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le etape:

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identificarea criteriilor de evaluare;

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tabelul nr. 1.
Tabelul nr. 1
GRILA DE EVALUARE PENTRU STABILIREA VARIANTEI OPTIME
DE TRIMITERE A CHESTIONARULUI
Nr.
crt.

Criteriu de evaluare

Pondere

VARIANTA I
Nota
Nota

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Rapiditatea transmiterii /
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Costul transmiterii
Impactul produs asupra clientului
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firmei

VARIANTA II
Nota
Nota

SRQGHUDW

0,30

1,50

0,60

0,15

0,30

0,75

0,20
0,20

4
5

0,80
1,00

2
3

0,40
0,60

0,15

0,75

0,30

4,35

2,65

Total

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5,/25

PUBLICITATE
5(/$

,,38%/,&(

b) 6WDGLXOGHSUHJ

WLUHDOFXPS

WRUXOXLVWU

LQ

3XEOLFLWDWHD MRDF  UROXO FHO PDL LPSRUWDQW vQ FRQWLHQWL]DUHD H[LVWHQ HL SURGXVXOXL
&RQYLQJHUHD FXPS U WRUXOXL VWU LQ HVWH LQIOXHQ DW   FHO PDL PXOW GH YkQ]DUHD SHUVRQDO  L GH
SURPRYDUHD YkQ] ULORU Q ILHFDUH FD] vQ SDUWH HVWH QHFHVDU  R FRUHVSRQGHQ

 vQWUH JHQXO GH

LQIRUPD LH L FRPXQLFDUH RIHULW GH F WUH ILHFDUH PLMORF IRORVLW L FXQRWLQ HOH FXPS U WRUXOXL

referitoare la tipul de produs promovat.


c) 3R]L LD ILUPHL vQ LHUDUKLD SLH HL. Firmele mai mici trag mai multe foloase de pe urma
SURPRY ULLYkQ] ULORUGHFkWGHSHXUPDSXEOLFLW

LL([SOLFD LDHVWHVLPSO UDSRUWXOvQWUHHIRUW ILUPHOH

PLFLDXUHVXUVHOLPLWDWH LHIHFW SURPRYDUHDYkQ] ULORURIHU VWLPXOHQWHGLUHFWH HVWHFHOPDLHILFLHQW

Pe baza acestor elemente de principiu, n cazul Romrulment, mixul de promovare propus


SHQWUXSLD DDPHULFDQ YDILVWUXFWXUDWFDvQILJXUDQU

Figura nr. 2
6758&785$0,;8/8,35202

,21$/

AL S.C. R2058/0(176$3(3,$

$68$

7. Alocarea bugetului programului de promovare


QGRPHQLXOLQGXVWULDOFHOHPDL XWLOL]DWHPHWRGHGHVWDELOLUHDFKHOWXLHOLORUSURPR LRQDOH

sunt:
a) PHWRGD SURFHQWDMXOXL GLQ YkQ]

UL FDUH VH ED]HD]  SH SULQFLSLXO GHWHUPLQ ULL EX

getului de

SURPRYDUH DSOLFkQG XQ DQXPLW SURFHQW OD YROXPXO YkQ] ULORU H[SRUWXULORU  VDX OD SUH XO GH
YkQ]DUH H[SRUW  GHL DUH DYDQWDMH FXP VXQW YDULD LD VXPHORU FKHOWXLWH SHQWUX SURPRYDUH vQ
IXQF LHGHFHHDFHvLSRDWHSHUPLWHILUPDIDYRUL]DUHDQLYHOX

lui de competitivitate al firmei n

P VXUD vQ FDUH L ILUPHOH FRQFXUHQWH FKHOWXLHVF SHQWUX SURPRYDUH DFHODL SURFHQWDM GLQ
YROXPXO YkQ] ULORU DFHDVW  PHWRG  QX DUH R IXQGDPHQWDUH VROLG  SULQFLSDOXO LQFRQYHQLHQW

constituind-O SUH]XP LD F

 SURPRYDUHD HVWH GHWHUPLQDW  GH YkQ] UL FkQG GH IDSW YkQ] ULOH

H[SRUWXULOH VHGDWRUHD] SURPRY ULL

b) metoda obiectivelorSRWULYLWF
LSUHFLVHVHGHWHUPLQ DFWLYLW

UHLDSULQEXJHWHOHSURPR LRQDOHVHGHILQHVFRELHFWLYHVSHFLILFH
LOHFHWUHEXLHvQGHSOLQLWHvQYHGHUHDDW

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ingerii acestor obiective

L

$QDOL]kQG DYDQWDMHOH L GH]DYDQWDMHOH FHORU GRX  PHWRGH JUXSXO GH OXFUX D vQWRFPLW XQ
EXJHW GH SURPRYDUH SHQWUX SLD D 68$ IRORVLQG

