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Facultatea de tiine Economice iAdministrarea Afacerilor

Analiza mix-ului de marketing n cadrulcompaniei American Hotel Academy

Profesor coordonator !asterand"ect#dr# $onstantin $ristinel

%rao&'()*

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Abstract. Education is a product, as well as a service, that can be measured, evaluated, andmarketed. The purpose of this paper is to examine the marketing mix of a private school of highereducation in Braov. Therefore, it discusses the 4 major instruments product, price, place, and

promotion that constitute the organi!ation"s strategic and tactical means for relating to itsmarket, as well as the other # elements which are specific to the services marketing mix $

people, process and ph%sical evidence.

The research concludes that the institution, in its competition to con&uer the potential clienteleand to position itself as a leader on the 'omanian market of higher education in hospitalit%management, has developed an effective marketing mix concentrated on developing high&ualit%services with profound interest for customer satisfaction.

Key words:marketing mix+ educational marketing

)# Introducere$re terea num,rului uni&ersit, ilor i a ofertei educa ionale a dus la

dez&oltarea marketingului educa ional n ultimii ani# otodat, cre terea mo.ilit, ii

tinerilor i desc/iderea lor spre studiul n afara grani elor ,rii a dus la

intensificarea eforturilor facult, ilor de a se remarca i li&ra ser&icii menite s,

acopere cererile tot mai complexe ale consumatorilor#

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$orecta aplicare a marketingului n ser&iciile de n&,,m0nt superior poate

aduce .eneficii semnificati&e nu doar uni&ersit,ilor ci i ntregii societ,ii)+

deoarece prin aceasta pe de o parte se pot atinge o.iecti&ele institu iilor n

cauz,+ iar pe de alt, parte+ la ni&el extins+ conduce c,tre o comunicare eficient,

a importan ei educa iei+ put0nd a&ea astfel un impact deose.it de puternic

asupra mem.rilor societ, ii#1copul acestei lucr,ri este de a analiza particularit,ile mixului de marketing

adoptat de American Hotel Academy+ instituie de n&,,m0nt superior axat, pe

preg,tirea indi&izilor pentru a acti&a n domeniul turismului i ospitalit,ii#

'# Analiza literaturii de specialitate

1 Zaharia, R., Avram, E.M. and Eftimie, R.C., (2011). Developing a Conept!al Model"a#ed on the Correlation# $et%een Mar&eting 'igher Ed!ation and no%ledge "a#edEonom.Amfiteatru Economic, nr.*0, vol.+, p. -*/--.

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!ixtul de marketing reprezint, un concept esen ial al teoriei moderne a

marketingului+ definit de c,tre P/ilip 2otler ca un ansam.lul de instrumente

tactice de marketing controla.ile pe care firma le com.ina cu scopul de a

produce pe piata tinta reactia dorita'#

2 otler, P., (1). Prinipiile mar&eting!l!i. Ed.eora, "!!re3ti, pg. 1*-/1*4

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oate organizaiile i propun acelai o.iecti& primar+ acela de a 3furniza

grupului tinta de clientii+ atent selectat+ un moti& con&ingator pentru a cumpara de

la noi si nu de la concurentii nostri45# Prin urmare+ pentru a a&ea succes n

satisfacia consumatorului+ 6in conceperea mixului de marketing se au in &edere

natura si numarul &aria.ilelor utilizate la un moment dat+ modul de dozare a

acestora pentru atingerea scopului propus+ relatiile ce apar intre organizatie si

macromediu+ reactia intarziata a actiunilor de marketing+ solicitarile pietii+

posi.ilitatile organizatiei etc# 7

* 'art, 5. (1). Mar&eting ind!#trial. Ed. C6DE+, "!!!re3ti, pg. 2*

- 7tani!, 7. "a8ele generale ale mar&eting!l!i.http9::e$oo.!ni$!.ro:7tiinteADM:#ia:inde;.htm

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6A face mixuri de marketing inseamna a aloca resurse financiare si a

manipula com.inatiile de &aria.ile explicati&e ale &anzarilor+ astfel incat efectul

cules pe piata su. forma &olumului &anzarilor sau a profitului+ sa fie fa&ora.il si

cat mai mare4*

8n definirea mixului de marketing educaional se utilizeaz, cei 7P+

elementele tradiionale ale mixului de marketing 9produs+ pre+ plasament+

promo&are:+ la acestea adaug0ndu-se ali 5P+ specifici domeniului ser&iciilor

personal+ pro.a fizic, 9do&ada: i procesul#

4 Pr!tian!, 7., M!ntean!, C., Cal!#hi, C. < nteligenta. Mar&eting Pl!#, Edit!ra Polirom,"!!re3ti, 1, pg. 111

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Produsuleste o complexitate de insusiri tangi.ile si intangi.ile+ incluzand utilitati

functionale+ sociale+ psi/ologice+ dar i .eneficii# ;n produs poate fi o idee+ un

ser&iciu+ un .un sau orice com.inatie intre cele trei# 1pecialitii consider, c,

6marketingul tre.uie s, e&idenieze calit,ile produsului+ s,-l transforme n unul

tangi.il cu caracteristici specifice+ stil+ marc, i am.alaar,?.,otler, P., 7hrithar, M. < Mar&eting Model#, Prentie < 'all n. 5e% @er#e,12, pg.-

