Curs 1

MARKETING AS A SIENCE AND ACTIVITY

1. Marketing as an economic science
According to this, marketing is part of the economic science system which consists of several groups of economic sciences and the relationship among them. The main groups: a) General economic sciences: macroeconomic planning, economics b) Sectorial economic sciences: industrial economic, tourism c) Firm economic sciences: management and marketing (for public institutions). Marketing as a science studies different aspects of the microeconomic level (macroeconomic=national; microeconomic=institutions) d) International economics sciences: international economics/relations/ e) Historical economic sciences: economic way of thinking or the history of the national economic f) Mixed economic sciences (combination between 2 sciences): economic geography, international cybernetics, econometry Marketing as a science is an economic science that studies the markets need and in addiction, marketing as a science deals with specific tools (scientific instruments), such as scales.

2. Marketing as an activity
The economic activity is a system which connects two main economic subjects (consumers and producers). The classical parts of the easy activity: Production Distribution Exchange (selling) Consumption (to use or not to directly consume the product)

Marketing is a new way of life,

ECONOMIC CONCEPTS
Concept of client Concept of exchange relationships Concept of the demand

Concept of need Concept of utility

The client
Individual or organization which is part of a transaction The marketing approach takes into consideration a large sense of a client when in different contexts we face and identify new clients (a buyer, a company, a student, a patient, a lawyer)

The exchange relationships

In the following relation between two parts having the following features: o Each part wants what the other one has o Each part has the freedom to accept or refuse the transaction o The process of negotiation must be considerate

The demand
The demanded quality at different levels of price According to the marketing approach, the demand is extended to some specific characteristics of it converting into other concepts such as negative command

The need
Is considerate an individual organization requirement in the relationship to the subject According to the marketing approach, needs to be accepted in a larger sense such as secret needs

The utility
The economic concept that has to do with the level of satisfaction the client gets. There are three types: a) placed utility; b) time utility (nonstop delivery); c) complex utility (includes both place and time utility)

MARKETING FUCNTION
1) The research of the market needs (premise function: starting point) 2) The connection of the enterprise to the market (a way of doing- how?)

3) Satisfying the clients needs (why?) 4) Maximizing the profit

MARKETING ENVIRONMENT
1) Micro-mark environment (individual and companies) 2) Macro-mark environment (has to do with the entire economic society) The Marketing environment is a complex set of variables, which influence directly or indirectly the organization. 1) The Micro environment: consist of all variables that influence the organizational activity being situated is what is called the neighborhood of the company. The most important companies: PROVIDERS (companies that provide different resources that are specific input for the organization, such as providers of raw materials, providers of human resources, etc); THE CLIENTS (can be considerate the beneficiary of the product and efficient companies have (???) to understand the consumers behavior. This is why companies studies the consumers behavior either directly with the help of specialists or asking there kind of studies from research institutes). Most important group consider that businesses may be dedicated to individuals and this is called business to consumer (B2C); INTERMEDIATS (are economic agents (companies) that help with the distribution, meaning that they buy in order to sell- they buy big quantity and sell small quantity); PUBLIC AGENCIES (social organizations that provide specific services for the benefit of the entire society); COMPETITORS (they consist of the similar organizations that provide similar goods or necessities. Competitors have different behavior in different marketsMonopoly Market, Oligopoly Market, Monopolistic Market *second companies that provide similar products that they differentiate the product using the (???) or the publicity*) 2) The Macro environment: consists of specific national factors which generate the characteristics of the context in which a company acts. The most important components are: THE ECONOMIC COMPONENT (reflects in the national economic structure orientated to industry, services, agriculture sections or all of them. The economic environment can be characterized by special indicators like GDP (Gross Domestic Products, PIB), inflation rate, implement rate, etc); THE DEMOGRAPHICAL MACRO ENVIRONMENT (which has to do with the distribution of the population in different groups from total population to legal population and group of employers); SOCIAL INDICATORS (natality/mortality and specific demographic percentage); THE TECHNICAL ENVIRONMENT (which consist of material capacity to integrate into business the results of the technical progress through the process of innovation); THE INFORMATIONAL COMPONENT (that has to do with all the national factors that support the process of using information in the business); THE LEGISLATIVE COMPONENT ( has to do with all the documents, rules, processes according laws the legal fundamental for the business); THE CULTURAL COMPONENT (consist of accepting the difference if society, individuals and companies. Most relevant cultures are the following: a) individual culture, b) organizational culture, c) the

