{"id":15940,"date":"2022-01-31T18:33:02","date_gmt":"2022-01-31T16:33:02","guid":{"rendered":"https:\/\/probm2.cti.ugal.ro\/site\/?page_id=15940"},"modified":"2022-02-02T07:55:13","modified_gmt":"2022-02-02T05:55:13","slug":"module-4-learn","status":"publish","type":"page","link":"https:\/\/probm2.cti.ugal.ro\/site\/ro\/module-4-learn\/","title":{"rendered":"4. Canale &#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\/channels.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; locked=&#8221;off&#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 4<\/span><br \/><strong>CANALE<\/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;\">Acest modul ofer\u0103 informa\u021bii teoretice \u0219i practice, incluz\u00e2nd exemple \u0219i exerci\u021bii, legate de relevan\u021ba \u0219i utilizarea canalelor \u00een modelul de business, modul \u00een care acestea ar trebui aplicate \u0219i modul \u00een care companiile (\u00een func\u021biune sau spre \u00eenfiin\u021bare) pot valorifica posibilit\u0103\u021bile legate de comunicare prin intermediul diverselor canale.<\/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@eyJkeW5hbWljIjp0cnVlLCJjb250ZW50IjoicG9zdF9saW5rX3VybF9wYWdlIiwic2V0dGluZ3MiOnsicG9zdF9pZCI6IjE1OTQ0In19@&#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@eyJkeW5hbWljIjp0cnVlLCJjb250ZW50IjoicG9zdF9saW5rX3VybF9wYWdlIiwic2V0dGluZ3MiOnsicG9zdF9pZCI6IjE1OTM2In19@&#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\">Canale<\/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-4-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-4-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; global_colors_info=&#8221;{}&#8221;]<\/p>\n<h2 style=\"text-align: justify;\">Introducere<\/h2>\n<p>Modulul Canale descrie modul \u00een care comunic\u0103 companiile \u0219i ajung la segmentele lor de clien\u021bi pentru a-\u0219i livra produsul sau serviciul \u0219i pentru a comunica propunerea lor de valoare. Incorporeaz\u0103 asisten\u021b\u0103 pentru clien\u021bi \u0219i servicii post-v\u00e2nzare.<\/p>\n<p>Exist\u0103 5 faze distincte de canal:<\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li>Con\u0219tientizare<\/li>\n<li>Evaluare<\/li>\n<li>Cump\u0103rare<\/li>\n<li>Livrare<\/li>\n<li>Dup\u0103 v\u00e2nzare<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul><\/ul>\n<\/li>\n<\/ul>\n<h3>Scop<\/h3>\n<p>Acest modul ofer\u0103 informa\u021bii teoretice \u0219i practice, incluz\u00e2nd exemple \u0219i exerci\u021bii, legate de relevan\u021ba \u0219i utilizarea canalelor \u00een modelul de business, modul \u00een care acestea ar trebui aplicate \u0219i modul \u00een care companiile (\u00een func\u021biune sau spre \u00eenfiin\u021bare) pot valorifica posibilit\u0103\u021bile legate de comunicare prin intermediul diverselor canale.<\/p>\n<h3>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>recunoa\u0219te\u021bi toate etapele comunic\u0103rii legate de canale \u0219i obiectivele acestora;<\/li>\n<li>distinge\u021bi \u00eentre canalele de comunicare legate de promovare (con\u0219tientizare, evaluare \u0219i asisten\u021b\u0103 pentru clien\u021bi post-v\u00e2nzare) \u0219i acele etape legate de loc (cump\u0103rare \u0219i livrare);<\/li>\n<li>evalua\u021bi diferite canale pentru a comunica propunerea de valoare a companiei;<\/li>\n<li>examina\u021bi \u0219i critica\u021bi canalele actuale pentru a \u00eembun\u0103t\u0103\u021bi comunicarea cu toate segmentele clien\u021bilor \u0219i pentru a \u00eembun\u0103t\u0103\u021bi rela\u021biile cu clien\u021bii;<\/li>\n<li>consolida\u021bi \u0219i alinia\u021bi canalele de comunicare corelate cu segmentele de clien\u021bi, rela\u021biile cu clien\u021bii \u0219i crearea de valoare;<\/li>\n<li>aplica\u021bi g\u00e2ndirea creativ\u0103 pentru a proiecta strategii rentabile \u0219i canale inovatoare.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<h3>Cuvinte cheie<\/h3>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li>Comunicare<\/li>\n<li>Canale de marketing<\/li>\n<li>Canale de v\u00e2nz\u0103ri<\/li>\n<li>Canale de distribu\u021bie directe<\/li>\n<li>Canale de distribu\u021bie indirecte<\/li>\n<li>Segmentarea pie\u021bei<\/li>\n<li>Canale de asisten\u021b\u0103 pentru clien\u021bi<\/li>\n<li>Canale de servicii pentru clien\u021bi<\/li>\n<li>Func\u021biile canalului<\/li>\n<li>Strategie<\/li>\n<li>Inova\u0163ie<\/li>\n<li>Post-v\u00e2nzare<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<h2>Aspecte teoretice<\/h2>\n<p>Informa\u021biile legate de canale se \u00eencadreaz\u0103 \u00een partea dreapt\u0103 a diagramei modelului de business Canvas sub rela\u021biile cu clientul:<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/probm2.cti.ugal.ro\/site\/wp-content\/uploads\/2021\/12\/RO\/bmc-6.png\" style=\"max-width: 993px; display: block; margin-left: auto; margin-right: auto;\" \/><\/p>\n<h3>Canalele \u0219i pozi\u021bia lor \u00een diagrama modelului de business<\/h3>\n<p>Modulul Canale din diagrama Modelului de Business define\u0219te modul \u00een care comunic\u0103 o companie \u0219i cum ofer\u0103 valoare fiec\u0103rui segment de clien\u021bi. O companie este \u00een leg\u0103tur\u0103 cu clien\u021bii s\u0103i prin aceste canale, care joac\u0103 un rol cheie \u00een definirea experien\u021bei clien\u021bilor \u0219i care influen\u021beaz\u0103 comportamentul dup\u0103 cump\u0103rare. Canalele pot fi clasificate ca fiind de marketing (inclusiv promovare), v\u00e2nz\u0103ri, distribu\u021bie \u0219i asisten\u021b\u0103 pentru clien\u021bi.