Marketing International

82
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Transcript of Marketing International

Page 1: Marketing International

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Page 2: Marketing International

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Page 3: Marketing International

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Page 4: Marketing International

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Page 5: Marketing International

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Page 6: Marketing International

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1 Kotler, Ph., Dubois, B., 2000, p.35.

Page 7: Marketing International

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Page 8: Marketing International

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termen lung. (Ollivier A., Dayan A., Ourset R., 1999, p.8)

Germanii� GHILQHVF�PDUNHWLQJXO� LQWHUQD LRQDO� GUHSW�DQDOL]��� SODQLILFDUH��

UHDOL]DUH�� FRRUGRQDUH� úL� FRQWURO� DO� DFWLYLW� LORU� UHIHULWRDUH� OD� SLD ��� DOH� XQHL�

vQWUHSULQGHUL�FH�GHUXOHD]��DIDFHUL�vQ�PDL�PXOWH� �UL� (Meffert H., Bolz J., 1998,

p. 25)

Page 9: Marketing International

În FRQFHS LD� DPHULFDQ�� PDUNHWLQJXO� LQWHUQD LRQDO� VH� DIO�� SXWHUQLF�

demersului de globalizare al afacerilor fiind considerat un proces de conducere

DO�DFWLYLW� LL�vQWUHSULQGHULL�SULQ�DERUGDUHD�SLH LL�LQWHUQH�úL�LQWHUQD LRQDOH�FD�XQ�

vQWUHJ��vQ�YHGHUHD�FUHúWHULL�SHUIRUPDQ HORU�vQWUHSULQGHULL� (Cateora, Ph., 1999)

Ca o concluzie�D�FHORU�WUHL�GHILQL LL�VH�SRDWH�FRQFOX]LRQD�F��marketingul

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2.2. Obiective OH�PDUNHWLQJXOXL�LQWHUQD LRQDO�

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Page 10: Marketing International

0DUNHWLQJXO� LQWHUQD LRQDO� PDL� SRDWH� IL� GHILQLW� úL� FD� ansamblu de

DFWLYLW� L� DGXF�WRDUH� GH� QRL� FOLHQ L� GH� SH� GLIHULWH� SLH H� H[WHUQH�� ULJXURV�

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piH HL�PRQGLDOH iar pentru atingerea sa cele mai importante obiective ale sale

sunt:

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Page 11: Marketing International

3ULYLW�� GLQ� SXQFW� GH� YHGHUH� DO� HFRQRPLHL� LQWHUQD LRQDOH� R� DIDFHUH�

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FODU��D�

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belief);

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identity).

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úL� PHFDQLVPHOH� SH� FDUH� OD� DQWUHQHD]�� �6XW��� 1��� 0LURQ�� '��� 6XW�-

Selejan, S., 2000, p. 34);

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LQWHUQD LRQDO�

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(Ollivier, A., Dayan, A., Ourset, R., 1991, p. 10-11):

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Page 12: Marketing International

¾�9�PXLUHD�

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comunicare cu diferite sisteme culturale stU�LQH��R� IOH[LELOLWDWH� UHPDUFDELO�� vQ�

gândire, GXEODW��GH�FDSDFLWDWHD�GH�DGDSWDUH��V�Q�WDWH�úL�FRQGL LH�IL]LF��úL�QX�SH�

ultimul loc R�SXWHUQLF��PRWLYD LH�pentru ceea ce întreprinde.

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distincte:

¾�Primul stadiu – PDUNHWLQJXO�GH�H[SRUW�úL�PDUNHWLQJXO�GH�LPSRUW –

HVWH� FDUDFWHUL]DW�SULQ�SUHRFXS�ULOH�GH�SLRQHUDW� vQ�GRPHQLX�úL�SRDWH� IL�

UH]XPDW� OD� R� VLPSO�� H[WHQVLH� D� DFWLYLW� LL� GH� marketing în afara

JUDQL HORU�� VLWXD LH� FH� SRDWH� IL� FDWDORJDW�� GUHSW� XQ�marketing extern

ocazional �.XOKDY\��(���������S��������3H�ED]D�H[SHULHQ HL�GREkQGLWH�

SH�SLD D�H[WHUQ�� vQWUHSULQGHUHD�SRDWH� WUHFH� OD�XQ�SURJUDP�SHUPDQHQW��

orientându-úL� FRQVWDQW� R� SDUWH� GLQ� RIHUW�� VSUH� DFHDVW�� GHVWLQD LH��

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sub numele de PDUNHWLQJ�DO�FRPHU XOXL�H[WHULRU� (Croue Ch., 1999, p.

18);

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constituie într-R�HWDS��GLVWLQFW��GH�FHD�DQWHULRDU���vQ�PRPHQWXO�vQ�FDUH�

Page 13: Marketing International

FRPSOH[LWDWHD�SUREOHPHORU�OHJDWH�GH�SHQHWUDUHD�SLH HORU�H[WHUQH�D�GXV�

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VSUH�VWU�LQ�WDWH��

¾�Al treilea stadiu – PDUNHWLQJXO� PXOWLQD LRQDO – este stadiul unui

accentuat proces de integrare a marketingului domestic cu cel

LQWHUQD LRQDO�� RUJDQL]D LLOH� FH-O� DGRSW�� RULHQWkQGX-úL� GHPHUVXO� GH�

marketing concomitent spre mai multe zone ale Terrei, ce se constituie

vQ�SLH H�UHJLRQDOH� LQW��

¾�Al patrulea stadiu – marketingul global – este stadiul cel mai înalt,

DWLQG� SkQ�� vQ� SUH]HQW�� GH� HYROX LD� PDUNHWLQJXOXL� SH� JORE�� URG� DO�

procesului de globalizare a afacerilor la nivel mondial. Un astfel de

nivel de dezvoltare este specific FRPSDQLLORU�WUDQVQD LRQDOH��VRFLHW� L�

GH�IRDUWH�PDUL�GLPHQVLXQL�UHSUH]HQWkQG�FRQJORPHUDWH�GH�XQLW� L�SODVDWH�

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¾�Similitudini în comportamentul consumatorilor la nivel mondial.

Marketing global:

¾�Standardizarea programelor de marketing;

¾�Standardizarea proceselor de marketing;

¾�&HQWUDOL]DUHD�DFWLYLW� LL�GH�PDUNHting.

Page 14: Marketing International

*OREDOL]DUHD�UDPXULORU�GH�SURGXF LH�RIHUWDQWH�

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¾�Standardizarea SURJUDPHORU� GH� PDUNHWLQJ� LQWHUQD LRQDO� în domenii

cum sunt:

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- SROLWLFD�GH�GLVWULEX LH�

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sunt:

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- GHUXODUHD�FHUFHW�ULORU�GH�PDUNHWLQJ�

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DFWLYLW� LORU�GH�PDUNHWLQJ�

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game largi de obiective ce privesc:

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SHUIRUPDQ ��

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Page 15: Marketing International

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centralizare-GHVFHQWUDOL]DUH� PDQDJHULDO��� în raport cu gradul de implicare al

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'H]YROWDUHD� DFWLYLW� LL� GH� PDUNHWLQJ� LQWHUQD LRQDO� OD� QLYHO� GH� vQWUHSULQGHUH�

SRDWH�vPEU�FD�IRUPD�D�GRX��DOWHUQDWLYH�VWUDWHJLFH�

Page 16: Marketing International

¾�prin concentrare – sub forma inteUQD LRQDOL]�ULL�vQ�FDVFDG��(Keegan J.

W., 1998);

¾�prin acumulare – sub forma PDUNHWLQJXOXL� LQWHUQD LRQDO� JOREDO�

(ollivier, A., Dayan A., Ourset, R., 1991, p. 8-9).

$FWLYLWDWHD�GH�PDUNHWLQJ�vQ�FD]XO�LQWHUQD LRQDOL]�ULL�vQ�FDVFDG��VH�GHUXOHD]��

vQ�IHOXO�XUP�WRr:

¾�UHDOL]DUHD�VWXGLXOXL�SLH HORU�GH�H[SRUW�SRWHQ LDO� LQWH�

¾�VHOHFWDUHD�]RQHL�VDX� �ULL�LGHQWLILFDW��D�IL�FHD�PDL�IDYRUDELO��

¾�GHILQLUHD� XQHL� DOWHUQDWLYH� GH� S�WUXQGHUH� D� vQWUHSULQGHULL� SH� UHVSHFWLYD�

SLD ��

¾�definirea unei oferte comerciale în termeni de produV�� VHUYLFLL�� SUH ��

FRQGL LL�GH�OLYUDUH�DGHFYDWH�SLH HL�VHOHF LRQDWH�

¾�GHILQLUHD�XQHL�SROLWLFL�FRPHUFLDOH��DOHJHUHD�IRU HORU�GH�YkQ]DUH��D�SROLWLFLL�

GH�GLVWULEX LH�úL�FRPXQLFD LL�

¾�SXQHUHD� vQ� RSHU�� D� GHPHUVXOXL� GH� PDUNHWLQJ�� FRQWURO� úL� HYHOXDUHD�

rezultatelor SHQWUX�D�VH�SXWHD�SUHJ�WL�SDVXO�XUP�WRU�

Alegerea între concentrare sau acumulare drept alternative de

LQWHUQD LRQDOL]DUH�GHSLQGH�GH��4XDUN��+���������S����-83):

¾�SRVLELOLW� LOH�ILQDQFLDUH�DOH�FRPSDQLHL�

¾�DWUDFWLYLWDWHD�SLH HORU� LQW��

¾�caracteristicile produselor ce compun oferta;

¾�QDWXUD�FHUHULL�SHQWUX�UHVSHFWLYHOH�P�UIXUL�

¾�QLYHOXO�FRPSHWL LHL�SH�SLH HOH�VHOHF LRQDWH�

$WUDFWLYLWDWHD� FRQFRPLWHQW�� D�PDL�PXOWRU�SLH H��FH�PRWLYHD]��XQ�marketing

LQWHUQD LRQDO�JOREDO�GDW��GH�

¾�P�ULPHD�SLH HORU�vQ�FDX]��

¾�UDWD�GH�FUHúWHUH�HFRQRPLF��

¾�FRQFXUHQ D�OLPLWDW��

¾�QXP�UXO�VF�]XW�GH�EDULHUH�GH�LQWUDUH�

Page 17: Marketing International

¾�FDSDFLWDWHD�ÄUHIOHFWRUL]DQW�´�D�SLH HORU�SHQHWUDWH�

¾�SR]L LD�FKHLH�GH LQXW��GH�DQXPLWH�SLH H�

¾�VWDWXWXO�GH�LQRYDWRU�DO�UHVSHFWLYHORU�SLH H�

&DSLWROXO����$QDOL]D�PHGLXOXL�GH�SLD ��LQWHUQD LRQDO� &HUFHWDUHD�PHGLXOXL�GH�SLD �� LQWHUQD LRQDO�VROLFLW��R�PXQF�� vQ�HFKLS��� vQ�

FDGUXO� F�UHLD� PDUNHWHUXO� FRQOXFUHD]�� FX� VSHFLDOLVWXO� vQ� PDFURHFRQRPLH� úL� FX�

FHLODO L� FROHJL� U�VSXQ]�WRUL� GH� DFWLYLWDWHD� GH� FHUFHWDUH� úL� GH]YROWDUH��

aprovizionare, fabricD LH��GHVIFDHUH��SHUVRQDO��vQWUXFkW�UH]XOWDWXO�FH�VH�GRUHúWH�D�

IL� RE LQXW� QX� VOXMHúWH� H[FOXVLY� GHFL]LLORU� FRPSDUWLPHQWXOXL� GH� PDUNHWLQJ�

LQWHUQD LRQDO� FL� úL� SUHJ�WLULL� SODQXOXL� VWUDWHJLF� DO� vQWUHSULQGHULL�� $FHDVW��

LQYHVWLJD LH�HVWH�QHFHVDU��QX�QXPDL�PDULORU concerne multi-�úL�WUDQVQD LRQDOH�FL�

úL� VXWHORU� GH� PLL� GH� vQWUHSULQGHUL� PLFL� úL� PLMORFLL�� FDUH�� FX� JUDGH� GLIHULWH� GH�

LPSOLFDUH��VH�RULHQWHD]��VSUH�FkPSXO�GH�DF LXQH�DO�PDUNHWLQJXOXL�LQWHUQD LRQDO�

Mediul de marketing VH�FHUH�DQDOL]DW�GLQ�GRX��SHUVSHFWLYH:

¾�din perspectiva raporturilor pe care le are întreprinderea cu o serie de

IDFWRUL� FDUH� DF LRQHD]�� vQ� DIDUD� HL�� GDU� úL� vQ� LQWHULRUXO� HL�� DFHVWD�

reprezentând micromediul de marketing;

¾�dintr-R�SHUVSHFWLY��JHQHUDO���FDUH�H[SULP��IDFWRULL�FH�DF LRQHD]�� OD�VFDUa

VRFLHW� LL�� HO� UHSUH]HQWkQG� macromediul de marketing. Acesta se

VWUXFWXUHD]��OD�UkQGXO�V�X�vQ�GRX��FRPSRQHQWH�PDFURHFRQRPLFH�GLVWLQFHW�

- PHGLXO�VXSUDQD LRDQO�

- PHGLXO�QD LRQDO�

�����0HGLXO�GH�SLD ��VXSUDQD LRQDO�

Structura PHGLXOXL�GH�SLD ��VXSUDQD LRQDO�cuprinde:

¾�UHJOHPHQW�UL� VXSUDQD LRQDOH� DOH� RUJDQLVPHORU� LQWHUQD LRQDOH� úL� DOH�

FRRSHU�ULORU�HFRQRPLFH�VXSUDQD LRQDOH�FH�DX�GUHSW�HPLWHQ L�

- RUJDQL]D LL�LQWHUQD LRQDOH�JHQHUDOH�

Page 18: Marketing International

- comisii de specialitate ale acestora;

- FRRSHU�UL�HFRQRPLFH�VXSUDQD LRQDOH�

¾�'H]YROW�UL�LQWHUQD LRQDOH�EL-�úL�PXOWLODWHUDOH�

Marketerul –�FD�VSHFLDOLVW�vQ�GRPHQLXO�PDUNHWLQJXOXL�LQWHUQD LRQDO�– i se

FHUH� UHDOL]DUH� OHJ�WXULORU� GLQWUH� UHJOHPHQW�ULOH� HPDQDWH� GH� OD� VWUXFWXULOH�

VXSUDQD LRQDOH�SkQ��OD�FHOH�QD LRQDOH��FH�SULYHVF�GRPHQLXO�SLH HL�SH�FDUH�YUHD�V��

S�WUXQG��VDX�SH�FDUH�DF LRQHD]���VSUH�D�FRQVROLGD�SR]L LD�vQWUHSULQGHULL�VDOH�

0DFURPHGLXO� VXSUDQD LRQDO� UHXQHúWH� IDFWRULL� GH� LQIOXHQ ��PRQGLDO�� VDX�

]RQDO�� DVXSUD� SLH HL�� VHPQLILFD LD� ORU� GHS�úLQG�� GH� PXOWH� RUL�� FDGUXO�

HFRQRPLFXOXL� úL� WUHFkQG� vQ� VIHUD� SROLWLFXOXL� úL� D� WHKQRORJLFXOXL�� $FHVW� PHGLX�

DVLJXU�� VXSRUWXO� XQRU� VWUXFWXUL� PDL� RPRJHQH�� IRUPDWH� GLQ� PHGLLOH� GH� SLD ��

QD LRQDOH�

Marketerul WUHEXLH� V�� DLE�� vQ� YHGHUH�� FkQG� RSHUHD]�� FX� R� DQXPLW�� DU���

DIODW��vQ�UHOD LL�ILQDQFLDUH�FX�)RQGXO�0RQHWDU�,QWHUQD LRQDO��GDF��DFHVWD�GLQ�XUP��

i-a acordat credit, în continuare sau i-a refuzat acest lucru.

�����9DULDELOHOH�PHGLLORU�GH�SLD ��QD LRQDO�� 3.2.1. Mediul politic.

Elementele mediului politic:

¾�tipul de guvernare:

- SDUODPHQWDU��� UHSXEOLF�� SDUODPHQWDU��� UHSXEOLF�� SUH]LGHQ LDO���

PRQDUKLH�FRQVWLWX LRQDO��

- DEVROXWLVW���PRQDUKLH�DEVROXWLVW���GLFWDWXU��PLOLWDU��VDX�FLYLO��

¾�sistemul partidelor politice:

- unipartid;

- bipartid;

- multipartid;

- FRDOL LL�

1D LRQDOLVPXO� HFRQRPLF� UHSUH]LQW�� FHO� PDL� LPSRUWDQW� IDFWRU politic de

QDWXU��V��DIHFWH]H�DIDFHULOH�LQWHUQD LRQDOH��&RQGL LD�HVHQ LDO��SHQWUX�FD�XQ�VWDW�V��

Page 19: Marketing International

VXSUDYLH XLDVF�� PDL�PXOW� GHFkW� XQ�PRPHQW� LVWRULF� HVWH� FD� HO� V�� VH� EXFXUH� GH�

ORLDOLWDWHD�FHOHL�PDL�PDUL�S�U L�D�UH]LGHQ LORU�V�L�

3.2.2. Mediul juridic.

PrintUH�FRPSRQHWHOH�HVHQ LDOH�DOH�PHGLXOXL�MXULGLF�VH�DIO��sistemul juridic

úL�FRQúWLLQ D�MXULGLF��

Cele mai importante domenii ale dreptului XQHL� �UL�FH�VH�FHU�LQYHVWLJDWH�

de lumea afacerilor sunt:

¾�GUHSWXO�FRPHU XOXL�H[WHULRU�

¾�GUHSWXO�HFRQRPLF�úL�ILQDQFLDU�

¾�GUHSWXO�FRQFXUHQ HL�

¾�dreptul fiscal;

¾�GUHSWXO�PHGLXOXL�vQFRQMXU�WRU�

¾�dreptul muncii.

3.2.3. Mediul economic.

Mediul economic�GHWHUPLQ��GHFLVLY�GH]YROWDUHD�FHUHULL�úL�RIHUWHL�SUHFXP�úL�

FRPSRUWDPHQWXO�FRQVXPDWRULORU�SRWHQ LDOL�SH�SLH H�H[WHUQH��

PrincipaliL�LQGLFDWRUL�PDFURHFRQRPLFL�IRORVL L�vQ�FDUDFWHUL]DUHD�XQHL�SLH H�

externe:

¾�SURGXVXO� LQWHUQ� EUXW� �3,%��� vQ� SUH XUL� FXUHQWH�� vQ� SUH XUL� FRPSDUDELOH��

VWUXFWXU��

¾�YHQLWXO�PHGLX�SH�ORFXLWRU��QRPLQDO�úL�UHDO��

¾�VWUXFWXUD�YHQLWXULORU��SH�IRUP��GH�SURYHQLHQ ���SH�JUXSH�GH�GH LQ�WRUL�GH�

venituri;

¾�cheltuieli de consum: pe totel; în structura pe grupe de menaje;

¾�vQ]HVWUDUHD�FX�EXQXUL�GH�IRORVLQ ��vQGHOXQJDW��

¾�SUH XULOH�vQ�HYROX LD�ORU��LQGLFHOH�SUH XULORU�FX�ULGLFDWD��LQGLFHOH�SUH XULORU�

bunurilor de consum;

¾�gradul de oFXSDUH� D� IRU HL� GH� PXQF��� SURSRU LD� SRSXOD LHL� RFXSDWH� vQ�

SRSXOD LD�DFWLY���UDWD�úRPDMXOXL�

Page 20: Marketing International

¾�VROGXO�EDODQ HL�GH�SO� L�

¾�importul;

¾�VROGXO�EDODQ HL�FRPHUFLDOH�� WRWDO��FX� �ULOH� LQGXVWULDOL]DWH�RFFLGHQWDOH��FX�

�ULOH�FHQWUDO�úL�HVW-europene;

¾�VXSUDID D�úL�SURGXF LD�DJULFRO���VXSUDID D�WRWDO��FXPXODWLY���GLQ�FDUH�WHUHQ�

DUDELO� úL� FXOWXUL� SHUHQH�� SURGXF LD� SULQFLSDOHORU� SURGXVH� DJULFROH��

úHSWHOXOXL�

¾�SURGXF LD�SULQFLSDOHORU�SURGXVH�LQGXVWULDOH�

$O L�IDFWRUL�VHPQLILFDWLYL�FH�FDUDFWHUL]HD]��PHGLXO�HFRQRPLF�DO�XQHL�SLH e:

¾�P�ULPHD�úL�VWUXFWXUD�YHQLWXULORU�FRUHODW��FX�QLYHOXO�SUH XULORU�

¾�structura cheltuielilor pentru consum;

¾�liberalismul economic.

3.2.4. Mediul fizico-geografic.

3HQHWUDUHD�XQHL� SLH H� VWU�LQH�GHSLQGH�GH�JUDGXO� IL]LF� GH� DFFHVLELOLWDWH� DO�

acesteia, în anali]D� F�UXLD� LQWHUYLQH� GLVWDQ D� JHRJUDILF��� UHVXUVHOH� QDWXUDOH��

SRWHQ LDOXO�HQHUJHWL�ORFDO��0DUNHWHUXO�WUHEXLH�V��GREkQGHDVF��LQIRUPD LL�DVXSUD�

infrastructurii rutiere, feroviare, fluviale, aeriene H[LVWHQWH�SH�SLD D�YL]DW��

3.2.5. Mediul socio-demografic.

3H� RULFH� SLD �� H[WHUQ�� SRSXOD LD� FRQVWLWXLH� SULQFLSDOXO� SXUW�WRU� GLUHFW� DO�

FHUHULL��$FHVW�IDSW�H[SOLF��GH�FH�WUHEXLH�V��L�VH�DFRUGH�R�DWHQ LH�DSDUWH�XUP�ULQGX-

VH�RE LQHUHD�GH�LQIRUPD LL�FkW�PDL�GHWDOLDWH�DVXSUD�P�ULPLL�úL�VWUXFWXULL�acesteia.

Cererea penWUX�R�ODUJ��YDULHWDWH�GH�P�UIXUL�HVWH�GHSHQGHQW��GH�

¾�VWUXFWXUD�SH�VH[H�úL�SH�YkUVWH�DOH�SRSXOD LHL�

¾�VSHUDQ D�PHGLH�GH�YLD ��D�DFHVWHLD�

¾�P�ULPHD�úL�VWUXFWXUD�IDPLOLHL�

¾�UDWD�QDWDOLW� LL�úL�FHD�D�PRUWDOLW� LL�

�������0HGLXO�WHKQLF�úL�GH�DIDFHUL�

Page 21: Marketing International

Structura cHUHULL�GH�SURGXVH�GLQ�LPSRUW�HVWH�LQIOXHQ DW��SH�R�SLD ��VWU�LQ��úL�

de nivelul tehnologic de dezvoltare DO� �ULL�vQ�FDX]���GH�GLVSRQLELOLWDWHD�DFHVWHLD�

GH�D�LQWURGXFH�QRXO�vQ�IDEULFD LH�úL�vQ�FRQVXP�

ÌQ� HYDOXDUHD� GRW�ULL� WHKQRORJLFH� D� XQHL� SLH H� H[WHUQH� Sot fi luate drept

puncte de reper:

¾�GRWDUHD�PHQDMHORU�FX�DSDUDWXU��HOHFWURPHQDMHU��

¾�vQ]HVWUDUHD�FX�DSDUDWXU��DXGLR-video;

¾�GHQVLWDWHD�UH HOHL�GH�WHOHYL]LXQH�SULQ�FDEOX�

¾�QXP�UXO�DERQD LORU�WHOHIRQLFL�OD�����GH�SHUVRDQH�

¾�aria de acoperire a telefoniei mobile;

¾�SDUFXO�GH�DXWRXWLOLWDUH�úL�DXWRPRELOH�

¾�QXP�UXO�DERQDPHQWHORU�OD�UH HDXD�,17(51(7�

¾�JUDGXO�PHGLX�GH�FDOLILFDUH�DO�IRU HL�GH�PXQF��úL�GLIHUHQ LHUHD�DFHVWXLD�SH�

ramuri.

