APLICA II

(67,0$5($ , 35(9,=,21$5($ &(5(5,, 2 ILUP FDUH GLVWULEXLH SURGXVH LQGXVWULDOH HVWLPHD] ID GH FLIUD DFWXDO F YkQ] ULOH VDOH YRU FUHWH vQ VH

1.
6

XUP WRDUHOH  OXQL FX 

FDUH HVWH GH  XP D IL RE LQXWH vQ ILHFDUH GLQWUH FHOH  OXQL GDF

VH FDOFXOH]H YkQ] ULOH FH VH HVWLPHD]

LD vQ FRQVLGHUDUH LSRWH]D FUHWHULL FRQVWDQWH vQ ILHFDUH OXQ 

REZOLVARE:
Q SULPXO UkQG HVWH QHFHVDU V DFHHDL 'DF YkQ] ULOH ILUPHL YRU FUHWH FX R UDW SURFHQWXDO FRQVWDQW SHQWUX R SHULRDG 3 L VH FDOFXOH]H UDWD GH FUHWHUH SHQWUX ILHFDUH OXQ UDW FDUH YD IL

considernd X0 YkQ] X1 = X0 +

ULOH vQ SHULRDGD  YkQ] ULOH vQ SULPD OXQ

YRU IL

6LPLODU YkQ] ULOH SHQWUX D GRXD OXQ

P P X0 = X0 ( 1+ ) 100 100

YRU IL

P P P P X2 = X1 + ) = X0 ( 1+ )( 1+ )= X1 = X1 ( 1+ 100 100 100 100 P 2 ) = X0 (1 + 100

3HQWUX OXQD W YkQ] ULOH YRU IL

Xt = X0 (1 +
'DF

vQ FHOH W OXQL YkQ] ULOH YRU FUHWH FX R UDW

P t ) 100

& FXPXODW  WUHEXLH VDWLVI FXW

UHOD LD

C C P t C Xt = X0 + ) (1+ ) =1+ X0 = X0 ( 1+ 100 100 100 100 C 1/t P = ( 1+ ) - 1] 100 100

P = [( 1+0,45 )1/12 - 1] 100 = 3,14

X1 = X0 ( 1+

P ) = 23.500 (1+ 0,0314) = 24.237,9 u.m. 100

6LPLODU VH YRU FDOFXOD YkQ] ULOH SHQWUX WRDWH FHOHODOWH OXQL

Luna 0 1 2 3 4 5 6 7 8 9 10 11 12

9kQ] UL HVWLPDWH XP

23.500 24237,90 24998,97 25783,94 26593,55 27428,59 28289,85 29178,15 30094,34 31039,30 32013,93 33019,17 34055,97

2. reduceri.

)LUPD ( D REVHUYDW F

OD FUHWHUHD SUH XOXL SURGXVXOXL OD  EXF L I U V

t de la 250 u.m. la 300 u.m.,

H[SOLFD LH D DFHVWHL vQ DFHVW LQWHUYDO

YkQ] ULOH OXQDUH V

-au redus de la 2500

H[LVWH R DOW

6H GRUHWH V

VH HVWLPH]H HODVWLFLWDWHD FHUHULL vQ IXQF LH GH SUH

REZOLVARE:
(ODVWLFLWDWHD FHUHULL T vQ IXQF LH GH SUH S VH GHILQHWH DVWIHO

q / q e=p / p
'DU FRQVLGHUkQG XQ DQXPLW LQWHUYDO vQ FDUH VH PRGLILF SUH XULOH L FDQWLW LOH FHUXWH VH YD GHILQL XQ

coeficient de elasticitate mediu al intervalului:

q / q , unde: p / p p = p2 p1 q = q2 q1

e=-

q2 + q1 2 p2 + p1 p= 2 q=

Elasticitatea medie a cererii devine:

e= p2 + p1 q2 q1 . q2 + q1 p2 p1
300 + 250 2250 2500 . = 0.5789 2250 + 2500 300 250
GHFL]LD ILUPHL GLQ SUREOHPD DQWHULRDU GLQ SXQFW GH YHGHUH DO

n cazul produsului t IDEULFDW GH ILUPD ( VH RE LQH

e=

3. Se SRDWH FRQVLGHUD DGHFYDW

PD[LPL] ULL YHQLWXULORU "

REZOLVARE:
9HQLWXULOH vQDLQWH GH PRGLILFDUHD SUH XULORU

q1 p1 = 2500 250 = 625.000 u.m.

9HQLWXULOH GXS PRGLILFDUHD SUH XULORU

q2 p2 = 2250 300 = 675.000 u.m.

5H]XOW F GLQ SXQFW GH YHGHUH DO PD[LPL] UL YHQLWXULORU FDUH QX FRLQFLGH FX PD[LPL]DUHD SURILWXOXL GHFL]LD HVWH DGHFYDW  Q ]RQHOH FXUEHL FHUHULL vQ FDUH FHUHUHD HVWH LQHODVWLF H

<

R PRGLILFDUH D SUH XULORU G

QDWHUH XQHL PRGLILF UL D FHUHULL vQWU R SURSRU LH UHGXV  $VWIHO OD R FUHWHUH D SUH XOXL FHUHUHD VH

reduce ntr-R SURSRU LH PDL PLF

Q PRG FRQWUDU FkQG PRGLILFDUH D FDQWLW UHGXFHUH D SUH XOXL HVWH FRUHFW 

L YHQLWXULOH FUHVF FHUHUHD HVWH HODVWLF H

LL FHUXWH vQWU R SURSRU LH PDL PDUH

> YDULD LHL SUH XOXL vL FRUHVSXQGH R i din acest punct de vedere decizia de
H 

9HQLWXO PD[LP VH RE LQH vQ SXQFWXO vQ FDUH HODVWLFLWDWHD HVWH XQLWDU

4.

)LUPD 1 LQYHVWLJKHD] F  FHUHUHD SRWHQ LDO

U VSXQVXO SLH HL vQDLQWH GH ODQVDUHD SH SLD VH DMXVWHD]

D XQXL QRX SURGXV

S-a estimaW

VXE IRUPD XQHL HFXD LL GH WLS OLQHDU GH FUHWHUH vQ

IXQF LH GH WLPS DQL GH XUP WRDUHD IRUP 

q* = 2500 +50t
6H FRQVLGHU WUHL SRVLELOH  SUH XUL GH ODQVDUH SHQWUX FDUH VH HVWLPHD] UDWH GH SHQHWUDUH  SUH XO LQWHUPHGLDU

diferite. Pentru

SUH XO FHO PDL PDUH XP UDWD GH SHQHWUDUH YD IL GH  DWUDJ GLQ SLD

XP YD UHXL V

 LDU SHQWUX SUH XO FHO PDL VF ]XW XP UDWD GH XP SHQWUX SUH XULOH vQDOWH  XP VH GHWHUPLQH FDUH HVWH SUH XO

penetrare va fi de 75%.
Q DFHODL WLPS V 6

-au estimat profituri unitare de 120

G

SHQWUX SUH XULOH PHGLL L  XP SHQWUX SUH XULOH MRDVH VH FDOFXOH]H YROXPXO FHUHULL WRWDOH SHQWUX QRXO SURGXV L V RE LQHUHD XQXL SURILW WRWDO PD[LP SH R SHULRDG FDUH DVLJXU

e 4 ani.

REZOLVARE:
3HQWUX UH]ROYDUHD DFHVWHL SUREOHPH VH XWLOL]HD] SHULRDG OD DOWD vQ IXQF LH GH FRWD GH SLD PRGHOXO )2857

-WOODLOCK.
IRUPXOD

$FHVW PRGHO VWDELOHWH XQ VLVWHP GH FDOFXO SHQWUX FUHWHULOH VXFFHVLYH DOH FHUHULL GH OD R

&UHWHUHD

qt = qt qt 1 = r qt * (1 r ) , unde: qt : Cererea pentru produsul respectiv n perioada t;

t-1


SH FDUH SURGXVXO ILUPHL QX R GH LQH vQF  GXS

r : Rata de penetrare pentru produsul respectiv; qt * : CererHD SRWHQ LDO D SLH HL vQ DFHHDL SHULRDG
'LQ IRUPXOD DQWHULRDU FUHWHUHD FHUHULL vQ DFHDVW UH]XOW F vQ SULPD SHULRDG SHULRDG HVWH

FHUHUHD SRWHQ LDO

D SLH HL HVWH

q * , iar

r q * .
q * r q* = q * (1 r ) , r q * (1 r ) q * (1 r )
VH GHILQHWH DVWIHO

n cea de-D GRXD SHULRDG

 FHUHUHD SRWHQ LDO

&UHWHUHD FHUHULL vQ SHULRDGD D GRXD YD IL

DGLF

DFHD SDUWH D SLH HL SH FDUH ILUPD vQF

QX R SRVHG 

Q PRG DVHP Q WRU SHQWUX SHULRDGD D WUHLD FHUHUHD SRWHQ LDO

va fi:

&UHWHUHD FHUHULL vQ SHULRDGD WUHLD YD IL

r q * (1 r )
t-1

2
YD IL

'DF

VH GH]YROW

VXFFHVLY DFHVW UD LRQDPHQW vQ SHULRDGD W FHUHUHD SRWHQ LDO

q * (1 r ) ,

LDU FUHWHUHD FHUHULL

r q * (1 r )
FHUHUHD SRWHQ LDO DVWIHO &UHWHUHD

t-1
GH D OXQJXO WLPSXOXL FUHWHUHD FHUHULL vQ

&RQVLGHUkQG F SHULRDGD W VH H[SULP

QX HVWH FRQVWDQW

qt = r qt * (1 r )

t-1
DFHDVWD VH H[SULP

6H YD GHWHUPLQD FHUHUHD SRWHQ LDO VXE IRUPD XQHL IXQF LL GH IRUPD

qt * = 2500 + 50 t : q1* = 2500 + 50 1 = 2550 buc. q 2* = 2500 + 50 2 = 2600 buc. q 3* = 2500 + 50 3 = 2650 buc. q 4* = 2500 + 50 4 = 2700 buc.
GH WLPS FHUHUHD SRWHQ LDO

SHQWUX FHOH SDWUX SHULRDGH WLLQG F

3HQWUX ILHFDUH SHULRDG

SHQWUX QRXO SURGXV YD

IL GLIHULW

vQ

IXQF LH GH FHOH WUHL LSRWH]H GH SHQHWUDUH D SLH HL HVWLPDWH GH ILUP  Q DFHVWH FRQGL LL DSOLFkQG IRUPXOD FUHWHULL FHUHULL VH RE LQH

Pentru r = 0,25
q1* = 2550
&UHWHUHD

q 2* = 2600
&UHWHUHD

q1 = r qt * ( r ) 1

t-1

= 0.25 2550 (1 0.25 ) 0 = 637,5 buc. = 0.25 2600 (1 0.25 ) 1 = 487,5 buc. = 0.25 2650 (1 0.25 ) 2 = 372,7 buc. = 0.25 2700 (1 0.25 ) 3 = 284,8 buc.
GH SHQHWUDUH GH  FHUHUHD WRWDO SHQWUX QRXO SURGXV DO ILUPHL vQ

q 3* = 2650
&UHWHUHD

q2 = r qt * (1 r ) q3 = r qt * (1 r ) q4 = r qt * (1 r )
VH FRQVLGHU

t-1

t-1

q 4* = 2700
&UHWHUHD 'DF

t-1

R UDW

cele patru perioade considerate este:

qT =
1 4
&UHWHUHD

qt = 637,5 + 487,5 + 372,7 + 284,8 = 1782,5 buc.

Pentru r = 0,50
q1* = 2550
&UHWHUHD

q 2* = 2600
&UHWHUHD

q1 = r qt * ( r ) 1

t-1

= 0.50 2550 (1 0.50 )0 = 1275 buc. = 0.50 2600 (1 0.50 )1 = 650 buc.

q 3* = 2650 ea q3 = r qt * (1 r ) t-1 = 0.50 2650 (1 0.50 )2 = 331,25 buc. q 4* = 2700 t-1 &UHWHUHD q4 = r qt * ( r ) = 0.50 2700 (1 0.50 )3 = 168,75 buc. 1
&UHWHU 3HQWUX R UDW GH SHQHWUDUH GH   FHUHUHD WRWDO HVWH

q2 = r qt * (1 r )

t-1

qT = CrHWHUHD qt = 1275 + 650 + 331,25 + 168,75 = 2425 buc.

1

Pentru r = 0,75
q1* = 2550
&UHWHUHD

q 2* = 2600
&UHWHUHD

q1 = r qt * ( r ) = 0.75 2550 (1 075 ) = 1912,5 buc. 1

t-1 0 t-1

q 3* = 2650
&UHWHUHD

q2 = r qt * (1 r ) q3 = r qt * (1 r )

= 0.75 2600 (1 0.75 ) 1 = 487,5 buc. = 0.75 2650 (1 0.75 ) 2 = 124,2 buc.

t-1

q 4* = 2700 t-1 &UHWHUHD q 4 = r qt * ( r ) 1 = 0.75 2700 (1 0.75 ) 3 = 31,6 buc.

3HQWUX R UDW GH SHQHWUDUH GH  FHUHUHD WRWDO HVWH

qT =
1

&UHWHUHD

qt = 1912,5 + 487,5 + 124,2 + 31,6 = 2555,8 buc.

vQ IXQF LH GH FDQWLW LOH HVWLPDWH vQ ILHFDUH SHULRDG L SURILWXO XQLWDU

3URILWXO VH GHWHUPLQ

dependent de rata de penetrare. Considernd pf i SURILWXO XQLWDU L qI cantitatea acumuODW de timp va fi:

 SURILWXO SHQWUX FHOH SDWUX SHULRDGH

3UH

 SI



Pf 1 = pf q1 = 120 637.5 = 76.500u.m.

Pf 2 = pf q2 = 120 (637.5 + 487,5 ) = 135.000u.m. Pf 3 = pf q3 = 120 (1125 + 372,7 ) = 179.724u.m.

3HQWUX R UDW GH SHQHWUDUH GH 

Pf 4 = pf q4 = 120 (1497,7 + 284,8 ) = 213.900u.m.

 SURILWXO WRWDO vQ FHOH SDWUX SHULRDGH FRQVLGHUDWH YD IL

PfT = Pfi = 76.500 + 135.000 + 179.724 + 213.900 = 605.124u.m.

1
3UH  SI 

Pf 1 = pf q1 = 100 1275 = 127.500u.m.

Pf 2 = pf q2 = 100 (1275 + 650 ) = 192.500u.m. Pf 3 = pf q3 = 100 (1925 + 331,25 ) = 225.625u.m.

3HQWUX R UDW GH SHQHWUDUH GH 

Pf 4 = pf q4 = 100 (2256,25 + 168,75 ) = 242.500u.m.

 SURILWXO WRWDO SHQWUX FHOH SDWUX SHULRDGH FRQVLGHUDWH YD IL

PfT = Pfi = 127.500 + 192.500 + 225.625 + 242.500 = 788.125u.m.

1
3UH  SI 

Pf 4 = pf q4 = 80 (2524,2 + 31,6 ) = 204.464u.m.

3HQWUX R UDW GH SHQHWUDUH GH 

Pf 2 = pf q2 = 80 (1925,5 + 487,5 ) = 192.000u.m. Pf 3 = pf q3 = 80 (2400 + 124,2 ) = 201.936u.m.

Pf 1 = pf q1 = 80 1912,5 = 153.000u.m.

