MATEC Web Conf.
Volume 126, 2017Annual Session of Scientific Papers IMT ORADEA 2017
|Number of page(s)||4|
|Section||Management And Economic Engineering|
|Published online||09 October 2017|
The effect of marketing expenses on car sales – an empirical analysis
1 “Gheorghe Asachi” Technical University, Iasi, Romania, email@example.com
2 “Gheorghe Asachi” Technical University, Iasi, Romania, firstname.lastname@example.org
* Corresponding author: email@example.com
The paper assesses empirically the relationship between marketing expenditures and sales in a highly competitive industry, namely automotive, by analyzing the marketing expending of Automobile Dacia S.A. The first part of the paper presents the state-of-the-art and discusses the studies previously conducted which focus on the structure, dynamic and the impact of marketing expenses, while the second part consists in an empirical analysis conducted on Automobile Dacia S.A. marketing spending. The results of the study show that the company managed to increase its’ market share by adopting differentiated marketing for each geographical area. Although the research revealed that the allocation percentage from sales for marketing spending is relatively low (5-6%), the analysis conducted on the cost per unit sold reveals a share of 3% on marketing spending.
© The authors, published by EDP Sciences, 2017
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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