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}}\par\pard\sect\sectd\fs24\paperw12240\paperh15840\pard\sb0\sl-240{\bkmkstart P
g3}{\bkmkend Pg3}\par\pard\li1760\sb0\sl-287\slmult0\par\pard\li1760\sb215\sl-28
7\slmult0\fi0\tx7664 \dn3 \expndtw0\charscalex108 \ul0\nosupersub\cf5\f6\fs24 An
aliza mixului de marketing a firmei Avon\tab \up0 \expndtw0\charscalex108 \ul0\n
osupersub\cf1\f2\fs22 Abdi Ioana, Z\u259?rnescu Sorin\par\pard\ql \li3736\sb23\s
l-276\slmult0 \up0 \expndtw0\charscalex108 \ul0\nosupersub\cf5\f6\fs24 Cosmetics
\par\pard\ql \li5100\sb0\sl-322\slmult0 \par\pard\ql\li5100\sb0\sl-322\slmult0
\par\pard\ql\li5100\sb0\sl-322\slmult0 \par\pard\ql\li5100\sb160\sl-322\slmult0
\up0 \expndtw0\charscalex108 \ul0\nosupersub\cf6\f7\fs28 CAPITOLUL I \par\pard\q
l \li2214\sb0\sl-322\slmult0 \par\pard\ql\li2214\sb216\sl-322\slmult0 \up0 \expn
dtw0\charscalex108 MIXUL DE MARKETING- DELIMIT\u258?RI CONCEPTUALE \par\pard\qj
\li1441\sb0\sl-413\slmult0 \par\pard\qj\li1441\sb0\sl-413\slmult0 \par\pard\qj\l
i1441\ri1237\sb177\sl-413\slmult0\fi720 \up0 \expndtw0\charscalex103 \ul0\nosupe
rsub\cf9\f10\fs24 Structura concret\u259? a mixului, pozi\u355?ia ocupat\u2
59? de fiecare dintre elementele sale \up0 \expndtw-3\charscalex100 compone
nte depind de posibilit\u259?\u355?ile ntreprinderii \u351?i de solicit\u259?rile
pie\u355?ei; n considera\u355?ie intr\u259?, de \up0 \expndtw0\charscalex100 ase
menea optica decidentului \u351?i capacitatea lui de realizare a celei mai inspi
rate combina\u355?ii de \up0 \expndtw-2\charscalex100 instrumente, corespunz\u2
59?toare condi\u355?iilor concrete n care \u351?i desf\u259?\u351?oar\u259?
activitatea. Num\u259?rul \up0 \expndtw-1\charscalex100 combina\u355?iilor po
sibile, din care urmeaz\u259? a fi re\u355?inut\u259? cea mai potrivit\u259?,
este extrem de mare. \up0 \expndtw-3\charscalex100 Aceasta ntruct cele patru
componente ale mixului nu reprezint\u259? intrumente singulare, ci \up0 \
expndtw-4\charscalex100 adev\u259?rate ansambluri de instrumente, axate pe cte un
element central. \par\pard\qj \li1441\ri1246\sb287\sl-413\slmult0\fi720 \up0 \e
xpndtw-3\charscalex100 Nota caracteristic\u259? a mixului de marketing este dat\
u259? de pia\u355?a in care aceasta ar urma s\u259? se \up0 \expndtw0\charscalex
100 nscrie, s\u259? se aplice practic. De regul\u259?, n cadrul celor patru compon
ente ale mixului, accentul \up0 \expndtw0\charscalex102 cade asupra primei compo

nente - politica de produs. Pozi\u355?ia \u351?i ordinea de importan\u355?\u259?


a celor \up0 \expndtw-2\charscalex100 patru elemente variaz\u259? n func\u355?ie
de condi\u355?iile concrete ale implement\u259?rii mixului, de specificul \up0
\expndtw-3\charscalex100 strategiei n slujba c\u259?reia este pus. De asem
enea, mixul de marketing nu con\u355?ine n mod \up0 \expndtw0\charscalex10
0 obligatoriu, n toate cazurile, ansamblul celor patru componente ale sale; el se
poate limita la \up0 \expndtw-3\charscalex100 dou\u259?-trei sau chiar la un si
ngur element. \par\pard\ql \li4228\sb0\sl-299\slmult0 \par\pard\ql\li4228\sb0\sl
-299\slmult0 \par\pard\ql\li4228\sb0\sl-299\slmult0 \par\pard\ql\li4228\sb0\sl-2
99\slmult0 \par\pard\ql\li4228\sb0\sl-299\slmult0 \par\pard\ql\li4228\sb287\sl-2
99\slmult0 \up0 \expndtw0\charscalex108 \ul0\nosupersub\cf10\f11\fs26 1.1. POLIT
ICA DE PRODUS \par\pard\qj \li1441\ri1188\sb230\sl-410\slmult0\fi720 \up0 \expnd
tw-1\charscalex100 \ul0\nosupersub\cf11\f12\fs24 Politica de produs\ul0\nosupe
rsub\cf9\f10\fs24 reprezint\u259? conduita pe care o adopt\u259? ntreprind
erea referitor la \line \up0 \expndtw-3\charscalex100 dimensiunile, structura
\u351?i evolu\u355?ia gamei de produse \u351?i servicii ce fac obiect
ul propriei sale \line \up0 \expndtw-3\charscalex100 activit\u259?\u355?i, at
itudine ce se raporteaz\u259? permanent la cerin\u355?ele mediului de p
ia\u355?\u259?, la tendin\u355?ele \par\pard\ql \li9725\sb0\sl-253\slmult0 \pa
r\pard\ql\li9725\sb87\sl-253\slmult0 \up0 \expndtw0\charscalex103 \ul0\nosupersu
b\cf1\f2\fs22 3 | \ul0\nosupersub\cf8\f9\fs22 P a g e
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{\sp{\sn pSegmentInfo}{\sv 2;11;16384;45824;1;45824;1;45824;1;45824;1;45824;3276
8}}
{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 1}}{\sp{\sn fillColor}{\sv 125664
63}}{\sp{\sn fLine}{\sv 0}}{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv
1}}{\sp{\sn fBehindDocument}{\sv 1}}{\sp{\sn lineColor}{\sv 0}}
}}\par\pard\sect\sectd\fs24\paperw12240\paperh15840\pard\sb0\sl-240{\bkmkstart P
g4}{\bkmkend Pg4}\par\pard\li1760\sb0\sl-287\slmult0\par\pard\li1760\sb215\sl-28
7\slmult0\fi0\tx7664 \dn3 \expndtw0\charscalex108 \ul0\nosupersub\cf5\f6\fs24 An
aliza mixului de marketing a firmei Avon\tab \up0 \expndtw0\charscalex108 \ul0\n
osupersub\cf1\f2\fs22 Abdi Ioana, Z\u259?rnescu Sorin\par\pard\ql \li3736\sb23\s
l-276\slmult0 \up0 \expndtw0\charscalex108 \ul0\nosupersub\cf5\f6\fs24 Cosmetics
\par\pard\qj \li1441\ri1197\sb262\sl-400\slmult0 \up0 \expndtw-4\charscalex100
\ul0\nosupersub\cf9\f10\fs24 manifestate de ceilal\u355?i concuren\u355?i. L
a rndul ei, ntreprinderea, prin oferta pus\u259? la dispozi\u355?ia \up0 \
expndtw-4\charscalex100 pie\u355?ei, joac\u259? un rol activ n modelarea cererii,
att a agen\u355?ilor economici ct \u351?i a popula\u355?iei. \par\pard\qj \li1441
\sb0\sl-320\slmult0 \par\pard\qj\li1441\ri1677\sb47\sl-320\slmult0 \up0 \expndtw
-2\charscalex100 Obiectul de activitate al politicii de produs l reprezint\u259?
bunurile economice n sensul cel mai \up0 \expndtw-2\charscalex100 cuprinz\u259?to
r al termenului, subsumndu-se acestui concept att bunurile reale ct \u351?i bunuril
e \up0 \expndtw-3\charscalex100 nominale (bani, hrtii de valoare etc.) \par\pard\
ql \li2161\sb0\sl-276\slmult0 \par\pard\ql\li2161\sb41\sl-276\slmult0 \up0 \expn

dtw-3\charscalex100 n accep\u355?iunea sa cea mai cuprinz\u259?toare politica de


produs cuprinde: \par\pard\ql \li2521\sb0\sl-276\slmult0 \par\pard\ql\li2521\sb1
48\sl-276\slmult0 \up0 \expndtw0\charscalex101 \ul0\nosupersub\cf12\f13\fs22 \u3913?\ul0\nosupersub\cf9\f10\fs24 politica de produs n sens strict \par\pard\ql
\li2521\sb144\sl-276\slmult0 \up0 \expndtw0\charscalex101 \ul0\nosupersub\cf13\
f14\fs24 \u-3913?\ul0\nosupersub\cf9\f10\fs24 politica sortimental\u259? \par\
pard\ql \li2521\sb184\sl-276\slmult0 \up0 \expndtw-1\charscalex100 \ul0\nosupers
ub\cf13\f14\fs24 \u-3913?\ul0\nosupersub\cf9\f10\fs24 politica de service \u35
1?i garan\u355?ie \par\pard\qj \li1441\ri1191\sb306\sl-420\slmult0\fi720 \up0 \e
xpndtw-4\charscalex100 ntre aceste componente exist\u259? o strns\u259? cond
i\u355?ionare, totalitatea deciziilor pe care le \up0 \expndtw-5\charscalex
100 antreneaz\u259? reprezentnd con\u355?inutul politicii de produs. \par\pard\qj
\li1441\ri1189\sb265\sl-415\slmult0\fi720 \up0 \expndtw-1\charscalex100 Obiecti
vele urm\u259?rite de politica de produs trebuie s\u259? slujeasc\u259?
scopului activit\u259?\u355?ii \up0 \expndtw-2\charscalex100 economice a ntre
prinderii. Dincolo de specificitatea imprimat\u259? acestora de orizontul de t
imp \up0 \expndtw-3\charscalex100 pentru care se stabilesc, de profilul ac
tivit\u259?\u355?ii ntreprinderii sau de natura pie\u355?ei c\u259?reia i
se \up0 \expndtw0\charscalex100 adreseaz\u259?, obiectivele politicii de produs
privesc modul concret de alocare a resurselor pentru \up0 \expndtw-2\charscalex
100 dimensionarea adecvat\u259? a structurii fabrica\u355?iei sau a sortimentulu
i comercializat. \par\pard\qj \li1441\ri1188\sb290\sl-410\slmult0\fi720 \up0 \ex
pndtw-3\charscalex100 Strategiile de produs semnific\u259? principalele dir
ec\u355?ii n care ntreprinderea poate s\u259?-\u351?i \up0 \expndtw-2\charsca
lex100 mobilizeze poten\u355?ialul uman, material \u351?i financiar pentru
a realiza indicatorii economico\up0 \expndtw-3\charscalex100 financiari car
e au fost fixa\u355?i. \par\pard\qj \li1441\sb0\sl-320\slmult0 \par\pard\qj\li14
41\ri1618\sb45\sl-320\slmult0 \up0 \expndtw-2\charscalex100 Modalit\u259?\u355?i
le efective de punere n aplicare a unei anumite strategii de produs se concretize
az\u259? \up0 \expndtw-3\charscalex100 ntr-un arsenal bogat de tactici sau tehnic
i de marketing. \par\pard\qj \li1441\ri1249\sb198\sl-420\slmult0\fi720 \up0 \exp
ndtw0\charscalex100 Privit\u259? ca un tot unitar, politicii de produs, la nivel
de ntreprindere, i se pot atribui trei \up0 \expndtw-3\charscalex100 sarcini pri
ncipale: \par\pard\qj \li1981\ri1247\sb260\sl-420\slmult0 \up0 \expndtw-3\charsc
alex100 \ul0\nosupersub\cf14\f15\fs22 \u-3880?\ul0\nosupersub\cf11\f12\fs24 intr
oducerea produselor noi\ul0\nosupersub\cf9\f10\fs24 n fabrica\u355?ie \u351?i pe
pia\u355?\u259? pentru c\u351?tigarea de noi segmente de \line \up0 \expndtw-3\c
harscalex100 clientel\u259? sau umplerea unor ni\u351?e de pia\u355?\u259?, sarc
in\u259? ce reprezint\u259? un factor central, de succes, \par\pard\ql \li9725\s
b0\sl-253\slmult0 \par\pard\ql\li9725\sb0\sl-253\slmult0 \par\pard\ql\li9725\sb5
2\sl-253\slmult0 \up0 \expndtw0\charscalex103 \ul0\nosupersub\cf1\f2\fs22 4 | \u
l0\nosupersub\cf8\f9\fs22 P a g e
{\shp {\*\shpinst\shpleft1326\shptop1424\shpright7380\shpbottom1444\shpfhdr0\shp
bxpage\shpbypage\shpwr3\shpwrk0\shpfblwtxt1\shpz18\shplid0
{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{
\sn geoRight}{\sv 6054}}{\sp{\sn geoBottom}{\sv 20}}
{\sp{\sn pVerticies}{\sv 8;5;(0,0);(6054,0);(6054,20);(0,20);(0,0)}}
{\sp{\sn pSegmentInfo}{\sv 2;11;16384;45824;1;45824;1;45824;1;45824;1;45824;3276
8}}
{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 1}}{\sp{\sn fillColor}{\sv 835571
1}}{\sp{\sn fLine}{\sv 0}}{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv
1}}{\sp{\sn fBehindDocument}{\sv 1}}{\sp{\sn lineColor}{\sv 0}}
}}
{\shp {\*\shpinst\shpleft1326\shptop1423\shpright7380\shpbottom1443\shpfhdr0\shp
bxpage\shpbypage\shpwr3\shpwrk0\shpfblwtxt1\shpz18\shplid1
{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{
\sn geoRight}{\sv 6054}}{\sp{\sn geoBottom}{\sv 20}}{\sp{\sn shapePath}{\sv 4}}
{\sp{\sn pVerticies}{\sv 8;5;(0,0);(6054,0);(6054,20);(0,20);(0,0)}}

{\sp{\sn pSegmentInfo}{\sv 2;11;16384;45824;1;45824;1;45824;1;45824;1;45824;3276


8}}
{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 0}}{\sp{\sn lineWidth}{\sv 1128}}
{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv 1}}{\sp{\sn fBehindDocumen
t}{\sv 1}}{\sp{\sn lineColor}{\sv 8355711}}
}}
{\shp {\*\shpinst\shpleft7380\shptop1424\shpright10916\shpbottom1444\shpfhdr0\sh
pbxpage\shpbypage\shpwr3\shpwrk0\shpfblwtxt1\shpz24\shplid2
{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{
\sn geoRight}{\sv 3536}}{\sp{\sn geoBottom}{\sv 20}}
{\sp{\sn pVerticies}{\sv 8;5;(0,0);(3536,0);(3536,20);(0,20);(0,0)}}
{\sp{\sn pSegmentInfo}{\sv 2;11;16384;45824;1;45824;1;45824;1;45824;1;45824;3276
8}}
{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 1}}{\sp{\sn fillColor}{\sv 835571
1}}{\sp{\sn fLine}{\sv 0}}{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv
1}}{\sp{\sn fBehindDocument}{\sv 1}}{\sp{\sn lineColor}{\sv 0}}
}}
{\shp {\*\shpinst\shpleft7380\shptop1423\shpright10915\shpbottom1443\shpfhdr0\sh
pbxpage\shpbypage\shpwr3\shpwrk0\shpfblwtxt1\shpz24\shplid3
{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{
\sn geoRight}{\sv 3535}}{\sp{\sn geoBottom}{\sv 20}}{\sp{\sn shapePath}{\sv 4}}
{\sp{\sn pVerticies}{\sv 8;5;(0,0);(3535,0);(3535,20);(0,20);(0,0)}}
{\sp{\sn pSegmentInfo}{\sv 2;11;16384;45824;1;45824;1;45824;1;45824;1;45824;3276
8}}
{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 0}}{\sp{\sn lineWidth}{\sv 1128}}
{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv 1}}{\sp{\sn fBehindDocumen
t}{\sv 1}}{\sp{\sn lineColor}{\sv 8355711}}
}}
{\shp {\*\shpinst\shpleft7372\shptop728\shpright7390\shpbottom1424\shpfhdr0\shpb
xpage\shpbypage\shpwr3\shpwrk0\shpfblwtxt1\shpz30\shplid4
{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{
\sn geoRight}{\sv 18}}{\sp{\sn geoBottom}{\sv 696}}
{\sp{\sn pVerticies}{\sv 8;5;(0,696);(18,696);(18,1);(0,1);(0,696)}}
{\sp{\sn pSegmentInfo}{\sv 2;11;16384;45824;1;45824;1;45824;1;45824;1;45824;3276
8}}
{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 1}}{\sp{\sn fillColor}{\sv 835571
1}}{\sp{\sn fLine}{\sv 0}}{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv
1}}{\sp{\sn fBehindDocument}{\sv 1}}{\sp{\sn lineColor}{\sv 0}}
}}
{\shp {\*\shpinst\shpleft7372\shptop728\shpright7390\shpbottom1423\shpfhdr0\shpb
xpage\shpbypage\shpwr3\shpwrk0\shpfblwtxt1\shpz30\shplid5
{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{
\sn geoRight}{\sv 18}}{\sp{\sn geoBottom}{\sv 695}}{\sp{\sn shapePath}{\sv 4}}
{\sp{\sn pVerticies}{\sv 8;4;(0,0);(0,695);(18,695);(18,0)}}
{\sp{\sn pSegmentInfo}{\sv 2;9;16384;45824;1;45824;1;45824;1;45824;32768}}
{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 0}}{\sp{\sn lineWidth}{\sv 1128}}
{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv 1}}{\sp{\sn fBehindDocumen
t}{\sv 1}}{\sp{\sn lineColor}{\sv 8355711}}
}}
{\shp {\*\shpinst\shpleft1440\shptop14578\shpright10800\shpbottom14598\shpfhdr0\
shpbxpage\shpbypage\shpwr3\shpwrk0\shpfblwtxt1\shpz526\shplid6
{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{
\sn geoRight}{\sv 9360}}{\sp{\sn geoBottom}{\sv 20}}
{\sp{\sn pVerticies}{\sv 8;5;(0,20);(9360,20);(9360,0);(0,0);(0,20)}}
{\sp{\sn pSegmentInfo}{\sv 2;11;16384;45824;1;45824;1;45824;1;45824;1;45824;3276

8}}
{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 1}}{\sp{\sn fillColor}{\sv 125664
63}}{\sp{\sn fLine}{\sv 0}}{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv
1}}{\sp{\sn fBehindDocument}{\sv 1}}{\sp{\sn lineColor}{\sv 0}}
}}\par\pard\sect\sectd\fs24\paperw12240\paperh15840\pard\sb0\sl-240{\bkmkstart P
g5}{\bkmkend Pg5}\par\pard\li1760\sb0\sl-287\slmult0\par\pard\li1760\sb215\sl-28
7\slmult0\fi0\tx7664 \dn3 \expndtw0\charscalex108 \ul0\nosupersub\cf5\f6\fs24 An
aliza mixului de marketing a firmei Avon\tab \up0 \expndtw0\charscalex108 \ul0\n
osupersub\cf1\f2\fs22 Abdi Ioana, Z\u259?rnescu Sorin\par\pard\ql \li3736\sb23\s
l-276\slmult0 \up0 \expndtw0\charscalex108 \ul0\nosupersub\cf5\f6\fs24 Cosmetics
\par\pard\ql \li1981\ri1187\sb250\sl-414\slmult0 \up0 \expndtw-3\charscalex100
\ul0\nosupersub\cf9\f10\fs24 pentru ntreprindere. Efectele acestui demers se
cer evaluate n contextul procesului de \line \up0 \expndtw-3\charscalex100
obsolescen\u355?\u259? a produsului, al cre\u351?terii duratei fazei de cerceta
re-dezvoltare, al unei rate tot \line \up0 \expndtw-2\charscalex100 mai nalte de
e\u351?uare a variantelor de noi produse sau al nivelului sc\u259?zut de noutate
cu care \line \up0 \expndtw-2\charscalex100 se prezint\u259? multe dintre proto
tipurile destinate lans\u259?rii la examenul pie\u355?ei; \line \up0 \expndtw-3\
charscalex100 \ul0\nosupersub\cf14\f15\fs22 \u-3880?\ul0\nosupersub\cf11\f12\fs2
4 modernizarea produselor \ul0\nosupersub\cf9\f10\fs24 introduse pe pia\u355?
\u259? reprezint\u259? sarcina politici de produs prin \line \up0 \expndtw2\charscalex100 care ntreprinderea se preocup\u259? permanent de modelarea presta
\u355?iilor sale n a\u351?a fel nct s\u259? \line \up0 \expndtw-4\charscalex100 r\u
259?spund\u259? ct mai bine modific\u259?rilor survenite n deprinderile de cump\u2
59?rare \u351?i obiceiurile de \line \up0 \expndtw-2\charscalex100 consum, cons
emnate n timp, la grupele \u355?int\u259? de clientel\u259? vizat\u259?
pentru respectivele \line \up0 \expndtw-2\charscalex100 produse. Aceast\u259?
sarcin\u259? solicit\u259? diferen\u355?ieri \u351?i varia\u355?ii n struc
tura gamei de produse, \line \up0 \expndtw0\charscalex100 relans\u259?ri sau
noi pozi\u355?ion\u259?ri ale unor componente ale gamei pentru a r\u259?spunde m
ai bine \line \up0 \expndtw-3\charscalex100 intensific\u259?rii concuren\u355?ei
de pe pie\u355?ele \u355?int\u259?; \par\pard\qj \li1981\ri1189\sb8\sl-412\slmu
lt0 \up0 \expndtw0\charscalex100 \ul0\nosupersub\cf14\f15\fs22 \u-3880?\ul0\nosu
persub\cf11\f12\fs24 eliminarea produselor \u8222?mb\u259?trnite\u8221?\ul0\nosupe
rsub\cf9\f10\fs24 n cazul celor la care acceptan\u355?a clientului este n \up0 \e
xpndtw-3\charscalex100 v\u259?dit\u259? descre\u351?tere \u351?i care nu ma
i posed\u259? factori strategici de succes, se constituie, de \up0 \expn
dtw-3\charscalex100 asemenea, ntr-o sarcin\u259? a politicii de produs, ce
nu trebuie neglijat\u259? de ntreprindere. \up0 \expndtw-2\charscalex100 Ac
easta din urm\u259?, pentru a-\u351?i conserva indicatorii de performan\u355?\u2
59?, trebuie s\u259? promoveze o \up0 \expndtw-4\charscalex100 retragere planifi
cat\u259? a produselor cu obsolescen\u355?\u259? evident\u259? \u351?i s\u259? p
\u259?streze la un nivel ct mai \up0 \expndtw-5\charscalex100 redus costurile ie\
u351?irii lor de pe pia\u355?\u259?. \par\pard\ql \li4467\sb0\sl-299\slmult0 \pa
r\pard\ql\li4467\sb0\sl-299\slmult0 \par\pard\ql\li4467\sb0\sl-299\slmult0 \par\
pard\ql\li4467\sb205\sl-299\slmult0 \up0 \expndtw0\charscalex108 \ul0\nosupersub
\cf10\f11\fs26 1.2. POLITICA DE PRE\u354? \par\pard\ql \li2161\sb0\sl-276\slmult
0 \par\pard\ql\li2161\sb0\sl-276\slmult0 \par\pard\ql\li2161\sb8\sl-276\slmult0
\up0 \expndtw-2\charscalex100 \ul0\nosupersub\cf9\f10\fs24 Pre\u355?ul este unul
dintre cei patru piloni ai mixului de marketing. Importan\u355?a lui n \par\pard
\qj \li1441\ri1285\sb34\sl-410\slmult0 \up0 \expndtw-2\charscalex100 combina\u35
5?ia mixului variaz\u259? n func\u355?ie de mprejur\u259?ri. n unele cazuri, el poa
te avea un rol deciziv \up0 \expndtw-4\charscalex100 n atingerea obiectivelor ntre
prinderii, alteori i revine o contribu\u355?ie minor\u259? sau poate chiar lipsi
\up0 \expndtw-5\charscalex100 cu totul din arsenalul pus n mi\u351?care \par\pard
\qj \li1441\ri1409\sb210\sl-410\slmult0\fi720 \up0 \expndtw-2\charscalex100 Pre\
u355?ul este efectiv folosit ca instrument de marketing, pe baza unor analize co
mplexe \u351?i \up0 \expndtw-2\charscalex100 aprofundate, acestea dovedindu-se u
n element cu implica\u355?ii directe asupra tuturor activit\u259?\u355?ilor \u35
1?i \up0 \expndtw-3\charscalex100 ac\u355?iunilor de marketing ale ntreprinderilo

r. \par\pard\ql \li2161\sb0\sl-276\slmult0 \par\pard\ql\li2161\sb125\sl-276\slmu


lt0 \up0 \expndtw-2\charscalex100 n ceea ce priv\u351?te strategia de pre\u355? a
ceasta se mparte n dou\u259? categorii distinct, astfel: \par\pard\ql \li9725\sb0\
sl-253\slmult0 \par\pard\ql\li9725\sb110\sl-253\slmult0 \up0 \expndtw0\charscale
x103 \ul0\nosupersub\cf1\f2\fs22 5 | \ul0\nosupersub\cf8\f9\fs22 P a g e
{\shp {\*\shpinst\shpleft1326\shptop1424\shpright7380\shpbottom1444\shpfhdr0\shp
bxpage\shpbypage\shpwr3\shpwrk0\shpfblwtxt1\shpz18\shplid0
{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{
\sn geoRight}{\sv 6054}}{\sp{\sn geoBottom}{\sv 20}}
{\sp{\sn pVerticies}{\sv 8;5;(0,0);(6054,0);(6054,20);(0,20);(0,0)}}
{\sp{\sn pSegmentInfo}{\sv 2;11;16384;45824;1;45824;1;45824;1;45824;1;45824;3276
8}}
{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 1}}{\sp{\sn fillColor}{\sv 835571
1}}{\sp{\sn fLine}{\sv 0}}{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv
1}}{\sp{\sn fBehindDocument}{\sv 1}}{\sp{\sn lineColor}{\sv 0}}
}}
{\shp {\*\shpinst\shpleft1326\shptop1423\shpright7380\shpbottom1443\shpfhdr0\shp
bxpage\shpbypage\shpwr3\shpwrk0\shpfblwtxt1\shpz18\shplid1
{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{
\sn geoRight}{\sv 6054}}{\sp{\sn geoBottom}{\sv 20}}{\sp{\sn shapePath}{\sv 4}}
{\sp{\sn pVerticies}{\sv 8;5;(0,0);(6054,0);(6054,20);(0,20);(0,0)}}
{\sp{\sn pSegmentInfo}{\sv 2;11;16384;45824;1;45824;1;45824;1;45824;1;45824;3276
8}}
{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 0}}{\sp{\sn lineWidth}{\sv 1128}}
{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv 1}}{\sp{\sn fBehindDocumen
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}}
{\shp {\*\shpinst\shpleft7380\shptop1424\shpright10916\shpbottom1444\shpfhdr0\sh
pbxpage\shpbypage\shpwr3\shpwrk0\shpfblwtxt1\shpz24\shplid2
{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{
\sn geoRight}{\sv 3536}}{\sp{\sn geoBottom}{\sv 20}}
{\sp{\sn pVerticies}{\sv 8;5;(0,0);(3536,0);(3536,20);(0,20);(0,0)}}
{\sp{\sn pSegmentInfo}{\sv 2;11;16384;45824;1;45824;1;45824;1;45824;1;45824;3276
8}}
{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 1}}{\sp{\sn fillColor}{\sv 835571
1}}{\sp{\sn fLine}{\sv 0}}{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv
1}}{\sp{\sn fBehindDocument}{\sv 1}}{\sp{\sn lineColor}{\sv 0}}
}}
{\shp {\*\shpinst\shpleft7380\shptop1423\shpright10915\shpbottom1443\shpfhdr0\sh
pbxpage\shpbypage\shpwr3\shpwrk0\shpfblwtxt1\shpz24\shplid3
{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{
\sn geoRight}{\sv 3535}}{\sp{\sn geoBottom}{\sv 20}}{\sp{\sn shapePath}{\sv 4}}
{\sp{\sn pVerticies}{\sv 8;5;(0,0);(3535,0);(3535,20);(0,20);(0,0)}}
{\sp{\sn pSegmentInfo}{\sv 2;11;16384;45824;1;45824;1;45824;1;45824;1;45824;3276
8}}
{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 0}}{\sp{\sn lineWidth}{\sv 1128}}
{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv 1}}{\sp{\sn fBehindDocumen
t}{\sv 1}}{\sp{\sn lineColor}{\sv 8355711}}
}}
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{\shp {\*\shpinst\shpleft7372\shptop728\shpright7390\shpbottom1423\shpfhdr0\shpb
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}}\par\pard\sect\sectd\fs24\paperw12240\paperh15840\pard\sb0\sl-240{\bkmkstart P
g6}{\bkmkend Pg6}\par\pard\li1760\sb0\sl-287\slmult0\par\pard\li1760\sb215\sl-28
7\slmult0\fi0\tx7664 \dn3 \expndtw0\charscalex108 \ul0\nosupersub\cf5\f6\fs24 An
aliza mixului de marketing a firmei Avon\tab \up0 \expndtw0\charscalex108 \ul0\n
osupersub\cf1\f2\fs22 Abdi Ioana, Z\u259?rnescu Sorin\par\pard\ql \li3736\sb23\s
l-276\slmult0 \up0 \expndtw0\charscalex108 \ul0\nosupersub\cf5\f6\fs24 Cosmetics
\par\pard\qj \li1441\ri1189\sb254\sl-410\slmult0\fi720 \up0 \expndtw0\charscale
x100 \ul0\nosupersub\cf11\f12\fs24 A) Strategia pre\u355?ului nalt\ul0\nosuper
sub\cf9\f10\fs24 este menit\u259? s\u259? valorifice existen\u355?a unor
categorii de \up0 \expndtw-3\charscalex100 consumatori care sunt dispu\u351
?i s\u259? pl\u259?teasc\u259? pre\u355?uri mai ridicate dect al\u355?i c
ump\u259?r\u259?tori pentru \up0 \expndtw-4\charscalex100 produse sau servicii
care i intereseaz\u259? n mod deosebit. \par\pard\ql \li2161\sb0\sl-276\slmult0 \p
ar\pard\ql\li2161\sb125\sl-276\slmult0 \up0 \expndtw-2\charscalex100 Aceast\u259
? strategie prezint\u259? avantaje certe, ntre care se num\u259?r\u259? urm\u259?
toarele: \par\pard\ql \li2521\sb0\sl-276\slmult0 \par\pard\ql\li2521\sb148\sl-27
6\slmult0\tx2881 \up0 \expndtw-3\charscalex100 \ul0\nosupersub\cf14\f15\fs22 \u3880? \tab \up0 \expndtw0\charscalex100 \ul0\nosupersub\cf9\f10\fs24 Valorific\u
259? unicitatea unor produse sau servicii a c\u259?ror atractivitate pe
ntru \par\pard\qj \li2881\ri1245\sb6\sl-420\slmult0 \up0 \expndtw0\charscalex100
consumatori face ca cererea s\u259? fie pu\u355?in elastic\u259?, iar pre\u355?
ul perceput ca avnd o \up0 \expndtw-3\charscalex100 mic\u259? nsemn\u259?tate. \pa
r\pard\ql \li2521\sb119\sl-276\slmult0\tx2881 \up0 \expndtw-3\charscalex100 \ul0
\nosupersub\cf14\f15\fs22 \u-3880? \tab \up0 \expndtw-2\charscalex100 \ul0\nosup
ersub\cf9\f10\fs24 Poate conduce la segmentarea pie\u355?ei n func\u355?ie
de criterii strict economice \u351?i \par\pard\qj \li2881\ri1250\sb34\sl-41
0\slmult0 \up0 \expndtw-3\charscalex100 controlabile, respectiv veniturile co
nsumatorilor \u351?i puterea lor de cump\u259?rare. \line \up0 \expndtw0\ch
arscalex104 Segmentul cel mai important este cel al consumatorilor care,
pe curba \line \up0 \expndtw0\charscalex102 sensibilit\u259?\u355?ii la pre\u
355?, se plaseaz\u259? pe ramura rigid\u259?, adic\u259? insensibil la pre\u355?
\u351?i cu \par\pard\ql \li2521\ri1249\sb10\sl-410\slmult0\fi359\tx2881 \up0 \e
xpndtw-2\charscalex100 reac\u355?ie pozitiv\u259? fa\u355?\u259? de caracterul d

