Strategii de Marketing În Administrația Publică

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ri0 \lisb0 \sa160 \lisa0 \sl259 \slmult1 \widctlpar \aspalpha \aspnum \
langfe1048 \langfenp1048 \alang1025 2.4}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \
fs24 \rtlch \alang1025 \ltrch \dbch \af0 \hich \af7 \loch \f0 \lang1048 \langnp1048
\langfe1048 \langfenp1048 \alang1025 .}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24
\rtlch \alang1025 \ltrch \dbch \af0 \hich \af0 \loch \f0 \lang1048 \langnp1048 \
langfe1048 \langfenp1048 \alang1025 Pre\uc1 \u539 ?ul }{\rtlch \fcs1 \af0 \afs24 \
alang1025 .........................................................................
..........................}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \b1 \fs24 \
rtlch \alang1025 \ltrch \dbch \af0 \hich \af0 \loch \f0 \lang1048 \langnp1048 \
langfe1048 \langfenp1048 \alang1025 ..............................17}{\rtlch \
fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \alang1025 \ltrch \dbch \af0 \hich \
pard \plain \li0 \ri0 \lisb0 \sa160 \lisa0 \sl259 \slmult1 \widctlpar \aspalpha \
langnp1048 \langfe1048 \langfenp1048 \alang1025 2.5. Personalul }{\rtlch \fcs1 \af0
\afs24 \ltrch \fcs0 \b1 \fs24 \rtlch \alang1025 \ltrch \dbch \af0 \hich \af7 \
loch \f0 \lang1048 \langnp1048 \langfe1048 \langfenp1048 \
alang1025 .........................................................................
...............................}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \b1 \fs24 \
langfe1048 \langfenp1048 \alang1025 ..................18}{\rtlch \fcs1 \af0 \
langfe1048 \langfenp1048 \alang1025 2.6. Procesul }{\rtlch \fcs1 \af0 \afs24 \ltrch
\fcs0 \b1 \fs24 \rtlch \alang1025 \ltrch \dbch \af0 \hich \af7 \loch \f0 \
alang1025 .........................................................................
...................................................}{\rtlch \fcs1 \af0 \afs24 \
lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 .19}{\rtlch \fcs1 \af0 \
adjustright \lin0 \rin0 \itap0 \rtlch \fcs1 \af0 \afs22 \ltrch
\fcs0 \fs22 \rtlch \alang1025 \ltrch \loch \af7 \hich \af7 \dbch \af0 \lang1048 \
langnp1048 \langfe1048 \langfenp1048 \alang1025 2.7. Proba fizic\uc1 \u259 ? }{\
rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \b1 \fs24 \rtlch \alang1025 \ltrch \dbch \
af0 \hich \af7 \loch \f0 \lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025
...................................................................................
...................................}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \b1 \
\langfe1048 \langfenp1048 \alang1025 .20}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \b1
\fs24 \rtlch \alang1025 \ltrch \dbch \af0 \hich \af7 \loch \f0 \lang1048 \
alang1025 2.8}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \alang1025 \ltrch
alang1025 .}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \alang1025 \ltrch \
alang1025 Exemplificarea aplic\uc1 \u259 ?rii celor 7 elemente \uc1 \u238 ?n
cadrul unui serviciu public }{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \b1 \fs24 \
langfe1048 \langfenp1048 \alang1025 ........................}{\rtlch \fcs1 \af0 \
f0 \lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 .21}{\rtlch \fcs1 \
af0 \afs24 \ltrch \fcs0 \b1 \fs24 \rtlch \alang1025 \ltrch \dbch \af0 \hich \af7 \
loch \f0 \lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 \par }\pard \
plain \li0 \ri0 \lisb0 \sa160 \lisa0 \sl259 \slmult1 \widctlpar \aspalpha \aspnum \
langfe1048 \langfenp1048 \alang1025 3. }{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \
langnp1048 \langfe1048 \langfenp1048 \alang1025 \caps1 Marketing non profit \uc1 \
u536 ?I marketing public }{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \b1 \fs24 \rtlch \
langfe1048 \langfenp1048 \alang1025 ...........................................}{\
23}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \b1 \fs24 \rtlch \alang1025 \ltrch \
alang1025 \par }\pard \plain \li0 \ri0 \lisb0 \sa160 \lisa0 \sl259 \slmult1 \
lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 3.1. Gestionarea
eficient\uc1 \u259 ? a resurselor pentru marketingul non profit }{\rtlch \fcs1 \af0
\afs24 \ltrch \fcs0 \b1 \fs24 \rtlch \alang1025 \ltrch \dbch \af0 \hich \af7 \
loch \f0 \lang1048 \langnp1048 \langfe1048 \langfenp1048 \
alang1025 .....................................}{\rtlch \fcs1 \af0 \afs24 \ltrch \
langnp1048 \langfe1048 \langfenp1048 \alang1025 23}{\rtlch \fcs1 \af0 \afs24 \ltrch
\fcs0 \fs24 \rtlch \alang1025 \ltrch \dbch \af0 \hich \af7 \loch \f0 \lang1048 \
alang1025 3.2. Gestionarea eficient\uc1 \u259 ? a resurselor pentru marketingul
public }{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \b1 \fs24 \rtlch \alang1025 \ltrch \
alang1025 .....................................}{\rtlch \fcs1 \af0 \afs24 \ltrch \
langnp1048 \langfe1048 \langfenp1048 \alang1025 ......24}{\rtlch \fcs1 \af0 \
langfe1048 \langfenp1048 \alang1025 3.3}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \
langfe1048 \langfenp1048 \alang1025 {\*\bkmkstart _Hlk133129532}Compararea
strategiilor de management ale resurselor }{\*\bkmkend _Hlk133129532}{\rtlch \
af7 \loch \f0 \lang1048 \langnp1048 \langfe1048 \langfenp1048 \
alang1025 ...............................................}{\rtlch \fcs1 \af0 \afs24
\ltrch \fcs0 \b1 \fs24 \rtlch \alang1025 \ltrch \dbch \af0 \hich \af0 \loch \f0 \
lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 .....25}{\rtlch \fcs1 \
af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \alang1025 \ltrch \dbch \af0 \hich \af7 \
plain \li0 \ri0 \lisb0 \sa160 \lisa0 \sl259 \slmult1 \widctlpar \aspalpha \aspnum \
langfe1048 \langfenp1048 \alang1025 3.4. {\*\bkmkstart _Hlk133131369}Marketingul
intern \uc1 \u238 ?n administra\uc1 \u539 ?ia public\uc1 \u259 ? }{\*\bkmkend
_Hlk133131369}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \b1 \fs24 \rtlch \alang1025 \
ltrch \dbch \af0 \hich \af7 \loch \f0 \lang1048 \langnp1048 \langfe1048 \
langfenp1048 \
alang1025 .................................................................}{\rtlch
\fcs1 \af0 \afs24 \ltrch \fcs0 \b1 \fs24 \rtlch \alang1025 \ltrch \dbch \af0 \
hich \af0 \loch \f0 \lang1048 \langnp1048 \langfe1048 \langfenp1048 \
alang1025 .....26}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \alang1025 \
langfenp1048 \alang1025 \par }\pard \plain \li0 \ri0 \lisb0 \sa160 \lisa0 \sl259 \
slmult1 \widctlpar \aspalpha \aspnum \adjustright \lin0 \rin0 \itap0 \rtlch \fcs1 \
dbch \af0 \lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 {\rtlch \
af0 \loch \f0 \lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 3.5.
Marketingul interactiv \uc1 \u238 ?n administra\uc1 \u539 ?ia public\uc1 \u259 ? }
{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \b1 \fs24 \rtlch \alang1025 \ltrch \dbch \
................}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \b1 \fs24 \rtlch \alang1025
langfenp1048 \alang1025 ................................................26}{\
}\pard \plain \qj \li0 \ri0 \lisb0 \sa160 \lisa0 \sl259 \slmult1 \widctlpar \
fcs0 \fs22 \rtlch \alang1025 \ltrch \loch \af7 \hich \af7 \dbch \af0 \lang1048 \
langnp1048 \langfe1048 \langfenp1048 \alang1025 3.6. Politica de produs \uc1 \
u537 ?i clasificarea serviciilor \uc1 \u238 ?n sectorul
public }{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \b1 \fs24 \rtlch \alang1025 \
langfenp1048 \alang1025 ...........}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \b1 \
\langfe1048 \langfenp1048 \alang1025 ..............................27}{\rtlch \fcs1
\af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \alang1025 \ltrch \dbch \af0 \hich \af7 \loch
\f0 \lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 \par }\pard \plain \
qj \li0 \ri0 \lisb0 \sa160 \lisa0 \sl259 \slmult1 \widctlpar \aspalpha \aspnum \
langfe1048 \langfenp1048 \alang1025 3.7. Evaluarea calit\uc1 \u259 ?\uc1 \u539 ?ii,
factori ce influen\uc1 \u539 ?eaz\uc1 \u259 ? a\uc1 \u537 ?tept\uc1 \u259 ?rile \
uc1 \u537 ?i satisfac\uc1 \u539 ?ia cet\uc1 \u259 ?\uc1 \u539 ?enilor }{\rtlch \
af7 \loch \f0 \lang1048 \langnp1048 \langfe1048 \langfenp1048 \
alang1025 ..............}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \b1 \fs24 \rtlch \
langfe1048 \langfenp1048 \alang1025 ..29}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \
\langfe1048 \langfenp1048 \alang1025 \par }\pard \plain \qj \li0 \ri0 \lisb0 \sa160
\lisa0 \sl259 \slmult1 \widctlpar \aspalpha \aspnum \adjustright \lin0 \rin0 \itap0
\rtlch \fcs1 \af0 \afs22 \ltrch \fcs0 \fs22 \rtlch \alang1025 \ltrch \loch \af7 \
hich \af7 \dbch \af0 \lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 {\
4.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \b1 \fs24 \rtlch \alang1025 \ltrch \
alang1025 \par }\pard \plain \qj \li0 \ri0 \lisb0 \sa160 \lisa0 \sl259 \slmult1 \
langfe1048 \langfenp1048 \alang1025 \par }\pard \plain \qj \li0 \ri0 \lisb0 \
alang1025 \ltrch \loch \af7 \hich \af7 \dbch \af0 \lang1048 \langnp1048
\langfe1048 \langfenp1048 \alang1025 {\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \b1 \
\langfe1048 \langfenp1048 \alang1025 \par }\pard \plain \qj \li0 \ri0 \lisb0 \sa160
\lisa0 \sl259 \slmult1 \widctlpar \aspalpha \aspnum \adjustright \lin0 \rin0 \itap0
\par }\pard \plain \qj \li0 \ri0 \lisb0 \sa160 \lisa0 \sl259 \slmult1 \widctlpar \
langnp1048 \langfe1048 \langfenp1048 \alang1025 \par }\pard \plain \qj \li0 \ri0 \
\rin0 \itap0 \rtlch \fcs1 \af0 \afs22 \ltrch \fcs0 \fs22 \rtlch \alang1025 \ltrch \
langfe1048 \langfenp1048 \alang1025 \par }\pard \plain \qc \li0 \ri0 \lisb0 \
f0 \lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 INTRODUCERE}{\rtlch \
pard \plain \qj \li0 \ri0 \lisb0 \sa160 \lisa0 \sl259 \slmult1 \widctlpar \aspalpha
\aspnum \adjustright \lin0 \rin0 \itap0 \rtlch \fcs1 \af0 \afs22 \ltrch \fcs0 \fs22
\rtlch \alang1025 \ltrch \loch \af7 \hich \af7 \dbch \af0 \lang1048 \langnp1048 \
langfe1048 \langfenp1048 \alang1025 {\rtlch \fcs1 \af0 \afs28 \ltrch \fcs0 \b1 \
\langfe1048 \langfenp1048 \alang1025 \tab }{\rtlch \fcs1 \af0 \afs28 \ltrch \fcs0 \
langnp1048 \langfe1048 \langfenp1048 \alang1025 \par }\pard \plain \qj \fi720 \
langfe1048 \langfenp1048 \alang1025 Marketingul \uc1 \u238 ?n administra\uc1 \
u539 ?ia public\uc1 \u259 ? necesit\uc1 \u259 ? un proces continuu de cercetare
culmin\uc1 \u226 ?nd prin cunoa\uc1 \u537 ?terea a\uc1 \u537 ?tept\uc1 \u259 ?rilor
pie\uc1 \u539 ?ei. Pentru fiecare institu\uc1 \u539 ?ie a statului, studiul pie\uc1
\u539 ?ei \uc1 \u238 ?nseamn\uc1 \u259 ? a con\uc1 \u537 ?tientiza detaliile legate
de cererile \uc1 \u537 ?i dorin\uc1 \u539 ?ele cet\uc1 \u259 ?\uc1 \u539 ?enilor c\
uc1 \u226 ?t \uc1 \u537 ?i cunoa\uc1 \u537 ?terea permanent\uc1 \u259 ? a modalit\
uc1 \u259 ?\uc1 \u539 ?ilor de satisfacere ale acestora, c\uc1 \u259 ?ut\uc1 \
u226 ?nd \uc1 \u238 ?n acela\uc1 \u537 ?i timp solu\uc1 \u539 ?ii pentru a rezolva
cauzele ce \uc1 \u238 ?ncetinesc procedurile administra\uc1 \u539 ?iei publice. }{\
}\pard \plain \qj \fi720 \li0 \ri0 \lisb0 \sa0 \lisa0 \sl240 \slmult1 \widctlpar \
langnp1048 \langfe1048 \langfenp1048 \alang1025 Administra\uc1 \u539 ?iile \uc1 \
u537 ?i autorit\uc1 \u259 ?\uc1 \u539 ?ile publice sunt institu\uc1 \u539 ?ii cu
capacit\uc1 \u259 ?\uc1 \u539 ?i sociale care nu urm\uc1 \u259 ?resc s\uc1 \u259 ?
profite din comercializarea serviciilor \uc1 \u537 ?i produselor. Aceste organiza\
uc1 \u539 ?ii ar trebui s\uc1 \u259 ? joace un rol decisiv \uc1 \u238 ?n influen\
uc1 \u539 ?area atitudinii \uc1 \u537 ?i comportamentului manifestat de segmente de
grupuri ale popula\uc1 \u539 ?iei, ating\uc1 \u226 ?ndu-\uc1 \u537 ?i astfel
scopul}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \alang1025 \ltrch \
alang1025 Exemple: Ministerul de Finan\uc1 \u539 ?e - colectarea cu succes a
taxelor implic\uc1 \u259 ? modul \uc1 \u238 ?n care institu\uc1 \u539 ?ia reu\uc1 \
u537 ?e\uc1 \u537 ?te s\uc1 \u259 ? conving\uc1 \u259 ? contribuabilul de a nu \uc1
\u238 ?ncerca
s\uc1 \u259 ? fraudeze fiscal; Ministerul Culturii - ridicarea standardelor
culturale ale societ\uc1 \u259 ?\uc1 \u539 ?ii se poate face doar prin \uc1 \u238 ?
ncurajarea popula\uc1 \u539 ?iei pentru a vizita c\uc1 \u226 ?t mai multe muzee \
uc1 \u537 ?i de a crea c\uc1 \u226 ?t mai multe campanii pentru lectur\uc1 \u259 ?;
Ministerul Muncii \uc1 \u537 ?i Solidarit\uc1 \u259 ?\uc1 \u539 ?ii Sociale - \
uc1 \u238 ?mbun\uc1 \u259 ?t\uc1 \u259 ?\uc1 \u539 ?irea condi\uc1 \u539 ?iilor pe
pia\uc1 \u539 ?a muncii c\uc1 \u226 ?t \uc1 \u537 ?i prevenirea \uc1 \u537 ?
omajului se poate realiza \uc1 \u238 ?ncuraj\uc1 \u226 ?nd administratorii de firme
pentru a prelua c\uc1 \u226 ?t mai mult\uc1 \u259 ? for\uc1 \u539 ?\uc1 \u259 ? de
munc\uc1 \u259 ? t\uc1 \u226 ?n\uc1 \u259 ?r\uc1 \u259 ?.}{\rtlch \fcs1 \af0 \afs24
\ltrch \fcs0 \fs24 \rtlch \alang1025 \ltrch \dbch \af0 \hich \af7 \loch \f0 \
lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 \par }\pard \plain \qj \
fi720 \li0 \ri0 \lisb0 \sa0 \lisa0 \sl240 \slmult1 \widctlpar \aspalpha \aspnum \
langfe1048 \langfenp1048 \alang1025 \uc1 \u206 ?n aceast\uc1 \u259 ? lucrare mi-am
propus s\uc1 \u259 ? prezint obiectivul de modernizare a administra\uc1 \u539 ?iei
publice locale prin identificarea orient\uc1 \u259 ?rilor \uc1 \u537 ?i
strategiilor de marketing folosite \uc1 \u537 ?i aplicarea acestora. Scopul \uc1 \
u238 ?l reprezint\uc1 \u259 ? cunoa\uc1 \u537 ?terea, prezicerea \uc1 \u537 ?i m\
uc1 \u259 ?surarea cerin\uc1 \u539 ?elor \uc1 \u537 ?i solicit\uc1 \u259 ?rilor
venite din partea pl\uc1 \u259 ?titorilor de taxe \uc1 \u537 ?i impozite pentru a
ob\uc1 \u539 ?ine rezultate mai performante \uc1 \u537 ?i pentru a eficientiza \uc1
\u537 ?i recrea administra\uc1 \u539 ?ia local\uc1 \u259 ?}{\rtlch \fcs1 \af0 \
lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 .}{\rtlch \fcs1 \af0 \
lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 C\uc1 \u226 ?nd vorbim
despre imaginea unei institu\uc1 \u539 ?ii}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \
\langfe1048 \langfenp1048 \alang1025 ,}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24
langfe1048 \langfenp1048 \alang1025 este u\uc1 \u537 ?or a identifica tendin\uc1 \
u539 ?e care arat\uc1 \u259 ? c\uc1 \u259 ? marketingul serviciului public ar
trebui considerat o specializare aparte a marketingului av\uc1 \u226 ?nd \uc1 \u238
?n vedere puterea enorm\uc1 \u259 ? a serviciilor publice din Rom\uc1 \u226 ?nia \
uc1 \u537 ?i din \uc1 \u238 ?ntreaga lume, impactul pe care \uc1 \u238 ?l au asupra
popula\uc1 \u539 ?iei, importan\uc1 \u539 ?a financiar\uc1 \u259 ? privind banii \
uc1 \u238 ?ncasa\uc1 \u539 ?i \uc1 \u537 ?i realoca\uc1 \u539 ?i \uc1 \u238 ?n
investi\uc1 \u539 ?ii prin serviciile publice, dar mai ales transparen\uc1 \u539 ?a
opera\uc1 \u539 ?iunilor pe care acestea le \uc1 \u238 ?ntreprind.}{\rtlch \fcs1 \
plain \qj \fi720 \li0 \ri0 \lisb0 \sa0 \lisa0 \sl240 \slmult1 \widctlpar \
langnp1048 \langfe1048 \langfenp1048 \alang1025 Marketingul este o sarcin\uc1 \u259
? ce apar\uc1 \u539 ?ine angaja\uc1 \u539 ?ilor din institu\uc1 \u539 ?ii \uc1 \
u537 ?i func\uc1 \u539 ?ionarilor publici. Ori de c\uc1 \u226 ?te ori cet\uc1 \u259
?\uc1 \u539 ?enii intr\uc1 \u259 ? \uc1 \u238 ?n leg\uc1 \u259 ?tur\uc1 \u259 ? cu
reprezentan\uc1 \u539 ?i ai statului \uc1 \u537 ?i \uc1 \u238 ?ntreprind activit\
uc1 \u259 ?\uc1 \u539 ?i institu\uc1 \u539 ?ionale, va fi afectat\uc1 \u259 ?
percep\uc1 \u539 ?ia contribuabilului fa\uc1 \u539 ?\uc1 \u259 ? de administra\
uc1 \u539 ?ia public\uc1 \u259 ?. Cercetarea de pia\uc1 \u539 ?\uc1 \u259 ? sau
cercetarea de marketing \uc1 \u238 ?l reprezint\uc1 \u259 ? studiul, colectarea de
informa\uc1 \u539 ?ii, filtrarea \uc1 \u537 ?i prelucrarea acestora, analiza,
utilizarea \uc1 \u537 ?i diseminarea informa\uc1 \u539 ?iilor care redau o
conjunctur\uc1 \u259 ? de marketing pentru a justifica luarea unei decizii. }{\
langnp1048 \langfe1048 \langfenp1048 \alang1025 Tiparul birocratic clasic implica \
uc1 \u238 ?n trecut ca activit\uc1 \u259 ?\uc1 \u539 ?ile publice s\uc1 \u259 ? fie
ghidate de c\uc1 \u259 ?tre autorit\uc1 \u259 ?\uc1 \u539 ?ile publice dup\uc1 \
u259 ? cum se considera mai oportun}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \
langfe1048 \langfenp1048 \alang1025 ,}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \
\langfe1048 \langfenp1048 \alang1025 \uc1 \u238 ?n a\uc1 \u537 ?a fel \uc1 \u238 ?
nc\uc1 \u226 ?t cerin\uc1 \u539 ?ele contribuabililor s\uc1 \u259 ? fie \uc1 \
u238 ?ndeplinite \uc1 \u238 ?n cea mai mare parte}{\rtlch \fcs1 \af0 \afs24 \
ltrch \fcs0 \fs24 \rtlch \alang1025 \ltrch \dbch \af0 \hich \af7 \loch \f0 \
lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 Utilizatorii serviciilor
publice s-au \uc1 \u8222 ?confruntat\uc1 \u8221 ? cu acest mod de lucru foarte mult
timp}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \alang1025 \ltrch \dbch \
.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \alang1025 \ltrch \dbch \
Cet\uc1 \u259 ?\uc1 \u539 ?enii sunt toleran\uc1 \u539 ?i c\uc1 \u226 ?nd vine
vorba despre abilit\uc1 \u259 ?\uc1 \u539 ?ile, ac\uc1 \u539 ?iunile \uc1 \u537 ?i
disfunc\uc1 \u539 ?ionalit\uc1 \u259 ?\uc1 \u539 ?ile institu\uc1 \u539 ?iei
publice, a\uc1 \u537 ?adar administra\uc1 \u539 ?ia public\uc1 \u259 ? este
incomparabil\uc1 \u259 ? cu alte pie\uc1 \u539 ?e din \uc1 \u539 ?ar\uc1 \u259 ?
deoarece \uc1 \u238 ?n acest caz \uc1 \u8222 ?clientul\uc1 \u8221 ? nu are de ales,
ac\uc1 \u539 ?iunile ce se \uc1 \u238 ?nf\uc1 \u259 ?ptuiesc \uc1 \u238 ?n folosul
lui fiind spre beneficiul acestuia doar ipotetic.}{\rtlch \fcs1 \af0 \afs24 \
langfe1048 \langfenp1048 \alang1025 \uc1 \u206 ?n zilele noastre, no\uc1 \u539 ?
iunea de \uc1 \u8222 ?serviciu public\uc1 \u8221 ? a fost schimbat\uc1 \u259 ?
semnificativ, at\uc1 \u226 ?t din punct de vedere ideologic c\uc1 \u226 ?t \uc1 \
u537 ?i din punct de vedere func\uc1 \u539 ?ional, fiind schimbat modul \uc1 \
u537 ?i metodele de punere \uc1 \u238 ?n aplicare odat\uc1 \u259 ? cu dezvoltarea
tehnologiei \uc1 \u537 ?i schimb\uc1 \u259 ?rile politice din ultima perioad\uc1 \
u259 ?. }{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \alang1025 \ltrch \
alang1025 \par }\pard \plain \qj \fi720 \li0 \ri0 \lisb0 \sa160 \lisa0 \sl240 \
pard \plain \qj \fi720 \li0 \ri0 \lisb0 \sa160 \lisa0 \sl240 \slmult1 \widctlpar \
langnp1048 \langfe1048 \langfenp1048 \alang1025 \par
}\pard \plain \qj \fi720 \li0 \ri0 \lisb0 \sa160 \lisa0 \sl240 \slmult1 \widctlpar
\aspalpha \aspnum \adjustright \lin0 \rin0 \itap0 \rtlch \fcs1 \af0 \afs22 \ltrch \
langfe1048 \langfenp1048 \alang1025 \par }\pard \plain \qj \fi720 \li0 \ri0 \
alang1025 \ltrch \loch \af7 \hich \af7 \dbch \af0 \lang1048
\langnp1048 \langfe1048 \langfenp1048 \alang1025 {\rtlch \fcs1 \af0 \afs24 \
langfe1048 \langfenp1048 \alang1025 \par }\pard \plain \qj \fi-360 \li928 \ri0 \
\rin0 \itap0 \ls1 \rtlch \fcs1 \af0 \afs22 \ltrch \fcs0 \fs22 \rtlch \alang1025 \
ltrch \loch \af7 \hich \af7 \dbch \af0 \lang1048 \langnp1048 \langfe1048 \
langfenp1048 \alang1025 {\listtext \pard \plain \rtlch \fcs1 \af0 \afs22 \ltrch \
langnp1048 \langfe1048 \langfenp1048 \alang1025 \f2 1.\tab }{\rtlch \fcs1 \af0 \
f0 \lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 \caps1 Conceptul de
marketing \uc1 \u238 ?n sectorul public.}{\rtlch \fcs1 \af0 \afs28 \ltrch \fcs0 \b1
langnp1048 \langfe1048 \langfenp1048 \alang1025 \caps1 \par }\pard \plain \qj \
alang1025 \uc1 \u206 ?n ultimul deceniu, discu\uc1 \u539 ?iile referitoare la
sectorul de activitate, scopul \uc1 \u537 ?i viziunea marketingului \uc1 \u238 ?n
comunit\uc1 \u259 ?\uc1 \u539 ?ile contemporane au subliniat o \uc1 \u238 ?nclina\
uc1 \u539 ?ie de r\uc1 \u259 ?sp\uc1 \u226 ?ndire a domeniului de marketing \uc1 \
u238 ?n diferite zone. Conceptul de marketing \uc1 \u238 ?n sectorul public, se
concentreaz\uc1 \u259 ? pe idei, principii, procedee \uc1 \u537 ?i experien\uc1 \
u539 ?e care vizeaz\uc1 \u259 ? cunoa\uc1 \u537 ?terea \uc1 \u537 ?i \uc1 \u238 ?
mbun\uc1 \u259 ?t\uc1 \u259 ?\uc1 \u539 ?irea activit\uc1 \u259 ?\uc1 \u539 ?ilor
de marketing \uc1 \u537 ?i management ale institu\uc1 \u539 ?iilor din administra\
uc1 \u539 ?ia public\uc1 \u259 ?, c\uc1 \u226 ?t \uc1 \u537 ?i a \uc1 \u8222 ?
conduitei\uc1 \u8221 ? de marketing ce ar trebui adoptat\uc1 \u259 ? de func\uc1 \
u539 ?ionarii ce au ajuns \uc1 \u238 ?n aceste roluri prin concurs sau ale\uc1 \
u537 ?i.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \alang1025 \ltrch \
af0 \loch \f0 \lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 Nevoile \
uc1 \u537 ?i preten\uc1 \u539 ?iile cet\uc1 \u259 ?\uc1 \u539 ?enilor cresc de la o
zi la alta, iar \uc1 \u238 ?n acest sens, activit\uc1 \u259 ?\uc1 \u539 ?ile din
cadrul administra\uc1 \u539 ?iei publice trebuie analizate pentru a studia efectul
acestora \uc1 \u238 ?n contextul complexelor procese din via\uc1 \u539 ?a social\
uc1 \u259 ? \uc1 \u537 ?i economic\uc1 \u259 ?}{\rtlch \fcs1 \af0 \afs24 \ltrch \
langnp1048 \langfe1048 \langfenp1048 \alang1025 .}{\rtlch \fcs1 \af0 \afs24 \
lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 Marketingul
administrativ este un proces metodic de studiu \uc1 \u537 ?i documentare, din care
rezult\uc1 \u259 ? \uc1 \u238 ?n prealabil cunoa\uc1 \u537 ?terea pie\uc1 \u539 ?
ei. \uc1 \u206 ?n orice administra\uc1 \u539 ?ie public\uc1 \u259 ?, analiza pie\
uc1 \u539 ?ei semnific\uc1 \u259 ? de fapt cunoa\uc1 \u537 ?terea tuturor
factorilor ce \uc1 \u539 ?in de cerin\uc1 \u539 ?ele \uc1 \u537 ?i dorin\uc1 \
u539 ?ele cet\uc1 \u259 ?\uc1 \u539 ?enilor, cum s\uc1 \u259 ? le \uc1 \u238 ?
ndeplineasc\uc1 \u259 ?, factorii ce gr\uc1 \u259 ?besc \uc1 \u537 ?i \uc1 \u238 ?
nt\uc1 \u226 ?rzie procesele administra\uc1 \u539 ?iei publice.}{\rtlch \fcs1 \
langnp1048 \langfe1048 \langfenp1048 \alang1025 O defini\uc1 \u539 ?ie dat\uc1 \
u259 ? marketingului din administra\uc1 \u539 ?ia public\uc1 \u259 ? \uc1 \u238 ?n
literatura de specialitate ar fi: un sistem de procese \uc1 \u537
?i rela\uc1 \u539 ?ii de pia\uc1 \u539 ?\uc1 \u259 ? bine definite care exist\
uc1 \u259 ? \uc1 \u238 ?ntre componentele ansamblului administrativ \uc1 \u537 ?i
care sunt aduse sub autoritate public\uc1 \u259 ? prin respectarea legilor \uc1 \
u537 ?i/sau planificarea, organizarea, coordonarea, gestionarea \uc1 \u537 ?i
controlul activit\uc1 \u259 ?\uc1 \u539 ?ilor legate de prestarea serviciilor ce \
uc1 \u539 ?in de interesul public. }{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \
alang1025 Marketingul \uc1 \u238 ?n administra\uc1 \u539 ?ia public\uc1 \u259 ?
prin conceptul pe care \uc1 \u238 ?l promoveaz\uc1 \u259 ?, condi\uc1 \u539 ?
ioneaz\uc1 \u259 ? func\uc1 \u539 ?ionarii de a adopta un alt mod de conduit\uc1 \
u259 ? bazat\uc1 \u259 ? pe reac\uc1 \u539 ?ie prompt\uc1 \u259 ? la nevoile cet\
uc1 \u259 ?\uc1 \u539 ?enilor, adaptabilitate ridicat\uc1 \u259 ? la evolu\uc1 \
u539 ?ia preten\uc1 \u539 ?iilor \uc1 \u537 ?i necesit\uc1 \u259 ?\uc1 \u539 ?ilor
societ\uc1 \u259 ?\uc1 \u539 ?ii, spirit de inova\uc1 \u539 ?ie, birocra\uc1 \
u539 ?ie redus\uc1 \u259 ?, transparen\uc1 \u539 ?\uc1 \u259 ?, flexibilitatea
func\uc1 \u539 ?ion\uc1 \u259 ?rii institu\uc1 \u539 ?iilor, idealuri unificate
privind activit\uc1 \u259 ?\uc1 \u539 ?ile pentru a ob\uc1 \u539 ?ine
productivitate maxim\uc1 \u259 ?, coordonare eficient\uc1 \u259 ? a activit\uc1 \
u259 ?\uc1 \u539 ?ilor pentru a r\uc1 \u259 ?spunde nevoilor reale ale cet\uc1 \
u259 ?\uc1 \u539 ?enilor. }{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \
alang1025 A\uc1 \u537 ?adar, marketingul poate fi aplicat \uc1 \u537 ?i \uc1 \
u238 ?n administra\uc1 \u539 ?ia public\uc1 \u259 ?, de\uc1 \u537 ?i accentul pus
este diferit de marketingul din sectorul privat. \uc1 \u206 ?n administra\uc1 \u539
?ia public\uc1 \u259 ?, scopul marketingului este de a promova implicarea cet\uc1 \
u259 ?\uc1 \u539 ?enilor \uc1 \u537 ?i de a cre\uc1 \u537 ?te gradul de con\uc1 \
u537 ?tientizare a serviciilor \uc1 \u537 ?i a programelor publice. Obiectivele
marketingului \uc1 \u238 ?n administra\uc1 \u539 ?ia public\uc1 \u259 ? includ:}{\
aspalpha \aspnum \adjustright \lin0 \rin0 \itap0 \ls2 \rtlch \fcs1 \af0 \afs22 \
lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 {\listtext \pard \plain \
rtlch \fcs1 \af0 \afs22 \ltrch \fcs0 \fs22 \rtlch \alang1025 \ltrch \loch \af7 \
hich \af7 \dbch \af0 \lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 \f3
\'d8\'00\tab }{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \alang1025 \ltrch
alang1025 Cre\uc1 \u537 ?terea gradului de con\uc1 \u537 ?tientizare: entit\uc1 \
u259 ?\uc1 \u539 ?ile administra\uc1 \u539 ?iei publice pot folosi strategii de
marketing pentru a educa cet\uc1 \u259 ?\uc1 \u539 ?enii cu privire la serviciile \
uc1 \u537 ?i programele disponibile. Acest lucru se poate realiza prin
publicitate \uc1 \u539 ?intit\uc1 \u259 ? sau campanii de comunicare \uc1 \u539 ?
intit\uc1 \u259 ?.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \alang1025 \
langfenp1048 \alang1025 \par }\pard \plain \qj \fi709 \li0 \ri0 \lisb0 \sa0 \
itap0 \ls3 \rtlch \fcs1 \af0 \afs22 \ltrch \fcs0 \fs22 \rtlch \alang1025 \ltrch \
alang1025 {\listtext \pard \plain \rtlch \fcs1 \af0 \afs22 \ltrch \fcs0 \fs22 \
rtlch \alang1025 \ltrch \loch \af7 \hich \af7 \dbch \af0 \lang1048 \langnp1048 \
langfe1048 \langfenp1048 \alang1025 \f3 \'d8\'00\tab }{\rtlch \fcs1 \af0 \afs24 \
lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 \uc1 \u206 ?mbun\uc1 \
u259 ?t\uc1 \u259 ?\uc1 \u539 ?irea accesului: marketingul poate ajuta, de
asemenea, entit\uc1 \u259 ?\uc1 \u539 ?ile administra\uc1 \u539 ?iei publice s\
uc1 \u259 ? \uc1 \u238 ?n\uc1 \u539 ?eleag\uc1 \u259 ? \uc1 \u537 ?i s\uc1 \u259 ?
abordeze barierele \uc1 \u238 ?n calea accesului, cum ar fi barierele lingvistice
sau culturale, \uc1 \u537 ?i s\uc1 \u259 ? ofere servicii mai accesibile \uc1 \u537
?i mai incluzive.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \alang1025 \
lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 Construirea \uc1 \u238 ?
ncrederii: \uc1 \u238 ?ncrederea este esen\uc1 \u539 ?ial\uc1 \u259 ? \uc1 \u238 ?n
administra\uc1 \u539 ?ia public\uc1 \u259 ?, iar marketingul poate ajuta la
construirea \uc1 \u238 ?ncrederii prin promovarea transparen\uc1 \u539 ?ei \uc1 \
u537 ?i a r\uc1 \u259 ?spunderii, eviden\uc1 \u539 ?iind realiz\uc1 \u259 ?rile
entit\uc1 \u259 ?\uc1 \u539 ?ilor administra\uc1 \u539 ?iei publice \uc1 \u537 ?i
comunic\uc1 \u226 ?nd clar \uc1 \u537 ?i eficient cu cet\uc1 \u259 ?\uc1 \u539 ?
enii.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \alang1025 \ltrch \dbch \
\par }\pard \plain \qj \fi709 \li0 \ri0 \lisb0 \sa0 \lisa0 \sl240 \slmult1 \
widctlpar \aspalpha \aspnum \adjustright \lin0 \rin0 \itap0 \ls5 \rtlch \fcs1 \
dbch \af0 \lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 {\listtext \
pard \plain \rtlch \fcs1 \af0 \afs22 \ltrch \fcs0 \fs22 \rtlch \alang1025 \ltrch \
alang1025 \f3 \'d8\'00\tab }{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \
langfe1048 \langfenp1048 \alang1025 Cre\uc1 \u537 ?terea particip\uc1 \u259 ?rii:
marketingul poate \uc1 \u238 ?ncuraja, de asemenea, participarea cet\uc1 \u259 ?\
uc1 \u539 ?enilor \uc1 \u238 ?n administra\uc1 \u539 ?ia public\uc1 \u259 ? prin
promovarea implic\uc1 \u259 ?rii cet\uc1 \u259 ?\uc1 \u539 ?enilor, oferind
oportunit\uc1 \u259 ?\uc1 \u539 ?i de feedback \uc1 \u537 ?i eviden\uc1 \u539 ?iind
beneficiile particip\uc1 \u259 ?rii.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \
langfe1048 \langfenp1048 \alang1025 \par }\pard \plain \qj \li0 \ri0 \lisb0 \sa0 \
langfe1048 \langfenp1048 \alang1025 \uc1 \u206 ?n general, marketingul \uc1 \u238 ?
n administra\uc1 \u539 ?ia public\uc1 \u259 ? poate
ajuta la reducerea decalajului dintre cet\uc1 \u259 ?\uc1 \u539 ?eni \uc1 \u537 ?i
guvern \uc1 \u537 ?i la crearea unei rela\uc1 \u539 ?ii mai deschise de colaborare.
