Planul de Marketing Licenta
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8/13/2019 Planul de Marketing Licenta
http://slidepdf.com/reader/full/planul-de-marketing-licenta 1/60
UNIVERSITATEA DE VEST “VASILE GOLDIŞ” ARADFACULTATEA DE ŞTIINŢE ECONOMICE
SPECIALIZAREA: MARKETING
LUCRARE DE LICENŢĂ
Coordonaor !""n#"$"%&Con$' (n")' dr' Ur*( Dor+,
L+%' Un")' drd' D(-"ra! Cr"*"an
A.*o,)+n&/ooroa01 Va,+n"n
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UNIVERSITATEA DE VEST “VASILE GOLDIŞ” ARADFACULTATEA DE ŞTIINŢE ECONOMICE
SPECIALIZAREA: MARKETING
LUCRARE DE LICENŢĂ
PLANUL DE MARKETING LA SC2OLZINDUSTRIE SC23EIG2OFER SRL SE/EŞ
Coordonaor !""n#"$"%&
Con$' (n")' dr' Ur*( Dor+,L+%' Un")' drd' D(-"ra! Cr"*"an
A.*o,)+n&/ooroa01 Va,+n"n
2 2
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CUPRINS
CAP I ACTIVITATEA DE MARKETING SPECIFICĂ UNEI SOCIETĂŢI COMERCIALE
4N ZILELE DE GLORIE ALE “AFACERILOR NORMALE“& FIRMELE PUTEAU
REZISTA CONCURENŢEI PRIN APLICAREA UNEI POLITICI AGRESIVE DE V5NZĂRI ŞIRECLAMĂ A PRODUSELOR' ESTE CEEA CE S6A NUMIT “MARKETING”' ACEASTĂVIZIUNE A OMULUI O/IŞNUIT ASUPRA CONCEPTULUI DE MARKETING RĂM5NEVALA/IL ŞI ASTĂZI' DIN NEFERICIRE& E7ISTĂ 4NSĂ ŞI DESTUI DIRECTORI DE FIRMECARE CRED CĂ “MARKETING” 4NSEAMNĂ S56ŞI “PRELUCREZE” AGENŢII DE V5NZĂRIŞI APOI SĂ LE FACĂ V5NT 4N STRADĂ CA SĂ V5NDĂ PRODUSE8 ACEASTA ESTE CEAMAI /UNĂ “REŢETĂ“ PENTRU DEZASTRU'
TRE/UIE AVUT 4N VEDERE FAPTUL CĂ& ASTĂZI& CUMPĂRĂTORII SUNT PUŞI 4NFAŢA UNEI GAME URIAŞE DE PRODUSE DE TOT FELUL' NU TRE/UIE& DE ASEMENEA&UITAT CĂ EI AU REACŢII ŞI CERINŢE DIFERITE FAŢĂ DE PREŢUL UNUI PRODUS SAUDE RAPORTUL PRODUS9SERVICII OFERITE' NU 4N ULTIMUL R5ND& CERINŢELE LOR 4NCEEA CE PRIVEŞTE CALITATEA SUNT 4N CONTINUĂ CREŞTERE' AV5NDPOSI/ILITĂŢI NELIMITATE DE A ALEGE& EI SE VOR ORIENTA CĂTRE ACELE OFERTE
CARE CORESPUND CEL MAI /INE AŞTEPTĂRILOR ŞI NEVOILOR LOR8 DECIZIA DE ACUMPĂRA SE VA /AZA PE CAPACITATEA DE PERCEPŢIE A VALORII'
AŞADAR NU ESTE DE MIRARE CĂ FIRMELE CELE MAI PROSPERE SUNT CELECARE REUŞESC SĂ OFERE CLIENŢILOR SATISFACŢIA SCONTATĂ& 4NŢELEG5NDMARKETINGUL NU CA PE O FUNCŢIE SEPARATĂ& CI CA PE O FILOSOFIE DE 4NSUŞIRILA NIVELUL 4NTREGII ORGANIZAŢII' CEEA CE SE CERE COMPARTIMENTULUI DEMARKETING ESTE IDENTIFICAREA CATEGORIILOR DE CONSUMATORI ŞI ANEVOILOR PE CARE LE SATISFACE 4N MOD PROFITA/IL& PRECUM ŞI AMODALITĂŢILOR PRIN CARE ACEST O/IECTIV POATE FI ATINS CU O EFICIENŢĂSPORITĂ 4N COMPARAŢIE CU ALŢI CONCURENŢI' ACEST TIP DE FIRME 4ŞICANALIZEAZĂ EFORTURILE 4N DIRECŢIA SATISFACERII LA MA7IMUM ACERINŢELOR PIEŢEI6ŢINTĂ' INTENŢIA LOR NU ESTE DE A OCUPA POZIŢIA A TREIASAU A PATRA PE PIAŢĂ8 DACĂ NU REUŞESC SĂ ADUCĂ CEVA SPECIAL PE PIAŢA6ŢINTĂ& ELE NU VOR REZISTA PREA MULT' ACESTEA SUNT GENUL DE FIRMEORIENTATE 4N PRINCIPAL CĂTRE PIAŢĂ ŞI CLIENT ŞI NU CĂTRE PRODUS SAUCOSTURI' ELE ACORDĂ O ATENŢIE DEOSE/ITĂ CALITĂŢII ŞI SERVICIILOR& 4NFRUNTĂCONCURENŢA ŞI ŞTIU CUM SĂ COOPEREZE CU PARTENERII STRATEGICI DIN CADRULREŢELELOR DE APROVIZIONARE ŞI DISTRI/UŢIE' ŢELUL LOR ESTE EFICIENŢAACTIVITĂŢII& DAR FĂRĂ A ACŢIONA 4N DETRIMENTUL FLE7I/ILITĂŢII'
