Carte de Marketing. (Conspecte - MD)

Marketing
Prof.univ.dr. Victor MANOLE, Prof.univ.dr. Mirela STOIAN, Prof.univ.dr. Horia

DOROBANTU
Cuprinsul crii:
Capitolul 1 BAZELE MARKETINGULUI
Obiective
1.1. Conceptul de marketing
1.2. Functiile marketingului
1.3. Interdisciplinaritatea marketingului
1.4. Cresterea importantei marketingului
1.5. Domeniile marketingului
1.6. Marketingul social
Rezumat
Concepte cheie
Capitolul 2 MEDIUL DE MARKETING AL FIRMEI
Obiective
2.1. Macromediul firmei
2.2. Micromediul firmei
2.3. Analiza mediului de marketing
2.4. Relatiile firmei cu mediul extern
2.4.1. Relatiile directe de piata
2.4.2. Relatiile de concurenta
Rezumat
Concepte cheie
Capitolul 3 PIATA FIRMEI
Obiective
3.1. Continutul, sfera si profilul pietei firmei
3.2. Dimensiunile pietei firmei
3.3. Factorii de influenta a pietei firmei
3.4. Piata produsului
Rezumat
Concepte cheie
Capitolul 4 CERCETARILE DE MARKETING
Obiective
4.1. Definirea cercetarilor de marketing
4.2. Domeniul de aplicare a cercetarilor de marketing
4.3. Sursele de informare utilizate in cercetarile de marketing
4.4. Desfasurarea unei cercetari de marketing
4.5. Metode de culegere a informatiilor in cercetarile de marketing
4.6. Tehnici de investigare utilizate in cercetarile de marketing
4.7. Tehnici de analiza a datelor utilizate in cercetarile de marketing
4.8. Proiectarea unei cercetari de marketing
Rezumat
Concepte cheie
Capitolul 5 STUDIEREA PIETEI

Obiective
5.1. Definirea pietei
5.2. Informatii utilizate in studierea pietei
5.3. Principalele tehnici de studiere a pietei
5.4. Proiectarea unui studiu de piata
5.5. Studierea dimensiunilor pietei
5.6. Realizarea segmentarii pietei
Rezumat
Concepte cheie
Capitolul 6 COMPORTAMENTUL CONSUMATORULUI
Obiective
6.1. Notiuni generale privind comportamentul consumatorului
6.2. Factorii de influenta asupra comportamentului consumatorului
6.3. Procesul deciziei de a cumpara a consumatorului
6.4. Comportamentul consumatorului si segmentarea pietei
Rezumat
Concepte cheie
Capitolul 7 POLITICA DE MARKETING A FIRMEI
Obiective
7.1. Coordonatele politicii de marketing a firmei
7.2. Importanta strategiei de piata in cadrul politicii de marketing a firmei
7.3. Mixul de marketing
Rezumat
Concepte cheie
Capitolul 8 POLITICA DE PRODUS
Obiective
8.1. Consideratii generale privind produsul; ciclul de viata, categorii si concepte;
corelatii
8.2. Dinamica pietei produsului si politica de marketing
Rezumat
Concepte cheie
Capitolul 9 POLITICA DE PRET
Obiective
9.1. Consideratii privind pretul in economia de piata. Categorii de preturi
9.2. Modalitati de fixare a preturilor
9.3. Strategii de pret. Dinamica pretului
Rezumat
Concepte cheie
Capitolul 10 POLITICA DE DISTRIBUTIE
Obiective
10.1. Conceptul de distributie. Categorii specifice. Repere istorice
10.2. Elemente de management si marketing privind punctul de vnzare
10.3. Proiectarea si gestiunea unui canal de distributie
Rezumat
Concepte cheie
Capitolul 11 POLITICA DE COMUNICARE A FIRMEI CU PIATA

Obiective
11.1. Firma comunicarea si promovarea pe piata tinta
11.2. Instrumente, tehnici si mijloace de comunicare si publicitate. Mixul comunicational
de marketing al firmei
Rezumat
Concepte cheie
Capitolul 12 ORGANIZAREA ACTIVITATII DE MARKETING
Obiective
12.1. Necesitatea si importanta organizarii activitatii de marketing
12.2. Tipuri de organizare a activitatii de marketing
12.3. Programul de marketing
Rezumat
Concepte cheie
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Prof.univ.dr. Victor MANOLE, Prof.univ.dr. Mirela STOIAN, Prof.univ.dr. Horia

Capitolul 5 STUDIEREA PIETEI

Capitolul 11 POLITICA DE COMUNICARE A FIRMEI CU PIATA

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