Browsing: 2020, Vol. 31, Issue 1, May
Introduction. In consumer relations, the retail companies carry out specific external marketing activities using appropriate tools: catalogues, online marketing actions, external advertising etc.
Aim of the study. The aim of this paper is to analyze the advertising catalogues from the following types of stores: proximity shops, discounters, supermarkets and hypermarkets and to identify and describe retail marketing strategies as they turned out from them. The research methodology was based on a quantitative research method. In this sense, the authors present the external marketing strategies and the company’s general strategies. Also, in retail marketing strategies, product and price strategies are essentially dependent on vendor strategies, while the business firm has more control over promotion and distribution. Following the analysis carried out, the authors conclude that in composing the mix, the trading company has total control over the combination of brands and products and low control over the product lines within the brands. The paper contributes to a better understanding of the retail marketing strategies.
Keywords: retail, company, marketing strategy, advertising catalogue, external marketing strategies, general strategies
JEL Classification: L20, M31
Introduction. The appearance of the COVID-19 pandemic disrupted all the current activities of our life, from the daily activities, work, the activities we carry out for recreation, as well as those of care, medical.
Aim of the study. The aim of the paper is to review the discoveries and innovations that have occurred in the time since the pandemic of COVID19. The authors have followed those innovations that have appeared in the medical system and can help the patient in his fight against the disease as well as those innovations that significantly help prevent the spread of this dangerous, uncontrollable and treatment-resistant virus. In the literature review, the authors approached a number of thirteen works published in the literature starting with March of this year. In the future, they would like to continue this article by reviewing the literature in half a year so that we can make a comparison and draw relevant conclusions that will help us to take fair and effective measures to combat COVID-19. The result is a selection of innovations that have appeared in the world during this period.
Keywords: COVID-19, innovation, discovery, pandemic.
JEL Classification: I12, I15, I18
Companies and future challenges
The new wave of companies proving themselves on the innovative goods market will mark a new era: the era of creativity. The fight for supremacy will not be held, firstly, on the efficiency level, but at the innovationnlevel and the ability to satisfy the needs of consumers. It is ovvious that companies are living if they are effiecient and peformant. Beyond traditional needs, there is a fundamental need for human beings: on the contrary, maybe just a fee weeks or months. Novelty is becoming the catalyst of the global economy. Originality leads towards an evolutional process that can mean optimized versions of the same product. In fact, there is a shift from mass production towards an individualized production, a personalized one. Creativity is a non-linear product that imposes a new learning curve. Thus, a strong pressure will be put on the depreciation of existing production line and that is why defining a culture based on creativity an innovation will impose a new value chain and a new way of thinking connected to production flows. In the future we can talk about a diffetent management of creativity and innovagion that is beyond technical elements. In fact, future companies must define a new type of organizational culture in which some essential ingredients for cosistency and the components of the reward management system.