Documente Academic
Documente Profesional
Documente Cultură
Din acest tabel este clar că, în unele cazuri, departamentul de marketing va fi mai eficient
decât o agenție de marketing. De exemplu, dacă cercetarea de marketing dintr-un motiv sau altul nu
va putea genera venituri suplimentare în viitor, inspectoratul fiscal va solicita confirmarea
cheltuielilor. În practica judiciară există o mulțime de precedente în care întreprinderea este obligată
să plătească o amendă pentru cheltuielile nejustificate din punct de vedere economic. Dar uneori
instanța ia parte la o companie acuzată de cheltuieli nejustificate.
Și totuși, dacă, după argumentele pro și contra, organizația se gândește la crearea unui
departament de marketing, atunci trebuie efectuate calcule legate de costurile medii de cercetare ale
departamentului de marketing și ale unei organizații terțe (agenția de marketing). Pentru a face acest
lucru, este necesar să se determine costurile fixe și variabile [3, p.168]. Tabelul 2 prezintă costurile
principale ale cercetării de marketing, împărțit în costuri fixe și variabile.
După cum se poate vedea din acest tabel, costurile fixe și variabilea firmei sunt mai mari, în
cazul în care are propriul departament de marketing. Costurile fixe asociate cu campaniile
publicitare, participarea la târguri și expoziții, precum și costurile variabile asociate reducerilor și
bonusurilor către clienți, comisionul intermediarului, compania va suporta, de asemenea, în cazul
vânzarii de bunuri, și prestării serviciilor, adică în departamentul de vânzări.
Apoi, ar trebui de calculat costul mediu aritmetic al cercetării de marketing, efectuat de
departamentul de marketing și de un terț. Au fost luate principalele criterii, și anume revizuirea
pieței, analiza concurențială și analiza consumatorilor. Costuri suplimentare pentru analiză de
marketing compania nu a efectuat. Pentru a calcula costurile departamentului de marketingul
(format din un comerciant și doi asistenți) a fost analizat salariul mediu al angajaților cu agutorul
site-urile de căutare de locuri de muncă. Cheltuieli pentru cercetarea de marketing efectuate de
firmele terțe sunt preluate de pe site-urile agențiilor de marketing.
Tabelul 2
Clasificarea comparativă a costurilor de marketing atunci când efectuează cercetări de către
departamentul de marketing și organizațiile din afara
După cum se poate observa din tabelul 3, costurile cercetării de marketing de către
departamentul de marketing și organizațiile terțe sunt aproape egale. În ceea ce privește punerea în
aplicare, organizația terță face un raport pentru 15 zile calendaristice, iar personalul de marketing
pentru 30 de zile calendaristice.
Tabelul 3
Costuri de marketing direct pentru fiecare tip de analiză
Auditul de Costurile medii, lei Durata de execuție (durata minimă)
marketing Departamentul de Organizație terță Departamentul de Organizație terță
marketing parte marketing parte
Studiul pieței 30000 35000 10 zile 5 zile
Analiza 30000 42000 10 zile 5 zile
concurenților
Analiza 30000 35000 10 zile 5 zile
consumatorilor
Total 90000 112000 30 zile 15 zile
Cu toate acestea, în cazul în care compania trebuie să efectueze mai multe analize (analiza
politicii de prețuri, analiza politicilor de comunicare, analiza costurilor clienților etc.) atunci când
comandă servicii de la o firmă terță, compania va trebui să plătească pentru noi cercetări. Dacă
cercetarea de marketing este efectuată de un departament propriu de servicii sau de marketing,
atunci în obligațiunea lor întră efectuarea unei astfel de analize de marketing. În acest caz,
compania va suporta cheltuieli minime.
În concluzie, trebuie remarcat faptul că, în cazul în care compania decide să creeze
departamentul de marketing ar trebui să calculeze costul mediu al întreținerii departamentul și
costurile suplimentare de cercetare de marketing, precum și efectuarea unei analize comparative a
departamentului de marketing și cercetării, realizate de o organizație terță. Unele companii nu
creează departamentul de marketing, deoarece au nevoie de cercetari de marketing. Prin crearea
propriului departament de marketing, organizația suportă mai puține riscuri fiscale.
Referințe bibliografice:
1. Алексеева Е.В. Особенности управления расходовами на маркетинг [Текст] / Е.В.
Алексеева, И.А. Шеленкова // Вестник образовательного консорциума среднерусский
университет. Серия: экономика и управление – 2014. - № 4. – С. 76-77.
