期刊名称：Annals of the University of Craiova: Economic Sciences Series
印刷版ISSN：1223-365X
电子版ISSN：1843-3723
出版年度：2008
卷号：3
页码：1466-1474
语种：English
出版社：Universitaria Craiova
摘要：The global market is a challenge which requires a certain attitude from its economic agents,a proactive behavior meant to ensure advantageous positions in certain domains of activity.In the audiovisual domain,major enterprises have a precise and competitive strategy.Marketing strategies represent “the path chosen by the enterprise in order to achieve certain goals” which are of two types: market strategies and mix strategies.Market strategies typical of audiovisual services have the following criteria for classification: the relation between the demand and the supply,the type of relation with the environment,the competitive relations,the attitude towards viewers.Regarding the services in the audiovisual domain,we’ll take into account,on the one hand,the classical components of mix marketing,namely the product,the price,the investment and the promotion,and,on the other hand,concepts from modern theories such as the personnel (and especially celebrities and the anchor of the respective TV station),the viewer and the relation with the audience.The success of a company of services depends on the quality of its staff;in the case of companies in the audiovisual domain this aspect is even more conspicuous.The quality of the staff’s activity determines the quality of the audiovisual services.
