planul de marketing licenta

8/13/2019 Planul de Marketing Licenta

http://slidepdf.com/reader/full/planul-de-marketing-licenta 1/60

UNIVERSITATEA DE VEST “VASILE GOLDIŞ” ARADFACULTATEA DE ŞTIINŢE ECONOMICE

SPECIALIZAREA: MARKETING

LUCRARE DE LICENŢĂ

Coordonaor !""n#"$"%&Con$' (n")' dr' Ur*( Dor+,

L+%' Un")' drd' D(-"ra! Cr"*"an

A.*o,)+n&/ooroa01 Va,+n"n

1 1



UNIVERSITATEA DE VEST “VASILE GOLDIŞ” ARADFACULTATEA DE ŞTIINŢE ECONOMICE

SPECIALIZAREA: MARKETING

LUCRARE DE LICENŢĂ

PLANUL DE MARKETING LA SC2OLZINDUSTRIE SC23EIG2OFER SRL SE/EŞ

Coordonaor !""n#"$"%&

Con$' (n")' dr' Ur*( Dor+,L+%' Un")' drd' D(-"ra! Cr"*"an

A.*o,)+n&/ooroa01 Va,+n"n

2 2



CUPRINS

CAP I ACTIVITATEA DE MARKETING SPECIFICĂ UNEI SOCIETĂŢI COMERCIALE

4N ZILELE DE GLORIE ALE “AFACERILOR NORMALE“& FIRMELE PUTEAU

REZISTA CONCURENŢEI PRIN APLICAREA UNEI POLITICI AGRESIVE DE V5NZĂRI ŞIRECLAMĂ A PRODUSELOR' ESTE CEEA CE S6A NUMIT “MARKETING”' ACEASTĂVIZIUNE A OMULUI O/IŞNUIT ASUPRA CONCEPTULUI DE MARKETING RĂM5NEVALA/IL ŞI ASTĂZI' DIN NEFERICIRE& E7ISTĂ 4NSĂ ŞI DESTUI DIRECTORI DE FIRMECARE CRED CĂ “MARKETING” 4NSEAMNĂ S56ŞI “PRELUCREZE” AGENŢII DE V5NZĂRIŞI APOI SĂ LE FACĂ V5NT 4N STRADĂ CA SĂ V5NDĂ PRODUSE8 ACEASTA ESTE CEAMAI /UNĂ “REŢETĂ“ PENTRU DEZASTRU'

TRE/UIE AVUT 4N VEDERE FAPTUL CĂ& ASTĂZI& CUMPĂRĂTORII SUNT PUŞI 4NFAŢA UNEI GAME URIAŞE DE PRODUSE DE TOT FELUL' NU TRE/UIE& DE ASEMENEA&UITAT CĂ EI AU REACŢII ŞI CERINŢE DIFERITE FAŢĂ DE PREŢUL UNUI PRODUS SAUDE RAPORTUL PRODUS9SERVICII OFERITE' NU 4N ULTIMUL R5ND& CERINŢELE LOR 4NCEEA CE PRIVEŞTE CALITATEA SUNT 4N CONTINUĂ CREŞTERE' AV5NDPOSI/ILITĂŢI NELIMITATE DE A ALEGE& EI SE VOR ORIENTA CĂTRE ACELE OFERTE

CARE CORESPUND CEL MAI /INE AŞTEPTĂRILOR ŞI NEVOILOR LOR8 DECIZIA DE ACUMPĂRA SE VA /AZA PE CAPACITATEA DE PERCEPŢIE A VALORII'

AŞADAR NU ESTE DE MIRARE CĂ FIRMELE CELE MAI PROSPERE SUNT CELECARE REUŞESC SĂ OFERE CLIENŢILOR SATISFACŢIA SCONTATĂ& 4NŢELEG5NDMARKETINGUL NU CA PE O FUNCŢIE SEPARATĂ& CI CA PE O FILOSOFIE DE 4NSUŞIRILA NIVELUL 4NTREGII ORGANIZAŢII' CEEA CE SE CERE COMPARTIMENTULUI DEMARKETING ESTE IDENTIFICAREA CATEGORIILOR DE CONSUMATORI ŞI ANEVOILOR PE CARE LE SATISFACE 4N MOD PROFITA/IL& PRECUM ŞI AMODALITĂŢILOR PRIN CARE ACEST O/IECTIV POATE FI ATINS CU O EFICIENŢĂSPORITĂ 4N COMPARAŢIE CU ALŢI CONCURENŢI' ACEST TIP DE FIRME 4ŞICANALIZEAZĂ EFORTURILE 4N DIRECŢIA SATISFACERII LA MA7IMUM ACERINŢELOR PIEŢEI6ŢINTĂ' INTENŢIA LOR NU ESTE DE A OCUPA POZIŢIA A TREIASAU A PATRA PE PIAŢĂ8 DACĂ NU REUŞESC SĂ ADUCĂ CEVA SPECIAL PE PIAŢA6ŢINTĂ& ELE NU VOR REZISTA PREA MULT' ACESTEA SUNT GENUL DE FIRMEORIENTATE 4N PRINCIPAL CĂTRE PIAŢĂ ŞI CLIENT ŞI NU CĂTRE PRODUS SAUCOSTURI' ELE ACORDĂ O ATENŢIE DEOSE/ITĂ CALITĂŢII ŞI SERVICIILOR& 4NFRUNTĂCONCURENŢA ŞI ŞTIU CUM SĂ COOPEREZE CU PARTENERII STRATEGICI DIN CADRULREŢELELOR DE APROVIZIONARE ŞI DISTRI/UŢIE' ŢELUL LOR ESTE EFICIENŢAACTIVITĂŢII& DAR FĂRĂ A ACŢIONA 4N DETRIMENTUL FLE7I/ILITĂŢII'

OARE CUM SE DESFĂŞOARĂ ACTIVITATEA DE MARKETING 4N ACEST TIP DEFIRME 4N PRIMUL R5ND& MARKETINGUL 4NSEAMNĂ MULT MAI MULT DEC5T UNSIMPLU COMPARTIMENT' PERSOANELE CU ATRI/UŢII 4N ACEST DOMENIUPARTICIPĂ LA PROCESUL DECIZIONAL 4NAINTE C2IAR DE PROIECTAREA UNUIPRODUS& IAR MUNCA LOR CONTINUĂ MULT TIMP DUPĂ CE PRODUSUL A FOST PUS 4NV5NZARE' ELE IDENTIFICĂ ACELE NEVOI ALE CLIENTELEI CARE POT FI CELE MAI

PROFITA/ILE PENTRU FIRMĂ& PARTICIPĂ LA PROIECTAREA PRODUSULUI ŞIELA/ORAREA GAMEI DE SERVICII& AU O INFLUENŢĂ DECISIVĂ ASUPRA OFERTELORDE PREŢ& 4ŞI CONCENTREAZĂ EFORTURILE 4N DIRECŢIA PROMOVĂRII PRODUSELOR&SERVICIILOR ŞI IMAGINII FIRMEI& ANALIZEAZĂ GRADUL DE SATISFACERE ACLIENTULUI ŞI PE /AZA REACŢIEI PIEŢEI& 4NCEARCĂ SĂ CONTRI/UIE LA4M/UNĂTĂŢIREA OFERTEI ŞI A PERFORMANŢELOR'

FIRMA DE SUCCES DE ASTĂZI NU SE MAI CONSIDERĂ CA UN ANSAM/LU DECOMPARTIMENTE& CI CA UN SISTEM MENIT SĂ ASIGURE DERULAREA PROCESELORINTERNE ALE AFACERII' FIRMELE SUNT O/LIGATE SĂ STĂP5NEASCĂ PROCESE DE

3 3



/AZĂ& PRECUM ŞI ELA/ORAREA DE NOI PRODUSE& O/ŢINEREA ŞI E7ECUTAREA UNORCOMENZI' FIECARE PROCES PRESUPUNE PARCURGEREA MAI MULTOR ETAPE ŞINECESITĂ O ANALIZĂ DIN PARTEA MAI MULTOR SU/DIVIZIUNI ALE FIRMEI' DESEORISE APELEAZĂ LA EC2IPE INTERDEPARTAMENTALE PENTRU PARCURGEREANESTING2ERITĂ A FIECĂRUI PROCES& FĂRĂ SINCOPE& PERSONALUL DE MARKETINGINTR5ND 4N LEGĂTURĂ CU CEL DIN COMPARTIMENTELE DE CERCETARE&

APROVIZIONARE& PRODUCŢIE& DESFACERE ŞI FINANCIAR' FIRMELE DE SUCCES CREAZĂ O CULTURĂ 4N CARE TOŢI MEM/RIIORGANIZAŢIEI AU “CONŞTIINŢA PIEŢEI ŞI A PRODUSULUI”' FIECARE ANGA;AT ESTE4N MĂSURĂ SĂ INFLUENŢEZE POZITIV SAU NEGATIV PERCEPŢIILE ŞI PREFERINŢELECLIENTULUI'

CONCEPTUL DE MARKETING TRECE 4N PREZENT PRINTR6UN PROCES DEREEVALUARE 4N RAPORT CU NOILE CERINŢE GLO/ALE& TE2NOLOGICE& ECONOMICEŞI SOCIALE CU CARE SE CONFRUNTĂ FIRMELE' MARILE PIEŢE SUNT 4NLOCUITE DEMICROPIEŢE8 APAR REŢELELE DE DISTRI/UŢIE MULTIPLE8 CLIENŢII CUMPĂRĂ PRININTERMEDIUL CATALOAGELOR& TELEFONULUI ŞI OFERTELOR TV8 FRENEZIA ŞIACTIVITATEA PROMOVĂRII PRODUSELOR ŞI REDUCERILOR DE PREŢ ERODEAZĂTREPTAT FIDELITATEA CLIENŢILOR FAŢĂ DE O ANUME MARCĂ8 MODALITĂŢILECONVEŢIONALE DE RECLAMĂ SUNT DIN CE 4N CE MAI INEFICIENTE ŞI COSTĂ DIN CE4N CE MAI MULT' TOATE ACESTEA LA UN LOC& 4MPREUNĂ CU ALTE “SEISME”CAUZATE DE EVOLUŢIA PIEŢELOR& CONDUC LA O SINGURĂ CONCLUZIE& ACEEA CĂFIRMELE TRE/UIE SĂ6ŞI REVIZUIASCĂ CONCEPTELE FUNDAMENTALE ŞI SĂRĂSTOARNE PREMIZELE CARE AU STAT 4NAINTE LA /AZA SUCCESULUI LOR 4NAFACERI'

PRO/A/IL CĂ SC2IM/AREA MA;ORĂ DE MENTALITATE 4N DOMENIULMARKETINGULUI A REPREZENTAT6O TRECEREA DE LA 4NC2EIEREA UNEITRANZACŢII& LA C5ŞTIGAREA UNUI CLIENT' 4N TRECUT& MARKETINGUL ERAORIENTAT 4N PRINCIPAL CĂTRE FINALIZAREA UNEI TRANZACŢII8 ACUM ACCENTULCADE MAI MULT PE PARTEA RELATIVĂ A ACESTUIA' PE L5NGĂ ASPECTELE LEGATEDE “4NC2IDEREA UNEI TRANZACŢII”& SE INSISTĂ DIN CE 4N CE MAI MULT ASUPRATE2NICILOR OPTIME DE ATRAGERE ŞI MENŢINERE A CLIENTELEI'

CLIENŢII /UNI REPREZINTĂ UN ELEMENT6C2EIE: ATUNCI C5ND SUNT /INESERVIŢI ŞI TRATAŢI& EI DEVIN O SURSĂ DE PROFIT PE TERMEN LUNG PENTRU FIRMĂ'4N CONDIŢIILE UNEI CONCURENŢE DIN CE 4N CE MAI ACER/E& PRIMUL O/IECTIV ALUNEI FIRME TRE/UIE SĂ FIE ACELA DE A C5ŞTIGA FIDELITATEA CLIENTULUI ŞI DEA6I SATISFACE ACESTUIA CERINŢELE LA UN NIVEL SUPERIOR'

MARKETINGUL DE RELAŢIE NU REPREZINTĂ 4NSĂ NUMAI 4NCERCAREA UNEIFIRME DE A STA/ILI RELAŢII MAI /UNE CU CUMPĂRĂTORII' FIRMELE DE SUCCES AU4N VEDERE ŞI STA/ILIREA UNOR RELAŢII RECIPROC AVANTA;OASE CU FURNIZORIIŞI DISTRI/UITORII LOR' O FIRMĂ CARE REDUCE MAR;A DE PROFIT A FURNIZORULUISAU DISTRI/UITORULUI& CARE C5ŞTIGĂ 4N TIMP CE PARTENERII SĂI PIERD& NU VAREZISTA PE PIAŢĂ' CEI INTELIGENŢI FAC EC2IPĂ CU FURNIZORII& 4N DORINŢA DE AOFERI SERVICII MAI /UNE UTILIZATORULUI FINAL'

4N ESENŢĂ MARKETINGUL 4NSEAMNĂ MULT MAI MULT DEC5T A VENI 4N4NT5MPINAREA CERINŢELOR CLIENŢILOR' FIRMELE /UNE RĂSPUND CERINŢELORCLIENŢILOR LOR8 FIRMELE CU ADEVĂRAT MARI CREAZĂ PIEŢE' ROLUL DE LIDER PEO ANUMITĂ PIAŢĂ SE C5ŞTIGĂ PRIN DESCOPERIREA ŞI CREAREA UNOR NOIPRODUSE& SERVICII& STILURI DE VIAŢĂ ŞI MODALITĂŢI DE A RIDICA STANDARDUL DEVIAŢĂ AL CONSUMATORILOR' ESTE O DIFERENŢĂ IMENSĂ 4NTRE FIRMELE CARECONCUREAZĂ OFERIND PRODUSE SIMILARE ŞI CELE CARE OFERĂ NOI4NTRE/UINŢĂRI ALE PRODUSELOR ŞI SERVICIILOR& FIIND UN PAS 4NAINTEA

4 4



CERINŢELOR PIEŢEI' 4N ULTIMĂ INSTANŢĂ& MARKETINGUL 4NSEAMNĂ OFERTĂ DEVALOARE ŞI RIDICAREA STANDARDULUI DE VIAŢĂ'

LA NIVELUL PIEŢELOR DE CONSUM ŞI AL CELOR DE AFACERI& AU AVUT LOCŞI ALTE SC2IM/URI SEMNIFICATIVE' PIEŢELE DE CONSUM SE CARACTERIZEAZĂ 4NPREZENT PRIN 4M/ĂTR5NIREA POPULAŢIEI& CREŞTEREA NUMĂRULUI DE FEMEIANGA;ATE& CĂSĂTORII T5RZII& CREŞTEREA NUMĂRULUI DE DIVORŢURI& FAMILII

MAI MICI& APARIŢIA UNOR GRUPURI ETNICE DE CONSUMATORI CU NECESITĂŢIDISTINCTE& PRECUM ŞI PRIN DIVERSIFICAREA STILURILOR DE VIAŢĂ' PIEŢELE DEAFACERI SE AFLĂ DE ASEMENEA 4N PLINĂ EVOLUŢIE' FIRMELE SOLICITĂFURNIZORILOR PRODUSE MAI /UNE DIN PUNCT DE VEDERE CALITATIV& LIVRAREAMAI RAPIDĂ& SERVICII MAI /UNE ŞI PREŢURI MAI MICI' ELE SUNT O/LIGATE SĂMICŞOREZE DURATA DE CREARE A NOILOR PRODUSE& DATORITĂ REDUCERIICICLULUI DE VIAŢĂ AL ACESTORA' 4N PLUS& FIRMELE TRE/UIE SĂ IDENTIFICEMODALITĂŢI MAI /UNE DE DISTRI/UIRE ŞI PROMOVARE A PRODUSELOR& CUCOSTURI MAI SCĂZUTE'

ULTIMII ANI AU REPREZENTAT O LECŢIE AMARĂ PENTRU SOCIETĂŢILE DIN4NTREAGA ŢARĂ' FIRMELE AUTO2TONE NU6ŞI MAI POT PERMITE SĂ IGNOREE7ISTENŢA CONCURENŢILOR STRĂINI <CEI DIN UNGARIA ŞI TURCIA& 4N DOMENIULALIMENTAR= A PIEŢELOR E7TERNE DE APROVIZIONARE' DE ASEMENEA& COSTURILEMATERIALE ŞI SALARIALE TRE/UIE ALINIATE LA NIVELUL CELOR DE PE PLANMONDIAL' 4N PLUS FIRMELE TRE/UIE SĂ ŢINĂ CONT DE APARIŢIA UNOR NOITE2NOLOGII MATERIALE ŞI EC2IPAMENTE& PRECUM ŞI DE NOILE TE2NICI DEORGANIZARE ŞI COMERCIALIZARE'

