undergraduate thesis
THE IMPORTANCE THE MARKET RESEARCE WHEN CHEATING EFFICIENT MARKETING COMMUNICATION

Valentina Fuček (2015)
Virovitica College
Metadata
TitleVAŽNOST ISTRAŽIVANJA TRŽIŠTA PRI KREIRANJU UČINKOVITE MARKETINŠKE KOMUNIKACIJE
AuthorValentina Fuček
Mentor(s)Zrinka Blažević (thesis advisor)
Abstract
Istraživanje tržišta, uključuje istraživanje svih tržišnih utjecaja koji su važni u planiranju, provedbi i kontroli tržišnog poslovanja odnosno marketinga. Na osnovu zaključaka koji se dobivaju istraživanjem različitih pojava i utjecaja na tržištu planiraju se aktivnosti marketinga. Marketinški koncept započinje s dobro definiranim tržištem, fokusira se na potrebe potrošača, koordinira aktivnosti koje će na njega utjecati, te stvara profit zadovoljavanjem potrošača. Stoga je godinama bilo težište na obrazovanju ljudskih potencijala kao temeljnog oblika kako komunikacije tako i prodaje. U osnovi marketinški komunikacijski ciljevi i ciljevi poduzeća su isti. U svakome od njih se na kraju nalazi prodaja kao konačni cilj. Neophodno je kombinirati sve raspoložive oblike marketinške komunikacije, da se postigne konačan cilj prodaja proizvoda i zadovoljstvo kupca. Komunicira se s svim elementima marketinškog miksa, od marke proizvoda i njenih elemenata, cijene, kanala distribucije, ambalaže, prijeprodajnih i poslijeprodajnih usluga. Tržišne se informacije prikupljaju pomoću marketinškog informacijskog sustava kao posebnom sustavu za prikupljanje i analizu podataka, koji se može organizirati na razini cijele organizacije. Provedeno istraživanje pokazuje dobre rezultate na primjeru Coca-Cole, piću koje bi građani Hrvatske najradije izabrali kada bi imali neograničena sredstva. Time su pokazali koliko cijene Coca-Colu i da
Keywordsmarket research consumers marketing communication marketing information system
Parallel title (English)THE IMPORTANCE THE MARKET RESEARCE WHEN CHEATING EFFICIENT MARKETING COMMUNICATION
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 date2015-05-26
Parallel abstract (English)
Market research includes researhing allthe marketing influences important in planning, executing and control of market economy, i.e. marketing. Marketing activities are planned on the basis of the conclusions obtained by research of various occurences and influenes on the market. The concept of marketing start with a well-defined market, it focuces on the needs of concumers, coordinates the activities that it well be influenced by and makes profit by satisfying the needs of consumers. Hence the long-term emhasis on the education of human resources as the basic formo of communication and selling. The essence of both marketing communucation aims and the aims of the business enterprise are the same. Both of them selling as the final aim. Iti s vital to combine all the available forms of marketing communication with the aim to achieve the final goal, selling the product and satisfied consumers. Iti s necesary the communication with all the elements of the marketing mix, the the brand of the product and its elements, prices, distribution hannels, packaging, the services before and after selling the product. Marketing information is gathered via marketing information system, which is a seperate system of gathering and analysis of data and can be organized on the level of the whole organisation. The implement research is showed good results on example of Coca-Cola, the topic of which carbonated beverage the inhabitans of Croatia by if they had the unlimited sumo of the money. It showed that Coca-Cola is not just a well-known brand, but the top drink on the list of the best carbonated beverages.
Parallel keywords (Croatian)istraživanje tržišta potrošač marketinška komunikacija marketinški informacijski sustav
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:165:899254
CommitterEnes Ciriković