{"id":15915,"date":"2022-01-31T18:27:43","date_gmt":"2022-01-31T16:27:43","guid":{"rendered":"https:\/\/probm2.cti.ugal.ro\/site\/?page_id=15915"},"modified":"2022-02-02T07:42:23","modified_gmt":"2022-02-02T05:42:23","slug":"module-2-learn","status":"publish","type":"page","link":"https:\/\/probm2.cti.ugal.ro\/site\/ro\/module-2-learn\/","title":{"rendered":"2. Segmentul clien\u021bi &#8211; \u00cenv\u0103\u021bare"},"content":{"rendered":"<p>[et_pb_section fb_built=&#8221;1&#8243; _builder_version=&#8221;4.9.2&#8243; _module_preset=&#8221;default&#8221; background_color=&#8221;#ffe187&#8243; background_image=&#8221;https:\/\/probm2.cti.ugal.ro\/site\/wp-content\/uploads\/2021\/03\/mall1.jpg&#8221; min_height=&#8221;25em&#8221; custom_padding=&#8221;0px||0px||false|false&#8221; animation_style=&#8221;fade&#8221; animation_duration=&#8221;750ms&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_row column_structure=&#8221;1_2,1_2&#8243; _builder_version=&#8221;4.9.2&#8243; _module_preset=&#8221;default&#8221; custom_padding=&#8221;3em||3em||false|false&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;1_2&#8243; _builder_version=&#8221;4.9.2&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_text _builder_version=&#8221;4.9.2&#8243; _module_preset=&#8221;default&#8221; text_font=&#8221;Montserrat||||||||&#8221; text_text_color=&#8221;#e8e8e8&#8243; text_font_size=&#8221;2.2em&#8221; text_line_height=&#8221;1.6em&#8221; header_font=&#8221;Montserrat||||||||&#8221; background_color=&#8221;RGBA(0,0,0,0)&#8221; use_background_color_gradient=&#8221;on&#8221; background_color_gradient_start=&#8221;rgba(0,0,0,0.58)&#8221; background_color_gradient_end=&#8221;rgba(0,0,0,0.64)&#8221; custom_margin=&#8221;||||false|false&#8221; custom_padding=&#8221;1em|1em|1em|1em|true|true&#8221; animation_style=&#8221;zoom&#8221; animation_duration=&#8221;600ms&#8221; animation_intensity_zoom=&#8221;72%&#8221; border_radii=&#8221;on|15px|15px|15px|15px&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<p><span style=\"font-size: 85%;\">Modulul 2<\/span><br \/><strong>SEGMENTUL CLIEN\u021aI<\/strong><\/p>\n<p>[\/et_pb_text][et_pb_text _builder_version=&#8221;4.9.2&#8243; _module_preset=&#8221;default&#8221; text_font=&#8221;Montserrat||||||||&#8221; text_text_color=&#8221;#e8e8e8&#8243; text_font_size=&#8221;2.2em&#8221; text_line_height=&#8221;1.6em&#8221; header_font=&#8221;Montserrat||||||||&#8221; background_color=&#8221;RGBA(0,0,0,0)&#8221; use_background_color_gradient=&#8221;on&#8221; background_color_gradient_start=&#8221;rgba(0,0,0,0.59)&#8221; background_color_gradient_end=&#8221;rgba(0,0,0,0.8)&#8221; custom_margin=&#8221;||||false|false&#8221; custom_padding=&#8221;1em|1em|1em|1em|true|true&#8221; animation_style=&#8221;zoom&#8221; animation_duration=&#8221;600ms&#8221; animation_intensity_zoom=&#8221;72%&#8221; border_radii=&#8221;on|15px|15px|15px|15px&#8221; locked=&#8221;off&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<p><strong style=\"font-size: 0.9em;\">\u00ceNV\u0102\u021aARE<\/strong><\/p>\n<p>[\/et_pb_text][\/et_pb_column][et_pb_column type=&#8221;1_2&#8243; _builder_version=&#8221;4.9.2&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_text _builder_version=&#8221;4.14.7&#8243; _module_preset=&#8221;default&#8221; text_font=&#8221;Montserrat||||||||&#8221; text_font_size=&#8221;1.2em&#8221; text_line_height=&#8221;1.4em&#8221; background_color=&#8221;RGBA(0,0,0,0)&#8221; use_background_color_gradient=&#8221;on&#8221; background_color_gradient_start=&#8221;rgba(0,0,0,0.58)&#8221; background_color_gradient_end=&#8221;rgba(0,0,0,0.64)&#8221; custom_padding=&#8221;1em|2em|1em|2em|true|true&#8221; animation_style=&#8221;slide&#8221; animation_direction=&#8221;right&#8221; animation_duration=&#8221;750ms&#8221; animation_delay=&#8221;400ms&#8221; border_radii=&#8221;on|15px|15px|15px|15px&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<p style=\"text-align: justify;\"><span style=\"color: #ffffff;\">Scopul acestui modul este de a v\u0103 ajuta s\u0103 \u00een\u021belege\u021bi ce sunt segmentele de clien\u021bi \u0219i cum pute\u021bi lucra cu acestea \u00een planul dumneavoastr\u0103 de afaceri.<\/span><\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=&#8221;1&#8243; _builder_version=&#8221;4.9.2&#8243; _module_preset=&#8221;default&#8221; background_color=&#8221;RGBA(0,0,0,0)&#8221; custom_margin=&#8221;0px|0px|0px|0px|true|true&#8221; custom_padding=&#8221;1em|0px|1em|0px|false|true&#8221; locked=&#8221;off&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_row column_structure=&#8221;1_3,1_3,1_3&#8243; use_custom_gutter=&#8221;on&#8221; gutter_width=&#8221;4&#8243; _builder_version=&#8221;4.9.2&#8243; _module_preset=&#8221;default&#8221; module_alignment=&#8221;center&#8221; custom_margin=&#8221;||||false|false&#8221; locked=&#8221;off&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;1_3&#8243; _builder_version=&#8221;4.9.2&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_blurb