istinct \u351?i exclusiv al produsului sau serviciului. \up0 \expndtw-3\charscal


ex100 \ul0\nosupersub\cf14\f15\fs22 \u-3880? \up0 \expndtw-1\charscalex100 \ul0\
nosupersub\cf9\f10\fs24 Ulterior, recurgnd la sc\u259?derea pre\u355?ului in
i\u355?ial, devine posibil\u259? \u351?i atragerea \line\tab \up0 \expndtw-3
\charscalex100 segmentelor de pia\u355?\u259? care sunt sensibile la pre\u355?.
\par\pard\ql \li2521\sb121\sl-276\slmult0\tx2881 \up0 \expndtw-3\charscalex100 \
ul0\nosupersub\cf14\f15\fs22 \u-3880? \tab \up0 \expndtw-4\charscalex100 \ul0\no
supersub\cf9\f10\fs24 Firma poate s\u259? reduc\u259? pre\u355?ul ini\u355?
ial cu mult\u259? u\u351?urin\u355?\u259?, dac\u259? reac\u355?ia pie\u355
?ei este \par\pard\ql \li2521\ri1187\sb29\sl-416\slmult0\fi359\tx2881\tx2881\tx
2881\tx2881 \up0 \expndtw0\charscalex100 nefavorabil\u259?, deoarece a pornit de
la un pre\u355? ridicat. Acest avantaj este notoriu, \line\tab \up0 \expndtw-3\
charscalex100 ntruct s-a dovedit c\u259? este mult mai dificil de m\u259?
rit un pre\u355? ini\u355?ial, care s-a \line\tab \up0 \expndtw-2\charscale
x100 dovedit prea mic pentru acoperirea costurilor \u351?i, eventual, ob\u355?i
nerea de profit. \up0 \expndtw-3\charscalex100 \ul0\nosupersub\cf14\f15\fs22 \u
-3880? \up0 \expndtw0\charscalex100 \ul0\nosupersub\cf9\f10\fs24 Pre\u355?urile
mai ridicate nc\u259? de la nceputul prezen\u355?ei pe pia\u355?\u259? a unui pro
dus sau \line\tab \up0 \expndtw0\charscalex103 serviciu genereaz\u259? mai mu
lte venituri \u351?i, implicit, profit, comparativ cu \line\tab \up0 \expn
dtw-3\charscalex100 practicarea unor pre\u355?uri mai sc\u259?zute. \par\pard\qj
\li1441\ri1187\sb264\sl-416\slmult0\fi720 \up0 \expndtw-4\charscalex100 Strateg
ia pre\u355?ului ridicat se recomand\u259? firmelor interesate n lansarea
pe pia\u355?\u259? a unor \line \up0 \expndtw0\charscalex100 produse noi sa
u modernizate, atunci cnd este imperios necesar\u259? recuperarea ct mai rapid\u25
9? a \line \up0 \expndtw-2\charscalex100 cheltuielilor de cercetare/dezvoltare \
u351?i a celor promo\u355?ionale, categorii de cheltuieli care sunt, de \line \u
p0 \expndtw-4\charscalex100 regul\u259?, foarte mari. Pe de alt\u259? parte, s-a
dovedit c\u259? strategia pre\u355?ului nalt este oportun\u259? pe pie\u355?ele
\line \up0 \expndtw0\charscalex102 ale c\u259?ror poten\u355?ial nu este suficie
nt de mare pentru a-i motiva pe marii concuren\u355?i s\u259? vin\u259? pe \line
\up0 \expndtw-3\charscalex100 astfel de pie\u355?e. \par\pard\ql \li9725\sb0\sl
-253\slmult0 \par\pard\ql\li9725\sb0\sl-253\slmult0 \par\pard\ql\li9725\sb0\sl-2
53\slmult0 \par\pard\ql\li9725\sb220\sl-253\slmult0 \up0 \expndtw0\charscalex105
\ul0\nosupersub\cf1\f2\fs22 6 | \ul0\nosupersub\cf8\f9\fs22 P a g e
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}}
{\shp {\*\shpinst\shpleft1326\shptop1423\shpright7380\shpbottom1443\shpfhdr0\shp
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{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{
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{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 0}}{\sp{\sn lineWidth}{\sv 1128}}
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}}

{\shp {\*\shpinst\shpleft7380\shptop1424\shpright10916\shpbottom1444\shpfhdr0\sh
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{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 1}}{\sp{\sn fillColor}{\sv 835571
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}}
{\shp {\*\shpinst\shpleft7380\shptop1423\shpright10915\shpbottom1443\shpfhdr0\sh
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{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{
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{\shp {\*\shpinst\shpleft7372\shptop728\shpright7390\shpbottom1423\shpfhdr0\shpb
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{\sp{\sn pVerticies}{\sv 8;4;(0,0);(0,695);(18,695);(18,0)}}
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{\shp {\*\shpinst\shpleft1440\shptop14578\shpright10800\shpbottom14598\shpfhdr0\
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{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 1}}{\sp{\sn fillColor}{\sv 125664
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}}\par\pard\sect\sectd\fs24\paperw12240\paperh15840\pard\sb0\sl-240{\bkmkstart P
g7}{\bkmkend Pg7}\par\pard\li1760\sb0\sl-287\slmult0\par\pard\li1760\sb215\sl-28
7\slmult0\fi0\tx7664 \dn3 \expndtw0\charscalex108 \ul0\nosupersub\cf5\f6\fs24 An

aliza mixului de marketing a firmei Avon\tab \up0 \expndtw0\charscalex108 \ul0\n


osupersub\cf1\f2\fs22 Abdi Ioana, Z\u259?rnescu Sorin\par\pard\ql \li3736\sb23\s
l-276\slmult0 \up0 \expndtw0\charscalex108 \ul0\nosupersub\cf5\f6\fs24 Cosmetics
\par\pard\qj \li1441\ri1246\sb251\sl-413\slmult0\fi720 \up0 \expndtw-2\charscal
ex100 \ul0\nosupersub\cf11\f12\fs24 B) Strategia pre\u355?ului de penetrare pe p
ia\u355?\u259?\ul0\nosupersub\cf9\f10\fs24 , la rndul ei, se caracterizeaz\u259?
prin stabilirea \line \up0 \expndtw-4\charscalex100 unui pre\u355? ini\u355?ia
l relativ sc\u259?zut, n scopul p\u259?trunderii rapide n segmentele viza
te ale pie\u355?ei \line \up0 \expndtw-1\charscalex100 produsului sau servici
ului. Adoptarea acestei strategii se recomand\u259? ndeosebi n urm\u259?toarele
\line \up0 \expndtw-2\charscalex100 situa\u355?ii: \par\pard\ql \li2521\ri1247\s
b298\sl-400\slmult0\tx2881 \up0 \expndtw0\charscalex100 \ul0\nosupersub\cf14\f15
\fs22 \u-3880?\ul0\nosupersub\cf9\f10\fs24 Cnd cererea produsului sau serviciul
ui n cauz\u259? prezint\u259? o mare sensibilitate n \line\tab \up0 \expndtw-3\cha
rscalex100 func\u355?ie de pre\u355?; \par\pard\ql \li2521\ri1252\sb4\sl-420\slm
ult0\tx2881 \up0 \expndtw0\charscalex100 \ul0\nosupersub\cf14\f15\fs22 \u-3880?\
ul0\nosupersub\cf9\f10\fs24 Cnd pot fi ob\u355?inute reduceri substan\u355?iale
ale costurilor unitare de produc\u355?ie \u351?i, n \line\tab \up0 \expndtw-3\ch
arscalex100 general , a costurilor de marketing, printr-o produc\u355?ie de mas\
u259?. \par\pard\ql \li2521\ri1248\sb9\sl-410\slmult0\tx2881\tx2881 \up0 \expndt
w0\charscalex102 \ul0\nosupersub\cf14\f15\fs22 \u-3880?\ul0\nosupersub\cf9\f10\f
s24 Cnd costul sau serviciul se love\u351?te de o puternic\u259? \u351?i p\u259
?gubitoare competi\u355?ie pe \line\tab \up0 \expndtw-2\charscalex100 pia\u355?\
u259?, firma n cauz\u259? fiind angajat\u259? pe pia\u355?a respectiv\u259? cu in
vesti\u355?ii la care nu mai \line\tab \up0 \expndtw0\charscalex100 poate renun\
u355?a nainte de recuperarea lor, fie \u351?i par\u355?ial\u259? \up0 \expndtw-2\
charscalex100 (generat\u259? de comiterea \par\pard\ql \li2881\sb121\sl-276\slm
ult0 \up0 \expndtw-3\charscalex100 unor erori n stabilirea strategiei \u351?i a c
otei de pia\u355?\u259?). \par\pard\ql \li2521\ri1187\sb31\sl-413\slmult0\tx2881
\tx2881\tx2881 \up0 \expndtw0\charscalex109 \ul0\nosupersub\cf14\f15\fs22 \u-388
0?\ul0\nosupersub\cf9\f10\fs24 Cnd puterea de absorb\u355?ie a pie\u355?ei este
redus\u259?, adic\u259? marcat\u259? de fenomene \line\tab \up0 \expndtw-3\char
scalex100 negative care nu permit practicarea strategiei pre\u355?ului nal
t (este vorba despre \line\tab \up0 \expndtw-3\charscalex100 diverse fenomen
e care genereaz\u259? tulburarea macromediului firmei, cum sunt \line\tab
\up0 \expndtw-4\charscalex100 infla\u355?ia, \u351?omajul, instabilitatea polit
ic\u259?, crizele sociale etc.). \par\pard\qj \li1441\ri1246\sb287\sl-413\slmult
0\fi720 \up0 \expndtw0\charscalex100 Pentru stabilirea strategiei de pre\u355? a
decvate pentru un anumit produs sau serviciu este \up0 \expndtw-1\charscalex100
necesar s\u259? se aib\u259? n vedere c\u259? strategia de pre\u355? este influ
en\u355?at\u259? de curba de via\u355?\u259? a produsului. \up0 \expndtw-3\chars
calex100 Prin aceast\u259? prism\u259?, teoria \u351?i practica de specialitate
au pus n eviden\u355?\u259? mai multe particularit\u259?\u355?i, \up0 \expndtw-4\
charscalex100 ntre care se consider\u259? mai importante urm\u259?toarele: \par\p
ard\ql \li3241\ri1249\sb290\sl-410\slmult0\tx3602\tx3602\tx3602\tx3602 \up0 \exp
ndtw-1\charscalex100 \ul0\nosupersub\cf14\f15\fs22 \u-3880?\ul0\nosupersub\cf15\
f16\fs24 n faza introducerii pe pia\u355?\u259?\ul0\nosupersub\cf9\f10\fs24
a produsului sau serviciului n cauz\u259? este \line\tab \up0 \expndtw-1\cha
rscalex100 relativ u\u351?or de decelat ntre strategia pre\u355?ului nalt \u351?i
strategia pre\u355?ului de \line\tab \up0 \expndtw-3\charscalex100 penetrare pe
pia\u355?\u259?, prin simpla luare n considerare a obiectivelor firmei n \line\tab
\up0 \expndtw0\charscalex105 ceea ce prive\u351?te recuperarea investi\u3
55?iilor \u351?i anticip\u259?rii reac\u355?ilor \line\tab \up0 \expndtw-3\c
harscalex100 concuren\u355?ilor. \par\pard\ql \li3241\ri1252\sb2\sl-420\slmult0\
tx3602 \up0 \expndtw-1\charscalex100 \ul0\nosupersub\cf14\f15\fs22 \u-3880?\ul0\
nosupersub\cf15\f16\fs24 n faza de cre\u351?tere\ul0\nosupersub\cf9\f10\fs24 a
produsului sau serviciului, pe pia\u355?\u259?, op\u355?iunea pentru o \line\ta
b \up0 \expndtw-1\charscalex100 strategie fundamental\u259? sau alta de pre\u355
? este determinat\u259? de dou\u259? aspecte: \par\pard\ql \li9725\sb0\sl-253\sl
mult0 \par\pard\ql\li9725\sb0\sl-253\slmult0 \par\pard\ql\li9725\sb0\sl-253\slmu

lt0 \par\pard\ql\li9725\sb219\sl-253\slmult0 \up0 \expndtw0\charscalex103 \ul0\n


osupersub\cf1\f2\fs22 7 | \ul0\nosupersub\cf8\f9\fs22 P a g e
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{\shp {\*\shpinst\shpleft1326\shptop1423\shpright7380\shpbottom1443\shpfhdr0\shp
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}}
{\shp {\*\shpinst\shpleft7380\shptop1423\shpright10915\shpbottom1443\shpfhdr0\sh
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1}}{\sp{\sn fBehindDocument}{\sv 1}}{\sp{\sn lineColor}{\sv 0}}


}}
{\shp {\*\shpinst\shpleft7372\shptop728\shpright7390\shpbottom1423\shpfhdr0\shpb
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{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{
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{\sp{\sn pVerticies}{\sv 8;4;(0,0);(0,695);(18,695);(18,0)}}
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}}
{\shp {\*\shpinst\shpleft1440\shptop14578\shpright10800\shpbottom14598\shpfhdr0\
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{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{
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{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 1}}{\sp{\sn fillColor}{\sv 125664
63}}{\sp{\sn fLine}{\sv 0}}{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv
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}}\par\pard\sect\sectd\fs24\paperw12240\paperh15840\pard\sb0\sl-240{\bkmkstart P
g8}{\bkmkend Pg8}\par\pard\li1760\sb0\sl-287\slmult0\par\pard\li1760\sb215\sl-28
7\slmult0\fi0\tx7664 \dn3 \expndtw0\charscalex108 \ul0\nosupersub\cf5\f6\fs24 An
aliza mixului de marketing a firmei Avon\tab \up0 \expndtw0\charscalex108 \ul0\n
osupersub\cf1\f2\fs22 Abdi Ioana, Z\u259?rnescu Sorin\par\pard\ql \li3736\sb23\s
l-276\slmult0 \up0 \expndtw0\charscalex108 \ul0\nosupersub\cf5\f6\fs24 Cosmetics
\par\pard\ql \li3602\sb0\sl-276\slmult0 \par\pard\ql\li3602\sb88\sl-276\slmult0
\tx7308 \up0 \expndtw0\charscalex100 \ul0\nosupersub\cf9\f10\fs24 num\u259?rul
de competitori existen\u355?i \tab \up0 \expndtw0\charscalex104 (inclusiv co
tele lor de pia\u355?\u259?) \u351?i \par\pard\ql \li3602\sb124\sl-276\slmul
t0 \up0 \expndtw-3\charscalex100 necesitatea de a se men\u355?ine o stabilitate
relativ\u259? a pre\u355?ului. \par\pard\ql \li3241\sb144\sl-276\slmult0\tx3602
\up0 \expndtw-3\charscalex100 \ul0\nosupersub\cf14\f15\fs22 \u-3880? \tab \up0 \
expndtw-3\charscalex100 \ul0\nosupersub\cf15\f16\fs24 n faza de maturitate\ul0\
nosupersub\cf9\f10\fs24 a produsului sau serviciului, n general, ritmurile
\par\pard\qj \li3602\ri1188\sb34\sl-410\slmult0 \up0 \expndtw-3\charscalex100 vnz
\u259?rilor intr\u259? ntr-un evident declin. Elasticitatea ridicat\u259?
a cererii \u351?i \up0 \expndtw-4\charscalex100 presiunea concuren\u355?ei, n a
stfel de situa\u355?ii, determin\u259? cotele procentuale tot \up0 \expndtw-5\ch
arscalex100 mai scazute ale profitului. \par\pard\ql \li3241\sb121\sl-276\slmult
0\tx3602 \up0 \expndtw-3\charscalex100 \ul0\nosupersub\cf14\f15\fs22 \u-3880? \t
ab \up0 \expndtw-1\charscalex100 \ul0\nosupersub\cf15\f16\fs24 n faza de declin\u
l0\nosupersub\cf9\f10\fs24 a ciclului de via\u355?\u259? a produsului sau servi
ciului, cnd, de \par\pard\qj \li3602\ri1185\sb31\sl-413\slmult0 \up0 \expndtw-3\c
harscalex100 regul\u259?, acesta devine nerentabil, este limpede c\u259?
pre\u355?ul va fi mic\u351?orat. \line \up0 \expndtw0\charscalex100 Produsul
respectiv va fi men\u355?inut pe pia\u355?\u259? numai pentru eventuala
\line \up0 \expndtw-1\charscalex100 completare a gamei sortimentale sau n a\u351
?teptarea lans\u259?rii pe pia\u355?\u259? a unui \line \up0 \expndtw-3\charscal
ex100 produs sau serviciu nlocuitor. Sc\u259?derea pre\u355?ului, n aceast\u259? f
az\u259? a ciclului \line \up0 \expndtw-3\charscalex100 de via\u355?\u259?, ma
i poate avea \u351?i menirea de atragere a unor consumatori n \line \up0
\expndtw-2\charscalex100 magazine, cu speran\u355?a c\u259? ace\u351?tia vor cu
mp\u259?ra alte produse ale firmei care \line \up0 \expndtw-3\charscalex100 sunt
rentabile. \par\pard\ql \li3923\sb0\sl-299\slmult0 \par\pard\ql\li3923\sb103\sl
-299\slmult0 \up0 \expndtw0\charscalex108 \ul0\nosupersub\cf10\f11\fs26 1.3. POL

ITICA DE DISTRIBU\u354?IE \par\pard\qj \li1441\ri1248\sb202\sl-420\slmult0\fi720


\up0 \expndtw-3\charscalex100 \ul0\nosupersub\cf9\f10\fs24 Valorificarea oport
unit\u259?\u355?ilor pie\u355?ei \u351?i finalizarea efectiv\u259? a activ
it\u259?\u355?ii intreprinderilor \up0 \expndtw0\charscalex100 produc\u259?toar
e de bunuri \u351?i servicii sunt condi\u355?ionate de ajungerea m\u259?rfurilor
la consumatorii \u351?i \up0 \expndtw-2\charscalex100 utilizatorii finali, de s
atisfacerea nevoilor pentru care au fost concepute. \par\pard\qj \li1441\ri1188\
sb260\sl-420\slmult0\fi720 \up0 \expndtw-3\charscalex100 Pentru a desemna con
\u355?inutul \u351?i mecanismul sferei economice care acoper\u259? spa\u3
55?iul \u351?i \up0 \expndtw-3\charscalex100 timpul dintre produc\u355?ie \u351
?i consum, \u351?tiin\u355?a marketingului a optat pentru no\u355?iunea de distr
ibu\u355?ie - o \up0 \expndtw-4\charscalex100 no\u355?iune cuprinz\u259?toare, i
ncluznd procese \u351?i activit\u259?\u355?i eterogene. \par\pard\qj \li1441\ri12
45\sb260\sl-420\slmult0\fi720 \up0 \expndtw-1\charscalex100 Conceptul de distrib
u\u355?ie se refer\u259?, ami nti, la \u8222?traseul\u8221? pe care l parcurg m\u2
59?rfurile pe \up0 \expndtw-1\charscalex100 pia\u355?\u259? pn\u259? ajung la con
sumatori; produc\u259?torul, intermediarii \u351?i consumatorul alc\u259?tuiesc
ceea ce \up0 \expndtw-2\charscalex100 n terminologia marketingului se nume\u351?t
e canal de distribu\u355?ie. \par\pard\ql \li2161\sb0\sl-276\slmult0 \par\pard\q
l\li2161\sb123\sl-276\slmult0\tx8691 \up0 \expndtw-1\charscalex100 Conceptul an
alizat se refer\u259? apoi la ansamblul opera\u355?iunilor \tab \up0 \expn
dtw-3\charscalex100 (vnzare, cump\u259?rare, \par\pard\qj \li1441\ri1254\sb6\sl420\slmult0 \up0 \expndtw0\charscalex100 concesiune, consigna\u355?ie etc) prin
care se realizeaz\u259? transferul drepturilor de proprietate asupra \line \up0
\expndtw-1\charscalex100 m\u259?rfurilor de la un agent de pia\u355?\u259? la al
tul, pn\u259? la intrarea lor definitiv\u259? n sfera consumului. El \par\pard\ql
\li9725\sb0\sl-253\slmult0 \par\pard\ql\li9725\sb245\sl-253\slmult0 \up0 \expndt
w0\charscalex103 \ul0\nosupersub\cf1\f2\fs22 8 | \ul0\nosupersub\cf8\f9\fs22 P a
g e
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}}
{\shp {\*\shpinst\shpleft1326\shptop1423\shpright7380\shpbottom1443\shpfhdr0\shp
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{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{
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{\shp {\*\shpinst\shpleft7380\shptop1424\shpright10916\shpbottom1444\shpfhdr0\sh
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{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 1}}{\sp{\sn fillColor}{\sv 835571
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}}
{\shp {\*\shpinst\shpleft7380\shptop1423\shpright10915\shpbottom1443\shpfhdr0\sh
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{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{
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{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 0}}{\sp{\sn lineWidth}{\sv 1128}}
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}}
{\shp {\*\shpinst\shpleft7372\shptop728\shpright7390\shpbottom1424\shpfhdr0\shpb
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{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{
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}}
{\shp {\*\shpinst\shpleft7372\shptop728\shpright7390\shpbottom1423\shpfhdr0\shpb
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{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{
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{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv 1}}{\sp{\sn fBehindDocumen
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}}
{\shp {\*\shpinst\shpleft1440\shptop14578\shpright10800\shpbottom14598\shpfhdr0\
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{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{
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{\sp{\sn pVerticies}{\sv 8;5;(0,20);(9360,20);(9360,0);(0,0);(0,20)}}
{\sp{\sn pSegmentInfo}{\sv 2;11;16384;45824;1;45824;1;45824;1;45824;1;45824;3276
8}}
{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 1}}{\sp{\sn fillColor}{\sv 125664
63}}{\sp{\sn fLine}{\sv 0}}{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv
1}}{\sp{\sn fBehindDocument}{\sv 1}}{\sp{\sn lineColor}{\sv 0}}
}}\par\pard\sect\sectd\fs24\paperw12240\paperh15840\pard\sb0\sl-240{\bkmkstart P
g9}{\bkmkend Pg9}\par\pard\li1760\sb0\sl-287\slmult0\par\pard\li1760\sb215\sl-28
7\slmult0\fi0\tx7664 \dn3 \expndtw0\charscalex108 \ul0\nosupersub\cf5\f6\fs24 An
aliza mixului de marketing a firmei Avon\tab \up0 \expndtw0\charscalex108 \ul0\n
osupersub\cf1\f2\fs22 Abdi Ioana, Z\u259?rnescu Sorin\par\pard\ql \li3736\sb23\s
l-276\slmult0 \up0 \expndtw0\charscalex108 \ul0\nosupersub\cf5\f6\fs24 Cosmetics
\par\pard\qj \li1441\ri1243\sb251\sl-413\slmult0 \up0 \expndtw-3\charscalex100
\ul0\nosupersub\cf9\f10\fs24 nclude, totodat\u259?, lan\u355?ul proceselor op
erative la care sunt supuse m\u259?rfurile n traseul lor spre \line \up0 \expn

dtw-2\charscalex100 consumator, respectiv distribu\u355?ia fizic\u259? a m\u2


59?rfurilor. No\u355?iunea de distribu\u355?ie se mai refer\u259?, n \line \
up0 \expndtw-2\charscalex100 sfr\u351?it, la aparatul tehnic - re\u355?ea de unit
\u259?\u355?i, dot\u259?ri, personal - care realizeaz\u259? asemenea procese \u3
51?i \line \up0 \expndtw-3\charscalex100 opera\u355?iuni. \par\pard\qj \li1441\r
i1251\sb287\sl-413\slmult0\fi720 \up0 \expndtw-3\charscalex100 Prin pozi\u355?i
a pe care o ocup\u259? n ansamblul proceselor economice - ca activitat
e de \up0 \expndtw-1\charscalex100 intermediere ntre produc\u259?tor \u351?i con
sumator - distribu\u355?ia ndepline\u351?te un rol economic \u351?i social \up0 \
expndtw-2\charscalex100 important. Prin intermediul distribu\u355?iei, se finali
zeaz\u259? activitatea economic\u259? a ntreprinderilor \u351?i \up0 \expndtw-3\c
harscalex100 se ncheie ciclul economic al produselor. \par\pard\qj \li1441\ri1187
\sb265\sl-416\slmult0\fi720 \up0 \expndtw-1\charscalex100 Elaborarea strategiei
de distribu\u355?ie presupune identificarea celor mai potrivite canale de \up0 \
expndtw-4\charscalex100 distribu\u355?ie \u351?i modalit\u259?\u355?i de des
f\u259?\u351?urare a opera\u355?iunilor logistice. Op\u355?iunea pentru o
anumit\u259? \up0 \expndtw-2\charscalex100 variant\u259? strategic\u259? nu tre
buie s\u259? fie efectul ntmpl\u259?rii, ci rezultatul unei abord\u259?ri sistemat
ice. n \up0 \expndtw-4\charscalex100 acest sens, procesul de formulare a st
rategiei referitoare la canalele de marketing de c\u259?tre o \up0 \expnd
tw-3\charscalex100 ntreprindere produc\u259?toare necesit\u259? parcurgerea u
nei succesiuni de etape, de la identificarea \up0 \expndtw-3\charscalex100
cerin\u355?elor clien\u355?ilor \u355?int\u259?, pn\u259? la selec\u355?ia celei
mai adecvate variante. \par\pard\qj \li1441\ri1187\sb261\sl-420\slmult0\fi720 \
up0 \expndtw-3\charscalex100 \ul0\nosupersub\cf11\f12\fs24 a)Identificarea cerin
\u355?elor clien\u355?ilor privind nivelul serviciilor de distribu\u355?ie. \ul0
\nosupersub\cf9\f10\fs24 Proiectarea \up0 \expndtw-4\charscalex100 oric\u259?rui
sistem de distribu\u355?ie are ca punct de plecare analiza nevoilor
\u351?i comportamentul de \up0 \expndtw-5\charscalex100 cump\u259?rare al clie
n\u355?ilor care constituie pia\u355?a \u355?int\u259?. \par\pard\qj \li1441\ri1
252\sb297\sl-400\slmult0\fi720 \up0 \expndtw0\charscalex100 Serviciile principal
e pe care le furnizeaz\u259? un canal de marketing constau n: facilitatea \up0 \e
xpndtw-4\charscalex100 spa\u355?ial\u259?, m\u259?rimea lotului, timpul de a\u35
1?teptare \u351?i varietatea produselor. \par\pard\qj \li1441\ri1248\sb288\sl-41
5\slmult0\fi720 \up0 \expndtw0\charscalex100 \ul0\nosupersub\cf11\f12\fs24 b)Sta
bilirea obiectivelor strategiei de distribu\u355?ie\ul0\nosupersub\cf9\f10\fs24
. Urm\u259?toarea etap\u259? const\u259? n definirea \up0 \expndtw-4\charscalex10
0 obiectivelor firmei referitoare la variabila distribu\u355?ie a mixului de mar
keting. n acest scop, vor fi \up0 \expndtw-2\charscalex100 considerate, pe de o p
arte, informa\u355?iile rezultate din cercet\u259?rile de marketing referitoare
la nivelul \up0 \expndtw-3\charscalex100 serviciilor de distribu\u355?ie solic
itate de clien\u355?i \u351?i, pe de alt\u259? parte, obiectivele de marketi
ng ale \up0 \expndtw-3\charscalex100 firmei (cre\u351?terea vnz\u259?rilor, cota
de pia\u355?\u259?, gradul de acoperire a pie\u355?ei etc.). \par\pard\qj \li14
41\ri1247\sb298\sl-400\slmult0\fi720 \up0 \expndtw-3\charscalex100 Raportarea l
a obiectivele de marketing ale ntreprinderii n procesul de elaborare a \
line \up0 \expndtw-3\charscalex100 strategiei referitoare la canalele de di
stribu\u355?ie este absolut necesar\u259?. Deciziile strategice n \par\pard
\ql \li9725\sb0\sl-253\slmult0 \par\pard\ql\li9725\sb0\sl-253\slmult0 \par\pard\
ql\li9725\sb76\sl-253\slmult0 \up0 \expndtw0\charscalex105 \ul0\nosupersub\cf1\f
2\fs22 9 | \ul0\nosupersub\cf8\f9\fs22 P a g e
{\shp {\*\shpinst\shpleft1326\shptop1424\shpright7380\shpbottom1444\shpfhdr0\shp
bxpage\shpbypage\shpwr3\shpwrk0\shpfblwtxt1\shpz18\shplid0
{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{
\sn geoRight}{\sv 6054}}{\sp{\sn geoBottom}{\sv 20}}
{\sp{\sn pVerticies}{\sv 8;5;(0,0);(6054,0);(6054,20);(0,20);(0,0)}}
{\sp{\sn pSegmentInfo}{\sv 2;11;16384;45824;1;45824;1;45824;1;45824;1;45824;3276
8}}
{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 1}}{\sp{\sn fillColor}{\sv 835571