(OHPHQWH�GH�QDWXU��D�FRPSOHWD�LQIRUPD LD�SULYLWRDUH�OD�PHGLXO�GH�DIDFHUL�GH�

SH�SLD D�LQWHUQD LRQDO��VH�SRW�UHIHUL�OD�

¾�spiritul de negociere;

¾�rolul afacerilor în societate;

¾�IRUPDOLW� LOH� ELURFUDWLFH�� FH� VH� FHU� vQGHSOLQLWH� SHQWUX� GHVFKLGHUHD� XQHL�

afaceri;

¾�GXUDWD� UHDOL]�ULL� DFHVWRU� IRUPDOLW� L� úL� ÄPDQLHUD´� HYLW�ULL� EDULHUHORU�

birocratice;

¾�JDUDQ LLOH�FHUXWH�vQ�DFFHVXO�OD�SLD D�ORFDO��D�FUHGLWXOXL�

¾�WLSXO� úL� P�ULPHD� FHORU� PDL� LPSRUWDQWH� DIDFHUL� vQFKHLDWH� GH� LQYHVWLWRULL�

VWU�LQL�vQ�XOWLPLL�DQL��SH�SLD D� LQW��

3.2.7. Mediul cultural.

Cultura HVWH�SULYLW��GUHSW�DVSHFWXO�XPDQ�DO�GH]YROW�ULL�� ÌQ�DFHVW�VHQs ea

HVWH�GHILQLW��D�IL�XQ�JUXS�GH�U�VSXQVXUL�vQY� DWH�GH�GLIHULWH�SRSRDUH�OD�VWLPXOL�

variabili.

Page 22: Marketing International

&RPSRQHQWHOH� PHGLXOXL� FXOWXUDO� OHJDWH� GH� FkPSXO� GH� DF LXQH� DO�

PDUNHWLQJXOXL�LQWHUQD LRQDO�

¾�OLPED�úL�VLVWHPHOH�GH�FRPXQLFDUH�

¾�HGXFD LD�

¾�religia;

¾�PXQFD�úL�WLPSXl liber;

¾�VLVWHPXO�GH�YDORUL�úL�DWLWXGLQL�

¾�PRELOLWDWHD�FXOWXUDO��

¾�UHOD LLOH�LQWHUXPDQH�

�����$QDOL]D�PLFURPHGLXOXL�vQWUHSULQGHULL�SH�SLD D�VWU�LQ��

&OLHQ LL�VXQW�FHL�PDL�LPSRUWDQ L�DFWRUL�DL�PLFURPHGLXOXL�vQWUHSULQGHULL�SH�R�

SLD �� VWU�LQ���3HQWUX�D-i putea LGHQWLILFD�úL� ORFDOL]D�H[DFW�PDUNHWHUXO� WUHEXLH�V��

vQI�SWXLDVF��R�VHJPHQWDUH�FRUHFW��D�SLH HL�GLQ�SXQFW�GH�YHUGHUH�DO�QHYRLL�F�UHLD�L�

VH�DGUHVHD]��FX�EXQXULOH�úL�VHUYLFLLOH�VDOH��SUHFXP�úL�D�SR]L LHL�SH�FDUH�DFHVWD�DU�

dobândi-o în ansamblul ofertei.

ConFXUHQ LL� VXQW� D� GRXD� FDWHJRULH� GH� DFWRUL� FX� FDUH� VH� FRQIUXQW��

PDUNHWHUXO�SH�R�SLD ��VWU�LQ���

,QWHUPHGLDULL� GH� GLVWULEX LH� UHSUH]LQW�� D� WUHLD� FDWHJRULH� GH� DFWRUL�� FH�

DF LRQHD]��vQ�PHGLXO�PLFURHFRQRPLF�DO�vQWUHSULQGHULL��3ULQ�DFWLYLWDWHD�ORU�DFHúWLD�

XUP�UHVF�V��VSULMLQH�YkQ]DUHD�SURGXVHORU�F�WUH�XWLOL]DWULL�ILQDOL�

$O L� DFWRUL� UHSUH]LQW�� R� FDWHJRULH� FX� VWUXFWXU�� HWHURJHQ�� vQ� FDGUXO�

FRPSRQHQWHORU�PLFURPHGLXOXL�vQWUHSULQGHULL�SH�R�SLD ��VWU�LQ���$FHDVW��FDWHJRULH�

cuprinde:

¾�furnizorii de resurse;

¾�transportatorii;

¾�LQVWLWX LLOH�GH�DVLJXU�UL�

¾�FHQWUHOH�GH�FRQVXOWDQ ��

¾�LQVWLWXWHOH�GH�FHUFHW�UL�

Page 23: Marketing International

¾�DJHQ LLOH�PHGLD�

¾�organismele publice;

¾�JUXSXULOH�GH�LQL LDWLY��

ÌQWUHJXO�VLVWHP�GH�DQDOL]��D�PHGLXOXL�GH�SLD ��VH�FHUH�RULHQWDW�SH�WUHL�GLUHF LL�

distincte:

¾�DQDOL]D�FOLHQ LORU;

¾�DQDOL]D�FRQFXUHQ LORU�

¾�DQDOL]D�vQWUHSULQGHULL�vQVHúL��VXE�UDSRUWXO�SRWHQ LDOXOXL�V�X�XPDQ��PDWHULDO�

úL�ILQDQFLDU�

&DSLWROXO����$QDOL]D�FRQFXUHQ LORU�úL�D�ULVFXOXL�vQ�PDUNHWLQJXO�LQWHUQD LRQDO�

0HFDQLVPXO�FRQFXUHQ LDO�

¾�UHIOHFW�� OHJ�WXULOH� PXOWLSOH� FH� VH� VWDELOHVF� vQWUH� DF LXQLOH� VXELHFWLYH� DOH�

DJHQ LORU� HFRQRPLFL� úL� FDGUXO� RELHFWLY� vQ� FDUH� DFHVWHD� VH� IRUPHD]�� úL� VH�

GHV�YkUúHVF�

¾�QXPDL�GHVOXúLQG�DFHVW�PHFDQLVP�vQWUHSULQGHUHD�SRDWH�UHDF LRQD�SURPSW�úL�

SHUIRUPDQW�OD�VHPQDOHOH�SLH HL�

4.1. Caracteristici ale FRPSHWLWLYLW� LL�LQWHUQD LRQDOH� &DUDFWHULVWLFLOH� GHILQLWRULL� DOH� FRPSHWLWLYLW� LL� LQWHUQD LRQDOH� �%RO]� -���

1992, p. 134-�����SH�XUP�WRDUHOH�FRPSRQHQWH�SUHGLOHFWLFH�

¾�GLQDPLVPXO�PHGLXOXL�FRQFXUHQ LDO�

¾�HWHURJHQLWDWHD�PHGLXOXL�FRQFXUHQ LDO�

¾�intensitatea conFXUHQ HL�

¾�VWDGLXO�FLFOXOXL�GH�YLD ��DO�SLH HL�GH�UHIHULQ ��

'LQDPLVPXO�PHGLXOXL�FRQFXUHQ LDO�

¾�este determinat de QXP�UXO� úL� IRU D� FRPSHWLWRULORU� DQWUHQD L� vQWU-o

DQXPLW��EUDQú��

Page 24: Marketing International

¾�confruntarea întreprinderii cu XQ� PHGLX� GH� SLD �� WXUEXOHQW este mai

IUHFYHQW��SH�SLH HOH�H[WHUQH�

¾�GHYLQH� LPLQHQW��QHFHVLWDWHD�H[LVWHQ HL�XQRU�puncte de orientare FH�V��

FDQDOL]H]H�P�VXULOH�WDFWLFH�vQ�FkPSXO�FRQFXUHQ LDO�

¾�vQWUHSULQGHUHD� VH� FRQIUXQW�� FX� XQ� QXP�U� VSRULW� GH� factori de

QHVLJXUDQ ��SH�SLH HOH�H[WHUQH�

- JUXSH�GH�FOLHQ L�

- tipXUL�GH�FRQFXUHQ L�

- tehnologii ale produselor.

&X�FkW�HVWH�PDL�GLQDPLF�PHGLXO�FRQFXUHQ LDO��FX�DWkW�VH�FHU�VWDQGDUGL]DWH�

PDL�DFFHQWXDW�LQVWUXPHQWHOH�GH�PDUNHWLQJ�LQWHUQD LRQDO�IRORVLWH�GH�vQWUHSULQGHUH�

(WHURJHQLWDWHD�PHGLXOXL�FRQFXUHQ LDO�

¾�GHWHUPLQ�� R� difHUHQ LHUH� GLQ� FH� vQ� FH� PDL� SXWHUQLF�� D� instrumentarului

WDFWLF�GH�PDUNHWLQJ�LQWHUQD LRQDO�IRORVLW�GH�vQWUHSULQGHUH�

¾�HVWH� PDL� DFFHQWXDW�� vQ� FD]XO� vQ� FDUH� vQWUHSULQGHUHD� VH� DGUHVHD]�� XQXL�

PHGLX�GH�SLD ��RVWLO:

¾�într-un mediu ostil de afaceri, gradul de control al întreprinderii este

foarte redus.

,QWHQVLWDWHD�FRQFXUHQ HL�

¾�HVWH� HYDOXDW�� SULQ� viteza cu care avansul realizat de o întreprindere

FRPSHWLWLY�� HVWH�DQXODW�GH�SURFHVXO� LPLWD LLORU�GH�VXFFHV�HIHFWXDWH�GH�

FHLODO L�FRPSHWLWRUL�

¾�DFHDVWD�VSRUHúWH�FX�FkW�XQHL�vQWUHSULQGHUL�DFWLYH�SH�SLD D�GH�UHIHULQ ��L�

VH�RIHU��úDQVD�V��SUHLD�GLQ�FHUHUHD�XQHL�vQWUHSULQGHUL�SDVLYH�

¾�VSRUHúWH� R� GDW�� FX� SRVLELOLWDWHD� vQWUHSULQGHULL� DFWLYH� GH� D� VDWLVIDFH�

FHUHUHD�VXSOLPHQWDU��FkúWLJDW��

¾�FUHúWH� vQ� FD]XO� XQXL� grad înalt de omogenitate al ofertei úL� D� XQHL�

WUDQVSDUHQ H�ULGLFDWH�D�SLH HL�

¾�LQIOXHQ HD]���OD�UkQGXO�V�X��PHFDQLVPXO�FRQFXUHQ LDO�

Page 25: Marketing International

8Q�PHGLX�FRQFXUHQ LDO� LQWHQV�GHWHUPLQ�� FUHúWHUHD�FHUHULL�SHQWUX�SURFHVH�

GHFL]LRQDOH� IOH[LELOH�� $FHDVWD� SUHVXSXQH� R� SHUPDQHQW�� DQDOL]�� D� PHGLXOXL� GH

SLD �� LQW���2�SUHVLXQH�FRQFXUHQ LDO��PDL�SXWHUQLF��FRQGXFH�OD�R�PDL�DFFHQWXDW��

standardizare a proceselor de marketing.

6WDGLXO�FLFOXOXL�GH�YLD ��DO�SLH HL�GH�UHIHULQ ��

¾�3H�R�SLD �� WkQ�U��marketerul este preocupat pentru deschiderea acesteia

prin:

- folosLUHD�XQXL�SURJUDP�GH�SURGXF LH�UHODWLY�UHGXV�

- utilizarea unui grad înalt de standardizare;

- FXQRDúWHUHD�úL�ILGHOL]DUHD�FOLHQWHOHL�ID ��GH�SURSULD�PDUF��

¾�3H� R� SLD �� VWDJQDQW�� VDX� VDWXUDW�� marketerul alege drept puncte

strategice ale întreprinderii sale.

- UD LRQDOL]DUHD�SURFHVHORU�GH�SURGXF LH�úL�FRPHUFLDOL]DUH�

- IRORVLUHD�VLQHUJLLORU�vQ�SURFHVXO�GH�FRQVROLGDUH�D�SR]L LHL�FkúWLJDWH�

- profilarea imaginii întreprinderii printr-R�FDOLWDWH�vQDOW��D�SURGXVHORU�

comercializate.

Sistemul deciziilor de marketing necesare vQ�VWXGLXO�FRQFXUHQ HL�

¾�DQDOL]D�GH�SLD ��

¾�VHOHF LD�SLH HORU�

¾�SR]L LRQDUHD�SH�SLD ��

����� &RRUGRQDWH� DOH� DQDOL]HL� FRQFXUHQ LDOH� SH� SLH HOH�LQWHUQD LRQDOH�

2� vQWUHSULQGHUH� FDUH� vúL� IL[HD]�� FD� RELHFWLY� VWUDWHJLF� GHPHUVXO� GH�

LQWHUQD LRQDOL]DUH�YD�XUP�UL�

¾�ideQWLILFDUHD�FRQFXUHQ LORU�SH�SLD D�UHVSHFWLY��

¾�HYDOXDUHD�FRQFXUHQ LORU;

¾�departajarea HOHPHQWHORU�FH�SDUWLFXODUL]HD]��FRQFXUHQ D�LQWHUQD LRQDO���în

UDSRUW�FX�FHOH�vQWkOQLWH�SH�SLD D�GRPHVWLF��

Page 26: Marketing International

*UDGXO�VSRULW�GH�FRPSOH[LWDWH�DO�IHQRPHQXOXL�FRQFXUHQ LDO�este determinat de

H[LVWHQ D�� SH� SLD D� LQWHUQD LRQDO��� D� XQHL� structuri competitive foarte diverse,

GHVSUH� FDUH� RE LQHUHD� GH� LQIRUPD LL� HVWH� PXOW� PDL� GLILFLO�� GHFkW� GHWHFWDUHD�

RSRUWXQLW� LORU�VDX�D�IDFWRULORU�GH�PHGLX�

Accentuarea procesului de globalizare a conFXUHQ HL� HVWH� GDWRUDW��

SUH]HQ HL�� WRW� PDL� DFFHQWXDWH� SH� SLD D� PRQGLDO�� D� VRFLHW� LORU� PXOWL-� úL�

WUDQVQD LRQDOH��FHHD�FH�FRQGXFH�OD�IRUPDUHD�XQXL�mediu competitiv dual.

6WDUHD�GH� YHJKH� FRQFXUHQ LDO� a dobândit în ultimul deceniu, la nivelul

întreprinderii�LQWHUQD LRQDOH��XQ�SURQXQ DW�FDUDFWHU�VLVWHPDWLF��

$FFHQWXDUHD� FDUDFWHUXOXL� FRQFXUHQ LDO� al economiei mondiale a

GHWHUPLQDW�VSRULUHD�SUHRFXS�ULORU�SHQWUX�

¾�LGHQWLILFDUH�IDFWRULORU�FH�GHWHUPLQ��FRQFXUHQ D�

¾�SURILODUHD�vQ�DQDOL]D�FRQFXUHQ HL�

¾�WLSRORJLD�UHDF LLORU�FRQFXUHQ LDOH�

¾�FHUFHWDUHD�GHUHJO�ULORU�vQUHJLVWUDWH�vQ�PHFDQLVPXO�FRQFXUHQ LDO�

3UH]HQ D�FRPSHWLWRULORU�SH�SLD ��HVWH�EHQHILF��SHQWUX�vQWUHSULQGHUH�GHRDUHFH�

¾�VWLPXOHD]�� vQWUHSULQGHUHD� V�� GHVFRSHUH� úL� V�� GH]YROWH� XQ� DYDQWDM�

FRPSHWLWLY�ID ��GH�FRQFXUHQ LL�V�L��3RUWHU��0�(���������S������

¾�vPEXQ�W� HúWH� VWUXFWXUD� OD� QLYHO� GH� UDPXU�� úL� HFRQRPLH� QD LRQDO�� D�

GLVWULEX LHL�UHVXUVHORU�

¾�DMXW��OD�GH]YROWDUHD�SLH HL�vQ�JHQHUDO��úL�D�DQXPLWRU�VHJPHQWH�DOH�VDOH��FX�R�

FRPSHWLWLYLWDWH�PDL�VXV LQXW���vQ�VSHFLDO�

Pentru� PDL� EXQD� FXQRDúWHUH� D� FRQFXUHQ LORU� VH� FHUH� HOXFLGDW�� natura

FRQFXUHQ HL�între întreprinderi, în raport cu:

¾�obiectul lor de activitate;

¾�elasticitate a cererii.

,QYHVWLJD LLOH�UHIHULWRDUH�OD�VWUDWHJLLOH�GH�SLD ��DOH�FRQFXUHQ LORU�VH�vQGUHDSW��

spre identifiFDUHD� úL� DQDOL]D factorilor de succes în marketing (Bruhn M,

Homburg C., 1999, p. 32) separând factorii „tari” de factorii „moi”.

Page 27: Marketing International

2ELHFWLYHOH� SH� FDUH� úL� OH� IL[HD]�� ILHFDUH� FRQFXUHQW� SH� R� SLD �� H[WHUQ��

depind de:

¾�P�ULPHD�úL�SRWHQ LDOXO�V�X�GH�UHVXUVH�

¾�tradL LD�VD�vQ�DIDFHUL�

¾�FDOLWDWHD�PDQDJHULDO��D�HFKLSHL�VDOH�GH�VSHFLDOLúWL�

¾�FRQGL LLOH� JHQHUDOH� DOH� PHGLXOXL� GH� SLD �� vQ� FDUH� VH� GHVI�úRDU��

confruntarea.

�����3R]L LRQDUHD�FRQFXUHQ LORU�SH�SLD D�LQWHUQD LRQDO�� 3R]L LRQDUHD�XQHL�vQWUHSULQGHUL�SH�R�DQXPLW��SLD ��H[WHUQ���vQ�UDSRUW�FX�

SULQFLSDOLL� V�L� FRQFXUHQ L�� UHSUH]LQW�� SURFHVXO� GH� HYDOXDUH� FRPSDUDWLY�� D�

LQGLFDWRULORU� V�L� HVHQ LDOL� GH� SHUIRUPDQ ��� vQ� UDSRUW� FX� FHL� VLPLODUL� DL�

FRPSHWLWRULORU�OXD L�vQ�DQDOL]��úL�WUDQVSXQHUHD�JUDILF��D�UH]XOWDWHORU�vQWU-un spa LX�

bi- sau multivectorial.

3R]L LRQDUHD� GHILQHúWH� DPSODVDPHQWXO� GRULW� GH� vQWUHSULQGHUH� SH� SLD D�

LQWHUQD LRQDO��� vQ� FDGUXO� F�UHLD� SUHVWD LD� SURSULH�� vQ� UHOD LD� SURGXV-SLD ��� VH�

GLIHUHQ LD]�� GH� FHD� D� FRQFXUHQ LORU�� PRWLYkQG� DGH]LXQHD� FOLHQ LORU� ID �� GH�

orgDQL]D LD�vQ�FDX]��

(OHPHQWHOH�SR]L LRQ�ULL�SH�R�SLD ��H[WHUQ��SULYHVF�

¾�SR]L LD�SURGXVXOXL�

¾�SR]L LD�SUH XOXL�

¾�SR]L LD�GLVWULEX LHL�

¾�SR]L LD�FRPXQLFD LHL�

Un model SULQ� FDUH� VSHFLDOLVWXO� vQ� PDUNHWLQJ� LQWHUQD LRQDO� XUP�UHúWH� V��

asigure FRQGXFHUHD� SLH HL� RULHntate spre client VH� VSULMLQ�� SH� trei grupe de

componente:

¾�HOHPHQWH�GH�DWUDFWLYLWDWH�DOH�SLH HL�

¾�DQDOL]D�FRQFXUHQ LORU�GH�SH�UHVSHFWLYD�SLD ��

¾�SR]L LRQDUHD�vQWUHSULQGHULL�SH�SLD ��

Page 28: Marketing International

&RQGL LLOH�QHFHVDUH�SHQWUX�YDULDQWD�RSWLP��GH�SR]L LRQDUH�D�XQHL�vQWUHSULQGeri

sunt (Boier, R., 1997, p. 132):

¾�V�� ILH� GLVWLQFWLY�� vQ� ED]D� XQXL� DYDQWDM� VHPQLILFDWLY� SH� FDUH� vO� RIHU��

SXUW�WRULORU��FHUHULL��

¾�V�� ILH� FRPSDWLELO� cu strategiile pe care poate opta întreprinderea în

UDSRUW�FX�UHVWULF LLOH�SLH HL�

¾�V��ILH�FRPXQLFDELO��F�WUH�FOLHQ LL� LQW��

¾�V��ILH�SHUFHSWLELO��GH�VHJPHQWXO�GH�SLD ��YL]DW�

¾�V��ILH�FUHGLELO��GH�F�WUH�FOLHQ LL-întreprinderii;

¾�V�� ILH� IH]DELO��� DGLF�� RSHUD LRQDO�� vQ� UDSRUW� FX� UHVXUVHOH� DYXWH� OD�

GLVSR]L LH�

¾�V��ILH�SURILWDELO� pe termen lung pentru întreprindere.

CuQRDúWHUHD�IDFWRULORU�FKHLH�DL�VXFFHVXOXL�XQHL�vQWUHSULQGHUL�SH�R�DQXPLW��

SLD ��H[WHUQ���FRUHODW��FX�GHWHUPLQDUHD�FkW�PDL�H[DFW��D�SURSULLORU�VO�ELFLXQL�úL�D�

FHORUODO L�DSDU LQkQG�FHORUODO L�FRPSHWLWRUL��SHUPLWH�vQWUHSULQGHULL�V�-úL�HOHERUH]H�

cea mai adecvaW�� VWUDWHJLH�GH�SLD ��� úL�� FD�XUPDUH�� V�-úL�PRELOL]H]H�SRWHQ LDOXO�

XPDQ�� ILQDQFLDU� úL� PDWHULDO� vQ� GLUHF LD� PD[LPL]�ULL� JUDGXOXL� SURSULX� GH�

competitivitate.

�����5LVFXO�vQ�PDUNHWLQJXO�LQWHUQD LRQDO�úL�PRGDOLW� L�GH�DQDOL]��a acestuia. Riscul se cere privLW�GLQ�GRX��XQJKLXUL�GH�YHGHUH�

¾�UHSUH]LQW�� R� QHVLJXUDQ �� FX� XUP�UL� IDFWXDOH�� vQ� VHQVXO� H[LVWHQ HL� XQRU�

LQIRUPD LL�LQFRPSOHWH��FH�SRW�GXFH�OD�GHFL]LL�JUHúLWH�

¾�FRQVWLWXLH� XQ� HIHFW� GHWHUPLQDW� GH� SHULFROXO� XQHL� GHFL]LL� JUHúLWH�� GH�

posibilitatea unei pierderi sDX�GH�QHUHDOL]DUHD�SRWHQ LDO��D�RELHFWLYHORU�SH�

FDUH�úL�OH-a fixat întreprinderea.