image=&#8221;https:\/\/probm2.cti.ugal.ro\/site\/wp-content\/uploads\/2021\/07\/pexels-startup-stock-photos-7374-300&#215;200.jpg&#8221; image_icon_width=&#8221;150px&#8221; _builder_version=&#8221;4.14.7&#8243; _module_preset=&#8221;default&#8221; header_level=&#8221;h2&#8243; header_font=&#8221;Montserrat|600|||||||&#8221; header_text_align=&#8221;center&#8221; header_font_size=&#8221;18px&#8221; body_font=&#8221;Montserrat||||||||&#8221; background_color=&#8221;#fcc01b&#8221; text_orientation=&#8221;center&#8221; width=&#8221;69%&#8221; module_alignment=&#8221;center&#8221; custom_padding=&#8221;19px||||false|false&#8221; animation_style=&#8221;zoom&#8221; animation_direction=&#8221;left&#8221; animation_duration=&#8221;750ms&#8221; animation=&#8221;off&#8221; link_option_url=&#8221;#link1&#8243; border_radii=&#8221;on|10px|10px|10px|10px&#8221; border_width_all=&#8221;1px&#8221; border_color_all=&#8221;#969696&#8243; border_radii_image=&#8221;on|14px|14px|14px|14px&#8221; box_shadow_style=&#8221;preset3&#8243; box_shadow_style_image=&#8221;preset1&#8243; image_max_width=&#8221;150px&#8221; locked=&#8221;off&#8221; global_colors_info=&#8221;{}&#8221; transform_styles__hover_enabled=&#8221;on|hover&#8221; transform_scale__hover_enabled=&#8221;on|hover&#8221; transform_translate__hover_enabled=&#8221;on|desktop&#8221; transform_rotate__hover_enabled=&#8221;on|desktop&#8221; transform_skew__hover_enabled=&#8221;on|desktop&#8221; transform_origin__hover_enabled=&#8221;on|desktop&#8221; transform_scale__hover=&#8221;107%|107%&#8221;]<\/p>\n<div style=\"height: 42px; display: flex; justify-content: center; align-items: center; padding: 0 4px 14px 4px; font-size: 1.3em; text-align: center; margin: 0 6px;\"><strong>\u00cenv\u0103\u021bare<\/strong><\/div>\n<p>[\/et_pb_blurb][\/et_pb_column][et_pb_column type=&#8221;1_3&#8243; _builder_version=&#8221;4.9.2&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_blurb image=&#8221;https:\/\/probm2.cti.ugal.ro\/site\/wp-content\/uploads\/2021\/07\/teaching-300&#215;198.jpg&#8221; image_icon_width=&#8221;150px&#8221; _builder_version=&#8221;4.14.7&#8243; _dynamic_attributes=&#8221;link_option_url&#8221; _module_preset=&#8221;default&#8221; header_level=&#8221;h2&#8243; header_font=&#8221;Montserrat|600|||||||&#8221; header_text_align=&#8221;center&#8221; header_font_size=&#8221;18px&#8221; body_font=&#8221;Montserrat||||||||&#8221; background_color=&#8221;#fcc01b&#8221; text_orientation=&#8221;center&#8221; width=&#8221;69%&#8221; module_alignment=&#8221;center&#8221; custom_padding=&#8221;19px||||false|false&#8221; animation_style=&#8221;zoom&#8221; animation_duration=&#8221;750ms&#8221; animation=&#8221;off&#8221; link_option_url=&#8221;@ET-DC@eyJkeW5hbWljIjp0cnVlLCJjb250ZW50IjoicG9zdF9saW5rX3VybF9wYWdlIiwic2V0dGluZ3MiOnsicG9zdF9pZCI6IjE1OTE5In19@&#8221; border_radii=&#8221;on|10px|10px|10px|10px&#8221; border_width_all=&#8221;1px&#8221; border_color_all=&#8221;#969696&#8243; border_radii_image=&#8221;on|14px|14px|14px|14px&#8221; box_shadow_style=&#8221;preset3&#8243; box_shadow_style_image=&#8221;preset1&#8243; image_max_width=&#8221;150px&#8221; locked=&#8221;off&#8221; global_colors_info=&#8221;{}&#8221; transform_styles__hover_enabled=&#8221;on|hover&#8221; transform_scale__hover_enabled=&#8221;on|hover&#8221; transform_translate__hover_enabled=&#8221;on|desktop&#8221; transform_rotate__hover_enabled=&#8221;on|desktop&#8221; transform_skew__hover_enabled=&#8221;on|desktop&#8221; transform_origin__hover_enabled=&#8221;on|desktop&#8221; transform_scale__hover=&#8221;107%|107%&#8221;]<\/p>\n<div style=\"height: 42px; display: flex; justify-content: center; align-items: center; padding: 0 4px 14px 4px; font-size: 1.3em; text-align: center; margin: 0 6px;\"><strong>Predare<\/strong><\/div>\n<p>[\/et_pb_blurb][\/et_pb_column][et_pb_column type=&#8221;1_3&#8243; _builder_version=&#8221;4.9.2&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_blurb image=&#8221;https:\/\/probm2.cti.ugal.ro\/site\/wp-content\/uploads\/2021\/07\/pexels-jessica-lewis-4022332-300&#215;200.jpg&#8221; image_icon_width=&#8221;150px&#8221; module_class=&#8221;blurb-1&#8243; _builder_version=&#8221;4.14.7&#8243; _dynamic_attributes=&#8221;link_option_url&#8221; _module_preset=&#8221;default&#8221; header_level=&#8221;h2&#8243; header_font=&#8221;Montserrat|600|||||||&#8221; header_text_align=&#8221;center&#8221; header_font_size=&#8221;18px&#8221; body_font=&#8221;Montserrat||||||||&#8221; background_color=&#8221;#fcc01b&#8221; text_orientation=&#8221;center&#8221; width=&#8221;69%&#8221; module_alignment=&#8221;center&#8221; custom_padding=&#8221;19px||||false|false&#8221; animation_style=&#8221;zoom&#8221; animation_direction=&#8221;right&#8221; animation_duration=&#8221;750ms&#8221; animation=&#8221;off&#8221; link_option_url=&#8221;@ET-DC@eyJkeW5hbWljIjp0cnVlLCJjb250ZW50IjoicG9zdF9saW5rX3VybF9wYWdlIiwic2V0dGluZ3MiOnsicG9zdF9pZCI6IjE1OTExIn19@&#8221; border_radii=&#8221;on|10px|10px|10px|10px&#8221; border_width_all=&#8221;1px&#8221; border_color_all=&#8221;#969696&#8243; border_radii_image=&#8221;on|14px|14px|14px|14px&#8221; box_shadow_style=&#8221;preset3&#8243; box_shadow_style_image=&#8221;preset1&#8243; image_max_width=&#8221;150px&#8221; locked=&#8221;off&#8221; global_colors_info=&#8221;{}&#8221; transform_styles__hover_enabled=&#8221;on|hover&#8221; transform_scale__hover_enabled=&#8221;on|hover&#8221; transform_translate__hover_enabled=&#8221;on|desktop&#8221; transform_rotate__hover_enabled=&#8221;on|desktop&#8221; transform_skew__hover_enabled=&#8221;on|desktop&#8221; transform_origin__hover_enabled=&#8221;on|desktop&#8221; transform_scale__hover=&#8221;107%|107%&#8221;]<\/p>\n<div style=\"height: 42px; display: flex; justify-content: center; align-items: center; padding: 0 4px 14px 4px; font-size: 1.3em; text-align: center; margin: 0 6px;\"><strong>Exerci\u021bii \u0219i Chestionare<\/strong><\/div>\n<p>[\/et_pb_blurb][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=&#8221;1&#8243; _builder_version=&#8221;4.9.2&#8243; _module_preset=&#8221;default&#8221; background_color=&#8221;RGBA(0,0,0,0)&#8221; custom_padding=&#8221;1em||1em||true|false&#8221; locked=&#8221;off&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_row