4N URMĂTORUL DECENIU& PRO/A/IL CĂ FIRMELE VOR FI 4N SF5RŞITPREGĂTITE SĂ6ŞI 4NSUŞEASCĂ CONCEPTUL DE “ORIENTARE CĂTRE CLIENT”' E7ISTA4NCĂ MULTE FIRME CARE REALIZEAZĂ PRODUSE FĂRĂ A ŞTI CE VORCONSUMATORII& PENTRU A DESCOPERI ULTERIOR CĂ PIAŢA LE RESPINGE' ŞI NUPUŢINE SUNT FIRMELE CARE 4ŞI UITĂ CLIENŢII DUPĂ CE ACEŞTIA LE6AU CUMPĂRATPRODUSELE8 O ASEMENEA NEGLI;ENŢĂ ESTE SUFICIENTĂ CA SĂ ALUNGECONSUMATORII 4N /RAŢELE CONCURENŢEI' CA O CONCLUZIE& PUTEM SPUNE CĂASISTĂM LA IMPUNERA UNEI NOI VIZIUNI ASUPRA FIRMEI DE SUCCES A ANILOR >?@&

/AZATĂ 4N MARE MĂSURĂ PE IMAGINEA SUCCESULUI DIN PUNCT DE VEDERE ALPIEŢEI' DEFINIŢIA NOII VIZIUNI A MARKETINGULUI SPUNE CĂ PRIN MARKETING SE4NŢELEGE “CREAREA ŞI OFERIREA UNUI STANDARD DE VIAŢĂ”'

MARKETINGUL REPREZINTĂ <CONFORM ASOCIAŢIEI AMERICANE DEMARKETING= PROCESUL DE PLANIFICARE ŞI PUNERE 4N PRACTICĂ A CONCEPŢIEI&STA/ILIRII PREŢULUI& PROMOVAREA ŞI DISTRI/UIREA UNOR /UNURI& SERVICII ŞIIDEI DESTINATE SC2IM/URILOR CU ANUMITE GRUPURI& CARE SĂ SATISFACĂCLIENTELA ŞI O/IECTIVELE ORGANIZAŢIEI' MANAGEMENTUL ACTIVITĂŢII DEMARKETING IMPLICĂ ANALIZĂ& PLANIFICARE& IMPLEMENTARE ŞI CONTROL CĂACESTA ACOPERĂ SFERA /UNURILOR& SERVICIILOR ŞI IDEILOR& CARE SE /AZEAZĂPE NOŢIUNEA DE SC2IM/ ŞI& 4N SF5RŞIT& CĂ SCOPUL URMĂRIT ESTE SATISFACŢIAPĂRŢILOR IMPLICATE'

CAP II PREZENTAREA GENERALĂ A UNITĂŢII ECONOMICE

DENUMIREA SOCIETATII ESTE: HOLZINDUSTIE SCHWEIGHOFER SOCIETATEA COMERCIALA CU RASPUNDERE LIMITATA. I N TOATE ACTELE, PUBLICATIILE, FACTURILE SI ANUNTURILE CARE EMANA DE LA SOCIETATE SE VOR INSCRIE DENUMIREA SOCIETATII, URMATA DE INITIALELE S.R.L., MARIMEA CAPITALULUI SOCIAL, NUMARUL DE INMATRICULARE IN R EGISTRUL COMERTULUI, PRECUM SI SEDIUL SOCIETATII.

CAP III STRUCTURA ORGANIZATORICA A UNITATII ECONOMICE

CAP' IV ACTIVITATEA DE VANZARE

5 5



CAP' V SISTEME DE DISTRI/UTIE

CAP' VI METODE DE REMUNERARE A VANZARILOR SI PROTECTIA CONSUMATORULUI

CAP' VII STRATEGII DE MARKETING LA S'C' 2OLZINDUSTRIE SC23EIG2OFER S'R'L'SE/EŞ

CAP VIII CONCLUZII SI PROPUNERI

PROPUNERI

/I/LIOGRAFIE:

CAP I A%")"a+a d+ -ar+"n0 *B+%"$"%1 (n+" *o%"+1#" %o-+r%"a,+

1.1. Condiţiile apariţiei şi promovării marketing-ului

Ma!"#$%&'( %' )*$ a" +$&$%"a $% +-'""a '%'$ /"%+0"%$+(a#, $ " +a#" '%" $0"(" "("0"%#" -" 0a!"#$%& '%#

+%+0$#"%#" ' "$#"%#a +0"'('$. Da a' #"6'$# "$#" a%'0$#" a'"

a" +%-' (a )%/$$a"a a"#"$ -$$($%"7*#$$% -' '%$$ a'#+$ 7 $%

8 8



a'0'(a"a '%+ -a#", a+$ "/"$+%a"a (+ *$ a9'%&""a )% /$%a( (a '%

-+0"%$' -" $%" ###+.

F$0"(" '%# #+# 0a$ 0'(# +6($&a#" 7*$ "#'#'"" a-$a(

+6$"#$"(" *$ #a#"&$$(" -" $a. D" '%-" a%#"$+ "(" +"a' )%+%-$$$(" '%"$ +%'"%" *$ ($"%#"(" #a6$(", '%+'#", )% ""%# /$0"("

a#$"a )% +%-$$$(" '%'$ a-"a# 6+$, )% a" a' (+ ;$06$ a$-"

a(" +%'"%"$, +&"" #";%+(+&$", aa$$$ -" %+$ ("&$ *$ +($#$$

+0"$a(" *$ + -"" +%#$%' a /$-"($#$$ ($"%#"("$.

< <



=% $("(" -" &(+$" a(" >a/a"$(+ %+0a(">, /$0"(" '#"a' "$#a

+%'"%"$ $% a($a"a '%"$ +($#$$ a&"$" -" ?%$ *$ "(a0 a

+-'"(+. E#" ""a " 7a %'0$# >0a!"#$%&@. A"a# $$'%" a +0'('$

+6$*%'$# a'a +%"#'('$ -" 0a!"#$%& 0?%" a(a6$( *$ a#$. D$%%"/"$$", "$# )% *$ -"#'$ -$"#+$ -" /$0" a" "- >0a!"#$%&@

)%"a0% ?7*$ >"('""@ a&"%$$ -" ?%$ *$ a+$ (" /a ?%# )%

#a- a ?%- +-'" a"a#a "#" "a 0a$ 6'% >""#> "%#'

-"a#'.

T"6'$" a'# )% "-"" /a#'( , a#$, '0#+$$ '%# '*$ )%

/aa '%"$ &a0" '$a*" -" +-'" -" #+# /"('(. N' #"6'$", -" a"0"%"a, '$#a#

"$ a' "a$$ *$ "$%" -$/"$#" /a -" "'( '%'$ +-' a' -" a+#'(

+-'"$$$ +/"$#". N' )% '(#$0'( ?%-, "$%"(" (+ )% ""a " $"*#"

a($#a#"a '%# )% +%#$%' "*#"". A?%- +$6$($#$ %"($0$#a#" -" a a("&",

"$ " + +$"%#a #" a"(" +/"#" a" +"'%- "( 0a$ 6$%" a*#"#$(+ *$

%"+$(+ (+ -"$$a -" a '0a " a 6aa " aa$#a#"a -" ""$" a

a(+$$.



A*a-a %' "#" -" 0$a" /$0"(" "(" 0a$ +"" '%# "("

a" "'*" +/"" ($"%$(+ a#$/a$a +%#a#, )%"("&?%- 0a!"#$%&'(

%' a " + /'%$" "aa#, $ a " + /$(++/$" -" )%'*$$ (a %$"('( )%#"&$$

+&a%$a$$. C""a " " "" +0a#$0"%#'('$ -" 0a!"#$%& "#" $-"%#$/$a"aa#"&+$$(+ -" +%'0a#+$ *$ a %"+$(+ " a" (" a#$/a" )% 0+-

+/$#a6$(, "'0 *$ a 0+-a($#$(+ $% a" a"# +6$"#$ +a#" /$ a#$% '

+ "/$$"% +$# )% +0aa$" ' a($ +%'"%$. A"# #$ -" /$0" )*$

a%a($"a "/+#'$(" )% -$"$a a#$/a"$$ (a 0a$0'0 a "$%"(+ $""$7

$%#. I%#"%$a (+ %' "#" -" a +'a +$$a a #"$a a' a a#a " $a -a

%' "'*" a-' "a "$a( " $aa7$%#, "(" %' + "$#a "a 0'(#.

A"#"a '%# &"%'( -" /$0" +$"%#a#" )% $%$a( #" $a *$ ($"%# *$ %'

#" +-' a' +#'$. E(" a+- + a#"%$" -"+"6$# a($#$$ *$ "$$$(+,

)%/'%# +%'"%a *$ *#$' '0 ++""" ' a#"%"$$ #a#"&$$ -$%

a-'( ""("(+ -" a+$$+%a" *$ -$#$6'$". "('( (+ "#" "/$$"%a

a#$$#$$, -a / a a$+%a )% -"#$0"%#'( /("$6$($#$$.

Oa" '0 " -"/*+a a#$$#a#"a -" 0a!"#$%& )% a"# #$ -"

/$0" =% $0'( ?%-, 0a!"#$%&'( )%"a0% 0'(# 0a$ 0'(# -"?# '% $0('

+0a#$0"%#. P"+a%"(" ' a#$6'$$ )% a"# -+0"%$' a#$$ (a +"'(

-"$$+%a( )%a$%#" ;$a -" +$"#a"a '%'$ +-', $a 0'%a (+ +%#$%'

0'(# #$0 -' " +-''( a /+# ' )% ?%a". E(" $-"%#$/$ a"(" %"+$

a(" ($"%#"("$ a" +# /$ "(" 0a$ +/$#a6$(" "%#' /$0, a#$$ (a

+$"#a"a +-''('$ *$ "(a6+a"a &a0"$ -" "$$$, a' + $%/('"%

-"$$ a'a +/"#"(+ -" ", )*$ +%"%#"a "/+#'$(" )% -$"$a +0+$$ +-'"(+, "$$$(+ *$ $0a&$%$$ /$0"$, a%a($"a &a-'( -"

a#$/a"" a ($"%#'('$ *$ " 6aa "a$"$ $""$, )%"a +%#$6'$" (a

)06'%#$"a +/"#"$ *$ a "/+0a%"(+.



1.2 Etape în evoluţia practicii şi teoriei marketing-ului

A'# #" /?*$#'( "$+a-"$ "+('$"$ $%-'#$a(", $% $0a /a

-" -"+(#a" a 0a!"#$%&'7('$, "+'$(" "$a($*#$(+ 7a' aa# 0a$ )%#?$ " +6("0" -" $%$$', '(#"$+ a"#" "+'$ a' /+# +$"%#a#" "

-"+(#a"a $%#'0"%#"(+ 0"#+-$$$, $a a#$ " '%" +6("0a

$%#+-'"$$ 0a!"#$%&7'('$ a +($#$ a )%#"$%-"$$, &"%"a($a# (a #+a#"

-+0"%$$(" a#$$#$$ -"/*'a#".

1 1



F$0a -" '" -" a#$ %' " 0a$ +%$-" a '% a%a06(' -"

+0a#$0"%#", $ a '% $#"0 0"%$# a$&'" -"'(a"a +""(+ $%#"%"

a(" a/a"$$. F$0"(" '%# +6($&a#" #?%"a +"" -" 6a, "'0 *$

"(a6+a"a -" %+$ +-'", +6$%""a *$ ""'#a"a '%+ +0"%$. F$"a" +" "''%" a'&""a 0a$ 0'(#+ "#a" *$ %""$# + a%a($ -$%

a#"a 0a$ 0'(#+ '6-$$$'%$ a(" /$0"$. D""+$ " a"("a (a ";$"

$%#"-"a#a0"%#a(" "%#' a'&""a %"#$%&;"$# a /$"'$ +", /

$%+", "+%a('( -" 0a!"#$%& $%#?%- )% ("&#' ' "( -$%

+0a#$0"%#"(" -" ""#a", a+$$+%a", +-'$", -"/a"" *$

/$%a%$a.

F$0"(" -" '" "a + '(#' )% a" #+$ 0"06$$ +&a%$a$"$

a' >+%*#$$%a $""$ *$ a +-''('$@. F$"a" a%&a9a# "#" )% 0'

$%/('"%"" +$#$ a' %"&a#$ ""$$(" *$ "/"$%"(" ($"%#'('$.

C+%"#'( -" 0a!"#$%& #"" )% ""%# $%#7'% +" -"

""a('a" )% a+# ' %+$(" "$%" &(+6a(", #";%+(+&$", "+%+0$" *$

+$a(" ' a" " +%/'%# /$0"(". Ma$(" $"" '%# )%(+'$#" -"

0$+$"" aa ""("(" -" -$#$6'$" 0'(#$(" ($"%$$ '0 $%

$%#"0"-$'( a#a(+a&"(+, #"("/+%'('$ *$ +/"#"(+ TV /"%"$a *$ a#$$#a#"a

+0+$$ +-'"(+ *$ "-'"$(+ -" " "+-"a #"#a# /$-"($#a#"a

($"%$(+ /a -" + a%'0" 0a 0+-a($#$(" +%"$+%a(" -" "(a0 '%#

-$% " )% " 0a$ $%"/$$"%#" *$ +# -$% " )% " 0a$ 0'(#. T+a#" a"#"a (a '%

(+, )0"'% ' a(#" >"$0"@ a'a#" -" "+('$a $""(+, +%-' (a +

$%&' +%('$", a""a /$0"(" #"6'$" 7*$ "$'$a +%"#"("/'%-a0"%#a(" *$ #+a%" "0$"(" a" a' #a# )%a$%#" (a 6aa '"'('$

(+ )% a/a"$.

11 1



1.3 Esenţa marketing- concept şi definiţie

D"+(#a"a +$"#$$ +%#"0+a%" "#" aa#"$a# $%#7+

"+('$" "#"0 -" -$%a0$a, $#0'$(" / ""-"%# a(" +-'$"$$%-'#$a(", "+('$a $% -+0"%$'( #";%+(+&$"$, +&"'( 0$9(+a"(+ -"

+0'%$a" *$ a( 0$9(+a"(+ -" "+(#a" *$ "('a" a $%/+0a$$(+

+%#$#'$%- $%$a("(" a(" a#$6'#". S;$06$(" -" $0+#a% -"+"6$# "

a' a'# (+ )% '(#$0"(" -""%$$ )% -+0"%$'( *#$$%"$ *$ #";%$$$ a' a/"#a#

($#"a(0"%#" #+a#" a0'$(" $"$$ "+%+0$", /+0"(" *$ 0"#+-"(" +%-'"$$

a"#"$a *$, $% 0'(#" $$%", $aa +$a( *$ "a +#$-$a% a +a0"%$(+.

Ca -$$($%, 0a!"#$%&'( )*$ "$'$"*#" "0$"(", +%"#"(",

0"#+-+(+&$a *$ $#"0"(", )% +'( ('$$ "(+ 0a$ +#$$#" -"$$$ )% /"a

a/a"$(+. C"$ a" ('"a )% a"# -+0"%$' #"6'$" *#$" ?%- +#""

"%#' + $a 0a" *$ ?%- "%#' '% "&0"%# a( a"#"$a, ?%- (a%""

+#$0"%#" %+$ a' -+a "#$%- &a0a "(+ "$#"%#", ?%- )%'a9"" *$

?%- +"a -$#$6'$"a '%'$ +-', ?%- +#"9"" $aa $%#"% *$

?%- #'%- a&"$ " "a "#"%, ?%- -$"$/$" aa%#a9"("+/"#"$ *$ ?%- "-' "'(, ?%- 0"a *$ ?%- "-' 6'&"#'(

a/"#a# ?%$(+, '6($$#$$, a(#+ "("0"%#" "$/$" a#$$#$$ -"

0a!"#$%&.

12 1



P+6a6$( ;$06a"a 0a9+ -" 0"%#a($#a#" )% -+0"%$'( 0a!"#$%&'('$ a

"""%#a#7+ #"""a -" (a )%;"$""a '%"$ #a%a$$, (a ?*#$&a"a '%'$

($"%#. =% #"'#, 0a!"#$%&'( "a +$"%#a# )% $%$a( #" /$%a($a"a '%"$

#a%a$$ a'0 a"%#'( a-" 0a$ 0'(# " a#"a "(a#$ a a"#'$a. P"(?%& a"#"(" ("&a#" -" >)%;$-""a '%"$ #a%a$$@, " $%$# -$% " )% "

0a$ 0'(# a'a #";%$$(+ +#$0" -" a#a&"" *$ 0"%$%"" a ($"%#"("$.