economic culture, d) the general context culture (ex: European culture). There are two main principles that apply to three components. 1) the fundamental values of society to not change in time, 2) the secondary values change in time: the idea of individual relationship, the perception about groups, about the society, about life and about nature). In the contemporary context, organization behave according to their possession they have or they want to achieve into near future in the market. Organizations are divided in four categories: 1) The Leader position: the 1st company according the special economical indicators (profit, revalues, market share- percentage of the market) 2) The Challenger company- the 2nd company, that wants to be leader. 3) The Follower group of companies- smaller companies that do not want to be leaders, they feel comfortable with their position 4) The small group of companies- companies that copies strategies from big ones. Each position of the company is reflected in the market strategy. For instance, of a leader company develops a strategy to protect and consolidate its position. The Challenger company implement strategies that are inspired from military area (attack strategy). The other two groups make copies of what the 1st do.

Curs 4

THE CONSUMER BEHAVIOR

I) Characteristics of the Consumers in the Market The consumer behavior is a set of reactions on the market, in terms of accepting or not accepting some goods or services. Consumption is the process developed as a consequence of a buying process generated from the system of individual needs. Consumption can be: a) According to the subject of the consumption: individual, group or society consumptionpublic services, transportation; b) According to the frequency of the consumption: current (happens every day), periodical (not so often); occasionally (it happens once or twice in a lifetime- a car, a house) c) According to the source of operating the consumption: self consumption (when you consume something you did by yourself-cooking); provided consumption (by othersselling-buying) d) According to the effect a consumption invest in the process of consumption: a) consumption of basic product- convenience goods-> characterized by small effort; three

categories: 1) basic product (bread), 2) (???) product (pills), 3) (???) product ; b) the specialty goods when the effort of buying and searching for that product is higher (goods for a long time- TV, machines; c) the specialized products (professional goodsspecial professional camera; d) goods that are not wanted (we do not need and will not buy . There are three phases in the process if consumption: a) The cognitive phase: when consumers look for information b) The affective phase: when the consumer has already decided for the buying or not buying the product c) The active phase: when the consumer starts to act/ becomes part of the transaction.

Models of consumption
There are two main models of consumption: 1. HOWARD SHETH: this model explains the consumer process as a system of connecting four phases and these are: 1) of information, 2) of decision, 3) of the buying process and the consumer itself, 4) of evolution and feedback. 2. NICOSIA: consist in two phases: 1) the perceptual phase, when consumer builds an appreciation towards a product, 2) the phase of learning process, when the consumer decides after an evolution if he wants to buy the product or not.

Curs 5

MARKETING STRATEGY
1. 2. 3. 4. 5. The general market strategy Product strategy The price strategy The distribution strategy (placement) Promotion strategy

1) THE GENERAL MARKET STRATEGY Consists of a set of general market actions a company takes in order to achieve its goals. The market strategy takes into consideration some criteria, and for each of them specialists in marketing identify general operations/alternatives.

In order to define a market strategy, the company has to identify all the possible alternatives for the identified criteria. The possible actions for the market strategy are the following: a) according to the market dynamism, the options for the company are: 1. strategy of increasing the market share 2. strategy of maintaining the market share 3. strategy of decreasing the market share b) according to the second element: the market structure, the following options are to be considered: 1) strategy of different products (differential strategy) 2) strategy of identical/ similar products (non-differential strategy) 3) strategy of concentration in production (idea of having 1,2 or 3 products, connected to each other) c) according to the market changes there are the following options: 1. active strategy (company pays a lot of attention)-> dynamic companies 2. adaptive strategy (company pays attention to some aspects of strategy) 3. passive strategy (organization that does not take into consideration the market changes) d) according to the market exigent: 1) strategy of high exigency (quality) 2) strategy of medium exigency 3) strategy of low exigency e) according to the level of the competition 1. offensive strategy 2. defensive strategy In order to develop a market strategy, the company picks up one option for each element. Example of general market strategy: company A defines for its strategy the one of increasing the market share of concentration in production, of adaptive strategy of high quality and offensive. The market strategy once developed has to be reflected in specific strategies at least according to the four elements of the market mix. The market mix is a complex concept of connecting different marketing areas through strategic actions. The four marketing mix elements are: product, price, place (distribution) and promotion. 2) PRODUCT STARTEGY In marketing, production is very important in terms if characteristics/features of the product. The marketing department must know about the product, about its history and life, about its relations to other products of the competition. The marketing specialists make a differentiation between products (existing products, current products, on one hand and new products on the other hand).