column_structure=&#8221;2_3,1_3&#8243; _builder_version=&#8221;4.9.2&#8243; _module_preset=&#8221;default&#8221; custom_padding=&#8221;||||false|false&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;2_3&#8243; _builder_version=&#8221;4.9.2&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_text _builder_version=&#8221;4.14.7&#8243; _module_preset=&#8221;default&#8221; animation_style=&#8221;slide&#8221; animation_direction=&#8221;bottom&#8221; animation_duration=&#8221;700ms&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<h2 style=\"text-align: justify;\" id=\"link1\">Segmentul clien\u021bi<\/h2>\n<p>[\/et_pb_text][\/et_pb_column][et_pb_column type=&#8221;1_3&#8243; _builder_version=&#8221;4.9.2&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_text module_class=&#8221;download-button&#8221; _builder_version=&#8221;4.14.7&#8243; _module_preset=&#8221;default&#8221; text_font=&#8221;Montserrat||||||||&#8221; text_font_size=&#8221;1em&#8221; text_orientation=&#8221;right&#8221; animation_style=&#8221;fade&#8221; animation_delay=&#8221;1500ms&#8221; link_option_url_new_window=&#8221;on&#8221; locked=&#8221;off&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<div style=\"display: inline-block; vertical-align: top; line-height: 2.2em;\"><a href=\"https:\/\/probm2.cti.ugal.ro\/site\/wp-content\/uploads\/PDFs-RO\/M-2-learn.pdf\" target=\"_blank\" rel=\"noopener\">Descarc\u0103<\/a><\/div>\n<div style=\"display: inline-block;\"><a href=\"https:\/\/probm2.cti.ugal.ro\/site\/wp-content\/uploads\/PDFs-RO\/M-2-learn.pdf\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/probm2.cti.ugal.ro\/site\/wp-content\/uploads\/2021\/04\/pdf-icon2-1.png\" width=\"32\" height=\"33\" alt=\"\" class=\"wp-image-1537 alignnone size-full\" \/><\/a><\/div>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=&#8221;4.9.2&#8243; _module_preset=&#8221;default&#8221; background_color=&#8221;#FFFFFF&#8221; custom_padding=&#8221;27px|2em||2em|false|true&#8221; animation_style=&#8221;zoom&#8221; border_radii=&#8221;on|5px|5px|5px|5px&#8221; border_width_all=&#8221;1px&#8221; border_color_all=&#8221;#c4c4c4&#8243; box_shadow_style=&#8221;preset1&#8243; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.9.2&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_text _builder_version=&#8221;4.14.7&#8243; _module_preset=&#8221;default&#8221; custom_margin=&#8221;|0px||0px|false|true&#8221; hover_enabled=&#8221;0&#8243; global_colors_info=&#8221;{}&#8221; sticky_enabled=&#8221;0&#8243;]<\/p>\n<h2 style=\"text-align: justify;\">Introducere<\/h2>\n<p>Orice companie serve\u0219te cel pu\u021bin un tip de <b>client <\/b><b>sau<\/b><b> segment de <\/b><b>clien\u021bi<\/b>. Pentru a r\u0103spunde cel mai bine nevoilor clien\u021bilor, este fundamental s\u0103 le identific\u0103m.<\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li>Cui sunt destinate produsele sau serviciile pe care le ofer\u0103 compania dumneavoastr\u0103?<\/li>\n<li>A cui este problema pe care inten\u021bioneaz\u0103 s\u0103 o rezolve compania dumneavoastr\u0103?<\/li>\n<li>Exist\u0103 \u201ecei mai importan\u021bi\u201d clien\u021bi? Cine sunt ace\u0219tia?<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<h3 style=\"text-align: justify;\">Scop<\/h3>\n<p>Scopul acestui modul este de a v\u0103 ajuta s\u0103 \u00een\u021belege\u021bi ce sunt segmentele de clien\u021bi \u0219i cum pute\u021bi lucra cu acestea \u00een planul dumneavoastr\u0103 de afaceri.<\/p>\n<h3 style=\"text-align: justify;\">Rezultatele \u00eenv\u0103\u021b\u0103rii<\/h3>\n<p>La sf\u00e2r\u0219itul \u00eenv\u0103\u021b\u0103rii ve\u021bi fi capabili s\u0103:<\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li>\u00een\u021belege\u021bi ce este un segment de clien\u021bi;<\/li>\n<li>\u00een\u021belege\u021bi importan\u021ba segmentelor de clien\u021bi \u00eentr-un model de business;<\/li>\n<li>ilustra\u021bi diferite modele de segmente alede clien\u021bi;<\/li>\n<li>recunoa\u0219te\u021bi modul \u00een care diferitele segmente de clien\u021bi pot afecta alte p\u0103r\u021bi ale modelului de business.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<h3 style=\"text-align: justify;\">Cuvinte cheie<\/h3>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul style=\"text-align: justify;\">\n<li>Pia\u021ba general\u0103<\/li>\n<li>Pia\u021ba de ni\u0219\u0103<\/li>\n<li>Segmentat<\/li>\n<li>Diversificat<\/li>\n<li>Platforma adaptiv\u0103<\/li>\n<li>Studii de pia\u021b\u0103<\/li>\n<li>Perspectiva clientului<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<h4 style=\"text-align: justify;\"><\/h4>\n<h2 style=\"text-align: justify;\">Aspecte teoretice<\/h2>\n<p>Segmentul de clien\u021bi este situat \u00een partea dreapt\u0103 sus a diagramei modelului de business.<\/p>\n<h2><img decoding=\"async\" src=\"https:\/\/probm2.cti.ugal.ro\/site\/wp-content\/uploads\/2021\/12\/RO\/bmc-7.png\" style=\"max-width: 993px; display: block; margin-left: auto; margin-right: auto;\" \/><\/h2>\n<h3 style=\"text-align: justify;\">Scopuri<\/h3>\n<ul style=\"text-align: justify;\">\n<li style=\"list-style-type: none;\">\n<ul style=\"text-align: justify;\">\n<li>Clien\u021bii sunt o parte esen\u021bial\u0103 a oric\u0103rei afaceri, deoarece f\u0103r\u0103 ei nu exist\u0103 nicio modalitate prin care o afacere s\u0103 poat\u0103 supravie\u021bui mult timp. Companiile \u00ee\u0219i propun s\u0103 prospere \u0219i nu doar s\u0103 supravie\u021buiasc\u0103. Oricum ar fi, este crucial s\u0103 \u00een\u021belege\u021bi cum compania dvs. poate servi \u0219i satisface clien\u021bii.