Planul de Marketing Privind Lansarea Unui Nou Produs

UNIVERSITATEA DIN CRAIOVA FACULTATEA DE ECONOMIE ŞI ADMINISTRAREA AFACERILOR SPECIALIZAREA: MARKETING

PLANUL DE MARKETING PRIVIND LANSAREA UNUI NOU PRODUS PE PIAŢĂ PE EXEMPLUL SC VEL PITAR SA

Conducăo! "##n$#%#c : Con%& un#'& d!& L#'#u C!ăc#un

A()o*'+n :

CRAIOVA , -../ ,

CUPRINS INTRODUCERE&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&0 CAPITOLUL 1& ASPECTE TEORETICO,METODOLOGICE PRIVIND PLANUL DE MARKETING PENTRU PRODUSELE NOI&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&2

1.1 INOVAREA – CONCEPT, NECESITATEA, FORME ŞI PROCES.........................................................................................4 .......................................................................................................................................................................................5

1.1.1 Noţiuni generale despre inovare.......................................................................................................................5 1.1.2 Cauzele care determină inovarea la nivelul întreprinderii...............................................................................6 1.1.3. Tipologia inovaţiilor.........................................................................................................................................7 1.1.. !azele inovării................................................................................................................................................. " 1.2. POLITICI ŞI STRATEGII DE MARKETING FOLOSITE ÎN FAZA DE INTRODUCERE A UNUI NOU PRODUS PE PIAŢĂ........12 1.2.1 #olitica $i strategia de produs.........................................................................................................................13

1.2.1.1 P!"#"$% &' ()&*+ ............... ................ ............... ............... ............... ............... ............... ................ ............... ........... 1 1.2.1.2 S#)%#'-"" &' ()&*+......................... ................ ............... ............... ............... ............... ............... ............... ..... ..... ...... 1 1.2.2 #olitica $i strategia de preţ..............................................................................................................................2%

1.2.2.1 P!"#"$% &' ()'/................... ............... ............... ............... ............... ............... ................ ............... ............... ..... ..... ... 20 1.2.2.2 S#)%#'-"" &' ()'/................... ............... ................ ............... ............... ............... ............... ............... ................ ........ ... 24 1.2.3. #olitica $i strategia de distri&uţie...................................................................................................................2'

1.2..1 P!"#"$% &' &"+#)"*/"'......................... ............... ............... ............... ............... ................ ............... ........... ..... ..... ..... . 2 1.2..1 S#)%#'-"" &' &"+#)"*/"'......................... ................ ............... ............... ............... ............... ............... ............... ..... ..... . 2 1.2.. #olitica $i strategia de promovare.................................................................................................................3% 1.2.4.1 P!"#"$% &' ()3%)'............... ............... ............... ............... ............... ................ ............... ............... ........ ..... ...... .. 0 1.2.4.2 S#)%#'-"" &' ()3%)'............... ................ ............... ............... ............... ............... ............... ................ ........... ...... .. 2

1. PLANIFICAREA PRODUSULUI CARACTERUL ŞI CONŢINUTUL PLANULUI DE MARKETING........................................4

1.3.1 !uncţiile planului de mar(eting.......................................................................................................................3 1.3.2 Tipologia planurilor de mar(eting..................................................................................................................35 1.3.3 )tapele de realizare $i conţinutul unui plan de mar(eting..............................................................................36

CAPITOLUL -& PLANUL DE MARKETING PRIVIND LANSAREA PRODUSULUI &&&&& &&22 FRENC3 ROLLS 4 PRODUSE PRECOAPTE&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&22 2.1. ISTORICUL FIRMEI SC VEL PITAR SA.....................................................................................................................44 2.2. ORGANIZAREA STRUCTURALĂ A ÎNTREPRINDERII...................................................................................................4 2.. PLANUL DE MARKETING PRIVIND LANSAREA PRODUSULUI FRENC6 ROLLS – PRODUSE PRECOAPTE.....................4

CONCLUZII&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&56I6LIOGRAFIE&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&& 52

2

INTRODUCERE Î7 $%&)*! 3'&"*!*" &' 3%)8'#"7-, %$$'7#*%)'% #*!*)'7/'" ("'/'!) 97 *!#"3*! +:')# %! +'$!*!*" %! ;;'7#?7&  #'7&"7/= =&"#= &' ()'!*7-")' 97 $7#"7*%)', '+#' $7#*)%#= &' :'73'7' $*3 %) :" 7'" @" &)"7/' '#')-'7', "7$')#' @" 97 +$"3%)' )%("&= $7&*$?7& !% 7"'!*)" "7+#%"!' @" -)'* ()-7>%"!' %!' $')')""B ("'/' %:'$#%#' &' :!*$#*%/"" '$73"$', @$*)" @" "7$')#"#*&"7", (*#')7"$ :)%-3'7#%#' @" +%#*)%#', $* -)%7"/' 7'$!%)' @" "7#')$7'$#%#' !% 7"'! -!%! 97#)< %+#= )'/'% ()"7 $%)' +' #)%7+3"# #%#' *7&'!' &' @$B ()&*+' $* 97%!#= )%#= &' +$"3%)' #'7!-"$=, $"$!*)" &' "%/= +$*)#' @" 7'()'&"$#""!', ()7*7/%# &":')'7/"%#' @" $7$*)%#' &' 97!$*"#)"B $7+*3%#)" $%)' $7@#"'7#">'%>= ():*7& $%!"#%#'%, ()'/*! , +#"!*! @" 3&%, 7"'!*! +')"$""!), &%) @" &)'(#*)"!' !) &' % :" ()#'%/"B $7$*)'7/% "7#'7+=, $* +$"3%)'% $%)%$#')"+#"$"!) '" &' 3%7":'+#%)' &' !% %$/"*7'% 97 %>% *7) )'-*!", 97 -'7')%! $*7+$*#' @" %$$'(#%#' &' #/", !% *#"!">%)'% *7) 3"!%$' 7'$7'7/"7%!'. Î7 %$'+#' $7&"/"", ('7#)* % )'*@" += $)'%+$= +%* $"%) += +' 3'7/"7= &%), 97#)'()"7&')"!' %* !% &"+(>"/"' +!*/"" $!%+"$' 97 '+'7/=, &%) *#"!">%#' 97 :)3' 7". Î7#)' '!', "7%)'% &3"7=, ('7#)* $= '% 97+'%37= )'%$/"' )%("&= @" :!'""!"#%#', $?@#"-%)'% $#'" &' ("%/= ()"7 97#?3("7%)'% 3%" *7= % &)"7/'!) $7+*3%#)"!) @" "7%&%)'% ("'/'!) +#)="7' $* ()&*+' +('$"%! %&%(#%#' %$'+#) 7'", +#)=(*7-')'% !"3"#'!) 7%#*)%!' &' +%#*)%)' ()"7 $)'%)'% &' *#"!">=)" %!#')7%#"' %!' ()&*+'!) '"+#'7#' @" $)'@#')'% )%#'" &' !%7+%)' % ()&*+'!) 7" 97 +$(*! $3()"3=)"" #"3(*!*" &' 97!$*")'. T%#' %$'+#'% @" 3*!#' %!#'!' &'37+#)'%>= :%(#*! $= ()"7$"(%!% $7:)*7#%)'% % 3%7%-')"!) %7#)'7%/" 97 ()$'+' &' "7%)' '+#', &' :%(#, $* +$"3%)'% $= -'7')'%>=, &'(#)"=, ()#*7"#=/" @" %3'7"7/=)". N'+'+">%)'% !% #"3( % +$"3=)"" +' +!&'%>= $* ("')&')" ('7#)* 97#)'()"7&')'. L%7+%)'% &' ()&*+' 7" $%)' += $*7%+$= +*$$'+ (' ("%/= $7+#"#*"', :=)= 97&"%!=,  (')3%7'7#= ()$%)' ('7#)* 3%7%-'3'7#*! %:%$')"!) 97 :")3'!' "7%#%)' 3&')7'. D' %$''%, +' (%#' +(*7', (' *7= &)'(#%#', $= 3'&"*! #'7!-"$ )'()'>"7#= %+#=>" *7% &"7#)' $'!' 3%" &"7%3"$' $3(7'7#' %!' 3%$)3'&"*!*" 97#)'()"7&')"", $* "3(!"$%/"" %+*()% $%+"<##%!"#=/"" @" $% :)3= % $)'%#""#=/"" *3%7' "7%)'% 97+'%37=, 97%"7#' &' #%#', +$"3%)'. C7:)*7#%#= $* 3'&"*! &' 3%)8'#"7- 97 $%)' '!*'%>=, 97#)'()"7&')'% +' %:!= (')3%7'7# 97 :%/% *7'" &"!'3' (' &'  (%)#', 97 :%/% (')+('$#"'" ():"#*!*", '% '+#' #'7#%#= += "7'>', &%) @" !"-%#= !% %$'%+#% ('7#)* %<@" &"3"7*% *!7')%"!"#%#'% :%/= &' $7$*)'7/=B (' &' %!#% (%)#', +#%)'% &' "7$')#"#*&"7' $' $%)%$#')">'%>= 3'&"*!, $% @" ':)#*)"!' "7'+#"/"7%!' "3()#%7#',  :%$ += %7#"$"('>' )"+$*! $%)' -)''%>= )"$' &'3')+ 97 "7%)'. S!*/"7%)'% "7#'!"-'7#= @" ':"$"'7#= % *7'" %+'3'7'% $7#)%&"$/"" '+#' (+""!= ()"7 managementul inovării , $7$'(*# $% +'# $3(!' &' &'$">"" +'$'7/"%!', @#""7/":"$ :*7&%3'7#%#', $%)' ">'%>=, ()"7 (')3%7'7#% )%()#%)' !% 3'&"*! 97 $%)' '!*'%>=, )"'7#%)'% 97#)'()"7&')"" &'<% !*7-*! 97#)'-*!*" #)%+'* !'-%# &' !%7+%)'% ()&*+*!*" 7* (' ("%/=. U!#"3% *3=#%#' % +'$!*!*" % :+# 3%)$%#=, 97 +#*&"*! "7=)"", &' &*= #'7&"7/' &%) %(%)'7# $7#)%&"$#)"" "7#'7+":"$%)'% %)&=)"!) &"7#)< (')+('$#"= +('$"%!">%#= #'7"$=, '$73"$= &%) @" (+"!-"$=, +$"!-"$= @", 3%" 7*, 3%7%-')"%!= @" &' 3%)8'#"7-, (' &'  (%)#', @" %$$'7#*%)'% &'3')+*)"!) "7#')&"+$"(!"7%)' 97 &3'7"*, ">?7& 3%7%-'3'7#*! "7#'):'/'!) +('$":"$' $%)' +' "7 +#"#*"', &' (' 7%#* $7:')' +"7')-"% %7+%3!*!*" &' %$#""#=/" "7%/"7%!' !% 7"'!*! 97#)'()"7&')"", &')=%!#=+=(%)#'. 

P)""#= &"7 (')+('$ #"% 3%)8'#"7 -*!*", inovarea )'()'>"7#= ()$'+*! (' $%)' 7*! ()&*+ 9! +#)=%#' &"7 33'7#*! 97 $%)' '+#' +'+">%#= 7'$'+"#%#'% '"+#'7/'" @" (?7= !% &":*>%)'% !*" (' ("%/=, 97+/"#= &' *)3=) ")'% $3( )#=)"" 97 $7+*3, 97 #"3( $' inovaţia &'+'37'%>= ()&*+*! 7* $% 3%#')"%!">%)' % ':)#*)"!) &' "7%)' +%*, 97#)<*7 +'7+ 3%" !%)-, )"$' '+#' (')$'(*# &' $=#)' $7+*3%#) $% :""7& 7*. P)$'+*! &' "7%)' '+#' =>*# $%  "#')%/"' $7#"7*= ()"7 $%)' +' %+"-*)= $)'+(7&'7/% &'(!"7= 97#)' &'>!#%)'% #'7"$= % *7*" ()&*+ 7* @" &'>!#%)'% +% $3')$"%!=. *novaţia + *nvenţie , )-ploatare

S' $7+#%#= &'$" $= "7'7/"% ()'$'&' "7%/"% +%*, %!#:'! +(*+, "7%/"% '+#'  "7'7/"' %(!"$%#= ('7#)* ()"3% &%#=. L'-=#*)% &"7#)' "7'7/"', $% "&'' "7%#%)' "7"/"%!=, @" "7%/"', $% )'>*!#%# :"7%! &'+#"7%# ("'/'",  $7+#"#*"' "7%)'%, %&"$= ()$'+*! ()"7 $%)'  "7'7/"' '+#' ('7#)* ()"3% %)= #)%7+:)3%#= 97#)<*7 ()&*+ $3')$"%!, ()$'+ +%* +')"$"*. E+#' &' +'+">%# :%(#*! $= ()$'+*! &' "7%)', $% &)*3 &' !% "7'7/"' !% !%7+%)'% ()&*+*!*" (' ("%/=B 7* $7&*$' %*#3%# !% +*$$'+ $3')$"%!. E+#' #$3%" )!*! 3%)8'#"7-*!*" &' % %+"-*)% @%7+% &' )'*@"#= % ()&*+*!*" 7*, "%) +#)%#'-"%, $7$'(*#= $% ()"3 (%+ %! ()$'+*!*" &' "7%)', 97&'(!"7'@#' '%$# %$'%+#= :*7$/"'. M*!#' :")3' 7* (')'%>= (' %>% *7) (!%7*)" ()()"*–>"+'. L% :")3'!' 7", 3%7%-')"" +*7# *7')" ()'% $*(%/" $% += 3%" %"= -)"= @" &' (!%7":"$ %)'. L% :")3'!' 3"$", 3%7%-')"" (# $)'&' $= 7*3%" 3%)"!' $3(%7"" %* 7'"' @"&':=)= (!%7":"$%)'. L% :")3'!' $* %$'%+#%  $)'@#')' 3%7%-')" +*+/"7 $= +<%* &'+$*)$%#  (!%7":"$%)' :"$"%!=,3%#*)', %@% 97$?# 7* +#%"!=, '+#' *7 3*!/" !*$)* :%)#' "3()#%7#. I&''% &' %<@" $*(% #"3(*! $* )'&%$#%)'% *7*" (!%7 +<%) (*#'% += !' &"+(!%$=, %)-*3'7#?7& $= ("%/% '!*'%>= ()'% )'('&' ('7#)* $% *7 (!%7 += (%#= :" %(!"$%# $* +*$$'+. C* #%#' %$'+#'%, (!%7":"$%)'% :"$"%!= (%#' %&*$' 3%)" %%7#%' #*#*)) :")3'!), :"' '!' 3%)" +%* 3"$", 7* 97:""7/%#' +%* 3%#*)'. E% +#"3*!'%>= -?7&")'% +"+#'3%#"$=, !"-?7& :")3% +=<@" ('):'$/"7'>' (!"#"$"!' @" "'$#"'!', &'#')3"7?7&  3%" *7= $)&7%)' % ':)#*)"!) +%!' @" :')"7& $)"#')"" (')%#"' 3%" $!%)' ('7#)* $7#)!*! %$#""#=/"". A:")3%/"% $7:)3 $=)'"% (!%7":"$%)'% '+#' 3%" (*/"7 *#"!= 97#)<*7 3'&"* '$73"$ '#)'3 &' &"7%3"$ 7* (%#' :" %$$'(#%#=. D"3(#)"=,  (!%7":"$%)' +=7=#%+= %*#= :")3% += %7#"$"('>' @" += )'%$/"7'>' )%("& !% +$"3=)"!' 3'&"*!*", ()'$*3 @" += +' ()'-=#'%+$= 3%" "7' ('7#)* ''7"3'7#' 7'%@#'(#%#'. F")3'!' $* $'! 3%" 3%)' +*$$'+ %('!'%>= !% (!%7":"$%)', &%) 97#)<*7 3& $%)' += 7* 97=*@' "7"/"%#"% 97#)'()"7>=#)"!).

CAPITOLUL 1. ASPECTE TEORETICO
4

1.1.1 N/"*7" -'7')%!' &'+()' "7%)' L%7+%)'% &' ()&*+' 7" $%)' += $*7%+$= +*$$'+ (' ("%/= $7+#"#*"', :=)= 97&"%!=,  (')3%7'7#= ()$%)' ('7#)* 3%7%-'3'7#*! %:%$')"!) 97 :")3'!' "7%#%)' 3&')7'. D' %$''%, +' (%#' +(*7', (' *7= &)'(#%#', $= 3'&"*! #'7!-"$ )'()'>"7#= %+#=>" *7% &"7#)' $'!' 3%" &"7%3"$' $3(7'7#' %!' 3%$)3'&"*!*" 97#)'()"7&')"", $* "3(!"$%/"" %+*()% $%+"<##%!"#=/"" !%#*)"!) "'/"" +$"'#=/"". P)""#= $% *7 :'73'7 $7#'3()%7 3%)$%7#, $?# @" $% :)3= % $)'%#""#=/"" *3%7', "7%)'% 97+'%37=, 97%"7#' &' #%#', +$"3%)'1. E% 97+=@" +$"3%)', "7%)'% '+#' -'7')%#=, !% )?7&*! +=*, &' +$"3%)', %&"$= &'  3&":"$%)', 3%" 3*!# +%* 3%" (*/"7 %3(!=, 3%" 3*!# +%* 3%" (*/"7 ():*7&=, $*  !$%!">%)' &":')"#= 97 #"3( @" +(%/"*, 97 -)%&' &":')"#' &' "3(%$# %+*()% 3'&"*!*" &' 3%)8'#"7-. Î7 $%&)*! %$'+#'" (%)%&"-3' &' -?7&")', *7 !$ $'7#)%! 9! $*(= +"+#'3*! "7%/"7%! %! 97#)'()"7&')"", $*()"7>?7& %7+%3!*! $*)'7# &' )'+*)+' 3%#')"%!', "7:)3%/"7%!', :"7%7$"%)' @" *3%7', ()""#' +* %+('$#*! !) $%7#"#%#" @" $%!"#%#", $%)' $7$*)= !% $7$'(')'%, :%)"$%)'% @" $3')$"%!">%)'% ()&*+'!) 7". Î7 %$'+# 3'$%7 "+3 $3(!', 3%)8'#"7 -*! %$= *7 )! &'$"+", ('7#)* $= %$#""#=/"!' $'<" +*7# +('$":"$' (')3"# +'+">%)'% +$"3=)"" ()"7 +$%7%)'% $7#"7*= % 3'&"*!*" &' 3%)8'#"7-B '%!*%)'% @" "7#')()'#%)'% +$"3=)"!) +'+">%#'B +*-')%)'% &' "&'" *#"!' 97 "7%)'B %)37">%)'% +"7')-'#"$= % )'!%/""!) 97#)' $7+*3%#)", #'7!-"', 97#)'()"7&')' @" +$"'#%#'B ()"7 :''&%$8<*! (' $%)' 9! %!"3'7#'%>=. C7:)*7#%#= $* 3'&"*! &' 3%)8'#"7- 97 $%)' '!*'%>=, 97#)'()"7&')'% +' %:!= (')3%7'7# 97 :%/% *7'" &"!'3' (' &'  (%)#', 97 :%/% (')+('$#"'" ():"#*!*", '% '+#' #'7#%#= += "7'>', &%) @" !"-%#= !% %$'%+#% ('7#)* %<@" &"3"7*% *!7')%"!"#%#'% :%/= &' $7$*)'7/=B (' &' %!#= (%)#', +#%)'% &' "7$')#"#*&"7' $' $%)%$#')">'%>= 3'&"*!, $% @" ':)#*)"!' "7'+#"/"7%!' "3()#%7#',  :%$ += %7#"$"('>' )"+$*! $%)' -)''%>= )"$' &'3')+ &' "7%)'. S!*/"7%)'% "7#'!"-'7#= @" ':"$"'7# % *7'" %+'3'7'% $7#)%&"$/"" '+#' (+""!= ()"7 3%7%-'3'7#*! "7=)"", $7$'(*# $% +'# $3(!' &' &'$">"" +'$'7/"%!', @#""7/":"$ :*7&%3'7#%#', $%)' ">'%>=, ()"7 (')3%7'7#= )%()#%)' !% 3'&"*! 97 $%)' '!*'%>=, )"'7#%)'% 97#)'()"7&')"" &'<% !*7-*! 97#)'-*!*" #)%+'* !'-%# &' !%7+%)'% 7*!*" ()&*+ (' ("%/=. C7&*$')'% ()"7 "7%)' )'()'>"7#= *7 +"+#'3 3&')7, &"7%3"$, $%)' +' %>'%>= (' %#"#*&"7'% )'$'(#"= % $7&*$')"" !% "7=)", %%# (' +#%"!")'% @" %(!"$%)'% $7+'$'7#= % *7) +#)%#'-"" "7%/"7%!'H @" "3()"3?7& 97#)'( )"7&')""  +')"' &' $%)%$#' )"+#"$" +('$":"$'. D%$= "7%)'% $')' @#""7/= – ()"7 ()'$">"%, %$*)%#'/'% $* $%)' #)'*"' += +' (')'>', @" %)#= – ()"7 "7#*"/"%, $)'%#""#%#'% @" '(')"'7/% 7'$'+%)', 3%7%-'3'7#*! "7=)"" )'%!">'%>= +"7#'>% %$'+#) &*= $3(7'7#', "%) "'$#"*! +=* :"7%! '+#' %$'!% &' % :')"" ("'/'" ()&*+' 7" +*(')"%)' $'!) '"+#'7#', (' $%)' $7+*3%#)"" += !' (')$'%(= @" %()'$"'>' $% %#%)'. Î7 $%*!%)*! 3&')7 %! %:%$')"!), #')3'7*! % "7%H @" :%3"!"% +% &' $*"7#' "7%)', "7%/"', "7% #) +*7# :)'$' 7# 97#?!7"# '. Î7 !"#')%#* )% &' +('$"%!"#%#' @" 97 *#"!">%) '% ()%$#"$= % #')3'7"!), $7:*>""!' +*7# 97+= ()'>'7#', )"7&*<+' $"%) &'+()' *7 %&'=)%# #*)7 J%'!. P)""#= &"7 (')+('$#"% 3%)8'#"7-*!*", "7%)'% )'()'>"7#= ()$'+*! (' $%)' 7*! ()&*+ 9! +#)=%#' &"7 33'7#*! 97 $%)' '+#' +'+">%#= 7'$'+"#%#'% '"+#'7/'" @" (?7= !% &":*>%)'% !*" (' ("%/=, 1 R&"$% A. J"') – I7%)' @" +*$$'+ +#)%#'-"" &' 3%)8'#"7- ('7#)* ()&*+'!' 7"H, '&"#*)% S'&$3 L")"+, I%@", 1, (%- 1

5

97+/"#= &' *)3=) "!' $3( )#=)"" 97 $7+*3, 97 #"3( $' inovaţia &'+'37'%>= ()&*+*! 7* $% 3%#')"%!">%)' % ':)#*)"!) &' "7%)' +%*, 97#)<*7 +'7+ 3%" !%)-, )"$' '+#' (')$'(*# &' $=#)' $7+*3%#) $% :""7& 7*. P)$'+*! &' "7%)' '+#' =>*# $%  "#')%/"' $7#"7*= ()"7 $%)' +' %+"-*)= $)'+(7&'7/% &'(!"7= 97#)' &'>!#%)'% #'7"$= % *7*" ()&*+ 7* @" &'>!#%)'% +% $3')$"%!=. S)-"7#'% "7%/"'" '+#' :%)#' &"')+=, '% (*#?7&*<+' )'-=+" 97 (*7$#' &"7 $' 97 $' 3%" 7'%@#'(#%#'. A+#:'!, inovaţiile interne , &'$*)-?7& &"7#)< %:%$')', "7&*+#)"' +%* ("%/=, %(%) %#*7$" $?7& +' '(!%#'%>= neprevăzutul , +* :)3% *7*" +*$$'+ +%*, &"3(#)"=, % *7*" '@'$ 7'%@#'(#%#B neconcordanţa 97#)' &":')"#'!' $3(7'7#' %!' )'%!"#=/"" '$73"$', 97#)' )'%!"#%#'% $7$)'#= @" $'% (')$'(*#=, 97 %!)"!' @" %@#'(#=)"!' ()&*$=#)"!):*)7">)"!) @" $'!' %!' $!"'7/"!), 97#)' )"#3*! @" !-"$% *7*" ()$'+B o nevoie speciică &"7 $%&)*! *7*" ()$'+, $*3 %) :"  !'-=#*)% 3%" +!%= +%* $"%) %+'7/%B sc/im&ări ('#)'$*#' 97 +#)*$#*)% "7&*+#)"'" +%* % ("'/'". *novaţiile e-terne ()"7 &"7 %:%)% >7'" '$73"$*!*", $*3 %) :" 3'&"*! +$"%!, :"!+:"$, (!"#"$, $*!#*)%!, @" (# %'% &)'(# +*)+' demograia , 97 +'7+*! 3*#%/""! ) 97 $%&)*! @" 97#)' &":')"# '!' +'-3'7#' %!' ((*!%/"'", $% @" 97 +"+#'3*! &' %!)" '"+#'7# !% *7 33'7# &%#B sc/im&ările în modul de percepere % *7) %+('$#' &' )&"7 $*!#*)%!, +=7=#%#', %!"3'7#%/"', +#%#*#*! @" )!*! &":')"#'!) -)*(*)" +$"%!' '#$.B $uno$tinţele noi %(=)*#' 97 @#""7/=, #'7"$=, #'7!-"', $7')-'7/% %$'+#)%, $% @" )'$'(#""#%#'% :%/= &' '!'2. E+#' &' +'+">%# :%(#*! $= ()$'+*! &' "7%)', $% &)*3 &' !% "7'7/"' !% !%7+%)'% ()&*+*!*" ('

("%/=, 7*"#=$7&*$' !%*,+*$$'+ E+#' )!*! &' )'*@ % ()&%*#3%# *+*!*" 7 "%) +#$3')$"%!. )%#'-"%, $7$ '(*##$3%" = $% () "3 3%)8'#"7-*!*" (%+ %! ()$'+&' *!*"% %+"-*)% &' "7@%7+% %)', 97&'(!"7'@#' '%$# %$'%+#= :*7$/"'.

1.1.2 C%*>'!' $%)' &'#')3"7= "7%)'% !% 7"'!*! 97#)'()"7&')"" Î7#)< !*3' %:!%#= 97 &"7%3"$= $7+#%7#= @" )%("&=, &'@" (*7' 3*!#"(!' ()!'3', "7%/"% %(%)' $%  7'$'+"#%#'. C"%) &%$= '"+#= ()&*+' 7'3*)"#%)'H, $"%) &%$= %(%)' 3%" %%7#%+ += +#)=!*$'@#" (' !$*! %! &"!'% 97 )%()# $* !"&')*!, $"%) &%$= (%)' 3%" *@) += $("'>" &'$?# += "7'7#'>", 97#)'()"7&')"!' 7* (#, ##*@", 7'+$#" "3(')%#"'!' "7%/"'".  P)'+"*7'% $7$*)'7/"%!= !"-= 97#)'()"7&')"!' += $%*#' (')3%7'7# +!*/"" $%)' += !' (')3"#=  $?# 3%"7'*7= )' (' ("%/=, (!"#"$()3'%>= = $' $7+#"#*7*! "' (!"#"$ '+'7/"% != % :")3'". O ()"")' 3%" %#'7#= %)%#=(>"/ $= 7*"7% #%#' 97#)'()"7&')"!' $* ##%%#?# '7#*>"%+3. Î7#)' :%$#)"" ()"7$"(%!" $%)' &'#')3"7=  97#)'()"7&')', !% *7 33'7# &%#, += 9@" &"')+":"$' ()&*$/"% @" 3%" %!'+ += ()3'>' 7*!, +' (# )'/"7' *)3=#)"" (%#)*4 1 N'"% "3(' )%#"= &' % &'>!# % +%* 3=$%) (=+#)% (>"/"% $*(%#= &' 97#)'()"7 &')' (' ("%/=B %$'+#% '+#' :=)= 97&"%!= :%$#)*! $'! 3%" "3()#%7#, ()%$#"$ #%#' 97#)'()"7&')"!' +' $*(= &' (=+#)%)'% (>"/"'" $*(%#' @" !=)-")'% +'-3'7#*!*" &'/"7*# &' ("%/= 2 C')')'% ("'/'" &' %<@" &"')+":"$% ()&*$/"%B &' :%(#, 3%)"#%#'% 97#)'()"7&')"!) +' $*(= &' &"')+":"$%)' 97 &3'7"*! (' $%)' 9! +#=(?7'+$ @" %)%)')" '+#' )% &'  +$"3%)' % ():"!*!*". Î7 R&"$% A. J"') – I7%)' @" +*$$'+ +#)%#'-"" &' 3%)8'#"7- ('7#)* ()&*+'!' 7"H, '&"#*)% S'&$3 L")"+, I%@", 1,(%- 1<20  4 G')-' M'-"@%7, T*&) N"+#)'+$* – J%>'!' M%)8'#"7-*!*"H, '&"#*)% E$73"$=, (%- 15<10 L""* M"%"! J=!"* – M%7%-'3'7#*! I7%/"'", ""#)*! 97#)'()"7&')"", 97#)'()"7&')'% ""#)*!*"H, '&. E:"$"'7#, J*$*)'@#", 15,(%- 24 2



-'7')%!, 97#)'()"7&')"!' (%) 3%" #'7#%#' += 9@" &"')+":"$' ()&*+'!' &'$?# +=<@" &"')+":"$' #'7!-""!' &' )'%!">%)' % ()&*+'!). S* %+('$#*! $="!) (' $%)' 97#)'()"7&')"!' !' %!'- ('7#)* &"')+":"$%)', $'! 3%" %&'+'% +' %('!'%>= !% :)/'!' "7#')7' ('7#)*  &"')+":"$%)' % ()&*+'!) @" !% %$">"/"" '#')7' 97 )'+#, 3%" %!'+ %#*7$" $?7& '+#' )% &'  +$"3%)' % ():"!*!*" 97#)'()"7&')"".  O!"-%#""#%#'% &' % +' %!"7"% !% 7)3%#"' "3(*+' &' -*')7, !'-"+!%/"', $')"7/' +$"%!'B N)3'!' $'! 3%" :)'$'7# 3&":"$%#' 97 *!#"3"" %7" +*7# $'!' )':')"#%)' !% ()#'$/"% 3'&"*!*". P' (!%7*! ()&*+'!) :')"#' (' ("%/=, 7)3'!' &' ()#'$/"% 3'&"*!*" 7* %:'$#'%>= #%#' )%3*)"!' "7&*+#)"%!'. 4 N'"% &' % :%$' :%/= *7'" +$=&')" % :')#'" +%* +$*3(")" % 3%#')""!) ()"3'. E+#' )% 97 ()"3*! )?7& &' +$*3(")'% '7')-"'", $%)' % !"-%# 97#)'()"7&')"!' += 9@" +$"3' %#?# #'7!-""!' $?# @" += 9@" )'()"'$#'>' ()&*+'!'. F%$#)"" $%)' &'#')3"7= 97#)'()"7&')'% += +' %7-%'>' 97#)< %$#""#%#' &' "7%)' +*7# %#?# :%$#)" "7#')7" $?# @" :%$#)" '#')7". Î7#)' :%$#)"" "7#')7" (' ()"3*! !$ +' +"#*'%>= +')"$"*! RD C')$'#%)'<&'>!#%)' $%)' "7' %&'+'% $* ()(*7')" (')#"7'7#' &' 93*7=#=/")', %#?# 97 &3'7"*! ()&*+'!) $?# @" 97 &3'7"*! ()$'&''!) &' :%)"$%/"'. F%$#)"" '#')7" $%)' (# &'#')3"7% +$"3%)'% +*7# $'" &' #"( $7$*)'7/"%!, +*-'+#"" +%* $"%) $')')" &"7 (%)#'% '7':"$"%)"!) +%* +$"3=)" &' :')#= &"7 (%)#'% :*)7">)"!), '!*/"% :")3'!) $7$*)'7#', :%$"!"#=/" 97 :')"#' -*')7 97%!#) +$"3*! ()&*$')"" *7'" %7*3"#' $%#'-)"" &' ()&*+' +%* &"7 $7#)= ('7%!">=)" $%>*!&'()&*$')"" $%#'-)"".

1.1.. T"(!-"% "7%/""!) C!%+":"$%)'% "7%/""!) )'()'>"7#= *7 '!'3'7# "3()#%7# %! +#%#"+#"$"" "7%/""!), $%)' ' %>%#= (' %)&=)" @" +#%7&%)&' "7#')7%/"7%!' *7"$', "7+#"#*"#' 97 1 &' O)-%7">%/"% &' C!%)%)' @" D'>!#%)' E$73"$= OCDE. L% +'+"*7'% $3"#'#*!*" ('7#)* (!"#"$% #'7"$<@#""7/":"$= % OCDE, 97 11, % :+# %()%#= ()"3% %)"%7#= % +#%7&%)&'!) "7#')7%/"7%!' 97 +#%#"+#"$% "7%/""!). A$'+#' +#%7&%)&' F%3"!"% F)%+$%#"H )'()'>"7#= *7 $3(!' &' )'$3%7&=)", '!%)%#' &' )-%7">%/"" "7#')7%/"7%!' &' ()'+#"-"*, "7$!*+" *7 -)*( &' '(')/" %*##7" 97 &3'7"*! "7&"$%#)"!) @#""7/'" @" #'7"$"" %" OCDE, +')"$"*! +#%#"+#"$ %! U7"*7"" E*)('7' – E*)+#%#, @" %!/" +('$"%!"@#" 97 +#%#"+#"$% @#""7/'" @" "7%/""!), $%)' %+"-*)=  3'#&!-"' *7"$= &' &'+$)"')' +"+#'3"$= % !) 97 $7&"/""!' '$73"'" &' ("%/=. I7%/"% '+#' #)%#%#= $% *7 ()$'+ $3(!' &' '!%)%)' @" 97+*@")' % ()&*$/"'" &' 7" 3=):*)" @" +')"$"", &' ()&*$')' @" "3(!'3'7#%)' % #'7!-""!) %%7+%#', % 3'#&'!) ()-)'+"+#' &' )-%7">%)' % 3*7$"" @" ()&*$/"'", % -'+#"*7"" @", ##&%#=, $% )'>*!#%#*! )'%!">= )"" %$'+#*" ()$'+, $* $7&"/"% $% %7-%%#*! +%* )-%7">%/"% )'+('$#"= +=<@" +$"3' %"!"#=/"!' @" &'()"7&')"!' ():'+"7%!', 3&'!' $3(%)%#"' &' %&3"7"+#)%)', $3()#%3'7#*! '$73"$, '#$. C3(!'"#%#'% 7/"*7"" &' "7%/"'H, 3*!#"#*&"7'% &' #"(*)" @" +:')' &' *#"!">%)' % "7%/""!) :%$ &'+#*! &' &":"$"!= $!%+":"$%)'% !)5

5

E*-'7"* 6)"@$' – M%7%-'3'7#*! "7%/"7%!H, '&"#*)% A.S.E.M., C"@"7=*, 2001, (%- 5



T%'!*! 1.1 T#8o*o;#7 #no'7$##*o!

CRITERIUL DE CLASIFICARE

1. R'>*!#%#*! "7%/""!)

2. O)"-"7'% "7%/""!)

TIPURILE INOVATIILOR CATEGORIILE DE CLASIFICARE 1. P)&*$#"' "7#)&*$')'% *7) 3=):*)" +%* ()&*+' 7"B 2. T'7!-"$' "3(!'3'7#%)'% *7) 7" 3'#&' &' ()&*$/"'B . O)-%7">%/"7%!'  3&":"$%)'% ) -%7">=)"" @" +# )*$#*)"" ()&*$/"', 3*7$"" @" -'+#"*7""B 4. D' ("%/= $)'%)'% *7'" ("'/' 7" &' &'+:%$')', %!)":"$%)'% 7"!) +*)+' &' 3%#')"' ()"3%, +'3":%)"$%#', 3%#')"%!', %$$'+)"", '7')-"'B 5. C3(!''. 1. Ş#""7/":"$' )'>*!#%#'!' 3*7$"" &' $')$'#%)' @#""7/":"$=B 2. D' ()"'$#=)"B . T'7"$' )'>*!#%#*! %!)":"$=)"" *#"!%*!*" 7*B 4. T'7!-"$' )'>*!#%#*! '!%)=)"!) #'7!-"$'B

. F)3'!' &'

5. ()&*$/"' )'>*!#%#*! '(')"'7/'"B . D' I7:)3%/"7%!' *#"!">%)'%%$*3*!=)"" "7:)3%/"'" '#')"%)'. 1. R%&"$%!' ()&*+', #'7!-"" ()"7$"(%! 7", )'+#)*$#*)%)'% $3(!'= % 97#)'()"7&')""B 2. A3'!")%#"' +%* "7$)'3'7#%!' 93*7=#=/")'% +"3/"#%)' % $%!"#=/"" +%* )'&*$')'% $+#*!*" ()&*+*!*" )" %! ()$'+*!*" &'% '"+#'7# (' +'%3% *#"!">=)"" *7) 3%#')"%!', $3(7'7/", *#"!%', 3'#&' 3%" '$73"$%+'B . R%/"7%!">%)'   %3'!")%)' (%)/"%!= (' %>% 3&":"$=)"!) ':'$#*%#' 97#)<*7% +%* 3%" 3*!#' )%3*)" 1. E$73"$'B 2. S$"!-"$'B . E$!-"$'B 4. I7:)3%/"7%!'B 5. C3(!''. 1. T'7!-"$' @" &' ()&*$/"'B 2. O)-%7">%#)"$<%&3"7+#)%#"'B . S$"%!' @" &' $3()#%3'7# 93*7=#=/")'% $7&"/""!) &' 3*7$% @" &' #)%", $%)', !% )?7&*! !), "7:!*'7/'%>= $3()#%3'7#*! %3'7"!)B 4. Ş#""7/":"$' $)'%)'% *7*" 7* +"+#'3 &' "7:)3%/"' @#""7/":"$=. 1. J)''#' &' %>%  *7 $3(!' &' )''#' ()#''%>= "&''% &' %>% 2. J)''#' (%)#"$*!%)'  )''#*! &' "7'7/"' ()#''%>= *7*! &"7

()#'$/"' *)"&"$=

'!'3'7#'!' "7%/"'" . P)#'$/"' 7')''#%#= '3!'3% $3')$"%!=

. G)%&*! &' 7*#%#'

4. T"(*! ()'&3"7%7# %! ':'$#*!*" 5. D3'7"*! ()")"#%) &' "3(!'3'7#%)'



. E#%(% !%7+=)""

4. K7< +'$)'# $3')$"%!, 7'()#'%#= &' )''# 5. I7%/"' 7'()#'%#=, %$$'+""!= #*#*)) 1. D' ("7')%# 97 )%3*)% &%#=, !% +$%)= 37&"%!=B 2. P'7#)* ()"3% &%#= '+#' "3(!'3'7#%#= 97 /%)% &%#=B . P'7#)* ()"3% &%#= '+#' "3(!'3'7#%#= !% 97#)'()"7&')'% &%#=.

P'7#)* 97#)'()"7&')"!' %$#*%!' +*7# &'+'"# &' "3()#%7#' "7%/""!' $3(!'' – 93"7%)'% #*#*)) #"(*)"!) &' "7%/"" productive $)'%)'% *7) 3=):*)" +%* +')"$"", $%)' += 97&'(!"7'%+$= :*7$/"" 7" +%* += 7'$'+"#' $'! #*"'!" 3%" 3"$", &%) += :"' &'  3%" *7= $%!" #%#', te/nologice *#"!">%)'% *#"!%*!*" 7* +%* 3&')7">%#, "3(!'3'7#%)'% *7) 3'#&' &' ()&*$/"' 3%" ':"$"'7#', organizaţionale +()")'% $%!"#=/"" ()&*$/"'" 97 +')"', )-%7">%)'% $?# 3%" )%/"7%!= % !$*)"!) &' 3*7$=, :!+")'% (#"3= % :!**)"!) 3%#')"%!' , "7:)3%/"7%!', % 3'#&'!) &' %&3"7"+#)%)' @" de piaţă %!)":"$%)'% 7"!) +'-3'7#' &' ("%/=, "7$!*+" '#')7', (' $%!'% "&'7#":"$=)"" @" $*(=)"" 7"@'!) !"')', 97!=#*)=)"" $7$*)'7/"!) )" $(')=)"" $* %$'@#"% 97 $7&"/"" )'$"()$ %%7#%%+'.

