Lectia 8 - Activitatea de marketing din firma

    8.1 Marketing planning / Planul de marketing

    8.2 The Marketing Directions/Operatiunile de marketing
    8.3 Marketing Tools/Instrumentele de marketing
    8.4 Marketing Overview/Observatii despre marketing

8.1 Marketing planning / Planul de marketing

8.1 Marketing planning / Planul de marketing

Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas,
goods, and services to create exchanges that satisfy individual and organisational objectives:/ Marketing-ul
reprezinta procesul planificarii si executarii unei conceptii, politicii de pret, promovarii si distribuirii ideilor, fiind
implicita distribuirea ideilor, bunurilor si a serviciilor pentru a crea tranzactii care sa satisfaca obiectivele
individuale si pe cele organizationale:

 - the Buyer receives the goods or products he had bought and these have to meet all demands; /
Cumparatorul primeste bunurile sau serviciile pe care le-a platit, iar acestea trebuie sa fie pe masura
astaptarilor lui;
 - the Contractor receives payment for services; / Contractantul primeste plata pentru servicii .

Market expressions/Expresii despre piata

-active/free/brisk/lively market/ piata activa
-buyers’ market/ piata cumparatorilor
-captive market/ piata monopol
-cash/spot market/ piata tranzactiilor cu plata pe loc
-closed market/ piata restrictiva
-commodity market/ piata marfurilor/ materiilor prime
-consumer market/ piata bunurilor de larg consum
-dead market/ piata inactiva
-firm market/ piata echilibrata
-forward market/ piata tranzactiilor la termen
-foreign exchage market/ piata valutara
-free market/ piata libera
-growth market/ piata in expansiune
-hardening of the market/ redresarea pietei
-home/domestic market/ piata interna
-hesitancy of the market/ nesiguranta pietei
-imperfect market/ piata imperfecta
-primary market/ piata primara
-related markets/ piete conexe
-rocketing market/piata cu urcari vertiginoase de preturi
-securities market/ bursa de valori
-seller’ market/ piata cu preturi in urcare
-to be in the market/ a fi pe piata
-to be in the market for.../a face comert cu
-to put on the market/ a fi pus la vanzare
-to buy/sell at the market/ a vinde la cel mai bun pret al pietii
-to come on/onto the market/ a aparea pe piata
-to be marketed/ a fi comercializat
-marketable/ vandabil
-market condition/ situatia pietei
-market demand/ cerere
-market forecast/ previziune asupra pietei
-marketing agreement/ acord de comercializare
-marketing campaign/ campanie de marketing
-market price/ pretul pietii concurentiale
8.1.1 Planning / Planificare

8.1.1.1 The Marketing Plan

The purpose of the marketing plan is to define your market, identify your customers and competitors, to
outline a strategy for attracting and keeping customers and to identify and anticipate change. These are
the key elements of a successful marketing plan./ Scopul planului de marketing este de a defini piata, de a
identifica clientii si competitorii, de a dezvolta o strategie pentru atragerea clientilor si de a-i pastra ,
identificand si anticipand schimbarea. Acestea sunt elementele-cheie ale unui plan de marketing de succes.

-market density/ numarul de clienti pe unitatea geografica

-market forces/ fortele care determina situatia pietii
-marketing budget/ buget de marketing
-marketing costs/ costuri de marketing
-marketing mix/ mixul de marketing
-market opportunity/ sector disponibil al pietii

8.1.1.2 Duration
The marketing plan should cover one year of activity. The market may be rising or shrinking. An expanding
market is the sign of a sound economy. / Planul de marketing trebuie sa acopere un an de activitate. Piata
poate fi in crestere sau se poate restrange. O piata in expansiune este semnul unei economii sanatoase.

-market-focused/orientare spre piata

-customer-focused/orientare spre client
-product-focused/orientare spre produs
-acquisition(recruitment of new customers)/piata noua
-prospective buyer/client in perspectiva
-building a relationship/a forma un contact
-nurturing the links/intretinerea legaturilor/contactelor
-impoving the products/services/imbunatatirea produselor/serviciilor
-competition/concurenta

8.1.1.3 Marketing Key Questions /Intrebari-cheie in marketing

A marketing plan should answer these questions:/ Un plan de marketing trebuie sa raspunda urmatoarelor
intrebari:

- Is this product or service in constant demand?/ Are acest produs sau serviciu o cerere constanta?
- How many competitors provide the same product or service?/ Cati competitori ofera acelasi produs sau
serviciu?
- Can you create a demand for your service or product?/ Poti crea o cerinta pentru serviciul sau produsul adus
de tine?
- Can you effectively complete in price, quality and delivery?/ Poti imbina eficient pretul, calitatea si livrarea?
- If a franchise, will the franchisor price the product or service to give you the projected profit?/ Daca este
vorba de o franciza(autorizatie, licenta), atunci cel care o va da stabileste pretul pe produs sau pe serviciu,
astfel incat tu sa atingi profitul target ?