 SURILWXO WRWDO SHQWUX FHOH SDWUX SHULRDG

e considerate va fi:

PfT =

Pf = 153.000 + 192.000 + 201.936 + 204.464 = 751.400u.m.

i 1
&RPSDUkQG SURILWXULOH RE LQXWH vQ FHOH WUHL FD]XUL VH SRDWH DSUHFLD F  YDORDUHD FHD PDL PDUH 

D DFHVWXLD FRUHVSXQGH SUH XOXL GH  XP L UDWHL GH SHQHWUDUH D SLH HL GH 

PROBLEME PROPUSE: P1:

6 2 ILUP GLVWULEXLWRDUH GH SURGXVH LQGXVWULDOH HVWLPHD] ID GH FLIUD DFWXDO F YkQ] ULOH VDOH YRU FUHWH vQ VH XUP WRDUHOH  OXQL FX  FDUH HVWH GH  PLO XP D IL RE LQXWH vQ ILHFDUH GLQWUH FHOH  OXQL GDF

VH FDOFXOH]H YkQ] ULOH FH VH HVWLPHD]

LD vQ FRQVLGHUDUH LSRWH]D FUHWHULL FRQVWDQWH vQ ILHFDUH OXQ  )LUPD = D REVHUYDW F OD FUHWHUHD SUH XOXL SURGXVXOXL L I U V

P2: reduceri.

t de la 310 u.m. la 350 u.m.,

H[SOLFD LH D DFHVWHL

YkQ] ULOH OXQDUH V DX UHGXV GH OD  OD  EXF

H[LVWH R DOW

VH HVWLPH]H HODVWLFLWDWHD FHUHULL vQ IXQF LH GH SUH FRQVLGHUD DGHFYDW GHFL]LD ILUPHL GLQ SXQFW

vQ DFHVW LQWHUYDO L V GH YHGHUH DO

VH VWDELOHDVF

GDF "

se

SRDWH

PD[LPL] ULL

YHQLWXULORU

,QWHUSUHWD L UH]XOWDWHOH RE LQXWH

P3: O firma invesWLJKHD]

HVWLPDW F  FHUHUHD SRWHQ LDO IRUP 

U VSXQVXO SLH HL vQDLQWH V

ODQVH]H SH SLD

XQ QRX SURGXV 6

-a

SHQWUX DFHVW SURGXV VH DMXVWHD]

VXE IRUPD XQHL HFXD LL GH XUP WRDUHD

q* = 2000 +30t
6H FRQVLGHU HVWLPHD]  WUHL SRVLELOH SUH XUL DWUDJ GH ODQVDUH XP   GLQ SLD

0u.m., 200u.m., pentru care se

UDWD GH SHQHWUDUH YD IL GH UDWD GH

GLIHULWH UDWH GH SHQHWUDUH D SLH HL 3HQWUX SUH XO FHO PDL PDUH

 SUH XO LQWHUPHGLDU YD UHXL V

 LDU SHQWUX SUH XO FHO PDL VF ]XW

penetrare va fi de 60%.
Q DFHODL WLPS V DX HVWLPDW SURILWXUL XQLWDUH GH  XP SHQWUX SUH XULOH vQDOWH  XP

SHQWUX SUH XULOH PHGLL L  XP SHQWUX SUH XULOH MRDVH 6 VH FDOFXOH]H YROXPXO FHUHULL WRWDOH SHQWUX QRXO SURGXV L V RE LQHUHD XQXL SURILW WRWDO PD[LP SH R SHULRDG GH  DQL VH GHWHUPLQH FDUH HVWH SUH XO

care asLJXU

&27$ '( 3,$ 3H R SLD XQXL VH vQWkOQHVF WUHL P UFL VWXGLX GH SLD DOH XQXL SURGXV GH vQ XQLW LOH GH ODUJ FRQVXP FX FDUH VH FXPS U FDUH FX R

1.
Q

V SW PkQDO XUPD HIHFWXDW YkQ]DUH DP QXQWXO FRPHUFLDOL]HD] FHOH WUHL P UFL V D HVWLPDW F GLQ  GH FRQVXPDWRUL  DX FXPS UDW PDUFD  

PDUFD  L  PDUFD  vQ V SW PkQD FRQVLGHUDW  'H DVHPHQHD V D UHDOL]DW XQ VRQGDM vQ OHJ WXU

LQWHQ LLOH GH FXPS UDUH DOH FRQVXPDWRULORU SHQWUX YRU UHFXPS UD  FXPS UD PDUFD 

V SW PkQD XUP WRDUH L V

-a ajuns la concluzia:

GLQ WRWDOXO FRQVXPDWRULORU FDUH DX FXPS UDW vQ V SW PkQD FRQVLGHUDW  PDUFD  

YRU UHQXQ D OD PDUFD  L YRU FXPS UD PDUFD  LDU UHVWXO YRU DX FXPS UDW vQ V SW PkQD FRQVLGHUDW  PDUFD   R

din totalul consumatorilor care

YRU UHFXPS UD  YRU FXPS UD PDUFD  GLQ WRWDOXO FRQVXPDWRULORU ILGHOL P UFLL 

YRU FXPS UD PDUFD  LDU UHVWXO GH 

YRU UHQXQ D OD PDUFD  L PDUFD WUHL 

FDUH DX FXPS UDW vQ V SW PkQD FRQVLGHUDW

YRU UHQXQ D L YRU FXPS UD PDUFD  

YRU FXPS UD PDUFD  L UHVWXO YRU U PkQH

VH HVWLPH]H FRWHOH GH SLD

DOH FHORU WUHL P UFL vQ V SW PkQD FRQVLGHUDW

L V

VH SUHYDG

FRWHOH GH SLD

SHQWUX V SW PkQD XUP WRDUH

REZOLVARE: n mod firesc, n V

P UFLL  HVWH GH  SW PkQD FRQVLGHUDW  FRWD GH SLD D P UFLL  HVWH GH  D P UFLL  HVWH GH    FRWD GH SLD D  LDU FRWD GH SLD

p1(0) = 0.2

p2(0) = 0.3 p3(0) = 0.5

&RQIRUP WHRULHL ODQ XULORU 0DUNRY YHFWRUXO GH VWDUH DO DFHVWHL SHULRDGH HVWH

P(0) = [ p1(0) p2(0) p3(0) ] = [ 0,2 0,3 0,5 ]

3HQWUX VXILFLHQW V D HVWLPD FRWD GH SLD SHQWUX

V SW PkQD

XUP WRDUH L 

SHQWUX PDUFD 

FRQVLGHU P F  GLQ  GH FRQVXPDWRUL DL SURGXVXOXL  DX FXPS UDW PDUFD  vQ V SW PkQD FRQVLGHUDW

S1

(1), este
V R

GLQWUH HL LQWHQ LRQHD]

cumpere din nou;

 DX FXPS UDW PDUFD  vQ V SW PkQD FRQVLGHUDW

L  L 

GLQWUH HL LQWHQ LRQHD] GLQWUH HL LQWHQ LRQHD]

R V

schimbe cu marca 1;
 DX FXPS UDW PDUFD  vQ V SW PkQD FRQVLGHUDW

cumpere marca 1 F din cei 100 de consumatori ai produsului, 40 (12+3+25) vor consuma marca 1, 5H]XOW
LDU FRWD GH SLD D DFHVWHL P UFL YD IL   PDUFD L FX PDUFD M

Altfel spus, notnd cu pij SURSRU LD FRQVXPDWRULORU FDUH VFKLPE p1(1)=p1(0)p11+p2(0)p21+p3(0)p31= 0,2 0,6 + 0,3 0,1 + 0,5 0,5 = 0,40
$VHP Q WRU VH YD FDOFXOD L SHQWUX P UFLOH  L 

p2(1)=p1(0)p12+p2(0)p22+p3(0)p32= 0,2 0,2 + 0,3 0,6 + 0,5 0,2 = 0,32 p3(1)=p1(0)p13+p2(0)p23+p3(0)p33= 0,2 0,2 + 0,3 0,3 + 0,5 0,3 = 0,28
6H HVWLPHD] F  GLQWUH FRQVXPDWRUL YRU FXPS UD PDUFD   PDUFD  L 

8% marca

 9HFWRUXO GH VWDUH HVWLPDW SHQWUX V SW PkQD XUP WRDUH HVWH

P(1) = [ p1(1) p2(1) p3(1) ] = [ 0,40 0,32 0,28 ]

n mod evident: p1(1) + p2(1) + p3(1) = 1 2. 3UHVXSXQkQG F

VFKLPE R PDUF SHQWUX D GRXD V SW PkQ QX VH PRGLILF FRQVHFXWLY  SURSRU LD FRQVXPDWRULORU FDUH vQWUH V SW PkQL

consecutive

FX DOWD V

VH HVWLPH]H FRWHOH GH SLD

DOH FHORU WUHL P UFL GLQ H[HUFL LXO DQWHULRU

REZOLVARE: p1(2)=p1(1)p11+p2(1)p21+p3(1)p31= 0,40 0,6 + 0,32 0,1 + 0,28 0,5 =0,412 p2(2)=p1(1)p12+p2(1)p22+p3(1)p32= 0,40 0,2 + 0,32 0,6 + 0,28 0,2 =0,328 p3(2)=p1(1)p13+p2(1)p23+p3(1)p33= 0,40 0,2 + 0,32 0,3 + 0,28 0,3 =0,260 p1(2) + p2(2) + p3(2) = 1 Vectorul de stare estimat pentru cea de-D GRXD V SW PkQ P(2) = [ p1(2) p2(2) p3(2) ] = [ 0,412 0,328 0,260 ]
6H REVHUY F  FRQVHFXWLY (VWLPDUHD FRWHORU GH SLD SHQWUX FHOH WUHL P UFL vQ FHD GH D GRXD V SW PkQ FRQVHFXWLY 

HVWH

pi (t) =

p (t 1) p
j j =1

ji

;
N

i = 1,2,..,N

N P(t) = pj (t 1) pj1 j =1
P(t) = P( t - 1) M unde M este : M = p21 p22 ...
pN1 pN2 ... p11 p12 ... p1N p2N p 3N

p (t 1) p
j j =1

j2

p (t 1) p
j j =1

jN

Vectorul de stare estimat pentru cea de-D GRXD V

SW PkQ

FRQVHFXWLY

HVWH

0,6 0,2 0,2 P(2) = P(1) M = [ 0,40 0,32 0,28 ] 0,1 0,6 0,3 = 0,5 0,2 0,3

= [ 0,412 0,328 0,260 ]

'DU DVHP Q WRU

P(1) = P(0) M Atunci:

0,6 0,2 0,2 2 P(2) = P(0) M = [ 0,2 0,3 0,5 ] 0,1 0,6 0,3 0,5 0,2 0,3
Q FRQFOX]LH FRWHOH GH SLD

DOH FHORU WUHL P UFL SRW IL FDOFXODWH L FX DMXWRUXO IRUPXOHL

P(n) = P(0) Mn PROBLEME PROPUSE: P1:

V SW PkQDO Q XUPD XQXL VWXGLX GH SLD HIHFWXDW vQ XQLW LOH GH YkQ]DUH FX DP QXQWXO FDUH FX FRPHUFLDOL]HD] FHOH WUHL P UFL V D HVWLPDW F GLQ  GH FRQVXPDWRUL  DX FXPS UDW PDUFD   3H R SLD VH vQWkOQHVF WUHL P

rci ale unui produs de

FRQVXP

FDUH

VH

FXPS U

PDUFD  L  PDUFD  vQ V SW PkQD FRQVLGHUDW  'H DVHPHQHD V D UHDOL]DW XQ VRQGDM vQ OHJ WXU

LQWHQ LLOH GH FXPS UDUH DOH FRQVXPDWRULORU SHQWUX YRU UHFXPS UD  FXPS UD PDUFD 

V SW PkQD XUP WRDUH L V

GLQ WRWDOXO FRQVXPDWRULORU FDUH DX FXPS UDW vQ V SW PkQD

-a ajuns la concluzia: FRQVLGHUDW  PDUFD , 50% o

R

YRU UHQXQ D OD PDUFD  L YRU FXPS UD PDUFD  LDU UHVWXO YRU

GLQ WRWDOXO FRQVXPDWRULORU FDUH DX FXPS UDW vQ V SW PkQD FRQVLGHUDW  PDUFD   YRU UHFXPS UD  YRU FXPS UD PDUFD  LDU UHVWXO GH  YRU FXPS UD PDUFD 

YRU UHQXQ D OD PDUFD  L PDUFD   YRU

GLQ WRWDOXO FRQVXPDWRULORU P UFLL 

FDUH DX FXPS UDW vQ V SW PkQD FRQVLGHUDW

UHQXQ D L YRU FXPS UD PDUFD  

YRU FXPS UD PDUFD  L UHVWXO YRU U PkQH ILGHOL

VH HVWLPH]H FRWHOH GH SLD

DOH FHORU WUHL P UFL vQ V SW PkQD FRQVLGHUDW

L V

VH SUHYDG

FRWHOH GH SLD

SHQWUX V SW PkQD XUP WRDUH QX VH PRGLILF SURSRU LD FRQVXPDWRULORU FDUH vQWUH V SW PkQL FRQVHFXWLYH DOH FHORU WUHL P UFL GLQ H[HUFL LXO DQWHULRU

P2:
VFKLPE

3UHVXSXQkQG F R PDUF

FX DOWD V

VH HVWLPH]H FRWHOH GH SLD FRQVHFXWLY  (/25

SHQWUX D GRXD L D WUHLD V SW PkQ 6(*0(17$5($ 3,(

1. 2 ILUP GH FRQVXOWDQ vQ GRPHQLXO PDUNHWLQJXOXL GRUHWH V GHWHUPLQH FH FULWHULX HVWH GH preferat a fi luat n considerare FODVD VRFLDO sau vrsta SHQWUX D H[SOLFD FRQVXPXO GH LJDUHWH L D
VHJPHQWD DVWIHO SLD D 3HQWUX DFHDVWD D IRVW VHOHF LRQDW XQ HDQWLRQ GH  GH SHUVRDQH GLQWUH FDUH

400 de consumatori.
'LVWULEX LD FHORU  GH SHUVRDQH HVWH XUP WRDUHD

Criteriu
&/$6 $ ,QIHULRDU 62&,$/

3RSXOD LD WRWDO

Consumatori 80 152 168 124 140 136 da BELSON.

B. Medie
& 6XSHULRDU

520 1.440 2.040 500 1.360 2.140

VRSTA 1. < 30 ani 2. 31 50 ani 3. >50 ani

6

VH GHWHUPLQH FDUH YD IL FULWHULXO GH VHJPHQWDUH DOHV XWLOL]kQG PHWR

REZOLVARE:
0HWRGD %(/621 vL SURSXQH V vQFHDUF HVWLPH]H SXWHUHD GLVFULPLQDWRULH D GLIHULWHORU YDULDELOH GLKRWRPLFH YDULDELOH FH SRW DYHD GRDU  VW UL DOWHUQDWLYH H[ IHPHL E UED L FX DMXWRUXO F URUD VH H[SOLFDUHD FRPSRUWDPHQWXOXL XQHL SRSXOD LL GDWH H[ FRQVXPDWRUL QRQFRQVXPDWRUL 3HQWUX F vQ GLVWULEX LD SHUVRDQHORU vQ IXQF LH GH FODVD VRFLDO L YkUVW  SUH]HQWDW DQWHULRU ILH JUXSDWH H[ ;11 SH FDUH OH GH LQ

DX IRVW FRQVLGHUDWH FkWH  VHJPHQWH DFHVWHD WUHEXLH V L ;12

= FODVD VXSHULRDU
9RP FDOFXOD

 ;21 vQ

= <  DQL L ;22= > 50 ani ).

XUP WRU SURSRU LLOH FDUDFWHULVWLF 

= clasa medie LQIHULRDU

FRQVXPDWRULL vQ WRWDOXO

WDEHOXO

SHUVRDQHORU FH SUH]LQW

R DQXPLW

Criteriu
&/$6$ 62&,$/ $ ,QIHULRDU

% Consumatori (80 / 520) x 100 = 15,38 (152 / 1440) x 100 = 10,56 (168 /2040) x 100 = 8,23 (124/500) x 100 = 24,8 (140/1360) x 100 = 10,29 (136/2140) x 100 = 6,36


B. Medie
& 6XSHULRDU

(>10) (>10) (<10) (>10) (>10) (<10)

VRSTA 1. < 30 ani 2. 31 50 ani 3. >50 ani

3UDJXO RSWLP FH YD IL XWLOL]DW SHQWUX D RE LQH GLKRWRPLD HVWH 

Criteriu
&/$6$ 62&,$/

3RSXOD LD WRWDO

Consumatori 232 168 264 136

A+B C
9567

1960 2040 1860 2140

1+2 3

9RP FRQVWUXL DVWIHO XUP WRDUHD VFKHP 

Q PHGLH SURSRU LD FRQVXPDWRULORU S HVWH GH  FODVD VRFLDO FODVD VRFLDO $% L  FRQVXPDWRUL HVWH GH  FULWHULXO UHVSHFWLY GH JUXSDUH vQ

 'DF

DFHDVW

SURSRU LH V DU PHQ LQH vQ

$% DU UH]XOWD  GH FRQVXPDWRUL 'LIHUHQ D GLQWUH  GH FRQVXPDWRUL H[LVWHQ L vQ FHDODOW FODV VH RE LQH FD GLIHUHQ DFHODL

8WLOL]kQG

UH]XOWDW vQ YDORDUH DEVROXW 

I 168 0,10 x 2040 I = I 168 204 I = 36

$FHDVW GLIHUHQ HVWH FRQVLGHUDW GH %HOVRQ FD P VXU HVWH FHOHL FRUHVSXQ] WRDUH FODVHL VRFLDOH 'HFL D SXWHULL GLVFULPLQDWRULL D YDULDELOHL H[SOLFDWLYH 3XWHUHD GLVFULPLQDWRULH D YDULDELOHL YkUVW

I 264 0,10 x 1860 I = I 136 0,10 x 2140 I = 78

3XWHUHD GLVFULPLQDWRULH D YkUVWHL HVWH VXSHULRDU 9567$ HVWH FHO PDL EXQ FULWHULX GH VHJPHQWDUH D SLH HL 2 ILUP XQRU SURGXF WRDUH GH E XWXUL U FRULWRDUH D DQDOL]DW XQ HDQWLRQ GH  GH SHUVRDQH DQXPLWH FDWHJRULL VRFLDOH GHPRJUDILFH JHRJUDILFH FX

2.
FDUH

DSDU LQ

scopul de a explica

FRQVXPXO GH E XWXUL U FRULWRDUH (DQWLRQXO UHSURGXFH ILGHO FDUDFWHULVWLFLOH SLH HL P UFLL FDUH YD IL vQ DWHQ LD VWXGLLORU GH SLD FH XUPHD] D IL UHDOL]DWH 'LVWULEX LD HDQWLRQXOXL HVWH XUP WRDUHD

Criteriu
VENITURI (R) Ridicate (M) Medii (A) Reduse
=21$ *(2*5$),&

3RSXOD LH WRWDO

Consumatori
520 403 277 345 456 399 339 751 110 510 690

3040 3015 3945 3550 2285 4165 2840 5575 1585 4910 5090

(N) Nord (C) Centru (S) Sud

9567

(T) Tineri
$ $GXO L

(V) Vrstnici SEX (F) Femei

% % UED L

67$5( &,9,/

(S) Celibatari
& & V WRUL L

7100
2900

819
381

VH GHWHUPLQH FDUH FULWHULX DUH FHD PDL PDUH SXWHUH GLVFULPLQDQW  FRQIRUP PHWRGHL OXL

BELSON. REZOLVARE:
Q WDEHOXO GH PDL MRV VH SUH]LQW SURFHQWXO GH FRQVXPDWRUL vQ FDGUXO ILHF UXL JUXS

Criteriu VENITURI (R) (M) (A) ZONA GEOGR. (N) (C) (S)
9567

3RSXOD LH WRWDO

Consumatori 520 403 277 345 456 399 339 751 110 510 690 819 381

% Consumatori 17,10 13,36 7,02 9,71 19,95 9,57 11,93 13,47 6,94 10,38 13,55 11,53 13,13

3040 3015 3945 3550 2285 4165 2840 5575 1585 4910 5090 7100 2900

(T) (A) (V) SEX (F) (B)

67$5( &,9,/

(S) (C)

'LVWULEX LD vQ FDWHJRULL GLKRWRPLFH HVWH

Criteriu VENITURI R+M A ZONA N+S C VRSTA T+V A SEX F B

67$5( &,9,/

3RSXOD LD WRWDO

Consumatori 923 277 744 456 449 751 510 690 819 381

6055 3945 7715 2285 4425 5575 4910 5090 7100 2900

S C
3XWHUHD GLVFULPLQDQW

D GLIHULWHORU FULWHULL VH FDOFXOHD]

DVWIHO

VENIT: I 923 0,12 x 6055 I = I 277 0,12 x 3945 I = 196,4

=21  

I 744 0,12 x 7715 I = I 456 0,12 x 2285 I = 181,8

9567

I 449 0,12 x 4425 I = I 751 0,12 x 5575I = 82 SEX: I 510 0,12 x 4910 I = I 690 0,12 x 5090 I = 79,2
67$5( &,9,/ 

I 819 0,12 x 7100 I = I 381 0,12 x 2900 I = 33

'LQ FDOFXOHOH HIHFWXDWH UH]XOW F 9(1,785,/( UHSUH]LQW FULWHULXO FX FHD PDL PDUH SXWHUH

discriminatorie. PROBLEME PROPUSE: P1: preferabil s persoane.