2. Бесходарный А.А. Методические подходы к оценке эффективности маркетинговой
информационной системы [Текст] / А.А. Бесходарный // Вестник воронежского
государственного университета, серия: экономика и управление – 2011. – № 2. – С. 114-119.
3. Кулижская Ж.С. Финансовое обоснование расходов на маркетинг на предприятии
[Текст] / Ж.С. Кулижская, О.А. Шобдоева // Аюшиевские чтения. Финансово-кредитная
система: опыт, проблемы, инновации: сб. трудов конференции – 2016. – С. 167 – 173.
4. Кучмий Т.И. Оценка эффективности расходов на маркетинг на малом предприятии
[Текст] / Т.И. Кучмий, И.П. Провизион, Д.А. Зезюкова // Инновации, качество и сервис в
технике и технологиях: сб. научных трудов – 2014. – С. 186-190.
5. Меньшикова А.И. Сравнительная характеристика маркетинговых и
производственных расходов [Текст] / А.И. Меньшикова // Современные тенденции развития
науки и технологий – 2015. – № 3-4. – С. 27-31.
6. Панкова С.В. Управленческий учёт расходов на маркетинг в гостиничном бизнесе
[Текст] / С.В. Панкова, Г.А. Кубаткина // ВНУТРЕННИЙ КОНТРОЛЬ И АУДИТ В
СИСТЕМЕ ЭФФЕКТИВНОГО УПРАВЛЕНИЯ ОРГАНИЗАЦИЕЙ 197 Международный
бухгалтерский учёт – М.: ООО «Издательский дом Финансы и Кредит». – 2011. – №38. – С.
12-17.
7. Рыжикова Т.Н. Контроллинг эффективности маркетинговых процессов [Текст] /
Т.Н. Рыжикова // Контроллинг – М.: Некоммерческое партнёрство «Объединение
контролеров». – 2016. - № 60. – С. 3-10.
8. Соловьев Б.А. Маркетинг: учебник [Текст] / Б.А. Соловьёв, А.А. Мешков, Б.В.
Мусатов. – М.: ИНФРА-М, 2016. – 336 с. 11. «Консультант Плюс» [Электронный ресурс] //
URL: http://www.consultant.ru (дата последнего обращения 29.03.2017).
Références bibliographiques
1. Бородавко И. П. Маркетинговая стратегия // Маркетинг и логистика. – 2017. – №3
(11) – C.56-69
2. Беркутова, Т.А. Оценка эффективности функционирования службы маркетинга на
предприятии : дис. … канд. экон. наук / Т.А. Беркутова. – Ижевск, 2002
3. Патрушева Н. Методика оценки состояния маркетинга на предприятии //
Маркетинг, № 1, 2002
Литература
1. Багиев Г.Л., Асаул А.Н. Организация предпринимательской деятельности: Учебное
пособие / Под общ. ред. Г.Л. Багиева. — СПб.: Изд-во СПбГУЭФ, 2001. — 231 с.
2. Голубков Е.П. Маркетинг: словарь-справочник. — М.: Дело, 2001. — 440 с.
3. Дрейк С. Зажигай! Внутренний маркетинг для воодушевления сотрудников и
привлечения клиентов. — М.: Вершина, 2006. — 320 с.
4. Котлер Ф. Маркетинг от А до Я. — СПб.: Изд. Дом «Нева», 2003. — С.171–172.
5. Ламбен Жан-Жак. Менеджмент, ориентированный на рынок. — СПб.: Питер, 2006.
— 800 с.
6. Ландреви Ж., Леви Ж., Линдон Д. Меркатор. Теория и практика маркетинга: В 2 т.
— Т. 2. — М.: МЦФЭР, 2007. — 512 с.
7. Лобанов Д. Внутренний маркетинг персонала в российских компаниях
http://www.hr-portal.ru/node/1980
8. Марданова Э. Mystery shopping оптимизирует внутренний маркетинг // Кадровый
менеджмент. — 2006. — № 7. — С. 23–24.
9. Новаторов Э.В. Аудит внутреннего маркетинга методом «важность-исполнение» //
Маркетинг в России и за рубежом. — 2006. — № 3 — С. 40.
10. Павлова О. Внутренний маркетинг в компании //
http://www.ipr.by/ru/articles/2006/art_14.html
11. Пол Р. Тимм. 50 идей, необходимых для удержания клиентов. — СПб.: Питер,
2004. — 320 с.
12. Соловьева Ю.П. Концепция внутреннего маркетинга //Маркетинг в России и за
рубежом. — 2008. — № 4. — С.125–127.