OARE CUM SE DESFĂŞOARĂ ACTIVITATEA DE MARKETING 4N ACEST TIP DEFIRME 4N PRIMUL R5ND& MARKETINGUL 4NSEAMNĂ MULT MAI MULT DEC5T UNSIMPLU COMPARTIMENT' PERSOANELE CU ATRI/UŢII 4N ACEST DOMENIUPARTICIPĂ LA PROCESUL DECIZIONAL 4NAINTE C2IAR DE PROIECTAREA UNUIPRODUS& IAR MUNCA LOR CONTINUĂ MULT TIMP DUPĂ CE PRODUSUL A FOST PUS 4NV5NZARE' ELE IDENTIFICĂ ACELE NEVOI ALE CLIENTELEI CARE POT FI CELE MAI
PROFITA/ILE PENTRU FIRMĂ& PARTICIPĂ LA PROIECTAREA PRODUSULUI ŞIELA/ORAREA GAMEI DE SERVICII& AU O INFLUENŢĂ DECISIVĂ ASUPRA OFERTELORDE PREŢ& 4ŞI CONCENTREAZĂ EFORTURILE 4N DIRECŢIA PROMOVĂRII PRODUSELOR&SERVICIILOR ŞI IMAGINII FIRMEI& ANALIZEAZĂ GRADUL DE SATISFACERE ACLIENTULUI ŞI PE /AZA REACŢIEI PIEŢEI& 4NCEARCĂ SĂ CONTRI/UIE LA4M/UNĂTĂŢIREA OFERTEI ŞI A PERFORMANŢELOR'
FIRMA DE SUCCES DE ASTĂZI NU SE MAI CONSIDERĂ CA UN ANSAM/LU DECOMPARTIMENTE& CI CA UN SISTEM MENIT SĂ ASIGURE DERULAREA PROCESELORINTERNE ALE AFACERII' FIRMELE SUNT O/LIGATE SĂ STĂP5NEASCĂ PROCESE DE
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/AZĂ& PRECUM ŞI ELA/ORAREA DE NOI PRODUSE& O/ŢINEREA ŞI E7ECUTAREA UNORCOMENZI' FIECARE PROCES PRESUPUNE PARCURGEREA MAI MULTOR ETAPE ŞINECESITĂ O ANALIZĂ DIN PARTEA MAI MULTOR SU/DIVIZIUNI ALE FIRMEI' DESEORISE APELEAZĂ LA EC2IPE INTERDEPARTAMENTALE PENTRU PARCURGEREANESTING2ERITĂ A FIECĂRUI PROCES& FĂRĂ SINCOPE& PERSONALUL DE MARKETINGINTR5ND 4N LEGĂTURĂ CU CEL DIN COMPARTIMENTELE DE CERCETARE&
APROVIZIONARE& PRODUCŢIE& DESFACERE ŞI FINANCIAR' FIRMELE DE SUCCES CREAZĂ O CULTURĂ 4N CARE TOŢI MEM/RIIORGANIZAŢIEI AU “CONŞTIINŢA PIEŢEI ŞI A PRODUSULUI”' FIECARE ANGA;AT ESTE4N MĂSURĂ SĂ INFLUENŢEZE POZITIV SAU NEGATIV PERCEPŢIILE ŞI PREFERINŢELECLIENTULUI'
CONCEPTUL DE MARKETING TRECE 4N PREZENT PRINTR6UN PROCES DEREEVALUARE 4N RAPORT CU NOILE CERINŢE GLO/ALE& TE2NOLOGICE& ECONOMICEŞI SOCIALE CU CARE SE CONFRUNTĂ FIRMELE' MARILE PIEŢE SUNT 4NLOCUITE DEMICROPIEŢE8 APAR REŢELELE DE DISTRI/UŢIE MULTIPLE8 CLIENŢII CUMPĂRĂ PRININTERMEDIUL CATALOAGELOR& TELEFONULUI ŞI OFERTELOR TV8 FRENEZIA ŞIACTIVITATEA PROMOVĂRII PRODUSELOR ŞI REDUCERILOR DE PREŢ ERODEAZĂTREPTAT FIDELITATEA CLIENŢILOR FAŢĂ DE O ANUME MARCĂ8 MODALITĂŢILECONVEŢIONALE DE RECLAMĂ SUNT DIN CE 4N CE MAI INEFICIENTE ŞI COSTĂ DIN CE4N CE MAI MULT' TOATE ACESTEA LA UN LOC& 4MPREUNĂ CU ALTE “SEISME”CAUZATE DE EVOLUŢIA PIEŢELOR& CONDUC LA O SINGURĂ CONCLUZIE& ACEEA CĂFIRMELE TRE/UIE SĂ6ŞI REVIZUIASCĂ CONCEPTELE FUNDAMENTALE ŞI SĂRĂSTOARNE PREMIZELE CARE AU STAT 4NAINTE LA /AZA SUCCESULUI LOR 4NAFACERI'
PRO/A/IL CĂ SC2IM/AREA MA;ORĂ DE MENTALITATE 4N DOMENIULMARKETINGULUI A REPREZENTAT6O TRECEREA DE LA 4NC2EIEREA UNEITRANZACŢII& LA C5ŞTIGAREA UNUI CLIENT' 4N TRECUT& MARKETINGUL ERAORIENTAT 4N PRINCIPAL CĂTRE FINALIZAREA UNEI TRANZACŢII8 ACUM ACCENTULCADE MAI MULT PE PARTEA RELATIVĂ A ACESTUIA' PE L5NGĂ ASPECTELE LEGATEDE “4NC2IDEREA UNEI TRANZACŢII”& SE INSISTĂ DIN CE 4N CE MAI MULT ASUPRATE2NICILOR OPTIME DE ATRAGERE ŞI MENŢINERE A CLIENTELEI'
