Marketing International
Transcript of Marketing International
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¾�Teoria „imperialismului”;
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de produse servicii, idei sau drepturi cu alte grupuri sau indivizi.1
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termen lung. (Ollivier A., Dayan A., Ourset R., 1999, p.8)
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vQWUHSULQGHUL�FH�GHUXOHD]��DIDFHUL�vQ�PDL�PXOWH� �UL� (Meffert H., Bolz J., 1998,
p. 25)
În FRQFHS LD� DPHULFDQ�� PDUNHWLQJXO� LQWHUQD LRQDO� VH� DIO�� SXWHUQLF�
demersului de globalizare al afacerilor fiind considerat un proces de conducere
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vQWUHJ��vQ�YHGHUHD�FUHúWHULL�SHUIRUPDQ HORU�vQWUHSULQGHULL� (Cateora, Ph., 1999)
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distincte:
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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�
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procesului de globalizare a afacerilor la nivel mondial. Un astfel de
nivel de dezvoltare este specific FRPSDQLLORU�WUDQVQD LRQDOH��VRFLHW� L�
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cum sunt:
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W., 1998);
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(ollivier, A., Dayan A., Ourset, R., 1991, p. 8-9).
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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�
- 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��
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�
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�
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.
&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�
�����$QDOL]D�PLFURPHGLXOXL�vQWUHSULQGHULL�SH�SLD D�VWU�LQ��
&OLHQ LL�VXQW�FHL�PDL�LPSRUWDQ L�DFWRUL�DL�PLFURPHGLXOXL�vQWUHSULQGHULL�SH�R�
SLD �� VWU�LQ���3HQWUX�D-i putea LGHQWLILFD�úL� ORFDOL]D�H[DFW�PDUNHWHUXO� WUHEXLH�V��
vQI�SWXLDVF��R�VHJPHQWDUH�FRUHFW��D�SLH HL�GLQ�SXQFW�GH�YHUGHUH�DO�QHYRLL�F�UHLD�L�
VH�DGUHVHD]��FX�EXQXULOH�úL�VHUYLFLLOH�VDOH��SUHFXP�úL�D�SR]L LHL�SH�FDUH�DFHVWD�DU�
dobândi-o în ansamblul ofertei.
ConFXUHQ LL� VXQW� D� GRXD� FDWHJRULH� GH� DFWRUL� FX� FDUH� VH� FRQIUXQW��
PDUNHWHUXO�SH�R�SLD ��VWU�LQ���
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DF LRQHD]��vQ�PHGLXO�PLFURHFRQRPLF�DO�vQWUHSULQGHULL��3ULQ�DFWLYLWDWHD�ORU�DFHúWLD�
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cuprinde:
¾�furnizorii de resurse;
¾�transportatorii;
¾�LQVWLWX LLOH�GH�DVLJXU�UL�
¾�FHQWUHOH�GH�FRQVXOWDQ ��
¾�LQVWLWXWHOH�GH�FHUFHW�UL�
¾�DJHQ LLOH�PHGLD�
¾�organismele publice;
¾�JUXSXULOH�GH�LQL LDWLY��
ÌQWUHJXO�VLVWHP�GH�DQDOL]��D�PHGLXOXL�GH�SLD ��VH�FHUH�RULHQWDW�SH�WUHL�GLUHF LL�
distincte:
¾�DQDOL]D�FOLHQ LORU;
¾�DQDOL]D�FRQFXUHQ LORU�
¾�DQDOL]D�vQWUHSULQGHULL�vQVHúL��VXE�UDSRUWXO�SRWHQ LDOXOXL�V�X�XPDQ��PDWHULDO�
úL�ILQDQFLDU�
&DSLWROXO����$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�
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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��
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��
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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
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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�
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 ��
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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��
*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”.
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 ��
&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:
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:
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´.
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�
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�
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�
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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��
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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�
- 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�
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�
(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�
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�
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�
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�
- 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�
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�
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�
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��
�����$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��
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�
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�
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�
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�
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�
- 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�
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�
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�
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�
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�
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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�
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��
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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
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UHIHULWRDUH� OD� SURLHFWDUHD�� UHDOL]DUHD� IDFWXDO��� IRORVLUHD� vQ� PHFDQLVPXO�
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acestea puse în slujba unui obiectiv strategic DO�vQWUHSULQGHULL�F�UHLD�vL�DSDU LQH�
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¾�identificarea D�XQHL�DQXPLWH�P�UIL�
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¾�element generator al unei imagini pozitive, respectiv, al prestigiului
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P�UILL�SH�FDUH�R�vQVR HVF�P�UFLOH��VH�SRW�JUXSD�vQ�XUP�WRDUHOH�FDWHJRULL�
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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
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¾�H[LVWHQ D�XQHL� VWUDWHJLL�GH� ODQVDUH� VLVWHPDWLF� IXQGDPHQWDW���SH� UHDOLW� LOH�
SLH HL�GH�GHVWLQD LH�
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¾�GHWHUPLQDUHD�PRPHQWXOXL�úL�DULHL�WHULWRULDOH�SRWULYLWH�SHQWUX�ODQVDUH�
�����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
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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�
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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�
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Strategii ale cooper�ULL� vQ� IDEULFDUHD� úL�VDX� FRPHUFLDOL]DUHD� SURGXVHORU� GH�
export, materializate prin:
¾�VSHFLDOL]DUHD�VHFWRULDO��LQWHUQD LRQDO��D�SURGXF LHL�
¾�VXSUDSURGXF LD�VDX�VXEFRQWUDFWDUHD�
¾�FRSURGXF LD�LQWHUQD LRQDO��
¾�OLYUDUHD�GH�XWLODMH�úL�HFKLSDPHQWH�SH�FUHGLW�UDPEXUVDEil în produse;
¾�FRQVWUXLUHD� GH� RELHFWLYH� LQGXVWULDOH� FRPSOH[H� OD� FRPDQG��� SH� ED]�� GH�
FRRSHUDUH�vQWUH�H[HFXWDQ L�úL�IXUQL]RUL�
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LQWHUQD LRQDO��
����� &RPSRQHQWH� úL� RELHFWLYH� DOH� SROLWLFLL� FRQWUDFWXDOH� vQ�
marke WLQJXO�LQWHUQD LRQDO�
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competitive.