<\/p>\n<p>Companiile folosesc o varietate de canale \u0219i strategii pentru a atrage \u0219i re\u021bine clien\u021bii. Atunci c\u00e2nd utiliza\u021bi modelul de business este recomandabil s\u0103 enumera\u021bi canale separate pentru fiecare segment de clien\u021bi. O sugestie ar fi s\u0103 utiliza\u021bi post-it-uri colorate diferit pentru fiecare segment de clien\u021bi.<\/p>\n<h3>Care sunt func\u021biile cheie ale Canalelor?<\/h3>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li>Ac\u021bioneaz\u0103 ca un mijloc de prezentare \u0219i furnizare de informa\u021bii clien\u021bilor existen\u021bi \u0219i poten\u021biali despre produsele \u0219i serviciile pe care le ofer\u0103 compania (marketing\/ promovare);<\/li>\n<li>Permit clien\u021bilor existen\u021bi \u0219i poten\u021biali s\u0103 evalueze propunerea de valoare a companiei. Astfel se comunic\u0103 beneficiile \u0219i poten\u021bialele avantaje ale produselor sau serviciilor oferite (marketing);<\/li>\n<li>Ofer\u0103 clien\u021bilor facilitatea de a cump\u0103ra, \u00eenchiria sau de a se abona la produse sau servicii (v\u00e2nz\u0103ri);<\/li>\n<li>Permit mijloace eficiente de livrare a produsului sau serviciului c\u0103tre client (distribu\u021bie);<\/li>\n<li>Ofer\u0103 asisten\u021b\u0103 pentru clien\u021bi \u0219i servicii post-v\u00e2nzare.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<table border=\"0\" style=\"border-collapse: collapse; width: 100%; border: none;\">\n<tbody>\n<tr>\n<td style=\"width: 65%; vertical-align: top; border: none;\"><img decoding=\"async\" loading=\"lazy\" width=\"745\" height=\"542\" src=\"https:\/\/probm2.cti.ugal.ro\/site\/wp-content\/uploads\/2021\/12\/RO\/m4-1.png\" alt=\"\" class=\"wp-image-7941 alignnone size-full\" style=\"max-width: 534px;\" \/><\/td>\n<td style=\"width: 35%; vertical-align: top; border: none;\">\n<p>Exist\u0103 <b>cinci<\/b> <b>etape<\/b> <b>distincte<\/b> pentru comunicarea cu segmentele de clien\u021bi.<\/p>\n<p>Un canal poate acoperi mai mult de una dintre aceste etape. Acestea sunt :<\/p>\n<ul>\n<li>Con\u0219tientizare<\/li>\n<li>Evaluare<\/li>\n<li>Cump\u0103rare<\/li>\n<li>Livrare<\/li>\n<li>Post-v\u00e2nzare<\/li>\n<\/ul>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>&nbsp;<\/p>\n<h3>Cinci canale sau etape pentru comunicarea cu segmentul clien\u021bi<\/h3>\n<p><b>Con\u0219tientizare<\/b><\/p>\n<p>Aceast\u0103 etap\u0103 implic\u0103 con\u0219tientizarea clien\u021bilor existen\u021bi \u0219i poten\u021biali cu privire la produsele, serviciile \u0219i propunerea de valoare a companiei prin tehnici de marketing, promo\u021bii \u0219i strategii publicitare.<\/p>\n<p><b>Evaluare<\/b><\/p>\n<p>Aceast\u0103 etap\u0103 permite clien\u021bilor s\u0103 evalueze propunerea de valoare a unei companii. Poate implica sondaje, recenzii, furnizarea de informa\u021bii sau mecanisme de feedback. Scopul este de a demonstra clien\u021bilor c\u0103 valoarea produsului sau a serviciului este mai bun\u0103 dec\u00e2t cea a concuren\u021bei, cu scopul de a-i motiva s\u0103 fac\u0103 o evaluare pozitiv\u0103 care s\u0103 duc\u0103 la o decizie de cump\u0103rare.<\/p>\n<p><b>Cump\u0103rare<\/b><\/p>\n<p>Acesta este procesul de v\u00e2nzare. Aceast\u0103 etap\u0103 ofer\u0103 clien\u021bilor posibilitatea de a cump\u0103ra, \u00eenchiria sau de a se abona la produsele sau serviciile companiei. Cum va ajunge produsul sau serviciul la client? Ar trebui s\u0103 se ia decizii dac\u0103 achizi\u021bia se va efectua prin portaluri de Internet, platforme de socializare, magazine fizice sau o form\u0103 de autoservire.<\/p>\n<p><b>Livrare<\/b><\/p>\n<p>Aceast\u0103 etap\u0103 define\u0219te modul \u00een care produsul sau serviciul va ajunge la client. Incorporeaz\u0103 livrarea propunerii de valoare c\u0103tre client. Acest lucru are loc, \u00een general, fie prin distribu\u021bie direct\u0103 (de ex., servicii de tip ghi\u0219eu, ca \u00een magazinele fizice), fie prin distribu\u021bie indirect\u0103 (de exemplu, prin servicii de livrare, precum serviciul po\u0219tal, serviciul de curierat, etc.).