Strategii competitive in marketingul serviciilor
COMPETITIVE STRATEGIES IN SERVICES MARKETING

Summary/Abstract: The contemporary companies develop a growing sensibility to the consumer, and, at the same time, they reduce the costs. These two forces act in opposite directions. The firms have to make differences among their groups of clients, because not all of them buy at the same level of intensity and profitability. It is important that the company makes efforts to serve well the important clients and communicate with the others. The competitive marketing strategies in services are preceded by 4 stages: audit, establishing the goals, establishing the strategies and making an implementation plan. After the inventory of the present, the objectives establish what needs to be done, in terms of turnover, profit, market share, share of buyer. These strategies represent modalities to attend the objectives and the implementation plans represent a necessary vehicle to arrive to the destination, respecting the established itinerary.

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