{"id":19771,"date":"2011-04-06T07:32:00","date_gmt":"2011-04-06T07:32:00","guid":{"rendered":"http:\/\/trainingsnews.com\/esenta-marketingului-3"},"modified":"2011-04-06T07:32:00","modified_gmt":"2011-04-06T07:32:00","slug":"esenta-marketingului-3","status":"publish","type":"post","link":"https:\/\/cvnextjob.com\/index.php\/2011\/04\/06\/esenta-marketingului-3\/","title":{"rendered":"Esen\u0163a marketingului"},"content":{"rendered":"
<\/div>
Marketingul de baz\u0103 se ocup\u0103 de pia\u0163\u0103, de schimb. Primul \u015foc al vechilor rela\u0163ii comerciale (t\u00e2rguri) \u00eel reprezint\u0103 era industrial\u0103 c\u00e2nd produc\u0163ia a atins cote imense. Astfel, s-a ridicat problema distribu\u0163iei de mas\u0103 datorit\u0103 cre\u015fterii m\u0103rimii pie\u0163ei. Acest lucru a semnalat necesitatea apari\u0163iei marketingului.  \u00cen privin\u0163a apari\u0163iei marketingului exist\u0103 numeroase controverse. Marketing \u00eenseamn\u0103 v\u00e2nzare \u015fi publicitate (promovare). Chiar dac\u0103 revolu\u0163ia industrial\u0103 a avut loc \u00een U.K., marketingul nu a ap\u0103rut aici, ci \u00een sec XX \u00een SUA pentru c\u0103 societatea american\u0103 nu a copiat pe nimeni, au dispus de numero\u015fi \u00eentreprinz\u0103tori \u015fi au pus un mare accent pe progresul tehnic. Progresele din sfera produc\u0163iei au ap\u0103rut \u015fi \u00een sfera distribu\u0163iei. Marketingul a ap\u0103rut sub aspectul unor numero\u015fi factori: apari\u0163ia st\u0103rii de abunden\u0163\u0103; apari\u0163ia produc\u0163iei de mas\u0103; procesele sociale (urbanizare, cre\u015fterea gradului de risc); dinamismul economico-social contemporan. Marketingul a ap\u0103rut mai \u00eent\u00e2i pe planul practic \u015fi apoi s-a \u00eenceput teoretizarea acestuia.<\/span><\/div>\n

