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339.137.2+658.8 (1) |
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SM ISO690:2012 PETROVICI, Sergiu, MUŞTUC, Svetlana. Formation and development of product competitive policy at enterprises based on marketing research. In: Journal of Research on Trade, Management and Economic Development, 2015, nr. 2, pp. 36-46. ISSN 2345-1424. |
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Journal of Research on Trade, Management and Economic Development | ||||||
Numărul 2 / 2015 / ISSN 2345-1424 /ISSNe 2345-1483 | ||||||
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CZU: 339.137.2+658.8 | ||||||
Pag. 36-46 | ||||||
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Rezumat | ||||||
The paper reveals the essence of the product policy, its place in the marketing mix complex, the key elements of product competitiveness, directions to achieve a competitive product policy at the company. A special place belongs to stages of formation and development of product competitive policies of at companies including: formulating the conditions of elaborating and fulfilling the product’s policy (elaborating new action strategies, knowing the elements of the market); choosing variants on product’s strategies and procedures for implementing marketing tactics; managing the life cycle of the product and the changing characteristics in the movement of product through its life cycle phases; develop recommendations on product planning and improving their value in use (consumption); deciding on the making, packaging, labeling and marking of products. |
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Cuvinte-cheie product policy, Assortment policy, Competitiveness, new product, marketing mix |
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