13. Фролов И.Р. Корпоративная политика лояльности (на примере рынка
потребительских товаров) // Маркетинговые коммуникации. — 2007. — № 2 — С. 84–85.
Referințe bibliograice
1. Demetrescu M. C. Metode de analiză în marketing. Bucureşti: Teora, 2001 328 p.
2. 121. Mîrza S. Strategia de dezvoltare a activităţii de marketing pe piaţa de cereale
din republica moldova. Teză de doctor în ştiinţe economice Chişinău Universitatea Cooperatist–
Comercială Din Moldova, 2017. p. 186.
3. Емец, А.В. Сравнительный анализ методов оценки эффективности
маркетинговых мероприятий / А. В. Емец, Н. Ю. Игуменова // Молодой ученый. – 2013. -
№2. – С. 120- 124.
4. . Похабов, В., Пономаренко, И. Методика оценки эффективности системы
управления маркетингом на предприятии// Похабов, В., Пономаренко, И. / Маркетинг. –
2001. – №5. – С. 102-120.
TrioTric-
Oldcom
Cristina
Tighina
Floarea
Flautex
Soroca
Tricon
Iuvas
SRL
Pun.
Lux
Caracteristica
max.
1. Sarcini 8 6 5 5 4 6 4 6 6 6 4 5
2. Rolul departamentului de
5 5 4 3 3 4 3 4 4 4 3 4
marketing
3. Departamentul de marketing 5 4 3 3 3 4 3 4 4 4 3 3
4. Nivelul profesional 5 4 4 4 4 4 4 4 4 4 3 2
5. Cheltuieli de marketing 5 5 4 3 3 5 3 4 4 5 2 2
6. Evaluarea deciziilor de
5 4 3 2 2 4 3 3 3 4 2 2
marketing
7. Finanțarea marketingului 4 4 2 2 2 3 2 2 3 3 1 1
Total 37 32 25 22 21 30 22 27 28 30 18 19
Sursa: elaborat de autor
În continuare vom diviza întreprinderile după nivelul de dezvoltare a activității de
marketing.
În urma cercetării efectuate, remarcăm faptul, că punctajul maxim a obținut întreprinderea
„Cristina” SRL (32 puncte) din industria de de producere a încălțămintei, doar punctajul minim –
întreprinderea texilă din municipiul Bălți „Flautex” SA (19 puncte). Dacă să facem o analiză după
domeniul de activitate observăm că „Cristina” SRL a obținut 32puncte, Soroca – 22 puncte, în
industria textilă „Maicom” – 30 puncte, „Flautex” SA – 19 puncte (figura 1).
32
30 30
27
25 25
22 22 21
19 18
Scorul Reflecția
Punctaj
Caracteristica mediu scorului
maxim
admisibil mediu
1. Sarcini 8 5,18 0,64
2. Rolul departamentului de marketing 5 3,72 0,74
3. Departamentul de marketing 5 3,45 0,69
4. Nivelul profesional 5 3,72 0,74
5. Cheltuieli de marketing 5 3,63 0,72
6. Evaluarea deciziilor de marketing 5 2,90 0,58
7. Finanțarea marketingului 4 2,27 0,56
Total 37 24,90 0,69
Sursa: elaborat de autor
Referinţe bibliografice
1. Бородавко И. П. Маркетинговая стратегия // Маркетинг и логистика. – 2017. –
№3 (11) – C.56-69
2. Беркутова, Т.А. Оценка эффективности функционирования службы маркетинга
на предприятии : дис. … канд. экон. наук / Т.А. Беркутова. – Ижевск, 2002
3. Патрушева Н. Методика оценки состояния маркетинга на предприятии //
Маркетинг, № 1, 2002
КАЧЕСТВЕННЫЕ И КОЛИЧЕСТВЕННЫЕ МЕТОДЫ ОЦЕНКИ
ЭФФЕКТИВНОСТИ МАРКЕТИНГА
Киселев Л.А. старший преподаватель
Бельцкого Государственного Университета имени Алеку Руссо
Литература:
1. Florina Pânzaru, “Manual de marketing. Principii clasice și practici actuale eficiente”, Ed.
C.H.Beck,București, 2009
2. Ionescu, Florin Tudor, Stancu, Alin. Key Success Factors in New Product Development
Process, 2007
1. Маркетинг: Учебник, практикум и учебно-методический комплекс по маркетингу / Р.Б.
Ноздрева, Г.Д. Крылова, М.И. Соколова, В.Ю. Гречков. – М.: Юристъ, 2002.
2. Завгородная А.В., Ямпольская Д.О. Маркетинговое планирование. – СПб.: Питер, 2009.
