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Verde Diana-Georgianaș

Management-8332

Anul II

Marketing –  The four P`s

Popular, "marketing" is the promotion of products, especially advertising and branding.Hoever, in the !argon term has a broader spectrum of meanings that have a common element inmaking customer focus. The products are developed to satisfy the desires of groups of customers,and in some cases even of specific customers. Mcarthy divided marketing into four segments.Topology has become universally recogni#ed and $P%s & became a term of language.

The four Ps are'

Product' (spects of Product Management and Marketing handles products or productspecifications asset concerned, and ho they relate to the needs and ants of the end user.

Price' )efers to the pricing of a product, including discounts.

Promotion' *ncludes advertising, public relations, advertising and personal selling, andrefers to the different ays to promote a product, brand or company.

Placement or distribution refers to ho the product gets to the customer+ for eample, the placement at the retail point of sale or. This fourth P refers to the place here the product orservice is sold, eg geographic region or industry, and hich is addressed segment -young adults,

families, companies, businessmen, omen, men, etc..

These four elements are usually called marketing mi. ( trader can use these values todra up a marketing plan. The $P model is especially useful hen using a lo/value product.*ndustrial products, services and products ith high value need small ad!ustments to this model.Marketing services must consider the nature uni0ueness services. *ndustrial or 121 marketingmust take into account the value of long/term contractual agreements that are specifictransactions in the supply chain. Marketing relations trying to do this on marketing by the valueof long/term relations only in terms of individual transactions.

(s an opponent of this theory, Morgan, in )iding the 3aves of hange -4ossey/1ass,5677, adds "Perhaps the most important criticism that e can bring $P approach, and should beaare of, is that unconsciously embraces the vie inside/outside -on the company%s products,hereas the essence of marketing should be eterior/interior vies ". 8ven so, by building thisset easily memorable $P theory is a 0uick guide that covers most of the ma!or categories ofmarketing activity and the frameork ithin hich they can be used.

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Marketing-Cei 4 P

Popular, "marketing" repre#int9 promovarea produselor, mai ales publicitatea iș

 brandingul. Totu i, :n limba! profesional termenul are un spectru mai mare de :n elesuri care auș ț

ca element comun punerea :n centrul aten iei a clien ilor. Produsele sunt de#voltate pentru aț ț

satisface dorin ele unor grupuri de clien i, i, :n anumite ca#uri, chiar a unor clien i anume.ț ț ș țMcarthy a :mp9r it marketingul :n patru segmente de activitate. Topologia lui a devenitț

universal recunoscut9, iar setul lui de $P a devenit un termen al limba!ului.

ei patru P sunt'

Produs' (spectele de Managementul produselor i Marketingul produselor se ocup9 deș

specifica iile bunului sau produsului :n cau#9, i la modul :n care rela ionea#9 la nevoile iț ș ț ș

dorin ele utili#atorului final.ț

Pre ' ;e refer9 la procesul de stabilire a pre ului pentru un produs, inclusiv reducerile deț ț

 pre .ț

Promovare' *nclude reclama, rela iile publice, publicitatea i v<n#9rile personale, i seț ș ș

refer9 la diferite metode de promovare a unui produs, brand sau companie.

Plasament sau distribu ie, se refer9 la modul :n care produsul a!unge la client+ spreț

eemplu, plasamentul la locul v<n#9rii sau desfacerii cu am9nuntul. (cest al patrulea P facereferin 9 la locul unde produsul sau serviciul este v<ndut, eemplu regiune geografic9 sau ramuraț

industrial9, i segmentul c9ruia se adresea#9-tineri adul i, familii, companii, oameni de afaceri,ș ț

femei, b9rba i, etc..ț

(ceste patru elemente sunt de obicei numite marketing mi. =n comerciant poate folosi

aceste valori pentru a :ntocmi un plan de marketing. Modelul celor $P este folositor mai alesc<nd se folose te pentru produse de o valoare redus9. Produsele industriale, serviciile iș ș

 produsele cu o valoare mare au nevoie de mici adapt9ri ale acestui model. Marketingulserviciilor trebuie s9 aib9 :n vedere natura unicit9 ii serviciilor. Marketingul industrial sau 121ț

trebuie s9 in9 seama de valoarea pe termen lung a acordurilor contractuale care sunt specificeț

tran#ac iilor din lan ul de aprovi#ionare. Marketingul rela iilor :ncearc9 s9 fac9 acest lucruț ț ț

 privind marketingul prin prisma valorii pe termen lung a rela iilor dec<t prin prisma tran#ac iilorț ț

individuale.