CLIENŢII /UNI REPREZINTĂ UN ELEMENT6C2EIE: ATUNCI C5ND SUNT /INESERVIŢI ŞI TRATAŢI& EI DEVIN O SURSĂ DE PROFIT PE TERMEN LUNG PENTRU FIRMĂ'4N CONDIŢIILE UNEI CONCURENŢE DIN CE 4N CE MAI ACER/E& PRIMUL O/IECTIV ALUNEI FIRME TRE/UIE SĂ FIE ACELA DE A C5ŞTIGA FIDELITATEA CLIENTULUI ŞI DEA6I SATISFACE ACESTUIA CERINŢELE LA UN NIVEL SUPERIOR'
MARKETINGUL DE RELAŢIE NU REPREZINTĂ 4NSĂ NUMAI 4NCERCAREA UNEIFIRME DE A STA/ILI RELAŢII MAI /UNE CU CUMPĂRĂTORII' FIRMELE DE SUCCES AU4N VEDERE ŞI STA/ILIREA UNOR RELAŢII RECIPROC AVANTA;OASE CU FURNIZORIIŞI DISTRI/UITORII LOR' O FIRMĂ CARE REDUCE MAR;A DE PROFIT A FURNIZORULUISAU DISTRI/UITORULUI& CARE C5ŞTIGĂ 4N TIMP CE PARTENERII SĂI PIERD& NU VAREZISTA PE PIAŢĂ' CEI INTELIGENŢI FAC EC2IPĂ CU FURNIZORII& 4N DORINŢA DE AOFERI SERVICII MAI /UNE UTILIZATORULUI FINAL'
4N ESENŢĂ MARKETINGUL 4NSEAMNĂ MULT MAI MULT DEC5T A VENI 4N4NT5MPINAREA CERINŢELOR CLIENŢILOR' FIRMELE /UNE RĂSPUND CERINŢELORCLIENŢILOR LOR8 FIRMELE CU ADEVĂRAT MARI CREAZĂ PIEŢE' ROLUL DE LIDER PEO ANUMITĂ PIAŢĂ SE C5ŞTIGĂ PRIN DESCOPERIREA ŞI CREAREA UNOR NOIPRODUSE& SERVICII& STILURI DE VIAŢĂ ŞI MODALITĂŢI DE A RIDICA STANDARDUL DEVIAŢĂ AL CONSUMATORILOR' ESTE O DIFERENŢĂ IMENSĂ 4NTRE FIRMELE CARECONCUREAZĂ OFERIND PRODUSE SIMILARE ŞI CELE CARE OFERĂ NOI4NTRE/UINŢĂRI ALE PRODUSELOR ŞI SERVICIILOR& FIIND UN PAS 4NAINTEA
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CERINŢELOR PIEŢEI' 4N ULTIMĂ INSTANŢĂ& MARKETINGUL 4NSEAMNĂ OFERTĂ DEVALOARE ŞI RIDICAREA STANDARDULUI DE VIAŢĂ'
LA NIVELUL PIEŢELOR DE CONSUM ŞI AL CELOR DE AFACERI& AU AVUT LOCŞI ALTE SC2IM/URI SEMNIFICATIVE' PIEŢELE DE CONSUM SE CARACTERIZEAZĂ 4NPREZENT PRIN 4M/ĂTR5NIREA POPULAŢIEI& CREŞTEREA NUMĂRULUI DE FEMEIANGA;ATE& CĂSĂTORII T5RZII& CREŞTEREA NUMĂRULUI DE DIVORŢURI& FAMILII
MAI MICI& APARIŢIA UNOR GRUPURI ETNICE DE CONSUMATORI CU NECESITĂŢIDISTINCTE& PRECUM ŞI PRIN DIVERSIFICAREA STILURILOR DE VIAŢĂ' PIEŢELE DEAFACERI SE AFLĂ DE ASEMENEA 4N PLINĂ EVOLUŢIE' FIRMELE SOLICITĂFURNIZORILOR PRODUSE MAI /UNE DIN PUNCT DE VEDERE CALITATIV& LIVRAREAMAI RAPIDĂ& SERVICII MAI /UNE ŞI PREŢURI MAI MICI' ELE SUNT O/LIGATE SĂMICŞOREZE DURATA DE CREARE A NOILOR PRODUSE& DATORITĂ REDUCERIICICLULUI DE VIAŢĂ AL ACESTORA' 4N PLUS& FIRMELE TRE/UIE SĂ IDENTIFICEMODALITĂŢI MAI /UNE DE DISTRI/UIRE ŞI PROMOVARE A PRODUSELOR& CUCOSTURI MAI SCĂZUTE'
ULTIMII ANI AU REPREZENTAT O LECŢIE AMARĂ PENTRU SOCIETĂŢILE DIN4NTREAGA ŢARĂ' FIRMELE AUTO2TONE NU6ŞI MAI POT PERMITE SĂ IGNOREE7ISTENŢA CONCURENŢILOR STRĂINI <CEI DIN UNGARIA ŞI TURCIA& 4N DOMENIULALIMENTAR= A PIEŢELOR E7TERNE DE APROVIZIONARE' DE ASEMENEA& COSTURILEMATERIALE ŞI SALARIALE TRE/UIE ALINIATE LA NIVELUL CELOR DE PE PLANMONDIAL' 4N PLUS FIRMELE TRE/UIE SĂ ŢINĂ CONT DE APARIŢIA UNOR NOITE2NOLOGII MATERIALE ŞI EC2IPAMENTE& PRECUM ŞI DE NOILE TE2NICI DEORGANIZARE ŞI COMERCIALIZARE'