3. Хруцкий В.Е., Корнева И.В. Современный маркетинг: настольная книга по
исследованию рынка: Учеб. пос. 2-е изд., перераб. и доп. . М.: Финансы и статистика,
2002
4. Молочников Н. Многокритериальный подход к оценке эффективности
маркетинга. // Маркетинг, № 5 (72), 2003.
Lilia A. Kiseleva
Senior Lecturer
Alecu Russo Balti State University, Balti city, Moldova
In the 21st century, the model of “sustainable human development” is proposed as a new
model for the development of civilization. It is necessary to note that the notion of “sustainable”
development itself has become, to a certain extent, an agreement between technical and
environmental trends in the development of society. The notion of sustainable development began
to be widely used in the scientific literature after the publication by UN of “Our Common Future”
(1987), where it was defined as development that meets the needs of the present generation without
threatening the prosperity of future generations. Nowadays, the world economy possesses all the
financial, technological, informational, human and other resources in order to overcome the global
problems of society.
The economic efficiency, the environmental security and social equity should be the criteria
for realizing sustainable development in modern society, however, as social development shows,
the society is still far from solving the problem of sustainable human development. This suggests
that modern civilization is in a state of a systemic crisis, the exit from which is the transition to
sustainable development, which in its turn requires a real change in the vector of the human capital
development.
The solution of the current perspective tasks of any national economy is closely connected
to the determining role of the human factor. In the history of the society development, the person
has always been and remains the decisive factor of socio-economic development. Modern
managerial theories suggest that the development of modern society and informational production
cannot be considered only in purely production and technical aspect, since there is a stable
connection and relationship between the combination of factors of social labour. At the same time,
the latter, through the increasing role of the human factor, has a major impact on the development
of modern production.
The social and economic development of the national economy takes place through a
complex and sometimes contradictory interaction, on the one hand, the production structure,
technological systems and management, and on the other hand the system of economic relations and
the reproduction of labour-power.
This suggests that in the modern economy, the process of the formation and development of
the workforce has general and specific legal conformities that, to some extent, are manifested as
conditions for the optimal and rational behaviour of the “homo economics” person in the economic
activity. The market entity should be able to analyse and take into account these legal conformities
in the process of making managerial decisions, and the subject of management in the economy
should not be only a passive observer and should promote the conformity of the economic
mechanism with the objective legal conformities of the workforce development [7].
All this suggests that with the increase in the role of man in economic growth, the attitude of
economic science toward the problems of the reproduction of highly skilled workforce must change.
If earlier in the 40-60s of the 20th century, the centre of scientific research in economic theory was
reduced to the problems of using cash in the workforce economy, nowadays the society of
informational economy should pay attention to the aspects of the formation and development of a
qualitatively new workforce.
It is necessary to note that this tendency is more or less reflected in economic science. So,
for example, the technological, organizational and structural changes in the economy of the late 20 th
century became an objective foundation on which the modern theory of human capital emerged and
is developing.
The global concept of human development, which has become one of the best achievements
of human civilization [1; 2], proceeds from the primary inherent worth of human development, from
the fact that production exists for the development of people, and not people - for the sake of
production developing. Of course, supporting such a position, it is necessary to recognize that,
unfortunately, it is still far from being truly acknowledged and perceived in Moldova by everyone.
We, at all levels of management, still have no reorientation from material to intellectual-human
factors of social and economic development, which is becoming an increasingly significant brake
on the progress of countries. In our opinion, the main reason for this is the perception of the
processes of economic growth and human development as separate, isolated, of which the first
creates conditions for the second and determines it.
At the same time, there are theoretical and practical calculations made in the developed
countries of the world, which prove the significant impact of human development on the dynamics
of economic growth, which is confirmed by practice. As a rule, in economic science they are
connected with the theory of human capital [2; 4; 8; 9]. The investments in human capital can
increase the rate of economic growth and society standard of living through expanding
opportunities, increasing labour productivity, attracting capital investments and raising their
profitability.
The development of human capital is the process of forming the productive abilities of an
employee with the help of investments in a specific process of human life-sustaining activity. It
should be noted that investments in the development of human capital have certain characteristics
that distinguish them from other types of investments, i.e., the nature, the scope and the types of
investing in people are determined by: socio-cultural and religious characteristics; physical and
moral aging of human capital; investment period of receiving benefit from investments (education
sector 12-20 years); time of use of human capital (life duration of the person).
Improving the health of the population and raising the level of education also play an
important role, giving people the opportunity not only to work more productively, but also to live a
more fulfilling life. The importance of investments in human capital, especially in education, for
economic growth and wellbeing of the population is recognized throughout the world.
