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undergraduate thesis
ANALIZA MARKETINŠKOG MIKSA NA PRIMJERU RYANAIRA
Završni rad
2022. urn:nbn:hr:145:264351
Balić, Claudia
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

Cite this document

Balić, C. (2022). ANALIZA MARKETINŠKOG MIKSA NA PRIMJERU RYANAIRA : Završni rad (Undergraduate thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:264351

Balić, Claudia. "ANALIZA MARKETINŠKOG MIKSA NA PRIMJERU RYANAIRA : Završni rad." Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2022. https://urn.nsk.hr/urn:nbn:hr:145:264351

Balić, Claudia. "ANALIZA MARKETINŠKOG MIKSA NA PRIMJERU RYANAIRA : Završni rad." Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2022. https://urn.nsk.hr/urn:nbn:hr:145:264351

Balić, C. (2022). 'ANALIZA MARKETINŠKOG MIKSA NA PRIMJERU RYANAIRA : Završni rad', Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 16 April 2024, https://urn.nsk.hr/urn:nbn:hr:145:264351

Balić C. ANALIZA MARKETINŠKOG MIKSA NA PRIMJERU RYANAIRA : Završni rad [Undergraduate thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2022 [cited 2024 April 16] Available at: https://urn.nsk.hr/urn:nbn:hr:145:264351

C. Balić, "ANALIZA MARKETINŠKOG MIKSA NA PRIMJERU RYANAIRA : Završni rad", Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2022. Available at: https://urn.nsk.hr/urn:nbn:hr:145:264351

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Metadata
TitleANALIZA MARKETINŠKOG MIKSA NA PRIMJERU RYANAIRA : Završni rad
Title (english)MARKETING MIX ANALYSIS ON THE EXAMPLE OF RYANAIR : Final paper
AuthorClaudia Balić
MentorMarija Ham (mentor)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Marketing)
Osijek
Defense date and country2022-07-15, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Danas se većina ljudi susrela barem jednom u životu s pojmom marketinga, no i dalje ga miješaju s pojmom prodaje. Marketing je fundamentalan za svako poduzeće, bez njega nema ni poduzeća. Glavni cilj ovog rada je teorijski definirati pojam marketinga i marketinškog miksa, kao i svakog elementa koji čini marketinški miks. Marketinški miks se u početku sastojao od 4 elemenata, a to su cijena, proizvod, mjesto i promocija. S vremenom se pojavila potreba za definiranje još dodatna 3 elementa: ljudi, procesi i fizički dokazi. Zbog toga marketinški miks više nije poznat kao 4P, već 7P. Najjednostavnije rečeno, marketinški miks predstavlja skup alata koje neko poduzeće koristi kako bi moglo predstaviti i isporučiti svoj proizvod ili uslugu potrošačima. Svaki element je zasebno važan, no teško je fokusirati se na svih 7 elementa jednako iz financijskih razloga pa upravo iz toga razloga poduzeće mora odlučiti gdje će najviše usmjeriti svoju pozornost. U radu se analizira svaki od elementa marketinškog miksa na primjeru Ryanaira, vodeće međunarodne zrakoplovne kompanije koja proaktivno promišlja komponente marketinškog miks. Objašnjeno je koje su karakteristike oglašavanja Ryanaira, koje osobine oglašavanja Ryanair izdvaja od ostalih zračnih prijevoznika te na koji način ugrađuje komponente marketinškog miksa u strategiju razvoja.
Abstract (english)
Today, most people have encountered with the concept of marketing at least once in their lives, but they still confuse it with the concept of sales. Marketing is fundamental for every company, without it there is no company. The main goal of this final paper is to theoretically define the concept of marketing and marketing mix, as well as each element that makes up the mix. The marketing mix initially consisted of 4 elements: price, product, distribution and promotion. Over time, the need arose to define 3 additional elements: people, processes, and physical evidence. That is why the marketing mix is no longer known as 4P, but as 7P. Simply put, a marketing mix is a set of tools that a company uses to be able to present and deliver its product or service to consumers. Each element is important, but it is difficult to focus on all 7 elements equally for financial reasons, so it is for this reason that the company must decide where to focus most of its attention. In the paper, each of the elements is analyzed on the example of Ryanair, a leading international airline that proactively considers marketing mix components. It explains what Ryanair's advertising features are, what advertising features Ryanair sets apart from other airlines, and how it incorporates components of the marketing mix into its development strategy.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:264351
Study programmeTitle: Management
Study programme type: university
Study level: undergraduate
Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2023-03-23 16:26:09