{"id":25563,"date":"2011-04-06T07:31:00","date_gmt":"2011-04-06T07:31:00","guid":{"rendered":""},"modified":"2020-09-25T09:37:40","modified_gmt":"2020-09-25T09:37:40","slug":"consumatorul-elementul-central-al-3","status":"publish","type":"post","link":"https:\/\/rubyskynews.com\/index.php\/2011\/04\/06\/consumatorul-elementul-central-al-3\/","title":{"rendered":"Consumatorul: elementul central al marketingului"},"content":{"rendered":"
<\/div>
Orice \u00eentreprinz\u0103tor trebuie \u00een prealabil s\u0103 cerceteze poten\u0163ialul viitorului consumator. Consumatorul trebuie s\u0103-\u015fi defineasc\u0103 c\u00e2t mai bine \u0163inta<\/b>: ceea ce dore\u015fte. Astfel,\u0163inta acestuia trebuie s\u0103 fie cunoscut\u0103 dinainte de produc\u0103tor. Segmentul de pia\u0163\u0103 reprezint\u0103 o divizare omogen\u0103 a consumatorilor prin prisma unor caracteristici vaste (sex, v\u00e2rst\u0103, profesie, venit, etc.). Segment\u00e2nd pia\u0163a, putem g\u0103si mult mai u\u015for segmentul de pia\u0163\u0103 \u0163int\u0103. Urmeaz\u0103 pozi\u0163ionarea, care const\u0103 \u00een stabilirea unor tr\u0103s\u0103turi proprii ale produsului nostru pentru ca acesta s\u0103 fie u\u015for distins fa\u0163\u0103 de concuren\u0163\u0103. Trebuie cunoscute \u015fi anumite aspecte de natur\u0103 comportamental\u0103 a cump\u0103r\u0103torului (c\u00e2t este dispus s\u0103 cumpere, motivele, inten\u0163iile de cump\u0103rare, imaginea (despre un produs, etc.). Este necesar\u0103 studierea altor agen\u0163i economici (concuren\u0163a), \u00een special a comportamentului acestora (ex: prescriptori, cei care recomand\u0103 folosirea unui produs, lideri de opinie, capii familiei). Comportamentul consumatorului este dinamic \u015fi de aceea presupune o cercetare continu\u0103.  Una din ultimele orient\u0103ri ale marketingului este fidelizarea clien\u0163ilor, lucru ce a dus la \u201emarketingul rela\u0163ional\u201d. Un astfel de mecanism este M.L.M. (multi level marketing),folosit pentru atragerea de noi clien\u0163i de c\u0103tre actualii clien\u0163i. Kotler spunea c\u0103 conform marketingului modern clientul va deveni REGE.<\/span><\/div>\n
\n<\/div>\n

Func\u0163iile marketingului<\/span><\/h1>\n
1.investigarea pie\u0163ei \u015fi a nevoilor de consum (mediul marketingului).<\/span><\/div>\n
2.conectarea dinamic\u0103 a \u00eentreprinderii \u00een mediul economico-social.<\/span><\/div>\n
3.satisfacerea \u00een condi\u0163ii superioare a nevoilor de consum.<\/span><\/div>\n
4.maximizarea eficien\u0163ei economice, respectiv a profitului.<\/span><\/div>\n
\u00cen unele lucr\u0103ri marketingul apare pe ansamblu ca o func\u0163ie, situat\u0103 la nivelul \u00eentreprinderii: <\/span><\/div>\n
1.func\u0163ie premis\u0103<\/span><\/div>\n
2.func\u0163ie mijloc<\/span><\/div>\n
3.func\u0163ie obiectiv<\/span><\/div>\n
P\u0103trunderea marketingului \u00een cadrul firmei nu este u\u015for acceptat\u0103 de actualele compartimente tradi\u0163ionale. <\/span><\/div>\n
\n<\/div>\n

Locul marketingului \u00een familia \u015ftiin\u0163elor economice<\/span><\/h1>\n
\n<\/div>\n
Cel care a ridicat aceast\u0103 problem\u0103 a fost Converse pe la 1946-1947. <\/span><\/div>\n
Marketingul face parte din familia \u015ftiin\u0163elor economice, fiind o \u015ftiin\u0163\u0103 t\u00e2n\u0103r\u0103,  \u00een dezvoltare. Kotler a spus c\u0103 marketingul este mai \u00eent\u00e2i o \u015ftiin\u0163\u0103 descriptiv\u0103 \u015fi apoi o \u015ftiin\u0163\u0103 normativ\u0103. Marketingul face apel la o serie de instrumente \u015fi concep\u0163ii \u015ftiin\u0163ifice de la alte \u015ftiin\u0163e (economie politic\u0103)  pe care le dezvolt\u0103 \u015fi le d\u0103 o tent\u0103 practic\u0103.<\/span><\/div>\n
De la apari\u0163ia sa marketingul a cunoscut o dezvoltare lent\u0103. <\/span><\/div>\n
\n<\/div>\n