From a purely economic point of view, however, these investments as such do not always
ensure the acceleration of economic growth: in an unfavourable environment, the investments in
human capital can only lead to the unproductive spending or the accumulation of unused resources.
In this regard, the society faces the task to determine whether the human development
affects positively and with what force the economic growth in the conditions of the transition period
in the Republic of Moldova? What is more important for ensuring economic growth at this stage –
investments in material production or in human development?
However, it is necessary to emphasize that such way of posing the question is characteristic
for the concept of human capital. The concept of human development is much broader than the
concept of human capital, in which the man is considered as though the most important and the
most effective, but only as a means of increasing production and income. In the concept of human
development, a highly developed, healthy, free in his/her choice person is the main goal of the
development, and increasing the volume of production and income is only one means of achieving
this goal.
The elaboration of the concept of human development made it possible to formulate a
qualitatively new, perspective approach to understand the social progress. This approach is focused
on the person, on expanding the possibilities of his/her life choice. This approach offers solutions to
the most important social and economic problems that are relevant for Moldova. These are
problems such as poverty, unjustified inequality of income, including gender, lack of access to
education, diseases, including social and many others. Based on the concept of human development,
it is proposed a verified and real system of measures based on a more equitable distribution of
productive assets and income, focused on expanding opportunities for development of abilities and
meeting the needs of people, their active participation in society.
The concept of human development also offers a methodology for calculating integrated
generalized indicators – human development indices (HDI). Since 1990 these indices are calculated
by the United Nations Development Program (UNDP) for almost all countries of the world and are
published in annual reports [6]. They reflect the comparative possibilities of human development in
different countries, accumulating in one index number three most important components of this
development: life duration, education (literacy and enrolment in education), and also GDP per
capita at parity of purchasing power of the national currency. These components are entered into the
general calculation by special formulas and thus get an integral index of human development,
expressed as a relative value from 0 to 1. Thus, the rating of countries according to HDI for 2014
was: from the maximum in Norway (1st place) to the minimum in Niger (188th place). Moldova was
on the 107th place. [6]
At the same time, the HDI does not take into account many parameters that are important for
people, i.e. it was compiled from the calculation on statistical base, accessible and comparable in
almost all countries of the world, but the HDI does not take into account the specifics of the
national economy and the features of regional development.
Therefore, in order to study the level of human development within the country, the
methodology for calculating HDI the UNDP may be and should be expanded and improved. In
particular in the Republic of Moldova, it is necessary to create a national methodology for
measuring the level of human development of economic regions, which was based on the ideas and
principles formulated by UNDP. Based on the wide information and statistical base available in
Moldova, which the Ministry of Information Development has at its disposal, the national
methodology would significantly complement the international elaborations due to better taking
into account the multidimensionality of human development. Based on HDI criteria, UNDP may
include a three-tier system of human development index:
1. Integral Regional Human Development Index.
2. General indicators of human capital development.
3. Characteristics of each aspect of human development for the region of Moldova.
Each of these indicators also consists of many elements that are included in the overall
calculation with certain weights. This methodology should be adopted and approved by the
Statistics Department of the Republic of Moldova and annually calculate all these indicators for the
main economic regions of the national economy.
Using the obtained database, it would be possible to conduct an econometric estimation of
the impact of human development and investments in physical capital on the economic growth of
the regions of Moldova. Based on the analysis of panel data for a certain period of time for
economic regions, it is possible to develop a model for their economic growth in regions.
The national economy of Moldova faces a task that can be reduced to the following
objectives:
- accelerated economic development by creating conditions for the reproduction of resources
by as many manufacturers as possible;
- development of the economy determined by the development of all spheres, rather than
individual branches and industries;
- transformation of regional scientific and technological progress into one of the main
factors of economic development;
- develop a regional model of economic development and a specific tool for assessing the
impact of investment factors in human and physical capital on the economic development of
regions;
- it is necessary to define new approaches to government regulation and support for the
development of human capital, by ensuring effective employment, improving the education and
health system.
At the beginning of the 21st century it became evident that in the branches of the national
economy that determine the economic progress of society, it is namely the highly skilled workforce
that turns into a driving factor determining the future economic shape of Moldova.
Lilia A. Kiseleva
Senior Lecturer
Alecu Russo Balti State University, Balti city, Moldova
Any economic entity, regardless of its field of activity, whether service provider or industrial
enterprise, must concentrate all its major forces in order to know in detail what is the attitude of its
consumers or clients towards the product or service of the enterprise.