1.1.4. F%>'!' "7=)"" Î7%"7#' $% *7 ()&*+ 7* +% :"' "7#)&*+ (' ("%/= '+#' 7'$'+%) % +' %7%!">% )!*! 3%)8'#"7-*!*" 97 $)'%)'% @" &'>!#%)'% %$'+#*"% +%* :%>'!' ()"7 $%)' #)'$' %$'+#% %.I&'7#":"$%)'% @" $!'$#%)'% "&'"!) &' ()&*+' 7"B . S'!'$/"7%)'% @" #)"')'% %$'+#)%B $.C7$)'#">%)'% ()&*+*!*" 7* +* :)3% *7*" ()##"(B &. A7%!">% '$73"$= '.V')":"$%)'% %$'+#*"% ()"7 #'+#%)'% *#"!">=)"" !*" 97 $7+*3B :. P'):'$/"7%)'% $7+#) *$#"= #'7"$=, (*7')' % !% (*7$# % ()&*+*!*" 7* @" % ()$'+*!*" &' ()&*$/"'B -. T'+#'!' &' ("%/=B . L%7+%)'% 97 ()&*$/"' @" (' ("%/=. Î7 :"'$%)' &"7 %$'+#' :%>', $!'$#"*! ('7#)* ()&*+' 7", #)'*"' += "%  &'$">"', $%)' (%#' :" &' $7#"7*%)' % (')%/""!), &' +*7# )'+("7-')' +%* &' )', )'7*7/%)' &' )'">*")', %#*7$" $?7& )'>*!#%#'!' /"7*#' 97#)< %7*3"#= :%>= 7'+%#"+:=$=#% &%) (# )" :" $)'$#%#'. %. *dentiicarea $i colectarea ideilor de produse noi P)"3% :%>= &"7#)<*7 ()$'+ (!%7":"$%# %! "7#)&*$')"" ()&*+'!) 7" +' )':')= !% '(!)%)'% +*)+'!) &' "&'" 7", !% +#"3*!%)' % @" $!'$#%)'% %$'+#)%. P)"7$"(%!'!' +*)+' &' "&'" ()"7 &"7 "7#')")*! 97#)'()"7&')"", &' !% &'(%)#%3'7#*! $3(%)#"3'7#*!  C')$'#%)'<&'>!#%)' – 3#"%#' &' (+""!"#=/"!' #'7!-"$'B  P)&*$/"' – 3#"%#' &' ()$'+*! :%)"$%/"'"B  D'+"-7 – 3#"%#' &' (+""!"#=/"!' '+#'#"$' +%* ')-73"$'B  M%)8'#"7- – 3#"%#' &' (')$'(')'% *7) 7'" %!' $7+*3%#)"!)B  C7&*$')'% +*(')"%)= – 3#"%#' &' ()#*7"#=/"!' +#)%#'-"$'B  

A!/" %7-%%/" – $' "&'7#":"$= ()#*7"#=/" &"7 ()()""!' !) %$#""#=/".

S"$= S#%7$"* – J%>'!' -'7')%!' %!' 3%)8'#"7-*!*"H .$'7#)%!.*$.)



U7 )! "3()#%7# %* 3'#&'!' &' +#"3*!%)' % $)'%#""#=/"" *#"!">%#' &' '$"(% 3%7%-')"%!= $* +$(*! &' % /"7' 7" "&'". C'!' 3%" *#"!">%#' 3'#&' +*7# )%"7+#)3"7-, +"7'$#"$%, %7$'#'!', %7%!">% 3):!-"$=, D'!(", 3%#)"$'% &'+$(')")"!). Î7 %:%)% +*)+'!) "7#')7', "&'"!' 7" ()"7 @" &"7 +*)+' '#')7', &"7 %:%)% )-%7">%/"'"  C7+*3%#)"" 3%" %!'+ $'" :"7%!" ()"7 7'3*!/*3")", +*-'+#""B  D"+#)"*"#)"" +%* &'#%"!"@#"" $' "&'7#":"$= 7" 7'"B  F*)7">)"" – $' "&'7#":"$= 7" (+""!"#=/" &' /"7')' % 3%#')"%!'!) @" #'7!-""!)B  C7$*)'7/"" – $%)' )'%!">'%>= *7 ()&*+, $%)' (%#' :" $("%# +%* 93*7=#=/"#B  P*!"$%/"" #'7"$'B  A-'7/"" &' (*!"$"#%#'B  U7"')+"#=/" @" "7+#"#*#' &' $')$'#=)"B  A-'7/"" -*')7%3'7#%!'B  I7'7#%#)". . 0elecţionarea $i trierea ideilor A &*% :%>= % (!%7":"$=)"" @" "7#)&*$')"" *7*" 7* ()&*+ +' )':')= !% +'!'$/"7%)'% @" #)"')'% ()"'$#'!) &' ()&*+' 7" &' $=#)' *7 $!'$#" &' +('$"%!"@#". C)"#')""!' &*(= $%)' +*7# '%!*%#' "&'"!' &' ()&*+' 7" +' )':')= !% '7':"$""!' %7#"$"(%#', (+""!' &' )'%!">%# ()"7 7*! ()&*+, !% +"#*%/"% ()&*+'!) %+'3=7=#%)' (' ("%/=, !% "7#'-)%)'% -'7')%!= % 7*!*" ()&*+ 97 ():"!*! &' +('$"%!"#%#' %! 97#)'()"7&')"", !% %3(!%)'% "7'+#"/""!) 7'$'+%)' ('7#)* "7#)&*$')'% 7*!*" ()&*+ @" !% 3"!%$'!' :"7%7$"%)' %!' 97#)'()"7&')"". O &'+'"#= "3()#%7/= '+#' %$)&%#= $)"#')""!) &' 3%)8'#"7- %!' %$$'(#=)"" 7"" "&'" %()"3%)'% &"3'7+"*7"" ("'/'" $%)' % %+)" 7*! ()&*+, #'7&"7/'!' %$#*%!' %!' ("'/'" &' $%)' (%#' : " !'-%# 7*! ()&*+, ()'/*! %7#'$%!$*!%#, $="!' &' &"+#)"*/"', 3'#&'!' &' 3%)8'#"7- %&'$%#' 7*!*" ()&*+ @" :"7%7/%)'% %$'+#)% '#$. T)'*"' '%!*%#', &' %+'3'7'%, $+#*)"!' "7:)3=)"" (*!"$*!*", %!' (*!"$"#=/"". $. Concretizarea produsului nou su& orma unui prototip A #)'"% :%>= % (!%7":"$=)"" ()&*+'!) 7" '+#' %$''% % &'>!#=)"" $7$'(/"'" ()""7& ()&*+*! 7*, % 3%#')"%!">=)"" %$'+#*"%, % $)'%/"'" +%!' #'7"$'. Î7 %$'%+#= :%>= '+#' 7'$'+%) $%, 97 +#)?7+= !'-=#*)= $* +'$#)*! &' 3%)8'#"7-, += +' &'>!#' $')$'#=)"!' #'7"$' ('7#)* %&%(#%)'% "&'"" ()&*+*!*" 7* !% $')"7/'!' ("'/'", +* :)3% *7*" ()"'$# $7$)'#, $%)' % #)'*" += /"7= ('):)3%7/'!' !"-%#)"" 7'$'+%)' %$$'(#=)"" !*" &' $=#)' $7+*3%#)". I7:)3%/""!' /"7*#' 97 %$'%+#= '#%(= :*7&%3'7#'%>= strategia de mar(eting ('7#)* "7#)&*$')'% 7*!*" ()&*+ $%)' +<% &'&"# %#)%$#" !% #'+#%)'. S#)%#'-"% % $7/"7' #)'" (=)/" . P)"3% '"&'7/"%>= ("%/%"/"', $#= &' ("%/=, ():"# '#$. A &*% (%)#' '"&'7/"%>= ()'/*!, (!%+%)'% @" *-'#*! &' 3%)8'#"7-, "%) % #)'"% +' )':')= !% ?7>=)", 3" &' 3%)8'#"7- (' #')3'7 !*7-. C* '(*7')'% +#)%#'-"'" +' #)'$' !% %! &"!'% (%!"') %! ()$'+*!*" &' $)'%)' % 7*!*" ()&*+. d. naliza economică

10

A7%!">% '$73"$= '+#'  '#%(= :%)#' "3()#%7#= &'%)'$' '% &'$"&' &%$= +' #)'$' !% '#%(% *)3=#%)', &%$= ()&*+*! )'+('$#" :')=  ()#*7"#%#' ():"#%"!= +%* 7*. E% ">'%>= &*= aspecte &' 3%)8'#"7- @" :"7%7$"%)'. A7%!">% &' 3%)8'#"7- +' % $*(% $*  &'+$)"')'% ("'/'!) /"7#'.  ()-7>% ?7>=)"!).  (>"/"7%)'% ()&*+*!*".  '+#"3%)'% )'%$/""!) $7$*)'7/"!).  $%!$*!%)'% ("')&')"!) '+#"3%#' &%#)"#= $%7"%!"+3*!*"H #)'$')'% $7$*)'7/"!) !% 7*! ()&*+.  +('$":"$%)'% #)=+=#*)"!) $%!"#%#"' %!' ()&*+*!*".  +#)%#'-"% &"+#)"*/"'".  '+#"3%)'% 7'$'+"#=/"!) ()3/"7%!'. A7%!">% :"7%7$"%)= %)' $% +$( ()-7>%)'% $+#*)"!) &' ()&*$/"' @" % &"7%3"$"" !), % !*3*!*" ?7>=)"!), % ():"#*)"!) '#$. D%$= +' %*7-' !% $7$!*>"%, $= 7*! ()&*+ $7&*$' !% /"7')'% &' '7':"$"" +' % #)'$' !% $)'%)'% +"7-*!%)= 97 :)3% :">"$= % %$'+#*"%. '. eriicarea produsului prin testarea utilizării lui în consum Î7 %$'%+#% :%>= % $7+#)*$/"'" ()##"(*!*" +' +#%"!'+$ ()()"'#=/"!' :*7&%3'7#%!' %!' 7*!*" ()&*+. A7*3"#' #)=+=#*)" @" %+('$#' %!' 7*!*" ()&*+ (# :" )'">*"#' 97 :%>'!' *!#')"%)', 7* 97+= @" 7%#*)% !*" :*7&%3'7#%!=. Î7 $7#"7*%)', +' ()'-=#'+$ 3%" 3*!#' %!#')7%#"' &' ()"'$#' &' ()&*+ 97 !%)%#%)', +* :)3% *7) 3"$" $%7#"#=/", %7%!">?7&*<+' *#"!">%)'% %$'+#)%. A$'+#' '@%7#"%7' (# :" ()'&%#' *7) $7+*3%#)" +'!'$/"7%/" 97 '&')'% *7) ()"3' $')$'#=)" ()""7& %&'$%)'% ()&*+*!*" !% '"-'7#'!' $')')"". T%#' %$'+#' $')$'#=)" #)'*"' += :')' )=+(*7+*)" !% 7*3')%+' @" "3()#%7#' ()!'3' %!' 97#)'()"7&')"", $%, &' ("!&= $%)' +*7# ()':')"7/'!' $7+*3%#)"!) ('7#)* &":')"#'!' $%)%$#')"+#"$" %!' 7*!*" ()&*+B $%)' +*7# +'-3'7#'!' &' $7+*3%#)" $* 7'" 7'+%#"+:=$*#', (' $%)' !' (%#' %$(')" 7*! ()&*+, 97 3& )'7#%"!, ('7#)* 97#)'()"7&')'B $*3 (# :" &'#')3"7%/" $7+*3%#)"" $% += $*3(')' *7 3&'! 7* %! *7*" ()&*+ (' $%)' 9! (+'&=

:.

#erecţionări constructive4te/nice $i punerea la punct a produsului nou $i a

procesului de producţie

Î7 %$'%+#= :%>= +' +#%"!'@#' $7$'(/"% ()$'+*!*" &' ()&*$/"', $%)', 97 '#%('!' %7#')"%)', % :+# '!%)%#= +*$$'+", 97$'(?7& $* '#%(% &' !%)%#) @" +:?)@"7& $* (')%/""!' ()'!"3"7%)' ()&*$/"'" (' +$%)= !%)-=. S' &'#')3"7= +('$":"$%/""!' ('7#)* ()&*+*! :"7%!, $* %*#)*! %7%!">'" ()$'&''!) #'7"$' $7+#)*$#"'. 

S"$= S#%7$"* – J%>'!' -'7')%!' %!' 3%)8'#"7-*!*"H, .$'7#)%!.*$.)

11

S*7# )'%!">%#' +#*&"" #'7"$' $%)' +#%"!'+$ $%)%$#')"+#"$"!' *7*" ()&*+ +* :)3= &' &'+'7', :)3*!', 3&'!' @" "7+#)*$/"*7" +$)"+', !% *7 -)%& &' &'#%!"')' @" ()'$">"' ':"$"'7#. L% 97$'"')'% :%>'" ('):'$/"7=)"!) #'7"$', 7*! ()&*+ '+#' '(')"3'7#%# &"7 7* 97 +#%/"" ("!# +%* &' 97$')$%)', 3%" %!'+ %#*7$" $?7& %$'+#% '+#' &'+#"7%# *7'" ()&*$/"" &' +')"' 3%)'. -. Testele de piaţă T'+#'!' $%)' )'()&*$ $7&"/""!' )'%!' %!' ("'/'" ()'+*(*7 $'!#*"'!", 97+= %$'+# &'>%%7#% 7* '+#' 7"$" (' &'(%)#' %@% &' 3%)' $% ()"3'&"% !%7+=)"" *7*" ()&*+ (' ("%/% :=)= *7 #'+# ()'%!%"!. P)&*+'!' 7" 7'$'+"#= ':'$#*%)'% *7*" #'+# &' ("%/= 3%" %3=7*7/"# &'$?# ()&*+'!' 3&":"$%#', *7 ()$'+ &'$">"7%! 3*!# 3%" $3(!', 3%" %!'+ &%$= '+#' )% &'  97#)'()"7&')' 7'$*7+$*#= (' ("%/% )'+('$#"=. V?7>=)"!' '(')"3'7#%!' – 7*3"#' @" #'+#' &' ("%/= – %!' ()&*+'!) 7" #)'*"' += 97$*7*7'>' $')$'#=)"!' &' ()&*+. I3()#%7/% ?7>=)"!) '(')"3'7#%!' ()"7' &"7 :%(#*! $= '!' &%* "7&"$%/"" )'%!', 97 #"3( $' "7:)3%/""!' /"7*#' ()"7 +7&%)'% $7+*3%#)"!) 7* :')= $')#"#*&"7'% $=, ':'$#", $7+*3%#)"" ) $*3(=)% ()&*+*! ('7#)* $%)' @"<%* '()"3%#  ()':')"7/=. Î7 #"3(*! #'+#*!*" 7* #)'*"' += %$/"7'>' 7"$" *7 :%$#) &' 7%#*)= % &"+#)+"7% )'>*!#%#'!'. P')"%&% &' #'+#%)' #)'*"' += :"' &'+#*! &' !*7-%, ('7#)* % &% $*3(=)=#)"!) (+""!"#%#'% &' % $*3(=)% &"7 7* ()&*+*! )'+('$#" @" &' %<@" 3%7":'+#% %+#:'! $7$)'# ()':')"7/'!' ('7#)* %$'+#%. V?7>=)"!')'&*+=. '(')"3'7#%!' 7* +' (# %(!"$% !% *7*)" &' $7+*3 ()&*$#" @" !% $'!' $* :)'$'7/= &' $*3(=)%)' . ansarea în producţie $i pe piaţă Î7 '#%(% &' :"7%!">%)' % #*#*)) ()'-=#")"!), 7*! ()&*+ #)'*"' %+"3"!%# &' $=#)' 97#)'%-% 97#)'()"7&')'. P)-)%3'!' $%!'7&%)"+#"$' &' ()&*$/"' #)'*"' += %+"-*)' $%7#"#=/"!' 7'$'+%)' $%3(%7"'" &' "7#)&*$')' % ()&*+*!*" (' ("%/=. P=#)*7&')'% (' ("%/= +' (%#' :%$' (#)""# *7*" 3%)8'#"7- 3" +('$":"$ ()""7& *7 7"'! %7*3"# %! ()'/*!*", %+('$#*! :">"$ %! ()&*+*!*", "7$!*+" %3%!%*! !*", +"+#'3*! %&(#%# &' "3(*!+"7%)' % ?7>=)"!), +"+#'3*! &' &"+#)"*/"' '#$. D"7 (*7$# &' '&')' #')"#)"%!, (=#)*7&')'% (' ("%/= +' (%#' :%$' +"3*!#%7 97 97#)'%-% /%)= +%* 3%" !'7# @" ()-)'+", ()7"7& "7"/"%! 7*3%" &' !% %7*3"#' $'7#)' @" >7'. Î7 $''% $' ()"'@#' '"+#'7#' +%* ()"7 $)'%)'%'"$*!%)'% *7) $%7%!' ()&*+'!), +('$"%!'. %$'%+#% (%#' :" :=$*#= (' $%7%!'!' &' &"+#)"*/"' Î7 &3'7"*! ()&*+'!) &' $7+*3 ()&*$#",  $%!' :%)#' ':"$"'7#= ('7#)* !%7+%)'% *7*" ()&*+ 7* '+#' *#"!">%)'% '(>"/""!) @" #?)-*)"!) &' 3+#)'.

1&-& Po*##c# "# )!7+;## d+ 7!<+#n; %o*o)#+ =n %7>7 d+ #n!oduc+!+ 7 unu# nou 8!odu) 8+ 8#7$ă



P):.*7".&). V"$#) MANOLE, L'$#) *7".&). M")'!% STOIAN – M%)8'#"7-H ."!"#'$%.%+'.)

12

1.2.1 P!"#"$% @" +#)%#'-"% &' ()&*+ 1.2.1.1 P!"#"$% &' ()&*+ L*(#% $'% 3%" ':"$"'7#% 93(#)"% 93=#)?7")"" *7'" -%3' &' ()&*+' +' &*$' ()"7 &"')+":"$%)'% %$'+#'"%, ()"7 $)'%)'% &' 7" ()&*+'. Î7 +'$#%)'!' &"7%3"$' %!' ("'/'", 3%)"#%#'% ()&*+'!) %*  '$"3' +* 5 %7", &%#)"#= :%(#*!*" $= %(%) 3&":"$=)" (')3%7'7#', %#?# 97 &3'7"*! 7'"!) $7+*3%#)"!) $?# @" %! 3'&"*!*" %3"%7# 97 $%)' :")3% 9@" &'+:=@%)= %$#""#%#'%, $''% $'  !"-= += +' ()'$*(' &' 977")'% -%3'" &' ()&*+', "7$!*+" ()"7 !%7+%)'% &' 7" ()&*+'. I7#)&*$')'% 7"!) ()&*+' '+#' !'-%#= &' $'!#*"'!" ('7#)* $')$'#%)'<&'>!#%)' @" ('7#)* $3')$"%!">%)', :=)= $% ##*@" += '"+#' -%)%7/"% *7*" +*$$'+ %+"-*)%#. L%7+%)'% &' 7" ()&*+' % &''7"#  7'$'+"#%#' "#%!= 97#)*$?# &*(= $*3 +')% M.Q.J%8') $7+*3%#)"" 7* &%#)'%>= !%"%!"#%#' ()&*$=#)"!), $" 7*3%" !) 97@"@". D%$= !" +' (*7' !% &"+(>"/"' *7 ()&*+ +%* +')"$"* &'+'"#, $%)' += !' +%#"+:%$= 7'"!', '" 7* ) %'% 7"$"  '>"#%)' 97 %<@" 97&)'(#% ()':')"7/'!' $=#)' %$'%+#%H. P)$'+*! &' $)'%)' % 7"!) ()&*+' %)' !% %>=  3*!#"#*&"7' &' motivaţii, 97#)' $%)' $'!' 3%" "3()#%7#', &"7 (')+('$#"% 97#)'()"7&')"" @" % ("'/'", +*7# $7+"&')%#' % :" *)3=#%)'!'  *>*)% 97&'+'" 3)%!=  % ()&*+'!) +"3"!%)' $%)' '"+#= (' ("%/=B  3&":"$%)'% '!'3'7#'!) 3'&"*!*" &' 3%)8'#"7- @" 3%7":'+#%)'%, 97#)< :)3= 7*=, &"+#"7$#=, % 7'"!) $7+*3%#)"!)B +$"3%)'% -*+#*)"!) @" ()':')"7/'!) $7+*3%#)"!)B  +$"3%)'% :*)7">)"!), "3(!"$"# % +*)+'!) &' %()">"7%)'B  3%#*)">%)'% ("'/'" (' $%)' 97#)'()"7&')'% %$/"7'%>=B  %(%)"/"% *7) 7" ("'/'B  *#"!">%)'% $%(%$"#=/"!) &' ()&*$/"' '"+#'7#' !% 97#)'-*! !) (#'7/"%!, %#*7$" $?7& %$'+#'% +*7# +**#"!">%#'B  (+""!"#%#'% $7#)%$%)=)"" $7$*)'7/'", %#*7$" $?7& %$'%+#% !%7+'%>= (' ("%/= 7" ()&*+' +%* 7" #'7!-"" $' ) %$$'!')% &'$!"7*! ()&*+'!) '"+#'7#' '#$.  3&":"$=)" 97 &3'7"*! !'-"+!%/"'" $' !"-= !% )'+#)?7-')'% ()&*$/"'" '. #*#*7. V%!)":"$%)'% %&'$%#= % "7:)3%/""!) :')"#' &' ("%/= @" &' $')$'#%)'% #'7"$= '!"3"7= 97+=  3%)' &"7 /"% )"+$, )'&*$?7&*'!' '@'$*!*"!%*7) ()&*+' 7" (' ("%/=. Î7 3%)"#%#'% !), $%*>'!' *$$'+*!*" 7"!) ()&*+' ()"7 &"7#)< +!%% %7%!">= % ("'/'", &':"$"'7/' %!' ()&*+*!*" )'+('$#", &'(=@")'% $+#*)"!) ()'=>*#', 7')'+('$#%)'% )'-*!"" $= 3%):% (#)""#= += :"' &"+(7""!= !% #"3(*! @" !$*! (#)""# ('7#)* $7+*3%#)*! (#)""#, $7$*)'7/%, ':)#*)" "7+*:"$"'7#' &' 3%)8'#"7-, $3')$"%!">%)' 7'(#)""#=, )'/'!' +!%' &' &"+#)"*/"'. T%#' %$'+#' %+('$#' @" %!#'!' &'#')3"7= 97#)'()"7&')"!' += +' ()'$*(' 97 3& &'+'"# &' 977")'% -%3'" &' ()&*+' %#?# ()"7 $)'%)'% &' ()&*+' 7" $?# @" ()"7 3&')7">%)'% $'!) '"+#'7#'. N/"*7'% &' ()&*+ 7*H '+#' :!+"#= ('7#)* % &'+$)"' +"#*%/"" :%)#' &"')+'. A+#:'!, ()&*+*! 7* (%#' :" nou pentru piaţă +%* nou pentru a&ricant. C'! 7* ('7#)* ()&*$=#) (%#' += 97+'37' !%7+%)'% *7'" !"7"" 7" +%* !%7+%)'% *7'" 7*#=/" 97 $%&)*! *7'" !"7"" '"+#'7#'. P'7#)* % !=3*)"" $' 97+'%37= 7*#%#'%H, 97 $'!' $' *)3'%>= +*7# '7*3')%#' $7#'#'!' 97 $%)' '+#' :!+"#=

1

N*#%#' %+!*#=B '+#' ()&*+*! $%)' &'+$"&' ("'/' %+!*# 7" L"7"' 7*= &' ()&*+'B +*7# ()&*+'!' $* %*#)*! $=))%  :")3= (=#)*7&' ('7#)* ()"3% %)= ('  ("%/= &'% '"+#'7#=  N*#=/" 97 !"7"% $*)'7#=B +*7# ()&*+'!' $%)' !=)-'+$  !"7"' '"+#'7#=  Î3*7=#=/")" +%* )'">*")" %!' ()&*+'!) '"+#'7#'B +*7# &' :%(# -'7')%/"" 7" $* ('):)3%7/' +*(')"%)', $%)' "7 += 97!$*"%+$= (' $'!' *>%#' 3)%!  R'(>"/"7=)"B $7+#%* 97 (=+#)%)'% %$'!'"%@" :)3' % ()&*+*!*", &%) $%)' '+#' )"'7#%# +()' +'-3'7#' 7"  R'()"'$#=)"B +*7# ()&*+' $%)' %* %$'!'%@" ('):)3%7/' $* $'!' $*)'7#', &%) +*7# )'%!">%#' $*  $3(>"/"' &":')"#= !% *7 $+# @" *7 ()'/ 3%" )'&*+. I3()#%7/% ()$'+*!*" &' &'>!#%)' % 7"!) ()&*+', $))%#= $* )%#% )"&"$%#= % '@'$*)"!) – $!%+"$' ('7#)* %$'%+#= %$#""#%#', )'$!%3= 7'$'+"#%#'% *#"!">=)"" *7) 3'#&', "7+#)*3'7#' @" ()$'&'', &' 7%#*)= +"+#'3%#"$=, ()"7 "7#')3'&"*! $=))% += +' )'&*$= )"+$*! %$'+#'" %$#""#=/". Î7 %$'+# $7#'#, 97#)'()"7&')'% % #)'*" += &'#')3"7', $* '%$#"#%#', $%)' '+#' ()"7$"(%!% :*7$/"' % 7*!*" ()&*+ @" 97 $' 3=+*)= %$'%+#= :*7$/"' % (*#'% $7#)"*" !% )'%!">%)'% "'$#"'!) +%!', %#?# % "'$#"'!) -'7')%!', $?# @" % "'$#"'!) +('$":"$', $%)' +' (# $7$)'#">% 97  modiicarea liniei de produse , $%)' ()'+*(*7' )'$7$' (')'% +%* )':)3*!%)'%H *7*" ()&*+, ('7#)* % )=+(*7&' "'$#"'!) $' ">'%>= $)'@#')'% ?7>=)"!), !% 7"'!*! !"7"'" )'+('$#"'B 97 3& $7$)'#, +' (%#' %('!% :"' !% 93*7=#=/")'% $%!"#=/"" ()&*+'!)B  e-tinderea liniei de produse, $%)' $7+#= 97 "7#)&*$')'% *7) 7" ()&*+', $* $%)%$#')"+#"$" &":')"#', $%)', 97#)< %7*3"#= 3=+*)=, !' 97!$*"'+$ (' $'!' '"+#'7#'. P)"7 '#"7&')'% !"7"'" &' ()&*+' +' (%#' $*$')", &' ''3(!*, *7 7* +'-3'7# &' ("%/=, ()"7 %#)%-')'% $!"'7/"!) $7$*)'7/'" +%*, +' (%#' +#"3*!% $')')'% 97 )?7&*! 77$7+*3%#)"!)B  introducerea unor produsele complementare – ()&*+' $%)' +' *#"!">'%>= 93()'*7= $* $'!' '"+#'7#' &'% (' ("%/=B %$'+#' ()&*+' +*7# !%7+%#' (' ("%/= 97 +$(*! $)'@#')"" ?7>=)"!) !% ()&*+'!' (' $%)' !' $3(!'#'%>=HB  diversiicarea , $%)' $7+#= 97 !%7+%)'% *7) 7" ()&*+', (' 7" ("'/'. D"')+":"$%)'% +' )'%!">'%>= 97 +$(*! %!)":"$=)"", !% *7 33'7# &%#, % *7) ()#*7"#=/" $%)' +' 3%7":'+#= (' ("%/= @" +' (%#' $7$)'#">% 97 &"')+":"$%)' )">7#%!=, &"')+":"$%)' ')#"$%!= @" &"')+":"$%)' 3"#= +%* $3"7%#=.10 A$$'(#%)'% 7"!) ()&*+' !%7+%#' (' ("%/=, &' 97#)'()"7&')', &' $=#)' $7+*3%#)"" (#'7/"%!", 7* +' )'%!">'%>= &"7#)<&%#=. U7"" &"7#)' %$'@#"% %$$'(#= ()&*+*! 3%" )%("&, %!/"" 3%" !'7#. D%$= +#)*$#*)=3 97#)'()"7&')"!' (#'7/"%! $7+*3%#%)' %!' *7*" ()&*+, 97 :*7$/"' &' )%("&"#%#'% $* $%)' '!' %&(#= 7*! ()&*+, )'>*!#= *7 7*3=) &' $"7$" -)*(' &' %&(#%7/"  I7%#)"" +%* E7#*>"%@#""B  A$$'(#%/"" #"3(*)"" +%* V">"7%)""B  M%)"#%#'% #"3(*)"' +%* P)%-3%#"$"B  M%)"#%#'% 97#?)>"%#= +%* C7+')%#)""B  A$$'(#%/"" 97#?)>"%/" +%* S$'(#"$"".  



Ş#':%7 P)*#"%7*, C)7'!"* M*7#'%7*, C'>%) C%!*+$" – I7#'!"-'7/% 3%)8'#"7- (!*+H, '&"#*)% P !")3 2004, (%-.10B P):.*7".&). V"$#) MANOLE, L'$#) *7".&). M")'!% STOIAN – M%)8'#"7-H ."!"#'$%.%+'.)

10

14

F"-*)% 1.1 R'()'>'7#%)'% -)%:"$= % #"(*)"!) &' %&(#%7/" )  "!) = > 7 ? 4 ! * 3 !*  V

I7%#)"

A$$'(#%7/"" #"3(*)""

M%)"#%#'% #"3(*)"'

M%)"#%#'% 97#?)>"%#=

A$$'(#%7/"" 97#?)>"%/"

T"3(

D%#)"#= :%(#*!*" $= &'+#*!' ()&*+' 7* +*7# !%7+%#' $* +*$$'+, 3*!#' 97#)'()"7&')" &)'+$ += "&'7#":"$' %7*3"#' 3&%!"#=/" ()"7 $%)' += !' +()'%+$= @%7+'!' &' )'*@"#=, %#*7$" $?7& !%7+'%>= 7" ()&*+'. P'7#)* % )'%!">% $3*7' %$'+# !*$)*, +' (%#' A+#:'!, 97$')$%('"&'7#":"$%)' ()&*+'!) 7"&'<% &' +*$$'+ &'#')3"7%)'% '!'3'7#'!) %!' %$'+#)%. %>% +#*&""!) ':'$#*%#' !*7-*! @" #"3(*!*" %* :+# "&'7#":"$%/" 3%" 3*!/" :%$#)". U7 ()"3 :%$#) 9! $7+#"#*"' +*(')")"#%#'% *7'" %7*3"#' $%)%$#')"+#"$" % ()&*+*!*" &' ''3(!*, $%!"#%#' +*(')"%)%, -%)%7/"% ()&*+*!*" '#$.. M%" '%$# ()&*+'!' $%)' &'/"7 *7 3%)' %%7#% (# += %"= +*$$'+ 97 ('+#' 5 &"7 $%>*)", $'!' $%)' &'/"7 *7 %%7#% 3&')%# 97 %()"3%#" 50 &"7 $%>*)", "%) $'!' $%)' &'/"7 *7 %%7#% 3"7"3 %* +*$$'+ 97 $")$% 20 &"7 $%>*)". U7 %!# :%$#) %! +*$$'+*!*" 9! )'()'>"7#= &':"7")'% $)'+(*7>=#%)' % $7$'(#*!*" &' ()&*+, 97%"7#' &' )'%!">%)'% !*" ':'$#"=. Î7#)'()"7&')'% #)'*"' +=<@" &':"7'%+$= @" += &'#')3"7' $7+*3%#)"" (#'7/"%!", $')"7/'!' (' $%)' #)'*"' += !' +%#"+:%$= ()&*+*!, ()'$*3 @" %%7#%'!' (' $%)' % #)'*" += !' :')' 97 !*(#% $7$*)'7/"%!=. A!/" :%$#)" %" +*$$'+*!*" (# :" %)37">%)'% 97 (!%7 #'7!-"$ @" &' 3%)8'#"7- % ()&*+'!) +#%7&%)&">%)'% "7#')7=, *#"!">%)'% *7) (!%#:)3' $3*7' '#$., $%!"#%#'% ''$*/"'" 97 :"'$%)' :%>= % ()$'+*!*" ()&*$#" ()'$*3 @" (#'7/"%!*! &' %+)/"' % ("'/'".11 F")3'!' $%)' +' $*(= += )'%!">'>' ()&*+' 7" +' '(*7 *7*" (')"$! :%)#' 3%)'. P)&*+'!' !) '"+#'7#' +*7# *!7')%"!' !% +$"3%)'% 7'"!) @" -*+#*)"!) $!"'7/"!), !% %(%)"/"% *7) #'7!-"" 7", !% +$*)#%)'% $"$!*)"!) &' "%/= %!' ()&*+'!) @" !% "7#'7+":"$%)'% $7$*)'7/'" %*##7' @" +#)="7'. N"!' #'7!-"" )'()'>"7#= $'% 3%" 3%)' %3 '7"7/%)'. M%)"#%#'% :")3'!) $7+%$)%#' (' ("%/= +' $7$' 7#)'%>= (' "7%)' "7$)'3' 7#%!=. F")3'!' 3%" 7" $)''%>= #'7! -"" &"+)*(#"', $%)' +*7# 3%" "':#"7' @" 3%" +*+$' (#""!' += 3&":"$' +(%/"*! $7$*)'7/"%!. F")3'!' $7+%$)%#' '>"#= += )'%$/"7'>' 97 :%/% %$'+#) #'7!-"" &"+)*(#"' +%* += "7'+#'%+$= 97 '!', :""7&$= !' %3'7"7/= "7'+ #"/""!' &'% :=$*#'. D*(= $' +' #)'>'+$ )*+$ $7:) *7#%#' $* $7$*)'7/" 7" @" :)3"&%"!", 97 :%/% $=))% 3*!#' &"7 '!' '@*'%>=. Î7 %$'!%@" #"3(, 97+=, )'%!">%)'% &' ()&*+' 7" '+#'  #)'%= )"+$%7#=. 11

C7:. U7". &). L%*)'7/"*
15

P)"7$"(%!'!' 3#"' ('7#)* $%)' '@*'%>= ()&*+'!' 7" (# :" *7 &")'$#) &' )%7- +*(')") "7+"+#= += +' %(!"$'  "&'' (' $%)'  +*+/"7' '!, 97 $"*&% $7$!*>""!) 7'-%#"' %!' $')$'#=)"" &' ("%/=B "&''% '+#' *7=, &%) +' +*()%'+#"3'%>= 3=)"3'% ("'/'"B ()&*+*! 7* '+#' "7' ()"'$#%#B ()&*+*! '+#' "7$)'$# (>"/"7%# (' ("%/=, 7* " +' :%$'  (*!"$"#%#' ':"$%$' +%* " +' %(!"$= *7 ()'/ ()'% 3%)'B $+#*)"!' &' &'>!#%)' +*7# 3%" 3%)" &'$?# +<% '+#"3%# "7"/"%!B $7$*)'7/"" )"(+#'%>= 3%" &*) &'$?# +' %7#"$"(%+'12. M%" '"+#= @" $?/"% :%$#)" $%)' 97-)'*7'%>= &'>!#%)'% &' ()&*+' 7"  C)">% &' "&'" "3()#%7#' 97 %7*3 "#' &3' 7"". E+#' (+""! += :" )=3%+ ()'% (*/" 7' (+""!"#=/" &' % 93*7=#=/"" *7'!' ()&*+' &' %>= $*3 %) :" /'#*!B  P"'/' :)%-3 '7#%#'. F")3'!' #)'*"' +=<@" &")'$ /"7'>' ()&*+'!' +()' +'-3' 7#' &' ("%/= 3%" 3"$", $''% $' (%#' 97+'37% ?7>=)" @" ():"#*)" 3%" +$=>*#' ('7#)* :"'$%)' ()&*+B  R'+#)"$/"" +$"% !' @" -*')7%3'7#%!'. P)&*+'!' 7" #)'*" ' += )'+('$#' $7&"/""!' &' ()#'$/"' % 3'&"*!*" @" +"-*)%7/% $7+*3%#)"!)B  C+#*! &'>!#=)"". D' )'-*!=,  :")3= #)'*"' += -'7 ')'>' :%)#' 3*!#' "&' ", ('7#)* % %*7-' !% *7% +"7-*)= $%)' += 3')"#' += :"' 3%#')"%!">%#=, "%) %&'+'% +' $7:)*7#= $* $+#*)" 3%)" &' $')$'#%)' &'>!#%)', &' ()&*$/"' @" &' 3%)8'#"7-B  C%("#%! "7+*:"$"'7#. U7'!' $3(%7"" $%)' %* "&'" *7' 7* (# += /"7= :7&*)"!' 7'$'+%)' ('7#)* % !' %():*7&% @" ('7#)* % !' (*7' 97 %(!"$%)'B  S$*)#%)'% #"3(*!*" &' &'>!#%)' 7'$'+%). F")3'!' #)'*"' += 97'/' $*3 += $3()"3 ' #"3(*! &' &'>!#%)', %('!?7& !% 3'#&' &' ()"'$#%)' @" ()&*$/"' %+"+#%#' &' $%!$*!%#), (%)#'7')" +#)%#'-"$", #'+#=)" #"3(*)"" %!' $7$'(#*!*" @" (!%7":"$%)'% %%7+%#= &' 3%)8'#"7-. F")3'!' ()'=>=#%)' *#"!">'%>= 3'#&% &'>!#=)"" $7$*)'7#', $)'?7&*<@" '$"(' "7#')&'(%)#%3'7#%!' $%)' $!%)'%>= ('7#)* % ()3% 3%" )'('&' ()&*+'!' 7" ()"7 '#%('!' ()$'+*!*" &' &'>!#%)' @" %(" (' ("%/=B  S$*)#%)'% $"!*!*" &' "%/= %! ()&*+*!*". C?7& *7 ()&*+ 7* +' *$*)= &' +*$$'+, )"%!"" +' ) -)=" +='. C' (% #' :%$'  :")3= ('7#)* % )'%!">% ()&*+' 7" $* $%)' += %" = +*$$'+ C(') @" K!'"7+$3"&# %* $+#%#% $= :%$#)*! &' +*$$'+ 7*3=)*! *7*H 97 )'()'>"7#= $%)%$#')*! &' *7"$%# @" &' +*(')")"#%#' %! ()&*+* !*". P)&*+'!' &' %$'+ # #"( +' *$*)= &' +*$$'+ 97  !% +*#= &"7 $%> *)",

$3(%)%#" $* ()&*+'!' $%)' %* *7 %%7#% 3&')%# 5 !% +*#= )%#= &' +*$$'+ +%* *7 %%7#% 3"7"3 1 !% +*#= )%#= &' +*$$'+. U7 %!# :%$#) #=)?#) %! )'*@"#'" '+#' '"+#'7/% *7*" $7$'(# "7' &':"7"#, 97%"7#' &' % +' #)'$' !% )'%!">%)'% ()&*+*!*". F")3% &':"7'@#' @" %7%!">'%>= %#'7# ("%/% /"7#=, $')"7/'!' 97 ()""7/% ()&*+*!*" @" %%7#% '!' (' $%)' !' :')= %$'+ #%, 97%"7#' &' % 3')-' 3%" &'(%)#' . A!/" :%$#)" %" +*$$'+*!*" %) :" +"7')-"% #'7!-"$= @" &' 3%)8'#"7-, $%!"#%#'% ''$*/"'" 97 #%#' '#%('!' @" %#)%$#""#%#'% ("'/'".

1.2.1.2 S#)%#'-"" &' ()&*+ O(/"*7"!' +#)%#'-"$' %!' )"$=)'" 97#)'()"7&')"" #)'*"' += (!'$', 3%" 97#?" &' !%  %7%!">= ():*7&= % $''% $' +' 97#?3(!= (' ("%/= $* ()&*+'!' 97#)'()"7&')"". A$'+# !*$)* +' (%#' )'%!">% ()"7 *#"!">%)'% *7) 3'#&' ('):)3%7#' &' %7%!">= % ()#:!"*!*" &' ()&*+' *7*)" 3%#')"%!' +%* +')"$"" &"7 $%&)*! 97#)'()"7&')"", 3'#&% JCG, M'#&% G'7')%! E!'$#)"$, A7%!">% SOT '#$. 12

P"!"( K#!') – M%7%-'3'7#*! 3%)8'#"7-*!*"H, '&"/"% % IV<%, '&"#*)% T')%, J*$*)'@#", 2005, (%- 54

1

U7% &"7#)' $'!' 3%" *#"!">%#' 3'#&' '+#' $'% $7$'(*#= &' $=#)' +('$"%!"@#"" &' !% J+#7 C7+*!#"7- G)*(  "3()#%7#= :")3= %3')"$%7= &' $7+*!#%7/= @" %)' 97 '&')' -)*(%)'% %$#""#=/"!) '"+#'7#' 97 ()#:!"*! *7'" 97#)'()"7&')" 97 (%#)* $%#'-)"", /"7?7&*<+' $7# &' &*= $)"#')"" )%#% &' $)'@#')' % ("'/'" %$#""#=/"" ()&*+*!*" @" $#% )'!%#"= &' ("%/= &'/"7*#= &' 97#)'()"7&')' 97 $%&)*! %$#""#=/"" )'+('$#"'. C% ()%- &' &":')'7/"')' 97 $%&)*! :"'$=)*"% &"7#)' $'!' &*= $)"#')"" +' $7+"&')= *)3=#%)'!' %!)" 10 ('7#)* )%#% &' $)'@#')' % ("'/'" :%$' &"+#"7$/"% 97#)'  ("%/= $%)' $)'@#' 97 )"#3 )%("& @"  ("%/= %:!%#= 97 $)'@#')' !'7#=, +#%-7%)' +%* +$=&')' @" 1,00 ('7#)* $#% )'!%#"= &' ("%/= :%$' &"+#"7$/"% 97#)' ()&*+' !% $%)' :")3% $*(= (>"/"% &' !"&') @" ()&*+' 77!"&'). Î7#)< )'()'>'7#%)' -)%:"$=, $'!' (%#)* -)*(' &' %$#""#=/" %!' :")3'" :"'$%)' (*)#?7&  &'7*3")' +*-'+#"=.1 F"-*)% 1.2 M%#)"$'% JCG J+#7 C7+*!#"7- G)*( -.



1/ " ' / ' " ( % ' ) ' # @ ' ) $ ' & % # % R

15 12

Stele

Dileme

1- 1. / 5 2

.

Pietre de moară

Vaci de muls

- 1.?

2?

-?

19@?

1? .9@? .92? .90? .9-?

. 91 ?