-strategic marketing/marketing strategic

-operational marketing/marketing operational
-best resources/cele mai bune resurse
-to streghtening your company/a dezvolta compania
-cost leadership strategy/strategia celui mai bun pret
-diferentiation strategy/strategia “face diferenta”
-focus strategy/strategia orientata

8.1.1.4 The Market Research/Prospectarea pietei

The most important step in understanding the market is to study it through market research. When describing
your product or service outline what you feel are its unique aspects, and explain how or why these aspects will
appeal to customers./ Cel mai important pas pentru intelegerea pietei este determinat prin  cercetarea si
studiul  acesteia.Cand iti prezinti produsul sau serviciul trebuie sa-i simti aspectele unice si sa explici de ce si
cum vor fi receptate de catre clienti. 

Emphasize the special features that you feel are its selling points. These features are what you will use to
convince customers to purchase your product or service. / Pune accent pe aspectele speciale ale produsului
care simti ca sunt punctele sale forte in vanzare.Aceste aspecte sunt unelte prin care convingi clientii sa
cumpere produsul sau serviciul tau.

-test marketing/produs testare

-demand estimation/aprecierea cererii
-commercial eye-tracking research/verificarea ambalajelor, reclamelor
-sales forecasting/vanzari estimative
-distribution channels/canale de distributie
-price elasticity/reactia la schimbarea de pret
-segmentation research/ cercetarea pe segmente
-market segmentation/ segmentarea pietii cumparatorilor potentiali in functie de varsta, sex, stil de viata etc.
-brand research/studiul brandului
-primary research/prospectarea initiala
-secondary research/prospectarea in amanunte
-exploratory research/cercetarea de sondare
-conclusive research/cercetarea decisiva

8.1.15 Marketing in the Company/ Marketingul in Companie

The above mentioned implies understanding of:/Ceea ce am mentionat mai sus implica  intelegerea:

- company’s resources, abilities, values and objectives /  resurselor, abilitatilor, valorilor si

obiectivelor  companiei

- costumers’ needs and expectations / nevoilor si asteptarilor clientilor

- the marketing background and present state / bazelor de marketing si starea actuala a
marketingului

- competitive market place/piata concurenta

8.2 The Marketing Directions/Operatiunile de marketing

8.2 The Marketing Directions/Operatiunile de marketing

E. Jerome McCarthy identified four sets of activities which lead to abilities for a company to be
managed by controlling the company’s operations. And these have passed into language as: / E. Jerome
McCarthy a identificat patru seturi de activitati care determina abilitatile unei companii de a fi condusa
prin controlarea operatiunilor sale. Acestea au tracut in limbajul de specialitate ca:

8.2.1 The product sold (Product)/ produsul vandut (Produs)

Products can be structured and understood as: The Product Management or The Product of Marketing. It
can also be  Tangible (physical, Pure Product) and Intangible (non-physical, Pure Service ). Notice that a
product is similar to goods. Goods are physical objects that are available in the marketplace. But a service is a
non-material or intangible product. / Produsele pot fi structurate si intelese ca: produsul managementului
sau produsul marketingului.Pot fi, de asemenea, produse tangibile (fizice, Produs pur) sau intangibile
(non-fizice, Serviciu pur). Observati ca produsul este asemanator bunurilor. Acestea sunt obiecte fizice care se
afla pe piata de vanzare. Dar un serviciu nu este material sau un produs tangibil.