Economists, psychologists and marketers together have decided that the life of a product can be easily compared to the human being life, so they act like humans. They consider that products are born, they develop, they become mature products and they get out. The life cycle of a product consists of different phases from the moment of launching till its disappearance. The traditional life cycle units sold

II

III

IV

time

I: introduction to the market II: growing phase III: maturity phase (stable) IV: declining phase New products: a new product in a marketing approach means more than a product created through inventions. It can be an innovative product as a result of innovation. Examples: a new product for a new need; a new product for an old need; an existing product for a new need; an existing product distributed through a new channel; existing product with a new price= new product; existing product with new promotions, etc. The product strategy means to identify each option, such as: 1) According to the number of sortiments (sortimental range) a) Strategy of extending the number of products b) Strategy of maintaining c) Strategy of decreasing 2) According to the speed of renewal (how fast you are able to renew the product) a) Strategy of effective renewal b) Strategy of maintaining 3) According to the quality of the product a) Strategy of high quality b) Strategy of medium quality

c) Strategy of low quality 4) According to the possibilities of diversifying the product a) Strategy of diversification b) Strategy of non-diversification

Curs 6 3) THE PRICE STARTEGY Price is an amount of money a consumer gives up in order to get a product wanted. There are different perceptions about prices, for instance: a demanded price (price expressed by costumers): the offered price (price expressed by producers). When we speak about a transaction, the price is in the middle, between those two. a) According to the determination method: 1. Administrative prices (which are prices imposed either by a big company or by the state) 2. Free price (which is determinate by the relationship between supply and demand) b) According to the level of the price 1. Small 2. Medium 3. High c) According to the selling method 1. Retail prices (when goods are sold in big quantities) 2. Detailed prices (when goods are sold by units) d) According to the strategy used 1. False prices 2. Prices for groups of products (which are the prices for one product which consists of several products integrated in one package) 3. Skimming prices (two types of price: 1. Prices for new products launched at a high level, because they are addressed to costumers with a specific income; 2. Prices for new products addressed with low level, in order to benefit from a good penetration on the market; 3. Psychological prices (they end with 7,8,9) The price strategy can be developed according to level of prices, diversity of prices or stability of prices.

a) Level of prices: strategy can be: high prices, medium prices or low prices. In order to get the level of the price, companies must look to three elements (the Three Cs): Cost, Competition, Consumer, Clients (the purchasing power). b) Diversity of prices: price strategy connects the number of the prices to the number of the prices to the number of the sortiments, as there can be the following situations 1. The number of the prices is higher of the number of sortiments 2. The number of prices is identical to the number of sortiments 3. The prices are lower than the number of sortimets c) Strategy can be 1. Stable prices (in time it doesnt change the level of the price) 2. Strategy of dynamic prices (prices that change in time).

Curs 7 (final)

Distribution and distribution policy

A. Helping questions:
1) What is the process of distribution? 2) What are the functions of the distribution? 3) What is direct distribution in comparison with the indirect one? 4) What is selective distribution? 5) What are the measurements of the distribution channel? 6) What are the main categories of intermediates in the process of distribution? 7) What are the main trends in the distribution area? 8) What are the main elements which constitute the base on choosing the distribution channel? 9) What are the distribution strategies? 10) What is intensive distribution?

B. Explanations and comments

The whole trade activity, respectively the circulation of goods is linked to the distribution area. Distribution consists of all techno-organizational and economical processes which aims the routing and transmission of the flow of goods and services from manufacturer to consumer. Thereby, this economic area relates not only to the processes, operations and elements of material nature that make up the distribution infrastructure, but also to the staff in carrying out these operations. Distribution occupies an intermediary place between production and consumption and it has a role given by the its functions, and those are:

Transfer of the ownership of the property by sale The transmission of the products, which means transport, storage, manipulation, assembly or removal, packing, etc.