1}}{\sp{\sn fLine}{\sv 0}}{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv


1}}{\sp{\sn fBehindDocument}{\sv 1}}{\sp{\sn lineColor}{\sv 0}}
}}
{\shp {\*\shpinst\shpleft1326\shptop1423\shpright7380\shpbottom1443\shpfhdr0\shp
bxpage\shpbypage\shpwr3\shpwrk0\shpfblwtxt1\shpz18\shplid1
{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{
\sn geoRight}{\sv 6054}}{\sp{\sn geoBottom}{\sv 20}}{\sp{\sn shapePath}{\sv 4}}
{\sp{\sn pVerticies}{\sv 8;5;(0,0);(6054,0);(6054,20);(0,20);(0,0)}}
{\sp{\sn pSegmentInfo}{\sv 2;11;16384;45824;1;45824;1;45824;1;45824;1;45824;3276
8}}
{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 0}}{\sp{\sn lineWidth}{\sv 1128}}
{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv 1}}{\sp{\sn fBehindDocumen
t}{\sv 1}}{\sp{\sn lineColor}{\sv 8355711}}
}}
{\shp {\*\shpinst\shpleft7380\shptop1424\shpright10916\shpbottom1444\shpfhdr0\sh
pbxpage\shpbypage\shpwr3\shpwrk0\shpfblwtxt1\shpz24\shplid2
{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{
\sn geoRight}{\sv 3536}}{\sp{\sn geoBottom}{\sv 20}}
{\sp{\sn pVerticies}{\sv 8;5;(0,0);(3536,0);(3536,20);(0,20);(0,0)}}
{\sp{\sn pSegmentInfo}{\sv 2;11;16384;45824;1;45824;1;45824;1;45824;1;45824;3276
8}}
{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 1}}{\sp{\sn fillColor}{\sv 835571
1}}{\sp{\sn fLine}{\sv 0}}{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv
1}}{\sp{\sn fBehindDocument}{\sv 1}}{\sp{\sn lineColor}{\sv 0}}
}}
{\shp {\*\shpinst\shpleft7380\shptop1423\shpright10915\shpbottom1443\shpfhdr0\sh
pbxpage\shpbypage\shpwr3\shpwrk0\shpfblwtxt1\shpz24\shplid3
{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{
\sn geoRight}{\sv 3535}}{\sp{\sn geoBottom}{\sv 20}}{\sp{\sn shapePath}{\sv 4}}
{\sp{\sn pVerticies}{\sv 8;5;(0,0);(3535,0);(3535,20);(0,20);(0,0)}}
{\sp{\sn pSegmentInfo}{\sv 2;11;16384;45824;1;45824;1;45824;1;45824;1;45824;3276
8}}
{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 0}}{\sp{\sn lineWidth}{\sv 1128}}
{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv 1}}{\sp{\sn fBehindDocumen
t}{\sv 1}}{\sp{\sn lineColor}{\sv 8355711}}
}}
{\shp {\*\shpinst\shpleft7372\shptop728\shpright7390\shpbottom1424\shpfhdr0\shpb
xpage\shpbypage\shpwr3\shpwrk0\shpfblwtxt1\shpz30\shplid4
{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{
\sn geoRight}{\sv 18}}{\sp{\sn geoBottom}{\sv 696}}
{\sp{\sn pVerticies}{\sv 8;5;(0,696);(18,696);(18,1);(0,1);(0,696)}}
{\sp{\sn pSegmentInfo}{\sv 2;11;16384;45824;1;45824;1;45824;1;45824;1;45824;3276
8}}
{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 1}}{\sp{\sn fillColor}{\sv 835571
1}}{\sp{\sn fLine}{\sv 0}}{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv
1}}{\sp{\sn fBehindDocument}{\sv 1}}{\sp{\sn lineColor}{\sv 0}}
}}
{\shp {\*\shpinst\shpleft7372\shptop728\shpright7390\shpbottom1423\shpfhdr0\shpb
xpage\shpbypage\shpwr3\shpwrk0\shpfblwtxt1\shpz30\shplid5
{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{
\sn geoRight}{\sv 18}}{\sp{\sn geoBottom}{\sv 695}}{\sp{\sn shapePath}{\sv 4}}
{\sp{\sn pVerticies}{\sv 8;4;(0,0);(0,695);(18,695);(18,0)}}
{\sp{\sn pSegmentInfo}{\sv 2;9;16384;45824;1;45824;1;45824;1;45824;32768}}
{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 0}}{\sp{\sn lineWidth}{\sv 1128}}
{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv 1}}{\sp{\sn fBehindDocumen

t}{\sv 1}}{\sp{\sn lineColor}{\sv 8355711}}


}}
{\shp {\*\shpinst\shpleft1440\shptop14578\shpright10800\shpbottom14598\shpfhdr0\
shpbxpage\shpbypage\shpwr3\shpwrk0\shpfblwtxt1\shpz534\shplid6
{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{
\sn geoRight}{\sv 9360}}{\sp{\sn geoBottom}{\sv 20}}
{\sp{\sn pVerticies}{\sv 8;5;(0,20);(9360,20);(9360,0);(0,0);(0,20)}}
{\sp{\sn pSegmentInfo}{\sv 2;11;16384;45824;1;45824;1;45824;1;45824;1;45824;3276
8}}
{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 1}}{\sp{\sn fillColor}{\sv 125664
63}}{\sp{\sn fLine}{\sv 0}}{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv
1}}{\sp{\sn fBehindDocument}{\sv 1}}{\sp{\sn lineColor}{\sv 0}}
}}\par\pard\sect\sectd\fs24\paperw12240\paperh15840\pard\sb0\sl-240{\bkmkstart P
g10}{\bkmkend Pg10}\par\pard\li1760\sb0\sl-287\slmult0\par\pard\li1760\sb215\sl287\slmult0\fi0\tx7664 \dn3 \expndtw0\charscalex108 \ul0\nosupersub\cf5\f6\fs24
Analiza mixului de marketing a firmei Avon\tab \up0 \expndtw0\charscalex108 \ul0
\nosupersub\cf1\f2\fs22 Abdi Ioana, Z\u259?rnescu Sorin\par\pard\ql \li3736\sb23
\sl-276\slmult0 \up0 \expndtw0\charscalex108 \ul0\nosupersub\cf5\f6\fs24 Cosmeti
cs \par\pard\qj \li1441\ri1247\sb254\sl-410\slmult0 \up0 \expndtw-3\charscalex10
0 \ul0\nosupersub\cf9\f10\fs24 domeniul distribu\u355?iei vizeaz\u259?, n gene
ral, un orizont de timp ndelungat, au un grad mare de \line \up0 \expndtw-1\
charscalex100 complexitate \u351?i presupun o implicare financiar\u259? consider
abil\u259? din partea ntreprinderii. n plus, \line \up0 \expndtw-2\charscalex100 s
trategia de distribu\u355?ie va influen\u355?a la rndul ei, celelalte variabile a
le mixului de marketing. \par\pard\qj \li1441\sb0\sl-412\slmult0 \par\pard\qj\li
1441\sb0\sl-412\slmult0 \par\pard\qj\li1441\ri1210\sb165\sl-412\slmult0\fi720 \u
p0 \expndtw-2\charscalex100 \ul0\nosupersub\cf11\f12\fs24 c)Determinarea variant
elor de strategii de distribu\u355?ie\ul0\nosupersub\cf9\f10\fs24 . n aceast\u259
? etap\u259? sunt identificate \up0 \expndtw-1\charscalex100 variantele posibil
e de canale de marketing pe care ntreprinderea le poate utiliza pentru
\up0 \expndtw-2\charscalex100 ndeplinirea obiectivelor stabilite n domeniul
distribu\u355?iei. n afar\u259? de canalul direct, se pot \up0 \expndtw-3\
charscalex100 considera diverse canale indirecte poten\u355?iale. Structura cana
lelor indirecte se va stabili n func\u355?ie \up0 \expndtw0\charscalex100 de tipu
rile de intermediari care ar fi capabili s\u259? contribuie la oferirea servicii
lor de distribu\u355?ie \up0 \expndtw-3\charscalex100 solicitate de consumatorii
/utilizatorii finali. \par\pard\qj \li1441\ri1247\sb288\sl-413\slmult0\fi720 \up
0 \expndtw-4\charscalex100 Lista variantelor posibile este determinat\u259? pe b
aza unui set de criterii, dintre care cele mai \line \up0 \expndtw-3\charscalex1
00 importante sunt: num\u259?rul canalelor utilizate, dimensiunile canalul
ui, amploarea distribu\u355?iei, \line \up0 \expndtw-1\charscalex100 gradul de
participare al firmei n activitatea de distribu\u355?ie, gradul de control asupr
a distribu\u355?iei, \line \up0 \expndtw-2\charscalex100 gradul de elasticitate
a re\u355?elei de distribu\u355?ie \u351?i gradul de implicare a firmei n logisti
ca m\u259?rfurilor. \par\pard\qj \li1441\sb0\sl-414\slmult0 \par\pard\qj\li1441\
sb0\sl-414\slmult0 \par\pard\qj\li1441\ri1186\sb139\sl-414\slmult0\fi720 \up0 \e
xpndtw0\charscalex100 \ul0\nosupersub\cf11\f12\fs24 d)Evaluarea variantelor stra
tegice \u351?i selectare celei (celor) mai adecvate.\ul0\nosupersub\cf9\f10\fs24
Dup\u259? ce au \line \up0 \expndtw-2\charscalex100 fost identificate struct
urile poten\u355?iale ale canalelor de marketing la care ar putea recu
rge \line \up0 \expndtw-3\charscalex100 ntreprinderea, este necesar\u259? eval
uarea fiec\u259?rei variante pentru a determina fezabilitatea ei, \line \
up0 \expndtw0\charscalex100 precum \u351?i m\u259?sura n care corespunde ob
iectivelor strategiei de distribu\u355?ie. Compararea \line \up0 \expndtw-2\
charscalex100 variantelor strategice va permite alegerea celei mai potrivite str
ucturi a sistemului de distribu\u355?ie. \line \up0 \expndtw-2\charscalex100 Pro
cesul de evaluare se bazeaz\u259? deopotriv\u259? pe criterii calitative \u351?i
cantitative. Criteriile utilizate \line \up0 \expndtw-4\charscalex100 pot fi
clasificate n urm\u259?toarele categorii: criterii economice, criterii de

control si criterii de \line \up0 \expndtw-5\charscalex100 adaptabilitate. \


par\pard\ql \li3858\sb0\sl-299\slmult0 \par\pard\ql\li3858\sb0\sl-299\slmult0 \p
ar\pard\ql\li3858\sb0\sl-299\slmult0 \par\pard\ql\li3858\sb184\sl-299\slmult0 \u
p0 \expndtw0\charscalex108 \ul0\nosupersub\cf10\f11\fs26 1.4. POLITICA DE COMUNI
CARE \par\pard\ql \li9585\sb0\sl-253\slmult0 \par\pard\ql\li9585\sb0\sl-253\slmu
lt0 \par\pard\ql\li9585\sb213\sl-253\slmult0 \up0 \expndtw0\charscalex105 \ul0\n
osupersub\cf1\f2\fs22 10 | \ul0\nosupersub\cf8\f9\fs22 P a g e
{\shp {\*\shpinst\shpleft1326\shptop1424\shpright7380\shpbottom1444\shpfhdr0\shp
bxpage\shpbypage\shpwr3\shpwrk0\shpfblwtxt1\shpz18\shplid0
{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{
\sn geoRight}{\sv 6054}}{\sp{\sn geoBottom}{\sv 20}}
{\sp{\sn pVerticies}{\sv 8;5;(0,0);(6054,0);(6054,20);(0,20);(0,0)}}
{\sp{\sn pSegmentInfo}{\sv 2;11;16384;45824;1;45824;1;45824;1;45824;1;45824;3276
8}}
{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 1}}{\sp{\sn fillColor}{\sv 835571
1}}{\sp{\sn fLine}{\sv 0}}{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv
1}}{\sp{\sn fBehindDocument}{\sv 1}}{\sp{\sn lineColor}{\sv 0}}
}}
{\shp {\*\shpinst\shpleft1326\shptop1423\shpright7380\shpbottom1443\shpfhdr0\shp
bxpage\shpbypage\shpwr3\shpwrk0\shpfblwtxt1\shpz18\shplid1
{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{
\sn geoRight}{\sv 6054}}{\sp{\sn geoBottom}{\sv 20}}{\sp{\sn shapePath}{\sv 4}}
{\sp{\sn pVerticies}{\sv 8;5;(0,0);(6054,0);(6054,20);(0,20);(0,0)}}
{\sp{\sn pSegmentInfo}{\sv 2;11;16384;45824;1;45824;1;45824;1;45824;1;45824;3276
8}}
{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 0}}{\sp{\sn lineWidth}{\sv 1128}}
{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv 1}}{\sp{\sn fBehindDocumen
t}{\sv 1}}{\sp{\sn lineColor}{\sv 8355711}}
}}
{\shp {\*\shpinst\shpleft7380\shptop1424\shpright10916\shpbottom1444\shpfhdr0\sh
pbxpage\shpbypage\shpwr3\shpwrk0\shpfblwtxt1\shpz24\shplid2
{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{
\sn geoRight}{\sv 3536}}{\sp{\sn geoBottom}{\sv 20}}
{\sp{\sn pVerticies}{\sv 8;5;(0,0);(3536,0);(3536,20);(0,20);(0,0)}}
{\sp{\sn pSegmentInfo}{\sv 2;11;16384;45824;1;45824;1;45824;1;45824;1;45824;3276
8}}
{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 1}}{\sp{\sn fillColor}{\sv 835571
1}}{\sp{\sn fLine}{\sv 0}}{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv
1}}{\sp{\sn fBehindDocument}{\sv 1}}{\sp{\sn lineColor}{\sv 0}}
}}
{\shp {\*\shpinst\shpleft7380\shptop1423\shpright10915\shpbottom1443\shpfhdr0\sh
pbxpage\shpbypage\shpwr3\shpwrk0\shpfblwtxt1\shpz24\shplid3
{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{
\sn geoRight}{\sv 3535}}{\sp{\sn geoBottom}{\sv 20}}{\sp{\sn shapePath}{\sv 4}}
{\sp{\sn pVerticies}{\sv 8;5;(0,0);(3535,0);(3535,20);(0,20);(0,0)}}
{\sp{\sn pSegmentInfo}{\sv 2;11;16384;45824;1;45824;1;45824;1;45824;1;45824;3276
8}}
{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 0}}{\sp{\sn lineWidth}{\sv 1128}}
{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv 1}}{\sp{\sn fBehindDocumen
t}{\sv 1}}{\sp{\sn lineColor}{\sv 8355711}}
}}
{\shp {\*\shpinst\shpleft7372\shptop728\shpright7390\shpbottom1424\shpfhdr0\shpb
xpage\shpbypage\shpwr3\shpwrk0\shpfblwtxt1\shpz30\shplid4
{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{
\sn geoRight}{\sv 18}}{\sp{\sn geoBottom}{\sv 696}}

{\sp{\sn pVerticies}{\sv 8;5;(0,696);(18,696);(18,1);(0,1);(0,696)}}


{\sp{\sn pSegmentInfo}{\sv 2;11;16384;45824;1;45824;1;45824;1;45824;1;45824;3276
8}}
{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 1}}{\sp{\sn fillColor}{\sv 835571
1}}{\sp{\sn fLine}{\sv 0}}{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv
1}}{\sp{\sn fBehindDocument}{\sv 1}}{\sp{\sn lineColor}{\sv 0}}
}}
{\shp {\*\shpinst\shpleft7372\shptop728\shpright7390\shpbottom1423\shpfhdr0\shpb
xpage\shpbypage\shpwr3\shpwrk0\shpfblwtxt1\shpz30\shplid5
{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{
\sn geoRight}{\sv 18}}{\sp{\sn geoBottom}{\sv 695}}{\sp{\sn shapePath}{\sv 4}}
{\sp{\sn pVerticies}{\sv 8;4;(0,0);(0,695);(18,695);(18,0)}}
{\sp{\sn pSegmentInfo}{\sv 2;9;16384;45824;1;45824;1;45824;1;45824;32768}}
{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 0}}{\sp{\sn lineWidth}{\sv 1128}}
{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv 1}}{\sp{\sn fBehindDocumen
t}{\sv 1}}{\sp{\sn lineColor}{\sv 8355711}}
}}
{\shp {\*\shpinst\shpleft1440\shptop14578\shpright10800\shpbottom14598\shpfhdr0\
shpbxpage\shpbypage\shpwr3\shpwrk0\shpfblwtxt1\shpz462\shplid6
{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{
\sn geoRight}{\sv 9360}}{\sp{\sn geoBottom}{\sv 20}}
{\sp{\sn pVerticies}{\sv 8;5;(0,20);(9360,20);(9360,0);(0,0);(0,20)}}
{\sp{\sn pSegmentInfo}{\sv 2;11;16384;45824;1;45824;1;45824;1;45824;1;45824;3276
8}}
{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 1}}{\sp{\sn fillColor}{\sv 125664
63}}{\sp{\sn fLine}{\sv 0}}{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv
1}}{\sp{\sn fBehindDocument}{\sv 1}}{\sp{\sn lineColor}{\sv 0}}
}}\par\pard\sect\sectd\fs24\paperw12240\paperh15840\pard\sb0\sl-240{\bkmkstart P
g11}{\bkmkend Pg11}\par\pard\li1760\sb0\sl-287\slmult0\par\pard\li1760\sb215\sl287\slmult0\fi0\tx7664 \dn3 \expndtw0\charscalex108 \ul0\nosupersub\cf5\f6\fs24
Analiza mixului de marketing a firmei Avon\tab \up0 \expndtw0\charscalex108 \ul0
\nosupersub\cf1\f2\fs22 Abdi Ioana, Z\u259?rnescu Sorin\par\pard\ql \li3736\sb23
\sl-276\slmult0 \up0 \expndtw0\charscalex108 \ul0\nosupersub\cf5\f6\fs24 Cosmeti
cs \par\pard\qj \li1441\ri1187\sb251\sl-413\slmult0\fi720 \up0 \expndtw-3\charsc
alex100 \ul0\nosupersub\cf9\f10\fs24 n sistemul rela\u355?iilor cu mediul economi
co-social, cu pia\u355?a, cu eforturile de marketing ale \up0 \expndtw-4\charsca
lex100 intreprinderii moderne nu se pot limita la producerea \u351?i di
stribu\u355?ia de bunuri \u351?i servicii; ele \up0 \expndtw-2\charscalex10
0 implic\u259?, totodat\u259?, o permanent\u259? \u351?i complex\u259? com
unicare cu mediul extern, cu pia\u355?a, care \up0 \expndtw-3\charscalex10
0 presupune o informare atent\u259? a consumatorilor poten\u355?iali \u351?i a i
ntermediarilor, ac\u355?iuni specifice de \up0 \expndtw-1\charscalex100 influen\
u355?are a comportamentului de cump\u259?rare \u351?i consum, de sprijinire a pr
ocesului de vnzare. \up0 \expndtw-2\charscalex100 Toate aceste activit\u259?\u355
?i, cu obiective \u351?i mijloace de ac\u355?iune exterm de variate, alc\u259?tu
iesc \ul0\nosupersub\cf11\f12\fs24 politica \up0 \expndtw-3\charscalex100 de com
unicare sau promo\u355?ional\u259?\ul0\nosupersub\cf9\f10\fs24 . \par\pard\qj \l
i1441\ri1189\sb288\sl-412\slmult0\fi720 \up0 \expndtw-3\charscalex100 Activitate
a promo\u355?ional\u259? cunoa\u351?te, n perioada actual\u259?, o mare v
arietate sub raportul \line \up0 \expndtw-3\charscalex100 con\u355?inutului, r
olului, formei de realizare etc. De aici \u351?i dificultatea clasific\u259?rii
lor riguroase, fapt \line \up0 \expndtw-3\charscalex100 ce a condus la util
izarea, n literatura de specialitate, a unor scheme diferite de grupare
\u351?i \line \up0 \expndtw-3\charscalex100 deliminare. Cu o frecven\u355?\u25
9? mai mare sunt re\u355?inute, drept criterii esen\u355?iale de delimitare, nat
ura \u351?i \line \up0 \expndtw0\charscalex100 rolul lor n sistemul comunica\u355
?ional \u351?i al ntreprinderii; n func\u355?ie de aceste criterii, activit\u259?\
u355?ile \line \up0 \expndtw-2\charscalex100 promo\u355?ionale se pot structu

ra astfel: a) publicitatea; b) promovarea vnz\u259?rilor; c) rela\u355?ii


le \line \up0 \expndtw-4\charscalex100 publice; d) utilizarea m\u259?rcilor; e)
manifest\u259?rile promo\u355?ionale; f) for\u355?ele de vnzare. La rndul lor, \li
ne \up0 \expndtw-3\charscalex100 fiecare dintre aceste componente beneficiaz
\u259? de procedee, tehnici \u351?i mijloace specifice de \line \up0 \exp
ndtw-4\charscalex100 ac\u355?iune. \par\pard\qj \li1441\ri1231\sb288\sl-413\slmu
lt0\fi720 \up0 \expndtw-1\charscalex100 Ca \u351?i n cazul celorlalte variabile a
le mixului de marketing - produs, pre\u355? \u351?i distribu\u355?ie -\line \up0
\expndtw-1\charscalex100 elaborarea strategiei promo\u355?ionale de ansamblu \u
351?i a op\u355?iunilor strategice derivate constituie un \line \up0 \expndtw-2\
charscalex100 proces complex, dificil de realizat, dar pe deplin posibil.
El indic\u259? o cunoa\u351?tere n detaliu a \line \up0 \expndtw0\charscalex
100 mediului economico-social, a celui concuren\u355?ial, a pie\u355?ei \
u351?i a mecanismelor acesteia, a \line \up0 \expndtw0\charscalex100 comport
amentelor de consum, a modalit\u259?\u355?ilor de ac\u355?iune a ntreprin
derilor partenere \u351?i \line \up0 \expndtw-1\charscalex100 concurente ca
\u351?i a specificului \u351?i a efectelor pe care le poate avea util
izarea diferitelor \line \up0 \expndtw-3\charscalex100 instrumente promo\u355?i
onale. \par\pard\qj \li1441\ri1185\sb286\sl-415\slmult0\fi720 \up0 \expndtw-3\ch
arscalex100 Comportamentul strategic n domeniul activit\u259?\u355?ii promo\u355?
ionale poate fi definit \u351?i pornind \line \up0 \expndtw0\charscalex100 de la
pozi\u355?ia ocupat\u259? de ntreprindere n cadrul pie\u355?ei. n consecin\u355?\u
259?, se poate opta fie pentru o \line \up0 \expndtw-2\charscalex100 \ul0\nosupe
rsub\cf15\f16\fs24 strategie promo\u355?ional\u259? concentrat\u259?\ul0\nosup
ersub\cf9\f10\fs24 , ntreprinderea orientndu-\u351?i efortul promo\u355?ional
spre un \line \up0 \expndtw-4\charscalex100 singur segment de pia\u355?\u25
9?, pe care s\u259?-\u351?i consolideze sau s\u259?-\u351?i extind\u259?
activitatea, fie pentru o \line \up0 \expndtw-4\charscalex100 \ul0\nosupersu
b\cf15\f16\fs24 strategie diferen\u355?iat\u259?,\ul0\nosupersub\cf9\f10\fs24 n
cadrul c\u259?reia \u351?i va adapta ac\u355?iunile potrivit caracterist
icilor fiec\u259?rui \par\pard\ql \li9585\sb0\sl-253\slmult0 \par\pard\ql\li958
5\sb0\sl-253\slmult0 \par\pard\ql\li9585\sb73\sl-253\slmult0 \up0 \expndtw0\char
scalex103 \ul0\nosupersub\cf1\f2\fs22 11 | \ul0\nosupersub\cf8\f9\fs22 P a g e
{\shp {\*\shpinst\shpleft1326\shptop1424\shpright7380\shpbottom1444\shpfhdr0\shp
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{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{