<\/p>\n<p><b>Post-v\u00e2nzare<\/b><\/p>\n<p>Aceast\u0103 etap\u0103 permite reasigurarea \u0219i asisten\u021ba clien\u021bilor dup\u0103 v\u00e2nzare. Poate implica un serviciu de ghi\u0219eu \u00een magazinul fizic, un centru de apeluri sau un sistem pentru politica de returnare. Serviciul post-v\u00e2nzare \u00eencorporeaz\u0103, de asemenea, \u00eentre\u021binerea \u0219i garan\u021bia, care trateaz\u0103 problemele \u00eent\u00e2mpinate.<\/p>\n<p>Canalele de promovare sunt:<\/p>\n<ul>\n<li>Televiziune.<\/li>\n<li>Marketing direct.<\/li>\n<li>\u0218tiri TV, ziare sau radio.<\/li>\n<li>Post\u0103ri online (de exemplu, scrierea unui articol pe un blog, \u00eenc\u0103rcarea de recenzii pozitive).<\/li>\n<li>Platforme de discu\u021bii pe Internet (de exemplu, Trip Advisor, Reddit sau Quora sau platforme de discu\u021bii ale utilizatorilor pentru produse precum camere foto, ma\u0219ini, telefoane inteligente sau dezvoltare de software).<\/li>\n<li>Ecrane \/ terminale interactive.<\/li>\n<li>Crowdsourcing \u2013 activitate participativ\u0103 online.<\/li>\n<li>Plasarea produsului (includerea produsului, serviciului sau m\u0103rcii \u00een filme sau seriale TV populare).<\/li>\n<li>Panouri publicitare.<\/li>\n<li>Publicitate.<\/li>\n<li>Buletine informative.<\/li>\n<\/ul>\n<h3>Canal de distribu\u021bie<\/h3>\n<p>Prin distribu\u021bie, o companie \u00ee\u0219i pune produsul sau serviciul la dispozi\u021bia consumatorilor sau utilizatorilor. Distribu\u021bia se refer\u0103 la mijloacele prin care produsul sau serviciul ajunge la consumator \u0219i locul de unde produsul sau serviciul poate fi cump\u0103rat.<\/p>\n<p>Distribu\u021bia poate fi:<\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li><b>Direct\u0103<\/b> (implicare direct\u0103 \u00een v\u00e2nzarea produselor sau serviciilor, cu organiza\u021bii care furnizeaz\u0103 produse sau servicii direct clien\u021bilor), de exemplu, de la propriul magazin sau la un t\u00e2rg, v\u00e2nzarea online, la u\u0219\u0103, utilizarea unei for\u021be dinamice de v\u00e2nzare.\u00a0 Distribu\u021bia direct\u0103 implic\u0103 o rela\u021bie mai direct\u0103 cu clientul \u0219i profituri mai mari.<\/li>\n<li><b>Indirect\u0103<\/b> (prin intermediari sau parteneri), de exemplu, angrosi\u0219ti, comercian\u021bi cu am\u0103nuntul, magazine partenere, brokeri, agen\u021bi etc. De\u0219i distribu\u021bia indirect\u0103 poate implica o marj\u0103 de profit mai mic\u0103, permite produselor sau serviciilor s\u0103 ajung\u0103 mai rapid pe pia\u021b\u0103 \u0219i implic\u0103, de asemenea, mai pu\u021bine investi\u021bii \u00een infrastructur\u0103.<\/li>\n<li>Unele companii folosesc ambele tipuri de distribu\u021bie, <b>direct\u0103 \u0219i indirect\u0103. <\/b><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p><b>Direct<\/b><b>\u0103<\/b> implic\u0103 o abordare direct\u0103 c\u0103tre consumator, \u00een care produc\u0103torul sau furnizorul de servicii controleaz\u0103 toate aspectele distribu\u021biei. Permite ob\u021binerea unor marje de profit mai mari \u0219i permite organiza\u021biilor s\u0103 de\u021bin\u0103 mai mult control asupra \u00eentregului proces de distribu\u021bie;<\/p>\n<p><b>Indirect<\/b><b>\u0103<\/b> implic\u0103 ter\u021bi \u0219i elibereaz\u0103 produc\u0103torii sau furnizorii de servicii de costurile sistemului de livrare. Permite o acoperire mai larg\u0103 c\u0103tre publicul \u021bint\u0103 \u0219i permite companiilor s\u0103 se concentreze pe activitatea lor principal\u0103, \u00een timp ce externalizeaz\u0103 distribu\u021bia c\u0103tre exper\u021bi, cum ar fi companiile de logistic\u0103.<\/p>\n<h3>Cinci elemente de considerat c\u00e2nd se decide canalul de distribu\u021bie<\/h3>\n<ol>\n<li style=\"list-style-type: none;\">\n<ol>\n<li>Num\u0103rul de segmente de clien\u021bi \u0219i dimensiunea pie\u021bei;<\/li>\n<li>Investi\u021bia (dac\u0103 exist\u0103) necesar\u0103 pentru stabilirea canalului de distribu\u021bie. Aceasta ar trebui s\u0103 includ\u0103 o analiz\u0103 a profitabilit\u0103\u021bii (sau rentabilit\u0103\u021bii) fiec\u0103rui canal;<\/li>\n<li>Potrivirea la nevoile clientului, indiferent dac\u0103 produsul este standard sau personalizat. \u00cen acest din urm\u0103 caz, compania trebuie s\u0103 stabileasc\u0103 o form\u0103 de comunicare direct\u0103 cu clien\u021bii;<\/li>\n<li>Controlul pe care compania dore\u0219te s\u0103 \u00eel exercite asupra canalului de distribu\u021bie. \u00cen unele cazuri, exist\u0103 posibilitatea unei comunic\u0103ri deschise. \u00cen altele, \u00een special atunci c\u00e2nd un distribuitor poate deveni un poten\u021bial concurent, rela\u021bia trebuie s\u0103 fie mai controlat\u0103 \u0219i mai \u00eenchis\u0103;<\/li>\n<li>Este relevant s\u0103 evalua\u021bi timpul necesar pentru a construi o rela\u021bie s\u0103n\u0103toas\u0103 de \u00eencredere \u0219i bun\u0103voin\u021b\u0103 cu distribuitorul, brokerul sau agentul.