Kotler - Keller - Managementul Marketingului

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160 Partea a II-a > Cunoaçterea çi înÆelegerea mediului de marketing <Tabelul 4.1 Tipuri de întrebåriDenumirea Descrierea ExempluA. Întrebåri închiseÎntrebaredihotomicåÎntrebare cuvariante deråspunsScala LikertÎntrebare cu doardouå råspunsuriposibile.Întrebare cu celpuÆin treiråspunsuriposibile.AfirmaÆie faÆå decare subiectul îçiexprimå gradulde acord sau dedezacord.Când aÆi rezervat biletele, aÆi telefonat personal laAmerican Airlines?DaNuCine vå însoÆeçte în aceastå cålåtorie? Nimeni Numai copiii SoÆul/SoÆia Colegi de serviciu/Prieteni/Rude SoÆul/soÆia Grup turistic organizatçi copiiiCompaniile aeriene mici oferå, în general, servicii maibune decât companiile mari.Dezacord total Dezacord Neutru De Total deacord acord1___ 2___ 3___ 4___ 5___DiferenÆialasemanticåScalå de legåturåîntre douå noÆiunidiametral opuse.Subiectul alegepunctul de pescalå care îiexprimå opinia.American Airlines este o companie:Mare ............................................ MicåExperimentatå ............................... NeexperimentatåModernå ....................................... DemodatåScalaimportanÆeiScala deapreciereScalaintenÆiei decumpårareScalå de evaluarea importanÆeiacordate unuioarecare atribut.Scalå de evaluarea calitåÆii unuiatribut, de la„slabå“ la„excelentå“.Scalå care descrieintenÆia subiectuluide acumpåra.Pentru mine, servirea mesei în avion este:Extrem de Foarte Oarecum Nu foarte Delocimportantå importantå importantå importantå importantå1___ 2___ 3___ 4___ 5___Pe avioanele American Airlines, servirea mesei la bord este:Excelentå Foarte bunå Bunå Rezonabilå Slabå1___ 2___ 3___ 4___ 5___Dacå aÆi avea la dispoziÆie un serviciu telefonic la bord,contra cost, aÆi apela la el?În mod Probabil Nu çtiu Probabil În modsigur da cå da cå nu sigur nu1___ 2___ 3___ 4___ 5___
> Derularea cercetårii de marketing çi previzionarea cererii pieÆei < Capitolul 4 161B. Întrebåri deschiseÎntrebarecompletnestructuratåO întrebare la care subiecÆii potråspunde într-un numår aproapenelimitat de moduri.Ce pårere aveÆi despre American Airlines?Asociere decuvinteSe dau pe rând diverse cuvinte,cerându-li-se subiecÆilor såmenÆioneze primul lucru care levine în minte.Care este primul cuvânt care vå vine înminte, atunci când auziÆi spunându-se:Companie aerianå ____________________American ____________________Cålåtorie ____________________CompletareafrazeiSubiecÆilor li se prezintå o frazålåsatå în suspensie çi li se cere s-ocompleteze.Când aleg o companie aerianå, cel maiimportant aspect dupå care må ghidez este_____________________________________CompletarearelatåriiImagineSubiecÆilor li se prezintå orelatare råmaså în suspensieçi li se cere s-o completeze.Se prezintå o imagine cu douåpersonaje, din care unul face oanumitå afirmaÆie. SubiecÆilor lise cere så intre în pielea celuilaltpersonaj çi så comenteze sau sådea un råspuns.„Am zburat cu American Airlines acumcâteva zile. Am remarcat culorile foarte viifolosite atât în exteriorul avionului, cât çi îninterior, iar acest lucru m-a fåcut så mågândesc la ...“„Ei, uite cåavenitçimâncarea!“TestulapercepÆieitematice(TAT)Se prezintå o imagine çi li se ceresubiecÆilor så spunå ce cred cå s-aîntâmplat acolo sau ce cred cå arputea så se întâmple.datelor, pot apårea çi unele probleme de interpretare: cercetåtori diferiÆi, care examineazåexact aceleaçi rezultate ale unui studiu calitativ, vor trage uneori concluzii extremde diferite. În caseta „Idee de marketing: Cercetarea calitativå încearcå så påtrundå înmintea consumatorilor“ sunt prezentate pe scurt câteva metode calitative mai desutilizate.Instrumentele mecanice Dispozitivele mecanice nu se utilizeazå decât ocazionalîn cercetarea de marketing. De exemplu, galvanometrele måsoarå gradul deinteres sau reacÆiile emoÆionale provocate de expunerea la o anumitå imagine saureclamå. Tahistoscopul expune în succesiune rapidå o reclamå în faÆa subiectului, laintervale care variazå între o sutime de secundå çi câteva secunde. Dupå fiecarevizionare, subiectul descrie ce anume îçi aminteçte din imaginea respectivå. Camereleoculare studiazå miçcarea ochilor subiecÆilor, ca så vadå în ce loc se fixeazå privirea lor
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DEDICAÞIEAceastå carte îi este d
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Bun venit lui Kevin Lane Keller!Sun
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viiiCuprinsul pe scurtPARTEA 6 FURN
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xCuprinsOrientarea de marketing hol
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xiiCuprinsIDEE DE MARKETINGDificult
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xivCuprinsAlte teorii ale deciziei
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xviCuprinsDefinirea capitalului må
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xviiiCuprinsApårarea cotei de pia
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xxCuprinsCapitolul 14 Elaborarea st
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xxiiCuprinsProbleme legale çi etic
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xxivCuprinsNOTÅ DE MARKETING Crite
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xxviCuprinsNaçterea ideilor ......
