Documente Academic
Documente Profesional
Documente Cultură
MARKETING
N
ADMINISTRAIA PUBLIC
1
CUPRINS
I. FUNDAMENTELE MARKETINGULUI N ADMINISTRAIA PUBLIC
..................................................................................................................12
1.1. Conceptul de marketing.................................................................12
1.2. Marketingul non-profit, marketingul social i marketingul public14
1.2.1. Marketingul non-profit...........................................................14
1.2.2. Marketingul social (orientarea spre societate)........................1
1.2.!. Marketingul public..................................................................2"
1.!. Marketing #n administra$ia public%................................................2!
1.!.1. Conceptul de marketing #n administra$ia public%...................2!
1.!.2. &rincipii de marketing #n administra$ia public%......................2'
1.!.!. Caracteristicile marketingului #n administra$ia public%..........2(
1.!.4. )rientarea c%tre cet%$eni.........................................................!1
1.!.*. &ublicul $int%...........................................................................!4
1.!.+. Marketingul intern i interacti, #n administra$ia public%........!*
1.!.'. -plicarea principiilor de marketing #n administra$ia public% din
.om/nia............................................................................................!
II. RELAIA INSTITUIEI PUBLICE CU CETENII (CLIENII DIN
SECTORUL PUBLIC)...........................................................................4+
III. MEDIUL DE MARKETING..........................................................**
3.1. Micr!"#i$% #" !&r'"(i)*........................................................*'
3.+. M&cr!"#i$% #" !&r'"(i)*........................................................*
!.2.1. Mediul natural.........................................................................*(
!.2.2. Mediul demografic..................................................................+"
!.2.!. Mediul economic....................................................................+!
!.2.4. Mediul te0nologic...................................................................+4
!.2.*. Mediul socio-cultural..............................................................+*
!.2.+. Mediul politic i 1uridic...........................................................+
3.3. A)&%i,& !"#i$%$i #" !&r'"(i)*...................................................'"
A)&%i,& S-OT & i).(i($/i"i #" &#!i)i.(r&/i" 0$1%ic2......................'"
I3. CERCETAREA DE MARKETING
N ADMINISTRAIA PUBLIC.........................................................'4
4.1. C)c"0($% #" c"rc"(&r" #" !&r'"(i)* 5) &#!i)i.(r&/i& 0$1%ic2'4
4.2. Metode de cercetare.......................................................................'+
2
4.3. C"rc"(&r"& 5) r"%&/ii%" 0$1%ic" &%" i).(i($/i"i &#!i)i.(r&/i"i 0$1%ic"
..............................................................................................................4
4.4. S$r." #" i)6r!&/ii.......................................................................
4.7. D&("8 1&," #" #&(" 9i i)6r!&/ii #" !&r'"(i)* 5) &#!i)i.(r&/i& 0$1%ic2
..............................................................................................................(1
4.:. C"rc"(&r"& #" !&r'"(i)* 5) #!")i$% .&(i.6&c/i"i c"(2/")i%r ; c%i")/i
..............................................................................................................(4
2. MI345 67 M-.879I:; <: -6MI:I=9.->I- &4?5IC@..........(+
7.1. P%i(ic& #" 0r#$..........................................................................('
7.+. P%i(ic& #" 0r"/.............................................................................(
7.3. Lc$% 9i<.&$ #i.(ri1$/i&..............................................................1"1
7.4. Pr!=&r"&................................................................................1"2
7.7. P"r.)&%$%...................................................................................1"2
7.:. Prc"."%".....................................................................................1"!
7.>. M"#i$% 6i,ic .&$ &!1i&)/&.........................................................1"4
2I. &)5I9IC- 67 &.)64=.................................................................1"*
:.1. S0"ci6ic$% 0%i(icii #" 0r#$. 5) &#!i)i.(r&/i& 0$1%ic2...........1"*
:.+. N"=i& .ci&%2 9i 6"r(& .ci&%2..................................................11"
:.3. C)c"0($% #" ."r=icii 0$1%ic"....................................................111
:.4. C%&.i6ic&r"& ."r=icii%r 0$1%ic"..................................................11!
:.7. C&%i(&("& ."r=icii%r 0$1%ic".......................................................11(
:.:. S"r=icii%" 0$1%ic" 5) U)i$)"& E$r0"&)2.................................12*
:.>. P%i(ici 0$1%ic"............................................................................12'
2II. C)M4:IC-.7- - &.)M)2-.7- &4?5IC@...........................12
>.1. C)c"0($% #" c!$)ic&r" & i).(i($/ii%r 0$1%ic".....................12
>.+. C!$)ic&r"& i)("r0"r.)&%2 5) &#!i)i.(r&/i& 0$1%ic2..........1!2
>.3. C!$)ic&r"& "?("r)2 & &#!i)i.(r&/i"i 0$1%ic"......................1!!
>.4. C!$)ic&r"& 5)(r" i).(i($/i& 0$1%ic2 9i c"(2/")i.....................1!4
'.4.1. Comunicarea public%............................................................1!4
'.4.2. Comunicarea #ntre func$ionarul public i cet%$ean...............1!'
