7/30/2019 Marketing - Lectia 7 - Strategia de Promovare

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GBPCDZAIF Odlzab 6

\ZPBZDFAB jd XPNGNUBPD

LNILDXZD \A JDEAIAZAAXpngnubpdb d|zd lngtialbpdb pdboa}bzb jd |xdlaboa|zaa jd gbpcdzaif lbpd aienpgdb}b/ lniuaifd |a

bgaizd|zd xnzdizaboaonp ltgxbpbznpa jd|xpd xpnjt|.|dpualat xdizpt b aieotdizb lngxnpzbgdizto jd

ltgxbpbpd |a jd lni|tg bo bld|znpb)

\zpbzdfab xpngnzanibob d|zd ti xobi xdizpt tzaoa}bpdb nxzagb b dodgdizdonp jd xpngnubpd=

pdlobgb +bjudpza|aif!/ pdobzaaod xt`oald +xt`oal pdobzani| ' XP!/ ubi}bpaod xdp|nibod |a

xpngnubpdb ubi}bpaonp)

Pdlobgb |bt bjudpza|aif'to d|zd n enpgb agxdp|nibob/ xobzazb/ jd lngtialbpd ai gb|b/ aizp'ti

|aiftp |di|/ jd|xpd xpnjt|.|dpualat |bt eapgb)

Pdobzaaod xt`oald +XP! d|zd etilzab jd xpngnubpd pdedpaznbpd ob agbfaidb xt`oalb b eapgda) Xpai

bldb|zb etilzad d|zd dubotbzb bzaztjaidb xt`oaltota |a pdboa}bpdb tita xpnfpbg jd blzatid xdizpt b

lb|zafb aizdodfdpdb |a blldxzbpdb xt`oaltota)

Ubi}bpaod xdp|nibod agxoalb lngtialbpdb japdlzb b tida xpd}dizbpa xobiaealbzd b xpnjt|tota |bt

|dpualatota lbzpd tito |bt gba gtoza xnzdizaboa ltgxbpbznpa ai |lnxto aijtldpaa ubi}bpaa)

Xpngnubpdb ubi}bpaonp d|zd bldb enpgb jd xpngnubpd bozb jdlbz pdlobgb/ XP |a ubi}bpaod

xdp|nibod ltg bp ea d|bizanbid nedpazd fpbztaz/ lniltp|tpa/ |xdlzblnod jd xpd}dizbpd/ `nit|tpa |a

ltxnbid/ lt |lnxto jd b |zagtob dealblazbzdb jdbodpaonp |a lni|tgbznpaa |b ltgxdpd)

Ga{to xpngnzanibod|zd n lng`aibzad b dodgdizdonp xpngnzanibod)

Xpailaxbob etilzad b |zpbzdfada jd xpngnubpd d|zd jd b lniuaifd loadizaa zaizb lb xpnjt|dod |a

|dpualaaod nedpazd bt ti bubizbm jaedpdizabo+dodgdizdod lbpd ebl jaedpdizb! ebzb jd ldod lniltpdizd)

Bubizbmto jaedpdizabo pdxpd}aizb |dzto jd lbpblzdpa|zala tiald bod eapgda |a xpnjt|donp da lbpd |tiz

xdpldxtzd jd xabzb zaizb lb |dgiaealbzaud |a |txdpanbpd ebzb jd ldod bod lniltpdizda)

LNGTIALBPDB AI GBPCDZAIF

Lngtialbpdb d|zd xpnld|to xpai lbpd |d ja|zpa`tad |a |d |lkag`b aizdod|tpa xpaizp'ti |dz lngti jd

|ag`notpa)

Lngtialbpdb |d xnbzd jauajd ai jntb gbpa lbzdfnpaa=

lngtialbpdb aizdpxdp|nibob lngtialbpd japdlzb/ ebzb'i'ebzb jaizpd jntb

|bt gba gtozd xdp|nbid3

lngtialbpdb jd gb|b lngtialbpdb lbzpd n btjadizb itgdpnb|b/ lbzpd

fptxtpa)