A good knowledge of the consumer determines a better development of the enterprise. In
order to highlight the main factors that mobilize consumers to choose one or other product,
economic entities have as their primary objective the establishment and identification of the main
reasons of consumers for purchasing.
The reasons for purchasing products are a descriptive element of the consumer, being the
main engine that forms consumer demand based on the needs existing at one point in accordance
with his/her preferences.
The research of purchasing reasons represents a major research for any enterprise because it
is very important to know why the consumer chooses to buy a certain product from a multitude of
products.
That is why any enterprise, regardless of the chosen research method, needs to know the
consumer’s attitude towards its products and the reasons that make him/her choose the products of
this company in order to be able to develop its own activity.
The research carried out to identify purchasing reasons was focused on several objectives
that were identified and analysed during the research in order to create an overall view on the
consumer of the alcoholic products of the Moldovan enterprises: JSC “Aroma”, JSC “Barza Albă”,
LLC “Bel-Alco”, “Zolotoi Aist” LLC EFC, "Kvint-Plus" LLC.
The issue of research is the study on the consumption of alcoholic beverages of individual
consumers as well as the identification of the main reasons determining them to consume the
alcoholic beverages of the enterprises.
The purpose of the research is to highlight the people who buy alcoholic products, to
identify the main factors motivating them in the purchasing decision, but also to determine what the
consumer’s preferences are.
One of the research objectives focuses on identifying the profile of alcoholic beverage
consumer by age, gender, income and occupation. As a result of the actual research it was
established the profile of the consumer of alcoholic beverages according to the highlighted
particularities. Of the total number of questioned people, which represents 150 persons, only 6.6%
of people are not alcohol consumers.
Of the total number of people surveyed, we can highlight the fact that alcoholic beverages
are mostly purchased and consumed by males, which represents a share of 67% of the total number
of interviewed persons. Alcoholic products are consumed and purchased also by females, but their
share in the total number of people surveyed is lower, which represents 33%.
Alcoholic products are mostly purchased and consumed by people aged between 35 and 50
because of the fact that these people are the ones who work and have a stable income and
purchasing power.
Regarding the income of persons who purchase and consume alcoholic beverages, they also
mostly have an average income of 2500-3500 MDL, most of the alcohol-consuming population
being employed.
An established goal in the research was to identify the most consumed type of alcohol. As a
result of the questionnaire, we identified the fact that the purchased alcoholic beverages, but also
consumed by the males, are strong alcoholic beverages, but if we are to refer to the females, after
the research we identified that they prefer to consume low alcoholic beverages.
After the research we identified that alcoholic beverages are bought because they are an
important element in parties or holidays.
Mostly the reasons of consumers for purchasing focus on creating a favourable climate for
daily companies or for parties and holidays.
If we are to refer to the objective set for the research that focuses on establishing the brands
of alcohol that are bought most often, then in this context we can point out that among the number
of people surveyed, most of them chose as their favourite brand the LLC “Bel-Alco” enterprise of
beverages, which represented 54% of the total number of people participating in the research. Also
the consumers’ preferences include such brands of alcoholic beverages as Kvint and Perfect.
With reference to the initial research objective that focuses on identifying the motives why
consumers prefer a particular brand, we can identify the fact that most consumers who have chosen
namely the brand of LLC “ Bel-Alco” has chosen this it as a preferred one because it has a good
quality-price ratio, and consumers also appreciate that it has a varied assortment.
If we are to refer to the initial objective set for the actual research that focuses on
determining the hierarchy of attributes that determine the purchase of alcoholic beverages, then we
can identify that for the most part in the decision-making process, but also in the actual purchase of
alcoholic beverages, the consumers are influenced by the price and taste of the alcoholic beverage.
The second place in the hierarchy of attributes influencing the purchasing decision is presented by
the aroma of alcoholic beverages and the promotional offers that are established on alcoholic
products. Also, in the decision-making process on the purchase of alcoholic beverages, consumers
are influenced by the packaging it has.
Researches show that the consumer of alcoholic products prefers them to be reasonably
priced and of high quality, this being the main attributes of the products on which the consumer, at
the time of purchase decision, but also at the actual purchase, concentrates his/her attention.
The decision of consumers to buy a certain brand of alcoholic beverages is particularly
influenced by the price of alcoholic products. It can be established that the consumer’s purchasing
decision can also be greatly influenced by the setting of certain promotional offers that consumers
might pay more attention to. In this context, in order to increase the number of consumers, it would
be helpful to establish a good price-quality ratio for alcoholic products but also to make certain
promotional offers.