<\/li>\n<\/ol>\n<\/li>\n<\/ol>\n<h3>Canal de promovare<\/h3>\n<p>Promovarea unui produs, serviciu sau marc\u0103 este un aspect important \u00een ceea ce prive\u0219te canalele. Promovarea face parte din marketing. Permite o con\u0219tientizare \u0219i o evaluare sporit\u0103, \u00eempreun\u0103 cu recunoa\u0219terea valorii produsului sau serviciului oferit (a se vedea, studiul de caz Volkswagen prezentat ca Exemplu).<\/p>\n<p>Canalele de promovare ar putea include :<\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li>Publicitate cu plat\u0103 pe clic.<\/li>\n<li>Optimizarea motoarelor de c\u0103utare.<\/li>\n<li>Marketing pe re\u021belele sociale (acest lucru permite marketingul \u021bintit &#8211; care, atunci c\u00e2nd este bine conceput, poate duce la marketing viral &#8211; \u0219i poate include angajarea unui influencer, care folose\u0219te platforme precum Instagram, YouTube, Twitter sau Tik-Tok).<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<h3>Selectarea \u0219i stabilirea canalelor efective<\/h3>\n<p>Canalele sunt selectate \u0219i stabilite pentru o comunicare eficient\u0103 \u00eentre o companie \u0219i clien\u021bii s\u0103i. Alegerea canalelor unei companii ar trebui s\u0103 se alinieze segmentelor de clien\u021bi \u0219i caracteristicilor lor geografice, demografice, psihologice \u0219i comportamentale. Acestea includ preferin\u021bele de comunicare, platformele media preferate (de exemplu, mass-media tradi\u021bional\u0103, cum ar fi radioul, televiziunea sau ziarele, care vizeaz\u0103 o popula\u021bie demografic\u0103 mai \u00een v\u00e2rst\u0103 care poate s\u0103 nu fie alfabetizat\u0103 digital sau prin social media) \u0219i frecven\u021ba de utilizare.<\/p>\n<p>Canalele faciliteaz\u0103 p\u0103strarea rela\u021biilor cu clien\u021bii, prin stabilirea unor metode optime de comunicare a propunerii de valoare a unei companii c\u0103tre clien\u021bi. Acestea ofer\u0103 solu\u021bii rentabile care genereaz\u0103 venituri \u0219i care \u00eendeplinesc cel mai bine (\u0219i, eventual, dep\u0103\u0219esc) a\u0219tept\u0103rile clien\u021bilor.<\/p>\n<h3>Exemple posibile de canale:<\/h3>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li>V\u00e2nzare direct\u0103 online.<\/li>\n<li>V\u00e2nzare online (de exemplu, Amazon, eBay, AliExpress etc.).<\/li>\n<li>Comercian\u021bii cu am\u0103nuntul tradi\u021bionali (magazine fizice proprii sau \u00eenchiriate).<\/li>\n<li>Platforme de socializare.<\/li>\n<li>TV \/ Radio \/ Ziare.<\/li>\n<li>V\u00e2nz\u0103ri prin telefon \/ asisten\u021b\u0103 pentru clien\u021bi.<\/li>\n<li>Internet direct.<\/li>\n<li>Catalog direct.<\/li>\n<li>Echip\u0103 de v\u00e2nz\u0103ri.<\/li>\n<li>Consultant.<\/li>\n<li>Direct prin distribuitori.<\/li>\n<li>Agent de v\u00e2nz\u0103ri cu am\u0103nuntul.<\/li>\n<li>Reprezentantul produc\u0103torului.<\/li>\n<li>Rev\u00e2nzare cu valoare ad\u0103ugat\u0103.<\/li>\n<li>Panouri publicitare.<\/li>\n<li>Angrosi\u0219ti.<\/li>\n<li>T\u00e2rguri.<\/li>\n<li>E-mail.<\/li>\n<li>Serviciu de curierat.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<h2>Exemple \u0219i bune practici<\/h2>\n<h3><\/h3>\n<h3>Studiu de caz: Spotify<\/h3>\n<p>Modelul de business al companiei Spotify, fondat\u0103 \u00een Suedia \u00een 2006 \u0219i lansat\u0103 \u00een 2008, se bazeaz\u0103 pe o platform\u0103 digital\u0103 care ofer\u0103 streaming de muzic\u0103 \u0219i care conecteaz\u0103 arti\u0219tii cu fanii. C\u00e2nd a fost introdus\u0103 pentru prima dat\u0103, Spotify a fost o perturbare imens\u0103 pentru companiile care aveau leg\u0103tur\u0103 cu distribu\u021bia de muzic\u0103. Ast\u0103zi, Spotify este una dintre cele mai importante platforme globale de streaming muzical. Apple iTunes este principalul concurent al Spotify.<\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li>Canale de distribu\u021bie Spotify: compania \u00ee\u0219i distribuie muzica online prin browsere, computere \u0219i dispozitive de jocuri (care func\u021bioneaz\u0103 pe sistemele de operare Windows, MacOS, Linux, sau pe PlayStation \u0219i Xbox) \u0219i dispozitive mobile.<\/li>\n<li>Canale de marketing Spotify: compania folose\u0219te diverse platforme pentru a-\u0219i cre\u0219te baza de clien\u021bi. Acestea includ Snapchat \u0219i Facebook. Spotify folose\u0219te, de asemenea, \u0219i publicitate tradi\u021bional\u0103, cum ar fi reclame TV, platforme de rela\u021bii publice \u0219i panouri publicitare.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<h3>Marketing \u0219i promovare: Studiul de caz &#8211; teoria distrac\u021biei<\/h3>\n<p>\u00cen 2010, Volkswagen a folosit o agen\u021bie de publicitate, DDB, din Stockholm, Suedia, pentru a crea videoclipuri promo\u021bionale care se \u00eencadreaz\u0103 la \u201eteoria distrac\u021biei\u201d. Aceasta a implicat o serie de videoclipuri experimentale, pentru a vedea dac\u0103 prin \u201edistrac\u021bie\u201d oamenilor li se \u00eembun\u0103t\u0103\u021be\u0219te comportamentul. Ideea din spatele videoclipurilor, care au devenit virale, a fost de a atrage clien\u021bii s\u0103 aleag\u0103 o ma\u0219in\u0103 ecologic\u0103, cu impact redus asupra mediului f\u0103r\u0103 a compromite performan\u021ba sau pl\u0103cerea de a conduce.