Trgovački marketing

undergraduate thesis

• Author: Antonio Poljančić
• Mentor: Mirko Palić (mentor)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2020-09-29, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Marketing je danas svugdje oko nas. Na tržištu je sve više proizvoda, a samo oni najplasiraniji će se prodati. Svakom proizvođaču je u interesu ostvariti najveći mogući profit uz najniže troškove, uz istovremenu pozitivnu povratnu informaciju potrošača. Posebna grana marketinga je trgovački, u kojem se ogleda odnos proizvođača i prodavača, a sve u svrhu uspješne prodaje. Trgovac je sposoban raznim metodama i taktikama (ne manipulacijom) doći do željenog cilja, a što će u tome biti uspješniji i vještiji, to će biti konkurentniji.
Ovaj rad u 5 poglavlja objašnjava marketing i njegovu primjenu procesu razmjene, a posebno je obrađeno područje trgovačkog marketinga, čiju primjenu vidimo izravno u trgovini. U prvom poglavlju naveden je cilj rada te je ukratko objašnjena struktura istog. Drugo poglavlje govori o marketingu, općenito kao grani ekonomije, svim njegovim sudionicima i načinima kako se on manifestira u svakodnevnom životu. Treće poglavlje se odnosi konkretno na trgovački marketing, zasebnu granu marketinga, koji se odnosi na vezu proizvođača i trgovca te čiju primjenu vidimo u trgovinama. Primjena trgovačkog marketinga detaljno je objašnjena u četvrtom poglavlju, gdje su navedeni načini i aktivnosti kojima se pospješuje prodaja proizvoda u trgovinama, a zadnje (peto poglavlje) donosi zaključak o tome zašto je trgovački marketing važan i neizostavan dio današnjeg tržišta.

Abstract (english)

Marketing is all around us today. There are more and more products on the market, and only the most placed ones will be sold. It is in the interest of every producer to make the highest possible profit at the lowest cost, while at the same time giving positive feedback to consumers. A special branch of marketing is trade marketing, which reflects the relationship between producers and sellers, all for the purpose of successful sales. The trader can reach the desired goal by various methods and tactics (not manipulation), and the more successful and skilled he will be, the more competitive he will be.
This paper in 5 chapters explains marketing and its application to the exchange process, and the area of trade marketing is specifically addressed, which we exemplify directly in trade. The first chapter states the goal of the paper, which briefly explains its structure. The second chapter talks about marketing, in general as a border economy, all its participants and the ways in which it manifests itself in everyday life. The third chapter refers specifically to trade marketing, a separate branch of marketing, which refers to the relationship between producers and traders applied in shops. The application of trade marketing is explained in detail in the fourth chapter, where the ways and activities that promote the sale of products in stores are listed, and the last (fifth chapter) concludes why trade marketing is an important and indispensable part of today's market.

• Keywords: marketing; proizvođač; potrošač; marketinška komunikacija; trgovina
• Keywords (english): marketing; seller; consumer; comunication of marketing; trade
• Language: croatian
• URN:NBN: urn:nbn:hr:148:313810
• Study programme: Title: Business economy; specializations in: Trade business, Tourism business, Accounting and financial business; Course: Trade business; Study programme type: professional; Study level: undergraduate; Academic / professional title: Stručni prvostupnik (Stručni prvostupnik)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access; Embargo expiration date: 2021-03-29
• Created on: 2020-09-29 11:49:21