Acest lucru poate duce la o mai mare \uc1 \u238 ?ncredere \uc1 \u238 ?n guvern \uc1
\u537 ?i, \uc1 \u238 ?n cele din urm\uc1 \u259 ?, poate \uc1 \u238 ?mbun\uc1 \
u259 ?t\uc1 \u259 ?\uc1 \u539 ?i furnizarea \uc1 \u537 ?i eficacitatea serviciilor
publice.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \alang1025 \ltrch \
af0 \loch \f0 \lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 C\uc1 \
u226 ?teva exemple specifice de marketing \uc1 \u238 ?n administra\uc1 \u539 ?ia
public\uc1 \u259 ? includ:}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \
rin0 \itap0 \ls5 \rtlch \fcs1 \af0 \afs22 \ltrch \fcs0 \fs22 \rtlch \alang1025 \
langnp1048 \langfe1048 \langfenp1048 \alang1025 \f3 \'d8\'00\tab }{\rtlch \fcs1 \
loch \f0 \lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 Campanii pe re\
uc1 \u539 ?elele sociale pentru a promova con\uc1 \u537 ?tientizarea serviciilor \
uc1 \u537 ?i programelor publice.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \
loch \f0 \lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 \uc1 \u206 ?nt\
uc1 \u226 ?lniri ale prim\uc1 \u259 ?riei \uc1 \u537 ?i \uc1 \u238 ?nt\uc1 \u226 ?
lniri comunitare pentru implicarea cet\uc1 \u259 ?\uc1 \u539 ?enilor \uc1 \u537 ?i
pentru a aduna feedback.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \
loch \f0 \lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 Colaborarea cu
organiza\uc1 \u539 ?iile comunitare pentru a cre\uc1 \u537 ?te accesul \uc1 \u537 ?
i participarea.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \alang1025 \
lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 Crearea de site-uri web \
uc1 \u537 ?i canale de comunicare accesibile \uc1 \u537 ?i u\uc1 \u537 ?or de
utilizat.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \alang1025 \ltrch \
slmult1 \widctlpar \aspalpha \aspnum \adjustright \lin0 \rin0 \itap0 \ls5 \rtlch \
fcs1 \af0 \afs22 \ltrch \fcs0 \fs22 \rtlch \alang1025 \ltrch \loch \af7 \hich \
af7 \dbch \af0 \lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 {\
listtext \pard \plain \rtlch \fcs1 \af0 \afs22 \ltrch \fcs0 \fs22 \rtlch \alang1025
\ltrch \loch \af7 \hich \af7 \dbch \af0 \lang1048 \langnp1048 \langfe1048 \
langfenp1048 \alang1025 \f3 \'d8\'00\tab }{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \
\langfe1048 \langfenp1048 \alang1025 Furnizarea de informa\uc1 \u539 ?ii clare \uc1
\u537 ?i concise despre serviciile \uc1 \u537 ?i programele publice.}{\rtlch \
langnp1048 \langfe1048 \langfenp1048 \alang1025 Prin implementarea unor strategii
de marketing eficiente, entit\uc1 \u259 ?\uc1 \u539 ?ile administra\uc1 \u539 ?iei
publice pot servi mai bine cet\uc1 \u259 ?\uc1 \u539 ?enii \uc1 \u537 ?i pot crea o
comunitate mai implicat\uc1 \u259 ? \uc1 \u537 ?i mai informat\uc1 \u259 ?.}{\rtlch
\fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \alang1025 \ltrch \dbch \af0 \hich \af7
\loch \f0 \lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 \par }\pard \
langnp1048 \langfe1048 \langfenp1048 \alang1025 Ideea de marketing \uc1 \u238 ?n
administra\uc1 \u539 ?ia public\uc1 \u259 ? \uc1 \u238 ?\uc1 \u537 ?i propune s\uc1
\u259 ? identifice, s\uc1 \u259 ? realizeze \uc1 \u537 ?i s\uc1 \u259 ? m\uc1 \u259
?soare nevoile \uc1 \u537 ?i dorin\uc1 \u539 ?ele cet\uc1 \u259 ?\uc1 \u539 ?enilor
c\uc1 \u226 ?t \uc1 \u537 ?i satisfac\uc1 \u539 ?ia acestora fa\uc1 \u539 ?\uc1 \
u259 ? de institu\uc1 \u539 ?iile statului (de asemenea, etimologic, cuv\uc1 \
u226 ?ntul \uc1 \u8222 ?administrativ\uc1 \u8221 ? provine din latinescul \uc1 \
u8222 ?administrare\uc1 \u8221 ?, care \uc1 \u238 ?nseamn\uc1 \u259 ? "serviciu").}
{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \alang1025 \ltrch \dbch \af0 \
}\pard \plain \qj \fi720 \li0 \ri0 \lisb0 \sa160 \lisa0 \sl240 \slmult1 \
lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 Marketingul este
responsabilitatea fiec\uc1 \u259 ?rui angajat sau func\uc1 \u539 ?ionar. Orice
participare a cet\uc1 \u259 ?\uc1 \u539 ?enilor la activit\uc1 \u259 ?\uc1 \u539 ?
ile institu\uc1 \u539 ?iilor afecteaz\uc1 \u259 ? rela\uc1 \u539 ?ia acestora cu
administra\uc1 \u539 ?ia public\uc1 \u259 ?. De aceea, \uc1 \u238 ?ntr-o oarecare
m\uc1 \u259 ?sur\uc1 \u259 ?, to\uc1 \u539 ?i func\uc1 \u539 ?ionarii publici \
uc1 \u8222 ?fac\uc1 \u8221 ? marketing: secretare care r\uc1 \u259 ?spund sau nu la
telefon, operatori politico\uc1 \u537 ?i sau agresivi, angaja\uc1 \u539 ?ii de la \
uc1 \u8222 ?rela\uc1 \u539 ?ii publice\uc1 \u8221 ?, poli\uc1 \u539 ?i\uc1 \u537 ?
ti, etc. Amabili, dispu\uc1 \u537 ?i de a ajuta cet\uc1 \u259 ?\uc1 \u539 ?enii.}{\
}\pard \plain \qj \fi720 \li0 \ri0 \lisb0 \sa160 \lisa0 \sl240 \slmult1 \
af0 \lang1048 \langnp1048 \langfe1048 \langfenp1048
\alang1025 {\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \alang1025 \ltrch \
alang1025 \par }\pard \plain \qj \fi-375 \li1095 \ri0 \lisb0 \sa0 \lisa0 \sl259 \
slmult1 \widctlpar \aspalpha \aspnum \adjustright \lin1095 \rin0 \itap0 \ls1 \ilvl1
langfenp1048 \alang1025 \f2 1.1\tab }{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \b1 \
\langfe1048 \langfenp1048 \alang1025 Principiile marketingului \uc1 \u238 ?n
administra\uc1 \u539 ?ia public\uc1 \u259 ?}{\rtlch \fcs1 \af0 \afs24 \ltrch \
langfe1048 \langfenp1048 \alang1025 Principiile de marketing pot fi aplicate
administra\uc1 \u539 ?iei publice pentru a ajuta institu\uc1 \u539 ?iile
guvernamentale s\uc1 \u259 ?-\uc1 \u537 ?i promoveze serviciile, programele \uc1 \
u537 ?i ini\uc1 \u539 ?iativele \uc1 \u238 ?n fa\uc1 \u539 ?a publicului. Unele
dintre principiile cheie de marketing care pot fi aplicate \uc1 \u238 ?n
administra\uc1 \u539 ?ia public\uc1 \u259 ? includ:}{\rtlch \fcs1 \af0 \afs24 \
adjustright \lin0 \rin0 \itap0 \ls6 \rtlch \fcs1 \af0 \afs22 \ltrch \fcs0 \fs22 \
langfe1048 \langfenp1048 \alang1025 {\listtext \pard \plain \rtlch \fcs1 \af0 \
af0 \lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 \f3 \'d8\'00\tab }{\
hich \af0 \loch \f0 \lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025
Orientarea c\uc1 \u259 ?tre client: institu\uc1 \u539 ?iile guvernamentale ar
trebui s\uc1 \u259 ? se concentreze pe satisfacerea nevoilor cet\uc1 \u259 ?\uc1 \
u539 ?enilor, la fel cum companiile se concentreaz\uc1 \u259 ? pe satisfacerea
nevoilor clien\uc1 \u539 ?ilor lor. Aceasta implic\uc1 \u259 ? \uc1 \u238 ?n\uc1 \
u539 ?elegerea nevoilor, preferin\uc1 \u539 ?elor \uc1 \u537 ?i feedback-ului cet\
uc1 \u259 ?\uc1 \u539 ?enilor pentru a \uc1 \u238 ?mbun\uc1 \u259 ?t\uc1 \u259 ?\
uc1 \u539 ?i furnizarea de servicii publice.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0
Branding: institu\uc1 \u539 ?iile guvernamentale ar trebui s\uc1 \u259 ? dezvolte o
identitate de brand puternic\uc1 \u259 ? pentru a-\uc1 \u537 ?i promova
programele \uc1 \u537 ?i ini\uc1 \u539 ?iativele \uc1 \u238 ?n fa\uc1 \u539 ?a
publicului. Aceasta include crearea de logo-uri, sloganuri \uc1 \u537 ?i alte
elemente de branding care sunt u\uc1 \u537 ?or de recunoscut \uc1 \u537 ?i
memorat.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \alang1025 \ltrch \
\langfe1048 \langfenp1048 \alang1025 Rela\uc1 \u539 ?ii publice: {\*\bkmkstart
_Hlk134561613}institu\uc1 \u539 ?iile{\*\bkmkend _Hlk134561613} guvernamentale ar
trebui s\uc1 \u259 ? stabileasc\uc1 \u259 ? rela\uc1 \u539 ?ii pozitive cu publicul
prin strategii eficiente de comunicare \uc1 \u537 ?i implicare. Asta include
utilizarea re\uc1 \u539 ?elelor sociale, comunicatelor de pres\uc1 \u259 ? \uc1 \
u537 ?i a altor canale pentru a disemina informa\uc1 \u539 ?ii \uc1 \u537 ?i a se
angaja cu cet\uc1 \u259 ?\uc1 \u539 ?enii.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \
\langfe1048 \langfenp1048 \alang1025 \par }\pard \plain \qj \fi709 \li0 \ri0 \lisb0
\sa0 \lisa0 \sl240 \slmult1 \widctlpar \aspalpha \aspnum \adjustright \lin0 \rin0 \
lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 Calitatea serviciilor:
institu\uc1 \u539 ?iile guvernamentale ar trebui s\uc1 \u259 ? se str\uc1 \u259 ?
duiasc\uc1 \u259 ? s\uc1 \u259 ? ofere servicii publice de \uc1 \u238 ?nalt\uc1 \
u259 ? calitate, care s\uc1 \u259 ? \uc1 \u238 ?ndeplineasc\uc1 \u259 ? sau s\uc1 \
u259 ? dep\uc1 \u259 ?\uc1 \u537 ?easc\uc1 \u259 ? a\uc1 \u537 ?tept\uc1 \u259 ?
rile cet\uc1 \u259 ?\uc1 \u539 ?enilor. Aceasta implic\uc1 \u259 ? \uc1 \u238 ?
mbun\uc1 \u259 ?t\uc1 \u259 ?\uc1 \u539 ?irea eficien\uc1 \u539 ?ei \uc1 \u537 ?i
eficacit\uc1 \u259 ?\uc1 \u539 ?ii proceselor de livrare a serviciilor \uc1 \u537 ?
i implementarea unor m\uc1 \u259 ?sur\uc1 \u259 ?ri de performan\uc1 \u539 ?\uc1 \
u259 ? pentru a monitoriza calitatea serviciilor.}{\rtlch \fcs1 \af0 \afs24 \
Implicarea p\uc1 \u259 ?r\uc1 \u539 ?ilor interesate: institu\uc1 \u539 ?iile
guvernamentale ar trebui s\uc1 \u259 ? se implice cu p\uc1 \u259 ?r\uc1 \u539 ?ile
interesate, inclusiv cet\uc1 \u259 ?\uc1 \u539 ?eni, grupuri comunitare \uc1 \
u537 ?i alte organiza\uc1 \u539 ?ii, pentru a ob\uc1 \u539 ?ine informa\uc1 \u539 ?
ii despre nevoile \uc1 \u537 ?i preferin\uc1 \u539 ?ele acestora. Acest lucru poate
ajuta institu\uc1 \u539 ?iile guvernamentale s\uc1 \u259 ? proiecteze \uc1 \u537 ?i
s\uc1 \u259 ? furnizeze servicii publice mai eficiente.}{\rtlch \fcs1 \af0 \afs24 \
Inova\uc1 \u539 ?ie: institu\uc1 \u539 ?iile guvernamentale ar trebui s\uc1 \u259 ?
adopte inovarea \uc1 \u537 ?i s\uc1
\u259 ? caute noi modalit\uc1 \u259 ?\uc1 \u539 ?i de a furniza servicii publice
care s\uc1 \u259 ? r\uc1 \u259 ?spund\uc1 \u259 ? mai bine nevoilor cet\uc1 \
u259 ?\uc1 \u539 ?enilor. Asta poate implica utilizarea de noi tehnologii,
reproiectarea proceselor de livrare a serviciilor sau colaborarea cu alte organiza\
uc1 \u539 ?ii pentru a crea solu\uc1 \u539 ?ii inovatoare.}{\rtlch \fcs1 \af0 \
langfe1048 \langfenp1048 \alang1025 Prin aplicarea acestor principii de marketing,
institu\uc1 \u539 ?iile guvernamentale pot \uc1 \u238 ?mbun\uc1 \u259 ?t\uc1 \
u259 ?\uc1 \u539 ?i furnizarea de servicii publice \uc1 \u537 ?i pot spori
satisfac\uc1 \u539 ?ia cet\uc1 \u259 ?\uc1 \u539 ?enilor cu programele \uc1 \u537 ?
i ini\uc1 \u539 ?iativele guvernamentale.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \
alang1025 \uc1 \u206 ?n general, marketingul administra\uc1 \u539 ?iei publice \uc1
\u238 ?nseamn\uc1 \u259 ? studierea atitudinii incerte a unor beneficiari \uc1 \
u238 ?mpr\uc1 \u259 ?\uc1 \u537 ?tia\uc1 \u539 ?i pe arii extinse \uc1 \u238 ?n
condi\uc1 \u539 ?ii de informa\uc1 \u539 ?ii incomplete, greu de verificat, \uc1 \
u537 ?i totu\uc1 \u537 ?i \uc1 \u238 ?n condi\uc1 \u539 ?iile unei inform\uc1 \u259
?ri imperfecte, greu controlabile, ceea ce presupune asumarea riscului \uc1 \u238 ?
n formularea obiectivelor programelor de marketing ale administra\uc1 \u539 ?iei
publice. Efectuarea unei cercet\uc1 \u259 ?ri eficiente de pia\uc1 \u539 ?\uc1 \
u259 ? a administra\uc1 \u539 ?iei publice poate duce la minimizarea riscurilor \
uc1 \u238 ?n toate ini\uc1 \u539 ?iativele de re\uc1 \u238 ?nnoire \uc1 \u537 ?i
reform\uc1 \u259 ? a administra\uc1 \u539 ?iei publice.}{\rtlch \fcs1 \af0 \afs24 \
lisb0 \sa0 \lisa0 \sl259 \slmult1 \widctlpar \aspalpha \aspnum \adjustright \
lin1095 \rin0 \itap0 \ls1 \ilvl1 \rtlch \fcs1 \af0 \afs22 \ltrch \fcs0 \fs22 \rtlch
\alang1025 \ltrch \loch \af7 \hich \af7 \dbch \af0 \lang1048 \langnp1048 \
af0 \lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 \f2 1.2\tab }{\rtlch
Orientarea c\uc1 \u259 ?tre cet\uc1 \u259 ?\uc1 \u539 ?eni.}{\rtlch \fcs1 \af0 \
langfe1048 \langfenp1048 \alang1025 Unul dintre principiile de baz\uc1 \u259 ? ale
marketingului \uc1 \u238 ?n administra\uc1 \u539 ?ia public\uc1 \u259 ? este
orientarea institu\uc1 \u539 ?iilor publice c\uc1 \u259 ?tre cet\uc1 \u259 ?\uc1 \
u539 ?eni. O administra\uc1 \u539 ?ie local\uc1 \u259 ? care este intrinsec
apropiat\uc1 \u259 ? de cet\uc1 \u259 ?\uc1 \u539 ?ean \uc1 \u537 ?i ale c\uc1 \
u259 ?rei alegeri electorale trebuie s\uc1 \u259 ? se bazeze pe legitimitate va
asigura un parteneriat firesc \uc1 \u238 ?ntre furnizorii de servicii publice \
uc1 \u537 ?i utilizatori.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \
alang1025 Orientarea c\uc1 \u259 ?tre cet\uc1 \u259 ?\uc1 \u539 ?ean, se refer\
uc1 \u259 ? la principiul de a pune nevoile \uc1 \u537 ?i interesele cet\uc1 \
u259 ?\uc1 \u539 ?enilor \uc1 \u238 ?n centrul activit\uc1 \u259 ?\uc1 \u539 ?ilor
guvernamentale. Aceasta implic\uc1 \u259 ? proiectarea de politici, programe \uc1 \
u537 ?i servicii care r\uc1 \u259 ?spund nevoilor \uc1 \u537 ?i preferin\uc1 \
u539 ?elor cet\uc1 \u259 ?\uc1 \u539 ?enilor \uc1 \u537 ?i care \uc1 \u238 ?i
implic\uc1 \u259 ? pe cet\uc1 \u259 ?\uc1 \u539 ?eni \uc1 \u238 ?n procesele de
luare a deciziilor.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \
alang1025 Marketingul \uc1 \u238 ?n administra\uc1 \u539 ?ia public\uc1 \u259 ? \
uc1 \u537 ?i orientarea c\uc1 \u259 ?tre cet\uc1 \u259 ?\uc1 \u539 ?ean sunt
concepte legate, deoarece marketingul public eficient necesit\uc1 \u259 ? o
abordare orientat\uc1 \u259 ? c\uc1 \u259 ?tre cet\uc1 \u259 ?\uc1 \u539 ?ean.
Aceasta \uc1 \u238 ?nseamn\uc1 \u259 ? c\uc1 \u259 ? eforturile de marketing public
ar trebui s\uc1 \u259 ? fie ghidate de o \uc1 \u238 ?n\uc1 \u539 ?elegere a
nevoilor, intereselor \uc1 \u537 ?i valorilor cet\uc1 \u259 ?\uc1 \u539 ?enilor \
uc1 \u537 ?i ar trebui concepute pentru a r\uc1 \u259 ?spunde acestor nevoi \uc1 \
u537 ?i interese. Campaniile de marketing public care sunt orientate c\uc1 \u259 ?
tre cet\uc1 \u259 ?\uc1 \u539 ?eni au mai multe \uc1 \u537 ?anse de a avea succes \
uc1 \u238 ?n promovarea programelor \uc1 \u537 ?i serviciilor publice \uc1 \u537 ?i
\uc1 \u238 ?n implicarea cet\uc1 \u259 ?\uc1 \u539 ?enilor \uc1 \u238 ?n procesul
de luare a deciziilor.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \
alang1025 Marketingul \uc1 \u238 ?n sectorul public \uc1 \u537 ?i orientarea c\
uc1 \u259 ?tre cet\uc1 \u259 ?\uc1 \u539 ?ean sunt importante pentru o guvernare
eficient\uc1 \u259 ? \uc1 \u537 ?i pentru furnizarea de servicii publice. Iat\uc1 \
u259 ? c\uc1 \u226 ?teva puncte suplimentare de luat \uc1 \u238 ?n considerare:}{\
alang1025 Marketingul \uc1 \u238 ?n sectorul
public poate ajuta la \uc1 \u238 ?mbun\uc1 \u259 ?t\uc1 \u259 ?\uc1 \u539 ?irea
eficien\uc1 \u539 ?ei \uc1 \u537 ?i eficien\uc1 \u539 ?ei serviciilor publice prin
cre\uc1 \u537 ?terea gradului de con\uc1 \u537 ?tientizare \uc1 \u537 ?i implicare
a cet\uc1 \u259 ?\uc1 \u539 ?enilor. Acest lucru poate duce la o mai mare \uc1 \
u238 ?ncredere a publicului \uc1 \u238 ?n guvern, la o participare sporit\uc1 \u259
? la programele publice \uc1 \u537 ?i la rezultate mai bune pentru cet\uc1 \u259 ?\
uc1 \u539 ?eni.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \alang1025 \
lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 Orientarea c\uc1 \u259 ?
tre cet\uc1 \u259 ?\uc1 \u539 ?eni poate ajuta guvernele s\uc1 \u259 ? fie mai
receptive \uc1 \u537 ?i mai responsabile fa\uc1 \u539 ?\uc1 \u259 ? de cet\uc1 \
u259 ?\uc1 \u539 ?eni. Acest lucru poate duce la politici \uc1 \u537 ?i programe
mai eficiente, care sunt mai bine adaptate nevoilor \uc1 \u537 ?i preferin\uc1 \
u539 ?elor cet\uc1 \u259 ?\uc1 \u539 ?enilor.}{\rtlch \fcs1 \af0 \afs24 \ltrch \
Marketingul \uc1 \u238 ?n sectorul public \uc1 \u537 ?i orientarea c\uc1 \u259 ?tre
cet\uc1 \u259 ?\uc1 \u539 ?ean sunt deosebit de importante pentru promovarea
serviciilor publice care nu sunt bine \uc1 \u238 ?n\uc1 \u539 ?elese sau apreciate
de cet\uc1 \u259 ?\uc1 \u539 ?eni. De exemplu, campaniile de s\uc1 \u259 ?n\uc1 \
u259 ?tate public\uc1 \u259 ? sau ini\uc1 \u539 ?iativele de mediu pot necesita
eforturi semnificative de marketing public pentru a cre\uc1 \u537 ?te gradul de
con\uc1 \u537 ?tientizare \uc1 \u537 ?i sprijin.}{\rtlch \fcs1 \af0 \afs24 \ltrch \
Campaniile de marketing public ar trebui s\uc1 \u259 ? fie concepute pentru a
ajunge la un public divers, inclusiv diferite grupuri de v\uc1 \u226 ?rst\uc1 \u259
?, medii culturale \uc1 \u537 ?i grupuri socio}{\rtlch \fcs1 \af0 \afs24 \ltrch \
langnp1048 \langfe1048 \langfenp1048 \alang1025 -}{\rtlch \fcs1 \af0 \afs24 \
lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 economice. Acest lucru
necesit\uc1 \u259 ? o planificare atent\uc1 \u259 ? \uc1 \u537 ?i luarea \uc1 \u238
?n considerare a diferitelor canale de comunicare \uc1 \u537 ?i strategii de
mesagerie.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \alang1025 \ltrch \
af0 \loch \f0 \lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 Orientarea
c\uc1 \u259 ?tre cet\uc1 \u259 ?\uc1 \u539 ?ean necesit\uc1 \u259 ? angajament \uc1
\u537 ?i dialog continuu \uc1 \u238 ?ntre cet\uc1 \u259 ?\uc1 \u539 ?eni \uc1 \u537
?i administra\uc1 \u539 ?ia local\uc1 \u259 ?. Acest lucru poate fi facilitat prin
consult\uc1 \u259 ?ri publice sau alte mecanisme participative care le permit cet\
uc1 \u259 ?\uc1 \u539 ?enilor s\uc1 \u259 ? ofere feedback \uc1 \u537 ?i s\uc1 \
u259 ? contribuie la procesele de luare a deciziilor.}{\rtlch \fcs1 \af0 \afs24 \
langfe1048 \langfenp1048 \alang1025 \uc1 \u206 ?n general, marketingul \uc1 \u238 ?
n sectorul public \uc1 \u537 ?i orientarea c\uc1 \u259 ?tre cet\uc1 \u259 ?\uc1 \
u539 ?ean sunt elemente cheie ale unei guvern\uc1 \u259 ?ri eficiente \uc1 \u537 ?i
receptive. Prin promovarea implic\uc1 \u259 ?rii \uc1 \u537 ?i particip\uc1 \u259 ?
rii cet\uc1 \u259 ?\uc1 \u539 ?enilor, guvernele pot \uc1 \u238 ?mbun\uc1 \u259 ?t\
uc1 \u259 ?\uc1 \u539 ?i calitatea \uc1 \u537 ?i impactul serviciilor \uc1 \u537 ?i
programelor publice \uc1 \u537 ?i pot construi o mai mare \uc1 \u238 ?ncredere \uc1
\u238 ?n r\uc1 \u226 ?ndul cet\uc1 \u259 ?\uc1 \u539 ?enilor.}{\rtlch \fcs1 \af0 \
hich \af0 \loch \f0 \lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 }{\
Publicul \uc1 \u539 ?int\uc1 \u259 ? al administra\uc1 \u539 ?iei locale.}{\rtlch \
langnp1048 \langfe1048 \langfenp1048 \alang1025 Publicul \uc1 \u539 ?int\uc1 \
u259 ? al autorit\uc1 \u259 ?\uc1 \u539 ?ilor locale poate varia \uc1 \u238 ?n
func\uc1 \u539 ?ie de programul sau serviciul care este promovat. Cu toate acestea,
\uc1 \u238 ?n general, publicul \uc1 \u539 ?int\uc1 \u259 ? al administra\uc1 \u539
?iei locale include:}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \alang1025
alang1025 {\listtext
\pard \plain \rtlch \fcs1 \af0 \afs22 \ltrch \fcs0 \fs22 \rtlch \alang1025 \
\langfe1048 \langfenp1048 \alang1025 Locuitori: Serviciile \uc1 \u537 ?i programele
guvernamentale locale sunt concepute \uc1 \u238 ?n primul r\uc1 \u226 ?nd pentru a
satisface nevoile locuitorilor. Aceasta include proprietarii de case, chiria\uc1 \
u537 ?ii \uc1 \u537 ?i al\uc1 \u539 ?i membri ai comunit\uc1 \u259 ?\uc1 \u539 ?ii
care locuiesc \uc1 \u238 ?n comunitatea administra\uc1 \u539 ?iei locale}{\rtlch \
af7 \loch \f0 \lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 .}{\
alang1025 Proprietari de afaceri: autorit\uc1 \u259 ?\uc1 \u539 ?ile locale au, de
asemenea, responsabilitatea de a sprijini afacerile locale \uc1 \u537 ?i de a \
uc1 \u238 ?ncuraja dezvoltarea economic\uc1 \u259 ? pe teritoriul lor. Ca atare,
programele \uc1 \u537 ?i serviciile administra\uc1 \u539 ?iei locale pot viza, de
asemenea, proprietarii de afaceri, antreprenorii \uc1 \u537 ?i al\uc1 \u539 ?i
membri ai comunit\uc1 \u259 ?\uc1 \u539 ?ii locale de afaceri.}{\rtlch \fcs1 \af0 \
Vizitatori: autorit\uc1 \u259 ?\uc1 \u539 ?ile locale pot viza, de asemenea,
vizitatori pe teritoriul lor, inclusiv turi\uc1 \u537 ?ti, participan\uc1 \u539 ?i
la conferin\uc1 \u539 ?e \uc1 \u537 ?i al\uc1 \u539 ?i c\uc1 \u259 ?l\uc1 \u259 ?
tori. Aceasta poate implica promovarea atrac\uc1 \u539 ?iilor, evenimentelor \uc1 \
u537 ?i facilit\uc1 \u259 ?\uc1 \u539 ?ilor locale sau furnizarea de informa\uc1 \
u539 ?ii despre transportul local, cazare \uc1 \u537 ?i alte servicii.}{\rtlch \
alang1025 Organiza\uc1 \u539 ?ii comunitare: autorit\uc1 \u259 ?\uc1 \u539 ?ile
locale pot, de asemenea, s\uc1 \u259 ? colaboreze \uc1 \u238 ?ndeaproape cu
organiza\uc1 \u539 ?iile comunitare, cum ar fi organiza\uc1 \u539 ?iile non-profit,
grupurile civice \uc1 \u537 ?i asocia\uc1 \u539 ?iile de blocuri. Aceste organiza\
uc1 \u539 ?ii pot contribui la amplificarea mesajelor guvernamentale locale \uc1 \
u537 ?i la promovarea angajamentului \uc1 \u537 ?i particip\uc1 \u259 ?rii comunit\
uc1 \u259 ?\uc1 \u539 ?ii.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \
langfe1048 \langfenp1048 \alang1025 \par }\pard \plain \qj \fi1440 \li0 \ri0 \lisb0
lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 Func\uc1 \u539 ?ionari
ale\uc1 \u537 ?i: \uc1 \u238 ?n cele din urm\uc1 \u259 ?, guvernele locale pot viza
\uc1 \u537 ?i oficiali ale\uc1 \u537 ?i la nivel local, jude\uc1 \u539 ?ean sau
parlamentar. Acest lucru poate implica eforturi de suport menite s\uc1 \u259 ?
asigure finan\uc1 \u539 ?are sau sprijin pentru programele locale sau colaborarea
cu alte niveluri de guvernare pentru a aborda problemele \uc1 \u537 ?i priorit\
uc1 \u259 ?\uc1 \u539 ?ile locale.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \
alang1025 Publicul \uc1 \u539 ?int\uc1 \u259 ? al administra\uc1 \u539 ?iei locale
poate include o gam\uc1 \u259 ? larg\uc1 \u259 ? de p\uc1 \u259 ?r\uc1 \u539 ?i
interesate, inclusiv reziden\uc1 \u539 ?i, proprietari de afaceri, vizitatori,
organiza\uc1 \u539 ?ii comunitare \uc1 \u537 ?i oficiali ale\uc1 \u537 ?i.