<\/p>\n<p>Videoclipurile includeau sc\u0103ri de metrou, transformate \u00eentr-un pian pentru a \u00eencuraja oamenii s\u0103 urce sau s\u0103 coboare sc\u0103ri \u00een loc s\u0103 foloseasc\u0103 scara rulant\u0103. Un alt experiment a implicat un co\u0219 de gunoi care suna ca un pu\u021b de 50 de metri ad\u00e2ncime \u0219i care i-a motivat pe oameni s\u0103-\u0219i arunce corect gunoiul. Un altul a implicat un centru de reciclare a sticlelor care a fost transformat \u00eentr-un joc arcade. Aceste videoclipuri promo\u021bionale au folosit o plasare foarte subtil\u0103 a m\u0103rcii &#8211; sigla VW la sf\u00e2r\u0219itul videoclipului. Faptul c\u0103 videoclipurile au devenit virale a \u00eensemnat c\u0103 sigla VW a creat asocia\u021bii pozitive legate de \u201edistrac\u021bie\u201d pentru milioane de oameni din \u00eentreaga lume (videoclipuri \u00een sec\u021biunea Referin\u021be bibliografice \u0219i web).<\/p>\n<h3><\/h3>\n<h3>Marketing \u0219i promovare: marketing de gueril\u0103<\/h3>\n<table border=\"0\" style=\"border-collapse: collapse; width: 100%; vertical-align: top; border: none;\">\n<tbody>\n<tr>\n<td style=\"width: 50%; vertical-align: top; border: none;\">\n<p>Benetton Group S.r.l., fondat \u00een 1965 \u00een Italia, este un cunoscut brand global de mod\u0103, renumit pentru dezvoltarea unor forme controversate de promovare a m\u0103rcii cunoscute sub numele de marketing de gheril\u0103. \u00cen 1991 au lansat campania prezervativelor colorate. Aceasta a fost o recunoa\u0219tere a crizei SIDA, care a atins apogeul la sf\u00e2r\u0219itul anilor 1980 \u0219i \u00eenceputul anilor 1990. \u00cen 1992 \u0219i 1993 au fost lansate panouri publicitare \u0219i imagini suplimentare care au sensibilizat cu privire la criza SIDA.<\/p>\n<p><a href=\"https:\/\/www.vogue.co.uk\/gallery\/benettons-best-advertising-campaigns?image=5d547e46f234860008144a5d\" target=\"_blank\" rel=\"noopener\">Sursa imaginii<\/a><\/p>\n<\/td>\n<td style=\"width: 50%; vertical-align: top; border: none;\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/probm2.cti.ugal.ro\/site\/wp-content\/uploads\/2021\/11\/m4-2.png\" width=\"1000\" height=\"679\" alt=\"\" class=\"wp-image-7967 alignnone size-full\" srcset=\"https:\/\/probm2.cti.ugal.ro\/site\/wp-content\/uploads\/2021\/11\/m4-2.png 1000w, https:\/\/probm2.cti.ugal.ro\/site\/wp-content\/uploads\/2021\/11\/m4-2-980x665.png 980w, https:\/\/probm2.cti.ugal.ro\/site\/wp-content\/uploads\/2021\/11\/m4-2-480x326.png 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) and (max-width: 980px) 980px, (min-width: 981px) 1000px, 100vw\" \/><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>&nbsp;<\/p>\n<h3><\/h3>\n<table border=\"0\" style=\"border-collapse: collapse; width: 100%; vertical-align: top; border: none;\">\n<tbody>\n<tr>\n<td style=\"width: 50%; vertical-align: top; border: none;\">\n<p>O alt\u0103 imagine controversat\u0103 \u0219i provocatoare lansat\u0103 de Benetton \u00een 1994 a reprezentat uniforma, \u00eembibat\u0103 cu s\u00e2nge, a unui soldat croat ucis \u00een Bosnia.<\/p>\n<p><a href=\"https:\/\/www.adforum.com\/creative-work\/ad\/player\/21464\/bosnia-soldier\/benetton\" target=\"_blank\" rel=\"noopener\">Sursa imaginii<\/a><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<\/td>\n<td style=\"width: 50%; vertical-align: top; border: none;\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/probm2.cti.ugal.ro\/site\/wp-content\/uploads\/2021\/11\/m4-3.png\" width=\"1024\" height=\"768\" alt=\"\" class=\"wp-image-7973 alignnone size-full\" srcset=\"https:\/\/probm2.cti.ugal.ro\/site\/wp-content\/uploads\/2021\/11\/m4-3.png 1024w, https:\/\/probm2.cti.ugal.ro\/site\/wp-content\/uploads\/2021\/11\/m4-3-980x735.png 980w, https:\/\/probm2.cti.ugal.ro\/site\/wp-content\/uploads\/2021\/11\/m4-3-480x360.png 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) and (max-width: 980px) 980px, (min-width: 981px) 1024px, 100vw\" \/><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>Benetton \u0219i-a lansat funda\u021bia \u201eUNHATE\u201d \u0219i campania global\u0103 \u201eUNHATE\u201d \u00een \u200b\u200bnoiembrie 2011. Acestea au avut drept scop reducerea prevalen\u021bei urii \u00een \u00eentreaga lume \u0219i motivarea reflec\u021biei asupra reconcilierii. Canalele utilizate pentru aceast\u0103 campanie au inclus panouri publicitare, site-uri web, periodice \u0219i ziare. Imaginile care au fost lansate au reprezentat imagini suprapuse ale unor lideri politici \u0219i religio\u0219i cunoscu\u021bi, precum Barack Obama, Angela Merkel, Papa Benedict al XVI-lea, Mahmoud Abbas, Benjamin Netanyahu \u0219i al\u021bii, angaja\u021bi \u00eentr-un s\u0103rut.