metoda obiectivelor. Structura acestui buget pe

SRVWXULGHFKHOWXLHOLLYDORDUHDVDWRWDO HVWHFHDGLQWDEHOXOQU

Tabelul nr. 2
6758&785$&+(/78,(/,/25%8*(78/8,35202
$/52058/0(173(17583,$

$68$

Postul de
Denumirea postului de cheltuieli
cheltuieli
Cheltuieli pentru identificarea auditoriului

cheltuieli cu studiul documentar


A

FRUHVSRQGHQ DSUHOLPLQDU FXFOLHQ LL

cheltuieli cu expedierea chestionarelor


Total cheltuieli A
Cheltuieli cu alegerea mijloacelor de comunicare

FRVWXO DERQDPHQWXOXL SHQWUX XQ DQ GH PHQ LQHUH SH

Pagina
WEB

FRUHVSRQGHQ DFXILUPHOHGHVSHFLDOLWDWH

cheltuielile pentru executarea suportului tehnic al


pliantelor (fotografii, machete, mostre)
cheltuielile cu executarea pliantelor
FRUHVSRQGHQ DFXILUPHOHGHVpecialitate
cheltuieli pentru executarea suportului tehnic al paginii
WEB (fotografii, machete, mostre)
cheltuieli cu executarea paginii WEB

,21$/

9DORDUHDHVWLPDW 

a cheltuielilor (lei)
8.000.000
4.800.000
18.430.000
31.230.000
1.450.000
5.750.000
55.000.000
1.550.000
4.100.000
10.500.000
12.400.000

UH HDXD,175(1(7

Total cheltuieli B
Cheltuielile cu evaluarea rezultatelor

cheltuieli cu primirea / expedierea chestionarelor

SUHOXFUDUHDHOHFWURQLF 

Total cheltuieli C
Alte cheltuieli

cheltuieli de deplasare

cheltuieli de protocol
Total cheltuieli D
Cheltuieli totale de promovare (A + B + C + D)

90.750.000
1.850.000
31.300.000
33.150.000
85.000.000
15.000.000
100.000.000
255.130.000

8. (YDOXDUHDUH]XOWDWHORUDFWLYLW

LLGHSURPRYDUH

'XS SXQHUHDvQDSOLFDUHDSODQXOXLGHSURP

ovare cu elementele analizate anterior, forma

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LQIRUPD LLOH QHFHVDUH DFHVWD D VLPXODW XQ PRGHO GH HYDOXDUH D UH]XOWDWHORU DFWLYLW

LORU

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scenarii (variante) probabile ale rezultatelor obtenabile.

URP

Figura nr. 3
VARIANTE PROBABILE ALE REZULTATELOR OBTENABILE

Q YDULDQWD $ FRQFOX]LD HVWH F  SURJUDPXO GH FRPXQLFDUH HVWH HILFLHQW vQ UHDOL]DUHD
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FXQRVF PDUFD 853  GDU F  DFHVWD QX UHXHWH V  VDWLVIDF  DWHSW ULOH FRQVXPDWRULORU GLQ DOWH
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REVHUY  F  QXPDL  GLQ SLD D WRWDO  DX FXQRWLQ

 GH H[LVWHQ D P UFLL 853 QXPDL  GLQ

consumatori au ncercat-o, doar 80% din cei care au ncercat-R VXQW VDWLVI
FD] SURJUDPXO GH FRPXQLFDUH WUHEXLH vPEXQ W

FX L GH HD Q DFHVW

LW SHQWUX D VH SXWHD H[SORUD vQ PRG HILFLHQW

FDSDFLWDWHDP UFLLHDVDWLVIDFHFRQVXPDWRULL

Evident, n urma sondajului ce va fi realizat,

SHQWUXDP VXUD UH]XOWDWHOHSURPRY ULLSRW

DS UHDLDOWHFRPELQD LLDOHSURFHQWHORULvQIXQF LHGHYDORULOHFRQVWDWDWHVHYDVWDELOLFDOHDGH


XUPDW SHQWUX vPEXQ W

LUHD LPDJLQLL ILUPHL 5RPUXOPHQW vQ VSHFLDO SULQ PDUFD 853 SH SLD D

DPHULFDQ 

Probleme de rezolvat:
1.
2.