C#% )'!%#"= &' ("%/=

P)&*+'!' &"7 $%#'-)"% $%&)%7*! vaci de muls +*7# %!)" $')#' %!' 97#)'()"7&')"", $%)' %&*$ ():"#*)" @" :*)7">'%>= !"$"&"#=/" ('7#)* :"7%7/%)'% %$#""#=/"!) &"7 $'!'!%!#' $%#'-)"", $7#)"*"7& 97 %$'!%@" #"3( &%) 97#)< 3=+*)= &'+#*! &' !"3"#%#= !% &'>!#%)'% :")3'". edetele +*7# ()&*+' $%)' $7#)"*"' !% $)'@#')'% $":)'" &' %:%$')" % :")3'" @" !% 93*7=#=/")'% "3%-"7"" %$'+#'"%, 97)'-"+#)?7&, &' )'-*!=, *7 ():"# +*:"$"'7# ('7#)* % +' %*#:"7%7/%. 8ilemele +*7# ()&*+' % $=)) ("%/= +' %:!= 97#)< $)'@#')' )%("&=, :")3% ()&*$=#%)' 7')'*@"7& += $?@#"-' 97+= +*()'3%/"% (' ("%/=. D%#)"#= %$'+#) &*= '!'3'7#', '!*/"% !) ""#%)'

1

C7:. U7". &). L%*)'7/"*
1

'+#' "7$')#=. D' )'-*!=, %$'+#' ()&*+' $7#)"*"' !% &'>!#%)'% :")3'", &%) 7'$'+"#= !"$"&"#=/" $%)' += !' %+"-*)' :"7%7/%)'%. P)&*+'!' &"7 $%#'- )"% pietre de moară 7* $7#)"*"', &' )'-*!=, 7"$" !% /"7')'% *7*" ():"# +*+#%7/"%!, 7"$" !% *#"!">%)'% !*" 97 +$(*! &'>!#=)"" 97#)'()"7&')"". S*7# ()&*+' (' $%)' < &%$= 7* "7#')"7 %!#' "7#')'+' +#)%#'-"$' – 97#)'()"7&')'% #)'*"' += !' '!"3"7' &"7 ()#:!"*! +=* &' %$#""#=/". S' (# $7+#%#% %7*3"#' +"3"!" #*&"7" 97#)' (>"/ "% $*(%#= &' *7 ()&*+ 97 -)%:"$*! 3&'!*! *" JCG @" '#%(% &"7 $"$!*! &' "%/= 97 $%)' +' -=+'@#' %$'+#%. A+#:'!, %#*7$" $?7&  :")3= !%7+'%>= (' ("%/= *7 7* ()&*+, %$'+#% "7#)=, &' )'-*!=, 97 $%#'-)"% &"!'3'!)H. D%$= !%7+%)'% )'*@'@#' @" ()&*+*! +' *$*)= &' +*$$'+ (' ("%/=, '! % &''7" 97 $*)?7&  '&'#=H, "%) %(",  &%#= $* 93=#)?7")'%H +%, % #)'$' 97 $%#'-)"% %$"!) &' 3*!+H. Î7 $'!' &"7 *)3=, '+#' (+""! $%, &%#)"#= "7%/""!) %&*+' ()&*+'!) $7$*)'7#' &' $=#)' $'"!%!/" $3('#"#)", :")3% += ("%)&= +*()'3%/"% (' ("%/= @" ()&*+*! += %*7-=  ("%#)= &' 3%)=H. Î7 $%>*! 97 $%)' ()&*+*! +' &'&'@#' % :" *7 '@'$ $3')$"%!, %$'+#% % #)'$' &")'$# &"7 $%#'-)"% &"!'3'!)H 97 $'% % ("'#)'!) &' 3%)=H, (' $%)' :")3% %)' #'7&"7/% += !' '!"3"7'. I&''% &' %>= % %$'+#*" 3&'! '+#' %$''% $= #)'*"' += '"+#' *7 '$"!")* (')3%7'7# 97#)' $'!' (%#)* $%#'-)"" &' ()&*+'. R'()'>'7#%)'% -)%:"$= % (>"/"'" ()&*+'!) *7'" :")3' 97 :*7$/"' &' $'!' &*= $)"#')"" 3'7/"7%#' (')3"#' $7&*$')"" :")3'" += /"7= *7 &"%-7+#"$ %! +"#*%/"'" '"+#'7#' @" += "% &'$">"" $%)' +=&'%+"-*)' %)"%7#' +#)%#'-"$' (#"3'. S#)%#'-"% ()&*+%!'-')'% )':!'$#= *7) (/"*7"!' 97#)'()"7&')"" )':')"#%)' !% &"3'7+"*7"!', +#)*$#*)% @" &"7%3"$% -%3'" &' ()&*+' (' $%)' !' ()&*$' +%* $3')$"%!">'%>=.14 S#)%#'-"% &' ()&*+ '+#' +*)&7%#= +#)%#'-"'" &' ("%/= % 97#)'()"7&')"", :""7& :*7&%3'7#%#= (' "'$#"'!' -!%!' %!' 97#)'()"7&')"", 97 +#)?7+= !'-=#*)= $* +#)%#'-""!' &' ()'/, &"+#)"*/"' @" ()3%)'. Î7 :*7$/"' &' )'+*)+'!' 3%#')"%!', :"7%7$"%)' @" *3%7' &' $%)' &"+(*7', 97#)'()"7&')'% 9@" (%#' +#%"!" 3%" 3*!#' %!#')7%#"' ('7#)* '!%)%)'% (!"#"$"" +%!' &' ()&*+. D%$= +' %)' 97 '& ')' ;!7du* d+ =nno#!+ 7 8!odu)+*o! , 97#)'()"7&')'% %)' !% &"+(>"/"' *)3=#%)'!' +#)%#'-"" &' ()&*+  strategia menţinerii gradului de noutate ()"7 "7#)&*$')'% +" '!"3"7%)'%, %7*%!, % %$'!*"%@" 7*3=) &' %)#"$!', :=)= % +' %:'$#% +#)*$#*)% -%3'" &' ()&*+'B 

strategia perecţionării produselor $%!"#%#"" %" ()&*+'!) &"7 3"*! :')"# (' ("%/=B– ()'+*(*7' 93*7=#=/")'% (')3%7'7#= % (%)%3'#)"!)  strategia înnoirii produselor – '+#' $'% 3%" )"+$%7#= %!#')7%#"= +#)%#'-"$= @" ()'+*(*7' !%7+%)'% *7) ()&*+' 7", &'+#"7%#' :"' %$'!*"%@" +'-3'7# &' $!"'7#'!=, :"' *7) +'-3'7#' 7". Î7 :*7 $/"' &' d#+n)#un#*+ ;7+# d+ 8!odu)+ , 97#)'()"7&')'% (%#' (#% ('7#)* *7% &"7 *)3=#%)'!' %)"%7#' +#)%#'-"$'  strategia sta&ilităţii sortimentale – ()'+*(*7' 3'7/"7')'% &"3'7+"*7"!) -%3'" &' ()&*+', *)3=)"7&*<+' 97 %$'!%@" #"3( +#%"!"#%#'% (>"/"'" 97#)'()"7&')"" (' ("%/= @" (=+#)%)'% ()'+#"-"*!*" 97 )?7&*! $!"'7#'!'" &'+')"#'B

14 V")-"! A&=+$=!"/'", C%)3'7 J=!%7, Ş#':%7 J$... B V")-"! J%!%*)' $)&. – M%)8'#"7-H, '&. U)%7*+, J*$*)'@#", 2000, (%- 24

1

 strategia de selecţie sau de restr9ngere sortimentală – $7+#= 97 +"3(!":"$%)'% -%3'" $% *)3%)' % '!"3"7=)"" ()&*+'!) %:!%#' 97 :%>% &' &'$!"7 % $"$!*!*" &' "%/= @" % $'!) $* *7 -)%& &' *>*)= 3)%!= )"&"$%#=B  strategia diversiicării sortimentale – +' $7$)'#">'%>= 97 (+""!"#=/" +*(!"3'7#%)' &' +%#"+:%$')' % $')"7/'!) $7+*3%#)"!) $% *)3%)' % $)'@#')"" &"3'7+"*7"!) -%3'" &' ()&*+'. S#)%#'-"% &"')+":"$=)"" ()&*+'!) +' (%#' )'%!">% 97 *)3=#%)'!' &")'$/""  diversiicare orizontală < ()'+*(*7' $)'@#')'% 7*3=)*!*" &' ()&*+' &"7 $%&)*! -%3'", (=+#)?7&*<+' 97+= $%)%$#')*! 3-'7 %! %$'+#'"% &' ''3(!*, *7 ()&*$=#) &' $7:'$/"" ('7#)* =)%/" 9@" &"')+":"$= -%3% $*  !"7"' &' $7:'$/"" ('7#)* $(""B  diversiicare verticală < ()'+*(*7' "7#'-)%)'% 97 !"7"% &' ()&*+' % *7) ()&*+' 7" $%)' ')%* %$">"/"7%#' 97%"7#' $% 3%#')"' ()"3= +%* $%)' +' :%)"$%* &"7 3%#')"%!' ()&*+' &' %!#' 97#)'()"7&')" &' ''3(!*, ()&*$=#)*! &' $7:'$/"" %$">"/"7'%>= ()()"% :%)"$= &' +#:'B  diversiicarea laterală < ()'+*(*7' &'>!#%)'% -%3'" &' ()&*+' $% *)3%)' % "7#)&*$')"" 97 :%)"$%/"' % *7) ()&*+' &"7 )%3*)" $7'' &' ''3(!*, *7 ()&*$=#) &' $7:'$/"" "7'+#'@#' 97 &3'7"*! #*)"+3*!*". U7 %!# $)"#')"* "3()#%7# &' &'!"3"#%)' % +#)%#'-""!) &' ()&*+ '+#' )'()'>'7#%# &' 8o>#$#on7!+7 8!odu)u*u# 8+ 8#7$ă . Î7 :*7$/"' &' %$'+# $)"#')"*, (# :" &'!"3"#%#', 97 3& $7$)'#, +#)%#'-"" &' (>"/"7%)' % ()&*+'!) 97 :*7$/"' &' 

nevoile $i avanta:ele căutate de consumator;



caracteristicile produsului;



modul de utilizare a produsului;



utilizatorii produsului;



concurenţa care se maniestă pe piaţă.

Î7 $''% $' ()"'@#' ()&* +*!,  97#)'()"7&')' (%#' %'% 3%" 3*!#' o8$#un# )!7+;#c+ =n %unc$#+ d+ 3&%!"#%#'% $7$)'#= &' $7$'(')' % #?u*u# d+ 8!odu) , $%)' +' (# $7$)'#">% 97 3'7/"7')'% %$#*%!*!*" 3" &' ()&*+'B 3&":"$%)'% ()&*+*!*"B '#"7&')'% !"7"'" &' ()&*+'B +"3(!":"$%)'% !"7"'" &' ()&*+'B %%7&7%)'% !"7"'"()&*+*!*". % 3'7/"7')"" %$#*%!*!*" 3" &' ()&*+' $)'@#')'% $7+*3*!*" %$#*%!"!) $7+*3%#)", "&'7#":"$%)'% &' 7" $7+*3%#)" @" &'+$(')")'% *7) 7" *#"!">=)" ('7#)* ()&*+'!' )'+('$#"'. ?7& 97 %$'!%@" #"3( 7"!) #'7!-"" @" ()$=)"!) $7$*)'7/'". V?7>=)"!' *7*" ()&*+ (# :" )'"-)%#' @" $% *)3%)' % *7) 3&":"$=)" 3"7)' %!' $7/"7*#*!*" %$'+#*"% +%* $"%) % 3&%!"#=/"" &' ()'>'7#%)' @" %3%!%)'. )-tinderea liniei de produse ()'+*(*7' !%7+%)'% *7*" 7* ()&*+ &%) $%)' += &":')' 97 3"$= 3=+*)= &' $'!' '"+#'7#' 97 !"7"% )'+('$#"= &' ()&*+' %)3' 7", &"3'7+"*7" &":')"#', *7 7* %3%!% '#$.. A$'%+#= (/"*7' "3(!"$= )"+$*)" 3%" 3"$" ('7#)* 97#)'()"7&')' $3(%)%#" $* !%7+%)'% *7*" ()&*+ $3(!'# 7*. Î7 +$"3, simpliicarea liniei ()'+*(*7' '!"3"7%)'% %)#"$!'!) 3%" (*/"7 $=*#%#' &"7#)< !"7"'.

1

+'37":"$= )'7*7/%)'% !% *7 ()&*+ "3()#%7#, &' %>=, +%* !%  97#)'%-= !"7"' &' ()&*+' $% *)3%)' % &"+(%)"/"'" $')')"", %(%)"/"'" *7) #'7!-"" 7" !% $%)' 97#)'()"7&')'% 7* %)' %$$'+, % *7) +$"3=)" ()'% )%("&' %!' ("'/'" +%* %#*7$" $?7& 3'7/"7')'% %%7#%*!*" $3('#"#" ()'+*(*7' *7 ':)# :"7%7$"%) ()'% 3%)'. S#)%#'-""!' &' ()&*+ (# :" $!%+":"$%#' @" =n %unc$#+ d+ )co8u* u!ă!# d+ =n!+8!#nd+!+. S' &":')'7/"%>= 97 :*7$/"' &' %$'+# $)"#')"* strategii de cre$tere @" strategii de selecţie . 0trategiile de cre$tere ">'%>= '#"7&')'% %$#""#=/"" 97#)'()"7&')"", ()"7 (=#)*7&')'% (' 7" &andonarea produsului

("'/', ()"7 &"')+":"$%)'% ()&*+'!), ()"7 %#)%-')'% *7) 7" +'-3'7#' &' $7+*3%#)" '#$. 0trategiile de selecţie +' $7$)'#">'%>= 97 %!'-')'%, &"7 ()#:!"*! &' ()&*+' %! 97#)'()"7&')"", % $'!) 3%" ():"#%"!' ()&*+', ()'$*3 @" 97 %!'-')'% $'!) 3%" ():"#%"!' ("'/' – &"7 (*7$#*! &' '&')' %! 97#)'()"7&')"". Î7 $7#'# "7#')7%/"7%!, +#)%#'-""!' &' ()&*+ ()'+*(*7 %+*3%)'% *7) )"+$*)" +()"#', :%(# $%)' 7'$'+"#= @" "7:)3%/"" +*(!"3'7#%)', 97 +('$"%! 97 $''% $' ()"'@#' '!'3'7#'!' '#')7' 7'$7#)!%"!' 3'&"*! &' ("%/=, $7$*)'7/%, "7+#"#*/""!' @" +"+#'3*! !'-%!. D'$">"% *7'" 97#)'()"7&')" &' % (=#)*7&' ('  ("%/= '#')7= "7#)&*$')'% ()&*+*!*" "3(*7', 97 ()'%!%"!,  %7%!">= %#'7#= % -%3'" &' ()&*+' $' !' &'/"7', % )'+*)+'!) &' $%)' &"+(*7' @" % $*!#*)"!) ("'/'!)*!#%#'!' %$'+#'" %7%!">', 97#)'()"7&')'% (%#' (#% ('7#)* *7% &"7 *)3=#%)'!' %!#')7%#"' +#)%#'-"$' &' ()&*+ '#"7&')'% &")'$#= % ()&*+*!*"B ()'+*(*7' $3')$"%!">%)'% %$'!*"%@" ()&*+ '"+#'7# (' ("%/% &3$%'+#"$= %&%(#% ()&*+*!*" ()'+*(* '" +#'"7#')7= 7#' 97 +#)%#'-"% :*7$/"' &' )%$#')'#'7+"=B "+#"$"!' ("'/'"
1.2.2 P!"#"$% @" +#)%#'-"% &' ()'/ 1.2.2.1 P!"#"$% &' ()'/ P)'/*)"!' 97 3%)8'#"7- )'()'>"7#=  %)"%"!= 3%)= ('7#)* :)3%)'% @" "7:!*'7/%)'% $')$'#=)"", ('7#)* &'#')3"7%)'% !*3*!*" @" %!)"" ?7>=)"!) 97#)'()"7&')"", ()'$*3 @" % 3=)"3"" '7"#*)"!) )*#' @" 7'#' %!' %$'+#'"%. P)'/*)"!' "7:!*'7/'%>= #%#' $'!#*"'!"!' @" )'>*!#%#'!' 97#)'()"7&')"". J'7':"$"*! )'>*!#= $% &":')'7/% &"7#)' '7"#*)"!' )'%!">%#' @" $+#*)". O (%)#' &"7 $+#*)" +*7# &")'$# !'-%#' &' !*3*! ()&*+'!) ?7&*#', "%) $+#*)"!' 97+'@" +*7# 3=+*)%#' &' ()'/*)"!' !). L% )?7&*! '", $')')'% '+#' 97 :*7$/"' &' 7"'!*! ()'/*!*" $%)' &'#')3"7= (*#')'% &' $*3(=)%)', %+#:'! 97$?#, ()'/*! %:'$#'%>= 3=)"3'% +'-3'7#*!*" &' ("%/= $%)' $7+#"#*"' /"7#% ':)#*)"!) &' 3%)8'#"7- %!' 97#)'()"7&')"". Î7#)*$?# (*#')'% &' $*3(=)%)' '+#' +#)?7+ !'-%#= &' $'!'!%!#' $%)%$#')"+#"$" +$"%!<'$73"$' %!' $7+*3%#)*!*", ()'/*! (%#' "7:!*'7/% 7%#*)% $%!"#%#"= % ("'/'", $% @" !"3"#'!' $%7#"#%#"' %!' %$'+#'"%.15 C% "7+#)*3'7# &' 3%)8'#"7-, ()'/*)"!' +*7# '()'+"% *7'" $7$'(/"" +%* (!"#"$" "7' +#)*$#*)%#', $* %7*3"#' "'$#"' &'#')3"7%#', $%)' *)3'%>= % :" )'%!">%#' ()"7 &'$">""!' !*%#' 97 &3'7"*! ()'/*)"!). A+#:'! &' "'$#"' ('7#)* ()'/*)" (# :" +()")'% '7':"$""!) $3(%7"'", %+"-*)%)'% )'7#%"!"#=/"" "7'+#"/""!) @" )'$*(')%)'% %$'+#)%, (=#)*7&')'% ('  ("%/= @" %(" 3'7/"7')'% @" &'>!#%)'% (>"/"'" /"7*#', )'>"+#'7/% :%/= &' $7$*)'7/% +%* &'+$*)%%)'% %$'+#'"%. 15 V")-"! A&=+$=!"/'", C%)3'7 J=!%7, Ş#':%7 J$... B V")-"! J%!%*)' $)&. – M%)8'#"7-H, '&. U)%7*+, J*$*)'@#", 2000, (%-. 

20

P)'/*! )'()'>"7#= $'% 3%" 3"!= $3(7'7#= % 3"*!*" &' 3%)8'#"7-. E! (%#' :" 3&":"$%# )%("&, +()' &'+'")' &' $'!'!%!#' $3(7'7#' %!' 3"*!*" &' 3%)8'#"7-, "%) +$"3=)"!' &' ()'/ %#)%-, &' )'-*!=, *7 )=+(*7+ "3'&"%# &"7 (%)#'% ("'/'". Î7 %$'!%@" #"3( ()'/*! '+#' @" $3(7'7#% 3"*!*" &' 3%)8'#"7- 3%" (*/"7 $7#)!%"!= &' $=#)' 97#)'()"7&')'. A$'+#' &*= $%)%$#')"+#"$", $%)' )'()'>"7#= ('7#)* %$'%+#= (!"#"$= ()"7$"(%!*! %%7#% @" &'>%%7#%, :%$ &"7 %$'%+#= $3(7'7#= % 3"*!*" &' 3%)8'#"7-  ("%#)= &' 97$')$%)'H % )"$=)'" $7&*$')" % 97#)'()"7&')"". P)"7 "'$#"' 97 -'7')%! +' +#%"!'@#' :"7%!"#%#'% *7'" %$/"*7", $%)' (%#' :" %()'$"%#= $%7#"#%#" @" $%!"#%#" @" (%#' :" %#"7+= 97 (')"%&% )'+('$#"=. O"'$#"'!' (' $%)'  97#)'()"7&')' #)'*"' += @" !' ()(*7= 97 &3'7"*! ()'/*!*", #)'*"' += :"' 97 $7$)&%7/= $* $'!' +#%"!"#' ('7#)* $'!'!%!#' %)"%"!' %!' 3"*!*" @" $%)' +=<@" %&*$= %()#*! &")'$# !% 97:=(#*")'% "'$#"'!) +#)%#'-"$' &' 3%)8'#"7-. N*3')%+' +#*&"" %)%#= $= :")3'!' %* 97 '&')' %7*3"#' "'$#"' %#*7$" $?7& 9@" :"'%>= ()'/*)"!', $"%) &%$= '!' 7* +*7# '7*7/%#' '(!"$"#. D'+')", %$'+#' "'$#"' +*7# +*97/'!'+' &"7 +$(*! -'7')%! %! :")3'", 97 %!#' $%>*)" '! (*#?7& !*% : )3% *7'" %:")3%/"" -'7')%!' &' :)3%  ()'/*)"!' #)'*"' += %$(')' 97 97#)'-"3' $+#*)"!'.  ()'/*)"!' 7* !' ) &'(=@" (' %$'!'% $')*#' &' $7$*)'7/"" %()("%/".  ()'/*)"!' ) :" +#%"!"#' %+#:'! 97$?# += &'+$*)%'>' (=#)*7&')'% &' 7" :")3' (' ("%/=.  ()'/*)"!' #)'*"' += %+"-*)'  )'$*(')%)' % "7'+#"/"'", 7* 3%" 3"$= &'  !% +*#=. D' %+'3'7'%, +#*&""!' )'+('$#"' %* )'!'%# :%(#*! $= ():"#*! 7* '+#' +"7-*)*! 3#"%#) %! %:%$')"!) @" &' %$''% :")3'!' 9@" +#%"!'+$ +"3*!#%7 3%" 3*!#' "'$#"' !'-%#' &' )'7#%"!"#%#', +"-*)%7/=, ?7>=)", $7$*)'7/=, "3%-"7' 97 +$"'#%#', '#$., ('7#)* 97:=(#*")'% $=))% *#"!">'%>= +#)%#'-"" $)'+(*7>=#%)' @" #%$#"$" %+$"%#'. S<% +')%#, $= :")3'!' 3%)" %* *7 "'$#" "7' &':"7"# !'-%# &' ():"#*)" (' #')3'7 !*7-, 3%7%-')"" !) $%*#= += +#%"!'%+$=  &'$">"' +"3*!#%7= $* ()"")' !% ()'/, $+# @" $%)%$#')"+#"$"!' ()&*+*!*", "%) :)3*!'!' &' +#%"!")' % ()'/*)"!) +*7# "7+#)*3'7#' ()"7 $%)' +' ')":"$= $7$)&%7/% "7#')7= % &'$">""!) "7&""&*%!' $* "'$#"*! -'7')%! %! :")3'". Î7 !"#')%#*)% &' +('$"%!"#%#', +' )'3%)$=,  +')"' &' (*7$#' &' '&')' $* ()"")' !% "'$#"'!' (!"#"$"" &' ()'/, &%) $'!' 3%" :)'$'7#' o&iective= +*7# $7+"&')%#' *)3=#%)'!'1

1. >&iectivele legate de proit ? +' +#%"!' +$ @" *)3=)'+$ %#*7$" $?7& :")3% '+#' "7#')' +%#= &' )'>*!#%#'!' :"7%7$"%)' "3'&"%#' $' +' )':!'$#= 97 '7"#*)". D' %$''% 97#?!7"3 :)3*!%#' %$'+#' "'$#"' $% :""7& )"'7#%#' +()' '7"#*)". C7$)'# %$'+#' "'$#"' +*7# %. ma-imizarea proitului – ()'+*(*7' += /"" $'! 3%" 3%)' ():"# (+""!, $% &":')'7/% 97#)' 97$%+=)" @" $'!#*"'!". A$'%+#% 97+'%37= += +#%"!'@#" *7 ()'/ $?# 3%" 3%)', &%) %#?# &' 3%)' $?# (%#' +*()#% ("%/%, &'$" &'("7&' &' )'>"+#'7/% $7+*3%#)"!) !% $)'@#')'% ()'/*)"!)$?/" $!"'7/" ("')&. E+#' )% &' elasticitatea !% ()'/*)" % $')')"" 97 %$'%+#= +"#*%/"'. D%$=, ()"7 $)'@#')'% ()'/*)"!) )=3?7 $!"'7/" &"+(*@" += (!=#'%+$= +*:"$"'7#, 97+'%37= "7#)%)'% ('  piaţă superioară= ("%/% ()&*+'!) +$*3(' $* 7*3=) 3"$ &' $!"'7/" &%) $* '7"#*)" 3%)". Î7 %$'+# $%>, '+#' )% &' *7 +'-3'7# )'&*+, &%) $* (*#')' 3%)' &' $*3(=)%)'.

1

P"!"( K#!') – M%7%-'3'7#*! 3%)8'#"7-*!*"H, '&"/"% % II<%, '&. T')%, J*$*)'@#", 1, (%-. 42

21

Î7 $%>*! 97 $%)' :")3% "7' $*  "7%/"', '% &)'@#' +=<@" )'$*(')'>' "7'+#"/"% 97#)< (')"%&= $?# 3%" +$*)#=, $?# +' %:!= 97 (+#*)% &' 37(!. P)'/*! 3%)' +' /"7' prin strategia de sm9nt9nire= $' ">'%>= *7 +'-3'7# $%)' %)' 7'"' &' ()&*+ @"%# $= "'$#"*! &' 3%"3">%)', 7* '+#' *7 "'$#" $!%), ()'$"+, '+#' 3%" &'-)%= -'7')"$, $"%) 7')'%!"+ # 97#)*$?# 7* (# +#%"!" (*7$#* ! 97 $%)' +' /"7' $'! 3%" 3%)' ():"# (+"" !, 7*3=)*! :%$#)"!) $' "7:!*'7/'%>= +"#*%/"% '+#' 3%)' @" ':'$#'!' !) 7* (# :" +#=(?7"#' 97 ##%!"#%#'. . o&ţinerea de proituri satisăcătoare – $?7& :")3% +' ()'$*(= &' ""#)*! '" @" &)'@#' += /"7= ():"#*)" +"-*)' @" )'!%#" +#%"!' ('  (')"%&= 97&'!*7-%#= &' #"3(. Î7 %$'+# $%> +' (!%7":"$= *7 7"'! %! ():"#*!*", $%)' +=<" +%#"+:%$= @" (' %$/"7%)" ()"7 &""&'7&'!' /"7*#' @" (' 3%7%-')"", $%)' #)'*"' += -=+'%+$= +!*/""!' 97 '&')'% /"7')"" 7"'!*!*" ()(*+. Î7 :*7$/"' &' +"#*%/"% $7$)'#= % :")3'" @" % '+#"3=)"!) $* ()"")' !% 3'&"*! %:%$')"!) +' (# +#%"!" @" %!#' "'$#"' !'-%#' &' ():"#. D' "$'" ():"#*)" *7"#%)' )"&"$%#' +' /"7 ()"7 preţuri de sm9nt9nire :)*$#":"$?7& )!*! $'=)"!). 2. >&iectivele legate de v9nzări – +' *)3=)'+$ $?7& +' (# /"7' ():"#*)" 3%)" ()"7 $7#)!*! ("'/"", #)'*"' *#"!">%#= $%(%$"#%#'% &' ()&*$/"' '"+#'7#= ()"7 3=)")'% ()&*$/"'" &%) $* $+#*)" *7"#%)' +$=>*#' @" ():"#*)" *7"#%)' 3"$", $%)' $7#)"*"' !% ():"#*)" ##%!' 3%)". C7$)'# %$'+#' "'$#"' +*7# %. volumul $i valoarea v9nzărilor 97 $)'@#')' (%#' %&*$' *7 "7:!* =7'+$ 3%)' (' #')3'7 +$*)#, $''% $'<" (%#' (')3"#' :")3'" +=<@" %+"-*)' ""#)*!. Î7 %$'+# $%>, :")3% #)'*"' += /"7= +'%3% $= *7 ()'/ 3%" 3"$ +#"3*!'%>= ?7>=)"!', &%) ('7#)* 3*!#' *7*)" '"+#= *7 7"'! &' +%#*)%/"' @" (' &' %!#= (%)#', ()'/*! #)'*"' $)'!%# $* $%!"#%#'%. A$'+# "'$#" #)'*"' +#%"!"# &%) (' #')3'7 +$*)# @" 97 -'7')%! 7*3%" :")3'!' 3%)" (# %@#'(#%  )'3' += $*!'%-= )'>*!#%#'!', @" +=<@" ?7&= +#$*)"!' '"+#'7#'. U7 %+'3'7'% "'$#" %#"7-' %#)%-')"" ()"7 :!+")'% &' ('7'#)%)', %#"7-')'% *7*" 7"'! %! $#'" &' ("%/= ('+'+'%3% &' 7"()'/*!*" $*3(=)=#)", ()"7 $%)'$'+'*)3=)'@#' +%$)":"$= @""7#')'+*! "3'&"%# ('7#)* ""#)*! 97 $%)' $#% &' ("%/= % +()". . cota de piaţă – 97 $)'@#')' '+#' &'('7&'7#= &' $')')' @" '% +' (%#' *)3=)" (' ()&*+ +%* !"7"' &' ()&*+'. P)'/*! '+#' *7 "3()#%7# "7+#)*3'7# ()"7 $%)' +' )'%!">'%>= $)'@#')'%, )'&*$')'% +%* $"%) )'7*7/%)'% !% $#% &' ("%/= &'/"7*#=, 97 :*7$/"' &' +"#*%/"% ("'/"" @" '+#"3=)"!' $' +' (# :%$'. . >&iectivele legate de concurenţă ? ">'%>= :"%)'% ()'/*)"!) 97 )%()# $* $7$*)'7/"" &%$= :")3% &)'@#' += +*>"+#' %!=#*)" &' %$'@#"%, +%* &%$= +' %:!= 97 (>"/"% &' !"&') &' ()'/ (%#' += "7:!*'7/'>' #'7&"7/% ()'/*)"!), 97#)*$?# $*3(=)=#)"" +*7# +'7+""!" !% ()'/. P)'/*! '+#' &' "$'" :!+"# &' :")3' (*#')7"$' 97 !*(#% ('7#)* $?@#"-%)'% $!"'7/"!) $7$*)'7/"!) +%* % $'!) 7", $% %)"')= 93(#)"% "7#)=)"" &' 7" $7$*)'7/" (' ("%/=, +%* $% "7+#)*3'7# &' *>*)= 97 )=>"*! $* *7 $7$*)'7# 3%" &':%)%"!.

22

D'%)'$', '"+#= 3%)" &":')'7/' 97#)' $+#*)"!' &' ()&*$/"' @" &'$" &' ():"#, &'$">"% &' ()'/ #)'*"' += /"7= +'%3% &' $%(%$"#%#'% $7$*)'7#*!*" &' % )=+(*7&' !%  +$"3%)' &' ()'/ "7"/"%#= &' %!#= :")3=. S('$"%!"@#"" %()'$"%>= $= 97 3& :)'$'7# +(%/"*! &' 3%7')= %! ()'/*)"!) '+#' 3%" 3"$ &'$?# $'! %@#'(#%# &'%)'$' ("%/% (%#' $)'% *7 *7 '$"!")* &"7%3"$, $%)' #!')'%>= &%) %)"%/"" )'&*+' %!' ()'/*)"!), &*(= $%)' &'$!%7@'%>= )'%$/"" &' %*#<$)'$#%)' 97 )?7&*! $7$*)'7/'"H 4. >&iectivele de status@uo ? +' *)3=)'+$ $?7& +' &)'@#' 3'7/"7')'% +"#*%/"'", &'$" +#%"!"#%#'% :")3'" +%* $7#"7*%)'% 3'&"*!*" &' %:%$')" :%)%"! @" %$'%+#% ()'+*(*7' %!"7"')'% !% $7$*)'7/=. A$'%+#% %+"-*)= *7 $!"3%# )'!%#" !"7"@#"# 97 $%)' :")3% +' ()'$*(= += '"#' 3"$@)%)'% ?7>=)"!), ():"#*)"!), $3('#"/"'" @" % "3(%$#*!*" -*')7%3'7#%!. 5. >&iectivele legate de consumator – $%)' /"7 +'%3% &' +'7+""!"#%#'% :%/= &' ()'/ % $!"'7#*!*". E"+#= &*= $%#'-)"" '#)'3' &' $7+*3%#)" $'" :%)#' +'7+""!" $%)' ) +$"3% ()&*+*! @" $'" !%"%!", %#%@%/" &' *7 ()&*+ $%)' #!')'%>= 3%)=)" &' ()'/*)". D' %$''% '+#' :%)#' "3()#%7#= $*7%@#')'% $3(>"/"'" ("'/"" &' $7+*3, % +'-3'7#'!) &' $7+*3%#)" @" % 3=)"3"" -)*(*)"!) +'37":"$%#"'. . >&iectivele comerciale ? %* &''7"# "3()#%7#' 97 *!#"3'!' &'$'7"" 97#)*$?# $'!' 3%" 3*!#' ()&*+' +' %!)":"$= ()"7 "7#')3'&"%)", ()"7 $3')$"%7/". Î7 *7'!' $%>*)" &'#%"!"+#*! :"'%>= ()'/*! :"7%!, ()'!*?7& %+#:'! )!*! ()&*$=#)*!*" $%)' #)'*"' += 7'-$"'>' 3%)'!' $7'7%"!' &"+#)"*"#)*!*". D%$= &'#%"!"+#*! 7*<@" )'%!">'%>= "'$#"'!' (%#' &*$' !% '!"3"7%)'% ()&*$=#)*!*". Î7 %!#' $%>*)" ()&*$=#)*! %)' "7:!*'7/= (*#')7"$= %+*()% ()'/*!*" :"7%!, $"%) 9! (%#' "3(*7', &'+"-*) %+"-*)?7&*<" &'#%"!"+#*!*" *7 )%%# $7'7%"!. . >&iective de ormare a unei imagini % ()&*+*!*" @" % :")3'" (' ("%/=. Î7 -'7')%! ()'/*! )"&"$%# +' %+$"%>= 97 3"7#'% $*3(=)=#)*!*" $* $%!"#%#', )"-"7%!"#%#', *7"$"#%#' % ()&*+*!*", $''% $'<" (')3"#' $)'%)'% @" (=+#)%)'% *7'" %7*3"#' "3%-"7" % :")3'". E"+#= 97+= (+""!"#%#'% :)3=)"" *7'" "3%-"7" :%)%"!' @" 97 $%>*! ()%$#"$=)"" *7) ()'/*)" 3"$", $%)' (%#' )':!'$#% +"#*%/"% *7=, +#%"!=, ()+(')= % :")3'". . >&iectivele de supravieţuire ? +' *)3=)'+$ &' $=#)' :")3'!' $* 3%)' $%(%$"#%#', $%)' 7* +' (# %&%(#% )%("& +$"3=)"" $')"7/'!) $7+*3%#)"!) +%* %$$'7#*=)"" $7$*)'7/'". P'7#)* % +*>"+#%, +!*/"% +$*)# += !"# )'&*$= ()'/*! ('7#)*  "'! $%7#"#%#' 3%"% 3%)', &')'% )'7 #%"!"'+#' #%#'$%'+#('' #')3'7 !% 7"'!* ! '-% =/"" 97# )' 97$ %+=)" %@""7&' $'!#* ". A$'%+# ()'+*(&%) *7'()%-*! )'&*$' $+#*)"!) +%* 3=)")'% ()'/*!*" &' ?7>%)' &' $=#)' $7$*)'7/". . >&iective sociale ? #)'*"' %*#' 97 '&')', 97#)*$?# 97 *!#"3'!' &'$'7"" +#%#*! "7#')"7' 97 "%/% '$73"$= @" ('7#)* )'-!'3'7#%)'% *7) +"#*%/"" (' ("%/=. A+#:'!, &%$= (' *7'!' ("'/' $7$*)'7/% '+#' !"3"#%#= &' &"3'7+"*7"!' :")3'", %$'%+#% '+#' 93(#)"% "7#')'+'!) (*!"$' @" %#*7$" "7#')"7' +#%#*!, &'%)'$' ()'/*! %7*3"#) *7*)" @" +')"$"" #)'*"' 3'7/"7*# !% *7 7"'! +*:"$"'7# &' 3"$ ('7#)* % :" %$$'+""!. S' )'3%)$=, 97 %$'+# +'7+ %#"#*&"7'% )-%7">%/""!) 77<():"# 97 +#%"!")'% ()'/*)"!). Î7 %!#' +"#*%/"", +' +#%"!'+$ #%' @" "3(>"#' 3%)" %$$">'!' !% =*#*)", #*#*7, '#$. $' %&*$ '7"#*)" !% *-'# @" 97 %$'!%@" #"3(, !-"$ %) :" += &'+$*)%'>' $7+*3*! !). P)"7 !'-', 97 #%#' /=)"!', :")3'!' %* !"-%/"% += +#%"!'%+$= ()'/*)" 97#)<*7 3& )'+(7+%"! +$"%!.

