activitatii de marketing la BCR

Cuprins:
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|Introducere………………………………………………………………………                                  |1   |
|                                                                        |    |
|Capitolul I Organizarea Acticitatii de Marketing intr-o Intreprindere   |    |
|Financiara………………………………………………………….                                       |3   |
|1.1. Locul Marketingului in Structura Organizatorica a Intreprinderii   |    |
|Financiare …………………………………………………………………..                                  |3   |
|1.2. Compartimentul de Marketing in Structura Organizatorica a          |    |
|Intreprinderii Financiare……………………………………………………                           |8   |
|1.2.1.  Evolutia Compartimentului de Marketing………………………..               |9   |
|1.2.2.  Atributiile si Sistemul de Relatii ale Compartimentului    de   |    |
|Marketing…..……………………………………………………                                        |12  |
|1.3. Structura Interna a Compartimentului de Marketing……………………          |17  |
|1.4. Personalul Compartimentului de Marketing……………………………..              |24  |
|1.4.1. Recrutarea si Selectia Personalului pentru      Compartimentul de|    |
|Marketing………………………..…………..                                              |25  |
|1.4.2. Surse si Criterii de Recrutare a Resurselor Umane……………           |28  |
|                                                                        |    |
|Capitolul II Notiuni Teoretice Privind Conceptul de Marketing           |    |
|Bancar……………………………………………………………...                                        |31  |
|2.1. Marketingul Bancar – Definitie, Trasaturi Specifice, Locul in      |    |
|Cadrul Marketingului Serviciilor…………………………………………………...                  |31  |
|2.2. Particularitati ale Mix-ului de Marketing Bancar………………………...       |39  |
|2.2.1.  Politica de Produs a Intreprinderii Financiare…………………..         |40  |
|2.2.2. Politica de Pret a Intreprinderii Financiare……………………...          |43  |
|2.2.3.  Politica de Distributie a Intreprinderii Financiare……………….      |43  |
|2.2.4.  Politica de Promovare a Intreprinderii Financiare……………...       |45  |
|2.3. Tipuri de Servicii Bancare; Comportamentul Bancar…………………..         |46  |
|2.3.1.  Tipuri de Servicii Bancare………………………………………...                    |47  |
|2.3.2.  Comportamentul Bancar………………………………………….                          |49  |
|2.4. Piata Intreprinderii Financiare ……………………………………………                  |51  |
|                                                                        |    |
|Capitolul III Privire de Ansamblu asupra Sistemului Bancar din          |    |
|Romania………………………………………………………….                                          |54  |
|3.1. Scurt Istoric al Sistemului Bancar din Romania – Evolutie,         |54  |
|Tendinte..                                                              |    |
|3.2. Tipuri de Banci in Sistemul Bancar din Romania………………………            |58  |
|3.3. Structura Organizatorica a Societatilor Bancare……………………….          |61  |
|3.4. Premisele Integrarii Europene a Sistemului Bancar din Romania……    |70  |
|Capitolul IV Organizarea Activitatii de Marketing la Banca Comerciala   |     |
|Romana – Centrala……………………………...                                         |74   |
|4.1.  Banca Comerciala Romana – Banca Moderna, Adaptata la  Economia de |     |
|Piata ………………………………………………………                                             |75   |
|4.2.  Catalogul Produselor si Serviciilor Oferite de Banca  Comerciala  |     |
|Romana – Centrala………………………………………………………                                  |82   |
|4.3.  Aspecte ale Managementului Bancii Comerciale Romane –             |     |
|Centrala……………………………………………………………………                                      |87   |
|4.4.  Departamentul de Marketing, Administrare si Investitii din        |     |
|Cadrul Bancii Comerciale Romane – Centrala………………………..                   |92   |
|4.5.  Oportunitati de Imbunatatire a Activitatii de Marketing din       |     |
|Cadrul  Bancii Comerciale Romane – Centrala ………………………………..              |97   |
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|Concluzii…………………………………………………………………………                                   |105  |
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|Bibliografie ……………………………………………………………………..                               |113  |
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|Anexa 1 Model de Fisa de Post Cadru a unui specialist in Cercetari de   |     |
|Marketing                                                               |     |
|                                                                        |     |
|Anexa 2 Profesiograma specialistului în marketing                       |     |
|                                                                        |     |
|Anexa 3  Catalogul Produselor si Serviciilor Oferite de Banca Comerciala|     |
|Romana                                                                  |     |
|                                                                        |     |
|Anexa 4 Organigrama Administratiei Centralei Bancii Comerciale Romane   |     |