Comportamentul de cumparare organizational

Relatiile de piata ale intreprinderilor au in vedere atat vanzarea, dar si cumpararea de bunuri materiale si/sau servicii. Daca importanta procesului de vanzare nu poate fi pusa la indoiala, deciziile care au in vedere procesul de aprovizionare sunt adeseori minimalizate ca importanta. Aceasta atitudine este, uneori, atat de nefasta pentru rentabilitatea activitatii intreprinderii incat, nu poate fi compensata nici de cea mai buna abordare a clientilor. Procesul de cumparare trebuie sa se desfasoare pe baza de performanta avand drept obiectiv procurarea unor bunuri materiale si/sau servicii care sa asigure buna desfasurare a activitatii intreprinderii, iar in cazul in care nu se reuseste acest lucru exista o probabilitate foarte mare sa se compromita insasi realizarea obiectului de activitate al intreprinderii.comportament de cumparare, centru de achizitie, business to business, marketing organizational, buying behavior, acquisition center, organizational marketing

INTERNAL ENVIRONMENT ANALYSIS TECHNIQUES

Theme The situation analysis, as a separate component of the strategic planning, involves collecting and analysing relevant types of information on the components of the marketing environment and their evolution on the one hand and also on the organizationâ€(tm)s resources and capabilities on the other. Objectives of the Research The main purpose of the study of the analysis techniques of the internal environment is to provide insight on those aspects that are of strategic importance to the organization. Literature Review The marketing environment consists of two distinct components, the internal environment that is made from specific variables within the organization and the external environment that is made from variables external to the organization. Although analysing the external environment is essential for corporate success, it is not enough unless it is backed by a detailed analysis of the internal environment of the organization. The internal environment includes all elements that are endogenous to the organization, which are influenced to a great extent and totally controlled by it. The study of the internal environment must answer all resource related questions, solve all resource management issues and represents the first step in drawing up the marketing strategy. Research Methodology The present paper accomplished a documentary study of the main techniques used for the analysis of the internal environment. Results The special literature emphasizes that the differences in performance from one organization to another is primarily dependant not on the differences between the fields of activity, but especially on the differences between the resources and capabilities and the ways these are capitalized on. The main methods of analysing the internal environment addressed in this paper are: the analysis of the organizational resources, the performance analysis, the value chain analysis and the functional analysis. Implications Basically such an analysis of the internal environment allows the organization to identify its resources and capabilities as best as possible, in relation to the threats and opportunities brought about by the crisis situations. Authors(tm) Contribution The research allows the identification of the organizational behaviour of resource and capabilities capitalization that must be adopted during the economic crisis. The study may be useful to both the academic and the business environment.marketing environment, internal environment, resource analysis, performance analysis, value chain analysis

STRATEGICALLY REPOSITIONING RUSSIA

Positioning is a very important marketing concept. Its importance was strongly emphasized and implemented in the case of companies, but is somehow neglected when it comes to states. A country acquires a position in the mind of a person very much like any other product does, which is very important especially when that person exerts an executive role. Nowadays Russia has a poor image or no image at all, both internationally and in Romania. In order to regain an important position in the Balkans region, Russia must set aside any political agenda and reposition itself as a business partner on equal terms. The first goal of this article is to clarify Russia's position in the minds of future Romanian executives. The second goal is to outline a recommended course of actions for Russia's repositioning.marketing, positioning, strategy, Russia, marketing research