Comunicarea \uc1 \u537 ?i implicarea eficient\uc1 \u259 ? cu aceste grupuri sunt
esen\uc1 \u539 ?iale pentru a asigura succesul \uc1 \u537 ?i impactul programelor \
uc1 \u537 ?i serviciilor administra\uc1 \u539 ?iei locale. Iat\uc1 \u259 ? c\uc1 \
u226 ?teva puncte suplimentare de luat \uc1 \u238 ?n considerare cu privire la
publicul}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \alang1025 \ltrch \
alang1025 -}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \alang1025 \ltrch \
alang1025 \uc1 \u539 ?int\uc1 \u259 ? al administra\uc1 \u539 ?iei locale:}{\
alang1025 Date demografice: atunci c\uc1 \u226 ?nd vizeaz\uc1 \u259 ? anumite
categorii de public, administra\uc1 \u539 ?iile locale ar trebui s\uc1 \u259 ? ia \
uc1 \u238 ?n considerare factori demografici, cum ar fi v\uc1 \u226 ?rsta, venitul,
nivelul de educa\uc1 \u539 ?ie \uc1 \u537 ?i mediul cultural. Acest lucru poate
ajuta la asigurarea faptului c\uc1 \u259 ? mesajele sunt adaptate nevoilor \uc1 \
u537 ?i preferin\uc1 \u539 ?elor diferitelor grupuri.}{\rtlch \fcs1 \af0 \afs24 \
Loca\uc1 \u539 ?ia geografic\uc1 \u259 ?: autorit\uc1
\u259 ?\uc1 \u539 ?ile locale pot viza, de asemenea, un public \uc1 \u238 ?n func\
uc1 \u539 ?ie de loca\uc1 \u539 ?ia lor geografic\uc1 \u259 ?. De exemplu,
programele \uc1 \u537 ?i serviciile pot fi direc\uc1 \u539 ?ionate \uc1 \u238 ?n
mod special c\uc1 \u259 ?tre locuitorii unui anumit cartier.}{\rtlch \fcs1 \af0 \
Canale de comunicare: autorit\uc1 \u259 ?\uc1 \u539 ?ile locale ar trebui s\uc1 \
u259 ? utilizeze o varietate de canale de comunicare pentru a ajunge la diferite
audien\uc1 \u539 ?e, cum ar fi re\uc1 \u539 ?elele sociale, buletinele informative,
po\uc1 \u537 ?ta direct\uc1 \u259 ? \uc1 \u537 ?i evenimentele comunitare. Acest
lucru poate ajuta la asigurarea faptului c\uc1 \u259 ? mesajele sunt primite \uc1 \
u537 ?i \uc1 \u238 ?n\uc1 \u539 ?elese de publicul \uc1 \u539 ?int\uc1 \u259 ?.}{\
alang1025 Limb\uc1 \u259 ? \uc1 \u537 ?i accesibilitate: autorit\uc1 \u259 ?\uc1 \
u539 ?ile locale ar trebui s\uc1 \u259 ? asigure comunic\uc1 \u259 ?rile lor ca
fiind accesibile \uc1 \u537 ?i incluzive pentru to\uc1 \u539 ?i membrii comunit\uc1
\u259 ?\uc1 \u539 ?ii, indiferent de competen\uc1 \u539 ?a lingvistic\uc1 \u259 ?
sau de dizabilit\uc1 \u259 ?\uc1 \u539 ?i. Aceasta poate implica furnizarea de
materiale \uc1 \u238 ?n mai multe limbi, utilizarea unui limbaj simplu sau
furnizarea de formate accesibile, cum ar fi video sau audio.}{\rtlch \fcs1 \af0 \
Feedback \uc1 \u537 ?i evaluare: \uc1 \u206 ?n cele din urm\uc1 \u259 ?, autorit\
uc1 \u259 ?\uc1 \u539 ?ile locale ar trebui s\uc1 \u259 ? caute feedback \uc1 \u537
?i s\uc1 \u259 ? evalueze eficacitatea eforturilor lor de comunicare. Acest lucru
poate ajuta la identificarea domeniilor de \uc1 \u238 ?mbun\uc1 \u259 ?t\uc1 \
u259 ?\uc1 \u539 ?ire \uc1 \u537 ?i la asigurarea faptului c\uc1 \u259 ? eforturile
viitoare sunt direc\uc1 \u539 ?ionate \uc1 \u537 ?i eficiente.}{\rtlch \fcs1 \af0 \
langfe1048 \langfenp1048 \alang1025 Administra\uc1 \u539 ?iile locale trebuie s\uc1
\u259 ? ia \uc1 \u238 ?n considerare diver\uc1 \u537 ?i factori atunci c\uc1 \
u226 ?nd vizeaz\uc1 \u259 ? diferite audien\uc1 \u539 ?e pentru programele \uc1 \
u537 ?i serviciile lor. Comunicarea \uc1 \u537 ?i implicarea eficient\uc1 \u259 ?
cu diferite grupuri pot ajuta la asigurarea faptului c\uc1 \u259 ? programele
guvernamentale locale sunt receptive, incluzive \uc1 \u537 ?i de succes \uc1 \
u238 ?n satisfacerea nevoilor comunit\uc1 \u259 ?\uc1 \u539 ?ii.}{\rtlch \fcs1 \af0
\afs24 \ltrch \fcs0 \fs24 \rtlch \alang1025 \ltrch \dbch \af0 \hich \af7 \loch \
qj \fi720 \li0 \ri0 \lisb0 \sa0 \lisa0 \sl240 \slmult1 \widctlpar \aspalpha \aspnum
\adjustright \lin0 \rin0 \itap0 \rtlch \fcs1 \af0 \afs22 \ltrch \fcs0 \fs22 \
langfe1048 \langfenp1048 \alang1025 {\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \
rin0 \itap0 \ls1 \ilvl1 \rtlch \fcs1 \af0 \afs22 \ltrch \fcs0 \fs22 \rtlch \
\langfenp1048 \alang1025 {\listtext \pard \plain \rtlch \fcs1 \af0 \afs22 \ltrch \
langnp1048 \langfe1048 \langfenp1048 \alang1025 \f2 1.4\tab }{\rtlch \fcs1 \af0 \
f0 \lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 }{\rtlch \fcs1 \
af0 \afs24 \ltrch \fcs0 \b1 \fs24 \rtlch \alang1025 \ltrch \dbch \af0 \hich \af0 \
loch \f0 \lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 Principii de
marketing aplicativ \uc1 \u238 ?n administra\uc1 \u539 ?ia public\uc1 \u259 ? din
Rom\uc1 \u226 ?nia}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \b1 \fs24 \rtlch \
langfe1048 \langfenp1048 \alang1025 .}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \
alang1025 Principiile marketingului pot fi aplicate \uc1 \u238 ?n sectorul public
rom\uc1 \u226 ?nesc pentru a \uc1 \u238 ?mbun\uc1 \u259 ?t\uc1 \u259 ?\uc1 \u539 ?i
furnizarea de servicii publice \uc1 \u537 ?i pentru a cre\uc1 \u537 ?te implicarea
cet\uc1 \u259 ?\uc1 \u539 ?enilor. Iat\uc1 \u259 ? c\uc1 \u226 ?teva principii
cheie de marketing care pot fi aplicate \uc1 \u238 ?n sectorul public rom\uc1 \u226
?nesc:}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \alang1025 \ltrch \
langfenp1048 \alang1025 \f3 \'a7\'00\tab }{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \
\langfe1048 \langfenp1048 \alang1025 Segmentarea: segmentarea publicului \uc1 \u539
?int\uc1 \u259 ? \uc1 \u238 ?n grupuri mai mici \uc1 \u238 ?n func\uc1 \u539 ?ie de
nevoile \uc1 \u537 ?i preferin\uc1 \u539 ?ele acestora poate ajuta la adaptarea
comunic\uc1 \u259 ?rii \uc1 \u537 ?i a furniz\uc1 \u259 ?rii de servicii pentru
grupuri specifice. \uc1 \u206 ?n sectorul public rom\uc1 \u226 ?nesc, segmentarea
ar putea implica identificarea diferitelor grupuri demografice sau zone geografice
cu nevoi \uc1 \u537 ?i priorit\uc1 \u259 ?\uc1 \u539 ?i specifice.}{\rtlch \fcs1 \
ltrch \fcs0 \fs22 \rtlch \alang1025 \ltrch \loch
\af7 \hich \af7 \dbch \af0 \lang1048 \langnp1048 \langfe1048 \langfenp1048 \
langfe1048 \langfenp1048 \alang1025 \f3 \'a7\'00\tab }{\rtlch \fcs1 \af0 \afs24 \
lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 Pozi\uc1 \u539 ?ionarea:
pozi\uc1 \u539 ?ionarea implic\uc1 \u259 ? definirea unei propuneri de valoare
unic\uc1 \u259 ? pentru serviciul sau programul promovat. \uc1 \u206 ?n sectorul
public rom\uc1 \u226 ?nesc, aceasta ar putea implica eviden\uc1 \u539 ?ierea
beneficiilor \uc1 \u537 ?i rezultatelor unice ale unor servicii sau programe
publice specifice \uc1 \u537 ?i comunicarea acestei propuneri de valoare c\uc1 \
u259 ?tre publicul \uc1 \u539 ?int\uc1 \u259 ?.}{\rtlch \fcs1 \af0 \afs24 \ltrch \
af0 \lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 \f3 \'a7\'00\tab }{\
Branding: branding-ul implic\uc1 \u259 ? crearea unei identit\uc1 \u259 ?\uc1 \u539
?i vizuale puternice \uc1 \u537 ?i consistente pentru serviciul sau programul
promovat. \uc1 \u206 ?n sectorul public rom\uc1 \u226 ?nesc, acest lucru ar putea
implica crearea unei identit\uc1 \u259 ?\uc1 \u539 ?i vizuale distincte pentru
diferite servicii sau programe publice \uc1 \u537 ?i asigurarea faptului c\uc1 \
u259 ? aceast\uc1 \u259 ? identitate este consecvent\uc1 \u259 ? pe toate canalele
de comunicare.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \alang1025 \
lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 Promovare: promovarea
implic\uc1 \u259 ? utilizarea unei game de canale de comunicare pentru a promova
serviciul public sau programul oferit. \uc1 \u206 ?n sectorul public din Rom\uc1 \
u226 ?nia, acest lucru ar putea implica utilizarea re\uc1 \u539 ?elelor sociale,
buletinelor informative, coresponden\uc1 \u539 ?ei directe sau a evenimentelor
comunitare pentru a promova serviciile sau programele publice c\uc1 \u259 ?tre
publicul \uc1 \u539 ?int\uc1 \u259 ?.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \
lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 Evaluare: evaluarea
implic\uc1 \u259 ? urm\uc1 \u259 ?rirea \uc1 \u537 ?i m\uc1 \u259 ?surarea
eficacit\uc1 \u259 ?\uc1 \u539 ?ii eforturilor de marketing pentru a identifica
zonele de \uc1 \u238 ?mbun\uc1 \u259 ?t\uc1 \u259 ?\uc1 \u539 ?ire. \uc1 \u206 ?n
sectorul public din Rom\uc1 \u226 ?nia, acest lucru ar putea implica m\uc1 \u259 ?
surarea satisfac\uc1 \u539 ?iei cet\uc1 \u259 ?\uc1 \u539 ?enilor cu anumite
servicii sau programe publice \uc1 \u537 ?i utilizarea acestui feedback pentru a \
uc1 \u238 ?mbun\uc1 \u259 ?t\uc1 \u259 ?\uc1 \u539 ?i furnizarea de servicii \uc1 \
u537 ?i comunicarea.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \alang1025
alang1025 \uc1 \u206 ?n general, aplicarea principiilor de marketing \uc1 \u238 ?n
sectorul public rom\uc1 \u226 ?nesc poate ajuta la \uc1 \u238 ?mbun\uc1 \u259 ?t\
uc1 \u259 ?\uc1 \u539 ?irea furniz\uc1 \u259 ?rii serviciilor publice \uc1 \u537 ?i
la cre\uc1 \u537 ?terea angajamentului cet\uc1 \u259 ?\uc1 \u539 ?enilor. Prin
adaptarea comunic\uc1 \u259 ?rii \uc1 \u537 ?i a furniz\uc1 \u259 ?rii de servicii
c\uc1 \u259 ?tre grupuri specifice, eviden\uc1 \u539 ?iind beneficiile unice ale
serviciilor sau programelor publice, cre\uc1 \u226 ?nd o identitate vizual\uc1 \
u259 ? puternic\uc1 \u259 ?, promov\uc1 \u226 ?nd serviciile sau programele publice
prin mai multe canale \uc1 \u537 ?i m\uc1 \u259 ?sur\uc1 \u226 ?nd eficien\uc1 \
u539 ?a eforturilor de marketing, sectorul public rom\uc1 \u226 ?nesc poate ajuta
la dezvoltarea cet\uc1 \u259 ?\uc1 \u539 ?enilor prin con\uc1 \u537 ?tientizarea \
uc1 \u537 ?i participarea la serviciile \uc1 \u537 ?i programele publice. Mai mult
dec\uc1 \u226 ?t at\uc1 \u226 ?t, trebuie s\uc1 \u259 ? lu\uc1 \u259 ?m \uc1 \
u238 ?n considerare c\uc1 \u226 ?teva puncte suplimentare cu privire la aplicarea
principiilor de marketing \uc1 \u238 ?n sectorul public rom\uc1 \u226 ?nesc:}{\
\'fc\'00\tab }{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \alang1025 \ltrch
alang1025 Abordare centrat\uc1 \u259 ? pe client: o abordare centrat\uc1 \u259 ? pe
client poate fi aplicat\uc1 \u259 ? \uc1 \u238 ?n sectorul public din Rom\uc1 \u226
?nia pentru a se concentra pe nevoile \uc1 \u537 ?i preferin\uc1 \u539 ?ele cet\uc1
\u259 ?\uc1 \u539 ?enilor. Acest lucru poate implica colectarea de feedback de la
cet\uc1 \u259 ?\uc1 \u539 ?eni cu privire la experien\uc1 \u539 ?ele lor cu
serviciile \uc1 \u537 ?i programele publice \uc1 \u537 ?i utilizarea acestui
feedback pentru a \uc1 \u238 ?mbun\uc1 \u259 ?t\uc1 \u259 ?\uc1 \u539 ?i furnizarea
de servicii \uc1 \u537 ?i comunicare.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \
langfe1048 \langfenp1048 \alang1025 \f3 \'fc\'00\tab }{\rtlch \fcs1 \af0 \afs24 \
lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 Colaborare: colaborarea \
uc1 \u238 ?ntre diferite institu\uc1 \u539 ?ii guvernamentale \uc1 \u537 ?i p\uc1 \
u259 ?r\uc1 \u539 ?i interesate poate ajuta la \uc1 \u238 ?mbun\uc1 \u259 ?t\uc1 \
u259 ?\uc1 \u539 ?irea eficien\uc1 \u539 ?ei eforturilor de marketing. De exemplu,
colaborarea dintre institu\uc1 \u539 ?iile guvernamentale locale \uc1 \u537 ?i na\
uc1 \u539 ?ionale, organiza\uc1 \u539 ?iile non-profit \uc1 \u537 ?i grupurile
comunitare poate ajuta la promovarea serviciilor \uc1 \u537 ?i a programelor
publice c\uc1 \u259 ?tre un public mai larg.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0
adjustright \lin0 \rin0 \itap0
\ls11 \rtlch \fcs1 \af0 \afs22 \ltrch \fcs0 \fs22 \rtlch \alang1025 \ltrch \loch \
langfe1048 \langfenp1048 \alang1025 \f3 \'fc\'00\tab }{\rtlch \fcs1 \af0 \afs24 \
lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 Transparen\uc1 \u539 ?\
uc1 \u259 ?: transparen\uc1 \u539 ?a \uc1 \u238 ?n comunicare \uc1 \u537 ?i
furnizarea de servicii poate ajuta la construirea \uc1 \u238 ?ncrederii cu cet\
uc1 \u259 ?\uc1 \u539 ?enii \uc1 \u537 ?i la \uc1 \u238 ?mbun\uc1 \u259 ?t\uc1 \
u259 ?\uc1 \u539 ?irea angajamentului cet\uc1 \u259 ?\uc1 \u539 ?enilor. Aceasta
poate implica furnizarea de informa\uc1 \u539 ?ii clare \uc1 \u537 ?i accesibile cu
privire la serviciile \uc1 \u537 ?i programele publice \uc1 \u537 ?i asigurarea
faptului c\uc1 \u259 ? cet\uc1 \u259 ?\uc1 \u539 ?enii au acces la informa\uc1 \
u539 ?ii despre modul \uc1 \u238 ?n care sunt utilizate resursele publice.}{\
alang1025 Inova\uc1 \u539 ?ie: inova\uc1 \u539 ?ia poate fi aplicat\uc1 \u259 ? \
uc1 \u238 ?n sectorul public rom\uc1 \u226 ?nesc pentru a \uc1 \u238 ?mbun\uc1 \
u259 ?t\uc1 \u259 ?\uc1 \u539 ?i eficacitatea eforturilor de marketing \uc1 \u537 ?
i a furniz\uc1 \u259 ?rii de servicii. De exemplu, utilizarea noilor tehnologii,
cum ar fi aplica\uc1 \u539 ?iile mobile, chat bot-urile \uc1 \u537 ?i re\uc1 \
u539 ?elele sociale, pot ajuta la atingerea \uc1 \u537 ?i implicarea cet\uc1 \
u259 ?\uc1 \u539 ?enilor \uc1 \u238 ?n moduri noi \uc1 \u537 ?i inovatoare.}{\rtlch
\fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \alang1025 \ltrch \dbch \af0 \hich \af0
\loch \f0 \lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 \par }\pard \
alang1025 Luarea deciziilor bazat\uc1 \u259 ? pe date: luarea deciziilor bazat\
uc1 \u259 ? pe date poate fi aplicat\uc1 \u259 ? \uc1 \u238 ?n sectorul public rom\
uc1 \u226 ?nesc pentru a \uc1 \u238 ?mbun\uc1 \u259 ?t\uc1 \u259 ?\uc1 \u539 ?i
eficacitatea eforturilor de marketing \uc1 \u537 ?i a furniz\uc1 \u259 ?rii de
servicii. Acest lucru poate implica str\uc1 \u226 ?ngerea \uc1 \u537 ?i analizarea
datelor privind nevoile, preferin\uc1 \u539 ?ele \uc1 \u537 ?i comportamentele cet\
uc1 \u259 ?\uc1 \u539 ?enilor \uc1 \u537 ?i utilizarea acestor date pentru a
informa deciziile de marketing \uc1 \u537 ?i furnizarea de servicii.}{\rtlch \
langnp1048 \langfe1048 \langfenp1048 \alang1025 Aplicarea principiilor de marketing
\uc1 \u238 ?n sectorul public rom\uc1 \u226 ?nesc poate ajuta la \uc1 \u238 ?mbun\
uc1 \u259 ?t\uc1 \u259 ?\uc1 \u539 ?irea angajamentului cet\uc1 \u259 ?\uc1 \u539 ?
enilor, a furniz\uc1 \u259 ?rii de servicii \uc1 \u537 ?i a rezultatelor. Prin
adoptarea unei abord\uc1 \u259 ?ri centrate pe client, colabor\uc1 \u226 ?nd cu p\
uc1 \u259 ?r\uc1 \u539 ?ile interesate, promov\uc1 \u226 ?nd transparen\uc1 \u539 ?
a, \uc1 \u238 ?mbr\uc1 \u259 ?\uc1 \u539 ?i\uc1 \u537 ?\uc1 \u226 ?nd inova\uc1 \
u539 ?ia \uc1 \u537 ?i utiliz\uc1 \u226 ?nd procesul decizional bazat pe date,
sectorul public din Rom\uc1 \u226 ?nia poate comercializa \uc1 \u238 ?n mod
eficient serviciile \uc1 \u537 ?i programele publice c\uc1 \u259 ?tre cet\uc1 \u259
?\uc1 \u539 ?eni \uc1 \u537 ?i poate \uc1 \u238 ?mbun\uc1 \u259 ?t\uc1 \u259 ?\
uc1 \u539 ?i furnizarea general\uc1 \u259 ? a serviciilor publice.}{\rtlch \fcs1 \
li0 \ri0 \lisb0 \sa0 \lisa0 \sl240 \slmult1
\widctlpar \aspalpha \aspnum \adjustright \lin0 \rin0 \itap0 \rtlch \fcs1 \af0 \
langnp1048 \langfe1048 \langfenp1048 \alang1025 \par }\pard \plain \qj \fi-360 \
af0 \lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 \f2 2.\tab }{\
rtlch \fcs1 \af0 \afs28 \ltrch \fcs0 \cs16 \b1 \fs28 \rtlch \ltrch \dbch \af2 \hich
\af0 \loch \f0 \caps1 Mix-ul de marketing \uc1 \u238 ?n sectorul public.}{\rtlch \
fcs1 \af0 \afs28 \ltrch \fcs0 \cs16 \b1 \fs28 \rtlch \ltrch \dbch \af2 \hich \af0 \
loch \f0 \caps1 \par }\pard \plain \qj \li1080 \ri0 \lisb0 \sa0 \lisa0 \sl240 \
slmult1 \widctlpar \aspalpha \aspnum \adjustright \lin1080 \rin0 \itap0 \rtlch \
af7 \dbch \af0 \lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 {\rtlch \
fcs1 \af0 \afs22 \ltrch \fcs0 \cs16 \fs22 \rtlch \ltrch \par }\pard \plain \qj \
\langfenp1048 \alang1025 {\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \cs16 \fs24 \
rtlch \ltrch \dbch \af2 \hich \af0 \loch \f0 Marketingul \uc1 \u238 ?n sectorul
public este un instrument vital pentru guverne, administra\uc1 \u539 ?ii locale \
uc1 \u537 ?i alte organiza\uc1 \u539 ?ii \uc1 \u238 ?n dorin\uc1 \u539 ?a de a
comunica cu publicul, pentru a construi \uc1 \u238 ?ncredere \uc1 \u537 ?i
credibilitate \uc1 \u537 ?i pentru a promova beneficiile serviciilor lor.}{\rtlch \
fcs1 \af0 \afs24 \ltrch \fcs0 \cs20 \fs24 \rtlch \ltrch \dbch \af2 \hich \af0 \loch
\f0 }{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \cs16 \fs24 \rtlch \ltrch \dbch \af2 \
hich \af0 \loch \f0 Mix}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \cs16 \fs24 \rtlch \
ltrch \dbch \af2 \hich \af0 \loch \f0 -}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \
cs16 \fs24 \rtlch \ltrch \dbch \af2 \hich \af0 \loch \f0 ul de marketing este un
cadru eficient pentru organiza\uc1 \u539 ?iile din sectorul public pentru a
planifica, dezvolta \uc1 \u537 ?i implementa strategii de marketing care le pot
ajuta s\uc1 \u259 ? \uc1 \u238 ?\uc1 \u537 ?i ating\uc1 \u259 ? obiectivele.}{\
rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \cs16 \fs24 \rtlch \ltrch \dbch \af2 \hich \
af0 \loch \f0 \par }\pard \plain \qj \fi709 \li0 \ri0 \lisb0 \sa0 \lisa0 \sl240 \
\f0 Fiecare organiza\uc1 \u539 ?ie tinde s\uc1 \u259 ? abordeze mix-ul de marketing
\uc1 \u238 ?n propriul stil. Din acest motiv, nu exist\uc1 \u259 ? dou\uc1 \u259 ?
organiza\uc1 \u539 ?ii care s\uc1 \u259 ? adopte exact aceea\uc1 \u537 ?i abordare
a marketingului. Aceasta este una dintre caracteristicile care distinge marketingul
de alte domenii de afaceri, cum ar fi dreptul contabil \uc1 \u537 ?i dreptul
comercial.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \cs16 \fs24 \rtlch \ltrch \dbch \
af2 \hich \af0 \loch \f0 \par }\pard \plain \qj \fi709 \li0 \ri0 \lisb0 \sa0 \lisa0
\sl240 \slmult1 \widctlpar \aspalpha \aspnum \adjustright \lin0 \rin0 \itap0 \rtlch
\fcs1 \af0 \afs22 \ltrch \fcs0 \fs22 \rtlch \alang1025 \ltrch \loch \af7 \hich \af7
\dbch \af0 \lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 {\rtlch \fcs1
\af0 \afs24 \ltrch \fcs0 \cs16 \fs24 \rtlch \ltrch \dbch \af2 \hich \af0 \loch \f0
Toate dintre urm\uc1 \u259 ?toarele \uc1 \u537 ?apte elemente trebuie combinate \
uc1 \u238 ?ntr-un amestec}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \cs16 \fs24 \rtlch
\ltrch \dbch \af2 \hich \af0 \loch \f0 ,}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \
cs16 \fs24 \rtlch \ltrch \dbch \af2 \hich \af0 \loch \f0 ca \uc1 \u238 ?ntr-o re\
uc1 \u539 ?et\uc1 \u259 ?, un ingredient nu trebuie \uc1 \u238 ?nlocuit cu altul;
fiecare dintre ele trebuie ad\uc1 \u259 ?ugate \uc1 \u238 ?n cantitatea potrivit\
uc1 \u259 ? \uc1 \u537 ?i la momentul potrivit pentru ca mix}{\rtlch \fcs1 \af0 \
afs24 \ltrch \fcs0 \cs16 \fs24 \rtlch \ltrch \dbch \af2 \hich \af0 \loch \f0 -}{\
af0 \loch \f0 ul s\uc1 \u259 ? aib\uc1 \u259 ? succes \uc1 \u238 ?n satisfacerea
cet\uc1 \u259 ?\uc1 \u539 ?eanului:}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \cs16 \
fs24 \rtlch \ltrch \dbch \af2 \hich \af0 \loch \f0 \par }\pard \plain \qj \li0 \ri0
\lisb0 \sa0 \lisa0 \sl240 \slmult1 \widctlpar \aspalpha \aspnum \adjustright \
langfenp1048 \alang1025 {\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \cs16 \fs24 \rtlch \
ltrch \dbch \af2 \hich \af0 \loch \f0 \par }\pard \plain \qj \fi-375 \li1095 \ri0 \
\fcs1 \af0 \afs28 \ltrch \fcs0 \cs16 \b1 \fs28 \rtlch \ltrch \dbch \af2 \hich \
af0 \loch \f0 }{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \cs16 \b1 \fs24 \rtlch \
ltrch \dbch \af2 \hich \af0 \loch \f0 Produsul}{\rtlch \fcs1 \af0 \afs24 \ltrch \
fcs0 \cs16 \b1 \fs24 \rtlch \ltrch \dbch \af2 \hich \af0 \loch \f0 .}{\rtlch \
loch \f0 \par }\pard \plain \qj \fi720 \li0 \ri0 \lisb0 \sa0 \lisa0 \sl240 \slmult1
afs24 \ltrch \fcs0 \cs16 \fs24 \rtlch \ltrch \dbch \af2 \hich \af0 \loch \f0 \uc1 \
u8222 ?Produsul\uc1 \u8221 ? din serviciul public se refer\uc1 \u259 ? la
serviciile \uc1 \u537 ?i programele care sunt oferite publicului de c\uc1 \u259 ?
tre guvern \uc1 \u537 ?i alte organiza\uc1 \u539 ?ii publice. Aceste servicii \
uc1 \u537 ?i programe sunt concepute pentru a satisface nevoile publicului \uc1 \
u537 ?i pentru a oferi valoare societ\uc1 \u259 ?\uc1 \u539 ?ii.}{\rtlch \fcs1 \af0
\afs24 \ltrch \fcs0 \cs16 \fs24 \rtlch \ltrch \dbch \af2 \hich \af0 \loch \f0 \
par }\pard \plain \qj \fi720 \li0 \ri0 \lisb0 \sa0 \lisa0 \sl240 \slmult1 \
afs24 \ltrch \fcs0 \cs16 \fs24 \rtlch \ltrch \dbch \af2 \hich \af0 \loch \f0
Serviciile publice cuprind o gam\uc1 \u259 ? larg\uc1 \u259 ? de domenii, cum ar fi
asisten\uc1 \u539 ?a medical\uc1 \u259 ?, educa\uc1 \u539 ?ia, bun\uc1 \u259 ?
starea social\uc1 \u259 ?, transportul \uc1 \u537 ?i siguran\uc1
\u539 ?a public\uc1 \u259 ?. \uc1 \u206 ?n fiecare dintre aceste domenii,
produsele oferite de organiza\uc1 \u539 ?iile din sectorul public sunt menite s\uc1
\u259 ? \uc1 \u238 ?mbun\uc1 \u259 ?t\uc1 \u259 ?\uc1 \u539 ?easc\uc1 \u259 ?
calitatea vie\uc1 \u539 ?ii cet\uc1 \u259 ?\uc1 \u539 ?enilor \uc1 \u537 ?i s\uc1 \
u259 ? r\uc1 \u259 ?spund\uc1 \u259 ? nevoilor acestora.}{\rtlch \fcs1 \af0 \
afs24 \ltrch \fcs0 \cs16 \fs24 \rtlch \ltrch \dbch \af2 \hich \af0 \loch \f0 \
afs24 \ltrch \fcs0 \cs16 \fs24 \rtlch \ltrch \dbch \af2 \hich \af0 \loch \f0 De
exemplu, \uc1 \u238 ?n domeniul s\uc1 \u259 ?n\uc1 \u259 ?t\uc1 \u259 ?\uc1 \u539 ?
ii, organiza\uc1 \u539 ?iile din sectorul public pot oferi o gam\uc1 \u259 ? larg\
uc1 \u259 ? de servicii, cum ar fi \uc1 \u238 ?ngrijirea spitaliceasc\uc1 \
u259 ?, \uc1 \u238 ?ngrijirea primar\uc1 \u259 ? \uc1 \u537 ?i serviciile de s\
uc1 \u259 ?n\uc1 \u259 ?tate preventiv\uc1 \u259 ?. Aceste servicii sunt concepute
pentru a promova s\uc1 \u259 ?n\uc1 \u259 ?tatea \uc1 \u537 ?i bun\uc1 \u259 ?
starea, pentru a preveni bolile \uc1 \u537 ?i pentru a oferi tratament \uc1 \u238 ?
n timp util \uc1 \u537 ?i eficient celor care au nevoie de ele.}{\rtlch \fcs1 \
af0 \afs24 \ltrch \fcs0 \cs16 \fs24 \rtlch \ltrch \dbch \af2 \hich \af0 \loch \f0 \
u206 ?n educa\uc1 \u539 ?ie, organiza\uc1 \u539 ?iile din sectorul public ofer\
uc1 \u259 ? o gam\uc1 \u259 ? larg\uc1 \u259 ? de programe \uc1 \u537 ?i servicii,
cum ar fi \uc1 \u238 ?nv\uc1 \u259 ?\uc1 \u539 ?\uc1 \u259 ?m\uc1 \u226 ?ntul
primar \uc1 \u537 ?i secundar, formarea profesional\uc1 \u259 ? \uc1 \u537 ?i
educa\uc1 \u539 ?ia adul\uc1 \u539 ?ilor. Aceste servicii sunt concepute pentru a
oferi cet\uc1 \u259 ?\uc1 \u539 ?enilor abilit\uc1 \u259 ?\uc1 \u539 ?ile \uc1 \
u537 ?i cuno\uc1 \u537 ?tin\uc1 \u539 ?ele de care au nevoie pentru a participa pe
deplin \uc1 \u238 ?n societate, pentru a le \uc1 \u238 ?mbun\uc1 \u259 ?t\uc1 \u259
?\uc1 \u539 ?i perspectivele de angajare \uc1 \u537 ?i pentru a contribui la
economie.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \cs16 \fs24 \rtlch \ltrch \dbch \
\af0 \afs24 \ltrch \fcs0 \cs16 \fs24 \rtlch \ltrch \dbch \af2 \hich \af0 \loch \
f0 \uc1 \u206 ?n transport, organiza\uc1 \u539 ?iile din sectorul public ofer\uc1 \
u259 ? o gam\uc1 \u259 ? larg\uc1 \u259 ? de servicii, cum ar fi transportul
public, \uc1 \u238 ?ntre\uc1 \u539 ?inerea drumurilor \uc1 \u537 ?i managementul
traficului. Aceste servicii sunt concepute pentru a \uc1 \u238 ?mbun\uc1 \u259 ?t\
uc1 \u259 ?\uc1 \u539 ?i mobilitatea, a reduce aglomera\uc1 \u539 ?ia \uc1 \u537 ?i
a asigura c\uc1 \u259 ? cet\uc1 \u259 ?\uc1 \u539 ?enii pot c\uc1 \u259 ?l\uc1 \
u259 ?tori \uc1 \u238 ?n siguran\uc1 \u539 ?\uc1 \u259 ? \uc1 \u537 ?i eficient.}{\
\f0 \uc1 \u206 ?n domeniul asisten\uc1 \u539 ?ei sociale, organiza\uc1 \u539 ?iile
din sectorul public ofer\uc1 \u259 ? o gam\uc1 \u259 ? larg\uc1 \u259 ? de
servicii, cum ar fi asisten\uc1 \u539 ?\uc1 \u259 ? pentru locuin\uc1 \u539 ?e,
programe alimentare \uc1 \u537 ?i asisten\uc1 \u539 ?\uc1 \u259 ? financiar\uc1 \
u259 ?. Aceste servicii sunt concepute pentru a oferi sprijin celor care au
nevoie \uc1 \u537 ?i pentru a-i ajuta s\uc1 \u259 ? dep\uc1 \u259 ?\uc1 \u537 ?
easc\uc1 \u259 ? provoc\uc1 \u259 ?rile cu care se confrunt\uc1 \u259 ?.}{\rtlch \
\f0 \par }\pard \plain \qj \fi720 \li0 \ri0 \lisb0 \sa0 \lisa0 \sl240 \slmult1 \
u206 ?n fiecare dintre aceste domenii, organiza\uc1 \u539 ?iile din sectorul public
trebuie s\uc1 \u259 ? se asigure c\uc1 \u259 ? produsele lor r\uc1 \u259 ?spund
nevoilor publicului \uc1 \u537 ?i ofer\uc1 \u259 ? valoare societ\uc1 \u259 ?\uc1 \
u539 ?ii. De asemenea, trebuie s\uc1 \u259 ? se asigure c\uc1 \u259 ? produsele lor
sunt proiectate \uc1 \u537 ?i livrate \uc1 \u238 ?ntr-un mod eficient, eficient \
uc1 \u537 ?i receptiv la nevoile publicului.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0
\cs16 \fs24 \rtlch \ltrch \dbch \af2 \hich \af0 \loch \f0 \par }\pard \plain \qj \
rtlch \ltrch \dbch \af2 \hich \af0 \loch \f0 Pentru a-\uc1 \u537 ?i comercializa \
uc1 \u238 ?n mod eficient produsele, organiza\uc1 \u539 ?iile din sectorul public
trebuie s\uc1 \u259 ? \uc1 \u238 ?n\uc1 \u539 ?eleag\uc1 \u259 ? nevoile publicului
\uc1 \u539 ?int\uc1 \u259 ? \uc1 \u537 ?i s\uc1 \u259 ? comunice publicului
beneficiile serviciilor lor. De asemenea, trebuie s\uc1 \u259 ? se asigure c\uc1 \
u259 ? produsele lor au un pre\uc1 \u539 ? adecvat, sunt livrate prin canale
convenabile \uc1 \u537 ?i accesibile \uc1 \u537 ?i sunt promovate \uc1 \u238 ?n mod
eficient printr-o serie de canale de marketing.}{\rtlch \fcs1 \af0 \afs24 \ltrch \
fcs0 \cs16 \fs24 \rtlch \ltrch \dbch \af2 \hich \af0 \loch \f0 \par }\pard \plain \
langfe1048 \langfenp1048 \alang1025 {\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \cs16 \
fs24 \rtlch \ltrch \dbch \af2 \hich \af0 \loch \f0 Comercializarea produselor \
uc1 \u238 ?n serviciul public este esen\uc1 \u539 ?ial\uc1 \u259 ? pentru a se
asigura c\uc1 \u259 ? cet\uc1 \u259 ?\uc1 \u539 ?enii sunt con\uc1 \u537 ?tien\
uc1 \u539 ?i de serviciile \uc1 \u537 ?i programele care le sunt disponibile \uc1 \
u537 ?i le pot accesa cu u\uc1 \u537 ?urin\uc1 \u539 ?\uc1 \u259 ?. Organiza\uc1 \
u539 ?iile din sectorul public trebuie s\uc1 \u259 ? se asigure c\uc1 \u259 ?
produsele lor r\uc1 \u259 ?spund nevoilor publicului \uc1 \u537 ?i ofer\uc1 \u259 ?
valoare societ\uc1 \u259 ?\uc1 \u539 ?ii. De asemenea, trebuie s\uc1 \u259 ?
dezvolte strategii de marketing eficiente pentru a comunica publicului beneficiile
produselor \uc1 \u537 ?i serviciilor lor.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \
cs16 \fs24 \rtlch \ltrch \dbch \af2 \hich \af0 \loch \f0 \par }\pard \plain \qj \
rtlch \ltrch \dbch \af2 \hich \af0 \loch \f0 \par }\pard \plain \qj \fi-375 \li1095
\ri0 \lisb0 \sa0 \lisa0 \sl240 \slmult1 \widctlpar \aspalpha \aspnum \adjustright \
\fcs1 \af0 \afs28 \ltrch \fcs0 \cs16 \b1 \fs28 \rtlch \ltrch \dbch \af2 \hich \
af0 \loch \f0 }{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \cs16 \b1 \fs24 \rtlch \
ltrch \dbch \af2 \hich \af0 \loch \f0 Plasarea}{\rtlch \fcs1 \af0 \afs24 \ltrch \
fcs0 \cs16 \b1 \fs24 \rtlch \ltrch \dbch \af2 \hich \af0 \loch \f0 .}{\rtlch \
Plasarea din mix}{\rtlch \fcs1 \af0 \afs24 \ltrch
\fcs0 \cs16 \fs24 \rtlch \ltrch \dbch \af2 \hich \af0 \loch \f0 -}{\rtlch \fcs1 \
af0 \afs24 \ltrch \fcs0 \cs16 \fs24 \rtlch \ltrch \dbch \af2 \hich \af0 \loch \f0
ul de marketing pentru sectorul public se refer\uc1 \u259 ? la canalele prin care
serviciile publice sunt furnizate publicului. Cu alte cuvinte, presupune punerea
serviciilor accesibile \uc1 \u537 ?i disponibile publicului \uc1 \u238 ?ntr-o
manier\uc1 \u259 ? convenabil\uc1 \u259 ? \uc1 \u537 ?i eficient\uc1 \u259 ?.}{\
\f0 Organiza\uc1 \u539 ?iile din sectorul public trebuie s\uc1 \u259 ? se asigure
c\uc1 \u259 ? serviciile lor sunt disponibile publicului \uc1 \u238 ?n loca\uc1 \
u539 ?ii \uc1 \u537 ?i prin canale u\uc1 \u537 ?or de accesat. De exemplu, \uc1 \
u238 ?n cazul serviciilor de asisten\uc1 \u539 ?\uc1 \u259 ? medical\uc1 \u259 ?,
organiza\uc1 \u539 ?iile din sectorul public se pot asigura c\uc1 \u259 ? spitalele
\uc1 \u537 ?i clinicile sunt situate \uc1 \u238 ?n zone care sunt u\uc1 \u537 ?or
accesibile de c\uc1 \u259 ?tre public sau pot oferi clinici mobile pentru a ajunge
la cele din zone \uc1 \u238 ?ndep\uc1 \u259 ?rtate.}{\rtlch \fcs1 \af0 \afs24 \
ltrch \fcs0 \cs16 \fs24 \rtlch \ltrch \dbch \af2 \hich \af0 \loch \f0 \par }\pard \
fcs0 \cs16 \fs24 \rtlch \ltrch \dbch \af2 \hich \af0 \loch \f0 \uc1 \u206 ?n cazul
serviciilor de educa\uc1 \u539 ?ie, organiza\uc1 \u539 ?iile din sectorul public
trebuie s\uc1 \u259 ? se asigure c\uc1 \u259 ? \uc1 \u537 ?colile \uc1 \u537 ?i
centrele de formare sunt amplasate \uc1 \u238 ?n zone u\uc1 \u537 ?or accesibile
elevilor. Ei pot oferi, de asemenea, cursuri online sau programe de \uc1 \u238 ?nv\
uc1 \u259 ?\uc1 \u539 ?are la distan\uc1 \u539 ?\uc1 \u259 ? pentru a face educa\
uc1 \u539 ?ia accesibil\uc1 \u259 ? celor care nu pot participa la cursuri \uc1 \
u238 ?n persoan\uc1 \u259 ?.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \cs16 \fs24 \
rtlch \ltrch \dbch \af2 \hich \af0 \loch \f0 \par }\pard \plain \qj \fi720 \li0 \
ri0 \lisb0 \sa0 \lisa0 \sl240 \slmult1 \widctlpar \aspalpha \aspnum \adjustright \
ltrch \dbch \af2 \hich \af0 \loch \f0 \uc1 \u206 ?n serviciile de transport,
organiza\uc1 \u539 ?iile din sectorul public trebuie s\uc1 \u259 ? se asigure c\uc1
\u259 ? op\uc1 \u539 ?iunile de transport public sunt disponibile \uc1 \u537 ?i
accesibile cet\uc1 \u259 ?\uc1 \u539 ?enilor. Aceasta poate implica furnizarea unei
re\uc1 \u539 ?ele de rute de autobuz \uc1 \u537 ?i tren care s\uc1 \u259 ? ajung\
uc1 \u259 ? \uc1 \u238 ?n toate zonele ora\uc1 \u537 ?ului sau cartierelor ora\
uc1 \u537 ?ului, precum \uc1 \u537 ?i asigurarea faptului c\uc1 \u259 ? serviciile
de transport sunt accesibile pentru to\uc1 \u539 ?i cet\uc1 \u259 ?\uc1 \u539 ?
