| Title | MERCHANDISING |
| Author | Gordana Žuti |
| Mentor(s) | Zrinka Blažević (thesis advisor)
|
| Abstract | Dok je oglašavanje dugoročno sredstvo za oblikovanje stava tržišta prema robnoj marki, unapređenje prodaje je kratkoročni instrument kojim se kupac potiče na djelovanje. Cilj ovog rada je ukazati kako kroz različite strategijske aktivnosti usmjere prema oglašavanju i unapređenju prodaje, merchandising tim može dostići određenu razinu kvalitete proizvoda i usluga, kako bi kupci imali što je moguće veće zadovoljstvo opet kupovati proizvode koji se nude, a sve u cilju ostvarivanja konkurentske prednosti i veće dobiti poduzeća. Na primjeru Privredne banke Zagreb d.d., a posebno na prostoru koji je banka opremila specijalno za potrebe studenata, može se vidjeti primjer dobre prakse merchandisinga koji bi mogao biti polaznica u daljnjem razvijanju merchandisinga kako same Banke tako i ostalih poduzeća u Hrvatskoj. |
| Keywords | merchandising advertising sales promotion customer bank. |
| Parallel title (English) | MERCHANDISING |
| Granter | Virovitica College |
| Place | Virovitica |
| State | Croatia |
| Scientific field, discipline, subdiscipline | SOCIAL SCIENCES
Economics
|
| Study programme type | professional |
| Study level | undergraduate |
| Study programme | Management; specializations in: Management in Computer Sciences, Management in Rural Tourism |
| Study specialization | Management in Computer Sciences |
| Academic title abbreviation | bacc.oec. |
| Genre | undergraduate thesis |
| Language | Croatian |
| Defense date | 2016-06-06 |
| Parallel abstract (English) | While advertising is a long-term instrument aimed at forming market attitude towards a brand, sales promotion is a short-term instrument aimed at prompting customer action. The purpose of this work is to show how by using different advertising and promotion strategies, a merchandising team can reach a substantial product and service quality, with a view to increasing customer satisfaction, as well as increasing profit and business competition. A good example of merchandising practice can be seen in Privredna banka Zagreb d.d., especially in the section designated for meeting students' needs, and as such can be used as an example to follow in other sections of the bank, as well as other companies in Croatia. |
| Parallel keywords (Croatian) | merchandising oglašavanje unapređenje prodaje kupac banka. |
| Resource type | text |
| Access condition | Access restricted to students and staff of home institution |
| Terms of use |  |
| URN:NBN | https://urn.nsk.hr/urn:nbn:hr:165:780186 |
| Committer | Ivana Vidak |
