offers multiple benefits but recent studies show that it is mainly short-term shape. In "The effects of organizational downsizing on product innovations" authors Dougherz D. and Bowman Edward H. state that the company must be accompanied by revitalizing redesign its emphasis on innovation. These two concepts must coexist in the strategic approach to our business. In our country, the enterprise management strategy is heavily dominated by point, by market strategies, product strategies, pricing, and not least by organizational strategies. In most cases, the general strategy of firms is not considered in line with company's mission and strategic outlook. The concept of redesign coexists in Romanian light industry enterprises with elements of revitalization, and market growth should indicate ways and provide opportunities for the future. During 1990-2010, in order to put more emphasis on restructuring methods using mainly related to staff reduction, reorganization of the company by splitting into several smaller companies. Was applied in many management situations based on company profit centers but did not include restructuring the entire business productive.