a opo#ant al acestei teorii, Morgan, :n )iding the 3aves of hange -4ossey/1ass, 5677,

adaug9 "Poate c9 cea mai important9 critic9 pe care o putem aduce abord9rii $P, i de care arștrebui s9 fii con tient, este c9 :n mod incon tient :mbr9 i ea#9 punctul de vedere interior–eterior ș ș ț ș

-privind de la produsele companiei, pe c<nd esen a marketingului ar trebui s9 fie punctul deț

vedere eterior–interior". hiar i a a, prin construirea acestui set u or memorabil, teoria $P esteș ș ș

un ghid rapid care acoper9 ma!oritatea categoriilor ma!ore ale activit9 ii de marketing, precum iț ș

cadrul :n care aceste pot fi utili#ate.

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Tehnici (metode de !romo"are

Tehnici -metode de promovare / :n eleg<ndu/se prin aceasta principalele modalit9 i prinț ț

care produsele, serviciile i organi#a iile sunt f9cute cunoscute :n masa larg9 a cump9r9torilor+ș ț

Publicitatea care este o variabil9 de ordin calitativ av<nd drept scop pre#entarea indirect9-nepersona*9 / oral9 sau vi#ual9 / a unui mesa! :n leg9tur9 cu un produs, un serviciu sau o firm9de c9tre un sus in9tor -pl9ti tor identificat.ț

Promovarea v<n#9rilor, fiind o variabil9 de ordin cantitativ, const9 :n diverse ac iuniț

 promo ionale ce aduc consumatorului avanta!e economice materiale imediate -reduceri deț

 pre uri, oferte speciale, bonifica ii, etc.ț ț

)ela iile publice grupea#9 o serie de activit9 i specifice, de natur9 calitativ9 i pe termenț ț ș

lung, i sunt menite s9 :mbun9t9 easc9 imaginea produsului, serviciului sau firmei.ș ț

Marca repre#int9 ansamblul semnelor distinctive av<nd rolul de individuali#a un produs,o gam9 de produse, un serviciu, o firm9 :n raport cu cele ale concuren ei, de a garanta calitateaț

 produselor i de a certifica notorietatea i prestigiul firmei.ș ș

Manifest9rile promo ionale, formate din manifest9ri epo#i ionale i sponsori#are,ț ț ș

constituie deopotriv9 variabile calitative i cantitative ce presupun utili#area, pe perioade de timpș

determinate, a :ntregii game de tehnici i ac iuni promo ionale.ș ț ț

>or ele de v<n#are, au ca scop utili#area personalului :n ac iuni de prospectare,ț ț

demonstra ie, argumentare, negociere, :ncheiere de contracte, v<n#are efectiv9 a produselor,ț

consultan 9, asisten 9 tehnic9, toate fiind variabile preponderent cantitative, dar care nu eclud iț ț ș

ac iuni de ordin calitativ legate de formarea imaginii :ntreprinderii pe care o repre#int9.ț

Publicitatea direct9 -marketingul direct este pre#entat9 sub o varietate de forme' po taș

direct9 -mailing, telemarketingul -v<n#9rile directe prin telefon, v<n#9rile telematice -printelevi#iunea clasic9 i prin cablu v<n#9rile prin alte suporturi de mesa!e electronice -*nternetul.ș

?n activitatea de promovare a produselor, serviciilor i firmelor pe pie ele interna ionaleș ț ț

se folosesc cu succes i alte tehnici promo ionale cum ar fi' promovarea prin service, prinș ț

contrapartid9, prin leasing, consulting.

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Techni#ue$ (method$ !romotion

Techni0ues -methods promotion / understood by the main means by hich products,

services and organi#ations are publici#ed in the mass range of buyers+(dvertising that is a variable 0ualitative aimed indirect presentation -nepersona*9 / oral

or visual / a message about a product, service or firm by a supporter -pay tor identified.

;ales promotion, is a 0uantitative variable, consisting of various promotional materialsthat bring immediate economic benefits to the consumer -price reductions, special offers, bonus,etc.

Public )elations brings together a number of specific, 0ualitative and long/term, and aredesigned to improve the image of the product, service or company.

1rand is all badges ith the role individuali#e a product, product range, service, acompany in relation to the competition, to ensure product 0uality and to certify reputation and prestige of the company.

Promotional events consisting of ehibitions and sponsorship is both 0ualitative and0uantitative variables that involve the use in determined time, a hole range of techni0ues and promotional activities.

