undergraduate thesis
MARKETING IN SPORT

Filip Fabičević (2016)
Virovitica College
Metadata
TitleMARKETING U SPORTU
AuthorFilip Fabičević
Mentor(s)Zrinka Blažević (thesis advisor)
Abstract
U radu razmatramo pojam marketing, definicija zahtjeva objašnjavanje pojmove vezane uz marketing, a to su tržište i cijena. Marketing je proces pomoću kojeg društvo razmjenjuje proizvode za novac a tržište je mjesto na mojem se ta razmjena dobara odvija. Nadalje rad općenito opisuje marketing kao proces, koji služi organizaciji, da plasira dobra i usluge te u zamjenu za njih postigne dobit, ostvari cilj. Da bi se detaljnije obrazložili marketing opisat će se marketinški koncepti koji prepoznaju kompleksnost i međuovisnost marketinških aktivnosti. Koncepti sadrže komponente: proizvodnje, prodaje, marketinga i društveno odgovornog poslovanja. Dalje u radu obrađujemo plan marketinga, precizan u pisanom obliku iznesen dokument, koji opisuje korake koji se poduzimaju da se postignu organizacijski prodajni ciljevi. Svaka organizacija mora imati svoju strategiju poslovanja, jer jedna strategija nije najbolja za sve organizacije. Organizacija mora konstantno promatrati svoje marketinško okruženje i prilagođavati se događajima u okolini. Marketinško okruženje obuhvaća: demografske, gospodarske, prirodne, tehnološke, političke i kulturne sile. Sljedeće, rad suprotstavlja marketing dobara i usluga sa sportskim marketingom. Sportski marketing temelji se na općenitim marketinškim principima, ali mora se prilagoditi. U suvremeno doba sportski događaji zahtijevaju dobro planiranje, organiziranje. Svaki novi sportski događaj prisiljava organizatore da unaprijede program ponude da bi publici, posjetiocima pružili nezaboravno iskustvo i zabavu. Razvijanje visoko prepoznatljive marke je važan izvor prihoda i promocije sportske organizacije i samih sportaša, zato se i sport promatra kao uslužni proizvod koji privlači mnogo turista koji borave i troše na mjestu događanja. Kao primjer sportskog događaja odabrane su Europske sveučilišne igre.
Keywordsmarketing sport event economics of sport
Parallel title (English)MARKETING IN SPORT
GranterVirovitica College
PlaceVirovitica
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Economics
Marketing
Study programme typeprofessional
Study levelundergraduate
Study programmeManagement; specializations in: Management in Computer Sciences, Management in Rural Tourism
Study specializationManagement in Computer Sciences
Academic title abbreviationbacc.oec.
Genreundergraduate thesis
Language Croatian
Defense date2016-09-15
Parallel abstract (English)
The paper deals with the concept of marketing, requirements definition explaining concepts related to marketing, such as market and price. Marketing is the process by which society exchange products for money and the market is a place where the exchange of goods takes place. Further in the work is generally described marketing as a process, which serves the organization that sells goods and services, in exchange for them to achieve profits, achieve the goal. To further elaborated marketing it will be described marketing concepts that recognize the complexity and interdependence of marketing activities. Concepts contain components: production, sales, marketing and corporate social responsibility. Next in the work it will be processed marketing plan, precise in writing form presented as a document that describes the steps being taken to achieve organizational sales targets. Each organization must have its own business strategy, because one is not the best strategy for all organizations. The organization must constantly observe their marketing environment and adapt to events in the environment. Marketing environment includes: demographic, economic, natural, technological, political and cultural forces. Next in the work it is opposed marketing of goods and services to sports marketing. Sports marketing is based on the general marketing principles, but must be adapted. In modern times sport events require good planning and organization. Each new sport event forces organizers to improve their program of offers to the public, so that visitors could have unforgettable experience and fun. Developing a highly recognizable brand is an important source of income and promotion of sports organizations and athletes themselves, so the sport is seen as a utility product that attracts a lot of tourists who stay and spend money on the venue. As an example of sport event were selected European University Games.
Parallel keywords (Croatian)marketing sportski događaj ekonomika sporta
Resource typetext
Access conditionAccess restricted to students and staff of home institution
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:165:846720
CommitterIvana Vidak