Prodaja cjelovitih uređenja poslovnih prostora na poslovnom tržištu

master's thesis

• Title (english): The sales of integral office space design solutions on the business market
• Author: Ana Jakovljević
• Mentor: Mirko Palić (mentor)
• Committee member: Marija Tomašević-Lišanin (predsjednik povjerenstva)
• Committee member: Miroslav Mandić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2019-09-25, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Cilj ovog rada je dubinski analizirati prodajni proces na primjerima promatranog poduzeća i utvrditi značaj osobne prodaje u procesu prodaje novih koncepata uređenja poslovnih prostora. U tu svrhu analizirani su projekti cjelovitog uređenja poslovnih prostora na temelju informacija ispitanih dubinskim intervjuima sa zaposlenicima vodećih pozicija poduzeća „Delight d.o.o.“. Ispitivana je svaka faza prodajnog procesa odabranih projekata uz naglasak na značaju uloge osobne prodaje. Istraživanje je pokazalo da prodajno osoblje u analiziranim projektima ostvaruje veće povjerenje i moć utjecaja na odabire kupovnog centra uz dodatnu podršku prodajnoj prezentaciji. Prijenosom znanja i ključnih informacija o koristima inovativnih uredskih proizvoda prodajno osoblje stvara dodatnu vrijednost prodajnoj prezentaciji. Osiguravanjem dobre poslovne suradnje, prodajno osoblje stvara preduvjete za održavanje i razvoj dugoročnih poslovnih odnosa s klijentima, što je naposljetku ključno za poslovanje na poslovnom tržištu.

Abstract (english)

The purpose of this thesis is to take an in-depth analysis of the sales process on the examples of the observed company and determine the importance of personal selling in the sales process of new office space design concepts. The projects of integral office space design were analyzed based on information examined through in-depth interviews with employees at the leading positions in the company „Delight d.o.o.“. Each sales process stage of selected projects was examined with an emphasis on the importance of the role of sales representatives. The study has shown that the sales representative in analyzed projects has a greater reliance and power to influence the choices of the buying center with additional support to the sales presentation. By transferring knowledge and key information about the benefits of innovative office products, the sales representative creates added value to the sales presentation. By ensuring good business cooperation, the sales representative creates preconditions for the maintenance and development of long-term business relationships with clients, which is crucial in the business-to-business market.

• Keywords: prodajni proces; osobna prodaja; uređenje poslovnog prostora; poslovno tržište
• Keywords (english): sales process; personal selling; office space design; business market
• Language: croatian
• URN:NBN: urn:nbn:hr:148:113454
• Study programme: Title: Business Economics; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2019-09-30 11:56:22