Marketing promotion in the consumer goods’ retail distribution process

Abstract

The fundamental characteristic of contemporary marketing is the total opening towards three major directions: consumer needs, organization needs and society’s needs. The continuous expansion of marketing has been accompanied by a process of differentiation and specialization. Differentiation has led to the so called “specific marketing”. In this paper, we aim to explain that in the retail companies, the concept of sales marketing can be distinguished as an independent marketing specialization. The main objectives for this paper are: the definition and delimitation of consumer goods’ sales marketing in the retail business and the sectoral approach of the marketing concept and its specific techniques for the retail activities.