Word combinations with ‘product’:

-basic product/produs de baza
-by-products/ produse secundare
-convenience products/bunuri de larg consum
-end/raw product/ produs finit/brut
-home products/ produse indigene
-low involvement product/ produs la cost scazut de productie
-staple products/produse de baza
-product abandonment/abandonarea productiei unui produs
-product advertising/ reclama unui produs
-product features/ caracteristicile produsului
-natural product/produs natural/produs obtinut din plante naturale
-product overview/ sample of a product, its formal presentation / prezentarea, revizuirea produsului- mostra
produsului, ilustrarea sa in forma initiala
-product launch/ putting a new product into the market/ lansarea produsului- oferire pe piata a unui nou produs
-refferal product (a second product advertised through an intial one)/produs referential(un al doile produs
promovat cu ajutorul unui produs initial)

8.2.2 The pricing policy (Price)/ politica de pret (Pret)

Word combinations with ‘price’:/ expresii ale pretului:

-to ask/pay/receive the market price/a cere/plati/primi pretul pietei
-to sell at/below the market price/ a vinde la/sub pretul pietei
-price reduction / reducerea de pret
-the selling price/ pretul de vanzare
-low price/ pret scazut
-price level/ nivelul pretului
-all-in price/tarif complet
-exclusive of price/fara indicarea pretului
-falling/rising/stationary price/pret in scadere/urcare/stationare
-floor/flat/firm price/pret minim/unic/ferm
-full price/ pret integral
-full-cost price/ pret de vanzare care contine si profitul producatorului
-loaded price/ suprapret
-sinking price/preturi care scad
-scale of prices/gama preturilor
-supply price/pret de cost al unui produs nou

8.2.3 How the product is promoted (Promotion)/ cum este promovat produsul (Promovarea)
The term ‘promotion’ refers to advertising and motivating eventual customers to aquire your
product. These are the major promotional tools : / Termenul de” promovare” se refera la reclama si
motivarea eventualilor clientii spre a cumpara produsul tau. Acestea sunt cele mai importante
instrumente de promovare:

Tradeshows – a trade fair (or tradeshow) is an exhibition organised so that companies in a specific industry
can showcase and demonstrate their new products and services. Some trade fairs are open to the public, while
others can only be attended by company representatives (members of the trade) and members of the press,
therefore tradeshows are classified as either “Public” or “Trade Only”./ Prezentari de marfa – o salon de
expozitie (sau prezentare de marfa) consta in organizarea unei expozitii, astfel incat companiile dintr-un
domeniu anume pot proba si demonstra noile lor produse si servicii. Unele saloane sunt deschise pentru public,
in timp ce la altele pot participa doar reprezentantii companiilor (membri ai prezentarilor) si membrii ai presei,
saloanele de expozitie fiind clasificate ca “Publice” sau “ Numai pentru prezentare”.

A brand represents the images and ideas standing for a product; specifically, it refers to the concrete
symbols of a product: a name, logo, slogan, and design. A brand creates associations and expectations
for a product and it includes an explicit logo, fonts, color schemes, symbols, sound which may be developed to
represent values, ideas, and even personality./Brandul reprezinta imaginile si ideile corespondente unui
produs; mai precis simboluri concrete: numele, sloganul si designul. Un brand creeaza asociatii si
asteptari pentru un produs si include un logo explicit, fonturi, scheme de culoare, simboluri si sunete care pot
dezvolta si reprezenta valori, idei si personalitate unui produs

8.2.4 Product Placement/Plasarea produsului pe piata

Product placement - is a promotional tactic used by  marketers in which a real commercial product is used in
fictional or non-fictional media, and the presence of the product is a result of an economic exchange./ Plasarea
produsului – este o tactica promotionala de marketing in care un produs comercial real este folosit in media
fictionala sau non-fictionala , iar prezenta acestui produs determina un rezultat cu o schimbare economica

Exemplu: Zvonul lansarii primului sistem media care sa transmita in timp real imagini vizuale cu ajutorul
internetului a adus dupa sine schimbarea in afacerii virtuale si finantarea proiectului.

8.2.5 Sales Force/Puterea de vanzare

Sales force – is the resources a company has through its people in the sales department / Forta de vanzare-
reprezinta resursele umane ale unei companii din departamentul de vanzari

Advertising – paying the promotion of company’s products using TV and radio for commercials, the Internet,
magazines./promovarea- plata pentru a promova produsele companiei folosind reclamele tv si radio,
internetul, revistele

Public relations(PR)- Public relations is the art and science of managing communication between an
organization and its key public constituents to build, manage, and sustain its positive image./ relatii cu publicul-
Relatiile cu publicul reprezinta o arta si o stiinta in a directiona comunicarea dintre organizatie si publicul
cheie pentru a cladi, a reda si a sustine aceasta imagine pozitiva.

