Title Primjena oglašavanja usmenom predajom u mikro i malim poduzećima
Title (english) Implementation of word of mouth advertising in micro and small companies
Author Kristijan Žuklić
Mentor Marcel Meler (mentor)
Committee member Jasmina Dlačić (predsjednik povjerenstva)
Committee member Marcel Meler (član povjerenstva)
Committee member Marija Ham (član povjerenstva)
Granter University of Rijeka Faculty of Economics and Business Rijeka
Defense date and country 2022-05-09, Croatia
Scientific / art field, discipline and subdiscipline SOCIAL SCIENCES Economics
Abstract U ovom završnom radu analizirano je područje oglašavanja usmenom predajom, odnosno oglašavanja „od usta do usta“ te kako je moguće ovu vrstu oglašavanja primijeniti u mikro i mala poduzeća. U uvodnom dijelu rada, obrazloženi su motiv, svrha i cilj rada, navedene su metode i izvori prikupljanja podataka te objašnjen sadržaj i struktura rada.
U drugom dijelu rada se pomoću pregleda stručne i znanstvene literature objašnjava pojmove poduzeća, poduzetnika, mikro i malih poduzeća, primjena marketinga i izazovi za mikro i mala poduzeća. Kroz evoluciju i definicije prikazuje se klasifikacija mikro i malih poduzeća, a predstavljanjem izazova za makro i mala poduzeća, rad ima svrhu ukazati na nužnost upotrebe promocije, točnije upotrebu oglašavanja, posebno oglašavanja usmenom predajom, za uspjeh poduzeća.
U trećem dijelu rada pomoću znanstvene i stručne literature obrađena je i predstavljeno oglašavanje usmenom predajom od analize kako nastaje, koji su čimbenici usmene predaje, ali koje napore poduzeće treba poduzeti kako bi se usmena predaja potaknula. Objašnjene su inicijative i alati kojima se može potaknuti usmena predaja.
Primjena NPS mjerne jedinice (eng. NPS® ili Net Promoter Score®), inovativnog pitanja o intenciji potrošača za usmenu predaju, objašnjeno je u glavnom dijelu rada, kao i način kako se NPS sustav (eng. Net Promoter System®) implementira u poduzeće i njegove prednosti.
Predmet ovog rada je istražiti na koji način se može potaknuti oglašavanje usmenom predajom u mikro i malim poduzećima. Indikativno istraživanje provedeno je metodom ispitivanja na uzorku od 150 ispitanika putem sondaže elektroničkom poštom. Ispitivani su stavovi i mišljenja potrošača o oglašavanju usmenom predajom, razlozi i spremnost potrošača na usmenu predaju, i da se utvrdi da li već postoji prisutnost usmene predaje kod potrošača za mikro i mala poduzeća. U zaključku su predstavljene završne misli autora o predmetnoj temi, te ocjena važnosti oglašavanja usmenom predajom za mikro i mala poduzeća i kako ju mogu potaknuti.
Abstract (english) In this final postgraduate thesis, the field of word of mouth or word of mouth advertising is analysed and how this type of advertising can be implemented in micro and small enterprises. In the introductory part of the paper, the motive, objective, and goal of the paper are explained, the methods and sources of data collection are stated, and the content and structure of the paper are explained.
The second part of the paper uses a review of and scientific and professional literature to explain the concepts of enterprises, entrepreneurs and specifically micro and small enterprises, the application of marketing and challenges for micro and small enterprises. Through evolution and definition, the classification of micro and small enterprises is presented, and by presenting the challenges of the work it aims to point out on the needs of use of promotion, accurate use of advertising and especially advertising by Word of Mouth for business success.
In the third part of the paper, with the help of professional and scientific literature, the Word of Mouth is analysed and its origins, what are elements of Word of Mouth, but what efforts can be made to initiate Word of Mouth. Initiatives and tools that can initiate Word of Mouth are explained here.
The application of NPS® measure or Net Promoter Score® with Innovative question of customer intent for word of mouth, is explained in the main part of the paper, as well as the way Net Promoter System® is implemented in the company and the benefits of application.
The subject of this paper is to investigate how Word of Mouth can be encouraged in micro and small enterprises. The indicative research was conducted by the method of testing on a sample of 150 respondents by e-mail. Consumer attitudes and opinions on Word of Mouth, reasons, and readiness of consumers for word of mouth were examined, and to determine whether there is already a presence of word of mouth about micro and small enterprises. In the conclusion, the author's concluding thoughts on the subject are presented, as well as assessments of the importance of word-of-mouth for micro and small enterprises and how it can be initiated by the micro and small enterprises.
Keywords
oglašavanje
oglašavanje usmenom predajom
oglašavanje od usta do usta
NPS
Keywords (english)
advertising
word-of-mouth
word-of-mouth marketing
word-of-mouth advertising
customer satisfaction reserach
Language croatian
URN:NBN urn:nbn:hr:192:641137
Study programme Title: Marketing management Study programme type: university Study level: postgraduate specialist Academic / professional title: sveučilišni/a specijalist/specijalistica marketing menadžmenta (sveučilišni/a specijalist/specijalistica marketing menadžmenta)
Type of resource Text
File origin Born digital
Access conditions Access restricted to students and staff of home institution
Terms of use
Created on 2022-12-16 16:24:52