2

10. >&iectivele interne %!' )-%7">%/"'" (# "3(*7' (' #')3'7 +$*)# 3&":"$=)" %!' ()'/*!*". A+#:'!, +' % )'&*$' ()'/*! ('7#)* ()3%)'% ()&*+*!*" (' ("%/=, (!%+%)'% *7'" 3=)$" '#$. S%* +' (%#' )"&"$% ()'/*! ('7#)* % %$(')" ("')&')"!' &"7 )'&*$')'% ?7>=)"!), ('7#)* %+"-*)%)'% :"7%7/=)"" *7) %$#""#=/" (%)%!'!', % *7'" 7" "7'+#"/"". E+#' '"&'7#, $= #)'*"' %(!"$%#' (!"#"$" &' ()'/ &":')"#', 97 :*7$/"' &' +#%&"*! $"$!*!*" &' "%/= 97 $%)' +' %:!= :"'$%)' ()&*+. L% 7"'!*! )"$=)'" )-%7">%/"", 97 &":')"#' 33'7#' &"7 "%/% %$'+#*"% +' (# +#%"!" @" %!#' "'$#"' +('$":"$', (' $%)' '$"(% 3%7%-')"%!= #)'*"' += !' 97$%&)'>' $* 3*!#= %#'7/"' 97 %7+%3!*! "'$#"'!) &' ()'/, $* %#?# 3%" 3*!# $* $?#, +' @#"' $= *7'!' &"7 "'$#"'!' '7*7/%#' 3%" +*+, +*7# *7')" "7$3(%#""!', $* ':'$#' &":')"#' %+*()% "7&"$%#)"!) &' ('):)3%7/=. D'$", %$#""#%#'% 3%7%-')"!) 97 &3'7"*! ()'/*!*" 7* ' &'!$ :%$"!=, $* %#?# 3%" 3*!# $* $?# 7*3')@" :%$#)" %* "7$"&'7/' %+*()% !). V%!%)'% %#%@%#= *7*" *7 +%* +')"$"*, ()'/*! +=*, +' %>'%>= %#?# (' '!'3'7#' #%7-""!' $%!"#%#'% ()&*+*!*", %%7#%' :')"#' $?# @" (' '!'3'7#' "7#%7-""!' :%$#)*! :''!<-& !*%# 97 $%!$*! ('7#)* ()&*+'!' &' !*. P)'/*! *7*" ()&*+ '+#' "7:!*'7/%# @" "7:!*'7/'%>= !% )?7&*! +%* 7*3')%+' %)"%"!' &' 3%)8'#"7- (' (%)$*)+*! (!%7":"$=)"" &' 3%)8'#"7-. F%$#)"" $' %:'$#'%>= &'$">""!' &' ()'/ %* :+# -)*(%/" 97 :%$#)" "7#')7" +" '#')7" 97#)'()"7&')"".1 F"-*)% 1. F7co!## c+ #n%*u+n$+7>ă d+c#>#7 d+ 8!+$ Factoirni terni

Factori

 O"'$#"' )-%7">%/"7%!' @" &' 3%)8'#"7-B 

O"'$#"' &' ()'/B



S#)%#'-"% &' ()'/B C+#*)"!'B



DECIZIA DE PREŢ



C')')'% '+#"3%#=B



C3('#"/"%B

P')$'(/"% $*3(=)=#)*!*"B 

 M'3)"" $%7%!*!*" &' 3%)8'#"7-B

A!#' %)"%"!' %!' 3"*!*" &' 3%)8'#"7-

A!/" :%$#)" &' 3'&"* '$73"$",





1.2.2.2 S#)%#'-"" &' ()'/ T/" %$'@#" :%$#)" +*7# !*%/" 97 $7+"&')%)' !% +#%"!")'% ()'/*!*" *7*" *7 +%* +')"$"*, %?7& *7 )! &'#')3"7%7# 97 &'+:=@*)%)'% '#%('!) (!%7":"$ =)"" +#)%#'-"'" &' ()'/. E+#' 7'$'+%) 97+= &"+$*#% )'% %7*3"#) "7:!*'7#' $' 7* (# :" !$%!">%#' ()'$"+ 97#)< '#%(= +%* %!#% % %$'+#*" ()$'+ &' '!%)%)' % +#)%#'-"'". Î7 $'!' 3%" :)'$'7#' $%>*)" 97#)'()"7&')"!' "@7*"'+$ += ()7'%+$= &' !% $+#*)" ('7#)* :"%)'% ()'/*)"!) &' ?7>%)', $''% $' 97 %(%)'7/= '+#' *7 &'3')+ !-"$. M%)8'#"7-*! % "7#)&*+ *7 %!# 1

P"!"( K#!') – M%7%-'3'7#*! 3%)8'#"7-*!*"H, '&"/"% % IV<%, '&"#*)% T')%, J*$*)'@#", 2005, (%- 4

24

(*7$# &' '&')', $7:)3 $=)*"% #)'*"' ()7"# &' !% $')')' ('7#)* % @#" !% $' ()'/ $7+*3%#)*! '+#' &"+(*+ += $*3(')' @" 97 $' $%7#"#=/". C*7+$?7& %$'+# ()'/, 7*3"# ()'/ (+"!-"$ +%* &' %$$'(#%"!"#%#'H, +' $%!$*!'%>= 3%)% (' $%)'  $7/"7', /"7?7& +'%3% &' $+#*! &' ()&*$/"'. D%$= %$'%+#= 3%)= '+#' 7'-%#"= +%* "7+*:"$"'7#=, % #)'*" += %$/"7'>' %+*()% $+#*!*" +%* +' % )'7*7/% !% $3')$"%!">%)'% ()&*+*!*". Î7 )'%!"#%#', $'!' &*= %)& =)", ()"7 $+# @" ()"7 $')')', 7* +*7# $7#)%(*+', $" $3(!'3'7#%)' @", 97 (!*+, #)'*"' += /"7= $7# &' (!"#"$% &' $+# % $7$*)'7/'".1 C+#*)"!' )'()' >"7#= *7 '!'3' 7# '+'7/"% ! %! &'#')3"7=)"" ()'/*!*" . U7 ()&*+ +%* *7 +')"$ "* $%)' %) :" ?7&*# +* $+#*! +=* %) $7&*$' 97#)'( )"7&')'% !% :%!"3'7#. C"%) &%$= 97#)'( )"7>=#)*! +#%"!'@#' ()'/*)"!' ()7"7& &' !% )'>*!#%#'!' *7*" +#*&"* ':'$#*%# 97 )?7&*! $*3(=)=#)"!) +%* %!'-' $%!'% %!"7"')"" !% $7$*)'7/=, '+#' 7'$'+%) += $%!$*!'>' $+#*! ('7#)* % ')":"$% &%$= +' %:!= 97 +"#*%/"% /"7')"" &' ():"# &' (' *)3% ?7>=)"" ()&*+'!) +%!' @" 7* 97 +"#*%/"% %$*3*!=)"" &' ("')&')". P'7#)* % )'%!">% %$'+# !*$)* '! &"+(*7' &' &":')"#' 3'#&'  M'#&% $+#*!*" $3(!'# :*!!<$+#. A$'%+#% $7+#= 97 97+*3%)'% $'!#*"'!"!) &")'$#' @" "7&")'$#' $%>"7%#' &' ()&*$')'% @" &' ?7>%)'% *7*" *7. C'!#*"'!"!' &")'$#' ()"'+$ *7 +"7-*) ()&*+ @" &'$" (# +=<" :"' )'(%)#">%#' &")'$#B $'!#*"'!"!' "7&")'$#' +' )':')= !% 3%" 3*!#' ()&*+'@" &%#)"#= %$'+#*" :%(# #)'*"' += :"' %7%!">%#' 97 ()'%!%"! ('7#)* % :" )'(%)#">%#' %+*()% $+#*)"!) &":')"#'!) ()&*+'. L% $+#*! $3(!'#, %+#:'! $%!$*!%# ('7#)* *7 ()&*+, +' %&%*-=  3%)= &' ():"# ('7#)* % /"7' ()'/*! &' ?7>%)'. P)!'3'!' !'-%#' &' )'(%)#">%)'% $'!#*"'!"!) "7&")'$#' :""7&, :"' +*()"3%#', %#*7$" $?7& 97#)'()"7&')"!' $3')$"%!">'%>= &%) *7 +"7-*) ()&*+, :"' :%)#' +"3(!":"$%#', $?7& ()&*+'!' +*7# (*/"7 7*3')%+'. M'#&% $+#*!*" $3(!'# ()'>"7#= ##*@" *7 "7$7'7"'7# ('7#)* 97#)'()"7&')"!' % $=)) %$#""#%#' !*7%)= '+#' 7')'-*!%#=B 3=)"3'% $+#*!*" '+#' %:'$#%#= &' 7"'!*! %$#""#=/"".  M'#&% $+#*!*" %)"%"! &")'$# $+#"7-. A$'%+#= 3'#&= ()'+*(*7' &":')'7/"')' 7* 7*3%" 97#)' $'!#*"'!"!' &")'$# @" "7&")'$#, $" @" 97#)' $'!#*"'!"!' :"' @" %)"%"!'. C'!#*"'!"!' %)"%" !' +*7# &'('7& '7#' &' !*3* ! %$#""#=/"" 97#)'()"7 &')"". A#*7$" $?7& ()&*$/"% +%* ?7>=)"!' $)'+$, $'!#*"'!"!' %)"%"!' $)'+$ @" '!'. C'!#*"'!"!' :"' +*7# "7&'('7& '7#' &' !*3* ! %$#""#=/"". F"' $= $":)% &' %:%$')" $)'@#' +%* +$%&' '!' )=3?7 $7+#%7#'. M%)% %(!"$%#= !% $+#*! %)"%"! % #)'*" += %$(')' #%#' $'!#*"'!"!' :"' -'7'$%!$*!%#= )'>' ():"%+*()% #. Î7 %$'+#*" $7+'$"7/= , ()'/*! &' ?7>%)' +' /"7' %&=* -?7& !% $+#*! %)"% "! *7"#%)@"+=3%)= $+#. D%$= '+#' &'+#*! &' *@) &' $%!$*!%# $+#*! %)"%"! '+#' 3%" &":"$"! &' :"%# 3=)"3'% +%* "7&"$'!' &' 3%)= %+*()% $+#*!*" %)"%"!, &'%)'$' %$'+# "7&"$' #)'*"' += :"' 97 %$'!%@" #"3( +*:"$"'7# ('7#)* % %$(')"" $'!#*"'!"!' :"' @" += 7* :"' ()'% )"&"$%# ('7#)* % (')3"#' 97#)'()"7&')"" += )=3?7= $3('#"#"= @" += $%(#'>'  $')')' +*:"$"'7#=.  M'#&% $+#*!*" +*(!"3'7#%) $+#<(!*+H. P'7#)* /"7')'% $+#*!*" ()&*+*!*" +' %&%*-= !% $+#*! %)"%"!  3%)= :):'#%)=, $%)' %$(')= $'!#*"'!"!' :"'. A$'%+#= 3%)= '+#' &'#')3 "7%#= ()7" 7& &' !% *7 7"'! &' %$#""#% #' *&'$%# $% 7)3%!. A$'%+#= 3'#&= +')'@#' !% $%!$*!*! ()'/*)"!) 97 $3')/*! $* %3=7*7#*!. Î7 +$"3, !% :")3'!' $%)' :%)"$= 3%" 3*!#' #"(*)" &' ()&*+' :%)#' &":')"#', 3'#&% 7* '+#' +%#"+:=$=#%)', &'%)'$' 1

G')-' M'-"@%7, T*&) N"+#)'+$* – J%>'!' M%)8'#"7-*!*"H, '&"#*)% E$73"$=, J*$*)'@#", (%- 12<1

25

)'(%)#">%)'% $+#*)"!) $3*7' 97#)' &":')"#'!' ()&*+' '+#' !%)"%+=.  M'#&% ()%-*!*" &' )'7#%"!"#%#' (*7$#*! 3)# P)%-*! &' )'7#%"!"#%#' +%* (*7$#*! 3)# )'()'>"7#= %$'! 7"'! &' %$#""#%#' %! 97#)'()"7&')"", '()"3%# 97 $":)= &' %:%$')" +%* 97 7*3=) &' *7"#=/", !% $%)' +' %$(')= ##%!"# %#'% $'!#* "'!"!) +%!', :=)= += +' /"7= ():"#*)" +%* ("')&')". S' (%#' %+#:'! $%!$*!% ('7#)* :"'$%)' ()'/ %!#')7%#", 7*3=)*! &' *7"#=/" &' ()&*$/"', $%)' ()"7 ?7>%)' %#"7-' (*7$#*! $)"#"$. 1 P' !?7-= 3'#&'!' %>%#' (' &'#')3"7%)'% ()'/*!*" 97 :*7$/"' &' $+# +('$"%!"@#"" 97 3%)8'#"7(# += +' :!+'%+$= 97 &'#')3"7%)'% ()'/*)"!) @" &' 7"'!*! $')')"" +%* &' '!*/"% $7$*)'7/"!). C')')'% 7* +' $7:*7&= $* %$">"/"7%)'% @" 7"$" $* $7+*3*!. Î7 +'7+ )'+#)?7+, '+#' )% &'  )'!%/"' 97#)' $%7#"#%#'% (' $%)' '+#' &"+(*+ +=  $*3(')' *7 $!"'7# @" (' $%)' '+#' $%(%"! +=  (!=#'%+$=, (' &'  (%)#', @" ()'/*! &' ?7>%)' %! ()&*+*!*" $7+"&')%#, (' &' %!#= (%)#'. S' +')= $= $')')'% '+#', 97 -'7')%!,  :*7$/"' &'+$)'+$=#%)' % ()'/*!*"B $* $?# +' 3"$@)'%>= ()'/*! $* %#?# $)'@#' $')')'%. D"7 (*7$# &' '&')' ()%$#"$, )'+(7+%"!*! $3')$"%! % *)3=)" ()'/*)"!' %7&%"!', ()'/*)"!' %$$'(#%"!', $*3 3%" +*7# '!' 7*3"#', *)3?7& += $3(%)' %(" ()'/*! %7&%"! )'/"7*# @" $+#*! &' ()&*$/"' 97 +$(*! :"=)"" ()'/*!*" &' ?7>%)' &':"7"#". T'7"$"!' &' +#%"!" )' % ()'/*)"!) %$$' (#%"!' ()'+*( *7 *7 %7*3"# &'3') +. S' 97$'(' ()"7 $7+#"#*")'% *7*" '@%7#" 7 )'()'>'7#%#" %! ("'/'" 7*!*" ()&*+. F"'$%)' (')+% 7= "7#')-% #= '+#' "7"#%#= += "7&"$' (%!' #% &' ()'/ 97 "7#')")*! $=)' "% +' +"#*'%> = ()'/*! ()&* +*!*" +#*&"%#. D'@" !% ()"3% '&')' 3'#&% (%)' +%#"+:=$=#%)', ##*@" '% $3()#= %7*3"#' !"3"#' @" #)'*"' += :"' :!+"#= $* ()*&'7/=. P)'/*! %+#:'! &'#')3" 7%# '+#' &'7*3 "# (#"3 &"7 (')+('$ #"% '"+#'7/'" *7'" (=)/" &' ("%/=. A$'+#% 7* '+#' 97 3& !"-%#)"* *7 ()'/ $%)' += 3%"3">'>' ():"#*!. N* #)'*"' += +' $7:*7&' "7&"$'!' 3%"3 &' %$$'(#%"!"#%#' %! ("'/'", $%)' $)'+(*7&' ()'/*!*" (#"3, $* (%)#'% &' ("%/= (' $%)' +(')= +=  %#"7-= 97#)'()"7&')'%. A#*7$" $?7& +' &'#')3"7= ()'/*)"!' (' %>% $+#*)"!) +' "-7)= ()'>'7/% :")3'!) $7$*)'7#' (' ("%/=. O), 97 %7*3"#' $%>*)", )'+(7+%"!"" $3')$"%!" (# :" $7+#)?7@" += /"7= +'%3% &' $7$*)'7/=, % $"%) +%<@" %!"7"'>' ()'/*)"!' ()&*+'!) !) !% ()'/*)"!' $7$*)'7/"!). S*7# ()%$#"$%#' #)'" 3'#&' % F"%)'% ()'/*!*" !% 7" '!*! ()'/*!*" 3'&"* %! ("'/'". E+#' )% &' +"#*%/"% 97 $%)' +' +#%"!'@#' *7 ()'/ 3'&"* %! ("'/'", 97 *)3% *7*" $7 +'7+ "3(!"$"# +%* '(!" $"#. D":')"/"" %-'7/" %* #'7&"7/% +=<@" :"'> ' ()'/*)"!' !% 7"'!*)" :%)#' %()( "%#' &' 7"'!* ! 3'&"* %! ("'/'". A$'+# 3&'! ()'>"7#= %%7#%' 97 *)3=#%)'!' $")$*3+#%7/'  C?7& $+#*)"!' +*7# &":"$"! &' $*%7#":"$%# &"7 $%*>% "7'"+#'7/'" *7*" +"+#'3 &' $7#%"!"#%#' %7%!"#"$= +*:"$"'7# &' ('):'$/"7%#B  C?7& ()'/*! 3'&"* ()%$#"$%# (' )%3*)= $7&*$' !%  )'7#%"!"#%#' %()'$"%#= $% +*:"$"'7#=B  C?7& '"+#= #'%3% &' 3&":"$%)' % ()'/*)"!) &"7 (%)#' $7$*)'7/"!).  F"%)'% ()'/*!*" +* +%* ('+#' ()'/*! ("'/'". P# :" !*%#' 97 $7+"&')%)' &*= (+""!"#=/"  F"%)'% ()'/*!*" +* ()'/*! ("'/'", ()%$#"$%#= &' $=#)' %7*3"/" &'#%"!"@#" $%)' ()$'&'%>= !% )'&*$')" &' 10<0 97 )%()# $* $7$*)'7/"", :')"7& $!"'7/"!) !) +')"$"" 3%" )'+#)?7+'B  U7')", &%) %$'+#'% +*7 $%>*)" )%)', ()'/*)"!' +*7# :"%#' ('+#' ()'/*! ("'/'" &' $=#)' ()&*$=#)" +%* &'#%"!"@#", $%)' ?7& ()&*+' &' !* @" $%)' (+'&=  "3%-"7' &' 3%)$= ()'+#"-"%+=. 1

G')-' M'-"@%7, T*&) N"+#)'+$* – J%>'!' M%)8'#"7-*!*"H, '&"#*)% E$73"$=, J*$*)'@#", (%- 1<1

2

$ F"%)'% ()' /*)"!) (' ("'/'!' (*!"$' $%)' :%$ "' $#*! %&*& '$=)"!). Î7 %$'+# $%> , ()'/*! (%#' :" :"%# :%)#' "7' ()7"7& &' !% )'%$/""!' (+""!' %!' $7$*)'7/"!), &'%)'$' )'+(7+%"!"" $3')$"%!" %" :")3'!) "7#')'+%#' 7* %* %!#= ()'$*(%)' &'$?# +=<@" ()(*7= *7 ()'/ *@) "7:')") :%/= &' )"%!", :=)= += $%)' ##*@" +* $+#*! 3%)-"7%!. S#)%#'-""!' &' +#%"!")' % ()'/*)"!) &' "$'" +' 3&":"$= (' 3=+*)= $' ()&*+*! (%)$*)-' &"')+' :%>' %!' $"$!*!*" +=* &' "% /=. S#%&"*! "7"/"%! &' !%7+%)' '+#', 97 3& &'+'"#, &'+#*! &' ()$%#). S' (%#' :%$' &"+#"7$/"% 97#)' +#%"!")'% ()'/*)"!) 97 $%>*! *7*" ()&*+ $' ()'>"7#= +"3"!"#*&"7" $* *7'!' ()&*+' '"+#'7#' @" +#%"!")'% ()'/*)"!) 97 $%>*! *7) ()&*+' "7%#%)' $%)' +*7# ()#'%#' ()"7 )''#'. O :")3= $%)' &)'@#' += $)''>' *7 ()&*+ 7*, +"3"!%) $* *7'!' '"+#'7#' &'% (' ("%/=, +' $7:)*7#= $* ()!'3% (>"/"7=)"" %$'+#*"%. E% % #)'*" += &'$"&= $*3 +=<@" (>"/"7'>' ()&*+*! 97 )%()# $* ()&*+'!' $7$*)'7#', 97 #')3'7" )':')"#)" !% $%!"#%#' @" !% ()'/. C3(%7""!' $%)' !%7+'%>= (' ("%/= ()&*+' "7%#%)', ()#'%#' &' )''#', +' $7:)*7#= $* ()!'3% +#%"!")"" ()'/*)"!) ('7#)* ()"3% %)=. E!' (# += %!'%-= *7% &"7 *)3=#%)'!' +#)%#'-"" luarea caimacului pieţei @" sta&ilirea preţurilor de penetrare a pieţei. N*3')%+' :")3' $%)' $)''%>= 7" ()&*+' 97 :%>% "7"/"%!= +#%"!'+$ ()'/*)" )"&"$%)' ('7#)* % %$%(%)%H '7"#*)", 7"' ! &*(= 7"'!, &' (' ("%/% )'+(' $#"=. F")3% 9@" +#%"! '@#' *7 ()'/ $%)' :%$' ()&*+*! )'7#%"! !% !"3"#= ('7#)* %7*3"#' +'-3'7#' %!' ("'/'" $%)' &)'+$ :!+")'% 7*!*" ()&*+. Î7 33'7#*! $%)'()&*+' ?7>=)"!' "7"/"%!' %*  #'7&"7/= +$=&')',('7#)* "%) $7$*)'7/"" %3'7"7/= $* "7#)&*$')'% (' ("%/= % 97*7) +"3"!%)', :")3% )'&*$' &' ()'/*)"!' % #)%-' 7"'!*! *)3=#) &' $!"'7/" +'7+""!" !% ()'/*)". A%7#%'!' %$'+#'" (!"#"$" +*7# 3#"%#' &' (%#)* )%/"*7"20  L*%)'% $%"3%$*!*" +' %>'%>= (' +')%/"% $7:)3 $=)'"% ?7>=)"!' +*7# 3%" (*/"7 +'7+""!' !% ()'/ 97 :%>% &' !%7+%)' . E+#' (')"%&% 97 $%)' #%#' ':) #*)"!' &' &"7% 3"$= $3')$"%!= ()3%)'% ?7>=)"!), (*!"$"#%#', +#"3*!%)'% '$"('" &' ?7>=#)" ()'>"7#= $'! 3%" 3%)' ':'$# %+*()% $":)'" &' %:%$')"B  L*%)'% $%"3%$*!*" ("'/'" (')3"#' += +' ():"#' &' *7 +'-3'7# &' ("%/= $%)' %$$'(#= ()'/*)" )"&"$%#', 97%"7#' &' % 97$')$% %!#' -)*(*)" &' $7+*3%#)" 3%" +'7+""!' !% ()'/*)".  C* %$'%+#= (!"#"$= &' ()'/ )'+( 7+%"!"" $3')$" %!" +7&'% >= $')')'% . Î7#)<%&'=), '+#' += +' 97$'%(= ()"7#)<*7 ()'/ )"&"$%# 3%" ()"7 #?)>"*, $?7& ()"3*! +'-3'7# ("%/= % :+#*&"$"+ 97 97#)'-"3' ()+('$#%# @" +%#"+:=$*#, &'$?#@"+=+=+'+$%&= 97$'%(= :')")'% ()&*+'!) !% *7&'()'/ +$=>*#, $%)' += :"' )"&"$%# *!#')"), ('7#)* % %$(')"" *7'!' $+#*)" 7'()'=>*#'B  P)'/*)"!' )"&"$%#', ('7#)*  $')')' $%)' +' %)%#= % :" :%)%"!= ()&*+*!*", %7#)'7'%>= *7 !*3 3%" 3%)' &' ?7>=)" &'$?# %) (*#'% :%$'  (!"#"$= &' ()'/*)" %+'. I7$7'7"'7#'!' $%)' &'$*)- &"7 (!"#"$% &' !*%)' % $%"3%$*!*" ("'/'" +' )':')=, (' &'  (%)#', !% :)?7%)'% '!*/"'" ?7>=)"!), "%), (' &' %!#= (%)#', !% "7$"#%)'% $7$*)'7/"!) 97 % +' "7+#%!% (' ("%/=, %#)%@" &' +(')%7/% *7) 3%)' +*+#%7/"%!'. Î7 !$ += +#%"!'%+$= *7 ()'/ "7"/"%! )"&"$%# ('7#)* % %$%(%)% +'-3'7#' &' ("%/= 3"$", &%) ():"#%"!', *7'!' :")3' *#"!">'%>= +#%"!")'% *7) ()'/*)" &' ('7'#)%)' % ("'/'". A$'+#' :")3' +#%"!'+$ *7 ()'/ "7"/"% ! 3"$, ('7#)* % ('7' #)% ("%/% $?# 3% " )%("& @" $?# 3%" 97 ():*7> "3' – ('7#)* % #)%-' 20

G')-' M'-"@%7, T*&) N"+#)'+$* – J%>'!' M%)8'#"7-*!*"H, '&"#*)% E$73"$=, J*$*)'@#", (%- 20<20

2

)%("& *7 7*3=) 3%)' &' $*3(=)=#)" @" ('7#)* % $?@#"-% *7 +'-3'7#' &' ("%/= "3()#%7#. V!*3*! 3%)' &' ?7>=)" +' % #)%&*$' ()"7 )'&*$')'% $+#*)"!), (')3"/?7& :")3'" += 9@" 3"$@)'>' 97 $7#"7*%)' ()'/*)"!'.21 A!'-')'% *7'" %+'3'7'% (!"#"$" '+#' ()':')%"!= 97 *)3=#%)'!' (%#)* $%>*)"22  C?7& !*3*! ?7>=)"!) '+#' :%)#' +'7+""! !% ()'/, $"%) 97 :%>% &' !%7+%)' % ()&*+*!*"B  C?7& +' (# )'%!">% '$73"" !% $+#*)"!' *7"#%)' &' ()&*$/"' @" &' &"+#)"*/"', ()"7 !%7+%)'% *7) $%7#"#=/" 3%)"B  C?7& +' @#"' $= ()&*+*! % :" %3'7"7/%# &'  "' $7$*)'7/= 97$= &' !% !%7+%)'% (' ("%/=B  C?7& 7* '"+#= ("%/= &' '!"#=, %!#:'! +(*+, $?7& 7* '"+#= +'-3'7#' &' $!"'7#'!= $%)' += %$$'(#' (!%#% *7*" ()'/ )"&"$%# ('7#)* %$">"/"7%)'% *!#"3'" 7*#=/". A%7#%'!' (!"#"$"" &' ('7'#)%)' $7+#%* 97 (*7')'% %)"')'!) $7#)% )"%!"!) (#'7/"%!". P')+('$#"% *7*" ():"# )'&*+, $"%) % *7'" ("')&')" #'3()%)', ()'>"7#= @%7+' 3%)" &' :)?7%)' % $7$*)'7/"!) +%* $"%) &'+$*)%%)'% !) &':"7"#"=. I7$7'7"'7#*! (!"#"$"" &' ('7'#)%)' $7+#= 97 $%)%$#')*! +=* $+#"+"#), 97#)*$?# 7'$'+"#= 3%)" " 7'+#"/"" @" ()'+*(*7' *7 !*3 3%)' &' +#$*)".

1.2.. P!"#"$% @" +#)%#'-"% &' &"+#)"*/"' 1.2..1 P!"#"$% &' &"+#)"*/"' Î7 ()"'$#%)'% $%7%!'!) &' 3%)8'#"7-, ()&*$=#)"" (*7 97 %!%7/= $''% $' '+#' "&'%! $* $''% $' '+#' )'%!. O :")3= 97$'(', &' "$'", +=<@" &'+:%$= ()&*+'!' 7" ('  ("%/= )'+#)?7+=, '7':"$""7& &' (*/"7" %-'7/" &' ?7>=)", &' *7 7*3=) )'&*+ &' %7-)+"@#", &'#%"!"@#". Î7 %$'+# $%>, %!'-')'% $'!*" 3%" *7 $%7%! %) (*#'% += 7* :"'  ()!'3= ()'% $3(!"$%#= ()!'3% '+#' $*3 += $7"7-" *7 7*3=) )'&*+ &' "7#')3'&"%)" += %"=  $7&*"#= %%7#%%+= ('7#)* ()&*+*! #=*. D%$= :")3% % /"7' +*$ $'+' $* 7* ! ()&*+ '% +' % 97&)' (#% @" +()' %!#' ("'/ '. D"7 7*, ()&*$=#)*! % %'% #'7&"7/% += !*$)'>' $* "7#')3'&"%)"" '"+#'7/", &'@" %$'%+#= +#)%#'-"' %) ()'+*(*7' *#"!">%)'% *7) $%7%!' &' 3%)8'#"7- ")"&. P' ("'/' 3%" 3"$", :")3% +' (%#' &'$"&' += ?7&= &")'$# ()"7 &'#%"!"@#", (' ("'/' 3%" 3%)" % "7&' ()"7 &"+#)"*"#)". S"+#'3'!' $%7%!'!) &' &"+#)"*/"' '!*'%>= +()' %$3&%)'% $* $7&"/""!' @" ()#*7"#=/"!' !$%!'. T#*@", ('7#)*  ':"$"'7/= 3%"3=, %7%!">% @" &'$">""!' !'-%#' &' $%7%!'!' &' &"+#)"*/"' #)'*"' += :"' 3*!# 3%" %():*7&%#'. P)"'$#%)'% +"+#'3*!*" *7*" $%7%! &' &"+#)"*/"' ()'+*(*7'  %7%!">% 7'"!) &' +')")' % $7+*3%#)"!)B  &':"7")'% "'$#"'!) @" +#)%#'-"'" &' &"+#)"*/"'B  "&'7#":"$%)'% ()"7$"(%!'!) %)"%7#' %!' &"+#)"*/"'"B  '%!*%)'% %$'+#) %)"%7#'.

1.2..1 S#)%#'-"" &' &"+#)"*/"' 21 22

P"!"( K#!') – P)"7$"(""!' 3%)8'#"7-*!*" – '&"/"% '*)('%7=H, '&"#*)% T')%, J*$*)'@#", (%-. 45 G')-' M'-"@%7, T*&) N"+#)'+$* – J%>'!' M%)8'#"7-*!*"H, '&"#*)% E$73"$=, J*$*)'@#", (%- 20<20

2

Î7 -'7')%!, 97#)'()"7&')'% %)' &' %!'+ 97#)' #)'" (+""!"#=/"  &"+#)"*/"' "7#'7+"=,  &"+#)"*/"' +'!'$#"= @"  &"+#)"*/"' '$!*+"=.2 % D"+#)"*/"' "7#'7+"= +' )'$3%7&=, 97 3& &'+'"#, ('7#)* *7*)"!' "@7*"#', &' $7+*3 $*)'7# (' $%)' $*3(=)=#)"" #)'*"' += !' -=+'%+$= 97 )"$' 33'7#, 97 %()%(' #%#' (*7$#'!' &' ?7>%)'. T%#' $%#'-)""!' &' &'#%"!"@#" '(*7 %$'+#' %)#"$!', :"' $= '+#' )% &' 3%)"!' +*()%:'/' +%* &' 3"$"!' 3%-%>"7'. S$"'#=/"!' $3')$"%!' $%)' %* 97 '&')' %$'+# #"( &' &"+#)"*/"' %* $% +$( += +%#*)'>' $'! 3%" )%("& (+""! ("%/% (#'7/"%!=B "'$#"*! !) '+#' 3%"3">%)'% $":)'" &' %:%$')". 24 P)&*$=#)"" &' *7*)" &' $7+*3 +(')= $= %$'%+#= )"'7#%)' +' % 3%#')"%!">% 97#)< (*#')7"$= $":)% &' %:%$')" @"  (%)#' &' ("%/= $?# 3%" )"&"$%#=. T#&%#= %$'@#" ()&*$=#)" "3()#%#)" #)'*"' += :%$= :%/= %7*3"#) "7$7'7"'7#' , &"7#)' $%)'   *7 $+# &' &"+#)"*/"' 3%)', *+#":"$%# &' 97#)'/"7')' &' )'!%/"" &' (%)#'7')"%# $* :%)#' 3*!/" "7#')3'&"%)"B  )"+$*! ')&=)"" "3%-"7"" &' 3%)$= &%$= *7 ()&*+ &' 3%)$= '+#' $*3(=)%# &' 3%)'% 3%+= &' $*3(=)=#)", '! &'"7' %7%!B  )"+$*! ("')&')"" $7#)!*!*" 3"<*!*" &' 3%)8'#"7- ()()"* $%*>% (%#' :" "&'7#":"$%#= ()"7 %#%$*)"!' 3'3)"!) &"7 ()()"*! +"+#'3B  $+#*)" "3()#%7#' &' $3*7"$%/""!' $* (*!"$*!. D"+#)"*/"% "7#'7+"= :!+'@#' &' )'-*!= $%7%!' &' &"+#)"*/"' !*7-" @" :%)#' !*7-", *7')" $3"7%#' @" $* %!#' +"+#'3' &' &"+#)"*/"' .  D"+#)"*/"% +'!'$#"=. I7"/"%#)*! %$'+#*" #"( &' &"+#)"*/"' ()&*$=#), "3()#%#), '()#%#), -)+"+#, -)*( &' &'#%"!"@#" '#$. % +'!'$#% &"7#)< >7=+'-3'7# &' ("%/= ()'$">%#= , *7 7*3=) !"3"#%# &' "7#')3'&"%)" $* %*#)*! $=))% % )'%!">% &"+#)"*/"% ()&*+'!) ()()"" "3()#%#'  '()#%#'  %$">"/"7%#'. L"3"#?7& 7*3=)*! "7#')3'&"%)"!) &'#%"!"@#"!) ()&*$=#)*! +(')= += +#%"!'%+$= )'!%/"" 3%" (*#')7"$'  +#)?7+'  &' $(')%)' $* :"'$%)' &"7#)' '", :)#":"$?7& %+#:'! $%7%!*! &' &"+#)"*/"' ()()"*. D"+#)"*/"% +'!'$#"= (')3"#' "7"/"%#)*!*" &' $%7%! &' &"+#)"*/"' += %!'%-= +'!'$#" "7#')3'&"%)"" +=" 97 :*7$/"' &' $)"#')""!' +'!'$#%#' &' '! (*#')' :"7%7$"%)=, "3%-"7'% @" &"7%3"+3*! +=*, &"3'7+"*7'% +%* :)/% &' ?7>%)', $%!"#%#'% +')"$""!) :')"#' $!"'7/"!), ()&*+'!' $3(!'3'7#%)'  +"3"!%)' (' $%)' !' ?7&, '#$. D"+#)"*/"% +'!'$#"= '+#' "7' %!'%+= %#*7$" $?7& "7"/"%#)*! *7*" $%7%! &' &"+#)"*/"' &)'@#'  )'7#%"!"#%#' 97%!#= %>%#= (' ?7>=)" !"3"#%#' @" ('  3%)= $3')$"%!= $7:)#%"!=, &%) 7* +' (%#' )'%!">% &'$?# $* ()&*+'+')"$"" &' 3%)$= @" $*3(=)=)" ('7#)* )'<&#%)'. Î7 $%&)*! *7'" &"+#)"*/"" +'!'$#"' +' )'%!">'%>=  $(')%)' ':'$#"= 97#)' %*#)"" 3'3)"" %" $%7%!*!*" &' &"+#)"*/"' :%)"$%7#*! $7#)"*"' (*#')7"$ !% ()3%)'% ()&*+*!*"  $%7%!*!*", "%) "7#')3'&"%)"" &'(*7 ':)#*)" (' 3=+*)= ('7#)* 93("7-')'% ()&*+*!*" +()' *#"!">%#)*! :"7%! +%* !%7+%)'% &' 7" ()&*+' 97 $%7%!*! &' &"+#)"*/"'. A$'%+#= +#)%#'-"' &' &"+#)"*/"' +'!'$#"= ()'+*(*7' *#"!">%)'% &' $%7%!' +$*)#'B '+#' -)'* &' %$$'(#%# $= *7 "7#')3'&"%) -)+"+# +=<@" !"3"#'>' :*7$/"% '+'7/"%!= !% %!'-')'% $!"'7/"!) +=" &'#%"!"@#" $%7%!'!' +$*)#' !"3"#'%>= !% 3%"3*3 '"+#'7#% -)+"@#"!). D"+#)"*/"% +'!'$#"= '+#' )"+$%7#= ('7#)*

2 24

G')-' M'-"@%7, T*&) N"+#)'+$* – J%>'!' M%)8'#"7-*!*"H, '&"#*)% E$73"$=, J*$*)'@#", (%- 22 P):.*7".&). V"$#) M%7!', L'$#) *7".&). M")'!% S#"%7 < 3%)8'#"7- ."!"#'$%.%+'.)

2

()&*$=#) 97 3=+*)% 97 $%)' %$'%+#% (%#' :)?7% ('7'#)%)'% (' ("%/= % ()&*+'!) +%!' "7+*:"$"'7#% $*3(=)=#)"!)$!"'7/" %" &'#%"!"@#"!) +'!'$/"7%/". $ D"+#)"*/"% '$!*+"= '+#' (*+= &"+#)"*/"'" "7#'7+"' ('7#)* $= 7* %*#)">'%>= &'$?# *7 $3')$"%7#, 97#)< )'-"*7' &%#=, += &'/"7= 97 +#$ @" += )'?7&= $!"'7/"!) ()&*+*! "7"/"%#)*!*" &' $%7%!. A$'+# #"( &' &"+#)"*/"' '+#' :!+"#= &' ()&*$=#)"" &' *7*)" &' 3%)$= &' !* $%)' %$)&= "7#')3'&"%)*!*" &)'(#*! &' ?7>%)' '$!*+"=, $* '$!*&')'% ?7>=)"" ()&*+'!) +%* 3=)$"!) $7$*)'7#'. P)&*$=#)*!, %$)&?7& ()""!'-"*! '$!*+""#=/"" *7*" "7#')3'&"%) (' *7 %7*3"# +'-3'7# &' ("%/=, %)' %#?# %%7#%' *7 :%)#' *7 $7#)! %! &"+#)"*/"'" (' (!%7*! $%!"#=/"", +')"$""!), ()'/*!*" @" %! ()'+#"-"*!*" $?# @" &'>%%7#%' (%#' +%$)":"$%  (%)#' % ("'/"", :=$?7& 3%" &":"$"! %$$'+*! !% ()&*+'!' +%!'. C?# ()"'@#' "7#')3'&"%)*!, '7':"$"%) %! $7#)%$#*!*" $3')$"%! &' '$!*+""#%#', "7#')'+*! +=* /"7' &' $#% &' '7':"$"* $7:)#%"!= +#%"!"#= &' :")3% ()&*$=#%)', $"%) &%$= %$#""#%#'% +% +' )'+#)?7-' $7:)3 $7/"7*#*!*" $7#)%$#*!*"  *7"#%#' &' ()'>'7#%)' @" &'+:%$')', '7':"$"%)= % *7*" $7#)%$# &' '$!*+""#%#', )'()'>"7#= :")3% $* $%)' % 97$'"%# %$'+# $7#)%$#B '+#' &'$" !"-%#= += 7* $3')$"%!">'>' ()&*+' !' %!#) :")3' $7$*)'7#' ('7#)* (%)#'7')*! +=*. D' ''3(!* $7#)%$#*! &' :)%7$"+"7- '+#'  :)3= (%)#"$*!%)= &' &"+#)"*/"' '$!*+"=. U7 ()&*$=#), &'7*3"# :)%7$"+'*) :')= *7*" &'#%"!"+#, &'7*3"# :)%7$">%#  :)%7$"+'+  $!'$/"' &''$()&*+' +')"$"" "7$!*+" +%") :%")' @"  3%)$= 97)'-"+#)%#= (' $%)' += !' $3')$"%!">'>' !*+" 97#)< )%>= &' %$/"*7'.*7 D*(= "&'7#":"$%)'% +"+#'3'!) &' &"+#)"*/"' (+""!' &' %(!"$%# ()&*$=#)*! "3()#%#)*! @"+%* "7"/"%#)*! +"+#'3*!*" &' &"+#)"*/"' '+#' !"-%# += :%$=  '%!*%)' % %$'+#)% ('7#)* % %!'-' *7*! +%* 3%" 3*!#' $%7%!' &' &"+#)"*/"', 97 :*7$/"' &' "'$#"'!' ()'+#%"!"#'.

1.2.4. P!"#"$% @" +#)%#'-"% &' ()3%)' 1.2.4.1 P!"#"$% &' ()3%)' A$#""#%#'% ()3/"7%!= $*7%@#', 97 (')"%&% %$#*%!=,  3%)' %)"'#%#' +* )%()#*! $7/"7*#*!*", )!*!*", :)3'" &' )'%!">%)' '#$. D' %"$" @" &":"$*!#%#'% $!%+":"$=)"" !) )"-*)%+', :%(# $' % $7&*+ !% *#"!">%)'% < 97 !"#')%#*)% &' +('$"%!"#%#' < % *7) +$'3' &":')"#' &' -)*(%)' @" &'!"3"#%)'. C*  :)'$'7/= 3%" 3%)' +*7# )'/"7*#', &)'(# $)"#')"" '+'7/"%!' &' &'!"3"#%)', 7%#*)% @" )!*! !) 97 +"+#'3*! $3*7"$%/"7%! %! 97#)'()"7&')""B 97 :*7$/"' &' %$'+#' $)"#')"", %$#""#=/"!' ()3/"7%!' +' (# +#)*$#*)% %+#:'! % (*!"$"#%#'%B  ()3%)'% ?7>=)"!)B $ )'!%/""!' (*!"$'B & *#"!">%)'% 3=)$"!)B ' 3%7":'+#=)"!' ()3/"7%!'B : :)/'!' &' ?7>%)'. L% )?7&*! !), :"'$%)' &"7#)' %$'+#' $3(7'7#' '7':"$"%>= &' ()$'&'', #'7"$" @" 3"!%$' +('$":"$' &' %$/"*7'.25 F)3?7& 93()'*7= $7/"7*#*! *7'" (!"#"$" ()3/"7%!' *7"#%)', %$'+#' $3(7'7#' +' &'+''+$ ()"7 3&*! (%)#"$*!%) 97 $%)' (%)#"$"(= !% %#"7-')'% "'$#"'!) +#)%#'-"$' %!' 97#)'()"7&')"". A+#:'!, 8u(*#c#7+7'+#'  %)"%"!= $%!"#%#"=, &' 7%#*)= (+"!-"$=, $* %$/"*7' (' #')3'7 !*7- @" $%)', 97 -'7')%!, '+#' -)'* 3=+*)%"!= $%7#"#%#" 97 ()""7/% ':'$#'!) '$73"$' (' $%)' !' -'7')'%>=. 97 +$"3, 8!oo'7!+7 'Bn>ă!#*o!'+#'  %)"%"!= &' )&"7 $%7#"#%#" @" $* %$/"*7' (' #')3'7 +$*)#B 97 %7+%3!*! 25 V")-"! A&=+$=!"/'", C%)3'7 J=!%7, Ş#':%7 J$... B V")-"! J%!%*)' $)&. – M%)8'#"7-H, '&. U)%7*+, J*$*)'@#", 2000, (%-. 42

0

!), #'7"$"!' $*()"7+' 97 %$'+# -)*( %&*$ $7+*3%#)*!*" %%7#%' '$73"$', 3%#')"%!' @" "3'&"%#', $%)' (# :" $* *@*)"7/= 3=+*)%#' $%7#"#%#", "%) 97#)'()"7&')"" 9" :')= (+""!"#%#'% '')$"#=)"" *7*" $7#)! )"-*)+ %! %$#""#=/"!) &'+:=@*)%#'.R+*7$##*+ 8u(*#c+ -)*('%>=  +')"' &' #'7"$" $* %$/"*7' @" ':'$#' (' (!%7 (+"!-"$ @" (' #')3'7 !*7-, &' %+'3'7'% -)'* &' 3=+*)%# 97 #')3'7" '$73"$". U#*#>7!+7 ă!c#*o! $")$*3+$)"' %7+%3!*! +'37'!) &"+#"7$#"' 3'7"#' += "7&""&*%!">'>' *7 ()&*+,  -%3= &' ()&*+',  :")3= '#$., 97 )%()# $* $'!' %!' $7$*)'7/'", += %#)%-= @" += +#%"!">'>' :"&'!"#%#'% $7+*3%#)"!), += $)''>' "$'"*)" &' $7+*3, += -%)%7#'>' $%!"#%#'% ()&*+*!*" @" += $')#":"$' 7#)"'#%#'% @" ()'+#"-"*! :")3'"B +' $%)%$#')">'%>= ()"7#)< %$/"*7' (' #')3'7 !*7- @" (' (!%7 (+"!-"$, &%) @" ()"7 (+""!"#%#'% $7#)!*!*" )'>*!#%#'!) /"7*#'.M7n#%+)ă!#*+ 8!oo$#on7*+, %)"%"!= &'(#)"= $%!"#%#"= @" $%7#"#%#"=, ()'+*(*7' *#"!">%)'%, (' (')"%&' &' #"3( &'#')3"7%#', % 97#)'-"" -%3' &' #'7"$" @" %$/"*7" ()3/"7%!', $* ':'$#' '$73"$' "3'&"%#' $% @" (' #')3'7 !*7-. Fo!$+*+ d+ 'Bn>7!+ 97#)*7'+$  +')"' &' #'7"$", 97 -'7')%! '#')-'7' ()+('$#%)', &'37+#)%/"', %)-*3'7#%)', 7'-$"')', 97$'"')' &' $7#)%$#' '#$. ">?7& "'$#"' $%7#"#%#"', '()"3%#' 97 $":)' &' %:%$')" @" &'$" *@) &' &'#')3"7%#, $% @" !'-%#' &' :)3%)'% "3%-"7"" 97#)'()"7&')"". I7&":')'7# &' 7%#*)% %$#""#=/"!) ()3/"7%!', &' 3-'7"#%#'% +%* '#')-'7"#%#'% #'7"$"!) (' $%)' !' ()'+*(*7, &' %$/"*7'% !) 97 #"3(, &' ':'$#'!' '$73"$' (' $%)' !' %7#)'7'%>= '#$., 97#)'()"7&')'% 3&')7= #)'*"' += %"= (')3%7'7# 97 '&')' $%)%$#')*! !) $3(!'3'7#%)B  (!"#"$= &' ("%/= %$#"= @" ':"$"'7#= "3(!"$= :!+")'% !) 7* 97 3& ">!%#, $" 97$)()%#' 97#)< (!"#"$= ()3/"7%!= 97$'-%#= @" (')%/"7%!=, %(#= += $7#)"*"' !% 97:=(#*")'% "'$#"'!) +%!' +#)%#'-"$'. Î7 %$'!%@" #"3(, ':"$"'7/% *#"!">=)"" %)"%"!'!) ()3/"7%!' 97 $%&)*! %$#""#=/"!) &' ("%/= &'("7&', 97 3=+*)= 97+'37%#=, &' 3&*! 97 $%)' %$'+#'% +*7# "7#'-)%#' 97 (!"#"$% -'7')%!= &' 3%)8'#"7- % 97#)'()"7&')"", $% @" &' 3%7"')% 97 $%)' +' )'%!">'%>=$)&7%)'% %$#""#=/"" ()3/"7%!' $* $'!'!%!#' $3(7'7#' %!' 3"*!*" &' 3%)8'#"7-. Î7 33'7#*! 97 $%)' ()&*$=#)"" $)''%>= 7" ()&*+' )'!*/"7%)', %) (*#'% $)'&' $= %3'7"" +' ) 97-)=3=&"" += !' $*3(')'. D' 3*!#' )" ()&*$=#)"!) !'<% :+# :%)#' -)'* += %$$'(#' $=, 97 (:"&% #*#*)) %7"!) $'!#*"/" $* $')$'#%)'%<&'>!#%)'% @", *!#')"), $* ()3%)'% ()&*+*!*" !), $7+*3%#)"" 9" %$)&= (*/"7= %#'7/"' +%* &'!$. N* '"+#= 7"$"  -%)%7/"' $= %$'@#"% ) 97#)''&'%  7'"' ('7#)* ()& *+. Î7 ()"3*! )?7& , $7+*3%#)"" +<%) (*#'% += 7* +' :" -?7&"# 7"$"&%#= $= %* 7'"' +%* $= &)'+$ ()&*+*! @", $% *)3%)', '" 7* +' +"3# !"-%/" +=
)'$*7+$ :%(#*! $= %* 7'"' &' ()&*+, '+#' %'#%(% ("7"')%# . 7'"% ('7#)* *7 %+'3'7'% E#%(% &' ("7"')%# )'()'>"7#= '#%(%%$'%+#% (*!"$"#%)= *7*"&' ()&*+ 97 $%)' ()&*+ 7* '+#' )'$*7+$*#= @" #)'*"' "&'7#":"$%#=, +%* '#%(% 97 $%)' 7'"% % :+# "&'7#":"$%#=, &%) +*$$'+*! *7*" *7 97 +%#"+:%$')'% %$'+#) $')"7/' #)'*"' +#%"!"#. P*!"$"#%#'% 97 '#%(% &' ("7"')%# "7#)&*$'  "&'' $%)' :%$' $7$'(#'!' %7#')"%)' += (%)= 97'$"#'. T)'*"' %)=#%# $= 3&' !'!' $%)' ')%*  &%#= %$$'(#%#' $% +"7-*)'!' (+" "!' %* :+# 93*7=#=/"#' @" $= !"3"#'!' 97&'!*7- #!' )%#' $% 7)3%!' +*7# 97 ()'>'7 # &'(=@"#'. P*!"$"#%#'% 97 %$'%+#= '#%(% #)'*"' += :%$= 3*!# 3%" 3*!# &'$?# +"3(!% ()'>'7#%)' % ()&*+*!*" – #)'*"' += $)''>' *7 "$'" 7*, += +$"3' &'()"7&')"!', += '!%)'>'  7*= *#"!">%)' +%* += $%*#' += &'>!#' 7" +#%7&%)&' &' "%/ =. P' +$*)#, (* !"$"#%#'% 97 '#%(% &' ("7" ')%# % $"$!*!* " &' "%/= % *7*" ()& *+ #)'*"' += "7+#)*"%+$= $7+*3%#)*! &'+()' ()&*+ +%* +')"$"*.

