Title Promoviranje putem kanala distribucije
Title (english) Promotion through distribution channels
Author Andreja Jagetić-Daraboš
Mentor Danijela Križman Pavlović (mentor)
Committee member Dragan Benazić (predsjednik povjerenstva)
Committee member Danijela Križman Pavlović (član povjerenstva)
Committee member Tamara Floričić (član povjerenstva)
Granter University of Pula (Faculty of economics and tourism "Dr. Mijo Mirković") Pula
Defense date and country 2020-09-11, Croatia
Scientific / art field, discipline and subdiscipline SOCIAL SCIENCES Economics Marketing
Abstract Kanali distribucije omogućavaju aktivnosti kojima će se proizvod ili usluga dostaviti na tržište. Sudionici koji se javljaju u tom procesu su proizvođač, posrednik i krajnji kupac. Proizvođač i krajnji kupac su sudionici svakog kanala, a posrednik je sudionik koji će omogućiti brži protok robe od proizvođača do potrošača, držati zalihe te udovoljiti potražnji potrošača. U kanalima distribucije važno je motivirati i potaknuti posrednike na suradnju raznim promotivnim aktivnosti, ali i zainteresirati ciljnu skupinu potrošača za proizvod ili marku. Promocija je oblik komunikacije čija je uloga informirati ili podsjećati potrošače o proizvodu, uslugama ili imidžu. Promotivnim miksom će se koordinirati aktivnosti kojima će se izravno komunicirati s potencijalnim potrošačima, a neke od aktivnosti su oglašavanje, Internet marketing, unapređenje prodaje i dr. Osim promotivnih aktivnosti, potrebno je naglasiti i da važnu ulogu imaju „push“ i „pull“ strategije promocije. One određuju kako će proizvođači pristupiti potrošačima ovisno o tome koliko su potrošači upoznati s proizvoda i koliko aktivno ga traže. U ovom radu prikazan je primjer iz prakse, poduzeće koje proizvodi vlastiti proizvod koji je krajnjim potrošačima na hrvatskom tržištu dostupan putem vlastitih maloprodajnih trgovina, a na inozemnom tržištu putem posrednika.
Abstract (english) Distribution channels enable activities by which a product or service will be delivered on the market. The participants in this process are the manufacturer, the intermediary and the end customer. The producer and the end customer are participants in each channel, and the intermediary is a participant who will enable a faster flow of goods from producer to consumer, maintain stocks and meet consumer needs. In distribution channels it is important to motivate and encourage intermediaries to cooperate with various promotional activities, but also to interest the target group of consumers for a product or brand. Promotion is a form of communication whose role is to inform or remind consumers about a product, service or image. The promotional mix will coordinate activities that will directly communicate with potential consumers, and some of the activities are advertising, Internet marketing, sales improvement, etc. Except promotional activities, it is necessary to emphasize an important role of "push" and "pull" strategy promotion. They determine how the manufacturers will approach consumers depending on how familiar consumers are with the product and how actively they are looking for product. This work show an example from practice, a company that produces its own product that is available to end consumers on the Croatian market through its own retail stores, and on the foreign market through intermediaries.
Keywords
kanali distribucije
posrednik
promocija
promotivni miks
Keywords (english)
distribution channels
intermediary
promotion
promotional mix
Language croatian
URN:NBN urn:nbn:hr:137:572164
Study programme Title: Business Economics; Finance, Economics, Financial Management, Management and Entrepreneurship, Marketing Management, Business Informatics, Tourism; specializations in: Finance, Accounting and Auditing, Marketing Management, Management and Entrepreneurship, Tourism, Business Informatics, Financial Management, Informatics Management Course: Marketing Management 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
Terms of use
Created on 2020-09-29 15:39:29