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}}
{\shp {\*\shpinst\shpleft7380\shptop1423\shpright10915\shpbottom1443\shpfhdr0\sh
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}}
{\shp {\*\shpinst\shpleft7372\shptop728\shpright7390\shpbottom1424\shpfhdr0\shpb
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}}
{\shp {\*\shpinst\shpleft7372\shptop728\shpright7390\shpbottom1423\shpfhdr0\shpb
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}}
{\shp {\*\shpinst\shpleft1440\shptop14578\shpright10800\shpbottom14598\shpfhdr0\
shpbxpage\shpbypage\shpwr3\shpwrk0\shpfblwtxt1\shpz614\shplid6
{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{
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{\sp{\sn pSegmentInfo}{\sv 2;11;16384;45824;1;45824;1;45824;1;45824;1;45824;3276
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{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 1}}{\sp{\sn fillColor}{\sv 125664
63}}{\sp{\sn fLine}{\sv 0}}{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv
1}}{\sp{\sn fBehindDocument}{\sv 1}}{\sp{\sn lineColor}{\sv 0}}
}}\par\pard\sect\sectd\fs24\paperw12240\paperh15840\pard\sb0\sl-240{\bkmkstart P
g12}{\bkmkend Pg12}\par\pard\li1760\sb0\sl-287\slmult0\par\pard\li1760\sb215\sl287\slmult0\fi0\tx7664 \dn3 \expndtw0\charscalex108 \ul0\nosupersub\cf5\f6\fs24
Analiza mixului de marketing a firmei Avon\tab \up0 \expndtw0\charscalex108 \ul0
\nosupersub\cf1\f2\fs22 Abdi Ioana, Z\u259?rnescu Sorin\par\pard\ql \li3736\sb23

\sl-276\slmult0 \up0 \expndtw0\charscalex108 \ul0\nosupersub\cf5\f6\fs24 Cosmeti


cs \par\pard\qj \li1441\ri1250\sb262\sl-400\slmult0 \up0 \expndtw-1\charscalex10
0 \ul0\nosupersub\cf9\f10\fs24 segment de pia\u355?\u259? n parte ori pentru o \
ul0\nosupersub\cf15\f16\fs24 strategie nediferen\u355?iat\u259?\ul0\nosupersub\c
f9\f10\fs24 , prin care s\u259? se adreseze ntregii \up0 \expndtw-5\charscalex100
pie\u355?e, tuturor consumatorilor poten\u355?iali n scopul atragerii lor. \par\
pard\ql \li1901\sb0\sl-500\slmult0 \par\pard\ql\li1901\sb0\sl-500\slmult0 \par\p
ard\ql\li1901\sb0\sl-500\slmult0 \par\pard\ql\li1901\ri1675\sb338\sl-500\slmult0
\tx4927 \up0 \expndtw0\charscalex108 \ul0\nosupersub\cf6\f7\fs28 CAPITOLUL II\ul
0\nosupersub\cf16\f17\fs48 \ul0\nosupersub\cf6\f7\fs28 PREZENTAREA GENERAL\u258
? A COMPANIEI \line\tab \up0 \expndtw0\charscalex109 AVON COSMETICS \par\pard\ql
\li1441\sb0\sl-420\slmult0 \par\pard\ql\li1441\ri1257\sb107\sl-420\slmult0\fi72
0 \up0 \expndtw-2\charscalex100 \ul0\nosupersub\cf9\f10\fs24 Avon Cosmetics este
una dintre cele mai mari \u351?i mai cunoscute companii produc\u259?toare de \u
p0 \expndtw-2\charscalex100 produse cosmetice din lume, care func\u355?ioneaz\u2
59? n sistemul vnz\u259?rilor directe. Compania a fost \up0 \expndtw-5\charscalex1
00 nfiin\u355?at\u259? n America de c\u259?tre David McConnell n 1886. \par\pard\qj
\li1441\ri1250\sb260\sl-420\slmult0\fi720 \up0 \expndtw-3\charscalex100 n 1997 e
a fiin\u355?\u259? n Romnia Avon Cosmetics S.RL \u351?i tot atunci au fos
t nregistra\u355?i \line \up0 \expndtw-4\charscalex100 primii 6 reprezentan\u35
5?i Avon care erau chiar primii directori de vnz\u259?ri din Romnia. Ast\u
259?zi, \line \up0 \expndtw0\charscalex100 exist\u259? 100 zone n Romnia, n care ac
tiveaz\u259? peste 5.000 de coordonatori \u351?i peste 300.000 de \line \up0 \ex
pndtw-2\charscalex100 reprezentan\u355?i. Avon Romnia este lider pe pia\u355?a pr
oduselor cosmetice din 2001 pn\u259? n prezent\ul0\nosupersub\cf17\f18\fs24 . \par
\pard\qj \li1441\ri1245\sb260\sl-420\slmult0\fi720 \up0 \expndtw0\charscalex100
\ul0\nosupersub\cf9\f10\fs24 Avon are peste 121 ani de experien\u355?\u259? n dom
eniul cosmeticelor, este prezent\u259? n peste \up0 \expndtw-3\charscalex100 140
de \u355?\u259?ri unde \u351?i desf\u259?\u351?oar\u259? activitatea, are peste 6
milioane de reprezentan\u355?i n ntreaga lume \up0 \expndtw-4\charscalex100 \u351
?i mai mult de 600 milioane de clien\u355?i. \par\pard\qj \li1441\ri1188\sb266\
sl-413\slmult0\fi720 \up0 \expndtw-3\charscalex100 Compania ofer\u259? o gam\
u259? complex\u259? \u351?i modern\u259? de produse, pentru cele mai ex
igente \up0 \expndtw-4\charscalex100 gusturi, calitate remarcabil\u259? sus\u
355?inut\u259? prin garan\u355?ia satisfacerii 100%, servicii deosebite n
ce \up0 \expndtw0\charscalex100 prive\u351?te ajutorul \u351?i curtoazia fa\u35
5?\u259? de clien\u355?i, formule avansate, nalt\u259? tehnologie n producerea \up
0 \expndtw-2\charscalex100 cosmeticelor \u351?i posibilitatea de sporire a venit
urilor ntr-un mod pl\u259?cut. \par\pard\ql \li2161\sb0\sl-276\slmult0 \par\pard\
ql\li2161\sb125\sl-276\slmult0 \up0 \expndtw-3\charscalex100 Compania este struc
turata pe 4 departamente distincte, astfel: \par\pard\qj \li1801\ri1250\sb306\sl
-420\slmult0\tx2161 \up0 \expndtw0\charscalex104 \ul0\nosupersub\cf14\f15\fs22 \
u-3880?\ul0\nosupersub\cf4\f5\fs22 DEPARTAMENTUL DE MARKETING n\ul0\nosupersub
\cf9\f10\fs24 cadrul c\u259?ruia se examineaz\u259? fezabilitatea \line\tab \u
p0 \expndtw0\charscalex100 \u351?i poten\u355?ialul unei noi pie\u355?e, sunt an
alizate legile \u351?i regulamentele locale, se calculeaz\u259? \par\pard\ql \li
9585\sb0\sl-253\slmult0 \par\pard\ql\li9585\sb125\sl-253\slmult0 \up0 \expndtw0\
charscalex103 \ul0\nosupersub\cf1\f2\fs22 12 | \ul0\nosupersub\cf8\f9\fs22 P a g
e
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}}\par\pard\sect\sectd\fs24\paperw12240\paperh15840\pard\sb0\sl-240{\bkmkstart P
g13}{\bkmkend Pg13}\par\pard\li1760\sb0\sl-287\slmult0\par\pard\li1760\sb215\sl287\slmult0\fi0\tx7664 \dn3 \expndtw0\charscalex108 \ul0\nosupersub\cf5\f6\fs24
Analiza mixului de marketing a firmei Avon\tab \up0 \expndtw0\charscalex108 \ul0
\nosupersub\cf1\f2\fs22 Abdi Ioana, Z\u259?rnescu Sorin\par\pard\ql \li3736\sb23
\sl-276\slmult0 \up0 \expndtw0\charscalex108 \ul0\nosupersub\cf5\f6\fs24 Cosmeti
cs \par\pard\qj \li2161\ri1246\sb262\sl-400\slmult0 \up0 \expndtw-3\charscalex10
0 \ul0\nosupersub\cf9\f10\fs24 \u355?inta vnz\u259?rilor unui distribuitor \u351?
i poten\u355?ialul de profitabilitate a acestuia peste un num\u259?r \up0 \expnd
tw-4\charscalex100 de ani \u351?i de asemenea, profiturile estimate pentru Avon.
\par\pard\ql \li1801\ri1244\sb210\sl-413\slmult0\tx2161\tx2161\tx2161 \up0 \exp
ndtw0\charscalex102 \ul0\nosupersub\cf14\f15\fs22 \u-3880?\ul0\nosupersub\cf4\f5
\fs22 DEPARTAMENTUL OPERA\u354?IONAL a\ul0\nosupersub\cf9\f10\fs24 re respo
nsabilitatea de a stabili de ce are \line\tab \up0 \expndtw-2\charscalex10
0 nevoie structura opera\u355?ional\u259? pentru distribu\u355?ia pe fiecare pia
\u355?\u259? \u351?i ajut\u259? la implementarea \line\tab \up0 \expndtw0\charsc
alex102 sistemului. Prelucreaz\u259? comenzile distribuitorilor pentru prod
use \u351?i coordoneaz\u259? \line\tab \up0 \expndtw-3\charscalex100 transport
ul. \par\pard\ql \li1801\sb121\sl-276\slmult0 \up0 \expndtw0\charscalex103 \ul0\
nosupersub\cf14\f15\fs22 \u-3880?\ul0\nosupersub\cf4\f5\fs22 DEPARTAMENTUL DE
VNZ\u258?RI e\ul0\nosupersub\cf9\f10\fs24 ste responsabil cu acordarea celor mai
bune \par\pard\qj \li2161\ri1325\sb26\sl-420\slmult0 \up0 \expndtw-2\charscalex1
00 sfaturi pentru vnzarea pe o nou\u259? pia\u355?\u259? \u351?i asistarea la act
ivit\u259?\u355?ile de recrutare a for\u355?elor de \up0 \expndtw-5\charscalex10
0 vnzare; supravegheaz\u259? preg\u259?tirea for\u355?elor de vnzare. \par\pard\ql
\li1801\ri1244\sb209\sl-410\slmult0\tx2161\tx2161\tx2161\tx2161 \up0 \expndtw0\
charscalex104 \ul0\nosupersub\cf14\f15\fs22 \u-3880?\ul0\nosupersub\cf4\f5\fs22
DEPARTAMENTUL DE FINAN\u354?E \ul0\nosupersub\cf9\f10\fs24 furnizeaz\u259? su
portul financiar pentru a se asigura \line\tab \up0 \expndtw-4\charscalex100 c\u
259? ac\u355?iunile filialelor sunt orientate c\u259?tre atingerea obiectivelor
de afaceri. Implementeaz\u259? \line\tab \up0 \expndtw-2\charscalex100 toate pla
nurile financiare, previziuni \u351?i rapoarte. Monitorizeaz\u259? constant rezu
ltatele care \line\tab \up0 \expndtw-2\charscalex100 au contrazis planurile \u35
1?i \u355?in sub observa\u355?ie evenimentele, pentru a minimiza riscurile \u351
?i a \line\tab \up0 \expndtw-3\charscalex100 maximiza oportunit\u259?\u355?ile.
\par\pard\ql \li1731\sb0\sl-320\slmult0 \par\pard\ql\li1731\sb0\sl-320\slmult0 \
par\pard\ql\li1731\sb0\sl-320\slmult0 \par\pard\ql\li1731\ri1506\sb145\sl-320\sl
mult0\tx4630 \up0 \expndtw0\charscalex106 \ul0\nosupersub\cf6\f7\fs28 CAPITOLUL
III POLITICA DE MARKETING A FIRMEI AVON \line\tab \up0 \expndtw0\charscalex107
COSMETICS ROMANIA \par\pard\qj \li1441\ri1254\sb162\sl-415\slmult0\fi720 \up0 \e
xpndtw-2\charscalex100 \ul0\nosupersub\cf9\f10\fs24 n baza analizei politicii
de marketing a firmei Avon Cosmetics Romnia se va ar\u259?ta \up0 \expndtw-2\c
harscalex100 strategiile pe care compania Avon Cosmetics Romnia le adopt\u259?
pentru atingerea obiectivelor \up0 \expndtw0\charscalex100 propuse. n acest sens,
un rol important l prezint\u259? strategia de pia\u355?\u259? a firmei Avon Cosm
etics \up0 \expndtw-1\charscalex100 Romnia, n jurul c\u259?reia se afl\u259? eleme
ntele mixului de marketing, respectiv politica de produs, \up0 \expndtw-3\charsc
alex100 politica de pre\u355?, politica de distribu\u355?ie \u351?i politica de
promovare. \par\pard\qj \li1441\ri1254\sb290\sl-410\slmult0\fi720 \up0 \expndtw-

1\charscalex100 n strategia de pia\u355?\u259? au fost luate n calcul unele eleme


nte care se refer\u259? la pia\u355?a \u351?i care \line \up0 \expndtw-1\charsca
lex100 influen\u355?eaz\u259? strategia, precum concuren\u355?ii \u351?i clien\u
355?ii firmei Avon Cosmetics Romnia. n acest \line \up0 \expndtw-4\charscalex100 s
ens s-au observat un num\u259?r de strategii mai evidente pe care firma le apli
c\u259?, printre care: \par\pard\ql \li2521\ri1245\sb282\sl-420\slmult0\tx2881 \
up0 \expndtw-2\charscalex100 \ul0\nosupersub\cf12\f13\fs22 \u-3913?\ul0\nosupers
ub\cf11\f12\fs24 strategia cre\u351?terii,\ul0\nosupersub\cf9\f10\fs24 impus\
u259? de\ul0\nosupersub\cf11\f12\fs24 \ul0\nosupersub\cf9\f10\fs24 pozi\u355?ia
companiei fa\u355?\u259? de dinamica pie\u355?ei; compania \line\tab \up0 \expn
dtw-2\charscalex100 s-a aflat ntr-o continu\u259? cre\u351?tere din momentu
l intr\u259?rii pe pia\u355?a romneasc\u259?, \par\pard\ql \li9585\sb198\sl-2
53\slmult0 \up0 \expndtw0\charscalex103 \ul0\nosupersub\cf1\f2\fs22 13 | \ul0\no
supersub\cf8\f9\fs22 P a g e
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bxpage\shpbypage\shpwr3\shpwrk0\shpfblwtxt1\shpz18\shplid0
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{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv 1}}{\sp{\sn fBehindDocumen

t}{\sv 1}}{\sp{\sn lineColor}{\sv 8355711}}


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}}
{\shp {\*\shpinst\shpleft7372\shptop728\shpright7390\shpbottom1423\shpfhdr0\shpb
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{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{
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{\sp{\sn pVerticies}{\sv 8;4;(0,0);(0,695);(18,695);(18,0)}}
{\sp{\sn pSegmentInfo}{\sv 2;9;16384;45824;1;45824;1;45824;1;45824;32768}}
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{\shp {\*\shpinst\shpleft1440\shptop14578\shpright10800\shpbottom14598\shpfhdr0\
shpbxpage\shpbypage\shpwr3\shpwrk0\shpfblwtxt1\shpz670\shplid6
{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{
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{\sp{\sn pSegmentInfo}{\sv 2;11;16384;45824;1;45824;1;45824;1;45824;1;45824;3276
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{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 1}}{\sp{\sn fillColor}{\sv 125664
63}}{\sp{\sn fLine}{\sv 0}}{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv
1}}{\sp{\sn fBehindDocument}{\sv 1}}{\sp{\sn lineColor}{\sv 0}}
}}\par\pard\sect\sectd\fs24\paperw12240\paperh15840\pard\sb0\sl-240{\bkmkstart P
g14}{\bkmkend Pg14}\par\pard\li1760\sb0\sl-287\slmult0\par\pard\li1760\sb215\sl287\slmult0\fi0\tx7664 \dn3 \expndtw0\charscalex108 \ul0\nosupersub\cf5\f6\fs24
Analiza mixului de marketing a firmei Avon\tab \up0 \expndtw0\charscalex108 \ul0
\nosupersub\cf1\f2\fs22 Abdi Ioana, Z\u259?rnescu Sorin\par\pard\ql \li3736\sb23
\sl-276\slmult0 \up0 \expndtw0\charscalex108 \ul0\nosupersub\cf5\f6\fs24 Cosmeti
cs \par\pard\qj \li2881\ri1191\sb262\sl-400\slmult0 \up0 \expndtw-3\charscalex10
0 \ul0\nosupersub\cf9\f10\fs24 multiplicndu-\u351?i num\u259?rul de reprezenta
n\u355?i, clien\u355?i, valoarea ncas\u259?rilor, aria de \up0 \expndtw-4\ch
arscalex100 extindere dar \u351?i cererea pentru produsele oferite. \par\pard\ql
\li2521\ri1246\sb4\sl-420\slmult0\tx2881\tx2881 \up0 \expndtw-1\charscalex100 \
ul0\nosupersub\cf12\f13\fs22 \u-3913?\ul0\nosupersub\cf11\f12\fs24
strategia
diferen\u355?iat\u259?, \ul0\nosupersub\cf9\f10\fs24 datorat\u259? pozi\u355?iei
companiei fa\u355?\u259? de structurile pie\u355?ei. Avon \line\tab \up0 \expnd
tw-1\charscalex100 se adreseaz\u259? diferitelor segmente ale pie\u355?ei n parte
cu produse \u351?i pre\u355?uri diferite \line\tab \up0 \expndtw-2\charscalex10
0 care s\u259? ntmpine nevoile \u351?i exigen\u355?ele diverselor categorii de cli
en\u355?i. \par\pard\ql \li2521\ri1253\sb17\sl-400\slmult0\tx2881 \up0 \expndtw0
\charscalex105 \ul0\nosupersub\cf12\f13\fs22 \u-3913?\ul0\nosupersub\cf11\f12\fs
24 strategia activ\u259?, \ul0\nosupersub\cf9\f10\fs24 adoptat\u259? spre n
deplinirea obiectivelor de perfec\u355?ionare, \line\tab \up0 \expndtw-4\char
scalex100 tehnologizare \u351?i modernizare continu\u259? a activit\u259?\u355?i
lor desf\u259?\u351?urate la nivel global.\ul0\nosupersub\cf11\f12\fs24 , \par\p
ard\ql \li2521\ri1246\sb4\sl-420\slmult0\tx2881\tx2881 \up0 \expndtw0\charscalex

100 \ul0\nosupersub\cf12\f13\fs22 \u-3913?\ul0\nosupersub\cf11\f12\fs24 strate


gia ofensiv\u259? (a cre\u351?terii cotei de pia\u355?\u259?) \ul0\nosupersub\cf
9\f10\fs24 rezultat\u259? din pozi\u355?ia firmei fa\u355?\u259? de \line\tab \u
p0 \expndtw-2\charscalex100 nivelul competi\u355?iei dar \u351?i de obeictivele
firmei de cre\u351?tere \u351?i men\u355?inere a cotei de \line\tab \up0 \expndt
w-3\charscalex100 pia\u355?\u259?. \par\pard\ql \li2346\sb0\sl-440\slmult0 \par\
pard\ql\li2346\sb0\sl-440\slmult0 \par\pard\ql\li2346\ri1414\sb84\sl-440\slmult0
\tx4536 \up0 \expndtw0\charscalex108 \ul0\nosupersub\cf10\f11\fs26 3.2. ANALIZA
MIXULUI DE MARKETING N CADRUL AVON \line\tab \up0 \expndtw0\charscalex109 COSMET
ICS ROMNIA \par\pard\qj \li1441\ri1243\sb301\sl-415\slmult0\fi720 \up0 \expndtw-2
\charscalex100 \ul0\nosupersub\cf9\f10\fs24 Prin analiza politicii de market
ing a firmei Avon Cosmetics Romnia, se urmare\u351?te \line \up0 \expndtw3\charscalex100 modul n care compania concepe dezvoltarea activit\u259?\u355?ii s
ale, direc\u355?iile de perspectiv\u259? \u351?i ac\u355?iunile \line \up0 \expn
dtw-3\charscalex100 practice, concrete, viznd valorificarea poten\u355?ialulu
i sau n concordan\u355?\u259? cu cerin\u355?ele pie\u355?ei. \line \up0 \ex
pndtw-2\charscalex100 Analiznd strategiile \u351?i tacticile aferente politicii d
e marketing, se poate desemna un anumit stil \line \up0 \expndtw-2\charscalex100
propriu firmei, o anumit\u259? manier\u259? specific\u259? de abordare \u351?i
rezolvare a problemelor sale. \par\pard\ql \li2358\sb0\sl-253\slmult0 \par\pard\
ql\li2358\sb0\sl-253\slmult0 \par\pard\ql\li2358\sb0\sl-253\slmult0 \par\pard\ql
\li2358\sb220\sl-253\slmult0 \up0 \expndtw0\charscalex106 \ul0\nosupersub\cf18\f
19\fs22 3.2.1. POLITICA DE PRODUS A FIRMEI AVON COSMETICS ROMNIA \par\pard\qj \l
i1441\ri1251\sb298\sl-410\slmult0\fi720 \up0 \expndtw-2\charscalex100 \ul0\nosup
ersub\cf9\f10\fs24 Avon Cosmetics este o companie de produse cosmetice care ofer
\u259? mai ales femeilor, dar \up0 \expndtw0\charscalex104 \u351?i barba\u355?il
or, o gam\u259? diversificat\u259? de produse care s\u259? acopere \u351?i s\u25
9? satisfac\u259? corespunzator \up0 \expndtw-3\charscalex100 nevoile de frumuse
\u355?e \u351?i ngrijire a corpului. \par\pard\qj \li1441\ri1248\sb282\sl-420\slm
ult0\fi742 \up0 \expndtw-1\charscalex100 Aceasta gama sortimental\u259? se dore\
u351?te a fi una complex\u259? \u351?i complet\u259?, con\u259?\u355?innd 4 linii
\up0 \expndtw-3\charscalex100 principale: \par\pard\ql \li9585\sb0\sl-253\slmul
t0 \par\pard\ql\li9585\sb0\sl-253\slmult0 \par\pard\ql\li9585\sb252\sl-253\slmul
t0 \up0 \expndtw0\charscalex103 \ul0\nosupersub\cf1\f2\fs22 14 | \ul0\nosupersub
\cf8\f9\fs22 P a g e
{\shp {\*\shpinst\shpleft1326\shptop1424\shpright7380\shpbottom1444\shpfhdr0\shp
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{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{
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{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{
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{\shp {\*\shpinst\shpleft7380\shptop1423\shpright10915\shpbottom1443\shpfhdr0\sh
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xpage\shpbypage\shpwr3\shpwrk0\shpfblwtxt1\shpz30\shplid4
{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{
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{\sp{\sn pVerticies}{\sv 8;5;(0,696);(18,696);(18,1);(0,1);(0,696)}}
{\sp{\sn pSegmentInfo}{\sv 2;11;16384;45824;1;45824;1;45824;1;45824;1;45824;3276
8}}
{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 1}}{\sp{\sn fillColor}{\sv 835571
1}}{\sp{\sn fLine}{\sv 0}}{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv
1}}{\sp{\sn fBehindDocument}{\sv 1}}{\sp{\sn lineColor}{\sv 0}}
}}
{\shp {\*\shpinst\shpleft7372\shptop728\shpright7390\shpbottom1423\shpfhdr0\shpb
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{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{
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{\sp{\sn pVerticies}{\sv 8;4;(0,0);(0,695);(18,695);(18,0)}}
{\sp{\sn pSegmentInfo}{\sv 2;9;16384;45824;1;45824;1;45824;1;45824;32768}}
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{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv 1}}{\sp{\sn fBehindDocumen
t}{\sv 1}}{\sp{\sn lineColor}{\sv 8355711}}
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{\shp {\*\shpinst\shpleft1440\shptop14578\shpright10800\shpbottom14598\shpfhdr0\
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{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{
\sn geoRight}{\sv 9360}}{\sp{\sn geoBottom}{\sv 20}}
{\sp{\sn pVerticies}{\sv 8;5;(0,20);(9360,20);(9360,0);(0,0);(0,20)}}
{\sp{\sn pSegmentInfo}{\sv 2;11;16384;45824;1;45824;1;45824;1;45824;1;45824;3276
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{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 1}}{\sp{\sn fillColor}{\sv 125664
63}}{\sp{\sn fLine}{\sv 0}}{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv
1}}{\sp{\sn fBehindDocument}{\sv 1}}{\sp{\sn lineColor}{\sv 0}}
}}\par\pard\sect\sectd\fs24\paperw12240\paperh15840\pard\sb0\sl-240{\bkmkstart P
g15}{\bkmkend Pg15}\par\pard\li1760\sb0\sl-287\slmult0\par\pard\li1760\sb215\sl287\slmult0\fi0\tx7664 \dn3 \expndtw0\charscalex108 \ul0\nosupersub\cf5\f6\fs24

Analiza mixului de marketing a firmei Avon\tab \up0 \expndtw0\charscalex108 \ul0


\nosupersub\cf1\f2\fs22 Abdi Ioana, Z\u259?rnescu Sorin\par\pard\ql \li3736\sb23
\sl-276\slmult0 \up0 \expndtw0\charscalex108 \ul0\nosupersub\cf5\f6\fs24 Cosmeti
cs \par\pard\ql \li2161\sb0\sl-276\slmult0 \par\pard\ql\li2161\sb88\sl-276\slmul
t0 \up0 \expndtw-2\charscalex100 \ul0\nosupersub\cf9\f10\fs24 A. Produse pentru
machiaj; \par\pard\qj \li2521\ri1245\sb322\sl-400\slmult0\tx2792 \up0 \expndtw0
\charscalex100 \ul0\nosupersub\cf12\f13\fs22 \u-3913?\ul0\nosupersub\cf15\f16\fs
24 produse pentru machiajul ochilor\ul0\nosupersub\cf9\f10\fs24 ; acestea la rnd
ul lor, con\u355?in urmatoarele tipuri \line\tab \up0 \expndtw-2\charscalex100 d
e produse: creion corector, fard de pleoape, creion contur pentru ochi, rimel; \
par\pard\qj \li2552\ri1247\sb304\sl-420\slmult0 \up0 \expndtw-3\charscalex100 \u
l0\nosupersub\cf13\f14\fs24 \u-3913?\ul0\nosupersub\cf19\f20\fs14
\ul0\nosupe
rsub\cf15\f16\fs24 produse pentru machiajul obrajilor\ul0\nosupersub\cf9\f10\fs2
4 ; aceast\u259? categorie se compune din urmatoarele \up0 \expndtw-4\charscalex
100 tipuri de produse: fond de ten, pudr\u259? de obraz, fard de obraz; \par\par
d\qj \li2552\ri1246\sb317\sl-400\slmult0 \up0 \expndtw-3\charscalex100 \ul0\nosu
persub\cf13\f14\fs24 \u-3913?\ul0\nosupersub\cf19\f20\fs14
\ul0\nosupersub\cf
15\f16\fs24 produse pentru machiajul buzelor\ul0\nosupersub\cf9\f10\fs24 ; produ
sele care alc\u259?tuiesc aceast\u259? categorie sunt \up0 \expndtw-4\charscalex
100 urmatoarele: creion contur; rujuri, gloss, balsam cu reflexe etc. \par\pard\
ql \li2552\sb0\sl-276\slmult0 \par\pard\ql\li2552\sb147\sl-276\slmult0 \up0 \exp
ndtw-3\charscalex100 \ul0\nosupersub\cf13\f14\fs24 \u-3913?\ul0\nosupersub\cf19\
f20\fs14
\ul0\nosupersub\cf15\f16\fs24 lacuri pentru unghii\ul0\nosupersub\cf
9\f10\fs24 . \par\pard\ql \li2161\sb0\sl-276\slmult0 \par\pard\ql\li2161\sb168\s
l-276\slmult0 \up0 \expndtw-3\charscalex100 B.\ul0\nosupersub\cf19\f20\fs14
\ul0\nosupersub\cf9\f10\fs24 Produse pentru ngrijirea tenului; \par\pard\ql \li2
161\sb0\sl-276\slmult0 \par\pard\ql\li2161\sb128\sl-276\slmult0 \up0 \expndtw-3\
charscalex100 C.\ul0\nosupersub\cf19\f20\fs14
\ul0\nosupersub\cf9\f10\fs24
Parfumuri; \par\pard\ql \li2161\sb0\sl-276\slmult0 \par\pard\ql\li2161\sb148\sl276\slmult0 \up0 \expndtw-3\charscalex100 D.\ul0\nosupersub\cf19\f20\fs14
\
ul0\nosupersub\cf9\f10\fs24 Produse pentru ngrijirea corpului. \par\pard\ql \li21
61\sb0\sl-276\slmult0 \par\pard\ql\li2161\sb148\sl-276\slmult0 \up0 \expndtw-4\c
harscalex100 E.\ul0\nosupersub\cf19\f20\fs14
\ul0\nosupersub\cf9\f10\fs24
Bijuterii \u351?i aceesorii cosmetice: portfarduri, po\u351?ete, curele, ceasuri
\par\pard\ql \li2161\sb0\sl-276\slmult0 \par\pard\ql\li2161\sb128\sl-276\slmult
0 \up0 \expndtw-3\charscalex100 A. Produse pentru machiaj \par\pard\qj \li1441\s
b0\sl-415\slmult0 \par\pard\qj\li1441\sb0\sl-415\slmult0 \par\pard\qj\li1441\ri1
244\sb180\sl-415\slmult0\fi720 \up0 \expndtw-3\charscalex100 Avnd aceast\u259? ga
m\u259? larg\u259? de produse oferite, compania \u351?i bazeaz\u259? politica de
produs pe \up0 \expndtw0\charscalex100 strategii ce au n vedere dimensiunile gem
ei de produse, nivelul calitativ al produselor dar \u351?i \up0 \expndtw-3\chars
calex100 gradul de nnoire al acestora. Astfel, strategiile adoptate de firm\u259?
n cadrul acestei componente a \up0 \expndtw-2\charscalex100 mixului de marketing
sunt \ul0\nosupersub\cf11\f12\fs24 strategia de cre\u351?tere a dimensiunilor
gamei, strategia diferen\u355?ierii \up0 \expndtw-3\charscalex100 calitative \ul
0\nosupersub\cf9\f10\fs24 \u351?i\ul0\nosupersub\cf11\f12\fs24 strategia nnoirii
sortimentale. \par\pard\qj \li1441\ri1252\sb261\sl-420\slmult0\fi720 \up0 \expn
dtw-1\charscalex100 \ul0\nosupersub\cf9\f10\fs24 Avon Cosmetics Romnia a urmarit
dobndirea unei pozi\u351?ii mai bune, ob\u355?inerea unei \line \up0 \expndtw1\charscalex100 cote de pia\u355?\u259?; din acest motiv, conducerea firm
ei a apelat la \ul0\nosupersub\cf11\f12\fs24 strategia de cre\u351?tere a
\par\pard\ql \li9585\sb0\sl-253\slmult0 \par\pard\ql\li9585\sb0\sl-253\slmult0
\par\pard\ql\li9585\sb0\sl-253\slmult0 \par\pard\ql\li9585\sb119\sl-253\slmult0
\up0 \expndtw0\charscalex103 \ul0\nosupersub\cf1\f2\fs22 15 | \ul0\nosupersub\cf
8\f9\fs22 P a g e
{\shp {\*\shpinst\shpleft1326\shptop1424\shpright7380\shpbottom1444\shpfhdr0\shp
bxpage\shpbypage\shpwr3\shpwrk0\shpfblwtxt1\shpz18\shplid0
{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{
\sn geoRight}{\sv 6054}}{\sp{\sn geoBottom}{\sv 20}}