'LVWULEX LD FHORU  GH SHUVRDQH HVWH XUP WRDUHD 2 ILUP SURGXF WRDUH GH SURGXVH HOHFWURFDVQLFH GRUHWH V GHWHUPLQH FH FULWHULX HVWH ILH OXDW vQ FRQVLGHUDUH

FODVD VRFLDO

 YkUVWD VDX YHQLWXO

pentru a explica consumul de

DVWIHO GH SURGXVH L D VHJPHQWD SLD D 3HQWUX DFHDVWD D IRVW VHOHF LRQDW XQ HDQWLRQ GH  GH

Criteriu VENIT < 2 mil. 2 mil. 5 mil. > 5 mil. VRSTA < 30 ani 31 50 ani >50 ani
&/$6 ,QIHULRDU 62&,$/

3RSXOD LD WRWDO

Consumatori 126 520 104 150 546 54 15 305 430 680 70

1650 2850 500 1800 2600 600 300 1800 2900 3850 1150

Medie
6XSHULRDU

ST$5( &,9,/
& V WRULW 1HF V WRULW

VH GHWHUPLQH FDUH YD IL FULWHULXO GH VHJPHQWDUH DOHV XWLOL]kQG PHWRGD %(/621 ,$ &20(5&,$/ LOH * L & GLQWU

*5$9,7$ 6

1.
VLWXDW

VH FDOFXOH]H YkQ] ULOH DWUDVH GH ORFDOLW LL & GH  ORFXLWRUL

-o localitate intermediaU

;

OD R GLVWDQ

GH  .P GH * L  .P GH & WLLQG F

SRSXOD LD ORFDOLW

LL * HVWH GH 

ORFXLWRUL L D ORFDOLW

REZOLVARE:
3HQWUX D GHWHUPLQD YkQ] ULOH DWUDVH GH FHOH GRX ORFDOLW L VH SRDWH XWLOL]D

comerciale a lui Reilly,

LQWHUPHGLDU

FRQIRUP F UHLD GRX

ORFDOLW

L $ L %

DWUDJ FXPS U WRUL GLQWU

legea graviWD LHL -o localitate

L L vQ UDSRUW LOH UHVSHFWLYH

; vQ UDSRUW GLUHFW SURSRU LRQDO FX QXP UXO ORFXLWRULORU DFHVWRU ORFDOLW

LQYHUV SURSRU LRQDO FX S WUDWXO GLVWDQ HL GLQWUH ORFDOLWDWHD ; L ILHFDUH GLQ ORFDOLW

Formula de calcul, conform acestei legi este:

VA PA DB = VB PB DA
2

, n care:

VA YkQ] ULOH DWUDVH GH ORFDOLWDWHD $ GLQWU-o localitatea X VB =vQ] ULOH DWUDVH GH ORFDOLWDWHD % GLQ DFHHDL ORFDOLWDWH ; PA SRSXOD LD ORFDOLW LL $

PB DA DB

SRSXOD LD ORFDOLW

LL %

GLVWDQ D GLQWUH ORFDOLWDWHD ; L ORFDOLWDWHD $ GLVWDQ D GLQWUH ORFDOLWDWHD ; L ORFDOLWDWHD %

31

n cazul concret prezentat: PG = 56.900 PC = 41790 DG = 61 DC = 87 Aplicnd formula lui Reilly:

VG 56.900 87 = = 2,76 VC 41.790 61
F

$FHDVWD vQVHDPQ

ORFDOLWDWHD * YLQGH GH  RUL PDL PXOW ORFDOLW

LL LQWHUPHGLDUH ;

GHFkW ORFDOLWDWHD & 5H]ROYkQG VLVWHPXO GH HFXD LL

5H]XOW

VG = 2,76 VC VG + VC = 1
F 9G

 L 9C

 DGLF

ORFDOLWDWHD * DWUDJH 

GLQ YkQ] UL LDU ORFDOLWDWHD &

atrage 26,6%. 2. 2 ILUP dH

 ORFDOLW GRUHWH V GHOLPLWH]H DULD GH DWUDF LH FRPHUFLDO D XQXL RUD ; DVXSUD XQXL QXP U OD FH GLVWDQ GH L PDL LPSRUWDQWH GLQ ]RQHOH vQYHFLQDWH vQ VFRSXO GH D GHFLGH SkQ

RUDXO ; YD SXWHD H[WLQGH GLVWULEX LD SURGXVHORU VDOH ,QIRUPD LLOH GHVSUH SRSXOD LD L GLVWDQ HOH vQWUH ORFDOLW L YRU IL SUH]HQWDWH vQ WDEHOXO XUP WRU

LocaOLW X A B C D

3RSXOD LH

'LVWDQ D ID

GH ; NP

(nr. loc.) 320.000 225.000 400.000 270.000 150.000 100 140 165 190

REZOLVARE:
3HQWUX D GHOLPLWD DULD GH DWUDF LH FRPHUFLDO OHJHD JUDYLWD LHL F D XQXL RUD VDX FHQWUX FRPHUFLDO VH SRDWH XWLOL]D

omerciale a lui Reilly XWLOL]DW

2

L vQ SUREOHPD DQWHULRDU 

V A P A DB = , unde VA = VB V B P B DA
/LPLWHOH DULLORU FRPHUFLDOH VH GHWHUPLQ GRX FHQWUH FRPHUFLDOH HVWH LQGLIHUHQW  DGLF SULQ SUHFL]DUHD SXQFWXOXL vQ FDUH DWUDF LD FHORU SXQFWXO vQ FDUH VXQW DWUDVH DFHOHDL YkQ] UL Q DFHVWH FRQGL LL DSOLFkQG IRUPXOD OXL 5HLOO\ YRP RE LQH

1=

PA PB

PA DB DB 1= PB DA DA PB PB DB + DA = DA + DA DB = DA PA PA


'DF

DB + DA = DA
VH FRQVLGHU

PB +1 PA
vQWUH $ L % DGLF 

'T GLVWDQ D WRWDO

DT = DA

PB +1 PA
DT 1+ PB PA

DA =

$VHP Q WRU VH YD FDOFXOD L 'B

DB =

DT 1+

PA PB Aceste expresii reprH]LQW

DXA = DXB = DXC = DXD =

GLVWDQ HOH GLQWUH ORFDOLW

LOH $ L % L SXQFWXO GH LQGLIHUHQ D XQXL FHQWUX FRPHUFLDO

8QLQG VXFFHVLY SXQFWHOH GH LQGLIHUHQ

 VH SRDWH GHOLPLWD DULD GH LQIOXHQ

100 1 + 225.000 320.000

140 1 + 400.000 320.000

= 54,39 km = 66,10 km = 86,00 km = 112,78 km

165 1 + 270.000 320.000

190 1 + 150.000 320.000

3.

VH FDOFXOH]H SURFHQWXO YkQ] ULORU FX DP QXQWXO SH FDUH RUDXO + OH SLHUGH vQ IDYRDUHD RUDH HVWH GH  NP LDU SRSXOD LLO

RUDXOXL 6 WLLQG GLVWDQ D GLQWUH FHOH GRX

e lor sunt de 127.800

ORFXLWRUL SHQWUX + L  ORFXLWRUL SHQWUX 6

REZOLVARE: Se poate utiliza formula lui Converse:

V A PA 4 = , unde: V B PB D
2

VA VB PA PB D

YkQ] ULOH DWUDVH GH ORFDOLWDWHD $ YkQ] ULOH DWUDVH GH ORFDOLWDWH SRSXOD LD ORFDOLW SRSXOD LD ORFDOLW LL $ LL %

aB

GLVWDQ D GLQWUH ORFDOLWDWHD $ L ORFDOLWDWHD %

$SOLFkQG IRUPXOD vQ FD]XO SUREOHPHL GDWH VH RE LQH

653.800 4 VH = = 0,009 VS 127.800 94

Q FRQFOX]LH  GLQ YkQ] ULOH FX DP QXQWXO GLQ RUDXO + VH UHDOL]HD] vQ 6

PROBLEME PROPUSE: P1:

LQWHUPHGLDU 6 VH FDOFXOH]H SRQGHUHD YkQ] ULORU DWUDVH GH GRXD RUDH ; L < GLQWU OD R GLVWDQ GH  NP ID GH ; L  NP ID

-o localitate
LL ;

= DIODW

GH < 3RSXOD LD ORFDOLW

esWH GH  ORFXLWRUL LDU SRSXOD LD ORFDOLW

FDOFXOH]H DULD GH DWUDF LH FRPHUFLDO D FHORU GRX

LL < HVWH GH  ORFXLWRUL 'H DVHPHQHD V RUDH ; L <

VH

P2:
ID

VH VWDELOHDVF

DULD GH DWUDF LH FRPHUFLDO GH ' NP ID

D XQHL ORFDOLW

L $ DPSODVDW

DVWIH

l: 80km

GH % NP ID

GH & NP ID

GH ( 3RSXOD LD ORFDOLW

LL $ HVWH GH  LL & HVWH GH  LL ( HVWH GH 

ORFXLWRUL SRSXOD LD ORFDOLW ORFXLWRUL SRSXOD LD ORFDOLW

LL % HVWH GH  ORFXLWRUL SRSXOD LD ORFDOLW LL ' HVWH GH  ORFXLWRUL SRSXOD LD ORFDOLW

locuitori. P3:
$SOLFkQG IRUPXOD OXL &RQYHUVH V VH FDOFXOH]H FDUH HVWH SRQGHUHD L FXPS U WXULORU

HIHFWXDWH SH SODQ ORFDO L UHVSHFWLY vQ ORFDOLWDWHD ; SHQWUX XUP WRDUHOH ORFDOLW

Localitatea A X Y Z W

Popula LD 2.065.000 6.600 4.500 18.400 10.000

'LVWDQ D ID

GH $

68 41 73 36

$5,, , &(175( &20(5&,$/( 2 UH HD GH VXSHUPDJD]LQH FDUH GRUHWH V ]RQD FRPHUFLDO GHVFKLG XQ QRX PDJD]LQ vQWU R DQXPLW ]RQ

1.

FRPHUFLDO  HIHFWXHD]

XQ VWXGLX DVXSUD VLWXD LHL YkQ] ULORU UHDOL]DWH GH DOWH

PDJD]LQH vQ ]RQD

UHVSHFWLY  3HQWUX DFHDVWD GLYL]HD]

vQ PLFUR]RQH GLVWLQFWH vQ IXQF LH GH GLVWDQ D

GLQWUH FRQVXPDWRUL L PDJD]LQH ,QIRUPD LLOH RE LQXWH VXQW SUH]HQWDWH vQ WDEHOXO XUP WRU

Microzone (ZI) A B C D E
6

DistDQ D 'I) (Km) 0 0,5 0,5 1,0 1,0 1,5 1,5 2,0 > 2,0

3RSXOD LD 3I

9kQ] UL  ORF 9Si

(loc.) 8.350 15.000 27.510 46.800 -

(u.m.) 5.000 2.850 1.200 650 -

VH GHWHUPLQH FDUH YD IL UHSDUWL]DUHD FDSDFLW

LL GH DWUDF LH vQ FDGUXO ILHF UHL PLFUR]RQH L

HVWLPDUHD YkQ] ULORU  P

. Dimensiunea medie a magazinelor este de 1200 m2 L SHQWUX GLVWDQ H PDL

OD  PLOLRDQH XP

PDUL GH  NP YkQ] ULOH VH HVWLPHD]

REZOLVARE:
Q SULPXO UkQG VH HVWLPHD] &DOFXOXO PLFUR]RQ  $VWIHO YkQ] ULOH HVWLPDWH PLL XP YRU IL SUHVXSXQH YkQ] ULOH SHQWUX PLFUR]RQHOH $ % & L ' WLLQG GHMD F ILHF UHL YkQ] UL FX QXP UXO GH ORFXLWRUL GLQ ILHFDUH YkQ] ULOH SHQWUX PLFUR]RQD ( VXQW GH  PLO XP vQPXO LUHD

VI = PI x VpI

VA VB VC VD

= 8350 x 5000 = 41750 u.m. = 15000 x 2850 = 42750 u.m. = 27100 x 1200 = 33012 u.m. = 46800 x 650 = 30420 u.m.

VE = VkQ]
UL WRWDOH HVWLPDWH

37000 u.m.
 XP vQ SURSRU LL HJDOH FX YHQLWXULOH RE LQXWH vQ ILHFDUH

&DSDFLWDWHD GH DWUDF LH YD IL UHSDUWL]DW PLFUR]RQ  $WUDF LD

Vi

V
i =1

Zone A B C D E TOTAL
$YkQG vQ YHGHUH F 9kQ] ULOH  P

$WUDF LD 

22,6 23,1 17,8 16,5 20,0 100,0

2

VXSUDID D PHGLH D PDJD]LQHORU HVWH GH  P

, atunci:

184.932.000 = 154.110 u.m. / m2 1200

FRQVLGHU F GRX GLQ PDJD]LQHOH YkQ] UL GH DSUR[LPDWLY

2.
6 H[LVW

5H HDXD GH VXSHUPDJD]LQH GLQ SUREOHPD DQWHULRDU $FHVWH YkQ] UL VH YRU UHGXFH FX  RGDW

H[LVWHQWH VLWXDWH vQ DOWH PLFUR]RQH DWUDJ FRQVXPDWRULL GLQ ]RQD DQDOL]DW  PLO XP

FX GHVFKLGHUHD XQXL QRX PDJD]LQ

VH GHWHUPLQH FDUH VXQW SULQFLSDOHOH GLIHUHQ H vQWUH YkQ] ULOH HVWLPDWH vQ VLWXD LD vQ FDUH QX YkQ] ULORU  P

QRXO PDJD]LQ L FDUH YD IL HVWLPDUHD

vQ FRQGL LLOH FDUH VH YD GHVFKLGH QRXO

magazin. REZOLVARE:
9kQ] ULOH WRWDOH HVWLPDWH vQ SUREOHPD DQWHULRDU GH F WUH DOWH FHQWUH FRPHUFLDOH 9kQ] ULOH DWUDVH GH GHVFKLGHUHD QRXOXL PDJD]LQ YRU IL 'HFL YkQ] VH YRU UHGXFH FX FDQWLWDWHD FDUH YD IL DWUDV

85.000.000 x 0,40 = 34.000.000 u.m. ULle se vor reduce cu acea cantitate care se pierde n favoarea noului magazin: 85.000.000 34.000.000 = 51.000.000 u.m.