C($"%$$ 6'%$ ""$%# '% "("0"%#7;"$": a#'%$ ?%- '%# 6$%"

"$$ *$ #a#a$, "$ -"$% + ' -" +/$# " #"0"% ('%& "%#' /$0. =%

+%-$$$(" '%"$ +%'"%" -$% " )% " 0a$ a"6", $0'( +6$"#$ a( '%"$

/$0" #"6'$" /$" a"(a -" a ?*#$&a /$-"($#a#"a ($"%#'('$ *$ -" a7$ a#$/a"

a"#'$a "$%"(" (a '% %$"( '"$+.

Ma!"#$%&'( -" "(a$" %' ""$%# )% %'0a$ )%"a"a '%"$

/$0" -" a #a6$($ "(a$$ 0a$ 6'%" ' '0#+$$. F$0"(" -" '" a' )%

"-"" *$ #a6$($"a '%+ "(a$$ "$+ aa%#a9+a" ' /'%$+$$ *$

-$#$6'$#+$$ (+. O /$0 a" "-'" 0a9a -" +/$# a /'%$+'('$ a'

-$#$6'$#+'('$, a" ?*#$& )% #$0 " a#"%"$$ $ $"-, %' a "$#a "

$a. C"$ $%#"($&"%$ /a ";$ ' /'%$+$$, )% -+$%a -" a +/"$ "$$$

0a$ 6'%" '#$($a#+'('$ /$%a(.

1.4 Conceptul de marketing- definiţie

Ma!"#$%&'( "#" '% +%"# /'%-a0"%#a(, + %+' +#$

"+%+0$, '% %+' 0+- -" a &?%-$, -" a '%" "%#'( -" &"'#a#" "

+6$%""a -" 6"%"/$$$ -" #" )%#"$%-"" $% a#$/a""a "$%"(+

+%'0a#+$(+ " a("a a-a#$$ +-'"(+, "'$(+, -$#$6'$"$ *$ a '%+

a#$$#$ #"+"#$" *$ a#$", +&a0a#" *$ +&a%$a#" $% /+(+$"a '%+

0"#+-" *$ #";%$$ *#$$%$/$".

13 1



=% ""% 0a!"#$%&'( )%"a0% 0'(# 0a$ 0'(# -"?# a "%$ )%

)%#?0$%a"a "$%"(+ ($"%$(+. F$0"(" 6'%" '%- "$%"(+ ($"%$(+

(+ /$0"(" ' a-"a# 0a$ "a $"". R+('( -" ($-" " + a%'0$# $a

" ?*#$& $% -"+"$"a *$ "a"a '%+ %+$ +-'", "$$$, #$('$ -"$a *$ 0+-a($#$ -" a $-$a #a%-a-'( -" $a a( +%'0a#+$(+. E#" +

-$/""% $0"% )%#" /$0"(" a" +%'"a +/"$%- +-'" $0$(a" *$

"(" a" +/" %+$ )%#"6'$%$ a(" +-'"(+ *$ "$$$(+, /$$%- '% a

)%a$%#"a "$%"(+ $""$. =% '(#$0 $%#a%, 0a!"#$%&'( )%"a0% +/"# -"

a(+a" *$ $-$a"a #a%-a-'('$ -" $a.

La %$"('( $""(+ -" +%'0 *$ a( "(+ -" a/a"$, a' a'# (+ *$

a(#" ;$06'$ "0%$/$a#$". P$""(" -" +%'0 " aa#"$"a )% ""%#

$% )06#?%$"a +'(a$"$, "*#""a %'0'('$ -" /"0"$ a%&a9a#", #+$$

#?$$, "*#""a %'0'('$ -" -$+'$, /a0$($$ 0a$ 0$$, aa$$a '%+

&''$ "#%$" -" +%'0a#+$ ' %""$#$ -$#$%#", "'0 *$ $%

-$"$/$a"a #$('$(+ -" $a. P$""(" -" a/a"$ " a/( -" a"0"%"a )%

($% "+('$". F$0"(" +($$# /'%$+$(+ +-'" 0a$ 6'%" -$% '%# -"

"-"" a($#a#$, ($a"a 0a$ a$-, "$$$ 0a$ 6'%" *$ "'$ 0a$ 0$$.

E(" '%# +6($&a#" 0$*+"" -'a#a -" "a" a %+$(+ +-'", -a#+$#

"-'"$$ $('('$ -" $a a( a"#+a. =% (', /$0"(" #"6'$" $-"%#$/$"

0+-a($#$ 0a$ 6'%" -" -$#$6'$" *$ +0+a" a +-'"(+, ' +#'$ 0a$

'#".

14 1



U(#$0$$ a%$ a' """%#a# + ("$" a0a "%#' +$"#$(" -$%

)%#"a&a a. F$0"(" a'#+;#+%" %'7*$ 0a$ +# "0$#" $&%+" "$#"%a

+%'"%$(+ #$%$ "$ -$% U%&a$a *$ T'$a, )% -+0"%$'( a($0"%#a a

$""(+ "#"%" -" a+$$+%a". D" a"0"%"a, +#'$(" 0a#"$a(" *$a(a$a(" #"6'$" a($%$a#" (a %$"('( "(+ -" " (a% 0+%-$a(. =% (' /$0"("

#"6'$" $% +%# -" aa$$a '%+ %+$ #";%+(+&$$ 0a#"$a(" *$ ";$a0"%#",

"'0 *$ -" %+$(" #";%$$ -" +&a%$a" *$ +0"$a($a".

=% '0#+'( -""%$', +6a6$( /$0"(" + /$ )% /?*$# "&#$#"

7*$ )%'*"a +%"#'( -" >orientare către client @. E$#a )% 0'(#"

/$0" a" "a($"a +-'" / a *#$ " + +%'0a#+$$, "%#' a

-"+"$ '(#"$+ $aa (" "$%&". J$ %' '$%" '%# /$0"(" a" )*$ '$#

($"%$$ -' " a"*#$a ("7a' '0a# +-'"(" + a"0"%"a %"&($9"% "#"

'/$$"%# a a('%&" +%'0a#+$$ )% 6a"(" +%'"%"$. Ca + +%('$",

'#"0 '%" a$#0 (a $0'%"a '%"$ %+$ $$'%$ a'a /$0"$ -" '"

a a%$(+ K, 6aa# )% 0a" 0' " $0a&$%"a '"'('$ -$% '%# -"

"-"" a( $""$. D"/$%$$a %+$$ $$'%$ a 0a!"#$%&'('$ '%" $%

0a!"#$%& " )%"("&" >crearea şi oferirea unui standard de viaţă@.

Ma!"#$%&'( ""$%# +%/+0 A+$a$"$ A0"$a%" -"

Ma!"#$%& +"'( -" (a%$/$a" *$ '%"" )% a#$ a +%"$"$,

#a6$($$$ "'('$, +0+a"a *$ -$#$6'$"a '%+ 6'%'$, "$$$ *$ $-"$

-"#$%a#" ;$06'$(+ ' a%'0$#" &''$, a" a#$/a ($"%#"(a *$

+6$"#$"(" +&a%$a$"$. Ma%a&"0"%#'( a#$$#$$ -" 0a!"#$%& $0($

a%a($, (a%$/$a", $0("0"%#a" *$ +%#+( a"#a a+" /"a 6'%'$(+, "$$$(+ *$ $-"$(+, a" " 6a"a " %+$'%"a -" ;$06 *$, )%

/?*$#, +'( '0$# "#" a#$/a$a $(+ $0($a#".

1. !titudinea marketing

15 1



A#$#'-$%"a 0a!"#$%& " aa#"$"a $% "+'a"a +%#a%#

*$ "0a%"%# -" a '%+a*#" $aa )% "-""a '%"$ ?# 0a$ 6'%" a-a#$ *$ a

a$+%a ?# 0a$ +0# *$ "/$a".

A#$$#a#"a -" 0a!"#$%& " $aa +%'0a#+$(+ " "a($"a -"

#" -$"#+$$ +0"$a($, "+%a('( -" ?%$, -$"#+$$ -" '6$($$#a#",

""##+$$, -$"#+$$ -" "$$$, -$"#+$$ -" +-' *$ -" 0a, -$"#+$

-" $a *$ -" a0' *$ -" $""*"-$%#"(" -" 0a!"#$%&. F$"a" -$%

/'%$(" "%'0"a#" $0($ a#$6'$$ *$ '%-"$ 6$%"-"/$%$#". E(" "''%

&"#$+%a"a '%+ "'" -" 0a!"#$%& "$/$", '0 a /$ '6($$#a#"a,

"+%a('( -" ?%a" a' #'-$'( $""$. P" -" a(# a#", -$"#+$$ -" +-'

*$ -" $a, "'0 *$ $""*"-$%#"(" -" 0a!"#$%& ++-+%"a ""'$a

'%+ +&a0". Sa$%a (+ "#" a%a($"", )%#+0"a *$

$0("0"%#"" +&a0" a" +%-' (a )%;"$"a #a%a$$(+ -+$#" "

$""(" $%#.

Ma%a&"0"%#'( 0a!"#$%&'('$ a" a + $%/('"%a"a %$"('('$, a

"$+a-"$ -" 0a%$/"#a" *$ a #'#'$$ ""$$ )%#7'% 0+- a" "0$#

+&a%$a$"$ 7*$ a#$%& +6$"#$"(" +'". =% '(#$0 $%#a%,

0a%a&"0"%#'( 0a!"#$%&'('$ )%"a0% 0a%a&"0"%#'( ""$$ -" $a.

A#$$#a#"a -" 0a!"#$%& #"6'$" a$6 (a 6a + /$(++/$" 6$%"

)%#"0"$a# " $%$$$ -" "/$$"%, +"a#$$#a#" *$ "+%a6$($#a#". E$#

$%$ +%"#" )% /'%$" -" a" +&a%$a$$(" )*$ -"/*+a a#$$#a#"a -"

0a!"#$%&.

1. C+%"#'( -" +-'$" '$%" + /$ "/"a#" -" +%'0a#+$

+-'"(" aa#"$a#" $% -$+%$6$($#a#" *$ " '#. D$"#+$$

18 1



+&a%$a$$(+ aa#" " +-'$" )*$ +%"%#"a "/+#'$(" )% -$"$a

+6$%"$$ '%"$ "/$$"%" $-$a#" a +-'$"$ *$ a$&'$$ '%"$ -$#$6'$$ "

a (a&.

I+#"a + ($"%#"( "#" $%#""a# )% $0'( )%- -"

-$+%$6$($#a#"a +-''('$ *$ -" "'( '#, " -+"-"*#" +"# )% "(

'$% -+' $#'a$$. P$0a "#" a""a )% a" """a "%#' '% a%'0$# +-'

-"*"*#" +/"#a. =% a"# a, +%'0a#+$$ '%# 0'(# 0a$ $%#""a$ -"

+6$%""a +-''('$ -"?# -" a($#a#"a a"#'$a, $a /'%$+$$ + '#a )%

$%$a( 0+-a($#$ -" "*#"" a +-'$"$. =% a"# a " $%('-" *$

R+0?%$a, -"+a"" +%'0a#+$$, %' 0a$ '%# $%#""a$ -" a($#$(" +-''('$ -$% -+0"%$'( 0+$#'('$ *$ a%$/$a$"$ $ -" "'( ?# 0a$

'# a( +-''('$. Da#+$# a"#"$ $#'a$$ a' a'# )% '(#$0$$ a%$ )%

R+0?%$a + "$" -" +$"#$ (a %$"( /+a#" 0$ )% -+0"%$'( a%$/$a$"$ a"

+0"$a($"a +-'" -" a%$/$a$" ' '% " '# -a / a($#a#":

+$&$, &+&+*$, 0"-"%"(".

A -+'a $#'a$" aa#"$"a +-'"(" ' +#'$ 0a$, +#'$a" #"6'$" "-'" $% "*#""a +-'#$$#$$ )% "-""a "#$%-"$$ $""$.

2. C+%"#'( -" +-' '$%" + /$ "/"a#" -" +%'0a#+$ a"("

+-'" a" +/" "a 0a$ 6'% a($#a#", "(" 0a$ 6$%" "/+0a%" a' a"

a' aa#"$#$$ %+$. D$"#+$$ +&a%$a$$(+ aa#" " +-' )*$

+%"%#"a "/+#'$(" )% "-""a +6$%"$$ '%+ +-'" '"$+a" *$ a

)06'%#$$$ (+ )% #$0. A"*#$ -$"#+$ +%" -" (a "''%""a '% ($"%# "'$"*#"

+-'"(" 6$%" "a($a#" *$ *#$" a"$"" a($#a#"a *$ "/+0a%"("

+-''('$. D""+$, "$ " )%-&+#" ' *$ $0(' -" +$'( (+ +-' *$

1< 1



'%# a#?# -" +6$$ -" a"#"a, )%?# a -$% "-"" /a#'( "#" +$6$( a

$aa /$" 0a$ '$% >)%a#@ -" "(.

D""+$, /$0"(" -" a"# &"%, )*$ +$"#"a +-'"(" / a *#$

'/$$"%# -" 6$%", a' ;$a -"(+, ""a " + +$$ (+ ($"%$. E(" "

6a"a " /a#'( $%&$%"$$ (+ + *#$ '0 +$"#"" +-''( a' '0

7( )06'%#"a. D" 0'(#" +$, %$$ 0a %' " +6+" "a0$%""

+-'"(" +%'"%"$, " 0+#$ >%' a' /+# /'#" -" %+$@.

C+%"#'( -" +-' -'" (a a*a7%'0$#a >0$+$" -" 0a!"#$%&@,

a-$ (a + +%"%#a" a'a +-''('$ )% -"#$0"%#'( %"+$(+

'0#+'('$.

3. C+%"#'( -" ?%a" '$%" , )% a'( )% a" '%# (a$ -"$-

$%&'$, +%'0a#+$$ %' + '0a %$$+-a# -" (a +&a%$a$" + a%#$#a#"

'/$$"%# -" +-'". D" a""a, "a #"6'$" -' + +($#$ a&"$ -"

?%a" *$ -" +0+a" a +-'"(+.

C+%"#'( " 6a"a " $-""a , )% &"%"a(, +%'0a#+$$

0a%$/"# $%#"%$" a' "$#"% (a '0a" *$ a '0a" "$ #"6'$" /$"

+%$%*$ '0"". P"%#' a7*$ #$0'(a ?%$(" /$0a a'% )% ('# '%

)%#"& a"%a( -" #";%$$ -" ?%a" *$ -" 0$9(+a" -" +0+a". F$0"(" )%

a' a' ' (a '%# -$"" #";%$$ -" ?%a", ' +'( -" a $-"%#$/$a

+#"%$a($$ ($"%$ *$ a7$ -"#"0$%a '0"", ""%#?%-'7(" aa%#a9"("

+-''('$.

N'0"+a" /$0" a"("a (a a"# +%"# a#'%$ ?%- "

+%/'%# ' 'aaa$#a#" -" +-'$". O6$"#'( (+ "#" ?%- ""a "

+-', *$ %' +-' ""a " -+"*#" $aa. =% +%-$$$(" a#'a(", )% a"

$%-'#$a "#" $%$a(a a0' a "+%+0$"$, aa$#a#"a -" +-'$" a

1 1



"'# )%#7+ 0' a#?# -" 0a" )%?# 0a9+$#a#"a $""(+ a' -""%$# $""

-" +%'0a#+$ )% a" '0#+$$ +' + +$$"$ -+0$%a%# $a

?%+$$ #"6'$" ('#" "%#' a#a&""a a"#+a. C($"%#"(a +#"%$a( "#"

6+06a- ' "(a0" (a #"("$+, $a", $% +*# *$ (a #"/"/+%. La +$" a,$%"a )%"a ?%- "a. R"'(#a#'( "#" '6($'( +%'0a#+

$-"%#$/$ 0a!"#$%&'( ' "/+#'( -" )%a" *$ ' '6($$#a#"a.

Ia# 0+#$'( "%#' a" +a0"%$$ '%# '$0$$ ?%- ($ " '%"

?%a"a %' "#" +0+%"%#a "a 0a$ $0+#a%# a 0a!"#$%&'('$, $ -+a

)/'( a$6"&'('$ %'0$# 0a!"#$%&.

P"%#' a /$ "/$$"%#, ?%a"a #"6'$" /$" ""-a# -" + "$" -"

a#$$#$ "$/$" -" 0a!"#$%&, '0 a /$: $-"%#$/$a"a %"+$(+

+%'0a#+$(+, #'-$'( $""$, "a"a +-''('$, #a6$($"a "'('$ *$

-$#$6'$a.