{\sp{\sn pVerticies}{\sv 8;5;(0,0);(6054,0);(6054,20);(0,20);(0,0)}}


{\sp{\sn pSegmentInfo}{\sv 2;11;16384;45824;1;45824;1;45824;1;45824;1;45824;3276
8}}
{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 1}}{\sp{\sn fillColor}{\sv 835571
1}}{\sp{\sn fLine}{\sv 0}}{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv
1}}{\sp{\sn fBehindDocument}{\sv 1}}{\sp{\sn lineColor}{\sv 0}}
}}
{\shp {\*\shpinst\shpleft1326\shptop1423\shpright7380\shpbottom1443\shpfhdr0\shp
bxpage\shpbypage\shpwr3\shpwrk0\shpfblwtxt1\shpz18\shplid1
{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{
\sn geoRight}{\sv 6054}}{\sp{\sn geoBottom}{\sv 20}}{\sp{\sn shapePath}{\sv 4}}
{\sp{\sn pVerticies}{\sv 8;5;(0,0);(6054,0);(6054,20);(0,20);(0,0)}}
{\sp{\sn pSegmentInfo}{\sv 2;11;16384;45824;1;45824;1;45824;1;45824;1;45824;3276
8}}
{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 0}}{\sp{\sn lineWidth}{\sv 1128}}
{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv 1}}{\sp{\sn fBehindDocumen
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}}
{\shp {\*\shpinst\shpleft7380\shptop1424\shpright10916\shpbottom1444\shpfhdr0\sh
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{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{
\sn geoRight}{\sv 3536}}{\sp{\sn geoBottom}{\sv 20}}
{\sp{\sn pVerticies}{\sv 8;5;(0,0);(3536,0);(3536,20);(0,20);(0,0)}}
{\sp{\sn pSegmentInfo}{\sv 2;11;16384;45824;1;45824;1;45824;1;45824;1;45824;3276
8}}
{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 1}}{\sp{\sn fillColor}{\sv 835571
1}}{\sp{\sn fLine}{\sv 0}}{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv
1}}{\sp{\sn fBehindDocument}{\sv 1}}{\sp{\sn lineColor}{\sv 0}}
}}
{\shp {\*\shpinst\shpleft7380\shptop1423\shpright10915\shpbottom1443\shpfhdr0\sh
pbxpage\shpbypage\shpwr3\shpwrk0\shpfblwtxt1\shpz24\shplid3
{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{
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{\sp{\sn pSegmentInfo}{\sv 2;11;16384;45824;1;45824;1;45824;1;45824;1;45824;3276
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{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 0}}{\sp{\sn lineWidth}{\sv 1128}}
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}}
{\shp {\*\shpinst\shpleft7372\shptop728\shpright7390\shpbottom1424\shpfhdr0\shpb
xpage\shpbypage\shpwr3\shpwrk0\shpfblwtxt1\shpz30\shplid4
{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{
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{\sp{\sn pVerticies}{\sv 8;5;(0,696);(18,696);(18,1);(0,1);(0,696)}}
{\sp{\sn pSegmentInfo}{\sv 2;11;16384;45824;1;45824;1;45824;1;45824;1;45824;3276
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{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 1}}{\sp{\sn fillColor}{\sv 835571
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1}}{\sp{\sn fBehindDocument}{\sv 1}}{\sp{\sn lineColor}{\sv 0}}
}}
{\shp {\*\shpinst\shpleft7372\shptop728\shpright7390\shpbottom1423\shpfhdr0\shpb
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{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{
\sn geoRight}{\sv 18}}{\sp{\sn geoBottom}{\sv 695}}{\sp{\sn shapePath}{\sv 4}}

{\sp{\sn pVerticies}{\sv 8;4;(0,0);(0,695);(18,695);(18,0)}}


{\sp{\sn pSegmentInfo}{\sv 2;9;16384;45824;1;45824;1;45824;1;45824;32768}}
{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 0}}{\sp{\sn lineWidth}{\sv 1128}}
{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv 1}}{\sp{\sn fBehindDocumen
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}}
{\shp {\*\shpinst\shpleft1440\shptop14578\shpright10800\shpbottom14598\shpfhdr0\
shpbxpage\shpbypage\shpwr3\shpwrk0\shpfblwtxt1\shpz830\shplid6
{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{
\sn geoRight}{\sv 9360}}{\sp{\sn geoBottom}{\sv 20}}
{\sp{\sn pVerticies}{\sv 8;5;(0,20);(9360,20);(9360,0);(0,0);(0,20)}}
{\sp{\sn pSegmentInfo}{\sv 2;11;16384;45824;1;45824;1;45824;1;45824;1;45824;3276
8}}
{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 1}}{\sp{\sn fillColor}{\sv 125664
63}}{\sp{\sn fLine}{\sv 0}}{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv
1}}{\sp{\sn fBehindDocument}{\sv 1}}{\sp{\sn lineColor}{\sv 0}}
}}\par\pard\sect\sectd\fs24\paperw12240\paperh15840\pard\sb0\sl-240{\bkmkstart P
g16}{\bkmkend Pg16}\par\pard\li1760\sb0\sl-287\slmult0\par\pard\li1760\sb215\sl287\slmult0\fi0\tx7664 \dn3 \expndtw0\charscalex108 \ul0\nosupersub\cf5\f6\fs24
Analiza mixului de marketing a firmei Avon\tab \up0 \expndtw0\charscalex108 \ul0
\nosupersub\cf1\f2\fs22 Abdi Ioana, Z\u259?rnescu Sorin\par\pard\ql \li3736\sb23
\sl-276\slmult0 \up0 \expndtw0\charscalex108 \ul0\nosupersub\cf5\f6\fs24 Cosmeti
cs \par\pard\qj \li1441\ri1247\sb262\sl-400\slmult0 \up0 \expndtw-2\charscalex10
0 \ul0\nosupersub\cf11\f12\fs24 dimensiunilor gamei\ul0\nosupersub\cf9\f10\fs24
. Pentru exemplificare, voi men\u355?iona ca, ntre 2006 \u351?i 2007, au fost lan
sate \up0 \expndtw-2\charscalex100 patru game noi de parfumuri\ul0\nosupersub\cf
11\f12\fs24 \ul0\nosupersub\cf9\f10\fs24 au fost ad\u259?ugate produse noi la g
ame deja existente. \par\pard\qj \li1441\ri1246\sb290\sl-413\slmult0\fi720 \up0
\expndtw-2\charscalex100 Modific\u259?ri n dimensiunile gamei au fost efectuate n
u numai n vederea cre\u351?terii liniilor \line \up0 \expndtw0\charscalex100 de
produse, ci \u351?i n vederea retragerii din vnzare a unor produse, din diferite m
otive: fie sunt \line \up0 \expndtw0\charscalex100 produse \u8222?cu via\u355?\u
259? limitat\u259?\u8221?, fie cererea pentru aceste produse este foarte redus\u
259?, fie produsele \line \up0 \expndtw-1\charscalex100 sunt retrase cu scopul d
e a fi relansate ntr-o formul\u259? mbun\u259?ta\u355?it\u259?. Totu\u351?i, numar
ul produselor \line \up0 \expndtw-4\charscalex100 noi care au fost introduse n of
erta firmei Avon Cosmetics Romnia l depa\u351?e\u351?te cu mult pe cel al \line \u
p0 \expndtw-4\charscalex100 produselor care au fost retrase din ofert\u259?, rea
lizndu-se o evidenta extindere a liniilor de produse, \line \up0 \expndtw-5\chars
calex100 o diversificare pe orizontal\u259?. \par\pard\qj \li1441\ri1246\sb286\s
l-415\slmult0\fi720 \up0 \expndtw0\charscalex100 Din punctul de vedere al nivelu
lui calitativ al produselor, Avon Cosmetics Romnia a \up0 \expndtw-4\charscalex10
0 elaborat \u351?i a pus n practic\u259? \ul0\nosupersub\cf11\f12\fs24 strate
gia diferen\u355?ierii calitative\ul0\nosupersub\cf9\f10\fs24 a produselor,
pentru a r\u259?spunde \up0 \expndtw-4\charscalex100 corespunz\u259?tor la exi
gen\u355?ele specifice diferitelor segmente de cump\u259?r\u259?tori. n plan prac
tic, aceast\u259? \up0 \expndtw-1\charscalex100 strategie se materializeaza n con
turarea unor game de produse destinate satisfacerii nevoilor \u351?i \up0 \expnd
tw-2\charscalex100 exigen\u355?elor doar anumitori categorii de consumatori. \p
ar\pard\qj \li1441\ri1185\sb266\sl-414\slmult0\fi720 \up0 \expndtw-2\charscalex1
00 De exemplu, Avon, care con\u355?ine produse pentru ngrijirea corpului care sun
t destinate s\u259? \line \up0 \expndtw0\charscalex100 acopere necesit\u259?\u35
5?ile minime ale tenului, f\u259?r\u259? diferen\u355?iere n func\u355?ie de vrst\
u259? sau tipul de ten; \line \up0 \expndtw-4\charscalex100 produsele din acea
st\u259? gam\u259? se adreseaza clien\u355?ilor care sunt interesa\u355?i
de un produs cu pre\u355? \line \up0 \expndtw-3\charscalex100 acceptabil
potrivit pentru ntreaga familie. La cap\u259?tul extrem opus se afl\u259
? gama de produse \line \up0 \expndtw0\charscalex100 pentru ngrijirea tenului
Anew. Aceast\u259? gam\u259? con\u355?ine produse de prestigiu, care pot satisfa

ce \line \up0 \expndtw-3\charscalex100 cele mai diferite exigen\u355?e n legatur\


u259? cu problemele tenului (n func\u355?ie de vrst\u259?, factori de stres, \line
\up0 \expndtw-1\charscalex100 efecte ale polu\u259?rii mediului asupra tenului,
caracteristici diferite n func\u355?ie de fiecare tip de ten \line \up0 \expndtw
-3\charscalex100 etc.). \par\pard\qj \li1441\ri1221\sb286\sl-415\slmult0\fi720 \
up0 \expndtw-3\charscalex100 Pentru fabricarea acestor produse sunt utiliza
te re\u355?ete ct mai moderne, ingrediente \up0 \expndtw-2\charscalex100 spe
ciale, formule avansate, inova\u355?ii tehnologice etc. De asemenea, se
acord\u259? o foarte mare \up0 \expndtw-3\charscalex100 importan\u355?\u259?
\u351?i aten\u355?ie modului de prezentare, produsele fiind comercializate n amb
alaje moderne \up0 \expndtw0\charscalex100 \u351?i sofisticate. Gama Anew se adr
eseaz\u259? femeilor care acord\u259? o ngrijire special\u259? tenului lor \u351?
i \up0 \expndtw-5\charscalex100 sunt gata s\u259? aloce o sum\u259? mai mare de
bani n acest scop. \par\pard\ql \li9585\sb0\sl-253\slmult0 \par\pard\ql\li9585\sb
0\sl-253\slmult0 \par\pard\ql\li9585\sb213\sl-253\slmult0 \up0 \expndtw0\charsca
lex103 \ul0\nosupersub\cf1\f2\fs22 16 | \ul0\nosupersub\cf8\f9\fs22 P a g e
{\shp {\*\shpinst\shpleft1326\shptop1424\shpright7380\shpbottom1444\shpfhdr0\shp
bxpage\shpbypage\shpwr3\shpwrk0\shpfblwtxt1\shpz18\shplid0
{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{
\sn geoRight}{\sv 6054}}{\sp{\sn geoBottom}{\sv 20}}
{\sp{\sn pVerticies}{\sv 8;5;(0,0);(6054,0);(6054,20);(0,20);(0,0)}}
{\sp{\sn pSegmentInfo}{\sv 2;11;16384;45824;1;45824;1;45824;1;45824;1;45824;3276
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{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 1}}{\sp{\sn fillColor}{\sv 835571
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1}}{\sp{\sn fBehindDocument}{\sv 1}}{\sp{\sn lineColor}{\sv 0}}
}}
{\shp {\*\shpinst\shpleft1326\shptop1423\shpright7380\shpbottom1443\shpfhdr0\shp
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{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{
\sn geoRight}{\sv 6054}}{\sp{\sn geoBottom}{\sv 20}}{\sp{\sn shapePath}{\sv 4}}
{\sp{\sn pVerticies}{\sv 8;5;(0,0);(6054,0);(6054,20);(0,20);(0,0)}}
{\sp{\sn pSegmentInfo}{\sv 2;11;16384;45824;1;45824;1;45824;1;45824;1;45824;3276
8}}
{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 0}}{\sp{\sn lineWidth}{\sv 1128}}
{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv 1}}{\sp{\sn fBehindDocumen
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{\shp {\*\shpinst\shpleft1440\shptop14578\shpright10800\shpbottom14598\shpfhdr0\
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{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 1}}{\sp{\sn fillColor}{\sv 125664
63}}{\sp{\sn fLine}{\sv 0}}{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv
1}}{\sp{\sn fBehindDocument}{\sv 1}}{\sp{\sn lineColor}{\sv 0}}
}}\par\pard\sect\sectd\fs24\paperw12240\paperh15840\pard\sb0\sl-240{\bkmkstart P
g17}{\bkmkend Pg17}\par\pard\li1760\sb0\sl-287\slmult0\par\pard\li1760\sb215\sl287\slmult0\fi0\tx7664 \dn3 \expndtw0\charscalex108 \ul0\nosupersub\cf5\f6\fs24
Analiza mixului de marketing a firmei Avon\tab \up0 \expndtw0\charscalex108 \ul0
\nosupersub\cf1\f2\fs22 Abdi Ioana, Z\u259?rnescu Sorin\par\pard\ql \li3736\sb23
\sl-276\slmult0 \up0 \expndtw0\charscalex108 \ul0\nosupersub\cf5\f6\fs24 Cosmeti
cs \par\pard\qj \li1441\ri1190\sb254\sl-410\slmult0\fi720 \up0 \expndtw-2\charsc
alex100 \ul0\nosupersub\cf11\f12\fs24 Gradul de nnoire a produselor\ul0\nosupersu
b\cf9\f10\fs24 reprezint\u259? un criteriu care nu a fost omis de firma Avon \u
p0 \expndtw-4\charscalex100 Cosmetics Romnia atunci cnd au fost stabilite di
rectiile strategice n anul 2007. Din acest \up0 \expndtw-5\charscalex100 pu
nct de vedere, au fost \u8222?afectate\u8221? urmatoarele game, astfel: \par\par
d\ql \li2521\sb0\sl-276\slmult0 \par\pard\ql\li2521\sb125\sl-276\slmult0\tx2961
\up0 \expndtw-3\charscalex100 -\tab \up0 \expndtw-4\charscalex100 Lacurile de
unghii Avon Color au fost retrase din oferta firmei, pentru c\u259? n \
par\pard\qj \li2881\ri1248\sb31\sl-413\slmult0 \up0 \expndtw-3\charscalex100 cam
pania 9/2007 s\u259? fie lansate 10 nuan\u355?e str\u259?lucitoare, rezistente, n
tr-un ambalaj \line \up0 \expndtw-4\charscalex100 nou, original. Noua formula es
te mbun\u259?ta\u355?it\u259? \u351?i con\u355?ine dou\u259? sisteme patentate de
\line \up0 \expndtw-1\charscalex100 Avon: tehnologia special\u259? cu polimeri
\u351?i complexul hr\u259?nitor \u8222?keravite\u8221?. Acestea \line \up0 \expn
dtw-4\charscalex100 sunt caracteristicile noii game de lacuri de unghii, denumit

\u259? Avon Nailwear. \par\pard\ql \li2521\sb0\sl-276\slmult0 \par\pard\ql\li252


1\sb105\sl-276\slmult0\tx2975 \up0 \expndtw-3\charscalex100 -\tab \up0 \expndtw2\charscalex100 Gama Colour Rich Lipstick, care con\u355?inea 19 nuan\u35
5?e diferite de rujuri, este \par\pard\qj \li2881\ri1250\sb34\sl-410\slmult0
\up0 \expndtw-2\charscalex100 supus\u259? \u351?i ea unei transform\u259?ri de
propor\u355?ii. Astfel, noua gam\u259? Ultra Colour Rich \up0 \expndtw-3\charsca
lex100 Renewable este structurat\u259? n trei finish-uri diferite (lucios, mat \u
351?i sidefat) \u351?i pune \up0 \expndtw-4\charscalex100 la dispozi\u355?ia cli
entelor nu mai putin de 30 de nuan\u355?e. \par\pard\ql \li2521\sb0\sl-276\slmul
t0 \par\pard\ql\li2521\sb125\sl-276\slmult0\tx2926 \up0 \expndtw-3\charscalex100
-\tab \up0 \expndtw-2\charscalex100 Gama de produse de ngrijire a unghiilor Nail
Care este nlocuit\u259? de produse noi, \par\pard\ql \li2881\sb144\sl-276\slmult
0 \up0 \expndtw-2\charscalex100 cu formule mbun\u259?ta\u355?ite, un design nou \
u351?i o nou\u259? denumrie: Nail Experts. \par\pard\qj \li1441\ri1245\sb311\sl413\slmult0\fi720 \up0 \expndtw-1\charscalex100 Exemplele prezentate mai sus nu
sunt singurele ac\u355?iuni de acest gen pe care firma Avon \up0 \expndtw-2\char
scalex100 Cosmetics Romnia le-a realizat pentru satisfacerea cerin\u355?elor mere
u n schimbare ale clien\u355?ilor \up0 \expndtw0\charscalex102 s\u259?i. Pe ntreg
parcursul anului 2006, au fost \u351?i alte game supuse unor astfel de schimbari
, fie \up0 \expndtw-3\charscalex100 integral, fie par\u355?ial. \par\pard\ql \li
2600\sb0\sl-253\slmult0 \par\pard\ql\li2600\sb0\sl-253\slmult0 \par\pard\ql\li26
00\sb0\sl-253\slmult0 \par\pard\ql\li2600\sb0\sl-253\slmult0 \par\pard\ql\li2600
\sb48\sl-253\slmult0 \up0 \expndtw0\charscalex108 \ul0\nosupersub\cf18\f19\fs22
3.2.2. POLITICA DE PRE\u354? A FIRMEI AVON COSMETICS ROMNIA \par\pard\ql \li1441\
ri1356\sb294\sl-415\slmult0\fi720 \up0 \expndtw-2\charscalex100 \ul0\nosupersub\
cf9\f10\fs24 Politica de pre\u355? de\u355?ine un loc aparte n cadrul celor patru
politici de marketing, ca urmare \up0 \expndtw-2\charscalex100 de\u355?ine un l
oc aparte \u351?i n cadrul ac\u355?iunilor ntreprinse de firm\u259?. Compania treb
uie s\u259? acorde \line \up0 \expndtw-2\charscalex100 importan\u355?a cuvenit\u
259? rolului pre\u355?ului, care este efectiv folosit ca instrument de marketing
, acesta \up0 \expndtw-4\charscalex100 dovedindu-se un element cu implica\u355?i
i directe asupra tuturor activita\u355?ilor \u351?i ac\u355?iunilor de \line \up
0 \expndtw-5\charscalex100 marketing ale intreprinderii. \par\pard\ql \li9585\sb
0\sl-253\slmult0 \par\pard\ql\li9585\sb0\sl-253\slmult0 \par\pard\ql\li9585\sb25
3\sl-253\slmult0 \up0 \expndtw0\charscalex103 \ul0\nosupersub\cf1\f2\fs22 17 | \
ul0\nosupersub\cf8\f9\fs22 P a g e
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bxpage\shpbypage\shpwr3\shpwrk0\shpfblwtxt1\shpz18\shplid0
{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{
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1}}{\sp{\sn fLine}{\sv 0}}{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv
1}}{\sp{\sn fBehindDocument}{\sv 1}}{\sp{\sn lineColor}{\sv 0}}
}}
{\shp {\*\shpinst\shpleft1326\shptop1423\shpright7380\shpbottom1443\shpfhdr0\shp
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{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{
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}}

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}}
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}}
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{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{
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63}}{\sp{\sn fLine}{\sv 0}}{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv
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}}\par\pard\sect\sectd\fs24\paperw12240\paperh15840\pard\sb0\sl-240{\bkmkstart P
g18}{\bkmkend Pg18}\par\pard\li1760\sb0\sl-287\slmult0\par\pard\li1760\sb215\sl-

287\slmult0\fi0\tx7664 \dn3 \expndtw0\charscalex108 \ul0\nosupersub\cf5\f6\fs24


Analiza mixului de marketing a firmei Avon\tab \up0 \expndtw0\charscalex108 \ul0
\nosupersub\cf1\f2\fs22 Abdi Ioana, Z\u259?rnescu Sorin\par\pard\ql \li3736\sb23
\sl-276\slmult0 \up0 \expndtw0\charscalex108 \ul0\nosupersub\cf5\f6\fs24 Cosmeti
cs \par\pard\qj \li1441\ri1194\sb254\sl-410\slmult0\fi768 \up0 \expndtw-4\charsc
alex100 \ul0\nosupersub\cf9\f10\fs24 Analiza pre\u355?urilor practicate de c
ompanie se poate face avnd n vedere trei aspecte \line \up0 \expndtw-4\cha
rscalex100 principale: \ul0\nosupersub\cf11\f12\fs24 nivelul pre\u355?urilor,
gradul de diversificare a pre\u355?urilor \u351?i gradul de mobilitate
a \line \up0 \expndtw-5\charscalex100 pre\u355?urilor\ul0\nosupersub\cf9\f10\fs
24 . \par\pard\qj \li1441\ri1256\sb282\sl-420\slmult0 \up0 \expndtw0\charscalex1
00 Nivelul pre\u355?urilor este influentat de criteriul care a stat la baza stab
ilirii respectivului nivel de \up0 \expndtw-3\charscalex100 pre\u355?, \u351?i a
nume; costurile, cererea \u351?i concuren\u355?a. \par\pard\qj \li1441\ri1186\sb
264\sl-416\slmult0\fi720 \up0 \expndtw-1\charscalex100 \ul0\nosupersub\cf11\f12\
fs24 Orientarea dup\u259? costuri\ul0\nosupersub\cf9\f10\fs24 a pre\u355?urilor
este luat\u259? n calcul de c\u259?tre firma Avon Cosmetics \up0 \expndtw-3\char
scalex100 Romnia pentru produsele care se ncadreaza n categoria \u8222?budg
et\u8221?. Este vorba, n general, \up0 \expndtw-1\charscalex100 despre produs
ele pentru ngrijirea corpului, produse destinate uzului ntregii familii, produsele
\up0 \expndtw-1\charscalex100 folosite n mod frecvent, pentru care exist\u259? c
erere \u351?i pe care compania le dore\u351?te a fi accesibile \up0 \expndtw-2\c
harscalex100 pentru toate categoriile de consumatori. Din acest punct de
vedere se poate vorbi despre \up0 \expndtw-3\charscalex100 practicarea une
i \ul0\nosupersub\cf11\f12\fs24 strategii a pre\u355?urilor joase\ul0\nosupersub
\cf9\f10\fs24 . \par\pard\qj \li1441\ri1188\sb266\sl-414\slmult0\fi720 \up0 \exp
ndtw-1\charscalex100 \ul0\nosupersub\cf11\f12\fs24 Orientarea dupa cerere\ul0\no
supersub\cf9\f10\fs24 , ca varianta a strategiei de preturi, este adoptat\u259?
de firma Avon \line \up0 \expndtw-3\charscalex100 Cosmetics Romnia n cazul pro
duselor \u8222?mass \u351?i \u8222?mass premium\u8221?. Acestea sunt produ
se de \line \up0 \expndtw0\charscalex100 calitate, pentru care exist\u259? o c
erere ridicat\u259? \u351?i care permit companiei sa adopte o \ul0\nosupersub\
cf11\f12\fs24 strategie a \line \up0 \expndtw-1\charscalex100 pre\u355?urilor m
oderate\ul0\nosupersub\cf9\f10\fs24 . n aceast\u259? situa\u355?ie, compania nce
arc\u259? s\u259? valorifice avantajele oferite de \line \up0 \expndtw0\charsca
lex100 faptul c\u259? exist\u259? o cerere ridicat\u259? pentru produsele firmei
, precum \u351?i de cele oferite de faptul c\u259? \line \up0 \expndtw-2\charsca
lex100 ntreprinderea posed\u259? poten\u355?ialul de produc\u355?ie necesar acope
ririi cererii, indiferent dac\u259? aceasta \line \up0 \expndtw-1\charscalex100
se men\u355?ine sau se extinde. Astfel, ntreprinderea practic\u259? un nivel al p
re\u355?urilor \u8222?att ct suport\u259? \line \up0 \expndtw-1\charscalex100 pia\
u355?a\u8221?, far\u259? a trece de pragul care ar nsemna practicarea unor pre\u3
55?uri ridicate. \par\pard\qj \li1441\ri1188\sb286\sl-414\slmult0\fi720 \up0 \ex
pndtw0\charscalex103 \ul0\nosupersub\cf11\f12\fs24 Orientarea dup\u259? concuren
\u355?\u259?\ul0\nosupersub\cf9\f10\fs24 a pre\u355?urilor este un alt tip de s
trategie adoptat de firma \up0 \expndtw-2\charscalex100 Avon Cosmetics Romnia mai
ales pentru produsele din categoria \u8222?prestige\u8221?, produse de nalt\u259
? \up0 \expndtw-4\charscalex100 calitate. Pe acest segment concuren\u355?a
este foarte puternic\u259?, astfel nct, pentru a desfasura o \up0 \expndtw0
\charscalex100 activitate eficient\u259? pe aceast\u259? pia\u355?\u259?, c
ompania trebuie s\u259? acorde aten\u355?ia corespunzatoare \up0 \expndtw-4
\charscalex100 ac\u355?iunilor derulate de firmele concurente. Din acest
punct de vedere, firma Avon Cosmetics \up0 \expndtw-4\charscalex100 Romnia
a adoptat practicarea unor pre\u355?uri sub nivelul concuren\u355?ei, ur
m\u259?rindu-se atragerea \up0 \expndtw0\charscalex100 consumatorilor, care, la
pre\u355?uri usor inferioare celor concurente, vor putea achizi\u355?iona produ
se \up0 \expndtw-2\charscalex100 superioare, care pot satisface preten\u355?iile
celor mai sofistica\u355?i clien\u355?i. \par\pard\ql \li9585\sb0\sl-253\slmult
0 \par\pard\ql\li9585\sb0\sl-253\slmult0 \par\pard\ql\li9585\sb213\sl-253\slmult
0 \up0 \expndtw0\charscalex103 \ul0\nosupersub\cf1\f2\fs22 18 | \ul0\nosupersub\

cf8\f9\fs22 P a g e
{\shp {\*\shpinst\shpleft1326\shptop1424\shpright7380\shpbottom1444\shpfhdr0\shp
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{\shp {\*\shpinst\shpleft7380\shptop1424\shpright10916\shpbottom1444\shpfhdr0\sh
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}}
{\shp {\*\shpinst\shpleft7380\shptop1423\shpright10915\shpbottom1443\shpfhdr0\sh
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t}{\sv 1}}{\sp{\sn lineColor}{\sv 8355711}}
}}
{\shp {\*\shpinst\shpleft7372\shptop728\shpright7390\shpbottom1424\shpfhdr0\shpb
xpage\shpbypage\shpwr3\shpwrk0\shpfblwtxt1\shpz30\shplid4
{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{
\sn geoRight}{\sv 18}}{\sp{\sn geoBottom}{\sv 696}}
{\sp{\sn pVerticies}{\sv 8;5;(0,696);(18,696);(18,1);(0,1);(0,696)}}
{\sp{\sn pSegmentInfo}{\sv 2;11;16384;45824;1;45824;1;45824;1;45824;1;45824;3276
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1}}{\sp{\sn fBehindDocument}{\sv 1}}{\sp{\sn lineColor}{\sv 0}}

