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10.5593/sgemsocial2017/15/S05.096

PRODUCT POLICY AS COMPETITION TOOL OF ORGANISATION

J. Gburova, D. Matusikova, PhD., R. Bacik
Thursday 28 September 2017 by Libadmin2017

References: 4th International Multidisciplinary Scientific Conference on Social Sciences and Arts SGEM 2017, www.sgemsocial.org, SGEM2017 Conference Proceedings, ISBN 978-619-7408-17-1 / ISSN 2367-5659, 24 - 30 August, 2017, Book 1, Vol 5, 765-772 pp, DOI: 10.5593/sgemsocial2017/15/S05.096

ABSTRACT

Organization that wants to succeed in the present market must monitor and evaluate the competition, adapt its range of products and services to market changes and reach as large number of consumers as possible. Product policy is a necessary and important part of the management and marketing of each company. The aim of the paper is the theoretical processing of the product policy and product strategy and product strategy of selected international company in terms of Slovak consumers. The present paper reports a theoretical summary and the results of research on the use of Internet marketing in terms of Slovak consumers. The research results were processed on the basis of selected statistical methods. The paper emphasizes the importance of product policy of the company operating in a competitive market. It brings the cognition that the quality of products is more important and more competitive factor than price.

Keywords: product policy, consumer, product strategy, consumer behaviour