Ma!"#$%&'( 6aa# " "/+#'( -" ?%a" $0($ a'0a"a '%+

$'$ 0a$. E( +%"*#" -" (a $+#"a '%'$ ($"%# )( a ("a +-''( "

a" a /+# +%$% 7( '0"" $a -a %'7( a ("a, " /a#'( "( %'" a (?%&" $"#"%$(+ a' +&a%$a$$(+ -" +#"$" a +%'0a#+$(+.

R"'(#a#"(" '%'$ #'-$' a' a#a# '% ($"%# %"0'('0$# " +a#" (?%&" -"

'% +-' (a "( '$% "" '%+'$ -"7a$ $, ""a " +%/$0 $-""a

"*#$(" "(" $'( ""-".

4. C+%"#'( -" 0a!"#$%& '$%" +('$a a#$%&"$$ -" #" + +&a%$a$" a

+6$"#$"(+ +$$ +%# )% -"#"0$%a"a %"+$(+ *$ -+$%"(++%'0a#+$(+ $a$ *$ )% /'%$a"a a#$/a$"$ a*#"#a#" )%#7'% 0+- 0a$

"/$$"%# *$ 0a$ +"a#$ -"?# +%'"%a.

1 1



C+%"#'( -" 0a!"#$%& " 6a"a " a#' "("0"%#" $0+#a%#":

$aa7$%#, %"+$(" +%'0a#+$(+, 0a!"#$%&'( ++-+%a#+ *$ "%#a6$($#a#"a.

C+%"#'( -" %a" a" (a 6a + ""#$ -$%" $%#"$+ #"

"#"$+: +%$%- -" (a /a6$, "( " +%"#"a a'a +-'"(+ /$0"$ *$

a"("a (a a#$$#a#"a -" ?%a" *$ +0+a" "%#' +6$%""a +/$#'('$.

La +('( +', +%"#'( -" 0a!"#$%& +'%" '% 0+- -" a6+-a" -$%"

"#"$+ #" $%#"$+. P+%$%- -" (a + $a 6$%" -"/$%$#, "( " +%"%#"a

a'a %"+$(+ +%'0a#+'('$, ++-+%"a #+a#" a#$$#$(" a" + a"a

+ $%/('"% a'a a"#'$a *$ '0"*#" +6$%""a '%'$ +/$# $% a#$/a$a

+/"$# '0#+$(+.

5. C+%"#'( -" 0a!"#$%& +$a(

=% '(#$0'( #$0, "$a($*#$$ *$7a' ' )%#6a"a -a 0a!"#$%&'(

"#" '% +%"# a-"a# '%"$ "+$ 0aa#" -" -"#"$+a" a 0"-$'('$

)%+%9'#+, "'$a"a "'"(+ %a#'a(", "*#""a "(+$ a +'(a$"$,

$" *$ /+a0"#" *$ -" %"&($9a"a "$$$(+ +$a(". Oa" /$0"(" a"

a#$/a "$%"(" $%-$$-'a(" a(" +%'0a#+'('$ a#$"a )%#7a-" )%+%/+0$#a#" ' $%#"""(" " #"0"% ('%& a(" +%'0a#+$(+ *$ +$"#$$

C+%"#'( -" 0a!"#$%& "$# +%/($#"(" +#"%$a(" -$%#" "$%"("

+%'0a#+$(+, $%#"""(" a"#+a *$ +"$#a#"a +$a( " #"0"% ('%&.

C+%"#'( -" 0a!"#$%& +$a( '$%" a$%a '%"$ +&a%$a$$

"#" -"#"0$%" %"+$(", "$%"(" *$ $%#"""(" $""(+7$%# *$ +/""

a#$/a$a a*#"#a# )%#7'% 0+- 0a$ "/$$"%# -"?# +%'"%$$ $, )% a*a /"()%?# +"a 6'%#a"a +%'0a#+$(+ *$ a +$"#$$.

A"# +%"# )$ +6($& " 0a!"#"$ a, )% a" "(a6+"a + +($#$

-" $a, a$6 )% "-"" #"$ +%$-""%#":

2 2



1.P+/$#'$(" /$0"$

2.Sa#$/a$a +%'0a#+$(+

3.I%#""'( '6($

=% #"'#, -"$$$(" -" 0a!"#$%& $a' 0a$0$a"a +/$#'('$ /$0"$

" #"0"% '#. U(#"$+, /$0"(" a' )%"'# )%"("a& ?# $0+#a% a"

" #"0"% ('%& a#$/a""a +%'0a#+$(+ *$, a#/"(, a a'# +%"#'( -"

0a!"#$%&. =% ""%#, )% +"'( -" ('a" a -"$$$(+ )%"" " $%

"a0a *$ -" $%#"""(" +$"#$$. F$0"(" a" a' a-+#a# +%"#'( -"

0a!"#$%& +$a( a' +6$%'# "a($$ %+#a6$(" )% ""a " $"*" +('0'(

?%$(+ *$ +/$#'(.

21 2



CAP II Pr++nar+a 0+n+ra,1 a (n"1#"" +%ono-"%+S.C. HOLZINDUSTRIE SCHWEIGHOFER S.R.L.

2.1 . Cadrul economico-geografic in care isi desfasoara activitatea

D"%'0$"a +$"#a#$$ "#": HOLZINDUSTIE SCHWEIHO!E"

+$"#a#"a +0"$a(a ' a'%-"" ($0$#a#a. I% #+a#" a#"(", '6($a#$$(",

/a#'$(" $ a%'%#'$(" a" "0a%a -" (a +$"#a#" " + $%$" -"%'0$"a

+$"#a#$$, '0a#a -" $%$#$a("(" S.R.L., 0a$0"a a$#a('('$ +$a(, %'0a'( -"

$%0a#$'(a" $% R"&$#'( C+0"#'('$, "'0 $ "-$'( +$"#a#$$.

S+$"#a#"a HOLZINDUSTRIE SCHWEIGHOFER S.R.L. "#" +

+$"#a#" ' a'%-"" ($0$#a#a, "+a%a 9'$-$a, a" $$ -"/a+aa

a#$$#a#"a $% +%/+0$#a#" ' ""-"$(" a#'('$ +%#$#'#$ $ a(" ("&$(a#$"$

+0a%" $% $&+a" ' a+$a#'( '%$ A%-+%" I+a% "#a#"a% +0a%. U(#"$+ "

"#a&" a+$a#'( '%$ A%-+%" I+a% $ " a-a'&a a+$a#'( '%$ SPB

INDUSTRIEHOLDING GMBH7"+a%a 9'$-$a a'#$aa ' "-$'( $%

A'#$a, V$"%a, #.F$"-$;, %.12.

A-0$%$#a#+$$ +$"#a#$$ '%# -(. G"a(- S;"$&;+/" "#a#"a%

a'#$a -+0$$($a# $% A'#$a, -(. O#0a M$##"0((" "#a#"a% a'#$a

-+0$$($a# $% A'#$a $ -(. B'%+ R';-+/" -" a"0"%"a "#a#"a% a'#$a

-+0$$($a# $% A'#$a(.

D$"#+'( &"%"a( a( +$"#a#$$ "#" -(.C+0$% Caa. S"-$'( +$"#a#$$ "#" $% R+0a%$a, +a'( S"6", #.I%-'#$$(+,

%.1, 9'-.A(6a.

22 2



2.2 "curt istoric si forma organi#atorica

N'0"(" S;"$&;+/" a" + ('%&a #a-$#$" $% $%-'#$a ("0%'('$,

aa%-'7$ $%"'#'$(" $% a%'( 1842. S'"'( "a( $%"" $%a $% 158 a%- Fa% $ Ma$a S;"$&;+/"

a' "('a# +%#+('( '%"$ /a6$$ -" ;""#"a. I% a"( 0+0"%# +-'#$a

a%'a(a "a -" 1. 0 a% $% /a6$a -" (a Ba%- -$% A'#$a.

I%"a%- -$% a%'( 1<8 G"a(- S;"$&;+/" " a(a#'a a/a"$$,

"#$%a%-'7$ a#$$#a#"a a%a $% R"'6($a C";a.

I% a%'( 1<< $%"" +-'#$a (a $0a ($%$" -" +/$(" -$% ('0"

"%#' ("0% -" ""%#a 0+a(".

I% a%'( 14 a" (+ -";$-""a $0"$ /a6$$ -" ;""#"a (a 66

$% A'#$a , (a a"( #$0 "a 0a$ 0a" /a6$a -" ;""#"a -$% E'+a, '

+ aa$#a#" -" 1 0$($+% 0 a%.

I% a%'( 15 S;"$&;+/" "$a "a 0a$ 0a" $ 0+-"%a /a6$a

-" ;""#"a -$% R"'6($a C";a -" (a Z-$".

A%'( 15 ""$%#a a+&"'( "%#' S;"$&;+/" a#$%&a%- '%+('0 #+#a( a( +-'#$"$ -" 3 0$($+a%" 0 a% $% "(" 8 /a6$$.

I% a%'( 1 S;"$&;+/" /'$+%"aa ' S#+a E%+ T$06", $a

a#/"( $a %a#"" a #"$a +0a%$" (a %$"( 0+%-$a( $% -+0"%$'( +-'"$$ -"

;""#"a.

I% a%'( 21 S;"$&;+/" $$ $%-" a#"a a a#" S#+a E%+

T$06". I% 22 "$%" $% a/a"$(" ' ("0% $ " $%"" +%#'#$a '%"$ %+$

/a6$$ -" ;""#"a (a S"6". Fa6$a " a %'0$ H+($%-'#$"

S;"$&;+/".

23 2



S.C. H+($%-'#$" S;"$&;+/" S.R.L, "#" + +$"#a#" '

a'%-"" ($0$#a#a, /$$%- $%"&$#a#a (a R"&$#'( C+0"#'('$ '6 %'0a'(

114122, CUI 1455413 $ A#$6'# /$a( : R5.422.

A#$$#a#"a $%$a(a : CAEN 217"('a"a 6'#a a ("0%'('$ $$0"&%a"a ("0%'('$.

2.3 $%iectul de activitate si caracteri#area activitatilor pe care ledesfasoara.

• O6$"#'( $%$a( -" a#$$#a#" a( +$"#a#$$ "#" #a$""a $ $%-"('$"a

("0%'('$, $0"&%a"a ("0%'('$.

• C+0"#'( ' $-$a#a a( 0a#"$a('('$ ("0%+ $ -" +%#'#$$.

• I%#"0"-$"$ $% +0"#'( ' 0a#"$a( ("0%+ $ -" +%#'#$$.

• C+0"# ' $-$a#a a( 0a$%$(+7'%"(#" "%#' "('a"a ("0%'('$.

• O"a#$'%$ -" $0+#"+# ' +-'"(" 0"%#$+%a#" $% +6$"#'( -"

a#$$#a#".

•

C+0"# ' a0a%'%#'( a( 0+6$("$,a( a#$+("(+ -" $('0$%a# $ a a(#+a#$+(" -" ' a%$.

• C+0"#'( ' a0a%'%#'(, $% 0a&a$%" "$a($a#", a( a(#+ +-'".

• A(#" a#$$#a#$ -" "-$#a".

• C'0aa"a $ a%a"a -" 6'%'$ $0+6$($a" +$$.

• I%;$$""a $ '6$%;$$""a 6'%'$(+ $0+6$($a" +$$ a' $%;$$a#".

• A#$$#a#$ -" +%'(#a%#a "%#' a/a"$ $ 0a%a&"0"%#"('$ a6$#a9 $

+%$($"" -$"#a.

2.4 &articularitatile o%iectivului de activitate al firmei fata de al altorunitati din cadrul aceleiasi ramuri .

24 2



A#$$#a#"a $%$a(a a '%$#a#$$ "#" /a6$a"a ;""#"("$ -$%

6'#"%$ -" a$%+a". S'%# "('a#$ a+$0a#$ . 0a% 6'#"%$

a$%+a", -$% a" "'(#a 4<. 0a% ;""#"a $ 2<. 0# +a9a .

Fa6$a -" ;""#"a -" (a S"6" "#" $0a /a6$a -" ;""#"aa" /+(+"#" + ($%$" 0+-"%a -" "('a" a 6'#"a%'('$ -"+9$#.

S+$"#a#"a "#" $0a /a6$a -" ;""#"a "'+"a%a ' "(" 0a$ 0a$

"+#'$ " $a#a 9a+%"a, /$%- a#/"( $ "( 0a$ 0a" /'%$+ "'+"a% -"

+-'" -$% ("0% -$% a+%$a.

25 2



CAP III Sr(%(ra or0an"aor"%a a (n"a"" +%ono-"%+

3.1 Cadrul normativ-legislativ privind organi#area si functionarea firmei.

SC H+($%-'#$" S;"$&;+/" S.R.L. 7a $%/$$%#a# $% 6aa L"&$$

33221 $$%- +0+a"a $%"#$#$$(+ -$"#" ' $0a# "0%$/$a#$ $%

"+%+0$", $ a L"&$$ %.311 "'6($a#a $$%- +$"#a#$$(" +0"$a(".

Ca$#a('( +$a( a( +$a#a#$$ "#" /$a# (a (a 2..

ROL.Ca$#a('( +$a( "#" $0a#$# $% 2 -" a#$ +$a(" "&a(", a a#"

1. ("$7/$"a" $ " +%#$#'$" $% a+#'( $% %'0"a a( a+$a#'('$. Ma9+a"a a' "-'""a a$#a('('$ +$a( " a /a" %'0a$ $%

H+#aa"a A+$a#$(+, ' ""#a"a ""-"$(+ L"&$$ %.311

"'6($a#a.

S+$"#a#"a "#" "+a%a 9'$-$a +0a%a a" $$ -"/a+aa

a#$$#a#"a $% +%/+0$#a#" ' -$+$#$$(" ("&$(a#$" $% $&+a" $ a#'(

+%#$#'#$ a( +$"#a#$$.

3.2. &re#entarea si continutul structurii de productie si conceptie a firmei.

I%"#$#$a "a($a#a $% a(+a" -" a+$0a#$ < 0$($+a%" EUR (a

SC HOLZINDUSTRIE SCHWEIGHOFER S.R.L. 7a +%"#$a# $%

+%#'#$a '%"$ %+$ QQFa6$$ -" C;""#"a $ P"('a" S'"$+aa a

L"0%'('$QQ, 0+#$ "%#' a" " +a#" a/$0a a /$0a -$'%" -" + 0a"

a+"$" /$%a%$aa, ""a " $$ -a +$6$($#a#"a a -"/a+a" a#a# a#$$#a#$

"$/$" +0"#'('$ ' $-$a#a a# $ +0"#'('$ ' a0a%'%#'(.

28 2



3.3.'escrierea procesului te(nologic si pre#entare sc(ematica a acestuia pentru unul din produsele firmei.

P$%$a("(" /a" a(" +6#$%"$$ ;""#"("$ -$% 6'#"%$ -" a$%+a"

'%# '0a#+a"(" :

FAZA . B'#"%$$ '%# a-'$ $% /a6$a ' a'#+a0$+a%" a' a&+%a6$( $

'%# -"aa#$ " + (a#/+0a #";%+(+&$a, 6"#+%a#a, a0"%a9a#a "$a(

"%#' 0a%$'(a"a a"#+a. D"aa"a " /a" ' a9'#+'( 0aaa("(+ '

&a$/".

FAZA . O"a#$a -" -"6$#a" " /a" $%#7+ ;a(a -" /a6$a#$", a" "#" ++%#'#$" 0"#a($a ' + 'a/a#a +%#'$#a -" 4.2<4 0 $ + $%a(#$0" -"

13 0. I% ;a(a -" /a6$a#$" " &a" '0a#+a"(" ($%$$ -" +"a"

#";%+(+&$a :

a L$%$a -" -"6$#a" a +-'"(+ $%$a(".

U#$(a9"(" -" 6aa '%# +%#$#'$#" -$%#7'% $0'$#+7a;$"#+ $ '%

$'(a 0'(#$(' ' -+$ a6+$ "%#' -"6$#a"a ,," ($%@ a $0"(+"'(#a#" $% '0a a;$"$$. I%a(#$0"a -" #a$"", (a#$0"a -" #""", $#"a -"

aa% a 0a#"$a('('$ ("0%+ '%# "&(a#" a'#+0a# -" (a '$#'( -" +0a%-a

a( ($%$"$ .

6 L$%$a -" "('a" a '6+-'"(+ : /(a%'$ $ 0a&$%$.

F(a%'$(" "'(#a#" -'a /"a"a $0"$ '%# "aa#" $ a+$

"('a#" $ +#a#" " ($%$$ $%-$$-'a(" .