Dezvoltarea marketingului, domeniile de aplicare \u015fi specializarea sa<\/span><\/h1>\n

Etapele dezvolt\u0103rii marketingului<\/span><\/h1>\n
\n<\/div>\n
Dezvoltarea marketingului s-a rezolvat ca urmare a :<\/span><\/div>\n
-exemplului pozitiv dat de firmele americane<\/span><\/div>\n
-profesorul de marketing<\/span><\/div>\n
-institu\u0163ii \u015fi organiza\u0163ii de marketing<\/span><\/div>\n
De la apari\u0163ie \u015fi p\u00e2n\u0103 \u00een prezent, marketingul a \u00eenregistrat o cre\u015ftere continu\u0103, etapizat\u0103:<\/span><\/div>\n
1.<\/span><\/div>\n
a.etapa vechiului marketing(apari\u0163ie-WW2)<\/span><\/div>\n
b.etapa marketingului modern<\/span><\/div>\n
Vechiul marketing era mai limitat \u00een con\u0163inut \u015fi avea o sfer\u0103 mai restr\u00e2ns\u0103 de aplicare. <\/span><\/div>\n
2.<\/span><\/div>\n
a.dezvoltare extensiv\u0103<\/span><\/div>\n
b.dezvoltare intensiv\u0103<\/span><\/div>\n
La \u00eenceput a avut loc o dezvoltare extensiv\u0103, mai precis marketingul a p\u0103truns \u00een tot mai multe firme. Cea de-a doua etap\u0103 este una de consolidare, de folosire a unor metode complexe. Stanton spunea:\u201emarketingul \u00een SUA a traversat perioada copil\u0103riei \u00een primele 2 decenii ale sec.XX, ajung\u00e2nd la maturitate dup\u0103 WW2\u201d<\/span><\/div>\n
3.etapizarea f\u0103cut\u0103 de Bartels<\/span><\/div>\n
a.1900-1910 \u2013 descoperirea marketingului;<\/span><\/div>\n
b.1910-1920 \u2013 conceptualizarea marketingului;<\/span><\/div>\n
c.1920-1930 \u2013 integrarea marketingului \u00een firm\u0103;<\/span><\/div>\n
d.1930-1940 \u2013 dezvoltarea marketingului;<\/span><\/div>\n
e.1950-1960 \u2013 reevaluarea marketingului;<\/span><\/div>\n
f.1960-1970 \u2013 reconceptualizarea marketingului;<\/span><\/div>\n
4.Robert King<\/span><\/div>\n
a.1900-1930 \u2013 orientarea spre produc\u0163ie;<\/span><\/div>\n
-o etap\u0103 de orientare spre modalit\u0103\u0163ile de distribu\u0163ie<\/span><\/div>\n
b.1930-1950 \u2013 orientarea spre v\u00e2nz\u0103ri<\/span><\/div>\n
c.1950-prezent \u2013 orientarea c\u0103tre conceptul de marketing<\/span><\/div>\n
Ultima orientare, un produs al sec.XX, este marketingul rela\u0163ional, socotit a fi o nou\u0103 paradigm\u0103 a g\u00e2ndirii economice. La dezvoltarea acestei g\u00e2ndiri au contribuit \u015fcoala nordic\u0103 european\u0103-Gronroos.<\/span><\/div>\n
S-a ajuns s\u0103 se sublinieze c\u0103 marketingul rela\u0163ional ar fi tipic modelului germano-alpin. Marketingul rela\u0163ional prezint\u0103 diferen\u0163ieri fa\u0163\u0103 de marketingul tranzac\u0163ional. Cel care a \u00eencercat s\u0103 sintetizeze aceste diferen\u0163e este Cristofer.<\/span><\/div>\n
\n<\/div>\n