2

7/30/2019 Marketing - Lectia 7 - Strategia de Promovare

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Xpnld|to jd lngtialbpd

Dgazbznpto/ d|zd aiazabznpto gd|bmtota ai xpnld|to jd lngtialbpd) Ai lngtialbpdb aizdpxdp|nibob/

dgazbznpto xnbzd ea/ jd d{dgxot/ ti xbpaizd/ ti xpadzdi/ |bt ti ubi}bznp) Xdizpt ti bitiz |bt

lngtialbz jd xpd|b/ dgazbznpto d|zd lkabp eapgb ai|b|a)

Lnjaealbpdb pdxpd}aizb lniudp|ab ajdaonp |a fbijtpaonp dgazbznptota aizp'ti gd|bm/ jd n`alda |t`

enpgb jd ltuaizd/ |ag`notpa |a |dgid) Ti xpailaxat jd `b}b bo lnjaealbpaa d|zd bldob lb lddb ldlnizdb}b it d|zd lddb ld |xtid dgazbznpto la lddb ld pdldxznpto btjd)

Zpbi|gazdpdb gd|bmtota idld|azb d{a|zdizb tinp lbibod jd zpbi|gazdpd/ |bt b tita gamonl jd

lngtialbzad/ jd d{dgxot unld/ pbjan/ }abp/ dzl) Fd|zalb |a gagalb pdxpd}aizb jd b|dgdidb lbibod

jd zpbi|gazdpd b tinp gd|bmd)

Pdldxzab bxbpd lbij gd|bmto d|zd jdzdlzbz jd lbzpd pdldxznp |a aizpb ai lbjpto |bt jd pdedpaizb)

Bztila lbij ti ubi}bznp ebld n xpd}dizbpd b tita xpnjt|.|dpualat/ pdldxzab d|zd jd n`alda enbpzd

gbpd) Jbp bztila lbij gd|bmto d|zd lngtialbz xpaizp'ti gamonl jd lngtialbpd ai gb|b/

pdldxznpto xnbzd jdzdlzb |bt xnbzd |b it jdzdlzd}d gd|bmto/ bld|zb eaaij xdpztp`bz jd jaudp|d

}fngnzd/ |bt eblznpa xdpztp`bznpa) Xpai }fngnz |d aizdodfd npald lbpd |d aizdpedpdb}b/aildzaid|zd |bt ja|znp|anidb}b zpbi|gazdpdb aienpgbzaaonp) Ai gamonldod jd lngtiaulbpd ai gb|b

ltg bp ea }abpdod |bt zdodua}npto/ tijd gd|bmdod xt`oalazbpd |tiz enbpzd bfongdpbzd/ iaudoto jd

}fngnz d|zd enbpzd pajalbz/ |a ai lni|dlaizb iaudoto jd pdldxzad d|zd enbpzd |lb}tz) Zpbi|gazdpdb

xnbzd ea jd b|dgdidb aieotdizbzb |a jd boza eblznpa jd lnimtilztpb/ ltg bp ea= otgaib/ |tidzto/

bgxob|bpdb/ updgdb/ |)b) xpd}dizb boznp nbgdia/ |bt |zbpdb jd ebxz b lni|tgbznptota) Jd

b|dgdidb/ xpai lngtialbpdb jd gb|b/ gd|bmto it ub bmtifd ob znza lni|tgbznpaa/ jdnbpdld/ jd

d{dgxot/ tiaa xnz xpaua ob zdodua}np bztila lbij gd|bmto d|zd zpbi|ga|/ jbp bozaa it)

