Universitatea BabeBolyai, ClujNapoca

Facultatea de tiine politice, administrative i ale comunicrii

Anul universitar 2010-2011

Nivel: Licen

Semestrul II

Titlul disciplinei: MARKETING

Locul de desfurare: Universitatea Babe-Bolyai Cluj-Napoca, Facultatea de tiine Politice,

Administrative i ale Comunicrii

Obiectivele cursului:

Acest modul i propune s prezinte noiunile de baz privind aspectele legate de domeniul marketing

Obiectivele de baz sunt:

Cunoaterea conceptelor legate de marketing;

Prezentarea i analizarea mediului de marketing i al piei;

Prezentarea i analizarea politicilor i strategiilor legate de mixul de marketing.

Prezentarea i analizarea aspectelor legate de satisfacia clienilor.

Competente dobndite:

Abilitatea de a nelege si aplica cunotinele legate de diferitele aspecte legate de domeniul

marketingului.

Capacitatea de a construi, analiza i aplica diferite strategii i modele de analiz din domeniul

marketingului

Metode de predare:

expunerea,

descrierea,

problematizarea,

studii de caz

Tematica cursului:

1. DEFINIIA I EVOLUIA CONCEPTULUI DE MARKETING

1.1. DEFINIIA CONCEPTULUI DE MARKETING

1.2. FUNCIILE DE MARKETING

1.3. ISTORIA I EVOLUIA MARKETINGULUI

2. MEDIUL MARKETINGULUI

2.1. CONCEPTUL DE MEDIU DE MARKETING

2.2. MACROMEDIUL FIRMEI

2.3. MICROMEDIUL FIRMEI

2.4. ANALIZA MEDIULUI DE MARKETING

PIAA FIRMELOR

3.1. NOIUNI INTRODUCTIVE

3.2. DIMENSIUNILE PIEEI

3.3. SEGMENTAREA PIEEI

MIXUL DE MARKETING

4.1. CONCEPTULUI DE MIX DE MARKETING

4.2. POLITICA DE PRODUS

4.3. POLITICA DE PRE

4.3. POLITICA DE DISTRIBUIE

4.4. POLITICA DE PROMOVARE

CAP.5 SATISFACIA CLIENILOR

5.1. DEFINIREA I IMPORTANA SATISFACIEI CLIENILOR

5.2. CLIENII ORGANIZAIILOR

5.4. MSURAREA SATISFACIEI CLIENILOR

Modalitate de examinare:

Examen final (scris) 70%

Lucrari pe parcurs seminar 30%

Bibliografie

1. Ali, Trkyilmaz, i Cokun, zkan, 'Development of a customer satisfaction index model - An application

to the Turkish mobile phone sector', 2007, Industrial management & Data Systems, Vol.107, no.5, p.672-

687;

2. Anderson, B., i Fagerhaug, T., Performance Measurement Explained, Designing and implementing Your

State of the Art System, Milwaukee (WI): ASQ Quality Press, 2003;

3. Anderson, E., W., i Fornell, C., 'Foundations of the American Customer Satisfaction Index', 2000, Total

Quality Management, Vol.11, no.7, p. S869-882;

4. Anderson, Eugene, W., i Sullivan, Mary, M., 'The Antecedents and Consequences of Customer

Satisfactions for Firms', 1993, Marketing Science, Spring, p.125-143;

5. Baker, Michael, J., i Hart, S., The Marketing Book, (6th

edition), Oxford: Elsevier Ltd, 2008;

6. Balaban, Delia, Cristina, Publicitatea - de la planificarea strategic la implementarea media,

Bucureti:Polirom, 2009;

7. Bartels, Robert, The History of Marketing Thought, (2nd

edition), Columbus (Ohio):Grid, 1988;

8. Charles, F. Phillips, i Delbert, J., Duncan, Marketing: principles and methods, (5th

edition), New York;

R. D. Irwin, Homewood, Ill., 1968;

9. Churchill, A., i Suprenant, C., 'An Investiogation into the Determinants of Customer Satisfaction', 1982,

Journal of Marketing Research, Vol.19, p.491-504;

10. Cronin, J., i Tayler, S.A., 'SERVPERF versus SERVQUAL: Reconciling Performance based and

Perceptions Minus Expectations Measurement od Service Quality', 1994, Journal of Marketing, Vol.58

(January), p.125-131;

11. Dabholkar, P.A., Shepard, D.C., Thorpe, D.I., 'A Comprehensive Framework for Service Qualiy: An

Investigation of Critical, Conceptual and Measurement Issue through a Longitudinal Study', 2000, Journal of

Retailing, Vol72, No.2, p.139-173;

12. Demetrescu, M., C., Analiza Inter i Intrafuncional de Marketing, 1977, Buletinul de Marketing, No.2,

p.15-31;

13. Derek, A., Rao, Tanniru, R., Analysis of Customer Satisfaction Data, Milwaukee (Wisconsin): ASQ

Press, 2000;

14. Derek, A., Rao, Tanniru, R., Analysis of Customer Satisfaction Data, Milwaukee (Wisconsin): ASQ

Press, 2000;

15. Diffenbach, J., 'Corporate environmental analysis in large US corporations', Long Range Planning, 1983,

Vol. 16, No. 3, pp. 107116;

16. Dixon, Donald, 'Prejudice vs. marketing? An examination of some historical source', 1979, Akron

Business and Economic Review, No.2, pp.37-42;

17. Doyle, P. (1994) Marketing Management and Strategy, New York: Prentice Hall, 1994;

18. Drummond, G., i Ensor, J., Introduction to Marketing Concepts, Oxford: Elsevier Butterworth -

Heinemann, 2005;

