INTEGRATEDE MARKETING APPROACH AS A SOURCE OF INCREASING THE COMPETITIVENESS OF MOLDOVAN FRUIT PRODUCTION DOMESITCALLY AND ABROAD

On July 18th 2014, the Russian health service, “RosPotrebNadzor” established embargo on Moldavian fresh and canned fruits, vegetables, and meat. In this context, the minister of Agriculture and Alimentary Industry of Moldova, Vasile Bumacov stated in an interview that the losses from this embargo can amount to 150 million lei [7]. Senior officials talk about subsidizing farmers and exporters as a measure that would protect the producers and exporters that are the most affected by the embargo. These measures are seen by the author as the lack of strategic vision. The following study proposes the fruit growing producers a change of the paradigm that can be perpetuated to the level of entire industry and economy as a whole. Consequently, it is recommended that an integrated marketing approach has to be applied for the product mix, sales, delivery and promotion. Only an integrated marketing approach can generate synergistic effect required for local agriculture to carry out a lateral leap that would transform this branch from a burden to an engine of national economic growth.