Marketing - Lectia 5 - Strategia de Pret
Transcript of Marketing - Lectia 5 - Strategia de Pret
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sfusf`k} jnz}vi ufk}sv djh```nkdsfd vkv` cvk zdv zfsr`j`v) `ds ufk}sv rk}ns sfusf`k}rfk`}vi) zvszd us`gds ufk}sv usnb`}vs`+ ]n}nmd}) us`k usf} zvk} dinjd}f sfzvszfif k}s'nfjnkng`f mf u`d i`cfsd+
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ufk}sv usnb`}vs`+ Gdkdafs`` `kjfdsjd zd b`xff vk usf} jdsf zd jnkmvjd usnb`}vi mns`}+ Mdjdjnkzvgd}ns`` ufsjfu jd usf}vi fz}f b`xd} usfd gdsf) dm`jd rdindsfd ufsjfuv}d mf djfz}`d fz}f gd`g`jd mfjd} jnz}vi ufk}sv djh``}`nkdsf) rdkds`if rns b` u`fsmv}f+ Djfdz}d `kzfdgkd jd zf u`fsm
rfk`}vs`if+ Mdjd `k zjh`gc) jnkzvgd}ns`` ufsjfu vk usf} usfd g`j) dm`jd rdindsfd ufsjfuv}d fz}fgd` gdsf mfjd} jnz}vi ufk}sv djh``}`nkdsf) d}vkj` zf u`fsm rfk`}vs`if jdsf ds b` uv}v} b` jdz}`ad}fjv vk usf} gd` gdsf+ @kjfsjdsfd mf d b`xd usf}vi jnsfj} fz}f jfd gd` `guns}dk}d zdsj`kd dgdkdafsviv` mf gdslf}`ka+
Z}sd}fa`d mf usf) fz}f jdmsvi mf cd uf }fsgfk ivka jdsf z}dc`if}f usfvi `k``di ufk}sv vkusnmvz ` m`sfj`d jdsf zf `k}fk`ndkf ufk}sv zjh`gcs`if mf usf mf'divkavi j`jiviv` mf r`d diusnmvzviv`+
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4+ Nc`fj}`rf mf usnb`}
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Gdx`g`dsfd usnb`}viv` fz}f nc}`kv}d vkmf RG 7 JG+ D}d}d rsfgf jd} rfk`}vi vi}`gf`vk`}d}` usnmvzf z` rdkmv}f fz}f gd` gdsf mfjd} jnz}vi djfz}f`d) b`sgd }sfcv`f zd jnk}`kvf
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5 ' ' '
4 4=5 05 65
3 4:5 85 455
: 456 15 4:6
= 06 25 415
6 86 15 486
2/ 85 85 486
1 16 05 415
8 25 445 435
0 65 4:5 =5
45 =5 465 (15/ Gdx`gvi usnb`}viv`
3
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5 455 5 455 5+55 5+55 5+55 54 455 05 405 455+55 05+55 405+55 05
3 455 415 315 65+55 86+55 4:6+55 85
: 455 3=5 :=5 ::+:: 85+55 44:+:: 15
= 455 :55 =55 36+55 16+55 455+55 25
6 455 :15 =15 35+55 1=+55 0=+55 15
2 455 =65 665 42+21 16+55 04+21 85
1 455 6=5 2=5 4=+30 11+4= 04+=: 05
8 455 265 165 43+65 84+36 0:+16 445
0 455 185 885 44+44 82+21 01+18 4:5
45 455 0:5 45:5 45+55 0:+55 45:+55 465
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j Sd}d mf sfk}dc`i`}d}f mns`}d fz}f vk nc`fj}`r mf usnb`} jf vsgdsfz}f) mf fxfguiv) sd}d mfsfk}dc`i`}d}f d jdu`}divs`ins+ Djfdz}d zf nc}`kf us`k `guds}`sfd usnb`}viv` kf} id rdindsfd
jdu`}diviv`+ Mf fxfguiv) mdjd `k dkvi 35xx n b`sgd d drv} vk jdu`}di mf =)6 g`i`ndkf z` nsd}d d sfk}dc`i`}d}`` fz}`gd}d mf 45&) sfdi`dkm vk usnb`} kf} mf 665+555) sd}d sfk}dc`i`}d}``jdu`}divs`ins d bnz} mf?
