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master's thesis
ULOGA I ZNAČAJ MARKETINGA U TRGOVINI
Diplomski rad
2021. urn:nbn:hr:145:161831
Crnogorac, Natalia
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Management, Organization and Entrepreneurship

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Crnogorac, N. (2021). ULOGA I ZNAČAJ MARKETINGA U TRGOVINI : Diplomski rad (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:145:161831

Crnogorac, Natalia. "ULOGA I ZNAČAJ MARKETINGA U TRGOVINI : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2021. https://urn.nsk.hr/urn:nbn:hr:145:161831

Crnogorac, Natalia. "ULOGA I ZNAČAJ MARKETINGA U TRGOVINI : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2021. https://urn.nsk.hr/urn:nbn:hr:145:161831

Crnogorac, N. (2021). 'ULOGA I ZNAČAJ MARKETINGA U TRGOVINI : Diplomski rad', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 12 April 2025, https://urn.nsk.hr/urn:nbn:hr:145:161831

Crnogorac N. ULOGA I ZNAČAJ MARKETINGA U TRGOVINI : Diplomski rad [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2021 [cited 2025 April 12] Available at: https://urn.nsk.hr/urn:nbn:hr:145:161831

N. Crnogorac, "ULOGA I ZNAČAJ MARKETINGA U TRGOVINI : Diplomski rad", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:145:161831

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Metadata
TitleULOGA I ZNAČAJ MARKETINGA U TRGOVINI : Diplomski rad
Title (english)THE ROLE AND SIGNIFICANCE OF MARKETING IN TRADE : Graduate paper
AuthorNatalia Crnogorac
MentorDražen Ćućić (mentor)
Committee memberDavor Dujak (predsjednik povjerenstva)
Committee memberHrvoje Serdarušić (član povjerenstva)
Committee memberDražen Ćućić (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 country2021-09-23, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Marketing je danas svuda oko nas, sve što vidimo oko sebe je proizvod marketinga. Iako je i dalje prisutno mišljenje kako se marketing odnosi samo na oglase kojima smo kao potrošači svakodnevno bombardirani, u ovom radu ćemo se osvrnuti na „pritajeni“ marketing kojeg pojedinci ne raspoznaju. Marketing nije isključivo promocija proizvoda, marketing je cijeli proces kreiranja maloprodajnih i veleprodajnih poduzeća, pronalaženja odgovarajuće lokacije, izbora ciljanih segmenata potrošača i... More tržišta na kojem poduzeće želi nastupiti. Ne smije se izostaviti ni proces distribuiranja proizvoda od proizvođača do krajnjeg potrošača kroz različite distribucijske kanale. Marketing se orijentira na zadovoljavanje vlastitih ciljeva, ali i na zadovoljavanje potrošačevih želja i potreba. U radu se također povezuje trgovina s marketingom. Trgovina bez marketinga danas ne bi doživjela uspjeh kakav sada uživa. Kreiranje ugodnog okruženja u prodavaonicama, jedan je od zadataka marketinga. Senzornim brandingom može se potaknuti kupce na kupnju i dulji boravak u prodavaonici, što opet rezultira kupovinom neplaniranih proizvoda. Kreiranjem i postavljanjem određenih ciljeva kreira se marketinški splet (4P) koji nastoji privući kupce. Ponašanje kupca ovisi i o proizvodu, cijeni, promociji i distribuciji, no na njega svakako utječu i čimbenici iz okoline koji potrošače odvaja od drugih. Kroz rad se spominju brojni primjeri koji se tiču zadane teme, a pri samom kraju rada detaljnije su opisani programi lojalnosti, uspješne marketinške kampanje te konkurentski „ratovi“. Kako se razvija tehnologija i Internet tako se pojavljuju i elektroničke trgovine (u radu e – trgovine) koje nude puno više pogodnosti od fizičkih prodavaonica. U radu se spominje i utjecaj pandemije Covid-19 na trgovinu, ograničenja koja su postavljena pred ljude te sve veća popularnost e – trgovine. Less
Abstract (english)
Today, we are surrounded by marketing, everything we see around usi s the product of marketing. While there is still an opinion that marketing concerns only advertisements that we are bombed with daily, in this paper we will turn to hidden marketing that individuals do not recognize. Marketing is not exclusively promotion of a product, marketing is a whole process of creating retail and wholesale enterprises, finding suitable location, choice of targetet consumer segments and markets... More on which action is sought to perform. The process of distribution the product from the producer to the final consumer through different distribution channels must not be skipped. Marketing is oriented toward meeting its own goals, but also to satisfy customers needs and desires. In this paper, marketing will be linked with retail. Retail without marketing today would not have experienced the success that it now enjoys. Creating a comfortable environment in stores is one of the tasks of marketing. Sensory branding can encourage customers to buy something and even sty longer in the store, which again results in purchasing of unplanned products. Creating and setting specific targets creates marketing mix (4P) that aims to attract customers. The behaviour of the customer also depends on the product, price, promotion and distribution, but it i also influenced by environmental factors that separate consumers from one another. This paper also mentions numerous examples of the given topic, and at the very end of this paper, detailed loyalty programmes, successful marketing campaigns and competitive „wars“ are described in more detail. As technology and the Internet are developed, electronic commerce (in paper, e – commerce) offers much more benefit than physical shops. In the paper is also mentioned the impact of the Covid-19 pandemic on trade, restrictions places before people and increasing popularity of e – commerce. Less
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:161831
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 conditionsOpen access
Terms of useLicence In copyright icon
Created on2022-04-29 06:19:33
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