ASPECTS REGARDING THE MARKETING ENVIRONMENT OF RETAILERS
ASPECTS REGARDING THE MARKETING ENVIRONMENT OF RETAILERS

Summary/Abstract: The marketing environment in which producers or retailers act consists of the totality of factors and forces that come under the immediate control of a production or retail company and that influence the maintenance or development of profitable relationships with customers [Balaure, 2002, p.76]. It also represents the grouping of actors and of external forces of a company capable of influencing the way in which it develops and maintains satisfactory exchanges with the target market [Kotler, Keller, Bliemel, 2007, p.189]. The necessity of knowing and proper understanding the business environment arises from the perspective of two fundamental issues, namely it [Pop, Dumitru, 2001, p.73] allows a company to be able to harness the raised opportunities and also to avoid certain dangers of a random, indeterminate or antagonistic market.

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