<\/li>\n<li>Decizia de a v\u0103 concentra sau de a ignora un segment de clien\u021bi este o decizie uria\u0219\u0103, cu un impact mare asupra restului modelului de business. De exemplu, dac\u0103 alege\u021bi o pia\u021b\u0103 prea larg\u0103, este posibil s\u0103 nu pute\u021bi r\u0103spunde nevoilor specifice ale clien\u021bilor dvs., dar dac\u0103 alege\u021bi o pia\u021b\u0103 prea \u00eengust\u0103, este posibil s\u0103 nu ave\u021bi suficien\u021bi clien\u021bi pentru a func\u021biona cu succes. Cu toate acestea, este relevant s\u0103 afirma\u021bi c\u0103 acest lucru depinde \u00een general de context \u0219i de modelul dvs. de business, deoarece unele companii pot func\u021biona bine pe o pia\u021b\u0103 de mas\u0103, \u00een timp ce altele pot func\u021biona bine pe o pia\u021b\u0103 de ni\u0219\u0103.<\/li>\n<li>Deoarece adesea este destul de dificil, dac\u0103 nu chiar imposibil, s\u0103 ave\u021bi cuno\u0219tin\u021be specifice despre fiecare client individual (cu excep\u021bia cazului \u00een care lucra\u021bi cu un num\u0103r mic de clien\u021bi), este important s\u0103 v\u0103 <b>grupa\u021bi clien\u021bii pe segmente<\/b>, av\u00e2nd \u00een vedere caracteristici, nevoi sau comportamente similare.<\/li>\n<li>Diferite modele de business pot deservi unul sau mai multe segmente de clien\u021bi \u0219i pot fi similare sau pot fi foarte diferite \u00eentre ele.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<h3 style=\"text-align: justify;\">Segmentarea<\/h3>\n<p>v\u0103 permite s\u0103:<\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul style=\"text-align: justify;\">\n<li>V\u0103 adapta\u021bi produsul la diferite segmente de clien\u021bi, s\u0103 identifica\u021bi \u00eembun\u0103t\u0103\u021biri \u0219i noi oportunit\u0103\u021bi de produse;<\/li>\n<li>Crea\u021bi mesaje \u021bint\u0103 pentru anumite segmente de clien\u021bi cu scopul de a spori eficien\u021ba marketingului;<\/li>\n<li>Alege\u021bi cel mai potrivit canal pentru fiecare segment de clien\u021bi;<\/li>\n<li>Stabili\u021bi rela\u021bii mai bune cu clien\u021bii;<\/li>\n<li>Verifica\u021bi op\u021biunile de stabilire a pre\u021burilor;<\/li>\n<li>Identifica\u021bi nivelurile de profitabilitate ale diferitelor segmente de clien\u021bi.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>Toate acestea v\u0103 permit s\u0103 \u00eembun\u0103t\u0103\u021bi\u021bi serviciul pentru clien\u021bi, s\u0103 cre\u0219te\u021bi satisfac\u021bia clien\u021bilor \u0219i s\u0103 adapta\u021bi mai bine modelul de business \u00een func\u021bie de segmentele de clien\u021bi.<\/p>\n<p>Doar \u00een urma unei identific\u0103ri corecte a segmentului de clien\u021bi, o companie poate r\u0103spunde la \u00eentrebarea:<\/p>\n<ul style=\"text-align: justify;\">\n<li>C\u0103tre <b>CINE<\/b> voi prezenta sau voi servi propunerea de valoare?<\/li>\n<\/ul>\n<p>O segmentare corect\u0103 a clien\u021bilor este important\u0103, deoarece dac\u0103 identifica\u021bi \u00een mod gre\u0219it clien\u021bii de afaceri sau clien\u021bii poten\u021biali, este posibil s\u0103 colecta\u021bi informa\u021bii din sursa gre\u0219it\u0103, ob\u021bin\u00e2nd concluzii eronate.<\/p>\n<p>Dup\u0103 ce identifica\u021bi <b>CINE<\/b>, pute\u021bi \u00eentreba <b>CUM<\/b> va furniza produsul dvs. c\u00e2\u0219tig pentru client sau cum le va rezolva \u201eproblema\u201d (inconvenientul). De asemenea, pute\u021bi s\u0103 \u00eentreba\u021bi <b>C\u00c2ND<\/b> \u0219i <b>UNDE<\/b>, pentru a ob\u021bine mai multe informa\u021bii despre cum s\u0103 cre\u0219te\u021bi \u0219i s\u0103 livra\u021bi propunerea de valoare.<\/p>\n<h3 style=\"text-align: justify;\">Cum se face<\/h3>\n<p>\u00cen primul r\u00e2nd, pentru a segmenta clien\u021bii, ave\u021bi nevoie de informa\u021bii despre ace\u0219tia \u0219i pute\u021bi ob\u021bine acest lucru prin achizi\u021bionarea de informa\u021bii despre clien\u021bii care efectueaz\u0103 achizi\u021bii \u0219i din tranzac\u021bia \u00een sine.<\/p>\n<p>Clien\u021bii pot fi grupa\u021bi \u00een func\u021bie de:<\/p>\n<ul style=\"text-align: justify;\">\n<li>nevoile lor \u0219i tipul de ofert\u0103 care li se potrive\u0219te (de exemplu, low cost sau premium);<\/li>\n<li>alte considerente despre tipul de produse;<\/li>\n<li>canalul de distribu\u021bie utilizat (de exemplu, online, cu am\u0103nuntul, etc.);<\/li>\n<li>tipul rela\u021biei cu clien\u021bii (rela\u021bie tranzac\u021bional\u0103 vs. asisten\u021b\u0103 personal\u0103);<\/li>\n<li>profitabilitate diferit\u0103 (pierdere, gratuit\u0103, mic\u0103 sau mare).<\/li>\n<\/ul>\n<p>Segmentarea se poate face \u00een func\u021bie de caracteristici foarte diferite \u0219i nu numai \u00een func\u021bie de elementele anterioare prezentate. Unul dintre primele tipuri de segmentare care poate fi luat \u00een considerare este tipul de client, persoan\u0103 sau companie. Dup\u0103 aceea, se poate face o segmentare suplimentar\u0103 folosind:<\/p>\n<h3 style=\"text-align: justify;\">Business<\/h3>\n<ul style=\"text-align: justify;\">\n<li>Dimensiune<\/li>\n<li>Pia\u021b\u0103<\/li>\n<li>Loca\u021bie<\/li>\n<li>Produse anterioare<\/li>\n<\/ul>\n<h3 style=\"text-align: justify;\">Clien\u021bi<\/h3>\n<ul style=\"text-align: justify;\">\n<li>V\u00e2rst\u0103<\/li>\n<li>Gen<\/li>\n<li>Starea civil\u0103<\/li>\n<li>Starea social\u0103<\/li>\n<li>Loca\u021bia (urban, suburban, rural)<\/li>\n<li>Perioada din via\u021b\u0103 (adolescen\u021b\u0103, tinere\u021be, pensie)<\/li>\n<\/ul>\n<p>Pe l\u00e2ng\u0103 achizi\u021bionarea de informa\u021bii, un alt mod de colectare a informa\u021biilor despre clien\u021bi este prin <b>studii de pia\u021b\u0103<\/b>.