2

Q. T3%+ R*++'!, . R!%7& L%7' – M%7*%! &' (*!"$"#%#'H, '&"#*)% T')%, J*$*)'@#", 2002, (%- <5

1

O"'$#"*! '#%('" &' ("7"')%# % $"$!*!*" &' "%/= % *7*" ()&*+, )'&*+ !% $'" 3%" +"3(!" #')3'7", '+#' += "7+#)*"%+$= $7+*3%#)"" &'+()' 7*! ()&*+ +%* +')"$"*B += %)%#' $= %3'7"" %*  7'"' (' $%)' 7*  )'$*7+$*+')= (?7= %#*7$" @" $= ()&*+*! !% $%)' +' :%$' )'$!%3= 97&'(!"7'@#' %$'% 7'"'B  += %)%#' $= %$*3 '"+#= *7 ()&*+ (' $%)' '+#', 97#)<%&'=), $%(%"! += +%#"+:%$=  7'"' $%)' % :+# "&'7#":"$%#= &'%, &%) 7* % (*#*# :" +%#"+:=$*#= 97%"7#'. P*!"$"#%#'% &"7 '#%(% &' ("7"')%# %$$'7#*'%>=, 97 -'7')%!, $''% $' (%#' :%$', :')" +%* :*)7">% *7 ()&*+ @" $%)' 7* % (*#*# :" :=$*#, :')"# +%* :*)7">%# &' 7"$" *7 %!# ()&*+ %7#')"). U7 %&'=)%# ()&*+ )"-"7%! :')= 3%" 3*!# &'$?#  93*7 =#=/")' 3"7)=. P'7#)* :")3'!' "3(!"$%#' 97 (*!"$"#%#' '+#' "3()#%7# += 7* *"#' $= $''% $' &'#')3"7= '#%(% (*!"$"#%)= '+#' (')$'(/"% $7+*3%#)*!*" &'+()' ()&*+. Î7 '#%(% &' ("7"')%#, $7+*3%#)*! 97$'%)$= += )=+(*7&= !% 97#)'%)'% L% $' :!+'@#' ()&* +*!H. N* $7#'%>= $* %&'=)%# $' -?7&'@#' ()&*$=#)*!. C7+*3%#)*! '+#' &' (=)')' $= 93*7=#=/")"!' ()&*+*!*" +*7# +'37":"$%#"' S%*, '+#' %$'%+#% 97#)< %&'=)  $%!' 3%" *7= &' % :%$' !*$)*)"!' D' "$'", !% 97$'(*#*)"!' "7#)&*$')"" *7*" 7* ()&*+, +*7# 7'$'+%)' $'!#*"'!" 3%)" &' (*!"$"#%#' @" &' ()3%)' ('7#)* % $)'% $7@#"'7#">%)'% @" % :%3"!"%)">% $7+*3%#)"" /"7#= $* %%7#%'!' ()&*+*!*". P'7#)* % +' '#"7&', ()&*$= #)*! #)'* "' += $?@#"-'  7*= &"+#)"*/"', +=  

&'#')3"7' $7+* 3%#)*! += 97$')$' ()&*+ *! @" += 3=)'%+$= ("'/'!' -'-)%:" $'. Î7 %$'+# 33'7# , ()&*+*! 97 '#%(% &' ("7"')%# 7* '+#', &' )'-*!=, ():"#%"!. C* %!#' $*"7#', (# '"+#% *7 7*3=) &' :%$#)" "3(!"$%/" 97 %$$'(#%)' @" $*3(=)%)'. D' "$'", %%7#%*! ()"7$"(%! &' :" 97 '#%(% &' ("7"')%# '+#' %$'!% &' % &''7" !"&') $* *7 %%7+ +*+#%7/"%! :%/= &' $'"!%!/". A@%&%), *7 ':)# ('7#)* % :" 97 '#%(% &' ("7"')%# (%#' += %+"-*)' $!"'7/" 97%"7#' $"%) &' %(%)"/"% $7$*)'7/'". D*(= %$''%, +'$)'#*! '+#' += 9/" (=+#)'>" $#% &' ("%/=.

1.2.4.2 S#)%#'-"" &' ()3%)' I3()#%7/% @" *#"!"#%#'% &'+:=@*)=)"" &' $=#)' 97#)'()"7&')"!' 3&')7', 97 $%&)*! )'!%/""!) &' ("%/=, % *7'" %3(!' %$#""#=/" ()3/"7%!' +*7# 97 ()'>'7# *7%7"3 %$$'(#%#'. P)!'3'!' $'!' 3%" &":"$"!' 97 !'-=#*)= $* %$'+#' %$#""#=/" +' )':')= !% 3&%!"#=/"!' $7$)'#' &' %$/"*7' @", 3%" %!'+, !% )'%!">%)'% *7*" &>% $)'+(*7>=#) &' &)"#, (#"3 %! &":')"#'!) %)"%"!' ()3/"7%!', ('7#)* $% %$/"*7'% !) $7*-%#= += $7&*$= !% )'>*!#%#'!' '$73"$' $'!' 3%" *7'. Î7 %$'%+#= ()""7/=, +' $') %7%!">%#' %#'7# %#?# $%)%$#')"+#"$"!' $%)' &':"7'+$ "3()#%7/% @" &'#')3"7= ':"$"'7/% :"'$=)'" $3(7'7#' ()3/"7%!' 97 (%)#' 97 $%&)*! %$'+#)%, %, :"'$=)*" "7+#)*3'7# +('$":"$ &' %$/"*7', $?# @" ':'$#'!' "7#')%$/"*7"" !). S"+#'3*! &' "7&"$%#)" $' (%#' +')" *7'" %+#:'! &' %7%!">' $*()"7&' 7%#*)% 3'+%*!*", %*&"'7/% @" $)'&""!"#%#'% 97 )?7&*! (*!"$*!*", :!'""!"#%#'% @" &*)%#% &' %$/"*7', *-'#'!' 7'$'+%)' @" $7#)!*! %+*()% )'>*!#%#'!).2 D'+"-*), 7* +' (*7' ()!'3% %!'-')"" @" *#"!">=)"" '$!*+"' % %$'!'" $3(7'7#' ()3/"7%!' $%)' :*)7">'%>= $'!' 3%" 97+'37%#' )'>*!#%#', 97#)*$?# 7"$" *7% &"7#)' %$'+#'% 7* ()'>"7#= %%7#%' $%#'-)"$' (' #%#' (!%7*)"!', 97 )%()# $* $'!'!%!#'. D"7 %$'%+#% $%*>=, '!%)%)'% (!"#"$"" ()3/"7%!' $7+#"#*"' *7 ()$'+ $3(!', &' 3%"3= )'+(7+%"!"#%#' ('7#)* )-%7'!' &' &'$">"', 2 V")-"! A&=+$=!"/'", C%)3'7 J=!%7, Ş#':%7 J$... B V")-"! J%!%*)' $)&. – M%)8'#"7-H, '&. U)%7*+, J*$*)'@#", 2000, (%-. 454<45

2

&'%)'$' 97#)'()"7&')"" 7*<" (%#' :" "7&":')'7#= $'!#*")'% *7) :7&*)" =7'@#" %&'+'% "3()#%7#' :=)= += '+#"3'>' @" ':"$"'7/% %$'+#*" ':)#. O(#"3">%)'% )%()#*!*" &"7#)' ':)#*)" @" )'>*!#%#', 97 %$'%+#= ()""7/=, )'$!%3=  %)&%)' +#)%#'-"$= % 97#)'-"" %$#""#=/" ()3/"7%!', 97 +#)?7+= !'-=#*)= $* +#)%#'-"% -!%!= % 97#)'()"7&')"". C% @" 97 $%>*! $'!)!%!#' %)"%"!' %!' 3"*!*" &' 3%)8'#"7- < ()&*+, ()'/, &"+#)"*/"', '!%)%)'% +#)%#'-"'" ()3/"7%!' 97 %7+%3!* @" % (/"*7"!) +#)%#'-"$' &')"%#' $7+#"#*"' *7 ()$'+ $3(!', &":"$"! &' )'%!">%#, &%) (' &'(!"7 (+""!. E! "3(!"$=  $*7%@#')' 97 &'#%!"* % 3'&"*!*" '$73"$<+$"%!, % $'!*" $7$*)'7/"%!, % ("'/'" @" % 3'$%7"+3'!) %$'+#'"%, % $3()#%3'7#'!) &' $7+*3, % 3&%!"#=/"!) &' %$/"*7' % 97#)'()"7&')"!) (%)#'7')' @" $7$*)'7#' $% @" % +('$":"$*!*" @" ':'$#'!) (' $%)' !' (%#' %'% *#"!">%)'% &":')"#'!) "7+#)*3'7#' ()3/"7%!'. D*(= $*3 +<% =>*# 97 $%("#!'!' %7#')"%)', :"'$=)'" $3(7'7#' % 3"*!*" &' 3%)8'#"7- 9" +*7# $%)%$#')"+#"$' 7*3')%+' @" %)"%#' (/"*7" +#)%#'-"$', 3'7"#' += &")'$/"7'>' %$/"*7"!' @" ':)#*)"!' &' 3%)8'#"7- ()"7 $%)' 97#)'()"7&')'% 3&')7= +' "3(!"$= 97 3'&"*! +=* '#')7, 97 +('$"%! 97 $%&)*! ("'/'". A$'!'%@" $)&7%#' +#)%#'-"$' "7#')"7 @" 97 $%>*! %$#""#=/"" ()3/"7%!'B %$'%+#% (%#' :" &":')'7/"%#= ()7"7& &' !% $?#'% 7"'!' @" $)"#')"", 97 :*7$/"' &' $%)' ) :" :)3*!%#' %)"%7#' +#)%#'-"$' +('$":"$'. A+#:'!, !% 7"'!*! "'$#"'!) *)3=)"#' ()"7 &'+:=@*)%)'% %$#""#=/"" ()3/"7%!', 97#)'()"7&')'% (%#' (#% ('7#)* )"'7#%)'% ':)#*)"!) 97 &")'$/"% promovării imaginii +%!' glo&ale 97 promovarea e-clusivă a produsului AserviciuluiB $%&)*! Î7 3'&"*!*" %! ("'/'" ('7#)* ("'/'". $%>*! 97'#')7, $%)' +' *)3=)'+%* @#' () 3%)'% "3%-"7"", +' (# %'% 97 '&')' &*= %)"%7#' &"+#":')"# 7$#' +#)%#'-"%de promovare a imaginii@" +#)%#'-"% &' e-tindere a imaginii. Î7 $%&)*! +#)%#'-"'" &' '#"7&')' % "3%-"7"", 9 7#)'()"7&')'%, 97 $7#'#*! +%* +* &'7*3")'% *7'" 3=)$" )'$*7+$*#' @" $7+!"&%#' (' ("%/=, (%#' :')" @" %!#' ()&*+' +%* +')"$"", +$7#?7& $% @" %$'+#'% += 97#)*7'%+$= %$''%@" %&'>"*7' 97 )?7&*! $7+*3%#)"!) @" += +' *$*)' &' ()'+#"-"*! $*$')"# &' 3%)$% '"+#'7#=. V%)"%7#'!' 3'7/"7%#' (# +')", 97 $7#"7*%)', ('7#)* :)3*!%)'% *7) +#)%#'-"" &')"%#', )'+('$ #" &' "7:)3%)' 97 $%&)*! ("'/'", &'+#"3*!%)' % $')')"", &' &":')'7/"')' % :')#'", &' +#%"!">%)' % ?7>=)"!) '#$. S' (%#' +')%, $"%) @" 7*3%" &"7 '7*7/%)'% !), $= '!' +' $)'!'%>= &")'$# $* "'$#"'!' 3%" -'7')%!' %!' 97#)'()"7&')"" @" ()'+*(*7 "'$#"' +('$":"$' $%)' (# $7#)"*" !% )'%!">%)'% "'$#"'!) +#)%#'-"$' &' %7+%3!* %!' 97#)'()"7&')"". M&*! &' &'+:=@*)%)' 97 #"3( % %$#""#=/"" ()3/"7%!' $7+#"#*"' *7 %!# $)"#')"* &'

&":')'7/"')' %*7'" (/"%$#""#=/" *7"!) +#)%()3/"7%!' #'-"$' %!' 97(')3%7'7#' #)'()"7&')"". – Î7 '+# $%>, +'':)#*)" (# %:"7%7$"%)' '% 97 '&') ' :"' &'+:=@*)%)'% $%)'%$()'+*(*7' "3()#%7#' – :"' &'+:=@*)%)'% $* "7#')3"#'7/= % *7) %$/"*7" ()3/"7%!', &"$#%#' &' :%$#)" &' +'>7%!"#%#', &' %7*3"#' +"#*%/"" $7*7$#*)%!' '#$. A$'+#'% &"7 *)3% "%*, *7')", :)3%$%3(%7""!) ()3/"7%!' &' ("!&=, ('7#)* ()3%)'% ()&*+'!) +('$":"$' *7*" %7*3"# +'>7 $%!'7&%)"+#"$, ('7#)* %)#"$!' $' :%$ "'$#*! *7) +!&=)", % $'!) &'+#"7%#' $7+*3*!*" $%>"7%# &' &'+:=@*)%)'% *7) ''7"3'7#' +('$"%!' '#$.. N%#*)% @" $7&"/""!' $7$)'#' %!' ("'/'" 97 $%)' %$/"7'%>=, -)%&*! &' $3('#"#""#%#' @" "7#')'+'!' "3'&"%#' +%* &' (')+('$#"= (*7 97#)'()"7&')'% 97 :%/% &':"7")"" )!*!*" (' $%)' 9! %#)"*"' %$#""#=/"" ()3/"7%!'. A+#:'!, 97 +"#*%/""!' 97 $%)' +' "7#'7/"7'%>= (=#)*7&')'% @" $*$')")'% *7'" ("'/' )" %#)%-')'% $!"'7/"!) :")3'!) $7$*)'7#' +' (%#' %&(#%  +#)%#'-"' ()3/"7%!= oensivă= $' ()'+*(*7' *#"!">%)'% 3%+"= % #*#*)) 3"!%$'!) ()3/"7%!' @" *7 *-'# $7+"&')%"!B  %+'3'7'% +#)%#'-"' '+#' +('$":"$= :")3'!) $* *7 "3()#%7# (#'7/"%! 3%#')"%! @" :"7%7$"%) @" +' *+#":"$= 7*3%" 97 3=+*)% 97 $%)' '"+#= +"-*)%7/% /"7')"" *7'" $#' &' ("%/= )"&"$%#'. Î7 +"#*%/""!' 97 $%)' '!*/"% ("'/'"



"7&"$=  +#%-7%)' +%* *7 &'$!"7 97 $"$!*! &' "%/= %! ()&*+*!*" :')#'" "%) $7&"/""!' &' $7$*)'7/= %!' ("'/'" +*7# &'+'"# &' %+()', 97#)'()"7&')'% (%#' $7$'('  +#)%#'-"' ()3/"7%!= &' apărare AdeensivăB=$=*#?7& +=<@" %(')' @" +=<@" 3'7/"7= (>"/"% (' ("%/=B 97 %$'+# +'7+, '% 9@" % !"3"#% ':)#*)"!', (')?7& )'+#)*$#*)=)" 97 *-'#*! ()3/"7%! @" !% 7"'!*! 3"!%$'!) &' %$/"*7' 97 $%&)*! ("'/'"

1&0 P*7n#%#c7!+7 8!odu)u*u#: c7!7c+!u* "# con$#nuu* 8*7nu*u# d+ 7!<+#n; F"'$%)' 7"'! %! ()&*+*!*" !"7"' &' ()&*+, 3%)$= #)'*"' += $7$'%(= *7 (!%7 &' 3%)8'#"7('7#)* 97&'(!"7")'% "'$#"'!) +%!'. P!%7*! &' 3%)8'#"7- '+#' *7*! &"7#)' $'!' 3%" "3()#%7#' )'>*!#%#' %!' ()$'+*!*" &' 3%)8'#"7-. P!%7*)"!' &' 3%)8'#"7- &'"7 3%" )"'7#%#' %+*()% $!"'7/"!) @" $7$*)'7/"!), 3%" "7' -?7&"#' @" 3%" )'%!"+#' &'$? # 97 #)'$*#. P!%7*)"!' 97-!'%>= 3%" 3*!#' "7:)3% /"" &' !% #%#' :*7$/" *7"!' @" +*7# $7$'(*#' 97 '$"(=. D")'$#)"" &' 3%)8'#"7- +' (')$'( 97#)< 3=+*)= &"7 $' 97 $' 3%" 3%)' 3%" 97#?" $% 3%7%-')" ():'+"7"@#", "%) %(" $% +('$"%!"@#". P!%7":"$%)'% &'"7' *7 ()$'+ $7#"7** ('7#)* % )=+(*7&' $7&"/""!) ("'/'" $%)' +' +$"3= )%("&. Î7 %$'!%@" #"3(, ()$'&*)"!' @" $7/"7*#*! (!%7":"$=)"" &' 3%)8'#"7- %)"%>= $7+"&')%"! &' !%  :")3= !% %!#%. P!%7*! '+#' &'7*3"# 97 &"')+' :'!*)" (!%7 %! :")3'"H, (!%7 &' 3%)8'#"7-H, @" *7')" (!%7 &' =#%"'H. C'!' 3%" 3*!#' (!%7*)" &' 3%)8'#"7- %$(')= *7 %7. P!%7*)"!' %)"%>= 97 !*7-"3', %?7& &' !% +* 5 (%-"7" (?7= !% ('+#' 50 &' (%-"7". O +')"' &' :")3' 9@" "%* (!%7*)"!' :%)#' 97 +')"+, 97 #"3( $' !%#'!' !' (')$'( $% (' *7 -"& -'7')%! &' %$/"*7'.

1..1 F*7$/""!' (!%7*!*" &' 3%)8'#"7R'>*!#%# %! $7#)"*/"'" &":')"#'!) 7"'!*)" )-%7">%#)"$', (!%7*! &' 3%)8'#"7- 97&'(!"7'@#' %7*3"#' :*7$/"" 97 $%&)*! )-%7">%/"'". P)"7#)' $'!' 3%" "3()#%7#' +' 97+$)"*  "&'7#":"$%)'% +*)+'!) %%7#%*!*" $3('#"#" %! 97#)'()"7&')"" (' ("'/'!' (' $%)' (')'%>=B  )"'7#%)'% %$#""#=/"" )-%7">%/"'" 97 :*7$/"' &' 3*#%/""!' &"7 3'&"*! "7#')7 @" '#')7B  &"3"7*%)'% +%* '"#%)'% "3(%$#*!*" 7':%)%"! %! *7*" 3'&"* "7+#%"! +%* #*)*!'7#B  +#%"!")'% $!%)=, 97 #')3'7" :"7%7$"%)", $%7#"#%#"" @" $%!"#%#"", % "'$#"'!) ""#%)'B  $)&7%)'% ':)#*)"!) &'(*+' &' +')"$""!' $3(%)#"3'7#'!' &'(%)#%3'7#'!' )-%7">%/"'" ('7#)* 97&'(!"7")'% "'$#"'!) &' 3%)8'#"7- @" -'7')%!' %!' 97#)'()"7&')""B  $)'@#')'% -)%&*!*" &' "3(!"$%)' % (')+7%!*!*", ()"7 +('$":"$%)'% +%)$"7"!) (' $%)' !' ) 97&'(!"7" @" % "7#')%!'!) &' #"3( %:')'7#'B  %!$%)'% )'+*)+'!) ('7#)* &":')"#'!' %$#""#=/" &' 3%)8'#"7-, 97 :*7$/"' &' $7#)"*/"% !) !% 97&'(!"7")'% "'$#"'!) +#%"!"#'B  %+"-*)%)'% 97&'(!"7")"" *7"#%)', &' $=#)' #/" 3%7%-')"" @" +('$"%!"@#"" 97#)'()"7&')"", % "'$#"'!), +#)%#'-""!) @" ()-)%3'!) &' %$/"*7'B  :')")'% *7) (*7$#' &' )':')"7/= ('7#)* '%!*%)'% )'>*!#%#'!) /"7*#', 97 '&')'% %&(#=)"" 3=+*)"!) 7'$'+%)' &' %3(!":"$%)' % )'>*!#%#'!) (>"#"' @" &' $)'$#%)' % %+('$#'!) 7'-%#"'.

4

P!%7*! &' 3%)8'#"7- '+#'  $3(7'7#= "3()#%7#= % (!%7*!*" &' %:%$')", %!=#*)" &' (!%7*)"!' $)'+(*7>=#%)' $'!)!%!#' :*7$/"" %!' 97#)'()"7&')"" $')$'#%)'<&'>!#%)', ()&*$/"', (')+7%! @" :"7%7$"%)=. E! % :" '!%)%# ('7#)* :"'$%)' &"">"*7' % )-%7">%/"'", *7"#%#' +#)%#'-"$= &' %$#""#%#', $%#'-)"' &' ()&*+, ()&*+ @" ("%/= /"7#=. L% )?7&*! !), (!%7*)"!' &' %:%$')" +*7# (=)/" "7#'-)%7#' %!' (!%7*!*" +#)%#'-"$ %! 97#)'()"7&')"".

1..2 T"(!-"% (!%7*)"!) &' 3%)8'#"7P!%7*)"!' &' 3%)8'#"7- +*7# :%)#' %)"%#'. V3 ()'>'7#% &%) &*= &"7#)' $)"#')""!' $'!' 3%" "3()#%7#' &' $!%+":"$%)' % !), @" %7*3' 3'#&!-"% &' '!%)%)' @" +$(*! *)3=)"#. D#n 8uncu* d+ '+d+!+ 7* +odo*o;#+# d+ +*7(o!7!+, (!%7*! &' 3%)8'#"7- +' (%#' )'-=+" +* *7% &"7 *)3=#%)'!' :)3' (!%7 ()'%!%"!B ()"'$# &' (!%7B (!%7 &' 3%)8'#"7-. P!%7*! &' 3%)8'#"7- '+#' *7 &$*3'7# $3(!'#, +#%"!"# 97 (')"%&% ()'3')-=#%)' $'!'" ('7#)* $%)' +' '!%)'%>=. Î7 3*!#' 97#)'()"7&')", '!%)%)'% (!%7*!*" ()'+*(*7' (%)$*)-')'% % &*= '#%(' 97#$3")'% *7*" plan preala&il ()'-=#"# &' @':*! &' ()&*$/"' +%* &' 3%7%-')*! &' ()&*+ @" 97%"7#%# +()' %()%)' &")'$#)*!*" -'7')%! @" '!%)%)'% (!%7*!*" : "7%!. P!%7*! ()'%!%"! $7/"7' (/"*7"!' ()"7$"(%!' $' *)3'%>= % :" *)3%#' 97 ""#), @" %7*3' "'$#"'!', 3"!%$'!' &' )'%!">%)' % %$'+#)% @" )'+*)+'!' %7#)'7%#', +'!'$/"% $)&7%#'!) (*!"$"#%)' @" '%!*%)'% $')')"". P!%7*! ()'%!%"!, &%$= '+#' %()%# &' &")'$#)*! -'7')%!, +')'@#' &)'(# %>= &' :*7&%3'7#%)' ('7#)* 97$'(')'% $!%)=)"" $* %-'7/"% &' (*!"$"#%#' @" $* &"')+' %!#' *7"#=/" $%)' :*)7">'%>= +')"$"" 97#)'()"7&')"", 97 '&')'% +#%"!" )"" *7*" proiect de plan= $%)' )'"% '!'3'7#'!' $*()"7+' 97 (!%7*! ()'%!%"!, !% $%)' +' 3%" %&%*-=  '!'3'7#'!' 7'$'+%)' &+%)*!*" &' 7'-$"')' % $7&"/""!) -'7')%!' &' ?7>%)'B  (!%7*! %$/"*7"!) (*!"<()3/"7%!' ('7#)* %7*! ""#)B  (!%7*! &' ?7>%)'B  ()'">"7%)'% &'#%!"%#= % '!*/"'" $":)'" &' %:%$')", 7'$'+%)= ('7#)* ()'">"7%)'% %$#""#=/"!) ()&*$#"'B  *-'#*! $'!#*"'!"!) &' 3%)8'#"7-. P)"'$#*! &' (!%7, &%#= %()%#, &'"7' %(!"$%"!. T#*@", #)'*"' ()'$">%# $= planul &' 3%)8'#"7- +' 97#$3'@#' ()7"7& &' !% ()"'$#*! &' (!%7, &%) @" &' !% +"#*%/"% &' (' #')'7 @" %*7-?7&, #)'(#%#, $=#)' :%$#)"" &' &'$">"' +*(')")". A@% $*3 +<% (*#*# +')% @" 97 $%>*! +#)%#'-"'", (!%7*! &' 3%)8'#"7- 7* #)'*"' += +*:')' +$"3=)" ():*7&' (' (%)$*)+*! (')"%&'" !% $%)' +' )':')=, '$'(/"' :=$?7& $%>*)"!' &' :)/= 3%)=. Din unctul de vedere al scoului urmărit , (!%7*! &' 3%)8'#"7- (%#' :" )'-=+"# +* :)3= &'  plan de marcă. F"'$%)' 3%7%-') &' ()&*+ ()'-=#'@#' *7 (!%7 &' 3%)8'#"7- 97 :"'$%)' %7, ('7#)* :"'$%)' 3%)$=B  plan de produs. Î7%"7#' $% 3%7%-')*! &' ()&*+ += '!%)'>' (!%7*! &' 3%)8'#"7- %! :"'$=)'" 3=)$", '! :%$' ()'+*(*7')" @" +#%"!'@#' "'$#"' &"+#"7$#', ('7#)* :"'$%)' 3%)$=. D*(= $' %* :+# '!%)%#' (!%7*)"!' %:')'7#' 3=)$"!), %$'+#'% +*7# %-)'-%#' 97#)<*7 (!%7 &' ()&*+B de mar(eting pentru produse noi . O)"$' ()&*+ 7* +%* 3%)$= 7*= ()'+*(*7' *7 (!%7  plan &'#%!"%# &' !%7+%)' @" &'>!#%)'. Î7 : %>% &' !%7+%)', '+#' 7'$'+%)= &'+$)"')'% %3=7*7/"#= % %$#""#=/"!)

5

$' *)3'%>= % :" )'%!">%#'B  plan de mar(eting pe segmente de piaţă . D%$= ()&*+*! +%* 3%)$% +*7# ?7&*#' (' +'-3'7#' &":')"#' %!' ("'/'", '+#' 7'$'+%) *7 (!%7 &' %$/"*7' &"+#"7$# ('7#)* :"'$%)' +'-3'7#B  plan de mar(eting zonal AregionalB. Î7 :*7$/"' &' %)"% ("'/'" 97#)'()"7&')"", (!%7*! &' 3%)8'#"7- (%#' :" &'#%!"%# (' )'-"*7', )%@, +'$#), $"%) $%)#"')B  plan al clientului. Î7#)'()"7&')'% ()'-=#'@#' ('7#)* :"'$%)' $!"'7# "3()#%7# *7 (!%7 &' %$/"*7'. E"+#=  )'-*!= *7%7"3 %$$'(#%#=, $%)' +' %(!"$= @" 97 3%)8'#"7- )'-*!% 020 $7:)3 $=)'"% 0 &"7 ():"#*)" ()"7 &' !% 20 &"7 $!"'7/". P'7#)* :"'$%)' #"( &' (!%7 '+#' 7'$'+%) += $7+*!#=3 +#)%#'-"% +#%"!"#= (' #')3'7 !*7-, $%)' $*()"7&' *)3=#%)'!' '!'3'7#' $7*7$#*)% ("'/'", :%$#)"" $%)'  "7:!*'7/'%>=, &":')"#'!' +$'7%)"" $' (# :" )'%!">%#', (>"/"% 97#)'()"7&')"" (' ("%/=, 97 ""#) @" '#%('!' $' #)'*"' (%)$*)+' ('7#)* % %*7-' !% %$'% (>"/"'.

1.. E#%('!' &' )'%!">%)' @" $7/"7*#*! *7*" (!%7 &' 3%)8'#"7Î7%"7#' &' % ()'-=#" (!%7*! &' 3%)8'#"7-, '+#' 7'$'+%) += :"' 97/'!'+' '#%('!' (!%7":"$=)"" &' 3%)8'#"7-. E#%('!' ()$'+*!*" &' 3%)8'#"7- +*7# *)3=#%)'!'2 1. S#%"!")'% "'$#"'!) :")3'" $*()"7+' 97 (!%7*! &' 3%)8'#"7- 2. R'%!">%)'% %7%!">'" +"#*%/"'" ()'>'7#' % :")3'" %. E:'$#*%)'% $')$'#=)"" &' ("%/= (' (!%7 '#')7 $')$'#%)'% ()()"*<>"+= % ("'/'"B . E:'$#*%)'% $')$'#=)"" &' ("%/= (' (!%7 "7#')7 $')$'#%)'% &%#'!) "+#)"$' %!' :")3'" < $3'7>", ?7>=)", 3%)', ():"#, *7 +#*&"* &'#%!"%# %! 3"<*!*" &' 3%)8'#"7-, %! )-%7">=)"" &' 3%)8'#"7-, %! +')"$""!) ()'< @" (+#<?7>%)', '#$.B $. E#)%-')'% ()'>*3/""!)B &. A7%!">%)'% +"#*%/"'" ?7>=)"!)B '. A7%!">%)'% ()&*+'!) $'"'B :. A7%!">%)'% ("'/'!) +#)%#'-"$'B -. A7%!">%)'% >7'!) $'"' ('7#)* ?7>=)"B . A7%!">%)'% '!'3'7#'!) %7%!">'" +"#*%/"' ()'>'7#' $7:)3 3'#&'" SOTB . S#%"!")'% "'$#"'!) &' 3%)8'#"7- @" '+#"3%)'% )'>*!#%#'!) %@#'(#%#' 4. S#%"!")'% +#)%#'-""!) &' 3%)8'#"7- @" % (!%7*)"!) &' %$/"*7' 5. S#%"!")'% *-'#'!) (!%7*!*" &' 3%)8'#"7. S#%"!")'% *7*" +"+#'3 &' $7#)! %! "3(!'3'7#=)"" (!%7*!*" &' 3%)8'#"7. S#%"!")'% 3'#&'!) &' )'">*")' @" %$#*%!">%)' % (!%7*!*" &' 3%)8'#"7. S$)"')'% (!%7*!*" &' 3%)8'#"7. C3*7"$%)'% (!%7*!*" &' 3%)8'#"7Î7 ()%$#"$=, +#)*$#*)% &'#%!"%#= % (!%7*!*" &' 3%)8'#"7- 97)'-"+#)'%>=  +')"' &' &":')'7/' &' !%  97#)'()"7&')' !% %!#%, 97 :*7$/"' &' (%)#"$*!%)"#=/"!' %$#""#=/"" +%!'. E!%)%)'% (!%7*! &' 3%)8'#"7&'*#'%>= $*  )'#)+('$#"= % +"#*%/"'" %7#')"%)',  %7%!">= % $'!'" '"+#'7#' @"  ()'">"*7' % +"#*%/"'" ""#%)'.2 ##(.)*"7"%7.$33%)8'#"7-.(( V")-"! A&=+$=!"/'", C%)3'7 J=!%7, Ş#':%7 J$... B V")-"! J%!%*)' $)&. – M%)8'#"7-H, '&. U)%7*+, J*$*)'@#", 2000, (%- 52<54

2 2



Î7 -'7')%!, $3(7'7#'!' &' %>= $%)' #)'*"' += +' )'-=+'%+$= 97 )"$' (!%7 &' 3%)8'#"7- +*7# ()'>'7#%#' 97 :"-*)% 1.4. F"-*)% 1.4 C3(7'7#'!' (!%7*!*" &' 3%)8'#"7-

1. 2. . 4. 5. . . . .

R'>*3%#*!B A7%!">% 3' &"*!*"B A7%!">% SOTB I(#'>'!'B O"'$#"'!' (!%7*!*" &' 3%)8'#"7-B S#)%#'-"" &' 3 %)8'#"7-B P)-)%3*! &' 3 %)8'#"7-B J*-'#*!B S"+#'3*! &' $7#)!B

R+>u7u* '+#' ()"3% $3(7'7#= % (!%7*!*" &' 3%)8'#"7-. E! $7+#= 97#)< ()'>'7#%)' +*$$"7#= % $7/"7*#*!*" (!%7*!*". A)' )!*! &' % :%$"!"#% 97/'!'-')'% )%("&= &' $=#)' $%&)'!' &' $7&*$')', % "'$#"'!), +#)%#'-""!) @" #%$#"$"!) &' 3%)8'#"7- $*()"7+' 97 (!%7. S' )'$3%7&= $% )'>*3%#*! += 7* &' (=@'%+$= 2< (%-"7", $% %3(!%)'. An7*#>7 +d#u*u # #n+!n "# +?+!n '+#' )'%!">%#= ()"7 "7#')3'&"*! *7*" %*&"# &' 3%)8'#"7-. S$(*! %$'+#'" %7%!">' '+#' &' % "&'7#":"$% $'" 3%" +'37":"$%#"" :%$#)" '-'7" @" '7&-'7" $%)'

"7:!*'7/'%>= &' 3%)8'#"7% 97#)'()"7&')"" "3(%$#*!+"+#'3%#"$= !) :%)%"!% +%* P'7#)* %%$#""#%#'% %7%!">% +"#*%/"% '"+#'7#=, '+#' 7'$'+%)=@"$*!'-')'% *7)7':%)%"!. "7:)3%/"" ()'$"+'. S*)+'!' &' "7:)3%/"" (# :" "7#')7', $%)' +' )':')= !% %-'7/", $%7%!', ()'/*)", $7#%"!"#%#', :)3' &' ?7>%)', $!"'7/" '#$. +%* '#')7', $%)', !% )?7&*! !), (# :" +*)+' ()"3%)' @" +*)+' +'$*7&%)'.0 0ursele primare de inormaţii +*7# "7&""&*%!">%#' ()"7 +')%)'% &")'$#= % )'%!"#=/"" 3'&"*!*" 97#)'()"7&')"" %-)%!"3'7#%)' @" #)%7+(*7')'% '" 97 "7:)3%/"" 7'$'+%)' &'+$)"')"" +"#*%/"'" '"+#'7#'. M'#&'!' *#"!">%#' ('7#)* $*!'-')'% "7:)3%/""!) &"7 +*)+'!' ()"3%)' +*7# +')%)'%, '(')"3'7#*! @" %7$'#%. P'7#)* 97#)'()"7&')'% %-)%!"3'7#%)=, )'$*)-')'% !% metoda o&servă rii ()'+*(*7' %()'$"')'% %$/"*7"!) %-'7/"!) '$73"$" $* $%)' %$'%+#% "7#')%$/"7'%>= 97 ()$'+*! $3')$"%!. Î7#)'()"7&')'% %-)%!"3'7#%)= "7#)= 97 )'!%/"' $*

0

'+#& Q7, P!%7*! &' 3%)8'#"7- (%+ $* (%+H, E&"#*)% R'7#)(  S#)%#7, J*$*)'@#", 1, (%- 4



 :*)7">)"", &'+()' $%)' #)'*"' += /"7= "7:)3%/"" $* ()"")' !% ()'/*)"!' )'+*)+'!) 3%#')"%!', 3&%!"#=/"!' &' !")%)', +')">"#%#'% )'+('$#=)"" #')3'7'!) &' !")%)' '#$.B  &"+#)"*"#)"". Î7#)'()"7&')'% #)'*"' += /"7= "7:)3%/"" )':')"#%)' !% $%7%!'!' &' &"+#)"*/"', %&%+*! $3')$"%! ()%$#"$%#, +')">"#%#'% 97 ':'$#*%)'% (!=/"!), +!%"!"#%#'% '#$.B  %!#' 97#)'()"7&')" %-)%!"3'7#%)'. Î7 $%>*! %$'+#)%, "7:)3%/""!' ">'%>= ()&*+'!' !), +"+#'3'!' @" :)3'!' &' ?7>%)' ()%$#"$%#', $%7%!'!' &' &"+#)"*/"', ()'/*)"!' ()&*+'!) '#$.B  $7+*3%#)"" :"7%!", &'+()' $%)' #)'*"' += /"7= "7:)3%/"" $* ()"")' !% "$'"*)"!' &' $7+*3, '"-'7/'!' &' $%!"#%#', +'-3'7#%)'% ("'/'" 97 &":')"#' $%#'-)"" &' $7+*3%#)", ('7#)* % )=+(*7&' :"'$=)*" +'-3'7# $*  :')#= &":')"#= '#$. Î7 -'7')%!, %$'%+#= 3'#&= $7+#= 97 +')%)'% &")'$#= % $3()#%3'7#*!*" @" %$/"*7"!) %!#) %-'7/" '$73"$". D'$">""!' $*()"7+' 97#)<*7 (!%7 &' 3%)8'#"7- #)'*"', 97+=, :*7&%3'7#%#' @#""7/":"$. D' %$''%, )'>*!#%#'!' 3'#&'" +')=)"" +*7# $3(!'#%#' $* $'!' :*)7">%#' &' 3'#&% '(')"3'7#%!=, )'+('$#" &' 3'#&% %7$'#'". *!#%#'!' (>"#"' +%* 7'-%#"', +' "% &'$">"% &' %(!"$%)' +%* 7'%(!"$%)' % %$'+#'" +#)%#'-"" (' +$%)= !%)-=. D' ''3(!*, *7 %-)"$*!#) (%#' '(')"3'7#%, !% +$%)= )'&*+=,  +#)%#'-"' %>%#= (' %&(#%)'% *7*" ()&*+ 7*, % *7*" 7* +"+#'3 &' ?7>%)' +%* *#"!">%)'% *7*" 7* $%7%! &' &"+#)"*/"'. Î7 :*7$/"' &' )'>*!#%#'!' /"7*#', +' &'$" &' %&(#%)'% +%* 7'%&(#%)'% +#)%#'-"'". nc/eta $7+#= 97 $*!'-')'% &' &%#' @"+%* ("7"", ()"7 "7#')"'%)'% *7*" 7*3=) &'#')3"7%# &' (')+%7'. A$'%+#= 3'#&= +' $%)%$#')">'%>= ()"7 )"-%)' @#""7/":"$=, )'>*!#%#'!' (')3"/?7& :*7&%3'7#%)'% &'$">""!) &' 3%)8'#"7-, ()"7 &'+$)"')'% "'$#"= % +"#*%/"'" '"+#'7#'. P'7#)* %-)"$*!#)*! "7&""&*%!, %7$'#% '+#'  3'#&= +$*3(= @" $3(!'=. E+#' (+""! 97+= $% 3%" 3*!/" %-)"$*!#)", %+$"%/" (' %>' $7#)%$#*%!', += %('!'>' !% "7+#"#*/"" +('$"%!">%#' 97 )-%7">%)'% %7$'#'!). U7"#=/"!' &' ()'!*$)%)' % ()&*+'!) %-)"$!', 97 :*7$/"' &' )'+*)+'!' :"7%7$"%)' &' $%)' &"+(*7, %(!"$= $* +*$$'+ 3'#&% %7$'#'". 0ursele secundare de inormaţii $*()"7& $=)/", )'"+#', +#%#"+#"$ " @" %!#' &$*3'7#' $%)' (# += $7/"7= &%#' *#"!' 97#)'()"7&')"", 97 &'3')+*! %$'+#'"% &' $%)%$#')">%)' % +"#*%/"'" '"+#'7#'. R3?7"%, 97#)'()"7&')"!' %-)%!"3'7#%)' !% "7:)3%/"" #)%7+3"+' *)3=#%)'!' +*)+' Î7+'$*7&% )' !'-"+ !%/"'B *!'#"7' "7:)3%#"'%('!'%>= '!%)%#' &' M"7"+#')*! A-)"$&' *!#*)" "B +#%#"+#"$" '!%)%#' &' &":')"#' "7+#"#*/"" I7+#"#*#*! N%/"7%! &' S#%#"+#"$= A7*%)*! S#%#"+#"$ %! R3?7"'", O)-%7">%/"% N%/"*7"!) U7"#' A7*%)' S#%#"+#"$', A7*%)' ()""7& ()&*$/"% %-)"$!=, A7*%)' ()""7& $3')/*! %-)"$!, J*!'#"7' !*7%)'B %!#' +*)+' ()'+%, )%&"*!, #'!'">"*7'%, )'"+#'!' &' +('$"%!"#%#' '#$. Î7#)'()"7&')'% $7+*!#= 3%" 97#?" +*)+'!' +'$*7&%)', &'%)'$' +*7# *@) %$$'+""!' @" )'!%#" 3%" "':#"7' $3(%)%#" $* $'!' ()"3%)'. An7*#>7 SOT '+#' +"7#'>% ()-)%3*!*" &' %*&"#. T')3'7*! SOT ()"7' &' !% "7"/"%!'!' *)3=#%)'!) $*"7#' &"7 !"3% '7-!'>= S#)'7-#+ (*7$#' :)#', '%87'++'+ (*7$#' +!%', O(()#*7"#"'+ ()#*7"#=/" @" T)'%#+ %3'7"7/=)".1 1

