Title Istraživanje tržišta za potrebe uvođenja novog proizvoda
Title (english) Market research for the introduction of new products
Author Andrea Bahun
Mentor Dražen Alerić (mentor)
Committee member Erik Ružić (predsjednik povjerenstva)
Committee member Dražen Alerić (član povjerenstva)
Committee member Lenko Uravić (član povjerenstva)
Granter University of Pula (Faculty of economics and tourism "Dr. Mijo Mirković") Pula
Defense date and country 2016-09-14, Croatia
Scientific / art field, discipline and subdiscipline SOCIAL SCIENCES Economics Marketing
Abstract Osnovne organizacije udruženog rada i radne organizacije posluju po principu dohotka koji se ostvaruje na domaćem ili inozemnom tržištu. Prema tome znači da uspješno poslovanje organizacije ovisi o mogućnostima plasmana proizvoda i usluga. Temeljna aktivnost putem koje poduzeća mogu dobiti informacije o tržištu i s tržišta je tržišno istraživanje. Tržišnim istraživanjem se uočavaju potrebe, želje i očekivanja potrošača i moguće tržišne prigode, identificiraju se poslovni izazovi, ali i provodi kontrola poslovanja. Kako bi se uvidjela potreba primjene tržišnih istraživanja u cjelokupnoj strategiji, strategiju marketinške filozofije poslovanja moguće je raščlaniti na četiri dijela, a u sva četiri dijela uključena su istraživanja koja podupiru formuliranje i provođenje strategije: otkrivanje tržišnih mogućnosti i predviđanje prodajnog potencijala, segmentacija tržišta i odabiranje ciljnih skupina, planiranje i provođenje aktivnosti vezanih za marketinški splet koji će zadovoljiti potrebe i želje potrošača te analiza i ocjena postignutih rezultata. Istraživanje za potrebe proizvoda često se provodi zbog modifikacije postojećega proizvoda ili proširenje proizvodnog asortimana, ili zbog usporedbe vlastitih proizvoda s proizvodima konkurencije. Kod istraživanja tržišta za potrebe promocije važno je ispitati koje značajke i koristi od proizvoda koje potrošač dobiva treba naglasiti. Istraživanje za potrebe prodaje i izbora kanala distribucije pomaže u otkrivanju promjena sklonosti kupaca te može pomoći u prognoziranju količine proizvoda koja će se moći prodati u određenu vremenu. Istraživanje tržišta može se definirati kao standardizirani postupak, zasnovan na principima znanstvene metode, kojim se prikupljaju, analiziraju i interpretiraju podaci s svrhom da se dobiju informacije potrebne u donošenju odluka i rješavanju poslovnih problema na području tržišnog poslovanja. Prvi počeci istraživanja tržišta javljaju se u SAD-u krajem 19. stoljeća. U našoj zemlji potreba za istraživanjem tržišta izražena je nakon uvođenja samoupravljanja, a naročito nakon gospodarske reforme 1965. godine. To je i vrijeme osnivanja prvih specijaliziranih institucija za istraživanje tržišta. 37 U osnovi proces istraživanja se zasniva na sličnom redoslijedu koji je prisutan i u bilo kojem drugom zadatku, a polazi se od pitanja što treba učiniti, zašto, na koji način, kada i uz koje troškove. Postupak kojemu je svrha da se stvori optimalan proizvod je test proizvoda. Testom proizvoda može se utvrditi način kako potencijalni potrošač shvaća proizvod, ako se radi o sasvim novom proizvodu. U tom slučaju govorimo o testu koncepcije. Pokusnim marketingom označavamo prodaju proizvoda na prostorno ograničenom, manjem tržištu (koje zovemo pokusno ili test tržište) s dva cilja: da se na temelju prodajnih rezultata pokusnog tržišta ocijeni uspješnost proizvoda na cjelokupnom predviđenom tržištu i da se uoče problemi u provođenju marketinga i da ih se ukloni prije prelaska na cjelokupno tržište.
Abstract (english) Basic organizations of associated labor and labor organizations operate on the principle of income that is generated on the domestic or international market. That means that the business success of an organization depends on the possibilities of product and services placement. The primary activity through which companies can get information on and from the market is market research. Through market research, the needs, desires and expectations of consumers are detected, possible market opportunities are discovered, business challenges are identified, and business control is conducted. In order to recognize the need to apply market research in the overall strategy, the strategy of marketing philosophy can be divided into four sections, and in all four sections research is involved that supports the formulation and conducting of the strategy: discovering market possibilities and predicting the sales potential, market segmentation and choosing the target groups, planning and conducting activities related to the marketing combination which would fulfill the needs and desires of consumers, and finally the analysis and evaluation of achieved results. Product research is often conducted for the modification of an existing product or for expansion of the production range, or even to compare the company's own products to those of the competition. In market research for promotion needs, it is important to explore which features and benefits of the product that the consumer receives should be emphasized. Research for the needs of sales and choice of distribution channels helps discover the changes in the consumer's inclinations and it can also help prognosticate the amount of product that can be sold during a certain time span. Market research can be defined as a standardized procedure based on the principles of scientific methods through which data is acquired, analyzed and interpreted, with the purpose of obtaining information necessary for the decision making and business problem solving in the area of market business operations. The beginnings of market research first appeared in the USA at the end of the 19th century. The need for market research in our country was evident after the introduction of self-management and especially after the economic reform in 1965. It is also the time when first specialized market research institutions were founded. 39 The process of research is essentially based on a similar order that is present in any other task, and it starts from the questions: What should be done, why, in what way, when, and at what cost. The procedure that has the purpose of creating an optimum product is called product testing. Product testing can determine how a potential consumer understands the product, in case it is a brand new product. In that case we are talking about concept testing. Testing marketing is defined as the product sale on a spatially limited, smaller market (which is called the test market) with two goals: to evaluate the success of the products on the overall market based on the sales results of the test market, and to detect problems in the marketing process and remove them before moving onto the overall market.
Keywords
tržište
istraživanje
strategija
segmentacija
planiranje
provođenje
proizvod
promocija
test proizvoda
pokusni marketing
Keywords (english)
market
research
strategy
segmentation
planning
conducting
product
product testing
testing marketing
Language croatian
URN:NBN urn:nbn:hr:137:781345
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 15:18:56