<\/p>\n<p>Aceste studii vor oferi informa\u021bii despre preferin\u021be, game de pre\u021buri acceptate, posibile cerin\u021be privind calitatea sau durabilitatea, \u00een\u021belegerea consumatorului asupra produsului, comportamentul consumatorului care poate indica necesit\u0103\u021bi sau modalit\u0103\u021bi mai bune de satisfacere a nevoilor \u0219i decizia &#8211; procesul de realizare.<\/p>\n<p>Pentru a accesa aceste informa\u021bii, pot fi utilizate <b>sondaje<\/b> \u0219i <b>focus grupuri<\/b>. Exist\u0103 companii specializate care ofer\u0103 acest tip de servicii, care se bazeaz\u0103 pe expertiza \u00een \u0219tiin\u021be sociale, cum ar fi psihologii, sociologii \u0219i exper\u021bii de pia\u021b\u0103.<\/p>\n<p>Companiile mai mari pot avea chiar propriul lor departament de studii de pia\u021b\u0103.<\/p>\n<p>Chiar dac\u0103 nu ave\u021bi posibilitatea s\u0103 angaja\u021bi ace\u0219ti profesioni\u0219ti sau s\u0103 subcontracta\u021bi aceste servicii, pute\u021bi s\u0103 v\u0103 proiecta\u021bi propria abordare a pie\u021bei, s\u0103 contacta\u021bi poten\u021bialii clien\u021bi, s\u0103 discuta\u021bi cu ace\u0219tia \u0219i s\u0103 \u00eei asculta\u021bi.<\/p>\n<p>Pute\u021bi folosi informa\u021bii achizi\u021bionate, studii de pia\u021b\u0103 sau un mod mai simplu care implic\u0103 ascultarea clien\u021bilor dvs. (sau a poten\u021bialilor clien\u021bi).<\/p>\n<p>Este foarte important s\u0103 colecta\u021bi informa\u021bii despre perspectiva clientului. Schimbarea focaliz\u0103rii din perspectiva organiza\u021bional\u0103 c\u0103tre cea a clientului ridic\u0103 un set diferit de \u00eentreb\u0103ri, de exemplu:<\/p>\n<table width=\"593\">\n<tbody>\n<tr>\n<td width=\"263\"><strong>Perspectiva companiei<\/strong><\/td>\n<td width=\"330\"><strong>Perspectiva clientului<\/strong><\/td>\n<\/tr>\n<tr>\n<td width=\"263\">C\u00e2t de mult putem profita de acest produs?<\/td>\n<td width=\"330\">Care este pre\u021bul acceptabil pentru acest produs?<\/td>\n<\/tr>\n<tr>\n<td width=\"263\">Ce fel de rela\u021bie cu clientul vom crea?<\/td>\n<td width=\"330\">Ce rela\u021bie se a\u0219teapt\u0103?<\/td>\n<\/tr>\n<tr>\n<td width=\"263\">Ce produs\/serviciu vom vinde?<\/td>\n<td width=\"330\">Cum voi fi ajutat\/satisf\u0103cut de acest serviciu\/produs?<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<h3 style=\"text-align: justify;\">Tipuri<\/h3>\n<p>Vom explora acum diferite abord\u0103ri ale segment\u0103rii clien\u021bilor. Aceasta nu este o list\u0103 de segmente, ci o list\u0103 a posibilelor forme de tratare a segmentelor de clien\u021bi, \u0219i anume:<\/p>\n<ul style=\"text-align: justify;\">\n<li>Pia\u021ba general\u0103<\/li>\n<li>Pia\u021ba de ni\u0219\u0103<\/li>\n<li>Segmentat<\/li>\n<li>Diversificat<\/li>\n<li>Platforma adaptiv\u0103<\/li>\n<\/ul>\n<h3 style=\"text-align: justify;\">Pia\u021ba general\u0103<\/h3>\n<p>Modelele de business care vizeaz\u0103 pie\u021bele de mas\u0103 nu fac distinc\u021bie \u00eentre segmentele de clien\u021bi.<\/p>\n<p>Modelele de business se construiesc lu\u00e2nd \u00een considerare un grup mare de persoane cu acelea\u0219i nevoi sau probleme, indiferent de caracteristicile lor, indiferent c\u00e2t de diferi\u021bi ar putea fi ace\u0219ti clien\u021bi.<\/p>\n<p>Afacerea produselor de uz casnic este un exemplu de pia\u021b\u0103 general\u0103.<\/p>\n<h3 style=\"text-align: justify;\">Pia\u021ba de ni\u0219\u0103<\/h3>\n<p>Aceast\u0103 abordare de pia\u021b\u0103 vizeaz\u0103 clien\u021bi foarte specifici \u0219i\/sau specializa\u021bi, astfel \u00eenc\u00e2t, prin defini\u021bie, serve\u0219te o pia\u021b\u0103 relativ mic\u0103. Modelul de business este construit \u00een jurul unei nevoi foarte specifice, astfel \u00eenc\u00e2t toate modulele sunt adaptate \u00een acest sens, inclusiv propunerea de valoare, canalele \u0219i rela\u021bia cu clientul.<\/p>\n<p>Un exemplu este pia\u021ba de ni\u0219\u0103 a alimentelor ecologice, aceasta este o parte specific\u0103 a pie\u021bei alimentare.<\/p>\n<h3 style=\"text-align: justify;\">Segmentarea<\/h3>\n<p>\u00cen loc s\u0103 vizeze o pia\u021b\u0103 general\u0103 sau o pia\u021b\u0103 de ni\u0219\u0103, unele modele de business identific\u0103 diferite segmente de clien\u021bi, adapt\u00e2ndu-\u0219i modelul de business la nevoile diferitelor segmente. Acestea fiind spuse, pot utiliza canale diferite, rela\u021bii cu clien\u021bii sau o propunere de valoare diferit\u0103 pentru segmente diferite.<\/p>\n<p>B\u0103ncile, de exemplu, pot utiliza abord\u0103ri diferite fa\u021b\u0103 de clien\u021bi diferi\u021bi, av\u00e2nd \u00een vedere activele acestora. Clien\u021bii cu active mai mici fac parte dintr-un grup mai mare, dec\u00e2t clien\u021bii cu active mai mari, iar necesit\u0103\u021bile lor difer\u0103, astfel \u00eenc\u00e2t produsele \u0219i tipul de interac\u021biune solicitate sunt adaptate de banc\u0103 \u00een func\u021bie de aceste segment\u0103ri.<\/p>\n<p>Industria obiectivelor foto \u0219i a proces\u0103rii imaginilor serve\u0219te, de asemenea, clien\u021bi diferi\u021bi cu nevoi diferite. Pia\u021ba camerelor foto este una tradi\u021bional\u0103, dar \u00een timp, a ap\u0103rut o nou\u0103 pia\u021b\u0103 tradi\u021bional\u0103, aceea a camerelor telefonului mobil. \u00cen segmentul telefoanelor mobile, importan\u021ba dimensiunii obiectivului \u0219i a nevoilor de procesare a imaginii pot fi diferite. Pie\u021be mai recente, cum ar fi conducerea asistat\u0103, prezint\u0103 alte provoc\u0103ri.