Sales promotions – methods of selling a product (free samples, discounts, banners)./ Vanzari
promotionale- metode de a vinde produsulul ( monstre gratuite, reduceri de pret, bannere)

8.2.6 The Methods of Distribution (Place)/ metode de distribuire (Desfacere)

Place is known as channel, distribution, or intermediary. It is the mechanism through which goods
and/or services are moved from the manufacturer/ service provider to the user or consumer. / Desfacerea
este cunoscuta drept canal, distributie sau intermediere. Se refera la un mecanism prin care bunurile
si/sau serviciile sunt preluate de la fabricant/ serviciul care le detine si duse la  consumator.

Chain stores- a number of shops owned by the same person or company, selling the same goods or products./
Lant de magazine- un numar de magazine, apartinand aceluiasi individ sau aceleiasi companii, care vinde
bunuri sau produse similare

Department store- a popular type of chain store in many countries( ex. Metro)/ Magazin universal- un tip
cunoscut de magazin aflat in mai multe tari

Discount store- is oriented to the medium and lower-end consumers./ Magazin de reduceri- este orientat
catre consumatorii cu o situatie financiara medie sau precara

Speciality store- specializes in a line of productions ( cars, toys, books, furniture)/ Magazin de specialitate-
este specializat pe o linie de productie (masini, jucarii, carti, mobila)

8.3 Marketing Tools/Instrumentele de marketing

The marketing plan is an excellent tool for identifying and developing strategies for extracting
advantages./ Planul de marketing este o unelta excelenta pentru a identifica si dezvolta strategii care sa
aduca avantaje.

A few of the advantages are outlined below. /Cateva avantaje sunt mentionate mai jos.

  - identifies needs and wants of consumers/ identifica nevoile si cerintele clientilor

  - determines demand for product or service/ determina cerintele pentru produs sau serviciu
  - aids in design of products/services that fulfill consumers needs/ ajuta prin design-ul, structura produselor
sau a serviciilor care sa implineasca nevoile consumatorilor
  - outlines measures for generating the cash for daily operation, to repay debts and to turn a profit/ scoate in
evidenta, genereaza masuri pentru a genera costul pentru activitatile zilnice, pentru plata datoriilor si pentru a
estima profitul
  -  identifies competitors and analyzes your firm’s  competitive advantage/ identifica competitia si analizeaza
avantajul firmei competitive
  -  identifies new product/service areas/ identifica noi domenii de aplicatie a produsului sau a serviciului
  - identifies new and/or old potential customers/ identifica noi sau/ si vechi potentiali clienti
  - allows for test to see if strategies are giving the desired results/ I se permite testarea pentru a observa daca
strategiile aduc rezultatele dorite

Other word combinations with ‘market’:

Global market- observing and investigating international markets/ marketing global – observarea si
investigarea pietelor internationale

Free market -  a market where the price of each item or service is arranged by the mutual consent of sellers
and buyers/ piata libera – piata in care pretul oricarui bun sau serviciu este stabilit prin consens intre vanzator
si cumparator

Market timing-investors try to predict the future movement of the market./ Sincronizarea in marketing –
investitorii incearca sa prezica urmatoare miscare pe piata de vanzare

Market trends-can be classified as primary trends, secondary trends (short-term), and long-term trends./
Tendinte in marketing – pot fi clasificate ca fiind primare, secundare (pe termen scurt) sau pe termen
indelungat.

Bull market - a prolonged period of time when prices are rising in a financial market faster than their historical
average/ explozie de preturi – o lunga perioada de timp cand preturile se rdica in piata financiara mai repede
decat media pe plan istoric

Bear market - a prolonged period of time when prices are falling./ Scadere de preturi- o lunga perioada de
timp in care preturile scad

8.4 Marketing Overview/Observatii despre marketing

Market research focuses and organizes marketing information for planning, ensuring that it
provides what you need to:
 - reduce business risks,
 - spot problems and potential problems in your current market,
 - identify the profit from sales opportunities, and
 - get basic facts about your markets to help you make better decisions and set up plans of action.

Cercetarea marketing se concentreaza si organizeaza informatiile pentru efectuarea planului,

asigurand atingerea obiectivelor:
 - reducerea riscurilor in afacere,
 - identifica problemele si eventualele probleme in piata ta de desfacere actuala,
 - identifica profitul din vanzari si
 - aduce cu sine fapte concrete din vanzarile tale actuale pentru ca tu sa iei decizii mai bune si sa pui in practica
un plan de actiune.