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master's thesis
ISTRAŽIVANJE I SEGMENTIRANJE TRŽIŠTA POSLOVNE POTROŠNJE
Diplomski rad
2022. urn:nbn:hr:145:102062
Grgurić, Mario
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

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Grgurić, M. (2022). ISTRAŽIVANJE I SEGMENTIRANJE TRŽIŠTA POSLOVNE POTROŠNJE : 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:145:102062

Grgurić, Mario. "ISTRAŽIVANJE I SEGMENTIRANJE TRŽIŠTA POSLOVNE POTROŠNJE : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2022. https://urn.nsk.hr/urn:nbn:hr:145:102062

Grgurić, Mario. "ISTRAŽIVANJE I SEGMENTIRANJE TRŽIŠTA POSLOVNE POTROŠNJE : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2022. https://urn.nsk.hr/urn:nbn:hr:145:102062

Grgurić, M. (2022). 'ISTRAŽIVANJE I SEGMENTIRANJE TRŽIŠTA POSLOVNE POTROŠNJE : Diplomski rad', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 22 March 2025, https://urn.nsk.hr/urn:nbn:hr:145:102062

Grgurić M. ISTRAŽIVANJE I SEGMENTIRANJE TRŽIŠTA POSLOVNE POTROŠNJE : Diplomski rad [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2022 [cited 2025 March 22] Available at: https://urn.nsk.hr/urn:nbn:hr:145:102062

M. Grgurić, "ISTRAŽIVANJE I SEGMENTIRANJE TRŽIŠTA POSLOVNE POTROŠNJE : Diplomski rad", Master's 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:145:102062

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Metadata
TitleISTRAŽIVANJE I SEGMENTIRANJE TRŽIŠTA POSLOVNE POTROŠNJE : Diplomski rad
Title (english)RESEARCH AND SEGMENTATION OF BUSINESS CONSUMPTION MARKET : Graduate paper
AuthorMario Grgurić
MentorDrago Ružić (mentor)
Committee memberDavorin Turkalj (predsjednik povjerenstva)
Committee memberZdravko Tolušić (član povjerenstva)
Committee memberDrago Ružić (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Marketing)
Osijek
Defense date and country2022-09-19, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Tržište poslovne potrošnje ili industrijsko tržište danas predstavlja izuzetan značajan element u gospodarstvu razvijenih zemalja. Zbog svojih specifičnosti vrlo je zanimljivo i izazovno područje za marketing. Naime, broj, veličina i lokacija kupaca, dugoročno često i osobne veze između poslovnih partnera. Potrošači se ne razlikuju samo na uobičajene načine po dobi i spolu, obrazovanju i zanimanju, bračnom stanju i životnom uređenju. Nego također po svojim aktivnostima, sklonostima,... More interesima. A posao ponuđača vezan uz svu potrošnju jest taj da razumije, predvide te zadovolje potrebe i želje potrošača. Kakvi god ti potrošači bili, što god oni željeli i gdje god živjeli. Raznolikost ne postoji samo među potrošačima, nego i među ponuđačima. Međutim došlo je do pomaka od masovnog marketinga, preko marketinga niše na izravni marketing od prodajnih kataloga, preko televizijske prodaje na prodaju putem interneta. Uzevši u obzir svu raznolikost koja nas okružuje, obilje ponuđenih nam roba i usluga te slobodu izbora koju imamo, čovjek se može upitati na koji nas zapravo način pojedini ponuđači dohvaćaju svojim strogo određenim reklamnim porukama. Kako znaju na koje ljude valja ciljati, gdje ih i kako pronaći, te koja bi poruka bila najučinkovitija. Odgovor je naravno istraživanje potrošača. Prepoznavajući visok stupanj raznolikosti među ljudima, istraživači potrošača nastoje identificirati mnogobrojne sličnosti ili konstante koje postoje među narodima na svijetu. Zanimljivost kod istraživanja koja su se provodila jest ta da obično velik broj ljudi osjeća iste potrebe. To zajedništvo potreba ili interesa konstituira segment tržišta, omogućuje ponuđaču mijenjanje imidža vlastitog proizvoda, ne bi li svaki segment tržišta percipirao taj proizvod kao onaj koji njegove specifične potrebe ispunjava bolje od konkurentnih proizvoda. Jedna od najvažnijih konstantni, unatoč razlikama jest ta da smo svi mi prvenstveno potrošači. Pojam potrošača često se rabi za opis dviju različitih vrsta potrošačkih entiteta. Pojedinca kao potrošača i organizacije kao potrošača. Proučavanje ponašanje potrošača kao zasebne marketinške discipline započelo je kada su ponuđači shvatili da se potrošači ne ponašaju i ne reagiraju uvijek u skladu s pretpostavkom marketinške teorije. Less
Abstract (english)
The business consumption market or industrial market today is an extremely important element in the economy of developed countries. Due to its specifics, it is a very interesting and challenging area for marketing. Namely, the number, size and location of customers, often in the long run and personal connections between business partners. Consumers do not only differ in the usual ways by age and gender, education and occupation, marital status and living arrangements. But also by... More their activities, preferences, interests. And the job of the provider related to all consumption is to understand, anticipate and meet the needs and desires of consumers. Whatever these consumers are, whatever they want and wherever they live. Diversity exists not only among consumers, but also among providers. However, there has been a shift from mass marketing, through niche marketing to direct marketing from sales catalogs, through television sales to online sales. Taking into account all the diversity that surrounds us, the abundance of goods and services offered to us and the freedom of choice we have, one may wonder how individual providers actually reach us with their strictly defined advertising messages. How do they know which people to target, where and how to find them, and which message would be most effective. The answer is of course consumer research. Recognizing the high degree of diversity among people, consumer researchers seek to identify the many similarities or constants that exist among the nations of the world. The interesting thing about the research that has been done is that usually a large number of people feel the same needs. This commonality of needs or interests constitutes a market segment, allows the provider to change the image of its own product, so that each market segment would perceive the product as one that meets its specific needs better than competing products. One of the most important constants, despite the differences, is that we are all primarily consumers. The term consumer is often used to describe two different types of consumer entities. The individual as a consumer and the organization as a consumer. The study of consumer behavior as a separate marketing discipline began when providers realized that consumers do not behave and do not always react in accordance with the assumption of marketing theory. Less
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:102062
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 on2023-05-18 11:16:42
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