Romanian academic marketing. Present and perspectives

This study examines the evolution of the marketing topics in the academic curriculum of the Romanian universities. It is a historical insight into the now well developed field of study: Marketing. In the same time it is a tribute to our professors and researchers who devoted their efforts in developing a new and powerful academic domain.management, marketing, marketing school, Bologna process.

Price determination and price strategy in the marketing view

Taking into account the four marketing politics, the price may seem to hold a special place both in theory and practice. This assertion is sustained by the fact that some specialists consider prices a variable unable to be controlled by a company, while others are adepts of another theory according to which there is a real possibility of using the price in the company’s best interest, whether on short but most of all on long periods of time. Like in many other circumstances, taking also into consideration what has already been proved in the field, the truth may lie somewhere in between, meaning the price cannot be controlled by a company like other market poles, as product policies of distribution and promotion, but at the same time it cannot be considered an external variable, impossible to be used in marketing terms.price, consumers, demand, price sensitivity measurement.

REALIZATION OF THE DIGITAL TERRAIN MODEL IN ORDER TO ANALYZE THE LANDSLIDES

The paper aims to create the 3D model of the land located in the southern area of the Transylvanian Advanced Horticultural Research Institutes within the U.S.A.M.V. Cluj-Napoca. The land is presented in the form of unencumbered earth terraces, which during the last years has undergone the phenomenon of sliding on the slope, visibly changing the shape from the original one given at the time of the landscaping arrangements that were made after the construction of the building next to it, which over time it can affect the structure of the building. In order to observe the degree of sliding and breaking of the terraces on the slope it is necessary to model them and to observe the vulnerable areas for the consolidation work. As a first action to stop the gliding phenomenon, young shrubs were planted along the terraces, while other more expensive consolidation works may be required. When making the digital terrain model, the data obtained prior to this analysis were used, ie the quoted topographic plan of the area and the existing photogrammetric flight in the area

REALIZATION OF THE GENERAL CADASTRE IN CHINTENI COMMUNE, CLUJ COUNTY

The paper aims to analyze the necessary works, which were carried out in order to carry out the general cadastre, at the level of Chinteni commune, Cluj County. The general (systematic) cadastre is made by measuring all real estate (land with or without construction) within a territorial administrative unit or a cadastral sector, identifying all owners and other holders of real or personal rights over real estate, simultaneously with the opening of books land for all buildings, operations carried out in a single procedure for the entire cadastral sector or for the entire territorial administrative unit. The implementation of the National Cadastre and Land Registry Plan (PNCCF) brings a series of concrete benefits, starting with the free registration of all real estate in Romania in the integrated cadastre and land registry system, including real estate owned without documents, in favor of de facto owners

STUDY REGARDING THE VALORIZATION OF A LAND TAKEN INTO CONCESSION, BELONGING TO THE MUNICIPALITY OF CLUJ-NAPOCA

A case study was prepared in the course of the paper on the concession of a building belonging to Cluj-Napoca, with the aim of dismantling it resulting in 32 parcels and the access road to them, with a view to authorizing the construction of 32 youth housing. The legislative framework on the possibility of the concession of property owned by the State or its territorial entities is also presented. The proposed street to be carried out within the framework of the housing complex, which will be built following the concession, is 1703 m long and 1.50 m wide. The aim is to ensure a 6 m carriageway for two directions, a bicycle path and a pavement on either side of the roadway. The assessment of the investment for street planning, plus the cost of the drinking water and sewerage network, the electricity grid, the natural gas network and the selling price of the undeveloped land, represents the minimum concession price limit per sqm, so as to ensure the recovery in 25 years of the selling price of the land. Following the analysis carried out, the proposed minimum starting price of the auction is 2051 RON/sqm (435 €/sqm)

A QUALITATIVE RESEARCH REGARDING THE MARKETING COMMUNICATION TOOLS USED IN THE ONLINE ENVIRONMENT

Starting from the meaning of the communication process in marketing, the authors try to identify its role in assuring the continuity of the management process in what concerns the relationships between all the partners of the company, on the long term. An emphasis is made on the role of online communication and its tools in relationship marketing. In order to validate some of the mentioned ideas the authors have chosen to undertake a qualitative marketing research among the managers of some Romanian tourism companies. The qualitative part of the study had as purpose the identification of the main tools which form the basis of the communication with the beneficiaries of the touristic services, of the way in which the companies use the online communication tools for attracting, keeping and developing the long term relationships with their customers in the virtual environment. The following tools have been analyzed: websites, email marketing campaigns, e-newsletters, online advertising, search engines, sponsored links, blogs, RSS feed, social networks, forums, online discussion groups, portals, infomediaries and instant messaging. The chosen investigation method was the selective survey, the research technique - explorative interrogation and the research instrument - semi structured detailed interview, based on a conversation guide. A very important fact is the classification resulted after the respondents were requested to mention the most efficient tools for attracting customers and for maintaining the relationships with them. Although the notoriety of the online marketing tools is high, there are some tools that are known by definition, but are not used at all or are not used correctly; or are not known by definition, but are used in practice. The authors contributed by validating a performing methodology of qualitative research, a study which will open new ways and means for making the online communication tools used for touristic services in Romania more operational. It is to be mentioned that the chosen domain of application has not yet been researched within the national literature. The qualitative research results will form the basis for a quantitative study among the consumers of touristic services in order to identify their opinion in what concerns the usage of online marketing tools by the tourism companies in maintaining the relationships with them.Relationship Marketing, CRM, Online Marketing Communication, Market Research