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master's thesis
Strategije standardizacije i adaptacije u međunarodnom marketingu
2019. urn:nbn:hr:122:279482
Fajt, Martina
University North
University centre Varaždin
Department of Business Economics

Cite this document

Fajt, M. (2019). Strategije standardizacije i adaptacije u međunarodnom marketingu (Master's thesis). Koprivnica: University North. Retrieved from https://urn.nsk.hr/urn:nbn:hr:122:279482

Fajt, Martina. "Strategije standardizacije i adaptacije u međunarodnom marketingu." Master's thesis, University North, 2019. https://urn.nsk.hr/urn:nbn:hr:122:279482

Fajt, Martina. "Strategije standardizacije i adaptacije u međunarodnom marketingu." Master's thesis, University North, 2019. https://urn.nsk.hr/urn:nbn:hr:122:279482

Fajt, M. (2019). 'Strategije standardizacije i adaptacije u međunarodnom marketingu', Master's thesis, University North, accessed 23 December 2024, https://urn.nsk.hr/urn:nbn:hr:122:279482

Fajt M. Strategije standardizacije i adaptacije u međunarodnom marketingu [Master's thesis]. Koprivnica: University North; 2019 [cited 2024 December 23] Available at: https://urn.nsk.hr/urn:nbn:hr:122:279482

M. Fajt, "Strategije standardizacije i adaptacije u međunarodnom marketingu", Master's thesis, University North, Koprivnica, 2019. Available at: https://urn.nsk.hr/urn:nbn:hr:122:279482

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Metadata
TitleStrategije standardizacije i adaptacije u međunarodnom marketingu
Title (english)Standardization or adaptation in international marketing
AuthorMartina Fajt
MentorAnte Rončević (mentor)
Committee memberDamira Đukec (predsjednik povjerenstva)
Committee memberDarijo Čerepinko (član povjerenstva)
Committee memberAnte Rončević (član povjerenstva)
GranterUniversity North
(University centre Varaždin)
(Department of Business Economics)
Koprivnica
Defense date and country2019-03-21, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
U današnjem prenatrpanom tržištu sve je teže doprijeti do željenih potrošača. Razvojem globalizacije i internacionalizacijom poslovanja poduzeća konkurencija je postala prevelika. U ovom radu razrađen je pojam marketing miksa i kada birati standardizaciju, a kada adaptaciju u međunarodnom poslovanju. Koji proizvodni miks je najviše koristio međunarodnim potrošačima, te kako prilagoditi brandiranje i dizajn da bi zainteresirali iste. Isto tako, zašto je razvoj interneta bitan za međunarodnu distribuciju, ali i ostale elemente marketinškog miksa. Za kraj, govorilo se o promocijskom miksu na međunarodnom tržištu te kako kreativnom oglašavačkom strategijom zainteresirati što je moguće više međunarodnih potrošača. Na primjeru Ikee na hrvatskom tržištu, opisan je njihov marketing miks kroz strategiju standardizacje, dok je kroz primjer Nikea na tržištima muslimanskih zemalja obrađen marketing miks kroz strategiju adaptacije.
Abstract (english)
In today's overcrowded market, it is increasingly difficult to reach the desired consumers. This paper will elaborate on the concept of marketing mix and when to choose standardization, and when adapting to international business. Also, the distribution mix and issues was mentioned as the product was come in the fastest possible time to the final consumer on the international market. The same reason why the development of the internet is important for international distribution, but also for other elements of a marketing mix. We was talk about a promotional mix on the international market and how to engage with a creative advertising strategy as many international consumers as possible. The Ikee example on the Croatian market was describe pantius marketing mix through the standardization strategy, while through the example of Nike on the markets of Muslim countries, was handle marketing mixes through the adaptation strategy.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:122:279482
Study programmeTitle: Business Economics; specializations in: Tourism and International Trade
Course: Tourism and International Trade
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra poslovne ekonomije (magistar/magistra poslovne ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2019-04-09 13:09:24