3H�SLD D�LQWHUQD LRQDO��ULVFXULOH�VXQW�PDL�QXPHURDVH�GHFkW�SH�FHD�GRPHVWLF��

deoarece:

Page 29: Marketing International

¾�H[LVW�� ULVFXUL� FH� SURYLQ� H[FOXVLY� GLQ� SUHOXFUDUHD� XQHL� DQXPLWH� SLH H�

externe;

¾�H[LVW�� ULVFXUL� VSHFLILFH� LQWU�ULL� SH� R� DQXPLW�� SLD �� H[WHUQ�� GDW��� FH� VH�

PDQLIHVW�� FX� R� SUREDELOLWDWH� VXSHULRDU�� ID �� GH� SHQHWUDUHD� SLH HL�

autohtone;

¾�VLJXUDQ D�vQ�PDWHULH�GH�SURJQR]��úL�HYHOXDUH�D�úDQVHORU�GH�UHXúLW��HVWH�PDL�

PLF��� vQWUXFkW� VH�ED]HD]��SH�VXSRUW� LQWHUQD LRQDO��GH� UHJXO���PDL�PRGHVW�

GHFkW�FHO�RIHULW�SH�SLD ��GRPHVWLF��

Riscul comercial:

¾�GH LQH�ORFXO�FHQWUDO�vQ�PDWHULH�GH�ULVF�DO�DIDFHULORU�LQWHUQD LRQDOH�

¾�HVWH� GHILQLW� GUHSW� SRVLELOLWDWH� FD� XQ� HYHQLPHQW� YLLWRU� úL� SUREDELO� V��

SURYRDFH� FRQVHFLQ H� SDWULPRQLDOH� LPSUHYL]LELOH� S�U LORU� GLQ� FDGUXO� XQXL�

FRQWUDFW�FRPHUFLDO�LQWHUQD LRQDO�

¾�IUXVWUHD]��SDUWHD�SUHMXGLFLDW��GH�SRVLELOLWDWHD�GH�D�WUDJH�OD�U�VSXQGHUH�SH�

debitor.

5LVFXO�GH� DU��

¾�UHSUH]LQW�� SULQFLSDOD� FDWHJRULH� GH� ULVFXUL� FH� DF LRQHD]�� vQ� GRPHQLXO�

marketiQJXOXL�LQWHUQD LRQDO�

¾�este definit ca reprezentând ansamblul alternativelor de risc gennerate de

S�WUXQGHUHD�úL�SUHOXFUDUHD�XQHL�DQXPLWH�SLH H�H[WHUQH�

5LVFXULOH� vQ� PDUNHWLQJXO� LQWHUQD LRQDO� VH� vPSDUW� vQ� ULVFXUL� SROLWLFH� úL�

riscuri economice.

Riscul pierdHULL� GUHSWXOXL� DVXSUD� LQYHVWL LHL� I�FXWH� SH� SLD D� �ULL� JD]G��

vPEUDF��IRUPH�GH�

¾�confiscare;

¾�expropiere;

¾�QD LRQDOL]DUH�

¾�internizare.

Alte riscuri politice:

Page 30: Marketing International

¾�riscul de transfer;

¾�ULVFXO�GH�GLVSR]L LH�

¾�ULVFXO�GH�VXEVWLWX LH�

¾�riscul fiscal;

¾�ULVFXO�GH�VLJXUDQ ��

Riscurile economice:

¾�riscuri macroeconomiec;

¾�riscuri microeconomice.

*UDGXO�GH�SUHOXFUDUH�D�XQHL�SLH H�VWU�LQH�este reflectat de forma pe care o

vPEUDF�� R� DQXPLW�� LQYHVWL LH� VWU�LQ��� ([LVW�� R� UHOD LH� GLUHFW�� vQWUH� JUDGXO� GH�

LPSOLFDUH�PDWHULDO��� ILQDQFLDU�� úL� MXULGLF��SH�SLD D�GH�GHVWLQD LH� úL�QLYHOXO�GH�

risc antrenat de acest demers.

0�ULPHD� ULVFXOXL� vQ� PDUNHWLQJXO� LQWHUQD LRQDO� GHSLQGH� GH� R� VHULH� GH�

factori precum:

¾�VHFWRUXO�HFRQRPLF�vQ�FDUH�DFWLYHD]��vQWUHSULQGHUHD�vQ� DUD�JD]G��

¾�P�ULPHD� DQJDMDPHQWXOXL� H[WHUQ� úL� IRUPD� SH� FDUH� DFHVWD� R� vPEUDF���

LQFOXVLY� FRWD� GH�SDUWLFLSDUH� D� VRFLHW� LL� OD� FDSLWDOXO� vQWUHSULQGHULL� ÄILLF�´�

GLQ� DUD�JD]G��

¾�QLYHOXO�GH�LQRYD LH�SH�FDUH�vO�SURPRYHD]�� vQWUHSULQGHUHD�SH�SLD �� LQW��úL�

SROLWLFD�VD�WHKQRORJLF��ID ��GH�VRFLHWDWHD�ÄILLF�´�

¾�FDUDFWHULVWLFLOH� LQGLYLGXDOH� úL� QD LRQDOH� DOH� vQWUHSULQGHULL� úL� IHOXO� vQ� FDUH�

DFHVWHD�VXQW�SHUFHSXWH�vQ� DUD�JD]G��

3UH]HQ D� XQHL� vQWUHSULQGHUL� SH� R� SLD �� H[WHUQ�� GDW��� SULYLW�� GLQ� XQJKLXO� GH�

vedere al riscului de marketing��FXQRDúWH�PDL�PXOWH�ID]H��FH�SRW�IL�DVHP�QDWH�

sugestiv cu o „UHOD LH�GH�GUDJRVWH�FX�HIHFW�GH�vQVWU�LQDUH´.

Page 31: Marketing International

Tabelul Nr. 1. Gruparea metodelor folosite în analiza de risc în

PDUNHWLQJXO�LQWHUQD LRQDO��

Tipul de model Cantitativ Calitativ

1XP�U�GH�GLPHQVLXQL

Unidimensional Indicatori statistici 5DSRDUWH�GH� DU� – ce se

UH]XP�� QXPDL� OD� XQ�

aspect al mediului d

SLD ��

Multidimensional Modele cantitative

multidimensionale

5DSRDUWH�GH� DU� – ce se

UHIHU�� OD� PDL� PXOWH�

aspecte ale mediului de

SLD �

$QDOL]D� FRQFXUHQ LORU� úL� D� ULVFXULORU� vQ� PDUNHWLQJXO� LQWHUQD LRQDO� VH�

FRQIUXQW��FX�VLWXD LL�PXOW�PDL�FRPSOH[H�GHFkW�SH�SLH HOH�GRPHVWLFH��&D�XUPDUH��

elementele ce trebuie luate în calcul sunt mult mai numeroase, iar pentru

asigurarea succesului nu trebuie ignorat nici un aspect, atât în�FHHD�FH�SULYHúWH�

vQWUHSULQGHUHD�FDUH�GRUHúWH� DFHVW� OXFUX�� FkW� úL� vQ�FHHD�FH�SULYHVF�FRQFXUHQ LL� úL�

FRQGL LLOH� ORU�FRQFUHWH�GH�DF LXQH��PRGHOHOHO�GH�FHUFHWDUH��SHQWUX�XQ�PD[LPXP�

GH�VLJXUDQ ��WUHEXLH�FRUHODWH�úL�FRPELQDWH�vQWUH�HOH��QHOLPLWkQGX-se demersul de

LQYHVWLJD LH�OD�R�VLQJXU��DOWHUQDWLY��

&DSLWROXO����6WXGLHUHD�SLH HORU�H[WHUQH� &HUFHWDUHD�SLH HL�LQWHUQD LRQDOH�UHSUH]LQW��baza afacerilor profitabile pe

FDUH�vQWUHSULQGHUHD�OH�GHUXOHD]��vQ�VWU�LQ�WDWH��0XQWHDQX��9���������S�������

3LD D�– în general –�úL�SLD D�LQWHUQD LRQDO��– în particular – UHSUH]LQW��XQ�

XQLYHUV�GHFL]LRQDO�GH�QDWXU��DOHDWRDUH�VDX�GHWHUPLQDW��(Florescu, C., 1992, p.

449-�����PDUFDW��GH�SXWHUQLFH�FDUDFWHULVWLFLR�FRQFXUHQ LDOH�

6LVWHPXO�GH�LQIRUPD LL�GH�PDUNHWLQJ�

Page 32: Marketing International

¾�DVLJXU��identificare surselor de date;

¾�permite corelarea ORU�FX�R�DQXPLW��SHULRGLFLWDWH�

¾�FUHHD]�� SUHPLVHOH� XQHL� analize SHUWLQHQWH� úL� H[WUHP� GH� RSHUDWLYH� D�

acestora;

¾�DMXW��OD�YDORULILFDUHD�SURPSW��D�UH]XODWWHORU� în actul de decizie.

6WXGLLOH� GH� SLD �� H[WHUQ�� QX� UHSUH]LQW�� XQ� PXOWLSOX� DO� FHUFHW�ULL� XQHL�

DQXPLWH� SLH H�GRPHVWLFH��)LHFDUH�SLD �� QD LRQDO��� FKLDU� úL� FHOH� FH� DSDU LQ� XQRU�

FRRSHU�UL� VXSUDQD LRQDOH��DUH�R�VHULH�GH�SDUWLFXODULW� L�PDL�PXOW�VDX�PDL�SX LQ�

evidente.

�����6SHFLILFLWDWHD�úL�GLILFXOW� LOH�VWXGLHULL�SLH HORr externe. 3DUWLFXODULW� LOH� FH� GDX� VSHFLILFLWDWH� FHUFHW�ULORU� GH� PDUNHWLQJ�

LQWHUQD LRQDO�

¾�gradul semnificativ sporit de complexitate DO�FHUFHW�ULORU�

¾�HWHURJHQLWDWHD� PXOW� PDL� DFFHQWXDW�� D� LQIRUPD LLORU� IDSW� FH� vQJUHXQHD]��

procesul de comparabilitate al datelor;

¾�SUHSRQGHUHQ D�FHUFHW�ULORU�GH�ELURX�ID ��GH�VWXGLLOH�GH�SH�SLD D�GRPHVWLF���

XQGH� FHUFHW�ULOH� GH� WHUHQ� VXQW� FHOH� PDL� IUHFYHQWH�� LDU� GH� DLFL� OLPLWDUHD�

FDUDFWHUXOXL�DQDOLWLF�DO�LQYHVWLJD LLORU�

¾�focalizarea studiilor, VXE� UDSRUWXO� FRQ LQXWXOXL� ORU�� asupra unor

FRRUGRQDWH� FRPSRUWDPHQWDOH� PXOWLFXOWXUDOH� úL� LQYHVWLJDUHD� IUHFYHQW�� D�

XQRU�VHJPHQWH�WUDQVQD LRQDOH�

¾�VWXGLLOH�GH�PDUNHWLQJ�LQWHUQD LRQDO��vQ�FRQGL LL�FRPSDUDELOH�GLQ�SXQFW�GH�

YHGHUH� DO� YROXPXOXL� úL� VWUXFWXULL� LQIRUPD LLORU� FX� FHOH� GH� PDUNHWLQJ�

domestic, sunt mult mai costisitoare;

În domeniul FHUFHW�ULORU�GH�PDUNHWLQJ�VH�UHPDUF��R�DFFHQWXDW��FRQFHQWUDUH�

JRJUDILF��D�DFHVWRUD��H[LVWkQG�úL�R�WULDG��D�]RQHORU�GH�SURYHQLHQ ��D�LQVWLWXWHORU�

ce-úL�GHVI�úRDU��DFWLYLWDWHD�vQ�DFHVW�GRPHQLX�

Page 33: Marketing International

Principalele difiFXOW� L�vQWkPSLQDWH�GH�FHUFHW�ULOH�SLH HORU�H[WHUQH�VH�UHIHU��

la:

¾�OLSVD�XQHL�VWUXFWXUL�XQLWDUH�GH�SUHOXFUDUH�úL�JHVWLRQDUH�D�LQIRUPD LLORU�de

marketing la nivel mondial;

¾�QX�H[LVW��totdeauna R�HFKLYDOHQ ��OD�QLYHO�FRQFHSWXDO�SULYLWRDUH�OD�DFHODúL�

indicator,� vQ� VDS LL� JHRJUDILFH� úL� FXOWXUDOH� GLIHULWH�� vQJUHXQHD]��

comparabilitatea datelor;

¾�într-R� VHULH� GH� VWDWH� úL� ]RQH� DOH� OXPLL� DF LRQHD]�� QXPHURDVH� UHVWULF LL�

LPSXVH�GH�DXWRULW� L��vQ�FHHD�FH�SULYHúWH�DFFHVXO�OD�VXUVHOH�GH�GDWH�

¾�gradul foarte diferit de acces OD�LQIRUPD LD�SULPDU��GH�OD�R�SLD ��OD�DOWD�

¾�SRVLELOLWDWHD�IRDUWH�GLIHUHQ LDW���GH�OD�R�SLD ��H[WHUQ��OD�DOWD��GH�IRORVLUH�D�

WHKQLFLORU�PRGHUQH�GH�UHFROWDUH�D�LQIRUPD LLORU�cu ajutorul telefonului sau

al computerului;

¾�DQXPLWH� PRGDOLW� L� GH� FHUFHWDUH� GLUHFW��� FXP� VXQW� LQYHVWLJD LLOH� SULQ�

FRUHVSRQGHQ ���ULGLF��PXOWH�semne de întrebare generate de gradul foarte

diferit nde receptivitate� DO� SXUW�WRULORU� GH� LQIRUPD LL� ID �� GH� DFHVWH�

mijloace de cercetare;

¾�în anumite zone ale globului studiile directe de teren înWkPSLQ��GLILFXOW� L�

majore, DWkW�GDWRULW��OLSVHL�GH�VWDELOLWDWH�WHULWRULDO��D�SRSXOD LHL��FkW�úL�GLQ�

FDX]D� XQRU� EDULHUH� GH� FRPXQLFD LH� GH� RUGLQ� OLQJYLVWLF� VDX� D� XQRU�

SUHMXGHF� L�VDX�PHQWDOLW� L�FH�IUkQHD]��FRPXQLFDUHD�

¾�vQFUHGHUHD� DWULEXLW�� GDWHORU� GH� SLD � provenind din zone geografice

GLIHULWH�DOH�OXPLL�SUH]LQW��JUDGH�QXDQ DWH�GH�FUHGLELOLWDWH�

9DULHWDWHD� FRQGL LLORU� GH� PHGLX� úL� JUDGXO� IRDUWH� GLIHULW� GH� UHFHSWLYLWDWH� DO�

LQWHUORFXWRULORU� vQ� VWXGLLOH� GH� SLD �� H[WHUQ�� GHWHUPLQ�� SUHSRQGHUHQ D�

FHUFHW�ULORU� VWDQdardizate� vQ� GHWULPHQWXO� LQYHVWLJD LLORU� PXOWLWHPDWLFH�� FX�

vQWUHE�UL�GHVFKLVH��ODUJ�XWLOL]DWH�vQ�FHUFHW�ULOH�HIHFWXDWH�SH�SLD D�GRPHVWLF��

Page 34: Marketing International

����� 2ELHFWLYHOH� úL� FRQVWUXF LD� FHUFHW�ULORU� GH� PDUNHWLQJ�LQWHUQD LRQDO� În ansamblul lor, studiile de marketing LQWHUQD LRQDO� vúL� SURSXQ� V��

UHDOL]H]H� LQYHVWLJDUHD� GLPHQVLXQLORU�� VWUXFWXULL� úL� FRPSRQHQWHORU� FDOLWDWLYH� DOH�

XQHLD�VDX�PDL�PXOWRU�SLH H�H[WHUQH�VDX�D�SLH HL�LQWHUQD LRQDOH�vQ�DQVDPEOXO�HL��vQ�

YHGHUHD�IXQGDPHQW�ULL�SHQHWU�ULL�DFHVWHLD�VDX�D�SUHOXFU�ULL�VDOH profitabile.

6WXGLHUHD� SLH HL� se constituie în SXQFW� FHQWUDO� DO� FHUFHW�ULORU� GH�

PDUNHWLQJ�LQWHUQD LRQDO�

2ELHFWLYH�DOH�FHUFHW�ULL�GH�PDUNHWLQJ�LQWHUQD LRQDO�

¾�6WXGLHUHD�XQHL�DQXPLWH�SLH H�H[WHUQH��D�SLH HL�LQWHUQD LRQDOH�vQ�DQVDPEOXO�

ei sau a unor componente ale sale:

- DVSHFWH�JHQHUDOH�DOH�SLH H�ORU�

- DVSHFWH�FRUHODWLYH�DOH�SLH HL�

¾�6WXGLHUHD�QHYRLORU�GH�XWLOL]DUH�VDX�GH�FRQVXP�SH�R�SLD ��H[WHUQ��VDX�SH�

XQ�JUXS�GH�SLH H�

- PHFDQLVPXO�GH�IRUPDUH�úL�HYROX LH�D�QHYRLL�SH�R�SLD ��GHWHUPLQDW��

- FHUFHW�UL�FRPSDUDWLYH�D�DFHVWXL�PHFDQLVP�SH�SLH H�GLIHULWH�

¾�Cercetarea comportamentului consumatorului:

- determinarea dimensiunilor comportamentului�GH�FXPS�UDUH�úL�VDX�

de consum;

- studii comparative D�DFHVWRU�GLPHQVLXQL�SH�GLIHULWH�SLH H�

¾�&HUFHWDUHD� SURGXVXOXL� vQ� FRQGL LLOH� SHQHWU�ULL�SUHOXFU�ULL� XQHL� SLH H�

externe determinante:

- SR]L LRQDUHD�produsului/serviului;

- cercetarea învechirii economice;

- XUP�ULUHD�FRPSRUW�ULL�vQ�XWLOL]DUH�FRQVXP�

- investigarea comportamentului post-consum;

¾�,QYHVWLJDUHD� SUH XULORU� úL� WDULIHORU� SH� R� DQXPLW�� SLD �� H[WHUQ�� VDX� SH�

SLD D�LQWHUQD LRQDO��UHIHULWRU�OD�SURGXV�VHUYLFLX�

Page 35: Marketing International

- cercetarea QLYHOXOXL�úL�VWUXFWXULL�SUH XULORU�WDULIHORU�

- studierea politicii de rabaturi SUDFWLFDWH�SH�GLIHULWH�SLH H�

- investigarea FRQGL LLORU�GH�OLYUDUH�úL�SODW��

¾�Cercetarea mecaniVPXOXL� GLVWULEX LHL� SH� R� DQXPLW�� SLD �� H[WHUQ�� VDX�

JUXS�GH�SLH H�

- investigarea FDQDOHORU�GH�GLVWULEX LH�

- FHUFHW�UL�vQ�GRPHQLXO�logisticii comerciale;

- studii asupra UH HOHORU�GH�GLVWULEX LH�

- cercetarea formelor de comercializare SUDFWLFDWH�SH�GLIHULWH�SLH H;

¾�&HUFHW�UL� vQ�GRPHQLXO�SROLWLFLL� GH�FRPXQLFD LL� SH�R�SLD �� H[WHUQ�� VDX�

JUXS�GH�SLH H�

- identificare PHGLLORU�GH�FRPXQLFD LH�SUH]QWH�SH�R�DQXPLW��SLD ��VDX�

JUXS�GH�SLH H�

- cercetarea JUDGXOXL�GH�DXGLHQ � a diferitelor medii de comunicare;

- studii comparative SULYLQG� DXGLHQ D unui anumit mediu de

FRPXQLFDUH�SH�GLIHULWH�SLH H�H[WHUQH�

¾�Cercetarea conjuncturii economice:

- D�XQHL�DQXPLWH�SLH H�H[WHUQH�

- D�SLH HL�XQXL�JUXS�GH� �UL�

- D�SLH HL�LQWHUQD LRDQOH�vQ�DQVDPEOXO�HL�

¾�Studierea resurselor întreprinderii în raport cu obiectivele procesului

GH�LQWHUQD LRQDOL]DUH�D�DFWLYLW� LL�VDOH�

- determinarea SRWHQ LDOXOXL�XPDQ��PDWHULDO�úL�ILQDQFLDU�– SUH]HQW�úL�

perspective;

- SHUIRUPDQ HOH� RE LQXWH� în demersurile anterioare de

LQWHUQD LRQDOL]DUH�D�DFWLYLW� LL�vQWUHSULQGHULL�

- determinarea FDSDFLW� LL�GH�DGDSWDUH�D�vQWUHSULQGHULL� OD�H[LJHQ HOH�

XQHL�DQXPLWH�SLH H�H[WHUQH�

Page 36: Marketing International

7LSRORJLD� FHUFHW�ULORU� GH� PDUNHWLQJ� LQWHUQD LRQDO� GXS�� gradul de

FRPSOH[LWDWH�úL�VSHFLILFLWDWH�al studiilor:

¾�VWXGLL�JHQHUDOH�úL�H[SORUDWRULL�

¾�studii privind mecanismuO�GH�IXQF LRQDUH�D�XQHL�SLH H�H[WHUQH�

¾�WHVWH�GHVWLQDWH�OLPLW�ULL�LQFHUWLWXGLQLL��UHGXFHULL�ULVFXULORU�

¾�studii comparative.

Obiectivele RULF�UXL�VWXGLX�GH�PDUNHWLQJ�LQWHUQD LRQDO�VH�VWDELOHVF�GH�WLSXO�GH�

GHFL]LL�OD�IXQGDPHQWDUHD�F�URUD�WUHEXLH�V�-úL�DGXF��FRQWULEX LD��

(WDSHOH�HODERU�ULL�XQXL�VWXGLX�GH�PDUNHWLQJ�LQWHUQD LRQDO�

¾�SXQHUHD�vQ�SUDFWLF��D�UH]XOWDWHORU�FHUFHW�ULL�

¾�SUHOXFUDUHD��DQDOL]D�úL�UHGDFWDUHD�UH]XOWDWHORU�

¾�FROHFWDUHD�LQIRUPD LLORU�

¾�PHWRGD�GH�HúDQWLRQDUH�

¾�PHWRGH��WHKQLFL�úL�LQVWUXPHQWH�GH�FROHFWDUH�D�LQIRUPD LLORU�

¾�GDWH�GLQ�VXUVH�VHFXQGDUH�úL�SULPDUH�

¾�FRRUGRQDUHD�FHUFHW�ULL�

¾�definirea caracteristicilor;

¾�VWDELOLUHD�RELHFWLYHORU�FHUFHW�ULL�

�����6XUVH�GH�GDWH�úL�PRGDOLW� L�GH�SUHOXFUDUH�D�LQIRUPD LLORU� ,QIRUPD LLOH�GH�PDUNHWLQJ�LQWHUQD LRQDO�Srovin, la fel ca cele de marketing

domestic din VXUVH�SULPDUH�úL�VXUVH�VHFXQGDUH�

Investigarea surselor primare se constituie, într-o cercetare de teren

abordând tematic, nivelul microeconomic.