4N URMĂTORUL DECENIU& PRO/A/IL CĂ FIRMELE VOR FI 4N SF5RŞITPREGĂTITE SĂ6ŞI 4NSUŞEASCĂ CONCEPTUL DE “ORIENTARE CĂTRE CLIENT”' E7ISTA4NCĂ MULTE FIRME CARE REALIZEAZĂ PRODUSE FĂRĂ A ŞTI CE VORCONSUMATORII& PENTRU A DESCOPERI ULTERIOR CĂ PIAŢA LE RESPINGE' ŞI NUPUŢINE SUNT FIRMELE CARE 4ŞI UITĂ CLIENŢII DUPĂ CE ACEŞTIA LE6AU CUMPĂRATPRODUSELE8 O ASEMENEA NEGLI;ENŢĂ ESTE SUFICIENTĂ CA SĂ ALUNGECONSUMATORII 4N /RAŢELE CONCURENŢEI' CA O CONCLUZIE& PUTEM SPUNE CĂASISTĂM LA IMPUNERA UNEI NOI VIZIUNI ASUPRA FIRMEI DE SUCCES A ANILOR >?@&
/AZATĂ 4N MARE MĂSURĂ PE IMAGINEA SUCCESULUI DIN PUNCT DE VEDERE ALPIEŢEI' DEFINIŢIA NOII VIZIUNI A MARKETINGULUI SPUNE CĂ PRIN MARKETING SE4NŢELEGE “CREAREA ŞI OFERIREA UNUI STANDARD DE VIAŢĂ”'
MARKETINGUL REPREZINTĂ <CONFORM ASOCIAŢIEI AMERICANE DEMARKETING= PROCESUL DE PLANIFICARE ŞI PUNERE 4N PRACTICĂ A CONCEPŢIEI&STA/ILIRII PREŢULUI& PROMOVAREA ŞI DISTRI/UIREA UNOR /UNURI& SERVICII ŞIIDEI DESTINATE SC2IM/URILOR CU ANUMITE GRUPURI& CARE SĂ SATISFACĂCLIENTELA ŞI O/IECTIVELE ORGANIZAŢIEI' MANAGEMENTUL ACTIVITĂŢII DEMARKETING IMPLICĂ ANALIZĂ& PLANIFICARE& IMPLEMENTARE ŞI CONTROL CĂACESTA ACOPERĂ SFERA /UNURILOR& SERVICIILOR ŞI IDEILOR& CARE SE /AZEAZĂPE NOŢIUNEA DE SC2IM/ ŞI& 4N SF5RŞIT& CĂ SCOPUL URMĂRIT ESTE SATISFACŢIAPĂRŢILOR IMPLICATE'
CAP II PREZENTAREA GENERALĂ A UNITĂŢII ECONOMICE
DENUMIREA SOCIETATII ESTE: HOLZINDUSTIE SCHWEIGHOFER SOCIETATEA COMERCIALA CU RASPUNDERE LIMITATA. I N TOATE ACTELE, PUBLICATIILE, FACTURILE SI ANUNTURILE CARE EMANA DE LA SOCIETATE SE VOR INSCRIE DENUMIREA SOCIETATII, URMATA DE INITIALELE S.R.L., MARIMEA CAPITALULUI SOCIAL, NUMARUL DE INMATRICULARE IN R EGISTRUL COMERTULUI, PRECUM SI SEDIUL SOCIETATII.
CAP III STRUCTURA ORGANIZATORICA A UNITATII ECONOMICE
CAP' IV ACTIVITATEA DE VANZARE
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CAP' V SISTEME DE DISTRI/UTIE
CAP' VI METODE DE REMUNERARE A VANZARILOR SI PROTECTIA CONSUMATORULUI
CAP' VII STRATEGII DE MARKETING LA S'C' 2OLZINDUSTRIE SC23EIG2OFER S'R'L'SE/EŞ
CAP VIII CONCLUZII SI PROPUNERI
PROPUNERI
/I/LIOGRAFIE:
CAP I A%")"a+a d+ -ar+"n0 *B+%"$"%1 (n+" *o%"+1#" %o-+r%"a,+
1.1. Condiţiile apariţiei şi promovării marketing-ului
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1.2 Etape în evoluţia practicii şi teoriei marketing-ului
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CAP II Pr++nar+a 0+n+ra,1 a (n"1#"" +%ono-"%+S.C. HOLZINDUSTRIE SCHWEIGHOFER S.R.L.
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2.2 "curt istoric si forma organi#atorica
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2.4 &articularitatile o%iectivului de activitate al firmei fata de al altorunitati din cadrul aceleiasi ramuri .
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CAP III Sr(%(ra or0an"aor"%a a (n"a"" +%ono-"%+
3.1 Cadrul normativ-legislativ privind organi#area si functionarea firmei.
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3.3.'escrierea procesului te(nologic si pre#entare sc(ematica a acestuia pentru unul din produsele firmei.