If we are to refer to the attitude of consumers on the products of the analysed enterprise in
relation to the quality-price ratio that attracts the consumers at the time of the purchase decision,
also on the external aspect and product packaging, we can identify the fact that most of the people
questioned who consume alcoholic beverages of the enterprise think that the products of the
company have a good quality-price ratio. With regard to the issue of the products of the above-
mentioned enterprises, we can identify that consumers of alcoholic products mostly think that they
have a modern external appearance and, in terms of packaging, consumers think that the packaging
of alcoholic products of the LLC “Bel-Alco”, JSC “Barza Albă”, “Kvint” companies is modern,
having different shapes and capacities, which has an advantage for consumers, because they are
prone to choose alcoholic beverages in the capacity they need and to a reasonable price.
All the objectives that have been set for carrying out the research of the consumers’ reasons
for buying alcoholic products have been achieved and evaluated, so the research has identified the
characteristics that consumers are most attracted to and which are the main reasons influencing the
consumers to buy alcoholic beverages, but have also identified the main brands preferred by
consumers and the reasons for choosing these brands.
From this point of view, we can identify that Moldovan enterprises should also focus their
activity on product external aspect by identifying, but also by establishing a modern aspect of
products that could influence the purchasing decision of consumers.
In this context, we can identify that in order to shape the consumer’s behaviour the
enterprises must focus on a pleasant, colourful and easy-to-handle external aspect of the products.
They could use a packaging of marketed production, some colouring matters by using additional
packaging such as holiday and party bags, and the company could also use some product inlays in
the glass, especially for “Belenicaia” alcohol product, which has a winter theme, it could give a
newer look, but also a greater emphasis on the theme of celebrations for which alcoholic beverages
are mostly purchased by consumers.
The research on consumer’s behaviour is considered costly, therefore, it is not used by many
enterprises, but we cannot talk about a normally-done activity if it is not analysed the consumer and
what he/she expects from a particular product after the purchase process. Therefore, in this respect
autochthonous enterprises should conduct wider research on consumer’s behaviour through
questionnaires, surveys, consumer interviews in order to be able to collect more information on
consumer’s attitude but also on consumer’s needs and expectations.
Also, a tendency that is mostly accentuated by consumers is the desire to get the products as
fast and as convenient as possible. In this respect, consumers are predominantly predisposed to
ordering products through the Internet. In the 21st century, by technology penetrating into day-to-
day activities, using high-end Internet, enterprises should also focus their work on the convenience
of shopping by consumers.
In this regard, we can mention the fact that enterprises should look at introducing purchasing
products through the Internet as an objective of modelling consumer’s behaviour. Thus, by setting
up the official website, companies could introduce the option for consumers to purchase alcoholic
beverages by accessing the site and making the order. This aspect is beneficial to the enterprise’s
business from the point of view that in the technology age the consumer prefers to purchase quickly
with just one click without going directly to a nearby store or supermarket where most of the
consumers usually go shopping. With just one access, the consumer will be prone to getting the
alcoholic products he/she needs without losing too much time to go straight to a supermarket.
From the same perspective, if we refer to speed and convenience, we can point out that the
ordering via the Internet could bring some benefits to both the company that sells the products and
the consumer. Thus, the advantages of the enterprise are mainly focused on the increase of the
number of consumers, but also on the increase of sales.
At the moment, consumers are prone to buy those products that are branded.
In order to increase sales and become the market leader, the enterprise should focus its
business in particular on attracting consumers through its production. The modern consumer
determines the market. That is why all the major forces of the enterprises must be oriented on it.
BIBLIOGRAPHY
1. CATOIU I., TEODORESCU N., „Comportamentul consumatorului” (Consumer’s
behaviour), Theory and Practice, Economics Publishing House, Bucharest, 1997, 302p. ISBN 973-
9198-98-8
2. MIRONESCU R.: „Comportamentul consumatorului” (Consumer’s behaviour), Course
notes for internal use, Alma Mater University of Sibiu, Bacau, 2006
3. MIHUT I., POP M.: „Consumatorul şi managementul ofertei” (Consumers and supply
management), Dacia Publishing House Cluj – Napoca 1996, 60 p, ISBN 973-35-0516-1
4. http://ru.scribd.com/doc/70814954/Comportamentul-Consumatorului-CA-Stiinta#scribd
5. http://www.qreferat.com/referate/psihologie/METODA-OBSERVATIEI-
SOCIOLOGICE114.php
BIBLIOGRAFIE
1. CĂTOIU I., TEODORESCU N., „Comportamentul consumatorului”, Teorie şi Practică,
Ed. Economică, Bucureşti, 1997, 302p. ISBN 973-9198-98-8
2. MIRONESCU R.: „Comportamentul consumatorului”, Note de curs pentru uz intern,
Universitatea Alma Mater din Sibiu, Bacău, 2006
3. MIHUȚ I., POP M.: „Consumatorul şi managementul ofertei”, Editura Dacia Cluj –
Napoca 1996, 60 p, ISBN 973-35-0516-1
4. Дрейк С. Зажигай! Внутренний маркетинг для воодушевления сотрудников и
привлечения клиентов. — М.: Вершина, 2006. — 320 с.