Distribution may be: a) After the type of circulation of the products: Direct Reverse b) After the number of distributors Intensive Selective Exclusive c) After the element distributed Physical Of negotiations Of tenure Promotional Informational d) After its achievements Unilateral Two-way. Direct distribution consists of the transmission of elements in distribution in the direction of manufacturer-consumer, using the direct relationships between these two are one or more intermediates. Reverse distribution is that form of distribution of products that goes from consumer to manufacturer. Intensive distribution seeks the placements of products by all means in order to obtain a better satisfaction of the market; this type of distribution is used for current goods which are purchased typically by consumers without trade preferences. Selective distribution seeks the use of a limited number of intermediates and its used especially for long-term goods for which consumers have a trade preference. Exclusive distribution its a policy distribution which presumes the placing of good thru one distributor; it is applied in the selling of goods and exports. Psychic distribution it is called logistics and consists in effective transportation of the goods and services in the needed quantities and at the right time thru the set channels. Logistic presumes the organization of many shipping, transportation, receiving, storage, pre-packing, sort, display, marketing etc. processes.

The flow distribution of negotiations, of ownership, of promotion and information may be simulated or uncorrelated with logistic. For simultaneous distribution of these flows with psychic distribution, the respective goods undergo the same route as the goods themselves. For uncorrelated distribution, those flows follow another route than goods. Unilateral distribution consists in the organization of the route in one way, from manufacturer to consumer that economic flows undergo. Two-way distribution goes both in terms of route from manufacturer to consumer, but also reverses, from consumer to manufacturer. The distribution channel designates the goods itinerary , a set of operations and intermediates that ensures the transfer of the goods to the destination (products, advertisement, questionnaire, report, ownership, etc.) The distribution channel may be: Direct, if the distribution between manufacturer and consumer is based on the relations between them, without intermediates; Indirect (with intermediates), when there is one or more, mediators of transfer from manufacturer to consumer, even though they dont enter into possession of the goods.

The distribution channel knows more dimensions: Length Width Depth.

The length of the distribution channel allows the classification into long and short, after the number of intermediates involved in the distribution area. The long channel is a variant of the circuit which uses for consumer goods that undergo the trail manufacturer-consumer thru 2-6 intermediates working in distribution area with wholesale or retail. The short channel is a variant of the distribution circuit in which the trail manufacturer-consumer presumes the implication of only one intermediate, usually from retail market area. The width of the distribution channel refers to the number of participants which exists with the same sequence of the distribution channel (for example, the number of retailers). The depth of the distribution channel refers to the approach degree of the final points of sale, in other words consumers (a very deep channel is for the home delivery distribution). The distributors can be grouped in more categories on the basis of several criteria:

By the nature of the flows in which they imply themselves: Intermediates for all flows Intermediates for some flows.

By the sequence of the product circuit there may be: Intermediates close to the manufacturer Intermediates close to the consumer.

By the variety of the distributed goods: Specialized intermediates Large profile intermediates.

By dependence on other participants in the distribution area: Totally dependent of manufacturing company intermediates Intermediates acting on behalf of other economic agents Intermediates operating on the entry of the goods Intermediates that become owners of the distributes goods Totally independent intermediates.

In the context of contemporary economic life, distribution area is characterized by concentration, integration and specialization. The concentration of the distribution is reflected in practice by the gigantic distributors which intermediates different activities, having lower unit costs. The integration of the distribution its a phenomenon uniting distributors from different stages of the manufacturer-consumer route (vertical integration) as well as intermediates places on the same sequence of the distribution channel (horizontal distribution). The specialization of the distribution consists of the integration of the specialized infrastructure, endowment of the distributors with material-technical elements that have the advantage of creating better distribution conditions of the goods and the disadvantage of the unadapting of the materials on the distribution of the unrelated goods. Like the other strategies of the market mix, distribution strategies can be addressed from more pints of view.

The channel of distribution used by a manufacturing company for the goods distribution can be chosen on the basis of several elements: The volume of the distributed goods The nature of the distributed goods Territorial allocation of the distribution devices The length of the distribution channel The waiting time imposed by the distribution process The services offered by the intermediates The life-cycle stage of the good (for example, a new product may be distributed through a special channel if its addressed to passionate consumers; a product placed in the developing stage will be distributed through a high capacity channel, more or less specialized; and in the maturity stage, will be chosen a channel that generates low costs; and in the declining stage, the distribution will have the lowest costs).