'XS�� FRQ LQXWXO� úL� JUDGXO� ORU� GH� FRQFUHWH H� sursele secundare de date

IRORVLWH�vQ�LQYHVWLJD LLOH�GH�PDUNHWLQJ�LQWHUQD LRQDO�SRW�IL�JUXSDWH�vQ�

¾�date statistice;

¾�date empirice;

¾�UDSRDUWH��FRPXQLF�UL�úL�úWLUL�GH�SURILO�

Page 37: Marketing International

(FKLYDOHQ HOH�GH�FRQVWUXF LH�SULYHVF�HOHPHQWH�FH�DVLJXU�� ED]D�FRPXQ��GH�

interpretare a datelor, ce�SURYLQ�GH�SH�PDL�PXOWH�SLH H�H[WHUQH��(OH�FXSULQG�

¾�HFKLYDOHQ D�FRQFHSWXDO��

¾�HFKLYDOHQ D�IXQF LRQDO��

¾�HFKLYDOHQ D�FDWHJRULDO��

(FKLYDOHQ HOH� RSHUD LRQDOH� SULYHVF� FRQVWUXF LLOH� WHRUHWLFH� FH� VH� FHU�

RSHUD LRQDOL]DWH�

(FKLYDOHQ H�DOH�VFDOHORU�folosite în evalXDUHD�VDX�P�VXUDUHD�IHQRPHQHORU�

úL� SURFHVHORU� SLH HL� FHU� DVLJXUDUHD� XQXL� PRG� XQLWDU� GH� MXGHFDUH� D� DFHVWRUD��

LQGLIHUHQW�GH�VSD LXO�JHRJUDILF�XQGH�VXQW�FHUFHWDWH�

(FKLYDOHQ HOH� OLQJYLVWLFH� ULGLF�� PDL� PXOWH� SUREOHPH� FHUFHW�WRUXOXL� vQ�

studiile de marketing inWHUQD LRQDO��

&DSLWROXO����6HOHF LD�SLH HORU�H[WHUQH� 3LD D�QD LRQDO��D�XQXL�SURGXV��JUXS��GH�P�UIXUL� �DQVDPEOXO�IOX[XULORU�GH�

vânzare-FXPS�UDUH��SULYLWRDUH�OD�UHVSHFWLYHOH�EXQXUL�FH�VH�GHUXOHD]��vQ�LQWHULRUXO�

JUDQL HORU�XQHL� �UL�

3LD D� LQWHUQD LRQDO� D� XQXL� SURGXV�� JUXS�� GH� P�UIXUL� � UHXQHúWH�

WRWDOLWDWHD� IOX[XULORU�GH�VFKLPE� vQI�SWXLWH� vQWUH�SDUWHQHUL�GLQ� �UL�GLIHULWH�GH�SH�

vQWUHJ�JOREXO�S�PkQWHVF�

3LD D� PRQGLDO�� D� XQXL� SURGXV�� JUXS�� GH� P�UIXUL� � UHSUH]LQW�� VLQWH]D�

fluxurilor de schimb de pe SLH HOH�QD LRQDOH�úL�GLQ�VIHUD�SLH HL�LQWHUQD LRQDOH�a

UHVSHFWLYHL�P�UIL�

�����'LPHQVLXQLOH�SLH HL�H[WHUQH� &DSDFLWDWHD�HIHFWL��D�XQHL�SLH H�H[WHUQH��&SH�� �9ROXPXO�WUDQ]DF LLORU�GH�

vânzare-FXPS�UDUH�DOH�XQHL�P�UIL��UHDOL]DWH�vQWU-R�SHULRDG��GHWHUPLQDW��GH�WLPp,

vQ�SHULPHWUXO�JHRJUDILF�DO�UHVSHFWLYHL�SLH H�

Page 38: Marketing International

7DEHOXO�1U����,QGLFDWRUL�GH�P�VXUDUH�

,QGLFDWRUL�GH�P�VXUDUH De cine depinde Formula de calcul

Volumul cererii -�QXP�UXO�FXPS�U�WRULORU�

(utilizatorilor)=N

Volumul ofertei -� P�ULPHD� PHGLH� D� XQHL�

FXPS�U�WXUL T

Cpe=N*q*fr

Volumul

exporturilor/importurilor

-� IUHFYHQ D� GH�

FXPS�UDUH IU�

9ROXPXO�YkQ]�ULORU 1XP�U� PHGLX� GH�

DFKL]L LL�XQLWDWH�GH�WLPS

&DSDFLWDWHD�SRWHQ LDO��D�XQHL�SLH H�H[WHUQH��&SS�� �YROXPXO�PD[LP�DO�

WUDQ]DF LLORU�FH�SRW�IL�UHDOL]DWH�vQ�SHULPHWUXO�JHRJUDILF�DO�UHVSHFWLYHL�SLH H��FX�

R�DQXPLW��PDUI���vQWU-R�SHULRDG��GHWHUPLQDW��GH�WLPS�

Cpp > Cpe

Cpp-Cpe => nonconsumatorii relativi – UHSUH]HQWkQG�XWLOL]DWRULL�SRWHQ LDOL�

DL�P�UILL� vQ�GLVFX LH��GDU�FDUH�vQ�SUH]HQW�QX�VH�PDQLIHVW��GUHSW�FXPS�U�WRULL�

efectivi, din diferite motive:

- lipsa resurselor financiare;

- LQVDWLVIDF LD�ID ��GH�RIHUW��

- DFKL]L LRQDUHD�SURGXVHORU�GH�VXEVWLWX LH�

- alte motive.

Principalii indicatori de evaluare a FDSDFLW� LL�SRWHQ LDOH�D�SLH HL�

¾�SRWHQ LDOXO� GH� DEVRU LH� DO� SLH ei reprezentat prin volumul maxim al

FXPS�U�ULORU�FH�DU�SXWHD� IL� UHOL]DWH�GH�FOLHQWHO��GLQ�RIHUWD�FRQFXUHQ LORU��

într-R�SHULRDG��GDW��

¾�SRWHQ LDOXO�GH�H[SRUW��UHSUH]HQWDW�GH�YROXPXO�PD[LP�DO�GLVSRQLELOLW� LORU�

XQHL�vQWUHSULQGHUL�VDX� �UL�GHVWLQDW�SLH HL�LQWHUQD LRQDOH�

Page 39: Marketing International

¾�HIHFWLYXO� úL� VWUXFWXUD� QRQFRQVXPDWRULORU� UHODWLYLSULYHVF� QXP�UXO� úL�

SULQFLSDOHOH�FDUDFWHULVWLFL�DOH�SRWHQ LDOLORU�FOLHQ L�DL�XQHL�vQWUHSULQGHUL�VDX�

a tuturor exportatorilor dintr-R� DU��D�P�UILL�vQ�FDX]��

&RWD�GH�SLD ��D�XQHL�vQWUHSULQGHUL��&Wm):

¾�UHSUH]LQW��P�ULPHD�UHODWLY��D�FDSDFLW� LL�DFHVWHLD�vQWU-un anumit perimetru

geografic;

¾�H[SULP��SRQGHUHD�FH�UHYLQH�vQWUHSULQGHULL�GLQ�SLD D�JOREDO��

¾�VH�FXDQWLILF��ILH�VXE�IRUP��GH�FRHILFLHQW����&WP�����ILH�vQ�SURFHQWH�����

¾�cu ajutorul ei se poate realiza o ierarhie a întreprinderilor ce

FRPHUFLDOL]HD]��DFHHDúL�PDUI��SH�R�SLD ��H[WHUQ��

&RWD�GH�SLD ��VHUYLW��

¾�UHSUH]LQW�� H[SUHVLD� SURFHQWXDO�� D� YkQ]�ULORU� ID �� GH� YkQ]�ULOH� WRWDOH�

vQUHJLVWUDWH�SH�SLD D�SH�FDUH�HVWH�HIHFWLY�SUH]HQWDW��

¾�SLD D� VHUYLW�� DUH�R� VIHU��PDL� UHVWUkQV�� GHFkW�SLD D� WRWDO��� OLPLWkQGX-se la

WRWDOLWDWHD�FXPS�U�WRULORU�GLVSXúL�V��FXPSHUH�SURGXVHOH�vQWUHSULQGHULL�

&RWD�GH�SLD ��UHODWLY��

¾�UHSUH]LQW�� H[SUHVLD� SURFHQWXDO�� D� YkQ]�ULORU� XQHL� vQWUHSULQGHUL� ID �� GH�

YkQ]�ULOH�OLGHUXOXL�GLQ�EUDQú��VDX�GH�SH�SLD D�UHVSHFWLY��

¾�HD� VH� FDOFXOHD]�� QXPDL� SHQWUX� FHL�PDL� LPSRUWDQ L� �-4 competitori ce se

FRQIUXQW��SH�SLD D�vQ�GLVFX LH�

¾�FRWD�GH�SLD �� UHODWLY��D� OLGHUXOXL�HVWH� vQWRWGHDXQD�VXSUDXQLWDU�� ILLQGF��VH�

FDOFXOHD]��vQ�UDSRUW�FX�SHUIRUPDQ HOH�FKDODQJHUXOXL�

&RWD� GH� SLD �� YDORULF�� � 3URSRU LD� GH� SHQHWUDUH� �3U�� 3�� � 3URSRU LD� GH�

fidelitate (Pr. F) * Coeficientul de selectivitate al clientelei (Cosc) * Coeficientul

GH�VHOHFWLYLWDWH�DO�SUH XOXL��&RVS��

3URSRU LD� GH� SHQHWDUH� �3U�� 3�� � 3URFHQWXO� GLQ� WRWDOXO� FOLHQ ilor care

FXPS�U��PDUFD�vQ�GLVFX LH�

Page 40: Marketing International

3URSRU LD�GH�ILGHOLWDWH��3U��I�� �9ROXPXO�FXPS�U�WXULORU�FOLHQ LORU�P�UFLL�

OXDWH�vQ�VWXGLX��H[SULPDW�vQ�SURFHQWH�GLQ�WRWDOXO�DFKL]L LLORU�I�FXWH�GH�DFHúWLD�GH�OD�

WR L�FRQFXUHQ LL�FH�RIHU��SURGXVH�DVHP�Q�WRDUH�

Coeficientul de selectivitate al clientelei (Cosc) = Exprimat în procente,

VHPQLILF��P�ULPHD�FXPS�U�ULL�PHGLL�D�P�UFLL�DQDOL]DWH��FRPSDUDW��FX�DFKL]L LD�

PHGLH�D�XQHL�P�UFL�FRQFXUHQWH�HIHFWXDWH�GH�DFHHDúL�FOLHQ L�

&RHILFLHQWXO�GH�VHOHFWLYLWDWH�D�SUH XOXL��&RVS� =�5HSUH]LQW��SUH XO�PHGLX�

SUDFWLFDW�GH�vQWUHSULQGHUH�SHQWUX�PDUFD�VWXGLDW��UDSRUWDW�vQ�SUH XO�PHGLX�IRORVLW�

GH�vQWUHSULQGHULOH�GLQ�UDPXU���FH�DFWLYHD]��SH�SLD D�H[WHUQ��DQDOL]DW��

Rezervele de export:

¾�DSUHFLD]��SR]L LD�XQXL�H[SRUWDWRU�SH�ILHFDUH�SLD ��SH�Fare este prezent în

UDSRUW�FX�ORFXO�V�X�SH�SLD D�PRQGLDO��

¾�FX� DMXWRUXO� ORU� VH� SRW� VFRDWH� vQ� HYLGHQ �� DúD� – numitele „rezerve” de

O�UJLUH�D�SLH HL�

¾�FDOFXOXO� DFHVWRUD� SHQWUX� R� DU�� H[SRUWDWRDUH�� OD� XQ� DQXPLW� SURGXV� VH�

UHDOL]HD]�� FD� GLIHUHQ �� vQWUH� FRWHOH� GH� H[SRUW� GH LQXWH� SH� ILHFDUH� SLD ��

H[WHUQ��úL�FRWD�PHGLH�UHDOL]DW��SH�SLD D�PRQGLDO���SRQGHUDW��FX�FRWD�SLH HL�

UHVSHFWLYH�SH�SLD D�PRQGLDO��

3XWHUHD�GH�FXPS�UDUH�D�H[SRUWXULORU�(venitul raportului de schimb):

¾�UHIOHFW��R�LPSRUWDQW��GLPHQVLXQH�FDOLWDWLY��a actLYLW� LL�SH�SLH HOH�H[WHUQH�

¾�H[SULP��� la nivel macroeconomic�� DúD-numita SXWHUH� GH� FXPS�UDUH� D�

FRPHU XOXL�H[WHULRU�DO�XQHL� �UL�

¾�GHWHUPLQDUHD� VD� VH� UHDOL]HD]�� FX� DMXWRUXO� LQGLFHOXL� SUH XOXL� PHGLX� GH�

H[SRUW��,S�H[S���úL�LQGLFHOH�SUH XOXL�PHGLX�GH�LPSRUW��,S imp.).

$ULD�SLH HL�

¾�VHPQLILF�� VSD LXO� JHRJUDILF� vQ� FDUH� DX� ORF� IOX[XULOH� GH� VFKLPE� DOH� XQHL�

vQWUHSULQGHUL�VDX�DOH�XQHL� �UL��FX�R�DQXPLW��PDUI��

¾�din punct de vedere al GLVWULEX LHL�VSD LDOH�vQWkOQLP�R�YDULHWDWH�GH�VLWXD LL�–

de la SLH H�SXWHUQLF�FRQFHQWUDte /diseminare HVWH�LQIOXHQ DW�GH�

Page 41: Marketing International

- QDWXUD�P�UIXULORU�FH�VH�VFKLPE��

- specificul consumului;

- elemente organizatorice legate de caracteristicile anumitor

WUDQ]DF LL�

Gradul de concentrare�VSD LDO��D�DFWLYLW� LL�SH�SLH HOH�H[WHUQH�

¾�SRDWH� IL� P�VXUDW�� la un momeQW� GDW�� VDX� VXE� UDSRUWXO� YDULD LHL� VDOH� vQ�

timp, cu ajutorul coeficientului de concentrare Gini (Anghel, L.,

Florescu, C., Zaharia, R., 1999, p. 108-109);

¾�abordare GLDFURQLF�� D� IHQRPHQXOXL� GH� FRQFHQWUDUH� D� SLH HORU� H[WHUQH�

IRORVHúWH�coeficientul de concentrare Gini modificat (Cgc).

6WUXFWXUD�SLH HORU�H[WHUQH�DQDOL]DW��GLQ�SXQFW�GH�YHGHUH�

¾�al SDUWLFLSDQ LORU�OD�WUDQ]DF LLOH�LQWHUQD LRQDOH�(Danciu, V., 1998, p. 40),

DGLF��D�DFWHORU�GH�YkQ]DUH-FXPS�UDUH�

¾�al YDULHW� LL�úL�SXWHULL�IDFWRULORU�GH�LQIOXHQ ��D�FHUHrii, ce duc la formarea

XQRU� VWUXFWXUL� GLIHULWH� DOH� SLH HL�� SLH H� FX� RPRJHQLWDWH� ULGLFDW��� SLH H� FX�

HWHURJHQLWDWH�SURQXQ DW��

¾�DO�JUDGXOXL�GH�VDWXUDUH�D�GLIHULWHORU�SLH H�H[WHUQH��SLH H�QHVDWXUDWH��SLH H�

saturate.

(YDOXDUHD�GLPHQVLXQLORU�XQRU�SLH H�H[WHUQH�SUHVXSXQH�SDWUX�GLUHF LL�GLVWLQFWH�

GH�DF LXQH��FRQFHQWUkQGX-VH�DVXSUD�GHWHUPLQ�ULL��FDSDFLW� LL��DULHL��VWUXFWXULL�úL�

WHQGLQ HORU�HYROX LHL�acesteia într-un viitor determinant.

�����&DUDFWHULVWLFL�úL�WLSRORJLL�DOH�SLH HORU�H[WHUQH�

Page 42: Marketing International

Tabelul Nr. ���3ULYLUH� FRPSDUDWLY�� DVXSUD�SULQFLSDOHORU�FDUDFWHULVWLFL�DOH�

SLH HORU�QD LRQDOH�ID ��GH�SLH HOH�H[WHUQH�

Nr. Crt.

Caracteristici 3LD ��QD LRQDO���GRPHVWLF�� 3LH H�H[WHUQH��SLD ��LQWHUQD LRQDO��

1. 6XUVH� GH� LQIRUPD LL�SULYLWRDUH�OD�SLD �

Preponderent surse primare de LQIRUPD LL�� UH]XOWDW� DO�FHUFHW�ULORU�GH�WHUHQ�

Preponderent surse VHFXQGDUH� GH� LQIRUPD LL��UH]XOWDW� DO� FHUFHW�ULORU� GH�birou.

2. Accesul beneficiarului de LQIRUPD LL�OD�DFHVWHD

- direct - prin intermediul unor LQVWLWX LL�VSHFLDOL]DWH

- aproape exclusiv prin LQWHUPHGLXO� XQRU� LQVWLWX LL�specializate.

3. &RVWXO� LQIRUPD LLORU�GH�SLD �

Determinat de amploarea FHUFHW�ULL�

Determinat de amploarea FHUFHW�ULL� úL� G� JUDGXO� GH�DFFHVLELOLWDWH�OD�LQIRUPD LL�

4. 1XP�U�GH�FOLHQ L 5HODWLY� OLPLWDW� úL� XúRU� de identificat.

-� PDUH� úL� IRDUWH� PDUH�� vQ�UDSRUW� FX� QXP�UXO� GH� SLH H�externe penetrate - relativ greu de identificat

5. &DSDFLWDWHD�SLH HL /LPLWDW�� GH� LQWHQVLWDWHD�IDFWRULORU� ORFDOL� GH� LQIOXHQ �� DL�cererii.

'LIHUHQ LDW�� GH� OD� R� SLD ��H[WHUQ�� OD� DOWD� GH� IDctorii VSHFLILFL� GH� LQIOXHQ �� DL�cererii

6. Gradul de HWHURJHQLWDWH�D�SLH HL

5HODWLY�VF�]XW� Relativ ridicat

7. Modalitatea SULQFLSDO�� GH� LQWUDUH�SH�SLD �

,QWUDUH�GLUHFW�� ,QWUDUH�JUDGXDO�

8. Nivelul riscului 'HWHUPLQDW� GH� QXP�UXO� OLPLWDW�de factori relDWLY� XúRU�cuantificabili.

'HWHUPLQDW� GH� XQ� QXP�U�mare de factori relativ greu cuantificabili.

9. Bariere de penetrare SH�SLD �

'H� UHJXO��� OLSVHVF�� vQ� FD]XO�întreprinderilor autohtone

'LIHU��GH�OD�R�SLD ��H[WHUQ��OD�DOWD�� vQ� IXQF LH� GH� SROLWLFD�HFRQRPLF��D�VWDWXOXL�JD]G��

10. Varietatea WUDQ]DF LLORU�� GXS��WLSXO� úL� QDWXUD�acestora

2SHUD LXQL�FRPHUFLDOH�FODVLFH -� RSHUD LXQL� FRPHUFLDOH�clasice -� RSHUD LXQL� FRPHUFLDOH�combinate

11. Valoarea media Partizi relativi mici Partizi mari. 12. Gradul de control

asXSUD� WUDQ]DF LHL�SkQ�� OD� XWLOL]DWRUXO�final

Ridicat 6F�]XW�

13. 1LYHOXO�FRQFXUHQ HL Determinat, în principal, de IRU D�FRPSHWLWRULORU�DXWRKWRQL

)RDUWH� GLIHULW� GH� OD� R� SLD ��H[WHUQ�� OD� DOWD� vQ� UDSRUW� FX�IRU D� FRPSHWLWRULORU�DXWRKWRQL�úL�VWU�LQL�

Page 43: Marketing International

3LD D�LQWHUQD LRQDO��FDUDFWHULVWLF��

¾�RFXS��XQ�ORF�GLVWLQFW�vQ�vQFHUFDUHD�FRQWXU�ULL�DQXPLWRU�VWUXFWXUL�WLSRORJLFH�

¾�vQ�FD]XO�XQXL�SURGXV��UHSUH]LQW��DFHD�SDUWH�D�SLH HL�PRQGLDOH��XQGH�DUH�ORF�

cel mai mare volum de schimburi comerciale cu respectivul bun;

¾�este locuO�XQGH�VH�VWDELOHúWH��GH�UHJXO���SUH XO�LQWHUQD LRQDO�DO�EXQXOXL�

¾�SHQWUX�P�UIXULOH�IXQJLELOH�FH�IDF�RELHFWXO�FRPHU XOXL�GH�EXUV��–�LQVWLWX LLOH�

UHVSHFWLYH�VH�FRQVWLWXLH�vQ�SLH H�FDUDFWHULVWLFH�

�����&ULWHULL�GH�VHOHF LH�vQ�SURFHVXO�DOHJHULL�SLH HORU�H[WHUQe. 0HFDQLVPXO�VHOHF LHL�SLH HORU�H[WHUQH�

¾�UHSUH]LQW��XQ�SURFHV�HYDOXWLY�

¾�este format din FULWHULL� GH� SUHVHOHF LH� úL� GH� VHOHF LH� SURSUL-]LV��� ce se

DSOLF��VXFFHVLY�

¾�FRQ LQH�WHKQLFL�GH�HYOXDUH�úL�SURFHGHH�GH�VHJPHQWDUH�D�SLH HL�VHOHF LRQDWH�

Sistematica crLWHULLORU�GH� VHOHF LH� OH�JUXSHD]��SH�DFHVWHD� vQ�FLQFL�FDWHJRULL�

(Boissy, P., 1989, p. 72-93):

¾�criterii de accesibilitate;

¾�FULWHULL�GH�SRWHQ LDOLWDWH�

¾�criterii de permeabilitate;

¾�criterii de securitate;

¾�criterii de oportunitate sau de anterioritate.

Criteriile de accesibilitate:

¾�DX�UROXO�GH�D�HYDOXD�FRQGL LLOH�FRQFUHWH�GH�SODVDPHQW�VSD LDO��HFRQRPLFR-

SROLWLF�úL�VRFLDO-FXOWXUDO�D�GLIHULWHORU�SLH H�H[WHUQH�UHFHSWRDUH��vQ�UDSRUW�FX�

cea de emisie;

¾�WLSRORJLD�SLH HORU�H[WHUQH�G��SRVLELOLWDWHD�XQHL�RUGRQ�UL�D�DFHVWor criterii în

UDSRUW�FX�RELHFWLYHOH�VWUDWHJLFH�XUP�ULWH�GH�H[SRUWDWRU�

&ULWHULL�GH�SRWHQ LDOLWDWH�

Page 44: Marketing International

¾�HYDOXHD]�� gradul de atractivitate D� XQHL� SLH H� H[WHUQH� din perspectiva

FDSDFLW� LL�VDOH�GH�DEVRU LH�a unei oferte suplimentare;

¾�FX� DMXWRUXO� ORU� VH� vQFHDUF�� GHWHUPLQDUHD� YROXPXOXL� SLH HL

SURGXVXOXL�VHUYLFLXOXL�SH�ILHFDUH�SLD ��QD LRQDO��OXDW��vQ�FRQVLGHUDUH�

¾�SULQFLSDOLL�LQGLFDWRUL�IRORVL L�

- consumul aparent;

- FUHúWHUHD�YROXPXOXL�XQHL�SLH H�QD LRQDOH� LQW��

- structura clientelei;

- gradul de accesibilitate al clientelei;

- SDOHWD�GH�SUH XUL�SUDFWLFDW��SH�SLD D� LQW��GH�FRQFXUHQ L�

- LQWHQVLWDWHD�FRQFXUHQ HL�

Criterii de permeabilitate:

¾�surprind gradul de deschidere D� ILHF�UHL� SLH H� QD LRQDOH- LQW�� ID �� GH�

SURGXVHOH�VWU�LQH��vQ�JHQHUDO��úL�ID ��GH�P�UIXULOH�GLQ� DUD�H[SRrtatoare, în

particular;

¾�HYDOXHD]�� SRVLELOLW� LOH� úL� OLPLWHOH� GH� DFFHV� DOH� XQXL� SDUWHQHU� VWU�LQ� SH�

ILHFDUH�SLD ��QD LRQDO��OXDW��vQ�FRQVLGHUDUH�

Criterii de securitate:

¾�SULYHVF�GLPHQVLRQDUHD�FRUHFW�� D� WXWXURU�categoriilor de riscuri la care e

supus omul de�DIDFHUL�LQWHUHVDW�V��SHQHWUH]H�SH�R�SLD ��VWU�LQ��

¾�VLWXD LLOH�GH�LQVHFXULWDWH�vQ�PDUNHWLQJXO�LQWHUQD LRQDO�

Criterii de oportunitate sau anterioritate:

¾�privesc H[LVWHQ D�XQRU�H[SHULHQ H�DQWHULRDUH�a decidentului referitoare la

UHOD LL�GH�DIDFHUL�FX�R�DQXPLW��SLD ��H[WHUQ��

¾�ele sunt marcate de evidente componete subiective;

¾�VH� SRW� UHIHUL� úL� OD� DQXPLWH� SUHGLVSR]L LL� ale decidentului, motivate de

GLVSRQLELOLWDWHD� DIHFWLY�� D� DFHVWXLD� ID �� GH� R� DU�� VDX� R� DQXPLW�� ]RQ��

economico-JHRJUDILF��

Page 45: Marketing International

�����$OHJHUHD�SLH HORU�GH�GHVWLQD LH� 3UHVHOHF LD�VH�VSULMLQ��SH�

¾�LQIRUPD LL�PDFURHFRQRPLFH�

¾�ILúH�GH�PDUNHWLQJ�

¾�rapoarte economice.