;ales forces, they aim to use the prospect personnel actions, demonstration, argument,negotiation, conclusion of contracts, the actual product sales, consulting, technical assistance, all

variables mainly 0uantitative but not 0ualitative ecluded and actions related The imagingcompany it represents.

&irect advertising -direct marketing is presented in a variety of forms' direct mail-mailing, telemarketing -direct sales by phone, sales of telematics -the classical and cabletelevision sales of electronic messages through other media -the *nternet.

*n the promotion of products, services and companies on international marketssuccessfully use and other promotional techni0ues such as' promoting the service bycounterparty, leasing, consulting.

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Di"idendul

&ividendul repre#int9 o parte din profitul net care vine pentru o ac iune emis9 de oț

societate pe ac iuni -societate de capitaluri anonim9 sau :n comandit9 pe ac iuni, care revineț ț

fiec9rui ac ionar :n raport cu ac iunile pe care le posed9.ț ț

&ividendul mai este definit i ca o distribuire :n bani sau :n natur9, efectuat9 de oș persoan9 !uridic9 unui participant la persoana !uridic9, drept consecin 9 a de inerii unor titluri deț ț

 participare la acea persoan9 !uridic9, ecept<nd urm9toarele'/ o distribuire de titluri de participare suplimentare care nu modific9 procentul de de inereț

a titlurilor de participare ale oric9rui participant la persoana !uridic9+

/ o distribuire :n bani sau :n natur9, efectuat9 :n leg9tur9 cu r9scump9rarea titlurilor de participare la persoana !uridic9, alta dec<t r9scump9rarea care face parte dintr/un plan der9scump9rare, ce nu modific9 procentul de de inere a titlurilor de participare al nici unuiț

 participant la persoana !uridic9+/ o distribuire :n bani sau :n natur9, efectuat9 :n leg9tur9 cu lichidarea unei persoane

 !uridice+/ o distribuire :n bani sau :n natur9, efectuat9 cu oca#ia reducerii capitalului social

constituit efectiv de c9tre participan i.ț

&ividendele se distribuie periodic, fiind pl9tite :n numerar, pachete adi ionale de ac iuniț ț

:n cadrul societ9 ii sau ambele i trebuie declarate ca venit :n anul :n care sunt primite, fiindț ș

impo#abile.8tapele stabilirii valorii dividendului de plat9 sunt urm9toarele'/ previ#iunea fluurilor de numerar -cash – flo /urilor suplimentare, re#ultate dup9

sc9derea fondurilor necesare pentru reali#area investi iilor, din fluurile po#itive de fonduriț

generate :n mod normal de c9tre firma, pe termen lung+

/ plata unor dividende constante pe ba#a previ#iunii reali#ate+/ :n ca#ul :n care realitatea dep9 e te a tept9rile, plata unui bonus sub forma unuiș ș ș

dividend suplimentar. &ac9 modificarea :n nivelul cash –flo / urilor are un caracter permanent,se modific9 gradual nivelul dividendelor odat9 cu o politica de informare a ac ionarilor legat9 deț

motivele i implica iile acestei modific9ri.ș ț

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The di"idend

The dividend is part of net profit that comes for a share issued by a company limited byshares -anonymous or capital company limited by shares, hich each shareholder returnsrelative to the shares they on.

defined as dividend distribution in cash or in kind, made by a legal person a participant inthe legal person as a result of the onership of units of that person, ecept the folloing'

• a distribution of additional units of hich does not change the percentage of

onership of the shares of any participant in the legal person+• a distribution in cash or in kind made in connection ith the redemption of shares

in legal person other than the redemption that is part of a plan to repurchase doesnot change the percentage of onership of the shares of any participant in thelegal person +

• a distribution in cash or in kind made in connection ith the li0uidation of a legal

 person+• a distribution in cash or in kind, made at the capital reduction effectively

constituted by the participants.&ividends are distributed regularly being paid in cash, additional packages of shares in

the company or both and must be declared as income in the year they are received, they aretaable.

The steps of determining the amount of the dividend payment are as follos'

• forecast cash flos -cash / flo s of additional results after deducting the

necessary funds for investment, the positive flos of funds normally generated bythe company in the long term+

•  payment of dividends based on the forecast made constant+• here reality eceeds epectations, the payment of a bonus as an etra dividend.

*f the change in the cash /flo / s is a permanent, gradual changes ith thedividend policy to inform shareholders of the reasons for and implications of suchchanges.