master's thesis
Primjena marketing miksa u međunarodnom marketingu

Tamara Berečić (2016)
Sveučilište Josipa Jurja Strossmayera u Osijeku
Ekonomski fakultet u Osijeku
Katedra za ekonom. i managem. gosp. subjekata
Metadata
TitlePrimjena marketing miksa u međunarodnom marketingu
AuthorTamara Berečić
Mentor(s)Zdravko Tolušić (thesis advisor)
Abstract
Marketing miks čine proizvod, cijena, distribucija i promocija, još nazvani 4p. Svaki od 4p elemenata potrebno je definirati i planirati u skladu sa određenim međunarodnim tržištem. Bitna je integracija sveukupnih elemenata kako bi njihova primjena u organizaciji i provedbi međunarodnog marketinga bila što uspješnija. Dok je standardizacijom moguće smanjiti troškove, poslovati jednostavnije i stvoriti prepoznatljivost i imidž u cijelome svijetu, adaptacijom se pokazuje briga za različitosti međunarodnih tržišta, za različite ukuse i vrijednosti koje su bitne potrošačima na tim tržištima. Tako se stvara viša vrijednost za potrošače. Diferencijacija izdvaja proizvod iz mase, privlači pozornost potrošača te je osnovna komponenta kreiranja marketinške strategije. Cijena je često prva točka usporedbe dvaju konkurentskih proizvoda. Odluka o cijeni treba biti uvedena i obuhvaćena procesom planiranja međunarodnog marketinga jer je to sama za sebe jedna visoko pozicionirana strateška odluka. Lewis, Housden (1998.) govore da je upravljanje distribucijom i logistikom u internacionalizaciji poslovanja jedna od najbrže rastućih etapa u današnjem marketing miksu. Prema Onkvisit, Shaw (2004.), kako bi komunicirali s potrošačima i utjecali na njih imamo na raspolaganju nekoliko promocijskih alata. Oglašavanje je najčešće najzapaženiji dio promocijskog miksa.
Keywordsprice place promotion standardization adaptation mix
Committee MembersZdravko Tolušić (committee chairperson)
Branko Matić (committee member)
Jerko Glavaš (committee member)
GranterSveučilište Josipa Jurja Strossmayera u Osijeku
Ekonomski fakultet u Osijeku
Lower level organizational unitsKatedra za ekonom. i managem. gosp. subjekata
PlaceOsijek
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Economics
Marketing
Study programme typeuniversity
Study levelgraduate
Study programmeMarketing
Academic title abbreviationmag.oec.
Genremaster's thesis
Language Croatian
Defense date2016-09-19
Parallel abstract (English)
Elements of marketing mix are product, price, place and promotion, usually called four Ps. Every one of these elements needs to be defined and planned to specific international market. Their integration is very important so that their use in the organization and implementation of international marketing can be successful. Standardization is good for cutting down the costs, easier overall business and creating recognizable image, but adaptation is a way to show respect for the international markets, their values and taste. This creates greater value for consumers. The core component of creating marketing strategy is differentiation which distinguishes the product and attracts the consumer attention. Price is often the first point of comparison between two competitive products. Pricing decision is very well positioned strategic decision and surely has to be incorporated in the international marketing planning process. Lewis, Housden (1998.) say that the management of distribution and logistics in the international arena is one of the fastest expanding areas in the marketing mix today. As Onkvisit, Shaw (2004.) say, to communicate with and influence customers, several promotional tools are available. Advertising is usually the most visible component of promotion.
Parallel keywords (Croatian)distribucija promocija standardizacija adaptacija miks
Resource typetext
Access conditionAccess restricted to students and staff of home institution
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:145:763544
CommitterGordana Kradijan