QUANTITATIVE RESEARCH ON THE CONCEPT OF MARKETING ASSIMILATION AND OPERATIONALIZATION BY LOCAL ORGANIZATIONS IN PRACTICE

Abstract

In the last 10 years the Romanian society was in a long process of change, all the economic, social, political factors knowing a new dynamic in trying to adapt to conditions specific to new marketing environment. An important feature of Romanian society, which is relevant in the context of the proposed article, is that the economy encourages and facilitates the penetration of transnational organizations in the domestic markets with involved advantages and disadvantages. This article is part of a larger study that targeted the issue of assimilation and operationalization of the marketing concept and market orientation vision of the local organizations in the context of market globalization, to identify, on the one hand, the influence of transnational organizations on the local organizations practices, through the incorporation of marketing vision and culture, and, on the other hand, the extent to which local organizations have specific practices aligned to transnational organizations practices acting on the market in Romania.