enii.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \cs16 \fs24 \rtlch \ltrch \dbch \af2 \
hich \af0 \loch \f0 \par }\pard \plain \qj \fi720 \li0 \ri0 \lisb0 \sa0 \lisa0 \
sl240 \slmult1 \widctlpar \aspalpha \aspnum \adjustright \lin0 \rin0 \itap0 \
af0 \loch \f0 Elementul \uc1 \u8222 ?plasare\uc1 \u8221 ? implic\uc1 \u259 ?, de
asemenea, asigurarea faptului c\uc1 \u259 ? serviciile sunt disponibile la ore
convenabile pentru cet\uc1 \u259 ?\uc1 \u539 ?eni. De exemplu, serviciile de
asisten\uc1 \u539 ?\uc1 \u259 ? medical\uc1 \u259 ? pot oferi ore prelungite sau
clinici de weekend pentru a face asisten\uc1 \u539 ?a medical\uc1 \u259 ? mai
accesibil\uc1 \u259 ? celor care nu pot participa la \uc1 \u238 ?nt\uc1 \u226 ?
lniri \uc1 \u238 ?n timpul orelor de lucru normale}{\rtlch \fcs1 \af0 \afs24 \ltrch
\fcs0 \cs16 \fs24 \rtlch \ltrch \dbch \af2 \hich \af0 \loch \f0 .}{\rtlch \fcs1 \
u206 ?n plus, organiza\uc1 \u539 ?iile din sectorul public pot folosi, de asemenea,
tehnologia pentru a-\uc1 \u537 ?i face serviciile mai accesibile publicului. De
exemplu, ace\uc1 \u537 ?tia pot oferi sisteme de rezervare online a program\uc1 \
u259 ?rilor sau pot permite cet\uc1 \u259 ?\uc1 \u539 ?enilor s\uc1 \u259 ?
acceseze servicii prin intermediul aplica\uc1 \u539 ?iilor mobile sau al site-
urilor web.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \cs16 \fs24 \rtlch \ltrch \
dbch \af2 \hich \af0 \loch \f0 \par }\pard \plain \qj \fi720 \li0 \ri0 \lisb0 \
sa0 \lisa0 \sl240 \slmult1 \widctlpar \aspalpha \aspnum \adjustright \lin0 \rin0 \
alang1025 {\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \cs16 \fs24 \rtlch \ltrch \dbch \
af2 \hich \af0 \loch \f0 \uc1 \u206 ?n cele din urm\uc1 \u259 ?, organiza\uc1 \u539
?iile din sectorul public trebuie s\uc1 \u259 ? se asigure c\uc1 \u259 ? modalit\
uc1 \u259 ?\uc1 \u539 ?ile prin care sunt furnizate serviciile sunt sigure,
securizate \uc1 \u537 ?i de \uc1 \u238 ?ncredere. Aceasta poate implica
implementarea unor m\uc1 \u259 ?suri de securitate pentru a proteja cet\uc1 \
u259 ?\uc1 \u539 ?enii \uc1 \u537 ?i informa\uc1 \u539 ?iile lor personale,
precum \uc1 \u537 ?i asigurarea faptului c\uc1 \u259 ? serviciile sunt furnizate \
uc1 \u238 ?n timp util \uc1 \u537 ?i eficient.}{\rtlch \fcs1 \af0 \afs24 \ltrch \
fs24 \rtlch \ltrch \dbch \af2 \hich \af0 \loch \f0 Plasarea mix}{\rtlch \fcs1 \
-}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \cs16 \fs24 \rtlch \ltrch \dbch \af2 \hich
\af0 \loch \f0 ului de marketing \uc1 \u238 ?n sectorul public implic\uc1 \u259 ?
asigurarea faptului c\uc1 \u259 ? serviciile sunt accesibile, convenabile \uc1 \
u537 ?i disponibile publicului printr-o serie de canale. Organiza\uc1 \u539 ?iile
din sectorul public trebuie s\uc1 \u259 ? se asigure c\uc1 \u259 ? serviciile sunt
disponibile \uc1 \u238 ?n loca\uc1 \u539 ?ii u\uc1 \u537 ?or accesibile cet\uc1 \
u259 ?\uc1 \u539 ?enilor, la ore convenabile \uc1 \u537 ?i prin canale sigure \
uc1 \u537 ?i de \uc1 \u238 ?ncredere. Proced\uc1 \u226 ?nd astfel, se pot asigura
c\uc1 \u259 ? serviciile lor sunt accesibile tuturor cet\uc1 \u259 ?\uc1 \u539 ?
enilor \uc1 \u537 ?i r\uc1 \u259 ?spund nevoilor publicului.}{\rtlch \fcs1 \af0 \
par }\pard \plain \qj \fi-375 \li1095 \ri0 \lisb0 \sa0 \lisa0 \sl240 \slmult1 \
widctlpar \aspalpha \aspnum \adjustright \lin1095 \rin0 \itap0 \ls1 \ilvl1 \rtlch \
langfenp1048 \alang1025 \f2 2.3\tab }{\rtlch \fcs1 \af0 \afs28 \ltrch \fcs0 \cs16 \
b1 \fs28 \rtlch \ltrch \dbch \af2 \hich \af0 \loch \f0 }{\rtlch \fcs1 \af0 \
afs24 \ltrch \fcs0 \cs16 \b1 \fs24 \rtlch \ltrch \dbch \af2 \hich \af0 \loch \f0
Promovarea.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \cs16 \fs24 \rtlch \ltrch \
af2 \hich \af0 \loch
\f0 Elementul de \uc1 \u8222 ?promovare\uc1 \u8221 ? al mix}{\rtlch \fcs1 \af0 \
af0 \loch \f0 ului de marketing \uc1 \u238 ?n sectorul public presupune comunicarea
c\uc1 \u259 ?tre public a valorii \uc1 \u537 ?i beneficiilor serviciilor publice.
Acest element al mix}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \cs16 \fs24 \rtlch \
ltrch \dbch \af2 \hich \af0 \loch \f0 -}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \
cs16 \fs24 \rtlch \ltrch \dbch \af2 \hich \af0 \loch \f0 ului de marketing reflect\
uc1 \u259 ? valorile \uc1 \u537 ?i principiile serviciului public \uc1 \u537 ?i
rolul pe care organiza\uc1 \u539 ?iile din sectorul public \uc1 \u238 ?l joac\uc1 \
u259 ? \uc1 \u238 ?n societate.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \cs16 \
fs24 \rtlch \ltrch \dbch \af2 \hich \af0 \loch \f0 \par }\pard \plain \qj \fi720 \
rtlch \ltrch \dbch \af2 \hich \af0 \loch \f0 Unul dintre principiile de baz\uc1 \
u259 ? ale serviciului public este transparen\uc1 \u539 ?a, care presupune
asigurarea c\uc1 \u259 ? cet\uc1 \u259 ?\uc1 \u539 ?enii au acces la informa\uc1 \
u539 ?ii despre serviciile care le sunt disponibile. Promovarea eficient\uc1 \
u259 ? a serviciilor publice implic\uc1 \u259 ? comunicarea acestor informa\uc1 \
u539 ?ii c\uc1 \u259 ?tre public \uc1 \u238 ?ntr-o manier\uc1 \u259 ? clar\uc1 \
u259 ?, exact\uc1 \u259 ? \uc1 \u537 ?i accesibil\uc1 \u259 ?. Acest lucru
promoveaz\uc1 \u259 ? transparen\uc1 \u539 ?a \uc1 \u537 ?i construie\uc1 \u537 ?te
\uc1 \u238 ?ncrederea \uc1 \u238 ?ntre public \uc1 \u537 ?i organiza\uc1 \u539 ?
iile din sectorul public.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \cs16 \fs24 \rtlch
\ltrch \dbch \af2 \hich \af0 \loch \f0 \par }\pard \plain \qj \fi720 \li0 \ri0 \
af2 \hich \af0 \loch \f0 Un alt aspect al promov\uc1 \u259 ?rii \uc1 \u238 ?n
sectorul public este no\uc1 \u539 ?iunea de responsabilitate social\uc1 \u259 ?.
Organiza\uc1 \u539 ?iile din sectorul public au responsabilitatea de a comunica
publicului beneficiile serviciilor lor \uc1 \u537 ?i de a \uc1 \u238 ?ncuraja cet\
uc1 \u259 ?\uc1 \u539 ?enii s\uc1 \u259 ? foloseasc\uc1 \u259 ? aceste servicii.
Acest lucru este deosebit de important \uc1 \u238 ?n domenii precum asisten\uc1 \
u539 ?a medical\uc1 \u259 ? \uc1 \u537 ?i bun\uc1 \u259 ?starea social\uc1 \u259 ?,
unde serviciile oferite sunt esen\uc1 \u539 ?iale pentru bun\uc1 \u259 ?starea cet\
uc1 \u259 ?\uc1 \u539 ?enilor. Promovarea eficient\uc1 \u259 ? a acestor servicii
poate contribui la asigurarea c\uc1 \u259 ? cet\uc1 \u259 ?\uc1 \u539 ?enii au
acces la sprijinul de care au nevoie pentru a tr\uc1 \u259 ?i o via\uc1 \u539 ?\uc1
\u259 ? s\uc1 \u259 ?n\uc1 \u259 ?toas\uc1 \u259 ? \uc1 \u537 ?i productiv\uc1 \
u259 ?.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \cs16 \fs24 \rtlch \ltrch \dbch \af2
\hich \af0 \loch \f0 \par }\pard \plain \qj \fi720 \li0 \ri0 \lisb0 \sa0 \lisa0 \
af0 \loch \f0 \uc1 \u206 ?n plus, promovarea eficient\uc1 \u259 ? a serviciilor
publice poate contribui la promovarea echit\uc1 \u259 ?\uc1 \u539 ?ii \uc1 \u537 ?i
justi\uc1 \u539 ?iei sociale. Organiza\uc1 \u539 ?iile din sectorul public trebuie
s\uc1 \u259 ? se asigure c\uc1 \u259 ? serviciile lor sunt accesibile tuturor cet\
uc1 \u259 ?\uc1 \u539 ?enilor, indiferent de mediul sau statutul socio-economic al
acestora. Promovarea eficient\uc1 \u259 ? a acestor servicii poate contribui la
asigurarea faptului c\uc1 \u259 ? cet\uc1 \u259 ?\uc1 \u539 ?enii sunt con\uc1 \
u537 ?tien\uc1 \u539 ?i de sprijinul care le este disponibil \uc1 \u537 ?i pot
accesa aceste servicii atunci c\uc1 \u226 ?nd este necesar.}{\rtlch \fcs1 \af0 \
u206 ?n sf\uc1 \u226 ?r\uc1 \u537 ?it, promovarea serviciilor publice reflect\uc1 \
u259 ? valorile democra\uc1 \u539 ?iei \uc1 \u537 ?i particip\uc1 \u259 ?rii cet\
uc1 \u259 ?\uc1 \u539 ?enilor. Organiza\uc1 \u539 ?iile din sectorul public trebuie
s\uc1 \u259 ? implice publicul \uc1 \u537 ?i s\uc1 \u259 ? \uc1 \u238 ?ncurajeze
cet\uc1 \u259 ?\uc1 \u539 ?enii s\uc1 \u259 ? ofere feedback cu privire la
serviciile oferite. Promovarea eficient\uc1 \u259 ? a serviciilor publice poate
contribui la construirea unui dialog \uc1 \u238 ?ntre public \uc1 \u537 ?i
organiza\uc1 \u539 ?iile din sectorul public, conduc\uc1 \u226 ?nd la servicii mai
receptive \uc1 \u537 ?i mai eficiente, care s\uc1 \u259 ? r\uc1 \u259 ?spund\uc1 \
u259 ? nevoilor cet\uc1 \u259 ?\uc1 \u539 ?enilor.}{\rtlch \fcs1 \af0 \afs24 \ltrch
\fcs0 \cs16 \fs24 \rtlch \ltrch \dbch \af2 \hich \af0 \loch \f0 \par }\pard \
fcs0 \cs16 \fs24 \rtlch \ltrch \dbch \af2 \hich \af0 \loch \f0 Elementul de
promovare al mix}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \cs16 \fs24 \rtlch \ltrch \
dbch \af2 \hich \af0 \loch \f0 -}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \cs16 \fs24
\rtlch \ltrch \dbch \af2 \hich \af0 \loch \f0 ului de marketing \uc1 \u238 ?n
sectorul public reflect\uc1 \u259 ? principiile serviciului public, inclusiv
transparen\uc1 \u539 ?a, responsabilitatea social\uc1 \u259 ?, echitatea social\uc1
\u259 ?, democra\uc1 \u539 ?ia \uc1 \u537 ?i participarea cet\uc1 \u259 ?\uc1 \u539
?enilor. Promovarea eficient\uc1 \u259 ? a serviciilor publice poate ajuta la
construirea \uc1 \u238 ?ncrederii \uc1 \u537 ?i la promovarea bun\uc1 \u259 ?st\uc1
\u259 ?rii cet\uc1 \u259 ?\uc1 \u539 ?enilor, asigur\uc1 \u226 ?nd \uc1 \u238 ?n
acela\uc1 \u537 ?i timp c\uc1 \u259 ? organiza\uc1 \u539 ?iile din sectorul public
sunt responsabile \uc1 \u238 ?n fa\uc1 \u539 ?a publicului pe care \uc1 \u238 ?l
deservesc.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \cs16 \fs24 \rtlch \ltrch \dbch \
f0 \par }\pard \plain \qj \fi-375 \li1095 \ri0 \lisb0 \sa0 \lisa0 \sl240 \slmult1 \
Pre\uc1 \u539 ?ul.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \alang1025 \
alang1025 \uc1 \u206 ?n sectorul public, conceptul de \uc1 \u8222 ?pre\uc1 \u539 ?\
uc1 \u8221 ? este diferit de cel al sectorului privat. Serviciile publice nu sunt
de obicei stabilite \uc1 \u238 ?n func\uc1 \u539 ?ie de cerere \uc1 \u537 ?i ofert\
uc1 \u259 ?, deoarece sunt considerate servicii esen\uc1 \u539 ?iale care trebuie
furnizate tuturor membrilor comunit\uc1 \u259 ?\uc1 \u539 ?ii. Prin urmare, \uc1 \
u8222 ?pre\uc1 \u539 ?ul\uc1 \u8221 ? serviciilor publice se refer\uc1 \u259 ? la
costurile asociate cu furnizarea acelor servicii \uc1 \u537 ?i la mecanismele
utilizate pentru finan\uc1 \u539 ?area acestor costuri.}{\rtlch \fcs1 \af0 \afs24 \
ltrch \fcs0 \fs24 \rtlch \alang1025 \ltrch \dbch \af0
\hich \af0 \loch \f0 \lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 \
lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 Costul furniz\uc1 \u259 ?
rii serviciilor publice include cheltuielile asociate cu personalul, echipamentele,
materialele \uc1 \u537 ?i facilit\uc1 \u259 ?\uc1 \u539 ?ile necesare pentru a
furniza servicii publicului. De exemplu, costul asigur\uc1 \u259 ?rii transportului
public include costul \uc1 \u238 ?ntre\uc1 \u539 ?inerii autobuzelor \uc1 \u537 ?i
trenurilor, costul combustibilului \uc1 \u537 ?i al altor consumabile \uc1 \u537 ?i
costul pl\uc1 \u259 ?\uc1 \u539 ?ii personalului. Costul furniz\uc1 \u259 ?rii
serviciilor de asisten\uc1 \u539 ?\uc1 \u259 ? medical\uc1 \u259 ? include costul
echipamentului medical, al medicamentelor \uc1 \u537 ?i al personalului.}{\rtlch \
langnp1048 \langfe1048 \langfenp1048 \alang1025 \uc1 \u206 ?n sectorul public,
costul furniz\uc1 \u259 ?rii serviciilor este de obicei finan\uc1 \u539 ?at prin
impozite, subven\uc1 \u539 ?ii guvernamentale \uc1 \u537 ?i alte surse de finan\uc1
\u539 ?are public\uc1 \u259 ?. Aceasta \uc1 \u238 ?nseamn\uc1 \u259 ? c\uc1 \
u259 ?}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \alang1025 \ltrch \
alang1025 ,}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \alang1025 \ltrch \
alang1025 costul furniz\uc1 \u259 ?rii serviciilor este distribuit \uc1 \u238 ?n \
uc1 \u238 ?ntreaga comunitate, mai degrab\uc1 \u259 ? dec\uc1 \u226 ?t s\uc1 \
u259 ? fie suportat doar de cei care utilizeaz\uc1 \u259 ? serviciile. Conceptul de
echitate social\uc1 \u259 ? \uc1 \u537 ?i justi\uc1 \u539 ?ie joac\uc1 \u259 ? un
rol crucial \uc1 \u238 ?n stabilirea pre\uc1 \u539 ?urilor serviciilor publice.
Serviciile publice sunt destinate pentru a fi accesibile tuturor membrilor comunit\
uc1 \u259 ?\uc1 \u539 ?ii, indiferent de veniturile sau statutul lor social.}{\
langnp1048 \langfe1048 \langfenp1048 \alang1025 \uc1 \u206 ?n timp ce \uc1 \u8222 ?
pre\uc1 \u539 ?ul\uc1 \u8221 ? serviciilor publice nu este stabilit \uc1 \u238 ?n
mod obi\uc1 \u537 ?nuit pe baza cererii pie\uc1 \u539 ?ei, organiza\uc1 \u539 ?iile
din sectorul public trebuie totu\uc1 \u537 ?i s\uc1 \u259 ? aib\uc1 \u259 ? \uc1 \
u238 ?n vedere rentabilitatea \uc1 \u537 ?i eficien\uc1 \u539 ?a opera\uc1 \u539 ?
iunilor lor. Aceasta \uc1 \u238 ?nseamn\uc1 \u259 ? g\uc1 \u259 ?sirea modalit\
uc1 \u259 ?\uc1 \u539 ?ilor de a furniza servicii \uc1 \u238 ?n modul cel mai
rentabil posibil, f\uc1 \u259 ?r\uc1 \u259 ? a sacrifica calitatea sau
accesibilitatea serviciilor. De exemplu, organiza\uc1 \u539 ?iile de transport
public pot explora op\uc1 \u539 ?iuni pentru a reduce costurile cu combustibilul
sau pentru a \uc1 \u238 ?mbun\uc1 \u259 ?t\uc1 \u259 ?\uc1 \u539 ?i eficien\uc1 \
u539 ?a rutelor, \uc1 \u238 ?n timp ce organiza\uc1 \u539 ?iile de asisten\uc1 \
u539 ?\uc1 \u259 ? medical\uc1 \u259 ? pot explora op\uc1 \u539 ?iuni de
telemedicin\uc1 \u259 ? pentru a \uc1 \u238 ?mbun\uc1 \u259 ?t\uc1 \u259 ?\uc1 \
u539 ?i accesibilitatea \uc1 \u537 ?i a reduce costurile asociate cu vizitele \
uc1 \u238 ?n persoan\uc1 \u259 ?.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \
alang1025 Pe l\uc1 \u226 ?ng\uc1 \u259 ? eficien\uc1 \u539 ?a costurilor, organiza\
uc1 \u539 ?iile din sectorul public trebuie, de asemenea, s\uc1 \u259 ? fie
transparente cu privire la costurile asociate cu furnizarea de servicii. Aceasta
include furnizarea de informa\uc1 \u539 ?ii clare \uc1 \u537 ?i accesibile despre
modul \uc1 \u238 ?n care sunt utilizate fondurile publice, precum \uc1 \u537 ?i
implicarea publicului \uc1 \u238 ?n luarea deciziilor legate de serviciile publice.
Organiza\uc1 \u539 ?iile din sectorul public trebuie, de asemenea, s\uc1 \u259 ? r\
uc1 \u259 ?spund\uc1 \u259 ? \uc1 \u238 ?n fa\uc1 \u539 ?a publicului, asigur\uc1 \
u226 ?ndu-se c\uc1 \u259 ? fondurile sunt utilizate \uc1 \u238 ?n mod eficient
pentru a furniza servicii esen\uc1 \u539 ?iale comunit\uc1 \u259 ?\uc1 \u539 ?ii.}
langnp1048 \langfe1048 \langfenp1048 \alang1025 Conceptul de \uc1 \u8222 ?pre\uc1 \
u539 ?\uc1 \u8221 ? \uc1 \u238 ?n sectorul public se refer\uc1 \u259 ? la costurile
asociate furniz\uc1 \u259 ?rii de servicii \uc1 \u537 ?i la mecanismele utilizate
pentru finan\uc1 \u539 ?area acestor costuri. De\uc1 \u537 ?i pre\uc1 \u539 ?urile
serviciilor publice nu sunt de obicei bazate pe cererea pie\uc1 \u539 ?ei, eficien\
uc1 \u539 ?a costurilor, transparen\uc1 \u539 ?a \uc1 \u537 ?i responsabilitatea
sunt considera\uc1 \u539 ?ii esen\uc1 \u539 ?iale \uc1 \u238 ?n stabilirea pre\
uc1 \u539 ?urilor serviciilor publice. Acord\uc1 \u226 ?nd prioritate echit\uc1 \
u259 ?\uc1 \u539 ?ii sociale \uc1 \u537 ?i justi\uc1 \u539 ?iei, precum \uc1 \
u537 ?i eficien\uc1 \u539 ?ei costurilor \uc1 \u537 ?i transparen\uc1 \u539 ?ei,
organiza\uc1 \u539 ?iile din sectorul public pot furniza servicii esen\uc1 \u539 ?
iale comunit\uc1 \u259 ?\uc1 \u539 ?ii \uc1 \u238 ?ntr-un mod durabil \uc1 \u537 ?i
responsabil.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \alang1025 \
alang1025 \par }\pard \plain \qj \fi-375 \li1095 \ri0 \lisb0 \sa0 \lisa0 \sl240 \
slmult1 \widctlpar \aspalpha \aspnum \adjustright \lin1095 \rin0 \itap0 \ls1 \ilvl1
Personalul.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \alang1025 \ltrch \
af0 \loch \f0 \lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 Elementul
de personal al mix}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \alang1025 \
ltrch \dbch \af0 \hich \af7 \loch \f0 \lang1048 \langnp1048 \langfe1048
\langfenp1048 \alang1025 -}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \
langfe1048 \langfenp1048 \alang1025 ului de marketing \uc1 \u238 ?n serviciile
publice se refer\uc1 \u259 ? la personalul implicat \uc1 \u238 ?n furnizarea de
servicii c\uc1 \u259 ?tre public. Aceasta include pe toat\uc1 \u259 ? lumea, de la
personalul din prima linie, cum ar fi ofi\uc1 \u539 ?erii de poli\uc1 \u539 ?ie sau
asistentele, p\uc1 \u226 ?n\uc1 \u259 ? la personalul administrativ \uc1 \u537 ?i
de asisten\uc1 \u539 ?\uc1 \u259 ?, cum ar fi recep\uc1 \u539 ?ionerii sau
personalul IT. \uc1 \u206 ?n contextul serviciilor publice, elementul \uc1 \u8222 ?
personal\uc1 \u8221 ? joac\uc1 \u259 ? un rol esen\uc1 \u539 ?ial \uc1 \u238 ?n
modelarea experien\uc1 \u539 ?ei clien\uc1 \u539 ?ilor \uc1 \u537 ?i \uc1 \u238 ?n
stabilirea \uc1 \u238 ?ncrederii \uc1 \u537 ?i credibilit\uc1 \u259 ?\uc1 \u539 ?ii
fa\uc1 \u539 ?\uc1 \u259 ? de public.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \
alang1025 Personalul din mix}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \
langfe1048 \langfenp1048 \alang1025 -}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \
\langfe1048 \langfenp1048 \alang1025 ului de marketing \uc1 \u238 ?n serviciile
publice este important, deoarece poate afecta valoarea perceput\uc1 \u259 ? a
serviciilor. Atunci c\uc1 \u226 ?nd personalul este informat, competent \uc1 \
u537 ?i receptiv la nevoile publicului, poate spori valoarea perceput\uc1 \u259 ? a
serviciilor \uc1 \u537 ?i poate construi \uc1 \u238 ?ncrederea \uc1 \u238 ?n
comunitate. \uc1 \u206 ?n schimb, personalul care nu r\uc1 \u259 ?spunde sau nu
este profesionist poate submina valoarea perceput\uc1 \u259 ? a serviciilor \uc1 \
u537 ?i poate eroda \uc1 \u238 ?ncrederea \uc1 \u238 ?n public.}{\rtlch \fcs1 \
langnp1048 \langfe1048 \langfenp1048 \alang1025 Prin urmare, organiza\uc1 \u539 ?
iile din sectorul public trebuie s\uc1 \u259 ? investeasc\uc1 \u259 ? \uc1 \u238 ?n
personalul lor pentru a se asigura c\uc1 \u259 ? sunt informa\uc1 \u539 ?i,
competen\uc1 \u539 ?i \uc1 \u537 ?i receptivi la nevoile publicului. Aceasta
include oferirea de oportunit\uc1 \u259 ?\uc1 \u539 ?i de formare \uc1 \u537 ?i
dezvoltare continu\uc1 \u259 ? pentru a \uc1 \u238 ?mbun\uc1 \u259 ?t\uc1 \u259 ?\
uc1 \u539 ?i abilit\uc1 \u259 ?\uc1 \u539 ?ile \uc1 \u537 ?i cuno\uc1 \u537 ?tin\
uc1 \u539 ?ele, precum \uc1 \u537 ?i crearea unei culturi favorabile \uc1 \u537 ?i
incluzive la locul de munc\uc1 \u259 ?, care \uc1 \u238 ?ncurajeaz\uc1 \u259 ?
implicarea \uc1 \u537 ?i satisfac\uc1 \u539 ?ia angaja\uc1 \u539 ?ilor.}{\rtlch \
langnp1048 \langfe1048 \langfenp1048 \alang1025 \uc1 \u206 ?n plus, organiza\uc1 \
u539 ?iile din sectorul public trebuie s\uc1 \u259 ? acorde prioritate
serviciului \uc1 \u537 ?i angajamentului clien\uc1 \u539 ?ilor pentru a se asigura
c\uc1 \u259 ? personalul r\uc1 \u259 ?spunde nevoilor publicului. Aceasta include
stabilirea unor canale de comunicare eficiente, cum ar fi liniile telefonice
directe sau portalurile online, pentru a facilita comunicarea \uc1 \u537 ?i
feedback-ul publicului. De asemenea, implic\uc1 \u259 ? \uc1 \u238 ?mputernicirea
personalului s\uc1 \u259 ? ia decizii \uc1 \u537 ?i s\uc1 \u259 ? ia m\uc1 \u259 ?
suri pentru a r\uc1 \u259 ?spunde nevoilor clien\uc1 \u539 ?ilor, mai degrab\uc1 \
u259 ? dec\uc1 \u226 ?t s\uc1 \u259 ? se bazeze pe procese birocratice care pot fi
lente \uc1 \u537 ?i lipsite de r\uc1 \u259 ?spuns.}{\rtlch \fcs1 \af0 \afs24 \ltrch
langfe1048 \langfenp1048 \alang1025 Investi\uc1 \u539 ?ia \uc1 \u238 ?n personal
poate duce, de asemenea, la cre\uc1 \u537 ?terea eficien\uc1 \u539 ?ei \uc1 \u537 ?
i rentabilit\uc1 \u259 ?\uc1 \u539 ?ii \uc1 \u238 ?n furnizarea de servicii
publice. Atunci c\uc1 \u226 ?nd personalul are cuno\uc1 \u537 ?tin\uc1 \u539 ?e \
uc1 \u537 ?i competen\uc1 \u539 ?e, poate identifica \uc1 \u537 ?i implementa solu\
uc1 \u539 ?ii la probleme mai rapid \uc1 \u537 ?i mai eficient, reduc\uc1 \u226 ?nd
costurile asociate cu furnizarea de servicii. \uc1 \u206 ?n plus, crearea unei
culturi favorabile \uc1 \u537 ?i incluzive la locul de munc\uc1 \u259 ? poate spori
satisfac\uc1 \u539 ?ia angaja\uc1 \u539 ?ilor \uc1 \u537 ?i poate reduce fluctua\
uc1 \u539 ?ia personalului, ceea ce duce la economii de costuri asociate cu
recrutarea \uc1 \u537 ?i formarea.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \
alang1025 Personalul este esen\uc1 \u539 ?ial pentru stabilirea \uc1 \u238 ?
ncrederii \uc1 \u537 ?i credibilit\uc1 \u259 ?\uc1 \u539 ?ii fa\uc1 \u539 ?\uc1 \
u259 ? de public, sporirea valorii percepute a serviciilor \uc1 \u537 ?i \uc1 \u238
?mbun\uc1 \u259 ?t\uc1 \u259 ?\uc1 \u539 ?irea eficien\uc1 \u539 ?ei \uc1 \u537 ?i
rentabilit\uc1 \u259 ?\uc1 \u539 ?ii \uc1 \u238 ?n furnizarea de servicii.
Investind \uc1 \u238 ?n personalul lor, cre\uc1 \u226 ?nd o cultur\uc1 \u259 ? la
locul de munc\uc1 \u259 ? favorabil\uc1 \u259 ? \uc1 \u537 ?i incluziv\uc1 \
u259 ? \uc1 \u537 ?i acord\uc1 \u226 ?nd prioritate serviciului \uc1 \u537 ?i
angajamentului clien\uc1 \u539 ?ilor, organiza\uc1 \u539 ?iile din sectorul public
pot furniza servicii esen\uc1 \u539 ?iale comunit\uc1 \u259 ?\uc1 \u539 ?ii \uc1 \
u238 ?ntr-o manier\uc1 \u259 ? durabil\uc1 \u259 ? \uc1 \u537 ?i responsabil\uc1 \
u259 ?.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \alang1025 \ltrch \dbch
\af0 \hich \af7 \loch \f0 \lang1048 \langnp1048 \langfe1048 \langfenp1048 \
pard \plain \qj \fi-375 \li1095 \ri0 \lisb0 \sa0 \lisa0 \sl240 \slmult1 \
Procesul.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \alang1025 \ltrch \
slmult1 \widctlpar \aspalpha \aspnum \adjustright \lin0 \rin0
\itap0 \rtlch \fcs1 \af0 \afs22 \ltrch \fcs0 \fs22 \rtlch \alang1025 \ltrch \
alang1025 Elementul \uc1 \u8222 ?proces\uc1 \u8221 ? al mix}{\rtlch \fcs1 \af0 \
lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 ului de marketing din
sectorul public este o component\uc1 \u259 ? critic\uc1 \u259 ? \uc1 \u238 ?n
furnizarea de servicii eficiente. Elementul de proces se refer\uc1 \u259 ? la
procedurile, protocoalele \uc1 \u537 ?i sistemele care sunt \uc1 \u238 ?n vigoare
pentru a se asigura c\uc1 \u259 ? serviciile sunt furnizate \uc1 \u238 ?n timp
util, \uc1 \u537 ?i eficient. \uc1 \u206 ?n sectorul public, elementul de proces
este crucial, deoarece poate afecta calitatea furniz\uc1 \u259 ?rii serviciilor \
uc1 \u537 ?i percep\uc1 \u539 ?ia publicului asupra capacit\uc1 \u259 ?\uc1 \u539 ?
ii guvernului de a furniza servicii.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \
alang1025 Unul dintre aspectele cheie ale elementului de proces este necesitatea
unor proceduri clare \uc1 \u537 ?i bine definite. Aceasta implic\uc1 \u259 ?
dezvoltarea de protocoale care sunt concepute pentru a se asigura c\uc1 \u259 ?
serviciile sunt furnizate \uc1 \u238 ?n mod consecvent \uc1 \u537 ?i eficient.