>.7. M#&%i(2/i #" c!$)ic&r".........................................................14"
'.*.1. Comunicarea ,erbal%............................................................141
'.*.2. Comunicarea Aface to faceB..................................................14!
'.*.!. Comunicarea la telefon.........................................................14*
'.*.4. -scultarea acti,% #n rela$ia func$ionar public-cet%$ean.........1*"
'.*.*. Comunicarea non,erbal%......................................................1*1
>.:. C!$)ic&r"& i)6r!&/ii%r #" i)("r". 0$1%ic..........................1*'
'.+.1. Informa$ia de interes public..................................................1*
'.+.2. 9ipuri de informa$ii care se comunic% din oficiu..................1*
'.+.!. Informa$ii eCceptate de la liberul acces al cet%$enilor...........1+1
'.+.4. .olul compartimentelor de informare i rela$ii publice din cadrul
institu$iilor publice..........................................................................1+!
!
'.+.*. Metode de transmitere a informa$iei de interes public.........1+!
'.+.+. .aportul anual pri,ind accesul la informa$iile de interes public1+'
'.+.'. -tribu$iile func$ionarului public pri,ind liberul acces la informa$ia
public%.............................................................................................1+'
>.>. Pr!=&r"& ."r=icii%r 0$1%ic".................................................1+(
'.'.1. Conceptul de promo,are a ser,iciilor publice......................1+(
'.'.2. Imaginea institu$iei publice...................................................1'1
'.'.!. Identitatea institu$ional%........................................................1'*
'.'.4. Imaginea prim%riei................................................................1'
'.'.*. CauDe i consecin$e ale imaginii negati,e a institu$iei publice1'(
'.'.+. &ublicitatea #n administra$ia public%.....................................1"
2III. .75->II57 &4?5IC7 <: -6MI:I=9.->I- &4?5IC@..........1'
@.1. D"%i!i(2ri c)c"0($&%"...............................................................1'
@.+. I.(ric &% r"%&/ii%r 0$1%ic".........................................................1
@.3. R"%&/ii%" 0$1%ic" 5) &#!i)i.(r&/i& 0$1%ic2................................1("
@.4. O0i)i& 0$1%ic2............................................................................1(!
@.7. C!0&r(i!")($% #" R"%&/ii 0$1%ic"..........................................1(*
@.:. R"%&/ii%" c$ 0$1%ic$%...................................................................1(
@.>. Bir$% #" 0r".2 &% i).(i($/i"i 0$1%ic".........................................2""
@.A. R"=i.(& 0r"."i..............................................................................211
@.1B. R"%&/ii%" &#!i)i.(r&/i"i 0$1%ic" c$ !&..C!"#i&.....................211
@.11. P$r(2(r$% #" c$=D)( 5) &#!i)i.(r&/i& 0$1%ic2......................224
@.1+. C)6"ri)/& #" 0r".2.................................................................2!
@.13. I)=i(&/i& 9i r"#&c(&r"& "i..........................................................24'
@.14. Bri"6i)*$%..................................................................................24
@.17. E(iri%" #" 0r".2..........................................................................24(
@.1:.A)$)/$% #" 0r".2.......................................................................2*1
@.1>. C!$)ic&($% #" 0r".2..............................................................2*2
@.1@. D.&r$% #" 0r".2.......................................................................2+"
@.1A. 3i,i(& #" #c$!")(&r".............................................................2+2
@.+B. I)("r=i$% #" r"%&/ii 0$1%ic".......................................................2+2
Fi9& #" !".&F"....................................................................................2+'
A0&ri/i& %& ("%"=i,r..........................................................................2'1
I)("r=i$% 0")(r$ 0r".& .cri.2............................................................2'1
@.+1. E=")i!")($% #" r"%&/ii 0$1%ic"................................................2'2
@.++. 3i,i(& 9i =i&F$% #" 0r".2..........................................................2'4
@.+3. L11GC$%....................................................................................2'*
@.+4. A#=c&cG...................................................................................2'(
@.+7. R"%&/ii%" 0$1%ic" %& )i="% *$="r)&!")(&%................................22
I3. M-.879I:;45 ):-5I:7 <: -6MI:I=9.->I- &4?5IC@....2
A.1. U(i%i,&r"& i)("r)"($%$i 5) &#!i)i.(r&/i& 0$1%ic2.....................2
4
A.+. C!$)ic&r"& 5) &#!i)i.(r&/i& 0$1%ic2 9i .ci"(&("& i)6r!&/i)&%2
............................................................................................................2('
A.3. S"r=icii%" #" i)6r!&r" "%"c(r)ic2 0")(r$ c"(2/")i................2((
A.4. C!$)ic&r"& )C%i)" 5) &#!i)i.(r&/i& 0$1%ic2 #i) R!D)i& !"2
A.7. P%&(& 0ri) !iF%&c" "%"c(r)ic" & (&?"%r 9i i!0,i("%r %c&%" 5)
R!D)i&.............................................................................................!"4
A.:. Pr!=&r"& )C%i)" 5) &#!i)i.(r&/i& 0$1%ic2..........................!"+
A.>. R".$r." H"1 5) &#!i)i.(r&/i& 0$1%ic2......................................!"'