5. Котлер Ф. Маркетинг от А до Я. — СПб.: Изд. Дом «Нева», 2003. — С.171–172.
6. http://ru.scribd.com/doc/70814954/Comportamentul-Consumatorului-CA-Stiinta#scribd
7. http://www.qreferat.com/referate/psihologie/METODA-OBSERVATIEI-
SOCIOLOGICE114.php
II этап
III этап
IV этап
V этап
VI этап
БИБЛИОГРАФИЧЕСКИЙ СПИСОК
1. Амблер, Т. Маркетинг и финансовый результат: Новые метрики богатства
корпорации / пер. с англ. - М.: Финансы и статистика, 2008. – 248 с.
2. Джеффи, М. Маркетинг, основанный на данных. 15 показателей, которые
должен знать каждый / пер. с англ. – М.: Манн, Иванов и Фербер, 2013. – 384 с.
3. Глебушкин Е.О., Заякин В.С., Сафронов А.С. Оценка эффективности
маркетинговых мероприятий // Научное сообщество студентов: междисциплинарные
исследования: сб. ст. по мат. XLI междунар. студ. науч.-практ. конф. № 6(41). URL:
https://sibac.info/archive/meghdis/6(41).pdf (дата обращения: 05.03.2020)
4. Гучетль, Р.Г. Комплексная оценка результативности маркетинговой
деятельности на основе системы сбалансированных показателей // Наука и бизнес: пути
развития. – 2013. – № 7. – С. 64-67.
5. Каплан, Р., Нортон, Д. Сбалансированная система показателей, измеряющих
эффективность / В кн.: Измерение результативности компании / пер. с англ. -2-е изд. / Серия
«Классика Harvard Business Review». – М.: Юнайтед Пресс, 2014. – С. 123-144.
6. Казаков, С.П. Проблемы измерения эффективности маркетинга
//
Российское предпринимательство. – 2011. - №8(1). - С.94-100.
7. Казакова, Н.А. Концепции контроллинга экономической безопасности региона
// Фундаментальные исследования. – 2015. - №11 (6). – С. 1180-1183.
8. Калышенко, В.Н., Сталькина, У.М. Эффективность маркетинговой
деятельности и возможности ее оценки // Экономические науки. – 2017. - №2 (147). – С. 55-
59.
9. Котлер Ф. Основы маркетинга / Армстронг Г., Вонг В., Сондерс Дж. – 5-е
европейское издание. – ИД Вильямс, 2014.
10. Лизовская В.В., Молдован А.А. Финансовый инструментарий оценки
маркетинговой деятельности// Вестник Волжского университета имени В.Н. Татищева № 3,
том 2, 2019
11. Маркетинг – три критерия эффективности [Электронный ресурс]
//http://www.indexbox.ru/ Интернет-портал – URL:
http://www.indexbox.ru/research/publications/marketin g-tri-kriterija-effektivnosti/ (дата
обращения: 27.02.2020).
12. Ойнер, О.К. Управление результативностью маркетинга / О.К. Ойнер. – М.:
Юрайт, 2016. – 343 с.
13. Теренина, Ю. О.; ШАШНЕВ, Павел Дмитриевич. Показатели эффективности
маркетинга предприятий. Журнал "У". Экономика. Управление. Финансы., [S.l.], n. 3, окт.
2019. ISSN 2500-2309
14. Фаррис, П., Бэндл, Н., Пфайфер, П. Маркетинговые метрики: руководство по
измерению эффективности маркетинга. - Нью-Джерси: Образование Пирсона. - 2016. – 464 р.
15. Шведина, Е.Б. Классификация маркетинговых метрик: модели оценки
маркетинговых инициатив / Е. Б. Шведина // Современная экономика: проблемы и решения.
– 2012. – № 3 (27). – С. 103–116.
16. Юдакова, О.В. Методы для оценки эффективности ма
//
Экономика и управление. – 2011. - №4 (77). – С. 82-86.