Aceste protocoale trebuie concepute \uc1 \u539 ?in\uc1 \u226 ?nd cont de
utilizatorul final, cu accent pe satisfacerea nevoilor \uc1 \u537 ?i a\uc1 \u537 ?
tept\uc1 \u259 ?rilor acestuia. De exemplu, un protocol de tratare a pl\uc1 \u226 ?
ngerilor ar trebui conceput pentru a se asigura c\uc1 \u259 ? pl\uc1 \u226 ?ngerile
sunt abordate \uc1 \u238 ?n timp util \uc1 \u537 ?i profesional, cu un proces clar
de escaladare \uc1 \u537 ?i solu\uc1 \u539 ?ionare.}{\rtlch \fcs1 \af0 \afs24 \
langfe1048 \langfenp1048 \alang1025 Un alt aspect important al elementului de
proces este nevoia de responsabilitate \uc1 \u537 ?i transparen\uc1 \u539 ?\uc1 \
u259 ?. \uc1 \u206 ?n sectorul public, este esen\uc1 \u539 ?ial s\uc1 \u259 ?
existe un lan\uc1 \u539 ? clar de responsabilitate pentru furnizarea de servicii \
uc1 \u537 ?i ca publicul s\uc1 \u259 ? poat\uc1 \u259 ? accesa informa\uc1 \u539 ?
ii despre procesele implicate. Aceasta include furnizarea de informa\uc1 \u539 ?ii
despre criteriile de luare a deciziilor, intervalele de timp pentru furnizarea
serviciilor \uc1 \u537 ?i resurselor necesare. \uc1 \u206 ?n plus, ar trebui s\
uc1 \u259 ? existe mecanisme pentru feedback \uc1 \u537 ?i contribu\uc1 \u539 ?ii
publice, astfel \uc1 \u238 ?nc\uc1 \u226 ?t publicul s\uc1 \u259 ? poat\uc1 \u259 ?
oferi contribu\uc1 \u539 ?ii \uc1 \u537 ?i sugestii pentru \uc1 \u238 ?mbun\uc1 \
u259 ?t\uc1 \u259 ?\uc1 \u539 ?irea furniz\uc1 \u259 ?rii serviciilor.}{\rtlch \
langnp1048 \langfe1048 \langfenp1048 \alang1025 Colaborarea este un alt aspect
important al elementului de proces. \uc1 \u206 ?n sectorul public, este adesea
necesar\uc1 \u259 ? colaborarea cu alte organiza\uc1 \u539 ?ii \uc1 \u537 ?i p\
uc1 \u259 ?r\uc1 \u539 ?i interesate pentru a furniza servicii eficiente. Aceasta
poate implica colaborarea cu alte departamente guvernamentale, organiza\uc1 \u539 ?
ii comunitare \uc1 \u537 ?i parteneri din sectorul privat. Colaborarea eficient\uc1
\u259 ? necesit\uc1 \u259 ? canale de comunicare clare, obiective comune \uc1 \u537
?i dorin\uc1 \u539 ?a de a lucra \uc1 \u238 ?mpreun\uc1 \u259 ? pentru a atinge
obiectivele comune.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \
alang1025 Elementul de proces implic\uc1 \u259 ? \uc1 \u537 ?i \uc1 \u238 ?mbun\uc1
\u259 ?t\uc1 \u259 ?\uc1 \u539 ?irea continu\uc1 \u259 ?. Aceasta \uc1 \u238 ?
nseamn\uc1 \u259 ? c\uc1 \u259 ? ar trebui s\uc1 \u259 ? se pun\uc1 \u259 ? accent
pe identificarea oportunit\uc1 \u259 ?\uc1 \u539 ?ilor de \uc1 \u238 ?mbun\uc1 \
u259 ?t\uc1 \u259 ?\uc1 \u539 ?ire \uc1 \u537 ?i implementarea modific\uc1 \u259 ?
rilor proceselor \uc1 \u537 ?i sistemelor. Acest lucru poate implica utilizarea
feedback-ului oferit de public \uc1 \u537 ?i de p\uc1 \u259 ?r\uc1 \u539 ?ile
interesate, monitorizarea parametrilor de performan\uc1 \u539 ?\uc1 \u259 ? \uc1 \
u537 ?i efectuarea de evalu\uc1 \u259 ?ri regulate a furniz\uc1 \u259 ?rilor de
servicii.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \alang1025 \ltrch \
af0 \loch \f0 \lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 \uc1 \u206
?n cele din urm\uc1 \u259 ?, elementul de proces ar trebui s\uc1 \u259 ? fie sus\
uc1 \u539 ?inut de resurse adecvate. Aceasta include asigurarea c\uc1 \u259 ?
exist\uc1 \u259 ? nivele adecvate de personal, programe de formare \uc1 \u537 ?i
resurse tehnologice pentru a sprijini furnizarea de servicii. De asemenea, este
important s\uc1 \u259 ? ne asigur\uc1 \u259 ?m c\uc1 \u259 ? membrii personalului
au abilit\uc1 \u259 ?\uc1 \u539 ?ile \uc1 \u537 ?i expertiza necesar\uc1 \u259 ?
pentru a-\uc1 \u537 ?i \uc1 \u238 ?ndeplini rolurile \uc1 \u238 ?n mod eficient \
uc1 \u537 ?i c\uc1 \u259 ? sunt sprijini\uc1 \u539 ?i de politici \uc1 \u537 ?i
proceduri adecvate.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \
alang1025 Elementul de proces al mix}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \
\langfe1048 \langfenp1048 \alang1025 ului de marketing din sectorul public este
esen\uc1 \u539 ?ial pentru asigurarea furniz\uc1 \u259 ?rii eficiente a
serviciilor. Aceasta implic\uc1 \u259 ? dezvoltarea unor proceduri clare \uc1 \u537
?i bine definite, cu accent pe responsabilitate \uc1 \u537 ?i transparen\uc1 \
u539 ?\uc1 \u259 ?, colaborare cu alte organiza\uc1 \u539 ?ii \uc1 \u537 ?i p\uc1 \
u259 ?r\uc1 \u539 ?i interesate, \uc1 \u238 ?mbun\uc1 \u259 ?t\uc1 \u259 ?\uc1 \
u539 ?ire continu\uc1 \u259 ? \uc1 \u537 ?i alocare adecvat\uc1 \u259 ? a
resurselor. Concentr\uc1 \u226 ?ndu-se pe elementul de proces, organiza\uc1 \u539 ?
iile din sectorul public pot \uc1 \u238 ?mbun\uc1 \u259 ?t\uc1 \u259 ?\uc1 \u539 ?i
calitatea furniz\uc1 \u259 ?rii serviciilor, pot spori \uc1 \u238 ?ncrederea
publicului \uc1 \u537 ?i \uc1 \u238 ?\uc1
\u537 ?i pot demonstra angajamentul de a \uc1 \u238 ?ndeplini nevoile \uc1 \u537 ?
i a\uc1 \u537 ?tept\uc1 \u259 ?rile p\uc1 \u259 ?r\uc1 \u539 ?ilor interesate.}{\
adjustright \lin1095 \rin0 \itap0 \ls1 \ilvl1 \rtlch \fcs1 \af0 \afs22 \ltrch \fcs0
\fs22 \rtlch \alang1025 \ltrch \loch \af7 \hich \af7 \dbch \af0 \lang1048 \
langnp1048 \langfe1048 \langfenp1048 \alang1025 {\listtext \pard \plain \rtlch \
af7 \dbch \af0 \lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 \f2 2.7\
tab }{\rtlch \fcs1 \af0 \afs28 \ltrch \fcs0 \cs16 \b1 \fs28 \rtlch \ltrch \dbch \
af2 \hich \af0 \loch \f0 }{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \cs16 \b1 \fs24 \
rtlch \ltrch \dbch \af2 \hich \af0 \loch \f0 Proba fizic\uc1 \u259 ?.}{\rtlch \fcs1
\af0 \afs28 \ltrch \fcs0 \cs16 \b1 \fs28 \rtlch \ltrch \dbch \af2 \hich \af0 \
Elementul \uc1 \u8222 ?probei fizice\uc1 \u8221 ? al mix}{\rtlch \fcs1 \af0 \
af0 \loch \f0 ului de marketing din sectorul public se refer\uc1 \u259 ? la
elementele tangibile \uc1 \u537 ?i intangibile pe care clien\uc1 \u539 ?ii le
experimenteaz\uc1 \u259 ? atunci c\uc1 \u226 ?nd interac\uc1 \u539 ?ioneaz\uc1 \
u259 ? cu serviciile publice. Include mediul fizic, cum ar fi cl\uc1 \u259 ?dirile,
echipamentele, precum \uc1 \u537 ?i aspectele intangibile, cum ar fi comportamentul
\uc1 \u537 ?i atitudinea personalului \uc1 \u537 ?i calitatea serviciilor oferite.}
{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \cs16 \fs24 \rtlch \ltrch \dbch \af2 \hich \
\f0 \uc1 \u206 ?n sectorul public, dovezile fizice joac\uc1 \u259 ? un rol
crucial \uc1 \u238 ?n crearea unei experien\uc1 \u539 ?e pozitive pentru clien\
uc1 \u539 ?i. Poate influen\uc1 \u539 ?a percep\uc1 \u539 ?ia clientului asupra
serviciului, precum \uc1 \u537 ?i satisfac\uc1 \u539 ?ia \uc1 \u537 ?i loialitatea
acestora. Un mediu fizic bine conceput poate spori, de asemenea, credibilitatea \
uc1 \u537 ?i profesionalismul furnizorului de servicii.}{\rtlch \fcs1 \af0 \afs24 \
ltrch \fcs0 \cs16 \fs24 \rtlch \ltrch \dbch \af2 \hich \af0 \loch \f0 \par }\pard \
fcs0 \cs16 \fs24 \rtlch \ltrch \dbch \af2 \hich \af0 \loch \f0 Un aspect important
al dovezilor fizice \uc1 \u238 ?n sectorul public este proiectarea \uc1 \u537 ?i
aspectul cl\uc1 \u259 ?dirilor \uc1 \u537 ?i instala\uc1 \u539 ?iilor. Mediul fizic
ar trebui s\uc1 \u259 ? fie accesibil, sigur \uc1 \u537 ?i func\uc1 \u539 ?ional
pentru to\uc1 \u539 ?i clien\uc1 \u539 ?ii, inclusiv pentru cei cu dizabilit\uc1 \
u259 ?\uc1 \u539 ?i. De exemplu, cl\uc1 \u259 ?dirile publice ar trebui s\uc1 \u259
? aib\uc1 \u259 ? rampe, lifturi \uc1 \u537 ?i alte caracteristici de
accesibilitate pentru a se asigura c\uc1 \u259 ? to\uc1 \u539 ?i clien\uc1 \u539 ?
ii pot accesa cu u\uc1 \u537 ?urin\uc1 \u539 ?\uc1 \u259 ? serviciile.}{\rtlch \
\f0 \par }\pard \plain \qj \fi720 \li0 \ri0 \lisb0 \sa0 \lisa0 \sl240 \slmult1 \
afs24 \ltrch \fcs0 \cs16 \fs24 \rtlch \ltrch \dbch \af2 \hich \af0 \loch \f0 Pe l\
uc1 \u226 ?ng\uc1 \u259 ? accesibilitatea fizic\uc1 \u259 ?, proiectarea dot\uc1 \
u259 ?rilor publice ar trebui s\uc1 \u259 ? \uc1 \u539 ?in\uc1 \u259 ? cont \uc1 \
u537 ?i de nevoile emo\uc1 \u539 ?ionale ale clien\uc1 \u539 ?ilor. Mediul fizic
poate fi conceput pentru a crea o atmosfer\uc1 \u259 ? primitoare \uc1 \u537 ?i
confortabil\uc1 \u259 ?, care poate reduce anxietatea \uc1 \u537 ?i stresul pentru
clien\uc1 \u539 ?i. De exemplu, zonele de a\uc1 \u537 ?teptare pot fi proiectate cu
scaune confortabile \uc1 \u537 ?i iluminat pl\uc1 \u259 ?cut, iar personalul poate
fi instruit s\uc1 \u259 ? \uc1 \u238 ?nt\uc1 \u226 ?mpine clien\uc1 \u539 ?ii cu un
comportament prietenos \uc1 \u537 ?i primitor.}{\rtlch \fcs1 \af0 \afs24 \ltrch \
fs24 \rtlch \ltrch \dbch \af2 \hich \af0 \loch \f0 Un alt aspect important al
dovezilor fizice este calitatea echipamentelor \uc1 \u537 ?i tehnologiei
utilizate \uc1 \u238 ?n furnizarea serviciilor publice. Echipamentele \uc1 \u537 ?i
tehnologia ar trebui s\uc1 \u259 ? fie la zi, fiabile \uc1 \u537 ?i u\uc1 \u537 ?or
de utilizat. Acest lucru poate ajuta la eficientizarea proceselor \uc1 \u537 ?i la
reducerea timpilor de a\uc1 \u537 ?teptare pentru clien\uc1 \u539 ?i, ceea ce poate
\uc1 \u238 ?mbun\uc1 \u259 ?t\uc1 \u259 ?\uc1 \u539 ?i satisfac\uc1 \u539 ?ia
general\uc1 \u259 ? fa\uc1 \u539 ?\uc1 \u259 ? de serviciu.}{\rtlch \fcs1 \af0 \
Comportamentul \uc1 \u537 ?i atitudinea personalului joac\uc1 \u259 ?, de asemenea,
un rol important \uc1 \u238 ?n crearea unei experien\uc1 \u539 ?e pozitive pentru
clien\uc1 \u539 ?i. Personalul trebuie s\uc1 \u259 ? fie bine instruit \uc1 \u537 ?
i s\uc1 \u259 ? cunoasc\uc1 \u259 ? serviciile pe care le furnizeaz\uc1 \u259 ? \
uc1 \u537 ?i ar trebui s\uc1 \u259 ? fie politico\uc1 \u537 ?i \uc1 \u537 ?i
profesioni\uc1 \u537 ?ti atunci c\uc1 \u226 ?nd interac\uc1 \u539 ?ioneaz\uc1 \u259
? cu clien\uc1 \u539 ?ii. De asemenea, personalul ar trebui s\uc1 \u259 ? poat\
uc1 \u259 ? gestiona pl\uc1 \u226 ?ngerile \uc1 \u537 ?i preocup\uc1 \u259 ?rile
clien\uc1 \u539 ?ilor \uc1 \u238 ?n timp util \uc1 \u537 ?i eficient.}{\rtlch \fcs1
f0 \par }\pard \plain \qj \fi720 \li0 \ri0 \lisb0 \sa0 \lisa0 \sl240 \slmult1 \
afs24 \ltrch \fcs0 \cs16 \fs24 \rtlch \ltrch \dbch \af2 \hich \af0 \loch \f0 Pe l\
uc1 \u226 ?ng\uc1 \u259 ? aceste elemente tangibile, la eviden\uc1 \u539 ?a fizic\
uc1 \u259 ? a serviciilor publice contribuie \uc1 \u537 ?i factori intangibili, cum
ar fi calitatea serviciului furnizat \uc1 \u537 ?i reputa\uc1 \u539 ?ia
furnizorului de servicii. Clien\uc1 \u539 ?ii sunt mai susceptibili de a percepe un
serviciu \uc1 \u238 ?n mod pozitiv dac\uc1 \u259 ? acesta este livrat eficient \uc1
\u537 ?i cu un nivel ridicat de profesionalism.}{\rtlch \fcs1 \af0 \afs24 \ltrch \
fs24 \rtlch \ltrch \dbch \af2 \hich \af0 \loch \f0 Proba fizic\uc1 \u259 ? este o
component\uc1 \u259 ? crucial\uc1 \u259 ? \uc1 \u238 ?n crearea unei experien\uc1 \
u539 ?e pozitive pentru clien\uc1 \u539
?i. Mediul fizic, comportamentul \uc1 \u537 ?i atitudinea personalului \uc1 \
u537 ?i calitatea serviciilor oferite contribuie la percep\uc1 \u539 ?ia general\
uc1 \u259 ? a serviciului de c\uc1 \u259 ?tre clien\uc1 \u539 ?i. Prin concentrarea
asupra acestor elemente \uc1 \u537 ?i \uc1 \u238 ?mbun\uc1 \u259 ?t\uc1 \u259 ?\uc1
\u539 ?irea continu\uc1 \u259 ? a acestora, furnizorii de servicii publice \uc1 \
u238 ?\uc1 \u537 ?i pot crea o imagine mai pozitiv\uc1 \u259 ? \uc1 \u537 ?i mai
profesional\uc1 \u259 ? pentru serviciile lor, ceea ce poate duce \uc1 \u238 ?n
cele din urm\uc1 \u259 ? la cre\uc1 \u537 ?terea satisfac\uc1 \u539 ?iei \uc1 \u537
?i loialit\uc1 \u259 ?\uc1 \u539 ?ii clien\uc1 \u539 ?ilor.}{\rtlch \fcs1 \af0 \
\langfe1048 \langfenp1048 \alang1025 Exemplificarea aplic\uc1 \u259 ?rii celor 7
elemente \uc1 \u238 ?n cadrul unui serviciu public.}{\rtlch \fcs1 \af0 \afs28 \
adjustright \lin709 \rin0 \itap0 \rtlch \fcs1 \af0 \afs22 \ltrch \fcs0 \fs22 \rtlch
fs24 \rtlch \ltrch \dbch \af2 \hich \af0 \loch \f0 Utilizarea mix}{\rtlch \fcs1 \
-}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \cs16 \fs24 \rtlch \ltrch \dbch \af2 \hich
\af0 \loch \f0 ului de marketing \uc1 \u238 ?ntr-un sistem de transport public:}{\
cs16 \i1 \fs24 \rtlch \ltrch \dbch \af2 \hich \af0 \loch \f0 Produsul}{\rtlch \fcs1
f0 : sistemul de transport public ofer\uc1 \u259 ? o gam\uc1 \u259 ? larg\uc1 \u259
? de servicii, cum ar fi autobuze, trenuri \uc1 \u537 ?i tramvaie care leag\uc1 \
u259 ? diferite p\uc1 \u259 ?r\uc1 \u539 ?i ale ora\uc1 \u537 ?ului. Sistemul ofer\
uc1 \u259 ?, de asemenea, diferite tipuri de bilete, cum ar fi bilete pentru o
singur\uc1 \u259 ? c\uc1 \u259 ?l\uc1 \u259 ?torie, abonamente de o zi \uc1 \u537 ?
i abonamente lunare, pentru a se potrivi nevoilor diferi\uc1 \u539 ?ilor clien\
uc1 \u539 ?i.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \cs16 \fs24 \rtlch \ltrch \
ltrch \fcs0 \cs16 \i1 \fs24 \rtlch \ltrch \dbch \af2 \hich \af0 \loch \f0 Plasarea}
{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \cs16 \fs24 \rtlch \ltrch \dbch \af2 \hich \
af0 \loch \f0 : sistemul de transport func\uc1 \u539 ?ioneaz\uc1 \u259 ? \uc1 \u238
?n \uc1 \u238 ?ntreg ora\uc1 \u537 ?ul \uc1 \u537 ?i are mai multe sta\uc1 \u539 ?
ii \uc1 \u537 ?i opriri, f\uc1 \u259 ?c\uc1 \u226 ?ndu-l u\uc1 \u537 ?or accesibil
pentru naveti\uc1 \u537 ?ti. G\uc1 \u259 ?rile sunt bine \uc1 \u238 ?ntre\uc1 \u539
?inute \uc1 \u537 ?i au semnalizare clar\uc1 \u259 ? pentru a ghida pasagerii.
Sistemul ofer\uc1 \u259 ?, de asemenea, bilete online, f\uc1 \u259 ?c\uc1 \u226 ?
ndu-le convenabil pentru clien\uc1 \u539 ?i s\uc1 \u259 ? cumpere bilete de
oriunde.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \cs16 \fs24 \rtlch \ltrch \dbch \
\sl240 \slmult1 \widctlpar \aspalpha \aspnum \adjustright \lin0 \rin0 \itap0 \
ls12 \rtlch \fcs1 \af0 \afs22 \ltrch \fcs0 \fs22 \rtlch \alang1025 \ltrch \loch \
ltrch \fcs0 \cs16 \i1 \fs24 \rtlch \ltrch \dbch \af2 \hich \af0 \loch \f0
Promovarea}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \cs16 \fs24 \rtlch \ltrch \dbch \
af2 \hich \af0 \loch \f0 : sistemul folose\uc1 \u537 ?te diverse canale pentru a-\
uc1 \u537 ?i promova serviciile, inclusiv publicitate pe panouri publicitare, re\
uc1 \u539 ?ele sociale \uc1 \u537 ?i publicitate. Sistemul ofer\uc1 \u259 ?, de
asemenea, programe de loialitate pentru a \uc1 \u238 ?ncuraja clien\uc1 \u539 ?ii
s\uc1 \u259 ? repete experien\uc1 \u539 ?a transportului \uc1 \u238 ?n comun \uc1 \
u537 ?i recomand\uc1 \u259 ?ri verbale. \uc1 \u206 ?n plus, sistemul de transport
colaboreaz\uc1 \u259 ? cu alte afaceri pentru a oferi promo\uc1 \u539 ?ii \uc1 \
u537 ?i reduceri comune.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \cs16 \fs24 \
lin0 \rin0 \itap0 \ls12 \rtlch \fcs1 \af0 \afs22 \ltrch \fcs0 \fs22 \rtlch \
af0 \afs24 \ltrch \fcs0 \cs16 \i1 \fs24 \rtlch \ltrch \dbch \af2 \hich \af0 \loch \
f0 Pre\uc1 \u539 ?ul}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \cs16 \fs24 \rtlch \
ltrch \dbch \af2 \hich \af0 \loch \f0 : strategia de pre\uc1 \u539 ? se bazeaz\
uc1 \u259 ? pe distan\uc1 \u539 ?a parcurs\uc1 \u259 ? \uc1 \u537 ?i tipul de bilet
achizi\uc1 \u539 ?ionat. Pre\uc1 \u539 ?urile sunt competitive \uc1 \u537 ?i
accesibile, f\uc1 \u259 ?c\uc1 \u226 ?nd
serviciul accesibil pentru o gam\uc1 \u259 ? larg\uc1 \u259 ? de clien\uc1 \u539 ?
i. Structura de pre\uc1 \u539 ?uri este transparent\uc1 \u259 ? \uc1 \u537 ?i
comunicat\uc1 \u259 ? \uc1 \u238 ?n mod clar clien\uc1 \u539 ?ilor prin semnalizare
la casele de bilete, pe site \uc1 \u537 ?i prin aplica\uc1 \u539 ?ii mobile.}{\
cs16 \i1 \fs24 \rtlch \ltrch \dbch \af2 \hich \af0 \loch \f0 Personalul}{\rtlch \
\f0 : sistemul de transport angajeaz\uc1 \u259 ? personal instruit \uc1 \u537 ?i
prietenos care ofer\uc1 \u259 ? asisten\uc1 \u539 ?\uc1 \u259 ? clien\uc1 \u539 ?
ilor atunci c\uc1 \u226 ?nd este nevoie. \uc1 \u536 ?oferii, conduc\uc1 \u259 ?
torii \uc1 \u537 ?i personalul de bilete sunt bine instrui\uc1 \u539 ?i \uc1 \
u537 ?i respect\uc1 \u259 ? protocoale stricte de siguran\uc1 \u539 ?\uc1 \u259 ?.
De asemenea, sistemul interac\uc1 \u539 ?ioneaz\uc1 \u259 ? cu clien\uc1 \u539 ?ii
prin mecanisme de feedback pentru a-\uc1 \u537 ?i \uc1 \u238 ?mbun\uc1 \u259 ?t\uc1
\u259 ?\uc1 \u539 ?i continuu serviciile.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \
rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \cs16 \i1 \fs24 \rtlch \ltrch \dbch \af2 \hich
\af0 \loch \f0 Procesul}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \cs16 \fs24 \rtlch \
ltrch \dbch \af2 \hich \af0 \loch \f0 : sistemul de transport a implementat o serie
de procese pentru a asigura o experien\uc1 \u539 ?\uc1 \u259 ? perfect\uc1 \u259 ?
pentru clien\uc1 \u539 ?i. De exemplu, exist\uc1 \u259 ? proceduri clare pentru
cump\uc1 \u259 ?rarea biletelor, \uc1 \u238 ?mbarcare \uc1 \u537 ?i cobor\uc1 \u226
?re. De asemenea, sistemul are m\uc1 \u259 ?suri pentru a asigura siguran\uc1 \u539
?a \uc1 \u537 ?i securitatea pasagerilor.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \
rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \cs16 \i1 \fs24 \rtlch \ltrch \dbch \af2 \hich
\af0 \loch \f0 Proba fizic\uc1 \u259 ?}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \cs16
\fs24 \rtlch \ltrch \dbch \af2 \hich \af0 \loch \f0 : sistemul de transport a
investit \uc1 \u238 ?n vehicule de \uc1 \u238 ?nalt\uc1 \u259 ? calitate, bine \uc1
\u238 ?ntre\uc1 \u539 ?inute \uc1 \u537 ?i curate. G\uc1 \u259 ?rile sunt bine
iluminate \uc1 \u537 ?i au zone de relaxare pentru pasageri. Sistemul are, de
asemenea, semnalizare digital\uc1 \u259 ? pentru a oferi informa\uc1 \u539 ?ii \uc1
\u238 ?n timp real despre orele de sosire \uc1 \u537 ?i de plecare.}{\rtlch \fcs1 \
Exemplul aplic\uc1 \u259 ?rii mix-ului de marketing \uc1 \u238 ?n transportul
public demonstreaz\uc1 \u259 ? importan\uc1 \u539 ?a lu\uc1 \u259 ?rii \uc1 \u238 ?
n considerare a tuturor celor 7 elemente - produs, pre\uc1 \u539 ?, plasare,
promovare, personal, proces \uc1 \u537 ?i prob\uc1 \u259 ? fizic\uc1 \u259 ? -
pentru a \uc1 \u238 ?mbun\uc1 \u259 ?t\uc1 \u259 ?\uc1 \u539 ?i experien\uc1 \
u539 ?a clien\uc1 \u539 ?ilor \uc1 \u537 ?i a cre\uc1 \u537 ?te num\uc1 \u259 ?rul
de c\uc1 \u259 ?l\uc1 \u259 ?tori. \uc1 \u206 ?n\uc1 \u539 ?eleg\uc1 \u226 ?nd
nevoile \uc1 \u537 ?i preferin\uc1 \u539 ?ele clien\uc1 \u539 ?ilor lor, furnizorii
de transport public pot dezvolta \uc1 \u537 ?i furniza servicii de \uc1 \u238 ?
nalt\uc1 \u259 ? calitate care s\uc1 \u259 ? r\uc1 \u259 ?spund\uc1 \u259 ? a\uc1 \
u537 ?tept\uc1 \u259 ?rilor acestora. Acest lucru poate fi realizat printr-o
varietate de strategii, cum ar fi oferirea de op\uc1 \u539 ?iuni flexibile de
tarifare, furnizarea de rute convenabile \uc1 \u537 ?i accesibile, investi\uc1 \
u539 ?ia \uc1 \u238 ?n tehnologie \uc1 \u537 ?i facilit\uc1 \u259 ?\uc1 \u539 ?i
moderne \uc1 \u537 ?i promovarea beneficiilor utiliz\uc1 \u259 ?rii transportului
public.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \cs16 \fs24 \rtlch \ltrch \dbch \af2
\hich \af0 \loch \f0 \par }\pard \plain \qj \fi720 \li0 \ri0 \lisb0 \sa0 \lisa0 \
af0 \loch \f0 \uc1 \u206 ?n plus, prin utilizarea mix}{\rtlch \fcs1 \af0 \afs24 \
ltrch \fcs0 \cs16 \fs24 \rtlch \ltrch \dbch \af2 \hich \af0 \loch \f0 -}{\rtlch \
\f0 ului de marketing pentru a \uc1 \u238 ?mbun\uc1 \u259 ?t\uc1 \u259 ?\uc1 \
u539 ?i calitatea \uc1 \u537 ?i accesibilitatea transportului public, administra\
uc1 \u539 ?iile pot aborda \uc1 \u537 ?i provoc\uc1 \u259 ?ri mai mari, cum ar fi
reducerea congestion\uc1 \u259 ?rii traficului, \uc1 \u238 ?mbun\uc1 \u259 ?t\uc1 \
u259 ?\uc1 \u539 ?irea calit\uc1 \u259 ?\uc1 \u539 ?ii aerului \uc1 \u537 ?i
promovarea op\uc1 \u539 ?iunilor de transport durabil. Acest lucru nu numai c\uc1 \
u259 ? aduce beneficii mediului, ci \uc1 \u537 ?i s\uc1 \u259 ?n\uc1 \u259 ?t\uc1 \
u259 ?\uc1 \u539 ?ii \uc1 \u537 ?i bun\uc1 \u259 ?st\uc1 \u259 ?rii cet\uc1 \
u259 ?\uc1 \u539 ?enilor \uc1 \u537 ?i comunit\uc1 \u259 ?\uc1 \u539 ?ilor.}{\rtlch
\fcs1 \af0 \afs24 \ltrch \fcs0 \cs16 \fs24 \rtlch \ltrch \dbch \af2 \hich \af0 \
afs24 \ltrch \fcs0 \cs16 \fs24 \rtlch \ltrch \dbch \af2 \hich \af0 \loch \f0 Mix}{\
af0 \loch \f0 -}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \cs16 \fs24 \rtlch \ltrch \
dbch \af2 \hich \af0 \loch \f0 ul de marketing ofer\uc1 \u259 ? un cadru util
pentru furnizorii de transport public \uc1 \u537 ?i factorii de decizie politic\uc1
\u259 ? pentru a \uc1 \u238 ?mbun\uc1 \u259 ?t\uc1 \u259 ?\uc1 \u539 ?i calitatea,
accesibilitatea \uc1 \u537 ?i sustenabilitatea serviciilor de transport public.
Prin prioritizarea nevoilor \uc1 \u537 ?i preferin\uc1 \u539 ?elor clien\uc1 \
u539 ?ilor lor, furnizorii de transport public pot cre\uc1 \u537 ?te num\uc1 \
u259 ?rul de c\uc1 \u259 ?l\uc1 \u259 ?tori, pot reduce aglomera\uc1 \u539 ?ia \uc1
\u537 ?i pot promova un mod de via\uc1 \u539 ?\uc1 \u259 ? mai s\uc1 \u259 ?n\uc1 \
u259 ?tos \uc1 \u537 ?i mai durabil.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \cs16 \
ltrch \dbch \af2 \hich \af0 \loch \f0 \par }\pard \plain \qj \fi720 \li0 \ri0 \
alang1025 {\rtlch \fcs1 \af0
\afs24 \ltrch \fcs0 \cs16 \fs24 \rtlch \ltrch \dbch \af2 \hich \af0 \loch \f0 \par
afs24 \ltrch \fcs0 \cs16 \fs24 \rtlch \ltrch \dbch
\af2 \hich \af0 \loch \f0 \par }\pard \plain \qj \fi720 \li0 \ri0 \lisb0 \sa0 \
par }\pard \plain \qj \fi-360 \li928 \ri0 \lisb0 \sa0 \lisa0 \sl240 \slmult1 \
widctlpar \aspalpha \aspnum \adjustright \lin928 \rin0 \itap0 \ls1 \rtlch \fcs1 \
alang1025 \f2 3.\tab }{\rtlch \fcs1 \af0 \afs28 \ltrch \fcs0 \b1 \fs28 \rtlch \
langfe1048 \langfenp1048 \alang1025 \caps1 Marketingul non profit \uc1 \u536 ?I
marketingul public.}{\rtlch \fcs1 \af0 \afs28 \ltrch \fcs0 \cs16 \fs28 \rtlch \
af2 \hich
\af0 \loch \f0 \par }\pard \plain \qj \fi568 \li0 \ri0 \lisb0 \sa0 \lisa0 \sl240 \
af0 \loch \f0 \lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025
Marketingul \uc1 \u238 ?n administra\uc1 \u539 ?ia public\uc1 \u259 ? poate fi
clasificat \uc1 \u238 ?n dou\uc1 \u259 ? tipuri: marketing non-profit \uc1 \u537 ?i
marketing public. Marketingul non-profit se ocup\uc1 \u259 ? de promovarea
organiza\uc1 \u539 ?iilor non-profit, cum ar fi organiza\uc1 \u539 ?iile
caritabile, institu\uc1 \u539 ?iile de servicii sociale \uc1 \u537 ?i institu\uc1 \
u539 ?iile de \uc1 \u238 ?nv\uc1 \u259 ?\uc1 \u539 ?\uc1 \u259 ?m\uc1 \u226 ?nt, \
uc1 \u238 ?n timp ce marketingul public se concentreaz\uc1 \u259 ? pe promovarea
programelor \uc1 \u537 ?i serviciilor guvernamentale c\uc1 \u259 ?tre publicul
larg.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \alang1025 \ltrch \dbch \
lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 \uc1 \u206 ?n Rom\uc1 \
u226 ?nia, marketingul non-profit a c\uc1 \u226 ?\uc1 \u537 ?tigat importan\uc1 \
u539 ?\uc1 \u259 ? datorit\uc1 \u259 ? num\uc1 \u259 ?rului tot mai mare de
organiza\uc1 \u539 ?ii non-profit din \uc1 \u539 ?ar\uc1 \u259 ?. Aceste organiza\
uc1 \u539 ?ii opereaz\uc1 \u259 ? \uc1 \u238 ?ntr-o varietate de domenii, inclusiv
asisten\uc1 \u539 ?a medical\uc1 \u259 ?, educa\uc1 \u539 ?ie, servicii sociale \
uc1 \u537 ?i protec\uc1 \u539 ?ia mediului, printre altele. Marketingul non-
profit \uc1 \u238 ?n Rom\uc1 \u226 ?nia implic\uc1 \u259 ? dezvoltarea de strategii
de marketing pentru promovarea misiunii organiza\uc1 \u539 ?iei, atragerea de
voluntari \uc1 \u537 ?i donatori \uc1 \u537 ?i cre\uc1 \u537 ?terea gradului de
con\uc1 \u537 ?tientizare \uc1 \u537 ?i sprijin public.}{\rtlch \fcs1 \af0 \afs24 \
langfe1048 \langfenp1048 \alang1025 Pe de alt\uc1 \u259 ? parte, marketingul public
din Rom\uc1 \u226 ?nia este folosit de guvern pentru a promova servicii publice,
cum ar fi transportul public, s\uc1 \u259 ?n\uc1 \u259 ?tatea, educa\uc1 \u539 ?
ia \uc1 \u537 ?i serviciile sociale. Scopul principal al marketingului public este
de a crea con\uc1 \u537 ?tientizarea cet\uc1 \u259 ?\uc1 \u539 ?enilor cu privire
la serviciile oferite de guvern \uc1 \u537 ?i de a \uc1 \u238 ?ncuraja utilizarea
acestora. Strategiile eficiente de marketing public pot \uc1 \u238 ?mbun\uc1 \
u259 ?t\uc1 \u259 ?\uc1 \u539 ?i imaginea guvernului \uc1 \u537 ?i pot cre\uc1 \
u537 ?te satisfac\uc1 \u539 ?ia publicului fa\uc1 \u539 ?\uc1 \u259 ? de serviciile
guvernamentale.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \alang1025 \
alang1025 Una dintre provoc\uc1 \u259 ?rile cheie at\uc1 \u226 ?t \uc1 \u238 ?n
marketingul non-profit, c\uc1 \u226 ?t \uc1 \u537 ?i \uc1 \u238 ?n cel public din
Rom\uc1 \u226 ?nia este disponibilitatea limitat\uc1 \u259 ? a resurselor.
Organiza\uc1 \u539 ?iile non-profit se lupt\uc1 \u259 ? adesea s\uc1 \u259 ? ob\uc1
\u539 ?in\uc1 \u259 ? finan\uc1 \u539 ?are pentru a-\uc1 \u537 ?i sus\uc1 \u539 ?
ine eforturile de marketing, \uc1 \u238 ?n timp ce institu\uc1 \u539 ?iile
guvernamentale au bugete limitate pentru marketing \uc1 \u537 ?i promovare. Ca
urmare, organiza\uc1 \u539 ?iile \uc1 \u537 ?i institu\uc1 \u539 ?iile
guvernamentale trebuie s\uc1 \u259 ? dezvolte strategii de marketing inovatoare \
uc1 \u537 ?i rentabile pentru a-\uc1 \u537 ?i atinge obiectivele.}{\rtlch \fcs1 \
langnp1048 \langfe1048 \langfenp1048 \alang1025 Marketingul \uc1 \u238 ?n
administra\uc1 \u539 ?ia public\uc1 \u259 ? este un instrument important pentru
promovarea organiza\uc1 \u539 ?iilor non-profit \uc1 \u537 ?i a serviciilor
guvernamentale din Rom\uc1 \u226 ?nia. Marketingul non-profit \uc1 \u537 ?i
marketingul public sunt dou\uc1 \u259 ? domenii distincte de marketing, fiecare cu
provoc\uc1 \u259 ?rile \uc1 \u537 ?i oportunit\uc1 \u259 ?\uc1 \u539 ?ile sale
unice. Strategiile de marketing eficiente pot ajuta organiza\uc1 \u539 ?iile non-
profit \uc1 \u537 ?i institu\uc1 \u539 ?iile guvernamentale s\uc1 \u259 ?-\uc1 \
u537 ?i ating\uc1 \u259 ? obiectivele \uc1 \u537 ?i s\uc1 \u259 ?-\uc1 \u537 ?i \
uc1 \u238 ?mbun\uc1 \u259 ?t\uc1 \u259 ?\uc1 \u539 ?easc\uc1 \u259 ? imaginea
public\uc1 \u259 ?. Cu toate acestea, resursele limitate din ambele sectoare
necesit\uc1 \u259 ? o planificare atent\uc1 \u259 ? \uc1 \u537 ?i implementarea
strategiilor de marketing.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \
slmult1 \widctlpar \aspalpha \aspnum \adjustright \lin0 \rin0 \itap0 \ls1 \ilvl1 \
\langfe1048 \langfenp1048 \alang1025 }{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \b1 \
\langfe1048 \langfenp1048 \alang1025 Gestionarea eficient\uc1 \u259 ? a resurselor
pentru marketing-ul non profit. }{\rtlch \fcs1 \af0 \afs28 \ltrch \fcs0 \b1 \fs28 \
alang1025 Gestionarea eficient\uc1 \u259 ? a resurselor este esen\uc1 \u539 ?ial\
uc1 \u259 ? pentru succesul oric\uc1 \u259 ?rei campanii de marketing non-profit.
