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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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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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DataCite XML Export
<?xml version='1.0' encoding='utf-8'?> <resource xmlns:xsi='http://www.w3.org/2001/XMLSchema-instance' xmlns='http://datacite.org/schema/kernel-3' xsi:schemaLocation='http://datacite.org/schema/kernel-3 http://schema.datacite.org/meta/kernel-3/metadata.xsd'> <creators> <creator> <creatorName>Petrovici, S.</creatorName> <affiliation>Universitatea Cooperatist-Comercială din Moldova, Moldova, Republica</affiliation> </creator> <creator> <creatorName>Muştuc, S.P.</creatorName> <affiliation>Universitatea Cooperatist-Comercială din Moldova, Moldova, Republica</affiliation> </creator> </creators> <titles> <title xml:lang='en'>Formation and development of product competitive policy at enterprises based on marketing research</title> </titles> <publisher>Instrumentul Bibliometric National</publisher> <publicationYear>2015</publicationYear> <relatedIdentifier relatedIdentifierType='ISSN' relationType='IsPartOf'>2345-1424</relatedIdentifier> <subjects> <subject>product policy</subject> <subject>Assortment policy</subject> <subject>Competitiveness</subject> <subject>new product</subject> <subject>marketing mix</subject> <subject schemeURI='http://udcdata.info/' subjectScheme='UDC'>339.137.2+658.8</subject> </subjects> <dates> <date dateType='Issued'>2015-11-06</date> </dates> <resourceType resourceTypeGeneral='Text'>Journal article</resourceType> <descriptions> <description xml:lang='en' descriptionType='Abstract'>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.</description> <description xml:lang='ro' descriptionType='Abstract'>În lucrare sunt dezvăluite esenţa politicii de produs, locul acesteia în complexul marketingului mix, principalele elemente ale competitivităţii produsului, direcţiile de formare şi realizare a unei politici competitive de produs la întreprindere. Un loc deosebit îi aparţine etapelor formării şi dezvoltării politicilor competitive de produs la întreprinderi, inclusiv: formularea condiţiilor elaborării şi realizării politicii de produs (elaborarea unei strategii de acţiuni în perspectivă, cunoaşterea elementelor pieţei); alegerea variantelor strategiilor de produs şi modalităţilor de punere în aplicare prin tactici de marketing; dirijarea cu ciclul de viaţă al produsului şi schimbarea caracteristicilor în procesul mişcării produsului prin fazele acestui ciclu de viaţă; elaborarea recomandărilor cu privire la planificarea produsului şi îmbunătăţirea valorii de întrebuinţare (consum); luarea deciziilor cu privire la preambalarea, ambalarea, etichetarea şi marcarea produsului.</description> <description xml:lang='ru' descriptionType='Abstract'>В статье рассмотрены сущность создания товарной политики, место товарной политики в комплексе маркетинга-микс, основные элементы конкурентоспособности продукции, направления основания и реализации конкурентоспособной товарной политики на предприятии. Особое внимание уделено этапам формирования и развития конкурентоспособной товарной политики на предприятии, в том числе: формулирование условий создания и реализации товарной политики (разработка стратегии перспективных действий, познавание рыночных элементов); выбор вариантов товарных стратегий и способов их внедрения посредством маркетинговых тактик; управление жизненным циклом продукта и изменение характеристик при фазном продвижении; разработка рекомендаций по планированию товара и улучшению его потребительского спроса; принятие решений по затариванию, упаковке, маркировке товара.</description> </descriptions> <formats> <format>application/pdf</format> </formats> </resource>