9kQ] ULOH WRWDOH HVWLPDWH VH YRU UHGXFH FX DFHHDL FDQWLWDWH

184.932.000 51.000.000 = 133.932.000 u.m. 2 &X DFHVW QRX YROXP DO YkQ] ULORU HVWLPDUHD YkQ] ULORU  P va fi: 133.932.000 Vnz./m2 = = 111.610 u.m. / m2 1.200 PROBLEME PROPUSE: P1: 2 UH HD GH VXSHUPDJD]LQH FDUH GRUHWH V
FRPHUFLDO  HIHFWXHD] UHVSHFWLY  3HQWUX DFHDVWD GLYL]HD] GLQWUH FRQVXPDWRUL L PDJD]LQH ,QIRUPD LLOH RE LQXWH VXQW SUH]HQWDWH vQ WDEHOXO XUP WRU ]RQD FRPHUFLDO GHVFKLG XQ VWXGLX DVXSUD VLWXD LHL YkQ] XQ QRX PDJD]LQ vQWU-R DQXPLW ]RQ rilor realizate de alte magazine n zona

vQ PLFUR]RQH GLVWLQFWH vQ IXQF LH GH GLVWDQ D

Microzone (ZI) X Y Z V W
6

Distan D 'I) Km 01 12 23 34 >4

3RSXOD LD 3I

9kQ] UL  ORF 9Si

loc. 9.450 16.200 29.500 50.000 -

u.m. 6.000 3.380 1.650 880 -

VH GHWHUPLQH FDUH YD IL UHSDUWL]DUHD FDSDFLW ULORU  P

LL GH DWUDF LH vQ FDGUXO ILHF UHL PLFUR]RQH L

esWLPDUHD YkQ]

. Dimensiunea medie a magazinelor este de 1150 m2 L SHQWUX GLVWDQ H PDL

OD  PLOLRDQH XP F GRX GLQ PDJD]LQHOH

PDUL GH  NP YkQ] ULOH VH HVWLPHD]

P2: 5H HDXD GH VXSHUPDJD]LQH GLQ SUREOHPD DQWHULRDU FRQVLGHU existente, situatH vQ DOWH PLFUR]RQH DWUDJ FRQVXPDWRULL GLQ ]RQD DQDOL]DW
PLO XP 6 H[LVW $FHVWH YkQ] UL VH YRU UHGXFH FX  RGDW QRXO PDJD]LQ L FDUH YD IL HVWLPDUHD YkQ] ULORU  P

YkQ] UL GH DSUR[LPDWLY

FX GHVFKLGHUHD XQXL QRX PDJD]LQ

VH GHWHUPLQH FDUH VXQW SULQFLSDOHOH GLIHUHQ H vQWUH YkQ] ULOH HVWLPDWH vQ VLWXD LD vQ FDUH QX

vQ FRQGL LLOH FDUH VH YD GHVFKLGH QRXO

magazin.
',675,%8 ,$ )25 (, '( 91=$5(

1. desf
RDU

2 ILUP GH

FH DUH FD RELHFW GH DFWLYLWDWH FRPHUFLDOL]DUHD XQXL SURGXV GH ODUJ FRQVXP vL L 7XOFHD F SRSXOD LD vQ GRX WLS FDUH FRQVXP GLQ YHQLWXU SLD UHDOL]DWH  GH F WUH ILUP DX GHPRQVWUDW

DFWLYLWDWHD vQ MXGH HOH %DF X ,DL 9UDQFHD 1HDP GLQ SRSXOD LD WRWDO

6WXGLLOH

SURGXVXO UHVSHFWLY UHSUH]LQW

L FKHOWXLHWH DSUR[LPDWLY 

SHQWUX D FXPS UD DFHVWH SURGXVH $FHDVW

SRSXOD LH SRDWH IL VHJPHQWDW

JUXSXUL vQ IXQF LH

de nivelul veniturilor: 3LD D  FX YHQLWXUL PHGLL GH  XP 3LD D  FX YHQLWXUL PHGLL GH  XP
DWUDV GH F WUH ILUP vQ ILHFDUH VHJPHQW

Q WDEHOXO XUP WRU VXQW SUH]HQWDWH SRSXOD LD WRWDO

D ILHF UXL MXGH

L SURFHQWXO FDUH SRDWH IL

-XGH XO

3RSXOD LD

3LD D 

3LD D 

(locuitori)
%DF X ,DL

(%) 10,5 0,8 11,2 12,5 13,0

QHFHVDUL vQ ILHFDUH

(%) 7,3 5,6 4,9 6,1 6,5

MXGH  vQ FRQGL LLOH vQ FDUH

Vrancea
1HDP

Tulcea
6 UHDOL]HD] VH GHWHUPLQH QXP UXO

778.000 813.000 405.000 537.000 282.000

GH YkQ] WRUL

RELHFWLYXO ILUPHL HVWH DFHOD GH D RE LQH R FRW YkQ] UL PHGLL GH  XP

GH SLD

GH 

vQ ILHFDUH MXGH  )LHFDUH YkQ] WRU

REZOLVARE:
(VWH QHFHVDU V ILHF UXL MXGH  VH GHWHUPLQH SLD D SRWHQ LDO D SURGXVXOXL HVWLPDW OD  GLQ SRSXOD LD

-XGH XO

3LD D SRWHQ LDO

(nr. consumatori)
%DF X ,DL

Vrancea
1HDP

Tulcea n cDGUXO
DFHVWHL SLH H VH FDOFXOHD] D ILUPHL YD IL 3LD D SRWHQ LDO

350.100 365.850 182.250 241.650 126.900

QXP UXO GH FRQVXPDWRUL GLQ ILHFDUH VHJPHQW VWDELOLW

DQWHULRU YHQLWXUL GH  PLO XP SHQWUX SLD D L  PLO XP SHQWUX SLD D $VWIHO SLD D SRWHQ LDO

-XGH XO

(nr. cons.)
%DF X ,DL

1 (nr. cons.) 36.750,5 35.853,3 20.412,0 30.206,25 16.497,0

3LD D

3LD D 

(nr. cons.) 25.557,3 20.487,6 8.930,25 14.740,65 8.248,5

Vrancea
1HDP

Tulcea
)LHF UXL VHJPHQW GH SLD  $VWIHO VH FDOFXOHD]

350.100 365.850 182.250 241.650 126.900

vL FRUHVSXQGH XQ QLY YHQLWXULOH MXGH 

el de venit diferit; iar din aceste venituri doar

ILHF UXL VHJPHQW GH SLD  SUHFXP L

VXQW GHVWLQDWH FXPS U ULL SURGXVHORU UHVSHFWLYH FRUHVSXQ] WRDUH

YHQLWXULOH WRWDOH SHQWUX ILHFDUH

Veniturile WRWDOH L SH VHJPHQWH GH SLD

-XGH XO

PLL XP VXQW

Venituri
SLD D

Venituri
SLD D

Total venituri 144.576.300 125.486.550 61.873.875 96.901.650 53.615.250

SURGXVHORU SLD D WRWDO

%DF X ,DL

Vrancea
1HDP

Tulcea
WLLQG H[SULPDW F  GLQ

55.125.750 53.779.950 30.618.000 45.309.375 24.745.500

YHQLWXULOH WRWDOH VXQW

89.450.550 71.706.600 31.255.875 51.592.275 28.869.750

GHVWLQDWH YD IL 3LD D WRWDO

FRQVXPXOXL

YDORULF

PLL XP FDUH SRDWH IL DEVRUELW

-XGH XO

%DF X ,DL

Vrancea
1HDP

Tulcea
3H DFHDVW SLD ILUPD GRUHWH V GH LQ 

(mii u.m.) 21.686.445 18.822.982 9.281.081,2 14.535.247 8.042.287,5

GLQ WRWDO vQ DFHVW FD] SLD D RELHFWLY YD IL

%DF X ,DL

Vrancea
1HDP

Tulcea
3UHVXSXQkQG F

13.011.867.000 u.m. 11.293.789.000 u.m. 5.568.648.700 u.m. 8.721.148.200 u.m. 4.825.372.500 u.m.
XOWLPHOH YDORUL RE LQXWH SLD D RELHFWLY

ILHFDUH YkQ] WRU SRDWH DFRSHUL vQ PHGLH PLO XP SHQWUX D GHWHUPLQD

QXP UXO GH YkQ] WRUL SH MXGH H VH XWLOL]HD]

-XGH XO %DF X ,DL

1U YkQ] WRUL

Vrancea
1HDP

Tulcea TOTAL 2.
2 ILUP D VHJPHQWDW R SLD

136 118 58 91 51 454

vQ  ]RQH $%&' LDU YkQ] ULOH DQXDOH HVWLPDWH SH DFHVWH

SLH H VXQW GH  EXF  EXF  EXF L UHVSHFWLY  EXF FRPXQLFD LH H[SHULHQ D D GHPRQVWUDW F 6

.
vQ

$YkQG vQ YHGHUH H[WLQGHULOH GLIHULWHORU ]RQH FDUDFWHULVWLFLOH ORU JHRJUDILFH L VWUXFWXULOH GH YROXPXO DQXDO GH YkQ] UL SHQWUX ILHFDUH YkQ] WRU GLIHU L GLVWULEX LD HL SH ]RQH

cele 4 zone astfel: 30.000 buc., 20.000 buc., 30.000 buF L  EXF
VH GHWHUPLQH GLPHQVLXQHD IRU HL GH YkQ]DUH QHFHVDU

REZOLVARE:
'DF YkQ] ULOH DQXDOH vQ ]RQD $ VXQW  EXF L HVWH QHFHVDU XQ YkQ] WRU SHQWUX ILHFDUH WRUL vQ ]RQD $ 1A  YkQ] WRUL  YkQ] WRUL  YkQ] WRUL

30.000 buc., atunci vor fi necesari 10 YkQ] Similar:

).

NB NC ND

'LPHQVLXQHD IRU HL GH YkQ]DUH YD IL

N = NA + NB + NC + ND 3. 2 ILUP vizite pe an.

 YkQ] WRUL

GH LQH  WLSXUL GH FOLHQ L , ,, ,,, )LHF UXLD vL IDFH FkWH  ([LVW 

24, respectiv 30 de

 FOLHQ L GH WLS ,  FOLHQ L GH WLS ,,  FOLHQ L GH WLS ,,,

1XP UXO GH YL]LWH SH FDUH vO SRDWH HIHFWXD DQXDO XQ YkQ] WRU HVWH GH  SHQWUX FOLHQ L ,  SHQWUX FOLHQ L ,, L  SHQWUX FOLHQ L ,,, 6 VH GHWHUPLQH QXP UXO GH YkQ] WRUL SH FDUH WUHEXLH V vL DLE ILUPD L GLVWULEX LD ORU SH WLSXUL GH FOLHQ L

REZOLVARE:
([LVW  GH FOLHQ L GH WLS , ILHFDUH QHFHVLWkQG  YL]LWH DQXDO XQ YkQ] WRU FDUH OXFUHD]

sunt necesare 1000 vizite

OD FOLHQ LL GH DFHVW WLS 'DF

vizite anual sunt necesari :

1000 200 4800 NII = 96 1200 NIII = 120

FX DFHVW WLS GH FOLHQ L SRDWH HIHFWXD GRDU 

NI =

 YkQ] WRUL

 YkQ] WRUL

 YkQ] WRUL  YkQ] WRUL WLSXUL GH FOLHQ L D L E

1XP UXO GH YkQ] WRUL QHFHVDU HVWH      2 ILUP

4.

GH LQH  ]RQH GH YkQ]DUH $ % & L ' L GRX

3ULQFLSDOHOH GDWH DOH SUREOHPHL VXQW SUH]HQWDWH vQ WDEHOXO XUP WRU

,QIRUPD LL

Tip de client a b 120 15 12 10 20 100 50 60 90 60 45

PLQ PLQ

Timp mediu de GLVFX LH OD ILHFDUH YL]LW

7LPS PHGLX GH DWHSWDUH OD ILHFDUH YL]LW 1XP U FOLHQ L vQ ]RQD $ 1XP U FOLHQ L vQ ]RQD % 1XP U FOLHQ L vQ ]RQD & 1XP U FOLHQ L vQ ]RQD '

Nr. mediu de vizite anuale pentru fiecare client

90 30 24 50 50 100 10

7LPS PHGLX DIHFWDW ILHF UHL YL]LWH vQ ]RQD $ PLQ 7LPS PHGLX DIHFWDW ILHF UHL YL]LWH vQ ]RQD % PLQ 7LPS PHGLX DIHFWDW ILHF UHL YL]LWH vQ ]RQD & PLQ 7LPS PHGLX DIHFWDW ILHF UHL YL]LWH vQ ]RQD ' PLQ

S
FOLHQ L

VH GHWHUPLQH QXP UXO GH YkQ] WRUL QHFHVDUL ILUPHL L GLVWULEX LD ORU SH ]RQH L WLSXUL GH

REZOLVARE:
'DF  'i HVWH WLPSXO PHGLX GH GLVFX LH FX XQ FOLHQW GH WLSXO L L DE

EI HVWH WLPSXO PHGLX GH DWHSWDUH Tj este timpul mediu afeFWDW ILHF UHL YL]LWH M

$ % & '

$WXQFL WLPSXO WRWDO QHFHVDU SHQWUX R YL]LW

OD XQ FOLHQW GH WLS L vQWU

-una din zone va fi:

QXP UXO PHGLX GH

T = Di + Ei + Tj
3H GH DOW

viziWH DQXDOH FH WUHEXLH HIHFWXDWH OD XQ FOLHQW GH DFHVW WLS DWXQFL QXP UXO PHGLX GH YL]LWH YD IL N = Cij eI , LDU WLPSXO PHGLX DQXDO GHGLFDW WXWXURU FOLHQ LORU GH WLS L vQWU-una din zone va fi: Ta = Cij eI (Di + Ei + Tj)

SDUWH &ij

QXP UXO GH FOLHQ L GH WLS L H[LVWHQ L vQ WHULWRULXO M L HI

&X DMXWRUXO DFHVWHL UHOD LL YRU IL HIHFWXDWH FDOFXOHOH GLQ WDEHOXO XUP WRU

Timp necesar
=RQ

Nr. Client tip b Total

YkQ] WRUL

Client tip a A B C
50 24 90 + 30 + 60 = 216.000 50 24 90 + 30 + 90 = 252.000 100 24 90 + 30 + 60 = 432.000

( (

10 12 120 + 15 + 60 = 23.400
20 12(120 + 15 + 90 ) = 54.000 100 12(120 + 15 + 60 ) = 234.000

239.400 306.000 666.000 147.600 1359000

2 3 6 2

D TOTAL Nr. VkQ]

WRUL

10 24 90 + 30 + 45 = 39.600

50 12(120 + 15 + 45 ) = 108.000

939.600 9

419.400 4

13

7RWDOL]kQG SH RUL]RQWDO 7RWDOL]kQG SH YHUWLFDO 'DF

VH RE LQH WLPSXO DQXDO WRWDO QHFHVDUH SH ]RQ  VH RE LQH WLPSXO WRWDO QHFHVDU SH WLSXUL GH FOLHQ L  RUH  ]L L  ]LOH  DQ DWXQFL WLPSXO OXFUDW

XQ YkQ] WRU OXFUHD]

anual n minute este

VH SRDWH WRWDO RE LQH

de 105.600 min.
PS U LQG WLPSXO OXFUDW DQXDO GH XQ YkQ] WRU OD WLPSXO QHFHVDU SHQWUX ILHFDUH WHULWRULX L ILHFDUH FOLHQW VH RE LQH QXP UXO GH YkQ] WRUL SH ILHFDUH 'LPHQVLXQHD IRU HL FDWHJRULH VDX GH YkQ]DUH

totaliznd aceste valori (neceVDUXO

'LPHQVLXQHD IRU HL GH YkQ]DUH

vPS U LQG

WLPSXO

QHFHVDU

 PLQ OD WLPSXO GH OXFUX SH YkQ] WRU  PLQ  YkQ] WRUL D IL YkQGXW SH R SLD LQGXVWULDO  3H

5. 2 ILUP
DFHDVW GRX SLD

SURGXFH XQ DQXPLW SURGXV SURGXV FH XUPHD]

DX IRVW LGHQWLILFDWH GRX

WLSXUL GH FOLHQ L )XQF LD FHUHULL DQXDOH SHQWUX ILHFDUH GLQ FHOH

WLSXUL GH FOLHQ L HVWH

q1 = 20.000 x (1 e-0,015N1) q2 = 30.000 x (1 e-0,03N2) , n care: q1 L T2 = cererea anual FRUHVSXQ] WRDUH VHJPHQWHORU GH SLD  N1 L 12 QXP UXO GH YkQ] WRUL SHQWUX ILHFDUH VHJPHQW GH SLD

3UH XO GH YkQ]DUH XQLWDU HVWH GH  XP L FRVWXO YDULDELO XQLWDU PDL SX LQ FRVWXULOH DIHUHQWH YkQ] WRULORU HVWH GH  XP &RVWXULOH IL[H VXQW GH  XP LDU FRVWXO DQXDO  YkQ] WRU HVWH GH  XP SHQWUX SULPXO VHJPHQW L  XP SHQWUX VHJPHQWXO DO GRLOHD

VH GHWHUPLQH

QXP UXO GH YkQ] WRUL SH FDUH vQWUHSULQGHUHD vO YD XWLOL]D vQ ILHFDUH VHJPHQW SHQWUX D

maximiza profitul anual valoarea profitului anual.