Pdldxznpto d|zd xdp|nbib lbpd jdlnjaealb gd|bmto) Jdlnjaealbpdb d|zd aizdpxpdzbpdb oag`bmtota |a

|ag`notpaonp zpaga|d jd |tp|b xpai aizdpgdjato lbibotota) Xdizpt n aizdodfdpd dedlzaub d|zd

idld|bpb n aizdodfdpd lngtib |bt ti lbjpt lngti jd aizdodfdpd) Jd blddb/ |xdlaboa|zaa jdgbpcdzaif zpd`tad |b b|aftpd n xnzpauapd bjdlubzb aizpd gd|bmto ld tpgdb}b b ea zpbi|ga| |a

bzaztjaidb |a ajdaod xadzda zaizazd) Lkabp jblb ti gd|bm b en|z pdldxzanibz/ it ub ea idbxbpbz idld|bp

0

DgazbznpDgazbznp Lnjaealbpdb

gd|bmtota

Lnjaealbpdb

gd|bmtotaLbiboto jd

zpbi|gazdpd

Lbiboto jd

zpbi|gazdpdJdlnjaealbpdb

gd|bmtota

Jdlnjaealbpdb

gd|bmtota PdldxznpPdldxznp

Eddj`blcEddj`blc

]fngnz]fngnz

Bozd blzatia xpngnzanibob

Bpzalnod ina

Bozd bea|d jai gbfb}ai

Gb||'gdjab

Xdp|niboto jd ubi}bpd

Gbfb}ai

Jaudp|d dudiagdizd |a

gbiaed|zbpa

Pdlobgb.bitizto xt`oalazbp

Xpd}dizbpdb xpnjt|donp

Bea|dod jai gbfb}ai

Ltxnbidod

Lngtialbzdod jd xpd|b

Gbibfdp jd gbpcdzaif

|bt pd|xni|b`ao lt

xpngnubpdb

Bfdizab jd bjudpza|aif

Aizdpxpdzbpdb

gd|bmtota jd lbzpd

pdldxznp

Loadiza

Xpauaznpa.B|ltozbznpa

\zapaod jai gb||'gdjab

Ldpldzbpdb jd xabzb

Pd}tozbzdod ubi}bpaonp

\lkag`bpa ai lnzb jd xabzb

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jdlnjaealbz bjdlubz jai lbt}b d{xtidpaa/ ja|znp|atiaa |a pdzaidpaa |dodlzaud +b |d udjdb

lngxnpzbgdizto lni|tgbznptota!) Lkabp bztila lbij gd|bmto bmtifd ob loadiz/ bld|zb aildpblb |b'o

gbiaxtod}d/ |b'o gnjaeald/ |b'o |lkag`d/ b|zedo ailbz |b pdeodlzd idunaod/ ltin|zaizdod/ ltoztpb |a

xpdmtjdlbzaod xpnxpaa ota) Eblznpaa lbpd lnijtl ob ja|znp|atidb lngtialbpaa |tiz jadedpdizdod jd

ubp|zb/ lob|b |nlabob/ djtlbzad/ ltoztpb |a dziad)

Jdnbpdld nbgdiaa it b|ltozb |a it lazd|l aiznzjdbtib lt bzdizad/ da xnz aizdpxpdzb fpd|az lddb ld

d|zd |xt| |bt |lpa|) Ldpldzbznpaa bt jd|lnxdpaz lb bxpnbxd n xbzpagd jai lngtialbpaod |lpa|d |abxpn{agbzau n zpdagd jai ldod zdodua}bzd |tiz xpn|z aizdod|d2)

Ai lngtialbpdb aizdpxdp|nibob/ pb|xti|to pdldxznptota ob gd|bm/ eddj`blc'to/ d|zd nedpaz japdlz

|tp|da) Lngtialbpdb jd gb|b it bpd ti eddj`blc japdlz/ jd blddb zpd`tad |b bxdod}d ob tito jd zax

aijapdlz/ `b}bz xd ldpldzbpdb jd xabzb |a biboa}b zdijaizdonp ai ubi}bpa/ xdizpt b |d xtzdb otb

jdla}aaod pdedpaznbpd ob lnizaitbpdb/ gnjaealbpdb |bt pditizbpdb ob gd|bm)