3)43=+655+555
665+555SS 77 &
Zf und}f nczfsrd jd sd}d usnb`}dc`i`}d}`` sfdi`d}d mf b`sgd d mfudz`} }`k}d mf 45&) jffd jf`km`jd jd b`sgd `k dkvi dkdi`d} d drv} n frniv}`f usnzufsd+ Jngudsdsfd usnjfk}viv` mf43)3 & sfdi`d} jv gfm`d m`k sdgvsd ds nbfs` n `gda`kf gvi} gd` fxdj}d+Gdkdafsvi mf gdslf}`ka und}f v}`i`d vk dz}bfi mf z}dkmdsm di sd}f` sfk}dc`i`}d}`` ufk}sv d
fz}`gd mdjd vk dkvg`} usf} z` g`x mf gdslf}`ka zvk} bfdc`if+ Ns`jvg) gdkdafsvi }sfcv`fzd frdivff z` s`zjvi vkf` dkvg`}f z}sd}fa`` jh`ds mdjd sfk}dc`i }d}fd dsf n gds`gfdjjfu}dc`id+
3+ Nc`fj} rf ifad}f mf rdkds`
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d Usf}vi ns`fk}d} uf jn}d mf u`d}d fz}f nc`fj}`rvi mf usf} us`k jdsf n b`sgd mnsfz}f zdgfk}`kd zdv zd jsfdzjd jn}d zd mf u`d}d+ Jn}d mf u`d d vkf` b`sgf zf mfb`kf}f jd b``kmsduns}vi fxus`gd} usnjfk}vdi m`k}sf rks`if sfdi`d}f mf b`sgd sfzufj}`r ` rks`if
}n}dif m`k mngfk`vi mf dj}`r`}d}f+ Fz}f bnds}f `guns}dk} zd b`f jids`b`jd} mdjd jn}d mf u`d}dzf fxus`gd `k vk`}d}` rdins`jf zdv `k vk`}d}` mf usnmvz) zfgk`b`jd``if b``km m`bfs`}f+ Mffxfguiv) zf jnkz mfsd ud}sv b`sgf jdsf jnkjvsfdd `k}s'n sdgvsd jv rdkds` }n}dif mf 3g`i`ndkf mf vk`}d}` mf usnmvz z` rfk`}vs` }n}dif mf = g`i`ndkf+
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Jn}d mf u`d}d`k vk`}d}`
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D 4+555+555 4)55 4+555+555 65& 36&
C 355+555 =)55 855+555 45& 35&
J 655+555 3)55 4+555+555 36& 36&
M :55+555 =)55 4+355+555 46& :5&
]n}di 3+555+555 =+555+555
Zf und}f nczfsrd jd b`sgd D dsf jfd gd` gdsf jn}d mf u`d}d (65& fxus`gd}d `k vk`}d}`b``jf) mds dsf kvgd` 36& jn}d mf u`d}d fxus`gd}d rdins`j+ Zusf mf nzfc`sf mf djfdz}d)b`sgd M dsf kvgd` 46& jn}d mf u`d}d fxus`gd}d `k vk`}d}` b``jf) mds jfd gd` gdsf jn}d mf
u`d}d fxus`gd}d rdins`j (:5&+ Mf nc`jf`) jn}d mf u`d}d zf fxus`gd rdins`j z` kv `k vk`}d}`b``jf+
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c Gdx`g`dsfd rdkds`ins fz}f nc`fj}`rvi mf usf} us`k jdsf zf vsgdsfz}f gdx`g`dsfd drdkds`ins `aknsdkm usnb`}vi) jnkjvsfk}d z` gfm`vi mf gdslf}`ka d}d}d }`gu jd} rdkds`ifjsfzj+ Zf cdfdd uf mfj``d jnkbnsg jdsf`d sduns}vi usf}.jdk}`}d}f afkfsfdd jfi gd`gdsf rfk`}+ Djfz}d kv }sfcv`f zd b`f k`j`nmd}d vk nc`fj}`r uf }fsgfk ivka mfndsfjfgdx`g`dsfd rfk`}vs`ins und}f `kzfgkd vk usnb`} g`j zdv bdsd usnb`}+ Mf nc`jf` zfv}`i`fdd ufk}sv rdkdsfd z}njvs`ins `k fxjfz z` zjdudsfd mf gnmfifif rfjh` `kd`k}f mf
