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Influence Of Marketing Environment On The Toy Market

Author

Listed:
  • Violeta A. ANDREIANA (Mihaescu)

    (Faculty of Economical Sciences, VALAHIA University of Targoviste, Romania)

  • Calelia G. STOICA (Stanciu)

    (Faculty of Economical Sciences, VALAHIA University of Targoviste, Romania)

  • Cornelia D. IVAN (Trandafiroiu)

    (Faculty of Economical Sciences, VALAHIA University of Targoviste, Romania)

Abstract

Along with the passage of time, parents have manifested a different attitude towards their children, trying to offer them everything they wanted in what concerns the toys. Therefore, the toy market is constantly expending, and the tough competition leads to the quality improvement of the toys and enforces certain standards on the market. The originality and topicality of the theme consist in the change in the toy consumers’ and users’ preferences which required greater attention to be paid to the influence manifested by the marketing environment on this market. The case study identifies the occurred problems and the toy influence factors by an analysis over the marketing environment components, i.e.: marketing internal environment, micro-environment and macro-environment. The study ends with the recommendation of several solutions for the improvement of the current situation.

Suggested Citation

  • Violeta A. ANDREIANA (Mihaescu) & Calelia G. STOICA (Stanciu) & Cornelia D. IVAN (Trandafiroiu), 2014. "Influence Of Marketing Environment On The Toy Market," SEA - Practical Application of Science, Romanian Foundation for Business Intelligence, Editorial Department, issue 3, pages 48-54, April.
    • Handle: RePEc:cmj:seapas:y:2014:i:3:p:48-54
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    More about this item

    Keywords

    Marketing; Marketing environment; Toy market; Influence factors; Analysis;
    All these keywords.

    JEL classification:

    • Z10 - Other Special Topics - - Cultural Economics - - - General

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