'+#& Q7, P!%7*! &' 3%)8'#"7- (%+ $* (%+H, E&"#*)% R'7#)(  S#)%#7, J*$*)'@#", 1, (%- 



M%7%-')*! &' 3%)8'#"7- #)'*"' += 97$'%(= $* !"+#% ()#*7"#=/"!) @" % %3'7"7/=)"!) !"+#% OT. O()#*7"#=/"!' ">'%>= %+('$#'!' :%)%"!' ('7#)* 97#)'()"7&')' %!' $7*7$#*)"" ("'/'" +!="$"*7"!' @" &':"$"'7/'!' $7$*)'7/"!), (*7$#'!' :)#' %!' ()&*+*!*", #'7&"7/'!' :%)%"!' %!' $7*7$#*)"" '#$. A3'7"7/=)"!' +' )':')= !% %+('$#'!' 7':%)%"!', $*3 %) :" "7#'7+":"$%)'% $7$*)'7/'", +!="$"*7" @" &':"$"'7/' %!' ()&*+*!*", #'7&"7/' 7':%)%"!' %!' $7*7$#*)"" ("'/'" '#$. M#"*! ('7#)* $%)' +' '%3"7'%>= 3%" 97#?" ()#*7"#=/"!' @" %3'7"7/=)"!' '+#' %$'!% $= '!' (# :')" "7&"$"" &'+()' (*7$#'!' :)#' @" (*7$#'!' +!%' %!' 97#)'()"7&')"". D' ''3(!*, 97 +"#*%/"% 97 $%)' $7$*)'7/"" @"<%* $)'%# *7 +"#' (' I7#')7'# ('7#)* ?7>%)'% ()&*+'!) @" &%$= 97#)'()"7&')'% 97 $%*>= 7* @"<% $)'%# 97$=  %+#:'! &' (%-"7=, %$'+# :%(# +'37%!'%>= *7 (*7$# +!%. O 97#)'()"7&')' #)'*"' += "&'7#":"$' %#?# ()#*7"#=/"!', $?# @" %3'7"7/=)"!' @" += '%!*'>' $?@#"-*)"!', )'+('$#" ("')&')"!' "7&*+' &' %$'+#'%. E% (%#', &' %+'3'7'%, += %$)&'  %#'7/"' +()"#= *7'" ()#*7"#=/" +%* *7'" %3'7"7/=)" @", %+#:'!, += )'%!">'>'  "')%)"' % %$'+#)%. Î7 3%)8'#"7-, ()!'3'!' *)-'7#', &' #"(*! %3'7"7/=)"!), 7* +*7# 7"$"&%#= ()'% $+#"+"#%)' ('7#)* % :" )'>!%#', &%) 3*!#' ()#*7"#=/" :%)#' "7#')'+%7#' +*7# $7+"&')%#' % : " ()'% $+#"+"#%)' ('7#)* % :" %!)":"$%#'. A$'%+#= !-"$= '+#' :7&%#= (' &'$">"% &' %!$%)' % )'+*)+'!), $%)' %$)&= ()")"#%#' )'>!=)"" ()!'3'!) -)%' @" %(" %!)":"$=)"" ()#*7"#=/"!) "7#')'+%7#'. O&%#= +#%"!"#' %3'7"7/=)"!' @" ()#*7"#=/"!', +' "&'7#":"$= (*7$#'!' :)#' @" (*7$#'!' +!%' %!' %$#""#=/"" 97#)'()"7&')"". S#%"!")'% (*7$#'!) :)#' @" % $'!) +!%' '+#' $*()"7+= 97#)< 3'#&= &' 3%7%-'3'7# A7*3"#'7*3"#= 97#)'(3'#&% )"7&')" &"%-7+#"$=)"". +*7# $(!'@"#' &' 3*!/"3'% ()!'3'!) $* $%)' +' $7:)*7#=, '!' 7')'*@"7& += !' "&'7#":"$' @", 97 $7+'$"7/=, += !' )'>!'B '!' $%*#= &%) (*7$#'!' :)#', 97$')$?7& += /"7= ():"# 97 *)3% :)*$#":"$=)"" %$'+#)%. Î7 (#"$% &' 3%)8'#"7-, '+#' !% :'! &' 7'$'+%)= %#?# "&'7#":"$%)'% (*7$#'!) :)#', $?# @" % $'!) +!%'. I8o+>+*+ (!%7*!*" &' 3%)8'#"7- +' )':')= !% '!*/"% ""#%)' % $3(7'7#'!) 3%)' %!' 3'&"*!*". E!' )'()'>"7#= '+#"3=)" )':')"#%)' !% :%$#)"" $'"' &' $%)' &'("7&' +*$$'+*! 97#)'()"7&')"". I(#'>'!' +#%* !% %>% "'$#"'!) @" +#)%#'-""!) $' ) :" ()(*+'. S' )'$3%7&= $% !% '!%)%)'% (!%7*!*" &' 3%)8'#"7- += +' $7+"&')' *7 7*3=) $?# 3%" 3"$ &' "(#'>' $%)' += +' )':')' !% %+('$#'!' $)"#"$'. Î7 +"#*%/"% 97 $%)' (!%7*! (%#' :" %(!"$%# "7&":')'7# &' "(#'>'!' %(!"$%#', %$'+#'% &'"7 2

"7*#"!'.O(#+c#'+*+ (!%7*!*" &' 3%)8'#"7- )'()'>"7#=  )':!'$#%)' % 3"+"*7"" @" "'$#"'!) -'7')%!' %!' 97#)'()"7&')"", !% 7"'!*! :*7$/"'" &' 3%)8'#"7-. Î7 '+'7/=, "'$#"'!' ()'$">'%>= (>"/"% (' $%)' 97#)'()"7&')'% "7#'7/"7'%>= +=  &?7&'%+$= (' ("%/% /"7#=. O"'$#"'!' +*7# :)3*!%#' 97 3& $7$"+, +* :)3= $%7#"#%#"= +%* $%!"#%#"=. E+#' 7'$'+%) $% :"'$%)' "'$#" += :"' +#%"!"# 97 &'(!"7= $7$)&%7/= $* %+('$#'!' $'"' '"&'7/"%#' &' %7%!">% SOT. T#&%#=, +('$"%!"@#"" &' 3%)8'#"7*)3=)'+$ "3(!"$%/""!' (' $%)' !' %* "'$#"'!' %+*()% %!$=)"" )'+*)+'!) 97#)'()"7&')"". O"'$#"'!' $' *)3'%>= % :" 97&'(!"7"#' 97 (')"%&% *)3=#%)' +' (# )':')" !% $)'@#')'% $#'" &' ("%/=, "7#)%)'% ('  %7*3"#= ("%/=, $)'@#')'% $":)'" &' %:%$')", 3%"3">%)'% ():"#*!*", 3"7"3">%)'% )"+$*)"!), 93*7=#=/")'% +%#"+:%$')"" $!"'7/"!) '#$.  )-emple de o&iective de mar(eting

V")-"! A&=+$=!"/'", C%)3'7 J=!%7, Ş#':%7 J$... B V")-"! J%!%*)' $)&. – M%)8'#"7-H, '&. U)%7*+, J*$*)'@#", 2000, (%- 5 '+#& Q7, P!%7*! &' 3%)8'#"7- (%+ $* (%+H, E&"#*)% R'7#)(  S#)%#7, J*$*)'@#", 1, (%- <

2





1. Cota de iaţă = e-primată su& ormă procentuală= e-prim9nd ponderea v9nzărilor întreprinderii agroalimentare în v9nzările totale de pe piaţă= este nelipsită din planurile de mar(eting= deoarece indică= de o manieră precisă amploarea participării întreprinderii la tranzacţiile de pe piaţa produselor agroalimentare.

2. Cota relativă de iaţă =

calculată ca raport între cota de piaţă a întreprinderii $i cota de

piaţă a celui mai important concurent de pe piaţa respectivă. #entru liderul pieţei= cota relativă se calculează în raport cu irma situat ă pe locul doi $i are o valoare supra unitară. cea stă cotă se utilizează în planurile de mar(eting deoarece permite compararea poziţiei întreprinderii cu cea a altor concurenţi de pe piaţa respectivă.

. !otorietatea mărcii

relectă gradul de popularitate a mărcii= gradul de inormare a

consumatorilor potenţiali în privinţa mărcii considerat e. 8e e-emplu= 7% din segmentul de piaţă ţintă cunoa$te marca întreprinderii.

4. "radul de acoerire a ieţei relectă prezenţa teritorială a întreprinderi i pe piaţa vizată. 8e e-emplu= o întreprindere producătoare de produse za/aroase î$i propune ca o&iectiv sporirea gradului de acoperire a pieţei ur&ane de la 5% la 7%. cest o&iectiv nu este ec/ivalent cu o&iectivul de cre$tere a cotei de piaţă la 7% o cotă de piaţă de 7% ind ică realizarea a 7% din v9nzările totale de produse za/aroase= iar un grad de acoperire de 7% înseamnă că întrepri nderea este prezen tă în 7% din numărul total al unităţilor cu amănuntul ce comercializează produs e alimentare.

O"'$#"'!' #)'*"' += :"' $)'!%#' $* )'>*!#%#'!' $')$'#=)"" &'+:=@*)%#' 97 :%>% %7#')"%)=, %$''% % %7%!">'" +"#*%/"'" '"+#'7#'. E!' #)'*"' += :"' :'>%"!' @" $3(%#""!' 97#)' '!'. Î7 :*7$/"' &' "'$#"'!' -'7')%!', 97#)'()"7&')'% %-)%!"3'7#%)= +#%"!'@#' "'$#"'!' $7$)'#' %!' %$#""#=/"" &' 3%)8'#"7-, $*3 %) :", &' ''3(!*, )'%!">%)'% *7*" %7*3"# !*3 &' ?7>=)". D' %+'3'7'%, "'$#"'!' &' 3%)8'#"7- #)'*"' +#%"!"#' 97#)<*7 %7*3"# $7#'#, &'#')3"7%# &' 3"*! &' 3%)8'#"7-. D' ''3(!*, $%3(%7"% (*!"$"#%)= ('7#)* !%7+%)'% *7*" ()&*+, 97+/"#= &'  +#)%#'-"' % ()'/*!*" 97%!#, #)'*"' :*7&%3'7#%#= ('  "3%-"7' % $%!"#=/"" ()&*+*!*" )'+('$#" @" $3(!'#%#= &'  +#)%#'-"' % &"+#)"*/"'" +'!'$#"'. U7 '!'3'7# "3()#%7# &' $%)' 97#)'()"7&')'% %-)%!"3'7#%)= #)'*"' += /"7= +'%3% 97 '!%)%)'% "'$#"'!) (!%7*!*" &' 3%)8'#"7- +' )':')= !% +'-3'7#%)'% ("'/'". Î3(=)/"7& ("%/% 97 +'-3'7#' &"+#"7$#'('7#)* &' $7+*3%#)", 97#)'()"7&')'% #)'*"' += +#%"!'%+$= +#)%#'-"" &":')"#', "3(!"$"# "'$#"' &":')"#' :"'$%)' +'-3'7#. S!7+;##*+ d+ 7!<+#n; $7+#"#*"'  $3(7'7#= "3()#%7#= % (!%7*!*". S()' &'+'")' &' "'$#"' $%)' "7&"$= (>"/"% !% $%)' %+(")= 97#)'()"7&')'%, +#)%#'-""!' ) ()'$">% &")'$/""!' &' %$/"*7'. C!'$#"*! &' '!%)%)' % (!%7*!*" % +#%"!" +#)%#'-"% &' ("%/= % 97#)'()"7&')"" @" +#)%#'-""!' $)'+(*7>=#%)' :"'$=)*" '!'3'7# %! 3"*!*" &' 3%)8'#"7- ()&*+*!, ()'/*!, &"+#)"*/"% @" ()3%)'%. A$'+#' +#)%#'-"" +*7# '!%)%#' %+#:'! 97$?# += :"' $')'7#', += +' $3(!'#'>' )'$"()$ @" += +' 97$%&)'>' 97 +#)%#'-"% &' %7+%3!*. U7'!' 97#)'()"7&')" %('!'%>= !%  %-'7/"' ('7#)* %!$=#*")'% 3'+%*!*" (*!"$"#%), +%* !%  :")3= &' PR ('7#)* &'>!#%)'% )'!%/""!) (*!"$', !% &"+#)"*"#)" +('$"%!">%/" ('7#)* :)/% &' ?7>%)' '#$. A$'+#' "7+#)*3'7#' &' 3%)8'#"7- )"+$= 97+= += :"' *#"!">%#' 7'()()/"7%! @" "7$')'7#, "%) 3'+%*! #)%7+3"+ += 7* :"' *7"#%) @" "7' &':"7"#. A!#' 97#)'()"7&')" +'

40

%>'%>=, 97 $%3(%7"% ()3/"7%!=, &%) (' *7 +"7-*) "7+#)*3'7#, $*3 %) :" (*!"$"#%#'%, $?7&, &' :%(#, '+#' 7'"' &'  $%3(%7"' $3(!'=. E+#' 7'$'+%) $% "7+#)*3'7#'!' ()3/"7%!' += :"' %+#:'! $3"7%#' 97$?# += $*$')'%+$= ("%/% (%+ $* (%+, !% *7 $+# 3"7"3. N* 7*3%" %$'+#' "7+#)*3'7#' #)'*"' "7#'-)%#', $" @" $'!'!%!#' $3(7'7#' %!' 3"*!*". D' ''3(!*, 7* +' (%#' $')' *7 ()'/ 97%!# ('7#)* *7 ()&*+ &' $%!"#%#' 97&"'!7"$= +%* ('7#)* *7 ()&*+ &' $%!"#%#' 3'&"', &%) ('7#)* $%)' +')"$""!' !-"+#"$' 7* +' )"&"$= !% 7"'!*! &"+#)"*/"'" 3&')7'.4 N*3=)*! 3%)' &' "7#')&'('7&'7/' $' +' +#%"!'+$ 97#)' '!'3'7#'!' 3"*!*" &' 3%)8'#"7"3(*7'  (!%7":"$%)' )"-*)%+= % %$#""#=/"" &' 3%)8'#"7-. P!o;!7u* d+ 7!<+#n; (')3"#' &'+$)"')'% #%$#"$"!) !% $%)' % )'$*)-' 97#)'()"7&')'% ('7#)* 97&'(!"7")'% "'$#"'!) @" %(!"$%)'% +#)%#'-""!) +%!'. P)-)%3*! ()'>"7#= +*$$'+"*7'% &' %$/"*7" (' $%)' !' % &'+:=@*)% )-%7">%/"%, (')+%7'!' "3(!"$%#', +$%&'7/'!' @" $+#*)"!' %:')'7#'.5 P!%7*! &' 3%)8'#"7- #)'*"' #)%7+(*+ 97 %$/"*7" $7$)'#', 97$%&)%#' 97#)<*7 $%!'7&%) &' #')3'7'. A$'+# &'3')+ $7+#= 97  +#%"!")'% *7) &%#' $%!'7&%)"+#"$' ('7#)* $%3(%7"% (*!"$"#%)=, ?7>=)"!' ()3/"7%!', !%7+%)'% &' 7" ()&*+'B  #)%+%)'% +%)$"7"!) "7&""&*%!' @" 37"#)">%)'% ('):)3%7/'!)B  '&"#%)'% (!%7*!*" @" %&*$')'% !% $*7@#"7/% %$#)"!)H ()"7$"(%!" % %$/"*7"!) $*()"7+' 97 (!%7.

P)-)%3* ! &' 3%)8' - '+#' %%$' % $3(7'7()'$">?7&, #= % (!%7*!##&%#=, *" &' 3% )8'#"7- 7'$'+%)' $%)' +#%"! '@#' +*$$'+"*7'% %$#""#=/"!) $' #"7 *)3'%>= :" &'+:=@*)%#', )'+*)+'!' – &' #"3(, *3%7' @" :"7%7$"%)'. E+#' 33'7#*! 97 $%)' +' '!%)'%>= *-'#*! (!%7*!*" &' 3%)8'#"7-. A$'+#% $*()"7&' &*= $3(7'7#' '7"#*)" @" $'!#*"'!". L% '7"#*)" +' 97+$)"' !*3*! ?7>=)"!) !% ()'/*! '+#"3%#, "%) !% $'!#*"'!" $+#*)"!' &' ()&*$/"' @" &' 3%)8'#"7-. 6u;+u* (!%7*!*" +' +#%"!'@#' 97 :*7$/"' &' ()-)%3*! &' 3%)8'#"7- '!%)%#. P'7#)* (!%7*! &' 3%)8'#"7-, 7*3')%+' 97#)'()"7&')" *#"!">'%>= #'7"$% (!%7":"$%)'<()-)%3%)'<*-'#H, $% :)3= % 3'#&'" &' +#%"!")' &'#%!"%#= % *-'#*!*". A!$%)'% )'+*)+'!) %)' !$ 97 :*7$/"' &' "'$#"'!' $%)' #)'*"' += :"' %#"7+' @" +*7# +('$":"$%#' 97 ()-)%3. N* +' ()7'@#' &' !% ()'3"+% $= )'(%)#">%)'% )'+*)+'!) (' %$#""#=/ "!' &"7 (')"%& % %7#')"%)= &' (!%7":"$%)' '+#' %!"&= @" $= %$''%@" +#)*$#* )= %

$'!#*"'!"!) :"' )'+('$#%#= @" ('7#)*&'*)3=#%)'% (')"%&=. O #'7"$= )'$3%7&%#= '+#' %>% >')H, #)'*"' $7:)3+=$=)'"% :"'$%)' '!'3'7# $'!#*"'!" #)'*"' *+#":"$%# @" $)'!%# $* "'$#"'!'  -'7')%!' %!' 97#)'()"7&')"". P!%7*)"!' &' %$/"*7' (')3"# 3%7%-')"!) += $7$'%(= *7 *-'# &' 3%)8'#"7- +*:"$"'7# &' 3%)'. E! '+#', &' :%(#,  +"#*%/"' % '7"#*)"!) @" $'!#*"'!"!) (!%7":"$%#'B !% '7"#*)", +' ()'>"7#= %!%)'% *7"#%)= % ?7>=)"!) ()'">"7%#' @" ()'/*! 3'&"* 7'#, "%) !% $'!#*"'!", $+#*)"!' &' ()&*$/"', &"+#)"*/"' @" 3%)8'#"7-. D":')'7/% )'()'>"7#= ():"#*! (!%7":"$%#. C7&*$')'% +*(')"%)= % :")3'" % %7%!">% *-'#*! @" % &'$"&' :"' %()%)'%, :"' 3&" :"$%)'% !*". O&%#= %()%#, '! +#= !% %>% %$#""#=/"!) &' %()">"7%)' $* 3%#')"" ()"3', &' (!%7":"$%)' % ()&*$/"'", (!%7":"$%)' &' (')+7%! @" 4

'+#& Q7, P!%7*! &' 3%)8'#"7- (%+ $* (%+H, E&"#*)% R'7#)(  S#)%#7, J*$*)'@#", 1, (%-  V")-"! A&=+$=!"/'", C%)3'7 J=!%7, Ş#':%7 J$... B V")-"! J%!%*)' $)&. – M%)8'#"7-H, '&. U)%7*+, J*$*)'@#", 2000, (%- 54   '+#& Q7, P!%7*! &' 3%)8'#"7- (%+ $* (%+H, E&"#*)% R'7#)(  S#)%#7, J*$*)'@#", 1, (%- < V")-"! A&=+$=!"/'", C%)3'7 J=!%7, Ş#':%7 J$... B V")-"! J%!%*)' $)&. – M%)8'#"7-H, '&. U)%7*+, J*$*)'@#", 2000, (%- 54 5

41

3%)8'#"7-. E!%)%)'% *-'#*!*" (%#' :" '#)'3 &' &":"$"!= 3'#&'!' &' $%!$*! :""7& :%)#' %)"%#', 97$'(?7& $* $'!' '3(")"$'H, +"3(!', @" %*7-?7& (?7= !% 3&'!' $3(!'' ''$*#%#' (' $%!$*!%#). C*3 "% $7&*$')'% *7'" $3(%7"" &'$">"% $* ()"")' !% 3=)"3'% *-'#*!*" ()3/"7%! E"+#= (%#)* 3'#&' $*7+$*#' &' $%)' %$'%+#% +' (%#' :!+" ('7#)* % +#%"!" *-'#*! )'+('$#" 3'#&% (+""!"#=/"!), 3'#&% ()$'7#%*!*" &"7 ?7>=)", 3'#&% (%)"#=/"" $3('#"#"' @" 3'#&% "'$#"'!) @" +%)$"7"!). M'#&% (+""!"#=/"!) U7% &"7 3'#&'!' '3(")"$'H :!+"#' &' 3*!#' :")3' '+#' 3'#&% (+""!"#=/"!) '!' 9@" +#%"!'+$ *-'#*! ()3/"7%! !% 7"'!*! (' $%)' $)'& $= @"=)"!). F!+"7&<, +' %*7-' !% *7 *-'# ()3/"7%! %7*%! "7$')#, $%)' :%$' &":"$"!= (!%7":"$%)'% (' #')3'7 !*7-. D'@" 97 *)3% %(!"$=)"" '" '+#' (+""! $% (*!"$"#=/"" +% " +' %!$'  +*3= &' %7" 3%" 3%)' &'$?# %) :" 7'$'+%), &' $'!' 3%" 3*!#' )" %$'%+#= +*3= %*7-' += :"' 3%" 3"$= &'$?# $'% 7'$'+%)=. M'#&% ()$'7#%*!*" &"7 ?7>=)" N*3')%+' :")3' %('!'%>= !% 3'#&% ()$'7#%*!*" &"7 ?7>=)", )'/"7?7& ('7#)* *-'#*! ()3/"7%! *7 %7*3"# ()$'7# &"7 %!%)'% ?7>=)"!) ':'$#"' +%* (!%7":"$%#' )" &"7 ()'/*! &' ?7>%)'. F")3'!' ()&*$=#%)' &' *7* )" &' $7+*3 $ * $")$*!%/"' )%("&= )' /"7, &' )'-*! =, ('7#)* %$/"*7"!' ()3/"7%!' *7 ()$'7# &"7 ?7>=)"!' ':'$#"' +%* %7#"$"(%#'. M'#&%%)"%>= ()$ '7#97 %*:*7$/"' !*" &"7 &' ?7>= )" %)'  +'):")3'". "' &' %% 7#%'.$7&*$')'% Î7 ()"3*!%$'+#'"% )?7& , $' !#*"'!%7%!">% "!' $* ()3%)'% (+""!"#=/"!' A(", (%#' )'!%/"% &"7#)' $'!#*"'!"!' $* ()3%)'%, ()'/*! &' ?7>%)' @" ():"#*! *7"#%). Î7 :"7', +' ()'+*(*7' $= %$'%+#= 3'#&= $)''%>= +#%"!"#%#' !% 7"'!*! $7$*)'7/'", &'%)'$' :")3'!' #"7& += %!$' ()3=)"" %()"3%#" %$'!%@" ()$'7# &"7 ?7>=)"!' !). Î7 $"*&% %$'+#) %%7#%', (*/"7' !*$)*)" *+#":"$= *#"!">%)'% 3'#&'" ()$'7#%*!*" &"7 ?7>=)". V?7>=)"!' +*7# $7+"&')%#' 97 3& ')7%# &)'(# $%*>% %$/"*7"!) ()3/"7%!', 7* )'>*!#%#*! %$'+#)%. J*-'#*! +' %>'%>= (' &"+(7""!"#%#'% :7&*)"!) @" 7* (' ()#*7"#=/". E! (%#' )'()'>'7#%  ("'&"$= 97 $%!'% $)'@#')"" $'!#*"'!"!) 7'$'+%)' 97")=)"" ?7>=)"!) %:!%#' 97 +$=&')'. N* +' /"7' +'%3% &' (+""!"#%#'% $% )'&*$')'% +%* $)'@#')'% $'!#*"'!"!) &' ()3%)' += &*$= !% $)'@#')'% ():"#*)"!). D'%)'$' 3=)"3' % *-'#*!*" %)"%> = &' !% %7 !% %7, 97 :*7$/"' &' &'+:%$')", (!%7":"$%)'% (' #')3'7 !*7- '+#' &":7*"$" ! &'('97:=( +:?)@ 3'# &% (' 7*$''% (')3" "!")')'7/"". % *7*" %7*3"# ()$'7#, '% %>?7&*<+' 3%" $''% #*" $'#.+<% Î7 :=$*# 97"#,#)'$* # +%* $'#':%$+#%$7$* M'#&% (%)"#=/"" $3('#"#"' A!#' :")3' :!+'+$ 3'#&% (%)"#=/"" $3('#"#"', +#%"!"7&*<@" *-'#'!' ()3/"7%!' 97 :*7$/"' &' $'!#*"'!"!' &' ()3 %)' :=$*#' &' $7$*) '7/"" !). E!' *)3=)'+$ %$#""#% #'% &' (*!"$"#% #' % $7$*)'7/'" +%* +!"$"#= &' !% (*!"$%/""!' +%* %+$"%/""!' $3')$"%!' &%#' '+#"3%#"' $* ()"")' !% $'!#*"'!"!' &' ()3%)' ':'$#*%#' !% 7"'! &' )%3*)=, &*(= $%)' 9@" +#%"!'+$ *-'#*! (' %>% 3'&"'" %$'+#) $'!#*"'!". U#"!">%)'% %$'+#'" 3'#&' '+#' +*+/"7*#= &' &*= %)-*3'7#'. Î7 ()"3*! )?7&, *-'#'!' $7$*)'7/"!) )'()'>"7 #= 97/'!'($"*7'%H, $*7@#" 7/'!' &?7 &"#' !% 7"'! &' )%3*)=. Î7 %! &"!'% )?7&, $'!#*"7& !% :'! &' 3*!# $% :")3'!' $7$*)'7#', +' (%#' ()'97#?3("7% ">*$7")'% *7) )=>%"' ()3/"7%!'. D"7 (=$%#', 7"$" *7*! &"7#)' %$'+#' %)-*3'7#' 7* '+#' %!%"!. N"3"$ 7* 7'  

P"!"( K#!') – M%7%-'3'7#*! M%)8'#"7-*!*"H, '&"/"% % IV, '&. T')%, J*$*)'@#", 2004, (%- 1 P"!"( K#!') – P)"7$"(""!' 3%)8'#"7-*!*" – '&"/"% '*)('%7=H, '&"#*)% T')%, J*$*)'@#", (%- 51

42

97&)'(#=/'@#' += $)'&'3 $= )"%!"" 7@#)" @#"* 3%" "7' &'$?# 7" $?# %) #)'*" += $'!#*"3 $* ()3%)'%. F")3'!' &":')= 97 3%)' 3=+*)= &"7 (*7$#*! &' '&')' %! $%>""!) &' $%)' '7':"$"%>= (' ("%/= @" %! 3%)'!) &' ():"#, :"'$%)' &"7 '!' %?7& 7'" ()()"" 97 ()""7/% ()3=)"". Î7 :"7', 7"3"$ 7* &'&'@#' $= *-'#'!' '!%)%#' (' %>% %$'+#'" 3'#&' %*#= !% ()'97#?3("7%)'% )=>%"'!) ()3/"7%!'. M'#&% "'$#"'!) @" +%)$"7"!) C'% 3%" )%/"7%!= 3'#&= &' +#%"!")' % *-'#*!*" '+#' 3'#&% "'$#"'!) @" +%)$"7"!). F!+"7&<, :")3% 9@" '!%)'%>= *-'#*! ()3/"7%! 97 :*7$/"' &' $''% $' &)'@#' += )'%!">'>' ()"7 %$#""#%#'% &' ()3%)'. A+#:'!, (')%#)"" &' 3%)8'#"7- 9@" &':"7'+$ "'$#"'!' +('$":"$', +#%"!'+$ +%)$"7"!' $%)' #)'*"' 97&'(!"7"#' ('7#)* %#"7-')'% %$'+#) "'$#"' @" '+#"3'%>= $+#*)"!' 97&'(!"7")"" +%)$"7"!) +#%"!"#'. T#%!"#%#'% %$'+#) $+#*)" :)3'%>= *-'#*! ()3/"7%! ()(*+. M'#&% "'$#"'!) @" +%)$"7"!) !"-= $7&*$')'% += "% 97 $%!$*! "(#'>'!' )':')"#%)' !% )'!%/"% &"7#)' +*3% $'!# *"#= @" )'>*!#%#' !' %$#""#= /"" &' ()3%)'. A(!"$%)'% '" '+#' 97+= $'% 3"% &":"$"!=. C7&*$')'% % #)'*" += +#%"!'% +$= "'$#"'!' $* ()"")' !% 3=)"3'% ?7>=)"!) @" % ():"#*!*", &*(= $%)' % :" !"-%#= += )'"7= !% +%)$"7"!' $%)' #)'*"' 97&'(!"7"#' ('7#)* %#"7-')'% %$'+#)%. P)"7$"(%!*! %%7#% %! %$'+#'" 3'#&' $7+#= 97 :%(#*! $= 3%7%-')"" +*7# !"-%/" += &':"7'%+$= "'$#"'!' %$#""#=/"" &' $3*7"$%)', += +#%"!'%+$= 3=+*)% 97 $%)' :"'$%)' "'$#" (%#' :" 97&'(!"7"# :!+"7&*<+' "7+#)*3'7#'!' &' $3*7"$%)' %!#')7%#"'. ()3/"7%!' %!'+' @" += &'#')3"7' "3(!"$%/""!' :"7%7$"%)' %!' ()-)%3'!) O&%#= +#%"!"# *-'#*! ()3/"7%!, 97#)'()"7&')'% % 3"!">%# )'+*)+'!' 7'$'+%)' $%3(%7"'" ()3/"7%!'. U)3'%>= +#%"!")'% (')"%&'!) 97 $%)' +' ) &'+:=@*)% %$#""#=/"!' ()3/"7%!'.40 C%!'7&%)*! #)'*"' += :"'  $3"7%/"' 97#)' (*!"$"#%#' @" %$#""#=/"!' ()3/"7%!'. E! $*()"7&' %$/"*7" ()-)%3%#' += +' 97$*)%'>' *7% (' %!#%, 97 '&')'% ()(*!+=)"" 97#)'()"7&')"" +()' +*$$'+. S"3(!* &' "3(!'3'7#%# &%#)"#= $!%)"#=/"", (!%7*! %+"-*)= $7#"7*"#%#' ()$'+*!*" &' $3*7"$%)' % 97#)'()"7&')"" $* '#')")*!. S#)+u* d+ con!o* '+#' $3(7'7#% :"7%!= % (!%7*!*". P')"&"$, +' ':'$#*'%>=  %7%!">= % )'>*!#%#'!), ('7#)* % "&'7#":"$% &"+:*7$/"7%!"#=/"!' @" % !*% 3=+*)"!' $)'$#"'. E+#' :%)#' "3()#%7# += '"+#' *7 +"+#'3 :*7$/"7%! &' 37"#)">%)' @" $7#)!9 ('7#)* % 3=+*)% %#"7-')'% "'$#"'!) &' 3%)8'#"7-, @" ('7#)* )'$3%7&% 3=+*)" ('):)3%7/'!' $)'$#"' %$!97*7&' +*7# 7'$'+%)'. A$'+# (!%7*!*" #"( &' 37"#)">%)' @" $7#)! #)'*"'% "7$!*+ 97 (!%7, @" #)'*"' += :"' *@) &' *#"!">%#B #)'*"' ##&%#= += (')3"#= '"+#'7/% &'"%/""!) 7)3%!' &' !% +#%7&%)&'!' "3(*+'.41 P)$'&*)"!' &' %$#*%!">%)' Mod#%#că!# 4 (!%7*! &' 3%)8'#"7- 7* '+#' =#*# 97 $*"'. P' 3=+*)= $' '+#' "3(!'3'7#%#, +' % +')% $= ) %(=)'% 3&":"$=)" %!' $7&"/""!) '$73"$', *7'!' +#)%#'-"" +' ) &'&" 7* %#?# &' ':"$"'7#' $*3 +<%* &)"# "7"/"%!, @" (# %(=)'% 97#?)>"')" 97 &*$')'% !% 97&'(!"7")' % (!%7*)"!) &' %$/"*7'. U7')" (')+7%!*! % !=+% &' &)"#, %!#')" *7"" +' #=)=+$ += (!'$' &"7 :")3=. 40 41

P"!"( K#!') – P)"7$"(""!' 3%)8'#"7-*!*" – '&"/"% '*)('%7=H, '&"#*)% T')%, J*$*)'@#", (%- 5 ##(.)*"7"%7.$33%)8'#"7-.((

4

E"+#= @" +"#*%/"% "7')+=, $?7& (!%7*! +' (%#' &'&" 3*!# ()'% &' +*$$'+, @" 7"'!*)"!' '+#"3%#' ('7#)* &" %7" ) :" %#"7+' 97#)<*7*! +"7-*). Mon#o!#>7!+7 4 "3(!'3'7#%)'% (!%7*!*" &' 3%)8'#"7- %) #)'*" 37"#)">%#= @", &%$= %(%) &'"%/"" "3()#%7#', ) #)'*" 3&":"$%#' "'$#"'!', +#)%#'-""!', % #)'*" += +' )'">*"%+$= #')3'7'!' @" *-'#'!'. O %+'3'7'% ()$'&*)= &' %$#*%!">%)' #)'*"' "7$!*+= 97 (!%7. S$)"')'% +" $3*7"$%)'% (!%7*!*" &' 3%)8'#"7Sc!#+!+7& P!%7*! +$)"+ #)'*"' +ă conţină doar informaţiile cheie care trebuie comunicate. Trebuie să fie clar, concis, fără detalii excesive sau irelevante. Pentru fiecare capitol se va începe o pagină nouă. Se vor întări şi mării dimensiunile titlurilor, capitolelor şi subcapitolelor. Coun#c7!+7& D%$% *7 (!%7 7* '+#' $3*7"$%# 97 3& $)'$# $'!) $%)' 9! ) &*$' !% 97&'(!"7")', % '@*%. U7 (!%7 ()+# 97/'!'+ '+#' 3%" )=* &'$?# "7'"+#'7#% (!%7*!*", &'%)'$' :"' % :" )'%!">%# "7$)'$#, :"' 7* % :" )'%!">%# &'!$. O -)'@'%!= (%#' :" &"+#)"*")'% 97#)'-*!*" (!%7 #*#*)) $'!) "3(!"$%/". D"+#)"*")'% (!%7*!*" $3(!'# #)'*"' += :"' :%)#' $7#)!%#=, $"%) 7*3')#%#=. C("" %!' (!%7*!*" 97#)'-, '"&'7#, ) :" 973?7%#' +*(')")"!) &%$= '"+#=, @" @':"!) &' &'(%)#%3'7#'.

CAPITOLUL 2. PLANUL DE MARKETING PRIVIND LANSAREA PRODUSULUI FRENC6 ROLLS – PRODUSE PRECOAPTE

-&1& I)o!#cu* %#!+# SC V+* P#7! SA 44

D'7*3")'% +$"'#=/"" $3')$"%!' (' %$/"*7" '+#' VEL PITARH S.A. S$"'#%#'% '+#' (')+%7= *)"&"$= )3?7=, $7+#"#*"#= $% +$"'#%#' $3')$"%!= (' %$/"*7" @" 9@" &'+:=@%)= %$#""#%#'% 97 $7:)3"#%#' $* ()''&')"!' !'-"" )3?7'@#" %!' %$#*!*" $7+#"#*#". S'&"*! +$"'#=/"" '+#' 97 R?37"$* V?!$'%, +#)%&% T"3"@ 7). 22,  *&'/*! V?!$'%. S$"'#%#'% $3')$"%!= VEL PITARH SA %)' *)3=#%)'!' +*$*)+%!'  S*$*)+%!% C!*'7#%#' &'#%!"%# 97 A$#*! C7+#"#*#". C"7' '+#' V+* P#7!H, %$'%+#% '+#' *7% &"7#)' 97#)'=)"!' $'!' 3%" &'+ 97#?!7"#' $?7& "7' )% &'+()' %$'%+#= $3(%7"'. A$'+# 7*3', &'@" *"#%# %+#=>", ')% (!"7 &' +'37":"$%/"' $* +*#' &' %7" "7 *)3%. L% +:?)@"#*! +'$!*!*" ;IV '+#' %#'+#%# &$*3'7#%) &)'-=#)*! V'! P"#%), $%)' ')%  pus peste pitari si îngri:ea sa se găsească aina si sa se coacă in iecare zi p9ine proaspăta pentru domn= curteni si o$tire .

A#)"*/""!' +%!' !' $3(!'#%* (' $'!' %!' "#7"$')*!*", )'+(7+%"! $* +#)?7-')'% +" &'(>"#%)'% -)?7'!) , &%) +" (' $'!' %!' +#!7"$ *!*", $%)' &'-*+#% *$% #'!' 97%"7#' &' % !' #)"3"#' !% 3%+% &37'%+$%. Î7 %$'!' )'3*)" &37"#)"" Ţ=)"!) R3%7' ')%* 97$7*)%/" &' "')" $* )!*)" "3()#%7#' 97 *7% &'+:=@*)%)' % %$#""#=/"" $*)/"" &37'@#" @" % @#")"", ("#%)*! %?7& -)"% $% (?"7'% += :"' 97&'+#*!=#%)' @" (' (!%$*! :%3"!"'" &37"#%)'. D' &"3"7'%/% (?7= +'%)% ("#%)*! %()">"7% P%!%#*! V"'&%! $* (?"7' ()%+(=#%, $%)' ')% %&*+= 97%"7#'% !*" V&= (' #%!-')' @" :%):*)"" 7*3%" &' %*) @" %)-"7#, %$(')"#= $* @')'#' ('7#)* % 7* +' )=$". C?7& +' 97:=/"@% !% &37"', ("#%)*! '7'% 93)=$%# 97 %"7' +$*3(' @" +' 97$"7-'% $* )?* &' 3=#%+', +'37 %! ()'/*")"" &' $%)' +' *$*)%. SC V'! P"#%) SA '+#' 7*% &'7*3")' % +$"'#=/"" M(%)" SA R?37"$* V?!$'%, % $=)'" $3(7'7/= %$#*%!= '+#' )'>*!#%#*! *7*" ()$'+ &' :*>"*7' ()"7 %+)/"' &' $=#)' SC M(%)" SA R3 V?!$'% % *7) +$"'#=/" $3')$"%!' &"7 "7&*+#)"% &' 3)=)"# (%7":"$%/"' &"7 &"')+' >7' %!' /=)"". E+#' )% &' SC J')$'7" SA J*$*)'@#", SC G)%7(%7 SRL T'$*$" @" SC P%7'-)%7 SA C!* N%($%. P)$'+*! &' :*>"*7 ' % :+# &'3%)%# 97$= &"7 %*-* +# 2001. D'7*3")'% &' SC V'! P"#%) SA % :+# 97)'-"+#)%#= (' &%#% &' 1 +'(#'3)"' 2001. P)%$#"$ '+#' )% &' % &*% :*>"*7' ()"7 $%)' #)'$' +$"'#%#'%, )'+('$#" ()"3% :*>"*7' % %*# !$ !% &%#% &' 1 &'$'3)"' 2000 $?7& SC M(%)" R?37"$* V?!$'% % %+)"# SC P%7'-) C!* *7&' ')% %$/" 7%) 3%)"#%). U)3=#%)'% :*>"*7' % %*# !$ !% &%#% &' 1 &'$'3)"' 2002, $?7& %* :+# %+)"#' SC J')$'7" SA @" G)%7(%7 SRL 45

T'$*$". Î7 %7*! 2005 % :+# ()'!*%#= :%)"$% S("$*! A)-'@ $* +'&"*! 97 P"#'@#". A+#:'!, SC V'! P"#%) SA % &''7"# !"&') 7%/"7%! 97 ()&*$/"% &' (?"7' ()%+(=#%, $'!' 3%" 3%)" $%(%$"#=/" &' ()&*$/" ' :""7& !% R?37"$* V?!$'% @" J*$*)'@#". Î7 200 $3(%7"% V'! P"#%) S.A. +<% &"">%# 97 #)'" +$"'#=/" %*#73' $%)' %* $% "'$# &' %$#""#%#' (%7": "$%/"% – S.C. V'! P"#%) S.A., 3)=)"#* ! – S.C. Ş%(#' S("$' S.A. @" )'#%"!*! – S.C. VP M%-%++"7 S.A. A$'+#' %$#""#=/" +<%* &'>!#%# $7#"7** 97 *!#"3"" %7", %+#:'! 97$?# %$*3 '7':"$"%>= &' $7&"/""!' 7'$'+%)' ('7#)* % :*7$/"7% %*#73. P)"7 ()$'+*! &' &"">%)' 7"!' $3(%7"" :)*$#":"$= 3%" "7' ()#*7"#=/"!' :')"#' &' ("%/= 97 &3'7""!' !), -'+#"7'%>= 3%" "7' )'+*)+'!' @" *#"!">'%>= 97 3& &")'$# '7"#*)"!' /"7*#'. Î7 ()'>'7# G)*(*! V'! P"#%) &'/"7' $'7#)' &' ()&*$/"' 97 J*$*)'@#" @" 10 *&'/' &"7 R3?7"% V?!$'%, A)-'@, J)%@, C!*, G%!%/", I%@", G"*)-"*, G), O!# @" D?3"/%, *7"#=/" &' 3)=)"# @"  )'/'% &' 3%-%>"7' 97 3%)"!' )%@' &"7 R3?7"%. C%  $7:")3%)' % "3()#%7/'" (' $%)' V'! P"#%) SA  %$)&% $%!"#=/"" ()&*+'!) +%!', &':"7"#= ()"7 ()+('/"3', "-"'7=, $7#)!*! 3%#')"'" ()"3' @" %! "7-)'&"'7#'!), $3(%7"% % ()"3"# $')#":"$%)'% ('7#)* +#%7&%)&*! ISO ..1-... $3(!'#%# 97 +'3'+#)*! I %! %7*!*" 2004 $* /"7')'% $')#":"$=)"" 3&A&C&C&P& 97 &3'7"*! +"-*)%7/'" %!"3'7#%)' ('7#)* '7#"#=/"!' V?!$'%, J*$*)'@#" @" P"#'@#".