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+0"$a($a"a ' $-$a#a "#" "a($a#a $% ""#a"a a%'0$#+ (a" -"
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CAP' V S"*+-+ d+ d"*r".("+
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7 -$#$6'#$a /$$a a' (+&$#$a
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E$-"%#, /$"a" a -+$ a /aa ;"(#'$"($ a# 0a$ 0$$ $ a +6#$%a $%
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Ca%a('( -$"# %"0$9(+$# $% a'( /$0"$ %+a#" a" a $ $%$a(
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-+$ $%#"0"-$a$: "%&+$#'( $ -"#a$($#'(
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-"+$#a", -a a$&'a + a+$$+%a" $#0$a $ +%-$#$$ $% &"%"" a-"a#"
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7 +%#a#'( "0a%"%# ' /'%$+$$
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/('$a(, 0a$#$0, +%-'#". P"%#' a " "a($a ' "(" 0a$ 0$$ ;"(#'$"($,
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a#" ($"%#$ " "/"#'"aa " a(" '#$"a, a&+%a6$( $ 0a$#$0. S" ('"aa
' +0a%$$(" -" #a%+# $%#"% $ $%#"%a#$+%a( , a+a ($ " #$0$# +0"%$
/"0", $a $% a'( a&+a%"(+ a"#"a '%# +0a%-a#" #a#$$(+ CFR %+-'$-" ("&a#'a. U% a"# aa#" "#" """%#a# -" +%#"$%""(" -" ""-$#$",
a" '%# $%;$$a#" $% $%#"0"-$'( /$0"$ S;"%!". A"a#a (a%"aa
+0a%a-a -" +%#"$%"" (a ($%$$(" -" ;$$%&, a9'%&a%- (a H+($%-'#$"
$%aa#" " a&+a%". La "-$'( /a6$$$ '%# $%aa#" ' 0+#+#$'$#+a", $a
'(#"$+ '%# #a%+#a#" #+# a&+%a6$( (a C+%#a%#a, '%-" '0"aa a /$
#a%+#a#" $% +#'( -" -"#$%a#$".
A#"(" $%+#$#+a" '%#: CMR a' $+a" -" #a'a $% a'(
a&+a%"(+, /a#'a /$a(a, a$ -" $%+#$" a 0a/$$, "$/$a#$".
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CAP' VI M+od+ d+ r+-(n+rar+ a )anar",or *" Bro+%"a%on*(-aor(,("
).1 !ctivitatea de van#are si efectele asupra consumatorilor
Aa '0 a aa#a# $% a$#+("(" a%#"$+a" H+($%-'#$"
S;"$&;+/" -"/a+aa a#$$#a#$ "$/$" a#a# +0"#'('$ ' a0a%'%#'(,
a# $ a "('$ ' $-$a#a. S" +a#" a/$0a a a#$$#a#"a a "#" + /+0a a
+0"#'('$ $%#"&a#:
7 +0"#'( ' $-$a#a " "a($"aa $% a#$$ 0a$ -" 0a/'$
a" '%# ""-$a#" a#" '%#"(" -" -"#$%a#$" $% a%a(" -"
-$#$6'#$" "$/$", a a+ +#'$ $ +6("0a#$a '%#
'+#a#" -" a#" /a6$a -" ;""#"a. Aa%#a9"(" "%#'
+%'0a#+$ +%#a' $% ;"(#'$"($(" "-'" -" #a%+# $
-"+$#a", $%#'a# /a6$a -$% S"6" a$&'a -"+$#a"a 0a/$$$ a06a(a"a a"#"$a. I% a'( +%'0a#+$(+ -$% A$a
+#"#$a " 0a%$/"#a $ $% $%-"($%$"a '%+ +%-$#$$ -"
a($#a#" "$/$" $ a%'0" ;""#"a'a %' "#" #a#a#a ' +('#$$
#+$" -" +#"9a" a ("0%'('$, '#$($a6$(" $% a(#" "#+a", $
$%&'a #a#a#$" "#" 'a"a a"#"$a. D" a"0"%"a "#" '0a$#
"0a%"%# &a-'( -" a-$+a#$$#a#" $ #+$$#a#" a ("0%'('$,
-+$%-'7" a +$"#a#$$(" /$$" $ ;$0$" a(" +-'"(+ a
+"'%-a a($#a#$$ +($$#a#". Ma'$(" -" +#"#$" a
+0'0a#+'('$ " "&a" $% 0a" 0a'a $% %$"('(
a%a$(+. A#/"( $%#7+ $%/+0a" "$+-$a $ "a#a a'a
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#a%-a-"(+ -" a($#a#" " a$&'a "#""a a%a$(+ '
$-$a#a. I% 0a'a $% a" 0a#"$a("(" -" +%#'#$$, $% "$a(
;""#"a'a +a#" /$ $%('a $% a#"&+$a 6'%'$(+ -" /+(+$%#a
$%-"('%&a#a " +a#" +6$ -"" "$+a-a -" &aa%#$". A"a#a"#" "a'#a $% a-'( +%-$#$$(+ +%#a#'a(" -" a%a"7
'0aa" $ " +%#$#'$" $%#7+ 0a'a (aa -" +#"#$" a
+%'0a#+$(+. F$0a S;"$&;+/" (a """a ($"%#'('$ +a#"
a a$&'" &aa%#$a /$" $% $%(+'$"a 0a/$$, $% a-""a
"#'('$ a' $% ('a"a $%a+$ a 6'%'$(+, /$$%- "('" +$"
"#a#$$ a(" ($"%#'('$.
7 +0"#'( ' a0a%'%#'(, $% /aa -" -"+(#a" $%a " 6a"aa $%
$0'( a%- " +$6$($#a#"a +/"$#a '0aa#+$(+ -" a "a0$%a
$% "a(a6$( 0a/a. A#/"( -"$$a (" aa#$%" $% "('$$#a#"
/$$%- "$#a#" '%"(" %"$%#"("&"$ a($#a#$". R+('( $0+#a%#
"$%" '%#'('$ -" ('' B''"#$, a" $% +$#$+%a"a a $%
a+$""a a"++#'('$ O#+"%$ +%#$6'$" "0%$/$a#$ (a
-"+(#a"a a%a$(+ ' a0a%'%#'(.
).2 &lata van#arilor si efectele lor asupra consumatorului.