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xxviiiCuprinsNOTÅ DE MARKETING Ins
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xxxDespre autoriDomnul profesor Kot
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xxxiiDespre autoriÎn prezent, prof
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xxxivPrefaÆåtimp, çi când conta
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xxxviPrefaÆå3. Marketingul relaÆ
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xxxviii PrefaÆåCapitolul 10, Pozi
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MULÞUMIRIAsupra acestei noi ediÆi
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xliiMulÆumiriIllinois/Chicago; Jam
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xlivMulÆumiriTalentatul personal a
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2 Partea I > Managementul marketing
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10 Partea I > Managementul marketin
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CAPITOLUL 2 ELABORAREA STRATEGIILOR
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100 Partea I > Managementul marketi
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PARTEA2 CUNOAªTEREA ªI ÎNÞELEGE
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> Culegerea informaÆiilor çi scan
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> Culegerea informaÆiilor çi scan
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210 Partea a III-a > Intrarea în c
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CAPITOLUL 6ANALIZA PIEÞELOR DE CON
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CAPITOLUL 8IDENTIFICAREA SEGMENTELO
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402 Partea a IV-a > Crearea unor m
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CAPITOLUL 10POZIÞIONAREA MÃRCIIÎ
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540 Partea a V-a > Formarea ofertei
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PARTEA6 FURNIZAREA VALORIICAPITOLUL
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> ReÆelele de furnizare a valorii
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intermediari. Pe pieÆele de consum
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principiu, asociaÆiile pot så ia
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online la concurenÆå cu Amazon.
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> Managementul distribuÆiei cu am
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preÆurile trebuie så fie oarecum
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PARTEA7 COMUNICAREA VALORIICAPITOLU
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> Proiectarea çi managementul comu
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CAPITOLUL 18GESTIONAREA COMUNICÃRI
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> Gestionarea comunicårilor în ma
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Publicitatea la televiziune are, de
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Alegerea mijloacelor de informareç
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851 Partea a VII-a > Comunicarea va
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Compania a creat „saloane pentru
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CAPITOLUL 19GESTIONAREA COMUNICÃRI
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> Gestionarea comunicårii personal
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Una dintre firmele recunoscute de m
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Adevårata valoare a clientului nu
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Deçi telemarketingul a devenit un
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Marketingul interactivCele mai noi
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Freight vrea ca reprezentanÆii så
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PARTEA8 DEZVOLTAREA CU SUCCESPE TER
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> Lansarea noilor oferte de piaÆå
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Gestionarea procesului de creare:De
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> Påtrunderea pe pieÆele globale
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Recunoscând faptul cå structura s
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au inclus un dispozitiv rudimentar
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CAPITOLUL 22MANAGEMENTUL UNEI ORGAN
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> Managementul unei organizaÆii ca
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> Managementul unei organizaÆii de
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eforturile de vânzare pe pieÆele
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ANEXAEXERCIÞII PRACTICE CU PLANUL
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> ExerciÆii practice cu planul de
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GLOSARAAcorduri de vânzare condiÆ
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Glosar 1109Bunuri fårå cåutare B
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Glosar 1111apoi la identificarea, e
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Glosar 1113Grupuri disociative Grup
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Glosar 1115aborda çi a-i livra bun
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Glosar 1117trebuie så le asigure b
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Glosar 1119RRamurå/Sector de activ
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Glosar 1121cumpårare, un grad mai
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Kotler - Keller - Managementul Marketingului

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