STUDIU PRIVIND ATITUDINEA CONSUMATORULUI FATA DE MARCA

                                                         CUPRINS
|1.TEORII  ŞI  MODELE  REFERITOARE  LA                        |1               |
|COMPORTAMENTUL                                               |                |
|CONSUMATORULUI...............................................|                |
|.........................................                    |                |
|1.1ROLUL MĂRCII ĬN                                           |1               |
|PROCESULDECIZIONAL...........................................|                |
|...........................................................  |                |
|1.1.1. Funcţiile mãrcii pentru                               |1               |
|consumator...................................................|                |
|......                                                       |                |
|1.2. PROCESUL                                                |2               |
|DECIZIONAL...................................................|                |
|.....................                                        |                |
|1.2.1. Diferenţele percepute de consumator între mãrcile     |2               |
|concurente...............                                    |                |
|1.2.2.  Implicaţiile consumatorului în procesul              |3               |
|decizional..................................                 |                |
|1.2.3. Consumatorul faţã în faţã cu                          |3               |
|marca........................................................|                |
|..                                                           |                |
|1.2.4.  Tipologia deciziilor de                              |5               |
|cumpãrare....................................................|                |
|.......                                                      |                |
|1.2.4.1.Comportamentul                                       |5               |
|extensiv.....................................................|                |
|....................                                         |                |
|1.2.4.2. Comportamentul                                      |5               |
|limitat......................................................|                |
|......................                                       |                |
|1.2.4.3. Fidelitatea şi sensibilitatea faţã de               |6               |
|marcã.................................................       |                |
|1.2.4.4. Inerţia şi                                          |8               |
|varietatea...................................................|                |
|................................                             |                |
|2. ATITUDINILE ŞI FORMAREA                                   |11              |
|LOR.......................................................   |                |
|2.1. STRUCTURA ŞI FUNCŢIILE                                  |12              |
|ATITUDINILOR........................................         |                |
|2.1.1. Componentele                                          |13              |
|atitudinilor.................................................|                |
|.........................                                    |                |
|2.1.2.  Funcţiile                                            |13              |
|atitudinii...................................................|                |
|..................................                           |                |
|2.2.DE LA MĂSURAREA ATITUDINILOR LA RELAŢIILE DINTRE         |14              |
|ATITUDINE ŞI                                                 |                |
|COMPORTAMENT.................................................|                |
|..................                                           |                |
|2.2.1. Mãsurarea                                             |15              |
|atitudinilor.................................................|                |
|.............................                                |                |
|2.2.2. Relaţia dintre atitudine şi                           |15              |
|comportament.................................................|                |
|.                                                            |                |
|2.2.3. Influenţa comportamentului asupra                     |17              |
|atitudinii.............................................      |                |
|2.3. FORMAREA ATITUDINILOR. MODELELE MULTI ATRIBUTE..........|19              |
|2.3.1. Modele                                                |21              |
|compensatorii................................................|                |
|..............................                               |                |
|2.3.2. Modelele                                              |21              |
|necompensatorii..............................................|                |
|........................                                     |                |
|2.4. STRATEGII DE CONSOLIDARE ŞI DE MODIFICARE A             |22              |
|ATITUDINILOR.................................................|                |
|................................................             |                |
|2.4.1. Condiţiile favorabile schimbãrii                      |22              |
|atitudinilor...........................................      |                |
|2.4.2. Strategii de modificare a atitudinilor consumatorului |22              |
|înainte de                                                   |                |
|cumpãrare....................................................|                |
|.......................................................      |                |
|2.4.2.1. Strategii fondate pe teoriile referitoare la        |24              |
|atitudine..............................                      |                |
|2.4.2.2. Teorii referitoare la procesarea                    |24              |
|informaţiilor........................................        |                |
|2.4.3. STRATEGII DE SCHIMBARE A                              |25              |
|ATITUDINILOR..............................                   |                |
|3. POLITICA DE                                               |26              |
|MARCǍ........................................................|                |
|......................                                       |                |
|3.1. DEFINIŢIA ŞI ALEGEREA MǍRCII                            |27              |
|3.1.2. Ce este şi cum se mãsoarã potenţialul                 |27              |
|mãrcii...........................................            |                |
|3.2. PROCESUL DE                                             |28              |
|MARCARE......................................................|                |
|...................                                          |                |
|3.2.1. Decizii luate în procesul de                          |29              |
|marcare......................................................|                |
|....                                                         |                |
|3.2.1. Decizii luate în procesul                             |29              |
|decizional...................................................|                |
|..........                                                   |                |
|3.2.2. Sponsorizarea                                         |30              |
|mãrcii.......................................................|                |
|............................                                 |                |
|3.3. STRATEGIA DE                                            |31              |
|MARCǍ........................................................|                |
|..................                                           |                |
|3.3.1. Licenţierea numelor de                                |31              |
|marcã........................................................|                |
|.............                                                |                |
|3.3.2. Cât de departe trebuie mers cu marcarea la nivel      |34              |
|global...........................                            |                |
|3.3.3. Repoziţionarea                                        |34              |
|mãrcilor.....................................................|                |
|........................                                     |                |
|4. NOI                                                       |35              |
|MǍRCI........................................................|                |
|...........................................                  |                |
|4.1. DEZVOLTAREA ŞI LANSAREA PRINCIPALELOR                   |35              |
|MǍRCI..................                                      |                |
|4.1.1. Dezvoltarea şi lansarea unor noi                      |35              |
|mãrci......................................................  |                |
|4.2. Lansarea unei noi                                       |36              |
|mãrci........................................................|                |
|..........................                                   |                |
|4.3. Vedere asupra viitorului                                |39              |
|mãrcii.......................................................|                |
|................                                             |                |
|5. LANŢUL HOTELIER                                           |41              |
|CONTINENTAL..................................................|                |
|....                                                         |                |
|5.1. OFERTA HOTELULUI                                        |41              |
|CONTINENTAL..................................................|                |
|..                                                           |                |
|5.2. ARHITECTURA ŞI                                          |42              |
|CONSTRUCŢIILE................................................|                |
|.......                                                      |                |
|5.3.                                                         |43              |
|AMPLASAREA...................................................|                |
|...........................................                  |                |
|5.4. PRODUSUL                                                |45              |
|HOTELULUI....................................................|                |
|........................                                     |                |
|5.5. TARIFELE                                                |45              |
|PRACTICATE...................................................|                |
|.........................                                    |                |
|5.6.ANALIZACONCURENŢEI.......................................|47              |
|....................................                         |                |
|5.7. STRUCTURA                                               |49              |
|CLIENTELEI...................................................|                |
|......................                                       |                |
|5.8. PLANUL ŞI METODA DE                                     |50              |
|EŞANTIONARE...............................................   |                |
|5.8.1. Tratarea şi analiza                                   |54              |
|datelor......................................................|                |
|....................                                         |                |
|CONCLUZII şi                                                 |65              |
|PROPUNERI....................................................|                |
|...........................                                  |                |

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