<\/p>\n<p>Motiva\u021bia din spatele campaniei \u201eUNHATE\u201d a fost dubl\u0103. \u00cen primul r\u00e2nd, aceast\u0103 campanie a avut ca scop promovarea apropierii dintre oamenii de diferite credin\u021be \u0219i culturi. \u00cen al doilea r\u00e2nd, prin aceast\u0103 campanie, Benetton \u0219i-a propus s\u0103 demonstreze aprecierea pe care compania o acord\u0103 conceptelor de diversitate \u0219i reconciliere. Prin utilizarea strategic\u0103 de imagini controversate, Benetton a atras aten\u021bia, ceea ce a dus la o cantitate substan\u021bial\u0103 de con\u021binut despre companie \u00een mass-media \u0219i publica\u021biile de mod\u0103.<\/p>\n<table border=\"0\" style=\"border-collapse: collapse; width: 100%; vertical-align: top; border: none;\">\n<tbody>\n<tr>\n<td style=\"width: 50%; vertical-align: top; border: none;\">\n<p>Detalii <a href=\"http:\/\/www.benettongroup.com\/media-press\/press-releases-and-statements\/unhate-worldwide-campaign\/\">articol<\/a> Benneton .<\/p>\n<p><a href=\"https:\/\/www.vogue.co.uk\/gallery\/benettons-best-advertising-campaigns?image=5d547e46c6ae3400088a7338\">Sursa imaginilor<\/a><\/p>\n<\/td>\n<td style=\"width: 50%; vertical-align: top; border: none;\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/probm2.cti.ugal.ro\/site\/wp-content\/uploads\/2021\/11\/m4-4.png\" width=\"1024\" height=\"468\" alt=\"\" class=\"wp-image-7979 alignnone size-full\" srcset=\"https:\/\/probm2.cti.ugal.ro\/site\/wp-content\/uploads\/2021\/11\/m4-4.png 1024w, https:\/\/probm2.cti.ugal.ro\/site\/wp-content\/uploads\/2021\/11\/m4-4-980x448.png 980w, https:\/\/probm2.cti.ugal.ro\/site\/wp-content\/uploads\/2021\/11\/m4-4-480x219.png 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) and (max-width: 980px) 980px, (min-width: 981px) 1024px, 100vw\" \/><\/td>\n<\/tr>\n<tr>\n<td style=\"width: 50%; vertical-align: top; border: none;\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/probm2.cti.ugal.ro\/site\/wp-content\/uploads\/2021\/11\/m4-6.png\" width=\"1024\" height=\"730\" alt=\"\" class=\"wp-image-7980 alignnone size-full\" srcset=\"https:\/\/probm2.cti.ugal.ro\/site\/wp-content\/uploads\/2021\/11\/m4-6.png 1024w, https:\/\/probm2.cti.ugal.ro\/site\/wp-content\/uploads\/2021\/11\/m4-6-980x699.png 980w, https:\/\/probm2.cti.ugal.ro\/site\/wp-content\/uploads\/2021\/11\/m4-6-480x342.png 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) and (max-width: 980px) 980px, (min-width: 981px) 1024px, 100vw\" \/><\/td>\n<td style=\"width: 50%; vertical-align: top; border: none;\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/probm2.cti.ugal.ro\/site\/wp-content\/uploads\/2021\/11\/m4-5.png\" width=\"1024\" height=\"689\" alt=\"\" class=\"wp-image-7981 alignnone size-full\" srcset=\"https:\/\/probm2.cti.ugal.ro\/site\/wp-content\/uploads\/2021\/11\/m4-5.png 1024w, https:\/\/probm2.cti.ugal.ro\/site\/wp-content\/uploads\/2021\/11\/m4-5-980x659.png 980w, https:\/\/probm2.cti.ugal.ro\/site\/wp-content\/uploads\/2021\/11\/m4-5-480x323.png 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) and (max-width: 980px) 980px, (min-width: 981px) 1024px, 100vw\" \/><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p><b><\/b><\/p>\n<h3>Marketing \u0219i promovare: Crowdsourcing<\/h3>\n<p>Publicitatea Crowdsourcing se refer\u0103 la utilizarea con\u021binutului generat de utilizatori pentru a promova produse sau servicii. Acest lucru este organizat, \u00een general, prin intermediul unui concurs deschis publicului larg, unde materialul este trimis \u0219i apoi evaluat. Persoana sau organiza\u021bia care trimite materialul c\u00e2\u0219tig\u0103tor prime\u0219te, \u00een general, un premiu.<\/p>\n<h3>Crowdsourcing: campania Doritos Crash the Superbowl<\/h3>\n<p>Frito-Lay, Inc. este o filial\u0103 american\u0103 a PepsiCo care produce diverse gust\u0103ri, inclusiv Doritos, care sunt o marc\u0103 cunoscut\u0103 de chipsuri de tortilla produse \u00eenc\u0103 din 1964. \u00centre 2006 \u0219i 2016, Frito-Lay a lansat opt edi\u021bii ale crowdsourcing-ului Crash the Superbowl, competi\u021bie cu premii substan\u021biale (p\u00e2n\u0103 la un milion de dolari SUA). Competi\u021bia a cerut consumatorilor s\u0103 trimit\u0103 propriile reclame Dorito de 30 de secunde \u0219i cel pu\u021bin o trimitere a fost selectat\u0103 \u0219i difuzat\u0103 \u00een timpul Super Bowl, campionatul Ligii Na\u021bionale Americane de Fotbal care se desf\u0103\u0219oar\u0103 \u00een fiecare an, \u00een februarie. Peste 36.000 de \u00eenregistr\u0103ri au fost trimise de fani \u00een cei zece ani de concurs. Acest lucru a permis o con\u0219tientizare sporit\u0103 a produsului prin intermediul crowdsourcing-ului. \u00cen plus, a permis difuzarea unui anun\u021b scurt, dar foarte distractiv, c\u0103tre milioane de spectatori \u0219i telespectatori.