Pai!, M., Repida, ., (201-). Mar&eting!l ed!aional < mponentB indi#pen#a$ilB amanagement!l!i #trategi !niver#itar n ondiiile noilor provoBri. Studia UniversitatisMoldavienr.(),(#eria tiine ale ed!aiei), p.-*/-

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(nseparabilitatea ser&iciilor educaionale exprim, faptul c,+ spre deose.ire de

.unurile tangi.ile+ prestarea acestora i consumul lor au loc simultan+ cursurile

fiind audiate i cunotinele asimilate de c,tre studeni la momentul n care cadrul

didactic def,oar, acti&itatea de predare# 8n acest context+ se remarc, faptul c,

at0t prestatorul+ c0t i consumatorul influeneaz, calitatea ser&iciului rezultat#

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)ariabilitateaser&iciilor se refer, la calitate calitatea ser&iciilor depinde de cine

le furnizeaz,+ precum i de c0nd+ cum i unde sunt furnizate#4 ?Astfel ser&iciile

difer, de la o prestaie la alta+ fiind unice i nemaiput0nd fi repetate n mod

identic niciodat,# @in acest moti& ser&iciile nu pot fi standardizate+ dar nici

copiate# Aceast, caracteristic, prezint, a&anta

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8n ceea ce pri&ete promovareaunei instituii academice+ aceasta tre.uie s,

asigure+ prin intermediul diferitelor canale+ comunicarea eficient, a imaginii

instituiei i a caracteristicilor ser&iciilor sale# 3Bnstituiile de n&,,m0nt superior

tre.uie s, ntrein, sau s, dez&olte o imagine distinct, pentru a crea un a&anta# Paiu+ !#+ epida+ #+ 9'()7:# !arketingul educaional I cmponent,

indispensa.il, a managementului strategic uni&ersitar n condiiile noilor

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http://ebooks.unibuc.ro/StiinteADM/sica/index.htmhttp://ebooks.unibuc.ro/StiinteADM/sica/index.htm

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pro&oc,ri# +tudia niversitatis 3oldavie nr#9>:+9seria tiine ale

educaiei:+ p#75-7>?# 2otler+ P#+ Armstrong+ #+ 9'((5:# Principiile marketingului+ ediia a BB-a+ Ed#

eora+ %ucureti+ p#7)'

# Enac/e B#$#+ 9'()):+ !arketing /ig/er education using t/e >Ps frameork#%ulletin of t/e ransil&ania ;ni&ersity of %rao&+ nr#)+ &ol#79*5:

)(#Hemsley-%ron+ Q#L#+ oonaardana+ 1# 9'((>: - %rand Harmonisation in

t/e Bnternational Hig/er Education !arket+ Qournal of %usiness esearc/+

&ol# =( pg# 7'-7?))# @urkin+ !#+!c2enna+ 1# 9'()):# Bnforming t/e marketing of /ig/er

education to younger people# Bris/ !arketing e&ie+ nr#)J'+ &ol#')+

pg#7)-7?)'#oi+ $#"# 9'((:# A re&ie on marketing mix 7Ps or !oreR (nternational

5ournal of 3arketing +tudies+ nr#)+ &ol#)+ pg# '-)*

/ttpCC#seap#usroCSroCcursuriCE$1CE$1T!k$1#pdf 9pg#)(:/ttpCC#scritu.#comCmanagementCmarketingC$aracteristicile-specifice-ser'(5*?)))7#p/p/ttpCCsc/olar#google#roCsc/olarRstartU'(JVUpri&ateWsc/oolsWmarketingWmixJ/lUroJasTsdtU(+*/ttpCCsc/olar#google#roCsc/olarRstartU5(JVUmarketingW

WaWpri&ateWsc/oolJ/lUroJasTsdtU(+*

/ttpCC#managementparadise#comCkundan/a/aCdocumentsC')7'Cstudy-on-/ospitality-marketing-mix-and-ser&ice-marketing---principlesC/ttpsCC.ooks#google#roC.ooksRidUlm>*&PpEA$JpgUPA5JlpgUPA5JdVU/eW$onceptWofWt/eW!arketingW!ix#WEB"WH#W%D@EJsourceU.lJotsUyGdX?k(LTJsigU&2y%)-7VcpEaas*5XHD"HTPJ/lUroJsaUOJeiUynD=LP

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eferate stiintifice)# Ma/aria+ #+ A&ram+ E#!# and Eftimie+ #$#+ '())+ @e&eloping a $onceptual

!odel %ased on t/e $orrelations .eteen !arketing Hig/er Education and2noledge %ased Economy#-mfiteatru Economic+ OBBB95(:+ pp# 75>-77>#

2. oi+ $#"# 9'((:# A re&ie on marketing mix 7Ps or !oreR (nternational

5ournal of 3arketing +tudies, )+ )+ '-)*/ttpCC#managementparadise#comCdapat#reenaCdocumentsC''>>Cpro