C\uc1 \u226 ?teva strategii care pot ajuta organiza\uc1 \u539 ?iile nonprofit s\uc1
\u259 ?-\uc1 \u537 ?i maximizeze resursele sunt:}{\rtlch \fcs1 \af0 \afs24 \ltrch \
langfe1048 \langfenp1048 \alang1025 Identificarea publicului \uc1 \u539 ?int\uc1
\u259 ?}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \alang1025 \ltrch \
alang1025 Este esen\uc1 \u539 ?ial s\uc1 \u259 ? se identifice publicul \uc1 \u539
?int\uc1 \u259 ? \uc1 \u537 ?i s\uc1 \u259 ? se \uc1 \u238 ?n\uc1 \u539 ?eleag\
uc1 \u259 ? nevoile \uc1 \u537 ?i preferin\uc1 \u539 ?ele acestuia. Organiza\uc1 \
u539 ?iile non}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \alang1025 \
langfenp1048 \alang1025 -}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \
langfe1048 \langfenp1048 \alang1025 profit ar trebui s\uc1 \u259 ? efectueze
cercet\uc1 \u259 ?ri pentru a determina datele demografice ale publicului lor, cum
ar fi v\uc1 \u226 ?rsta, nivelul veniturilor \uc1 \u537 ?i loca\uc1 \u539 ?ia,
precum \uc1 \u537 ?i interesele \uc1 \u537 ?i motiva\uc1 \u539 ?iile lor.}{\rtlch \
langnp1048 \langfe1048 \langfenp1048 \alang1025 Definirea obiectivelor. Organiza\
uc1 \u539 ?iile nonprofit ar trebui s\uc1 \u259 ? defineasc\uc1 \u259 ? obiective
specifice pentru campaniile lor de marketing, cum ar fi cre\uc1 \u537 ?terea dona\
uc1 \u539 ?iilor, cre\uc1 \u537 ?terea gradului de con\uc1 \u537 ?tientizare sau
recrutarea de voluntari. Obiectivele trebuie s\uc1 \u259 ? fie m\uc1 \u259 ?
surabile, realizabile \uc1 \u537 ?i relevante pentru misiunea organiza\uc1 \u539 ?
iei.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \alang1025 \ltrch \dbch \
\par }\pard \plain \qj \li0 \ri0 \lisb0 \sa0 \lisa0 \sl240 \slmult1 \widctlpar \
langnp1048 \langfe1048 \langfenp1048 \alang1025 Prioritizarea canalelor}{\
hich \af7 \loch \f0 \lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 .}{\
Organiza\uc1 \u539 ?iile non}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \
\langfe1048 \langfenp1048 \alang1025 profit ar trebui s\uc1 \u259 ? \uc1 \u238 ?\
uc1 \u537 ?i prioritizeze canalele de marketing \uc1 \u238 ?n func\uc1 \u539 ?ie de
publicul \uc1 \u539 ?int\uc1 \u259 ? \uc1 \u537 ?i de eficacitatea canalului. De
exemplu, re\uc1 \u539 ?elele sociale pot fi un canal eficient pentru a ajunge la un
public mai t\uc1 \u226 ?n\uc1 \u259 ?r, \uc1 \u238 ?n timp ce po\uc1 \u537 ?ta
direct\uc1 \u259 ? poate fi mai eficient\uc1 \u259 ? pentru publicul mai \uc1 \u238
?n v\uc1 \u226 ?rst\uc1 \u259 ?.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \
alang1025 Profitarea de parteneriate}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \
langfe1048 \langfenp1048 \alang1025 Organiza\uc1 \u539 ?iile nonprofit pot
colabora cu alte organiza\uc1 \u539 ?ii pentru a pune \uc1 \u238 ?n comun resursele
\uc1 \u537 ?i pentru a-\uc1 \u537 ?i extinde acoperirea. Parteneriatele pot fi cu
alte organiza\uc1 \u539 ?ii non-profit, afaceri sau institu\uc1 \u539 ?ii
langfenp1048 \alang1025 \par }\pard \plain \qj \li0 \ri0 \lisb0 \sa0 \lisa0 \
Voluntarii pot fi o resurs\uc1 \u259 ? valoroas\uc1 \u259 ? pentru organiza\uc1 \
u539 ?iile nonprofit. Organiza\uc1 \u539 ?iile nonprofit pot valorifica abilit\
uc1 \u259 ?\uc1 \u539 ?ile \uc1 \u537 ?i expertiza voluntarilor pentru a sprijini
campanii de marketing, cum ar fi designul grafic sau managementul re\uc1 \u539 ?
elelor sociale.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \alang1025 \
\uc1 \u206 ?mbr\uc1 \u259 ?\uc1 \u539 ?i\uc1 \u537 ?area tehnologiei}{\rtlch \
Organiza\uc1 \u539 ?iile non}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \
\langfe1048 \langfenp1048 \alang1025 profit ar trebui s\uc1 \u259 ? adopte
tehnologia pentru a-\uc1 \u537 ?i optimiza campaniile de marketing. Instrumente
precum marketingul prin e-mail, platformele de gestionare a re\uc1 \u539 ?elelor
sociale \uc1 \u537 ?i analiza datelor pot ajuta organiza\uc1 \u539 ?iile non}{\
hich \af7 \loch \f0 \lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 -}{\
profit s\uc1 \u259 ? \uc1 \u238 ?\uc1 \u537 ?i maximizeze resursele \uc1 \u537 ?i
acoperirea.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \alang1025 \ltrch \
lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 M\uc1 \u259 ?
surarea \uc1 \u537 ?i ajustarea: organiza\uc1 \u539 ?iile non}{\rtlch \fcs1 \af0 \
lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 profit ar trebui s\uc1 \
u259 ? m\uc1 \u259 ?soare \uc1 \u238 ?n mod regulat eficacitatea campaniilor lor de
marketing \uc1 \u537 ?i s\uc1 \u259 ? \uc1 \u238 ?\uc1 \u537 ?i ajusteze
strategiile \uc1 \u238 ?n consecin\uc1 \u539 ?\uc1 \u259 ?. M\uc1 \u259 ?surarea
rezultatelor poate ajuta organiza\uc1 \u539 ?iile non}{\rtlch \fcs1 \af0 \afs24 \
afs24 \ltrch \fcs0 \fs24 \rtlch \alang1025 \ltrch \dbch
alang1025 profit s\uc1 \u259 ? \uc1 \u238 ?n\uc1 \u539 ?eleag\uc1 \u259 ? ce func\
uc1 \u539 ?ioneaz\uc1 \u259 ? \uc1 \u537 ?i ce nu, permi\uc1 \u539 ?\uc1 \u226 ?
ndu-le s\uc1 \u259 ?-\uc1 \u537 ?i optimizeze resursele \uc1 \u537 ?i s\uc1 \
u259 ?-\uc1 \u537 ?i \uc1 \u238 ?mbun\uc1 \u259 ?t\uc1 \u259 ?\uc1 \u539 ?easc\
uc1 \u259 ? impactul. Gestionarea eficient\uc1 \u259 ? a resurselor este esen\uc1 \
u539 ?ial\uc1 \u259 ? pentru organiza\uc1 \u539 ?iile non}{\rtlch \fcs1 \af0 \afs24
lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 profit ca s\uc1 \u259 ?-\
uc1 \u537 ?i ating\uc1 \u259 ? obiectivele de marketing \uc1 \u537 ?i a-\uc1 \
u537 ?i avansa misiunile. Prin identificarea publicului \uc1 \u539 ?int\uc1 \
u259 ?, stabilirea de obiective clare, prioritizarea canalelor, valorificarea
parteneriatelor, utilizarea voluntarilor, \uc1 \u238 ?mbr\uc1 \u259 ?\uc1 \u539 ?i\
uc1 \u537 ?area tehnologiei \uc1 \u537 ?i m\uc1 \u259 ?surarea rezultatelor,
organiza\uc1 \u539 ?iile non}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \
\langfe1048 \langfenp1048 \alang1025 profit \uc1 \u238 ?\uc1 \u537 ?i pot maximiza
resursele \uc1 \u537 ?i pot avea un impact semnificativ \uc1 \u238 ?n comunit\uc1 \
u259 ?\uc1 \u539 ?ile lor.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \
\langfe1048 \langfenp1048 \alang1025 Gestionarea eficient\uc1 \u259 ? a resurselor
pentru marketing-ul public. }{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \
alang1025 Gestionarea eficient\uc1 \u259 ? a resurselor este la fel de esen\uc1 \
u539 ?ial\uc1 \u259 ? \uc1 \u537 ?i pentru succesul marketingului public. Ea
presupune optimizarea utiliz\uc1 \u259 ?rii resurselor disponibile pentru a ob\
uc1 \u539 ?ine rezultate maxime \uc1 \u238 ?n promovarea serviciilor, programelor \
uc1 \u537 ?i ini\uc1 \u539 ?iativelor publice. Acest lucru poate fi realizat prin
implementarea diferitelor strategii care urm\uc1 \u259 ?resc \uc1 \u238 ?mbun\uc1 \
u259 ?t\uc1 \u259 ?\uc1 \u539 ?irea eficien\uc1 \u539 ?ei \uc1 \u537 ?i eficacit\
uc1 \u259 ?\uc1 \u539 ?ii aloc\uc1 \u259 ?rii \uc1 \u537 ?i utiliz\uc1 \u259 ?rii
resurselor.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \alang1025 \ltrch \
af0 \loch \f0 \lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 Una dintre
strategiile cheie pentru managementul eficient al resurselor \uc1 \u238 ?n
marketingul public este colaborarea. Colaborarea implic\uc1 \u259 ? lucrul \uc1 \
u238 ?mpreun\uc1 \u259 ? cu p\uc1 \u259 ?r\uc1 \u539 ?ile interesate, parteneri \
uc1 \u537 ?i al\uc1 \u539 ?i actori relevan\uc1 \u539 ?i pentru a mobiliza
resurse \uc1 \u537 ?i a atinge obiective comune. Acest lucru poate implica schimbul
de cuno\uc1 \u537 ?tin\uc1 \u539 ?e, expertiz\uc1 \u259 ? \uc1 \u537 ?i resurse
pentru a reduce dublarea \uc1 \u537 ?i risipa \uc1 \u537 ?i pentru a cre\uc1 \
u537 ?te eficien\uc1 \u539 ?a \uc1 \u537 ?i eficacitatea.}{\rtlch \fcs1 \af0 \afs24
langfe1048 \langfenp1048 \alang1025 O alt\uc1 \u259 ? strategie pentru managementul
eficient al resurselor \uc1 \u238 ?n marketingul public este prioritizarea. Aceasta
presupune identificarea celor mai importante activit\uc1 \u259 ?\uc1 \u539 ?i \
uc1 \u537 ?i ini\uc1 \u539 ?iative \uc1 \u537 ?i alocarea resurselor \uc1 \u238 ?n
consecin\uc1 \u539 ?\uc1 \u259 ?. Acest lucru poate fi atins prin dezvoltarea de
planuri de marketing clare \uc1 \u537 ?i concentrate, care contureaz\uc1 \u259 ?
obiectivele cheie, publicul \uc1 \u539 ?int\uc1 \u259 ? \uc1 \u537 ?i activit\uc1 \
u259 ?\uc1 \u539 ?ile \uc1 \u537 ?i care prioritizeaz\uc1 \u259 ? activit\uc1 \u259
?\uc1 \u539 ?ile \uc1 \u238 ?n func\uc1 \u539 ?ie de importan\uc1 \u539 ?a \uc1 \
u537 ?i impactul poten\uc1 \u539 ?ial al acestora.}{\rtlch \fcs1 \af0 \afs24 \ltrch
langfe1048 \langfenp1048 \alang1025 Gestionarea eficient\uc1 \u259 ? a resurselor \
uc1 \u238 ?n marketingul public necesit\uc1 \u259 ?, de asemenea, monitorizare \uc1
\u537 ?i evaluare eficace. Aceasta implic\uc1 \u259 ? urm\uc1 \u259 ?rirea
performan\uc1 \u539 ?ei ini\uc1 \u539 ?iativelor \uc1 \u537 ?i activit\uc1 \u259 ?\
uc1 \u539 ?ilor de marketing, m\uc1 \u259 ?surarea eficacit\uc1 \u259 ?\uc1 \u539 ?
ii aloc\uc1 \u259 ?rii \uc1 \u537 ?i utiliz\uc1 \u259 ?rii resurselor \uc1 \u537 ?i
identificarea zonelor de \uc1 \u238 ?mbun\uc1 \u259 ?t\uc1 \u259 ?\uc1 \u539 ?ire.
Acest lucru poate fi realizat prin implementarea unor sisteme de monitorizare \
uc1 \u537 ?i evaluare clare \uc1 \u537 ?i transparente, care includ indicatori
clari pentru a m\uc1 \u259 ?sura progresul \uc1 \u537 ?i succesul.}{\rtlch \fcs1 \
langnp1048 \langfe1048 \langfenp1048 \alang1025 \uc1 \u206 ?n plus, gestionarea
eficient\uc1 \u259 ? a resurselor \uc1 \u238 ?n marketingul public necesit\uc1 \
u259 ?, de asemenea, o comunicare eficient\uc1 \u259 ? \uc1 \u537 ?i implicare cu
p\uc1 \u259 ?r\uc1 \u539 ?ile interesate \uc1 \u537 ?i cu publicul \uc1 \u539 ?int\
uc1 \u259 ?. Aceasta implic\uc1 \u259 ? asigurarea faptului c\uc1 \u259 ? p\uc1 \
u259 ?r\uc1 \u539 ?ile interesate sunt implicate \uc1 \u238 ?n dezvoltarea \uc1 \
u537 ?i implementarea ini\uc1 \u539 ?iativelor de marketing, c\uc1 \u259 ?
feedback-ul \uc1 \u537 ?i contribu\uc1 \u539 ?iile lor sunt luate \uc1 \u238 ?n
considerare \uc1 \u537 ?i c\uc1 \u259 ? sunt \uc1 \u539 ?inute la curent cu
progresul \uc1 \u537 ?i rezultatele. \uc1 \u206 ?n general, managementul eficient
al resurselor \uc1 \u238 ?n marketingul public necesit\uc1 \u259 ? o abordare
strategic\uc1 \u259 ? \uc1 \u537 ?i coordonat\uc1
\u259 ? care implic\uc1 \u259 ? colaborare, prioritizare, monitorizare \uc1 \
u537 ?i evaluare \uc1 \u537 ?i comunicare \uc1 \u537 ?i implicare eficient\uc1 \
u259 ?. Prin implementarea acestor strategii, organiza\uc1 \u539 ?iile din sectorul
public pot optimiza utilizarea resurselor lor \uc1 \u537 ?i pot ob\uc1 \u539 ?ine
rezultate maxime \uc1 \u238 ?n promovarea serviciilor, programelor \uc1 \u537 ?i
ini\uc1 \u539 ?iativelor publice.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \
\langfe1048 \langfenp1048 \alang1025 Compararea strategiilor de management ale
resurselor. }{\rtlch \fcs1 \af0 \afs28 \ltrch \fcs0 \b1 \fs28 \rtlch \alang1025 \
alang1025 Strategiile de gestionare a resurselor pentru finan\uc1 \u539 ?area
marketingului non-profit \uc1 \u537 ?i marketingul \uc1 \u238 ?n sectorul public au
unele aspecte comune, dar exist\uc1 \u259 ? \uc1 \u537 ?i unele diferen\uc1 \u539 ?
e semnificative. Aceste strategii sunt influen\uc1 \u539 ?ate de factori precum
tipul organiza\uc1 \u539 ?iei, obiectivele acesteia \uc1 \u537 ?i resursele pe care
le are la dispozi\uc1 \u539 ?ie.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \
alang1025 O strategie important\uc1 \u259 ? de gestionare a resurselor pentru
finan\uc1 \u539 ?area marketingului non-profit \uc1 \u537 ?i a marketingului \uc1 \
u238 ?n sectorul public este bugetarea eficient\uc1 \u259 ?. Bugetarea implic\uc1 \
u259 ? planificarea, monitorizarea \uc1 \u537 ?i controlul utiliz\uc1 \u259 ?rii
resurselor financiare pentru a se asigura c\uc1 \u259 ? acestea sunt alocate
eficient. Organiza\uc1 \u539 ?iile non-profit au de obicei resurse financiare
limitate \uc1 \u537 ?i se bazeaz\uc1 \u259 ? pe dona\uc1 \u539 ?ii \uc1 \u537 ?i \
uc1 \u238 ?mprumuturi pentru a-\uc1 \u537 ?i finan\uc1 \u539 ?a eforturile de
marketing. Prin urmare, bugetarea este esen\uc1 \u539 ?ial\uc1 \u259 ? pentru a se
asigura c\uc1 \u259 ? aceste resurse limitate sunt utilizate \uc1 \u238 ?n mod
corespunz\uc1 \u259 ?tor pentru a ob\uc1 \u539 ?ine rezultatele dorite. Organiza\
uc1 \u539 ?iile din sectorul public au de obicei un buget mai mare dec\uc1 \u226 ?t
organiza\uc1 \u539 ?iile non-profit, dar bugetarea eficient\uc1 \u259 ? este \uc1 \
u238 ?nc\uc1 \u259 ? necesar\uc1 \u259 ? pentru a maximiza impactul eforturilor de
marketing.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \alang1025 \ltrch \
af0 \loch \f0 \lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 O alt\
uc1 \u259 ? strategie de management a resurselor pentru finan\uc1 \u539 ?area
marketingului non-profit \uc1 \u537 ?i a marketingului \uc1 \u238 ?n sectorul
public este str\uc1 \u226 ?ngerea de fonduri. Str\uc1 \u226 ?ngerea de fonduri
implic\uc1 \u259 ? solicitarea de dona\uc1 \u539 ?ii de la persoane fizice, \uc1 \
u238 ?ntreprinderi \uc1 \u537 ?i alte organiza\uc1 \u539 ?ii pentru a sprijini
eforturile de marketing ale organiza\uc1 \u539 ?iei non-profit sau din sectorul
public. Organiza\uc1 \u539 ?iile non-profit se bazeaz\uc1 \u259 ? adesea \uc1 \u238
?n mare m\uc1 \u259 ?sur\uc1 \u259 ? pe str\uc1 \u226 ?ngerea de fonduri pentru a-\
uc1 \u537 ?i finan\uc1 \u539 ?a ini\uc1 \u539 ?iativele de marketing. Acest lucru
poate implica organizarea de evenimente precum evenimente caritabile, licita\uc1 \
u539 ?ii sau valorificarea platformelor de str\uc1 \u226 ?ngere de fonduri online
pentru a cre\uc1 \u537 ?te gradul de con\uc1 \u537 ?tientizare \uc1 \u537 ?i a
genera dona\uc1 \u539 ?ii. Organiza\uc1 \u539 ?iile din sectorul public se pot
implica, de asemenea, \uc1 \u238 ?n str\uc1 \u226 ?ngerea de fonduri pentru a
sprijini ini\uc1 \u539 ?iativele de marketing, cum ar fi c\uc1 \u259 ?utarea de
sponsoriz\uc1 \u259 ?ri de la corpora\uc1 \u539 ?ii sau parteneriatul cu organiza\
uc1 \u539 ?ii non-profit.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \
alang1025 Colaborarea este o alt\uc1 \u259 ? strategie important\uc1 \u259 ? de
management al resurselor pentru finan\uc1 \u539 ?area marketingului non-profit \uc1
\u537 ?i a marketingului \uc1 \u238 ?n sectorul public. Colaborarea implic\uc1 \
u259 ? lucrul cu alte organiza\uc1 \u539 ?ii sau afaceri pentru a atinge
obiectivele comune. Acest lucru poate implica parteneriatul cu alte organiza\uc1 \
u539 ?ii non-profit, institu\uc1 \u539 ?ii din sectorul public sau afaceri private
pentru a dezvolta ini\uc1 \u539 ?iative comune de marketing. Colaborarea poate
duce, de asemenea, la oportunit\uc1 \u259 ?\uc1 \u539 ?i de partajare a costurilor,
cum ar fi partajarea costului materialelor de marketing sau a cheltuielilor
publicitare.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \alang1025 \
alang1025 \uc1 \u206 ?n cele din urm\uc1 \u259 ?, m\uc1 \u259 ?surarea impactului
eforturilor de marketing este esen\uc1 \u539 ?ial\uc1 \u259 ? pentru gestionarea
eficient\uc1 \u259 ? a resurselor at\uc1 \u226 ?t pentru marketingul non-profit, c\
uc1 \u226 ?t \uc1 \u537 ?i pentru marketingul din sectorul public. M\uc1 \u259 ?
surarea impactului ini\uc1 \u539 ?iativelor de marketing permite organiza\uc1 \u539
?iilor s\uc1 \u259 ? identifice ce func\uc1 \u539 ?ioneaz\uc1 \u259 ? \uc1 \u537 ?i
ce nu \uc1 \u537 ?i s\uc1 \u259 ? fac\uc1 \u259 ? ajust\uc1 \u259 ?ri \uc1 \u238 ?n
consecin\uc1 \u539 ?\uc1 \u259 ?. Organiza\uc1 \u539 ?iile non-profit pot urm\uc1 \
u259 ?ri valori precum num\uc1 \u259 ?rul de dona\uc1 \u539 ?ii primite, num\uc1 \
u259 ?rul de voluntari recruta\uc1 \u539 ?i \uc1 \u537 ?i acoperirea campaniilor de
marketing. Organiza\uc1 \u539 ?iile din sectorul public pot urm\uc1 \u259 ?ri
valori precum satisfac\uc1 \u539 ?ia clien\uc1 \u539 ?ilor, v\uc1 \u226 ?nz\uc1 \
u259 ?rile \uc1 \u537 ?i rata de reten\uc1 \u539 ?ie ale cet\uc1 \u259 ?\uc1 \
u539 ?enilor. }{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \alang1025 \
itap0 \rtlch \fcs1 \af0 \afs22 \ltrch \fcs0 \fs22
\rtlch \alang1025 \ltrch \loch \af7 \hich \af7 \dbch \af0 \lang1048 \langnp1048 \
langfe1048 \langfenp1048 \alang1025 A\uc1 \u537 ?adar, m\uc1 \u259 ?sur\uc1 \u226 ?
nd impactul ini\uc1 \u539 ?iativelor lor de marketing, organiza\uc1 \u539 ?iile
non-profit \uc1 \u537 ?i din sectorul public \uc1 \u238 ?\uc1 \u537 ?i pot folosi
resursele financiare mai eficient pentru a-\uc1 \u537 ?i atinge obiectivele.
Strategiile eficiente de gestionare a resurselor pentru finan\uc1 \u539 ?area
marketingului non-profit \uc1 \u537 ?i a marketingului \uc1 \u238 ?n sectorul
public implic\uc1 \u259 ? bugetarea atent\uc1 \u259 ?, str\uc1 \u226 ?ngerea de
fonduri, colaborarea \uc1 \u537 ?i m\uc1 \u259 ?surarea impactului ini\uc1 \u539 ?
iativelor de marketing. Aceste strategii sunt influen\uc1 \u539 ?ate de tipul
organiza\uc1 \u539 ?iei, obiectivele acesteia \uc1 \u537 ?i resursele pe care le
are la dispozi\uc1 \u539 ?ie. Prin adoptarea acestor strategii, organiza\uc1 \
u539 ?iile non-profit \uc1 \u537 ?i din sectorul public \uc1 \u238 ?\uc1 \u537 ?i
pot folosi resursele financiare mai eficient pentru a ob\uc1 \u539 ?ine rezultatele
dorite.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \alang1025 \ltrch \dbch
\langfe1048 \langfenp1048 \alang1025 Marketingul intern \uc1 \u238 ?n administra\
uc1 \u539 ?ia public\uc1 \u259 ?.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \b1 \
alang1025 Marketingul intern \uc1 \u238 ?n administra\uc1 \u539 ?ia public\uc1 \
u259 ? poate fi un instrument puternic de motivare a personalului \uc1 \u537 ?i
de \uc1 \u238 ?mbun\uc1 \u259 ?t\uc1 \u259 ?\uc1 \u539 ?ire a performan\uc1 \u539 ?
ei acestora. Strategiile de marketing interne eficiente pot crea o cultur\uc1 \u259
? a \uc1 \u238 ?ncrederii, transparen\uc1 \u539 ?ei \uc1 \u537 ?i colabor\uc1 \u259
?rii \uc1 \u238 ?n cadrul organiza\uc1 \u539 ?iei, ceea ce duce la cre\uc1 \u537 ?
terea angajamentului \uc1 \u537 ?i a motiva\uc1 \u539 ?iei \uc1 \u238 ?n r\uc1 \
u226 ?ndul angaja\uc1 \u539 ?ilor.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \
alang1025 C\uc1 \u226 ?teva modalit\uc1 \u259 ?\uc1 \u539 ?i eficiente de a utiliza
marketingul intern pentru a motiva personalul din administra\uc1 \u539 ?ia public\
uc1 \u259 ? includ:}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \
alang1025 Comunicarea \uc1 \u238 ?n mod clar a misiunii, viziunii \uc1 \u537 ?i
obiectivele organiza\uc1 \u539 ?iei. Angaja\uc1 \u539 ?ii trebuie s\uc1 \u259 ? \
uc1 \u238 ?n\uc1 \u539 ?eleag\uc1 \u259 ? misiunea, viziunea \uc1 \u537 ?i
obiectivele organiza\uc1 \u539 ?iei pentru a sim\uc1 \u539 ?i un sentiment de
scop \uc1 \u537 ?i direc\uc1 \u539 ?ie \uc1 \u238 ?n munca lor. Comunicarea clar\
uc1 \u259 ? a acestor elemente ajut\uc1 \u259 ? la alinierea eforturilor angaja\uc1
\u539 ?ilor cu obiectivele agen\uc1 \u539 ?iei, ceea ce le poate cre\uc1 \u537 ?te
motiva\uc1 \u539 ?ia.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \
alang1025 Oferirea oportunit\uc1 \u259 ?\uc1 \u539 ?ii de cre\uc1 \u537 ?tere \
uc1 \u537 ?i dezvoltare profesional\uc1 \u259 ?. Angaja\uc1 \u539 ?ii care au
oportunit\uc1 \u259 ?\uc1 \u539 ?i de cre\uc1 \u537 ?tere \uc1 \u537 ?i dezvoltare
profesional\uc1 \u259 ? au \uc1 \u537 ?anse mai mari s\uc1 \u259 ? fie implica\
uc1 \u539 ?i \uc1 \u537 ?i motiva\uc1 \u539 ?i. Organiza\uc1 \u539 ?iile
administra\uc1 \u539 ?iei publice pot oferi programe de formare, cursuri de perfec\
uc1 \u539 ?ionare, workshop-uri \uc1 \u537 ?i programe de mentorat pentru a ajuta
angaja\uc1 \u539 ?ii s\uc1 \u259 ?-\uc1 \u537 ?i \uc1 \u238 ?mbun\uc1 \u259 ?t\
uc1 \u259 ?\uc1 \u539 ?easc\uc1 \u259 ? abilit\uc1 \u259 ?\uc1 \u539 ?ile \uc1 \
u537 ?i cuno\uc1 \u537 ?tin\uc1 \u539 ?ele.}{\rtlch \fcs1 \af0 \afs24 \ltrch \
langfe1048 \langfenp1048 \alang1025 Recunoa\uc1 \u537 ?terea \uc1 \u537 ?i
recompensarea performan\uc1 \u539 ?elor. Recunoa\uc1 \u537 ?terea \uc1 \u537 ?i
recompensarea angaja\uc1 \u539 ?ilor care au performan\uc1 \u539 ?e bune le poate
cre\uc1 \u537 ?te motiva\uc1 \u539 ?ia \uc1 \u537 ?i moralul. Organiza\uc1 \u539 ?
iile administra\uc1 \u539 ?iei publice pot folosi recompense precum bonusuri,
promo\uc1 \u539 ?ii, recunoa\uc1 \u537 ?tere public\uc1 \u259 ? sau premii pentru a
recunoa\uc1 \u537 ?te \uc1 \u537 ?i a motiva angaja\uc1 \u539 ?ii cu performan\
uc1 \u539 ?e \uc1 \u238 ?nalte.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch
\alang1025 \ltrch \dbch \af0 \hich \af0 \loch \f0 \lang1048 \langnp1048 \langfe1048
\langfenp1048 \alang1025 \par }\pard \plain \qj \fi720 \li0 \ri0 \lisb0 \sa0 \lisa0
\f0 \lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 Promovarea unei
culturi pozitive a muncii}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \
\langfe1048 \langfenp1048 \alang1025 O cultur\uc1 \u259 ? pozitiv\uc1 \u259 ? a
muncii poate contribui la cre\uc1 \u537 ?terea motiva\uc1 \u539 ?iei angaja\uc1 \
u539 ?ilor. Organiza\uc1 \u539 ?iile administra\uc1 \u539 ?iei publice pot promova
o cultur\uc1 \u259 ? pozitiv\uc1 \u259 ? a muncii prin promovarea colabor\uc1 \u259
?rii, a muncii \uc1 \u238 ?n echip\uc1 \u259 ? \uc1 \u537 ?i a respectului \uc1 \
u238 ?n r\uc1 \u226 ?ndul angaja\uc1 \u539 ?ilor. O cultur\uc1 \u259 ? pozitiv\
uc1 \u259 ? a muncii poate fi, de asemenea,
\uc1 \u238 ?ncurajat\uc1 \u259 ? prin programe de bun\uc1 \u259 ?stare a angaja\
uc1 \u539 ?ilor, activit\uc1 \u259 ?\uc1 \u539 ?i de formare a echipei \uc1 \u537 ?
i aranjamente flexibile de lucru.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \
alang1025 \uc1 \u206 ?ncurajarea feedback-ului \uc1 \u537 ?i implicarea angaja\
uc1 \u539 ?ilor. \uc1 \u206 ?ncurajarea feedback-ului \uc1 \u537 ?i implicarea
angaja\uc1 \u539 ?ilor le poate cre\uc1 \u537 ?te sentimentul de proprietate \uc1 \
u537 ?i angajamentul fa\uc1 \u539 ?\uc1 \u259 ? de obiectivele organiza\uc1 \u539 ?
iei. Organiza\uc1 \u539 ?iile administra\uc1 \u539 ?iei publice pot crea oportunit\
uc1 \u259 ?\uc1 \u539 ?i pentru ca angaja\uc1 \u539 ?ii s\uc1 \u259 ? ofere
feedback, s\uc1 \u259 ? participe la procesele de luare a deciziilor \uc1 \u537 ?i
s\uc1 \u259 ? contribuie la dezvoltarea politicilor \uc1 \u537 ?i programelor.}{\
langnp1048 \langfe1048 \langfenp1048 \alang1025 Marketingul intern poate fi un
instrument eficient de motivare a personalului din administra\uc1 \u539 ?ia public\
uc1 \u259 ?. Comunicarea clar\uc1 \u259 ? a misiunii, viziunii \uc1 \u537 ?i
obiectivelor agen\uc1 \u539 ?iei, oferind oportunit\uc1 \u259 ?\uc1 \u539 ?i de
cre\uc1 \u537 ?tere \uc1 \u537 ?i dezvoltare profesional\uc1 \u259 ?, recunoa\uc1 \
u537 ?terea \uc1 \u537 ?i recompensarea performan\uc1 \u539 ?elor bune, promovarea
unei culturi pozitive a muncii \uc1 \u537 ?i \uc1 \u238 ?ncurajarea feedback-ului \
uc1 \u537 ?i implic\uc1 \u259 ?rii angaja\uc1 \u539 ?ilor sunt toate modalit\uc1 \
u259 ?\uc1 \u539 ?i eficiente de a folosi marketingul intern pentru a motiva
personalul.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \alang1025 \ltrch \
langnp1048 \langfe1048 \langfenp1048 \alang1025 3.5 Marketingul interactiv \uc1 \
u238 ?n administra\uc1 \u539 ?ia public\uc1 \u259 ?}{\rtlch \fcs1 \af0 \afs24 \
langfe1048 \langfenp1048 \alang1025 Organiza\uc1 \u539 ?iile administra\uc1 \u539 ?
iei publice trebuie s\uc1 \u259 ? comunice beneficiile marketingului interactiv \
uc1 \u238 ?ntr-un mod care s\uc1 \u259 ? rezoneze cu cet\uc1 \u259 ?\uc1 \u539 ?
enii. Ace\uc1 \u537 ?tia ar trebui s\uc1 \u259 ? eviden\uc1 \u539 ?ieze avantajele
canalelor de marketing interactive, cum ar fi: \uc1 \u238 ?mbun\uc1 \u259 ?t\uc1 \
u259 ?\uc1 \u539 ?irea comunic\uc1 \u259 ?rii dintre cet\uc1 \u259 ?\uc1 \u539 ?eni
\uc1 \u537 ?i administra\uc1 \u539 ?ie, oferirea accesului la informa\uc1 \u539 ?ii
\uc1 \u238 ?n timp real \uc1 \u537 ?i facilitarea particip\uc1 \u259 ?rii cet\uc1 \
u259 ?\uc1 \u539 ?enilor la procesul de luare a deciziilor. Comunicarea eficient\
uc1 \u259 ? este esen\uc1 \u539 ?ial\uc1 \u259 ? pentru a se asigura faptul c\uc1 \
u259 ? cet\uc1 \u259 ?\uc1 \u539 ?enii \uc1 \u238 ?n\uc1 \u539 ?eleg valoarea
canalelor de marketing interactive.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \
alang1025 Pentru a-i atrage pe cet\uc1 \u259 ?\uc1 \u539 ?eni s\uc1 \u259 ?
foloseasc\uc1 \u259 ? canale interactive de marketing, organiza\uc1 \u539 ?iile
administra\uc1 \u539 ?iei publice trebuie s\uc1 \u259 ? le ofere con\uc1 \u539 ?
inut captivant, care este relevant \uc1 \u537 ?i util. Organiza\uc1 \u539 ?iile pot
crea webinarii, transmisii live \uc1 \u537 ?i comunit\uc1 \u259 ?\uc1 \u539 ?i
online care \uc1 \u238 ?ncurajeaz\uc1 \u259 ? cet\uc1 \u259 ?\uc1 \u539 ?enii s\uc1
\u259 ? pun\uc1 \u259 ? \uc1 \u238 ?ntreb\uc1 \u259 ?ri, s\uc1 \u259 ? ofere
feedback \uc1 \u537 ?i s\uc1 \u259 ? se angajeze \uc1 \u238 ?n discu\uc1 \u539 ?ii
cu personalul agen\uc1 \u539 ?iei \uc1 \u537 ?i al\uc1 \u539 ?i cet\uc1 \u259 ?\uc1
\u539 ?eni. Astfel de platforme ofer\uc1 \u259 ? cet\uc1 \u259 ?\uc1 \u539 ?enilor
un forum pentru a afla \uc1 \u537 ?i a discuta probleme importante \uc1 \u537 ?i
ofer\uc1 \u259 ? feedback valoros organiza\uc1 \u539 ?iei. Administra\uc1 \u539 ?
iile ar trebui s\uc1 \u259 ? depun\uc1 \u259 ? eforturi pentru a crea con\uc1 \u539
?inut care s\uc1 \u259 ? r\uc1 \u259 ?spund\uc1 \u259 ? nevoilor \uc1 \u537 ?i
intereselor publicului \uc1 \u539 ?int\uc1 \u259 ?.}{\rtlch \fcs1 \af0 \afs24 \
langfe1048 \langfenp1048 \alang1025 Este mai probabil ca cet\uc1 \u259 ?\uc1 \
u539 ?enii s\uc1 \u259 ? foloseasc\uc1 \u259 ? canale de marketing interactive dac\
uc1 \u259 ? simt c\uc1 \u259 ? feedback-ul lor este luat \uc1 \u238 ?n serios \
uc1 \u537 ?i c\uc1 \u259 ? organiza\uc1 \u539 ?ia este transparent\uc1 \u259 ? \uc1
\u238 ?n procesul de luare a deciziilor. Institu\uc1 \u539 ?iile administra\uc1 \
u539 ?iei publice ar trebui s\uc1 \u259 ? fie transparente cu privire la modul \uc1
\u238 ?n care vor folosi feedbackul cet\uc1 \u259 ?\uc1 \u539 ?enilor \uc1 \u537 ?i
s\uc1 \u259 ? furnizeze actualiz\uc1 \u259 ?ri cu privire la modul \uc1 \u238 ?n
care feedback-ul a fost \uc1 \u238 ?ncorporat \uc1 \u238 ?n procesul decizional.
