Marketing

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

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

Capitolul 5 STUDIEREA PIETEI Obiective 5.1. Definirea pietei 5.2. Informatii utilizate in studierea pietei 5.3. Principalele tehnici de studiere a pietei 5.4. Proiectarea unui studiu de piata 5.5. Studierea dimensiunilor pietei 5.6. Realizarea segmentarii pietei Rezumat Concepte cheie Capitolul 6 COMPORTAMENTUL CONSUMATORULUI Obiective 6.1. Notiuni generale privind comportamentul consumatorului 6.2. Factorii de influenta asupra comportamentului consumatorului 6.3. Procesul deciziei de a cumpara a consumatorului 6.4. Comportamentul consumatorului si segmentarea pietei Rezumat Concepte cheie Capitolul 7 POLITICA DE MARKETING A FIRMEI Obiective 7.1. Coordonatele politicii de marketing a firmei 7.2. Importanta strategiei de piata in cadrul politicii de marketing a firmei 7.3. Mixul de marketing Rezumat Concepte cheie Capitolul 8 POLITICA DE PRODUS Obiective 8.1. Consideratii generale privind produsul; ciclul de viata, categorii si concepte; corelatii 8.2. Dinamica pietei produsului si politica de marketing Rezumat Concepte cheie Capitolul 9 POLITICA DE PRET Obiective 9.1. Consideratii privind pretul in economia de piata. Categorii de preturi 9.2. Modalitati de fixare a preturilor 9.3. Strategii de pret. Dinamica pretului Rezumat Concepte cheie Capitolul 10 POLITICA DE DISTRIBUTIE Obiective 10.1. Conceptul de distributie. Categorii specifice. Repere istorice 10.2. Elemente de management si marketing privind punctul de vnzare 10.3. Proiectarea si gestiunea unui canal de distributie Rezumat Concepte cheie

Capitolul 11 POLITICA DE COMUNICARE A FIRMEI CU PIATA Obiective 11.1. Firma comunicarea si promovarea pe piata tinta 11.2. Instrumente, tehnici si mijloace de comunicare si publicitate. Mixul comunicational de marketing al firmei Rezumat Concepte cheie Capitolul 12 ORGANIZAREA ACTIVITATII DE MARKETING Obiective 12.1. Necesitatea si importanta organizarii activitatii de marketing 12.2. Tipuri de organizare a activitatii de marketing 12.3. Programul de marketing Rezumat Concepte cheie BIBLIOGRAFIE

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