-&-& O!;7n#>7!+7 )!ucu!7*ă 7 =n!+8!#nd+!## S'&"*! V'! P"#%) &"7 R?37"$* V?!$'% %)' *)3=#%)'% :)3% )-%7">%#)"$= T%'!*! 2.1 D")'$#) E'$*#" D'(%)#%3'7# %&3"7"+#)%#"

S')"$"" A&3"7"+#)%#"' P%>% A&3"7"+#)%)'%#)%7+()#*)"!) A#'!"') 3'$%7"$ %*#

S')"$'%*# C7#)! "7#')7 -'+#"*7' D'(%)#%3'7# Q*)"&"$

A&3"7"+#)%#) )'+*)+' *3%7' A)"% (')+7%! C%"7'# 3'&"$%! A+"-*)%)'% $%!"#=/"" (%7":"$%#'" A+"-*)%)'% $%!"#=/"" 3)=)"# A&3"7"+#)%)'3'7#'7%7/= AMC M')$'!-"' Î7#)'/"7')' )=+(?7&")' A#'!"') 3'$%7"$ J*)'7" Î7#)'/"7')' J*)'7" Î7#)'/"7')' T)"%7*

R'+*)+' U3%7' A+"-*)%)'% $%!"#=/"" M'7#'7%7/=

Î7#)'/"7')'%+"+#'7#% M.J*)'7" T)%7+()# #'7"$% 4

M%)8'#"7C7#%"!"#%#'

A&3"7"+#)%)'3%)8'#"7S').C7#%"!"#%#' C%+"')"' A)"% $7#%"!"#%#'

 S"-3% I7:)3%#"$% C*3(=)=)"

A&3"7"+#)%)'IT A&3"7"+#)%)'$*3(=)=)" T)%7+()# %()">"7%)' T)%7+()# -)?* T)%7+()# CF D'(>"#' $*3(=)=)" J)*#=)"%J*)'7" J)*#=)"% T)"%7* J)*#=)"% S('$"%!"#=/" J)*#=)"% C=!"3=7'@#" J)*#=)"% D)=-=@%7" J)*#=)"% G)% J)*#=)"% 6)'>* J)*#=)"% O!=7'@#" J)*#=)"% J=!$'@#" J)*#=)"% P"#'@#" J)*#=)"% S('$.'$' J)*#=)"% J%!@ A&3"7"+#)%)' ?7>=)" (%7":"$%/"' D"+('$')%# D"+#)"*/"' T)%7+()# (?"7' T)%7+()# 3%):% A-'7/" ()&*+' ()%+('#' V?7>=)" !7- !":' D'(>"#' (%7":"$%/"'

P)&*$/"'(%7":"$%/"'

V?7>=)" (%7":"$%/"'

S(=!%# 7%'#' F%$#*)%)' M%)%J*)'7" M%)% D)=-=@%7" M%)% J='7" M%)% M*7$"#)*! M%)% P('@#" M%)% S!='@#" A&3"7"+#)%)'?7>=)"3)=)"# A-'7/" 3)=)"# D'(>"#' 3)=)"# T)%7+()# 3)=)"#

P)&*$/"'3)=)"#

V?7>=)"3)=)"#

R'/'%3%-%>"7'

RT)%7+()# '/'%3%-%>37'#%) "7'

4

-&0& P*7nu* d+ 7!<+#n; 8!#'#nd *7n)7!+7 8!odu)u*u# F!+nc Ro**) 4 8!odu)+ 8!+co78+ N*% -%3= &' ()&*+' &' (%7":"$%/"' F)'7$ R!!+ "7' 97 97#?3("7%)'% $')"7/'!) $7+*3%#)*!*" 3&')7 %:!%# 97 (')3%7'7#= $=*#%)' % *7) +!*/"" *@%)' @" )%("&' ('7#)* +%#"+:%$')'% 7'"!) +%!' $#"&"'7'. A+#:'!, 7*% -%3% :')=  7*= )"'7#%)' 97 $7+*3 ()"7 P)&*+'!' ()'$%(#' – F)'7$ R!!+ $' "7 += $3(!'#'>' *$*)"% &' % +%*)% 93()'*7= $* :%3"!"%, 97 3"7*7%#'!' $!"(' ('#)'$*#' 93()'*7=, % *7'" (?"7", $%!&', %*)"7&. Ş" #%#' %$'+#'% %?7& !% %>= #'7!-"% KEINETOUC6 $'%#' $* "7+#%!%/"" %*#3%#' – "-"'7% ('):'$#=. G%3% $*()"7& ' 5 +)#"3'7#' $!%+"$, -)%%3 @"  +('$"%!"#=/" 3=)%), $'%(=, 3=+!"7' 97 &*= %)"%7#' &' ()'>'7#%)' $":!' 4 *$=/" !% 200- @" 3"7"%-'#' 2 *$=/" !% 10-. Clasic

"ra#am

4

C#i$le recoate ceaă

C#i$le recoate mărar

C#i$le recoate măsline

I& R+>u7

C% *)3%)' % $)'@#')"" $')')"" &' ()&*+' &' (%7":"$%/"' @" % &)"7/'" %$/"7%)"!) $% :")3% SC V'! P"#%) SA +=<@" 3'7/"7= (>"/"% &' !"&') (' ("%/% &' (%7":"$%/"' ()%+(=#= @" %3%!%#= +' (*7' 97 &"+$*/"' !%7+%)'% (' ("%/= % *7*" 7* +)#"3'7# &' ()&*+' @" %7*3' ()&*+'!' ()'$%(#' F)'7$ R!!+. S' %@#'%(#= $% 97 *)3% !%7+=)"" ()&*+'!) += $)'%+$= $":)% &' %:%$')" $* 10. Î7 %$'!%@" +'7+ +' %@#'%(#= @"  $)'@#')' % 97$)'&')"" $7+*3%#)"!) 97 ()&*+'!' V'! P"#%). Î7 *)3% !%7+=)"" -%3'" +)#"3'7#%!' SC V'! P"#%) SA +' %@#'%(#= !% $)'@#')'% 7*3=)*!*" $!"'7/"!) $* 25. II& An7*#>7 +d#u*u# M+d#u* +?+!n %! :")3'" )'*7'@#' %7+%3!*! &' :%$#)" @" :)/' '#')7' %$'+#'"% $%(%"!' += "7:!*'7/'>' 3'7/"7')'% +%* &'>!#%)'% +$"3*)"!) (' ("'/'!' (' $%)' %$#"'%>=. IH M#c!o+d#u* :")3'" '+#' *7 %7+%3!* &' :%$#)" '#')7" $%)' %:'$#'%>= 97 3& &")'$# :")3%

@" %+*()% $=))% +' (%#' '')$"#% *7 %7*3"# C3(7'7/"" +*7# 7H Fu!n#>o!## d+ ă!%u!# , $%)' +*7#$7#)!. )'()'>'7#%/" &' :")3'3"$)3'&"*!*" +%* (')+%7' (%)#"$*!%)' $%)' %+"-*)= )'+*)+'!' 7'$'+%)' &' 3%#')"" ()"3', 3%#')"%!', '$"(%3'7#', 3%@"7" @" *#"!%'. Î7 $%>*! 97#)'()"7&')"" V'! P"#%), ("%/% &' 3%#')"" ()"3' @" 3%#')"%!' '+#' %#?# ("%/% )3?7'%+$= $?# @" ("%/% '#')7=. P)"7#)' ()"7$"(%!"" :*)7">)" &' 3%#')"" ()"3' @" 3%#')"%!' '7*3')=3  :*)7">)" &' -)?*  C3$')'%! T'!')3%7  C3$')'%! G"*)-"*  C3$')'%! G%!%/"  N"&')%  C%)-"!!

4

P)&*$=#)" %-)"$!" "7&""&*%!" $' %+"-*)% +$"'#=/"" +#%"!"#%#'% %()">"7=)"!) @" $')#"#*&"7'% $%!"#=/"" 3%#')"'" ()"3'. :*)7">)" &' 3%#')"%!' %*"!"%)'  L'+%::)' SRL  A-'3& C)"+# I3('  I7#')3')"&"%7 S.R.L  D)"3 D%7"'! 



A"$!% I3(' S.R.L. S$%"! S.A.  S!%7"$ P)%%  M'-%R!! SA  S.C. P*)%#+ P)& SRL  S.C. S!%)"+ SA  S.C. V"7%!$! A)-'@  

(H P!+)7o!## d+ )+!'#c## +*7# )'()'>'7#%/" &' :")3' +%* (')+%7' (%)#"$*!%)' $%)' )'%!">'%>=  -%3= !%)-= &' +')"$"" 7'$'+%)' 97&'(!"7")"" "'$#*!*" &' %$#""#%#' %! 97#)'()"7&')"". D"7 )?7&*! !) +' &'#%@'%>= "7#')3'&"%)""  :")3' &' $3')/, &' #)%7+()#, %-'7/"" &' (*!"$"#%#' '#$..

+' $*(= 7* 7*3%" &' 00 (%7":"$%/"', @" P"#%) &' &"+#)"*/"'. C* *7 !*3$%%!J*$*)'@#", !")=)"!) >"!7"$'V'! &' P"#%) ()&*+' ()%+('#' &' ('+#' &' #7',$"V'! %$(')= >7' *)%7' R?37"$* V?!$'%, G"*)-"*, C!* N%($%, T'$*$", I%@", T?)-* Q"*, J)%@, F$@%7", D)=-=@%7", C=!"3=7'@#", P%7$"*, $?# @" 97#"7+' >7' &"7 *&'/'!' A)-'@, V?!$'%, I!:, G"*)-"*, V)%7$'%, G%!%/", C!*, I%@", G) @" J)%@. P)&*+'!' +*7# !")%#' &")'$# $=#)' (*7$#'!' &' ?7>%)', *#"!">?7& *7 (%)$ %*# &' ('+#' 400 &' %*#'"$*!' &' &"')+' #7%'. S$"'#%#'% &"+(*7' &' *7 !%7/ &' 3%-%>"7' ()()"" $' 97+*3'%>= 97 ()'>'7# 10 &' *7"#=/". Î7 *)3% &"">=)"", VP M%-%++"7 +' $*(% $* &'+:=@*)%)'% %$#""#=/"" &' )'#%"! @" $* %&3"7"+#)%)'% *7"#=/"!) $3')$"%!'. V'! P"#%) % $!%)%# $* %-'7/"% &' (*!"$"#%#' N'# A&')#"+"7- ('7#)* $%3(%7"% &' ()3%)' % 7"!) ()&*+' F)'7$ T%+#. cH Fu!n#>o!## %o!$+# d+ unc7 $*()"7& *7"#=/"!' &' 97=/=3?7#, :"$""!' &' :)/= &' 3*7$=, ()'$*3 (')+%'+#' 7'!'%:!%#' 97 $=*#%&"7%3"$= )'% *7*" $* !$('+#' &' 3*7$=. V'!@" P"#%) )-%7">%/"' 400 &' %7-%%/", $%)' *)3=)'@#' %#)%-')'% &' ():'+"7"@#" )"'7#%/" +()' /"7')'% &' )'>*!#%#'. Î7$*)%'%>= "7"/"%#"% (')+7%!=, :')"7& ()#*7"#=/" &' 97=/%)' @" $)'@#')', 97#)<*7 3'&"* $' )'$3('7+'%>= ('):)3%7/% "7&""&*%!=. dH C*#+n$## %!$=#*"'+$ $')$*! %-'7/""!) '$73"$" :")3', "7+#"#*/"" @" %! (')+%7'!) "7&""&*%!' $=))% !' +*7# %&)'+%#' ()&*+'!' +')"$""!' 97#)'()"7&')"" @" $7+#"#*"' $'% 3%" "3()#%7#= $3(7'7#= % 3"$)3'&"*!*". S$"'#%#'% 7* %)' *7 7"'! &' '(*7')' +'37":"$%#" :%/= &' *7 %7*3"# $!"'7# +%* -)*( &' $!"'7/", &'%)'$' ()"7 (!"#"$% &' 3%)8'#"7- ()3%#= +' &'>!#= %:%$')" $* $!"'7#'!% $)'&""!= @" $* *7 -)%& &' &"+(')+"' 97 $":)= &' %:%$')" )"&"$%#, $''% $' %+"-*)= *7 7"'! &' ()#'$/"' $)'+(*7>=#). C!"'7/"" ()"7$"(%!" +*7# VP M%-%++"7, (')3%)8'#<*)"!' @" !$%/""!' &' #"( $%+  $%)). T)%&"/"% V'! P"#%) '+#' &' % )=+(!=#" $!"'7/"" :"&'!" . A+#:'!, 97 (')"%&% 10 3%" – 10 "*!"' 200 % :+# "7"/"%#= $%3(%7"% HP)'3"" $* %) &' !% V'! P"#%)H $%)' @"<% ()(*+ +% )=+(!=#'%+$= (%)#'7')"" &'

50

%:%$')". A :+# )-%7">%#=  #3!= $* ()'3"" 97 %!%)' &' 000 &' RON :')"#' %-'7/"!) '$73"$" $%)' $3')$"%!">'%>= ()&*+'!' V'! P"#%). C)"#')"*! *7"$ &' +'!'$/"' % :+# )'%!">%)'% % *7*" !* 3 >"!7"$ &' ?7>=)" &' $'! (*/" 7 40 8- 3%-%>"7' 3"$ ", =$=7"" @" 100 &' 8+*(')3%)8'#<*)". +H Concu!+n$## +*7# 97#)'()"7&')" +"3"!%)' $%)' 9@" &"+(*#= %$'"%@" $%#'-)"' &' $!"'7/". P'  ("%/= '+#"3%#= !% %()"3%#" 2 3"!"%)&' &' '*), ()"7$"(%!"" $3('#"#)" %" V'! P"#%) +*7#  S.C.J)3") S.R.L $% ()"7$"(%! $3('#"#) "7 &3'7"*! ()&*+'!) &' 3)=)"# @" (%7":"$%/"' (' ("%/% *&'/*!*" V?!$'% @" % *&'/*!*" S""*. S.C. T"#%7 J*$*)'@#" SA  S.C.D)-'% S.A  S.C. J=7'%+% S.A  S.C. M%)% J%$"* S.A. C!*
S.C. S.C. R+#%) P)(%+#J*$*)'@#" I%@"  S.C. G%!3(%7 G%!%/"  S$"'#=/"!' &' (%7":"$%/"' $* 7"'!' &' ()&*$/"' "7&""&*%!' 3"$",&%) +'37":"$%#"' $% 7"'! -!%! (' ()&*+'!) +('$":"$'.  

%H O!;7n#)+*+ 8u(*#c + +*7# &'!"3"#%#' &' P"! "( K#!') 97  $%#'-)"" !*3'% :"7%7$"%)= %$/"7%)", +$"'#=/" &' "7'+#"/"", 3'&""!' &' $3*7"$%)' 97 3%+=, -)*(*)" &' "7#')'+' 3"@$=)" ('7#)* ()#'$/"% $7+*3%#)"!), '$!-"@#"", %&3"7"+#)%/"% (*!"$=, 3%)'!' (*!"$, (')+7%!*! ()()"* %! 97#)'()"7&')"". V'! P"#%) '+#' &'/"7*#= &' :7&*! &' "7'+#"/"" J)%&*)+#, $%)' % %(!"$%# !% 3%" 3*!#' &"7#)'

+$"'#=/"!'&'('%$#""#%#' $%)' !' &'/"7' +#)%#'-"% &' % +$%#' 97 %:%)% $3(%7""!) %$#"'!' $%)' 7* &'/"7 "'$#*! ()"7$"(%! . F7&*! &' "7'+#"/"" J)%&*)+# '+#' %&3"7"+#)%# &' $3(%7"% N' C'7#*) 6!&"7-+ NC6, $%)' %)'  (%)#"$"(%/"' &' %()"3%#" 0 &"7 #%#' $'!' >'$' :")3' )'>*!#%#' 97 *)3% &"">=)"". IIH M7c!o+d#u* )'()'>"7#= %7+%3!*! :%$#)"!) $' $7+#"#*"' $!"3%#*! -'7')%! 97 $%)' 9@" &'+:=@%)= %$#""#%#'% 97#)'()"7&')' @" $%)' %$/"7'%>= "7&")'$#, (' #')3'7 !*7- @" $*  "7#'7+"#%#' 3%" +!%=. E"+#= (%#)* $%#'-)"" &' :%$#)", $*7+$*/" +* 7*3'!' &' :%$#)"" STEP: 7H F7co!## )oc#o,cu *u!7*# +' )':')= !% 3&'!' &' $3()#%3'7# %!' $7+*3#)"!) ('  %7*3"#= ("%/=. C7:)3 R3(%7, $7+*3*! %7*%! &' (?"7' &"7 R3?7"% % 97)'-"+#)%#  +$=&')' +'37":"$%#"=, 97 *!#"3"" %7", $* #%#' $= 97 ()'>'7# '+#' 3%" )"&"$%# &'$?# $'! 97)'-"+#)%# 97 /=)"!' UE. O"$'"*)"!' &' $7+*3 %!' )3?7"!) +<%* +$"3%# &'+#*! &' 3*!# 97 *!#"3"" 10 %7". P' :7&*!

51

$)'@#')"" ()'/*)"!) 97 &3'7"*! (%7":"$%/"' &%) @" %! "7#')'+*!*" ## 3%" =&"# ('7#)* ()&*+'!' +=7=#%+' @" $%)' 7* 97-)%@=, )3?7"" 7* 3%" $*3(=)= 97 :"'$%)' >" (?"7', $*3  :=$'%* 97%"7#'. P' &' %!#= (%)#', +' ()':')= &"7 $' 97 $' 3%" 3*!# (?"7'% %3%!%#=, :'!"%#=, $* E<*)" $?# 3%" (*/"7' @" $* *7 %()# $%!)"$ +$=>*#. Ş" "$'"*)"!' ()""7& !$*! &' $*3(=)%)' +<%* +$"3%#. R3?7"" $*3(=)= 3%" 3*!# &"7 +*(')3%)8'#<*)" @" 3%" (*/"7 &' !% 3%-%>"7'!' &' $%)#"'). Î7 ()'>'7#, )3?7"" +' %:!= (' !$*! III 97 E*)(% 97 ()""7/% $7+*3*!*" &' (?"7', $* 10<110 8- (' !$*"#) (' %7, &*(= A!%7"% @" J*!-%)"%, 97 #"3( $' 3'&"% '*)('%7= '+#' &' <0 8-!$*"#)%7. C7:)3 *7*" +#*&"* &' ("%/= ()'>'7#%# &' R3(%7, :)%7>'!% &' 20<00 &' -)%3' '+#' 3%" $=*#%#= 97 >7% C7+#%7/%7'!' T'!')3%7, D!, O!#, V?!$'%, "%) (?"7'% &' 500<00 &' -)%3' '+#' ()':')%#= &' $7+*3%#)"" &"7 >7% M!&'". F)%7>'!% &' ('+#' 00 &' -)%3' @" (?7= !% (%#)* 8"!-)%3' '+#' $7+*3%#= 97 A)&'%! @" J%7%#. P)"7$"(%!"" ()&*$=#)" &' (?"7' &"7 R3?7"% %* #)'$*# &'% !% &'>!#%)'% (*#')7"$% % ()&*$/"'" &' ()&*+' ()'3"*3, &' !% (?"7'% :'!"%#= !% $'% $* 3"7')%!', :=)= E<*)" @" $* %()# $%!)"$ )'&*+. (H F7co!## +cono#c# +' $7$)'#">'%>= 97#)<*7 +"+#'3 &' :'73'7' '$73"$' @" 3&%!"#=/" &' %!$%)' % )'+*)+'!) 97 +$"'#%#'. Î7 ()'>'7#, ()'/*! (?"7"" &"7 R3?7"% '+#' %()("%# &' 7"'!*! $'!*" &"7 U7-%)"%, P!7"%, C'"%, '+#' &%) $* &'$?# 3'&"% '*)('%7=. C'% 3%" "':#"7= (?"7' '+#' 97 J*!-%)"%, *7&' ()'/*! $* 40 03%" +*3"$ 3'&"% UE, "%) $'% 3%" +$*3(= 97 S*'&"% @" N)'-"%, $* 40<5 ('+#' 3'&"% '*)('%7=. P)'/*! -)?*!*" (' (!%7 37&"%! % $)'+$*# $* $")$% 100 &' '*) (' #7= 97 ()"3'!'  !*7" %!' %7*!*" 200. Î7 @'&"7/'!' &' #)%7>%$/"7%)' &' (' ("'/'!' &' 3=):*)" &"7 L7&)% @" P%)"+ ()'/*! -)?*!*" % )'%!">%# 7" 3%"3' "+#)"$'. L% 7"'! -!%!, $)'@#')'% ()'/*!*" ()&*+'!) %-)"$!', %!"3'7#'%>= #'3')"!' ()""7& $)'@#')'% "7:!%/"'". T'3')"!' +*7# &' %!#:'! :*7&%3'7#%#', &'%)'$', &%$= 97 S#%#'!' U7"#', (7&')'% ()&*+'!) %!"3'7#%)' 97 $%!$*!*! "7&"$'!*" ()'/*)"!) &' $7+*3 '+#' &' 14, 97 C"7% %$'%+#% %*7-' (?7= !% , "%) 97 R3?7"%, (7&')'% %!"3'7#'!) 97 "7&"$'!' ()'/*)"!) &' $7+*3 '+#' &' $")$% 41. cH F7co!## +no*o;#c# ">'%>= %3(!":"$%)'% (#'7/"%!*!*" '$73"$ %! +$"'#=/"". Î7 200, &' (%7":"$%/"' % )'%!">%# "7'+#"/"" &' 1 %$'+#'% :""7& &")'$/"7%#' %#?#()&*$=#)*! 97 $7+#)*")'% % &*= 7" V'! 3)"P"#%) 97 *&'/'!' V?!$'% @" I%@", $?#3"!. @" 97'*), %$">"/"7%)'% *7) 7" !"7"" &' (%7":"$%/"' @" 97 3&')7">%)'% +"+#'3*!*" !-"+#"$. S$"'#%#'% % &')*!%# *7 ()-)%3 "7'+#"/"7%!, :7&*)" !' :""7& )"'7#%#' +()' %$#""#=/"!' &' $')$'# %)'<&'>!#%)', )'%!"> %)'% &' ()&*+' 7" F)'7$ T%+# @" P%7"++"3, ('):'$/"7%)'% ()&*+'!) #)%&"/"7%!'. Î7 200 +' ) %!$% 2,5 3"!"%7' "7'+#"/""!) 97 3%)8'#"7-, %#?# ('7#)* ()3 %)'% ()&*+'!), $?# @" ('7#)* ()3%)'% $3(%7"'". dH F7co!## 8o*##co,u!#d#c# +' )':')= !% 3"!%$'!' &' $7#)! 3'7"#' += %(')' "7#')'+'!' "7&"">"!) @" +$"'#=/"" "7 %7+%3!*. Î7 ()'>'7#, ("%/% ()&*+'!) %!"3'7#%)' &"7 &3'7"*! 3)=)"# @" (%7":"$%/"' '+#' %$%(% )%#= 97 ()$'7# &' 40 &' ()&*$=#)"" @" $3')$"%7/"" &"7 %@% 7*3"#% '$73"' +*#')%7=H. Î7 +'$#)*! (%7":"$%/"'" %$#"'%>= "!'-%!  3*!/"3' &' :")3', "7&*+#)"% &' (?"7' :""7& 97 #(*! '%>"*7"" :"+$%!'. A

52

:+# !%7+%#= @" $%3(%7"%  V)'%* (?"7' $*)%#=H $%)' 9/" ()(*7' += "7:)3'>' ((*!%/"% %+*()% $%!"#=/"" ()&*+'!) &' (%7":"$%/"' @" += $)'%+$= -)%&*! &' ()#'$/"' %! +=7=#=/"" ((*!%/"'". V'! P"#%) %$)&=  3%)' "3()#%7/= $%!"#=/"" ()&*+'!) +%!' &':"7"#= ()"7 ()+('/"3', "-"'7=, $7#)!*! 3%#')"'" ()"3' @" %! "7-)'&"'7#'!). C3(%7"% % ()"3"# $')#":"$%)'% ('7#)* +#%7&%)&*! ISO ..1-... $3(!'#%# 97 +'3'+#)*! I %! %7*!*" 2004 $* /"7')'% $')#":"$=)"" 3&A&C&C&P& 97 &3'7"*! +"-*)%7/'" %!"3'7#%)' ('7#)* '7#"#=/"!' V?!$'%, J*$*)'@#" @" P"#'@#". M+d#u* #n+!n %! 97#)'()"7&')"" '+#' %!$=#*"# &"7 ##%!"#%#'% '!'3'7#'!) $' %+"-*)% "'$#*! &' %$#""#%#' %! %$'+#'"%. S#)*$#*)% 3'&"*!*" '#')7 +' $7+#"#*"' %+#:'! )'+*)+' 3%#')"%!' $!=&")", '$"(%3'7#', #'7!-"", "7:)3%/"", "7:)%+#)*$#*)=, #')'7*)", )'+*)+' :"7%7$"%)' @" )'+*)+' *3%7'. S$"'#%#'% V'! P"#%) &'/"7' $%(%$"#=/" &' ()&*$/"', $!=&")", #')'7*)" @"  )'/'% &' &"+#)"*/"' &' 10 &' 3%-%>"7' 97 R?37"$* V?!$'%, C!*, J*$*)'@#", T'$*$", I%@", T?)-* Q"*, P"#'@#", J)%@, G"*)-"*. Î7 200 % )'%!">%# "7'+#"/"" ('7#)* $7+#)*")'% % &*= 3)" , %$">"/"7%)'% *7) 7" !"7"" &' (%7":"$%/"' @" 93*7=#=/")'% +"+#'3*!*" !-"+#"$. P):"#*! (')%/"7%! 97)'-"+#)%# 97 200 % :+# &' ,5 3"!. '*) @" +<% %:!%# +* '+#"3=)"!' "7"/"%!' &%#)"#= "7'+#"/""!) )'%!">%#'. C":)% &' %:%$')" % :+# &' 10 3"!"%7' &' '*), 97 $)'@#')' $* 5 $3(%)%#" $* 200. A%7+*! +' &%#)'%>= $)'@#')"" ?7>=)"!) @" $)'@#')"" ()'/*!*" !% ()&*+' :"7"#'. Î7 200, G')-' F)97$*, ()'@'&"7#'!' C+"!"*!*" &' A&3"7"+#)%/"', '+#"3'%>=  $":)= &' %:%$')" &'

150 3"!. /"7')'% *7*"%7*! ():"# &' 12%:%$')" 3"!. '*). V'!'*) P"#%)@"">'%>= ('7#)* %$'+#% &' 150 &' 3"!"%7' &' '*) @" /"7')'% *7*" ():"# (')%/"7%! &' %()"3%#" 12 3"!"%7' &' '*), 97 $)'@#')' $* 0 $3(%)%#" $* %7*! ()'$'&'7#, (' :7&*! "7'+#"/""!) )'%!">%#' 97 200. A$'+#' "7'+#"/"" ) :" $7#"7*%#' 97 200, 97 ()"3% (%)#' % %7*!*" *)3?7& % :" "7'+#"#' , 3"!"%7' &' '*), 97 #"3( $' 97 $'! &'<%! &"!'% +'3'+#)* $3(%7"% % 97$'(' *7 7* ()-)%3 "7'+#"/"7%! 97 %!%)' &' 5,5 3"!"%7' &' '*), $%)' % :" :"7%!">%# 97 200. Î7 &3'7"*! )'+*)+'!) *3%7', )%()#*)"!' 3%7%-'3'7#*!*" $* +%!%)"%/"" +*7# &'  3%7"')= $%)' (%#' :" %()'$"%#= $% %)37"%+= ()"7 &':"7")'% @" &'!"3"#%)'% )"-*)%+= % )'+(7+%"!"#=/"!) (%)#'7')"!), %$'+# :%(# $7+#"#*"7&  %>% +!"&= ('7#)* -)':%)'% *7*" $!"3%# &' !*$)* 97 '$"(= Î7 )'!%/""!' 97#)'()"7&')"" $* 3'&"*! '#')7 +' (# &'!"3"#% )'!%/"" &' $(')%)', &' (%)#'7')"%# $* %-'7/""!' &' (*!"$"#%#', +$"'#=/"!' &' $3')/ @" )'!%/"" &' $7$*)'7/= $* :")3' %?7& *7 ():"! +"3"!%). P#)""# )'()'>'7#%7/"!) $3(%7"'", V'! P"#%) &'/"7' %()"3%#" 15 &"7 ("%/% &' 3)=)"# @"  &"7 $'% &' (%7":"$%/"', 97+= 97 !$%!"#=/"!' 97 $%)' &'/"7' :%)"$", $#% &' ("%/= %)"%>= 97#)' 5 @" 0. P'  ("%/= '#)'3 &' :)%-3'7#%#=, '+#"3%#= !% $")$% 2 3"!"%)&' &' '*), $#'!' ()"7$"(%!"!) *$=#)" &"7 3)=)"# @" (%7":"$%/"' %)"%>= 97#)' 4<, 97 #"3( $' ("%/% 7'%-)= )'()'>"7#= $")$% 40 &"7 ##%!. III& An7*#>7 SOT Punc+ 7!# % S$"'#%#'% '+#' &'/"7*#= &' :7&*! &' "7'+#"/"" J)%&*)+# $%)' '+#' %&3"7"+#)%# &' $3(%7"% N' C'7#*) 6!&"7-+.

5

 S$"'#%#'% % :+# &"">%#= !% 97$'(*#*! !*" 200 97 10 :")3' &"+#"7$#'. A+#:'! % $)'+$*# )'7#%"!"#%#'% @" *#"!">%)'% %$#"'!) % &''7"# 3*!# 3%" ':"$"'7#= 97 *)3% +('$"%!">=)"" :")3'!) (' (%)#' &' 3)=)"#, (%7":"$%/"' @" )'#%"!. $ P)&*+'!' +*7# +"-*)' &"7 (*7$# &' '&')' %!"3'7#%). U#"!">%)'% #'7!-"'" K'"7' T*$ ()&*+ 7'%#"7+ "3(*7' *7 7* +#%7&%)& 97 (%7":"$%/"' ()%$#"$, ()7"7& &' !% +'!'$#%)'% #"(*)"!) &' :%"7= @" $7#"7*?7& $* :)%-3'7#%)'%, &+(")'%, $%$')'%, )=$")'% @" %3%!%)'%, ()$'+*! '+#' 97 97#)'-"3' $7#)!%# &' $%!$*!%#). P%7":"$%/"% %3%!%#= '+#' (*+= %*#3%# 97 (*7-= +"-"!%#=, 97#)<*7 3'&"* "-"'7"$, %+#:'! 97$?# ()"3*! $%)' %#"7-' ()&*+*! '+#' &%) $7+*3%#)*! :"7%!. & N#)"'#%#'% )%7&<*!*" $)()%#' @" % 3=)$"!) &' ()&*+' %3%!%#' F)'7$ T%+#, P%7"++"3, A!3%&!$', R!!4E'), /"7*#= 97 ()"3*! )?7& ()"7 ()'$*(%)'% &' % "'@" 97 97#?3("7%)'% &)"7/'!) $!"'7/"!). ' V'! P"#%) %$)&= "3( )#%7/= @" $!"'7/ "!) $%)' 7'$'+"#=  %!"3'7 #%/"' +('$"%!= &%#)"#= &"')+'!) %:'$/"*7" @" $'!) $%)' 9@" &)'+$  %!"3'7#%/"' -%#= 97 +*+#%7/' 7*#)"#"' @" $* *7 %()# $%!)"$ )'&*+. V'! P"#%) % $)'%# -%3% &' ()&*+' %3%!%#' P%7"++"3 S"!*'#%, P?"7' J"+, P?"7' D"'#%, P?"7' $* )@"" @" *+*"$. : P)"7 #'7!-""!' @" %(%)%#*)% 3&')7= $* $%)' '+#' &#%#=, +$"'#%#'% %)' (+""!"#%#'% *)3=)")"" ':"$"'7#' % $%!"#=/"" ()&*+'!), %$'+#% :""7&  ()'$*(%)' $7+#%7#=. - S$"'#%#'% % "7'+ #"# 1 3"!. &' '*) ('7#)* %$">"/"7%)'% *7) 7" !"7"" &' (%7":"$% /"', $7+#)*")'% @"%"3%&*"7"" % 7" 3)", 3&')7">%)'% +"+#'3*!*" !-"+#"$, 3%)8'#"7-*!*", ()3%)'% ()&*+'!) $3(%7"'".  V'! P"#%) &'/"7' 97 J*$*)'@#"  $#= &' ("%/= &' 0<5 @"  !% 7"'! 7%/"7%!. " R'/'%*% &' &"+#)"*/"' +<% '#"7+ !% 10 &' 3%-%>"7' ()()"", %&"$= %()"3%#" 10.000 &' 3'#)"" (=#)%/" +(%/"* &' )'#%"!. D"7 $'!' 10 &' *7"#=/", 151 %* :+# 3&')7">%#' 97 *!#"3""  %7". Punc+ )*7(+ % C3(%7"% N' C'7#*) 6!&"7-+ %)'  (%)#"$"(%/"' &' %()"3%#" 0 !% #%#' $'!' 10 :")3' )'>*!#%#' 97 *)3% &"">=)""  I7:)%+#)*$#*)% &' &"+#)"*/"' '+#' +!% &'>!#%#=. $ Î7 *)3% &"">=)"" %$/"*7"!' :")3'" %* :+# )'#)%+' &' !% JVJ J*$*)'@#".

& M%#')""!' ()"3' %!' :")3'" ()"7 %#?#%&"7 /%)= $?# @"97&"7 "3()#. ' D%#)"#= "7'+#"/""!) )'%!">%#' :")3% 97)'-"+#)%# 200 *7 ():"# (')%/"7%! %:!%# +* '+#"3=)"!' "7"/"%!'. : A $)'+$*# ()'/*! ()&*+'!) :"7"#', $'!' &"7 +'-3'7#*! &' 3)=)"# 3%)?7&*<+' $* 0<0 97 $'% &'<% &*% *3=#%#' % %7*!*" #)'$*#, "%) $'!' &"7 (%7":"$%/"' $* 2. - R'/'%*% &' 3%-%>"7' ()()"" 7* $*()"7&' #%#= /%)%. Z7'!' &':"$"#%)' &"7 %$'+# (*7$# &' '&')' +*7# D)-'% @" (%)#'% &' '+# @" &' 7)& % /=)"". O8o!un#ă$# % P=#)*7&')'% $* +*$$'+ (' 7" ("'/', $"%) @" (' $'!' '#')7' &%#)"#= %&')=)"" R3?7"'" !%

UE.

54

 V'! P"#%) 9@" &)'@#' += +' '#"7&= 97 )'-"*7'% %!$%7"$= ()"7 %$">"/"" &' :%)"$" &' (?"7' $* $%(%$"#=/" &' ()&*$/"' &' 50<0 &' #7'>". P"'/'!' &"7 U$)%"7%, M!&%, S')"% +%* J*!-%)"% +*7# :%)#' "7#')'+%7#' &'%)'$' ()'>"7#= %$'!'%@" (%)#"$*!%)"#=/" %!' ("'/'" ) 3?7'@#" &' %$*3 10 %7". $ R')-%7">%)'% "7#')7=, )'+#)*$#*)%)'% @" )'#'7!-">%)'% )'%!">%#= 97 200 ) &*$' !% *7 3%7%-'3'7# 3%" ':"$"'7# @" !% 93*7=#=/")'% $%!"#=/"" ()&*+'!) @" 7* 97 *!#"3*! )?7& !% $)'@#')'% ?7>=)"!). & Î7 200, "7'+#"/""!' ) $7#"7*%, :""7& %!$%#' 2,5 3"!. &' '*) ('7#)* %$#""#=/"!' &' 3%)8'#"7- @" &' ()3%)' % ()&*+'!) @" % "3%-"7"" :")3'". ' C)'@#')'% )%("&= % ("'/'" ()&*+'!) &' (%7":"$%/"' &' !% 1, 3!& &' '*) 97 2005 !% 2 3!& '*) 97 200. Î7 200 +' ()'">"7'%>=  $)'@#')' % ("'/'" &' 20. : M%)"#%#'% +*$*)+%!'!) V'! P"#%) +*7# %3(!%+%#' 97 >7' %-)"$!', *7&' ()'&3"7= $*!#*)% &' -)?* J*$*)'@#", P"#'@#", I%@", T'$*$", G"*)-"* - R'%!">%)'% $%3(%7"'" V)'%* (?"7' $*)%#=H $%)' 9@" ()(*7' '!"3"7%)'% :")3'!) $%)' 9@" &'+:=@%)= %$#""#%#'% !% 7'-)*. A+n#n$ă!# % E"+#'7/% *7'" '$73"" +*#')%7', % *7) *7"#=/" $%)' $3')$"%!">'%>= ()&*+' &' (%7":"$%/"' 97 3& "!'-%!, "7&*+#)"% 3)=)"#*!*" @" % (%7":"$%/"'" %:!?7&*<+' 97 #(*! '%>"*7"" :"+$%!'.

A$'+#'*7"#=/" &'/"7*7*"  $#= &' ("%/= &' 40 . &' $=#)' R3(%7 $7+*3*! &' (?"7' +$%&'. Î7 200 C7:)3 +#*&"* &' ("%/= ':'$#*%# +' '+#"3'%>=  )'&*$')' &' 5 (*7$#' ()$'7#*%!'. $ E3%7$"(%)'% $7+*3%#)"!) $%)' ()':')= ()&*+' $* *7 %()# $%!)"$ +$=>*#, -%#' 97 +*+#%7/' 7*#)"#"', (?"7' %3%!%#= @" :'!"%#=. & C)'@#')'% ()'/*!*" !% -)?* @" ##&%#= % ()&*+'!) &' (%7":"$%/"' @" 3)=)"#. ' F'73'7'!' &' +'$'#% $%)' %* )'&*+ ) '$!#% 7%/"7%!=. : D'-)%&%)'% +!*!*" 97 >7'!' &' $*!#*)= % -)?*!*". IV& O(#+c#'+

$)'@#')' 20P"#% % $":)'" %:%$')" ('7#)* %7*! 200(%:%/= 200. U7Î7()"3 $''%"'$#" $' ()"'+'@#')':')= $# % !%&' ("%/ = S.C$*. V'! ) S.A&'. '+# ' !"&') (' ("% /% &' 7":"$%&'/"' ()%+(=#= @" %3%!%#=. Î7 *)3=#)"" #)'" %7", $3(%7"% % $)'@#' 7*3=)*! 3%-%>"7'!) +('$"%!">%#' &' (%7":"$%/"' (?7= !% 50 &"7 7*3=)*! ##%! &' +(%/"" &' )'#%"! %!' $3(%7"'", :%/= &' &%) 2< 97 ()'>'7#. L%7+%)'% *7) 7" -%3' &' ()&*+' @" +)#"3'7#' +('$":"$' %$#""#=/"" (' $%)' SC V'! P"#%) SA  &'+:=@%)=. O"'$#"' *)3=)"#' $% *)3%)' % !%7+=)"" 7*!*" ()&*+ F)'7$ R!!+ 1. S' %@#'%(#= $% 7"!' ()&*+' += &'+$(')' @" += +#"3*!'>' *7 7* +'-3'7# &' ("%/=, 2. M'7/"7')'% +%* $"%) 93*7=#=/")'% "3%-"7"" 97#)'()"7&')"" 97 )?7&*! $7+*3%#)"!)B . M'7/"7')'% +%* $)'@#')'% $#'" &' ("%/=. Î7 ()'>'7# V'! P"#%) +' *$*)= &' (>"/"% &' !"&') (' ("%/% &' (%7":"$%/"' ()%+(=#= @" %3%!%#=.