}}
{\shp {\*\shpinst\shpleft7372\shptop728\shpright7390\shpbottom1423\shpfhdr0\shpb
xpage\shpbypage\shpwr3\shpwrk0\shpfblwtxt1\shpz30\shplid5
{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{
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{\sp{\sn pVerticies}{\sv 8;4;(0,0);(0,695);(18,695);(18,0)}}
{\sp{\sn pSegmentInfo}{\sv 2;9;16384;45824;1;45824;1;45824;1;45824;32768}}
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{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv 1}}{\sp{\sn fBehindDocumen
t}{\sv 1}}{\sp{\sn lineColor}{\sv 8355711}}
}}
{\shp {\*\shpinst\shpleft1440\shptop14578\shpright10800\shpbottom14598\shpfhdr0\
shpbxpage\shpbypage\shpwr3\shpwrk0\shpfblwtxt1\shpz702\shplid6
{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{
\sn geoRight}{\sv 9360}}{\sp{\sn geoBottom}{\sv 20}}
{\sp{\sn pVerticies}{\sv 8;5;(0,20);(9360,20);(9360,0);(0,0);(0,20)}}
{\sp{\sn pSegmentInfo}{\sv 2;11;16384;45824;1;45824;1;45824;1;45824;1;45824;3276
8}}
{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 1}}{\sp{\sn fillColor}{\sv 125664
63}}{\sp{\sn fLine}{\sv 0}}{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv
1}}{\sp{\sn fBehindDocument}{\sv 1}}{\sp{\sn lineColor}{\sv 0}}
}}\par\pard\sect\sectd\fs24\paperw12240\paperh15840\pard\sb0\sl-240{\bkmkstart P
g19}{\bkmkend Pg19}\par\pard\li1760\sb0\sl-287\slmult0\par\pard\li1760\sb215\sl287\slmult0\fi0\tx7664 \dn3 \expndtw0\charscalex108 \ul0\nosupersub\cf5\f6\fs24
Analiza mixului de marketing a firmei Avon\tab \up0 \expndtw0\charscalex108 \ul0
\nosupersub\cf1\f2\fs22 Abdi Ioana, Z\u259?rnescu Sorin\par\pard\ql \li3736\sb23
\sl-276\slmult0 \up0 \expndtw0\charscalex108 \ul0\nosupersub\cf5\f6\fs24 Cosmeti
cs \par\pard\qj \li1441\ri1247\sb250\sl-415\slmult0\fi720 \up0 \expndtw-3\charsc
alex100 \ul0\nosupersub\cf9\f10\fs24 Avon Cosmetics Romnia ncearc\u259? s\u259? tr
ateze corespunz\u259?tor aspectul referitor la pre\u355?urile \line \up0 \expndt
w-4\charscalex100 practicate, avndu-se n vedere \u351?i corelarea acestora cu elem
entele mixului de marketing. Decizia \line \up0 \expndtw-2\charscalex100 de cump
\u259?rare, cre\u351?terea vnz\u259?rilor, ob\u355?inerea de profit sunt influen\
u355?ate, n principal, de pre\u355?urile \line \up0 \expndtw0\charscalex102 de vn
zare, dar rezultatele sunt vizibil superioare dac\u259? se realizeaz\u25
9? o ntrep\u259?trundere \line \up0 \expndtw-2\charscalex100 armonioas\u259? ntr
e toate componentele mixului de marketing (produs, distribu\u355?ie, promovare).
\par\pard\qj \li1441\ri1238\sb265\sl-416\slmult0\fi720 \up0 \expndtw-2\charscal
ex100 Avon Cosmetics Romnia a stabilit pre\u355?urile de vnzare pentru produsele c
omercializate \line \up0 \expndtw-2\charscalex100 astfel nct acestea sa reflec
te calitatea \u351?i pozi\u355?ionarea pe pia\u355?\u259?. Pentru stabili
rea unui pre\u355? \line \up0 \expndtw-3\charscalex100 corespunz\u259?tor, au
fost efectuate analize am\u259?nun\u355?ite pe pia\u355?\u259?, astfel, fiind de
termina\u355?i factorii care \line \up0 \expndtw0\charscalex100 ar putea influen
\u355?a evolu\u355?ia pre\u355?urilor pe piata romneasc\u259?, precum \u351?i com
portamentul (reac\u355?ia) \line \up0 \expndtw-3\charscalex100 cump\u259?r\u259?
torilor la diferitele niveluri ale pre\u355?urilor. n stabilirea pre\u355
?urilor s-a \u355?inut cont de \line \up0 \expndtw-4\charscalex100 urmatoare
le aspecte; \par\pard\qj \li1801\ri1253\sb261\sl-420\slmult0 \up0 \expndtw-3\cha
rscalex100 - produsele Avon Cosmetics comercializate n Romnia nu sunt fabricate l
a noi n \u355?ara, ci n \line \up0 \expndtw-1\charscalex100 alte tari din Europa,
cum ar fi: Germania, Ungaria, Polonia, Marea Britanie, Italia, Fran\u355?a \line
\up0 \expndtw-4\charscalex100 etc. Din totalitatea produselor pe care Avon Cosm
etics le produce la nivel mondial, exper\u355?ii \par\pard\qj \li1981\ri1187\sb7
\sl-412\slmult0 \up0 \expndtw-3\charscalex100 companiei au selectat pentru R
omnia acele produse care au corespuns caracteristicilor \up0 \expndtw0\chars
calex100 pie\u355?ei de la noi din tar\u259? din punctul de vedere al cererii,
al propriet\u259?\u355?ilor produselor, al \up0 \expndtw-1\charscalex100 cost

urilor, al veniturilor consumatorilor \u351?i al sumei pe care acestia sunt disp


u\u351?i s\u259? o aloce \up0 \expndtw-3\charscalex100 achizi\u355?ion\u259?rii
de produse cosmetice. Pre\u355?urile practicate n Romnia sunt calculate avnd la \up
0 \expndtw-3\charscalex100 baz\u259? costurile de produc\u355?ie din \u355?ar\u2
59? n care sunt fabricate, la care se adaug\u259? \u351?i alte cheltuieli \up0 \e
xpndtw-4\charscalex100 generate de transport, ambalare, etichetare, distribu\u35
5?ie etc. \par\pard\qj \li1801\ri1249\sb290\sl-410\slmult0 \up0 \expndtw-2\chars
calex100 - pre\u355?urile produselor firmei, ca \u351?i majoritatea pre\u355?ur
ilor produselor de pe pia\u355?a romneasc\u259?, \line \up0 \expndtw-4\charscalex
100 sunt afectate de factori cum ar fi: evolutia infla\u355?iei, cursul valutar,
legisla\u355?ia n domeniu etc. \line \up0 \expndtw-4\charscalex100 sub acest asp
ect, pre\u355?urile produselor Avon Cosmetics au nregistrat o evolu\u355?ie doar n
sens \par\pard\ql \li1981\sb121\sl-276\slmult0 \up0 \expndtw-3\charscalex100 as
cendent. \par\pard\qj \li1801\ri1249\sb314\sl-410\slmult0 \up0 \expndtw-3\charsc
alex100 - Avon Cosmetics ofer\u259? cosmetice care se adreseaz\u259? diferitelo
r categorii de consumatori, de \line \up0 \expndtw0\charscalex100 la cei care p
refer\u259? produsele accesibile pna la cei care doresc produse de lux. Astfel, \
u351?i \line \up0 \expndtw-2\charscalex100 pre\u355?urile se diferen\u355?iaz\u2
59? pe respectivele categorii: budget, mass, mass premium \u351?i prestige. \par
\pard\ql \li9585\sb0\sl-253\slmult0 \par\pard\ql\li9585\sb0\sl-253\slmult0 \par\
pard\ql\li9585\sb214\sl-253\slmult0 \up0 \expndtw0\charscalex103 \ul0\nosupersub
\cf1\f2\fs22 19 | \ul0\nosupersub\cf8\f9\fs22 P a g e
{\shp {\*\shpinst\shpleft1326\shptop1424\shpright7380\shpbottom1444\shpfhdr0\shp
bxpage\shpbypage\shpwr3\shpwrk0\shpfblwtxt1\shpz18\shplid0
{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{
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{\sp{\sn pVerticies}{\sv 8;5;(0,0);(6054,0);(6054,20);(0,20);(0,0)}}
{\sp{\sn pSegmentInfo}{\sv 2;11;16384;45824;1;45824;1;45824;1;45824;1;45824;3276
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{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 1}}{\sp{\sn fillColor}{\sv 835571
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1}}{\sp{\sn fBehindDocument}{\sv 1}}{\sp{\sn lineColor}{\sv 0}}
}}
{\shp {\*\shpinst\shpleft1326\shptop1423\shpright7380\shpbottom1443\shpfhdr0\shp
bxpage\shpbypage\shpwr3\shpwrk0\shpfblwtxt1\shpz18\shplid1
{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{
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{\sp{\sn pVerticies}{\sv 8;5;(0,0);(6054,0);(6054,20);(0,20);(0,0)}}
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}}
{\shp {\*\shpinst\shpleft7380\shptop1424\shpright10916\shpbottom1444\shpfhdr0\sh
pbxpage\shpbypage\shpwr3\shpwrk0\shpfblwtxt1\shpz24\shplid2
{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{
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1}}{\sp{\sn fLine}{\sv 0}}{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv
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}}
{\shp {\*\shpinst\shpleft7380\shptop1423\shpright10915\shpbottom1443\shpfhdr0\sh

pbxpage\shpbypage\shpwr3\shpwrk0\shpfblwtxt1\shpz24\shplid3
{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{
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8}}
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{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv 1}}{\sp{\sn fBehindDocumen
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}}
{\shp {\*\shpinst\shpleft7372\shptop728\shpright7390\shpbottom1424\shpfhdr0\shpb
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{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{
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}}
{\shp {\*\shpinst\shpleft7372\shptop728\shpright7390\shpbottom1423\shpfhdr0\shpb
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{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{
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{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{
\sn geoRight}{\sv 9360}}{\sp{\sn geoBottom}{\sv 20}}
{\sp{\sn pVerticies}{\sv 8;5;(0,20);(9360,20);(9360,0);(0,0);(0,20)}}
{\sp{\sn pSegmentInfo}{\sv 2;11;16384;45824;1;45824;1;45824;1;45824;1;45824;3276
8}}
{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 1}}{\sp{\sn fillColor}{\sv 125664
63}}{\sp{\sn fLine}{\sv 0}}{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv
1}}{\sp{\sn fBehindDocument}{\sv 1}}{\sp{\sn lineColor}{\sv 0}}
}}\par\pard\sect\sectd\fs24\paperw12240\paperh15840\pard\sb0\sl-240{\bkmkstart P
g20}{\bkmkend Pg20}\par\pard\li1760\sb0\sl-287\slmult0\par\pard\li1760\sb215\sl287\slmult0\fi0\tx7664 \dn3 \expndtw0\charscalex108 \ul0\nosupersub\cf5\f6\fs24
Analiza mixului de marketing a firmei Avon\tab \up0 \expndtw0\charscalex108 \ul0
\nosupersub\cf1\f2\fs22 Abdi Ioana, Z\u259?rnescu Sorin\par\pard\ql \li3736\sb23
\sl-276\slmult0 \up0 \expndtw0\charscalex108 \ul0\nosupersub\cf5\f6\fs24 Cosmeti
cs \par\pard\ql \li2692\sb0\sl-380\slmult0 \par\pard\ql\li2692\sb0\sl-380\slmult
0 \par\pard\ql\li2692\sb0\sl-380\slmult0 \par\pard\ql\li2692\ri1790\sb359\sl-380
\slmult0\tx5532 \up0 \expndtw0\charscalex108 \ul0\nosupersub\cf18\f19\fs22 3.2.3
. POLITICA DE DISTRIBU\u354?IE A FIRMEI AVON COSMETICS \line\tab \up0 \expndtw
0\charscalex109 ROMNIA \par\pard\qj \li1441\sb0\sl-415\slmult0 \par\pard\qj\li144
1\sb0\sl-415\slmult0 \par\pard\qj\li1441\ri1222\sb142\sl-415\slmult0\fi720 \up0
\expndtw0\charscalex100 \ul0\nosupersub\cf9\f10\fs24 Factorul principal care det
ermin\u259? \u351?i caracterizeaz\u259? politica de distribu\u355?ie a firmei Av
on \line \up0 \expndtw0\charscalex100 Cosmetics Romnia este acela c\u259?, compan
ia func\u355?ioneaz\u259? n sistemul vnz\u259?rior directe. Acest \line \up0 \expn

dtw-2\charscalex100 lucru presupune distribuirea produselor cosmetice doar prin


intermediul reprezentan\u355?ilor firmei, \line \up0 \expndtw-2\charscalex100 ca
re deservesc compania n schimbul unui comision stabilit n func\u355?ie d
e valoarea total\u259? a \line \up0 \expndtw-3\charscalex100 comenzii. \par\p
ard\qj \li1441\ri1194\sb261\sl-420\slmult0\fi720 \up0 \expndtw-3\charscalex100 A
ctivitatea n sistemul vnz\u259?rilor directe presupune preluarea de c\u259?
tre ntreprindere a \line \up0 \expndtw-3\charscalex100 tuturor activita\u355?i
lor referitoare la activita\u355?ile logistice \u351?i la serviciile fun
c\u355?ionale \up0 \expndtw-3\charscalex100 (transport, \par\pard\ql \li1441\sb1
19\sl-276\slmult0 \up0 \expndtw-2\charscalex100 depozitare, asamblare, prelucrar
ea \u351?i onorarea comenzilor, sortarea, servicii de marchandising). \par\pard\
qj \li1441\ri1251\sb291\sl-413\slmult0\fi720 \up0 \expndtw-2\charscalex100 Avon
Cosmetics Romnia \u351?i distribuie produsele printr-un singur tip de canal, respe
ctiv \up0 \expndtw-1\charscalex100 un \ul0\nosupersub\cf17\f18\fs24 canal direc
t\ul0\nosupersub\cf9\f10\fs24 , f\u259?r\u259? intermediari, n relatii directe cu
poten\u355?ialii clien\u355?i. Reprezentan\u355?ii firmei \up0 \expndtw0\charsc
alex100 sunt cei care asigur\u259? o permanent\u259? comunicare ntre companie \u3
51?i clien\u355?i, sunt cei care transmit \up0 \expndtw-3\charscalex100 informa\
u355?iile de la client c\u259?tre firm\u259? \u351?i de la firm\u259? c\u259?tre
client. \par\pard\ql \li1501\sb0\sl-276\slmult0 \par\pard\ql\li1501\sb0\sl-276\
slmult0 \par\pard\ql\li1501\sb0\sl-276\slmult0 \par\pard\ql\li1501\sb133\sl-276\
slmult0 \up0 \expndtw-3\charscalex100 \ul0\nosupersub\cf17\f18\fs24 ETAPELE \u35
0?I OBIECTIVELE PROCESULUI DE VNZARE PERSONAL\u258? \par\pard\ql \li4523\sb0\
sl-276\slmult0 \par\pard\ql\li4523\sb8\sl-276\slmult0 \up0 \expndtw-5\charscalex
100 Tabel - Etapele \u351?i obiectivele procesului de vnzare personal\u259? \par\
pard\li1550\sb0\sl-276\slmult0\par\pard\li1550\sb28\sl-276\slmult0\fi357\tx4286\
tx8060 \up0 \expndtw-3\charscalex100 Etapa\tab \up0 \expndtw-3\charscalex100 Obi
ective\tab \up0 \expndtw-3\charscalex100 Observa\u355?ii\par\pard\li1550\sb19\sl
-276\slmult0\fi0\tx2988\tx6570 \up0 \expndtw-3\charscalex100 \ul0\nosupersub\cf9
\f10\fs24 Prospectarea\tab \up0 \expndtw-3\charscalex100 C\u259?utarea poten\u35
5?ialilor clien\u355?i\tab \up0 \expndtw-3\charscalex100 - nceperea procesului de
vnzare\par\pard\qj \li6570\ri1541\sb266\sl-280\slmult0 \up0 \expndtw-3\charscale
x100 - sunt identifica\u355?i poten\u355?ialii clien\u355?i, prin \line \up0 \ex
pndtw-3\charscalex100 reclama, referirea la produs, propaganda. \par\pard\ql \li
9585\sb0\sl-253\slmult0 \par\pard\ql\li9585\sb0\sl-253\slmult0 \par\pard\ql\li95
85\sb0\sl-253\slmult0 \par\pard\ql\li9585\sb0\sl-253\slmult0 \par\pard\ql\li9585
\sb11\sl-253\slmult0 \up0 \expndtw0\charscalex103 \ul0\nosupersub\cf1\f2\fs22 20
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{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv 1}}{\sp{\sn fBehindDocumen
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{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{
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{\sp{\sn pVerticies}{\sv 8;5;(0,0);(0,296);(18,296);(18,0);(0,0)}}
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{\shp {\*\shpinst\shpleft1431\shptop12155\shpright1450\shpbottom12451\shpfhdr0\s
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{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{
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{\shp {\*\shpinst\shpleft1431\shptop12451\shpright1450\shpbottom13600\shpfhdr0\s
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{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{
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{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{
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}}
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{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{
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{\sp{\sn pVerticies}{\sv 8;5;(0,0);(0,276);(18,276);(18,0);(0,0)}}
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{\shp {\*\shpinst\shpleft6547\shptop12175\shpright6565\shpbottom12451\shpfhdr0\s
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{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{
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{\shp {\*\shpinst\shpleft10632\shptop12156\shpright10650\shpbottom12452\shpfhdr0
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{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{
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}}
{\shp {\*\shpinst\shpleft10631\shptop12155\shpright10650\shpbottom12451\shpfhdr0
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{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{
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{\shp {\*\shpinst\shpleft10632\shptop12452\shpright10650\shpbottom13600\shpfhdr0
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}}
{\shp {\*\shpinst\shpleft10631\shptop12451\shpright10650\shpbottom13600\shpfhdr0
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{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{
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t}{\sv 1}}{\sp{\sn lineColor}{\sv 0}}
}}
{\shp {\*\shpinst\shpleft1440\shptop14578\shpright10800\shpbottom14598\shpfhdr0\
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{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{
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{\sp{\sn pVerticies}{\sv 8;5;(0,20);(9360,20);(9360,0);(0,0);(0,20)}}
{\sp{\sn pSegmentInfo}{\sv 2;11;16384;45824;1;45824;1;45824;1;45824;1;45824;3276
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{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 1}}{\sp{\sn fillColor}{\sv 125664
63}}{\sp{\sn fLine}{\sv 0}}{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv
1}}{\sp{\sn fBehindDocument}{\sv 1}}{\sp{\sn lineColor}{\sv 0}}
}}\par\pard\sect\sectd\fs24\paperw12240\paperh15840\pard\sb0\sl-240{\bkmkstart P
g21}{\bkmkend Pg21}\par\pard\li1760\sb0\sl-287\slmult0\par\pard\li1760\sb215\sl287\slmult0\fi0\tx7664 \dn3 \expndtw0\charscalex108 \ul0\nosupersub\cf5\f6\fs24
Analiza mixului de marketing a firmei Avon\tab \up0 \expndtw0\charscalex108 \ul0
\nosupersub\cf1\f2\fs22 Abdi Ioana, Z\u259?rnescu Sorin\par\pard\li1760\sb38\sl276\slmult0\fi1976 \up0 \expndtw0\charscalex108 \ul0\nosupersub\cf5\f6\fs24 Cosm
etics\par\pard\sect\sectd\sbknone\cols2\colno1\colw6538\colsr20\colno2\colw5542\
colsr160\ql \li1550\sb0\sl-276\slmult0 \par\pard\ql \li1550\sb96\sl-276\slmult0\
tx2983 \up0 \expndtw-3\charscalex100 \ul0\nosupersub\cf9\f10\fs24 nceputul\tab \u
p0 \expndtw-3\charscalex100 Culegerea de informa\u355?ii \u351?i alegerea\par\pa
rd\ql \li1550\sb1\sl-276\slmult0\tx2983 \up0 \expndtw-3\charscalex100 abord\u259
?rii\tab \up0 \expndtw-3\charscalex100 modului de abordare a clientului\par\pard

\ql \li1550\sb0\sl-276\slmult0 \par\pard\ql \li1550\sb0\sl-276\slmult0 \par\pard


\ql \li1550\sb0\sl-276\slmult0 \par\pard\ql \li1550\sb0\sl-276\slmult0 \par\pard
\ql \li1550\sb0\sl-276\slmult0 \par\pard\ql \li1550\sb31\sl-276\slmult0\tx2983 \
up0 \expndtw-3\charscalex100 Abordarea\tab \up0 \expndtw-3\charscalex100 Atrager
ea aten\u355?iei clientului,\par\pard\qj \li2988\ri78\sb1\sl-275\slmult0 \up0 \e
xpndtw-3\charscalex100 stimularea interesului acestuia \u351?i \line \up0 \expnd
tw-3\charscalex100 trecerea la prezentarea produsului\par\pard\ql \li1550\sb0\sl
-276\slmult0 \par\pard\ql \li1550\sb0\sl-276\slmult0 \par\pard\ql \li1550\sb0\sl
-276\slmult0 \par\pard\ql \li1550\sb25\sl-276\slmult0\tx2983 \up0 \expndtw-3\cha
rscalex100 Prezentarea\tab \up0 \expndtw-3\charscalex100 nceperea transformarii u
nui\par\pard\ql \li2988\ri0\sb2\sl-275\slmult0 \up0 \expndtw-3\charscalex100 pot
en\u355?ial client ntr-unul adevarat \line \up0 \expndtw-5\charscalex100 prin cre
area dorin\u355?ei pentru produsul \up0 \expndtw-3\charscalex100 respectiv.\par\
pard\column \ql \li6558\sb0\sl-276\slmult0 \par\pard\ql \li32\sb96\sl-276\slmult
0 \up0 \expndtw-3\charscalex100 Sunt utilizate urmatoarele surse:\par\pard\ql \l
i6558\sb0\sl-276\slmult0 \par\pard\ql \li20\sb4\sl-276\slmult0 \up0 \expndtw-3\c
harscalex100 - observa\u355?ii personale;\par\pard\ql \li6558\sb0\sl-276\slmult0
\par\pard\ql \li20\sb5\sl-276\slmult0 \up0 \expndtw-3\charscalex100 - al\u355?i
clien\u355?i;\par\pard\ql \li6558\sb0\sl-276\slmult0 \par\pard\ql \li20\sb3\sl276\slmult0 \up0 \expndtw-3\charscalex100 - personalul de vnzare propriu.\par\par
d\qj \li20\ri2278\sb20\sl-276\slmult0 \up0 \expndtw-3\charscalex100 - prima impr
esie este deosebit de \up0 \expndtw-3\charscalex100 important\u259?;\par\pard\ql
\li6558\sb0\sl-276\slmult0 \par\pard\ql \li20\ri1360\sb4\sl-276\slmult0 \up0 \e
xpndtw-3\charscalex100 - atragerea aten\u355?iei prin referire la \line \up0 \ex
pndtw-3\charscalex100 aspectele comune, referire la produs sau la \up0 \expndtw3\charscalex100 o demonstra\u355?ie.\par\pard\qj \li20\ri2411\sb19\sl-276\slmult
0 \up0 \expndtw-3\charscalex100 - sunt posibile diferite forme de \up0 \expndtw3\charscalex100 prezentare;\par\pard\qj \li6558\sb0\sl-276\slmult0 \par\pard\qj
\li20\ri2080\sb4\sl-276\slmult0 \up0 \expndtw-3\charscalex100 - este foarte imp
ortant\u259? implicarea \up0 \expndtw-3\charscalex100 clientului prin referire l
a anumite \up0 \expndtw-3\charscalex100 necesita\u355?i ale acestuia;\par\pard\q
j \li6558\sb0\sl-275\slmult0 \par\pard\qj \li20\ri1952\sb6\sl-275\slmult0 \up0 \
expndtw-3\charscalex100 - tratarea corect\u259? a indiferen\u355?ei sau a \up0 \
expndtw-3\charscalex100 obiec\u355?iilor clientului. \par\pard\sect\sectd\sbknon
e \li1550\sb21\sl-276\slmult0\fi0\tx2988\tx6558 \up0 \expndtw-3\charscalex100 nch
eierea\tab \up0 \expndtw-3\charscalex100 Ob\u355?inerea unui angajament de a\tab
\up0 \expndtw-3\charscalex100 - vnzatorul ntreab\u259? despre decizia de\par\pard
\sect\sectd\sbknone \li1550\sb1\sl-274\slmult0\fi0\tx2988\tx6558 \up0 \expndtw-3
\charscalex100 vnz\u259?rii\tab \up0 \expndtw-3\charscalex100 cumpara \u351?i cre
area unui client real.\tab \up0 \expndtw-3\charscalex100 cump\u259?rare pe cale
direct\u259?, presupunere,\par\pard\sect\sectd\sbknone \li1550\sb1\sl-276\slmult
0\fi5008 \up0 \expndtw-3\charscalex100 indirect\u259?;\par\pard\sect\sectd\sbkno
ne \li1550\sb20\sl-276\slmult0\fi0\tx2988\tx6558 \up0 \expndtw-3\charscalex100 M
en\u355?inerea\tab \up0 \expndtw-4\charscalex100 Asigurarea c\u259? clientul est
e satisf\u259?cut\tab \up0 \expndtw-3\charscalex100 - rezolvarea oric\u259?ror p
robleme ridicate de\par\pard\sect\sectd\sbknone \li1550\sb1\sl-276\slmult0\fi0\t
x2988\tx6558 \up0 \expndtw-3\charscalex100 rela\u355?iei\tab \up0 \expndtw-3\cha
rscalex100 de produs\tab \up0 \expndtw-3\charscalex100 client\par\pard\qj \li144
1\sb0\sl-413\slmult0 \par\pard\qj\li1441\sb0\sl-413\slmult0 \par\pard\qj\li1441\
ri1250\sb41\sl-413\slmult0\fi720 \up0 \expndtw0\charscalex100 Amploarea distribu
\u355?iei reprezint\u259? o dimensiune a canalului de marketing, care poate fi \
line \up0 \expndtw-1\charscalex100 exprimat\u259? prin numarul de Reprezenta
n\u355?i care asigur\u259? livrarea c\u259?tre clien\u355?ii companiei a
\line \up0 \expndtw-3\charscalex100 produselor comandate. n anul 2000, firma Avon
Cosmetics Romnia colabora cu peste 1.000 de \line \up0 \expndtw0\charscalex102 R
eprezentan\u355?i care preluau \u351?i livrau comenzi pentru companie, i
ar astazi cu \up0 \expndtw0\charscalex100 5.000 de \par\pard\ql \li1441\sb121
\sl-276\slmult0 \up0 \expndtw-3\charscalex100 coordonatori \u351?i peste 300.000
de reprezentan\u355?i. \par\pard\qj \li1441\ri1253\sb322\sl-400\slmult0\fi720 \
up0 \expndtw-3\charscalex100 Din punct de vedere al gradului de participa