L$%$a -" +#a" a +-'"(+ $%$a(".

FAZA . S+#a"a ;""#"("$ " /a" ' + $%#a(a#$" a'#+0a#a, $%

$%#"0"-$'( a"$a " a%a($"aa -"/"#"(" $ " 0a;"aa (a"(" -" a($#a#".

2< 2



D'a '6a" $""(" '%# "a#$a#" " +#$0"%#" $ a($#a#$, $% 6+"

0"#a($" .

P$""(" ' -"/"#" '%# "('a#" (a 0a$%$ -" #$$#, "#"a# a' $%#"a# $

+#a#" " ($%$$ $-"%#$" ' a(" +-'"(+ $%$a(" .D'a +#a", a%-'$(" '%# "a'a#" /$" (a 0""(" -" #$'$# a'

#a%/"a#", -'a a, (a 6a$(" -" $0"&%a" ' '6#a%#" a%#$"#$"

PREVENTOL.

FAZA . Ea'a"a -""'$(+ "'(#a#" $% '0a "('a$$ ;""#"("$, "

/a" 0"a%$a#, $% $%#"0"-$'( '%+ #a%+#+a" -" "($0$%a" a a"#+a

(a &++-a$a -" -""'$, a(a#'a#a ;a("$.

FAZA H. O"a#$a -" 'a" a#$/$$a(a a ;""#"("$ " /a" $% 1 a0""

-" 'a", &'a#" $% 4 6(+'$ ' a#" 4 a0"" /$"a" $ 1 6(+ ' a#" 2

a0"". I%#"&'( +" -" 'a" "#" '0a$# $ "&(a# $% a('a#+.

FAZA . P"('a"a 0"a%$a a ;""#"("$ $%-"('$"a $ +/$(a"a

D'a 'a", ;""#"a'a " $%-"('$"#" " 2, 3, a' 4 /"#", " + ($%$"

a'#+0a#$a#a. D'a +#a"a a($#a#$a, $""(" "'(#a#" '%# /+0a#" $%

a;"#", a06a(a#" $% /+($" $ #$'$#", (a $a, $% 0a&a$a -" +-'" /$%$#" .

FAZA J. R'0"&''( $ #a(a'(, "'(#a#" -" (a 0a$%$(" -" "('a#, "#"

";a'#a# $% $%#"0"-$'( '%"$ $%#a(a#$$ -" #a%+# %"'0a#$.

3.3. !provi#ionarea te(nico-materiala

Fa6$a -" ;""#"a -$% S"6" -"#$%" + #";%+(+&$" 0+-"%a -"

"('a" a ("0%'('$, ' ($%$$ -" 0a'a" "("#+%$a a 0a#"$"$ $0",

6"%$ #a%+#+a" $ -" #a$"" -" $%a(#a #";%$$#a#", "'0 $ '% $#"0 -"

a('( "/+0a%#. A"#a $%"&$#"aa "'(#a#"(" 0a'a#+$(+ "("#+%$",

(" $%"&$#"aa $ +# /$ ""%#a#" (a """ /'%$+'('$. F'%#$a -"

2 2



a+$$+%a" #";%$+ 0a#"$a(a "$%" a+$0a#$ /$"a'$ -"a#a0"%# $%

a#", +('( "%#a( +'a%-'7( $%a 6$+'( -" a+$$+%a", a" 0"%#$%"

+%#a#'( "0a%"%# ' /$0"(" /'%$+a" -" '#$(a9", $% "-""a "0"-$"$$

' a$-$#a#" a -"/$$"%#"(+, " +# a/"#a +"'( -" +-'#$". L$%$$(" -" +-'#$" '%# a-'" "('$ -$% #a$%a#a#", -" /$0" "'0 L$%! -$%

G"0a%$a, W"$%$& -$% A'#$a. A"#"a +/"a "$" $ "$/$a" "$+-$a

$% #$0$#""a '%+ +0$$$ -" ""#$. D"a#a0"%#'( -" IT a$&'a 6'%a

/'%#$+%a" a $#"0"(+ +0'#"$a#" a#a# -$% a-'( +-'#$"$ a# $ a

6$+'$(+ a-0$%$#a#$". D+#a"a "("#+%$a a 0'%$$ a#$%&" '% %$"(

'"$+, /$$%- '#$($a#" '(#$0"(" $#"0" $% 0a#"$" -" #"("/+%$", "('a"

"("#+%$a, /a, #"("/a, +0'#"". D"a#a0"%#'('$ -" "+%a( $$ "$%"

a$%a +'a$$ -" ";$a0"%#" -" +#"#$" "%#' a(a$a#$, a"#"a

+%#$#'$%- -" a"0"%"a +6$"#" -" $%"%#a.

Da +a#" "a 0a$ 0a" $%+a#$" $% -+0"%$' + ""$%#a a;$$#$a

-" a-'$, %' $% +'( -" a$&'a 0a#"$" $0a "%#' /a6$a -" ;""#"a,

$ a"a#a "#" + $%"#$#$" $0+6$($aa " #"0"% ('%&.

2 2



(a"(" -" a($#a#" $ +%-$#$$ -" /'%$a". D" a"0"%"a $% "-""a +6#$%"$$

'%"$ a%#$#a#$ -" 0a#"$" $0a +%/+0a ' aa$#a#"a -" "('a" "

a+-a + "$" -" /a$($#a#$ $ +#$'%$ "%#' /'%$+$. A#/"( $% a'(

"+a%"(+ 9'$-$" $#'a#" (a -$#a%#" 0a$ /a#a -" "-$'( /$0"$ -$% S"6" "a+-a '% 6+%' -" #a%+#, $a "(+ a" $$ "a($"aa +%#a#"(" -"

/'%$a" $%a$%#" -" #"0"% ($ " +/"a $0". P$%$a(a +#$'%" a

/'%$+$(+ "#" 0+-a($#a#"a -" (a#a: a("&""a '%'$ #"0"% $0"-$a# a#a&"

-'a $%" + "-'"" -" 3, $a +#$'%"a "%#' + "0'%"a" (a 45 $(" "

+%"#$"aa $%#7+ a;$#a" $%#"&a(a /aa "-'"". A"0"%"a a#$$#a#"

a$&'a + -"/a'a" +%#$%'a a a#$$#a#$$ +0"$a(", $ + 0+6$($#a#"

+"'%a#+a" a /'%$+$(+ $% a+# ' -$%a0$a ""$$ " $a#a a"#'$

"#+.

C"a -" a -+'a (a#'a a +0"#'('$ ' $-$a#a " +%"#$"aa $%

a%a"a +-'"(+ /$%$#": ;""#"a'a -" a$%+a".

S+$"#a#"a a a;$$#$+%a# "(" 0a$ 0+-"%" $ "/+0a%#" '#$(a9" -"

"('a" a ("0%'('$.

P$%$a("(" +-'" "a($a#" (a SC H+($%-'#$" S;"$&;+/" "

+ "+#a $%: 7 EUROPA $% +"%# -" 2 a $ 0a#"$" $0a "%#'

&$%$(" (a0$%a#", a%-'$ -" +/$(, 0a#"$a( "%#' a06a(a9.

7 ORIENTUL MILOCIU $% +"%# -" 21 a $ +-'" "%#'

$%-'#$a -" +%#'#$$.

7 ASIA $ SUA $% +"%# -" 5 a $ +-'" ' -$0"%$'%$ "$a("

"%#' $%-'#$a -" a" "/a6$a#", "%#" -" (+'$%#" $ +-'" $%-"('$#". P$"#"(" $a#" "%#' "a($a"a +0"#'('$ ' $-$a#a '%# A$a, S'a

$ E'+a C"%#a(a. C"(" 0a$ 0a$ a%a$ ' $-$a#a '%# -"#$%a#" $"#"(+

9a+%"a $ a0"$a%a. Ca $ $% a'( a+$$+%a$$ ' $-$a#a,

31 3



+0"$a($a"a ' $-$a#a "#" "a($a#a $% ""#a"a a%'0$#+ (a" -"

a($#a#" $ +%-$#$$ "$/$".

C(a" -" a($#a#" a ;""#"("$:

7 (aa A: ($a %+-'$(+ aa#+a" a6"%#a '6'$(+ $% -+'a -$"#$$

$%-"('$#a a' %'

'a#a

7 (aa B : a"("a$ $#"$$ ' "$a"a a, ;""#"a'a +a#" /$

"-".

C;""#"a'a -" a($#a#" A "#" -"#$%a#a 1 +0"#'('$ '

$-$a#a $% "$a( $% a+%$a, SUA $ C;$%a, $a "a -" a($#a#" B "

-$#$6'$" $% A'#$a, G"$a, Ia"(, $%#7+ ++#$" -" . I% a+%$a "

+0"$a($"aa 2. 0 -" ;""#"a -" a($#a#" A ('%a. C+%-$#$$("

"$/$" "/"$#+a" (a +%-$#$$ -" ($a" $ (a#a '%# "$a#" $% +%#a#"("

-" a%a".

32 3



CAP' V S"*+-+ d+ d"*r".("+

D$#$6'#$a -""0%"aa a%a06('( 0$9(+a"(+ $ +"a#$'%$(+ a"

a$&'a '%""a (a -$+$#$a '#$($a#+$(+ a 6'%'$(+ "a($a#" -" a#"

$%#"$%-"$(" +-'a#+a". P$% $%#"0"-$'( a' +%'0a#+$(+ ($ "

a$&'a /a$($#a#$ -" (+, #$0, 0a$0", +#$$# ""$$ " a" + 0a%$/"#a $%

a-'( $"#"$. D" a""a a("&""a a%a('('$ -" -$#$6'#$" "#" '%a -$% "(" 0a$

$0+#a%#" -"$$$ " a" #"6'$" a + a-+#" '% +-'a#+, $%#'a# a"a#a

a" $0($a#$$ $0"%" a#a# a'a a%a$(+ a# $ a +#'$(+ " + "$+a-a

$%-"('%&a#a.

Ca%a("(" -" -$#$6'#$" " a("& $% /'%#$" -" a%'0$#$ /a#+$:

7 +%'0a#+$ %'0a, +%"%#a", /""%#a -" '0aa"

7 +-'a#+$ '#"" /$%a%$aa, +$#$" " $a#a, a($a#a#"a

+-'"(+

7 +%'"%#a

7 +-''( "#, "$a6$($#a#", $(' -" $a#a, "$$$(" " a"

(" +/"a.

I% $$'%"a 0a!"#$%&'('$ 0+-"%, -$#$6'#$a "#" '% +%"#

+0(" " "/("#a : +"'( $'$#'('$ /$$ a( 0a/'$(+, "(a#$$(" " aa

" $a#a $ a%a06('( a#$$#a#$(+ " 0a;"aa #"""a -" (a +-'a#+ (a

+%'0a#+ a( +-'"(+, $%('a%- $% 0+- +%"#:

7 #a"'( "7( a'&" 0a/a a%a (a +%'0a#+'( /$%a(

7 a%a('( -" -$#$6'#$"

7 +"a#$'%$(" "+%+0$" a" 0a;"aa #"""a '"$a a%a (a

$%#a"a $% +%'0 a%a", '0aa", +%"$'%", +%$&%a#$", "#.

33 3



7 -$#$6'#$a /$$a a' (+&$#$a

7 aaa#'( #";%$ " "a($"aa +"a#$'%$(" "#"a -" '%$#$, -+#a",

"+%a(.

P$% '0a", -$#$6'#$a %' " "-'" (a 0$a"a /$$a, -"+a""

a"a#a "#" $%+#$#a, ""-a#a $ '0a# -" /(''$(" " aa $%#" a#$$a%#$

$ a%'0" : /(''( +-''('$, %"&+$"$(+, #$#('('$ -" +$"#a#",

$%/+0a#$+%a( $ +0+#$+%a(. E("0"%#"(" +0+%"%#" a(" -$#$6'#$"$ '%# :

a%a("(" -" -$#$6'#$", -$#$6'#$a /$$a, a%a"a "%&+ $ a%a"a '

a0a%'%#'( "% -"#a$((", $0"(" -+'a $0($a%- "(a6+a"a -" #a#"&$$a-"a#".

D$#$6'#$a " "a($"aa " -+'a cai #rinci#ale :

1. $% +%#a# -$"# $%#" +-'a#+ $ +%'0a#+ "$/$a "%#'

6'%'$(" -" +-'#$"

2. $% a%a(" "$a($a#", a $% a" +-'a#+'( $ '0aa#+'( %'

$% $% +%#a# -$"# "#" a("a "a 0a$ '$#a#a $% a'( 6'%'$(+ -" (a&

+%'0.

I% a#$a, a#$$#a#$ -" -$#$6'#$" "a($"aa a#a# +-'a#+$$ a# $

$%#"0"-$a$$, +%-""a " a" + -"#$%" /$"a" -"$%-" a#a# -" 0"-$'(

a06$a%# a# $ -" $#'a#$a +%"#a a $%#"$%-"$$.

I% &"%"a(, " 6aa -" +%#a# "$ -+$ #a6$(" +%-$#$$(" $

a#$$#a#$(" " (" -"/a+aa /$"a".

34 3



E$-"%#, /$"a" a -+$ a /aa ;"(#'$"($ a# 0a$ 0$$ $ a +6#$%a $%

/$%a( +/$#'$ a# 0a$ 0a$, $a $%#""'( +0'% "#" a"(a -" a $%-" $%#"a&a

a%#$#a#" -" +-'" (a '% "#, a" a (" "0$#a a06$(+ +6#$%""a '%'$

+/$#. C+%#a-$#$a " aa" $%#" "$ " "+(a $% %"&+$"", /$"a"a'0a%-'7$ a%'0$#" $'$.

SC H+($%-'#$" S;"$&;+/" SRL '#$($"aa a06"(" a$ -" -$#$6'#$"

a#a# "%#' a%a$(" ' a0a%'%#'( a# $ "%#' "(" ' $-$a#a. C+%-$#$$("

-" ($a" '%# 0"%#$+%a#" " "+, a#a# "%#' ($"%#"(a $%#"%a a# $

"#"%a. M"#+-a a%a("(+ "$a($a#" a" + /+0a -" 0a%$/"#a" aa#",

$-"%#$/$a%-'7" ' (+&$#$a.

1.. 'imensiunile canalului de distri%utie

I% #"+$" +$" a%a( -" -$#$6'#$" " aa#"$"aa $% #"$ di$ensiuni%

1. LUNGIME & ""$%#a %'0a'( -" "#a", "$&$ $%#"0"-$a" $%

a" #"" +-''( -" (a +-'a#+ (a +%'0a#+ %' -$#a%#a $% a#$'.

D$% a"# '%# -" "-"" " +# -"($0$#a a#"a #$'$ -" a%a(":

a. canal direct & $% a" "(a#$a +-'a#+ +%'0a#+ "#"

%"0$9(+$#a, -"$ %' aa" $%#"0"-$a'( ".7 "$$'( -" "aa#

$%a(#a0$%#", '0aa"a a$%$$ -$"# -" (a '#+ $ $% 0+- /""%# (a

6'%'$(" -" $%"#$#$$, -" +-'#$"

35 3



Ca%a('( -$"# %"0$9(+$# $% a'( /$0"$ %+a#" a" a $ $%$a(

'+# -+#a"a (+&$#$a.

6. canal scurt & $% a" aa" $%#"0"-$a'(. E#" '% a%a( $%-$"#, '

'% $%&' $%#"0"-$a -"#a$($#'( +%$-"a# a%a( #a-$#$+%a(. S"

'#$($"aa 0a$ a(" "%#' +-'"(" a&+a($0"%#a" "$a6$(", -a $ "%#'

+-'" -" a(+a" 0a", -" %+'#a#", -" 0+-a a' a%- $a#a "#"

+%"%#a#a. I% a'( 0$9(+a"(+ -" +-'#$", -"+$#"(" "$a($a#" '% (a

-$+$#$a +%'0a#+'('$ +-'"(", $% &"%"a( " 6aa -" +0"%$.