P"%#' a$&'a"a '%"$ /'%#$+%a$ +""%#" $ +"#" a $#"0'('$
-" a%a$ $ $% "$a( a $#"0'('$ +%#a6$( 7a' #a6$($# 0a'$ $% ""a "
$"#" "0'%"a"a a%a$(+. A"#"a /a +6$"#'( +%#a#"(+ -"
a%a" '0aa", /$$%- a-'" (a '%+#$$%#a +%'0a#+$(+ $% 0+0"%#'(
"0%a$$ (+. A#/"( $% a'( 6'#"a%'('$ -" a$%+a" 'a-$0"%$+%a# "
"0$#" /a#'a /$a(a, " a"a#a /$$%- "$a# #"0"%'( -" "/"#'a" a (a#$$
-" a#" '0aa#+. I% a'( '%"$ a%#$#a#$ " -"a"#" 5 0 " ('%a "
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a+-a '% -$+'%# -" 3, $a #"0"%'( -" (a#a "#" (a 14 $(". C' a#
a%#$#a#"a a%-'#a a#" '% $%&' '0aa#+ "#" 0a$ 0a" ' a#a#
"-'""a a+-a#a "#" /aa a -"a$ $%a 1, $a "$+a-a -" $%aa" a
(a#$(+ "#" a%a (a 45 -" $(". I% a'( %"""#a$$ +%-$#$$(+ -" (a#a,($a$(" + /$ $#a#" $ " + a($a "%a($#a#$ -" a%a (a 5 "%#' /$"a"
$ -" $%#a$"". C+%'0a#+$$ '%# +#"9a#$ $% +6($&a#$$#a#" ""#a$$
+%-$#$$(+ -" (a#a, $0+#$a %""&'($(+ -$% +$$(" $#"0" +%#a6$(".
I% (a%'( ($a$(+ "#"%" +%-$#$$(" -" (a#a " -"/a+aa a#/"(:
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#"0"%'( -" (a#a " +%$-"a ""#a# a#'%$ a%- $%a$%#" -""$a"a ('$, '0a a/"%#a 0a/$$ "#" #a%/"a#a ' O-$% -"
P(a#a $% +%#'( "$a# " /a#'a. I% a'( %"(a#$(+ /$0a "#"
$%-"#a#$#a a a('("" + "%a($#a#" -" 0$%$0 1
• -aa ($"%#'( %' ""#a +%-$#$$(" -" (a#a /$0a S;"$&;+/"
a" -"#'( -" a +%-$#$+%a +-'""a $ ($a"a 0a/$$-" +
&aa%#$" ($;$-a $ '/$$"%#a +/"$#a -" ($"%#. T"0"%"(" -"($a" +# /$ "('%&$#" $% /'%#$" -" a0a%a"a (a#$(+ $ $% a'(
$% a" "$+a-a -$%#" +($$#a"a $ +6#$%""a &aa%#$"$"
$%a'#a#"#". F$0a +a#" $%#"'" a#$a( a' a#$a( +%#a#'( $%
a'( $%#a$"$$ (a#$$ a' a +6#$%"$$ &aa%#$"$ ' 0a$ 0'(# -" <
$(".
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C"#$/$a"a a($#a#$$ " /a" $% "#$/$a#'( -" a($#a#" $ 6'("#$%'( -"
a%a($a, a" '%# -+'0"%#"(" $%+#$#+a" $% 0+0"%#'( ($a$$. B'("#$%'( -"
a%a($a /a" '%+'# +%'0a#+'('$ +-''(: %a#'a a"#'$a, +"%$"%#a,
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a%($"(" "/#'a#" -" a#" "$a($#$. P"+%a('( a" " +'a -" a%a"a
;""#"("$ +/"a -"#a($$ -"" $'$#"(" -" -$#$6'#$", a9'#a%- '0aa#+$$
$% a("&""a -$0"%$'%$(+ $ a($#a#$$ +"'%a#+a" %"+$(+ +$$. La
-$+$#$a +%'0a#+$(+ -" a("#$ 0a$ -" ;""#"a '%# '" 6+'$ $%a" '%# -"/$%$#" (a"(" -" a($#a#" -$+%$6$(", ''a%-'7(" a#/"(
/+0'(a"a +#$'%$$.
I% +%('$" +#"#$a +%'0a#+$$(+ (a H+($%-'#$"
S;"$&;+/" $%"a0%a:
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0a'$ -" +#"#$" a a%a#a#$$ $ $&'a%#"$ (+ • a"'( (a $%/+0a#$$(" +"#" a" (" "0$#" + a("&"" +%/+0a '
-+$%#"(" $ %""$#a#$(" "+%a("
• +$6$($#a#"a '%"$ -"a&'6$$ "/"#$" $% a'( '%+ -a'%" a("
+-'"(+ a;$$#$+%a#", +%"0%a#" $ &aa%#a#" $% +%#a#'( -"
a%a" '0aa".
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$#"0" -" -$#$6'#$" " /a$($#"aa $%#a"a +%'0a#+$(+ $% +"$a0a/$$.
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CAP' VII Sra+0"" d+ -ar+"n0 ,a S'C' 2o,"nd(*r"+ S%+"0o$+rS'R'L' S+.+!
-olitica de $ar1etin' "/("#a +%"#$a +&a%$a#$"$ ' $$" (a
"+('#$a a#$$#a#$$ a(", +#$'%$(" "$ -" a%a06(', $%$$$(" $ %+0"(" " +
a(a'", "'0 $ a#$'%$(" +%"#" $% a" " a$&'a a(+$/$a"a
+#"%#$a('('$ a' +"'%a#+ "$%#"(+ $"#$$. S" "$0a $%#7'%
a%a06(' '%$#a $ +""%# -": #a#"&$$, #a#$$ $ +&a0" "$/$" -"a#$'%", a"7$ a$&'a $$'%"a, "%#' + a%'0$#a "$+a-a -" #$0 $
#a%'%""a $% a#$a a +$"%#a$(+ &"%"a(", a +#$'%$(+ $ a "("0"%#"(+
" (" -"/$%".