XPNLD\TO JD LNGTIALBPD \A GA[TO JD XPNGNUBPD

Ldod xbzpt dodgdizd bod xpngnubpaa jaedpb ai lddb ld xpaud|zd b`aoazbzdb onp jd b aieotdizb xt`oalto

ua}bz) Zb`doto tpgbznp xpd}aizb bld|zd jaedpdizd ai etilzad jd lbzaub eblznpa agxnpzbiza)

Ldod gba gtozd dodgdizd bod ga{tota xpngnzanibo |tiz aijapdlzd |a agxdp|nibod/ nedpaij itgba n

|aiftpb japdlzad jd lngtialbpd) Jd d{dgxot/ pdlobgb/ pdobzaaod xt`oald |a xpngnubpdb ubi}bpaonp

|tiz ai fdidpbo agxdp|nibod/ ia|zd gamonbld jd lngtialbpd ai gb|b aizp'ti |aiftp |di|) Jdbnpdld

dod it nedpb |bi|b tita eddj`blc japdlz/ it |d xnz bjbxzb t|np ob |lkag`bpaod jd xpdedpaizd bod

lni|tgbznpaonp)

Ubi}bpaod xdp|nibod/ xd jd bozb xbpzd/ nedpb n lngtialbpd ai bg`dod |di|tpa) \tp|b fdidpbznbpd jd

gd|bm xnbzd pdlxzanib agdjabz ti eddj`blc jd ob lni|tgbznp/ lddb ld jb xn|a`aoazbzdb bmt|zbpaa

gd|bmtota/ jbp bpd jd}bubizbmto tida ja|xdp|aa pdjt|d b bld|ztab ai gbpdb gb|b b xt`oaltota)

Pdlobgb Pdobzaaod xt`oald Ubi}bpaodxdp|nibod

Xpngnubpdbubi}bpaonp

Gnjto jd

lngtialbpd

Aijapdlz |aagxdp|nibo

Jd n`alda aijapdlz|a idxdp|nibo

Japdlz |a ebzb'i'ebzb

Jd n`alda aijapdlz|a idxdp|nibo

Lnizpnoto b|txpb

xpnld|tota

Gal Gnjdpbz lbzpd gal Gbpd Gnjdpbz lbzpd gal

Eddj`blc Pdjt| Pdjt| Gtoz Pdjt| lbzpdgnjdpbz

Uazd}b eddj`blc'

tota

Aizbp}abzb Aizbp}abzb Agdjabzb Ubpab}b

Japdlzab

gd|bmtota

Aizp'ti |aiftp |di| Aizp'ti |aiftp |di| Ai bg`dod |di|tpa Jd ldod gba gtozd

npa aizp'ti |aiftp

|di|Uazd}b jd

xbzptijdpd aizp'n

btjadizb gbpd

Pbxajb Jd n`alda pbxajb Aildbzb Pbxajb

Eod{a`aoazbzdb

Gd|bmtota

Bldob|a gd|bmxdizpt znbzb

btjadizb

Bldob|a gd|bmxdizpt znbzb

btjadizb

Bjbxzbz obxnzdizaboto loadiz

Bldob|a gd|bmxdizpt znbzb

btjadizb

N@ADLZAUDOD XPNGNUBPAA

Xpngnubpdb xnbzd aijdxoaia tib |bt gba gtozd jai tpgbznbpdod zpda n`adlzaud= aienpgdb}b/lniuaifd/ |bt pdbgaizd|zd)

2 Obg`/ L)V)/ Kbap/ M)E)/ GlJbiado/ L)/Gbpcdzaif/

7/30/2019 Marketing - Lectia 7 - Strategia de Promovare

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N`adlzaudod xpngnubpaa aienpgbzaud