I% a"# a +-'a#+'( $$ a'0a /'%#$a -$#$6'#$"$ /$$", a%a

(a 0a&a$%. Aa%#a9"(" a"#'$ #$ -" a%a( " "/("#a $% "-'""a

;"(#'$"($(+, "a($a"a "(a#$"$ ' +%'0a#+$$ a' 0a$"a $#""$ -"

+#a#$". D$#$6'$#+'( "#" "( a" $$ a'0a $'( +0"$a( $ /'%#$a -"

+0+a"

. canalul lun' & $% a" $%#" +-'a#+ $ +%'0a#+, -" +6$"$ aa

-+$ $%#"0"-$a$: "%&+$#'( $ -"#a$($#'(

S" '#$($"aa $% 0+- /""%# "%#' 0a/'$(" ' +#$0"%#+0(", ' """ "+%$"a a' a" "''% +"a#$'%$ -" +#a",

a06a(a", "#. I% a"# a +-'"(" #" $%#7+ $%&'a "$&a -"

-"+$#a", -a +# /$ $ 0a$ 0'(#". U% a"0"%"a a%a( %""$#a ;"(#'$"($

0a$ 0a$, $%"#$%$"a $#""$ -" +#a#$" $ ;$a $"-"$ -a#+$#a +%-$#$$(+ -"

38 3



-"+$#a", -a a$&'a + a+$$+%a" $#0$a $ +%-$#$$ $% &"%"" a-"a#"

-" a#a"

-. canal co$#le( & $% a" "$#a 0a$ 0'(# -" -+'a "$&$ $%#"0"-$a"

a" + +$ ;"(#'$"($(". S" $%#a(%"#" 0a$ a(" $% #a$(" -"+(#a#", "

a#$a +0"# $%#"&a# $ $% +0"#'( $%#"%a#$+%a(, -a $( $%#a(%$0 a-""a $

"%#' 6'%'$ -" /+(+$%#a '"%#a.

2. L)TI*E) C)N)LULUI %'0a'( '%$#a#$(+ $% a" " a$&'a

-"/a""a +-''('$ $% a-'( /$"a"$ "#a" a $'$#'('$. I% a'( 6'%'$(+

-" +%'0 (a#$0"a "#" " 0a'a a+$"$$ -" +%'0a#+$, -a (a

6'%'$(" -" $%"#$#$$ "a "#" 0a$ "-'a. La#$0"a a%a('('$ -" -$#$6'#$" #a

(a 6aa "("#$$#a#$$ -$#$6'#$"$, $% /'%#$" -" a" " -$#$%& 0a$ 0'(#"

/+0" -" -$#$6'#$":

a. -$#$6'#$" $%#"%$a a' &"%"a(a

6. -$#$6'#$" "("#$a

. -$#$6'#$" "('$a "''%" a("&""a '%'$ $%&' $%#"0"-$a

+%"%$# $%#7'% +%#a# $% a" '0aa#+'( " +6($&a a a%-a %'0a$

+0"$a%#'('$ ""#$ " + a%'0$#a $a#a. Va%a"a $% franc+isin' "

'#$($"aa $% #a$(" -"+(#a#" "%#' +-'"(" -" 0aa.

3. )D,NCI*E) C)N)LULUI & "/("#a &a-'( -" -$"$" $% a#$' a(

'%#"(+ -" a%a", a( a+$"$$ -" '%#"(" -" +%'0. La 6'%'$(" -"

3< 3



+-'#$" a-a%$0"a " "-'a, -$#$6'#$a aa%- &a- $-$a# -" +%"%#a"

#"$#+$a(a, (a 6'%'$(" -" +%'0 a-a%$0"a " 0a", '%"(" /$$%- a-'" (a

-+0$$($' +0a%-a, +"+%-"%#a, +0$7+$a9+. Ca%a('( -" -$#$6'#$"

"#" "$/$ /$"a"$ a#"&+$$ -" +-', $a a-""a a"(a$ +-' " +a#"a/(a $% a%a(" -" -$0"%$'%$ -$/"$#". Ca '0a" (a %$"('( "+%+0$"$

%a#$+%a(" " ""aa + a-"aa#a "#"a -" -$#$6'#$", /+0a#a -$% "+a%" $

+&a%$a#$$. La %$"('( +$"#a#a#$$ H+($%-'#$" S;"$&;+/" " "0aa

'0a#+a"a +%#a-$#$": $% 0+- %+0a( $% a'( 6'%'$(+ -" +-'#$"

a-a%$0"a a%a('('$ "#" "-'a, $%a -$"$a $% a#$' a '%#"(+ -"

a%a" "#" $% a"# a 0a", $a '%#"(" -" +%'0 '%# $#'a#" (a

-$#a%#" /+a#" 0a$ -" a""a " '0a"#" #a6$($"a a"(+ +($#$$ -"

(+&$#$a, a" a "''%a +#'$ 0a$ 0$$.

C+%"#'( -" (+&$#$a "#" '%#'( " a" +%"& + "$" -"

a"#" "/"$#+a" (a $#"0"(" -" -$#$6'#$". I% /'%#$" -" +"a#$'%$(" $

0$9(+a"(" -""0%a#" $% #"0"%'( -" -$#$6'#$" " (a$/$a $% -+'a

a#"&+$$: -$#$6'#$a /$$a $ -$#$6'#$a +0"$a(a.

D$#$6'#$a +0"$a(a +%#a $% #a%/"'( #$#('('$ -" +$"#a#"

a'a +-''('$ -" (a +-'a#+ (a +%'0a#+, -"/a'a%-'7" $%

$%#"0"-$'( a&"%#$(+ -" -$#$6'#$". A"#$a +# /$ a%a#+$$ -$%

$%#"$%-"$(" -" +0"# ' $-$a#a $ a0a%'%#'(. U% a aa#" " +a#"

+6"a $ $% a%a($a +$"#a#$$ H+($%-'#$" S;"$&;+/". C+0"#'( '

$-$a#a, a%a($a# -$% $0a a;$$+%a$$ -" 0a#"$" $0a, 6'#"%$ -"

a$%+a" " -"/a+aa $% $%#"0"-$'( a&"%#$(+ -" a;$$#$", a" a$&'a

#a%/"'( -" +$"#a#" a 0a#"$$(+ $0" a#" /$0a +-'a#+a". A"#$a

'%# %'0$#$ &"%"$ a;$$#+$, '%# "a#$a#$ " 9'-"#" $ a' a $ a#$6'#$$ :

3 3



7 +%#a#'( "0a%"%# ' /'%$+$$

7 +/"$"a -" $%/+0a#$$ -"" +%-$#$$(" +%#a#'a("

7 a'#a"a "0a%a%#a -" %+$ a;$$#$$

7 #a%0$#""a '%'$ a+# a#a0a%a( -"" a#$$#a#"a (+

N'0a'( (+ "#" -" 5, -$'% -" /a$($#a#$ -" #a%+#, -$'%a,

aa", $%#'a# '%# "0a%"%# " #""%.

I% a#"&+$a a&"%#$(+ -" -$#$6'#$" " $%('- -"a"0"%"a 0"06$$

-"a#a0"%#'('$ -" a%a$. N'0a'( "#" -" 2 a/(a#$ (a "-$'( +$a( a( /$0"$

$ 1 (a '%#'( -" ('' B''"#$. E$ +/"a $%/+0a#$$ -"" a($#a#$, +%-$#$$+%#a#'a(", -$'%a%- -" /a$($#a#$ -" #a%+#, $a "%#' a&"%#'( -$%

B''"#$ " a-'&a -$'%a.

1.). 'istri%utia fi#ica sau logistica

I% ($#"a#'a -" "$a($#a#" -$#$6'#$a /$$a +%#a $% '%""a (a

-$+$#$a +%'0a#+$(+ a +-'"(+ -$% '%# -" "-"" 0a#"$a(, '

a9'#+'( 0$9(+a"(+ -" #a%+# $ a( #+a9'('$, /$$%- '%+'#a $%

-"%'0$"a -" (+&$#$a +0"$a(a. I% a"#$'%"a #a-$#$+%a(a, -$#$6'#$a

/$$a $% "% "#a%, ""$%#a #a%+#a"a "/"#$a a +-'"(+ -" (a

/'%$+ (a '#$($a#+.

I% a"#$'%"a -" 0a!"#$%&, (+&$#$a -" 0a!"#$%& "#" -$#$6'#$a

/$$a $% "% (a& " $"aa (a%$/$a"a, $0("0"%#a"a $ +%#+('(

/(''('$ /$$ -" (a (+'( +-'"$$ a%a (a "( a( +%'0'('$ a' '#$($a$$

/$%a(". >L+&$#$a a%a($"aa %' %'0a$ /(''( a' -" + 0a/a -" (a

+-'a#+ (a ($"%# $ $ /(''( +-'"(+ $ 0a#"$a("(+ -" (a /'%$+ a#"

3 3



+-'a#+$. Ea $0($a +%-'""a $%#"&'('$ (a%# -" /'%$a", +%#$#'$# -"

/(''$(" a" +%#$6'$" (a /+0a"a $ a-a'&a"a a(+$$ -" /'%$+$$ $

'#$($a#+$$ /$%a($@

D$#$6'#$a /$$a (+&$#$a $%('-" '% +0(" -" a#$$#a#$ a/(a#"

$%#7+ #a%a $%#"-""%-"%#a $% a" " "a($"aa +($#$a -" -$#$6'#$" $

a%'0": #a%+#'(, -"+$#a"a, 0a%$'(a"a, +#a"a, "a06a(a"a,

#+a"a, ""-$""a, ""#$a. S$#"0'( (+&$#$ $%-"($%"#" '0a#+a"("

functii $0a" :

7 -relucrarea .#rocesarea/ co$en0ii & $% a" " "a($"aa +%#a#'(-$"# ' +%'0a#+'( $% $%#"0"-$'( a&"%#$(+ -" a;$$#$$ a" $0"

+0"%$ -" (a ($"%#$, (" #a%0$# "%#"(+ -" -"$$" -"a#a0"%#a(" $%

a'( "(+ 0a$ a' (a -"+$# "%#' "(" 0$$, $ "a($"aa a+$ /a#'a"a,

-'a a" a '0a #a%+#'(

7 estionarea .$ani#ularea/ $aterialelor & "''%" a $% /'%#$" -"

aa#"$#$$(" +-'"(+ "$a6$($#a#", &"'#a#", -$0"%$'%$ a " a$&'"-"(aa"a $% $%#"$+'( -"+$#"(+ $ a%a (a ($"%#

7 De#o0itarea $arfurilor #a%&$6$(" $"aa a0(aa"a, +$"#a"a $

$-"%#$/$a"a -"+$#"(+ " a$&'a : ""#$a 6'%'$(+, 0aa", "#$;"#a",

+-$/$a", +#a", a#a", a06a(a", /+0a" -" a#$$, a("#$a",

+%#a$%"$a" "#. A' +('( -" a a$&'a /('"%#a $% +%'0 +%/+0

%""$#a#$(+ +%'0a#+$(+, $%-$/""%# -" aa#"'( +%'0'('$ a' a(

+-'#$"$

7 Trans#ortul & a$&'a -"(aa"a "/"#$a a 6'%'$(+ -" (a +-'a#+

(a +%'0a#+. E( "#" a#a$ /+a#" -$"$/$a#: /"+$a, '#$", a"$a%,

4 4



/('$a(, 0a$#$0, +%-'#". P"%#' a " "a($a ' "(" 0a$ 0$$ ;"(#'$"($,

#"6'$" a("aa 0+-a($#a#"a "a 0a$ "/$$"%#a %' %'0a$ $% /'%#$" -" "#, $ $

-" aa#"$#$$(" +-''('$, #$0, /""%#a, a"$6$($#a#", aa$#a#",

$&'a%#a, $%"-"".

D$% 6aa #";%$+70a#"$a(a a /$0"$ H+($%-'#$" S;"$&;+/"

($" 0$9(+a"(" +$$ -" #a%+#, 0+#$ "%#' a" $#"0'( "

-"/a+aa -'a a%'0$#" "&'($ +$$. I% 6aa #";%$+70a#"$a(a $%#a

+$a a(" /"a#a a/(a%-'7" $% a+$""a '%'$ #a"' $0+#a%#

$%#"%a#$+%a(. V$$#+a"a a(" /"a#a A< " '%"#" B''"#$'( -" B'-a"#a

#"" "a# " (a%&a /a6$a -" ;""#"a.B'%a ("&a#'a ' Ma"a N"a&a "

/a" $% +#'( C+%#a%#a. D" a$$ " +a#" ($a /+a#" '+ 0a/a a#"

($"%#$$ -" "#" 0a$. Pa("#$$ -" ;""#"a " a"aa $% -"+$#" -" ;""#"a,

"$#a%- + +#a" a a"#+a $% /'%#$" -" -$0"%$'%$ $ a($#a#$. Ta%+#'(

a#" ($"%#$ " "/"#'"aa " a(" '#$"a, a&+%a6$( $ 0a$#$0. S" ('"aa

' +0a%$$(" -" #a%+# $%#"% $ $%#"%a#$+%a( , a+a ($ " #$0$# +0"%$

/"0", $a $% a'( a&+a%"(+ a"#"a '%# +0a%-a#" #a#$$(+ CFR %+-'$-" ("&a#'a. U% a"# aa#" "#" """%#a# -" +%#"$%""(" -" ""-$#$",

a" '%# $%;$$a#" $% $%#"0"-$'( /$0"$ S;"%!". A"a#a (a%"aa

+0a%a-a -" +%#"$%"" (a ($%$$(" -" ;$$%&, a9'%&a%- (a H+($%-'#$"

$%aa#" " a&+a%". La "-$'( /a6$$$ '%# $%aa#" ' 0+#+#$'$#+a", $a

'(#"$+ '%# #a%+#a#" #+# a&+%a6$( (a C+%#a%#a, '%-" '0"aa a /$

#a%+#a#" $% +#'( -" -"#$%a#$".

A#"(" $%+#$#+a" '%#: CMR a' $+a" -" #a'a $% a'(

a&+a%"(+, /a#'a /$a(a, a$ -" $%+#$" a 0a/$$, "$/$a#$".

41 4



CAP' VI M+od+ d+ r+-(n+rar+ a )anar",or *" Bro+%"a%on*(-aor(,("

).1 !ctivitatea de van#are si efectele asupra consumatorilor

Aa '0 a aa#a# $% a$#+("(" a%#"$+a" H+($%-'#$"

S;"$&;+/" -"/a+aa a#$$#a#$ "$/$" a#a# +0"#'('$ ' a0a%'%#'(,

a# $ a "('$ ' $-$a#a. S" +a#" a/$0a a a#$$#a#"a a "#" + /+0a a

+0"#'('$ $%#"&a#:

7 +0"#'( ' $-$a#a " "a($"aa $% a#$$ 0a$ -" 0a/'$

a" '%# ""-$a#" a#" '%#"(" -" -"#$%a#$" $% a%a(" -"

-$#$6'#$" "$/$", a a+ +#'$ $ +6("0a#$a '%#

'+#a#" -" a#" /a6$a -" ;""#"a. Aa%#a9"(" "%#'

+%'0a#+$ +%#a' $% ;"(#'$"($(" "-'" -" #a%+# $

-"+$#a", $%#'a# /a6$a -$% S"6" a$&'a -"+$#a"a 0a/$$$ a06a(a"a a"#"$a. I% a'( +%'0a#+$(+ -$% A$a

+#"#$a " 0a%$/"#a $ $% $%-"($%$"a '%+ +%-$#$$ -"

a($#a#" "$/$" $ a%'0" ;""#"a'a %' "#" #a#a#a ' +('#$$

#+$" -" +#"9a" a ("0%'('$, '#$($a6$(" $% a(#" "#+a", $

$%&'a #a#a#$" "#" 'a"a a"#"$a. D" a"0"%"a "#" '0a$#

"0a%"%# &a-'( -" a-$+a#$$#a#" $ #+$$#a#" a ("0%'('$,

-+$%-'7" a +$"#a#$$(" /$$" $ ;$0$" a(" +-'"(+ a

+"'%-a a($#a#$$ +($$#a#". Ma'$(" -" +#"#$" a

+0'0a#+'('$ " "&a" $% 0a" 0a'a $% %$"('(

a%a$(+. A#/"( $%#7+ $%/+0a" "$+-$a $ "a#a a'a

42 4



#a%-a-"(+ -" a($#a#" " a$&'a "#""a a%a$(+ '

$-$a#a. I% 0a'a $% a" 0a#"$a("(" -" +%#'#$$, $% "$a(

;""#"a'a +a#" /$ $%('a $% a#"&+$a 6'%'$(+ -" /+(+$%#a

$%-"('%&a#a " +a#" +6$ -"" "$+a-a -" &aa%#$". A"a#a"#" "a'#a $% a-'( +%-$#$$(+ +%#a#'a(" -" a%a"7

'0aa" $ " +%#$#'$" $%#7+ 0a'a (aa -" +#"#$" a

+%'0a#+$(+. F$0a S;"$&;+/" (a """a ($"%#'('$ +a#"

a a$&'" &aa%#$a /$" $% $%(+'$"a 0a/$$, $% a-""a

"#'('$ a' $% ('a"a $%a+$ a 6'%'$(+, /$$%- "('" +$"

"#a#$$ a(" ($"%#'('$.