Asigurarea transparen\uc1 \u539 ?ei este esen\uc1 \u539 ?ial\uc1 \u259 ? pentru
construirea \uc1 \u238 ?ncrederii \uc1 \u537 ?i \uc1 \u238 ?ncurajarea particip\uc1
\u259 ?rii cet\uc1 \u259 ?\uc1 \u539 ?enilor.}{\rtlch \fcs1 \af0 \afs24 \ltrch \
langfe1048 \langfenp1048 \alang1025 Canalele de marketing interactive trebuie s\uc1
\u259 ? fie u\uc1 \u537 ?or de utilizat \uc1 \u537 ?i u\uc1 \u537 ?or de navigat.
Organiza\uc1 \u539 ?iile administra\uc1 \u539 ?iei publice ar trebui s\uc1 \u259 ?
investeasc\uc1 \u259 ? \uc1 \u238 ?n designul experien\uc1 \u539 ?ei utilizatorilor
pentru a se asigura c\uc1 \u259 ? canalele
lor de marketing interactive sunt intuitive \uc1 \u537 ?i u\uc1 \u537 ?or de
utilizat \uc1 \u537 ?i c\uc1 \u259 ? cet\uc1 \u259 ?\uc1 \u539 ?enii pot g\uc1 \
u259 ?si cu u\uc1 \u537 ?urin\uc1 \u539 ?\uc1 \u259 ? informa\uc1 \u539 ?iile de
care au nevoie. Proiectarea canalelor interactive de marketing ar trebui s\uc1 \
u259 ? fie accesibil\uc1 \u259 ? cet\uc1 \u259 ?\uc1 \u539 ?enilor cu diferite
abilit\uc1 \u259 ?\uc1 \u539 ?i \uc1 \u537 ?i s\uc1 \u259 ? ofere o experien\uc1 \
u539 ?\uc1 \u259 ? incluziv\uc1 \u259 ?.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \
alang1025 Organiza\uc1 \u539 ?iile administra\uc1 \u539 ?iei publice pot oferi
stimulente pentru a \uc1 \u238 ?ncuraja cet\uc1 \u259 ?\uc1 \u539 ?enii s\uc1 \u259
? foloseasc\uc1 \u259 ? canale interactive de marketing. Aceasta poate include
recompense pentru participare, con\uc1 \u539 ?inut exclusiv \uc1 \u537 ?i acces
timpuriu la informa\uc1 \u539 ?ii. De asemenea, administra\uc1 \u539 ?iile pot
eviden\uc1 \u539 ?ia pove\uc1 \u537 ?tile de succes ale cet\uc1 \u259 ?\uc1 \u539 ?
enilor care au folosit canale de marketing interactive pentru a-\uc1 \u537 ?i
atinge obiectivele. Stimulentele pot oferi cet\uc1 \u259 ?\uc1 \u539 ?enilor un
beneficiu tangibil, ceea ce \uc1 \u238 ?i poate \uc1 \u238 ?ncuraja s\uc1 \u259 ?
foloseasc\uc1 \u259 ? canale interactive de marketing \uc1 \u537 ?i s\uc1 \u259 ?
interac\uc1 \u539 ?ioneze cu organiza\uc1 \u539 ?ia}{\rtlch \fcs1 \af0 \afs24 \
langfe1048 \langfenp1048 \alang1025 Pentru a \uc1 \u238 ?ncuraja cet\uc1 \u259 ?\
uc1 \u539 ?enii s\uc1 \u259 ? foloseasc\uc1 \u259 ? canale de marketing
interactive, organiza\uc1 \u539 ?iile administra\uc1 \u539 ?iei publice ar trebui
s\uc1 \u259 ? se concentreze pe comunicare clar\uc1 \u259 ?, con\uc1 \u539 ?inut
antrenant, transparen\uc1 \u539 ?\uc1 \u259 ?, tehnologie u\uc1 \u537 ?or de
utilizat \uc1 \u537 ?i stimulente. Proced\uc1 \u226 ?nd astfel, administra\uc1 \
u539 ?ia poate construi rela\uc1 \u539 ?ii mai puternice cu cet\uc1 \u259 ?\uc1 \
u539 ?enii \uc1 \u537 ?i poate favoriza o mai mare participare la procesul de luare
a deciziilor.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \alang1025 \ltrch
widctlpar \aspalpha \aspnum \adjustright \lin1455 \rin0 \itap0 \ls13 \ilvl1 \
\langfe1048 \langfenp1048 \alang1025 Politica de produs \uc1 \u537 ?i clasificarea
serviciilor \uc1 \u238 ?n sectorul public}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \
langfe1048 \langfenp1048 \alang1025 Politica de produs \uc1 \u238 ?n contextul
marketingului public sau al sectorului public se refer\uc1 \u259 ? la strategiile \
uc1 \u537 ?i considerentele implicate \uc1 \u238 ?n proiectarea, dezvoltarea \uc1 \
u537 ?i distribuirea produselor \uc1 \u537 ?i serviciilor care r\uc1 \u259 ?spund
nevoilor \uc1 \u537 ?i a\uc1 \u537 ?tept\uc1 \u259 ?rilor publicului.}{\rtlch \fcs1
langfe1048 \langfenp1048 \alang1025 \uc1 \u206 ?n sectorul public, politica privind
produsele joac\uc1 \u259 ? un rol esen\uc1 \u539 ?ial \uc1 \u238 ?n furnizarea de
servicii esen\uc1 \u539 ?iale cet\uc1 \u259 ?\uc1 \u539 ?enilor. Institu\uc1 \
u539 ?iile publice trebuie s\uc1 \u259 ? evalueze cu aten\uc1 \u539 ?ie nevoile \
uc1 \u537 ?i preferin\uc1 \u539 ?ele publicului \uc1 \u537 ?i s\uc1 \u259 ?
proiecteze produse \uc1 \u537 ?i servicii care s\uc1 \u259 ? r\uc1 \u259 ?spund\uc1
\u259 ? eficient acestor nevoi, respect\uc1 \u226 ?nd \uc1 \u238 ?n acela\uc1 \u537
?i timp reglement\uc1 \u259 ?rile stricte \uc1 \u537 ?i constr\uc1 \u226 ?ngerile
bugetare.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \alang1025 \ltrch \
af0 \loch \f0 \lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 Una dintre
provoc\uc1 \u259 ?rile cheie ale politicii de produse \uc1 \u238 ?n sectorul public
este echilibrarea cerin\uc1 \u539 ?elor de a furniza produse \uc1 \u537 ?i servicii
de \uc1 \u238 ?nalt\uc1 \u259 ? calitate, asigur\uc1 \u226 ?nd totodat\uc1 \u259 ?
responsabilitatea \uc1 \u537 ?i responsabilitatea fiscal\uc1 \u259 ?. Institu\uc1 \
u539 ?iile publice trebuie s\uc1 \u259 ? ia \uc1 \u238 ?n considerare cu aten\uc1 \
u539 ?ie costurile asociate cu dezvoltarea, produc\uc1 \u539 ?ia \uc1 \u537 ?i
distribu\uc1 \u539 ?ia produselor \uc1 \u537 ?i s\uc1 \u259 ? dezvolte strategii
care s\uc1 \u259 ? optimizeze valoarea pentru public, reduc\uc1 \u226 ?nd \uc1 \
u238 ?n acela\uc1 \u537 ?i timp risipa \uc1 \u537 ?i ineficien\uc1 \u539 ?a.}{\
langnp1048 \langfe1048 \langfenp1048 \alang1025 Un alt aspect important \uc1 \
u238 ?n politica de produse din sectorul public este necesitatea de a se asigura c\
uc1 \u259 ? produsele \uc1 \u537 ?i serviciile sunt accesibile \uc1 \u537 ?i
echitabile pentru to\uc1 \u539 ?i membrii publicului, indiferent de statutul socio}
hich \af7 \loch \f0 \lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 -}{\
economic sau loca\uc1 \u539 ?ia geografic\uc1 \u259 ?. Organiza\uc1 \u539 ?iile
publice trebuie s\uc1 \u259 ? dezvolte produse \uc1 \u537 ?i servicii care
sunt concepute \uc1 \u539 ?in\uc1 \u226 ?nd cont de nevoile diverselor popula\
uc1 \u539 ?ii \uc1 \u537 ?i s\uc1 \u259 ? implementeze strategii de distribu\uc1 \
u539 ?ie care s\uc1 \u259 ? asigure accesul egal la acele produse \uc1 \u537 ?i
servicii.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \alang1025 \ltrch \
af0 \loch \f0 \lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 Politica
de produse \uc1 \u238 ?n sectorul public implic\uc1 \u259 ?, de asemenea, evaluarea
\uc1 \u537 ?i \uc1 \u238 ?mbun\uc1 \u259 ?t\uc1 \u259 ?\uc1 \u539 ?irea continu\uc1
\u259 ? a produselor \uc1 \u537 ?i serviciilor pentru a se asigura c\uc1 \u259 ?
acestea continu\uc1 \u259 ? s\uc1 \u259 ? r\uc1 \u259 ?spund\uc1 \u259 ? nevoilor \
uc1 \u537 ?i a\uc1 \u537 ?tept\uc1 \u259 ?rilor \uc1 \u238 ?n schimbare ale
publicului. Organiza\uc1 \u539 ?iile publice trebuie s\uc1 \u259 ? colecteze \uc1 \
u537 ?i s\uc1 \u259 ? analizeze feedback de la utilizatori \uc1 \u537 ?i p\uc1 \
u259 ?r\uc1 \u539 ?i interesate pentru a identifica domeniile de \uc1 \u238 ?mbun\
uc1 \u259 ?t\uc1 \u259 ?\uc1 \u539 ?ire \uc1 \u537 ?i pentru a implementa strategii
pentru a aborda aceste preocup\uc1 \u259 ?ri.}{\rtlch \fcs1 \af0 \afs24 \ltrch \
langfe1048 \langfenp1048 \alang1025 \uc1 \u206 ?n general, politica de produse \uc1
\u238 ?n sectorul public este un aspect complex \uc1 \u537 ?i cu mai multe fa\uc1 \
u539 ?ete al managementului public care necesit\uc1 \u259 ? o evaluare atent\uc1 \
u259 ?, planificare \uc1 \u537 ?i execu\uc1 \u539 ?ie pentru a asigura furnizarea
de produse \uc1 \u537 ?i servicii de \uc1 \u238 ?nalt\uc1 \u259 ? calitate,
echitabile \uc1 \u537 ?i accesibile, care s\uc1 \u259 ? r\uc1 \u259 ?spund\uc1 \
u259 ? eficient nevoilor publicului.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \
alang1025 Serviciile sectorului public pot fi clasificate \uc1 \u238 ?n mai multe
moduri \uc1 \u238 ?n func\uc1 \u539 ?ie de scopul, natura \uc1 \u537 ?i domeniul
lor. Iat\uc1 \u259 ? c\uc1 \u226 ?teva exemple de clasific\uc1 \u259 ?ri \uc1 \u537
?i servicii:}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \alang1025 \
langfenp1048 \alang1025 \f2 1.\tab }{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \i1 \
\langfe1048 \langfenp1048 \alang1025 Servicii de reglementare}{\rtlch \fcs1 \af0 \
lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 Acestea sunt servicii
concepute pentru a reglementa activit\uc1 \u259 ?\uc1 \u539 ?i specifice pentru a
asigura conformitatea cu reglement\uc1 \u259 ?rile \uc1 \u537 ?i standardele.
Exemple de servicii de reglementare includ:}{\rtlch \fcs1 \af0 \afs24 \ltrch \
langnp1048 \langfe1048 \langfenp1048 \alang1025 \par }\pard \plain \qj \fi1650 \li0
langnp1048 \langfe1048 \langfenp1048 \alang1025 \f5 \'b7\'00\tab }{\rtlch \fcs1 \
loch \f0 \lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 Servicii de
licen\uc1 \u539 ?iere, care implic\uc1 \u259 ? acordarea de licen\uc1 \u539 ?e
persoanelor sau \uc1 \u238 ?ntreprinderilor care \uc1 \u238 ?ndeplinesc cerin\uc1 \
u539 ?e \uc1 \u537 ?i reglement\uc1 \u259 ?ri specifice.}{\rtlch \fcs1 \af0 \
af0 \lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 \f5 \'b7\'00\tab }{\
Servicii de inspec\uc1 \u539 ?ie, care implic\uc1 \u259 ? examinarea instala\uc1 \
u539 ?iilor \uc1 \u537 ?i opera\uc1 \u539 ?iunilor pentru a asigura conformitatea
cu reglement\uc1 \u259 ?rile de securitate \uc1 \u537 ?i s\uc1 \u259 ?n\uc1 \u259 ?
tate.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \alang1025 \ltrch \dbch \
widctlpar \aspalpha \aspnum \adjustright \lin0 \rin0 \itap0 \ls15 \rtlch \fcs1 \af0
\afs22 \ltrch \fcs0 \fs22 \rtlch \alang1025 \ltrch \loch \af7 \hich \af7 \dbch \af0
\lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 {\listtext \pard \
plain \rtlch \fcs1 \af0 \afs22 \ltrch \fcs0 \fs22 \rtlch \alang1025 \ltrch \loch \
alang1025 \f5 \'b7\'00\tab }{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \
langfe1048 \langfenp1048 \alang1025 Servicii de aplicare, care implic\uc1 \u259 ?
monitorizarea \uc1 \u537 ?i asigurarea respect\uc1 \u259 ?rii legilor \uc1 \u537 ?i
reglement\uc1 \u259 ?rilor.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \
langfe1048 \langfenp1048 \alang1025 \par }\pard \plain \qj \li1701 \ri0 \lisb0 \sa0
\lisa0 \sl240 \slmult1 \widctlpar \aspalpha \aspnum \adjustright \lin1701 \rin0 \
\langfe1048 \langfenp1048 \alang1025
Servicii sociale.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \alang1025 \
langfenp1048 \alang1025 Acestea sunt servicii concepute pentru a oferi asisten\uc1
\u539 ?\uc1 \u259 ? \uc1 \u537 ?i sprijin persoanelor sau grupurilor aflate \uc1 \
u238 ?n nevoie. Exemple de servicii sociale includ:}{\rtlch \fcs1 \af0 \afs24 \
Servicii de asisten\uc1 \u539 ?\uc1 \u259 ? medical\uc1 \u259 ?, care implic\uc1 \
u259 ? furnizarea de \uc1 \u238 ?ngrijiri medicale \uc1 \u537 ?i sprijin
persoanelor sau grupurilor.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \
langfe1048 \langfenp1048 \alang1025 \f5 \'b7\'00\tab }{\rtlch \fcs1 \af0 \afs24 \
lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 Programe de asisten\uc1 \
u539 ?\uc1 \u259 ? social\uc1 \u259 ?, care implic\uc1 \u259 ? acordarea de
asisten\uc1 \u539 ?\uc1 \u259 ? financiar\uc1 \u259 ? \uc1 \u537 ?i de alt\uc1 \
u259 ? natur\uc1 \u259 ? persoanelor sau familiilor aflate \uc1 \u238 ?n nevoie.}{\
\'b7\'00\tab }{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \alang1025 \ltrch
alang1025 Servicii educa\uc1 \u539 ?ionale, care implic\uc1 \u259 ? oferirea de
oportunit\uc1 \u259 ?\uc1 \u539 ?i de \uc1 \u238 ?nv\uc1 \u259 ?\uc1 \u539 ?are \
uc1 \u537 ?i sprijin persoanelor de toate v\uc1 \u226 ?rstele.}{\rtlch \fcs1 \af0 \
adjustright \lin1701 \rin0 \itap0 \rtlch \fcs1 \af0 \afs22 \ltrch \fcs0 \fs22 \
afs24 \ltrch \fcs0 \i1 \fs24 \rtlch \alang1025 \ltrch \dbch \af0 \hich \af0 \loch \
f0 \lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 Servicii de
infrastructur\uc1 \u259 ?}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \
langfe1048 \langfenp1048 \alang1025 . Acestea sunt servicii concepute pentru a
furniza \uc1 \u537 ?i men\uc1 \u539 ?ine infrastructura necesar\uc1 \u259 ? pentru
func\uc1 \u539 ?ionarea comunit\uc1 \u259 ?\uc1 \u539 ?ilor \uc1 \u537 ?i
economiilor. Exemple de servicii de infrastructur\uc1 \u259 ? includ:}{\rtlch \fcs1
qj \fi1701 \li0 \ri0 \lisb0 \sa0 \lisa0 \sl240 \slmult1 \widctlpar \aspalpha \
aspnum \adjustright \lin0 \rin0 \itap0 \ls17 \rtlch \fcs1 \af0 \afs22 \ltrch \
af7 \dbch \af0 \lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 \
f5 \'b7\'00\tab }{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \alang1025 \
langfenp1048 \alang1025 Servicii de transport, care implic\uc1 \u259 ?
construirea \uc1 \u537 ?i \uc1 \u238 ?ntre\uc1 \u539 ?inerea drumurilor, sistemelor
de transport public \uc1 \u537 ?i aeroporturilor.}{\rtlch \fcs1 \af0 \afs24 \
Servicii de ap\uc1 \u259 ? \uc1 \u537 ?i canalizare, care implic\uc1 \u259 ?
furnizarea de ap\uc1 \u259 ? curat\uc1 \u259 ? \uc1 \u537 ?i sigur\uc1 \u259 ? \uc1
\u537 ?i gestionarea apelor uzate \uc1 \u537 ?i a de\uc1 \u537 ?eurilor solide.}{\
alang1025 Servicii energetice, care implic\uc1 \u259 ? furnizarea de energie
electric\uc1 \u259 ?, gaze \uc1 \u537 ?i alte surse de energie.}{\rtlch \fcs1 \
plain \qj \li1701 \ri0 \lisb0 \sa0 \lisa0 \sl240 \slmult1 \widctlpar \aspalpha \
af0 \lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 \f2 4.\tab }{\
rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \i1 \fs24 \rtlch \alang1025 \ltrch \dbch \
Servicii administrative}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \
\langfe1048 \langfenp1048 \alang1025 Acestea sunt servicii concepute pentru a
sprijini opera\uc1 \u539 ?iunile institu\uc1 \u539 ?iilor \uc1 \u537 ?i
departamentelor guvernamentale. Exemple de servicii administrative includ:}{\
alang1025 Servicii de achizi\uc1 \u539 ?ii, care implic\uc1 \u259 ? achizi\uc1 \
u539 ?ionarea de bunuri \uc1 \u537 ?i servicii necesare opera\uc1 \u539 ?iunilor
langfenp1048 \alang1025 \par }\pard \plain \qj \fi1650 \li0 \ri0 \lisb0 \sa0 \lisa0
\sl240 \slmult1 \widctlpar \aspalpha \aspnum \adjustright \lin0 \rin0 \itap0 \
lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 Servicii de management al
resurselor umane, care implic\uc1 \u259 ? recrutarea, angajarea, formarea \uc1 \
u537 ?i gestionarea angaja\uc1 \u539 ?ilor.}{\rtlch \fcs1 \af0 \afs24 \ltrch \
management financiar, care implic\uc1 \u259 ? gestionarea bugetelor,
contabilitate \uc1 \u537 ?i raportare financiar\uc1 \u259 ?.}{\rtlch \fcs1 \af0 \
adjustright \lin1701 \rin0 \itap0 \rtlch \fcs1 \af0 \afs22 \ltrch \fcs0 \fs22 \
afs24 \ltrch \fcs0 \i1 \fs24 \rtlch \alang1025 \ltrch \dbch \af0 \hich \af0 \loch \
f0 \lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 Servicii de mediu}{\
Acestea sunt servicii concepute pentru a proteja \uc1 \u537 ?i gestiona mediul
natural. Exemple de servicii de mediu includ:}{\rtlch \fcs1 \af0 \afs24 \ltrch \
gestionare a de\uc1 \u537 ?eurilor, care implic\uc1 \u259 ? gestionarea elimin\
uc1 \u259 ?rii \uc1 \u537 ?i reciclarea de\uc1 \u537 ?eurilor pentru a reduce
impactul asupra mediului.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \
lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 Servicii de control al
polu\uc1 \u259 ?rii, care presupun monitorizarea \uc1 \u537 ?i reglementarea
nivelurilor de poluare pentru a proteja mediul \uc1 \u537 ?i s\uc1 \u259 ?n\uc1 \
u259 ?tatea public\uc1 \u259 ?.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch
\langfenp1048 \alang1025 \par }\pard \plain \qj \fi1650 \li0 \ri0 \lisb0 \sa0 \
lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 Servicii de conservare,
care implic\uc1 \u259 ? protejarea \uc1 \u537 ?i conservarea resurselor naturale \
uc1 \u537 ?i a habitatelor.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \
\langfe1048 \langfenp1048 \alang1025 Servicii juridice}{\rtlch \fcs1 \af0 \afs24 \
lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 Acestea sunt servicii
concepute pentru a oferi asisten\uc1 \u539 ?\uc1 \u259 ? juridic\uc1 \u259 ? \uc1 \
u537 ?i sprijin persoanelor \uc1 \u537 ?i organiza\uc1 \u539 ?iilor. Exemple de
servicii juridice includ:}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \
alang1025 \ltrch \dbch \af0 \hich \af0 \loch \f0 \lang1048
\langnp1048 \langfe1048 \langfenp1048 \alang1025 \par }\pard \plain \qj \fi1650 \
Servicii de asisten\uc1 \u539 ?\uc1 \u259 ? juridic\uc1 \u259 ?, care implic\uc1 \
u259 ? furnizarea de asisten\uc1 \u539 ?\uc1 \u259 ? juridic\uc1 \u259 ? gratuit\
uc1 \u259 ? sau la pre\uc1 \u539 ? redus persoanelor care nu \uc1 \u238 ?\uc1 \u537
?i pot permite reprezentare juridic\uc1 \u259 ?.}{\rtlch \fcs1 \af0 \afs24 \ltrch \
loch \f0 \lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 Servicii
judiciare, care implic\uc1 \u259 ? administrarea \uc1 \u537 ?i gestionarea
procedurilor judiciare \uc1 \u537 ?i furnizarea de resurse juridice \uc1 \u537 ?i
sprijin pentru judec\uc1 \u259 ?tori \uc1 \u537 ?i avoca\uc1 \u539 ?i.}{\rtlch \
alang1025 Servicii de solu\uc1 \u539 ?ionare a litigiilor, care implic\uc1 \u259 ?
furnizarea de op\uc1 \u539 ?iuni alternative de solu\uc1 \u539 ?ionare a
litigiilor, cum ar fi medierea \uc1 \u537 ?i arbitrajul, pentru a rezolva litigiile
legale \uc1 \u238 ?n afara instan\uc1 \u539 ?ei.}{\rtlch \fcs1 \af0 \afs24 \ltrch \
alang1025 Aceste clasific\uc1 \u259 ?ri nu sunt exhaustive \uc1 \u537 ?i se pot
suprapune \uc1 \u238 ?n unele cazuri. Clasificarea corect\uc1 \u259 ? a serviciilor
administra\uc1 \u539 ?iei publice este esen\uc1 \u539 ?ial\uc1 \u259 ? pentru a
identifica nevoile \uc1 \u537 ?i provoc\uc1 \u259 ?rile specifice asociate fiec\uc1
\u259 ?rui tip de serviciu \uc1 \u537 ?i pentru a dezvolta politici \uc1 \u537 ?i
strategii adecvate pentru furnizarea \uc1 \u537 ?i gestionarea acestora.}{\rtlch \
adjustright \lin1455 \rin0 \itap0 \ls13 \ilvl1 \rtlch \fcs1 \af0 \afs22 \ltrch \
af7 \dbch \af0 \lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 \f2 3.7\
tab }{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \b1 \fs24 \rtlch \alang1025 \ltrch \
alang1025 Evaluarea calit\uc1 \u259 ?\uc1 \u539 ?ii, factori ce influen\uc1 \u539 ?
eaz\uc1 \u259 ? a\uc1 \u537 ?tept\uc1 \u259 ?rile \uc1 \u537 ?i satisfac\uc1 \
u539 ?ia cet\uc1 \u259 ?\uc1 \u539 ?enilor.}{\rtlch \fcs1 \af0 \afs24 \ltrch \
langfe1048 \langfenp1048 \alang1025 Marketingul public implic\uc1 \u259 ?
promovarea \uc1 \u537 ?i comunicarea evalu\uc1 \u259 ?rii serviciilor \uc1 \u537 ?i
programelor publice c\uc1 \u259 ?tre comunitate. Evaluarea calit\uc1 \u259 ?\uc1 \
u539 ?ii serviciilor publice este o parte esen\uc1 \u539 ?ial\uc1 \u259 ? a
marketingului public, deoarece ajut\uc1 \u259 ? la identificarea zonelor de \uc1 \
u238 ?mbun\uc1 \u259 ?t\uc1 \u259 ?\uc1 \u539 ?ire \uc1 \u537 ?i ofer\uc1 \u259 ?
feedback valoros pentru furnizorii de servicii. Modalit\uc1 \u259 ?\uc1 \u539 ?i de
a evalua calitatea serviciilor publice:}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \
\langfe1048 \langfenp1048 \alang1025 \par }\pard \plain \qj \fi436 \li284 \ri0 \
slmult1 \widctlpar \aspalpha \aspnum \adjustright \lin0 \rin0 \tql \tx1530 \itap0 \
langfe1048 \langfenp1048 \alang1025 \f2 1.\tab }{\rtlch \fcs1 \af0 \afs24 \ltrch \
langnp1048 \langfe1048 \langfenp1048 \alang1025 Feedback-ul clien\uc1 \u539 ?ilor:
colectarea feedback-ului de la clien\uc1 \u539 ?i prin sondaje, condica de observa\
uc1 \u539 ?ii sau recenzii online este o modalitate excelent\uc1 \u259 ? de a
evalua calitatea serviciilor publice. Acest feedback poate oferi informa\uc1 \
u539 ?ii despre ceea ce clien\uc1 \u539 ?ilor le place \uc1 \u537 ?i nu le place la
servicii \uc1 \u537 ?i poate ajuta furnizorii de servicii s\uc1 \u259 ? fac\uc1 \
u259 ? \uc1 \u238 ?mbun\uc1 \u259 ?t\uc1 \u259 ?\uc1 \u539 ?iri pe baza feedback-
ului primit. Feedback-ul clien\uc1 \u539 ?ilor este un instrument valoros pentru
companii \uc1 \u537 ?i organiza\uc1 \u539 ?ii pentru a-\uc1 \u537 ?i \uc1 \u238 ?
mbun\uc1 \u259 ?t\uc1 \u259 ?\uc1 \u539 ?i produsele, serviciile \uc1 \u537 ?i
experien\uc1 \u539 ?a general\uc1 \u259 ? a clien\uc1 \u539 ?ilor. Iat\uc1 \u259 ?
c\uc1 \u226 ?teva dintre principalele moduri \uc1 \u238 ?n care feedback-ul clien\
uc1 \u539 ?ilor poate fi folosit:}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \
\sa0 \lisa0
\sl240 \slmult1 \widctlpar \aspalpha \aspnum \adjustright \lin0 \rin0 \tql \tx1530
\itap0 \ls22 \rtlch \fcs1 \af0 \afs22 \ltrch \fcs0 \fs22 \rtlch \alang1025 \ltrch \
langfe1048 \langfenp1048 \alang1025 \f2 a)\tab }{\rtlch \fcs1 \af0 \afs24 \ltrch \
langnp1048 \langfe1048 \langfenp1048 \alang1025 Identificarea zonelor de \uc1 \u238
?mbun\uc1 \u259 ?t\uc1 \u259 ?\uc1 \u539 ?ire. Feedback-ul clien\uc1 \u539 ?ilor
poate ajuta companiile s\uc1 \u259 ? identifice domeniile \uc1 \u238 ?n care
trebuie s\uc1 \u259 ? \uc1 \u238 ?\uc1 \u537 ?i \uc1 \u238 ?mbun\uc1 \u259 ?t\uc1 \
u259 ?\uc1 \u539 ?easc\uc1 \u259 ? produsele sau serviciile. Ascult\uc1 \u226 ?nd
pl\uc1 \u226 ?ngerile sau sugestiile clien\uc1 \u539 ?ilor, companiile pot face
modific\uc1 \u259 ?ri care \uc1 \u238 ?mbun\uc1 \u259 ?t\uc1 \u259 ?\uc1 \u539 ?esc
experien\uc1 \u539 ?a clien\uc1 \u539 ?ilor \uc1 \u537 ?i care duc la cre\uc1 \u537
?terea satisfac\uc1 \u539 ?iei acestora}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \
tql \tx1530 \itap0 \ls22 \rtlch \fcs1 \af0 \afs22 \ltrch \fcs0 \fs22 \rtlch \
langnp1048 \langfe1048 \langfenp1048 \alang1025 \f2 b)\tab }{\rtlch \fcs1 \af0 \
lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 M\uc1 \u259 ?surarea
satisfac\uc1 \u539 ?iei clien\uc1 \u539 ?ilor. Feedbackul clien\uc1 \u539 ?ilor
poate ajuta companiile s\uc1 \u259 ? m\uc1 \u259 ?soare c\uc1 \u226 ?t de mul\uc1 \
u539 ?umi\uc1 \u539 ?i sunt clien\uc1 \u539 ?ii lor cu produsele sau serviciile
lor. Acest lucru se poate face prin sondaje, formulare de feedback sau recenzii
online. Urm\uc1 \u259 ?rind satisfac\uc1 \u539 ?ia clien\uc1 \u539 ?ilor \uc1 \u238
?n timp, companiile pot identifica tendin\uc1 \u539 ?ele \uc1 \u537 ?i pot face
modific\uc1 \u259 ?ri pentru a \uc1 \u238 ?mbun\uc1 \u259 ?t\uc1 \u259 ?\uc1 \
u539 ?i satisfac\uc1 \u539 ?ia general\uc1 \u259 ?.}{\rtlch \fcs1 \af0 \afs24 \
adjustright \lin0 \rin0 \tql \tx1530 \itap0 \ls22 \rtlch \fcs1 \af0 \afs22 \ltrch \
af7 \dbch \af0 \lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 \f2 c)\
tab }{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \alang1025 \ltrch \dbch \
Dezvoltarea de noi produse sau servicii. Feedback-ul clien\uc1 \u539 ?ilor poate fi
folosit pentru a dezvolta noi produse sau servicii care s\uc1 \u259 ? r\uc1 \u259 ?
spund\uc1 \u259 ? mai bine nevoilor clien\uc1 \u539 ?ilor. \uc1 \u206 ?n\uc1 \
u539 ?eleg\uc1 \u226 ?nd ceea ce caut\uc1 \u259 ? clien\uc1 \u539 ?ii, companiile
pot dezvolta noi oferte care au \uc1 \u537 ?anse mai mari de succes.}{\rtlch \
aspalpha \aspnum \adjustright \lin0 \rin0 \tql \tx1530 \itap0 \ls22 \rtlch \fcs1 \
alang1025 \f2 d)\tab }{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \
langfe1048 \langfenp1048 \alang1025 Construirea loialit\uc1 \u259 ?\uc1 \u539 ?ii
clien\uc1 \u539 ?ilor. Ascult\uc1 \u226 ?nd feedback-ul clien\uc1 \u539 ?ilor \
uc1 \u537 ?i f\uc1 \u259 ?c\uc1 \u226 ?nd modific\uc1 \u259 ?ri pe baza acestui
feedback, companiile pot construi rela\uc1 \u539 ?ii mai puternice cu clien\uc1 \
u539 ?ii lor. Clien\uc1 \u539 ?ii care se simt auzi\uc1 \u539 ?i \uc1 \u537 ?i
aprecia\uc1 \u539 ?i au mai multe \uc1 \u537 ?anse s\uc1 \u259 ? devin\uc1 \u259 ?
clien\uc1 \u539 ?i fideli \uc1 \u537 ?i s\uc1 \u259 ? recomande serviciile
oferite \uc1 \u537 ?i altora.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \
lisa0 \sl240 \slmult1 \widctlpar \aspalpha \aspnum \adjustright \lin0 \rin0 \tql \
tx1530 \itap0 \rtlch \fcs1 \af0 \afs22 \ltrch \fcs0 \fs22 \rtlch \alang1025 \
langfenp1048 \alang1025 {\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \
rin0 \tql \tx1530 \itap0 \ls21 \rtlch \fcs1 \af0 \afs22 \ltrch \fcs0 \fs22 \rtlch \
lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 Valori de performan\uc1 \
u539 ?\uc1 \u259 ?. Valorile de performan\uc1 \u539 ?\uc1 \u259 ?, cum ar fi timpul
de r\uc1 \u259 ?spuns, ratele de satisfac\uc1 \u539 ?ie a clien\uc1 \u539 ?ilor \
uc1 \u537 ?i timpul de solu\uc1 \u539 ?ionare a reclama\uc1 \u539 ?iilor, pot ajuta
furnizorii de servicii s\uc1 \u259 ? evalueze calitatea serviciilor lor. Aceste
valori pot fi m\uc1 \u259 ?surate \uc1 \u238 ?n timp pentru a identifica tendin\uc1
\u539 ?ele \uc1 \u537 ?i zonele de \uc1 \u238 ?mbun\uc1 \u259 ?t\uc1 \u259 ?\uc1 \
u539 ?ire. M\uc1 \u259 ?surile de performan\uc1 \u539 ?\uc1 \u259 ? sunt indicatori
cheie pe care companiile \uc1 \u537 ?i organiza\uc1 \u539 ?iile le folosesc pentru
a-\uc1 \u537 ?i m\uc1 \u259 ?sura progresul c\uc1 \u259 ?tre anumite scopuri \uc1 \
u537 ?i obiective. Iat\uc1 \u259 ? c\uc1 \u226 ?teva dintre principalele moduri \
uc1 \u238 ?n care pot fi utilizate valorile de performan\uc1 \u539 ?\uc1 \u259 ?:}
alang1025 \f2 a)\tab }{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \
langfe1048 \langfenp1048 \alang1025 M\uc1 \u259 ?surarea progresului c\uc1 \u259 ?
