prikaz prve stranice dokumenta Primjena marketing miksa u međunarodnom marketingu
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master's thesis
Primjena marketing miksa u međunarodnom marketingu
2016. urn:nbn:hr:145:763544
Berečić, Tamara
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Management, Organization and Entrepreneurship

Cite this document

Berečić, T. (2016). Primjena marketing miksa u međunarodnom marketingu (Master's thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:763544

Berečić, Tamara. "Primjena marketing miksa u međunarodnom marketingu." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2016. https://urn.nsk.hr/urn:nbn:hr:145:763544

Berečić, Tamara. "Primjena marketing miksa u međunarodnom marketingu." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2016. https://urn.nsk.hr/urn:nbn:hr:145:763544

Berečić, T. (2016). 'Primjena marketing miksa u međunarodnom marketingu', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 28 December 2024, https://urn.nsk.hr/urn:nbn:hr:145:763544

Berečić T. Primjena marketing miksa u međunarodnom marketingu [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2016 [cited 2024 December 28] Available at: https://urn.nsk.hr/urn:nbn:hr:145:763544

T. Berečić, "Primjena marketing miksa u međunarodnom marketingu", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2016. Available at: https://urn.nsk.hr/urn:nbn:hr:145:763544

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Metadata
TitlePrimjena marketing miksa u međunarodnom marketingu
AuthorTamara Berečić
MentorZdravko Tolušić (mentor)
Committee memberZdravko Tolušić (predsjednik povjerenstva)
Committee memberBranko Matić (član povjerenstva)
Committee memberJerko Glavaš (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Management, Organization and Entrepreneurship)
Osijek
Defense date and country2016-09-19, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
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.
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.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:763544
Study programmeTitle: Marketing
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2016-11-11 10:00:31