3URFHGHH�úL�LQVWUXPHQWH�IRORVLWH�vQ�SUHVHOHF LD�SLH HORU�H[WHUQH�

¾�liste de control (checklist);

¾�punctaj de evaluare;

¾�trasarea profilului de piD ��

Procedeele ce folosesc listele de control:

¾�VXQW�SULQ�H[FHOHQ ��LQVWUXPHEQWH�GH�SUHVHOHF LH�

¾�RSHUHD]��FX�XQ�QXP�U�OLPLWDW�GH�FULWHULL�

¾�SHUPLW� ÄU�PkQHUHD� vQ� FRPSHWL LH´� D� SLH HORU� QD LRQDOH� FH� vQWUXQHVF� XQ�

PLQLP�GH�H[LJHQ ��vQ�FULWHULLOH�IRORVLWH�

¾�algorLWPXO� GH� SUHVHOHF LH� HVWH� VLPSOX�� R� SLD �� QD LRQDO�� HVWH� HOLPLQDW��

QXPDL�GDF��XQXO�GLQWUH�FULWHULL�QX�HVWH�vQGHSOLQLW�GHORF�

¾�vQDLQWH� GH� D� DGPLQLVWUD� R� OLVW�� GH� FRQWURO�� GHFLGHQ LL� GLQ� FDGUXO�

vQWUHSULQGHULL�WUHEXLH�V��U�VSXQG��OD�XQHOH�vQWUHE�UL�

Procedeele bazate pe punctaj de evaluare:

¾�vúL� SURSXQ� V�� FXDQWLILFH� QXPHULF� SHUIRUPDQ HOH� DWULEXLWH� ILHF�UHL� SLH H�

H[WHUQH��SRWHQ LDO�UHFHSWRDUH�

¾�ILHFDUH� FULWHULX� GH� SUHVHOHF LH� VH� FRQVWLWXLH� vQWU-R� VLQWH]�� D� XQXL� QXP�U�

variabil de factori;

¾�criteriile sunt scalate folosindu-VH�R�VFDO��GH�WLS�LQWHUYDO�FX�FLQFL�WUHSWH�

¾�ILHF�UXL�FULWHULX�L�VH�DWDúHD]��FkWH�XQ�coeficient de ponderare în raport cu

LPSRUWDQ D�UHODWLY��DWULEXLW��GH�VSHFLDOLúWL�

¾�UH]XOW��R�VFDO��GH�WLS�)LVKEHLQ�–5RVHQEHUJ�FX�FDUH�VH�FDOFXOHD]��FkWH�XQ�

scor penWUX�ILHFDUH�SLD ��QD LRQDO��HYDOXDW��

Page 46: Marketing International

Procedeele bazate pe WUDVDUHD�SURILOXOXL�GH�SLD ��

¾�FRPSOHWHD]��úL�QXDQ HD]��HYDOXDUHD�SH�ED]��GH�SXQFWDM�

¾�UHDOL]HD]��R�YL]XDOL]DUH�JUDILF��D�FDUDFWHULVWLFLORU�SLH HORU�H[WHUQH�VXSXVH�

SUHVHOHF LHL�

¾�DSHOHD]��OD�VFDOH�GH�tip interval cu 5 sau 7 trepte pe care se trec, în ordine,

FDUDFWHULVWLFLOH�GH�HYDOXDUH�GHVWLQDWH�SUHVHOHF LHL�

¾�UHVSHFWLYHOH�FDUDFWHULVWLFL�VH�SUH]LQW���ILHFDUH�vQ�SDUWH��vQ�PDQLHU��ELSRODU���

LDU�UH]XOWDWHOH�HYDOX�ULL�SLH HORU�DQDOL]DWH�VXQW�PDUFDWH�SH�VFDO��

¾�SULQ� XQLUHD� SXQFWHORU� FRUHVSXQ]�WRDUH� DIHUHQWH� HYDOX�ULORU� ILHF�UHL� SLH H�

H[WHUQH�UH]XOW��UHSUH]HQWDUHD�JUDILF��FRPSDUDWLY��D� IRU HL�GH�DWUDF LH�D�

acetora.

Procedee bazate pe matricea de portofoliu�vQ�VHOHF LD�SLH HL� LQW��

¾�SHUPLWH�R�SR]L LRQDUH�D�SLH HORU�SUHVHOHF LRQDWH� vQ�YHGHUHD�DOHJHULL�FHOHL�

mai bine plasate;

¾�procedeele semnalate fac parte din arsenalul managementului strategic;

¾�rezultatul folosirii matricei de portofoliu este SR]L LRQDUHD�SLH HORU�H[WHUQH�

SUHVHOHF LRQDWH� vQWU-XQ� VSD LX� EL- sau trLGLPHQVLRQDO�� SHUPL kQGX-se

vizualizarea celei mai bune alternative.

ÌQ� XUPD� vQFKHLHULL� SURFHVXOXL� GH� VHOHF LH� úL� GHWHUPLQDUHD� SLH HL� H[WHUQH� SH�

FDUH� vQWUHSULQGHUHD� LQWHQ LRQHD]�� V�� S�WUXQG�� VH� WUHFH� OD� SUHJ�WLUHD�

alternativelor de penetrare� D� QRXOXL� VSD Lu economico-geografic. În cvasi-

WRWDOLWDWH�GHPHUVXO�LQYHVWLWRUXOXL�VWU�LQ�QX�HVWH�DGUHVDW�vQWUHJLL�SLH H�QD LRQDOH��(O�

FDXW��V��LGHQWLILFH�PDL�PXOWH�VHJPHQWH�GH�SLD ��cu grad ridicat de atractivitate.

�����6HJPHQWDUHD�SLH HORU�H[WHUQH� Segmentarea unei SLH H� este modalitatea de cercetare a structurii prin

VXEGLYL]DUHD�DUERUHVFHQW��D�DFHVWHLD�vQ�PDL�PXOWH�VHFYHQ H��vQ�YHGHUHD�RE LQHULL�

XQRU� JUXSH� UHODWLY� RPRJHQH� GH� SXUW�WRUL� DL� FHUHULL�� GXS�� FULWHULXO� OXDW� vQ�

FRQVLGHUDUH�OD�GHEXWXO�DFHVWHL�RSHUD LXQL�

Page 47: Marketing International

Segmentarea va duce la:

¾�identificarea unuia sau a mai multor segmente, SH� R� SLD �� QD LRQDO��

VHOHFWDW�;

¾�identificarea mai multor segmente, SH� GLIHULWH� SLH H� H[WHUQH�� SH� R� SLD ��

]RQDO���VDX�SH�R�vQWUHDJ��SLD ��LQWHUQD LRQDO�;

Marketingul adaptiv este folosit îQ�FD]XO�VHJPHQW�ULL�LQWHUQD LRQDOH�D�SLH HORU��

el dând posibilitatea:

¾�IRORVLULL� DFHORUDúL� YDULDELOH� GH� VHJPHQWDUH� FD� úL� vQ� FD]XO� SLH HL� LQWHUQH��

DOWHUQDWLY�� vQVR LW��XQHRUL� OD�DGDSWDUHD� OD�QRLOH�YDORUL�DOH�YDULDELOHORU�GH�

segmentare;

¾�folosirii unor variabiOH� GH� VHJPHQWDUH� QRL�� VSHFLILFH� SLH HL� LQW��

VHOHF LRQDWH�

0DUNHWLQJXO�ÄPXOWLSLH H´�HVWH�IRORVLW�vQ�FD]XO�VHJPHQW�ULL�VXSUDQD LRQDOH�GH�

SLD ��� GXFkQG� OD� LGHQWLILFDUHD� XQRU� VHJPHQWH� GH� DFHODúL� IHO�� GHDVXSUD� SLH HORU�

QD LRQDOH��SULQ�XWLOL]DUHD�XQRU�YDULDELOH�GH�VHJPHQWDUH�LGHQWLFH�SH�WRDWH�SLH HOH�

VHOHF LRQDWH�

Criteriile ce se cer respectate în procesul de evaluare a segmentelor de

SLD ��LGHQWLILFDWH�

¾�V��FRQIHUH�vQWUHSULQGHULL�R�VHULH�GH�DYDQWDMH�FRQFXUHQ LDOH�SH�WHUPHQ�OXQJ�

¾�V��DVLJXUH�vQ�WLPS�SHUVSHFWLYD�FUHúWHULL�SRWHQ LDOXOXL�VHJPHQWXOXL�GH�SLD ��

¾�V��SUH]LQWH�XQ�JUDG�FkW�PDL�UHGXV�GH�ULVF��VXE�UDSRUWXO�VWDELOLW� LL�vQ�WLPS�D�

VHJPHQWXOXL�GH�SLD ��

3URFHVXO� GH� VHJPHQWDUH� LQWHUQD LRQDO�� D� SLH HORU� FRPSRUW�� R� DQXPLW��

VXFFHVLXQH� GH� RSHUD LL�� D� F�URU� ILQDOLWDWH� R� FRQVWLWXLH� GHOLPLWDUHD� SLH HORU�

UHOHYDQWH�úL�LPSOLFLW�D�VHJPHQWHORU� LQW��

3URFHVXO� VHJPHQW�ULL� SLH HORU� H[WHUQH� VH� DIO�� vQ� GHSHQGHQ �� GLUHFW�� FX�

YROXPXO� úL� FDOLWDWHD� LQIRUPD LLORU� SH� FDUH� HVWH� vQ� P�VXU�� V�� OH� GREkQGHDVF��

GHFLGHQWXO��(O�VH�J�VHúWH��GH�DVHPHQHD��vQ�UHOD LH�QHPLMORFLW��FX�SR]L LRQDUHD�SH�

SLD D� LQW��D�QRXOXL�FRPSHWLWRU��2�SR]L LRQDUH�FRUHFW��ID ��GH�FRQFXUHQ L�SHUPLWH�

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LGHQWLILFDUHD�QLúHORU�GH�SLD ���FDUH�QX�VXQW�DFRSHULWH�GH�QLFL�XQ�FRPSHWLWRU�úL�FDUH�

SRW� UHSUH]HQWD� GHVWLQD LL� SRWHQ LDOH� SHQWUX� LQYHVWLWRUXO� VWU�LQ�� &DUDFWHUXO�

VLVWHPDWLF�úL�FXSULQ]�WRU�DO�LQIRUPD LLORU�SULYLWRDUH�OD�R�SLD ��H[WHUQ��VHOHF LRQDW��

HVWH�SULQFLSDOD�SUHPLV��SHQWUX�R�VHJPHQWDUH�FRUHFW��úL�HOHERUDUHD�XQHL�VWUDWHJLL�

adecvate de penetrare în noul perimetru economico-geografic.

&DSLWROXO����6WUDWHJLL�vQ�PDUNHWLQJXO�LQWHUQD LRQDO� 3HQWUX� HYDOXDUHD� DYDQWDMHORU� FRQFXUH LDOH� LGHQWLILFDWH� vQWUHSULQGHUHD�

WUHEXLH�V��SDUFXUJ��XUP�WRDUHOH�HWDSH�

¾�OXDUHD�GHFL]LHL�GH�H[WLQGHUH�D�DFWLYLW� LL�F�WUH�SLD D�H[WHUQ��

¾�VHJPHQWDUHD�SLH HL�LQWHUQD LRQDOH�GXS��GLIHULWH�FULWHULL�

¾�identificarea celor mai profitabile segmente de consumatori la nivel

LQWHUQD LRQDO�

¾�DOHJHUHD�PRGDOLW� LORU�GH�S�WUXQGHUH�D�vQWUHSULQGHULL�SH�SLH HOH�UHVSHFWLYH�

¾�elaborarea unor programe de marketing standardizat sau adaptat la

specificul local;

¾�FUHDUHD� XQRU� IRUPXOH� RUJDQL]DWRULFH� FDSDELOH� V�� DF LRQH]H� OD� QLYHO�

mondial.

�����3ODQLILFDUHD�VWUDWHJLF��vQ�PDUNHWLQJXO�LQWHUQD LRQDO�

'LUHF LLOH� SH� FDUH� WUHEXLH� V�� OH� XUPH]H� R� vQWUHSULQGHUH� vQ� YHGHUHD�

IRUPXO�ULL�GHFL]LLORU�VWUDWHJLFH�VXQW�XUP�WRDUHOH�

¾�RULHQWDUHD�SH�WHUPHQ�OXQJ�D�HYROX LHL�vQWUHSULQGHULL�

¾�identificarea unor obiective generale ale întreprinderii;

¾�GHILQLUHD�VWUXFWXULL�RUJDQL]D LHL�

¾�FRUHODUHD�DFWLYLW� LORU�FX�HYROX LD�PHGLXOXL�H[WHUQ� vQ�YHGHUHD�RSWLPL]�ULL�

oporWXQLW� LORU�úL�PLQLPL]DUHD�DPHQLQ �ULORU�

Page 49: Marketing International

¾�FRUHODUHD�DFWLYLW� LORU�vQWUHSULQGHULL�FX�SRVLELOLW� LOH�úL�UHVXUVHOH�H[LVWHQWH�

în cadrul mediului intern al acesteia,

¾�elaborarea strategiei întreprinderii.

Componentele strategiei sunt:

¾�SODQ�GH�DF LXQH�

¾�SR]L LH�ID ��GH�PHGLXO�H[WHUQ�

¾�SHUVSHFWLY���PRGDOLWDWH�GH�UHIOHFWDUH�D�FDUDFWHUXOXL�vQWUHSULQGHULL��

¾�VWUDWDJHP��GH�RE LQHUH�D�DYDQWDMXOXL�ID ��GH�FRQFXUHQ L�

6WUDWHJLD� vQWUHSULQGHULL� IXQGDPHQWHD]�� HODERUDUHD� VWUDWHJLHL� GH� PDUNHWLQJ�

LQWHUQD LRQDO��(D�VH�UHDOL]HD]��

¾�pULQ� GHWHUPLQDUHD� UHOD LHL� SURGXV-SLD �� DVXSUD� F�UHLDvúL� FRQFHQWUHD]��

activitatea;

¾�SULQ�GHWHUPLQDUHD�FULWHULLORU�QHFHVDUH�DOHJHULL�SLH HORU�VWU�LQH��FDUH�FRQIHU��

FHOH�PDL�PDUL�úL�FHOH�PDL�PLFL�DYDQWDMH�

¾�SULQ�LGHQWLILFDUHD�XQXL�FULWHULX�GH�LHUDUKL]DUH�D�SLH HORU��FH�XUPHD]��V��ILH�

DERUGDWH�VDX�V��ILH�HYLWDWH�

3URFHVXO�GHFL]LRQDO�vQ�PDUNHWLQJXO�LQWHUQD LRQDO

1. 0LVLXQHD�úL�RELHFWLYHOH�VWUDWHJLFH�vQ�PDUNHWLQJXO�LQWHUQD LRQDO�

0LVLXQHD� UHSUH]LQW�� RELHFWLYXO� JHQHUDO� DO� XQHL� vQWUHSULQGHUL�� H[SUHVLD�

JHQHUDO��D�UD LXQLL�GH�D�H[LVWD�D�XQHL�RUJDQL]D LL��'HFODUD LD�GH�PLVLXQH�HVWH�XQ�

FRPXQLFDW� UHIHULWRU� OD� RELHFWLYXO� XQHL� RUJDQL]D LL�� UHVSHFWLY�� FH� XUP�UHúWH� V��

realizeze în cadrul mediului general.

0LVLXQHD�HVWH�SULYLW��vQWU-R�SHUVSHFWLY��GXEO��

¾�,QWHUQ��� SULQ� FDUH� SHUVRQDOXO� DUH� SRVLELOLWDWHD� V�� vQ HOHDJ�� RELHFWLYHOH�

XUP�ULWH�úL�V�-úL�IRUPH]H�XQ�SXQFW�GH�YHGHUH�

¾�([WHUQ���FDUH�FRQWULEXLH�OD�FUHDUHD�XQHL�LGHQWLW� L�D�RUJDQL]D LHL��SULQ�FDUH�

VH� H[SOLF�� PUROXO� HFRQRPLF� úL� VRFLDO� SH� FDUH� vQWUHSULQGHUHD� vO� DUH� vQ�

societate, precXP� úL�PDQLHUD� SULQ� FDUH� vQFHDUF�� V�� FRPXQLFH� FX�PHGLXO�

LQWHUQ�úL�H[WHUQ�

Page 50: Marketing International

2. (YDOXDUHD�VLWXD LHL�H[LVWHQWH�

(YDOXDUHD�SRWHQ LDOXOXL�SLH HL�vQWUHSULQGHULL�VH�SRDWH�RE LQH�XWLOL]kQG�

¾� Analiza mediului întreprinderii;

¾� Analiza portofoliului de afaceri.

Analiza SWOT

Combinarea elementelor interne ale întreprinderii cu cele ale mediului

extern poate determina alegerea unor alternative strategice generale, care

IXQGDPHQWHD]��VWUWDWHJLD�GH�PDUNHWLQJ��&OH���DOWHUQDWLYH�SRVLELOH�VXQW�

¾�Strategii de tip S.O. (punct forte –�RSRUWXQLW� L���VWUDWHJLL�DJUHVLYH�SULQ�

FDUH� vQWUHSULQGHUHD� vúL� IRORVHúWH� SXQFWHOH� IRUWH� vQ� VFRSXO�PD[LPL]�ULL�

RSRUWXQLW� LORU�RIHULWH�GH�PHGLX�

¾�Strategii de tip S.T. (puncte forte –� DPHQLQ �UL� XWLOL]HD]�� SXQFWHOH�

IRUWH�DOH�vQWUHSULQGHULL�vQ�VFRSXO�GHS�úLULL�DPHQLQ �ULORU�SH�FDUH�PHGLXO�

H[WHUQ�OH�JHQHUHD]���DFHVWH�VWUDWHJLL�IDF�SDUWH�GLQ�FDWHJRULD�VWUDWHJLLORU�

de diversificare.

¾�Strategii de tip W.O. (puncte slabe –� RSRUWXQLW� L�� XWLOL]HD]��

RSRUWXQLW� LOH� RIHULWH� GH� PHGLXO� H[WHUQ� SHQWUX� GHS�úLUHD� SURSULLORU

puncte slabe, strategii denumite de reorientare.

¾�Strategii de tip W.T. (puncte slabe –�DPHQLQ �UL��DX�FD�SULQFLSDO�VFRS�

HYLWDUHD� DPHQLQ �ULORU� PHGLXOXL� H[WHUQ�� vQ� FRQGL LLOH� vQ� FDUH�

vQWUHSULQGHUHD� GH LQH� QXPHURDVH� SXQFWH� VODEH� FRPSDUDWLY� FX�

FRQFXUHQ D�� $ceste strategii fac parte din categoria strategiilor

defensive.

7.2. Strategii comparative de marketing. În cadrul strategiilor competitive de marketing pe care întreprinderea

WUHEXLH� V�� OH�XWLOL]H]H�SHQWUX�DGDSWDUHD� OD�FRQGL LLOH�SLH HL�� VH�GLVWLQJ� WUHL mari

categorii:

¾�6WUDWHJLL�DOH�GH]YROW�ULL�GH�ED]��–�FXSULQGH�XUP�WRDUHOH�FRPSRQHQWH�

Page 51: Marketing International

- strategii dominate de costuri;

- VWUDWHJLL�GH�GLIHUHQ LHUH�

- strategii de specializare.

¾�6WUDWHJLL� GH� FUHúWHUH� D� DFWLYLW� LL� –� R� vQWUHSULQGHUH� vúL� SRDWH� GHILQL�

obiectivele de�FUHúWHUH�SH�WUHL�QLYHOXUL�GLIHULWH�

- QLYHOXO�FUHúWHULL� intensive, FDUH�DUH� vQ�YHGHUH�GH]YROWDUHD�SH�SLD D�

GH� UHIHULQ �� SH� FDUH� vQWUHSULQGHUHD� RSHUHD]�� úL� FDUH� FXSULQGH�

SHQHWUDUHD�XQHL�QRL�SLH H��GH]YROWDUHD�vQ�FDGUXO�SLH HL�GHMD�DERUGDWH�

úL�GH]YROWDUHD�JDPei sortimentale;

- QLYHOXO� FUHúWHULL� integrative, care are în vedere dezvoltarea

vQWUHSULQGHULL� vQ� UDPXUD� GH� DFWLYLWDWH� SULQ� H[WLQGHUHD� ODWHUDO��� vQ�

amonte sau în aval;

- QLYHOXO� FUHúWHULL� SULQ� diversificare, FDUH� VH� UHIHU�� OD� GH]YROWDUHD�

DFWLYLW� LL�vQ�DIDUD�RELHFWXOXL�GH�DFWLYLWDWH�DO�vQWUHSULQGHULL��vQ�IXQF LH�

GH�RSRUWXQLW� LOH�RIHULWH�GH�SLD ��

¾�Strategii de specializare. Philip Kotler a identificat patru categorii de

VWUDWHJLL�FRQFXUHQ LDOH�SH�FDUH�vQWUHSULQGHUHD�OH�SRDWH�XWLOL]D�

- strategia OLGHUXOXL�SLH HL;

- strategia FRQFXUHQ LDO�;

- strategia XUP�ULWRUXOXL;

- strategia specialistului.