INTERNAL ENVIRONMENT ANALYSIS TECHNIQUES

Theme The situation analysis, as a separate component of the strategic planning, involves collecting and analysing relevant types of information on the components of the marketing environment and their evolution on the one hand and also on the organization’s resources and capabilities on the other. Objectives of the Research The main purpose of the study of the analysis techniques of the internal environment is to provide insight on those aspects that are of strategic importance to the organization. Literature Review The marketing environment consists of two distinct components, the internal environment that is made from specific variables within the organization and the external environment that is made from variables external to the organization. Although analysing the external environment is essential for corporate success, it is not enough unless it is backed by a detailed analysis of the internal environment of the organization. The internal environment includes all elements that are endogenous to the organization, which are influenced to a great extent and totally controlled by it. The study of the internal environment must answer all resource related questions, solve all resource management issues and represents the first step in drawing up the marketing strategy. Research Methodology The present paper accomplished a documentary study of the main techniques used for the analysis of the internal environment. Results The special literature emphasizes that the differences in performance from one organization to another is primarily dependant not on the differences between the fields of activity, but especially on the differences between the resources and capabilities and the ways these are capitalized on. The main methods of analysing the internal environment addressed in this paper are: the analysis of the organizational resources, the performance analysis, the value chain analysis and the functional analysis. Implications Basically such an analysis of the internal environment allows the organization to identify its resources and capabilities as best as possible, in relation to the threats and opportunities brought about by the crisis situations. Authors’ Contribution The research allows the identification of the organizational behaviour of resource and capabilities capitalization that must be adopted during the economic crisis. The study may be useful to both the academic and the business environment

STRATEGIC MARKETING PLANNING IN SPORTS – A PERSPECTIVE OF QUALITY OF LIFE IMPROVEMENT

Strategic marketing planning requires that the marketing objectives strategies for a specific product-market configuration be in full correlation with the directions and the resources allocated at the corporate level or at the strategic business unit one. Such a correlation is more than necessary under the current market conditions, when the economic crisis affects both consumer behavior and corporate decisions. This article focuses on the particularities of strategic marketing planning in sport, given the fact that the vast majority of sports organizations in Romania, although very active on the reference market, do not have a marketing activity correlated with the medium and long term market needs. One of these needs refers to quality of life improvement, knowing that sport activities have positive influence on many dimensions of quality of life, such as health, education, social inclusion, relaxation and leisure. The improvement within the population participation in sport (both as an active participant and as a spectator), the increased duration of leisure and the development of private financing have led to the creation of a large market, where marketing plays a central role. Therefore the marketing management process must also be implemented within the sports organization, in order to make it easier in building and maintaining a relationship with the customer, especially if the organization wants a customer orientation strategy. Such an orientation includes identifying the current needs as well as the future ones in terms of target audience, to offer a series of sports products and services that bring their significant contribution to improving the quality of life. In this paper are highlighted the influences that consumer requirements concerning quality of life have on all components of marketing management process, starting with sports organization mission statement, up to establish strategies for the marketing mix (product, price, distribution and promotion)

STRATEGIC MARKETING AND QUALITY OF LIFE

Theme The strategic marketing phase is one of systematic and continuous analysis of market needs in which the concepts of high performance products or services are developed, further provide the qualitative difference to customer, and which target different categories of consumers, ensuring long-term competitive advantages while increasing their personal welfare and the one society in general. Objectives of the Research The main purpose of our article is to make a documentary study of strategic marketing and quality of life concepts, wanting to emphasize the link between the two, the evolution stages of the concept quality of life and their integration into the concept of quality of life marketing. Research Methodology In order to achieve that goal, a documentary study was conducted, that took into account the conceptualization of the term quality of life marketing. Results The link between quality of life and marketing is even more obviously given by the new paradigm of it - relationship marketing. This focuses on building long term relationships with clients, based on their level of satisfaction felt in relation to company’s products and services. Starting from this philosophy of relationship marketing, we can say that marketers are inclined towards a subjective definition of quality of life, depending on individual needs and their level of satisfaction Implications The term of quality of life has been introduced in the marketing literature in the last decade and is defined as a marketing practice designed to improve the welfare of clients while maintaining the welfare of other stakeholders of the company. This concept comes as a sequel of the concerns of the relational marketing specialists to provide a high quality offer to customers and add value to all other stakeholders interested in the smooth running of the company (suppliers, distributors, shareholders, employees, general public and various public bodies interacting with the company). Authors’ Contribution The documentary study presents the content of strategic marketing and quality of life concepts and their integration in the concept of quality of life marketing