undergraduate thesis
Analysis of the promotional messages on the international market

Karla Češnjaj (2016)
University of Zadar
Department of Tourism and Communication Sciences
Metadata
TitleAnaliza promotivnih poruka na međunarodnom tržištu
AuthorKarla Češnjaj
Mentor(s)Božena Krce Miočić (thesis advisor)
Abstract
Danas se skoro na svakom koraku susrećemo s marketingom, no svaki od stručnjaka mu pristupa s nekog drugog gledišta. U akademskim je krugovima prihvaćena definicija koja govori da je marketing proces planiranja i provođenja stvaranja ideje, proizvoda i usluga, određivanja njihovih cijena, promocije i distribucije kako bi se obavila razmjena koja zadovoljava ciljeve pojedinaca i organizacije. Marketing mora zadovoljiti želje i potrebe pojedinaca i stvoriti potražnju i adekvatnu ponudu. Najbitniji dio je razmjena, tj. transfer opipljivih i/ili neopipljivih vrijednosti između dvije ili više uključenih strana. U današnje doba globalizacije se javlja i pojam međunarodnog marketinga koji je sastavni dio marketinga i kao takav se primjenjuje na stranim tržištima. Tržište je skup stvarnih i potencijalnih kupaca određenog proizvoda ili usluge. Za tvrtku je najbitnije potencijalno tržište i na njega se mora fokusirati ako želi da joj proizvod ili usluga bude uspješan. Danas mnogo kompanija nema drugog izbora nego se prošiti na međunarodno tržište iz različitih razloga. Na međunarodnom je tržištu zbog različitosti bitno uspostaviti dobru komunikaciju. Cilj međunarodne marketinške komunikacije je stimuliranje potražnje i isticanje vrijednosti koje pojedini poslovni subjekti nude. Marketinškom komunikacijom se dolazi i do pojma promocije koja je sastavni dio marketinškog miksa. Promocija je bilo koji oblik komuniciranja upotrebljen u svrhu informiranja, uvjeravanja ili podsjećanja ljudi na proizvode, usluge, image, ideje te uključivanja i utjecaja društva. U svrhu promocije određena tvrtka mora dobro istražiti ciljano tržište, njezinu kulturu, jezik, zakone, trendove i slično kako bi što bolje mogla doprijeti do potrošača. Mora također odabrati najbolji oblik promotivne aktivnosti. U promotivne aktivnosti spadaju oglašavanje, osobna prodaja, unapređenje prodaje, odnosi s javnošću i izravni marketing. Tvrtka mora napraviti dobar promotivni miks. Neka istraživanja pokazuju kako će se u budućnosti okruženje promijeniti, ali i da će se većina poslovnih subjekata okrenuti međunarodnom poslovanju. Ono što trebaju je samo biti u korak s vremenom kako bi opsluživali kupce bolje od konkurenata te kako bi im poslovanje bilo dugoročno isplativo.
Keywordsmarketing demand market international communication promotion
Parallel title (English)Analysis of the promotional messages on the international market
Committee MembersVlado Sušac (committee chairperson)
Božena Krce Miočić (committee member)
Gabrijela Vidić (committee member)
GranterUniversity of Zadar
Lower level organizational unitsDepartment of Tourism and Communication Sciences
PlaceZadar
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Economics
Marketing
Study programme typeuniversity
Study levelundergraduate
Study programmeCulture and Tourism
Academic title abbreviationuniv. bacc. turism. cult.
Genreundergraduate thesis
Language Croatian
Defense date2016-09-29
Parallel abstract (English)
Nowadays we can find marketing on every step of our way, but the experts have different approaches when it comes to defining it. The accepted definition in academic circles says that marketing is a process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives. Marketing needs to satisfy customers wants and needs, it needs to make its demand and an adequate supply. The most important part is a trade, the transfer of tangible and intangible goods between two or more parties involved. In this age of globalization comes another term, the term of international marketing which is an integral part of marketing and as such is applied in foreign markets. Market is set of real and potential customers of a certain product or service. The potential market is the most important market for a company and the company needs to focus on it if a success is what it wants. Today a lot of companies have no choice but to go international for many different reasons. It is very important to establish a good communication on the international market because of the differences. The objective of the international marketing communication is to stimulate consumer demand and to emphasize the values which are offered from a company. Marketing communication also leads to a term of promotion which is an integral part of marketing mix. Promotion is any form of communication used to inform, persuade, or remind people about company products, services, image and ideas. For the promotional purposes a company needs to make a good research about the target market, its culture, language, laws, trends and similar in order to reach a costumer in a better way. It also needs to choose the best form of the promotional activity. Promotion includes marketing activities like advertising, personal selling, sales promotion, public relations and direct marketing. A company needs to make a good promotional mix. Some researches show that the surrounding will change in the future. They also say that most of the companies will turn to international management. These companies just need to be up to date in order to serve the customers better than the competitors. That way their work would be profitable in a long term.
Parallel keywords (Croatian)marketing potražnja tržište međunarodna komunikacija promocija
Resource typetext
Access conditionAccess restricted to students and staff of home institution
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:162:168696
CommitterGorica Lovrić