<\/p>\n<p>Pepsi Max s-a al\u0103turat lui Doritos pentru competi\u021bia Super Bowl din 2011. Consumatorii au putut trimite reclame pentru oricare dintre m\u0103rci. Cinci finali\u0219ti au fost selecta\u021bi de juriu pentru fiecare marc\u0103. Trei reclame pentru fiecare produs au fost difuzate \u00een timpul Super Bowl din 2011. Competi\u021bia a fost deschis\u0103 pentru particip\u0103ri interna\u021bionale din \u021b\u0103ri \u00een care Doritos a fost v\u00e2ndut \u00een 2013. Cei 30 de finali\u0219ti sunt disponibili pe YouTube.<\/p>\n<p>Dup\u0103 \u00eencheierea acestei competi\u021bii \u00een 2016, Doritos a lansat \u201e<u>Legion of the Bold<\/u>\u201d, o nou\u0103 competi\u021bie care nu se limiteaz\u0103 la Super Bowl. Aceasta este o alt\u0103 competi\u021bie crowdsourcing care prezint\u0103 consumatorilor provoc\u0103ri regulate legate de crearea de reclame \u0219i care creeaz\u0103 oportunit\u0103\u021bi pentru creatorii tineri \u0219i \u00eei finan\u021beaz\u0103 \u00een carier\u0103.<\/p>\n<h2>Inovarea canalelor<\/h2>\n<h3><\/h3>\n<h3>Canalele motiveaz\u0103 inovarea<\/h3>\n<p>Modulul de canale din diagrama modelului de business poate ac\u021biona ca un factor declan\u0219ator pentru inova\u021bie. Ar putea fi luate \u00een considerare trei \u00eentreb\u0103ri :<\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li>\u00cen cazul \u00een care elementele enumerate \u00een cadrul canalelor ar fi simplificate, ar avea ca rezultat cre\u0219terea eficien\u021bei, profitabilit\u0103\u021bii \u0219i cre\u0219terea valorii clien\u021bilor?<\/li>\n<li>Ce se \u00eent\u00e2mpl\u0103 dac\u0103 s-ar lua \u00een considerare inova\u021bia incremental\u0103 (modific\u0103ri minore care sunt originale \u0219i eficiente)?<\/li>\n<li>Ar putea fi implementat\u0103 o inovare radical\u0103 (schimbare major\u0103 care creeaz\u0103 perturb\u0103ri sau o schimbare de paradigm\u0103) dac\u0103 ar fi puse \u00een aplicare instrumente pentru a crea inova\u021bii radical noi?<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<h3>Simplitate<\/h3>\n<p>Lua\u021bi pe r\u00e2nd fiecare dintre canalele enumerate \u0219i evalua\u021bi valoarea acestora.<\/p>\n<p>Este posibil s\u0103 simplifica\u021bi oricare dintre canalele enumerate?<\/p>\n<p>Este posibil s\u0103 elimina\u021bi oricare dintre canalele enumerate care ar putea s\u0103 nu fie de mare folos sau care s\u0103 nu fie profitabil?<\/p>\n<h3>Inovare incremental\u0103- SCAMPER<\/h3>\n<p>Este un exemplu al unuia dintre instrumentele care pot fi utilizate pe fiecare flux de venituri. Acesta face referire la:<\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li><b>S: <\/b><b>Substituire<\/b>: Este posibil s\u0103 \u00eenlocui\u021bi vreunul dintre canale? Acest lucru se poate face printr-o evaluare a canalelor din modelul de afaceri ale unei companii concurente. Poate oricare dintre canalele pe care le folose\u0219te concuren\u021ba s\u0103 \u00eenlocuiasc\u0103 oricare dintre canalele actuale?<\/li>\n<li><b>C: <\/b><b>Combinare<\/b>: este posibil s\u0103 combina\u021bi dou\u0103 sau mai multe canale actuale?<\/li>\n<li><b>A: <\/b><b>Adaptare<\/b>: Exist\u0103 vreo modalitate prin care un canal de succes \u0219i profitabil ar putea fi adaptat pentru un alt segment de clien\u021bi?<\/li>\n<li><b>M: <\/b><b>Modificare<\/b>: Ar putea fi modificat\u0103, \u00een orice mod, o evaluare a unui canal (a\u0219a cum a fost conceput\u0103 pentru segmentul de clien\u021bi corespunz\u0103tor) pentru a-l face mai reu\u0219it \u0219i mai profitabil?<\/li>\n<li><b>P: <\/b><b>Punerea \u00eentr-o alt\u0103 folosire<\/b>: Privind canalele concuren\u021bei (pe modelul lor de business), ar putea fi folosite \u00een modelul de business al companiei dumneavoastr\u0103?<\/li>\n<li><b>E: <\/b><b>Eliminare<\/b>: Ar putea fi eliminat oricare dintre canalele actuale din cauza resurselor dedicate acestui flux de venituri sau din cauza lipsei de profitabilitate?<\/li>\n<li><b>R: <\/b><b>Revers<\/b>: La examinarea fiec\u0103ruia dintre canale, ar putea fi inversate oricare dintre ele (de exemplu, evaluarea canalelor de distribu\u021bie \u0219i luarea \u00een considerare a posibilit\u0103\u021bii opuse sau evaluarea unuia dintre canalele promo\u021bionale\/de marketing?<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<h3>Inovarea radical\u0103<\/h3>\n<p>Diverse instrumente de generare a ideilor ar putea fi utilizate pentru a genera noi canale sau pentru a motiva inova\u021bii radicale. Un instrument util este \u201eIntrare aleatorie\u201d. Canalele inovatoare ar putea fi proiectate \u00een acest mod. Acest lucru poate implica concentrarea, fie pe una dintre rela\u021biile cu clien\u021bii, fie pe segmentele de clien\u021bi \u0219i introducerea aleatorie cu scopul de a genera idei noi care vor fi testate ulterior.