I%/a#'$"a ' 0a$0a "/$$"%#a a +($#$$$ -" 0a!"#$%&, "''%"
+ $06$%a" a0+%$+aa a #a#"&$$(+ ' #a#$$(" +"'%a#+a". Daa
#a#"&$a "#" $$'%"a -" a%a06(' a'a 0+-'('$ $% a" + /$ $%-"($%$#"+'$(" +&a%$a#$"$ #a#$a "#" "#'( -" a#$'%$ " #a%'%" $% a#$a
#a#"&$a a("aa, 0+0"%#'( $% a" #"6'$" a($a#" $ -" a#" $%" + /$
$%/a#'$#".
S#a#"&$a -"#$%" (+'( "%#a(, "%#' a -"$a -$% +6$"#$"("
+&a%$a#$"$, $%-$a%- -$"#$a a#$$#a#$$, $a #a#$a #"6'$" a " $%+%$""
' #a#"&$a, a +"'%-a a"#"$a, a " $%$" " ($%$a "$, a &a"aa
"0a%"%# 0$9(+a"(" $ /+0"(" "(" 0a$ +#$$#", "%#' a $% /$%a( a "
"&("" a+-'( $%#" %""$#a#$(" +%'0a#+'('$ $ +$6$($#a#$(" +&a%$a#$"$.
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Ta#$a " a/(a $% a+# -" '6+-+%a" /a#a -" #a#"&$", a"
a0a%" #a6$(a + "$+a-a 0a$ $%-"('%&a#a -" #$0, /$$%- 6aa /+0'(a$$
#a#$$(+ " " a/(a $% +%#$%'a ;$06a", -a#+$#a 0+-$/$a$$ +%-$#$$(+
+%"#" a(" "$+a-"$ ""#$", a 0"-$'('$ a06$a%#.
Co$#onentele #a#$$$ -" 0a!"#$%& :
• de co$#orta$ent $% a" " 0a%$/"#a #+#a($#a#"a /a#"(+,
"a#$$(+ $ a#"(+ $%#"$%-"$$ $% +%/'%#a"a ' 0"-$'( a06$a%#
de de0voltare ' a9'#+'( a"$a " -"/$%"#" -$"#$a -" -"+(#a"
#a#$a a $%#"$%-"$$
de #o0itie $% a" '0a"#" a '%a -" a+- "+'a$(" #a#$" '
aa$#a#"a +&a%$a#$"$.
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" #"6'$" a " +-'a $ " +-'" %+$ + /$ $%#+-'" $%/a6$a#$"
a" "#" "&0"%#'( -" $a#a " #"6'$" #$%#'$# -" /$"a" +-' $%
a#"
a%a (a " %$"( +# /$ $-$a#" "#'$("
" #"6'$" +0'%$a# "&0"%#'('$ -" $a#a
'0 "#" 0a$ 6$%" a /$" -$#$6'$# +-''( a' "$$'( ""#$.
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P+%$%- -" (a a"#" +%$-""%#" &"%"a(" aa#"$#$" #a#"&$"$ -"
0a!"#$%& " a/$0a a $% a-'( +$"#a#$$ H+($%-'#$" S;"$&;+/", $%
$'-a /a#'('$ a %' "$#a '% -"a#a0"%# "$a($a# " a"a#a
+6("0a#$a "$#a -$"#$$ (a" $% "a($a"a a"#+ #a#"&$$. E("""$%#a "/+#'( +%9'&a# a( "+%a('('$ #";%$+7a-0$%$#a#$, "a($a%-'7
" " '0a#+a"(" -$"#$$:
1. P$%$a(a #a#"&$" -" 0a!"#$%& "#" a$&'a"a %""a'('$ -"
0a#"$" $0a "%#' "$+a-a -" $a%a, ('a%-'7" $% +%$-"a"
/a#'( a ""#$a +$"#a#" a#$+%"aa $%#7'% -+0"%$' $% a"
0a#"$a $0a "#" +%-$#$+%a#a -" 0a%$/"#$(" ($0a#$",
$%/a#'#'a. Ca '0a" -a#+$#a $%/a#'#'$$ ' a"%#" -" "
#"$#+$' R+0a%$"$, 0'(# 0a$ "$-"%#" " "$+a-a -" #+a0%a $ $a%a,
" -+"#" + "#"" a $0+#'$(+ -" 0a#"$" $0a -$% U!a$%a $%
a"#" "+a%", a#/"( $%a# $'$#'( "+%+0$ a( a%a$(+ a "
+a#a -"/a'a /aa $%#"'"" a' -"/$$"%#". A"a#a ' a#a# 0a$
0'(# ' a# "(a#$$(" #a-$#$+%a(" ' $"#"(" a$a#$" '%+ + -"+(#a"a%#$#a#$a $%#"%a. Ca '0a" "#'$(" %' #"6'$" a /$" $%/('"%#a#"
%"&a#$ -" ($a 0a#"$"$ $0". Ta#$a a-+#a#a "#" -" +$#$", a-$a
'%""a -" a+- $%#" +'$ $ aa$#a#$(" /$0"$. P"%#' +'a"a
0a#"$"$ $0" %""a" " "$+a-a -" $a%a " (a%&a "#""a
$0+#'$(+ " a-+#a $ a(#" 0a'$ "'0 a+-a"a -" 6+%''$
a"(+ /'%$+$ $%#"%$, a" ($"aa $% '0a#+a"(" 3 ('%$ a%#$#a#$ -"
0a#"$" $0a '"$+a" "(+ +%#a#". A"a#a "#" + #a#"&$" "
#"0"% '#. P$%$a("(" $"#" $a#" $% a"a#a #a#"&$" -"
0a!"#$%& '%# "a 9a+%"a $ "a a0"$a%a, "+%$a%-'7" ;$a
"a($a"a '%'$ +/$# a" a $%("%"aa "a -"7a -+'a #a#"&$".