BIBLIOGRAFIE...............................................................................!1*
I. FUNDAMENTELE MARKETINGULUI N ADMINISTRAIA PUBLIC
1.1. C)c"0($% #" !&r'"(i)*
Istoria marketingului Apoate fi aproape tot at/t de lung% ca i istoria omului
pe p%m/ntB
1
. 7nigma marketingului const% #n faptul c% el este dintre cele mai
,ec0i acti,it%$i ale omului, i totui este pri,it drept cea mai recent% dintre
disciplinele economice
2
.
9oate ac$iunile organiDatorilor care caut% s%-i realiDeDe obiecti,ele prin
influen$area atitudinilor, op$iunilor i comportamentului publicului lor specific,
prin anumite forme de cooperare cu acesta, constituie desf%ur%ri ale acti,it%$ii de
marketing, indiferent dac% acest lucru este cunoscut sau nu
!
.
7sen$a marketingului ,iDeaD% dorin$a factorului interesat (care poate fi
societatea #n ansamblu, membrii s%i, o organiDa$ie social% sau o firm%) de a
cunoate cerin$ele de o anumit% natur% ale mediului social pentru a le satisface mai
bine.
<n func$ie de ung0iul de abordare al marketingului, acestuia i-au fost date
foarte multe defini$ii.
6e fapt, eCist% Aat/tea defini$ii ale marketingului, c/te c%r$i sunt pe acest
subiectB
4
. 4nii amatori de statistici in,entariaD% peste 1+"" (E) de defini$ii date
acestuia
*
.
1
6. &. .ein - Marketing International Communication Agency, Fas0ington 6C, 1('(, p.2
2
M. ?aker - The Marketing Book, ?utter Fort0 - Geinemann, )Cford, 1((4, p.332I
!
;. ?r%tescu, -. Ispas - Introducere n marketingul social, 7d. Infomarket, ?rao,, 1(((, p.(
4
2. ?uell - Marketing management: a strategic planning approach, 1(4
*
:. &aina (coord) - Bazele marketingului, 4ni,ersitatea Cretin% A6imitrie CantemirB, Clu1
:apoca, 1((+, p.+
*
&roliferarea defini$iilor marketingului a de,enit subiect de studii
ultrateoretice #n care se analiDeaD% Deci de defini$ii demne de luat #n seam%.
Men$ion%m i noi c/te,a dintre acesteaH
Marketing #nseamn% crearea unor a,anta1e de timp, de loc i de posesie
+
.
Marketingul #nseamn% a oferi produse i ser,icii potri,ite, oamenilor
potri,i$i, la locul potri,it, la pre$ul potri,it, cu mi1loace de comunicare i
promo,are potri,ite.
Marketingul #nseamn% crearea i oferirea unui standard de ,ia$%
'
.
Marketingul este procesul social i managerial prin care grupurile i
indi,iDii ob$in ceea ce le trebuie i ceea ce doresc prin crearea i sc0imbul de
produse sau ,alori cu alte grupuri i indi,iDi
.
Marketingul ,iDeaD% Aansamblul metodelor i mi1loacelor de care dispune
o organiDa$ie pentru a promo,a, #n r/ndurile publicului de care se intereseaD%,
comportamente fa,orabile realiD%rii propriilor intereseB
(
.
4nul dintre aspectele definitorii ale marketingului este necesitatea de a-$i
adapta acti,itatea la cerin$ele grupului - $int%.
Marketingul repreDint% Aacti,itatea formal%, sistematic% i fundamentat%
tiin$ific, desf%urat% de o entitate identificabil%, #n ,ederea ob$inerii unui r%spuns
fa,orabil din partea unui public predeterminat, prin intermediul unei promisiuni
adaptate la atept%rile acestuia.B
1"
6ac% filoDofia marketingului este adoptat% de conducerea organiDa$iei i
aplicat% #n acti,itatea acesteia, atunci ea de,ine proces de marketing, marketing n
aciune, coordonat de compartimentul de marketing al institu$iei respecti,e, care
decide asupra acti,it%$ilor (func$iilor) de marketing ale acesteia. C/nd o
organiDa$ie orientat% spre client I cet%$ean desf%oar%, #n mod sistematic, acti,it%$i
de marketing, se spune c% are un comportament de marketing sau, ceea ce este
acelai lucru, o atitudine de marketing, pe baDa unui Aspirit (filoDofii) de
marketing.B
11
Marketingul este o disciplin% sintetic%, ce adun% idei i teorii pro,enite
dintr-o ,arietate de tiin$e cu un fundament teoretic amplu, cum suntH economia
politic%, sociologia, managementul, psi0ologia, statistica, matematica, etc., pe care
marketingul le integreaD% #ntr-o interpretare 0olistic%, apt% de a fi aplicat% #n
practic%.
12
+
M. ?aker - Marketing, =ocietatea Jtiin$% i 9e0nic%, ?ucureti,1((', p.+
'
&0. 8otler - Managementul marketingului, Analiz. lani!icare. Implementare. Control, 9eora,
?ucureti, p. !*