Diploma Bogdan

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CUPRINS INTRODUCERE...................................................................................................................................... 3 CAPITOLUL 1 ......................................................................................................................................... 8 1.1. Delimitări conceptuale...................................................................................... 8 1.1.1.Mixul de marketing şi submixul de promovare......................... 8 1.1.2.Definiţii ale promovării vânzărilor ............................................ 12 1.2.Comportamentele clienţilor şi ofertanţilor.................................................... 16 1.3.Locul promovãrii vânzărilor în cadrul strategieide piaţã a firmelor ......... 20 1.4.Avantaje şi dezavantaje ale promovării vânzărilor ................................... ... 22 1.5.Promovarea vânzărilor şi etica....................................................................... 23 2.1.Utilizarea promovării vânzărilor .................................................................... 26 2.2. Creativitatea în promovarea vânzărilor ....................................................... 35 2.3. Implementarea unei campanii de promovare a vânzărilor......................... 37 2.3.1. Bugetul...................................................................................... 38 2.3.2. Timpul........................................................................................ 40 2.3.3. Comunicarea............................................................................. 41 2.3.4. Logistica.................................................................................... 42 2.3.5. Termeni legislativi..................................................................... 42 2.4. Cercetări de piaţă şi evaluarea rezultatelor .................................................. 43 3.1. Promovarea în parteneriat ............................................................................ 45 3.1.1. Principii de planificare.............................................................. 45 3.1.2. Promoţii tip mostre de încerca re (sampling) .......................... 47 3.1.3. Cupoane.................................................................................... 47 3.1.4. Acţiuni de caritate (Programele Pro-Cauza)........................... 48 3.1.5. Concursuri (acţiuni) de loialitate ............................................. 49 3.2. Promoţii bazate pe preţ .................................................................................. 49 3.2.1. Fixarea şi segmentare a preţurilor ........................................... 49 3.2.2. Discounturi imediate................................................................ 50 3.2.2.1. Reducer i de sezon.......................................................................................................... 51 3.2.2.2. Cumpărări multiple ....................................................................................................... 51 3.2.2.3. Produse pachet .............................................................................................................. 51 3.2.2.4. Reduceri de preţuri per produs ....................................................................................... 52 3.2.2.5. Reduceri de preţ înscrise pe produs ............................................................................... 52 3.2.2.6. Cantitate mai mare la preţ mai mic ................................................................................ 52 3.2.3. Discounturi întârziate ............................................................... 53 3.2.3.1 Rabaturi de preţ............................................................................................................... 53 3.2.3.2. Recumpărări ................................................................................................................... 53 3.2.3.3. Cupoanele ...................................................................................................................... 54

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