C. Schemes and correlations

CRITERIA
The degree of elasticity of the distribution device Distribution by fixed appliance (linear) Distribution by flexible device The degree of the involvement of producer Distribution only thru intermediates Distribution only thru own device Mixed distribution

The size of the channel

The scale of the distribution

The control degree of the distribution

Goods logistics

Direct Extensive distribution distribution (without intermediates) Selective distribution Distribution Exclusive with distribution intermediates

STRATEGIES

Distributi on with control (high, medium, low) Distributi on with inexistent control (of the prices, areas of display, etc.)

Distributi on by the displaying mode (bulk, prepacked, etc.) Distributi on by transport means

Chapter 6. Promotion and promotion policy

A. Helping questions
1. What is promotional policy? 2. What are the elements of the communication system between enterprise and society? 3. What are the advertising policy forms? 4. What objectives represent the advertising activity? 5. What are the advertising forms? 6. What is product advertising? 7. What are the main communication techniques used in advertising? 8. What is an advertisement? 9. What are the advertising strategies? 10. What are the principles underlying the creation of effective advertising actions?

B. Explanations and commentaries

Promotional policy contains, in general, all actions through which the flow of information, ideas and messages between the enterprise and society aiming to increase the sales on the market. Promotion is a part of the marketing mix, role of advertising activity in the process of achieving goods and in the process in informing the enterprise regarding the consumers demands. The communication system between enterprise and society has a few elements: The information source (enterprise) The message The idea, information that is to be transmitted Message support (commercial, advertising film, ad in press, etc.) Recipient. In general, enterprise-society communication goes both ways.

Promotional policy has the following forms: a) b) c) d) e) f) Publicity (advertising) Point of sale advertising Merchandise Sale promotion Public relations Other advertising forms.

a) Publicity (advertising) consist of the total of actions and means used to make public various products, ideas, attitudes, etc. The advertising seeks to assure the costumer comprehensive information regarding an activity, product or service, to convince and determine the consumer to act in favor for the enterprise. It aims the long term modification of the different behavior of the costumers and, of course, to maintain the fidelity towards an enterprise, company, product, etc. Advertising objectives may be diverse: o o o o Creating a new market Extending the market Correlation of the seasonal demand with the permanent supply Raising product quality.

Advertising knows more forms: By the publicity objective Product advertising Institutional advertising

By territorial area of message spreading Local advertising National advertising International advertising

By market nature in which it manifests, the receiver of the message

Advertising for industrial users Advertising for intermediates Advertising for final users.

Product advertising is the most spread advertising form internationally in the process of demand stimulation of certain products and costumer fidelity training and consist of actions of promotion of the products characteristics and the effects and utility of it. Those may be: Informational, when aimed at informing the public regarding a new product on the market Conditional, when aimed at stimulating the demand for a product or brand in the condition of other similar or substitutable products on the market and it is used in the products developing or maturity stages. Comparative, when making a promotional policy to a competing brand Reminder, when aimed on re-launching of a product entered in the declining period

Institutional advertising involves the establishment to the public of a favorable attitude and attachment of the enterprise and its offer. Local advertising is made by retailers that have an identified sale market and addressed through promotion. National advertising is made by enterprises that have national range and may cover only production, only sale or the production and marketing of a product. International advertising it manifests under the form of national, international propaganda regarding a certain attitude, products, brand, etc. Advertising aimed for industrial users is generally restricted and aims at the manufacturing or purchasing decisions of enterprises with various inputs. Advertising for intermediates it is also restricted and consists in information actions of distributing agents regarding the characteristics of a product and the consumers demand for that product. Advertising for final consumers it is the most frequent form of advertisement and consists in all costumers information and influential actions of purchasing and consumption. There are more techniques(means) of communication used in advertisement: Press Television

Radio Cinema External advertising Free advertising Catalogues, booklets, etc.

Press may be daily or periodic. Daily press has the following o Advantages: o Flexibility ( adds differ from an area to another) The prestige of the newspaper Wide area broadcast High possibility of splitting the message

Disadvantages Short life Mediocre presentation of the ad

Periodic press (magazines) has o Advantages o Socio-professional high selectivity Responsiveness recipient The life of the message is longer

Disadvantages Low flexibility Longer period of time required in broadcasting the message.