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$QDOL]D L L HYDOXD L vQ FH P

VXU

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3.
4.

&HDUWUHEXLV
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IDF

 DOH

X"

vQSOXV5RPUXOPHQWSHQWUXDUHXLV

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SURSULH"

Anexa nr. 1
Scrisoare de introducere
ROMRULMENT BEARING PLANT ISO 9001
,QGHSHQGHQ HL6WUHHWFRG3ORLHWL

Nr. nregistrare la R.C.: J 48/7/1991, cont nr. 304.765.208 lei


OD%&53ORLHWL

Dear Sirs,
In orders to identify the potential costumers, needs and requirements, we would like to
ask you to answer to the following:
QUESTIONNAIRE
It is well understood that the data ofered by you will remain confidential. We would
appreciate if a person in charge of the Sales Department or Marketing Department would
complete the questionnaire. This way we would try to fulfill your requirements.
QUESTIONNAIRE:
Q1. How often do you purchase bearings?
(Please, tick the appropiate answer)

No purchase
Weekly
Every two weeks
Monthly

Quarterly
Twice per year
Yearly
Other period. Please, specify...........

Q2. What kind of legal form do you use for purchase?


(Please, tick the appropiate answer)

Long term framework contract

Contract for purchase lot

Industrial waves exchange

Buying on the spot form a warehouse

Other form. Please, specify ......................


Q3. You use this quantity of bearing for:
(Please, tick the appropiate answer)
Maintenance
Trade
Original equipment manufacturing (OEM)

Q3,1

Q3.1 If your answer was marked Q3, the please name the type of your manufactured equipment:
1 ........................................................................................................
2 ........................................................................................................
3 ........................................................................................................
Q4. Please mark approximate number of pieces of bearing types of your manufactured
equipment:

Bearings type

Number of pieces
30,000
60,000
150,000
59,999
149,999 299,999

Up to
29,999

Over
300,000

Deep groove ball, single row


Thrust ball or thrust cylindrical
roller simple or double direction
Cylindrical roller single or double
row
Spherical roller single or double
row
Radial & Thrust conical roller,
single row
Radial & Thrust ball, double row
Q5. Please specify rougly what quantities does your company buy within a year?
Total amount (in tonnes): .......................................
Q6. Please, mark an approximate value of the bearings that your company buys within a year:
Value in USD:

Up to 499,999
500,000 ... 999,999
1,000,000 ... 2,499,999

2,500,000 ... 4,999,999


Over 5,000,000

Q7. Please, rank the first bearings brands, which are mostly used by your company:
Timken
Hyat
SKF
Federal Modul
Torrington

Rollway
FAG
URP
INA
Koyo
Other: ......................

Q8. Which bearings features do you consider as the most important for the business you are in?
(Please, note: 1 = Not important; 2 = Less important; 3 = Medium; 4 = Important; 5 =
Very important)
Life duration
Noise
High speed
Reliability
Q9. How important are for you the following services provided by your suppliers?
(Please, note: 1 = Not al all; 2 = A little; 3 = Moderate; 4 = Much; 5 = Very much)
Discount schemes
Warranty period
Technical support
Communications hot lines
Other services (please, specify) ............................

Q10. Have you ever bought URP marked bearings?


(Please, mark by placing an x)
Yes

No

If you have any further comments or suggestions we would welcome them:


..................................................................................................................................
..................................................................................................................................
..................................................................................................................................
Thank for your kindness. Please, send us the completed questionnaire in the attached
envelope.
We would also appreciate if you would like to provide us with some information about
yourself:
Name: .......................................Surname: ...............................................
Position/Department: ..............................................................................
Phone: .......................................Fax: .......................................................
Other contact person: ...............................................................................
(Name, Position, Phone, Fax, e-mail).
..................................................................................................................
..................................................................................................................
..................................................................................................................
If you have appreciated this initiative and you would like to do business with us, please
contact our management team.
General manager: .......................................... Fax: ................. Phone: .................
Finance manager: .......................................... Fax: ................. Phone: .................
Sales manager: .............................................. Fax: .................. Phone: ................
Production manager: ..................................... Fax: ................. Phone: .................
Romrulment Bearings
Plant
Romania
,QGHSHQGHQ HL6WUHHW
3ORLHWL

Mail code: Ro 5400

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