19. Engle, J., i Blackwell, R.D.,, Consumer behavior, New York: Holt, Rinehart and Wiston, 1982;

20. Florescu, C., Balaure, V., Boboc, St., Ctoiu, I., Olteanu, V., Pop, Al., N., Marketing, Bucureti: Garell

Poligraphis, 1992;

21. Fornell, C. (1992), 'A national satisfaction barometer: The Swedish experience', 1992, Journal of

Marketing, Vol.56, p.6-21;

22. Fornell, C., Johnson, M.D., Anderson, E.W., Bryant, B.E., 'The American Customer Satisfaction Index:

nature, purpose and findings', 1996, Journal of Marketing, Vol.60, No.4, p.7-18;

23. Fornell, C., Johson, M.D., Anderson, E.W., Cha, J., Bryant, B.E., 'The American customer satisfaction

index: nature, purpose and finding', 1996, Journal of Marketing, Vol.60, p.7-18;

24. Fornell, C., The Satisfied Customer, Winners and Losers in the battle for Buyer Preferance, New York:

Palgrave MacMillan, 2007;

25. Gordon, McDougall, i Terrence, Levesque, 'Customer satisfaction with service, putting perceived value

into the ecuation', 2004, Journal of Services Marketing, Vol.14, no.5, p.392-410;

26. Hollander, C., Rassuli, M., Jones, Brian, Dix , L.F., 'Periodization in Marketing History', 2005, Journal

of Macromarketing, Vol.25, no.1, p.32-41;

27. Howard, J., i Sheth, J., The Theory of Buyer behavior, New York: John Wiley and Sons Inc., 1969;

28. Hunt, Keith, Conceptualization and measurement of Customer Satisfaction and Dissatisfaction ,

Cambridge: Marketing Science Institute, 1977;

29. Jan, A., Eklf, i Anders, Westlung, 'Customer satisfacion index and its role in quality management',

1998, Total Quality Management, Jul. Vo.9, No.4/5 p. S80-S85;

30. Jobber D., i Lancaster, G.A., Selling and Sales Management, London: Prentice Hall, 2009;

31. Jones, D.G.Brian, i Shaw, Eric, 'History of marketing thought', in Weitz Barton i Wensley Robin,

Handbook of marketing, , London:Sage, 2002, p.39-62;

32. Karl Moore, i Niketh, Pareek, Marketing - The Basics, New York: Routledge Taylor & Francis Group,

2006;

33. Kelly, Eugene, J., Marketing: Stratgies et fonctions, Paris: Dunod, 1968;

34. Kotler Ph., Saunders, J., Amstrong, G., Wong, V., Principiile Marketingului, Bucureti:Teora, 1999;

35. Kotler, Ph., Managementul Marketingului: Analiz, Planificare, Implementare, Control, Bucureti:

Teora, 1999;

36. Kotler, Ph., Marketing Management, (11th Edition), New York: Prentice Hall, 2001;

37. Kristensen, K., Martensen, A., Grnholdt, L., 'Customer satisfaction measurement at Post Denmark:

Results of application of the European Customer Satisfaction Index Methodology', 2000, Total Quality

Management, Vol.11, no.7, p. S1007-S1015;

38. Lendrevie, J., Lindon, D., Laufer, R., Mercator, Paris: Dunod, 2006;

39. Mary Ellen Zuckerman i Mary L. Carsky, 'Contribution of Women to U.S. Marketing Thought: The

Consumers' Perspective', Journal of the Academy of Marketing Science 1900-1940, Volume 18, No. 4, pp.

313-318;

40. Niger, Hill, i Alexander, Jim, Handbook of customer satisfaction measurement, Hampshire (UK):

Gower Publishing Ltd., 2001;

41. Oliver, R.L., 'A Cognitive Model of the Antecedents and Consequences of Satisfaction Decizions', 1980,

Journal of Marketing Research November Vol.17, p.460-469;

42. Oliver, R.L., Satisfaction: A behavioral perspective on the consumer, New York: McGraw-Hill

Companies, Inc, 1997;

43. Olson, J.C., i Dover P., 'Disconfirmation of consumer expectations through product trail', 1979, Journal

of Applied Psychology, Vol.64, p.179-189;

44. Paina, N., Lazr, D., Vorzsak, A., Plia, I, Pop, D.,M., i alii, Bazele Marketingului, Cluj-Napoca:

Presa Universitar Clujan, 2002;

45. Parasuraman, A., Berry, L., Zeithaml, V.A., 'SERVQUAL: A multiple-idem scale for measuring

customer perceptions of service quality', 1988, Journal of Retailing, Vol.16, p.12-40;

46. Raboca H., Lazr I., Solomon Adina, 'Exploratory Analysis of Customer Satisfaction in case of Cluj-

Napoca, City Hall Social Canteen', 2009, Transylvanian Review of Administrative Sciences, No.25E/January,

p.111-131;

47. Raboca H., Lazr I., Solomon Adina, 'Exploratory Analysis of Customer Satisfaction in case of Cluj-

Napoca, City Hall Social Canteen', 2009, Transylvanian Review of Administrative Sciences, No.25E/January,

p.111-131;

48. Raboca Horia i Dodu, Marius (2007), 2007, volumul conferinei internaionale "Competitiveness and

European Integration" UBB-FSEGA, Cluj-Napoca: Alma Mater, p.212-221;

49. Raboca, Horia, 'Determinants of Customer Satisfaction and Service Quality - The case of Romanian