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Vk sni `guns}dk} `k jdmsvi djfz}v` fifgfk} mf bvkmdgfk}dsf `i ondjd fid}`j`}d}fd jfsfs`` (d zfrfmfd jnkjfu}vi+
Fidz}`j`}d}fd fz}f `kbivfk}d}d mf m`unk`c`i`}d}fd usnmvfins vc}`}vfk}f)usf}vi sfid}`r id uv}fsfdmf jvgudsdsf) mvsdc`i`}d}fd usnmvviv` z` di}f v}`i`zds` dif usnmvviv`+
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@k fjnkng`f) jfsfsfd z` nbfs}d }`km zd d}`kad n z}dsf mf fjh`i`csv) mfkvg`}d fjh`i`csvi usf}viv`+Fjh`i`csvi usf}viv` fz}f usf}vi id jdsf jfsfsfd z` nbfs}d zvk} fadif+ Ufk}sv vk usnmvz) vk usf}}fgunsds b`xd} zvc usf}vi mf fjh`i`csv jnkmvjf idufkvs`f) mfndsfjf id djfi usf} jfsfsfd fz}f gd`gdsf mfjd} jdk}`}d}`if m`zunk`c`if nbfs`}f+ Mds gd` mfrsfgf zdv gd` }ds`v) jfsfsfd z` nbfs}d zf rnssffjh`i`csd+
3+ Jnz}vi
Vk di} mf}fsg`kdk} us`kj`udi di usf}viv` fz}f jnz}vi+ Ufk}sv d bdjf usnb`} jhfi}v`fi`if }sfcv`fdjnufs`}f mf rfk`}vs`+ Zufj`di`z}`` mf gdslf}`ka v}`i`fdd jd}frd gf}nmf mf z}dc`i`sf d usf}viv`ns`fk}d}f uf jnz}+
d+ N gf}nmd fz}f usf}vi us`k dmdn jngfsj`di (gdslvu us`j`ka)+ Usf}vi us`k dmdnz jngfsj`difz}f gf}nmd mf dmdvadsfd d vkv` dkvg`} usnjfk} id jnz}vi usnmvzviv`+ Mf fxfguiv) vk usnmvzjdsf jnz}d 4)8 vk`}d}` gnkf}dsf z` fz}f rdkmv} jv 3)3 vk`}d}` gnkf}dsf dsf vk dmdnz jngfsj`dimf 5)= vk`}d}`) zdv 33& m`k jnz} (5)= 4)8+
c+ Di}d gf}nmd fz}f usf}vi }dc`i`} id usdavi mf sfk}dc`i`}d}f (uvkj}vi js`}`j mf sfk}dc`i`}d}f)+Djfdz}d fz}f n gf}nmd mf mf}fsg`kdsf d rnivgviv` mf rdkds` jdsf }sfcv`f d}`kz ufk}sv vk
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usnmvz `kd`k}f jd b`sgd zd dovkad id uvkj}vi js`}`j mf sfk}dc`i`}d}f (jnz}vs`if }n}dif fadifddrfk`}vs`if }n}dif z` usnb`}vi fz}f fsn+
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3+555Usf} 7,7
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7/30/2019 Marketing - Lectia 5 - Strategia de Pret
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