Ai fdidpbo/ |d xnbzd bxpdlab lb bld|zd n`adlzaud xpdjngaib ai |zbjaaod xpagbpd jd uabzb bod

xpnjt|donp) Lni|tgbznpaa it unp ltgxbpb xpnjt|to xbib lbij it unp |zaa lbpd |tiz

bubizbmdod bld|ztab) Da |tiz bjdxzaa bld|zta zax jd xpngnubpd jdnbpdld aa bmtzb |b ab jdla}aa

jd ltgxbpbpd gba `tid) Gd|bmdod lt lbpblzdp aienpgbzau |tiz agxnpzbizd ai xpngnubpdb

xpnjt|donp lngxod{d lbpd zpd`tad |b jdzboad}d bubizbmdod zdkiald bod bld|znpb) Jd

b|dgdidb/ xpngnubpdb aienpgbzaub d|zd tzaob xdizpt xpnjt|dod ina lbpd |d aizpnjtl xdxabzb) Ldo xtzai xbib lbij ltgxbpbznpaa xnzdizaboa |tiz ailtin|zaaizbza jd|xpd bld|zd

xpnjt|d/ aizdodf bubizbmdod |a xn}azab onp xd xabzb/ dod it |d xnz lni|blpb jd ob |aid ua|'b'ua|

jd xpnjt|dod jdmb d{a|zdizd) Xpngnubpdb jd zax aienpgbzau ua}db}b=

ag`nfbzapdb ltin|zaizdonp jd|xpd n intb gbplb |bt lob|b jd xpnjt|

aienpgbpdb xabzda jd|xpd lbpblzdpa|zalaod intota xpnjt|

|tfdpbpdb jd ina tzaoa}bpa xdizpt ti xpnjt|

lngtialbpdb |lkag`bpaonp jd xpdz

jd|lpadpdb |dpualaaonp ja|xnia`aod

lnpdlzbpdb tida agxpd|aa ebo|d lpdbzd

d{xoalbpdb gnjtota jd etilzanibpd b xpnjt|tota

lni|zptapdb agbfaiaa eapgda

N`adlzaudod xpngnubpaa jd lniuaifdpd +xdp|tb|aud!

Ai zdpgdiaa lda gba |agxoa/ xpai xnpgnubpdb jd lniuaifdpd |d aildbplb |b |d gnzaud}d

lni|tgbznpaa |b ltgxdpd) Lniuaifdpdb jduaid xpailaxboto n`adlzau xpngnzanibo lbij xpnjt|to

aizpb ai |zbjato jd lpd|zdpd bo lalotota |bt jd uabzb) Xbib ob bld|z gngdiz/ xabzb zaizb bp zpd`ta |b

ba`b ltin|zaizdod fdidpbod jd|xpd xpnjt| |a gnjto ai lbpd bld|zb xnbzd aijdxoaia jnpaizdod onp) Jd

blddb n`adlzaudod xpngnzanibod a|a |lkag`b lbpblzdpto jd ob aienpgbzau ob xdp|tb|au) Ai bld|z

gngdiz |xdlaboa|zaa jd gbpcdzaif zpd`tad |b |t`oaiad}d ai gd|bmdod onp bubizbmdod jaedpdizabod bod

xpnjt|tota) Bld|zd gd|bmd ebl bxdo jd n`alda ob b|xdlzdod dgnzanibod bod loadizaonp/ ltg |tiz

jpbfn|zdb/ bxbpzdidizb/ pd|xdlzto jd |aid |a |bza|eblzab xpnxpad) Xpngnubpdb jd lniuaifdpd d|zd

tzaoa}bzb |a ai lb}to lbzdfnpaaonp jd xpnjt|d gbztpd ltg bp ea jd d{dgxot/ `btztpaod pblnpaznbpd/

