{"id":24919,"date":"2011-05-21T07:41:00","date_gmt":"2011-05-21T07:41:00","guid":{"rendered":""},"modified":"2020-09-25T09:34:58","modified_gmt":"2020-09-25T09:34:58","slug":"mediul-de-marketing-2","status":"publish","type":"post","link":"https:\/\/rubyskynews.com\/index.php\/2011\/05\/21\/mediul-de-marketing-2\/","title":{"rendered":"Mediul de marketing"},"content":{"rendered":"
<\/div>

Mediul de marketing este foarte dinamic \u015fi trebuie mereu urm\u0103rit. Mediul de marketing poate fi: intern sau extern.
\nMediul intern=totalitatea resurselor unei firme (poten\u0163ialul firmei), cadrul organizatoric, calitatea conducerii \u015fi instrumentele cu care orice \u00eentreprinz\u0103tor poate s\u0103 ac\u0163ioneze pe pia\u0163\u0103: produsul, pre\u0163ul, distribu\u0163ie \u015fi promovare.
\nMediul extern este foarte dinamic \u015fi trebuie urm\u0103rit mereu. Sub aspectul st\u0103rii sale, mediul extern se poate reg\u0103si \u00een 3 forme:
\n-mediu stabil-perioade lini\u015ftite pe pia\u0163\u0103; evolu\u0163ia fenomenelor este lent\u0103; nu ridic\u0103 probleme de adaptare pentru o firm\u0103; este tot mai rar \u00eent\u00e2lnit.
\n-mediu instabil-frecvente modific\u0103ri; tipul obi\u015fnuit de mediu cu care se confrunt\u0103 firma;este necesar\u0103 o atitudine prospectiv\u0103.
\n-mediu turbulent-este un mediu ostil firmei; se caracterizeaz\u0103 prin schimb\u0103ri bru\u015fte, imprevizibile; este caracteristic firmelor rom\u00e2ne\u015fti; genereaz\u0103 un grad ridicat de risc.
\n\u00cen raport de natura componentelor sale,mediul extern (ambiant) se poate structura \u00een:
\na.mediu natural-sol,clim\u0103,resurse naturale
\nb.mediu artificial-construc\u0163ii,drumuri
\nc.mediu social-ansamblul elementelor de ordin economic, institu\u0163ional, politic, juridic, cultural, moral.
\nDup\u0103 modul de influen\u0163are a activit\u0103\u0163ii firmei \u015fi dup\u0103 intensitate, mediul extern poate fi:
\na.micromediu
\n-\u00een cadrul acestuia fac parte acele elemente cu care firma are rela\u0163ii directe \u015fi pe care le poate influen\u0163a; aceste componete sunt:
\n-amonte-
\n1.furnizori de m\u0103rfuri: anrosi\u015fti, agen\u0163i de import, fabrici
\n2.prestatori de servicii-transportatori, b\u0103nci, agen\u0163i de publicitate
\n3.furnizorii for\u0163ei de munc\u0103-oficii de plasare, intermediari
\n-aval-
\n4.clien\u0163ii
\n5.concuren\u0163ii
\n6.organisme publice(direc\u0163ii financiare,poli\u0163ia economic\u0103,poli\u0163ia sanitar\u0103, (O.P.C.)
\nb.macromediu
\n-submediile macromediului sunt: mediul social-demografic; mediul economic;
\nmediul tehnologic; mediul cultural; mediul institu\u0163ional; mediul politic; mediul natural.
\n-a crescut ponderea popula\u0163iei adolescente \u015fi popula\u0163ia de v\u00e2rsta a treia;
\n-cadrul general economic include activitatea tuturor firmelor;aceasta poate fi urm\u0103rit\u0103 cu o serie de indicatori;
\n-gradul atins de tehnologie este foarte ridicat \u00een \u0163\u0103rile dezvoltate;
\n-mediul cultural este foarte complex: educa\u0163ie, religie, tabuurile (interdic\u0163ii precum cifra 13, culoarea alb, vaca \u00een India);
\n-reglement\u0103rile juridice referitoare la pia\u0163\u0103 pot fi mai elastice sau mai restrictive;
\n-regimul politic, formele de guvern\u0103m\u00e2nt, stabilitatea politic\u0103 pot influen\u0163a o economie;
\n-cadrul natural de func\u0163ionare a unei firme se refer\u0103 la mediul \u00eenconjur\u0103tor;
\nFirma are mai multe tipuri de rela\u0163ii cu mediul extern, precum : de pia\u0163\u0103; de concuren\u0163\u0103; de cooperare; de parteneriat; preferen\u0163iale.
\na.Rela\u0163ii de pia\u0163\u0103
\n-au ca obiect v\u00e2nzarea-cump\u0103rarea de bunuri \u015fi servicii, \u00eemprumuturi de capital \u015fi acapararea for\u0163ei de munc\u0103.
\n-natura rela\u0163iilor de pia\u0163\u0103 este bilateral\u0103: v\u00e2nzarea este \u00een acela\u015fi timp o cump\u0103rare.
\n-fizionomia rela\u0163iilor de pia\u0163\u0103 este dat\u0103 de 3 categorii de factori: cadrul economico-social; specificul pie\u0163ei; caracteristicile firmei.
\nDup\u0103 obiect, rela\u0163iile de pia\u0163\u0103 sunt : de v\u00e2nzare-cump\u0103rare; de transmitere-recep\u0163ie de informa\u0163ii.
\nDup\u0103 profilul agen\u0163ilor de pia\u0163\u0103:rela\u0163ii de cump\u0103rare; de v\u00e2nzare;cu institu\u0163ii publice.
\nDup\u0103 frecven\u0163a lor, rela\u0163iile de pia\u0163\u0103 sunt: permanente; periodice; ocazionale.
\nb.Rela\u0163ii de concuren\u0163\u0103
\nConcuren\u0163a are 3 efecte:
\n-conduce la stimularea cre\u015fterii ofertei
\n-duce la stabilirea unor niveluri reale a pre\u0163urilor
\n-elimin\u0103 de pe pia\u0163\u0103 firmele neadaptate
\nConcuren\u0163a se desf\u0103\u015foar\u0103 pe 2 planuri: disputarea furnizorilor; competi\u0163ia pentru clien\u0163i (pentru cucerirea pie\u0163ei).
\nConcuren\u0163a are 2 forme : direct\u0103 \u015fi indirect\u0103. Cea direct\u0103 are loc \u00eentre firmele care au produse similare ,identice-diferen\u0163ierea \u00eentre firmele concurente se face prin calitate. Cea indirect\u0103 are loc \u00eentre firmele care se adreseaz\u0103 acelora\u015fi nevoi,sau nevoi diferite prin oferirea de produse\/serviciu diferite.
\nConcuren\u0163a mai poate fi : loial\u0103 \u015fi neloial\u0103.Cadrul legal din Rom\u00e2nia este foarte bine pus la punct. Sunt 4 forme de concuren\u0163\u0103 neloial\u0103 : denigrarea (zvonuri); confuzia de marc\u0103; frauda fiscal\u0103; dumping-ul.<\/p>\n