Institu\u0163ii \u015fi organisme de marketing<\/span><\/h1>\n
\n<\/div>\n
Este vorba de firme non-profit, la nivel na\u0163ional sau interna\u0163ional. Prima institu\u0163ie na\u0163ional\u0103 este AMA (1937) iar unele \u0163\u0103ri au chiar 2 astfel de institu\u0163ii (Germania, Fran\u0163a, Elve\u0163ia).<\/span><\/div>\n
Ele public\u0103 periodice \u015fi organizeaz\u0103 manifest\u0103ri \u015ftiin\u0163ifice. Astfel, AMA<\/b> public\u0103 \u201eJournal of Marketing\u201d, iar \u00een Fran\u0163a ADETEM<\/b> public\u0103 \u201eRevue Francais de Marketing\u201d. \u00cen Rom\u00e2nia AROMAR<\/b> a organizat numeroase conferin\u0163e \u015fi public\u0103 \u201eManagement marketing\u201d.<\/span><\/div>\n
Exist\u0103 \u015fi organiza\u0163ii interna\u0163ionale precum: <\/span><\/div>\n
-ESOMAR \u2013 societate european\u0103 de opinie \u015fi cercetare \u00een marketing<\/span><\/div>\n
-Federa\u0163ia Interna\u0163ional\u0103 de Marketing (I.M.F.)<\/span><\/div>\n
-WAPOR \u2013 organiza\u0163ie mondial\u0103<\/span><\/div>\n
Exist\u0103 \u015fi organiza\u0163ii limitate pe anumite domenii: <\/span><\/div>\n
-\u00een domeniul distribu\u0163iei:AIDA(Rom\u00e2nia este membr\u0103)<\/span><\/div>\n
-\u00een domeniul publicit\u0103\u0163ii:I.A.A.(peste 3000 de membri)<\/span><\/div>\n
\n<\/div>\n

Valen\u0163ele \u015fi universalitatea marketingului<\/span><\/h1>\n
\n<\/div>\n
Valen\u0163e economice:absorb\u0163ia for\u0163ei de munc\u0103 de c\u0103tre marketing; contribuie la diminuarea gradului de risc; contribuie la satisfacerea cerin\u0163elor \u015fi a profitului; constituie un important factor de progres al economiei na\u0163ionale.<\/span><\/div>\n
Universalitatea se refer\u0103 la l\u0103rgirea c\u00e2mpului de aplicare al marketingului. Aceast\u0103 tr\u0103s\u0103tur\u0103 poate fi sus\u0163inut\u0103 prin 3 argumente: <\/span><\/div>\n
-a p\u0103truns \u00een toate sectoarele economiei treptat;<\/span><\/div>\n
-a p\u0103truns \u00een economiile aflate pe trepte diferite de dezvoltare;<\/span><\/div>\n
-s-a afirmat \u00een orice tip de economie<\/span><\/div>\n
Nu se pune problema unui impozit de marketing.<\/span><\/div>\n
\n<\/div>\n

Specializarea marketingului<\/span><\/h1>\n
\n<\/div>\n
Specializarea este un proces \u00eenceput \u00een anii 60, fiind o caracteristic\u0103 a marketingului contemporan. Au avut loc o serie de adapt\u0103ri ale marketingului \u00een diferite ramuri, domenii, sectoare \u015fi zone. \u00cen prezent exist\u0103 o sumedenie de specializ\u0103ri ale marketingului.<\/span><\/div>\n
Exist\u0103 3 criterii ce stau la baza specializ\u0103rilor marketingului: <\/span><\/div>\n
1-profilul activit\u0103\u0163ii economice (cel mai important criteriu)<\/span><\/div>\n
2-aria de activitate<\/span><\/div>\n
3-nivelul de organizare <\/span><\/div>\n
\n<\/div>\n
1.Profilul activit\u0103\u0163ii economice<\/span><\/div>\n
\n<\/div>\n
Sunt consemnate 3 specializ\u0103ri:<\/span><\/div>\n
a.marketingul bunurilor de consum (cea mai mare \u00eentindere)<\/span><\/div>\n
-bunuri de uz curent<\/span><\/div>\n
-bunuri de uz \u00eendelungat<\/span><\/div>\n
b.marketingul industrial (marketingul bunurilor de capital, sau marketingul \u00eentre \u00eentreprinz\u0103tori-SUA; marketing organiza\u0163ional-Ph.Kotler)<\/span><\/div>\n
c.marketingul serviciilor<\/span><\/div>\n
-se bucur\u0103 de o mare aten\u0163ie pentru c\u0103 popula\u0163ia apeleaz\u0103 tot mai mult la servicii<\/span><\/div>\n
-serviciile au anumite particularit\u0103\u0163i: eterogenitate (nu pot fi m\u0103surate cu o unitate anume), perisabilitate(nu pot fi stocate), inseparabilitate de prestatori, etc.<\/span><\/div>\n
-pia\u0163a serviciilor este foarte dinamic\u0103 \u00een \u0163\u0103rile dezvoltate<\/span><\/div>\n
-poate fi : marketing turistic, bancar, al transporturilor, etc.<\/span><\/div>\n
\n<\/div>\n