<\/p>\n<p>Alternativ, segmentul de canale al modelului de business ar putea fi luat \u00een considerare (\u0219i finalizat), privind viitorul companiei. Acest lucru s-ar face pun\u00e2nd \u00eentrebarea: Ce canale ar trebui s\u0103 urm\u0103rim s\u0103 avem \u00een zece ani pentru fiecare dintre segmentele noastre de clien\u021bi\/rela\u021bii cu clien\u021bii? La efectuarea acestui exerci\u021biu, ar trebui f\u0103cut\u0103 o \u00eencercare de a l\u0103sa \u00een urm\u0103 ignora toate problemele actuale (cum ar fi bugetele \u0219i alte constr\u00e2ngeri).<\/p>\n<h2><\/h2>\n<h2>Referin\u021be bibliografice \u0219i Web<\/h2>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li>\u2018Fun theory\u2019 video clips<br \/><a href=\"https:\/\/www.youtube.com\/watch?v=SByymar3bds&amp;feature=emb_title\" target=\"_blank\" rel=\"noopener\">https:\/\/www.youtube.com\/watch?v=SByymar3bds&amp;feature=emb_title<\/a><\/li>\n<li>Exemple despre marketing creativ<br \/><a href=\"http:\/\/www.altterrain.com\/\" target=\"_blank\" rel=\"noopener\">http:\/\/www.altterrain.com<\/a><br \/><a href=\"https:\/\/www.adweek.com\/\" target=\"_blank\" rel=\"noopener\">https:\/\/www.adweek.com<\/a><\/li>\n<li>Alte campanii sunt disponibile printr-o c\u0103utare simpl\u0103 a cuvintelor cheie, cum ar fi reclame virale \u0219i marketing de gheril\u0103 pe <a href=\"https:\/\/www.google.com\/\">Google<\/a>, <a href=\"https:\/\/www.youtube.com\/\">YouTube<\/a>, <a href=\"https:\/\/www.instagram.com\/\">Instagram<\/a>, etc.<br \/><a href=\"https:\/\/strategyzer.uservoice.com\/knowledgebase\/articles\/1194376-how-do-i-use-the-channels-building-block-of-the-bu\" target=\"_blank\" rel=\"noopener\">https:\/\/strategyzer.uservoice.com\/knowledgebase\/articles\/1194376-how-do-i-use-the-channels-building-block-of-the-bu<\/a><a href=\"https:\/\/www.garyfox.co\/business-model\/business-model-channels\/\" target=\"_blank\" rel=\"noopener\">https:\/\/www.garyfox.co\/business-model\/business-model-channels\/<\/a><a href=\"https:\/\/www.mindtools.com\/pages\/article\/newCT_02.htm\" target=\"_blank\" rel=\"noopener\">https:\/\/www.mindtools.com\/pages\/article\/newCT_02.htm<\/a><\/li>\n<li>Gassmann, O., K. Frankenberger and M. Csik, 2013. The St. Gallen Business Model Navigator. Working Paper, University of St. Gallen, Switzerland.<\/li>\n<li>Video: Prezentare general\u0103 a canalelor de distribu\u021bie \u0219i marketing.<br \/><a href=\"https:\/\/www.youtube.com\/watch?v=80N8cBp2LvU\" target=\"_blank\" rel=\"noopener\">https:\/\/www.youtube.com\/watch?v=80N8cBp2LvU<\/a><\/li>\n<li>Video: Utilizarea de c\u0103tre Nike a reclamelor controversate.<br \/><a href=\"https:\/\/www.youtube.com\/watch?v=Yvkf88eSTrI\" target=\"_blank\" rel=\"noopener\">https:\/\/www.youtube.com\/watch?v=Yvkf88eSTrI<\/a><\/li>\n<\/ul>\n<\/li>\n<\/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; _module_preset=&#8221;default&#8221; height=&#8221;0px&#8221; custom_margin=&#8221;0px|0px|0px|0px|true|true&#8221; custom_padding=&#8221;0px|0px|0px|0px|true|true&#8221; global_colors_info=&#8221;{}&#8221;][\/et_pb_section][et_pb_section fb_built=&#8221;1&#8243; _builder_version=&#8221;4.9.2&#8243; 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_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;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@eyJkeW5hbWljIjp0cnVlLCJjb250ZW50IjoicG9zdF9saW5rX3VybF9wYWdlIiwic2V0dGluZ3MiOnsicG9zdF9pZCI6IjE1OTUyIn19@&#8221; button_text=&#8221;Modulul 5 &#8211; Rela\u021biile cu clientul&#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 4CANALE\u00ceNV\u0102\u021aAREAcest modul ofer\u0103 informa\u021bii teoretice \u0219i practice, incluz\u00e2nd exemple \u0219i exerci\u021bii, legate de relevan\u021ba \u0219i utilizarea canalelor \u00een modelul de business, modul \u00een care acestea ar trebui aplicate \u0219i modul \u00een care companiile (\u00een func\u021biune sau spre \u00eenfiin\u021bare) pot valorifica posibilit\u0103\u021bile legate de comunicare prin intermediul diverselor canale.\u00cenv\u0103\u021barePredareExerci\u021bii \u0219i ChestionareCanaleDescarc\u0103 Introducere Modulul Canale descrie [&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\/15940"}],"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=15940"}],"version-history":[{"count":10,"href":"https:\/\/probm2.cti.ugal.ro\/site\/wp-json\/wp\/v2\/pages\/15940\/revisions"}],"predecessor-version":[{"id":16554,"href":"https:\/\/probm2.cti.ugal.ro\/site\/wp-json\/wp\/v2\/pages\/15940\/revisions\/16554"}],"wp:attachment":[{"href":"https:\/\/probm2.cti.ugal.ro\/site\/wp-json\/wp\/v2\/media?parent=15940"}],"wp:term":[{"taxonomy":"folder","embeddable":true,"href":"https:\/\/probm2.cti.ugal.ro\/site\/wp-json\/wp\/v2\/folder?post=15940"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}