<\/div>","protected":false},"excerpt":{"rendered":"

Mediul de marketing este foarte dinamic \u015fi trebuie mereu urm\u0103rit. Mediul de marketing poate fi: intern sau extern. Mediul intern=totalitatea resurselor unei firme (poten\u0163ialul firmei), cadrul organizatoric, calitatea conducerii \u015fi instrumentele cu care orice \u00eentreprinz\u0103tor poate s\u0103 ac\u0163ioneze pe pia\u0163\u0103: produsul, pre\u0163ul, distribu\u0163ie \u015fi promovare. Mediul extern este foarte dinamic \u015fi trebuie urm\u0103rit mereu. Sub […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[1],"tags":[],"aioseo_notices":[],"yoast_head":"\nMediul de marketing - Jobs\/ Internships\/ Scholarships\/<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/rubyskynews.com\/index.php\/2011\/05\/21\/mediul-de-marketing-2\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Mediul de marketing - Jobs\/ Internships\/ Scholarships\/\" \/>\n<meta property=\"og:description\" content=\"Mediul de marketing este foarte dinamic \u015fi trebuie mereu urm\u0103rit. Mediul de marketing poate fi: intern sau extern. Mediul intern=totalitatea resurselor unei firme (poten\u0163ialul firmei), cadrul organizatoric, calitatea conducerii \u015fi instrumentele cu care orice \u00eentreprinz\u0103tor poate s\u0103 ac\u0163ioneze pe pia\u0163\u0103: produsul, pre\u0163ul, distribu\u0163ie \u015fi promovare. Mediul extern este foarte dinamic \u015fi trebuie urm\u0103rit mereu. 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Mediul de marketing poate fi: intern sau extern. Mediul intern=totalitatea resurselor unei firme (poten\u0163ialul firmei), cadrul organizatoric, calitatea conducerii \u015fi instrumentele cu care orice \u00eentreprinz\u0103tor poate s\u0103 ac\u0163ioneze pe pia\u0163\u0103: produsul, pre\u0163ul, distribu\u0163ie \u015fi promovare. Mediul extern este foarte dinamic \u015fi trebuie urm\u0103rit mereu. 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