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master's thesis
Upravljanje marketingom na tržištu krajnje potrošnje u automobilskoj industriji
2018. urn:nbn:hr:145:002397
Sendić, Kristina
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

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Sendić, K. (2018). Upravljanje marketingom na tržištu krajnje potrošnje u automobilskoj industriji (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:145:002397

Sendić, Kristina. "Upravljanje marketingom na tržištu krajnje potrošnje u automobilskoj industriji." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2018. https://urn.nsk.hr/urn:nbn:hr:145:002397

Sendić, Kristina. "Upravljanje marketingom na tržištu krajnje potrošnje u automobilskoj industriji." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2018. https://urn.nsk.hr/urn:nbn:hr:145:002397

Sendić, K. (2018). 'Upravljanje marketingom na tržištu krajnje potrošnje u automobilskoj industriji', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 23 December 2024, https://urn.nsk.hr/urn:nbn:hr:145:002397

Sendić K. Upravljanje marketingom na tržištu krajnje potrošnje u automobilskoj industriji [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2018 [cited 2024 December 23] Available at: https://urn.nsk.hr/urn:nbn:hr:145:002397

K. Sendić, "Upravljanje marketingom na tržištu krajnje potrošnje u automobilskoj industriji", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2018. Available at: https://urn.nsk.hr/urn:nbn:hr:145:002397

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Metadata
TitleUpravljanje marketingom na tržištu krajnje potrošnje u automobilskoj industriji
Title (english)Marketing management on the B2C-market in the automotive industry
AuthorKristina Sendić
MentorIvan Kelić (mentor)
Committee memberIvan Kelić (predsjednik povjerenstva)
Committee memberAntun Biloš (član povjerenstva)
Committee memberDavorin Turkalj (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Marketing)
Osijek
Defense date and country2018-09-17, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Zadatak marketinga profitabilno je zadovoljenje potreba i želja kupaca. Da bi marketinški stručnjaci uspjeli u tome, potrebno je znati dobro upravljati marketingom i marketinškim aktivnostima putem strategija i taktika. Osobito tržišta krajnje potrošnje predstavljaju izazov u ostvarivanju marketinških ciljeva. Tržište krajnje potrošnje automobilske industrije izuzetno je kompleksno i dinamično tržište. Ubrzani tehnološki razvoj i napredak svakodnevno stvara nove trendove i pomiče nove mogućnosti automobilske industrije. Sukladno tome, marketinški stručnjaci primorani su usađivati emocionalne reakcije u svijesti potrošača kako bi osigurali dugoročni trend i vjernost potrošača određenoj automobilskoj marki. Kako bi to ostvarili koriste se online i offline marketinškim aktivnostima. Osobito važna grana marketinga koja daje mjerljive rezultate uspješnosti marketinških kampanja je neuromarketing. Automobilska industrija koristi computer generated imagery, odnosno CGI tehnologija koja pomoću računala stvara emocionalni vizual automobila u ključnim situacijama i lokacijama pomoću kojih brand želi doprijeti u svijest potrošača. Putem interneta omogućeno je stvaranje prisnijeg odnos i komunikacije između proizvođača i potrošača. Automobilska industrija ima puno potencijala generiranja novih ciljnih skupina u postizanju visokih rezultata. Napredne tehnologije uvele su kako u mnoge industrije, tako i u automobilsku industriju enormne promjene. Novi hibridni pogoni uvelike mijenjaju tradicionalni način potrošnje energije automobila. Nadalje je uslijedio veliki trend promjene individualne mobilnosti pojedinca i novo vozno iskustvo. Sve su to samo neki od trendova koji pridonose dinamičnom razvoju marketinga u toj grani.
Abstract (english)
The task of marketing is to profitably meet customer needs and wishes. To make marketing experts successful, you need to know how to manage marketing and marketing activities through strategies and tactics. Especially the end-consumer markets pose a challenge in achieving marketing goals. The automotive industry's end-use market is a highly complex and dynamic market. Accelerated technological development and progress creates new trends every day and advances opportunities in the car industry. Accordingly, marketing experts have have to illicit emotional reactions in the consumer to ensure long-term trend and consumer loyalty to a particular automotive brand. To achieve this, they use online and offline marketing activities. A particularly important marketing technique that provides measurable results in a marketing campaign is neuromarketing. The automotive industry uses computer generated imagery, or CGI technology that creates an emotional vision using a computer in key situations and locations where a brand wants to reach consumers' awareness. Using the Internet, it is possible to create a closer relationship and communication between producers and consumers. The automotive industry has a lot of potential to generate new target groups in achieving high success. Advanced technologies have introduced enormous changes in many industries, as well as in the automotive industry. New hybrid engines largely change the traditional mode of energy consumption of a car. There was also a large trend of individual mobility and new driving experiences. All these are just some of the trends that contribute to the dynamic development of marketing in this area.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:002397
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 on2018-12-11 15:16:30