����� $OWHUQDWLYH� VWUDWHJLFH� GH� S�WUXQGHUH� SH� R� SLD ��

LQWHUQD LRQDO��

'LILFXOWDWHD�HODERU�ULL�DFHVWHL�VWUDWHJLL�HVWH�GHWHUPLQDW��GH�QXP�UXO�ULGLFDW�

de variabile care intervin în DFHVW�SURFHV��ILHFDUH�DYkQG��OD�UkQGXO�V�X��R�VHULH�GH�

FRPSRQHQWH��(OHPHQWHOH�FDUH�VWDX�OD�ED]D�HODERU�ULL�VWUDWHJLHL�GH�S�WUXQGHUH�SH�

SLD D�VWU�LQ��VXQW�

¾�ID]D�GH�LQWHUQD LRQDOL]DUH�vQ�FDUH�VH�J�VHúWH�vQWUHSULQGHUHD�

Page 52: Marketing International

¾�SURFHVXO�GH�VHOHFWDUH�D�SLH HORU�VWU�LQe;

¾�YDULDELOHOH�FH� LQ�GH�VSHFLILFXO�vQWUHSULQGHULL�

¾�YDULDELOHOH�FH� LQ�GH�VSHFLILFXO�PHGLXOXL�GH�DIDFHUL�

$OWHUQDWLYH�GH�S�WUXQGHUH�D�vQWUHSULQGHULL�SH�SLD D�LQWHUQD LRDQO��

A. ,QWUDUHD�GLUHFW��SH�SLD D�H[WHUQ��YL]DW��

¾�)�U��LQYHVWL LL��GH�OD�GLVWDQ ���

- exportul prin INTERNET;

- agentul comercial exclusiv;

- importatorul distribuitor;

- distribuitorul exclusiv.

¾�&X�LQYHVWL LL�

- biroul de reprezentare;

- VXFXUVDOD�GH�GLVWULEX LH�

- ILOLDOD�FRPHUFLDO��

- ILOLDOD�GH�SURGXF LH�

B. Intrarea prin asociere cu un partener local sau un WHU � SH� SLD D�

H[WHUQ��YL]DW��

- directorul de export;

- grupul de interese economice pentru export;

- piggy-back pentru export;

- contractul de management;

- VRFLHWDWHD�PL[W��GH�SURGXF LH�úL�FRPHUFLDOL]DUH�

- DOLDQ H�VWUDWHJLFH�LQWHUQD LRQDOH�

C. ,QWUDUHD�LQGLUHFW��SH�SLD D�H[WHUQ��YL]DW��

- exportul indirect;

- VRFLHWDWHD�GH�FRPHU �LQWHUQD LRQDO�

- transferul sau exportul de know how.

&HOH�PDL�XWLOL]DWH�IRUPXOH�VWUDWHJLFH�GH�S�WUXQGHUH�SH�R�SLD ��VWU�LQ��VXQW�

FODVLILFDWH�vQ�IXQF LH�GH�XUP�WRDUHOH�FULWHULL�

Page 53: Marketing International

¾�P�ULPHD�HIRUWXOXL�DOocat;

¾�intensitatea riscului de intrare;

¾�GH LQHUHD�FRQWUROXOXL�DVXSUD�LQYHVWL LHL�

¾�P�ULPHD�SURILWXULORU�VFRQWDWH�

Analizând acest capitol, în care sunt cuprinse cle mai reprezentative forme de

S�WUXQGHUH�SH�SLD D�H[WHUQ���VH�SRDWH�vQ HOHJH�PDL�ELQH�FRPSOH[Ltatea procesului

GHFL]LRQDO� GH� VHOHF LH� D� VWUDWHJLHL� RSWLPH� GH� LQWHUQD LRQDOL]DUH�� )DFWRULL� FDUH�

LQWHUYLQ� vQ� FDGUXO� DFHVWXL� SURFHV� VXQW� DWkW� GH� QDWXU�� LQWHUQ��� FRQVWkQG� vQ�

SRVLELOLW� LOH�PDWHULDOH� úL� ILQDQFLDUH�DOH� vQWUHSULQGHULL�� VWUDWHJLD�GH�PDUNHWLQJ�D�

acesteia, avantajele competitive de care întreprinderea dispune în raport cu

FRQFXUHQ D� GH� SH� SLD D� UHVSHFWLY��� FkW� úL� GH� QDWXU�� H[WHUQ��� FDUH� VH� UHIHU�� vQ�

JHQHUDO�OD�VLWXD LD�PLFURPHGLXOXL�GLQ� DUD�UHVSHFWLY��úL�D�PDFURPHGLXOXL�H[WHUQ��

cu barierele de intUDUH� HYLGHQ LDWH� vQ� FDGUXO� DFHVWHL� OXFU�UL�� ÌQ� DIDUD� DFHVWRU�

IDFWRUL�� PDL� LQWHUYLQ� úL� DO L� GHWHUPLQDQ L� DL� SURFHVXOXL� GH� VHOHF LH�� FXP� DU� IL�

ULVFXULOH�SH�FDUH�LQWHQ LRQHD]��V��úL�OH�DVXPH�vQWUHSULQGHUHD�VDX�JUDGXO�GH�FRQWURO�

DVXSUD� DFWLYLW� LL� H[WHUQH� SH� FDUH� vO� GRUHúWH� FRQGXFHUHD� vQWUHSULQGHULL�� 7RDWH�

DFHVWHD� QH� IDF� V�� VXEOLQLHP�� vQF�� R� GDW��� GLILFXOWDWHD� DOHJHULL� VWUDWHJLHL� GH�

PDUNHWLQJ� LQWHUQD LRQDO� GDU� úL� LPSRUWDQ D� GHRVHELW�� D� DFHVWXL� SURFHV�� GH� FDUH�

GHSLQGH�� vQ�XOWLP�� LQVWDQ ��� VXFFHVXO�VDX�HúHFXO�DFWLYLW� LL�SH�SLD D�H[WHUQ���&D�

XUPDUH��DOHJHUHD�VWUDWHJLHL�GH�PDUNHWLQJ�LQWHUQD LRQDO� WUHEXLH�UHDOL]DW�� vQ�XUPD�

XQXL�ULJXURV�VWXGLX�DO�UHVSHFWLYHL�SLH H�H[WHUQH��FRUHODW�FX�R�OXFLG��SUH]HQWDUH�D�

FDSDFLW� LL�SURSULL�D�vQWUHSULQGHULL��DVWIHO�vQFkW�SXQHUHD�vQ�aplicare a strategiei de

PDUNHWLQJ� LQWHUQD LRQDO� V�� SRDW�� GHWHUPLQD� DWLQJHUHD� RELHFWLYHORU� VWUDWHJLFH�

propuse.

&DSLWROXO����3ROLWLFD�GH�SURGXV�vQ�PDUNHWLQJXO�LQWHUQD LRQDO�� Politica de produs vQ� PDUNHWLQJXO� LQWHUQD LRQDO� UHSUH]LQW�� conduita pe

care o adRSW�� vQWUHSULQGHUHD� LPSOLFDW�� vQ� DFWLYLW� L� GH� SURGXF LH� úL�VDX�

FRPHUFLDOL]DUH�SH�SLH HOH�H[WHUQH�UHIHULWRU�OD�GLPHQVLXQLOH��VWUXFWXUD�úL�HYROX LD�

Page 54: Marketing International

JDPHL� GH� SURGXVH� úL� VHUYLFLL�� FH� IDF� RELHFWXO� GHPHUVXOXL� V�X� LQWHUQD LRQDO��

DWLWXGLQH�FH�VH�UDSRUWHD]��SHUPDQHQW�OD�FHULQ HOH�XQXL�DQXPLW�PHGLX�GH�SLD ���

diferit de cel domestic.

����� 2ELHFWLYHOH� úL� FRPSRQHQWHOH� SROLWLFLL� GH� SURGXV� vQ�

PDUNHWLQJXO�LQWHUQD LRQDO�

3ULYLW��FD�XQ�WRW�XQLWDU��SROLWLFLL�GH�SURGXV��OD�QLYHO�XQLWDU�L�VH�DWULEXLH�WUHL�

sarcini principale:

¾�introducerea produselor noi vQ�IDEULFD LH�úL�SH�SLD D�H[WHUQ�� LQW���SHQWUX�

FkúWLJDUHD�GH�QRL�VHJPHQWH�GH�FOLHQWHO��VDX�XPSOHUHD�XQRU�QLúH�GH�SLD ��

¾�modernizarea produselor LQWURGXVH� SH� SLD �� UHSUH]HQWkQG� SHUPDQHQWD�

PRGHODUH� D� SUHVWD LLORU� vQWUHSULQGHULL� OD� H[LJHQ HOH� XQHL� FHUHUL� H[WHUQH�

specifice;

¾�HOLPLQDUHD� SURGXVHORU� ÄvPE�WUkQLWH´� vQ� FD]XO� FHORU� OD� FDUH� DFFHSWDQ D�

FOLHQWXOXL�HVWH�vQ�Y�GLW��GHVFUHúWHUH�úL�FDUH�QX�PDL�SRVHG��IDFWRUL�VWUDWHJLFL�

de succes.

Obiective specifice ale politicii de produs în markHWLQJXO�LQWHUQD LRQDO�

¾�VHOHF LD�SURGXVHORU�úL�SUHVWD LLORU�GLQ�FDGUXO�JDPHL�GH�IDEULFD LH�VDX�D�FHOHL�

VRUWLPHQWDOH��DSWH�GH�D�IL�GHVWLQDWH�SLH HORU�H[WHUQH�

¾�PDQDJHPHQWXO� FDOLW� LL� SURGXVXOXL� LQWHUQD LRQDO� vQ� UDSRUW� FX� H[LJHQ HOH�

VSHFLILFH� DOH� SLH HL� H[WHUQH� LQW��� FH� GXFH� OD� YDORUL]DUHD� SUHVWD LHL� OD�

clientul extern;

¾�determinarea nivelului de adaptare sau standardizare a produsului de

H[SRUW��vQ�UDSRUW�FX�HFKLYDOHQWXO�V�X�RULHQWDW�VSUH�SLD D�GRPHVWLF��

¾�JHVWLRQDUHD� DGHFYDW�� D� ULVFXOXL� XQXL� SRVLELO� LQVXFFHV� LQWHUQD LRQDO� DO�

SURGXVXOXL�SULQ�GLIX]DUHD�DFHVWXLD�SH�PDL�PXOWH�SLH H�

&RPSRQHQWH� FH� GHILQHVF� SURGXVXO� GHVWLQDW� SLH HL� LQWHUQD LRQDOH�� vQ�

DFFHS LXQHD�PDUNHWLQJXOXL�

Page 55: Marketing International

¾�componente corporale, cuprinzând caracteristicile merceologice ale

SURGXVXOXL� úL� DPEDODMXOXL� V�X� GHWHUPLQDWH� GH� VXEVWDQ D� PDWHULDO�� D�

DFHVWRUD��SUHFXP�úL�GH�XWLOLWDWHD�ORU�IXQF LRQDO��

¾�componente acorporale, incluzând elemente ce nu au corp material

QHPLMORFLW��FXP�VXQW��QXPHOH��PDUFD��SUH XO��VHUYLFLLOH�vQDLQWH��vQ�WLPSXO�úL�

post vânzare, proteF LD� OHJDO�� SULQ� EUHYHW�� OLFHQ D� GH� IDEULFD LH� úL�

comercializare.

¾�FRPXQLFD LLOH� SULYLWRDUH� OD� SURGXV�� FH� FXSULQG� DQVDPEOXO� LQIRUPD LLORU�

WUDQVPLVH�GH�SURGXF�WRU�VDX�GLVWULEXLWRU�FRQVXPDWRUXOXL�SRWHQ LDO�SHQWUX�D�

vQW�UL�–� HPR LRQDO� VDX� UD LRQDO�–� DUJXPHQWD LD�FH�VW�� OD�ED]D�GHFL]LHL�GH�

FXPS�UDUH�

¾�imaginea produsului� VHPQLILFkQG� VLQWH]D� UHSUH]HQW�ULORU� PHQWDOH� GH�

QDWXU�� FRJQLWLY��� VRFLDO�� úL� SHUVRQDO�� D� SURGXVXOXL� vQ� UkQGXO�

FXPS�U�WRULORU�

8.2. Analiza – diagnostic – � ED]�� GH� LQIRUPD LL� SHQWUX� SURGXVXO�

destina W�SLH HL�LQWHUQD LRQDOH��

$QDOL]D�GLDJQRVWLF�D�SURGXVXOXL�GHVWLQDW�SLH HORU�H[WHUQH�SULYHúWH�

¾�DQDOL]D� FLFOXOXL� GH� YLD �� QD LRQDO� DO� SURGXVXOXL� úL� D� SHUVSHFWLYHORU�

HYROX LHL�VDOH�SH�SLD D�H[WHUQ�- LQW��

¾�DQDOL]D�SR]L LRQ�ULL�SURGXVXOXL�SH�SLD D�H[WHUQ��YL]DW��

¾�analiza sortimentului de produse VHOHFWDW�SHQWUX�GHPHUVXO�LQWHUQD LRQDO�

¾�analiza structurii pe vârste a componentelor sortimentului pentru export;

¾�DQDOL]D�FRQWULEX LHL� OD�DFRSHULUHD�FRPSRQHQWHORU�VRUWLPHQWXOXL�GHVI�FXW�

SH�GLIHULWH�SLH H�H[WHUQH�

Page 56: Marketing International

8.���3ROLWLFD�GH�VHUYLFH�úL�JDUDQ LH�

Service-ul UHSUH]LQW�� XQ� SDFKHW� GH� VHUYLFLL� FRPSOHPHQWDUH� SUHVWD LHL� GH�

ED]��RIHULWH�GH�SURGXV�VDX�GH�DQVDPEOXO�GH�EXQXUL�SHQWUX�YDORUL]DUHD�GHSOLQ��D�

acestuia în consum sau în utilizare.

Din punct de vedere al FRQ LQXWXOXL� DFWLYLW� LL� GH� VHUYLFH� RIHULWH� SLH HL�

externe service-ul se divide în:

¾�service tehnic, FH�SULYHúWH��JDUDQWDUHD�IXQF LRQ�ULL�QRUPDOH�D�SURGXVXOXL�vQ�

IDYRDUHD� F�UXLD� VH� DFRUG��� GREkQGLUHD� GH� F�WUH� XWLOL]DWRU� D� WXWXURU�

LQIRUPD LLORU�GH�FDUH�DUH�QHYRLH� ofertarea de piese de schimb, înlocuitori

VDX�SURGXVH�QRL�DOWHUQDWLYH��GXS��QHYRLH�

¾�service comercial,� FH� DVLJXU��� GH� UHJXO��� R� VXLW�� GH� DFWLYLW� L� PHQLWH� D�

IDFLOLWD� FXPS�U�WRUXOXL� DFWXO� GH� DFKL]L LRQDUH� úL�� vQ� XQHOH� VLWXD LL�� FKLDU�

transformarea acestuia într-R�vQGHOHWQLFLUH�IRDUWH�SO�FXW��

$OWHUQDWLYHOH�SHQWUX�SXQHUHD�vQ�RSHU��D�SROLWLFLL�GH�VHUYLFH�SH�SLD D�H[WHUQ�-

LQW��

¾�RIHULUHD�GH�SUHVWD LL�GH�VHUYLFH�vQ�UHJLH�SURSULH�

¾�GHOHJDUHD�SUHVWD LHL�GH�VHUYLFH�vQ� DUD�GH�GHVWLQD LH�OD�WHU �

¾�constituirea de parteneriate strategice cu prestatorii locali.

*DUDQ LD� UHSUH]LQW�� SUHOXQJLUHD� UHVSRQVDELOLW� LL� SURGXF�WRUXOXL�P�UILL�� XQ�

LQWHUYDO� GH� WLPS� GHWHUPLQDW�� GLQFROR� GH� PRPHQWXO� YkQ]�ULL�� SULYLWRU� OD�

IXQF LRQDUHD� QRUPDO�� D� XQXL� EXQ� VDX� HFKLSDPHQW� LQGXVWULDO�� S�VWUDrea

FRPSR]L LHL� XQXL� EXQ� DOLPHQWDU� vQ� UDSRUW� FX�HOHPHQWHOH� VWLSXODWH� vQ� VWDQGDUGH��

QRUPH�LQWHUQH��UH HWH�GH�IDEULFD LH�VDX�DOWH�DFWH�QRUPDWLYH�GH�QDWXU��D�UHJOHPHQWD�

FDOLWDWHD�XQHL�P�UIL�

Page 57: Marketing International

�����3ROLWLFD�GH�PDUF��vQ�PDUNHWLQJXO�LQWHUQD LRQDO� Politica dH� PDUF�� D� vQWUHSULQGHULL� UHSUH]LQW�� DQVDPEOXO� GHFL]LLORU�

UHIHULWRDUH� OD� SURLHFWDUHD�� UHDOL]DUHD� IDFWXDO��� IRORVLUHD� vQ� PHFDQLVPXO�

QHJRFLHULORU� úL� YDORUL]DUHD� LPDJLQLL� XQHL�P�UFL� vQ�PHGLLOH� SURPR LRQDOH�� WRDWH�

acestea puse în slujba unui obiectiv strategic DO�vQWUHSULQGHULL�F�UHLD�vL�DSDU LQH�

Marca vQGHSOLQHúWH�XUP�WRDUHOH�IXQF LL�SHQWUX�FRQVXPDWRU�

¾�identificarea D�XQHL�DQXPLWH�P�UIL�

¾�HOHPHQW�GH�RULHQWDUH�vQ�DOHJHUHD�P�UILL�

¾�IDFWRU�GH�vQFUHGHUH�vQ�FDOLWDWHD�P�UILL�

¾�GRYDG�� D� FRPSHWHQ HL�� UHVSHFWLY�� VLJXUDQ HL� vQ� WLPSXO� DFKL]L LRQ�ULL��

XWLOL]�ULL�VDX�FRQVXPXOXL�XQHL�P�UIL�

¾�element generator al unei imagini pozitive, respectiv, al prestigiului

SHQWUX�FXPS�U�WRU�vQ�PHGLXO�vQ�FDUH�DFHVWD�WU�LHúWH�

'LQ�SXQFW�GH�YHGHUH�DO�DSDUWHQHQ HL�úL�DO�UHVSRQVDELOLW� LL�OHJDWe de calitatea

P�UILL�SH�FDUH�R�vQVR HVF�P�UFLOH��VH�SRW�JUXSD�vQ�XUP�WRDUHOH�FDWHJRULL�

¾�P�UFL�GH�SURGXV�

¾�P�UFL�FRPHUFLDOH�

¾�P�UFL�JHQHULFH�

¾�P�UFL�SUHPLXP�

3ROLWLFD�GH�PDUF��vQ�PDUNHWLQJXO�LQWHUQD LRQDO�GH]YROW��WLSXUL�GH�VWUDWHJLL�

¾�VWUDWHJLD�P�UFLORU�QD LRnale;

¾�VWUDWHJLD�P�UFLORU�PXOWLQD LRQDOH�

¾�VWUDWHJLD�P�UFLORU�JOREDOH�

Page 58: Marketing International

8.5. Standardizarea sau adaptarea în politica produsului

LQWHUQD LRQDO�

Adaptarea produsului� OD�H[LJHQ HOH�SLH HL�H[WHUQH- LQW��DVLJXU��XQ�JUDG�

sporit de elasticitate a ofertei la ceriQ HOH�VSHFLILFH�DOH�FRQVXPDWRUXOXL�ORFDO�

Standardizarea produsului SHUPLWH� RIHULUHD� DFHOXLDúL� SURGXV� SH� WRDWH�

SLH HOH�H[WHUQH�LPSOLFkQG�HIRUWXUL�ILQDQFLDUH�PDL�UHGXVH�SH�XQLWDWHD�GH�YkQ]�UL�

Standardizarea sau adaptarea SURGXVXOXL�SHQWUX�SLD D�H[WHUQ�- LQW�� VH�

FHUH�I�FXW��vQ�IXQF LH�GH�

¾�caracteristicile fizice ale produsului;

¾�caracteristicile service-ului;

¾�FDUDFWHULVWLFLOH�VLPEROLFH�DOH�P�UILL�

¾�FRVWXULOH�LPSOLFDWH�GH�ILHFDUH�VROX LH�vQ�SDUWH�

Caracteristicile fizice DOH�SURGXVXOXL�VROLFLW��

¾�DGDSW�UL�REOLgatorii;

¾�DGDSW�UL�LQGLVSHQVDELOH�

Caracteristicile service-ului�SRW�LPSXQH�VWDQGDUGL]DUH�VDX�DGRSWDUH�vQ�IXQF LH�

de:

¾�QDWXUD�SURGXVHORU�FH�VROLFLW��VHUYLFH�

¾�QLYHOXO�GH�FDOLILFDUH�DO�IRU HL�GH�PXQF��ORFDOH�

¾�QLYHOXO�WD[HORU�ORFDOH�SHUFHSXWH�SHQWUX�UHSDUD LL�

¾�L]RODUHD�JHRJUDILF��D�SLH HL�

Caracteristicile simbolice ale produsului pot solicita standardizare sau

DGDSWDUH�vQ�IXQF LH�GH�

¾�PRGXO�vQ�FDUH�VXQW�SHUFHSXWH�VLPEROXULOH�SH�SLD D�H[WHUQ�� LQW��

¾�IHOXO�vQ�FDUH�HVWH�SHUFHSXW��GH�F�WUH�SXUW�WRULL�FHUHULL�LPDJLQHa produselor

QD LRQDOH�VDX�D�FHORU�LPSRUWDWH�

Page 59: Marketing International

����� )DFWRUL� GH� VXFFHV� vQ� ODQVDUHD� SURGXVXOXL� QRX� SH� SLD D�

LQWHUQD LRQDO��

O lansare cu succes D�XQXL�SURGXV�QRX�SH�SLD D�LQWHUQD LRQDO��GHSLQGH�GH�

¾�H[LVWHQ D�XQHL� VWUDWHJLL�GH� ODQVDUH� VLVWHPDWLF� IXQGDPHQWDW���SH� UHDOLW� LOH�

SLH HL�GH�GHVWLQD LH�

¾�R�VXV LQHUH�ILQDQFLDU��SHVWH�PHGLH�D�SURJUDPXOXL�GH�ODQVDUH�

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�����6WUDWHJLL�GH�SURGXV�vQ�PDUNHWLQJXO�LQWHUQD LRQDO� Strategia de produs în markHWLQJXO� LQWHUQD LRQDO�UHSUH]LQW��expresia

GHFL]LHL� vQWUHSULQGHULL� FH� DFWLYHD]�� SH� SLD D� LQWHUQD LRQDO�� SULYLWRDUH� OD�

GLPHQVLXQLOH�� VWUXFWXUD� úL� GLQDPLFD� JDPHL� GH� SURGXVH� úL� VHUYLFLL� pe care la

IDEULF��úL�VDX�FRPHUFLDOL]HD]��vQ�DIDUD�SHULPHWUXOXL�SLH HL�GRPestice.