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2. Fa6$a -" ;""#"a "(a6+"aa #a#"&$$ $ " #"0"% ('%& '
+6$"#$" (a", +%"#", "$", "a($#", a" " -"#a($aa $%
#a#$$(" +"'%a#+a". I% a"# 0+- +$"#a#"a a'%-" a#a#
+($$#a$(+ $0"-$a#" a(" ;$06a$(+ '"%$#" $% 0"-$'( a06$a%#, a#
$ $%a-a$$ $%#7'% +0+#a0"%# -" ('%&a -'a#a, ""a " "0$#" +
$$'%" '%$#aa, +""%#a $ -" ""#$a. R"a($a"a a"#'$ +6$"#$
#"6'$" a a$&'"
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+$+%# "$$+%a(
"#$#'-$%"a "a($a$$ $% +%-$#$$ -" "/$$"%#a +$#"
+$6$($#a#"a a-a#a$$ a$-" $ "/$$"%#" (a ;$06a$(" "
aa.
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#"0"% ('%& -"+(#a"a a#$$#a#$$ $% +%#'$"a '%"$ /a6$$ -" "("#$,
$% a+$""a 'a#+a"(+. P" + 'a/a#a -" 1 3 0 a /$ +%#'$#a
+%/+0 +$"#'('$ $ %+0"(+ -" "$#"%#a + ;a(a $%-'#$a(a.
R'0"&''( "'(#a# -$% ;a(a -" $%-"('$", -'a " a 'a $% #'6'(a#'a
"$#"%#a a /$ -$$9a# $% -$"#$a /a6$$ -" "("#. R'0"&''( a /$
#a%/+0a# $% $(+ $a a+$ $%#7'% +" #";%+(+&$ +0", +
"'(#a a $ +-'" /$%$#" 6$(" -" -$0"%$'%" 0$a -" '0a&', '#$($a#"
$% $#"0"(" -" $%a($" 6$+(+&$", "$#"%#" -"9a $% E'+a C"%#a(a $
A$a.
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S+'$(" '0a$#" vi0ea0a%
"#"a "%#a6$($#a#$$ $%#'a# " + '#$($a $%#a(a#$$ $% 0a" a#"
"$#"%#"
"#$%-""a " a(#" $"#", -+0"%$'( '0a$# /$$%- aa $%
+-'a#+$
"#""a +-'#$$#a#$$ /a#+$(+ -" +-'#$", $% '#$($a"a $
a +-'"(+ "'%-a" "'0 '0"&''( a' a/'(.
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CAP VIII CONCLUZII SI PROPUNERI
S" +a#" +%('$+%a 0a!"#$%&'( +%# )% ""#a"a '%'$
a%'0$# %'0 -" $%$$$ a$&'?%- 6'%a -+a" *$ +""%a a$'%$(+ -"
0a!"#$%& '" )% +" )% a-'( #a#"&$"$ +0"$a(".
O #ri$ă re'ulă " "/" (a a$&'a"a '%"$ +""%" 6'%" )%
a$'%$(" -" 0a!"#$%& '6($$#a#", ", +0+a", a%a( -" -$#$6'$" *$
0"-$'( )%#"$%-"$$ 0a$ a(" 0"-$'( "#"% a" "#" $%/('"%a# -"
+0+%"%a ("&$(a#$.
) doua re'ulă "''%" a$&'a"a '%"$ 6'%" +""%" )%#"a$'%$(" )%#"$%-"$$ *$ +#"%$a('( ' '0a%, #";%$, /$%a%$a, +0"$a(,
(+&$#$.
A$&'a"a '%'$ 6'% -+a9 *$ a( '%"$ 6'%" +""%" a a$'%$(+ -"
0a!"#$%& )%#" "(" ""$%# + a treia re'ulă " a" 0a!"#$%&'( #"6'$"
+ )%-"($%"a.
O ulti$ă re'ulă $"a a$&'a"a '%"$ 6'%" +""%", ("&#'$ a
a$'%$(+ -" 0a!"#$%& )% #$0.
Ma9+$#a#"a /$0"(+ %' '% a"%# " $%#"&a"a a"#+ "("0"%#"
)%#7'% 0a!"#$%& "/$$"%#, /a# a" a" "/"# %"&a#$ a'a "'(#a#"(+
#a#"&$"$ /$0"$. P"%#' S.C. H+($%-'#$" S;"$&;+/" S.R.L. S"6"*,
0a!"#$%&'( ""$%# >'% 0+- -" &?%-$", + #a" -" $$#@.
=% ""%# HSR a($ >0a%a&"0"%#'( a($#$$ #+#a("@ " #'-$a
+$6$($#$(" -" )06'%#$" %' %'0a$ a aa0"#$(+ #";%+(+&$$, -a *$ a
#'#'+ a"#"(+, $%('$ "(" " $% -" 0a%a&"0"%#.
C+0a%$a a6+-"a $aa ' a&"$$#a#" *$ )% a"(a*$ #$0 ' +
0a" 0+6$($#a#", )%"?%- " $0'% $% a($#a#"a '"$+a a
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