undergraduate thesis
Marketinška revizija proizvoda

Željka Ivković (2015)
University North
University centre Varaždin
Department of Technical and Economic Logistics
Metadata
TitleMarketinška revizija proizvoda
AuthorŽeljka Ivković
Mentor(s)Krešimir Buntak (thesis advisor)
Abstract
Jedan od glavnih zadataka marketinških stručnjaka jest raspoznavanje, mjerenje i predviđanje reakcija pojedinaca s kojima ulaze u razmjene s razine makro i mikro okruženja sa svrhom što kvalitetnijeg upravljanja poslovanjem. Marketing je područje ekonomije koje je osnovano na razmjeni, odnosno transferu opipljivih i neopipljivih vrijednosti između dviju ili više uključenih strana. Kao predmet marketinga javljaju se proizvodi, usluge, organizacije, događaji, osobe, mjesta, imovine, iskustva i ideje. Orijentacijom na potrošača marketinški tim uz ostale stručnjake, uzimajući u obzir funkcionalnost i kvalitetu određenog proizvoda ili usluge stavlja isti taj proizvod ili uslugu na tržište. Razvojem novog proizvoda podrazumijeva se novi proizvod, modifikacija proizvoda i nove marke proizvoda koje neko poduzeće razvija za određeno tržište. Proizvod koji se nalazi na tržištu prolazi kroz svoj životni ciklus koji se sastoji od tri do šest faza, sa početnom fazom uvođenja i fazom odumiranja kao završetkom. Marketinška revizija je sustavna i periodička kontrola poduzeća, njenih ciljeva, strategija i aktivnosti kako bi se otkrila područja u kojima postoje problemi i prilike. Svrha marketing strategije je pružiti uvid u trenutačnu marketing situaciju istraživanjem mikro i makro okruženja s ciljem prikupljanja podataka o vlastitim i konkurentnim proizvodima, kanalima distribucije, tržištu i konkurentnim poduzećima.
Keywordsmarketing product marketing audit
Committee MembersAna Mulović
Ivana Drožđek
Krešimir Buntak
GranterUniversity North
Lower level organizational unitsUniversity centre Varaždin
Department of Technical and Economic Logistics
PlaceKoprivnica
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Economics
Marketing
Study programme typeprofessional
Study levelundergraduate
Study programmeTechnical and Economic Logistics
Academic title abbreviationbacc. ing. logist.
Genreundergraduate thesis
Language Croatian
Defense date2015-10-29
Parallel abstract (English)
One of the main tasks of marketing experts is the recognition, measurement and prediction of responses from individuals who enter the exchange with the level of macro and micro environment for the purpose of a quality business management. Marketing is an area of the economy which is founded on an exchange or transfer of tangible and intangible values between two or more parties involved. As a matter of marketing there are products, services, organizations, events, people, places, assets, experience and ideas. Oriented to consumer marketing team along with other experts, taking into account the functionality and quality of a product or service puts the same product or service to market. The development of a new product includes the new product, the modification of the product and a brand of new product that a company develops for a particular market. A product that is on the market goes through its life cycle that can include three to six phases, with starting phase of introduction and phase of dying as ending. The marketing audit is a systematic and periodic control of the company, its objectives, strategies and activities in order to detect areas where there are problems and opportunities. The purpose of the marketing strategy is to provide insight into the current situation of marketing research micro and macro environment in order to collect data on their own and competitive products, distribution channels, market and competitive businesses.
Parallel keywords (Croatian)marketing proizvod marketinška revizija
Resource typetext
Access conditionOpen access
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:122:415441
CommitterJasna Kosić