Title Prilagođavanje proizvoda pojedinačnom kupcu
Title (english) Customizing Products for Individual Buyers
Author Marija Kitin
Mentor Dragan Benazić (mentor)
Committee member Erik Ružić (predsjednik povjerenstva)
Committee member Dragan Benazić (član povjerenstva)
Committee member Ariana Nefat (član povjerenstva)
Granter University of Pula (Faculty of economics and tourism "Dr. Mijo Mirković") Pula
Defense date and country 2019-06-19, Croatia
Scientific / art field, discipline and subdiscipline SOCIAL SCIENCES Economics Marketing
Abstract Proizvod je sve ono što nekome možemo ponuditi da zadovolji njegovu potrebu ili želju. Proizvodi se mogu klasificirati prema trajnosti i prema tipu potrošača; prema trajnosti dijele se na potrošna i trajna dobra, a prema tipu potrošača na proizvode krajnje potrošnje i proizvode poslovne potrošnje. Obilježja proizvoda su dizajn, kvaliteta, marka, pakiranje/ambalaža i garancija i postprodajni servisi. Brzi tehnički napredak, kao i razvoj ljudskih potreba dovodi i do potrebe za novim proizvodima. Razvoj novih proizvoda je skup i zahtjevan proces gdje su rizici veliki, a odvija se u 6 faza: prikupljanje novih ideja, izbor ideja, razvoj novog proizvoda, analiza ekonomičnosti, testiranje novog proizvoda i uvođenje novog proizvoda. Svaki proizvod ima svoj životni ciklus tijekom kojeg se prati kretanje dobiti i prodaje, a etape su: razvoj, uvođenje, rast, zrelost i opadanje. Mjesto gdje se susreću ponuda i potražnja naziva se tržište, a kupcem se smatra primatelj usluga, robe, proizvoda ili ideje prodavača ili pružatelja usluge u zamjenu za novac ili druge vrijednosne usluge. Segmentacija tržišta je proces podjele tržišta u skupine u kojima su potrošači unutar skupine što sličniji, a razlike među skupinama što veće. Na taj se način povećava preciznost tvrtke u odabiru ciljnog tržišta jer se ono dijeli na manje segmente. Dobro razvijena strategija segmentacije poboljšava marketing i prodaju jer omogućuje razvoj posebnih proizvoda za kupce, pomaže u pronalaženju novih kupaca, pomaže u usklađivanju proizvođačkih kapaciteta i potrošačkih potreba i omogućuje uspješan razvoj novih proizvoda. Trgovina je gospodarska djelatnost kupnje i prodaje robe i/ili pružanja usluga u trgovini u svrhu ostvarivanja dobiti ili drugog gospodarskog učinka, na domaćem ili inozemnom tržištu i obavlja se kao trgovina na veliko i kao trgovina na malo. Gospodarski subjekt mora definirati svoja ciljna tržišta, shvatiti želje i potrebe svojih potrošača, odgovarati na njihove zahtjeve i pružiti im ono što trebaju. Prilagođavanje proizvoda pojedinačnom kupcu omogućuje ostvarenje više razine zadovoljstva kupaca jer prilagođeni proizvod na najbolji način zadovoljava individualnu želju ili potrebu, a zadovoljstvo kupaca je najvažniji marketinški cilj. Ostvarenje visoke razine zadovoljstva kupaca poduzeću omogućuje uspješno poslovanje i dugoročni opstanak na tržištu.
Abstract (english) The product is all that one can offer to satisfy consumers' wishes. Products can be classified according to their durability and the type of the consumer; according to durability, they are divided into consumable and durable goods, and according to the type of the consumer to the end-consumer products and products of business consumption. Product features are design, quality, brand, packaging, warranty, and post-sales services. Rapid technical advances, as well as the development of human needs, lead to the need for new products. The development of new products is a costly and demanding process where the risks are great, and it takes place in 6 stages: collecting new ideas, choosing ideas, developing a new product, analyzing cost-effectiveness, testing a new product, and introducing a new product. Each product has its own life cycle during which the flow of profit and sales is monitored, and the stages are: development, introduction, growth, maturity, and decline. The place where the offer and demand meet is called the market, and the buyer is considered to be the recipient of the service, goods, product, the idea of the seller or the service provider in exchange for money or other value services. Market segmentation is a process of market division into groups where consumers within the group are as similar as possible and the differences between the groups are as large as possible. This increases the precision of the company in selecting the target market because it is divided into smaller segments. A well-developed segmentation strategy improves marketing and sales by enabling the development of special products for customers, helping to find new customers, to align production capacity and consumer needs, and enables successful development of new products. Trade is the economic activity of buying and selling goods and / or providing services in trade for the purpose of profit or other economic effect on the domestic or foreign markets which might be carried out as a wholesale and retail trade. Entrepreneurs must define their target markets, understand the wishes and needs of their consumers, respond to their demands, and provide them with what they need. Customizing a product to an individual customer enables a higher level of customer satisfaction because the customized product best meets the individual wish or need since the customer satisfaction is the pivotal marketing goal. Achieving a high level of customer satisfaction enables the company to successfully run its business and a long-term survival on the market.
Keywords
proizvod
razvoj novog proizvoda
tržište
kupac
segmentacija tržišta
trgovina
prilagođavanje proizvoda
Keywords (english)
product
new product development
market
customer
market segmentation
trade
customization of products
Language croatian
URN:NBN urn:nbn:hr:137:671877
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: Management and Entrepreneurship 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 2020-12-07 12:26:04