<\/h1>\n
\n<\/div>\n

Conceptul de marketing<\/span><\/h2>\n
\n<\/div>\n
\u201eMarketing\u201d=substantivul market-pia\u0163\u0103 economic\u0103, verbul \u201eto market\u201d=a desf\u0103\u015fura tranzac\u0163ii, a comercializa. Primii care s-au \u00eentrebat ce este marketingul sunt americanii. Prima defini\u0163ie a fost dat\u0103 \u00een 1937 de A.M.A. (American Marketing Asociation). Astfel, marketingul vizeaz\u0103 realizarea activit\u0103\u0163ii economice care genereaz\u0103 fluxul de bunuri \u015fi servicii de la produc\u0103tor la consumatorul final. Trebuie re\u0163inute 4 aspecte:<\/span><\/div>\n
-marketingul se refer\u0103 la un complex c\u00e2mp de activit\u0103\u0163i<\/span><\/div>\n
-are sub inciden\u0163a sa at\u00e2t bunuri c\u00e2t \u015fi servicii<\/span><\/div>\n
-urm\u0103re\u015fte s\u0103 orienteze fluxul de m\u0103rfuri p\u00e2n\u0103 la purt\u0103torii cererii<\/span><\/div>\n
-se refer\u0103 at\u00e2t la destinatarii m\u0103rfurilor c\u00e2t \u015fi la expeditorii m\u0103rfurilor<\/span><\/div>\n
S-a \u00eencercat apoi s\u0103 se formuleze defini\u0163ii mult mai complexe. Astfel, avem de re\u0163inut 3 defini\u0163ii: <\/span><\/div>\n
1. -elaborat\u0103 \u00een 1960 de William Stanton din SUA : marketingul este un \u00eentreg sistem de activit\u0103\u0163i economice referitoare la programare, stabilire pre\u0163uri, promovare menite s\u0103 satisfac\u0103 cerin\u0163ele consumatorilor actuali.<\/span><\/div>\n
Acum activit\u0103\u0163ile economice sunt privite ca un sistem \u00eenl\u0103n\u0163uit; arat\u0103 obiectivul final al marketingului, \u00eens\u0103 nu este ar\u0103tat obiectivul economic al marketingului.<\/span><\/div>\n
2.-Mc Carthy (SUA)<\/span><\/div>\n
3.-Philip Kotler-p\u0103rintele marketingului modern a dat 2 defini\u0163ii marketingului:<\/span><\/div>\n
I -marketingul se refer\u0103 la activitatea uman\u0103, f\u0103cut pentru satisfacerea cerin\u0163elor \u015fi nevoilor prin intermediul schimbului<\/span><\/div>\n
II -marketingul este un proces social \u015fi managerial prin care indivizi \u015fi grupuri de indivizi ob\u0163in ceea ce le este necesar prin crearea, oferirea \u015fi schimbul de produse. Prin acest proces organiza\u0163iile se racordeaz\u0103 la pia\u0163\u0103 \u00een mod creativ, productiv \u015fi profitabil.<\/span><\/div>\n
Au urmat \u015fi al\u0163i autori, precum \u015fi englezul Michael Baker<\/b> care a continuat ideea lui Kotler : marketingul are at\u00e2t o func\u0163ie managerial\u0103 c\u00e2t \u015fi o func\u0163ie economic\u0103. Tot el a introdus marketingul real care are 4 tr\u0103s\u0103turi : <\/span><\/div>\n
Porne\u015fte de la consumator; are o viziune de perspectiv\u0103, face necesar\u0103 utilizarea deplin\u0103 a tuturor resurselor \u00eentreprinderii; implic\u0103 eforturi continue de inova\u0163ie. Pot fi re\u0163inute \u015fi opiniile lui: Denner <\/b>(marketingul presupune analiza permanent\u0103 a cererii c\u00e2t \u015fi stabilirea \u015fi punerea \u00een func\u0163iune a mijoacelor de satisfacere ale acesteia cu un profit c\u00e2t mai rezonabil) \u015fi ale lui Ad\u0103sc\u0103li\u0163ei <\/b>(\u015ftiin\u0163a luptei pentru reu\u015fita \u00een afaceri=marketing).<\/span><\/div>\n
Marketingul \u00een esen\u0163\u0103 are 3 aspecte:<\/span><\/div>\n
1. o concep\u0163ie modern\u0103 vis-a-vis de problemele pie\u0163ei.<\/span><\/div>\n
2. reprezint\u0103 o activitate practic\u0103 (de fapt un complex de activit\u0103\u0163i practice)<\/span><\/div>\n
3. presupune utilizarea unor metode \u015fi tehnici specifice<\/span><\/div>\n
\n<\/div>\n
1.<\/span><\/div>\n
-orice demers al unui \u00eentreprinz\u0103tor trebuie s\u0103 porneasc\u0103 cu cercetarea pie\u0163ei.<\/span><\/div>\n
-marketingul trebuie v\u0103zut ca o stare de spirit.<\/span><\/div>\n
2.<\/span><\/div>\n
-aceste activit\u0103\u0163i se pot \u00eemp\u0103r\u0163i \u00een 2 categorii: activit\u0103\u0163i comune; activit\u0103\u0163i specifice marketingului<\/span><\/div>\n
3.<\/span><\/div>\n
-trebuie ca firma s\u0103 se racordeze cu mediul extern.<\/span><\/div>\n","protected":false},"excerpt":{"rendered":"

Marketingul de baz\u0103 se ocup\u0103 de pia\u0163\u0103, de schimb. Primul \u015foc al vechilor rela\u0163ii comerciale (t\u00e2rguri) \u00eel reprezint\u0103 era industrial\u0103 c\u00e2nd produc\u0163ia a atins cote imense. Astfel, s-a ridicat problema distribu\u0163iei de mas\u0103 datorit\u0103 cre\u015fterii m\u0103rimii pie\u0163ei. Acest lucru a semnalat necesitatea apari\u0163iei marketingului.  \u00cen privin\u0163a apari\u0163iei marketingului exist\u0103 numeroase controverse. Marketing \u00eenseamn\u0103 v\u00e2nzare \u015fi […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[11],"tags":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/cvnextjob.com\/index.php\/wp-json\/wp\/v2\/posts\/19771"}],"collection":[{"href":"https:\/\/cvnextjob.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/cvnextjob.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/cvnextjob.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/cvnextjob.com\/index.php\/wp-json\/wp\/v2\/comments?post=19771"}],"version-history":[{"count":0,"href":"https:\/\/cvnextjob.com\/index.php\/wp-json\/wp\/v2\/posts\/19771\/revisions"}],"wp:attachment":[{"href":"https:\/\/cvnextjob.com\/index.php\/wp-json\/wp\/v2\/media?parent=19771"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/cvnextjob.com\/index.php\/wp-json\/wp\/v2\/categories?post=19771"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/cvnextjob.com\/index.php\/wp-json\/wp\/v2\/tags?post=19771"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}