Aria de activitate<\/span><\/h1>\n
\n<\/div>\n
S-au conturat 2 specializ\u0103ri:<\/span><\/div>\n
a.marketing intern<\/span><\/div>\n
b.marketing interna\u0163ional<\/span><\/div>\n
\n<\/div>\n
a.la nivel na\u0163ional, pe pie\u0163e interne<\/span><\/div>\n
b.la nivel mondial, pe pie\u0163e externe; a ap\u0103rut datorit\u0103 dinamismului<\/span><\/div>\n
-marketingul exportului, importului, multi-na\u0163ional<\/span><\/div>\n
c.marketing global<\/span><\/div>\n
-marile firme multi-na\u0163ionale ce abordeaz\u0103 propria pia\u0163\u0103 ca o \u00eenl\u0103n\u0163uire de pie\u0163e na\u0163ionale pe care aplic\u0103 strategii de marketing cu un grad ridicat de standardizare.<\/span><\/div>\n
d.marketing european (\u201eeuro-market\u201d)<\/span><\/div>\n
\n<\/div>\n

Nivelul de organizare<\/span><\/h1>\n
a.micromarketing-aplicarea marketingului la nivelul firmei<\/span><\/div>\n
-din interiorul\/exteriorul firmei<\/span><\/div>\n
b.macromarketing-aplicarea marketingului la nivel economic na\u0163ional sau al unei ramuri a economiei na\u0163ionale; \u00een \u0163\u0103rile dezvoltate se pune accent pe micromarketing datorit\u0103 nivelului \u00eenalt de autonomie<\/span><\/div>\n
\n<\/div>\n

Marketingul \u00een domenii non-economice<\/span><\/h1>\n
\n<\/div>\n
Marketingul a p\u0103truns \u015fi \u00een sfera social\u0103;astfel s-a conturat \u201emarketingul social\u201d, enun\u0163at prima oar\u0103 de Kotler \u015fi Zaltman \u00een 1971 \u00een \u201eJournal of Marketing\u201d. Ca urmare au avut loc 2 evenimente \u015ftiin\u0163ifice:<\/span><\/div>\n
-1972 \u201eCongres na\u0163ional de marketing social\u201d-Universitatea Illinois<\/span><\/div>\n
-1975 \u201eCongres interna\u0163ional de marketing social\u201d-Bruxelles<\/span><\/div>\n
Organiza\u0163iile non-profit \u00eentreprind activitatea de marketing direc\u0163ionat\u0103 c\u0103tre 4 arii: <\/span><\/div>\n
1.marketing comercial (nu se refer\u0103 la marketingul practicat de comercian\u0163i)<\/span><\/div>\n
2.marketing social<\/span><\/div>\n
3.marketing c\u0103tre donatori-menit s\u0103 atrag\u0103 resurse, altfel dec\u00e2t prin v\u00e2nzarea de bunuri \u015fi servicii<\/span><\/div>\n
4.marketing c\u0103tre de\u0163in\u0103torii de fonduri-se se adreseaz\u0103 organelor na\u0163ionale locale (ex.: organiza\u0163ii ecologice care cer ajutorul statului).<\/span><\/div>\n
Dac\u0103 ob\u0163inerea profitului nu mai e dorit\u0103, de ce marketingul exist\u0103 \u00een sfera socialului -marketingul e \u201echeia reu\u015fitei\u201d diferitelor organiza\u0163ii \u00een lupta \u00een care se angajeaz\u0103.<\/span><\/div>\n
Exist\u0103 de asemenea : marketing politic cu marketing electoral, marketingul s\u0103n\u0103t\u0103\u0163ii publice, marketingul cultural, marketingul sportiv, marketingul educa\u0163ional, marketingul securit\u0103\u0163ii rutiere, marketingul ecleziastic (r\u0103sp\u00e2ndirea unei religii, atragerea de adep\u0163i \u015fi p\u0103strarea acestora), marketingul verde (ecologic).<\/span><\/div>\n
\n<\/div>\n
<\/div>","protected":false},"excerpt":{"rendered":"

Orice \u00eentreprinz\u0103tor trebuie \u00een prealabil s\u0103 cerceteze poten\u0163ialul viitorului consumator. Consumatorul trebuie s\u0103-\u015fi defineasc\u0103 c\u00e2t mai bine \u0163inta: ceea ce dore\u015fte. Astfel,\u0163inta acestuia trebuie s\u0103 fie cunoscut\u0103 dinainte de produc\u0103tor. Segmentul de pia\u0163\u0103 reprezint\u0103 o divizare omogen\u0103 a consumatorilor prin prisma unor caracteristici vaste (sex, v\u00e2rst\u0103, profesie, venit, etc.). Segment\u00e2nd pia\u0163a, putem g\u0103si mult mai […]<\/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":"\nConsumatorul: elementul central al marketingului - 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\/04\/06\/consumatorul-elementul-central-al-3\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Consumatorul: elementul central al marketingului - Jobs\/ Internships\/ Scholarships\/\" \/>\n<meta property=\"og:description\" content=\"Orice \u00eentreprinz\u0103tor trebuie \u00een prealabil s\u0103 cerceteze poten\u0163ialul viitorului consumator. 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