master's thesis
MARKETING IN SMALL AND MEDIUM ENTERPRISES

Mihaela Knezoci (2016)
Sveučilište Josipa Jurja Strossmayera u Osijeku
Ekonomski fakultet u Osijeku
Katedra za marketing
Metadata
TitleMarketing u malim i srednjim poduzećima
AuthorMihaela Knezoci
Mentor(s)Mane Medić (thesis advisor)
Abstract
Marketing u malim i srednjim poduzećima ima svoje posebnosti koje su uvjetovane karakterima korisnika te samom uslugom. Marketing je planiranje i provođenje stvarnih ideja, proizvoda i usluga te određivanje njihovih cijena, promocije i distribucije kako bi se obavila razmjena koja zadovoljava ciljeve pojedinca i organizacije. Možemo reći da je to izvođenje poslovnih aktivnosti koje usmjeravaju proizvode i usluge od proizvođača prema potrošačima i korisnicima. Marketing nam pomaže razumjeti sve što stoji iza "dobrog" proizvoda i usmjerava nas u oblikovanju ponude koja će motivirati potrošače da se odluče za proizvod. Osnovna zadaća marketinga je udovoljiti interesima potrošača, a ne manipulirati njima. U mala poduzeća ubrajamo fizičke i pravne osobe koje imaju zaposleno manje od 50 radnika te ostvaruju godišnji prihod u iznosu do protuvrijednosti do 10.000.000,00 eura Srednja poduzeća imaju do 250 zaposlenih radnika te ostvaruju godišnji poslovni prihod u iznosu protuvrijednosti 50.000,000,00 eura ili imaju ukupnu aktivu ako su obveznici poreza na dobit, odnosno imaju dugotrajnu imovinu ako su obveznici poreza na dohodak protuvrijednosti do 43.000.000,00 eura. U današnjem svijetu u kojem posluju poduzeća i u kojem se svakodnevno vodi borba za zadržavanje tržišnih pozicija i ostvarivanje konkurentske prednosti, marketing ima snažnu ulogu u kreiranju proizvoda, ali i usluga koje se nude na tržištu.
Keywordsmarketing enterprise services consumers
Parallel title (English)MARKETING IN SMALL AND MEDIUM ENTERPRISES
Committee MembersMane Medić (committee chairperson)
Blaženka Hadrović Zekić (committee member)
Dražen Ćućić (committee member)
GranterSveučilište Josipa Jurja Strossmayera u Osijeku
Ekonomski fakultet u Osijeku
Lower level organizational unitsKatedra za marketing
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 date2016-11-07
Parallel abstract (English)
Marketing in small and medium-sized enterprises have their own peculiarities which are conditioned by the characteristics of the service user and the character of the only services. Marketing is planning and implementation of real ideas, products, services and determine their price promotion and distribution in order to perform the exchange of satisfying the goals of individuals and organizations. We can say that this is the performance of business activities that direct product and services from producers to consumers and users. Marketing helps us to understand what is behind the "good" and directs us to create an offer that will entice consumers to decide for this product. The main task of marketing is to satisfy the interests of consumers but not to manipulate them. In small business we include natural and legal persons who have employed less than 50 workers and an annual business income of the equivalent to 10,000,000,00 euros. Medium enterprises have employed fewer than 250 employees and an annual operating income equivalent to 50,000,000,00 euros or have total assets if they are liable to income tax in the source equivalent to 43,000,000,00 euros. In today's world where companies operate and where the daily struggle to retain market position and competitive advantage, marketing has a strong role in the creation of the product or the service that is offered on the market.
Parallel keywords (Croatian)marketing poduzeća usluge potrošači
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:145:681659
CommitterDalija Vetengl