Main Characteristics of the Marketing Department inside the Agro-Food Companies from Cluj County

Abstract

The marketing department role inside a company is linked to its profitability. Each company pursuits to obtain a competitive market advantage having better products and smarter strategies. Therefore, the marketing department is the key factor for a successful market activity. The aim of the present article is to identify the characteristics of marketing departments among the agro-food companies from Cluj County in terms of number of members, level of education, the decision-making factor and level of education, relationship between the marketing responsible and marketing. In order to achieve the goal of characterizing the marketing department, a survey has been conducted among the agro-food companies from Cluj County during January-June 2012 using the questionnaire. Results indicate that the agro-food companies do not have a marketing department or it has one or two members. The main decision-making factor is the administrator. For the most companies marketing responsible do not have marketing knowledge. Three quarters of the companies do not establish a marketing budget. Marketing is not very well highlighted inside the companies from the agro-food sector in Cluj County especially among the smaller ones. The consequences reflect in the weak policy of promotions and advertising comparing to the foreign companies or the biggest ones.