re al firmei n activitatea canalului de \up0 \expndtw-4\charscalex100 marke


ting, se realizeaz\u259? o \ul0\nosupersub\cf17\f18\fs24 distribu\u355?ie prin a
paratul propriu\ul0\nosupersub\cf9\f10\fs24 . \par\pard\ql \li9585\sb0\sl-253\sl
mult0 \par\pard\ql\li9585\sb0\sl-253\slmult0 \par\pard\ql\li9585\sb0\sl-253\slmu
lt0 \par\pard\ql\li9585\sb0\sl-253\slmult0 \par\pard\ql\li9585\sb0\sl-253\slmult
0 \par\pard\ql\li9585\sb17\sl-253\slmult0 \up0 \expndtw0\charscalex103 \ul0\nosu
persub\cf1\f2\fs22 21 | \ul0\nosupersub\cf8\f9\fs22 P a g e
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{\shp {\*\shpinst\shpleft1440\shptop14578\shpright10800\shpbottom14598\shpfhdr0\
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}}\par\pard\sect\sectd\fs24\paperw12240\paperh15840\pard\sb0\sl-240{\bkmkstart P
g22}{\bkmkend Pg22}\par\pard\li1760\sb0\sl-287\slmult0\par\pard\li1760\sb215\sl287\slmult0\fi0\tx7664 \dn3 \expndtw0\charscalex108 \ul0\nosupersub\cf5\f6\fs24
Analiza mixului de marketing a firmei Avon\tab \up0 \expndtw0\charscalex108 \ul0
\nosupersub\cf1\f2\fs22 Abdi Ioana, Z\u259?rnescu Sorin\par\pard\ql \li3736\sb23
\sl-276\slmult0 \up0 \expndtw0\charscalex108 \ul0\nosupersub\cf5\f6\fs24 Cosmeti
cs \par\pard\qj \li1441\ri1247\sb251\sl-413\slmult0\fi720 \up0 \expndtw0\charsca
lex100 \ul0\nosupersub\cf9\f10\fs24 Referitor la gradul de control asupra
distribu\u355?iei, mai exact asupra condi\u355?iilor de \line \up0 \expndtw
-3\charscalex100 depozitare, a condi\u355?iilor de transport, a volumului
stocurilor, a nivelului pre\u355?urilor, asupra \line \up0 \expndtw-3\chars
calex100 con\u355?inutului \u351?i amploarei publicit\u259?\u355?ii etc., A
von Cosmetics Romnia manifest\u259? un \ul0\nosupersub\cf17\f18\fs24 control
\line \up0 \expndtw-5\charscalex100 ridicat\ul0\nosupersub\cf9\f10\fs24 . \par\
pard\qj \li1441\ri1187\sb287\sl-413\slmult0\fi720 \up0 \expndtw0\charscalex106 n
legatur\u259? cu logistica m\u259?rfurilor, succesiunea activita\u355?ilo
r este urmatoarea: \line \up0 \expndtw-2\charscalex100 Reprezentantul adun\u25
9? comenzi de la clien\u355?ii pe care i-a contactat \u351?i care s-au ar\u259?t
at interesa\u355?i de \line \up0 \expndtw-3\charscalex100 produsele firmei; form
ularul de comand\u259? este depus de c\u259?tre Reprezentant la centrul de colec
tare \line \up0 \expndtw-2\charscalex100 al comenzilor, respectiv la sediul zone
i de care apartine sau pe internet unde \u351?i palseaza singur \line \up0 \expnd
tw-1\charscalex100 comanda on line; formularele colectate sau comenziile on line
n ziua de comand\u259? sunt predate \line \up0 \expndtw-2\charscalex100 operator

ilor care vor verifica datele nscrise pe formulare \u351?i vor centraliza comenzi
le; urmatorul \line \up0 \expndtw-1\charscalex100 pas este reprezentat de trans
miterea datelor centralizate c\u259?tre Centrul Operational din Tunari, \line
\up0 \expndtw-4\charscalex100 unde func\u355?ioneaz\u259? un depozit \u351?i
o linie de ambalare; aici, produsele comandate de fiecare \line \up0 \
expndtw0\charscalex100 Reprezentant vor fi ambalate n colete ce vor fi transporta
te la domiciliul Reprezentan\u355?ilor de \line \up0 \expndtw-2\charscalex100 c\
u259?tre o firm\u259? angajat\u259? de companie pentru acest serviciu; n continua
re, fiecare Reprezentant va \line \up0 \expndtw0\charscalex100 avea grija ca pro
dusele s\u259? ajung\u259? la clien\u355?ii care le-au comandat \u351?i pentru
care vor trebui s\u259? \line \up0 \expndtw-2\charscalex100 pl\u259?teasc\u25
9? pre\u355?ul corespunz\u259?tor, odat\u259? cu produsele comandate, n colet, Re
prezentantul primeste \line \up0 \expndtw-2\charscalex100 \u351?i factura nso\u35
5?it\u259? de anun\u355?ul de sold, calculul sumei de achitat, alte informa\u355
?ii necesare, precum \line \up0 \expndtw0\charscalex100 \u351?i un ordin de plat
\u259? dup\u259? ce va ncasa sumele de bani de la clienti, Reprezentantul va achi
ta n \line \up0 \expndtw-2\charscalex100 contul companiei Avon Cosmetics Romnia
suma nscrisa n ordinul de plat\u259?, suma care nu \line \up0 \expndtw-4\char
scalex100 con\u355?ine \u351?i comisionul cuvenit Reprezentantului. Timpul
care trece de la lansarea comenzii \u351?i \line \up0 \expndtw-2\charscalex10
0 pn\u259? la livrarea coletului la domiciliul Reprezentantului este de aproximat
iv 3-5 zile. n cazul n \line \up0 \expndtw-1\charscalex100 care un client este nem
ul\u355?umit de calitatea unui produs, din orice motiv, acesta l poate returna \l
ine \up0 \expndtw-3\charscalex100 Reprezentantului, care la rndul lui l va
returna la sediul firmei, urmnd ca la urmatoarea \line \up0 \expndtw-4\cha
rscalex100 comand\u259? s\u259? fie sc\u259?zut\u259? suma platit\u259? pentru p
rodusul respectiv. \par\pard\ql \li9585\sb0\sl-253\slmult0 \par\pard\ql\li9585\s
b0\sl-253\slmult0 \par\pard\ql\li9585\sb0\sl-253\slmult0 \par\pard\ql\li9585\sb0
\sl-253\slmult0 \par\pard\ql\li9585\sb0\sl-253\slmult0 \par\pard\ql\li9585\sb0\s
l-253\slmult0 \par\pard\ql\li9585\sb0\sl-253\slmult0 \par\pard\ql\li9585\sb0\sl253\slmult0 \par\pard\ql\li9585\sb0\sl-253\slmult0 \par\pard\ql\li9585\sb0\sl-25
3\slmult0 \par\pard\ql\li9585\sb0\sl-253\slmult0 \par\pard\ql\li9585\sb17\sl-253
\slmult0 \up0 \expndtw0\charscalex103 \ul0\nosupersub\cf1\f2\fs22 22 | \ul0\nosu
persub\cf8\f9\fs22 P a g e
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}}
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}}\par\pard\sect\sectd\fs24\paperw12240\paperh15840\pard\sb0\sl-240{\bkmkstart P
g23}{\bkmkend Pg23}\par\pard\li1760\sb0\sl-287\slmult0\par\pard\li1760\sb215\sl287\slmult0\fi0\tx7664 \dn3 \expndtw0\charscalex108 \ul0\nosupersub\cf5\f6\fs24
Analiza mixului de marketing a firmei Avon\tab \up0 \expndtw0\charscalex108 \ul0

\nosupersub\cf1\f2\fs22 Abdi Ioana, Z\u259?rnescu Sorin\par\pard\ql \li3736\sb23


\sl-276\slmult0 \up0 \expndtw0\charscalex108 \ul0\nosupersub\cf5\f6\fs24 Cosmeti
cs \par\pard\ql \li2752\sb0\sl-380\slmult0 \par\pard\ql\li2752\sb0\sl-380\slmult
0 \par\pard\ql\li2752\ri1852\sb159\sl-380\slmult0\tx5532 \up0 \expndtw0\charscal
ex108 \ul0\nosupersub\cf18\f19\fs22 3.2.4. POLITICA DE PROMOVARE A FIRMEI AVON C
OSMETICS \line\tab \up0 \expndtw0\charscalex109 ROMNIA \par\pard\qj \li1441\ri125
5\sb267\sl-420\slmult0\fi373 \up0 \expndtw-2\charscalex100 \ul0\nosupersub\cf9\f
10\fs24 Pentru a analiza politica de comunicare a firmei Avon Cosmetics Romnia, v
or fi dezbatute \up0 \expndtw-3\charscalex100 principalele activita\u355?i promo
\u355?ionale, dup\u259? cum urmeaz\u259?: \par\pard\ql \li1441\sb0\sl-276\slmult
0 \par\pard\ql\li1441\sb123\sl-276\slmult0 \up0 \expndtw-3\charscalex100 \ul0\no
supersub\cf17\f18\fs24 5.4.1. Publicitatea \par\pard\qj \li1441\ri1188\sb171\sl413\slmult0\fi746 \up0 \expndtw-1\charscalex100 \ul0\nosupersub\cf9\f10\fs24 n fu
nc\u355?ie de obiect, Avon Cosmetics Romnia a desf\u259?\u351?urat o publicitate
institu\u355?ional\u259?, \up0 \expndtw-3\charscalex100 avnd ca principal obie
ctiv instaurarea n rndul publicului a unei atitudini favorabile \u351?i
de \up0 \expndtw-2\charscalex100 ata\u351?ament fa\u355?\u259? de firm\u259? \u3
51?i fa\u355?\u259? de oferta sa. Avon Cosmetics Romnia a desfa\u351?urat o \ul0\
nosupersub\cf11\f12\fs24 publicitate \up0 \expndtw-5\charscalex100 institu\u355?
ional\u259? de informare\ul0\nosupersub\cf9\f10\fs24 . \par\pard\qj \li1441\ri12
48\sb262\sl-420\slmult0\fi751 \up0 \expndtw0\charscalex102 \u354?innd cont de fap
tul c\u259? Avon Cosmetics Romnia este o firm\u259? cu raza de ac\u355?iune la \u
p0 \expndtw-1\charscalex100 nivel na\u355?ional, \u351?i \ul0\nosupersub\cf11\f1
2\fs24 publicitatea\ul0\nosupersub\cf9\f10\fs24 sus\u355?inut\u259? a fot \ul0\
nosupersub\cf11\f12\fs24 la nivel na\u355?ional\ul0\nosupersub\cf9\f10\fs24 , ur
m\u259?rindu-se crearea unei cereri \up0 \expndtw-2\charscalex100 pentru produse
le firmei. \par\pard\qj \li1441\ri1430\sb260\sl-420\slmult0\fi720 \up0 \expndtw2\charscalex100 Avon Cosmetics Romnia a transmis mesajele publicitare prin interm
ediul urm\u259?toarelor \up0 \expndtw-3\charscalex100 medii majore: \par\pard\qj
\li2096\ri1252\sb280\sl-420\slmult0\tx2424 \up0 \expndtw-1\charscalex100 \u9658
?\ul0\nosupersub\cf19\f20\fs14
\ul0\nosupersub\cf15\f16\fs24 Presa\ul0\nosup
ersub\cf9\f10\fs24 - mesaje cu caracter publicitar au fost difuzate n principale
le reviste dedicate \line\tab \up0 \expndtw-3\charscalex100 femeilor (exemplu: U
nica, Avantaje, Lumea Femeilor etc.); \par\pard\qj \li2096\ri1245\sb260\sl-420\s
lmult0\tx2424 \up0 \expndtw0\charscalex102 \u9658?\ul0\nosupersub\cf19\f20\fs14
\ul0\nosupersub\cf15\f16\fs24 Radio\ul0\nosupersub\cf9\f10\fs24 - pe calea un
delor au fost difuzate mesaje publicitare, n special pe posturile \line\tab \up0
\expndtw-5\charscalex100 radio pentru tineret (exemplu: Radio 21); \par\pard\qj
\li2096\ri1249\sb297\sl-400\slmult0\tx2424 \up0 \expndtw-3\charscalex100 \u9658?
\ul0\nosupersub\cf19\f20\fs14
\ul0\nosupersub\cf15\f16\fs24 Televiziunea \ul
0\nosupersub\cf9\f10\fs24 - posturile de televiziune au difuzat reclamele la ore
de maxima audien\u355?a \line\tab \up0 \expndtw-4\charscalex100 \u351?i nu numa
i, \par\pard\ql \li2096\ri1249\sb292\sl-410\slmult0\tx2424\tx2424 \up0 \expndtw1\charscalex100 \u9658?\ul0\nosupersub\cf19\f20\fs14
\ul0\nosupersub\cf15\f16
\fs24 Publicitatea exterioar\u259? \ul0\nosupersub\cf9\f10\fs24 - a fost utiliza
t\u259? de compania Avon Cosmetics Romnia prin \line\tab \up0 \expndtw-1\charscal
ex100 intermediul \ul0\nosupersub\cf15\f16\fs24 tip\u259?riturilor\ul0\nosupers
ub\cf9\f10\fs24 , mai exact prin folosirea de cataloage (produsele cosmetice \li
ne\tab \up0 \expndtw-1\charscalex100 Avon sunt prezentate poten\u355?ialilor c
ump\u259?r\u259?tori cu ajutorul cataloagelor n care sunt \par\pard\ql \li9585\s
b0\sl-253\slmult0 \par\pard\ql\li9585\sb0\sl-253\slmult0 \par\pard\ql\li9585\sb1
4\sl-253\slmult0 \up0 \expndtw0\charscalex103 \ul0\nosupersub\cf1\f2\fs22 23 | \
ul0\nosupersub\cf8\f9\fs22 P a g e
{\shp {\*\shpinst\shpleft1326\shptop1424\shpright7380\shpbottom1444\shpfhdr0\shp
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}}
{\shp {\*\shpinst\shpleft1326\shptop1423\shpright7380\shpbottom1443\shpfhdr0\shp
bxpage\shpbypage\shpwr3\shpwrk0\shpfblwtxt1\shpz18\shplid1
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}}
{\shp {\*\shpinst\shpleft7380\shptop1423\shpright10915\shpbottom1443\shpfhdr0\sh
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{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{
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{\sp{\sn pSegmentInfo}{\sv 2;11;16384;45824;1;45824;1;45824;1;45824;1;45824;3276
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}}
{\shp {\*\shpinst\shpleft7372\shptop728\shpright7390\shpbottom1424\shpfhdr0\shpb
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{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{
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{\shp {\*\shpinst\shpleft7372\shptop728\shpright7390\shpbottom1423\shpfhdr0\shpb
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{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{
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{\sp{\sn pVerticies}{\sv 8;4;(0,0);(0,695);(18,695);(18,0)}}
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{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 0}}{\sp{\sn lineWidth}{\sv 1128}}


{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv 1}}{\sp{\sn fBehindDocumen
t}{\sv 1}}{\sp{\sn lineColor}{\sv 8355711}}
}}
{\shp {\*\shpinst\shpleft1440\shptop14578\shpright10800\shpbottom14598\shpfhdr0\
shpbxpage\shpbypage\shpwr3\shpwrk0\shpfblwtxt1\shpz990\shplid6
{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{
\sn geoRight}{\sv 9360}}{\sp{\sn geoBottom}{\sv 20}}
{\sp{\sn pVerticies}{\sv 8;5;(0,20);(9360,20);(9360,0);(0,0);(0,20)}}
{\sp{\sn pSegmentInfo}{\sv 2;11;16384;45824;1;45824;1;45824;1;45824;1;45824;3276
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{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 1}}{\sp{\sn fillColor}{\sv 125664
63}}{\sp{\sn fLine}{\sv 0}}{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv
1}}{\sp{\sn fBehindDocument}{\sv 1}}{\sp{\sn lineColor}{\sv 0}}
}}\par\pard\sect\sectd\fs24\paperw12240\paperh15840\pard\sb0\sl-240{\bkmkstart P
g24}{\bkmkend Pg24}\par\pard\li1760\sb0\sl-287\slmult0\par\pard\li1760\sb215\sl287\slmult0\fi0\tx7664 \dn3 \expndtw0\charscalex108 \ul0\nosupersub\cf5\f6\fs24
Analiza mixului de marketing a firmei Avon\tab \up0 \expndtw0\charscalex108 \ul0
\nosupersub\cf1\f2\fs22 Abdi Ioana, Z\u259?rnescu Sorin\par\pard\ql \li3736\sb23
\sl-276\slmult0 \up0 \expndtw0\charscalex108 \ul0\nosupersub\cf5\f6\fs24 Cosmeti
cs \par\pard\qj \li2424\ri1242\sb250\sl-415\slmult0 \up0 \expndtw-1\charscalex10
0 \ul0\nosupersub\cf9\f10\fs24 vizualizate toate produsele oferite spre vnza
re; de asemenea, catalogul contine \up0 \expndtw-1\charscalex100 caracteriza
ri ale produselor, enumerari ale principalelor propriet\u259?\u355?i ale
acestora, \up0 \expndtw-2\charscalex100 precum \u351?i paletele de culori dispo
nibile \u351?i listele cu pre\u355?urile practicate). Ca mijloc de \up0 \expndtw
-2\charscalex100 publicitate exterioar\u259? sunt utilizate \u351?i agendele \u3
51?i calendarele cu logo Avon, care sunt \up0 \expndtw-3\charscalex100 oferite c
lien\u355?ilor \u351?i Reprezentan\u355?ilor cu diferite ocazii. \par\pard\ql \l
i2096\sb0\sl-276\slmult0 \par\pard\ql\li2096\sb0\sl-276\slmult0 \par\pard\ql\li2
096\sb0\sl-276\slmult0 \par\pard\ql\li2096\sb112\sl-276\slmult0 \up0 \expndtw-3\
charscalex100 \ul0\nosupersub\cf17\f18\fs24 5.4.2. Promovarea vnz\u259?rilor \par
\pard\ql \li1441\sb0\sl-276\slmult0 \par\pard\ql\li1441\sb8\sl-276\slmult0 \up0
\expndtw-2\charscalex100 \ul0\nosupersub\cf9\f10\fs24 Avon Cosmetics Romnia a uti
lizat urmatoarele tehnici de promovare a vnz\u259?rilor: \par\pard\ql \li1801\ri1
185\sb330\sl-414\slmult0\tx2161\tx2161\tx2161\tx2161\tx2161\tx2161\tx2161\tx2161
\tx2161\tx2161\tx2161\tx2161\tx2161\tx2161\tx2161\tx2161\tx2161 \up0 \expndtw-1\
charscalex100 \ul0\nosupersub\cf20\f21\fs24 \u-3880?\ul0\nosupersub\cf19\f20\fs1
4
\ul0\nosupersub\cf11\f12\fs24 Reducerea pre\u355?urilor\ul0\nosupersub\c
f17\f18\fs24 \ul0\nosupersub\cf9\f10\fs24 - n fiecare campanie de vnz\u259?ri, Av
on Cosmetics Romnia ofer\u259? \line\tab \up0 \expndtw-3\charscalex100 spre vnzar
e produse la pre\u355?uri reduse. n bro\u351?ura fiecarei campanii exist
\u259? anumite \line\tab \up0 \expndtw-2\charscalex100 sec\u355?iuni care \u351?
i propun s\u259? determine o cre\u351?tere a cererii pentru produsele respective
prin \line\tab \up0 \expndtw-4\charscalex100 reducerea pre\u355?ului. Iat\u259?
cteva exemple: \u8222?Pa\u351?aport pentru frumuse\u355?e\u8221? (Passport to be
auty) \line\tab \up0 \expndtw0\charscalex100 este denumirea unei pagini din fiec
are catalog, pagina care ofer\u259? clien\u355?ilor produse de \line\tab \up0 \e
xpndtw-4\charscalex100 prestigiu sau din game mai greu accesibile datorit
\u259? pre\u355?urilor ridicate, dar care acum \line\tab \up0 \expndtw-2\ch
arscalex100 beneficiaz\u259? de o reducere care poate fi de la 25 la 50%.;
astfel un produs considerat \line\tab \up0 \expndtw-3\charscalex100 scump de
anumite categorii de consumatori devine mai u\u351?or de procurat, ch
iar dac\u259? \line\tab \up0 \expndtw0\charscalex100 pentru o perioad\u259? scu
rt\u259? de timp. Un alt exemplu similar: sub denumirea \u8222?Trebuie s\u259?-l
\line\tab \up0 \expndtw-4\charscalex100 am\u8221?, o pagin\u259? din catalo
g con\u355?ine produse (n general, pentru ngrijirea corpului sau \line\tab
\up0 \expndtw-2\charscalex100 pentru uzul ntregii familii) comercializate la
pre\u355?uri accesibile, dar care devin \u351?i mai \line\tab \up0 \expndt

w-3\charscalex100 accesibile datorit\u259? unor reduceri de 15-30%. n afar\u259?


de exemplele prezentate mai sus, n \line\tab \up0 \expndtw0\charscalex100 fiecare
campanie, produse din diferite game \u351?i la diferite niveluri ale
pre\u355?urilor \line\tab \up0 \expndtw0\charscalex100 beneficiaz\u259? de redu
ceri ntre 10-30 %. Pe lng\u259? acest tip de reduceri, Avon Cosmetics \line\tab \u
p0 \expndtw-4\charscalex100 Romnia a adoptat \u351?i metoda vnz\u259?rilor grupate
; astfel se ofer\u259? posibilitatea achizi\u355?ion\u259?rii \line\tab \up0 \ex
pndtw-5\charscalex100 de produse la un pre\u355? total mai mic dect n ca
zul n care produsele respective ar fi \line\tab \up0 \expndtw-2\charscalex1
00 achizi\u355?ionate separat. Avon Cosmetics Romnia mai practic\u259? red
uceri de pre\u355?uri sub \line\tab \up0 \expndtw-4\charscalex100 urmatoarele
formulari: \up0 \expndtw-1\charscalex100 \u8222?la dou\u259? produse cump\u
259?rate din gama Avon Basics, \up0 \expndtw-3\charscalex100 20% \par\pard\q
l \li2161\sb100\sl-276\slmult0 \up0 \expndtw-2\charscalex100 reducere\u8221? sau
\u8222?la o ap\u259? de toalet\u259? cump\u259?rat\u259?, primi\u355?i gratuit
un deodorant\u8221? etc. \par\pard\ql \li9585\sb0\sl-253\slmult0 \par\pard\ql\li
9585\sb0\sl-253\slmult0 \par\pard\ql\li9585\sb0\sl-253\slmult0 \par\pard\ql\li95
85\sb244\sl-253\slmult0 \up0 \expndtw0\charscalex103 \ul0\nosupersub\cf1\f2\fs22
24 | \ul0\nosupersub\cf8\f9\fs22 P a g e
{\shp {\*\shpinst\shpleft1326\shptop1424\shpright7380\shpbottom1444\shpfhdr0\shp
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{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{
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{\sp{\sn pVerticies}{\sv 8;5;(0,0);(6054,0);(6054,20);(0,20);(0,0)}}
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1}}{\sp{\sn fLine}{\sv 0}}{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv
1}}{\sp{\sn fBehindDocument}{\sv 1}}{\sp{\sn lineColor}{\sv 0}}
}}
{\shp {\*\shpinst\shpleft1326\shptop1423\shpright7380\shpbottom1443\shpfhdr0\shp
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{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{
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}}
{\shp {\*\shpinst\shpleft7380\shptop1423\shpright10915\shpbottom1443\shpfhdr0\sh
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63}}{\sp{\sn fLine}{\sv 0}}{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv
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}}\par\pard\sect\sectd\fs24\paperw12240\paperh15840\pard\sb0\sl-240{\bkmkstart P
g25}{\bkmkend Pg25}\par\pard\li1760\sb0\sl-287\slmult0\par\pard\li1760\sb215\sl287\slmult0\fi0\tx7664 \dn3 \expndtw0\charscalex108 \ul0\nosupersub\cf5\f6\fs24
Analiza mixului de marketing a firmei Avon\tab \up0 \expndtw0\charscalex108 \ul0
\nosupersub\cf1\f2\fs22 Abdi Ioana, Z\u259?rnescu Sorin\par\pard\ql \li3736\sb23
\sl-276\slmult0 \up0 \expndtw0\charscalex108 \ul0\nosupersub\cf5\f6\fs24 Cosmeti
cs \par\pard\ql \li1801\ri1185\sb271\sl-413\slmult0\tx2161\tx2161\tx2161\tx2161\
tx2161\tx2161\tx2161\tx2161\tx2161\tx2161\tx2161\tx2161\tx2161\tx2161\tx2161\tx2
161 \up0 \expndtw0\charscalex102 \ul0\nosupersub\cf20\f21\fs24 \u-3880?\ul0\nosu
persub\cf19\f20\fs14
\ul0\nosupersub\cf11\f12\fs24 Concursuri promo\u355?i
onale\ul0\nosupersub\cf15\f16\fs24 \ul0\nosupersub\cf9\f10\fs24 - sunt folosite
de Avon Cosmetics Romnia cu scopul de a \line\tab \up0 \expndtw-2\charscalex100
determina cre\u351?terea consumului, de a atenua sezonalitatea vnz\u259?ri
lor, de a stimula \line\tab \up0 \expndtw-1\charscalex100 Reprezentan\u355?ii
, de a contracara ac\u355?iuni promo\u355?ionale ale concuren\u355?ilor care org
anizeaz\u259? \line\tab \up0 \expndtw-2\charscalex100 concursuri etc. Concursuri
le promo\u355?ionale organizate de Avon Cosmetics Romnia s-au \line\tab \up0 \exp
ndtw0\charscalex106 canalizat pe dou\u259? direc\u355?ii: concursuri promo\
u355?ionale destinate s\u259? impulsioneze \line\tab \up0 \expndtw-2\charscal

ex100 consumatorii \u351?i concursuri promo\u355?ionale destinate s\u259? impul


sioneze Reprezentan\u355?ii. Din \line\tab \up0 \expndtw-3\charscalex100 prima
categorie fac parte ac\u355?iunile de genul \u8222?prin tragere la sor\u35
5?i, unul dintre cititorii \line\tab \up0 \expndtw-2\charscalex100 revistei Un
ica va c\u351?tiga produse cosmetice oferite de firma Avon Cosmetics Romnia\u8221?
\line\tab \up0 \expndtw-4\charscalex100 sau \u8222?primul ascult\u259?tor al
postului Radio 21 care sun\u259? la redac\u355?ie, va c\u351?tiga prod
use \line\tab \up0 \expndtw-2\charscalex100 cosmetice oferite de firma Avon
Cosmetics Romnia\u8221?. Din categoria concursurilor \line\tab \up0 \expndtw
-3\charscalex100 promo\u355?ionale organizate n scopul stimul\u259?rii Reprezenta
n\u355?ilor, fac parte ac\u355?iuni cum ar fi: \line\tab \up0 \expndtw-3\charsca
lex100 \u8222?Reprezentantul care va vinde cele mai multe parfumuri Incandessenc
e va primi produse \line\tab \up0 \expndtw0\charscalex100 Avon Cosmetics n valoa
re de 100 Ron\u8221? sau \u8222?Reprezentantul care va trimite cea mai \line\tab
\up0 \expndtw-4\charscalex100 frumoas\u259? scrisoare de dragoste , va pr
imi drept cadou de Ziua ndragosti\u355?ilor o cin\u259? \line\tab \up0 \ex
pndtw-3\charscalex100 romantic\u259? n doi la un restaurant din Bucuresti\u822
1?. Astfel de concursuri sunt organizate \line\tab \up0 \expndtw-4\charscalex
100 periodic de firma Avon Cosmetics Romnia pentru a men\u355?ine n permanen\u355?
\u259? att interesul \line\tab \up0 \expndtw-5\charscalex100 consumatorilor ct \u3
51?i pe cel al Reprezentan\u355?ilor. \par\pard\ql \li1441\sb0\sl-276\slmult0 \p
ar\pard\ql\li1441\sb0\sl-276\slmult0 \par\pard\ql\li1441\sb0\sl-276\slmult0 \par
\pard\ql\li1441\sb133\sl-276\slmult0 \up0 \expndtw-3\charscalex100 \ul0\nosupers
ub\cf17\f18\fs24 5.4.3. Manifest\u259?ri promo\u355?ionale \par\pard\qj \li1441\
ri1185\sb146\sl-420\slmult0\fi720 \up0 \expndtw-3\charscalex100 \ul0\nosupersub\
cf9\f10\fs24 ntre instrumentele promo\u355?ionale utilizate de Avon Cosmeti
cs Romnia, se nscriu \u351?i \up0 \expndtw-4\charscalex100 particip\u259?rile
cu caracter expozi\u355?ional \u351?i sponsorizarea. \par\pard\qj \li1441\ri1247
\sb286\sl-413\slmult0\fi720 \up0 \expndtw-4\charscalex100 \ul0\nosupersub\cf15\f
16\fs24 Participarea la manifest\u259?ri cu caracter expoz\u355?tional\ul0\
nosupersub\cf9\f10\fs24 de c\u259?tre firma Avon Cosmetics \line \up0 \expn
dtw-2\charscalex100 Romnia s-a realizat cu ocazia organizarii de c\u259?tre compa
nie a unor ac\u355?iuni ce aveau drept scop \line \up0 \expndtw0\charscalex100 c
rearea pentru consumatori a unor oportunit\u259?\u355?i de a vedea produsele \u3
51?i n realitate nu numai n \line \up0 \expndtw-3\charscalex100 catalog, precum
\u351?i de a ncerca produsele respective. Un exemplu n acest sens l reprezin
t\u259? \line \up0 \expndtw-1\charscalex100 ac\u355?iunea desf\u259?\u351?urat\u
259? de c\u259?tre Avon Cosmetics Romnia n sala de conferin\u355?e a hotelului Sof
itel \line \up0 \expndtw-1\charscalex100 din Bucuresti n prim\u259?vara anului 2
006. Cu aceast\u259? ocazie, a fost organizat\u259? \u351?i o conferin\u355?\u25
9? n \line \up0 \expndtw-1\charscalex100 care s-au prezentat progresele pe care
compania le-a realizat de la nfiin\u355?are, s-au enumerat o \par\pard\ql \li9585
\sb0\sl-253\slmult0 \par\pard\ql\li9585\sb0\sl-253\slmult0 \par\pard\ql\li9585\s
b54\sl-253\slmult0 \up0 \expndtw0\charscalex103 \ul0\nosupersub\cf1\f2\fs22 25 |
\ul0\nosupersub\cf8\f9\fs22 P a g e
{\shp {\*\shpinst\shpleft1326\shptop1424\shpright7380\shpbottom1444\shpfhdr0\shp
bxpage\shpbypage\shpwr3\shpwrk0\shpfblwtxt1\shpz18\shplid0
{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{
\sn geoRight}{\sv 6054}}{\sp{\sn geoBottom}{\sv 20}}
{\sp{\sn pVerticies}{\sv 8;5;(0,0);(6054,0);(6054,20);(0,20);(0,0)}}
{\sp{\sn pSegmentInfo}{\sv 2;11;16384;45824;1;45824;1;45824;1;45824;1;45824;3276
8}}
{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 1}}{\sp{\sn fillColor}{\sv 835571
1}}{\sp{\sn fLine}{\sv 0}}{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv
1}}{\sp{\sn fBehindDocument}{\sv 1}}{\sp{\sn lineColor}{\sv 0}}
}}
{\shp {\*\shpinst\shpleft1326\shptop1423\shpright7380\shpbottom1443\shpfhdr0\shp
bxpage\shpbypage\shpwr3\shpwrk0\shpfblwtxt1\shpz18\shplid1

