Marketing - Victor Manole

5/17/2018 Marketing - Victor Manole - slidepdf.com

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

DOROBANTU

Cuprinsul căr ţii:

Capitolul 1 BAZELE MARKETINGULUIObiective1.1. Conceptul de marketing1.2. Functiile marketingului1.3. Interdisciplinaritatea marketingului1.4. Cresterea importantei marketingului1.5. Domeniile marketingului1.6. Marketingul social

RezumatConcepte cheie

Capitolul 2 MEDIUL DE MARKETING AL FIRMEI Obiective2.1. Macromediul firmei2.2. Micromediul firmei2.3. Analiza mediului de marketing2.4. Relatiile firmei cu mediul extern2.4.1. Relatiile directe de piata2.4.2. Relatiile de concurenta


Capitolul 3 PIATA FIRMEIObiective3.1. Continutul, sfera si profilul pietei firmei3.2. Dimensiunile pietei firmei3.3. Factorii de influenta a pietei firmei3.4. Piata produsuluiRezumatConcepte cheie

Capitolul 4 CERCETARILE DE MARKETINGObiective4.1. Definirea cercetarilor de marketing4.2. Domeniul de aplicare a cercetarilor de marketing4.3. Sursele de informare utilizate in cercetarile de marketing4.4. Desfasurarea unei cercetari de marketing4.5. Metode de culegere a informatiilor in cercetarile de marketing4.6. Tehnici de investigare utilizate in cercetarile de marketing4.7. Tehnici de analiza a datelor utilizate in cercetarile de marketing4.8. Proiectarea unei cercetari de marketingRezumatConcepte cheie

http://www.biblioteca-digitala.ase.ro/biblioteca/pagina.asp?id=cap1











Capitolul 5 STUDIEREA PIETEI Obiective5.1. Definirea pietei5.2. Informatii utilizate in studierea pietei5.3. Principalele tehnici de studiere a pietei5.4. Proiectarea unui studiu de piata

5.5. Studierea dimensiunilor pietei5.6. Realizarea segmentarii pieteiRezumatConcepte cheie

Capitolul 6 COMPORTAMENTUL CONSUMATORULUIObiective6.1. Notiuni generale privind comportamentul consumatorului6.2. Factorii de influenta asupra comportamentului consumatorului6.3. Procesul deciziei de a cumpara a consumatorului6.4. Comportamentul consumatorului si segmentarea pietei


Capitolul 7 POLITICA DE MARKETING A FIRMEI Obiective7.1. Coordonatele politicii de marketing a firmei7.2. Importanta strategiei de piata in cadrul politicii de marketing a firmei7.3. Mixul de marketingRezumatConcepte cheie

Capitolul 8 POLITICA DE PRODUS Obiective8.1. Consideratii generale privind produsul; ciclul de viata, categorii si concepte;corelatii8.2. Dinamica pietei produsului si politica de marketingRezumatConcepte cheie

Capitolul 9 POLITICA DE PRETObiective

9.1. Consideratii privind pretul in economia de piata. Categorii de preturi9.2. Modalitati de fixare a preturilor 9.3. Strategii de pret. Dinamica pretuluiRezumatConcepte cheie

Capitolul 10 POLITICA DE DISTRIBUTIEObiective10.1. Conceptul de distributie. Categorii specifice. Repere istorice10.2. Elemente de management si marketing privind punctul de vânzare10.3. Proiectarea si gestiunea unui canal de distributie



















Capitolul 11 POLITICA DE COMUNICARE A FIRMEI CU PIATA Obiective11.1. Firma – comunicarea si promovarea pe piata tinta11.2. Instrumente, tehnici si mijloace de comunicare si publicitate. Mixul comunicationalde marketing al firmeiRezumat

Concepte cheie

Capitolul 12 ORGANIZAREA ACTIVITATII DE MARKETING Obiective12.1. Necesitatea si importanta organizarii activitatii de marketing12.2. Tipuri de organizare a activitatii de marketing12.3. Programul de marketingRezumatConcepte cheie

BIBLIOGRAFIE




http://www.biblioteca-digitala.ase.ro/biblioteca/pagina.asp?id=bib

http://www.biblioteca-digitala.ase.ro/biblioteca/pagina.asp?id=bib
































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Marketing - Victor Manole