The ad has an illustration, text and slogan and it depends and in terms of efficiency depends on several factors, such as: The ad size

 The location on page, newspaper, or magazine The frequency. The radio represents an advertising environment, addressed quickly and with regularity to a wide range of a products costumers. It has: o Advantages: - Flexibility - Relative low costs - High mobility. o Disadvantages - The massage is only audio, which means a partial imagine on the moment of the product. The television is a publicity support with the widest expansion because it has audio, image and movement and provides a complete information to the receiver. It has: o Advantages: - The impression of direct contact with the product - Satisfactory flexibility - Fast and repetitive emission. o Disadvantages - High costs - Low selectivity of the costumers segments. Cinema it is high costs advertising technique that is unable to identify the subjects to which it addresses. There are two categories of advertising films: the documentary film (which lasts about 30 minutes) and the advertising film itself (lasts 5 minutes. External advertising covers the posters, billboards and illuminating signs and it has the advantage of transmitting simple, concise ideas meant to boost the sale of a product, and the disadvantage of a too concise message that does not provide enough information to the receiver. The posters differ in terms of presentation of information, the exposure place and the duration of the exposure. Free advertising it materializes in any form of new about a product or service (like the interview of a banks chairman).

Catalogues, booklets, etc. are presentation instruments of a product or enterprise in a form of prospecting, of working or lux. The advertising activities can be carried out efficiently if the following principles are to be followed: The principle of argument selection thru which the effect of advertising actions are conditioned by picking a certain characteristic of the product that is considered to be the most convincing; The principle of the convergence means thru which it aims a harmonious combination between more possible means of promotion to assure the best enhancement of the advertising arguments. The principle of uniformity advertising which refers to the fact that the market is made of typical and non-typical consumers and to have an efficient advertising company there should act on the typical consumers. b) Point of sale advertising represent a form of promotion of the product thru information and influential techniques on the specific costumers of the shop. In other words, they are attempting to transform the motivation of purchasing in the act of purchase itself using: Information on the spot Open exposure of some products Promotion thru brand, package, etc.

c) Merchandise is a form of promotion that is usually used in distinct professions: The merchandise of the manufacturer that refers to the design, the product aesthetics, packing and aims to achieve a more attractive product. The merchandise of the distributor, that has all the products display operations, the association of selling products and its manifested in practice thru technical demonstrations.

d) Sale promotions represents a set of methods aimed at sale acceleration , preventing or removing large stocks, etc. emphasis being on providing advantages to the costumers, thru offering different facilities in the purchasing process: Discounts Group sales Contests.

Discounts are given to counter the competition or when the price is too high and is an obstacle in the products selling or when a decrease of the sales is noticed. Group sales refer to simultaneous or successive selling of two or more products at a totally lower price than the sum of the products prices individually. Contests are an attractive promotion method by the interest atmosphere created among potential customers. e) Public relations implies the cultivation of direct contacts made by the enterprise in a systematic way with different categories of costumers, with influential people of management of other institutions, with opinion leaders aiming to obtain their support in the marketing of products. Public relations are found under the form of reception techniques used in relation with the press and evocation techniques related to special events. f) Other promotional manifestations: 1) Expositions, fairs, international exhibitions aiming at gathering of new costumers; 2) Using well advantaged brand for manufacturer (market control, launching of new products, repeat sale) but for costumers as well thru the facilities granted to the products selection; 3) Sponsorships that assures an important financial support for some events, often for cultural or sportive ones making the brands and the products known to the public. Promotional strategies are aiming at creating a favorable attitude towards a product, brand or enterprise. Their determination is made thru the identification of an action direction suitable for each of these criteria: a) By the role assigned to promotional activity: Offensive strategy (aims at conquering a market, removing the competition); Defensive strategy (maintaining a stable position on the market)

b) By the promotional object Product or service strategy (aims at creating a favorable attitude towards a product) Corporate strategy ( aims at corporates image)

c) By the arguments nature, sustained by promotional activity Informational strategy (aims messaging)

Material strategy (focuses on the material advantages offered to the potential costumer)

d) By diversity of the promotional activity Diversify strategy (aims at all promotional activitys components) Restrained strategy (refers only to some components of the promotional activity)

e) By the continuity of the promotional activity Persisting strategy ( there are no interruptions in the promotional activity) Concentrated strategy ( it manifests in periods or moments of time under the form of advertising campaigns)

f)

By the headquarters of development and organization of the promotional activity Strategy by enterprise (runs through its own marketing department) Strategy by agents and specialized institutions (carried out at the enterprises command).