REZOLVARE: Profitul firmei va fi: Pf = 500(q1 + q2) 400(q1 + q2) 2.000.000 2.000N1 3.000N2 = = 100(q1 + q2) 2.000.000 2.000N1 3.000N2 = = 2.000.000(1 e-0,015N1) + 3.000.000(1 e-0,03N2) 2.000.000 - 2.000N1 3.000N2 Se GHULYHD]
dPf
vQ IXQF LH GH 11 L 12 LDU GHULYDWHOH VH HJDOHD] FX  FRQGL LD GH PD[LP

dN1

= 2000000 0.015 e 0.015 N1 2000 = 0

dPf = 3000000 0,03 e 0,03N2 3000 = 0 dN2

e-0,015N1 = 0,066 -0,015N1 = ln 0,066 N1  YkQ] WRUL

e-0,03N2 = 0,033 - 0,03N2 = ln 0,033 12  YkQ] WRUL

Profitul maxim: Pf = 2.000.000(1 e-0,015x181) + 3.000.000(1 e-0,03x113) 2.000.000 -2.000 x 181 3.000 x 113 = 2.065.464,06 u.m. PROBLEME PROPUSE: P1:
GHVI RDU 2 ILUP GH FH DUH FD RELHFW GH DFWLYLWDWH FRPHUFLDOL]DUHD XQXL SURGXV GH ODUJ FRQVXP vL SLD UHDOL]DWH  GH F WUH ILUP DX GHPRQVWUDW F SRSXOD LD vQ GRX WLS FDUH FRQVXP DFWLYLWDWHD vQ MXGH HOH 2OW 'ROM 7HOHRUPDQ 'kPERYL D L *LXUJLX GLQ SRSXOD LD WRWDO L FKHOWXLHWH DSUR[LPDWLY  GLQ YHQLWXUL

6WXGLLOH

SURGXVXO UHVSHFWLY UHSUH]LQW

SHQWUX D FXPS UD DFHVWH SURGXVH $FHDVW

SRSXOD LH SRDWH IL VHJPHQWDW

JUXSXUL vQ IXQF LH

de nivelul veniturilor: 3LD D  FX YHQLWXUL PHGLi de 1.700.000 u.m. 3LD D  FX YHQLWXUL PHGLL GH  XP
Q WDEHOXO XUP WRU VXQW SUH]HQWDWH SRSXOD LD WRWDO DWUDV GH F WUH ILUP vQ ILHFDUH VHJPHQW D ILHF UXL MXGH L SURFHQWXO FDUH SRDWH IL

-XGH XO

3RSXOD LD

3LD D 

3LD D

(locuitori) Olt Dolj Teleorman

'kPERYL D

(%) 11,8 13,5 0,8 12,5 10,7

QHFHVDUL vQ ILHFDUH

(%) 8,2 7,8 5,7 9,3 6,7

MXGH  vQ FRQGL LLOH vQ FDUH

Giurgiu
6 UHDOL]HD] VH GHWHUPLQH QXP UXO

510.000 754.000 460.000 545.000 310.000

GH YkQ] WRUL

obiectivul firmei este acela de P2: 2 ILUP

D RE LQH R FRW

GH SLD

GH 

vQ ILHFDUH MXGH  )LHFDUH YkQ] WRU

YkQ] UL PHGLL GH  XP D VHJPHQWDW R SLD vQ  ]RQH $%&' LDU YkQ] ULOH DQXDOH HVWLPDWH SH DFHVWH

SLH H VXQW GH  EXF  EXF  EXF L UHVSHFWLY  EXF $YkQG vQ YHGHUH H[WLQGHULOH GLIHULWHORU ]RQH FDUDFWHULVWLFLOH ORU JHRJUDILFH L VWUXFWXULOH GH FRPXQLFD LH H[SHULHQ D D GHPRQVWUDW F YROXPXO DQXDO GH YkQ] UL SHQWUX ILHFDUH YkQ] WRU GLIHU vQ

cele 4 zone astfel: 40

YkQ]DUH QHFHVDU

     L  EXF 6

VH GHWHUPLQH GLPHQVLXQHD IRU HL GH

L GLVWULEX LD HL SH ]RQH DUH  WLSXUL GH FOLHQ L , ,, ,,, )LHF UXLD vL IDFH FkWH   UHVSHFWLY  GH

P3: 2 vizite pe an.

ILUP

([LVW 

150 clien L GH WLS ,  FOLHQ L GH WLS ,,  FOLHQ L GH WLS ,,,

1XP UXO GH YL]LWH SH FDUH vO SRDWH HIHFWXD DQXDO XQ YkQ] WRU HVWH GH  SHQWUX FOLHQ L ,  SHQWUX FOLHQ L ,, L  SHQWUX FOLHQ L ,,, 6 VH GHWHUPLQH QXP UXO GH YkQ] WRUL SH FDUH WUHEXLH V vL DLE ILUPD L GLVWULEX LD ORU SH WLSXUL GH FOLHQ L 3 8Q SURGXV IDEULFDW GH ILUPD < XUPHD] F UHLD DX IRVW LGHQWLILFDWH GRX GRX FDWHJRULL GH FOLHQ L HVWH V ILH YkQGXW SH R SLD LQGXVWULDO  vQ FDGUXO

FDWHJRULL GH FOLHQ L )XQF LD FHUHULL DQXDOH SHQWUX ILHFDUH GLQ FHOH

q1 L T2 N1 L 12

q1 = 25.000 x (1 e-0,02N1) q2 = 30.000 x (1 e-0,035N2) , n care:

FHUHULOH DQXDOH FRUHVSXQ] WRDUH VHJPHQWHORU GH SLD QXP UXO GH YkQ] WRUL SHQWUX ILHFDUH VHJPHQW GH SLD

 

3UH XO GH YkQ]DUH XQLWDU HVWH GH  XP L FRVWXO YDULDELO XQLWDU PDL SX LQ FRVWXULOH DIHUHQWH FRVWXULOH IL[H VXQW GH  XP L FRVWXO DQXDO  YkQ] WRU VH GHWHUPLQH

YkQ] WRULORU HVWH GH  XP 'DF

HVWH GH  XP SHQWUX SULPXO VHJPHQW L  XP SHQWUX VHJPHQWXO DO GRLOHD V SURILWXO DQXDO L V VH GHWHUPLQH YDORDUHD SURILWXOXL DQXDO

QXP UXO GH YkQ] WRUL SH FDUH vQWUHSULQGHUHD vO YD XWLOL]D vQ ILHFDUH VHJPHQW SHQWUX D PD[LPL]D

POLITICA DE PRODUS 1.
2 ILUP VWXGLD] SRVLELOLWDWHD ODQV ULL SH SLD

a unui nou produs care presupune costuri

L YkQGXW  $FHVWH FRVWXUL LQFOXG F ILHFDUH XQLWDWH

IL[H DQXDOH GH  XP LQGHSHQGHQWH GH FDQWLWDWHD SURGXV

DPRUWL]DUHD LQYHVWL LLORU HIHFWXDWH FX GHVLJQ XO SURGXVXOXL FX SXQHUHD vQ IXQF LXQH D OLQLLORU GH

SURGXF LH FX ODQVDUHD SURGXVXOXL HWF Q DIDU SURGXV PDQRSHUD SUHFXP L FRVWXULOH GH GLVWULEX LH

GH DFHVWH FRVWXUL IL[H VH HVWLPHD]

YD SUHVXSXQH XQ FRVW YDULDELO XQLWDU GH  XP FRVW vQ FDUH VXQW LQFOXVH PDWHULLOH SULPH L F ILHFDUH XQLWDWH GH SURGXV DU SXWHD IL YkQGXW OD XQ SUH GH 

Din sondajele efectuaWH UH]XOW u.m.

3H ED]D XQRU HVWLP UL SULYLQG YkQ]DUHD SURGXVXOXL FRQGXFHUHD ILUPHL GRUHWH V DQXDO GH YkQ] UL HVWH QHFHVDU SHQWUX D RE LQH SURILW "

DIOH FH YROXP

REZOLVARE: Pentru a detHUPLQD

FD DFHDVWD V RE LQ RE LQ YROXPXO DQXDO GH SURGXVH FH WUHEXLH FRPHUFLDOL]DW GH F WUH ILUP  SHQWUX V SURILW VH YD XWLOL]D PHWRGD SXQFWXOXL PRUW SUDJXO GH UHQWDELOLWDWH

Metoda punctului mort presupune determinarea punctului dincolo de care firma ncHSH Punct mort Pf = 0
9kQ] ULOH 9HQLWXULOH ;   ; SURILW FX DOWH FXYLQWH GHWHUPLQDUHD SXQFWXOXL VDX D PRPHQWXOXL vQ FDUH SURILWXO HVWH  &RVWXULOH &KHOWXLHOLOH XQGH ; QXP UXO GH SURGXVH L PDL PDUL GH  SURGXVH

X = 2000 produse
)LUPD YD RE LQH SURILW GLQ YkQ]DUHD XQHL FDQWLW 2 ILUP GRUHWH V F ODQVH]H SH SLD XQ QRX SURGXV 'DWH ILLQG FDUDFWHULVWLFLOH DFHVWXL QRX  GRX QLYHOXUL DOH YkQ] ULORU XQXO ULGLFDW 

2.

SURGXV ILUPD FRQVLGHU

DU SXWHD V

VH RE LQ  SH SLD

DYkQG R SUREDELOLWDWH GH RE LQHUH GH  FDPSDQLHL GH ODQVDUH VH HVWLPHD]

L DOWXO UHGXV FX R SUREDELOLWDWH GH 

Realizarea acestui nou produs presupune cheltuieli n valoare de 100.000 u.m., iar costul
OD  XP

Firma a rHDOL]DW
UHGXVH SH SLD

XQHOH HVWLP UL SUHOLPLQDUH HVWLP UL FDUH L SHUPLW V

SUHYDG

YkQ] UL GH

 XP vQ FD]XO XQXL QLYHO ULGLFDW DO FHUHULL L UHVSHFWLY  XP vQ FD]XO XQHL FHUHUL SHQWUX SURGXVXO UHVSHFWLY DGRSWH ILUPD GDF GRUHWH PD[LPL]DUHD SURILWXOXL V X" &H GHFL]LH WUHEXLH V

REZOLVARE:
)LUPD DUH GRX D 6 6 QX SRVLELOLW L ODQVH]H SURGXVXO V X

b)
D 'DF

-l lanseze
SURGXF L V ODQVH]H SURGXVXO UHVSHFWLY VH DIO vQ ID D D GRX DOWHUQDWLYH

YD GHFLGH V

posibile: 6 6 -

VH FRQIUXQWH FX

un nivel ridicat al cererii;

VXQW GH  XP FR

VH FRQIUXQWH FX XQ QLYHO UHGXV DO FHUHULL

&KHOWXLHOLOH FRUHVSXQ] WRDUH LQWURGXFHULL vQ IDEULFD LH L ODQV ULL QRXOXL SURGXV VXQW HJDOH SHQWUX DPEHOH DOWHUQDWLYH $FHVWHD DD FXP DP SUHFL]DW vQ HQXQ SURGXF LH L  XP FRVWXUL GH ODQVDUH DOH QRXOXL SURGXV

sturi de

n primul caz

vQ VLWXD LD vQ FDUH VH VSHU

FD YROXPXO YkQ] ULORU V

ILH ULGLFDW VH HVWLPHD]

RE LQHUHD XQRU YHQLWXUL GH  XP

Profitul sperat = Venituri Cheltuieli = 200.000 - (100.000+57.000) = 43.000 u.m. n cel de al doilea caz, atunci cnd firma sH FRQIUXQW FX XQ QLYHO UHGXV DO YkQ] Profitul sperat = Venituri Cheltuieli = 90.000(100.000+57.000) = - 67.000 u.m.
3HQWUX F SUREDELOLW QX WLP FX VLJXUDQ FHHD FH VH SRDWH LOH DVRFLDWH ILHF Uei alternative: P* = 0,6 x 43.000 + 0,4 x (-67.000) = -1.000 u.m. 'HFL]LD RSWLP SH FDUH ILUPD R YD DGRSWD vQ DFHDVW SH SLD  UH]XOW F

ULORU

vQWkPSOD vQ YLLWRU HVWH QHFHVDU V

DSOLF P

VLWXD LH HVWH DFHHD GH D QX ODQVD QRXO

produs.
E 'DF QX vO ODQVHD] QX vO YD IDEULFD L GHFL SURILWXO V X YD IL QXO

3.
SH SLD

Q SUH]HQW R ILUP

UHDOL]HD]

H[SHULPHQWDO QRL SURGXVH GLQWUH FDUH  YRU SXWHD IL ODQVDWH SHQWUX ILHFDUH SURGXV XUP WRDUHOH YDORUL DOH SUH XOXL GH

vQ DQXO XUP WRU )LUPD

HVWLPHD]

YkQ]DUH FHUHULL L FRVWXULORU WRWDOH

Produs
A B C D E F G H I J

3UH

Cerere
EXF L

(u.m.)
85 250 50 310 185 15 34 120 74 28
ODQV ULL DFHVWRU 

Cost (u.m.)
2.750.000 3.650.000 100.000 1.500.000 1.442.000 745.000 2.100.000 870.000 3.000.000 843.000
HVWH GH  XP UHSDUWL]DW HVWH GH

36.000 16.000 2.500 5.000 8.500 50.000 65.000 7.500 43.000 31.000
SURGXVH

IQYHVWL LD

WRWDO FX

QHFHVDU

SURSRU LRQDO

FRVWXULOH QV 

SHQWUX SHQWUX ODQVDUHD XQRU QRL SURGXVH GH F WUH ILUPD FRQVLGHUDW

DQXO XUP WRU LQYHVWL LD SUHY ]XW

5.000.000 u.m. DeteUPLQD L

UHQWDELOLW

FkWH SURGXVH VH YRU ODQVD SH SLD

L FDUH DQXPH GLQ FHOH  DSOLFkQG FULWHULXO

LL PHGLL D SURGXVXOXL

REZOLVARE:
6H YD OXD vQ FRQVLGHUDUH OLPLWDUHD LQYHVWL LHL FDUH QX SHUPLWH ODQVDUHD vQ DQXO XUP WRU D

tuturor celor 10 produse. AcHDVWD SUHVXSXQH F ILUPD

PDUH UDSRUWDW

YD WUHEXL V

DOHDJ

DFHOH SURGXVH FDUH YRU DYHD UHQWDELOLWDWHD FHD PDL

OD LQYHVWL LD HIHFWXDW 

Rata medie de rentabilitate:

ri = pi qi CI , n care: Ii

ri = rata medie de rentabilitate a produsului i pi = prH XO SURGXVXOXL L qi FDQWLWDWHD FHUXW DQXDO GLQ SURGXVXO L Ci = costul total al produsului i Ii LQYHVWL LD FRUHVSXQ] WRDUH SURGXVXOXL L
9DORULOH FHUHULL SUH XOXL L FRVWXULORU VXQW FXQRVFXWH ,QYHVWL LD GH UHDOL]DW L GH DFHHD VH YD FDOFXOD SHQWUX ILHFDUH SURGXV VH HVWLPHD] D IL SURSRU LRQDO FX FRVWXULOH

SURSRU LD

ILHF UXL SURGXV vQ FRVWXO WRWDO $VWIHO SURSRU LLOH RE LQXWH vQ GH  XP GXS FDUH VH

FHHD FH SULYHWH FRVWXO WRWDO YRU IL DSOLFDWH OD LQYHVWL LD WRWDO FDOFXOD UDWD PHGLH GH UHQWDELOLWDWH D ILHF UXL SURGXV

poate

Produs A B C D E F G H I J TOTAL

Cost (u.m.) 2.750.000 3.650.000 100.000 1.500.000 1.442.000 745.000 2.100.000 870.000 3.000.000 843.000 17.000.000

Cost (%) 16,18 21,47 0,59 8,82 8,48 4,38 12,35 5,12 17,65 4,96 100

,QYHVWL LH

Rata
UHQWDELOLW LL

(u.m.) 1.132.600 1.502.900 41.300 617.400 593.600 306.600 864.500 385.400 1.235.500 347.200 7.000.000

0,27 0,23 0,60 0,081 0,22 0,016 0,13 0,084 0,15 0,07 -

n continuare, se vor ordona produVHOH vQ RUGLQHD GHVFUHVF

YRU DOHJH DFHOHD FDUH DX R UHQWDELOLWDWH PDL PDUH UDSRUWDW ,QYHVWL LH LL

WRDUH D UDWHL GH UHQWDELOLWDWH L VH

OD LQYHVWL LD HIHFWXDW  ,QYHVWL LD DFXPXODW

Produs C A B E I G H D J F

Rata
UHQWDELOLW

0,60 0,27 0,23 0,22 0,15 0,13 0,084 0,081 0,07 0,016

41.300 1.132.600 1.502.900 593.600 1.235.500 864.500 385.400 617.400 347.200 306.600

41.300 1.173.900 2.676.800 3.270.400 3.577.000 4.812.500 5.677.000 6.035.400 6.652.600 7.000.000

$YHP OD GLVSR]L LH  XP LQYHVWL LD SUHY ]XW VH YRU DOHJH L VH YRU ODQVD XUP WRDUHOH SURGXVH &$%(,*

SHQWUX ODQVDUHD QRLORU SURGXVH GHFL

4. 2 ILUP VWXGLD] SRVLELOLWDWHD ODQV ULL SH SLD D XQXL QRX SURGXV 2S LXQLOH SRVLELOH VXQW a) Lansarea produsului A, care presupune o LQYHVWL LH LQL LDO GH  XP L FDUH YD
DYHD XQ FRVW YDULDELO XQLWDU GH  XP 3UH XO GH YkQ]DUH XQLWDU DO DFHVWXL SURGXV HVWH GH 

u.m.; b) /DQVDUHD SURGXVXOXL % FDUH SUHVXSXQH R LQYHVWL LH LQL LDO GH  variabil HVWH GH  XP LDU SUH XO GH YkQ]DUH XQLWDU HVWH GH  XP
Q XUPD VWXGLLORU GH SLD vQ ILHFDUH DQ vQ WLPS FH GDF  EXF L &LFOXO GH YLD UHDOL]DWH VH HVWLPHD] F

XP FRVWXO V X L

GLQ SURGXVXO $ VH YRU YLQGH  EXF

ILUPD YD DOHJH SURGXVXO % YkQ] ULOH DQXDOH DOH DFHVWXLD YRU

fi de

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UDWD GH DFWXDOL]DUH HVWH GH 

iar costurile fixe sunt incluse n valRDUHD LQYHVWL LHL

&DUH YD IL SURGXVXO ODQVDW SH SLD

REZOLVARE:
Q IXQGDPHQWDUHD GHFL]LHL GH PDUNHWLQJ SULYLQG SURGXVXO VH YRU IRORVL GRX FULWHULL

FDV SO

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Valoarea acWXDOL]DW
JHQHUDWH GH DFHO SURGXV GLQ DQXO W )OX[XO GH FDV

QHW

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&X R UDW

Ft = t Pt

vQ DQXO W YD IL

Fi =

(1 + i)
n i =1

Ft

VAN = Fi

VAN = F0 +
Q )

QXP UXO GH DQL IOX[XO GH FDV

(1 + i) (1 + i)
1

F1

F2

+ ... +

(1 + i)n

Fn

, unde:

JHQHUDW GH SURGXV vQ PRPHQWXO LQL LDO

F0 = 0 P0 = 0 - P0 = - P0 n cazul produsului A: F0A = - 10.000.000 u.m. Fi = i Pi = 4.500 x 2.500 2.000 x 2.500 = 6.250.000 F1A = F2A = F3A = F4A = 6.250.000 u.m. n cazul produsului B: F0B = - 15.000.000 u.m. Fi = i Pi = 4.000 x 3.000 1.800 x 3.000 = 6.600.000 F1B = F2B = F3B = F4B = 6.600.000 u.m.