6WUDWHJLL�DOH�DGDSW�ULL�SURGXVXOXL�OD�H[LJHQ HOH�SLH HL�GH�GHVWLQD LH��FH�VH�

pot concretiza în:

¾�SURGXVH�GH�FRPDQG��VSHFLDO��

¾�PRGLILF�UL�DOH�VHPQLILFD LHL�SURGXVXOXL�vQ�UDSRUW�FX�FHULQ HOH�XWLOL]DWRUXOXL�

H[WHUQ��UHDOL]DWH��GH�UHJXO���vQ�LQGXVWULD�GH�WHKQLF��GH�YkUI�

¾�oferta pachet, DOF�WXLW�� GLQWU-R� FRPELQD LH� GH� SURGXVH� úL� VHUYLFLL�

LQGHSHQGHQWH�� GHVWLQDWH� vQV�� FD� vPSUHXQ�� V�� VDWLVIDF�� VXSHULRU� R� FHUHUH�

FRPSOH[��

6WUDWHJLL� DOH� UHHYDOX�ULL� SHULRGLFH� D� QLYHOXOXL� GH� HILFLHQ �� D� SURGXVHORU�

destinate exportului, ce presupun:

¾�optimizarea dimensiunilor gamei de export, în raport cu resursele

GLVSRQLELOH�úL�H[LJHQ HOH�FRQFUHWH�DOH�SLH HL� LQW��

¾�analiza raportului calitate-SUH � SHQWUX� S�VWUDUHD� FRPSHWLWLYLW� LL�

SURGXVXOXL�SH�SLD D�H[WHUQ��

Strategii ale cooper�ULL� vQ� IDEULFDUHD� úL�VDX� FRPHUFLDOL]DUHD� SURGXVHORU� GH�

export, materializate prin:

Page 60: Marketing International

¾�VSHFLDOL]DUHD�VHFWRULDO��LQWHUQD LRQDO��D�SURGXF LHL�

¾�VXSUDSURGXF LD�VDX�VXEFRQWUDFWDUHD�

¾�FRSURGXF LD�LQWHUQD LRQDO��

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FRRSHUDUH�vQWUH�H[HFXWDQ L�úL�IXUQL]RUL�

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marke WLQJXO�LQWHUQD LRQDO�

3ROLWLFD�FRQWUDFWXDO��este rezultatul tuturor variabilelor stabilite în baza

QHJRFLHULORU� SUHFRQWUDFWXODOH� SULYLWRDUH� OD� SUH XO�� FRQGL LLOH� GH� OLYUDUH� úL� SODW���

UDEDWXULOH� DSOLFDELOH� úL� FRQGL LLOH� GH� FUHGLWDUH� D� WUDQ]DF LLORU� FRPHUFLale ale

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ÌQ� PRGHODUHD� SROLWLFLL� FRQWUDFWXDOH� GH� R� LPSRUWDQ �� GHRVHELW�� VXQW�

XUP�WRDUHOH�FDUDFWHULVWLFL�

¾�flexibilitatea;

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¾�politica de rabaturi;

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¾�FRQGL LRQHD]��UHQWDELOLWDWHD�SH�WHUPHQ�VFXUW�D�DIDFHULL�

Page 61: Marketing International

¾�UHIOHFW�� YDORULOH� VXELHFWLYH� úL� RELHFWLYH� DOH� SURGXVXOXL� SH� FDUH� vO�

vQVR HVF�vQ�VFKLPEXULOH�LQWHUQD LRQDOH�

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H[WHUQH�XUP�WRDUHOH�FDWHJRULL�GH�UDEDWXUL�

¾�UDEDWXUL� IXQF LRQDOH� se folosesc� vQ� UHOD LLOH� GLQWUH� SURGXF�WRUL� úL�

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SHUPDQHQWL]DUHD�UHOD LLORU�GH�VFKLPE�

¾�rabaturi cantitative� VH� DFRUG�� GH� IXUQL]RU� vQ� UDSRUW� FX� P�ULPHD�

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- VF�]�PkQW�OD�SODW��

- JUDWXLW� L�vQ�QDWXU��

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DIDUD�VH]RQXOXL�SHQWUX�P�UIXULOH�VH]RQLHUH�VDX�OD�OLFKLGDUHD�VWRFXULORU�

la finele sezonului.

&RQGL LLOH� GH� OLYUDUH� úL� PRGDOLW� LOH� GH� SODW�� în schimburile economice

LQWHUQD LRQDOH�MRDF��XQ�URO�FKHLH�vQ�VXFFHVXO�VDX�HúHFXO�PXOWRU�DIDFHUL��&RQGL LLOH�

de livrare privesc:

¾�0RPHQWXO�úL�IUHFYHQ D�OLYU�ULORU�

¾�/RFXO�OLYU�ULORU�

¾�)HOXO�OLYU�ULORU�

¾�&RVWXO�OLYU�ULL�

¾�0RPHQWXO�WUDQVPLWHULL�úL�PRGXO�GH�DFRSHULUH�D�ULVFXOui;

¾�$OWH�FRQGL LL�UHIHULWRDUH�OD�SHQDOL]�UL��JDUDQ LL��HWF�

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avute în vedere privesc:

Page 62: Marketing International

¾�Momentul eIHFWX�ULL�SO� LL�úL�HYHQWXDO��IUHFYHQ D�UHDOL]�ULL�SO� LORU�SDU LDOH��HOH�

UHJOHPHQWHD]��IOX[XO�GLUHFW�úL�LQYHUV�DO�PLMORDFHORU�GH�SODW��GH�OD�EHQHILFLDUXO�

H[WHUQ�OD�IXUQL]RUXO�P�UILL�

¾�0�ULPHD� SO� LL� SULYHúWH� FXDQWXPXO� ILHF�UHL� SO� L�� FH� SRDWH� IL� FRQVWDQW� Vau

variabil în timp;

¾�7UDLHFWRULD� �FLUFXLWXO�� HIHFWX�ULL� SO� LORU� SULYHúWH� SUHFL]DUHD� LQVWLWX LLORU�

ILQDQFLDUH�LPSOLFDWH�úL�UDSRUWXULOH�GLQWUH�HOH�

¾�0RGDOLWDWHD�SO� LL�IRORVHúWH�GUHSW�IRUPH�GH�ED]��

- creditul documentar;

- incasso-ul documentar;

- ordinul de plat��

- VFULVRDUHD�GH�JDUDQ LH�EDQFDU��

- clearing-ul.

¾�,QVWUXPHQWHOH�GH�SODW��úL�GH�FUHGLW�folosite:

- cambia;

- biletul de ordin;

- cec-ul;

- cardul.

&UHGLWDUHD� DIDFHULORU� HFRQRPLFH� LQWHUQD LRQDOH� VH� UHDOL]HD]�� SULQ�

XUP�WRDUHOH�WLSXUL�GH�credite:

¾�GXS��RELHFWXO�FUHGLW�ULi:

- credite comerciale SHQWUX�ILQDQ DUHD�RSHUD LXQLORU�GH�LPSRUW-export;

- credite financiare VXE�IRUPD�vPSUXPXWXULORU�DFRUGDWH�GH�E�QFL�VDX�DOWH�

RUJDQLVPH�ILQDQFLDUH�LQWHUQD LRQDOH�

¾�GXS��PHFDQLVPXO�GH�FUHGLWDUH�

- credite guvernamentale, practicate între state, prin organisme sau

LQVWLWX LL�DOH�DFHVWRUD�

- credite bancare OD�FDUH�SDUWLFLS��EDQFD�úL�FOLHQWXO�DFHVWHLD�

- FUHGLWH�DFRUGDWH�GH�LQVWLWX LL�ILQDQFLDUH�LQWHUQD LRQDOH�

Page 63: Marketing International

¾�GXS��PRGDOLWDWHD�GH�DFRUGDUH�D�FUHGLWXOXL�

- credite de scont rezultate prin scontarea tratatelor;

- credite în cont curent, DFRUGDWH�� vQ� JHQHUDO�� GH� E�QFLOH� FRPHUFLDOH�

SURSULLORU�FOLHQ L��SH�WHUPHQ�VFXUW�

- credite de ramburs acordate pentru a restitui credite primite anterior, în

general sub forma prelungirii perioadei de rambursare.

¾�GXS��FRVWXO�FUeditului acordat:

- FUHGLWH�FX�GREkQG��IL[��

- FUHGLWH�FX�GREkQG��YDULDELO��

¾�GXS��GXUDWD�GH�FUHGLWDUH�

- credite pe termen scurt, GH�UHJXO��VXE���DQL�

- credite pe termen mediu, SkQ��OD���DQL�

- credite pe termen lung, peste 5 ani.

3ULQFLSDOHOH�PHFDQLVPH�úL�LQVWUXPHQWH�GH�ILQDQ DUH�D�DIDFHULORU�HFRQRPLFH�

LQWHUQD LRQDOH�VXQW�

¾�scontarea –�IRUPD�WUDGL LRQDO��GH�PRELOL]DUH�D�FUHGLWHORU�SH�WHUPHQ�VFXUW�SULQ�

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cambii;

¾�forfetarea –� FRQVW�� vQ� WUDQVPLWHUHD� FUHDQ HORU� SURYHQLWH� GLQ� RSHUD LXQL� GH�

FRPHU �H[WHULRU�HIHFWXDWH�SH�FUHGLW��XQHL�LQVWLWX LL�ILQDQFLDUH�VSHFLDOL]DWH��FDUH�

OH�DFKLW�� LPHGLDW��XUPkQG�V��UHFXSHUH]H�FRQWUDYDOXDUHD�DFHVWRUD�OD�VFDGHQ ��

de la debitorul importator;

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contractuale, - factorul –� R� LQVWLWX LH� EDQFDU�� VSHFLDOL]DW�� –� VH� REOLJ�� V��

DVLJXUH�UHFXSHUDUHD�FUHDQ HORU�aderentului ID ��GH�FOLHQ LL�V�L�

¾�FUHGLWXO�FRQVRU LDO�– UHSUH]LQW��XQ�vPSUXPXW�DFRUGDW�GH�XQ�JUXS�GH�E�QFL��FH�

DOF�WXLHVF�R�JUXSDUH�WHPSRUDU��I�U��SHUVRQDOLWDWH�MXULGLF��

¾�creditul revolving –�UHSUH]LQW��PRELOL]DUHD�XQXL�vPSUXPXW�SH�WHUPHQ�PHGLX�

prin intermediul unor credite pe termen scurt reânnoibile.

Page 64: Marketing International

2ELHFWLYHOH�SROLWLFLL�FRQWUDFWXDOH�VH�JUXSHD]� în:

¾�obiective axate pe profit� D� F�URU� ILQDOLWDWH� HVWH� PD[LPL]DUHD� SURILWXOXL� úL�

UHQWDELOL]DUHD�LQYHVWL LLORU�H[WHUQH�

¾�obiective axate pe volum FH�XUP�UHúWH�PD[LPL]DUHD�FLIUHL�GH�DIDFHUL�úL�R�FkW�

PDL�SXWHUQLF��SUH]HQ ��SH�SLD ��

¾�obiective axate pe concuren ��DYkQG�GUHSW�ILQDOLWDWH�RE LQHUHD�GH�DYDQWDMH�

competitive.

3ROLWLFD� GH� SUH � vQ� PDUNHWLQJXO� LQWHUQD LRQDO� FXSULQGH� XUP�WRDUHOH�

DOWHUQDWLYH�GH�DF LXQH�

¾�determinarea P�ULPLL� SUH XOXL� XQXL� SURGXV� SH� ILHFDUH� SLD �� H[WHUQ�� FH� VH�

GRUHúWH�SHQHWUDW��VDX�SUHOXFUDW��

¾�YDULDQWD� SUH XOXL� VSHFLILF�� GLIHULWHORU� SLH H� H[WHUQH� – inclusiv politica

ofertelor speciale;

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¾�LPSXQHUHD� SUH XOXL� SH� SLH HOH� H[WHUQH� SUHOXFUDWH� în vederea acceptîrii

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¾�factori specifici produsului sau serviciului comercializat pH�SLH HOH�H[WHUQH�

Page 65: Marketing International

¾�factori ai micromediului în care a penetrat întreprinderea;

¾�IDFWRUL� OHJD L� GH� SLD D� H[WHUQ�� GDWD� SH� FDUH� VH� GRUHúWH� SHQHWUDUHD� VDX�

SUHOXFUDUHD�DFHVWHLD�GH�F�WUH�LQYHVWLWRUXO�H[WHUQ�

&ULWHULLOH� GXS�� FDUH� VH� UHDOL]HD]�� WLSRORJLD� SUH XULORU în marketingul

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- SUH XUL�LQWHUQD LRQDOH�DOH�EXQXULORU�

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¾�în raport cu SR]L LD�Felor ce le stabilesc:

- SUH �GH�PRQRSVRQ�

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- SUH �GH�DFRUG�

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¾�GXS��tehnica de comercializare:

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- SUH �GH�FDWDORJ�úL�GH�OLVW��

- SUH �DILúDW�

¾�vQ�IXQF LH�GH�PRGLILF�ULOH�VXUYHQLWH�vQ�FXUVXO�YDOXWDU în care sunt exprimate:

- SUH XUL�QRPLQDOH�VDX�FXUHQWH��H[SULPDWH�OD�FXUVXO�DFWXDO�DO�YDOXWHL�

- SUH XUL�FRQVWDQWH��H[Srimate la cursul valutei într-R�SHULRDG��GH�ED]��

6XSUDFRVWXULOH�OD�H[SRUW�FRQ LQ�XQ�DQVDPEOX�GH�FRVWXUL�GLUHFWH�úL�LQGLUHFWH�

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între:

Page 66: Marketing International

¾�vQWUHSULQGHULOH�H[SRUWDWRDUH�PLFL�úL�PLMORFii;

¾�VRFLHW� LOH�PXOWL-�úL�WUDQVQD LRQDOH��FH�vúL�GHVI�úRDU��DFWLYLWDWHD�SULQ�ILOLDOHOH�

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¾�metode GH�GHWHUPLQDUH�D�SUH XOXL�bazate pe costuri;

¾�metode GH�GHWHUPLQDUH�D�SUH XOXL�vQ�IXQF LH�GH�FHUHUH�

¾�metode GH�GHWHUPLQDUH�D�SUH XOXL�vQ�IXQF LH�GH�FRQFXUHQ D�

�����6WUDWHJLD�GH�SUH �vQ�PDUNHWLQJXO�LQWHUQD LRQDO�

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întreprinderii:

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- SUH XO� VWDQGDUGL]DW� JOREDO� –� LPSOLF�� SUH XUL� IL[H� OD� QLYHO� PRQGLDO�

IRORVLWH�SH�WRDWH�SLH HOH�

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individualizat;

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Page 67: Marketing International

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¾�SURFHVXO� GH� GLVWULEX LH� WUHEXLH� V�� SXQ�� OD� GLVSR]L LD� XWLOL]DWRULORU� P�UIXULOH� GH� FDUH� DX�

QHYRLH��LQGLIHUHQW�GH�GLVWDQ D�ID ��GH�FHQWUHOH�GH�SURGXF LH�

¾�printr-R�DFWLYLWDWH�MXGLFLRDV�� OHJDW��GH�VWRFDUHD�P�UIXULORU��GLVWULEX LD�LQWHUQD LRQDO�� MRDF��

XQ� URO� UHJXODWRU� DO� UDSRUWXOXL� GLQWUH� FHUHUH� úL� RIHUW�� SH� vQWUHJ�SDUFXUVXO� DQXOXL�� DWHQXkQG�

VHPQLILFDWLY�VWRFXULOH�VH]RQLHUH�OD�P�UIXULOH�FH�DX�DFHDVW��FDUDFWHULVWLF��

¾�HD� � UHSUH]LQW�� XQ� PHFDQLVP� GH� DMXVWDUH� ILQDQFLDU�� SHQWUX� Fompania exportatoare, în

P�VXUD� vQ� FDUH� FKHOWXLHOLOH� GH� SURGXF LH� úL� FRPHUFLDOL]DUH� VXQW� HFKLOLEUDW� GLVWULEXLWH� vQ�

timp;

¾�GLVWULEX LD� LQWHUQD LRQDO�� DVLJXU�� DFFHVXO� XQRU� SURGXVH� FX� DFFHQWXDW� VSHFLILF� ORFDO� VDX�

]RQDO�vQ�FHOH�PDL�vQGHS�UWDWH�SXQFWH�GH�SH�JORE;

¾�HD� MRDF��XQ� URO�DFWLY� vQ� WUDQVIHUXO� LQIRUPD LHL�GH�SH�SLD D�H[WHUQ�- LQW�� VSUH�SURGXF�WRUXO�

GRPHVWLF�DO�P�UILL�

¾�GLVWULEX LD� LQWHUQD LRQDO�� LQIOXHQ HD]�� VHPQLILFDWLY� HILFLHQ D� GHPHUVXOXL� GH� PDUNHWLQJ�

LQWHUQD LRQDO�vQFXUDMkQG�SURFHVXO�GH�LQWHUQD LRQDOL]DUH�DO�SURGXF�WRUXOXL�

Page 68: Marketing International

10.1. 2ELHFWLYHOH� úL� FRPSRUWDPHQWHOH� SROLWLFLL� GH� GLVWULEX LH� vQ�PDUNHWLQJXO�LQWHUQD LRQDO�

Obiective economice� OHJDWH� GH�QLYHOXO� GH�SHUIRUPDQ �� DO�SURFHVXOXL�GH�

GLVWULEX LH�H[WHUQ���SULYLQG��

¾�9ROXPXO�YkQ]�ULORU�UHDOL]DWH�SH�SLD D� LQW��

¾�CoWD�GH�SLD ��H[WHUQ��DWLQV��

¾�1LYHOXO�UHQWDELOLW� LL�UHDOL]DW�

¾�0�ULPHD�FRQWULEX LHL�OD�DFRSHULUH�

Obiective extraeconomice OHJDWH�GH�SURFHVXO�GLVWULEX LHL�H[WHUQH�

¾�*UDGXO�GH�DFRSHULUH�DO�SLH HL- LQW��

¾�1LYHOXO�GH�FRRSHUDUH�FX�SDUWHQHUL�ORFDOL�VDX�FX�WHU L�

¾�FlH[LELOLWDWHD�DWLQV��vQ�GRPHQLXO�GLVWULEX LHL�SH�SLH HOH�H[WHUQH�

¾�&RQWUROXO�úL�FDSDFLWDWHD�GH�LQIOXHQ DUH�D�FDQDOHORU�GH�GLVWULEX LH�GH�SH�SLD D�

LQW��

¾�,PDJLQHD�FUHDW��D�IL�UHDOL]DW��vQ�IDYRDUHD�SURGXVHORU�H[SRUWDWH�

Pentru fundamentarea deciziilor strategice în acest domeniu, FRQ LQXWXO�

SURFHVXOXL�GH�GLVWULEX LH�are în vedere:

¾�6HOHF LD�úL�PDQDJHPHQWXO�FDQDOHORU�GH�GLVWULEX LH�

¾�'HUXODUHD�GLVWULEX LHL�IL]LFH�

¾�*HVWLRQDUHD�VLVWHPXOXL�LQIRUPD LRQDO�

¾�(ODERUDUHD�VWUDWHJLHL�GH�GLVWULEX LH�D�SURGXVXOXL�SH�SLD D�H[WHUQ�- LQW��

10.2. &DQDOHOH�GH�GLVWULEX LH�SH�SLD D�LQWHUQD LRQDO��

&DQDOXO� GH� GLVWULEX LH� LQWHUQD LRQDO� UHSUH]LQW�� VXFFHVLXQHD� WUDQVIHUXOXL�

WLWOXOXL�GH�SURSULHWDWH��UHDOL]DW��SH�XQ�DQXPLW�LWLQHUDU��SH�FDUH�vO�SDUFXUJH�PDUID�

GH�OD�SURGXF�WRUXO�GRPHVWLF�OD�FRQVXPDtorul sau utilizatorul final al acesteia din

VWU�LQ�WDWH�� (O� HVWH� vQ HOHV� GUHSW� XQ� DQVDPEOX� FRHUHQW� GH� XWLOLW� L� úL� IXQF LXQL�

DVLJXUDWH�GH�DJHQ LL�HFRQRPLFL�FH�GHUXOHD]��XQ�IDVFLFRO�GH�IOX[XUL�vQWUH�FHOH�GRX��

capete ale canalului.

Page 69: Marketing International

'LVWULEX LD�LQWHUQD LRQDO��VH�FDUDFWHUL]HD]��SULQ�WUHL�GLPHQVLXQL�

¾�Lungimea canalului;

¾�/� LPHD�FDQDOXOXL�

¾�Adâncimea canalului.

&LUFXLWXO�GH�GLVWULEX LH�este constituit de ansamblul de canale folosite pentru

GLVWULEXLUHD� XQXL� EXQ��5H]XOW�� DVWIHO� F�� QR LXQHD� GH�circuit este cuprin]�WRDUH�

decât cea de canal.

,QWHUPHGLDULL� FH� DVLJXU�� GLVWULEX LD� vQ� FDGUXO� XQXL� FDQDO� LQWHUQD LRQDO�

îndeplinesc:

¾�)XQF LL�WHKQLFH�

¾�)XQF LL�HFRQRPLFH�

$OHJHUHD�XQXL�DQXPLW�FDQDO�GH�GLVWULEX LH�VH�FHUH�V��U�VSXQG�� vQ�JHQHUDO��OD�

XUP�WRDUHOH�RELHFWLYH�

¾�RE LQHUHD�XQXL�DQXPLW�YROXP�GH�YkQ]�UL�úL�D�XQXL�DQXPLW�SURILW�

¾�atingerea, cu ajutorul produselor exportate, a unui anumit nivel de

SHQHWUDUH�D�SLH HL�H[WHUQH- LQW��

¾�FDSDFLWDWHD� GH� D� GLVSXQH� GH� R� DVLVWHQ �� DGHFYDW�� OD� YkQ]DUH� úL� GH�XQ�

VHUYLFH�FRUHVSXQ]�WRU�OD�QLvel local;

¾�DWLQJHUHD�RELHFWLYHORU�GH�UHQWDELOLWDWH�D�LQYHVWL LLORU�

2S LXQHD�SHQWUX�XQ�DQXPLW�FDQDO�GH�GLVWULEX LH�H[WHUQ�GHSLQGH�GH�R�VHULH�

de criterii , legate de:

¾�SLD D� LQW� –�FDUDFWHUL]DW��SULQ�QXP�U�úL�VWUXFWXU��D�FOLHQWHOHL��UHSDUWL LD�

HL�JHRJUDILF�� etc;

¾�produs –� YROXP�� JUHXWDWH�� JUDG� GH� WHKQLFLWDWH�� GXUDW�� GH� S�VWUDUH��

IRORVLUH��JDUDQ LH��YDORDUH�XQLWDU���HWF��

¾�UHJOHPHQW�ULOH� MXULGLFH� DFWXDOH� –� UHIHULWRDUH� OD� GHUXODUHD� DFWLYLW� LL�

FRPHUFLDOH�SH�SLD D�H[WHUQ�- LQW��

¾�costuri financiare – de punere în IXQF LXQH� D� XQHL� UH HOH� SURSULL� D�

SURGXF�WRUXOXL�VDX�GH�DSHODUH�OD�LQWHUPHGLDUL�

Page 70: Marketing International

¾�aparatul comercial –�H[LVWHQW�SH�SLD D�H[WHUQ�- LQW��

������5H HDXD�GH�GLVWULEX LH�D�P�UIXULORU�SH�SLD D�LQWHUQD LRQDO�� 5H HDXD� GH� GLVWULEX LH� LQWHUQD LRQDO�� UHSUH]LQW�� XQ� aparat economic

IRUPDW� GLQ� LQVWLWX LL�� ODQ XUL� GH� DJHQ L�� XQLW� L� RSHUDWLYH� úL� vQWUHSULQGHUL�

VSHFLDOL]DWH� vQWUH� FDUH� VH� VWDELOHVF� UHOD LL� vQ� YHGHUHD� WUDQVIHU�ULL� P�UILL� GH� OD�

SURGXF�WRUXO�GRPHVWLF�OD�XWLOL]DWRUXO�ILQDO�GLQ�VWU�LQ�WDWH�

'XS�� SODVDPHQWXO� vQ� WHULWRULX� DO� DFHVWHL� UH HOH�� HD� VH� VXEGLYLGH� vQ� GRX��

grupe structurale:

¾�UH HDXD�SULQ�FDUH�PDUID�HVWH�H[SHGLDW��SH�SLD D�H[WHUQ��

¾�UH HDXD� SULQ� FDUH� PDUID� DMXQJH� OD� XWLOL]DWRUXO� ILQDO� SH� SLD D� GH�

GHVWLQD LH�

$OF�WXLUHD� XQHL� DQXPLWH� FRQILJXUD LL� D� UH HOHL� GH� GLVWULEX LH�� SULQ� FDUH� R�

DQXPLW�� PDUI�� DMXQJH� OD� GHVWLQDWDUXO� ILQDO� SH� R� SLD �� H[WHUQ�- LQW��� FHUH� GLQ�

SDUWHD�PDUNHWHUXOXL�LQWHUQD LRQDO�V��LD�vQ�FRQVLGHUDUH�WUHL�JUXSH�GH�FULWHULL�

¾�resursele financiare FHUXWH�GH�JHVWLRQDUHD�UH HOHL�GH�GLVWULEX LH�DOHDV��

úL�nivelul de risc SH�FDUH�VROX LD�UHVSHFWLY��vO�DQWUHQHD]��

¾�PDQDJHPHQWXO�UH HOHL�GH�GLVWULEX LH în raport de strategia pentru care

RSWHD]�� vQWUHSULQGHUHD� SURGXF�WRDUH� úL� FDUH� VH� FHUH� D� U�VSXQGH� XQXL�

anumit nivel de flexibilitate úL�XQXL�DQXPH�grad de acoperire D�SLH HL�

externe- LQW��

¾�gradul de control DVXSUD�SURGXVHORU�úL�D�PRGXOXL�GH�YkQ]DUH�D�DFHVWRUD�

XWLOL]DWRUXOXL� ILQDO� SH� FDUH� vQWUHSULQGHUHD� SURGXF�WRDUH� XUP�UHúWH� D-l

realiza.