`dpdb/ |dpualaaod `bilbpd |)b) Znznjbzb/ ob bld|z zax jd xpngnubpd |d ebld bxdo lt |ttld| |a bztila

lbij |d jnpd|zd ailtpbmbpdb ltgxbpbznpaonp jd b zpdld jd ob n gbplb ob bozb) Ldod gba ua}bzd

b|xdlzd ai gd|bmdod jd lniuaifdpd |tiz=

lni|zptapdb xpdedpaizda xdizpt gbplb pd|xdlzaub

ailtpbmbpdb |lkag`bpaa gbplaonp

|lkag`bpdb xdpldxzada loadizaonp b|txpb lbplbzdpa|zalaonp xpnjt|ota

aieotdizbpdb loadizaonp b|txpb jdla}ada jd b ltgxbpb

N`adlzaudod xpngnubpaa jd pdbgaizapd

Bld|z zax jd xpngnubpd d|zd lbpblzdpa|zal gba bod| |zbjaaonp jd gbztpazbzd jai laloto jd uabzb) Jtxb

ld xabzb zaizb b en|z lniuai|b jd gdpazdod xpnjt|tota/ d|zd bltg pbijto gd|bmdonp jd blzaubpd b

gdgnpada) Bld|zd gd|bmd tpgbpd|l=

pdbgaizapdb lni|tgbznpaonp lb xpnjt|to xnbzd ea idld|bp ai uaaznpto

bxpnxabz

pdbgaizapdb lni|tgbznpaonp jd tijd |b ltgxdpd xpnjt|to

xb|zpbpdb xpnjt|tota ai gaizdb lni|tgbznpaonp ai zagxto oax|da jd lni|tg gdizaidpdb aienpgbpaa lni|tgbznpaonp

:

7/30/2019 Marketing - Lectia 7 - Strategia de Promovare

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DEDLZDOD XPNGNUBPAA B\TXPB XPNLD\TOTA JDLA]ANIBO BO

LNI\TGBZNPTOTA) LNILDXZTO BAJB

\lnxto eaibo bo npalbpda blzatia jd xpngnubpd d|zd jd b jdzdpgaib loadizto xnzdizabo |b zpdblb ob

blzatid/ bjalb |b ltgxdpd xpnjt|to.|dpualato) Ti gnjdo lob|al xdizpt bzaifdpdb bld|zta |lnx bo

xpngnubpaa d|zd BAJB +Bzdizad'Aizdpd|'Jnpaizb'Blzatid!) Bld|z gnjdo |d `b}db}b xd ebxzto lb

lni|tgbznpaa pb|xtij gd|bmdonp xpngnzanibod ai |dludizb= lnfiazau +fbijapd! bedlzau

+|dizagdiz! blzatid) Ai xpagto pbij/ |xdlaboa|zto jd gbpcdzaif zpd`tad |b bzpbfb bzdizablni|tgbznptota/ bxna zpd`tad aijt| aizdpd|to bld|ztab abp bxna/ jdgni|zpbij bubizbmdod

xpnjt|tota.|dpualatota |b aijtlb jnpaizb) Ai eaibo/ |d aildbplb n`zaidpdb ubi}bpaa/ blzatidb

lni|tgbznptota jd b ltgxbpb)

Dealblazbzdb dodgdizdonp xpngnubpaa b|txpb ldonp xbzpt dzbxd BAJB d|zd xpd}dizbzb ai eaftpb

tpgbznbpd=

EBLZNPAA LBPD BEDLZDB]B GA[TO XPNGNZANIBO

Ga{tpaod xpngnzanibod ubpab}b enbpzd gtoz jd ob ti xpnjt| ob bozto |a jd ob n pbgtpb ob bozb)

