Marketinške strategije i prava potrošača

master's thesis

• Title (english): Marketing strategies and consumer rights
• Author: Martina Krizmanić
• Mentor: Dario Dunković (mentor)
• Committee member: Mia Delić (predsjednik povjerenstva)
• Committee member: Blaženka Knežević (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Trade and International Business); Zagreb
• Defense date and country: 2022-09-29, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Cilj ovog rada je prikazati kako se mogu povezati marketinške strategije i prava potrošača te zatim istražiti na primjerima iz prakse. Predmet rada je funkcioniranje poslovnih operacija maloprodavača, kao što su oglašavanje, upućivanje pritužbi te garancije, koje regulira potrošačka politika, a važne su za privlačenje kupaca. Potrošač treba biti zaštićen od prijevare, dovođenja u zabludu ili ugrožavanja. U tu svrhu zakonodavac donosi propise koji su učinkoviti na području tržišnog natjecanja. Različite organizacije za zaštitu potrošača i nadzornici tržišnog natjecanja osiguravaju usklađenost sa zakonskim zahtjevima. Naknada štete u okviru odgovornosti proizvoda ili proizvođača također je zakonski provediva. Prihvaćanjem jedinstvenih europskih pravila zaštite potrošača hrvatskim maloprodavačima se olakšava i pojeftinjuje poslovanje na jedinstvenom tržištu Europske unije, ali i šire. Poslujući u skladu s hrvatskim pravilima hrvatski maloprodavači mogu biti sigurni da ispunjavaju kriterije i većinu zahtjeva zaštite potrošača u svim članicama Europske unije. Očekivani stručni doprinos rada je identifikacija marketinških aktivnosti trgovaca koji su pod režimom regulacije kako bi se prilagodili poslovni procesi u prodavaonici.

Abstract (english)

The main objective of this paper is to show how marketing strategies and consumer rights can be connected, and to try to investigate this using examples from practice. The subject of the work is the functioning of the retailer's business operations, such as advertising, sending complaints and guarantees, and guarantees, which are regulated by consumer policy and are important for attracting customers. The consumer should be protected from being misled, deceived or threatened. For this purpose, the legislator enacted regulations that are effective in the field of market competition. Various consumer protection organizations and competition supervisors ensure compliance with legal requirements. Damage compensation under product or manufacturer liability is also legally enforceable. By accepting the unique European rules of consumer protection, it becomes easier and cheaper for Croatian sellers to do business on the single market of the European Union, and beyond. By operating in accordance with Croatian rules, Croatian sellers can be sure that they meet the criteria and most of the consumer protection requirements in all EU member states. The expected professional contribution of the work is the identification of the marketing activities of retailers that are under the regulation regime in order to adapt the business processes in the store.

• Keywords: marketinške strategije; prava potrošača
• Keywords (english): marketing strategies; consumer rights
• Language: croatian
• URN:NBN: urn:nbn:hr:148:957594
• Study programme: Title: Management and marketing in retail; Study programme type: professional; Study level: specialist graduate; Academic / professional title: stručni/a specijalist/specijalistica menadžmenta i marketinga maloprodaje (stručni/a specijalist/specijalistica menadžmenta i marketinga maloprodaje)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2022-10-04 06:47:44