AUDITUL DE MARKETING SI ANALIZA SWOT – ELEMENTE ALE PLANIFICARII DE MARKETING

Cuprins
Introducere.................................................................
                           ................................................2
                                          Cap. 1 : Planificarea şi planul de
    marketing..............................................................3
                                                          1. Planificarea de
           marketing........................................................
                                                             ..............3
                                                               1. Concept şi
                necesitate..................................................
                                                          .................3
                                                  2. Etapele planificării de
                  marketing................................................4
                                                                2. Planul de
           marketing........................................................
                                                     ......................5
                                                    1. Planul de marketing –
                concept....................................................5
                                                 2. Componentele planului de
                         marketing.........................................7
                                    Cap. 2 : Auditul de marketing şi analiza
                 SWOT.....................................................10
                                                               1. Auditul de
           marketing........................................................
                                                       ...................10
                                                               1. Concept şi
                caracteristici..............................................
                                                            ..............10
                                                   2. Funcţiile auditului de
                  marketing...............................................12
                                                                  3. Auditul
                extern......................................................
                                                    ......................12
                                                                  4. Auditul
                intern......................................................
                                                    ......................14
                                                                  2. Analiza
           SWOT.............................................................
                                                   .......................16
              1. Analiza SWOT –
                 concept.....................................................
                 .....16
                                     2. Etapele de aplicare ale unei analize
                                        SWOT..............................18
                      1. Identificarea punctelor forte, a punctelor slabe,
                                                      a oportunităţilor şi a
                 ameninţărilor............................................18
                      2. Analiza punctelor forte, a punctelor slabe,
                                                      a oportunităţilor şi a
                 ameninţărilor............................................21
                         3. Argumentaţia strategică şi implicaţiile analizei
                                                          SWOT............26
                                          4. Avantajele şi limitele analizei
                               SWOT.......................................29
                            Cap. 3 : Studiu de caz: Analiza SWOT la Bancpost
                               SA.........................................31
                                                    1. Prezentare generală a
           Bancpost.........................................................
                                                                        ..31
        2. Principalele etape şi evoluţia Bancpost  în cadrul sistemului
                                                                      bancar
     românesc...............................................................
                                             .............................32
                                                                  3. Analiza
           SWOT.............................................................
                                                   .......................38
                       1. Analiza factorilor interni (puncte forte şi puncte
                                                        slabe)............38
                              2. Analiza factorilor externi (oportunităţi şi
                                                 ameninţări)..............40
Concluzii...................................................................
                           ...............................................43
Propuneri...................................................................
                            ..............................................45
Bibliografie................................................................
                            ..............................................46