Facultatea de Ştiinţe Economice / Faculty of Economic Sciences
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Item The role of marketing research as a strategic tool in the context of intensified competition and rapid market changes(CEP USM, 2024-10-24) Dombrovschi, InaIn a highly competitive and rapidly evolving business landscape, companies must adopt strategic methodologies to secure long-term success. This article examines the crucial role of marketing research as a vital tool for gathering insights about the market, consumers, and competitors. The study aims to evaluate the significance of marketing research amidst increasing competition and market volatility, highlighting the key advantages it offers to businesses.Item PRECONDITIONS FOR THE DIGITAL MARKETING STRATEGIES DEVELOPMENT IN THE REPUBLIC OF MOLDOVA(CEP USM, 2022) Călugăreanu, Irina; Antoci, NataliaDigital marketing for modern business is of significant importance. Businesses must take advantage of this opportunity to survive in the turbulent world. Due to the digital environment, companies are able to demonstrate their products in a different way than the traditional one, virtually, not being limited by space, time, and geolocation, and they can also reach their target audience globally. With the help of online communication channels and digital strategies, businesses are better connected with their target audience and can provide information at a higher level. The article aims to research the evolution of the digital environment, the definitio n of digital marketing concepts and digital marketing strategies, and the analysis of the digital market in the Republic of Moldova that can serve as the basis for the customization of future companies marketing strategies. Keywords: online marketing, market, strategies, social media, CRM, technological progress.Item PUBLICITATEA ONLINE ȘI PURTĂTORII PUBLICITĂŢII EXTERIOARE - BENEFICII ECONOMICE ȘI INTEGRAREA DEZVOLTĂRII ECOLOGICE(CEP USM, 2022) Drăgălin, Iuliana; Radov, MarianaAdvertising has traditionally been considered the "engine/force of commerce" in modern society, however, the mission of advertising is more than that and is presented in the form of: the transfer of information on products/services, which causes consumers to make a choice in relation with the information transmitted; facilitating the access of new enterprises to the market and stimulating the increase in production quality; transfer of best/new practices; the source of inspiration in order to create new living standards; spiritual comfort and satisfaction from using the products/services, because it focuses on human psychology; the philosophy of communication, which intensifies the relations between people in society and, finally, in the form of a means of leadership with people in society. Advertising has a fundamental role in economic growth, creating jobs and supporting European culture. The European Economic and Social Committee (EESC) recommends a framework for a modern advertising industry that maintains these functions, while becoming a reliable lever for responsible consumption and involving everyone in the transition to a more sustainable economy. According to various studies, every euro spent on advertising generates a 5 to 7 times boost for the European economy. New products and services spread, competition expands, and public access to media, arts, and sports is funded. But at the same time, this industry is often criticized for promoting excessive consumption and for the negative impact on society and the environment. Online advertising is the art of using the Internet as a means of transmitting marketing messages to an identified and targeted audience. It's useful for driving website traffic and brand exposure, but primarily online advertising is designed to persuade your target customer to engage in a specific action - such as making a purchase. Companies with a strong online presence understand that the Internet is not enough to achieve the success they want. In cases where the market is too saturated, online businesses find it difficult to broadcast their advertising efforts on web pages, which cannot easily determine ROI and consumer behavior. Even big tech companies like Google and Facebook use outdoor advertising to support their marketing and social influence. Media buyers are crazy about outdoor advertising because it is unmissable and leads people to discover other advertising channels, which we will talk about later. Online advertising simply doesn't compare to the impact of a stellar OOH (out-of- home) ad. We'll examine the benefits of outdoor advertising for online businesses and how it's measurable, how tech giants are incorporating OOH into their marketing plan, and how digital OOH is making a splash in the vast and complex advertising ocean.Item ANALIZA POTENȚIALULUI DE INOVARE ÎN SISTEMUL DE SECURITATE ECONOMICĂ: ABORDARE MACROECONOMICĂ(CEP USM, 2020) Corețchi, BorisThis article presents the analysis of the potential for innovation in the economic security system with a macroeconomic approach, and the taking of economic security measures by reducing the economic risk at the macroeconomic level. The purpose of research is to study the theoretical foundations of innovation potential and its significance in the development of economic security economic systems of different levels. In this context, the macroeconomic approach of innovative potential argues that not all the resources that society intends to use for sustainable development will contribute to increasing the volume or improving the quality of final consumption.Item CĂI DE EFICIENTIZARE A MANAGEMENTULUI COMERCIAL ÎN SECTORUL AGROALIMENTAR(CEP USM, 2017) Diaconu, Tatiana; Pascari, LudmilaCreşterea performanţelor privind sectorul agroalimentar este o prioritate pentru economia Republicii Moldova. Competitivitatea ridicată, diversificarea gamei de produse, dar şi modalitatea de stabilire a principalelor pieţe de desfacere sunt doar câteva condiţii care ar conduce la eficientizarea managementului comercial în sectorul agroalimentar. În scopul eficientizării managementului comercial în sectorul agroalimentar, autorii au aplicat o modalitate prin intermediul căreia managerii îşi pot spori performanţele privind comercializarea produselor agroalimentare.Item SECTORUL AGROALIMENTAR DIN REPUBLICA MOLDOVA: PROBLEME ŞI SOLUŢII(CEP USM, 2017) Diaconu, Tatiana; Mironov, Svetlana; ; ;Deşi dezvoltarea sectorului agroalimentar şi a comerţului cu produse agroalimentare este una dintre priorităţile de bază ale economiei Republicii Moldova, acesta rămâne a fi încă subdezvoltat. Concluzia derivă din sondajul elaborat de autori în baza a 190 de întreprinderi intervievate. Rezultatul sondajului relevă că producutării autohtoni se confruntă cu diverse probleme privind activitatea comercială, iar Guvernul Republicii Moldova ar fi oportun şi raţional să-şi consolideze eforturile întru implementarea unor acţiuni în acest scop.