7 +0"#'( ' a0a%'%#'(, $% /aa -" -"+(#a" $%a " 6a"aa $%

$0'( a%- " +$6$($#a#"a +/"$#a '0aa#+$(+ -" a "a0$%a

$% "a(a6$( 0a/a. A#/"( -"$$a (" aa#$%" $% "('$$#a#"

/$$%- "$#a#" '%"(" %"$%#"("&"$ a($#a#$". R+('( $0+#a%#

"$%" '%#'('$ -" ('' B''"#$, a" $% +$#$+%a"a a $%

a+$""a a"++#'('$ O#+"%$ +%#$6'$" "0%$/$a#$ (a

-"+(#a"a a%a$(+ ' a0a%'%#'(.

).2 &lata van#arilor si efectele lor asupra consumatorului.

P"%#' a$&'a"a '%"$ /'%#$+%a$ +""%#" $ +"#" a $#"0'('$

-" a%a$ $ $% "$a( a $#"0'('$ +%#a6$( 7a' #a6$($# 0a'$ $% ""a "

$"#" "0'%"a"a a%a$(+. A"#"a /a +6$"#'( +%#a#"(+ -"

a%a" '0aa", /$$%- a-'" (a '%+#$$%#a +%'0a#+$(+ $% 0+0"%#'(

"0%a$$ (+. A#/"( $% a'( 6'#"a%'('$ -" a$%+a" 'a-$0"%$+%a# "

"0$#" /a#'a /$a(a, " a"a#a /$$%- "$a# #"0"%'( -" "/"#'a" a (a#$$

-" a#" '0aa#+. I% a'( '%"$ a%#$#a#$ " -"a"#" 5 0 " ('%a "

43 4



a+-a '% -$+'%# -" 3, $a #"0"%'( -" (a#a "#" (a 14 $(". C' a#

a%#$#a#"a a%-'#a a#" '% $%&' '0aa#+ "#" 0a$ 0a" ' a#a#

"-'""a a+-a#a "#" /aa a -"a$ $%a 1, $a "$+a-a -" $%aa" a

(a#$(+ "#" a%a (a 45 -" $(". I% a'( %"""#a$$ +%-$#$$(+ -" (a#a,($a$(" + /$ $#a#" $ " + a($a "%a($#a#$ -" a%a (a 5 "%#' /$"a"

$ -" $%#a$"". C+%'0a#+$$ '%# +#"9a#$ $% +6($&a#$$#a#" ""#a$$

+%-$#$$(+ -" (a#a, $0+#$a %""&'($(+ -$% +$$(" $#"0" +%#a6$(".

I% (a%'( ($a$(+ "#"%" +%-$#$$(" -" (a#a " -"/a+aa a#/"(:

•

#"0"%'( -" (a#a " +%$-"a ""#a# a#'%$ a%- $%a$%#" -""$a"a ('$, '0a a/"%#a 0a/$$ "#" #a%/"a#a ' O-$% -"

P(a#a $% +%#'( "$a# " /a#'a. I% a'( %"(a#$(+ /$0a "#"

$%-"#a#$#a a a('("" + "%a($#a#" -" 0$%$0 1

• -aa ($"%#'( %' ""#a +%-$#$$(" -" (a#a /$0a S;"$&;+/"

a" -"#'( -" a +%-$#$+%a +-'""a $ ($a"a 0a/$$-" +

&aa%#$" ($;$-a $ '/$$"%#a +/"$#a -" ($"%#. T"0"%"(" -"($a" +# /$ "('%&$#" $% /'%#$" -" a0a%a"a (a#$(+ $ $% a'(

$% a" "$+a-a -$%#" +($$#a"a $ +6#$%""a &aa%#$"$"

$%a'#a#"#". F$0a +a#" $%#"'" a#$a( a' a#$a( +%#a#'( $%

a'( $%#a$"$$ (a#$$ a' a +6#$%"$$ &aa%#$"$ ' 0a$ 0'(# -" <

$(".

N' -+a $%/+0a#$$ -"" 0+-a($#a#"a -" "0'%"a" " +/"a+%'0a#+$(+ $ $ a"#" ("&a#" -" a($#a#"a 0a/'$(+ a;$$#$+%a#".

C"#$/$a"a a($#a#$$ " /a" $% "#$/$a#'( -" a($#a#" $ 6'("#$%'( -"

a%a($a, a" '%# -+'0"%#"(" $%+#$#+a" $% 0+0"%#'( ($a$$. B'("#$%'( -"

a%a($a /a" '%+'# +%'0a#+'('$ +-''(: %a#'a a"#'$a, +"%$"%#a,

44 4



a%($"(" "/#'a#" -" a#" "$a($#$. P"+%a('( a" " +'a -" a%a"a

;""#"("$ +/"a -"#a($$ -"" $'$#"(" -" -$#$6'#$", a9'#a%- '0aa#+$$

$% a("&""a -$0"%$'%$(+ $ a($#a#$$ +"'%a#+a" %"+$(+ +$$. La

-$+$#$a +%'0a#+$(+ -" a("#$ 0a$ -" ;""#"a '%# '" 6+'$ $%a" '%# -"/$%$#" (a"(" -" a($#a#" -$+%$6$(", ''a%-'7(" a#/"(

/+0'(a"a +#$'%$$.

I% +%('$" +#"#$a +%'0a#+$$(+ (a H+($%-'#$"

S;"$&;+/" $%"a0%a:

•

0a'$ -" +#"#$" a a%a#a#$$ $ $&'a%#"$ (+ • a"'( (a $%/+0a#$$(" +"#" a" (" "0$#" + a("&"" +%/+0a '

-+$%#"(" $ %""$#a#$(" "+%a("

• +$6$($#a#"a '%"$ -"a&'6$$ "/"#$" $% a'( '%+ -a'%" a("

+-'"(+ a;$$#$+%a#", +%"0%a#" $ &aa%#a#" $% +%#a#'( -"

a%a" '0aa".

•

$#"0" -" -$#$6'#$" " /a$($#"aa $%#a"a +%'0a#+$(+ $% +"$a0a/$$.

45 4



CAP' VII Sra+0"" d+ -ar+"n0 ,a S'C' 2o,"nd(*r"+ S%+"0o$+rS'R'L' S+.+!

-olitica de $ar1etin' "/("#a +%"#$a +&a%$a#$"$ ' $$" (a

"+('#$a a#$$#a#$$ a(", +#$'%$(" "$ -" a%a06(', $%$$$(" $ %+0"(" " +

a(a'", "'0 $ a#$'%$(" +%"#" $% a" " a$&'a a(+$/$a"a

+#"%#$a('('$ a' +"'%a#+ "$%#"(+ $"#$$. S" "$0a $%#7'%

a%a06(' '%$#a $ +""%# -": #a#"&$$, #a#$$ $ +&a0" "$/$" -"a#$'%", a"7$ a$&'a $$'%"a, "%#' + a%'0$#a "$+a-a -" #$0 $

#a%'%""a $% a#$a a +$"%#a$(+ &"%"a(", a +#$'%$(+ $ a "("0"%#"(+

" (" -"/$%".

I%/a#'$"a ' 0a$0a "/$$"%#a a +($#$$$ -" 0a!"#$%&, "''%"

+ $06$%a" a0+%$+aa a #a#"&$$(+ ' #a#$$(" +"'%a#+a". Daa

#a#"&$a "#" $$'%"a -" a%a06(' a'a 0+-'('$ $% a" + /$ $%-"($%$#"+'$(" +&a%$a#$"$ #a#$a "#" "#'( -" a#$'%$ " #a%'%" $% a#$a

#a#"&$a a("aa, 0+0"%#'( $% a" #"6'$" a($a#" $ -" a#" $%" + /$

$%/a#'$#".

S#a#"&$a -"#$%" (+'( "%#a(, "%#' a -"$a -$% +6$"#$"("

+&a%$a#$"$, $%-$a%- -$"#$a a#$$#a#$$, $a #a#$a #"6'$" a " $%+%$""

' #a#"&$a, a +"'%-a a"#"$a, a " $%$" " ($%$a "$, a &a"aa

"0a%"%# 0$9(+a"(" $ /+0"(" "(" 0a$ +#$$#", "%#' a $% /$%a( a "

"&("" a+-'( $%#" %""$#a#$(" +%'0a#+'('$ $ +$6$($#a#$(" +&a%$a#$"$.

48 4



Ta#$a " a/(a $% a+# -" '6+-+%a" /a#a -" #a#"&$", a"

a0a%" #a6$(a + "$+a-a 0a$ $%-"('%&a#a -" #$0, /$$%- 6aa /+0'(a$$

#a#$$(+ " " a/(a $% +%#$%'a ;$06a", -a#+$#a 0+-$/$a$$ +%-$#$$(+

+%"#" a(" "$+a-"$ ""#$", a 0"-$'('$ a06$a%#.

Co$#onentele #a#$$$ -" 0a!"#$%& :

• de co$#orta$ent $% a" " 0a%$/"#a #+#a($#a#"a /a#"(+,

"a#$$(+ $ a#"(+ $%#"$%-"$$ $% +%/'%#a"a ' 0"-$'( a06$a%#

de de0voltare ' a9'#+'( a"$a " -"/$%"#" -$"#$a -" -"+(#a"

#a#$a a $%#"$%-"$$

de #o0itie $% a" '0a"#" a '%a -" a+- "+'a$(" #a#$" '

aa$#a#"a +&a%$a#$"$.

S#a#"&$a #"6'$" a a'%-a (a '0a#+a"(" $%#"6a$ /'%-a0"%#a(":

" #"6'$" a " +-'a $ " +-'" %+$ + /$ $%#+-'" $%/a6$a#$"

a" "#" "&0"%#'( -" $a#a " #"6'$" #$%#'$# -" /$"a" +-' $%

a#"

a%a (a " %$"( +# /$ $-$a#" "#'$("

" #"6'$" +0'%$a# "&0"%#'('$ -" $a#a

'0 "#" 0a$ 6$%" a /$" -$#$6'$# +-''( a' "$$'( ""#$.

4< 4



P+%$%- -" (a a"#" +%$-""%#" &"%"a(" aa#"$#$" #a#"&$"$ -"

0a!"#$%& " a/$0a a $% a-'( +$"#a#$$ H+($%-'#$" S;"$&;+/", $%

$'-a /a#'('$ a %' "$#a '% -"a#a0"%# "$a($a# " a"a#a

+6("0a#$a "$#a -$"#$$ (a" $% "a($a"a a"#+ #a#"&$$. E("""$%#a "/+#'( +%9'&a# a( "+%a('('$ #";%$+7a-0$%$#a#$, "a($a%-'7

" " '0a#+a"(" -$"#$$:

1. P$%$a(a #a#"&$" -" 0a!"#$%& "#" a$&'a"a %""a'('$ -"

0a#"$" $0a "%#' "$+a-a -" $a%a, ('a%-'7" $% +%$-"a"

/a#'( a ""#$a +$"#a#" a#$+%"aa $%#7'% -+0"%$' $% a"

0a#"$a $0a "#" +%-$#$+%a#a -" 0a%$/"#$(" ($0a#$",

$%/a#'#'a. Ca '0a" -a#+$#a $%/a#'#'$$ ' a"%#" -" "

#"$#+$' R+0a%$"$, 0'(# 0a$ "$-"%#" " "$+a-a -" #+a0%a $ $a%a,

" -+"#" + "#"" a $0+#'$(+ -" 0a#"$" $0a -$% U!a$%a $%

a"#" "+a%", a#/"( $%a# $'$#'( "+%+0$ a( a%a$(+ a "

+a#a -"/a'a /aa $%#"'"" a' -"/$$"%#". A"a#a ' a#a# 0a$

0'(# ' a# "(a#$$(" #a-$#$+%a(" ' $"#"(" a$a#$" '%+ + -"+(#a"a%#$#a#$a $%#"%a. Ca '0a" "#'$(" %' #"6'$" a /$" $%/('"%#a#"

%"&a#$ -" ($a 0a#"$"$ $0". Ta#$a a-+#a#a "#" -" +$#$", a-$a

'%""a -" a+- $%#" +'$ $ aa$#a#$(" /$0"$. P"%#' +'a"a

0a#"$"$ $0" %""a" " "$+a-a -" $a%a " (a%&a "#""a

$0+#'$(+ " a-+#a $ a(#" 0a'$ "'0 a+-a"a -" 6+%''$

a"(+ /'%$+$ $%#"%$, a" ($"aa $% '0a#+a"(" 3 ('%$ a%#$#a#$ -"

0a#"$" $0a '"$+a" "(+ +%#a#". A"a#a "#" + #a#"&$" "

#"0"% '#. P$%$a("(" $"#" $a#" $% a"a#a #a#"&$" -"

0a!"#$%& '%# "a 9a+%"a $ "a a0"$a%a, "+%$a%-'7" ;$a

"a($a"a '%'$ +/$# a" a $%("%"aa "a -"7a -+'a #a#"&$".

4 4



2. Fa6$a -" ;""#"a "(a6+"aa #a#"&$$ $ " #"0"% ('%& '

+6$"#$" (a", +%"#", "$", "a($#", a" " -"#a($aa $%

#a#$$(" +"'%a#+a". I% a"# 0+- +$"#a#"a a'%-" a#a#

+($$#a$(+ $0"-$a#" a(" ;$06a$(+ '"%$#" $% 0"-$'( a06$a%#, a#

$ $%a-a$$ $%#7'% +0+#a0"%# -" ('%&a -'a#a, ""a " "0$#" +

$$'%" '%$#aa, +""%#a $ -" ""#$a. R"a($a"a a"#'$ +6$"#$

#"6'$" a a$&'"

"#$#'-$%" $ +6a6$($#a#" -" 'a%#$/$a"

+$+%# "$$+%a(

"#$#'-$%"a "a($a$$ $% +%-$#$$ -" "/$$"%#a +$#"

+$6$($#a#"a a-a#a$$ a$-" $ "/$$"%#" (a ;$06a$(" "

aa.

I% '0a a%a($"$ a#"%#" a a"#+ a"#" 7a -"$ a #a#"&$" "

#"0"% ('%& -"+(#a"a a#$$#a#$$ $% +%#'$"a '%"$ /a6$$ -" "("#$,

$% a+$""a 'a#+a"(+. P" + 'a/a#a -" 1 3 0 a /$ +%#'$#a

+%/+0 +$"#'('$ $ %+0"(+ -" "$#"%#a + ;a(a $%-'#$a(a.

R'0"&''( "'(#a# -$% ;a(a -" $%-"('$", -'a " a 'a $% #'6'(a#'a

"$#"%#a a /$ -$$9a# $% -$"#$a /a6$$ -" "("#. R'0"&''( a /$

#a%/+0a# $% $(+ $a a+$ $%#7'% +" #";%+(+&$ +0", +

"'(#a a $ +-'" /$%$#" 6$(" -" -$0"%$'%" 0$a -" '0a&', '#$($a#"

$% $#"0"(" -" $%a($" 6$+(+&$", "$#"%#" -"9a $% E'+a C"%#a(a $

A$a.

4 4



S+'$(" '0a$#" vi0ea0a%

"#"a "%#a6$($#a#$$ $%#'a# " + '#$($a $%#a(a#$$ $% 0a" a#"

"$#"%#"

"#$%-""a " a(#" $"#", -+0"%$'( '0a$# /$$%- aa $%

+-'a#+$

"#""a +-'#$$#a#$$ /a#+$(+ -" +-'#$", $% '#$($a"a $

a +-'"(+ "'%-a" "'0 '0"&''( a' a/'(.

5 5



CAP VIII CONCLUZII SI PROPUNERI

S" +a#" +%('$+%a 0a!"#$%&'( +%# )% ""#a"a '%'$

a%'0$# %'0 -" $%$$$ a$&'?%- 6'%a -+a" *$ +""%a a$'%$(+ -"

0a!"#$%& '" )% +" )% a-'( #a#"&$"$ +0"$a(".

O #ri$ă re'ulă " "/" (a a$&'a"a '%"$ +""%" 6'%" )%

a$'%$(" -" 0a!"#$%& '6($$#a#", ", +0+a", a%a( -" -$#$6'$" *$

0"-$'( )%#"$%-"$$ 0a$ a(" 0"-$'( "#"% a" "#" $%/('"%a# -"

+0+%"%a ("&$(a#$.

) doua re'ulă "''%" a$&'a"a '%"$ 6'%" +""%" )%#"a$'%$(" )%#"$%-"$$ *$ +#"%$a('( ' '0a%, #";%$, /$%a%$a, +0"$a(,

(+&$#$.