<\/p>\n<h3 style=\"text-align: justify;\">Diversificarea<\/h3>\n<p>Abordarea diversificat\u0103 este similar\u0103 segment\u0103rii men\u021bionate anterior, deoarece serve\u0219te mai mult de un segment. \u00cen acela\u0219i timp, este diferit, deoarece segmentele nu sunt similare. Nu este vorba de adaptarea propunerii de valoare la un segment u\u0219or diferit, ci de adaptarea la unul complet diferit.<\/p>\n<p>Amazon este un bun exemplu al acestei abord\u0103ri. A \u00eenceput ca o platform\u0103 de comer\u021b electronic. Mai t\u00e2rziu, utiliz\u00e2nd platforma IT, Amazon a \u00eenceput s\u0103 ofere un serviciu de cloud computing, f\u0103r\u0103 a mai men\u021biona serviciul de streaming, Amazon Prime sau pia\u021ba de inteligen\u021b\u0103 artificial\u0103.<\/p>\n<p>Acestea sunt doar c\u00e2teva exemple de segmente de clien\u021bi diferi\u021bi \u0219i propuneri de valoare diferite. Amazon s-a diversificat \u00een multe alte domenii, unele au avut mai mult succes dec\u00e2t altele.<\/p>\n<h3 style=\"text-align: justify;\">Platforma adaptiv\u0103 (sau pia\u021ba adaptiv\u0103)<\/h3>\n<p>Modelele de afaceri cu mai multe fe\u021be sau cu dou\u0103 fe\u021be sunt modele care leag\u0103 dou\u0103 sau mai multe segmente de clien\u021bi diferite, fiecare dintre care beneficiind reciproc de conexiune. Acest lucru faciliteaz\u0103, \u00een principal, interac\u021biunea \u00eentre segmente.<\/p>\n<p>De exemplu, modelul de afaceri al consolei de jocuri video leag\u0103 segmentul de clien\u021bi al dezvoltatorilor de jocuri \u0219i segmentul de clien\u021bi al juc\u0103torilor. Unul nu poate exista f\u0103r\u0103 cel\u0103lalt. F\u0103r\u0103 jocuri disponibile pentru consol\u0103, nu ar exista juc\u0103tori \u0219i, f\u0103r\u0103 juc\u0103torii care ar cump\u0103ra consola, nu ar exista niciun interes din partea dezvoltatorilor de jocuri.<\/p>\n<h2 style=\"text-align: justify; padding-left: 80px;\"><\/h2>\n<h2 style=\"text-align: justify;\">Exemple \u0219i bune practici<\/h2>\n<p>Este foarte important s\u0103 identifica\u021bi corect segmentele de clien\u021bi pentru a satisface mai bine nevoile fiec\u0103rui segment de clien\u021bi, pentru a crea rela\u021bii adecvate \u0219i pentru a crea cea mai bun\u0103 potrivire posibil\u0103.<\/p>\n<p>O defini\u021bie mai bun\u0103 a segmentelor de clien\u021bi ai companiei \u0219i mai multe cuno\u0219tin\u021be despre fiecare segment de clien\u021bi v\u0103 ajut\u0103 s\u0103 ave\u021bi o reac\u021bie satisf\u0103c\u0103toare la a\u0219tept\u0103rile lor sau poate chiar s\u0103 crea\u021bi oportunit\u0103\u021bi \u0219i poten\u021biale sinergii.<\/p>\n<p>\u00cen continuare g\u0103si\u021bi c\u00e2teva exemple despre cum s\u0103 utiliza\u021bi \u0219i s\u0103 aplica\u021bi segmentele de clien\u021bi \u00een diferite modele de business.<\/p>\n<h3 style=\"text-align: justify;\">Platform\u0103 adaptiv\u0103<\/h3>\n<p>Este important s\u0103 \u00een\u021belege\u021bi diferitele segmente de clien\u021bi, pentru a men\u021bine un echilibru \u00eentre ele astfel \u00eenc\u00e2t afacerea dvs. s\u0103 prospere. Cu aceste cuno\u0219tin\u021be, v\u0103 pute\u021bi da seama c\u0103, de exemplu, un segment este mai sensibil la pre\u021b \u0219i decide\u021bi s\u0103 reduce\u021bi pre\u021bul pentru acesta, iar pentru alt segment care este sensibil la calitate s\u0103 crea\u021bi un serviciu mai bun.<\/p>\n<p>Unele companii de console de jocuri au decis s\u0103 v\u00e2nd\u0103 console cu pierderi, pentru a atrage mai mul\u021bi dezvoltatori de jocuri \u0219i astfel au creat oportunitatea de a vinde mai multe jocuri juc\u0103torilor.<\/p>\n<p>Un alt exemplu extrem este ziarul gratuit care \u00ee\u0219i propune s\u0103 aib\u0103 cei mai mul\u021bi cititori posibil pentru a-\u0219i asigura profitul prin publicitate, prin urmare leg\u00e2nd industria publicitar\u0103 cu cititorii\/consumatorii. Un segment (cititorii) are un serviciu gratuit, acesta, la r\u00e2ndul lui, atrage un alt segment profitabil, industria de marketing, care pl\u0103te\u0219te pentru reclame.<\/p>\n<h3 style=\"text-align: justify;\">Separarea ofertelor<\/h3>\n<p>\u201eSepararea\u201d, \u00een termeni foarte simpli, se refer\u0103 la practica de separare a diferitelor linii de activitate. Aceast\u0103 perspectiv\u0103 a modelului de business presupune c\u0103 unele companii au diferite pachete de tipuri de afaceri \u0219i, prin urmare, este mai bine s\u0103 \u00een\u021belege\u021bi diferitele r\u0103spunsuri pe care ar trebui s\u0103 le oferi\u021bi diferitelor segmente de clien\u021bi \u0219i ac\u021biunile care ar putea fi necesare.<\/p>\n<p>Unele b\u0103nci private au decis s\u0103 separe ofertele, deoarece clien\u021bii lor se afl\u0103 \u00een diferite segmente, cum ar fi, de exemplu, persoanele bogate \u0219i familiile care sunt interesate de gestionarea averii, de alte b\u0103nci \u0219i consultan\u021bi care le folosesc produsele financiare. B\u0103ncile au folosit aceast\u0103 tehnic\u0103 pentru a se concentra pe diferitele segmente cu obiective \u0219i nevoi diferite.<\/p>\n<p>B\u0103ncile \u0219i-au ajustat modelele de business, lu\u00e2nd \u00een considerare diferitele segmente de clien\u021bi (unul pentru fiecare segment de clien\u021bi), evit\u00e2nd obiective conflictuale \u0219i posibile compromisuri.<\/p>\n<p>De exemplu, obiectivul de a vinde produse financiare create de banc\u0103 intr\u0103 \u00een conflict cu obiectivul de a oferi sfaturi mai bune clien\u021bilor individuali, chiar dac\u0103 acest lucru \u00eensemna v\u00e2nzarea produselor financiare ale altor b\u0103nci.