VANA = 10.000.000 +

6.250.000 6.250.000 6.250.000 6.250.000 + + + = 1 + 0,10 (1 + 0,10)2 (1 + 0,10)3 (1 + 0,10)4

1 1 1 1 10.000.000 + 6.250.000 + 2 + 3 + 4 = 10.000.000 + , , , , 11 11 11 11 1 1 1 4 11 11 11 , , , + 6.250.000 = 9.811.657u.m. 1 1 11 , 6.600.000 6.600.000 6.600.000 6.600.000 VANB = 15.000.000 + + + + = 1 + 0,10 (1 + 0,10)2 (1 + 0,10)3 (1 + 0,10)4

1 1 1 1 = 15.000.000 + 6.600.000 + 2 + 3 + 4 = 15.000.000 + 11 11 , 11 , 11 , , 1 1 1 4 11 11 11 , , , + 6.600.000 = 5.921.111u.m. 1 1 11 ,

6H GHFLGH UHDOL]DUHD XQXL SURLHFW WUDQVSXQHUHD OXL vQ SUDFWLF  DWXQFL FkQG 9$1 HVWH SR]LWLY  Q FRQVHFLQ  DWkW SURGXVXO $ FkW L SURGXVXO % VH SRW UHDOL]D 'DF  GH UHQWDELOLWDWH D XQXL SURGXV HVWH DFHD UDW SHQWUX FDUH YDORDUHD DFWXDOL]DW YD WUHEXL V DOHJHP XQXO GLQ FHOH  SURGXVH DWXQFL VH YD RSWD SHQWUX DFHOD FX R YDORDUH DFWXDOL]DW ODQVDW SH SLD QHW HVWH QXO  5DWD LQWHUQ QHW PDL PDUH GHFL SURGXVXO $ YD IL

Pentru produsul A:
1 1 1 1 0 = 10.000.000 + 6.250.000 + + + 2 3 4 1 + rA (1 + rA ) (1 + rA ) (1 + rA ) rA = 50% Pentru produsul B: 1 1 1 1 0 = 15.000.000 + 6.600.000 + + + 2 3 4 1 + rB (1 + rB ) (1 + rB ) (1 + rB ) rB = 27,5%
&RQIRUP FULWHULXOXL 5,5 VH YD GHFLGH GH DVHPHQHD vQ IDYRDUHD ODQV ULL SH SLD D SURGXVXOXL $

PROBLEME PROPUSE: P1:

2GDW XUPHD] 2 ILUP D FRQFHSXW WUHL SURGXVH QRL XUPkQG V GHFLG ODQVDUHD SH SLD D XQXL VLQJXU  vQ VFRSXO LHUDUKLH D FH SURGXV vQ SHULRDGD LPHGLDW XUP WRDUH 3HQWUX DFHDVWD D UHDOL]DW R VHULH GH DQFKHWH GH SLD FXQRDWHULL RSLQLHL FRQVXPDWRULORU DVXSUD SURGXVHORU RE LQXWH UH]XOWDWHOH DFHVWRU DQFKHWH ILUPD D I FXW R DQDOL] L D VWDELOLW R RELHFWLYHORU SRVLELO GH UHDOL]DW $FHVWH RELHFWLYH VH UHIHU D IL GH LQXW 'DWRULW L OD LPDJLQHD ILUPHL ILUPD vQ ODQVDUHD QRLORU SURGXVH VH SRDWH vQ SULQFLSDO OD SURILW OD FRWD GH SLD

H[SHULHQ HL DQWHULRDUH SH FDUH R SRVHG

UHDOL]D R HVWLPDUH D SURILWXOXL DWHSWDW SHQWUX ILHFDUH SURGXV vQ SHULRDGD LPHGLDW XUP WRDUH YDORUL FH VXQW UHGDWH vQ WDEHOXO XUP WRU

Obiective Profit
&RWD GH SLD

U.M. A u.m. % pct. 5x10 4 5

6

Produse B 3x10 5 8
6

C 4x106 6 6

Imagine

$OHJH L SURGXVXO FDUH DGXFH ILUPHL SURILWXO DJUHJDW FRPSXV FHO PDL PDUH vQ VLWXD LD vQ FDUH FRWD GH SLD DUH R LPSRUWDQ GXEO ID GH UHVWXO RELHFWLYHORU 6H YD IRORVL XUP WRDUHD IRUPXO 

b P(z ) = z11 zb 2 ............ zbn 2 n

P2: 2 ILUP

GRUHWH V F

ODQVH]H SH SLD

XQ QRX SURGXV 'DWH ILLQG FDUDFWHULVWLFLOH DFHVWXL QRX  GRX QLYHOXUL DOH YkQ] ULORU XQXO ULGLFDW

SURGXV ILUPD FRQVLGHU

DU SXWHD V

VH RE LQ  SH SLD

avnd o probabilitate de RE LQHUH GH  L DOWXO UHGXV FX R SUREDELOLWDWH GH   5HDOL]DUHD acestui nou produs presupune cheltuieli n valoare de 120.000 u.m., iar costul campaniei de lansare
VH HVWLPHD] )LUPD UHGXVH SH SLD OD  XP D UHDOL]DW XQHOH HVWLP UL SUHOLPLQDUH HVWLP UL FDU SHQWUX SURGXVXO UHVSHFWLY DGRSWH ILUPD GDF UHDOL]HD] GRUHWH PD[LPL]DUHD SURILWXOXL V X"

e-L

SHUPLW V

SUHYDG

YkQ] UL GH

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P3: Q SUH]HQW R ILUP

SH SLD

H[SHULPHQWDO QRL SURGXVH GLQWUH FDUH  YRU SXWHD IL ODQVDWH SHQWUX ILHFDUH SURGXV XUP WRDUHOH YDORUL DOH SUH XOXL GH

vQ DQXO XUP WRU )LUPD

HVWLPHD]

YkQ]DUH FHUHULL L FRVWXULORU WRWDOH

Produs
A B C D E F G H I J

3UH

(u.m.)
64 185 97 210 32 75 320 21 50 140
ODQV ULL DFHVWRU 

EXF

Cerere
15.000 24.000 3.500 6.300 44.000 2.500 4.600 62.000 8.300 17.000

Cost (u.m.)
840.000 4.250.000 280.000 1.150.000 1.280.000 150.000 1.265.000 1.200.000 360.000 2.225.000
HVWH GH  XP UHSDUWL]DW HVWH GH

Investi LD

WRWDO FX

QHFHVDU

SURGXVH

SURSRU LRQDO

FRVWXULOH QV 

SHQWUX SHQWUX ODQVDUHD XQRU QRL SURGXVH GH F WUH ILUPD FRQVLGHUDW

DQXO XUP WRU LQYHVWL LD SUHY ]XW

3.800.000 u.m.
'HWHUPLQD L FkWH SURGXVH VH YRU ODQVD SH SLD UHQWDELOLW LL PHGLL D SURGXVXOXL L FDUH DQXPH GLQ FHOH  DSOLFkQG FULWHULXO

P4: 2 ILUP VWXGLD] SRVLELOLWDWHD ODQV ULL SH SLD D XQXL QRX SURGXV 2S LXQLOH SRVLELOH VXQW a) lansarea produsului A, care presupune o LQYHVWL LH LQL LDO GH  XP L FDUH u.m.;

YD

DYHD XQ FRVW YDULDELO XQLWDU GH  XP 3UH XO GH YkQ]DUH XQLWDU DO DFHVWXL SURGXV HVWH GH 

b) ODQVDUHD SURGXVXOXL % FDUH SUHVXSXQH R LQYHVWL LH LQL LDO GH  variabil HVWH GH  XP LDU SUH XO GH YkQ]DUH XQLWDU HVWH GH  XP
Q XUPD VWXGLLORU GH SLD vQ ILHFDUH DQ vQ WLPS FH GDF  EXF L &LFOXO GH YLD UHDOL]DWH VH HVWLPHD] F

XP FRVWXO V X L

GLQ SURGXVXO $ VH YRU YLQGH  EXF

ILUPD YD DOHJH SURGXVXO % YkQ] ULOH DQXDOH DOH DFHVWXLD YRU

fi de

HVWLPDW DWkW SHQWUX SURGXVXO $ FkW L SHQWUX SURGXVXO % HVWH GH  DQL LDU  6H SUHVXSXQH F " WRDWH vQFDV ULOH L WRDWH SO LOH VH IDF vQ QXPHUDU

UDWD GH DFWXDOL]DUH HVWH GH 

iar costurile fixe sunt incluse n valRDUHD LQYHVWL LHL

&DUH YD IL SURGXVXO ODQVDW SH SLD

32/,7,&$ '( 35(

1.

2 ILUP

GRUHWH V

GHWHUPLQH SUH XO GH YkQ]DUH DO XQXL QRX SURGXV SH FDUH GRUHWH V SUHY ]XW HVWH GH  XP  FRVWXULOH IL[H

ODQVH]H SH SLD

 ,QYHVWL LD LQL LDO

-l DQXale sunt de
 LSRWH]H GH

 XP LDU FRVWXO YDULDELO XQLWDU DO SURGXVXOXL HVWH GH  XP 6H HVWLPHD]

comportare a cererii: - 2SWLPLVW FX YkQ] UL DQXDOH GH  EXF L - ,QWHUPHGLDU FX YkQ] UL DQXDOH GH  EXF - 3HVLPLVW FX YkQ] UL DQXDOH GH  EXF L
6 VH GHWHUPLQH SUH XULOH SH FDUH WUHEXLH V GLQ LQYHVWL LD HIHFWXDW  DQXDO HJDO FX 

L GRUHWH V RE LQ XQ SURILW

OH SUDFWLFH ILUPD GDF

REZOLVARE:
3UH XULOH SH FDUH WUHEXLH V OH SUDFWLFH ILUPD VH GHWHUPLQ vQ IXQF LH GH UHQWDEL

litatea

capitalului investit. Profitul anual va fi: Pf = 5.000.000 u.m. x 15% = 750.000 u.m. Pf = VT - CT = p x q (CV x q + CF) , n care: p SUH XO SURGXVXOXL q FDQWLWDWHD FHUXW CV cost variabil CF - cost fix VT veniturile total CT cheltuielile totale CV + CF + Pf p= q 75 35.000 + 350.000 + 750.000 p0 = = 106,43u.m. 35.000 75 25.000 + 350.000 + 750.000 pi = = 119u.m. 25.000 75 15.000 + 350.000 + 750.000 pp = = 148,33u.m. 15.000 2. ntr-R
ILUP  XQXO GLQ SURGXVH VH UHDOL]HD] FX XQ FRVW YDULDELO XQLWDU GH  XP &RVWXO vQ IL[ DQXDO HVWH GH  XP &HUHUHD DQXDO FRUHVSXQ] WRDUH SURGXVXOXL FRQVLGHUDW VH H[SULP

fXQF LH GH SUH XO XQLWDU DVWIHO q = 175.000 300p, n care:

q FDQWLWDWHD GH SURGXV UHDOL]DW p SUH XO XQLWDU

6 VH GHWHUPLQH SUH XO FH YD SHUPLWH PD[LPL]DUHD SURILWXOXL DQXDO DO ILUPHL

REZOLVARE:
3URILWXO VH SRDWH GHWHUPLQD FD GLIHUHQ vQWUH YHQLWXULOH DQXDOH DOH ILUPHL L FKHOWXLHOLOH WRWDOH

ale acesteia: Pf = VT CT, n care: Pf profitul anual al firmei; VT veniturile totale anuale ale firmei; CT cheltuielile totale anuale ale firmei. Veniturile totale ale firmei pot fi determinate ca SURGXV acesteia: VT = p x q = p(175.000 300p) = 175.000p 300p2 CT = 150.000 + 15q = 150.000 + 15(175.000 300p) = Profitul anual al firmei: Pf = 300p2 + 179.500p 2.775.000
3UH XO FDUH PD[LPL]HD]

vQWUH SURGXF LD RE LQXW

L SUH XO

&KHOWXLHOLOH WRWDOH DQXDOH DOH ILUPHL VH RE LQ vQVXPkQG FRVWXULOH IL[H FX FHOH YDULDELOH

=2.775.000 4.500p

SURILWXO VH YD RE LQH GHULYkQG IXQF LD SURILWXOXL L HJDOkQG FX ]HUR

dPf =0 dp 179.000 + 600p = 0 => p = 299,16 u.m.

3. Firma UNED SA are

YLQGH XQ XQLWDU GH  XP 6 UHQWDELOLWDWH HFRQRPLF XQLW L IL]LFH DQXDO DQXDO

XQ DFWLY GH  PLOLRDQH XP 6H FRQVLGHU

ILUPD SURGXFH L RE LQ R

VLQJXU SURGXV SURGXV FH SUHVXSXQH XQ FRVW IL[ DQXDO  PLOLRDQH XP L XQ FRVW YDULDELO VH GHWHUPLQH SUH XO GH YkQ]DUH FH YD SHUPLWH DFHVWHL ILUPH V GH   SHQWUX XQ ULWP DO SURGXF LHL L YkQ] ULL QRUPDO GH 

REZOLVARE:
5HQWDELOLWDWHD HFRQRPLF HVWH UHQWDELOLWDWHD JHQHUDW GH DFWLYH GHFL UDSRUWXO vQWUH SURILWXO ILUPHL L

volumul activului :

re = re =

Venituri Costuri Activ 500.000p (120.000.000 + 360 500 .000 ) 1.000.000 .000

= 0,20

p = 1.000 u.m.
&H SUH GH  DU WUHEXL V IL[H]H ILUPD GLQ SUREOHPD DQWHULRDU GDF OD ILQDQ DUHD DFWLYLW  LL vQ SURSRU LL HJDOH FDSLWDOXO SURSULX L FHO vPSUXPXWDW SHQWUX D RE LQH R UHQWDELOLWDWH  vQ FRQGL LLOH vQ FDUH UDWD GREkQ]LL SHQWUX FDSLWDOXO vPSUXPXWDW HVWH GH 

4.
ILQDQFLDU

VDOH SDUWLFLS

REZOLVARE:
VDX SH FDUH R RE LQ DF LRQDULL $FHWLD DX DYXW XQ DSRUW GH FDSLWDO SURSULX . L DQXDO OH FRUHVSXQGH

Rentabilitatea capitalului propriu (RF

HVWH UHQWDELOLWDWHD SH FDUH R RE LQH SURSULHWDUXO ILUPHL LQ )

profitul generat de active (Pf GLQ FDUH VH VFDGH FDSLWDOXO VWU rF =

Pf F K

F = 0,12 x 500.000.000 = 60.000.000 u.m. K = 500.000.000 u.m. 500.000p (120.000.000 + 360 500.000 ) 60.000.000 rF = = 0,25 500.000.000

p = 970 u.m.
3 DUH XQ DFWLY GH  PLOLRDQH XP GHVWLQDW IDEULFD LHL L YkQ] ULL SURGXVXOXL GHWHUPLQH GH  SUH XO GH YkQ]DUH FDUH SHUPLWH DFHVWHL vQWUHSULQGHUL V RE LQ R

5. FirPD
 XP 6 VH

5 $FHVW SURGXV SUHVXSXQH FRVWXUL IL[H DQXDOH GH  PLOLRDQH XP L XQ FRVW YDULDELO XQLWDU GH UHQWDELOLWDWH HFRQRPLF SH DQ vQ FRQGL LLOH vQ FDUH VH SURGXF  SURGXVH 5 DQXDO

REZOLVARE:
5HQWDELOLWDWHD HFRQRPLF SURILW L YROXPXO DFWLYXOXL HVWH UHQWDELOLWDWHD JHQHUDW GH DFWLYHOH ILUPHL DGLF UDSRUWXO vQWUH

re =

2.000.000p (480.000.000 + 360 2.000.000) = 0,20 4.000.000

p = 1.000 u.m.