A$&'a"a '%'$ 6'% -+a9 *$ a( '%"$ 6'%" +""%" a a$'%$(+ -"

0a!"#$%& )%#" "(" ""$%# + a treia re'ulă " a" 0a!"#$%&'( #"6'$"

+ )%-"($%"a.

O ulti$ă re'ulă $"a a$&'a"a '%"$ 6'%" +""%", ("&#'$ a

a$'%$(+ -" 0a!"#$%& )% #$0.

Ma9+$#a#"a /$0"(+ %' '% a"%# " $%#"&a"a a"#+ "("0"%#"

)%#7'% 0a!"#$%& "/$$"%#, /a# a" a" "/"# %"&a#$ a'a "'(#a#"(+

#a#"&$"$ /$0"$. P"%#' S.C. H+($%-'#$" S;"$&;+/" S.R.L. S"6"*,

0a!"#$%&'( ""$%# >'% 0+- -" &?%-$", + #a" -" $$#@.

=% ""%# HSR a($ >0a%a&"0"%#'( a($#$$ #+#a("@ " #'-$a

+$6$($#$(" -" )06'%#$" %' %'0a$ a aa0"#$(+ #";%+(+&$$, -a *$ a

#'#'+ a"#"(+, $%('$ "(" " $% -" 0a%a&"0"%#.

C+0a%$a a6+-"a $aa ' a&"$$#a#" *$ )% a"(a*$ #$0 ' +

0a" 0+6$($#a#", )%"?%- " $0'% $% a($#a#"a '"$+a a

51 5



+-'"(+ +/"$#". Ea " -"#a*"a -" +%'"% $%: +-'" '"$+a",

a($#a#"a ""%#$$ *$ $% -"+(#a"a "(a$$(+ " #"0"% ('%& ' ($"%$$.

L"0%'( +-' HSR a9'%&" $% 0a$ 0'(# -" 4 -" #a$. S+'( "#"

a +/"" ($"%#'('$ "a# ""a " a"#a $$ -+"#" $ HSR "-" a#a a a#" a

'%'$ +" -" -"+(#a". F("$6$($#a#"a "#" '%'( -$%#" /a#+$$ '"'('$

"%#' HSR. S#$#'( +%#+( a( a($#a#$$ $% #+a#" "#+a"(" -" +-'#$"

a$&'a + 6'%a $ #a6$(a a($#a#" a +-'"(+.

Da#+$# $#+$"$ ('%&$ )% -+0"%$'( ;""#"("$ *$ a$"#$$ ($"%$$(+

aa%-$$ )% #+a# ('0"a (a9a -" +-'" "#" /+a#" 0a", '#?%-'7"

+6$%" +$" -$0"%$'%" -" ?%-' %""('a#, 'a# a' $%-"('$#. Ca

'0a" a a"#'$ /a# HSR +%#$6'$" (a -"+(#a"a $""$ +0?%"*#$ *$ a

$%-'#$"$ -" "('a" '(#"$+a a ("0%'('$.

P$%$a("(" $"" -" -"/a"" )%# A$a a$$ 0"%$+%0 )%

$%$a( a+%$a, -a *$ C;$%a, Ta$a% *$ V$"#%a0, SUA, O$"%#'( M$9(+$'

$ $(" "'+"%" )%+%9'#+a". D"9a )% S#a#"(" U%$#" a0 "#$/$a#

+-'"(" %+a#" -$% 0+($- *$ 6a- *$ a0 $0$# '% a'% +$#$ a

'0a".

L+&$#$a "#" '%'( -$% aa%#a9"(" %+a#" +0"#$#$", HSR -"#$%"

+$a a(" /"a# *$ " a/(a )% a+$""a '%'$ #a"' $0+#a%#

$%#"%a#$+%a(. V$$#+a"a a(" /"a#a A< " '%"*#" B''"*#$'( -" B'-a"#a#"" "a# " (a%& /a6$a -" ;""#"a. E$# -"a"0"%"a *$ + 6'%a

("&a#' ' Ma"a N"a& $% +#'( C+%#a%#a. D" a$$ " +a#" ($a /+a#"

'*+ ($"%$$(+ -" "#" 0$.

52 5



C' a9'#+'( '#$(a9"(+ 0+-"%" -" a" -$'%" HSR " +-'"

;""#"a -" +$" 0$0" *$ a($#a#". C+%#$%''( +%#+( a( a($#$$ +-'"(+

)% +$" #a-$' -" +-'$" 7 -"+$#a"a, #$""a, 'a"a *$ $%-"('$"a 7

&aa%#"a a %'0a$ +-'"(" -" a($#a#" a" /a6$a.

*ediul 2ncon3urător

• Ma#"$a $0 +$%" -$% -'$(" a/(a#" )% "(+a#a" (a%$/$a#.

HSR $%#'$"*#" #a%-a-"(" EU ' $$" (a "0$$$.

D"*"'$(" '%# #a%+#a#" " 6a%-a '(a%# 7 %' "#" %""a a/"( %$$ '% a(#0$9(+ -" #a%+#.

C"a 0a$ 0a" a#" a #a%+#'('$ (a $ -" (a /a6$a HSR " /a" " a("a

/"a#.

C"#$/$a#" "%#' a-'" 7 PEFC FSC .

• P+$"#'( HSR a /+# a"$a# +$#$ -" EIB.

!ir$a SC Hol0industrie Sc+4ei'+ofer s#ri3ina WW! in Euro#a de Est

• =%"?%- ' 1 +#+06$" S;"$&;+/" $9$% $%#7'% a*a %'0$#

WWF7P+$"# /+"#$" )%#"a&a E'+ -" E#.

C' a"a# ++"a" HSR "a )*$ a-' +%#$6'$a (a 0"%$%""a

-$"$#$$ 6$+(+&$" *$ (a "-'""a +('$$.

I% aa("( ' +$$(" +6$"#$" " a a$&'a + '#$($a" "+%a6$( a

"'"(+.

53 5



• F$0a S;"$&;+/" *$ WWF $% 0'%a )% +0'% *$7a' +'

a$&'" )%#"$%""a -'$(+ *$ "?0-'$$$ )% +%+-a% '

%""$#$$(" %a#'$$.

)d$inistrarea #ădurilor

HS" este #artenerul #erfect dacă doriţi să vindeti sau să 2nc+iriaţi

#ăduri cu o su#rafaţă $ai $are de 566 +a7 Dacă #ădurea dv7 include şi

teren a'ricol noi sunte$ interesaţi de ase$enea7

Toate 'ri3ile dv7 le'ate de 2ntreţinerea #ădurii vor dis#ărea

deoarece le #reluă$ noi7 8ă ru'ă$ să nu e0itaţi să ne contactaţi7 Datorită

2ndelun'atei noastre e(#erienţe şi a e(celentelor ec+i#a$ente de care

dis#une$ noi vă 'arantă$ o 9ună e(#loatare şi intreţinere a #ădurii7 Noi

construi$ dru$uri forestiere şi su#ortă$ costurile de de0voltare a #ădurii7

)stfel noi creă$ funda$entele necesare unei utili0ari #ros#ere şi #e ter$en

lun' a #ădurii7

Da#+$# 6'%"$ $#'a$$ /$%a%$a" HSR +a#" (#$ )% %'0"a, ""a

" '#"#" /'%$+$$ -" 0a ("0%+a -" +$" $ /$%a%$a.

C' $%#"%$a -" a +/"$ + (a& a("# -" "$$$ a#"%"'('$ )% +$"

"#+ -" a/a"$ HSR +/" -" a"0"%"a *$ a-0$%$#a" #+#a( "%#'

+$"#a$$ -" -'$, "$$$ a *$

• -"+$#a"

• #a%+#

• $0-'$"

• +%#'$a -" -'0'$ /+"#$""

54 5



• +0"$a($a"

a" '%# 6$%" /a'#" -" HSR '#$($?%- "(" 0a$ "/+0a%#" 0a*$%$ *$ '#$(a9"

-a *$ ""#?%- ' #$#"" ("&$(" *$ "&'($(" "+(+&$".

F"('( )% a" H+($%-'#$" S;"$&;+/" a-0$%$#"a -'$(",

0"&" 0?% )% 0?% ' '(#$0"(" #"%-$%" $%#"%a$+%a(" )% a-0$%$#a"a

-'$(+ *$ #a%-a-" "+(+&$".

A$'%"a -" +%+$a" ""$%# "%#' HSR '% $9$%

/$%a%$a a+-a# '%+ a#$$#$ )% "$a( -" a$#"% +$a( *$ )%0?%#,

)% +%#aa#$- ' "*#""a %+#+$"#$$ a' a '%'$ 6"%"/$$' " (a%'(

$0a&$%$$ a(", " a" " 6a"a /+a#" 0'(#.

U% +-' -" + a($#a#" ""#$+%a(, + -+#a" #";%$ -" '(#$0 +

a' '% (a% -" -"+(#a" )%-%" '%# /a#+$ $0+#a%$ )% '"'( "

$a a( '%"$ +0a%$$. T+#'*$, a"#" "("0"%#" '%# $%#"a%9a6$(": '% +-'

+a#" /$ "/"$+%a#, #";%$a +a#" /$ $%(+'$# $% $%"#$$$, '% (a%$%"/$$"%# +a#" /$ ;$06a# ' '%'( /"a6$( -a a$#a('( '0a% )% "

-+"-"*#" -" %"?%(+'$#, a#a " "$-"%$a $% ""a " /a" HSR )% /$"a"

a%: "a('"a "/+0a%a /$"'$ a%&a9a#, $% $#"0'( -" "a('a" *$

-"+(#a" -" "+%a(. =% a-'( a"#'$ +&a0 " /a" + "aa" (a )%

""a " $"*#" -"+(#a"a )% +$$a '"%# *$ -". "%#' +$$a $a#

)% #"0"% 0"-$' *$ ('%& . N""$#$(" -" #a$%$%& $-"%#$/$a#" +# /$>+/#!$((@ ''$ -" +0'%$a", -" ""%#a" a' -" #$# "$a($#a#"

0"-$a, ""#a", 0a!"#$%&

T+a#" %$"('$(", )%"?%- -" (a ""#a ?% (a #+ 0a%a&" '%#

$0($a#" )% +&a0"(" -" #a$%$%&. =% a'( HSR, "#" "$-"%# "*#""a

55 5



%$"('('$ #";%$ -" "&#$" a( a%&a9a$(+ *$ a )%"-"$$ )% "$ )%*$*$, a

6"%"/$$$ +%"#" a(" #a$%$%&'$(+.

58 5



ProB(n+r"

Ca($#a#"a +-'"(+ "#" '%'( -$%#" aa%#a9", -a *$ + +($#$

+$"%#a# #" "$%"(" $""$. C+%#$%'a"a "*#"$$ a($#$$ +-'"(+ a

"a + $0a&$%" 0a$ 6'% )% +;$$ '0#+$(+ *$ a "*#" )%"-""a (+ )%

+-'"(" %+a#"

D$"$/$a"a +%#$%' a +-'$"$ "#" %""a "%#' a

'%-" "$%"(+ '%"$ a$$ ?# 0a$ (a&$ -" +%'0a#+$.

=%#" +6$"#$"(" "%#' a%'( $% ', " -$#$%&: "%"#a"a $""$

0'%$$$$(+ C('97Na+a *$ T$0$*+aa $% -a"a )% /+(+$% a '%+

-"+$#" -" ;""#"a. C' a9'#+'( ""#$(+ *$ #'-$$(+ -" $a " a$&'

$#"0'( )( a )%"("&" " -"($% " +%'0a#+'( +0?% *$, 0a$ a(", a

)%"("&" ""a " """ ($"%#'( $% a(+a".

HSR a" a +6$"#$" )% 2<, (a%a"a '%+ %+$ +-'", +'(

$%$a( /$$%- (&$"a a#a$"$ *$ a a($#a#$$ 0$(+. Ma$ 0'(#, + (a%a

+&a0" -" 0a!"#$%& a-a#a#" (+a( "%#' a /$ $&'$ +-'"(" HSR

'%# "("a%#" *$ 0+#$a%#" "%#' +%'0a#+$$ +0?%$.P+-'#$a -" "("$ a $%"" +%/+0 (a%'('$ $% 2< ' +

$%"#$$" #+#a(a -" a. 3 0$($+a%" " a "('a )% /a6$ '0"&'*'(

"'(#a#. Ma#"$a $0 "#" ($a# -" "(" 3 $%#a(a$$ -" $%-"('$" ' +

+-'$" a%'a( -" a. 8. 0 +-' /$%$# *$ a /$ -"+$#a# )%#7'%

$(+ #a0+% ' + aa$#a#" -" 2.1 0. P"a $%#a(a# a a"a +

aa$#a#" -" +-'$" a%'a( -" 25. #+%". C' + $%"#$$" '0#+a""(a#$ 0$ )%#7+ a -+'a ", aa$#a#"a -" +-'$" " a -'6(a a#/"(

)%a# +a# /$ "a($a#" +0("# a%#$#a$(" +($$#a#". P"("$$ + /$

-"+$#a$ )% -+' $(+'$ -" 6"#+% a0a# ' + aa$#a#" -" 2. #+%".

P"%#' a a'%-" -+$%"(+ ($"%$(+ + 0+%#a + $%#a(a$" -" a06a(a"

5< 5



"%#' a$ -" 15 !&. Caa$#a#"a -" '0("" a /$ -" #+%" "("#$ +a,

a"a#a '#?%- "*#" +%$-"a6$( $% '#$($a"a '%+ a$ 0a$. =%

"$0"#'( /$0"$ " a +%#'$ '($0"%#a + ;a( -" -"+$#a" -" 4.

0 "%#' +-'"(" /$%$#". P+/$#'$(" C+0a%$"$ HSR '%# )% +%#$%' "*#"", /$$%-

"'(#a#'( /$" a( >a#$/a"$$@ ($"%$(+. Ca($#a#"a ""%$a( a ?*#$&'$(+

/$0"$ "#" +$$a +6$%'# /$" )% -"#$0"%#'( +%'"%"$, /$" $% +'a"a

a"(+ +$'%$ ($6"".

A?%- ($;$-$#$(" %""a", /$0a %' " +%/'%# -"+a0-a# '

-$/$'(#$ /$%a%$a". C+0a%$a "#" 6$%" +%-' -$% '%# -" "-""

/$%a%$a, /'%$+%?%- '% +%#+( /$%a%$a 6$%" ' (a '%#.

A?%- '% (a% /$%a%$a " #"0"% ('%&, " "+%$"a + "*#""

a +/$#a6$($#$$ /$0"$ $% 2< ' 3 0a$ 0'(# -"a# )% 28.

5 5



/I/LIOGRAFIE:

1. Ba(a'", V$&$( *$ +(a6+a#+$$ 7 Ma!"#$%& E-$#'a Ua%', 22

B''"*#$

2. G;"a$0, T+a-", *$ Ma$0, E0$(, >Ma!"#$%&@, E-$#'a

E+%+0$, B''"*#$, 2

3. G;"a$0, T+a-", *$ Ma$0, E0$(, >Ba"(" 0a!"#$%&'('$@,

E-$#'a S"-+0 L$6$, Ia*$, 18.

4. H$%"', Aa-$" *$ +(a6+a#+$$ Ma!"#$%&, E-$#'a E#a, 1<,

C('97Na+a

5. F""%, E0$(, >O&a%$a"a *$ &"#$'%"a '%$#$(+ +0"$a("@, N+#"

-" ', U%$. A(. I.C'a, Ia*$, 21

8. F(+"', C. *.a., >Ma!"#$%&@, E-$#'a Ma!"#", B''"*#$, 12

<. X+#(", P;., >Ma%a&"0"%#'( Ma!"#$%&'('$@, E-$#'a T"+a,B''"*#$, 1<

. N$a, Pa%a$#", >Ma%a&"0"%#@, E-$#'a Sa%$a(Y, Ia*$, 18.

. P'#$a%', J#"/a%, M'%#"a%', C+%"($', Ca(';$, C"a, >I%#"($&"%a

0a!"#$%& ('@, E-$#'a P+($+0, Ia*$, 1

1. R$#"a, A., T'-+", C., V. I+a%7Fa%, >T";%+(+&$" +0"$a(@,

E-$#'a E"#, B''"*#$, 15.11. Sa', C+%#a%#$%, >Ma!"#$%&@, E-$#'a U%$. A(. I. C'a, Ia*$,

15.

12. U' D+"(, D'0$#a*, C$#$a%, Ba"(" C+0"'('$, E-$#'a

P+Ta%$(a%$a, B''"*#$, 23

5 5



13. 0a!"#$%&.%"#"+'"

14. 0a!"#$%&./""./Ma! 2a-"a-"[. H#0

planul de marketing licenta

Documents