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Aspects Regarding The Marketing Environment Of Retailers

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  • Dan Cristian Dabija

    (Babe┬║-Bolyai University Cluj-Napoca Faculty of Economics and Business Administration Cluj-Napoca, Romania)

Abstract

The marketing environment in which producers or retailers act consists of the totality of factors and forces that come under the immediate control of a production or retail company and that influence the maintenance or development of profitable relationships with customers [Balaure, 2002, p.76]. It also represents the grouping of actors and of external forces of a company capable of influencing the way in which it develops and maintains satisfactory exchanges with the target market [Kotler, Keller, Bliemel, 2007, p.189]. The necessity of knowing and proper understanding the business environment arises from the perspective of two fundamental issues, namely it [Pop, Dumitru, 2001, p.73] allows a company to be able to harness the raised opportunities and also to avoid certain dangers of a random, indeterminate or antagonistic market.

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Bibliographic Info

Article provided by University of Craiova, Faculty of Economics and Business Administration in its journal Revista Tinerior Economisti(The Young Economists Journal).

Volume (Year): 1 (2011)
Issue (Month): 16 (April)
Pages: 63-74

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Handle: RePEc:aio:rteyej:v:1:y:2011:i:16:p:63-74

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Keywords: retailers; marketing environment; business activities; competition; market development;

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  1. Pop Nicolae Alexandru & Dabija Dan Cristian, 2008. "Tendencies Of Internationalization In Retailing," Annals of Faculty of Economics, University of Oradea, Faculty of Economics, vol. 4(1), pages 1099-1105, May.
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