INSTRUMENTS USED TO SUPPORT ACTIVE SALES IN THE COMPANY OF FOOD ECONOMY – A CASE STUDY

• Main Authors: Agnieszka Piotrowska, Jacek Puchała
• Format: Article
• Language: English
• Published: University of Life Sciences in Poznań 2015-06-01
• Series: Journal of Agribusiness and Rural Development
• Subjects: communication; public relations; personal sales; advertisemen
• Online Access: http://www.jard.edu.pl/tom36/zeszyt2/art_15.pdf

Changing environment requires enterprises to meet the needs of customers. Being on the market, survival and development of the company are determined not only by well qualifi ed staff but above all a happy customer. Therefore, it is important to use appropriate instruments to support active sales of the company. The study was conducted among 64 employees working in the organization studied. The study aimed to assess the knowledge and expertise of the staff in terms of the tools used in the enterprise for communication with the market. The study shows that the company has a well-developed system of communication with the market. Advertising agents that are used in the audited company are primarily the Internet, magazines, and outdoor advertising. Company’s gadgets are as well as awards for regular customers are the most popular among the target group consumer promotion tools.