55

4. A#)%-')'% *7*" 7*3=) $?# 3%" 3%)' &' 77$7+*3%#)" )'!%#"" @" #)%7+:)3%)'% %$'+#)% 97 $7+*3%#)" :"&'!" %" ()&*+'!) V'! P"#%). 5. D%$= 7"!' ()&*+' +' ) $3()#% $7:)3 %@#'(#=)"!) %#*7$" :")3% % ()(*7' !%7+%)'% *7) 7" +('$"%!"#=/" ## &"7 -%3% &' ()&*+' ()'$%(#' – F)'7$ R!!+. V& S!7+;## *+ 7!<+#n;

O:')#% VE% PI&AR '+#' %)"%#%. S' %&)'+'%>= #*#*)) +'-3'7#'!) &' $7+*3%#)"  P')+%7'!) $* ()!'3' %!"3'7#%)'  (?"7'% "(-!*$"&"$= – ('7#)* $'" &"%'#"$" B (?"7'% %$!)"&= – :=)= +%)' ('7#)* $'" $%)' $7+*3= %!"3'7#' 7'+=)%#' B  P')+%7'!' $' %* -)"% &' %!"3'7#%/"% !)  (?"7' -%#= 97 :")', (?"7' $* #=)?/', (?"7' $* +'$%)%, (?"7' $* +'3"7/' B  P')+%7'!' $%)' &)'+$ += %"= +"-*)%7/% 97 %!"3'7#%/"' (?"7' %3%!%#= B  P')+%7'!' $%)' &)'+$ += +')'%+$= (?"7' !% ()="#)*! &' (?"7' +%* !% %!#' %(%)%#' '!'$#)$%+7"$' (?"7' F)'7$ T%+# B  P')+%7'!' $%)' &)'+$ (?"7' +* :)3% &' +('$"%!"#=/" $":!', %-'#' B  P')+%7'!' $%)' &)'+$ %(')"#"' &'+')#*)". Produse' (?"7' ()%+(=#= @" %3%!%#=B +('$"%!"#=/" &' (%7":"$%/"', (%#"+')"' @" $:'#=)"'B

"+$*"/"B 7%(!"#%7' @" ()&*+' &' 3)=)"#. #aniicaţia am&alată %)' !% %>% *#"!">%)'% $7$'(#*!*" K'"7' T*$. K eineTouc/ 4 produs neatins < '+#'  #'7!-"' 3&')7= $%)' "3(*7' *7 7* +#%7&%)& 97 (%7":"$%/"'. P)7"7& &' !% +'!'$#%)'% #"(*)"!) &' :="7= @" $7#"7*?7& $* :)=3?7#%)'%, &+(")'%, $%$')'%, )=$")'% @" %3%!%)'%, ()$'+*! '+#' 97 97#)'-"3' $7#)!%# &' $%!$*!%#). P?"7'% '+#' %3%!%#= 97 (*7-= +"-"!%#=, 97#)<*7 3'&"* "-"'7"$, :')"7& -%)%7/"% $= ()"3*! $%)' %#"7-' ()&*+*! '+#' &%) $7+*3%#)*! :"7%!. #aniicaţie proaspătă. O:')#% V'! P"#%) $*()"7&', 97 :*7$/"' &' +('$":"$*! >7'" &'+')"#', &":')"#' %)"%7#' &' (?"7' ()%+(=#=, ()&*+= &"7 $'!' 3%" *7' "7-)'&"'7#' < :="7= %!= &' -)?*, :="7*)" +('$"%!' @" 3"*)" &' $')'%!' < $* -)%3%' @" :)3' &"')+', ()7"7& &' !% P?"7' A!= S"3(!= 220- &"7 J*$*)'@#" @" (?7= !% S('$"%!"#%#' T?)7%% 2000- &"7 C!*. #9inile pentru nutriţie specială +*7# ()'>'7#' 97 #%#' !$%/""!' V'! P"#%), 97#)< -%3= %)"%#= $' $)'+(*7&' $'!) 3%" &"')+' -*+#*)" @" 7'" 7*#)"/"7%!' (?"7' 7'%-)=, (?"7' "7#'-)%!=, (?"7' 7'%-)= $* $%)#:", (?"7' :=)= +%)', (?"7' $* #=)?/' @" 3*!#' %!#' %+'3'7'% +)#"3'7#'. #atiserie $i coetărie. F"'$%)' !$%/"' V'! P"#%) @"<% &'>!#%#  -%3= ()()"' &' ()&*+' &' (%#"+')"' @" $:'#=)"', 97 *)3% %7%!">'" ()':')"7/'!) $7+*3%#)"!) !$%!". R*!%&'!', $>7%$"", +%!'*)"!', @#)*&'!', )*!*)"!' @" $)"++%7#'!' $* &"')+' *3(!*#*)" +*7# 7*3%" $?#'% &"7#)' ()&*+'!' V'! P"#%) $%)' @"<%* $?@#"-%# :%"3% (' ("'/'!' !$%!'. V'! P"#%) '+#' &'% $*7+$*# $% *7 ()&*$=#) &' )':')"7/= (' ("%/% &' $>7%$ @" $'$. Discuiţi. G%3% &' "+$*"/" @" 7%(!"#%7' +*7# ()&*+' &' (*7$#*! &' !*$)* V'! P"#%) &"7 I%@". J"+$*"/"" %3%!%/" +' %&)'+'%>= 97 +('$"%! $(""!) ()'@$!%)" C!(/'!, P"'7", @$!%)"!) @" %&*!/"!) $%)' *)3'%>=  %7*3"#% &"'#= T%"'# &"-'+#"", T%"'# -)%%3, 5 3"7*#'.

5

– (?"7' #%+# :'!"%#=, 97 (%#)* +)#"3'7#' F)'7$ T%+# C!%+"$, F)'7$ T%+# S'$%)=, F)'7$ T%+# S'3"7/', F)'7$ T%+# G)%%3. L%7+%#= 97 7"'3)"' 2004 '+#' ()"3*! )%7& ()'3"*3 &' (' ("%/% &' (%7":"$%/"' @" '+#' ()&*+ +* #'7!-"% K'"7' T*$. V'! P"#%) %)' 97 ()'>'7# &*= 3=)$" 7%/"7%! ' &' )*!%&' A!3%& !$' @" R!!4E'). Eoll)ver '+#'  -%3% &' 3"7")*!%&' -!%>*)%#' 97 4 %)3' $%$%, $%((*$$"7, $=(@*7", %7"!"' $' +' %&)'+'%>= %&!'+$'7#*!*" %:!%# 97 (%*>% &' 3%+= +%* +#*&'7#*!*" $%)' )'% += +$%(' )%("& &' :%3'. lmadolce= -%3% &' )*!%&' &'$)%#' $* -!%>*)% &' $"$!%#=, +' (>"/"7'%>= $% )=+:=/*! &*!$' &' !renc/ Toast

&*(= +')"$"* +%* $% *7 $%&* &*!$' $* $%)' ="%#*! $?@#"-= "7"3% "*"#'". #roduse de morărit. D"7 -)?* %#'7# +'!'$/"7%# V'! P"#%) /"7' &":')"#' #"(*)" &' :="7= 40, 550, 50, 00 , 1250, 1550, :="7= -)% %3 @" -)"@. P'7#)* $= &#%)'% #'7" $= (')3"#' %$' +# !*$)* :")3% V'! P"#%) :')= +()' $3')$"%!">%)' @" ()&*+' /"7*#' &"7 3=$"7%)'% -)?*!*", $*3 %) :" 3=!%" '#)% @" 3=!%" +*(')"). P' !?7-= %$'+#' 3%" /"7' @" *7 +*()&*+ – #=)?/'. P!odu)+*+ 8!+co78+ F!+nc Ro**) Mo#'7$#7 cu8ă!ă!## 8!odu)+*o! 8!+co78+ F!+nc Ro**) S*7# $":!' @" 3"7"%-'#' $%(#' 97 ()()/"' &' 0, +* $7#)!*! *7'" #'7!-"" 3&')7' #'3(')%#*)% @" #"3("" "7' $7#)!%/" &' &+(")' @" $%$')', $' $7:')= -%)%7/"% $= :"7%!">%)'%

$%$')"", &' $=#)' )"$%)' &"7#)' 7", +' )'%!">'%>= 97 $7&"/"" +"-*)' &' $%!"#%#' – -*+#, 3")+, %+('$# A'7n7+ =n con)u "# co+!c#7*#>7!+: P'7#)* $7+*3%#)*! :"7%!  O)"$"7' (%#' %'%  (?"7"$= :%)#' ()%+(=#=, $%!&=, %*)"7&=, 97 3%"3  3"7*#'B  A3%!%)'% 97 %#3+:')% 3&":"$% #= % ()&*+'!) &'#')3"7 = *7 #')3'7 &' %!%"!"#%#' 3%)' – 21 &' >"!' %+#:'! $= %()">"7%)'% +' (%#' :%$'  &%#= ('7#)* *7 #"3( 3%" 97&'!*7-%#B )"$?7& 9/" &)'@#" $'% ()%+(=# @" *7, (/" %'% "3'&"%#W  C7&"/"" &' (=+#)%)' :%)#' +"3(!' – #'3(')%#*)% 3'&"*!*" %3"%7#. P'7#)* 3%-%>"7'  T')3'7*! 3%)' &' %!%"!"#%#' *@*)'%>= 3*7$% &' coo!don7!+ 7 )ocu!#*o!J  (=+#)%)'% !% #'3(')%#*)% 3'&"*!*" %3"%7# '!"3"7= 7'$'+"#%#'% '"+#'7/'" !%7/*!*" :)"-)":"$ ()&*$=#)<$7+*3%#) < u"u!7!+7 *o;#)#c##&

Mod7*#7+7 d+ 8!+87!7!+ 7 8!odu)+*o! d#n ;77 F!+nc Ro**) 8!+co78+:  S' 97$=!>'@#' $*(#)*! !% :$ (#)""# 220X < 250XC – 7* '+#' )'$3%7&%#= ()'(%)%)'% ()&*+'!) !% $*(#)*! $* 3"$)*7&'B  D*(= &'+:%$')'% %3%!%*!*", +' %@'%>= ()&*+'!' (' #%=B  S' +#)('+$ $* (*/"7= %(= @"  S' "7#)&*$ 97 $*(#) $7:)3 #"3(*!*" 3'7/"7%# (' %3%!% ('7#)* :"'$%)' +)#"3'7# 97 (%)#' – 97#)'  @"  3"7*#'. S' )'$3%7&= += +' %@#'(#' 2< 3"7*#' &*(= +$%#')' ()&*+'!) &"7 $*(#) ('7#)* % (*#'%

+%*)% -*+#*! &'+=?)@"# %! %$'+#)%.

5

S!7+;#7 d+ d#)!#(u$#+ G)*(*! V'! P"#%) '+#' *7 (%)#'7') "3()#%7# %! 3%)"!) )'/'!' &' )'#%"! &"7 R3?7"%, %+"-*)?7&, ()"7 '$"(% &' ?7>=)", ()'>'7/% ()&*+'!) +%!' 97 ('+#' 10 000 (*7$#' &' !")%)' &"7 #%#= /%)%. P)&*+'!' V'! P"#%) S.A. %*7- !% !$%/""!' &' &'+:%$')' +*(')3%)8'#*)", (')3%)8'#*)", 3%-%>"7' &' &"3'7+"* 7" 3"$" @" 3"!$"", )'/'%*% VP M%-%++"7 :"' ()"7 +"+#'3 *! ()()"* &' &"+#)"* /"' V'! P"#%) '7':"$"%>= &' *7 (%)$ %*# 3&')7">%#, :"' ()"7 "7#')3'&"*! (%)#'7')"!).

C* *7 !*3 %! !")=)"!) >"!7"$' &' ()&*+' ()%+('#' &' ('+#' 00 &' #7', V'! P"#%) %$(')= >7' *)%7' $% J*$*)'@#", R?37"$* V?!$'%, G"*)-"*, C!* N%($%, T'$*$", I%@", T?)-* Q"*, J)%@, F$@%7", D)=-=@%7", C=!"3=7'@#", P%7$"*, $?# @" 97#"7+' >7' &"7 *&'/'!' A)-'@, V?!$'%, I!:, G"*)-"*, V)%7$'%, G%!%/", C!*, I%@", G) @" J)%@. P)&*+'!' +*7# !")%#' &")'$# $=#)' (*7$#'!' &' ?7>%)', *#"!">?7& *7 (%)$ %*# &' ('+#' 400 &' %*#'"$*!' &' &"')+' #7%'. V'! P"#%) &"+(*7' &'  +#)*$#*)= &' &"+#)"*/"' 7%/"7%!= % ()&*+'!) %3%!%#' (?"7' %3%!%#=, "+$*"/", 7%(!"#%7', (%+#' :="7%+' @" ()&*+' &' 3)=)"# ()"7 $%)' %+"-*)= ()'>'7/% %$'+#)% !% )"$%)' &"7 $'!'  !$%/"" &"7 /%)=, $* +$(*! &'$!%)%# &' % (*#'% :*)7">% $3')$"%7/"!) &"7 )"$%)' $!/ %! /=)"" #%#% -%3% &' ()&*+', &' !% )"$%)' &"7 :%)"$", ()'$*3 @" &' *7 !%7/ &' 3%-%>"7' ()()"" $' 97+*3'%>= 97 ()'>'7# ('+#' 10 &' %+#:'! &' *7"#=/". F""7& )% &' ()&*+' &' $7+*3 $*)'7#, (' $%)' $*3(=)=#)"" #)'*"' += !' -=+'%+$= 97 )"$' 33'7#, 97 %()%(' #%#' (*7$#'!' P"#%) SA % %&(#%#  +#)%#'-"' &' &"+#)"*/"' "7#'7+"= . F")3% +(')=&'$=?7>%)' %$'%+#=97#)'()"7&')'% )"'7#%)' +' %SC3V'! %#')"%!">% 97#)< (*#')7"$= $":)% &' %:%$')" @"  (%)#' &' ("%/= $?# 3%" )"&"$%#=. T)%&"/"% V'! P"#%) '+#' &' % )=+(!=#" $!"'7/"" :"&'!" . A+#:'!, 97 (')"%&% 10 3%" – 10 "*!"' 200 % :+# "7"/"%#= $%3(%7"% HP)'3"" $* %) &' !% V'! P"#%)H $%)' @"<% ()(*+ +% )=+(!=#'%+$= (%)#'7')"" &' %:%$')". A :+# )-%7">%#=  #3!= $* ()'3"" 97 %!%)' &' 000 &' RON :')"#' %-'7/"!) '$73"$" $%)' $3')$"%!">'%>= ()&*+'!' V'! P"#%). C)"#')"*! *7"$ &' +'!'$/"' % :+# )'%!">%)'% % *7*" !* 3 >"!7"$ &' ?7>=)" &' $'! (*/" 7 40 8- 3%-%>"7' 3"$ ", =$=7"" @" 100 &' 8+*(')3%)8'#<*)". S!7+;#7 d+ 8!+$

$%>"% !%7+=)"" -%3'"&'+)#"3'7#%!' F)'7$ ()&*+' ()'$%(#', +$"'#%#'% V'! P"#%) #=)?#C*:!+")'% *7'" (!"#"$" ('7'#)%)' % ("' /'" 97 R!!+ $''% $' ()"'@#' ()'/*! ()&*+' !). A$'+# !*$)*% 97+'%37= $= ()&*+'!' ) :" $3')$"%!">%#' "7"/"%! !% *7 ()'/ +$=>*#, ('7#)* % ('7'#)% ("%/% $?# 3%" )%("& @" $?# 3%" 97 ():*7 >"3' – ('7#)* % #)%-' )%("& *7 7*3 =) 3%)' &' $*3( =)=#)" @" ('7#)* % $?@#"-% *7 +'-3' 7# &' ("%/= "3()#% 7#. V!*3*! 3%)' &' ?7>=)" +' % #)%&*$ ' ()"7 )'&*$' )'% $+#*)"!), (')3"/?7& :")3'" += 9@" 3"$@)'>' 97 $7#"7*%)' ()'/*)"!'. P'7#)* % +#%"!" ()'/*! 7*!*" ()&*+ +<% )'$*)+ !%  $')$'#%)' +'!'$#"= &")'$#=, &'+:=@*)%#= (' *7 '@%7#"7 )'()'>'7#%#" &' 2000 (')+%7'. S*"'$/"" %* :+# +!"$"#%/" += )=+(*7&= !% *)3=#%)'!' 97#)'=)" &'+$"+' 1. C%)' '+#' ()'/*! 3"7"3 +* $%)' 7* %/" $*3(=)% ()&*+'!' ()'$%(#' F)'7$ R!!+ +* $%)' = 97&"/" &' $%!"#%#'% ()&*+*!*". 2. C%)' '+#' ()'/*! 3%"3 (' $%)' +*7#'/" &"+(*+ +="/"7%)'% 7"!) ()&*+' ()'$%(#' F)'7$ R!!+

5

R'>*!#%#'!' /"7*#' 97 *)3% $'+#"7=)"" +*7# ()'>'7#%#' 97 #%'!'!' &' 3%"  + P'7#)* 3"7"%-'#' 10 P)'/ 3"7"3
1RON 400 1,RON 420

1,2RON 450 1,RON 450

1,4RON

1,RON

0

20

2RON

2,2RON

500

0

T%'!*! 2.2 1,RON 200 2,4RON 250

P'7#)* ()'/*! 3%"3 +*7# ()'=>*#' &*= !"3"#' 1, RON @" 2,4 RON "%) ('7#)* $'! 3"7"3 1 RON @" 1, RON. S' $7+#"#*"' *7 "7#')%! $3*7 %?7& !"3"#% "7:')"%)= '-%!= $* 1,2 @" +*(')"%)= $* 2. A+#:'! !% %!'-')'% ()'/*!*" +' % (#% ('7#)*  %)"%7#% &' 3"!$ %$'+#% :""7& &' 1,4 RONY$%+')!% 10 -. P'7#)* $":!' 200 T%'!*! 2. P)'/ 3"7"3
1,2RON 00 2RON 40

1,4RON 40 2,2RON 520

1,RON

1,RON

50

0

2,4RON

2,RON

50

20

2RON 20 2,RON 10

P'7#)* ()'/*! 3%"3 +*7# ()'=>*#' &*= !"3"#' 2 RON @" 2, RON "%) ('7#)* $'! 3"7"3 1,2 RON @" 2 RON. S' $7+#"#*"' *7 "7#')%! $3*7 %?7& !"3"#% "7:')"%)= '-%!= $* 1,4 @" +*(')"%)= $* 2,4. A+#:'! !% %!'-')'% ()'/*!*" +' % (#% ('7#)*  %)"%7#= &' 3"!$ %$'+#% :""7& &' 1, RONY$%+')!% 200 -. S!7+;#7 d+ 8!oo'7!+ A$#""#%#'% &' ()3%)' ()()"*<>"+=, %#?# % $3(%7"'" $?# @" % *7*)"!) +%!', % '7':"$"% &' *7 *-'# &' %()"3%#" #)'" 3"!"%7' &' '*). P'7#)* ()3%)'% -%3'" +)#"3'7#%!' F)'7$ R!!+ +$"'#%#'% V'! P"#%) SA % 97$'"%# *7 $7#)%$# &' $!%)% )' $* M'&"% D")'$ #"7. L"$"#%/"% % %*# !$ 97 !*7% +'(#'3)"', :""7& ()'>'7#' %-'7/"" $% I7"#"%#"' M'&"%, S#%)$3, T'3(, G)' +%* O&++'. Î7 $7&"/""!' 97 $%)' V'! P"#%) 9@" &'>!#= ()#:!"*! &' ()&*+' ()'3"*3 – ()"7 !%7+%)'% *7*" ()&*+ "7%#", 3"7"%-'#'!' @" $":!'!' F)'7$ R!!+ ()'$%(#', (%)#'7')"%#*! $*  %-'7/"' 3'&"%

5

')% 3%" 3*!# &'$? #  7'$'+"#%#'. Î7 $!%)%)' $* M'&"% D")' $#"7 +<%* )'% !">%#  +')"' &' $!"(* )" (*!"$"#%)'. P' !?7-= $!"(*)"!' (*!"$"#%)' ()3%)'% 7*!*" ()&*+, F)'7$ R!!+, +' % )'%!">% @" ()"7   %7*7/*)" (*!"$"#%)' 97 E'7"3'7#*! >"!'", )'"+#' &'+#"7%#' -+(&"7'!)  %:"@' A4 @" A $!) (!%+%#' 97 $'7#)'!' &' &"+#)"*/"' 97 &)'(#*! )%:#*)"!)  (%7*)" (*!"$"#%)' %3(!%+%#' (' 3%)-"7'% &)*3*)"!) 7%/"7%!' @" )=@'7'@#" P)3%)'% ?7>=)"!) +' % )'%!">% ()"7  &'-*+#=)" – ) '"+#% (')+%7' &"7 (%)#'% $3(%7"'" V'! P"#%) $%)' ) :" %3(!%+%#' 97 3%)"!' $'7#)' $3')$ "%!' @" ) :')" +()' &'-*+ #%)' 7"!' ()&* +' (#'7/"%!"!) $!"'7/". A$'+#' (')+%7' ) :" "7+#)*"#' %+#:'! 97$?# += (%#= :')" "7:)3%/"" &'#%!"%#' &'+()' 7*! ()&*+ F)'7$ R!!+. Î7 3%-%>"7'!' ()()"" #/" $!"'7/"" ) :" +')"/" $* 7"!' ()&*+' F)'7$ R!!+ !% "7#)%)'% 97 "7$"7#= @" !" +' % "7&"$% $* ()'$">"' !$*! *7&' (# :" -=+"#' %$'+#'%. Î7 $%>*)"!' 97 $%)' '+#' )% &' *7 +*(')3%)8'# $!"'7/"" ) : " $7&*@" !% !$*! *7&' +*7# '(*+' 7"!' ()&*+' ()'$%(#'.  &'37+#)%/""!' – 97 ()"3'!' #)'" !*7" &' !% !%7+%)', +('$"%!"@#"" V'! P"#%) ) :" ()'>'7/" 97 )'/'%*% &' )'#%"! VP M%-%++"7 &%) @" 97 %!#' (')3%)8'#<*)" %)=#?7&*"% &'37+#)%/""!) (*!"$*! ()'>'7# % :" )*-%# += (%)#"$"(' !% ()'-=#")'% ()&*+'!). Î7 *)3% ()'>'7#=)"" ()&*+'!) +' ) %&)'+% @" 97#)'=)" !'-%#' &' %$'+#'% "%) $'" $%)' )=+(*7& $)'$# ) ()"3" ()'3"" &"7 (%)#'% V'! P"#%), $7+#?7& 97 ()&*+' @" 3%#')"%!' ()3/"7%!'  ?7>%)'% &")'$#= – $% *)3%)' % (%)#"$"(=)"" !% &"')+' #?)-*)" &' ():"!. S('$"%!"@#"" 97 3%)8'#"7- %" V'! P"#%) ()'>'7/" 97 &":')"#' (*7$#' $3')$"%!' ) +*(')">% 3&*! 97 $%)' 7"!' ()&*+' ) :" '(*+' 97 )%:#*)", %+#:'! 97$?# %$'+#'% += :"' (*+' 97 %!%)' $?# 3%" "7'. A$'@#"% ) %(!"$% #'7 "$" &' 3')$%7 &"+"7- ('7 #)* % -=+" +!*/"" !% ()!'3' ()'$*3 %!'-')'% !$*!*" *7&' % :" %3(!%+%# ()&*+*! 97 '&')'% ?7>=)"", 3=)"3'% +*()%:'/'" &' ?7>%)' $%)' 9" % :" %#)"*"#=, $%7#"#%#'% &' ()&*+ $' % :" ()'>'7#= 97 )%"7*! &' ?7>%)', 3&*! &' %)%7%)' % ()&*+'!). VI& P!o;!7+ d+ 7c$#un+

1. A(!"$%)'% *7'" (!"#"$" &' ()'/ 3%" ':"$"'7#=, )%()#*! ()'/<$%!"#%#' @" ()'/*! ("'/'" += :"' %#'7# *)3=)"#B 2. Î3*7=#=/")'% (')3%7'7#= % -%3'" &' ()&*+' – ()&*+'!' ) :" ()3%#' ()"7 &":')"#' %$/"*7", !% #')3'7 +$*)# &*(= %(%)"/"% (' ("%/=B . C)'@#')'% -)%&*!*" &' "7:)3%)' % $!"'7/"!) &'+()' :")3% V'! P"#%) @" ()&*+'!' +%!'B 4. C%3(%7"% &' ()3%)' (' 3%++<3'&"% 7%/"7%!=B 5. Î3*7=#=/")'% !-"+#"$"" ()"7 "7#)&*$')'% *7) ()-)%3' &' *)3=)")' % ?7>=)"!) (' %-'7/" @" $!"'7/" @" 3=)"3'% 7*3=)*!*" %$'+#)%B . C7#"7*%)'% ()3=)"" ()&*+'!) V'! P"#%) %#?# 97 3%-%>"7'!' ()()"", $?# @" 97 3%-%>"7'!' $!"'7/"!)B . C7#"7*%)'% '%!*=)"" +%#"+:%$/"'" $!"'7/"!) ()"7 &":')"#' +7&%'B

0

. O)-%7">%)'% &' #3!' 97 3%-%>"7'!' ()()"" &' +=)=#)"!' &' P%@#" @" &' C)=$"*7 $* ()'3"" +*+#%7/"%!'B . P%)#"$"(%)'% !% '(>"/"" &' +('$"%!"#%#' ('7#)* % +#%"!" $%# 3%" 3*!#' $7#%$#' $* $!"'7/""B 10. C7#"7*%)'% @" '#"7&')'% $!%)=)"" $* 3%)"!' 3%-%>"7' @" ('):'$#%)'% &' $7#)%$#' $* 3%-%>"7'!' 7* %(=)*#'B 11. D'+$"&')'% &' 7" (*7$#' &' !*$)* 97 )%@'!' $%)' ()'>"7#= "7#')'+ ('7#)* :")3% V'! P"#%).

1

CONCLUZII P!%7*! &' 3%)8'#"7- '+#' *7 &$*3'7# $%)' :)3*!'%>= *7 (!%7 ('7#)* ?7>%)'% ()&*+'!) @" +')"$""!). U7'!' :")3' '"#= (!%7":"$% )'% &' 3%)8'#"7- &"7 $%*>% #"3(* !*" @" ':)#*!*" 7'$'+ %) ('7#)* % $7$'(' ()()"% (!"#"$= 97 :)3= +$)"+=. U7"" &")'$#)" $7+"&')= $= #"3(*! !) '+#' ()'% ()'/"+ ('7#)* % @"" $* >". M*!/" $)'& $= :")3'!' !) (# +*()%"'/*" @" :=)= %+'3'7'% (!%7*)" &' 3%)8'#"7-. N* '+#' (+""! +% "7>" $'% :=)= += $7$'(" < 97#)< :)3% )"$?# &' )*&"3'7#%)= < *7 (!%7 &' 3%)8'#"7-. Î7 %$'+#' #"3(*)", $?7& ("'/'!' &"7 97#)'%-% !*3' &'"7 &"7 $' 97 $' 3%" $3('#"#"', '+#' 7'$'+%)= *#"!">%)'% 3%)8'#"7-<*!*" ('7#)* % $%7%!">% ?7>=)"!' 97 &")'$/"% $'% *7=. C% &$*3'7# $*  +#)*$#*)= :)3%!=, (!%7*! &' 3%)8'#"7- 9! &"+$"(!"7'%>= (' $'! $%)' 9! $7$'(', 9! %*#= += 9@" %)%7'>' -?7&*)"!', $":)'!' @" $7$!*>""!' 97#)< )&"7' !-"$=, $' (%#' :" *)3=)"#= @" &' $=#)' %!/"". V'! P"#%) '+#' !"&')*! ("'/'" )3?7'@#" % ()&*+'!) &' (%7":"$%/"' @" *7 *$=#) "3()#%7# 97 &3'7"*! ()&*$/"'" &' +('$"%!"#=/", "+$*"/" @" 7%(!"#%7', (%+#' :="7%+', +('$"%!"#=/" &' $:'#=)"' @" (%#"+')"' @" ()&*+' &' 3)=)"#. C%  $7:")3%)' % "3()#%7/'" (' $%)' V'! P"#%) SA  %$)&% $%!"#=/"" ()&*+'!) +%!', &':"7"#= ()"7 ()+('/"3', "-"'7=, $7#)!*! 3%#')"'" ()"3' @" %! "7-)'&"'7#'!), $3(%7"% % ()"3"# $')#":"$%)'% ('7#)* +#%7&%)&*! ISO ..1-... $3(!'#%# 97 +'3'+#)*! I %! %7*!*" 2004 $* /"7')'% $')#":"$=)"" 3&A&C&C&P& 97 &3'7"*! +"-*)%7/'" %!"3'7#%)' ('7#)* '7#"#=/"!' V?!$'%, J*$*)'@#" @" P"#'@#". Î7 *)3% *7) +#*&"" &' ("%/= ':'$#*%#' $* +()""7*! *7) :")3' +('$"%!">%#' +<% +')%# $=  3%)' (%)#' &"7#)' $7+*3%#)" 7* +*7# (' &'(!"7 3*!/*3"/" &' ()&*+'!' &' (%7":"$%/"' (' $%)' !' $*3(=)=. U7 +#*&"* ':' $#*%# &' *7 -)*( &' $')$ '#=#)" % %)=#%# :%(#*! $= 3")+* ! $'! 3%" (!=$*# ('7#)* %3'7" '+#' $'! &' (?"7' :=$*#= 97 $%+=. P'7#)* % '7" 97 97#?3("7%)'% &)"7/'!) $7+*3%#)"!) $3(%7"% V'! P"#%) % $7$'(*# *7 7* ()&*+ &' (%#"+')"' +" %7*3' ()&*+'!' ()'$%(#'. A$'+#' ()&*+' :')= (+""!"#%#'% $7+*3%#)"!) +=<@" ()'-=#'%+$= +"7-*)", %$%+= 97 "7#"3"#%#'% :%3 "!"'"  (?"7' &'+' "#=. A+#:'! '" ) %'% 97 )"$' 33'7 # @%7+% += +%*)'> ' *7 ()&*+ ()%+(=#, )=7"#) @" :=$*# 97 $%+=. A$'+# ()&*+ '+#' &'+#"7%# #*#*)) (')+%7'!) &%) 9 7 +('$"%! $'!) $%)' +*7# %$#"', 97##&'%*7% -)="#' @" $%)' 7* %* #"3( ()'% 3*!# ('7# )* ()'(% )%)'% %!"3 '7#'!). T"3(*! &' ()'(%)%)' %! ()&*+'!) '+#' &' < 3"7*#' $''% $' $7:')= :%)#' 3*!#' %%7#%'. U7 %!# %%7#% %! %$'+#) ()&*+' '+#' $= +*7# ()&*+' (' %>% #'7!-"'" K'"7' T*$, $''% $' 97+'%37= $= $!"'7#*! '+#' $'! $%)' %#"7-' ()"3*! ()&*+*!. A$'%+#= #'7!-"' :')= (+""!"#%#'% $3(%7"'" V'! P"#%) += ()&*$= @" += %3%!'>' 97 $7&"/"" &' "-"'7= ('):'$#=. N*! ()&*+ F)'7$ R!!+ '+#' ()'>'7# 97 5 +)#"3'7#' @" %7*3'  C!%+"$B  G)%%3B  C* $'%(=B  C* 3=)%)B  C* 3=+!"7'. F"'$%)' &"7#)' $'!' 5 +)#"3'7#' '+#' :')"# $7+*3%#)"!) +* &*= :)3' &' $":!' @" 3"7"%-'#'.

2

V'! P"#%) &"+(*7' &'  +#)*$#*)= &' &"+#)"*/"' 7%/"7%!= % ()&*+'!) %3%!%#' (?"7' %3%!%#=, "+$*"/", 7%(!"#%7', (%+#' :="7%+' @" ()&*+' &' 3)=)"# ()"7 $%)' %+"-*)= ()'>'7/% %$'+#)% !% )"$%)' &"7 $'!' 10 *&'/' &"7 /%)=, $* +$(*! &'$!%)%# &' % (*#'% :*)7">% $3')$"%7/"!) &"7 )"$%)' $!# %! /=)"" #%#= -%3% &' ()&*+', &' !% )"$%)' &"7 :%)"$", ()'$*3 @" &' *7 !%7/ &' 3%-%>"7' ()()"" $' 97+*3'%>= 97 ()'>'7# ('+#' 10 &' %+#:'! &' *7"#=/". F""7& )% &' ()&*+' &' $7+*3 $*)'7#, (' $%)' $*3(=)=#)"" #)'*"' += !' -=+'%+$= 97 )"$' 33'7#, 97 %()%(' #%#' (*7$#'!' &' ?7>%)' 97#)'()"7&')'% SC V'! P"#%) SA % %&(#%#  +#)%#'-"' &' &"+#)"*/"' "7#'7+"=. F")3% +(')= $= %$'%+#= )"'7#%)' +' % 3%#')"%!">% 97#)< (*#')7"$= $":)% &' %:%$')" @"  (%)#' &' ("%/= $?# 3%" )"&"$%#=. C* $%>"% !%7+=)"" -%3'" +)#"3'7#%!' F)'7$ R!!+ ()&*+' ()'$%(#', +$"'#%#'% V'! P"#%) % #=)?# :!+")'% *7'" (!"#"$" &' ('7'#)%)' % ("'/'" 97 $''% $' ()"'@#' ()'/*! ()&*+'!). A$'+# !*$)* 97+'%37= $= ()&*+'!' ) :" $3')$"%!">%#' "7"/"%! !% *7 ()'/ +$=>*#, ('7#)* % ('7'#)% ("%/% $?# 3%" )%("& @" $?# 3%" 97 ():*7 >"3' – ('7#)* % #)%-' )%("& *7 7*3 =) 3%)' &' $*3( =)=#)" @" ('7#)* % $?@#"-% *7 +'-3' 7# &' ("%/= "3()#% 7#. V!*3*! 3%)' &' ?7>=)" +' % #)%&*$ ' ()"7 )'&*$' )'% $+#*)"!), (')3"/?7& :")3'" += 9@" 3"$@)'>' 97 $7#"7*%)' ()'/*)"!'. P)'/*! 7"!) ()&*+' ()'$%(#' F)'7$ R!!+ ()(*+' &' $=#)' SC V'! P"#%) SA '+#' &' 1,4 RONY$%+')!% 10 - @" 1, RONY$%+')!% 200 -. Î7 $''% $' ()"'@#' ()3%)'% 7"!) ()&*+' F)'7$ R!!+, ()&*$=#)*! % (#%# %#?# ('7#)* (*!"$"#%#', # +'7+ & =)"!) *7 $7#)%$# &'&' $!%)%)' $* Î7:")3= &' ():"! @" ('7#)* &"')+' %!#' #'7"$" 97 &'%$'+ ()3 %)'97$'"7 % ?7> !% !$*! &'+:%$')'. (%)#'7')"%# $*$?# :")3% &' 3'&"% +<% )'%!">%# *7 $!"( (*!"$" #%) $%)' % :" &":*>%# !% (+#*)"! ' &' #'!'">" *7' 7%/"7%!'. P' !?7-= $!"( *! (*!"$"#%) +<%* )'%!">%# @" %:"@' (*!"$"#%)' $%)' ) :" (!%+%#' 97 $'7#)'!' $3')$"%!' @" 97 !$*)"!' +('$"%! %3'7%%#' &"7 3%)"!' )%@'. P)3%)'% ()&*+'!) +' % :%$' @" (' (%-"7"!' &' "7#')7'# %!' SC V'! P"#%) SA @" %!' %!#) 3%-%>"7' &' $*3(=)=#*)" 7%)'% *7) ()&*+' ()'$%(#' $%)' += (%#= :" ()'(%)%#' @" 97 $*(#)*! $* 3"$)*7&'. P)'/*! ()&*+'!) %) #)'*" += :"' %:"@%# (' '#"$'#' $?# 3%" 3%)" $% += (%#= :" +')%# &' #/" $!"'7/""P)&* @" +=+'!' !' )=3?7= ()'$%97 (#'3'3)"'. F)'7$ R!!+ ) :" &"+#)"*"#' 97 3%-%>"7'!' ()()"" @" 97 3%)"!' $'7#)' $3')$"%!'. P)(*7')'% 3'% 97 %$'+# +'7+ '+#' += +' 97$') $' &"+#)" *")'% ()&* +'!) @" $=#)' 3%-%>"7'!' 3%" 3"$", $=#)' +*(' )3%)8'#*)". P'7#)* $= +' ()'(%)= )%("&, %3%!% *! '+#' +"-"!%# $":!'!' F)'7$ R!! + ) :" "&'%!' 97 ()'(%)% )'% 3?7$=)*)"!) :%+#<:&. D' %$''% ()( *7 += +' 97$')$' $!%)%)'% @" $* !%7/*)" &' :%+#<:& ('7#)* $= $":!'!' F)'7$ R!!+ (# += 97!$*"%+$= $* +*$$'+ $!%+"$'!' $":!'. R':')"#) !% ()3%)'% ()&*+'!) ()'$%(#' F)'7$ R!!+ $)'& $= %) :" "7' &%$= ()&*$=#)*! % 97$')$% 97 ()"3'!' !*7" &' !% !%7+%)'% ()&*+*!*" (' ("%/= += #)"3"#= 97 3%)"!' $'7#)' $3')$"%!' +('$"%!"@#" $%)' += !' %)%#' $7+*3%#)"!) $?# &' *@) +' (# ()'(%)% %$%+= %$'+#' ()&*+'. O %!#= ()(*7')' '+#' += +' :')' @" $?#'  )@*)= $* )'/'#' 97 $%)' (# :" :!+"#' ()&*+'!' F)'7$ R!!+. P')+7%!*! *#"!">%# 97 ()3% )'% ()&*+ '!) #)'*"' += :"' &"7%3"$, #?7=) @" += :"' :%)#' "7' ()'-=#"# $% += (%#= )=+(*7&= !% #%#' 97#)'=)"!' $!"'7/"!).



JIJLIOGRAFIE 1& A n;+*9 D7n L7u!+n$#u -& 67*7u!+9 V#!;#* coo!dHJ Căăno#u9 I&

6u))#n+) o (u))#n+) 7!<+#n; 8:&7)+&!o(#(*#o+c7H M7!<+#n;J +d#u!7 U!7nu)9 6ucu!+"#9 -...

0& 6ă*o#u9 M#7#* L#'#u

M7n7;++nu* #no'7$#+#9 '##o!u* =n!+8!#nd+!##9 =n!+8!#nd+!+7 '##o!u*u#J +d#u!7 E%#c#+n9 6ucu!+"#9 1@

2& 6 o#+!9 A& Rod#c7

Ino'7!+ "# )ucc+)9 )!7+;## d+ 7!<+#n; 8+n!u 8!odu)+*+ no#9 +d#u!7 S+dco9 I7"#9 1

@& 3 !#"c+'9 Eu;+n#u

M7n7;++nu* #no'7$#+#J +d#u!7 A&S&E&M&9 C#"#nău9 -..1

5& K o*+!9 P#*#8

M7n7;++nu* 7!<+#n;u*u#9 +d#$#7 7 II,7J +d#u!7 T+o!79 6ucu!+"#9 1/

& K o*+!9 P#*#8

M7n7;++nu* 7!<+#n;u*u#9 +d#$#7 7 III,7J +d#u!7 T+o!79 6ucu!+"#9 -..-

/& K o*+!9 P#*#8

M7n7;++nu* 7!<+#n;u*u#9 +d#$#7 7 IV,7J +d#u!7 T+o!79 6ucu!+"#9 -..@

& K o*+!9 P#*#8

P!#nc#8##*+ 7!<+#n;u*u#9 +d#$#7 +u!o8+7năJ +d#u!7 T+o!79 6ucu!+"#9 -..1

1.& M7no*+9 V#co!J So#7n9 M#!+*7

M7!<+#n; &(#(*#o+c7&7)+&!oH

11& M+;#"7n9 G+o!;+J N#)o!+)cu9 Tudo!

67>+*+ 7!<+#n;u*u#9 +d#u!7 Econo#că9 6ucu!+"#9 1/

1-& P!u#7nu9 Ş+%7nJ Mun+7nu9 C&J C7*u)c#9 C&

In+*#;+n$7 7!<+#n; 8*u)J +d#u!7 Po*#!o9 I7"#9 -..2

10& Ru))+*9 To7) L7n+9 Ro*7nd & &J

-..-M7nu7* d+ 8u(*#c#7+J +d#u!7 T+o!79 6ucu!+"#9

4

12&S7nc#u9S#că

67>+*+;+n+!7*+7*+7!<+#n;u*u# &c+n!7*&uc'&!oH

1@& +)ood on

P*7nu* d+ 7!<+#n; 87) cu 87)J +d#u!7 R+n!o8  S!7on9 6ucu!+"#9 1

15&    1&    1/&    1&    -.&   

&!u(#n#7n&co7!<+#n;&88 &'+*8#7!&!o &)7nd7!d&!o &7d+'7!u*&!o &(7n##no)!#&!o

5