<\/p>\n<h3 style=\"text-align: justify;\">Companii aeriene<\/h3>\n<p>Segmentul obi\u0219nuit de clien\u021bi pentru companiile aeriene la \u00eenceputurile acestei industrii era clasa superioar\u0103, datorit\u0103 costului ridicat al c\u0103l\u0103toriilor cu avionul. Aceasta a definit propunerea de valoare \u00eempreun\u0103 cu serviciile oferite \u00eentre toate celelalte p\u0103r\u021bi componente ale modelului de business.<\/p>\n<p>Odat\u0103 cu evolu\u021bia tehnologiei pentru c\u0103l\u0103toriile aeriene, cum ar fi utilizarea motoarelor cu reac\u021bie, au sc\u0103zut costurile de zbor. Acest lucru a dus la posibilitatea de a ajunge la diferite segmente de clien\u021bi, d\u00e2nd \u0219i mai mult sens utiliz\u0103rii diferitelor facilit\u0103\u021bi pentru diferite segmente de clien\u021bi \u00een c\u0103l\u0103toriile cu avionul, cum ar fi clasa business \u0219i clasa economic\u0103. \u00cen timp, apari\u021bia companiilor aeriene low cost a glabalizat \u0219i mai mult c\u0103l\u0103toriile aeriene. Aceste companii s-au concentrat pe reducerea costurilor (prin eliminarea serviciilor neesen\u021biale) cu scopul de a oferi cel mai mic pre\u021b posibil pentru a atrage \u0219i mai mul\u021bi clien\u021bi.<\/p>\n<p>Succesul ob\u021binut de companiile aeriene low-cost a determinat companiile aeriene tradi\u021bionale s\u0103 ofere, de asemenea, op\u021biuni low-cost clien\u021bilor lor.<\/p>\n<p>\u00cen aceste exemple, revizuirea modelelor de business au permis companiilor s\u0103 ajung\u0103 la diferite segmente de clien\u021bi. Luarea \u00een considerare a diferitelor segmente de clien\u021bi a provocat schimb\u0103ri \u00een propunerile de valoare \u0219i \u00een rela\u021biile cu clien\u021bii.<\/p>\n<p>\u00cen unele cazuri, au fost create noi m\u0103rci pentru a face o distinc\u021bie clar\u0103 \u00eentre ofertele pentru diferite segmente de clien\u021bi, cum ar fi \u201eGo Fly\u201d, filiala low cost a British Airways. Chiar \u0219i \u00een cadrul aceleia\u0219i m\u0103rci, este destul de obi\u0219nuit \u00een zilele noastre s\u0103 existe niveluri diferite de oferte pentru acela\u0219i zbor.<\/p>\n<h3 style=\"text-align: justify;\">Restaurant<\/h3>\n<p>Dup\u0103 ce a acordat aten\u021bie clien\u021bilor lor, un anumit restaurant \u0219i-a dat seama c\u0103 ar putea fi segmenta\u021bi \u00een clien\u021bi care cump\u0103rau alimente de luat acas\u0103 \u0219i clien\u021bi care m\u00e2ncau la restaurant. Aceast\u0103 perspectiv\u0103 simpl\u0103 duce la solu\u021bii diferite, cum ar fi crearea a dou\u0103 puncte de intrare \u00een acela\u0219i spa\u021biu, cre\u0219terea facilit\u0103\u021bii de acces \u0219i vitez\u0103 pentru op\u021biunile de luat acas\u0103 \u0219i cre\u0219terea confortului \u0219i utilizarea unei experien\u021be mai personale pentru ceilal\u021bi clien\u021bi care m\u00e2ncau in restaurant.<\/p>\n<h4 style=\"text-align: justify;\"><\/h4>\n<h2 style=\"text-align: justify;\">Referin\u021be bibliografice \u0219i Web<\/h2>\n<ul style=\"text-align: justify;\">\n<li>Osterwalder, A., Pigneur, Y., In Clark, T., &amp; Smith, A. (2010).\u00a0Business model generation: A handbook for visionaries, game changers, and challengers.<\/li>\n<li><a href=\"https:\/\/strategyzer.uservoice.com\/knowledgebase\/articles\/1194379\">https:\/\/strategyzer.uservoice.com\/knowledgebase\/articles\/1194379<\/a><a href=\"https:\/\/strategyzer.uservoice.com\/knowledgebase\/articles\/1194379\">-how-do-<\/a><a href=\"https:\/\/strategyzer.uservoice.com\/knowledgebase\/articles\/1194379\">i<\/a><a href=\"https:\/\/strategyzer.uservoice.com\/knowledgebase\/articles\/1194379\">-use-the-customer-segments-building-block<\/a><\/li>\n<li><a href=\"https:\/\/www.shopify.com\/encyclopedia\/customer-segmentation\">https:\/\/www.shopify.com\/encyclopedia\/customer-segmentation<\/a><\/li>\n<li><a href=\"https:\/\/www.youtube.com\/watch?v=m2IPvT920XM\">https:\/\/www.youtube.com\/watch?v=m2IPvT920XM<\/a><\/li>\n<\/ul>\n<ul><\/ul>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=&#8221;1&#8243; _builder_version=&#8221;4.9.2&#8243; 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global_colors_info=&#8221;{}&#8221;][et_pb_row column_structure=&#8221;1_2,1_2&#8243; _builder_version=&#8221;4.9.2&#8243; _module_preset=&#8221;default&#8221; locked=&#8221;off&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;1_2&#8243; _builder_version=&#8221;4.9.2&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_button button_url=&#8221;@ET-DC@eyJkeW5hbWljIjp0cnVlLCJjb250ZW50IjoicG9zdF9saW5rX3VybF9wYWdlIiwic2V0dGluZ3MiOnsicG9zdF9pZCI6IjE1ODc5In19@&#8221; button_text=&#8221;Modulul 1 &#8211; Introducere&#8221; button_alignment=&#8221;left&#8221; module_class=&#8221;button-stanga&#8221; _builder_version=&#8221;4.14.7&#8243; _dynamic_attributes=&#8221;button_url&#8221; _module_preset=&#8221;default&#8221; button_icon=&#8221;&#x41;||divi||400&#8243; animation_style=&#8221;slide&#8221; animation_direction=&#8221;left&#8221; animation_duration=&#8221;550ms&#8221; animation_intensity_slide=&#8221;31%&#8221; global_colors_info=&#8221;{}&#8221;][\/et_pb_button][\/et_pb_column][et_pb_column type=&#8221;1_2&#8243; _builder_version=&#8221;4.9.2&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_button button_url=&#8221;@ET-DC@eyJkeW5hbWljIjp0cnVlLCJjb250ZW50IjoicG9zdF9saW5rX3VybF9wYWdlIiwic2V0dGluZ3MiOnsicG9zdF9pZCI6IjE1OTI4In19@&#8221; button_text=&#8221;Modulul 3 &#8211; Propunere de