PROBLEME PROPUSE: P1: 3URGXVXO 0 IDEULFDW GH ILUPD ) DUH XQ FRVW YDULDELO XQLWDU GH  XP L XQ FRVW IL[ anual de 180.000 u.m. S-D HVWLPDW F FHUHUHD DQXDO SHQWUX DFHVW SURGXV HYROXHD] DVWIHO q = 210.000 360p, n care:
T S 6 FDQWLWDWHD FHUXW GLQ SURGXVXO 0 SUH XO SURGXVXOXL 0 VH GHWHUPLQH SUH XO FDUH YD SHUPLWH PD[LPL]DUHD SURILWXOXL DQXDO JHQHUDW GH DFHVW SURGXV 2 ILUP UHDOL]HD] XQ QRX SURGXV SH FDUH vO FRPHUFLDOL]HD] HVWH GH  XQLW SULQ UH HDXD

P2:
SUH

proprie la un

GH YkQ]DUH GH  XP &HUHUHD DQXDO

L GLQ SURGXVXO UHVSHFWLY L VDOH FX

&RVWXULOH IL[H DQXDOH FRUHVSXQ] WRDUH DFHVWXL SURGXV VXQW GH  XP LDU FRVWXO YDULDELO XQLWDU HVWH GH  XP &DSDFLWDWHD DQXDO 2 UH HD GH GHWDLOLWL RIHU ILUPHL GH SURGXF LH D ILUPHL HVWH GH  XQLW SRVLELOLWDWHD FRPHUFLDOL] ULL UHVWXOXL SURGXF LHL

FRQGL LD XWLOL] ULL XQXL DOW QXPH SHQWUX SURGXVXO UHVSHFWLY L D YkQ] ULL SH DOWH SLH H )LUPD GRUHWH V GHWDLOLWL GDF GRUHWH V WLH vQ FH FRQGL LL GH UHGXFHUH D SUH XOXL SRDWH V RE LQ FUHWHUHD FX FHO SX LQ  QHJRFLH]H FX UH HDXD GH D SURILWXOXL V X DQXDO

P3:

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-l

ODQVH]H SH SLD

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HVWH GH  XP  FRVWXULOH IL[H DQXDOH VXQW GH  LSRWH]H GH

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comportare a cererii: - 2SWLPLVW FX YkQ]

UL DQXDOH GH  EXF

L

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FX YkQ]

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L GRUHWH V RE LQ XQ SURILW

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independent de nuP
6

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1XP UXO DQXDO GH FRPHQ]L 1c

) ce trebuie efectuate va fi: q , n care: Nc = Q

VH GHWHUPLQ

T 4

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CR = cr
cr = costul de reaprovizionare
&RVWXO DQXDO DO VWRF ULL &S

q , n care: Q

), se va determina astfel: Q CS = csS = cs(Ss + ) , n care: 2

cs FRVWXO VWRF ULL S = stocul mediu Ss VWRFXO GH VLJXUDQ

5H]XOW 0 ULPHD RSWLP WRWDOH YD IL PLQLP 

GH DLFL FRVWXO WRWDO &T

): CT = CR + CS
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D FRPHQ]LL YD IL HJDO

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dCT dQ
Q

= -cr

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=0

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Nc =

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360 NR = = 36 zile 10
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S = SS +
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Q 10 = 10 + = 15 2 2

PDLQL GH VS ODW

CT = cr

q Q + cs(SS + ) = 10.000 x 10+20.000 x 15 = 400.000u.m./an Q 2

DVXSUD SUH XOXL GH FXPS UDUH

2. Canalul prin care se distribuie un anumit produs este format din 4 intermediari, fiecare
GLQWUH HL IL[kQG SUH XO GH YkQ]DUH SULQ DSOLFDUHD XQXL SURFHQW GH  DO SURGXVXOXL 'DF SUH XO FX FDUH SURGXF WRUXO YLQGH SURGXVXO UHVSHFWLY SULPXOXL LQWHUPHGLDU HVWH YD SO WL FRQVXPDWRUXO SHQWUX SURGXVXO FRQVLGHUDW"

de 200 u.m., ce pUH

REZOLVARE: =200(1+0,20) =240 u.m. =240(1+0,20) =288 u.m. 3UH XO LQWHUPHGLDUXOXL QU  33=288(1+0,20)=345,6 u.m. 3UH XO LQWHUPHGLDUXOXL nr.4 : P4=345,6(1+0,20)= 414,72 u.m. Sau P4 = 200(1 + 0,20)4 = 414,72 u.m.
3UH XO LQWHUPHGLDUXOXL QU  32 3UH XO LQWHUPHGLDUXOXL QU  31

3.

3kQ

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ILHFDUH GLQ HL DSOLFkQG  F WUH SULPXO LQWHUPHGLDU"

OD SUH XO GH FXPS UDUH DO SURGXVXOXL 'DF ILH GH  XP FH SUH

SUH XO GH YkQ]DUH ILQDO OD FRQVXPDWRU V

REZOLVARE:
3UH XO GH YkQ]DUH F WUH FRQVXPDWRU 3UH XO GH YkQ]DUH DO SURGXF WRUXOXL 35 30

P5 = P0(1+0,18)

=> P0 = 800/1,18 = 349,69 u.m.

PROBLEME PROPUSE: P1: )LUPD & QHFHVLW

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unei componente pe timp de un an este de 300 u.m., excluznd costurile financiare. Costul de oportunitate al capitalului investit n stocuri este de 10%/an. Stocul
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sumul produsului.

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5) Se vor RUGRQD JUXSHOH GH YDULDELOH vQ RUGLQHD GHVFUHVF consumul produsului.

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1. 2. 3. 4. 5. 6.

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1. Venit: 1.500.000 1.700.000

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InvHVWL LH XP 1.500.000 3.500.000 765.000 575.000 85.000 2.575.000 9.000.000 rmediari. Astfel, au fost

1. Publicitate
 5HOD LL SXEOLFH

3. Vizite organizate
 'HPRQVWUD LL

5. Mostre 6. Concursuri TOTAL

vQUHJLVWUDWH XQ QXP U GH  GH VROLFLW UL GLVWULEXLWH DVWIHO ,QVWUXPHQW SURPR LRQDO

$FHVW SURJUDP GH SURPRYDUH D IRVW SULPLW IRDUWH ELQH GH F WUH LQWH

6ROLFLW UL

1. Publicitate
 5HOD LL SXEOLFH

3. Vizite organizate
 'HPRQVWUD LL

5. Mostre 6. Concursuri TOTAL

GRDU  6 WLLQG F VH WUDQVIRUP

4.450 10.850 930 15.350 8.978 4.442 45.000

GLQ QXP UXO WRWDO GH VROLFLW UL LL

3ULQ LQWHUPHGLXO FDPSDQLLORU SUHFHGHQWH ILUPD D FRQVWDWDW F

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REZOLVARE:
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GLQ VROLFLW UL VH YRU

transforma n ordine de vnzare, astfel:

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Ordine de vnzare 890,0 2170,0 186,0 3070,0 1795,6 888,4 9000,0

1. Publicitate  5HOD LL SXblice 3. Vizite organizate

 'HPRQVWUD LL

5. Mostre 6. Concursuri TOTAL

4.450 10.850 930 15.350 8.978 4.442 45.000

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 5HOD LL SXEOLFH 9kQ] UL XP

3. Vizite organizate
 'HPRQVWUD LL

5. Mostre 6. Concursuri TOTAL

1.335.000 3.255.000 279.000 4.605.000 2.693.400 1.332.600 13.500.000

3HQWUX D FDOFXOD UHQWDELOLWDWHD ILHF UXL LQVWUXPHQW SURPR LRQDO VH YD XWLOL]D XUP WRDUHD UHOD LH

rI =

mi , unde: Ii

ri UDWD UHQWDELOLW LL LQVWUXPHQWXOXL L mi PDUMD GH SURILW DVXSUD YkQ] ULORU RE LQXWH SULQ XWLOL]DUHD LQVWUXPHQWXOXL L Ii = investi LD HIHFWXDW vQ LQVWUXPHQWXO L
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(u.m.) 1.335.000 3.255.000 279.000 4.605.000 2.693.400 1.332.600 13.500.000

Marja profitului 18% (u.m.) 240.300 585.900 50.220 828.900 484.812 239.868 2.430.000

1. Publicitate
 5HOD LL SXEOLFH

3. Vizite organizate
 'HPRQVWUD LL

5. Mostre 6. Concursuri TOTAL

Q IXQF LH GH DFHVWH YDORUL L GH YDORULOH LQYHVWL LLORU HIHFWXDWH VH YD SXWHD FDOFXOD DWkW UHQWDELOLWDWHD SURPR LRQDOH SHQWUX ILHFDUH LQVWUXPHQW SURPR LRQDO FkW L UHQWDELOLWDWHD PHGLH D FDPSDQLHL

,QVWUXPHQW SURPR LRQDO

Rentabilitate 0,160 0,167 0,066 1,442 5,704 0,093 0,270

1. Publicitate  5HOD LL publice 3. Vizite organizate

 'HPRQVWUD LL

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3.

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-cola este de 860 milioane

HVWH GH  PLOLRDQH OLWUL OD QLYHO QD LRQDO LL 3HQWUX ILHFDUH WLS GH E XWXU

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cele

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rmei Y de 100 mil. u.m. .

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ILUPHOH ; L < DX GUHSW RELHFWLY

REZOLVARE:
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V1 V2

cola

= 860 mil. litri

YkQ] UL SRWHQ LDOH DQXDOH GH DOWH E XWXUL U FRULWRDUH

= 1000 mil. litri Vx,i YkQ] UL DQXDOH DOH ILUPHL ; SHQWUX E XWXUD U coritoare de tip i (i = 1,2) Vy,I YkQ] UL DQXDOH DOH ILUPHL < SHQWUX E XWXUD U FRULWRDUH GH WLS L (i = 1,2) Vx YkQ] UL DQXDOH WRWDOH DOH ILUPHL ; Vx = Vx,1 + Vx,2 Vy YkQ] UL WRWDOH DQXDOH DOH ILUPHL < Vy = Vy,1 + Vy,2 LX,i EXJHWXO SURPR LRQDO DIHFWDW GH ILUPD ; SXEOLFLW LL E XWXULL U FRULWRDUH GH WLS L LY,i EXJHWXO SURPR LRQDO DIHFWDW GH ILUPD < SXEOLFLW LL E XWXULL U FRULWRDUH GH WLS L LX EXJHWXO SURPR LRQDO WRWDO DO Iirmei X LX = LX,1 + LX,2 = 80 mil. u.m. LY EXJHW SURPR LRQDO WRWDO DO ILUPHL < LY = LY,1 + LY,2 = 100 mil. u.m.
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(1) (2)

(3) (4)
VXQW

U FRULWRDUH

VX,i = Vi VY,i
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LX, i LX, i + LY, i LY , i = Vi LX, i + LY, i

(5) (6)

UHOD LLOH L  vQ  L  RE LQHP

VX = V 1

'DF

LX,1 Lx,2 + V2 LX,1 + LY,1 LX,2 + LY,2 LY,1 LY ,2 VY = V1 + V2 LX,1 + LY,1 LX,2 + LY,2
DFHDVW UHOD LH VH vQGHSOLQHWH SURGXVH

(7) (8)
SHQWUX ILHFDUH SURGXV VH YD S VWUD L vQ FD]XO

DQVDPEOXOXL FHORU GRX

VX = V

LX ; LX + Ly

VY = V

Ly , LX + Ly

n care

V = V1 + V2 SRWHQ LDOXO YkQ]

6H YD RE LQH

ULORU WRWDOH GH E XWXUL U FRULWRDUH

V = 860 mil. + 1000 mil. = 1860 mil. litri

80 = 826,66 mil. litri 80 + 100 100 VY = 1860 = 1033,33 mil. litri 80 + 100

VX = 1860

QORFXLQG UH]XOWDWHOH RE LQXWH vQ UHOD LLOH

 L 

860

LX,1 LX,1 + LY,1

+ 1000

LX , 2 LX,2 + LY,2

= 826,66 mil. litri

(9)

860

LY,1 LY,2 = 1033,33 mil. litri + 1000 LX,1 + LY,1 LX,2 + LY,2
ULOH

(10)

Obiectivul firmei X este acela de a-L PD[LPL]D YkQ] Max (Vx - Vy ) LX,1 LY,1 LX,2 LY,2 Vx - Vy = 860 + 1000 LX,1 + Ly,1 LX,2 + Ly,2 &X UHVWULF LD   /X,1 + LX,2 Obiectivul firmei Y este similar celui al firmei X: Max (VY VX ) LY,1 LX,1 LY,2 LX,2 VY VX = 860 + 1000 LX,1 + Ly,1 LX,2 + Ly,2 &X UHVWULF LD   /Y,1 +LY,2
$FHVWH UHOD LL IRUPHD]

(11)

GH IDSW PRGHOXO XQXL MRF FX VXP

QXO  vQ FDUH YkQ] ULOH FkWLJDWH GH

X sunt pierdute de Y.
6ROX LD HVWH XUP WRDUHD

Vi V Vi LY,i = Ly V

LX,i = LX

, ,

i = 1,2 i = 1,2

$WXQFL FkQG YkQ] ULOH ILUPHL vQ ILHFDUH VHJPHQW VXQW SURSRU LRQDOH FX FKHOWXLHOLOH SXEOLFLWDUH HIHFWXDWH vQ VHJPHQWXO UHVSHFWLY LDU YDULDQWD RSWLP VH RE LQH

Lx,1 = Lx,2 = Ly,1 = Ly,1 =

860 80 = 36,99 mil. u.m. 1860 1000 = 43,01 mil. u.m. 80 1860 860 100 = 46,24 mil. u.m. 1860 1000 = 53,76 mil. u.m. 100 1860

9kQ] ULOH SHQWUX E XWXULOH GH WLS FRFD

cola, pentru firma X:

VX,1 = 860

36,99 = 382,21 mil. litri 36,99 + 46,24

9kQ] ULOH SHQWUX E XWXULOH GH WLS FRFD

cola, pentru firma Y;

46,24 VY,1 = 860 = 477,79 mil. litri 36,99 + 46,24

9kQ] ULOH SHQWUX E XWXUL U FRULWRDUH GH DOW WLS

VX,2 = 1000

43,01 = 444,46 mil. litri 43,01 + 53,76 53,76 VY,2 = 1000 = 554,54 mil. litri 43,01 + 53,76

4. ntr-R

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%XJHWHOH SURPR LRQDOH DQXDOH DOH ILUPHORU $ L % VXQW GH  PLO XP UHVSHFWLY  PLO XP L ILHFDUH ILUP FXQRDWH EXJHWXO SURPR LRQDO DO FHOHLODOWH YkQ] ULOH ILHF UHL ILUPH vQ FDGUXO ILHF UXL VHJPHQW VXQW SURSRU LRQDOH FX DPEHOH ILUPH GRUHVF PD[LPL]DUH vQ VLWXD LD GH HFKLOLEUX L GLVWULEX LD EXJHWHORU SURPR LRQDOH 3UHVXSXQkQG F YkQ] ULORU WRWDOH V

FKHOWXLHOLOH GH SXEOLFLWDWH HIHFWXDWH vQ VHJPHQWXO UHVSHFWLY L F VH GHWHUPLQH YkQ] ULOH ILHF UHL ILUPH vQ DFHDVW VLWXD LH

REZOLVARE:
$D FXP UH]XOW GLQ H[HPSOXO DQWHULRU DWXQFL FkQG YkQ] ULOH ILUPHL vQ ILHFDUH VHJPHQW VXQW SURSRU LRQDOH FX FKHOWXLHO

ile publicitare efectuate n segmentul respectiv punct de optim:

LA,i = LA Vi , i = 1,2,3 V Vi LBi = LB , i =1,2,3 V V = V1 + V2 + V3 = 300 + 800 + 600 =1700 mil. buc. L A,1 = 100
300 = 17,65 mil. u.m. 1700 800 L A,2 = 100 = 47,06 mil. u.m. 1700 600 L A,3 = 100 = 35,29 mil. u.m. 1700 300 LB,1 = 90 = 15,88 mil. u.m. 1700 800 LB,2 = 90 = 42,35 mil. u.m. 1700 600 LB,3 = 90 = 31,76 mil. u.m. 1700
9kQ] ULOH ILUPHORU $ L % YRU IL

VA,1 = 300

17,65 = 157,92 mil. buc. 17,65 + 15,88 47,06 VA,2 = 800 = 421,07 mil. buc. 47,06 + 42,35 35,29 VA,3 = 600 = 315,79 mil. buc 35,29 + 31,76 15,88 = 142,08 mil. buc. VB,1 = 300 15,88 + 17,65

42,35 = 378,93 mil. buc. 42,35 + 4,06 31,76 VB,3 = 600 = 284,21 mil. buc. 31,76 + 35,29

VB,2 = 800

5.