tre obiectivele de afaceri. M\uc1 \u259 ?surile de performan\uc1 \u539 ?\uc1 \
u259 ? pot fi utilizate pentru a m\uc1 \u259 ?sura progresul \uc1 \u238 ?n
atingerea obiectivelor de afaceri specifice, cum ar fi cre\uc1 \u537 ?terea
veniturilor sau \uc1 \u238 ?mbun\uc1 \u259 ?t\uc1 \u259 ?\uc1 \u539 ?irea satisfac\
uc1 \u539 ?iei clien\uc1 \u539 ?ilor. Urm\uc1 \u259 ?rind valorile de performan\uc1
\u539 ?\uc1 \u259 ? de-a lungul timpului, companiile pot identifica domeniile care
sunt insuficiente \uc1 \u537 ?i pot lua m\uc1 \u259 ?suri pentru a-\uc1 \u537 ?i \
uc1 \u238 ?mbun\uc1 \u259 ?t\uc1 \u259 ?\uc1 \u539 ?i performan\uc1 \u539 ?a.}{\
loch \af7 \hich \af7 \dbch \af0 \lang1048 \langnp1048 \langfe1048
\langfenp1048 \alang1025 \f2 b)\tab }{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \
\langfe1048 \langfenp1048 \alang1025 Monitorizarea eficien\uc1 \u539 ?ei opera\
uc1 \u539 ?ionale}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \alang1025 \
langfenp1048 \alang1025 .}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \
langfe1048 \langfenp1048 \alang1025 M\uc1 \u259 ?surile de performan\uc1 \u539 ?\
uc1 \u259 ? pot fi utilizate pentru a monitoriza eficien\uc1 \u539 ?a opera\uc1 \
u539 ?iunilor de afaceri, cum ar fi procesele de produc\uc1 \u539 ?ie sau serviciul
pentru clien\uc1 \u539 ?i. M\uc1 \u259 ?sur\uc1 \u226 ?nd parametrii de performan\
uc1 \u539 ?\uc1 \u259 ?, cum ar fi timpul de realizare, rata defectelor sau
deficien\uc1 \u539 ?elor ap\uc1 \u259 ?rute sau timpul de a\uc1 \u537 ?teptare al
clien\uc1 \u539 ?ilor, companiile pot identifica domeniile \uc1 \u238 ?n care pot \
uc1 \u238 ?mbun\uc1 \u259 ?t\uc1 \u259 ?\uc1 \u539 ?i eficien\uc1 \u539 ?a opera\
uc1 \u539 ?ional\uc1 \u259 ? \uc1 \u537 ?i pot reduce costurile.}{\rtlch \fcs1 \af0
\afs24 \ltrch \fcs0 \fs24 \rtlch \alang1025 \ltrch \dbch \af0 \hich \af7 \loch \
aspnum \adjustright \lin0 \rin0 \tql \tx1530 \itap0 \ls23 \rtlch \fcs1 \af0 \
af0 \lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 {\listtext \pard \
alang1025 \f2 c)\tab }{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \
langfe1048 \langfenp1048 \alang1025 Evaluarea performan\uc1 \u539 ?ei angaja\uc1 \
u539 ?ilor}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \alang1025 \ltrch \
alang1025 M\uc1 \u259 ?surile de performan\uc1 \u539 ?\uc1 \u259 ? pot fi
utilizate pentru a evalua performan\uc1 \u539 ?a individual\uc1 \u259 ? a angaja\
uc1 \u539 ?ilor. Prin stabilirea unor valori clare de performan\uc1 \u539 ?\uc1 \
u259 ? \uc1 \u537 ?i urm\uc1 \u259 ?rirea progresului c\uc1 \u259 ?tre aceste
valori, managerii pot oferi feedback \uc1 \u537 ?i coaching angaja\uc1 \u539 ?ilor,
ajut\uc1 \u226 ?ndu-i s\uc1 \u259 ?-\uc1 \u537 ?i \uc1 \u238 ?mbun\uc1 \u259 ?t\uc1
\u259 ?\uc1 \u539 ?easc\uc1 \u259 ? performan\uc1 \u539 ?a \uc1 \u537 ?i s\uc1 \
u259 ?-\uc1 \u537 ?i ating\uc1 \u259 ? obiectivele.}{\rtlch \fcs1 \af0 \afs24 \
af7 \dbch \af0 \lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 \f2 d)\
Benchmark fa\uc1 \u539 ?\uc1 \u259 ? de concuren\uc1 \u539 ?i. Valorile de
performan\uc1 \u539 ?\uc1 \u259 ? pot fi utilizate pentru a compara performan\uc1 \
u539 ?a unei companii fa\uc1 \u539 ?\uc1 \u259 ? de cea a concuren\uc1 \u539 ?ilor
s\uc1 \u259 ?i. Compar\uc1 \u226 ?nd valorile cheie ale performan\uc1 \u539 ?ei,
cum ar fi cota de pia\uc1 \u539 ?\uc1 \u259 ? sau satisfac\uc1 \u539 ?ia clien\
uc1 \u539 ?ilor, companiile pot identifica domeniile \uc1 \u238 ?n care r\uc1 \u259
?m\uc1 \u226 ?n \uc1 \u238 ?n urm\uc1 \u259 ? \uc1 \u537 ?i pot lua m\uc1 \u259 ?
suri pentru a-\uc1 \u537 ?i \uc1 \u238 ?mbun\uc1 \u259 ?t\uc1 \u259 ?\uc1 \u539 ?i
pozi\uc1 \u539 ?ia competitiv\uc1 \u259 ?}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \
langfe1048 \langfenp1048 \alang1025 \par }\pard \plain \qj \li1710 \ri0 \lisb0 \sa0
\lisa0 \sl240 \slmult1 \widctlpar \aspalpha \aspnum \adjustright \lin1710 \rin0 \
tql \tx1530 \itap0 \rtlch \fcs1 \af0 \afs22 \ltrch \fcs0 \fs22 \rtlch \alang1025 \
rin0 \tql \tx1530 \itap0 \ls21 \rtlch \fcs1 \af0 \afs22 \ltrch \fcs0 \fs22 \rtlch \
lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 Standarde de livrare a
serviciilor. Stabilirea unor standarde clare de livrare a serviciilor poate ajuta
furnizorii de servicii s\uc1 \u259 ? evalueze calitatea serviciilor lor. Aceste
standarde pot fi utilizate pentru a m\uc1 \u259 ?sura eficacitatea \uc1 \u537 ?i
eficien\uc1 \u539 ?a furniz\uc1 \u259 ?rii serviciilor \uc1 \u537 ?i pentru a
identifica domeniile \uc1 \u238 ?n care pot fi aduse \uc1 \u238 ?mbun\uc1 \u259 ?t\
uc1 \u259 ?\uc1 \u539 ?iri. Standardele de furnizare a serviciilor sunt a\uc1 \u537
?tept\uc1 \u259 ?ri pe care organiza\uc1 \u539 ?iile din sectorul public le
stabilesc pentru a se asigura c\uc1 \u259 ? serviciile lor sunt consistente,
fiabile \uc1 \u537 ?i de \uc1 \u238 ?nalt\uc1 \u259 ? calitate. Iat\uc1 \u259 ? c\
uc1 \u226 ?teva dintre principalele moduri \uc1 \u238 ?n care standardele de
furnizare a serviciilor pot fi utilizate \uc1 \u238 ?n sectorul public:}{\rtlch \
alang1025 \f2 a)\tab }{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \
langfe1048 \langfenp1048 \alang1025 \uc1 \u206 ?mbun\uc1 \u259 ?t\uc1 \u259 ?\uc1 \
u539 ?irea calit\uc1 \u259 ?\uc1 \u539 ?ii serviciilor. Standardele de furnizare a
serviciilor ajut\uc1 \u259 ? organiza\uc1 \u539 ?iile din sectorul public s\uc1 \
u259 ? \uc1 \u238 ?\uc1 \u537 ?i \uc1 \u238 ?mbun\uc1 \u259 ?t\uc1 \u259 ?\uc1 \
u539 ?easc\uc1 \u259 ? calitatea serviciilor prin stabilirea de a\uc1 \u537 ?tept\
uc1 \u259 ?ri clare pentru personal \uc1 \u537 ?i asigur\uc1 \u226 ?ndu-se ca
serviciile s\uc1 \u259 ? fie consecvente \uc1 \u537 ?i fiabile. Prin aderarea la
standardele de livrare a serviciilor, organiza\uc1 \u539 ?iile din sectorul public
pot oferi o experien\uc1 \u539 ?\uc1 \u259 ? mai bun\uc1 \u259 ? pentru clien\uc1 \
u539 ?i, ceea ce duce la o mai mare satisfac\uc1 \u539 ?ie \uc1 \u537 ?i \uc1 \u238
?ncredere \uc1 \u238 ?n organiza\uc1 \u539 ?ie.}{\rtlch \fcs1 \af0 \afs24 \ltrch \
lin0 \rin0 \tql \tx1530 \itap0 \ls24 \rtlch \fcs1 \af0 \afs22 \ltrch \fcs0 \fs22 \
af0 \lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 \f2 b)\tab }{\
Asigurarea responsabilit\uc1 \u259 ?\uc1 \u539 ?ii. Standardele de furnizare a
serviciilor pot ajuta la asigurarea faptului c\uc1 \u259 ? organiza\uc1 \u539 ?iile
din sectorul public sunt responsabile pentru performan\uc1 \u539 ?a lor. Prin
stabilirea unor obiective clare de performan\uc1 \u539 ?\uc1 \u259 ? \uc1 \u537 ?i
m\uc1 \u259 ?surarea progresului c\uc1 \u259 ?tre aceste obiective, organiza\uc1 \
u539 ?iile \uc1 \u238
?\uc1 \u537 ?i pot demonstra eficien\uc1 \u539 ?a \uc1 \u537 ?i pot r\uc1 \u259 ?
spunde preocup\uc1 \u259 ?rilor sau pl\uc1 \u226 ?ngerilor din partea publicului.}
langfe1048 \langfenp1048 \alang1025 \uc1 \u206 ?mbun\uc1 \u259 ?t\uc1 \u259 ?\uc1 \
u539 ?irea transparen\uc1 \u539 ?ei. Standardele de furnizare a serviciilor pot
spori transparen\uc1 \u539 ?a prin furnizarea de informa\uc1 \u539 ?ii clare
publicului despre serviciile pe care se pot a\uc1 \u537 ?tepta s\uc1 \u259 ? le
primeasc\uc1 \u259 ? de la organiza\uc1 \u539 ?ie. Acest lucru poate ajuta la
construirea \uc1 \u238 ?ncrederii \uc1 \u238 ?n organiza\uc1 \u539 ?ie \uc1 \u537 ?
i la cre\uc1 \u537 ?terea angajamentului publicului.}{\rtlch \fcs1 \af0 \afs24 \
Promovarea \uc1 \u238 ?mbun\uc1 \u259 ?t\uc1 \u259 ?\uc1 \u539 ?irii continue.
Standardele de furnizare a serviciilor pot fi utilizate pentru a promova \uc1 \u238
?mbun\uc1 \u259 ?t\uc1 \u259 ?\uc1 \u539 ?irea continu\uc1 \u259 ?, oferind un
cadru pentru ca organiza\uc1 \u539 ?iile s\uc1 \u259 ? \uc1 \u238 ?\uc1 \u537 ?i m\
uc1 \u259 ?soare performan\uc1 \u539 ?a \uc1 \u537 ?i s\uc1 \u259 ? identifice
domeniile \uc1 \u238 ?n care pot aduce \uc1 \u238 ?mbun\uc1 \u259 ?t\uc1 \u259 ?\
uc1 \u539 ?iri. Prin revizuirea \uc1 \u537 ?i actualizarea regulat\uc1 \u259 ? a
standardelor de furnizare a serviciilor, organiza\uc1 \u539 ?iile din sectorul
public se pot asigura c\uc1 \u259 ? ofer\uc1 \u259 ? publicului cele mai bune
servicii posibile.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \alang1025 \
sl240 \slmult1 \widctlpar \aspalpha \aspnum \adjustright \lin0 \rin0 \tql \tx1530 \
langfe1048 \langfenp1048 \alang1025 \f2 4.\tab }{\rtlch \fcs1 \af0 \afs24 \ltrch \
langnp1048 \langfe1048 \langfenp1048 \alang1025 Benchmarking. Benchmarking-ul
implic\uc1 \u259 ? compararea calit\uc1 \u259 ?\uc1 \u539 ?ii serviciilor publice
cu serviciile similare furnizate de alte organiza\uc1 \u539 ?ii. Acest lucru \uc1 \
u238 ?i poate ajuta pe furnizorii de servicii s\uc1 \u259 ? identifice cele mai
bune practici \uc1 \u537 ?i domeniile \uc1 \u238 ?n care acestea ar putea fi
insuficiente. Benchmarking-ul este procesul de comparare a performan\uc1 \u539 ?ei
unei organiza\uc1 \u539 ?ii, proces sau serviciu cu cele mai bune practici sau
standarde din industrie. \uc1 \u206 ?n sectorul public, evaluarea comparativ\uc1 \
u259 ? este utilizat\uc1 \u259 ? pentru a evalua calitatea serviciilor \uc1 \u537 ?
i pentru a identifica oportunit\uc1 \u259 ?\uc1 \u539 ?ile de \uc1 \u238 ?mbun\
uc1 \u259 ?t\uc1 \u259 ?\uc1 \u539 ?ire. Iat\uc1 \u259 ? c\uc1 \u226 ?teva dintre
principalele moduri \uc1 \u238 ?n care benchmarking-ul poate fi utilizat pentru a \
uc1 \u238 ?mbun\uc1 \u259 ?t\uc1 \u259 ?\uc1 \u539 ?i calitatea serviciilor \uc1 \
u238 ?n sectorul public:}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \
langnp1048 \langfe1048 \langfenp1048 \alang1025 \f2 a)\tab }{\rtlch \fcs1 \af0 \
lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 Identificarea celor mai
bune practici. Benchmarking-ul permite organiza\uc1 \u539 ?iilor din sectorul
public s\uc1 \u259 ? \uc1 \u238 ?\uc1 \u537 ?i compare calitatea serviciilor cu
alte organiza\uc1 \u539 ?ii din industrie, s\uc1 \u259 ? identifice cele mai bune
practici \uc1 \u537 ?i s\uc1 \u259 ? le adopte pentru a-\uc1 \u537 ?i \uc1 \u238 ?
mbun\uc1 \u259 ?t\uc1 \u259 ?\uc1 \u539 ?i propria performan\uc1 \u539 ?\uc1 \
u259 ?. De exemplu, o organiza\uc1 \u539 ?ie din sectorul public poate compara
procesele sale de furnizare a serviciilor cu cele ale altor organiza\uc1 \u539 ?ii
pentru a identifica domeniile de \uc1 \u238 ?mbun\uc1 \u259 ?t\uc1 \u259 ?\uc1 \
u539 ?ire \uc1 \u537 ?i cele mai bune practici de adoptat.}{\rtlch \fcs1 \af0 \
af7 \dbch \af0 \lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 \f2 b)\
Stabilirea \uc1 \u539 ?intelor de performan\uc1 \u539 ?\uc1 \u259 ?}{\rtlch \fcs1 \
loch \f0 \lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 .}{\rtlch \fcs1
\f0 \lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 Benchmarking-ul
permite organiza\uc1 \u539 ?iilor din sectorul public s\uc1 \u259 ? stabileasc\
uc1 \u259 ? \uc1 \u539 ?inte de performan\uc1 \u539 ?\uc1 \u259 ? pentru calitatea
serviciilor lor pe baza celor mai bune practici din industrie. Acest lucru ajut\uc1
\u259 ? la asigurarea faptului c\uc1 \u259 ? organiza\uc1 \u539 ?ia ofer\uc1 \
u259 ? servicii care \uc1 \u238 ?ndeplinesc sau dep\uc1 \u259 ?\uc1 \u537 ?esc a\
uc1 \u537 ?tept\uc1 \u259 ?rile clien\uc1 \u539 ?ilor s\uc1 \u259 ?i.}{\rtlch \fcs1
aspnum \adjustright \lin0 \rin0 \tql \tx1530 \itap0 \ls25 \rtlch \fcs1 \af0 \
af0 \lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 {\listtext \pard \
langfe1048 \langfenp1048 \alang1025 M\uc1 \u259 ?surarea performan\uc1 \u539 ?ei.
Benchmarking}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \alang1025 \
langfenp1048 \alang1025 -}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \
langfe1048 \langfenp1048 \alang1025
ul permite organiza\uc1 \u539 ?iilor din sectorul public s\uc1 \u259 ?-\uc1 \
u537 ?i m\uc1 \u259 ?soare performan\uc1 \u539 ?a \uc1 \u238 ?n raport cu cele mai
bune practici din industrie. Aceasta ofer\uc1 \u259 ? o modalitate obiectiv\uc1 \
u259 ? de a evalua calitatea serviciilor \uc1 \u537 ?i de a identifica domeniile \
uc1 \u238 ?n care organiza\uc1 \u539 ?ia trebuie s\uc1 \u259 ? se \uc1 \u238 ?mbun\
uc1 \u259 ?t\uc1 \u259 ?\uc1 \u539 ?easc\uc1 \u259 ?.}{\rtlch \fcs1 \af0 \afs24 \
Identificarea oportunit\uc1 \u259 ?\uc1 \u539 ?ilor de \uc1 \u238 ?mbun\uc1 \u259 ?
t\uc1 \u259 ?\uc1 \u539 ?ire. Benchmarking-ul ajut\uc1 \u259 ? organiza\uc1 \u539 ?
iile din sectorul public s\uc1 \u259 ? identifice oportunit\uc1 \u259 ?\uc1 \u539 ?
ile de \uc1 \u238 ?mbun\uc1 \u259 ?t\uc1 \u259 ?\uc1 \u539 ?ire \uc1 \u537 ?i
domeniile \uc1 \u238 ?n care pot face schimb\uc1 \u259 ?ri pentru a \uc1 \u238 ?
mbun\uc1 \u259 ?t\uc1 \u259 ?\uc1 \u539 ?i calitatea serviciilor. De exemplu,
analiza comparativ\uc1 \u259 ? poate dezv\uc1 \u259 ?lui c\uc1 \u259 ? o alt\uc1 \
u259 ? organiza\uc1 \u539 ?ie ofer\uc1 \u259 ? un serviciu similar mai eficient,
determin\uc1 \u226 ?nd organiza\uc1 \u539 ?ia s\uc1 \u259 ? fac\uc1 \u259 ?
modific\uc1 \u259 ?ri propriilor procese pentru a \uc1 \u238 ?mbun\uc1 \u259 ?t\uc1
\u259 ?\uc1 \u539 ?i eficien\uc1 \u539 ?a.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \
\langfe1048 \langfenp1048 \alang1025 \par }\pard \plain \qj \li0 \ri0 \lisb0 \sa0 \
langfe1048 \langfenp1048 \alang1025 \tab }{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \
\langfe1048 \langfenp1048 \alang1025 A\uc1 \u537 ?adar:}{\rtlch \fcs1 \af0 \afs24 \
af7 \dbch \af0 \lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 \f0 {\uc1
\u45 ?}\tab }{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \alang1025 \
langfenp1048 \alang1025 Utilizarea feedback-ului clien\uc1 \u539 ?ilor este esen\
uc1 \u539 ?ial\uc1 \u259 ? pentru companiile \uc1 \u537 ?i organiza\uc1 \u539 ?iile
care doresc s\uc1 \u259 ?-\uc1 \u537 ?i \uc1 \u238 ?mbun\uc1 \u259 ?t\uc1 \u259 ?\
uc1 \u539 ?easc\uc1 \u259 ? produsele, serviciile \uc1 \u537 ?i experien\uc1 \
u539 ?a clien\uc1 \u539 ?ilor. Ascult\uc1 \u226 ?nd clien\uc1 \u539 ?ii \uc1 \
u537 ?i f\uc1 \u259 ?c\uc1 \u226 ?nd modific\uc1 \u259 ?ri pe baza feedback-ului
lor, companiile pot construi rela\uc1 \u539 ?ii mai puternice cu clien\uc1 \u539 ?
ii lor \uc1 \u537 ?i \uc1 \u238 ?\uc1 \u537 ?i pot \uc1 \u238 ?mbun\uc1 \u259 ?t\
uc1 \u259 ?\uc1 \u539 ?i profitul.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \
langnp1048 \langfe1048 \langfenp1048 \alang1025 \f0 {\uc1 \u45 ?}\tab }{\rtlch \
af0 \loch \f0 \lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 Utilizarea
m\uc1 \u259 ?surilor de performan\uc1 \u539 ?\uc1 \u259 ? este esen\uc1 \u539 ?ial\
uc1 \u259 ? pentru companiile \uc1 \u537 ?i organiza\uc1 \u539 ?iile care doresc s\
uc1 \u259 ?-\uc1 \u537 ?i \uc1 \u238 ?mbun\uc1 \u259 ?t\uc1 \u259 ?\uc1 \u539 ?
easc\uc1 \u259 ? performan\uc1 \u539 ?a \uc1 \u537 ?i s\uc1 \u259 ?-\uc1 \u537 ?i
ating\uc1 \u259 ? obiectivele. Urm\uc1 \u259 ?rind valorile de performan\uc1 \
u539 ?\uc1 \u259 ? \uc1 \u537 ?i lu\uc1 \u226 ?nd m\uc1 \u259 ?suri pe baza
informa\uc1 \u539 ?iilor ob\uc1 \u539 ?inute, companiile \uc1 \u238 ?\uc1 \u537 ?i
pot \uc1 \u238 ?mbun\uc1 \u259 ?t\uc1 \u259 ?\uc1 \u539 ?i eficien\uc1 \u539 ?a
opera\uc1 \u539 ?ional\uc1 \u259 ?, performan\uc1 \u539 ?a angaja\uc1 \u539 ?ilor \
uc1 \u537 ?i pozi\uc1 \u539 ?ia competitiv\uc1 \u259 ?, conduc\uc1 \u226 ?nd \uc1 \
u238 ?n cele din urm\uc1 \u259 ? la un succes \uc1 \u537 ?i o profitabilitate mai
mare.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \alang1025 \ltrch \dbch \
widctlpar \aspalpha \aspnum \adjustright \lin0 \rin0 \tql \tx1530 \itap0 \ls26 \
langfenp1048 \alang1025 \f0 {\uc1 \u45 ?}\tab }{\rtlch \fcs1 \af0 \afs24 \ltrch \
langnp1048 \langfe1048 \langfenp1048 \alang1025 Standardele de furnizare a
serviciilor sunt un instrument important pentru organiza\uc1 \u539 ?iile din
sectorul public pentru a-\uc1 \u537 ?i \uc1 \u238 ?mbun\uc1 \u259 ?t\uc1 \u259 ?\
uc1 \u539 ?i performan\uc1 \u539 ?a, a spori transparen\uc1 \u539 ?a \uc1 \u537 ?i
responsabilitatea \uc1 \u537 ?i pentru a promova \uc1 \u238 ?mbun\uc1 \u259 ?t\
uc1 \u259 ?\uc1 \u539 ?irea continu\uc1 \u259 ?. Prin stabilirea de a\uc1 \u537 ?
tept\uc1 \u259 ?ri clare pentru personal \uc1 \u537 ?i m\uc1 \u259 ?surarea
progresului c\uc1 \u259 ?tre aceste a\uc1 \u537 ?tept\uc1 \u259 ?ri, organiza\uc1 \
u539 ?iile din sectorul public pot furniza servicii mai bune publicului, ceea ce
duce la o mai mare satisfac\uc1 \u539 ?ie \uc1 \u537 ?i \uc1 \u238 ?ncredere \uc1 \
u238 ?n organiza\uc1 \u539 ?ie.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch
\langfenp1048 \alang1025 \par }\pard \plain \qj \fi1530 \li0 \ri0 \lisb0 \sa0 \
tx1530 \itap0 \ls26 \rtlch \fcs1 \af0 \afs22 \ltrch \fcs0 \fs22 \rtlch \alang1025 \
langnp1048 \langfe1048 \langfenp1048 \alang1025 \f0 {\uc1 \u45 ?}\tab }{\rtlch \
af0 \loch \f0 \lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025
Benchmarking-ul este un instrument util pentru \uc1 \u238 ?mbun\uc1 \u259 ?t\uc1 \
u259 ?\uc1 \u539 ?irea calit\uc1 \u259 ?\uc1 \u539 ?ii serviciilor \uc1 \u238 ?n
sectorul public. Compar\uc1 \u226 ?nd calitatea serviciilor cu cele mai bune
practici din industrie, organiza\uc1 \u539 ?iile din sectorul public pot identifica
oportunit\uc1 \u259 ?\uc1 \u539 ?i de \uc1 \u238 ?mbun\uc1 \u259 ?t\uc1 \u259 ?\uc1
\u539 ?ire, pot stabili obiective de performan\uc1 \u539 ?\uc1 \u259 ? \uc1 \u537 ?
i pot m\uc1 \u259 ?sura performan\uc1 \u539 ?a \uc1 \u238 ?n mod obiectiv. Acest
lucru ajut\uc1 \u259 ? la asigurarea faptului c\uc1 \u259 ? organiza\uc1 \u539 ?ia
ofer\uc1 \u259 ? servicii de \uc1 \u238 ?nalt\uc1 \u259 ? calitate care r\uc1 \u259
?spund nevoilor clien\uc1 \u539 ?ilor s\uc1 \u259 ?i.}{\rtlch \fcs1 \af0 \afs24 \
adjustright \lin0 \rin0 \tql \tx1530 \itap0 \rtlch \fcs1 \af0 \afs22 \ltrch \fcs0 \
fs22 \rtlch \alang1025 \ltrch \loch \af7 \hich \af7 \dbch \af0 \lang1048
\langnp1048 \langfe1048 \langfenp1048 \alang1025 {\rtlch \fcs1 \af0 \afs24 \
lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 \tab }{\rtlch \fcs1 \
loch \f0 \lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 Evaluarea
calit\uc1 \u259 ?\uc1 \u539 ?ii serviciilor publice este o parte important\uc1 \
u259 ? a marketingului public. Prin colectarea feedback-ului de la clien\uc1 \
u539 ?i, m\uc1 \u259 ?surarea parametrilor de performan\uc1 \u539 ?\uc1 \u259 ?,
stabilirea standardelor de livrare a serviciilor \uc1 \u537 ?i compararea cu alte
organiza\uc1 \u539 ?ii, furnizorii de servicii pot identifica domeniile de \uc1 \
u238 ?mbun\uc1 \u259 ?t\uc1 \u259 ?\uc1 \u539 ?ire \uc1 \u537 ?i pot oferi servicii
mai bune comunit\uc1 \u259 ?\uc1 \u539 ?ii.}{\rtlch \fcs1 \af0 \afs24 \ltrch \
rin0 \tql \tx1530 \itap0 \rtlch \fcs1 \af0 \afs22 \ltrch \fcs0 \fs22 \rtlch \
\langfe1048 \langfenp1048 \alang1025 A\uc1 \u537 ?tept\uc1 \u259 ?rile \uc1 \u537 ?
i satisfac\uc1 \u539 ?ia cet\uc1 \u259 ?\uc1 \u539 ?enilor fa\uc1 \u539 ?\uc1 \u259
? de serviciile oferite \uc1 \u238 ?n sectorul public sunt influen\uc1 \u539 ?ate
de o serie de factori. Organiza\uc1 \u539 ?iile din sectorul public trebuie s\uc1 \
u259 ? acorde o aten\uc1 \u539 ?ie deosebit\uc1 \u259 ? acestor factori \uc1 \
u537 ?i s\uc1 \u259 ? depun\uc1 \u259 ? eforturi pentru a aborda orice probleme
care pot ap\uc1 \u259 ?rea pentru a se asigura c\uc1 \u259 ? cet\uc1 \u259 ?\uc1 \
u539 ?enii sunt mul\uc1 \u539 ?umi\uc1 \u539 ?i de serviciile pe care le ofer\uc1 \
u259 ?. Prin \uc1 \u238 ?ndeplinirea a\uc1 \u537 ?tept\uc1 \u259 ?rilor cet\uc1 \
u259 ?\uc1 \u539 ?enilor \uc1 \u537 ?i abord\uc1 \u226 ?nd preocup\uc1 \u259 ?rile
acestora, organiza\uc1 \u539 ?iile din sectorul public pot construi \uc1 \u238 ?
ncredere \uc1 \u537 ?i pot \uc1 \u238 ?mbun\uc1 \u259 ?t\uc1 \u259 ?\uc1 \u539 ?i
satisfac\uc1 \u539 ?ia general\uc1 \u259 ?. Exist\uc1 \u259 ? mai mul\uc1 \u539 ?i
factori care pot influen\uc1 \u539 ?a a\uc1 \u537 ?tept\uc1 \u259 ?rile \uc1 \
u537 ?i satisfac\uc1 \u539 ?ia cet\uc1 \u259 ?\uc1 \u539 ?enilor \uc1 \u238 ?n
sectorul public. Iat\uc1 \u259 ? c\uc1 \u226 ?\uc1 \u539 ?iva dintre factorii
principali:}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \alang1025 \ltrch \
lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 Calitatea serviciilor}{\
hich \af0 \loch \f0 \lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 A\
uc1 \u537 ?tept\uc1 \u259 ?rile \uc1 \u537 ?i satisfac\uc1 \u539 ?ia cet\uc1 \
u259 ?\uc1 \u539 ?enilor \uc1 \u238 ?n sectorul public sunt influen\uc1 \u539 ?ate
de calitatea serviciilor oferite. Cet\uc1 \u259 ?\uc1 \u539 ?enii se a\uc1 \u537 ?
teapt\uc1 \u259 ? ca serviciile publice s\uc1 \u259 ? fie eficiente, fiabile,
accesibile \uc1 \u537 ?i furnizate \uc1 \u238 ?n timp util. Atunci c\uc1 \u226 ?nd
serviciile nu \uc1 \u238 ?ndeplinesc aceste a\uc1 \u537 ?tept\uc1 \u259 ?ri, cet\
uc1 \u259 ?\uc1 \u539 ?enii pot deveni nemul\uc1 \u539 ?umi\uc1 \u539 ?i.}{\rtlch \
aspalpha \aspnum \adjustright \lin0 \rin0 \tql \tx0 \tql \tx1530 \itap0 \ls27 \
\langfe1048 \langfenp1048 \alang1025 Comunicarea. Un factor important \uc1 \u238 ?n
modelarea a\uc1 \u537 ?tept\uc1 \u259 ?rilor \uc1 \u537 ?i satisfac\uc1 \u539 ?iei
cet\uc1 \u259 ?\uc1 \u539 ?enilor \uc1 \u238 ?n sectorul public. Cet\uc1 \u259 ?\
uc1 \u539 ?enii se a\uc1 \u537 ?teapt\uc1 \u259 ? la o comunicare clar\uc1 \
u259 ? \uc1 \u537 ?i \uc1 \u238 ?n timp util din partea organiza\uc1 \u539 ?iilor
din sectorul public despre servicii, politici \uc1 \u537 ?i alte informa\uc1 \
u539 ?ii relevante. C\uc1 \u226 ?nd comunicarea este slab\uc1 \u259 ? sau lipsit\
uc1 \u259 ?, cet\uc1 \u259 ?\uc1 \u539 ?enii pot deveni frustra\uc1 \u539 ?i \uc1 \
u537 ?i nemul\uc1 \u539 ?umi\uc1 \u539 ?i.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \
\langfe1048 \langfenp1048 \alang1025 \par }\pard \plain \qj \fi1170 \li0 \ri0 \
rin0 \tql \tx0 \tql \tx630 \tql \tx1530 \itap0 \ls27 \rtlch \fcs1 \af0 \afs22 \
alang1025 Transparen\uc1 \u539 ?a. Cet\uc1 \u259 ?\uc1 \u539 ?enii se a\uc1 \u537 ?
teapt\uc1 \u259 ? ca organiza\uc1 \u539 ?iile din sectorul public s\uc1 \u259 ? fie
transparente cu privire la procesele, deciziile \uc1 \u537 ?i utilizarea resurselor
publice. Lipsa transparen\uc1 \u539 ?ei poate eroda \uc1 \u238 ?ncrederea cet\uc1 \
u259 ?\uc1 \u539 ?enilor \uc1 \u238 ?n organiza\uc1 \u539 ?iile din sectorul public
\uc1 \u537 ?i poate duce la nemul\uc1 \u539 ?umiri.}{\rtlch \fcs1 \af0 \afs24 \
adjustright \lin0 \rin0 \tql \tx0 \tql \tx630 \tql \tx1530 \itap0 \ls27 \rtlch \
\langfe1048 \langfenp1048 \alang1025 Capacitatea de reac\uc1 \u539 ?ie}{\rtlch \
Cet\uc1 \u259 ?\uc1 \u539 ?enii se a\uc1 \u537 ?teapt\uc1 \u259 ? ca organiza\uc1 \
u539 ?iile din sectorul public s\uc1 \u259 ? r\uc1 \u259 ?spund\uc1 \u259 ?
nevoilor \uc1 \u537 ?i preocup\uc1 \u259 ?rilor lor. Atunci c\uc1 \u226 ?nd cet\uc1
\u259 ?\uc1 \u539 ?enii simt c\uc1 \u259 ? vocile lor nu sunt auzite sau c\uc1 \
u259 ? preocup\uc1 \u259 ?rile lor nu sunt abordate, ei pot deveni nemul\uc1 \
u539 ?umi\uc1 \u539 ?i.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \
tql \tx0 \tql \tx630 \tql \tx1530 \itap0 \ls27 \rtlch \fcs1 \af0 \afs22 \ltrch \
af7 \dbch \af0 \lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 \f3
\'d8\'00\tab }{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \alang1025 \
langfenp1048 \alang1025 Mediul politic}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24
\langfe1048 \langfenp1048 \alang1025 Poate influen\uc1 \u539 ?a, de asemenea, a\
uc1 \u537 ?tept\uc1 \u259 ?rile \uc1 \u537 ?i satisfac\uc1 \u539 ?ia cet\uc1 \
u259 ?\uc1 \u539 ?enilor \uc1 \u238 ?n sectorul public. Schimb\uc1 \u259 ?rile \uc1
\u238 ?n conducerea politic\uc1 \u259 ?, politicile \uc1 \u537 ?i priorit\uc1 \u259
?\uc1 \u539 ?ile pot afecta percep\uc1 \u539 ?ia cet\uc1 \u259 ?\uc1 \u539 ?enilor
asupra serviciilor publice \uc1 \u537 ?i satisfac\uc1 \u539 ?ia acestora fa\uc1 \
u539 ?\uc1 \u259 ? de acestea.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \
tx0 \tql \tx630 \tql \tx1530 \itap0 \rtlch \fcs1 \af0 \afs22 \ltrch \fcs0 \fs22 \
\langfe1048 \langfenp1048 \alang1025 Satisfac\uc1 \u539 ?ia cet\uc1 \u259 ?\uc1 \
u539 ?enilor \uc1 \u238 ?n sectorul public depinde de o abordare care include
calitatea serviciilor, comunicarea eficient\uc1 \u259 ?, transparen\uc1 \u539 ?a,
receptivitatea \uc1 \u537 ?i adaptabilitatea la mediul politic. Pentru a atinge
niveluri ridicate de satisfac\uc1 \u539 ?ie, organiza\uc1 \u539 ?iile din sectorul
public trebuie s\uc1 \u259 ? utilizeze m\uc1 \u259 ?suri de performan\uc1 \u539 ?\
uc1 \u259 ? pentru a m\uc1 \u259 ?sura standardele de livrare a serviciilor \uc1 \
u537 ?i pentru a implementa mecanisme de feedback \uc1 \u238 ?mbun\uc1 \u259 ?t\uc1
\u259 ?\uc1 \u539 ?ind continuu serviciile. }{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0
rin0 \tql \tx0 \tql \tx630 \tql \tx1530 \itap0 \rtlch \fcs1 \af0 \afs22 \ltrch \
langnp1048 \langfe1048 \langfenp1048 \alang1025 \tab }{\rtlch \fcs1 \af0 \afs24 \
lang1048 \langnp1048 \langfe1048 \langfenp1048 \alang1025 Comunicarea eficient\
uc1 \u259 ? necesit\uc1 \u259 ? utilizarea unor canale \uc1 \u537 ?i strategii
adecvate, \uc1 \u238 ?n timp ce transparen\uc1 \u539 ?a necesit\uc1 \u259 ?
implementarea politicilor \uc1 \u537 ?i procedurilor care promoveaz\uc1 \u259 ?
responsabilitatea \uc1 \u537 ?i conduita etic\uc1 \u259 ?. Capacitatea de reac\
uc1 \u539 ?ie necesit\uc1 \u259 ? stabilirea unor proceduri eficiente de tratare a
reclama\uc1 \u539 ?iilor, \uc1 \u238 ?n timp ce adaptabilitatea la mediul politic
necesit\uc1 \u259 ? vigilen\uc1 \u539 ?\uc1 \u259 ? \uc1 \u537 ?i planificare
strategic\uc1 \u259 ?. }{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \
\langfe1048 \langfenp1048 \alang1025 Prin prioritizarea acestor factori, organiza\
uc1 \u539 ?iile din sectorul public pot furniza servicii eficiente, eficiente \
uc1 \u537 ?i responsabile, care s\uc1 \u259 ? r\uc1 \u259 ?spund\uc1 \u259 ?
nevoilor \uc1 \u537 ?i a\uc1 \u537 ?tept\uc1 \u259 ?rilor cet\uc1 \u259 ?\uc1 \u539
?enilor.}{\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24 \rtlch \alang1025 \ltrch \
widctlpar \aspalpha \aspnum \adjustright \lin0 \rin0 \tql \tx0 \tql \tx630 \tql \
langfe1048 \langfenp1048 \alang1025 {\rtlch \fcs1 \af0 \afs24 \ltrch \fcs0 \fs24
langfe1048 \langfenp1048 \alang1025 \par }}

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