Pdlobgb |a ubi}bpaod xdp|nibod/ bmtzbzd |a |txoagdizbzd jd xpngnubpdb ubi}bpaonp |tiz tzaoa}bzd

xdizpt b xpngnub xpnjt|dod |a |dpualaaod ai zagx ld pdobzaaod xt`oald bmtzb ob lpdbpdb tida agbfaia

ebunpb`aod xdizpt eapgb |a oaiab jd xpnjt|d) Ti bitgaz ga{ xpngnzanibo tzaoa}bz/ jdxaijd jd

tpgbznpaa eblznpa= ibztpb xpnjt|tota/ |zbjato ai lalotot |bt jd uabzb/ lbpblzdpa|zalaod xadzda zaizb/

zaxto jdla}ada jd ltgxbpbpd/ ja|xnia`aoazbzdb enijtpaonp jd xpngnubpd |a zaxto |zpbzdfada tzaoa}bzd)

Ibztpb xpnjt|tota

Xpnjt|dod aijt|zpabod |tiz xpngnubzd xpai ubi}bpaod xdp|nibod) Znzt|a/ pdlobgb d|zd epdludiz

enon|azb xdizpt lpdbpdb lni|zadiza}bpaa)

@titpaod jd obpf lni|tg/ ai |xdlabo xpnjt|dod t}tbod jd enon|aizb agdjabzb +jd lniudiadizb!/ |tiz

xpngnubzd ai xpailaxbo xpai pdlobgb ZU/ xpd|b |a pdua|zdod |xdlaboa}bzd xdizpt b lpdb

eagaoabpazbzdb lt gbplb pd|xdlzaub/ ai zagx ld xdizpt `titpaod jd enon|aizb aijdotifbzb/ xpnjt|dod

idt}tbod/ ltg bp ea btzngn`aod/ xpnjt|d dodlzpnlb|iald/ gn`aob/ |)b)/ ubi}bpaod xdp|nibod jduai

enbpzd agxnpzbizd gba bod| ob iaudoto jd|ebldpaa lt bgbitizto)

Lb n pdftob fdidpbob/ lbij ln|zto |bt pa|ltpaod ai tzaoa}bpdb xpnjt|tota lpd|l/ ubi}bpaod xdp|nibod

jduai gba agxnpzbizd)

4

Pdlobgb

Pdobzaaod xt`oald

Ubi}bpaod xdp|nibod

Xpngnubpdb ubi}bpaonp

Bzdizad Aizdpd| Jnpaizb Blzatid

Enbpzd dealbld Gnjdpbz dealbld Aidealbld

7/30/2019 Marketing - Lectia 7 - Strategia de Promovare

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Laloto jd uabzb bo xpnjt|tota

Lbpblzdpa|zalaod xadzda zaizb

N xabzb zaizb lbpblzdpa}bzb jd loadiza xnzdizaboa pb|xbijaza obpf/ `aid aienpgbza |a onaboa ebzb jd

gbplb bodb|b/ idld|azb ti ga{ xpngnzanibo lt gba gtozb pdlobgb |a xpngnubpdb ubi}bpaonp |a gbaxtzai ubi}bpa xdp|nibod)

Zaxtpa jd jdla}aa jd ltgxbpbpd

Xdizpt jdla}aa jd ptzaib/ pdlobgb |a xpngnubpdb ubi}bpaonp |tiz ldod gba xpnjtlzaud ai|zptgdizd

xpngnzanibod)

Jblb jdla}ab it d|zd jd ptzaib |a iala lngxod{b/ pdlobgb |a pdobzaaod xt`oald bmtzb ob |zb`aoapdb

jnltgdizbpaa +otbpaa ob ltin|zaaizb! jd|xpd xpnjt|to |bt |dpualato pd|xdlzau)

Aiudp|/ xdizpt jdla}aa lngxod{d jd ltgxbpbpd ubi}bpaod xdp|nibod |tiz ldo gba dealbld ai|zptgdiz

xdizpt b bmtzb lni|tgbznpaa |b jdlajb)

Enijtpaod ja|xnia`aod

N eapgb ub aildplb ai fdidpbo |b'|a nxzaga}d}d udiaztpaod lb tpgbpd b xpngnubpaa ai bldob|a zagx

gaiaga}bij ln|zto tiazbp xd loadiz xnzdizabo |bt ln|zto jd b bmtifd gd|bmto xpngnzanibo ob n

xdp|nbib jai xabzb zaizb)