valoare&#8221; button_alignment=&#8221;right&#8221; _builder_version=&#8221;4.14.7&#8243; _dynamic_attributes=&#8221;button_url&#8221; _module_preset=&#8221;default&#8221; button_icon=&#8221;&#x41;||divi||400&#8243; animation_style=&#8221;slide&#8221; animation_direction=&#8221;right&#8221; animation_duration=&#8221;550ms&#8221; animation_intensity_slide=&#8221;31%&#8221; global_colors_info=&#8221;{}&#8221;][\/et_pb_button][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=&#8221;1&#8243; _builder_version=&#8221;4.9.2&#8243; _module_preset=&#8221;default&#8221; background_color=&#8221;#848484&#8243; use_background_color_gradient=&#8221;on&#8221; background_color_gradient_start=&#8221;rgba(0,0,0,0.51)&#8221; background_color_gradient_end=&#8221;rgba(0,0,0,0.83)&#8221; custom_padding=&#8221;||0px|||&#8221; locked=&#8221;off&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_row column_structure=&#8221;3_4,1_4&#8243; _builder_version=&#8221;4.9.2&#8243; _module_preset=&#8221;default&#8221; custom_padding=&#8221;6px||0px|||&#8221; animation_style=&#8221;fade&#8221; animation_duration=&#8221;600ms&#8221; locked=&#8221;off&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;3_4&#8243; _builder_version=&#8221;4.9.2&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_image src=&#8221;https:\/\/probm2.cti.ugal.ro\/site1\/wp-content\/uploads\/2021\/03\/erasmus.png&#8221; _builder_version=&#8221;4.9.2&#8243; _module_preset=&#8221;default&#8221; max_width=&#8221;20em&#8221; global_colors_info=&#8221;{}&#8221;][\/et_pb_image][et_pb_text _builder_version=&#8221;4.9.2&#8243; _module_preset=&#8221;default&#8221; text_font=&#8221;Montserrat||||||||&#8221; text_text_color=&#8221;#e09900&#8243; text_font_size=&#8221;1.2em&#8221; text_line_height=&#8221;1.6em&#8221; custom_margin=&#8221;-15px|||||&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<p style=\"text-align: justify;\"><strong>ERASMUS+ KA2 Strategic Partnerships for adult education Poland<\/strong><br \/><span style=\"font-size: 0.85em;\">Proiectul \u201e\u00cen\u021belegerea \u0219i dezvoltarea modelelor de afaceri \u00een era globaliz\u0103rii\u201d (nr. 2019-1-PL01-KA204-064951) a primit finan\u021bare de la Comisia European\u0103 \u00een cadrul programului Erasmus+. Comisia European\u0103 nu este responsabil\u0103 asupra con\u021binutului proiectului, acesta reflect\u0103 punctele de vedere ale autorilor \u0219i Comisia nu poate fi f\u0103cut\u0103 r\u0103spunz\u0103toare pentru nicio utilizare a informa\u021biilor con\u021binute de acesta.<\/span><\/p>\n<p>[\/et_pb_text][\/et_pb_column][et_pb_column type=&#8221;1_4&#8243; _builder_version=&#8221;4.9.2&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_text _builder_version=&#8221;4.9.2&#8243; _module_preset=&#8221;default&#8221; text_font=&#8221;Montserrat|600|||||||&#8221; text_text_color=&#8221;#E09900&#8243; text_font_size=&#8221;1.1em&#8221; min_height=&#8221;7px&#8221; custom_padding=&#8221;1em||0px|1px|false|false&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<p style=\"text-align: left;\">PROIECT \/ INFORMA\u021aII<\/p>\n<p>[\/et_pb_text][et_pb_menu menu_id=&#8221;28&#8243; submenu_direction=&#8221;upwards&#8221; active_link_color=&#8221;#e0b047&#8243; admin_label=&#8221;ABOUT&#8221; _builder_version=&#8221;4.9.2&#8243; _module_preset=&#8221;default&#8221; menu_font=&#8221;Montserrat|600|||||||&#8221; menu_text_color=&#8221;#E09900&#8243; background_color=&#8221;RGBA(0,0,0,0)&#8221; text_orientation=&#8221;right&#8221; module_alignment=&#8221;left&#8221; custom_margin=&#8221;-0.5em||||false|false&#8221; global_colors_info=&#8221;{}&#8221;][\/et_pb_menu][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=&#8221;4.9.2&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.9.2&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_text _builder_version=&#8221;4.9.2&#8243; _module_preset=&#8221;default&#8221; text_font=&#8221;Montserrat||||||||&#8221; text_text_color=&#8221;#E09900&#8243; text_font_size=&#8221;1.02em&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<p style=\"text-align: center;\">Copyright @2021 &#8211; <a href=\"http:\/\/businessmodels.eu\" target=\"_blank\" rel=\"noopener\" title=\"businessmodels.eu\">businessmodels.eu<\/a><\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Modulul 2SEGMENTUL CLIEN\u021aI\u00ceNV\u0102\u021aAREScopul acestui modul este de a v\u0103 ajuta s\u0103 \u00een\u021belege\u021bi ce sunt segmentele de clien\u021bi \u0219i cum pute\u021bi lucra cu acestea \u00een planul dumneavoastr\u0103 de afaceri.\u00cenv\u0103\u021barePredareExerci\u021bii \u0219i ChestionareSegmentul clien\u021biDescarc\u0103 Introducere Orice companie serve\u0219te cel pu\u021bin un tip de client sau segment de clien\u021bi. Pentru a r\u0103spunde cel mai bine nevoilor clien\u021bilor, este fundamental [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":""},"folder":[141],"_links":{"self":[{"href":"https:\/\/probm2.cti.ugal.ro\/site\/wp-json\/wp\/v2\/pages\/15915"}],"collection":[{"href":"https:\/\/probm2.cti.ugal.ro\/site\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/probm2.cti.ugal.ro\/site\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/probm2.cti.ugal.ro\/site\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/probm2.cti.ugal.ro\/site\/wp-json\/wp\/v2\/comments?post=15915"}],"version-history":[{"count":7,"href":"https:\/\/probm2.cti.ugal.ro\/site\/wp-json\/wp\/v2\/pages\/15915\/revisions"}],"predecessor-version":[{"id":16543,"href":"https:\/\/probm2.cti.ugal.ro\/site\/wp-json\/wp\/v2\/pages\/15915\/revisions\/16543"}],"wp:attachment":[{"href":"https:\/\/probm2.cti.ugal.ro\/site\/wp-json\/wp\/v2\/media?parent=15915"}],"wp:term":[{"taxonomy":"folder","embeddable":true,"href":"https:\/\/probm2.cti.ugal.ro\/site\/wp-json\/wp\/v2\/folder?post=15915"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}