{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{


\sn geoRight}{\sv 6054}}{\sp{\sn geoBottom}{\sv 20}}{\sp{\sn shapePath}{\sv 4}}
{\sp{\sn pVerticies}{\sv 8;5;(0,0);(6054,0);(6054,20);(0,20);(0,0)}}
{\sp{\sn pSegmentInfo}{\sv 2;11;16384;45824;1;45824;1;45824;1;45824;1;45824;3276
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{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 0}}{\sp{\sn lineWidth}{\sv 1128}}
{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv 1}}{\sp{\sn fBehindDocumen
t}{\sv 1}}{\sp{\sn lineColor}{\sv 8355711}}
}}
{\shp {\*\shpinst\shpleft7380\shptop1424\shpright10916\shpbottom1444\shpfhdr0\sh
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{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{
\sn geoRight}{\sv 3536}}{\sp{\sn geoBottom}{\sv 20}}
{\sp{\sn pVerticies}{\sv 8;5;(0,0);(3536,0);(3536,20);(0,20);(0,0)}}
{\sp{\sn pSegmentInfo}{\sv 2;11;16384;45824;1;45824;1;45824;1;45824;1;45824;3276
8}}
{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 1}}{\sp{\sn fillColor}{\sv 835571
1}}{\sp{\sn fLine}{\sv 0}}{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv
1}}{\sp{\sn fBehindDocument}{\sv 1}}{\sp{\sn lineColor}{\sv 0}}
}}
{\shp {\*\shpinst\shpleft7380\shptop1423\shpright10915\shpbottom1443\shpfhdr0\sh
pbxpage\shpbypage\shpwr3\shpwrk0\shpfblwtxt1\shpz24\shplid3
{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{
\sn geoRight}{\sv 3535}}{\sp{\sn geoBottom}{\sv 20}}{\sp{\sn shapePath}{\sv 4}}
{\sp{\sn pVerticies}{\sv 8;5;(0,0);(3535,0);(3535,20);(0,20);(0,0)}}
{\sp{\sn pSegmentInfo}{\sv 2;11;16384;45824;1;45824;1;45824;1;45824;1;45824;3276
8}}
{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 0}}{\sp{\sn lineWidth}{\sv 1128}}
{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv 1}}{\sp{\sn fBehindDocumen
t}{\sv 1}}{\sp{\sn lineColor}{\sv 8355711}}
}}
{\shp {\*\shpinst\shpleft7372\shptop728\shpright7390\shpbottom1424\shpfhdr0\shpb
xpage\shpbypage\shpwr3\shpwrk0\shpfblwtxt1\shpz30\shplid4
{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{
\sn geoRight}{\sv 18}}{\sp{\sn geoBottom}{\sv 696}}
{\sp{\sn pVerticies}{\sv 8;5;(0,696);(18,696);(18,1);(0,1);(0,696)}}
{\sp{\sn pSegmentInfo}{\sv 2;11;16384;45824;1;45824;1;45824;1;45824;1;45824;3276
8}}
{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 1}}{\sp{\sn fillColor}{\sv 835571
1}}{\sp{\sn fLine}{\sv 0}}{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv
1}}{\sp{\sn fBehindDocument}{\sv 1}}{\sp{\sn lineColor}{\sv 0}}
}}
{\shp {\*\shpinst\shpleft7372\shptop728\shpright7390\shpbottom1423\shpfhdr0\shpb
xpage\shpbypage\shpwr3\shpwrk0\shpfblwtxt1\shpz30\shplid5
{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{
\sn geoRight}{\sv 18}}{\sp{\sn geoBottom}{\sv 695}}{\sp{\sn shapePath}{\sv 4}}
{\sp{\sn pVerticies}{\sv 8;4;(0,0);(0,695);(18,695);(18,0)}}
{\sp{\sn pSegmentInfo}{\sv 2;9;16384;45824;1;45824;1;45824;1;45824;32768}}
{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 0}}{\sp{\sn lineWidth}{\sv 1128}}
{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv 1}}{\sp{\sn fBehindDocumen
t}{\sv 1}}{\sp{\sn lineColor}{\sv 8355711}}
}}
{\shp {\*\shpinst\shpleft1440\shptop14578\shpright10800\shpbottom14598\shpfhdr0\
shpbxpage\shpbypage\shpwr3\shpwrk0\shpfblwtxt1\shpz646\shplid6
{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{

\sn geoRight}{\sv 9360}}{\sp{\sn geoBottom}{\sv 20}}


{\sp{\sn pVerticies}{\sv 8;5;(0,20);(9360,20);(9360,0);(0,0);(0,20)}}
{\sp{\sn pSegmentInfo}{\sv 2;11;16384;45824;1;45824;1;45824;1;45824;1;45824;3276
8}}
{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 1}}{\sp{\sn fillColor}{\sv 125664
63}}{\sp{\sn fLine}{\sv 0}}{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv
1}}{\sp{\sn fBehindDocument}{\sv 1}}{\sp{\sn lineColor}{\sv 0}}
}}\par\pard\sect\sectd\fs24\paperw12240\paperh15840\pard\sb0\sl-240{\bkmkstart P
g26}{\bkmkend Pg26}\par\pard\li1760\sb0\sl-287\slmult0\par\pard\li1760\sb215\sl287\slmult0\fi0\tx7664 \dn3 \expndtw0\charscalex108 \ul0\nosupersub\cf5\f6\fs24
Analiza mixului de marketing a firmei Avon\tab \up0 \expndtw0\charscalex108 \ul0
\nosupersub\cf1\f2\fs22 Abdi Ioana, Z\u259?rnescu Sorin\par\pard\ql \li3736\sb23
\sl-276\slmult0 \up0 \expndtw0\charscalex108 \ul0\nosupersub\cf5\f6\fs24 Cosmeti
cs \par\pard\qj \li1441\ri1194\sb251\sl-413\slmult0 \up0 \expndtw-1\charscalex10
0 \ul0\nosupersub\cf9\f10\fs24 parte din proiectele ce urmau a fi ndeplinite, au
fost premiati Coordonatori \u351?i Reprezentan\u355?i ce \up0 \expndtw-3\charsca
lex100 au desf\u259?\u351?urat o activitate remarcabil\u259? n cadrul companiei,
au fost proiectate filme informative, a \up0 \expndtw-3\charscalex100 fost ini\u
355?iat un concurs cu premii substan\u355?iale pentru Reprezentan\u355?i.
n holul hotelului au fost \up0 \expndtw0\charscalex100 amenajate display-uri n
care erau expuse toate produsele companiei, pentru a fi admirate sau \up0 \expn
dtw-4\charscalex100 ncercate de c\u259?tre invita\u355?i. Ac\u355?iunea pe care t
ocmai am descris-o nu reprezint\u259? doar o manifestare \up0 \expndtw-3\charsca
lex100 expozitional\u259?, ci con\u355?ine foarte multe elemente ce \u355?in de
\ul0\nosupersub\cf15\f16\fs24 rela\u355?iile publice\ul0\nosupersub\cf9\f10\fs24
. De remarcat c\u259? aceast\u259? \up0 \expndtw-4\charscalex100 ac\u355?iune a
oferit firmei posibilitatea de a comunica att cu publicul intern ct \u351?i cu pu
blicul extern, \up0 \expndtw-3\charscalex100 posibilitatea punerii n mi\u351?care
a unor variante de ac\u355?iuni promo\u355?ionale, ntre care distribuirea de \up
0 \expndtw-3\charscalex100 cataloage \u351?i bro\u351?uri, organizarea de demons
tra\u355?ii ale utiliz\u259?rii produselor, conferin\u355?e, proiec\u355?ii de \
up0 \expndtw-4\charscalex100 filme publicitare, oferirea de cadouri publicitare
etc. \par\pard\qj \li1441\ri1251\sb290\sl-410\slmult0\fi720 \up0 \expndtw0\chars
calex102 Criteriile care determin\u259? alegerea diferitelor variante stra
tegice sunt: obiectivele \up0 \expndtw-4\charscalex100 activit\u259?\u355?ii p
romo\u355?ionale, natura \u351?i condi\u355?iile concrete ale pie\u355?ei n care
actioneaz\u259?, pozi\u355?ia ocupat\u259? \up0 \expndtw-4\charscalex100 de ntrep
rindere n cadrul pie\u355?ei, sediul organiz\u259?rii activit\u259?\u355?ii promo
\u355?ionale. \par\pard\qj \li1441\ri1206\sb286\sl-415\slmult0\fi720 \up0 \expnd
tw0\charscalex100 n func\u355?ie de criteriile enumerate mai sus, propunerile pri
vind politica de promovare a \line \up0 \expndtw-3\charscalex100 firmei Avon Cos
metics sunt urm\u259?toarele: \ul0\nosupersub\cf11\f12\fs24 promovarea imaginii
globale - strategia de extindere \line \up0 \expndtw0\charscalex102 a imaginii,
desf\u259?\u351?urarea unei activit\u259?\u355?i promo\u355?ionale permanente, s
trategia promo\u355?ional\u259? \line \up0 \expndtw-2\charscalex100 ofensiv\u259
?, strategia nediferen\u355?iat\u259?, organizarea activit\u259?\u355?ii pr
omo\u355?ionale apelnd la institu\u355?ii \line \up0 \expndtw-3\charscalex100
specializate. \par\pard\ql \li2161\ri1245\sb287\sl-413\slmult0\tx2431\tx2431\tx2
431 \up0 \expndtw0\charscalex103 \ul0\nosupersub\cf12\f13\fs22 \u-3913?\ul0\nosu
persub\cf11\f12\fs24 Strategia de extindere a imaginii \ul0\nosupersub\cf9\f10
\fs24 adoptat\u259? de firma Avon Cosmetics, motivat\u259? de \line\tab \up0 \ex
pndtw-2\charscalex100 faptul c\u259? nu mai poate fi cazul doar de promovare a i
maginii companiei, consumatorii \line\tab \up0 \expndtw-1\charscalex100 fiind d
eja informa\u355?i de existen\u355?a acesteia din ac\u355?iunile promo\u3
55?ionale desf\u259?\u351?urate \line\tab \up0 \expndtw-2\charscalex100 anterio
r. \par\pard\ql \li2161\ri1249\sb0\sl-420\slmult0\tx2431\tx2431 \up0 \expndtw-2\
charscalex100 \ul0\nosupersub\cf12\f13\fs22 \u-3913?\ul0\nosupersub\cf11\f12\fs2
4 Strategia promo\u355?ional\u259? ofensiv\u259?\ul0\nosupersub\cf9\f10\fs24 a
doptat\u259? de Avon Cosmetics, este motivat\u259? de faptul \line\tab \up0 \exp
ndtw0\charscalex100 c\u259? firma beneficiaz\u259? de resursele necesare desf\u2

59?\u351?ur\u259?rii unei astfel de ac\u355?iuni, care ar \line\tab \up0 \expndt


w-3\charscalex100 dubla siguran\u355?a ob\u355?inerii unei cote de pia\u355?\u25
9? ridicate. \par\pard\qj \li2161\ri1248\sb0\sl-400\slmult0\tx2431 \up0 \expndtw
0\charscalex104 \ul0\nosupersub\cf12\f13\fs22 \u-3913?\ul0\nosupersub\cf11\f12\f
s24 Strategia nediferen\u355?iat\u259?\ul0\nosupersub\cf9\f10\fs24 a fost acce
ptat\u259? de compania Avon deoarece a dorit s\u259? se \line\tab \up0 \expndtw4\charscalex100 adreseze ntregii pie\u355?e, tuturor consumatorilor poten\u355?ia
li n scopul atragerii lor. \par\pard\ql \li9585\sb0\sl-253\slmult0 \par\pard\ql\l
i9585\sb0\sl-253\slmult0 \par\pard\ql\li9585\sb0\sl-253\slmult0 \par\pard\ql\li9
585\sb242\sl-253\slmult0 \up0 \expndtw0\charscalex103 \ul0\nosupersub\cf1\f2\fs2
2 26 | \ul0\nosupersub\cf8\f9\fs22 P a g e
{\shp {\*\shpinst\shpleft1326\shptop1424\shpright7380\shpbottom1444\shpfhdr0\shp
bxpage\shpbypage\shpwr3\shpwrk0\shpfblwtxt1\shpz18\shplid0
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{\sp{\sn pSegmentInfo}{\sv 2;11;16384;45824;1;45824;1;45824;1;45824;1;45824;3276
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1}}{\sp{\sn fLine}{\sv 0}}{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv
1}}{\sp{\sn fBehindDocument}{\sv 1}}{\sp{\sn lineColor}{\sv 0}}
}}
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{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{
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}}
{\shp {\*\shpinst\shpleft7380\shptop1424\shpright10916\shpbottom1444\shpfhdr0\sh
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1}}{\sp{\sn fLine}{\sv 0}}{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv
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}}
{\shp {\*\shpinst\shpleft7380\shptop1423\shpright10915\shpbottom1443\shpfhdr0\sh
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{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{
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{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv 1}}{\sp{\sn fBehindDocumen
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}}

{\shp {\*\shpinst\shpleft7372\shptop728\shpright7390\shpbottom1424\shpfhdr0\shpb
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{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{
\sn geoRight}{\sv 18}}{\sp{\sn geoBottom}{\sv 696}}
{\sp{\sn pVerticies}{\sv 8;5;(0,696);(18,696);(18,1);(0,1);(0,696)}}
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{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 1}}{\sp{\sn fillColor}{\sv 835571
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}}
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{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{
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Analiza mixului de marketing a firmei Avon\tab \up0 \expndtw0\charscalex108 \ul0
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stitu\u355?iilor specializate \line\tab \up0 \expndtw0\charscalex104 \ul0\nosup
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100 elaborearea unor solu\u355?ii de cel mai nalt nivel. \par\pard\qj \li1441\ri1
246\sb286\sl-416\slmult0\fi780 \up0 \expndtw0\charscalex100 Reprezentan\u355?ii
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\up0 \expndtw-3\charscalex100 informa\u355?ii referitoare la companie \u351?i
la produsele pe care aceasta le ofer\u259?, reprezentan\u355?ii sunt cei \up0 \e
xpndtw-2\charscalex100 care men\u355?in rela\u355?ia cu actualii consumatori \u3
51?i realizeaz\u259? contactul cu poten\u355?ialii consumatorii, \u351?i \up0 \e
xpndtw0\charscalex100 sunt cei care realizeaz\u259? activitatea cea mai sus\u355
?inut\u259? de publicitate n favoarea companiei; dar \up0 \expndtw-2\charscalex10
0 munca acestora este dublat\u259? de eforturile companiei n vederea form\u259?ri
i pe pia\u355?\u259? a unei imagini \up0 \expndtw-3\charscalex100 reale \u351?i
pozitive cu privire la activitatea \u351?i produsele firmei. \par\pard\ql \li958
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sl-253\slmult0 \par\pard\ql\li9585\sb0\sl-253\slmult0 \par\pard\ql\li9585\sb0\sl


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par\pard\ql\li9585\sb0\sl-253\slmult0 \par\pard\ql\li9585\sb0\sl-253\slmult0 \pa
r\pard\ql\li9585\sb0\sl-253\slmult0 \par\pard\ql\li9585\sb0\sl-253\slmult0 \par\
pard\ql\li9585\sb0\sl-253\slmult0 \par\pard\ql\li9585\sb0\sl-253\slmult0 \par\pa
rd\ql\li9585\sb0\sl-253\slmult0 \par\pard\ql\li9585\sb0\sl-253\slmult0 \par\pard
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fs22 27 | \ul0\nosupersub\cf8\f9\fs22 P a g e
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}}\par\pard\sect\sectd\fs24\paperw12240\paperh15840\pard\sb0\sl-240{\bkmkstart P
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Analiza mixului de marketing a firmei Avon\tab \up0 \expndtw0\charscalex108 \ul0
\nosupersub\cf1\f2\fs22 Abdi Ioana, Z\u259?rnescu Sorin\par\pard\ql \li3736\sb23
\sl-276\slmult0 \up0 \expndtw0\charscalex108 \ul0\nosupersub\cf5\f6\fs24 Cosmeti
cs \par\pard\ql \li5021\sb0\sl-322\slmult0 \par\pard\ql\li5021\sb0\sl-322\slmult
0 \par\pard\ql\li5021\sb0\sl-322\slmult0 \par\pard\ql\li5021\sb160\sl-322\slmult
0 \up0 \expndtw0\charscalex108 \ul0\nosupersub\cf6\f7\fs28 BIBLIOGRAFIE \par\par
d\qj \li1441\ri1309\sb218\sl-420\slmult0 \up0 \expndtw-2\charscalex100 \ul0\nosu
persub\cf17\f18\fs24 1. Anghel L., Florescu C., Zaharia R.\ul0\nosupersub\cf9\f
10\fs24 - \ul0\nosupersub\cf11\f12\fs24 Marketing. Probleme, cazuri, teste,\u
l0\nosupersub\cf9\f10\fs24 Editura Expert, \up0 \expndtw-3\charscalex100 Bucure
\u351?ti ,1993; \par\pard\qj \li1441\ri1249\sb260\sl-420\slmult0 \up0 \expndtw0\
charscalex100 \ul0\nosupersub\cf17\f18\fs24 2.\ul0\nosupersub\cf9\f10\fs24 \ul0
\nosupersub\cf17\f18\fs24 Balaure V.\ul0\nosupersub\cf9\f10\fs24 - \ul0\nosupe
rsub\cf11\f12\fs24 Tehnici promo\u355?ionale, probleme,analize, studii de c
a\ul0\nosupersub\cf9\f10\fs24 z, Editura Uranus, \up0 \expndtw-5\charscalex100
Bucure\u351?ti, 1999 \par\pard\ql \li1441\sb0\sl-276\slmult0 \par\pard\ql\li144
1\sb123\sl-276\slmult0 \up0 \expndtw-4\charscalex100 \ul0\nosupersub\cf17\f18\fs
24 3. Braha S.\ul0\nosupersub\cf9\f10\fs24 - \ul0\nosupersub\cf11\f12\fs24 Eleme
nte de dermatologie \u351?i cosmetologie\ul0\nosupersub\cf9\f10\fs24 , Editura C

ermi, Ia\u351?i, 1998. \par\pard\ql \li1441\sb0\sl-276\slmult0 \par\pard\ql\li14


41\sb148\sl-276\slmult0\tx10234 \up0 \expndtw-2\charscalex100 \ul0\nosupersub\cf
17\f18\fs24 4.\ul0\nosupersub\cf9\f10\fs24 \ul0\nosupersub\cf17\f18\fs24 Dobre
C., Negru\u355? C.\ul0\nosupersub\cf9\f10\fs24 -\ul0\nosupersub\cf11\f12\fs24
Marketing . Politici. Strategi. Tactic\ul0\nosupersub\cf9\f10\fs24 i, Editura In
tegraf, Re\u351?ita \tab \up0 \expndtw-3\charscalex100 1997 \par\pard\ql \li1441
\sb0\sl-276\slmult0 \par\pard\ql\li1441\sb128\sl-276\slmult0 \up0 \expndtw-5\cha
rscalex100 \ul0\nosupersub\cf17\f18\fs24 5.\ul0\nosupersub\cf9\f10\fs24 \ul0\no
supersub\cf17\f18\fs24 Dobre C. \ul0\nosupersub\cf9\f10\fs24 - \ul0\nosupersub\c
f11\f12\fs24 Publicitatea,\ul0\nosupersub\cf9\f10\fs24 Editura Mirton, Timi\u35
1?oara, 2005 \par\pard\ql \li1441\sb0\sl-276\slmult0 \par\pard\ql\li1441\sb148\s
l-276\slmult0 \up0 \expndtw-4\charscalex100 \ul0\nosupersub\cf17\f18\fs24 6. Fol
tean F., L\u259?dar L.,Dobre C\ul0\nosupersub\cf9\f10\fs24 ., -\ul0\nosupersub\
cf11\f12\fs24 Marketing,\ul0\nosupersub\cf9\f10\fs24 Editura Brumar, Timi\u351?
oara, 2000 \par\pard\ql \li1441\sb0\sl-276\slmult0 \par\pard\ql\li1441\sb148\sl276\slmult0\tx3110 \up0 \expndtw-3\charscalex100 \ul0\nosupersub\cf17\f18\fs24 7
. Kotler Ph. \tab \up0 \expndtw-3\charscalex100 \ul0\nosupersub\cf9\f10\fs24 \ul0\nosupersub\cf11\f12\fs24 Managementul marketingului\ul0\nosupersub\cf9\f10
\fs24 , Editura Teora, 1997 \par\pard\qj \li1441\ri1248\sb286\sl-420\slmult0 \up
0 \expndtw0\charscalex100 \ul0\nosupersub\cf17\f18\fs24 8. Radu C.\ul0\nosupers
ub\cf9\f10\fs24 - \ul0\nosupersub\cf11\f12\fs24 Marketing - Curs pentru direc\
u355?ia de aprofundare: Medicamente \u351?i cosmetice\ul0\nosupersub\cf9\f10\fs2
4 , \up0 \expndtw-5\charscalex100 Editura Universitatea Politehnic\u259?, Bucure
\u351?ti, 2005. \par\pard\li1441\sb0\sl-276\slmult0\par\pard\li1441\sb128\sl-276
\slmult0\fi0\tx3133 \up0 \expndtw0\charscalex101 \ul0\nosupersub\cf17\f18\fs24 9
.\ul0\nosupersub\cf9\f10\fs24 \ul0\nosupersub\cf17\f18\fs24 Morariu D.\tab \up
0 \expndtw0\charscalex102 \ul0\nosupersub\cf9\f10\fs24 -\ul0\nosupersub\cf11\f12
\fs24 Tehnici promo\u355?ionale\ul0\nosupersub\cf9\f10\fs24 , abordare teoretic\
u259? \u351?i studii de caz, Editura Bibliofor,\par\pard\li1441\sb139\sl-276\slm
ult0\fi0 \up0 \expndtw0\charscalex101 Deva, 2001\par\pard\ql \li1441\sb0\sl-276\
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ul0\nosupersub\cf17\f18\fs24 10.\ul0\nosupersub\cf9\f10\fs24 \ul0\nosupersub\cf
17\f18\fs24 Negru\u355? C. \ul0\nosupersub\cf9\f10\fs24 - \ul0\nosupersub\cf11\f
12\fs24 Ini\u355?iere n marketing\ul0\nosupersub\cf9\f10\fs24 , Editura Augusta,
Timi\u351?oara,1995. \par\pard\ql \li1441\sb0\sl-276\slmult0 \par\pard\ql\li1441
\sb148\sl-276\slmult0 \up0 \expndtw-4\charscalex100 \ul0\nosupersub\cf17\f18\fs2
4 11.\ul0\nosupersub\cf9\f10\fs24 \ul0\nosupersub\cf17\f18\fs24 Negru\u355? C.
, Oancea M\ul0\nosupersub\cf9\f10\fs24 . - \ul0\nosupersub\cf11\f12\fs24 Bazele
Marketingului\ul0\nosupersub\cf9\f10\fs24 ,Editura Nero,Timi\u351?oara, 2005. \p
ar\pard\ql \li1441\sb0\sl-276\slmult0 \par\pard\ql\li1441\sb148\sl-276\slmult0 \
up0 \expndtw-4\charscalex100 \ul0\nosupersub\cf17\f18\fs24 12.\ul0\nosupersub\cf
9\f10\fs24 \ul0\nosupersub\cf17\f18\fs24 Popescu I.C., \u350?erb\u259?nic\u259?
D., Balaure V\ul0\nosupersub\cf9\f10\fs24 .- \ul0\nosupersub\cf11\f12\fs24 Tehn
ici promo\u355?ionale\ul0\nosupersub\cf9\f10\fs24 , Editura Metropol, 1994 \par\
pard\ql \li1441\sb0\sl-276\slmult0 \par\pard\ql\li1441\sb128\sl-276\slmult0 \up0
\expndtw-4\charscalex100 \ul0\nosupersub\cf17\f18\fs24 13. Suciu Gh.\ul0\nosupe
rsub\cf9\f10\fs24 - \ul0\nosupersub\cf11\f12\fs24 Cosmetologie-indreptar practic
\ul0\nosupersub\cf9\f10\fs24 , Editura Medical\u259? Universitar\u259?, Bucure\u
351?ti, 2004. \par\pard\ql \li1441\sb0\sl-276\slmult0 \par\pard\ql\li1441\sb148\
sl-276\slmult0 \up0 \expndtw-4\charscalex100 \ul0\nosupersub\cf17\f18\fs24 14. S
uciu Gh.\ul0\nosupersub\cf9\f10\fs24 - \ul0\nosupersub\cf11\f12\fs24 Dermafarmac
ie \u351?i cosmetologie\ul0\nosupersub\cf9\f10\fs24 , Editura Medical\u259? Univ
ersitar\u259?, Bucure\u351?ti, 2005. \par\pard\ql \li9585\sb0\sl-253\slmult0 \pa
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\expndtw0\charscalex103 \ul0\nosupersub\cf1\f2\fs22 28 | \ul0\nosupersub\cf8\f9
\fs22 P a g e
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\nosupersub\cf1\f2\fs22 Abdi Ioana, Z\u259?rnescu Sorin\par\pard\ql \li3736\sb23
\sl-276\slmult0 \up0 \expndtw0\charscalex108 \ul0\nosupersub\cf5\f6\fs24 Cosmeti
cs \par\pard\qj \li1441\ri1250\sb262\sl-400\slmult0 \up0 \expndtw-1\charscalex10
0 \ul0\nosupersub\cf17\f18\fs24 15. XXX \ul0\nosupersub\cf9\f10\fs24 -\ul0\nosu
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XXX \ul0\nosupersub\cf9\f10\fs24 - \ul0\nosupersub\cf11\f12\fs24 Comisia Na\u355
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Statistic al Romniei 2006\u8221?. \par\pard\ql \li9585\sb0\sl-253\slmult0 \par\p
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P a g e
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