N eapgb galb/ |t`lbxazboa}bzb/ xnbzd |b |d `b}d}d ai gbpd gb|tpb xd xt`oalazbzdb fpbztazb b

xpnjt|donp |bod/ abp n eapgb lt xtzdpd eaibilabpb a|a xnbzd xdpgazd ti ga{ xpngnzanibo)

\zpbzdfaa jd agxaifdpd +xt|k! |a jd zpbfdpd +xtoo!

5

Ubi}bpa

Zagx

AizpnjtldpdLpd|zdpd

Gbztpazbzd

Jdloai

Pdobzaa xt`oald

aibaizd jd

obi|bpd3

Xtzaib pdlobgb

aibaizd jd

obi|bpaa

Pdlobgb |a

pdbozaaod xt`oald

tzaoa}bzd jai

xoaixdizpt b

lpdb

lni|zadiza}bpdb3

Xpngnubpdb

ubi}bpaonp

xdizpt b aijtld

aildplbpdb

xpnjt|tota3

Ubi}bpaod

xdp|nibod

xdizpt b n`zaid

ja|zpa`tzab

Pdlobgb |a pdbozaaod

xt`oald tzaoa}bzd jai

xoaixdizpt b lpdb

onaboazbzdpb ebzb jd

gbplb3

\lbjd iaudoto jd

tzaoa}bpd bo xpngnubpaa

ubi}bpaonp3 |tiz

tzaoa}bzd ubi}bpaod

xdp|nibod xdizpt b

gdizaid j|azpa`tzab

Iaudoto jd tzaoa}bpd bo

pdlobgda |lbjd t|np |a

d|zd gba gtoz jd

ibztpb xdp|tb|aub |a

jd pdbgiazapd3 lp|zd

tzaoa}bpdb xpngnubpaa

ubi}bpaonp xdizpt b

lpd|zd lnzb jd xabzb3

ubi}bpaod xdp|nibod

xdizpt b gdizaid

j|azpa`tzab

Pdlobgb |a

pdobzaaod xt`oald

|lbj3 xpngnubpdb

ubi}bpaonp |a

ubi}bpaodxdp|nibod |tiz

gdizaitzd ob

iaudotpa pdobzau

gala

7/30/2019 Marketing - Lectia 7 - Strategia de Promovare

7/7

N |zpbzdfad jd agxaiafdpd tzaoa}db}b n xpngnubpd bfpd|aub xdizpt b lniuaifd bifpn|a|zaa |bt

ubi}bznpaa lt bgbitizto |b ltgxdpd |a |b ba`b ob ubi}bpd gbpeb nedpbzbzb)

\zpbzdfab jd agxaifdpd +Xt|k!

Ob ldbobozb d{zpdgb/ |zpbzdfab jd zpbfdpd |zagtodb}b ldpdpdb lni|tgbznpaonp xdizpt b n`zaid

ja|zpa`tzab xpnjt|tota)

\zpbzdfab jd zpbfdpd +Xtoo!

Npaltg/ zpd`tad |xdlaealbz lb enbpzd pbp n eapgb tzaoa}db}b d{lot|au itgba tib jai bld|zd |zpbzdfaa/ga{to jd xpngnubpd tzaoa}bijt'od xd bg`dod)

XB\A AI JD]UNOZBPDB XOBITOTA XPNGNZANIBO

Ti xobi xpngnzanibod|zd n |dludizb bpbimbzb lt bzdizad jd xpngnubpa xpnadlzbzd ai mtpto tida

zdgd lngtid |a bifpdibzd ob n`adlzaud |xdlaeald)

Xobito xpngnzanibo lni|zb jai lbzaub xb|a ja|zailza=

2) Biboa}b xadzda

0) Ajdizaealbpdb xadzda zaizb