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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.
'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�
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��
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��
- 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�
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;
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�
'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�
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
úL�VDX�IRU HOH�GH�YkQ]DUH�FDUH�WUDQVPLW�PHVDMXO�UHFHSWRUXOXL�
¾�decodificarea –�LQWHUSUHWDUHD�GH�F�WUH�UHFHSWRU�D�VLPEROXULORU�WUDQVPLVH�GH�
OD�VXUV��
¾�receptorul –�SXEOLFXO� LQW��FDUH�XUPHD]��V�� vQWUHSULQG��R�VHULH�GH�DF LXQL�
OHJDWH�GH�vQ HOHJHUHD�PHVDMXOXL�
¾�feedback –�R�VHULH�GH�LQIRUPD LL�GHVSUH�HILFLHQ D�PHVDMXOXL�FDUH�SURYLQ�GH�
OD� UHFHSWRU� úL� VH� vQGUHDSW�� F�WUH� VXUV��� vQ� YHGHUHD� HYDOX�ULL� HILFLHQ HL
procesului;
¾�elemente perturbatoare –�LQIOXHQ H�LPSUHYL]LELOH�úL�QHFRQWURODELOH�FDUH�SRW�
DIHFWD�XQD�VDX�PDL�PXOWH�GLQ�FHOH�úDVH�FRPSRQHQWH�DQWHULRDUH�
������*HQHUDO�úL�VSHFLILF�vQ�FRPXQLFDUHD�LQWHUQD LRQDO�� &RPXQLFDUHD�SH�FDUH�R�UHDOL]HD]��vQWUHSULQGHUHD�WUHEXLH�V��vQGHSOLQHDVF��
XUP�WRDUHOH�FRQGL LL�SHQWUX�D-úL�DWLQJH�VFRSXULOH�SURSXVH�
¾�V�� ILH� VXILFLHQW� GH� SXWHUQLF�� SHQWUX� D� SXWHD� GHWHUPLQD� R� UHOD LH� GH�
DXWRULWDWH�ID ��GH�SXEOLFXO�YL]DW�
¾�V��ILH�DWU�J�WRDUH��DVWIHO�vQFkW�V��SRDW��IL�LGHQWLILFDW��GLQ�PXO Lmea surselor
GH� FRPXQLFD LH�� H[LVW�� VXILFLHQW� GH� PXOWH� H[HPSOH� vQ� FDUH� PHVDMXO� V��
genereze iritare în rândul consumatorilor dintr-R� DU�� GDWRULW�� XWLOL]�ULL�
H[DJHUDWH�D�HOHPHQWHORU�GH�QDWXU��UHOLJLRDV���VH[XOD���SROLWLF���HWF��
¾�V��ILH�FUHGLELO���vQ�VHQVXO�F���SHQWUX�D�SXWHD�IL�DFFHSWDW���PHVDMHOH�SXVH�vQ�
FLUFXOD LH� V�� FRUHVSXQG�� VLVWHPXOXL� GH� YDORUL� DOH� GHVWLQDWDUXOXL��
([DJHU�ULOH�úL�SXEOLFLWDWHD�vQúHO�WRDUH�VXQW�DVSUX�VDQF LRQDWH�GH�OHJLVOD LD�
�ULORU�FX�WUDGL LH�vQ�DFHVW�GRPHQLX�
3K��.RWOHU� LGHQWLILF�� R� VHULH� GH� FRPSRQHQWH� DOH� FRPXQLF�ULL� vQWUHSULQGHULL��
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LDX�GHFL]LD�GH�FXPS�UDUH�VDX�R�LQIOXHQ HD]���SHUVRDQH��JUXSXUL��FDWHJRULL�
sociale sau publicul în general;
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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:
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SXEOLFLW� LL�
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DFFHVLELO�úL�vQWU-un format agreabil.
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pe termen scurt îndreptat VSUH�FRQVXPDWRUXO�úL�VDX�GLVWULEXLWRUXO�FX�DP�QXQWXO�vQ�
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de posturi TV, radio, etc;
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¾�lobby-ul;
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¾�crearea de evenimente speciale;
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întreprinderii;
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exploatare, etc.;
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prezentarea rapoartelor referitoare la contactele de afaceri derulate.
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instrumente mass-media pentru a interaF LRQD� GLUHFW� FX� VHJPHQWH� GH� FOLHQ L�
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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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EDULHUHOH�úL�OLPLWHOH�GH�GH]YROWDUH�D diferitelor metode de promovare;
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comunicare cu segmentul- LQW��
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¾�resursele financiare de care dispune.
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¾�modul de organizare.
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comunicare;
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