2 ILUP

GRUHWH V

GHWHUPLQH EXJHWXO V X SURPR LRQDO SHQWUX DQXO XUP WRU $FWLYLWDWHD vQWU R DWPRVIHU

DFHVWHL ILUPH VH GHVI RDU

FRQFXUHQ LDO  DWkW GLQ SXQFW GH YHGHUH DO VWDELOLULL L SUH XO

SUH XULORU FkW L EXJHWHORU DORFDWH DFWLYLW

LL SURPR LRQDOH

n ultimii 5 ani s-D

XWLOL]DW GH FRQFXUHQ

GRYHGLW H[LVWHQ D XQHL UHOD LL vQWUH SUH XO SUDFWLFDW GH ILUP LOH SURPR LRQDOH $FHVWH OHJ WXUL VH H[SULP

PHGLX DO FRQFXUHQ LORU V L SUHFXP L R UHOD LH vQWUH EXJHWXO SURPR LRQDO DO ILUPHL L EXJHWXO WRWDO SHQWUX DFWLYLW SULQ LQWHUPHGLXO XQRU FRHILFLHQ L vQWUH YDORULOH LQGLFDWRULORU ILUPHL L YDORULOH FRUHVSXQ] WRDUH DOH FRQFXUHQ HL

)LUP &RQFXUHQ 3UH XUL %XJHW SURPR LRQDO

1994 0,90 0,30

1995 1,0 0,20

1996 1,0 0,25

1997 0,9 0,30

1998 1,1 0,20

9kQ] ULOH ILUPHL L YkQ] ULOH WRWDOH SH SLD D DQDOL]DW  vQ FHL FLQFL DQL DX IRVW XUP WRDUHOH

9kQ] UL DQXDOH )LUP 3LD

1994 244 2030

1995 306 2180

1996 345 2300

1997 390 2430

1998 427 2510

ILUPD

3HQWUX DQXO XUP WRU VH HVWLPHD]

YkQ] UL WRWDOH SH SLD

GH  XP 6H SUHYHGH F

YD DYHD FRVWXUL IL[H H[FOX]kQG EXJHWXO SURPR LRQDO GH  XP L FRVWXUL YDULDELOH XQLWDUH GH 

u.m.
6 XP L F VH GHWHUPLQH EXJHWXO SURPR LRQDO FHO PDL FRQYHQDELO SHQWUX DQXO  GDF SUH XO PHGLX DO FRQFXUHQ HL SHQWUX DFHDVW SHULRDG EXJHWXO SURPR LRQDO WRWDO DO FRQFXUHQ HL YD IL GH  XP VH GRUHWH PD[LPL]DUHD SURILWXOXL WLLQG F YD IL GH 

REZOLVARE: Profitul se poate calcula astfel: Pf = VT CT = p q (CV q + CF+ B) , unde:

S SUH XO GH YkQ]DUH DO SURGXVXOXL XQLW L YkQGXWH GLQ SURGXV 4

CV = cost variabil unitar CF = cost fix B= buget pURPR LRQDO

Q UHOD LD GH PDL VXV QX VH FXQRVF SUH XO GH YkQ]DUH FDQWLWDWHD YkQGXW L EXJHWXO SURPR LRQDO SHQWUX DQXO  3HQWUX D FDOFXOD SUH XO GH YkQ]DUH VH UHFXUJH OD UHOD LD H[LVWHQW ILUPHL L SUH XO PHGLX DO FRQFXUHQ HL vQWUH SUH XO GH YkQ]DUH DO

Pi = Pi
PE PC

SUH XO GH YkQ]DUH DO ILUPHL vQ DQXO L

PE PC1999 PC

, n care:

UDSRUWXO vQWUH SUH XO ILUPHL L SUH XO PHGLX DO FRQFXUHQ HL

PC1999

SUH XO GH YkQ]DUH PHGLX DO FRQFXUHQ HL vQ DQXO  $SOLFkQG DFHDVW

99

UHOD LH vQ FD]XO ILUPHL FRQVLGHUDWH VH RE LQH

P1994 = 0.9 120 = 108 u.m. P1995 = 1.0 120 = 120 u.m. P1996 = 1.0 120 = 120 u.m. P1997 = 0.9 120 = 108 u.m. P1998 = 1.1 120 = 132 u.m.
&DQWLW FRWD GH SLD 

LOH YkQGXWH VH SRW FDOFXOD vQ IXQF LH GH UHOD LD GLQWUH YkQ] ULOH ILUPHL L FHOH DOH SLH HL

qi = qi
qE qM

qE qM1999 , n care: qM
GH ILUP vQ DQXO L D vQWUHSULQGHULL vQ  

FDQWLWDWHD GH SURGXVH YkQGXW FRWD GH SLD

qM1999 q1994 = q1995 =

YkQ] ULOH WRWDOH SH SLD $VWIHO VH RE LQ FDQWLW

LOH YkQGXWH vQ XOWLPLL DQL SH SLD

244 2600 = 312 u.m. 2030

306 2600 = 364 u.m. 2180 345 q1996 = 2600 = 390 u.m. 2300 390 q1997 = 2600 = 416 u.m. 2430 427 q1998 = 2600 = 442 u.m. 2510
6LPLODU VH SURFHGHD]

SHQWUX D GHWHUPLQD EXJHWHOH SURPR LRQDOH

Bi BE BC BC1999

BE Bi = BC1999 , n care: BC = bugetul promR LRQDO SHQWUX DQXO L

UHOD LD GLQWUH EXJHWXO SURPR LRQDO DO ILUPHL EXJHWXO SURPR LRQDO DO FRQFXUHQ HL EXJHWXO SURPR LRQDO DO FRQFXUHQ HL vQ 

Astfel: B1994 = 0.3 10000 = 3000 u.m. B1995 = 0.2 10000 = 2000 u.m. B1996 = 0.25 10000 = 2500 u.m. B1997 = 0.3 10000 = 3000 u.m. B1998 = 0.2 10000 = 2000 u.m. Vom calcula profiturile pentru perioadele considerate: o Pf (1994) = 312 108 [(20 312 ) + 5000 + 3000 ] = 19456 u.m. Pfo (1995) = 364 120 [(20 364) + 5000 + 2000] = 29400 u.m. Pfo (1996) = 390 120 [(20 390) + 5000 + 2500] = 31500 u.m. Pfo (1997) = 416 108 [(20 416) + 5000 + 3000 ] = 28608 u.m. Pfo (1998) = 442 132 [(20 442) + 5000 + 2000 ] = 42504 u.m.
9DORDUHD FHD PDL PDUH VH RE LQH vQ DQXO  FkQG VH YD IL[D XQ GLQ WRWDOXO EXJHWXOXL SURPR LRQDO DO FRQFXUHQ HL  EXJHW SURPR LRQDO GH   XP GLQ  XP DGLF 3UH XO GH YkQ]DUH DO SURGXVHORU ILUPHL YD IL  GLQ SUH XO GH YkQ]DUH DO FRQFXUHQ HL

p = 1,1 120 = 132 u.m.,

iar valoarea profitului pentru anul 1999, va fi: Pfo (1999) = 42.504 u.m. 6. ziare.
&LUFXOD LD L FRVWXO DQXQ XULORU vQ SULQFLSDOHOH UHYLVWH L ]LDUH VXQW XUP WRDUHOH 2 ILUP DUH XQ EXJHW SURPR LRQDO GH  PLO XP GLQ DFHVW EXJHW  HVWH GHVWLQDW FKHOWXLHOLORU DIHUHQWH DQXQ XULORU vQ UHYLVWH L  HVWH GHVWLQDW FKHOWXLHOLORU DIHUHQWH DQXQ XULORU vQ

Instrument A (36%) Revista 1 Revista 2 Revista 3 Revista 4 Revista 5

6 WLLQG F

&LUFXOD LH

(u.m.) 3.024.503 4.464.228 2.157.978 2.360.025 849.688

Cost (u.m.) 285.000 313.000 187.000 206.000 108.000

Instrument B (25%) Ziar 1 Ziar 2 Ziar 3 Ziar 4 Ziar 5

&LUFXOD LH

(u.m.) 1.498.879 971.957 1.306.002 1.101.615 673.029

Cost (u.m.) 78.000 85.000 46.000 63.500 39.000

VH GHWHUPLQH QXP UXO WRWDO GH DQXQ XUL L V ILUPD GRUHWH V

VH VHOHF LRQH]H VXSRUWXULOH FHOH PDL DGHFYDWH L  DQXQ XUL vQ

XWLOL]H]H XQ QXP U PD[LP GH  DQXQ XUL vQ ILHFDUH UHYLVW

ILHFDUH ]LDU FX FRQGL LD XWLOL] ULL GRDU D VXSRUWXULORU DO F URU FRVW QX GHS HWH PHGLD SH ILHFDUH YDULDQW 

REZOLVARE:
%XJHWXO SURPR LRQDO SURPR LRQDO LDU DIHUHQW LQVWUXPHQWXOXL LQVWUXPHQWXOXL SXEOLFLWDU SXEOLFLWDU $ % HVWH HVWH GH GH   GLQ GLQ EXJHWXO EXJHWXO WRWDO EXJHWXO DIHUHQW

SURPR LRQDO WRWDO

n acest caz cheltuielile vor fi: Instrument A: 0,36 x 12.000.000 = 4.320.000 u.m. Instrument B: 0,25 x 12.000.000 = 3.000.000 u.m.
$FHVWH EXJHWH QX VXQW VXILFLHQWH SHQWUX D DFRSHULL FRVWXO WRWDO SHQWUX FHOH  DQXQ XUL vQ WRDWH UHYLVWHOH L FHOH  DQXQ XUL vQ WRDWH ]LDUHOH &RVWXO WRWDO FH YD IL OXDW vQ FRQVLGHUDUH VH YD GHWHUPLQD vQ IXQF LH GH QXP UXO GH DQXQ XUL SHQWUX ILHFDUH LQVWUXPHQW DVWIHO

Instrument A Revista 1 Revista 2 Revista 3 Revista 4 Revista 5 TOTAL Instrument B Ziar 1 Ziar 2 Ziar 3 Ziar 4 Ziar 5 TOTAL

Cost unitar (u.m.) 285.000 313.000 187.000 206.000 108.000 Cost unitar (u.m.) 78.000 85.000 46.000 63.500 39.000 -

Cost total (u.m.) 1.710.000 1.878.000 1.122.000 1.236.000 684.000 6.594.000 Cost total (u.m.) 780.000 850.000 460.000 635.000 390.000 3.115.000

$WkW FRVWXO WRWDO SHQWUX DQXQ XULOH GLQ UHYLVWH FkW L FRVWXO WRWDO SHQWUX DQXQ XULOH GLQ ]LDUH GHS HVF EXJHWHOH DIHUHQWH ILHF UXL LQVWUXPHQW Q DFHVW FD] YD IL QHFHVDU V FRQYHQDELOH DO F URU FRVW V VH VHOHF LRQH]H SHQWUX ILH EXJHWXO

care instrument suporturile cele mai

QX GHS HDVF

3HQWUX D UHDOL]D DFHDVW

VHOHF LH VH YD XWLOL]D FULWHULXO FDUH V

SHUPLW

RE LQHUHD XQHL DXGLHQ H

maxime cu un cost minim. n primul rnd se va calcula costul ILHF

UXL VXSRUW SHQWUX  UHFHSWRUL XWLOL]kQG IRUPXOD

Cni Cmi = 1000 , n care: Ai

Cmi = costul suportului pentru fiecare 1000 receptori Cni = costul unitar al suportului i Ai DXGLHQ D VXSRUWXOXL L QXP UXO GH UHFHSWRUL Instrument A Revista 1 Revista 2 Revista 3 Revista 4 Revista 5
6HOHF LD VH UHDOL]HD]

Cost (Cmi) (u.m.) 94,23 70,11 86,66 87,29 127,11

Instrument B Ziar 1 Ziar 2 Ziar 3 Ziar 4 Ziar 5

Cost (Cmi) (u.m.) 52,04 87,45 35,22 57,64 57,95

XWLOL]kQG DFHOH VXSRUWXUL FDUH QX GHS HVF FRVWXO PHGLX SHQWUX 

UHFHSWRUL vQ FDGUXO ILHF UXL LQVWUXPHQW Q DFHVWH FRQGL LL

Cmi Cm Cm =

C
1

mi

Pentru reviste, costul mediu / 1000 este: Cm = 93,08 u.m. Pentru ziare costul mediu / 1000 este: Cm = 58,06 u.m.
6XSRUWXULOH FRUHVSXQ] WRDUH ILHF UXL LQVWUXPHQW QX GHS HVF YDORDUHD RE LQXW SHQWUX PHGLH

sunt: Instrument A:

Revista 2 Revista 3 Revista 4

Instrument B:

Ziar 1 Ziar 3 Ziar 4 Ziar 5

3HQWUX D GHPRQVWUD F  FRVWXO WRWDO DO ILHFDUH LQVWUXPHQW VH YD FDOFXOD VXPD WRWDO 

LQVWUXPHQWHORU DOHVH QX GHS HWH EXJHWXO SHQWUX

Instrument A Revista 2 Revista 3 Revista 4 TOTAL

Cost unitar 313.000 187.000 206.000 -

Cost total 1.878.000 1.122.000 1.236.000 4.236.000

Instrument B Ziar 1 Ziar 3 Ziar 4 Ziar 5 TOTAL

'LQ FDOFXOHOH HIHFWXDWH UH]XOW F

Cost unitar 78.000 46.000 63.500 39.000 -

Cost total 780.000 460.000 635.000 390.000 2.265.000

EXJHWXO GHVWLQDW LQVWUXPHQWXOXL $ YD IL XWLOL]DW DVWIHO 

DQXQ XUL vQ UHYLVWHOH  L  LDU EXJHWXO GHVWLQDW LQVWUXPHQWXOXL %  DQXQ XUL vQ ]LDUHOH  XQ WRWDO GH  DQXQ XUL 3URILWXULOH DQXDOH YLLWRDUH DOH XQHL ILUPH GHSLQG GH VWUDWHJLD SXEOLFLWDU 6WUDWHJLLOH DOWHUQDWLYH DOH IL XWLOL]DW

7.

L GH

UHDF LD FRQFXUHQ HL

UHDF LRQD VXE IRUPD 51

rmei sunt: E1, E2, E3, E4

LDU FRQFXUHQ D SRDWH

3URILWXULOH vQ XQLW

, R2 sau R3 .

L PRQHWDUH SH FDUH ILUPD OH YD RE LQH vQ ILHFDUH FD] vQ SDUWH YRU IL

Strategii publicitare E1 E2 E3 E4
6

5HDF LL DOH FRQFXUHQ HL

R1 150 225 240 300

R2 300 210 165 150

R3 450 454,5 525 285

VH GHWHUPLQH VWUDWHJLD FH YD IL XUPDW

vQ IXQF LH GH GLIHULWH FULWHULL GHFL]LRQDOH SHQWUX

criteriul HURWICZ se va lua n considerare un coeficient de optimism de 60%). REZOLVARE: a) Criteriul Laplace: Strategii E1 E2 E3
6WUDWHJLD DOHDV HVWH (3

Profitul mediu (150 + 300 + 450) / 3 = 300 (225 + 210 + 454,5) / 3 = 296,5 (240 + 150 + 285) / 3 = 245

b) Criteriul maximax sau optimist: Strategii E1 E2 E3 E4

6WUDWHJLD DOHDV HVWH (3

Profitul maxim 450 454,5 525 300 .

c) Criteriul maximin sau pesimist: Strategii E1 E2 E3 E4

6WUDWHJLD DOHDV HVWH (2

Profitul minim 150 210 165 150

d) Criteriul Hurwicz ( = 0,6): Strategii E1 E2 E3 E4

6WUDWHJLD DOHDV

Maxim (Mi) 450 454,5 525 300

HVWH (3

Minim (mi) 150 210 165 150

Hi = 0,6Mi + 0,4mi 330 356,7 381 270

e) Criteriul Savage. Matricea regretelor: Strategii R1 R2 E1 150 0 E2 75 90 E3 60 135 E4 0 150

6WUDWHJLD DOHDV HVWH (2

R3 75 70,5 0 240

150 90 135 240

PROBLEME PROPUSE: P1:

2 ILUP XWLOL]HD] GLIHULWH LQVWUXPHQWH SURPR LRQDOH vQ UHOD LLOH VDOH FX GLVWULEXLWRULL FXP XUPHD]  &RVWXO WRWDO DO LQYHVWL LHL SURPR LRQDOH HVWH GH  PLO XP UHSDUWL]DW GXS ,QVWUXPHQW SURPR LRQDO

,QYHVWL LH XP

1. Publicitate 2. RHOD LL SXEOLFH 3. Vizite organizate

 'HPRQVWUD LL

5. Mostre 6. Concursuri TOTAL

$FHVW SURJUDP GH SURPRYDUH D IRVW SULPLW IRDUWH ELQH GH

2.700.000 5.250.000 1.500.000 1.125.000 375.000 4.050.000 15.000.000

F WUH LQWHUPHGLDUL $VWIHO DX IRVW

nregistrate uQ QXP

U GH  GH VROLFLW UL GLVWULEXLWH DVWIHO ,QVWUXPHQW SURPR LRQDO 6ROLFLW UL

1. Publicitate
 5HOD LL SXEOLFH

3. Vizite organizate
 'HPRQVWUD LL

5. Mostre 6. Concursuri TOTAL

9.300 13.250 1.100 15.500 4.450 6.400 50.000

Prin intermeGLXO
GRDU  6 WLLQG F VH WUDQVIRUP

FDPSDQLLORU SUHFHGHQWH ILUPD D FRQVWDWDW F

GLQ QXP UXO WRWDO GH VROLFLW UL LL

vQ YkQ] UL UHDOH FX R YDORDUH PHGLH GH  XP GLQ YkQ] UL GRUHWH V UHDOL]H]H R FDPSDQLH SXEOLFLWDU vQ VFRSXO FUHWHULL SH XQ

VH HYDOXH]H LQVWUXPHQWHOH SURPR LRQDOH XWLOL]DWH GLQ SXQFW GH YHGHUH DO UHQWDELOLW PDUMD GH SURILW HVWH GH  2 VRFLHWDWH FRPHUFLDO

P2:

YkQ] ULORU XQXL QRX VRUWLPHQW GH FRQIHF LL 3HQWUX DFHDVWD VRFLHWDWHD D UHDOL]DW R DQFKHW HDQWLRQ GH  GH SH YHQLW VLWXD LH

rsoane.
SH R VHULH GH YDULDELOH GHVFULSWLYH DOH SRSXOD LHL VH[ YkUVW  SUHIHULQ H L PHGLX GH UHHGLQ  Q XUPD DQFKHWHL V DX

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RE LQXW

XUP WRDUHOH

UH]XOWDWH vQ FHHD FH SULYHWH FRQVXPXO SURGXVXOXL

VARIA%,/ SEX
% UED L

3238/$

,(

CONSUMATORI 576 794 90 800 380 100 585 710 75 16 130 325 844 55 200 424 182 109 350 105 105 455 810 1370

Femei
9567

1800 2200 870 1460 1120 550

(

15 24 ani 25 44 ani 45 64 ani

 DQL L SHVWH 35()(5,1

Stil modern Stil clasic Stil sport VENIT 1.700.000 1.900.000 1.500.000 1.700.000 1.300.000 1.500.000 1.100.000 1.300.000 900.000 1.100.000
6,78$ ,( 352)(6,21$/

1100 2600 300 80 350 1050 1820 700 490 1240 830 420 580 440 740 1430 1830 4000
WLSLF  WLS D

Activitate pe cont propriu

$FWLYLWDWH VDODULDW

Gospodine
RPHUL 6WXGHQ L

Pensionari MEDIU Rural Urban < 500.000 loc Urban > 500.000 loc TOTAL
6 VH GHWHUPLQH DXGLHQ D UHSUH]HQWDWLY

FDPSDQLHL

SXEOLFLWDUH

IDFWRULL

explicativi ai consumului noului produs. P3: ntr-R

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6HJPHQWXO  6HJPHQWXO  6HJPHQWXO 

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L L L

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