|29th IBIMA Conference
3 - 4 May 2017
The Marketing Mix – Particularities in the Optical and Optometric Goods Sector
Roman (Pareșcura) Polixenia Aurora
current social and technological conditions (demographic growth and
population aging, increase in the rate of technological change,
consumers’ lifestyles and behaviours, etc.) combined with the current
context of the optical care goods and services sector (variety of
products, advancement in eye examination technologies, state-of-the-art
optical equipment) provide a challenging environment for eye care
marketers, forcing them to permanently adapt their methods in
approaching and communicating with their consumers through specific
marketing techniques. An efficient marketing strategy, encompassing the
entirety of available tools and information should help the eye care
retailers and manufacturers to achieve their sales targets, reach a
constant profit level, at the same offering to their customers the
expected satisfaction and high quality products and services, creating
long relations based on reliability, stability and added value.
In this context, the marketing mix – the 4 P’s – can help the marketers gather the necessary data and information on their consumers, develop the proper marketing plan and strategy for certain products or services, at certain periods of time, create the right message that will reach the target audience and bring the expected results.
This paper attempts to present the elements of the marketing mix applied specifically in the optical and optometric goods and services sector and to identify their proper use in order to achieve the economic and relational objectives of any organisation in the field. Thus, the marketing mix may be considered an essential tool not only for a sustainable business growth but also for the added value brought to the consumers’ health and overall life conditions, and last but not least, to the economic context at global level.