Title Zeleni marketing kao novi koncept poslovanja
Title (english) Green marketing as a new concept of business
Author Mia Bačić
Mentor Ariana Nefat (mentor)
Committee member Lenko Uravić (predsjednik povjerenstva)
Committee member Ariana Nefat (član povjerenstva)
Committee member Dražen Alerić (član povjerenstva)
Granter University of Pula (Faculty of economics and tourism "Dr. Mijo Mirković") Pula
Defense date and country 2016-09-28, Croatia
Scientific / art field, discipline and subdiscipline SOCIAL SCIENCES Economics Marketing
Abstract U ovom radu razmatra se koliko je pojava odrţivog razvoja utjecala na poduzeća i na njihovo poslovanje. Kada su ljudi shvatili kako štetno djeluju na okoliš, počeli su traţiti druge oblike razvoja koji će dovesti do ravnoteţe izmeĎu prirode i ljudske zajednice. Shvatili su da treba krenuti novim smjerom razvoja u budućnosti, na temeljima odrţivog razvoja. Danas sve veći broj menadţera vjeruje da je za osiguranje budućnosti njihovih poduzeća opravdano ugraditi načela odrţivog razvoja u sve oblike djelovanja poduzeća. Promjene u okruţenju i društvu, tehnologiji i ekonomskom razvoju utječu ne samo na promjene poslovanja već i na promjene u potrebama i ţeljama potrošača. Potrošači se počinju ponašati odgovornije prema pitanjima zaštite okoliša. Stvoren je segment ekološki odgovornih potrošača. Poduzeća su brzo prepoznala osjetljivost potrošača na pitanja okoliša te je na taj način došlo do pojave zelenog marketinga. Cilj ovoga rada je ukazati na to kako zeleni marketing danas postaje jedna od najbitnijih aktivnosti poduzeća. Menadţeri shvaćaju da će usvajanjem zelenog marketinga ostvariti veću konkurentsku prednost i veći profit te pridonjeti zaštiti okoliša. Zeleni marketing uključuje niz aktivnosti kao što su modifikacija proizvoda, promjene u procesu proizvodnje, promjene u ambalaţi kao i izmjenjeni način oglašavanja. U radu se ističe kako je konkurentska prednost jedna od najvećih prednosti usvajanja zelenog marketinga. Konkurentsku prednost stječu ona poduzeća koja su predana ciljevima odrţivosti i koja ključnom ulogom poduzetništva i neprestanim inovacijama kupcima nude vrijednost pruţajući im razlog za kupnju. RazraĎuje se zeleni marketinški splet koji se sastoji od zelenog proizvoda, zelene ambalaţe, zelene cijene i zelene marketinške komunikacije. Proces prilagodbe zelenog marketinškog spleta jako je teţak, razumijeti karakteristike potrošača i njihovo ponašanje zahtjeva iznimne napore marketinških stručnjaka. Poduzeća kao što su Biovega i Toyota prepoznala su koliko je briga za okoliš vaţna. Uključujući zeleni marketing u poslovanje kupci ih prepoznaju i imaju veliko povjerenje u njihove proizvode. Svojom brigom o okolišu i potrošačima te 47 postavljanjem visokih standarda kvalitete od početka svog poslovanja poduzeća su nagraĎena raznim nagradama i certifikatima.
Abstract (english) Hereby is considered how the phenomenon of sustainable development affects undertakings and their business. When people found out that they are harmful to the environment, they started to look for other forms of development which aspire to balance between nature and human community. They found out that there is a need for an other type of development in the future based on sustainable development. Today, increasing number of managers believe that their companies in the future are insured by introducing principles of sustainable development to all forms of their functioning. Changes in surroundings and community, technology and economic development have big influence not also on changes in business, but also over the wishes and needs of consumers. Consumer have started to act more responsible to environment. The segment of environmentally friendly consumers has been created. Sensitiveness of consumer in the case of environment was instantly recognised by companies, and that is how the concept of the green marketing was created. The aim of this thesis is to point out how the concept of green marketing is the one of the most important activities of companies. Managers understand that by taking along the concept of green marketing the bigger competitive advantage and bigger profits will be accomplished and also contribute to environmental safety. The concept of green marketing includes several activities such as modification of product, changes in the process of manufacturing, changes in looks of packaging and also different type of advertisement. Hereby is pointed out how the competitive advantage is one of the biggest advantages of green marketing. Competitive advantage is acquired by those companies which really aspire to the aim of sustainability and which with a key role of entrepreneurship and with enduring innovations offer to buyers valuable product, thereby providing a reason for bargain. Green marketing knot consists of the green product, green packing, green price, and green marketing communication is elaborated in this thesis. Process of the adjustment of the network of green marketing 49 is very difficult. Understanding of characteristics and behaviour of consumers demands serious efforts from professionals. Companies such as Biovega and Toyota recognised how important is the care about the environment. By including green marketing in business consumers recognise them and have confidence in their products. With their high quality standards, care about environment and consumers those companies were awarded with several rewards and certificates from the begging of their business.
Keywords
odrţivi razvoj
poduzeće
ekološki osvješteni potrošači
zeleni marketing
konkurentska prednost
zeleni marketinški splet
Biovega
Toyota
Keywords (english)
sustainable development
company
environmental aware consumers
green marketing
competitive advantage
green marketing knot
Biovega
Toyota
Language croatian
URN:NBN urn:nbn:hr:137:995479
Study programme Title: Business Economics; specializations in: Finance, Accounting and Auditing, Marketing Management, Management and Entrepreneurship, Tourism, Business Informatics Course: Finance Study programme type: university Study level: undergraduate Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resource Text
File origin Born digital
Access conditions Open access
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Created on 2017-02-08 15:51:10