5H HDX�GH�GLVWULEX LH�GLUHFW�� vQWUH� �UL�HVWH�XWLOL]DW�� vQ�VLWXD LD�vQ�FDUH

SURGXF�WRUXO� VDX�FRQVXPDWRUXO�SUHLD�DFWLYLW� LOH�FRPHUFLDOH�GH� WUDQVIHU� IL]LF� úL�

HFRQRPLF�DO�P�UILL�GHVWLQDW��V��DMXQJ��SH�R�DQXPLW��SLD ��H[WHUQ��

Avantaje�DOH�IRORVLULL�UH HOHL�GH�GLVWULEX LH�GLUHFW��

Page 71: Marketing International

¾�DFFHV�GLUHFW�DO�SURGXF�WRUXOXL�OD�LQIRUPD LLOH�GH�SH�SLD D�GH�GHVWLQD LH�úL�

OD�FXQRDúWHUHD�UHDF LLORU�SXUW�WRULORU�GH�FHUHUH�

¾�vQ� P�VXUD� vQ� FDUH� LQYHVWL LD� LQL LDO�� D� IRVW� UHFXSHUDW��� SHUVSHFWLYD�

FkúWLJXOXL�HVWH�DVLJXUDW��

¾�JUDG�PD[LP�GH�FRQWURO�GLQ�SDUWHD�SURGXF�WRUXOXL�

Dezavantaje DOH�IRORVLULL�UH HOHL�GH�GLVWULEX LH�GLUHFWH�

¾�DQJDMDPHQW� ILQDQFLDU� PD[LP� GLQ� SDUWHD� SURGXF�WRUXOXL� VDX�

utilizatorului;

¾�JUDG�ULGLFDW�GH�ULVF�SULYLQG�GHUXODUHD�WUDQ]DF LLORU�

5H HDX� GH� GLVWULEX LH� LQGLUHFW�� vQWUH� �UL� vúL� JUXSHD]�� DFWRULL� vQ� GRX��

FDWHJRULL�SULQFLSDOH��FRPHUFLDQ LL�LQGHSHQGHQ L�úL�LQWHUPHGLDUL�LQGHSHQGHQ L�

Cooperaea în export UHSUH]LQW��R�PRGDOLWDWH�GH�vPS�U LUH�D�DYDQWDMHORU�úL�

D� ULVFXULORU� vQWUH�PDL�PXO L� DJHQ L� HFRQRPLFL� LPSOLFD L� vQ� SURFHVXO� GLVWULEX LHL�

LQWHUQD LRQDOH��3ULQFLSDOHOH�IRUPH�UHXQLWH�vQ�DFHDVW��FDWegorie sunt:

¾�Portajul (piggy-back exporting):

- UHSUH]LQW��XQ�VLVWHP�GH�FRPHUFLDOL]DUH�vQ�FDUH�R�VRFLHWDWH�SRUWDQW���

FH�GLVSXQH�GH�R�UH HD�GH]YROWDW��GH�GLVWULEX LH�vQ�PDL�PXOWH� �UL��R�

SXQH� SH� DFHDVWD� OD� GLVSR]L LD� XQHL� DOWH� VRFLHW� L� FX� UHVXUVH� PDL�

modeste� vQ� FRQGL LL� GH� FRPSOHPHQWDULWDWH� D� P�UIXULORU�

comercializate;

- FRPSDQLD� SRUWDQW�� GHVI�úRDU�� DFWLYLWDWHD� GH� ED]�� XQXL� PDQGDW�

definit prin contractul de portaj;

- IRUPHOH�SRUWDMXOXL��VLPSOX�úL�vQFUXFLúDW�

¾�Franciza de export:

- UHSUH]LQW�� R� UHOD LH� FRQWUDFWXDO�� vQ� FDUH� IUDQFL]RUXO� vL� DFRUG��

IUDQFL]DWXOXL� OLFHQ D� GH� GHUXODUH� D� XQHL� DFWLYLW� L� GH� H[SRUW� VXE� R�

GHQXPLUH�GH LQXW��GH�IUDQFL]RU�VDX�DVRFLDW��FX�DFVWD�

- IUDQFL]RUXO� H[HUFLW�� FRQWURO� DVXSUD� PRGXOXL� vQ� FDUH� IUDQFL]DWXO�

GHVI�úRDU��DFWLYLWDWHD�IUDQFL]DW��

Page 72: Marketing International

- francizatul este proprietarul afacerii, care constituie o entitate

VHSDUDW�� GH� FHD� D� IUDQFL]RUXOXL�� IUDQFL]DWXO� YLQH� vQ� DIDFHUH� FX�

SURSULXO�V�X�FDSLWDO��SH�ULVFXO�V�X�SURSULX��

¾�$VRFLD LLOH�GH�H[SRUW�

- UHXQHVF� PDL� PXOWH� FRPSDQLL� LQGHSHQGHQWH� vQ� YHGHUHD� GHUXO�ULL�

cRPXQH�D�XQRU�DFWH�GH�FRPHU �H[WHULRU�

- XUP�UHVF�V��GRPLQH�SLD D�úL�V��HOLPLQH�FRQFXUHQ D�

- DVLJXU�� úL� GHUXODUHD� XQRU� RSHUD LXQL� GH� LPSRUW� vQ� IDYRDUHD�

companiilor membre.

������/RJLVWLFD�FRPHUFLDO��LQWHUQD LRQDO�� /RJLVWLFD� LQWHUQD LRQDO�� cuprinde programarHD�� LPSOHPHQWDUHD� úL�

controlul PLúF�ULL� IL]LFH� D� P�UIXULORU� GH� OD� SURGXF�WRUXO� GRPHVWLF� OD�

FRQVXPDWRUXO�VWU�LQ�úL�WRDWH�DFWLYLW� LOH�DGLDFHQWH�DQWUHQDWH�GH�DFHVW�SURFHV�

Principalele obiective XUP�ULWH�GH�ORJLVWLFD�LQWHUQD LRQDO��

¾�PD[LPL]DUHD�QXP�UXOXL�GH comenzi expediate;

¾�PLQLPL]DUHD�WLPSXOXL�GLQWUH�SULPLUHD�FRPHQ]LL�úL�H[SHGLHUHD�P�UIXULORU�

¾�PLQLPL]DUHD� QHFRQFRUGDQ HORU� GLQWUH� OLYUDUHD� SURPLV�� úL� FRPDQGD�

HIHFWXDW��

¾�minimizarea pierderilor de timp ale procesului.

3DUWLFXODULW� LOH�ORJLVWLFLL�LQWHUQD LRQDle vQ�UDSRUW�FX�FHD�GRPHVWLF��SULYHVF��

în principal:

¾�GLVWDQ H�PXOW�PDL�PDUL�GH�WUDQVSRUW�

¾�HWHURJHQLWDWHD�FRQGL LLORU�GH�LQIUDVWUXFWXU��SH�GLIHULWHOH�SLH H�DOH�OXPLL�

¾�deosebiri climatice, de relief, etc.;

¾�GHRVHELUL�FRPSRUWDPHQWDOH�DOH�IRU HORU�GH�YkQ]DUH�

RH HDXD� ORJLVWLF�� DQWUHQHD]�� R� VHULH� GH� OHJ�WXUL� WUDQVIURQWDOLHUH� între

nodurile VDOH��VLWXDWH�SH�GLIHULWH�SLH H�H[WHUQH�

Page 73: Marketing International

7UDQVSRUWXO�P�UIXULORU�

¾�VROLFLW��GHFL]LL�SULYLWRDUH�OD�

- DOHJHUHD�PRGDOLW� LORU�GH�WUDQVSRUW�

- stabilirea rutelor;

- programarea operativ��D�PLMORDFHORU�GH�WUDQVSRUW�

¾�$FHVWH�GHFL]LL�VH�LDX�vQ�IXQF LH�GH�

- costul transportului;

- disponibilitatea mijloacelor de transport la locul dorit;

- durata transportului;

- JUDGXO�GH�DGDSWDUH�OD�FHULQ HOH�VSHFLILFH�GH�WUDQVSRUW�

- PHQ LQHUHD�FDOLW� LL�úL�LQWHJULW� LL�SURGXVHORU�

- VLJXUDQ D�vQ�UHVSHFWDUHD�WHUPHQLORU�

Stocarea produselor:

¾�VROLFLW��R�JHVWLRQDUH�úWLLQ LILF��D�VWRFXULORU�

- VH� DVLJXU�� SULQWU-R� DSURYL]LRQDUH� FRQWLQX�� DGDSWDW�� VSHFLILFXOXL�

cererii;

- FHUH�PLQLPL]DUHD�FRVWXULORU�vQ�UDSRUW�FX�SHUIRUPDQ HOH�

¾�anWUHQHD]��GHFL]LL�SULYLWRDUH�OD�

- IUHFYHQ D�úL�PRGXO�GH�ODQVDUH�D�FRPHQ]LORU�

- P�ULPHD�FRPHQ]LL�

- P�ULPHD�VWRFXOXL�GH�VLJXUDQ ��SHQWUX�HYLWDUHD�UXSWXULL�GH�VWRF�

¾�PLQLPL]DUHD�FRVWXOXL�WRWDO�GH�VWRFDUH�DUH�OD�ED]��

- analiza costului de stocare propriu-]LV���&,��

- analiza costului de lansare a comenzii (C2);

- analiza costului rupturii de stoc (C3).

([SHGL LD�úL�UHFHS LD�P�UIXULORU�VROLFLW��GHFL]LL�UHIHULWRDUH�OD�

¾�UHVSHFWDUHD� FODX]HORU� FRQWUDFWXDOH� OHJDWH� GH� OLYUDUHD� P�UIXULORU� SHQWUX�

export;

¾�vQGHSOLQLUHD�IRUPDOLW� LOor de expediere conform clauzelor contractuale;

Page 74: Marketing International

¾�DVLJXUDUHD��vQ�FRQGL LL�RSWLPH��D�UHFHS LHL�FDQWLWDWLYH�úL�FDOLWDWLYH�D�P�UILL�

OD�GHVWLQD LH�

*HVWLRQDUHD�VLVWHPXOXL�LQIRUPD LRQDO�ORJLVWLF�DF LRQHD]��SULQ�WUHL�PRGDOLW� L�

¾�WUDQVIRUPDUHD� LQIRUPD LLORU� vQWU-o IRUP�� XWLO�� FRQVWLWXLULL� XQHL� E�QFL� GH�

date;

¾�WUDQVIHUXO�GDWHORU�SUHOXFUDWH�vQ�UH HDXD�ORJLVWLF��

¾�VWRFDUHD�GDWHORU�SkQ��OD�PRPHQWXO�YDORULILF�ULL�ORU�RSHUD LRQDOH�

������6WUDWHJLL�GH�GLVWULEX LH�vQ�PDUNHWLQJXO�LQWHUQD LRQDO� Strategia unui canal de distriEX LH�SRDWH�IL�DGRSWDW��vQ�IXQF LH�GH�

¾�QDWXUD� SLH HL� H[WHUQH� SH� FDUH� XUPHD]�� V�� SHQHWUH]H� vQWUHSULQGHUHD� FX�

produsele sale;

¾�VHJPHQWXO�GH�SLD ��DOHV�D�IL�VHJPHQWDW�

¾�capacitatea întreprinderii de a crea avantaje competitive în raport cu

FHLODO L�FRQFXUHQ L�Oocali.

Principalele criterii ce stau la baza tipologiei alternativelor strategice în

SROLWLFD�GH�GLVWULEX LH�GHUXODW��SH�SLH HOH�H[WHUQH�VXQW�

¾�DPSORDUHD�GLVWULEX LHL�–�GHWHUPLQDW��SULQ�JUDGXO�GH�DFRSHULUH�D�XQHL�SLH H�

H[WHUQH� LQW��

¾�dimensiunile canalului GH� GLVWULEX LH� VHOHF LRQDW� –� GDWH� GH� QXP�UXO� úL�

VWUXFWXUD�LQWHUPHGLDULORU�DQWUHQD L�vQ�GLVWULEX LD�SLH HORU�H[WHUQH�

¾�FDUDFWHULVWLFLOH� FRQGXFHULL� FDQDOXOXL� GH� GLVWULEX LH� – date de gradul de

SDUWLFLSDUH�DO�FRPSDQLHL�SURGXF�WRDUH�OD�DFWLYLWDWHD�FDQDOXOXL�

DiVWULEX LD�H[WHQVLY��SUHVXSXQH�R�SUH]HQ ��PDVLY��D�SURGXVXOXL�SH�SLD D� LQW��

vQ� WRDWH� WLSXULOH� GH� UH HD� FRPHUFLDO�� úL� HVWH� UHFRPDQGDW��� GH� UHJXO�� vQ� FD]XO�

SURGXVHORU�GH�FHUHUH�FXUHQW���QHSUREOHPDWLFH�

'LVWULEX LD� VHOHFWLY�� UHSUH]LQW�� R� VHOHF LH� vQ� UkQGXO� Vegmentelor de

SRWHQ LDOL�FXPS�U�WRUL��vQ�UDSRUW�FX�SDUWLFXODULW� LOH�FHUHULL��VROYDELOLWDWHD�FHORU�FH�

DFKL]L LRQHD]��PDUID��P�ULPHD�FXPS�U�WXULL��HWF�

Page 75: Marketing International

'LVWULEX LD�H[FOXVLY�� UHSUH]LQW��XQ�FD]�SDUWLFXODU�DO�GLVWULEX LHL�VHOHFWLYH�

prin orientarea asupra unui� VLQJXU� VHJPHQW� GH� FRQVXPDWRUL� SRWHQ LDOL�� FHHD� FH�

SHUPLWH� úL� XQ� JUDG� GH� FRQWURO� PDL� ULJXURV� DVXSUD� LQVWUXPHQWHORU� PL[XOXL� GH�

marketing.

&DSLWROXO�����3ROLWLFD�GH�FRPXQLFD LL�vQ�PDUNHWLQJXO�LQWHUQD LRQDO�

'LILFXOW� LOH�FDUH�DSDU�vQ�FRPXQLFDUH�LQWHUQD LRQDO��VXQW�GHWHUPLQDWH�GH�R�

VHULH�GH�EDULHUH�FDUH�SRW�SHUWXUED�WUDQVPLWHUHD�úL�UHFHSWDUHD�FRUHFW��D�PHVDMHORU�

LQWHUQD LRQDOH�

¾�GLIHUHQ H�GH�OLPEDM�

¾�GLIHUHQ H�FXOWXUDOH�

¾�disponibilitatea mediilor de comunicare;

¾�UHVWULF LL�OHJDWH�SULYLQG�SURPRYDUHD�

¾�GLIHUHQ H�Hconomice;

¾�GLIHUHQ H�GH�JXVWXUL��RELFHLXUL��DWLWXGLQL�

¾�GLVSRQLELOLWDWHD�DJHQ LORU�GH�SURPRYDUH�

¾�specificul distribuitorilor locali.

�����3URFHVXO�GH�FRPXQLFDUH�vQ�PDUNHWLQJXO�LQWHUQD LRQDO� 6WUXFWXUD� GH� ED]�� úL� FRQFHSWHOH� FRPXQLF�ULL� LQWHUQD LRQDOH� FXSULQd, în

JHQHUDO��XUP�WRDUHOH�úDVH�HWDSH�

¾�VWXGLHUHD�SLH HORU� LQW��

¾�determinarea nivelului de standardizare;

¾�realizarea mix-XOXL�SURPR LRQDO�

¾�crearea celor mai eficiente mesaje;

¾�selectarea mijloacelor de comunicare;

¾�FRQWUROXO�úL�PRQLWRUL]DUHD�vQ�YHGHUHD�DWLQJerii obiectivelor.

&RPSRQHQWHOH�SURFHVXOXL�FRPXQLF�ULL�LQWHUQD LRQDOH�

Page 76: Marketing International

¾�VXUVD�GH� LQIRUPD LH�–� vQWUHSULQGHUHD� LQWHUQD LRQDO�� FDUH� LQWHQ LRQHD]�� V��

WUDQVPLW��XQ�PHVDM�GHVSUH�RIHUWD�VD�SH�R�SLD ��VWU�LQ��

¾�codificarea – mesajul este transformat în simboluri pentru a putea fi

transmis receptorului;

¾�canalul de transmitere a mesajului – este format din tipurile de media

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OD�VXUV��

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OD� UHFHSWRU� úL� VH� vQGUHDSW�� F�WUH� VXUV��� vQ� YHGHUHD� HYDOX�ULL� HILFLHQ HL

procesului;

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DIHFWD�XQD�VDX�PDL�PXOWH�GLQ�FHOH�úDVH�FRPSRQHQWH�DQWHULRDUH�

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genereze iritare în rândul consumatorilor dintr-R� DU�� GDWRULW�� XWLOL]�ULL�

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3K��.RWOHU� LGHQWLILF�� R� VHULH� GH� FRPSRQHQWH� DOH� FRPXQLF�ULL� vQWUHSULQGHULL��

FDUH�VXQW�SUH]HQWDWH�DWkW�OD�QLYHO�LQWHUQ��FkW�úL�SH�SODQ�LQWHUQD LRQDO�

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sociale sau publicul în general;

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¾�alegerea mijloacelor de comunicare.

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Page 78: Marketing International

3XEOLFLWDWHD� LQWHUQD LRQDO� –� UHSUH]LQW�� DFWLYLWDWHD� GH� SURPRYDUH� D� XQHL�

FDX]H� D� XQHL� RUJDQL]D LL� úL� D� SXQHULL� vQ� YkQ]DUH� D� SURGXVHORU� VDX� VHUYLFLLORU�

DFHVWHLD� vQ� FHO� SX LQ� GRX�� �UL� GLQ� GLIHULWH� S�U L� DOH� OXmii. Deciziile pe care

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¾�selectarea mesajului publicitar;

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¾�selectarea tipului de media care va fi utilizat;

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SXEOLFLW� LL�

¾�organizarea strategiei publicitare.

Procesul de selectare a mesajelor publicitare are în vedere parcurgerea a trei

etape:

¾�JHQHUDUHD� PHVDMXOXL� vQ� IXQF LH� GH� SXEOLFXO� LQW�� úL� GH� RELHFWLYHOH�

SXEOLFLW� LL�

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¾�H[HFX LD�PHVDMXOXL�vQWU-R�IRUP��FDUH�V��DWUDJ��DWHQ LD�FRQVXPDWRUXOXL�SULQ�

J�VLUHD�XQXL�VWLO�DGHFYDW��D�WRQXOXL�FkW�PDL�SRWULYLW��SULQW-un limbaj cât mai

DFFHVLELO�úL�vQWU-un format agreabil.

3URPRYDUHD�YkQ]�ULORU� vQ�PDUNHWLQJXO� LQWHUQD LRQDO�– UHSUH]LQW��XQ�HIRUW�

pe termen scurt îndreptat VSUH�FRQVXPDWRUXO�úL�VDX�GLVWULEXLWRUXO�FX�DP�QXQWXO�vQ�

VFRSXO� GH� D� vQFXUDMD� DFKL]L LRQDUHD� VDX� YkQ]DUHD� SURGXVHORU� VDX� VHUYLFLLORU�

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SURPRY�ULL�YkQ]�ULORU�vQWUH�FRPSRQHQWHOH�SURPR LRQDOH�VH�QXP�U��

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Page 79: Marketing International

¾�D�VF�]XW�LPSDFWXO�SXEOLFLW� LL�FD�XUPDUH�D�FUHúWHULL�DFFHQWXDWH�D�QXP�UXOXL�

de posturi TV, radio, etc;

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¾�HVWH� DFFHSWDW�� DWkW� GH� GHWDLOLúWLL� FX� DP�QXQWXO� FkW� úL� GH� DJHQ LLOH�

SURPR LRQDOH�

Obiectivele de care depind formele pe care le poate avea promovarea

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¾�vQFXUDMDUHD�PDJD]LQHORU�GH�D�FRPDQGD�úL�GH�D�VWRFD�UHVSHFWLYHOH�SURGXVH�

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Tehnicile pe care le poate utiliza compartimentul de marketing al

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¾�crearea de evenimente speciale;

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Page 80: Marketing International

¾�WUDQVPLWHUHD� LQIRUPD LLORU� FRQVXPDWRULORU� cu privire la oferta

întreprinderii;

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exploatare, etc.;

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prezentarea rapoartelor referitoare la contactele de afaceri derulate.

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A. &RPXQLFDUHD� GLUHFW�� VDX� PDUNHWLQJXO� GLUHFW� –� XWLOL]HD]�� GLYHUVH�

instrumente mass-media pentru a interaF LRQD� GLUHFW� FX� VHJPHQWH� GH� FOLHQ L�

FRUHFW� DOHVH�� GH� OD� FDUH� VH� DúWHDSW�� XQ� U�VSXQV� GLUHFW�� 3ULQFLSDOHOH� IRUPH� DOH�

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caracteristici;

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produselor;

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- SXEOLFLWDWHD�FX�U�VSXQV�GLUHFW�

- SRVWXULOH�79�SHQWUX�DFKL]L LL�OD�GRPLFLOLX�

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B. Sponsorizarea –�UHSUH]LQW��WRWDOLWDWHD�PLMORDFHORU�SULQ�FDUH�R�vQWUHSULQGHUH�

realL]HD]��R�H[SXQHUH�vQ�ID D�SXEOLFXOXL�

Page 81: Marketing International

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EDULHUHOH�úL�OLPLWHOH�GH�GH]YROWDUH�D diferitelor metode de promovare;

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comunicare cu segmentul- LQW��

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Page 82: Marketing International

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