Title Marketinški aspekt poduzetništva
Title (english) Enterpreneurship and it's marketing aspects
Author Luana Grgorović
Mentor Danijela Križman Pavlović (mentor)
Committee member Aljoša Vitasović (predsjednik povjerenstva)
Committee member Danijela Križman Pavlović (član povjerenstva)
Committee member Dragan Benazić (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 Economics of Entrepreneurship
Abstract Marketing i poduzetništvo u neraskidivoj su vezi, točnije poduzetništvo ne može egzistirati bez uspješnog poznavanja i korištenja marketinga. Poduzetnik nalazi, kombinira, usmjerava poslovne aktivnosti, osniva poduzeće, pokretač je i nositelj promjena, uspješno komunicira, zna postaviti prave ciljeve u pravo vrijeme, te je sposoban razumijeti promjene u okruženju. No, ništa od svega toga nije moguće bez poznavanja marketinga i njegovih glavnih odrednica. Kako bi uspješno ostvario svoj cilj poduzetnik u svom poslovanju mora inkorporirati praćenje i istraživanje tržišta, razvoj proizvoda, formiranje cijena, kanale distribucije, te komunikaciju s tržištem odnosno promociju. Osnovna zadaća marketinške koncepcije je da se zadovolje potrebe potrošača bolje od konkurencije i ostvari dugoročnu dobit. Marketing pomaže razumijeti i naučiti sve što stoji iza jednog dobrog proizvoda ili usluge. Poduzeće koje je usvojilo marketinški koncept temelji svoje poslovanje na tome da uspjeh poduzeća proizlazi iz učinkovitog zadovoljenja potreba potrošača. Onda kada poduzeće usvoji koncepciju marketinga prema potrošačima tada se koncepcija marketinga sastoji od spremnosti da se razumiju potrebe i želje potrošača, te spremnost na prilagođavanje bilo kojeg elementa marketinškog miksa, u cilju zadovoljavanja tih potreba i želja. Implementacija marketinške koncepcije ima značajnu ulogu u ostvarivanju dugoročne profitabilnosti, zbog toga jer je u izravnoj vezi s ciljevima poduzetnika, koji radi stjecanja dobiti i ulazi u ostvarenje poduzetničkog pothvata. U fazi razvoja poduzetničkog pothvata važno je da poduzetnik ima dobru ideju i potreban kapital. Rad je pokazao kako je poduzeće Optimus Consulting d.o.o. krenulo u poduzetnički pothvat koristeći odrednice marketinškog aspekta te se uspješno priključilo tržištu. Teško je opstati na tržištu ukoliko poduzeće nema spoznaju što, kako i za koga nešto proizvoditi. Prisutna je sve veća konkurencija, a poduzetnik treba biti bolji od konkurencije nudeći potrošačima zadovoljenje njihovih potreba bolje od konkurencije, no bez razumijevanja marketinga i implementacije marketinške koncepcije poduzetnik će teško ostvariti pozitivan rezultat i stoga poduzetnik mora razumjeti i primijeniti marketing u svom poslovanju.
Abstract (english) Marketing and Entrepreneurship in the unbreakable bond, namely entrepreneurship can not exist without successful knowledge and use of marketing. An entrepreneur is, a combination of direct business activities, established company, the driver and the holder of change, successfully communicating, knows to set the right goals at the right time, and is able to understand the changes in the environment. But none of this is not possible without knowledge of marketing and its main determinants. In order to successfully achieve its goal of an entrepreneur in his business must incorporate monitoring and market research, product development, pricing, distribution channels and market communication and promotion. The main task of the marketing concept is to satisfy the needs of customers better than the competition and achieve long-term gain. Marketing helps to understand and learn all that stands behind a good product or service. The company adopted the marketing concept based their business on that success stems from the company effectively meet the needs of consumers. Then when the company adopted the concept of marketing to consumers then the concept of marketing consists of a willingness to understand the needs and desires of consumers, and the willingness to adapt any element of the marketing mix in order to meet these needs and desires. Implementation of the marketing concept plays an important role in achieving long-term profitability, because it is directly related to the goals of entrepreneurs, who for profit and enters the realization of entrepreneurial ventures. At the stage of development of entrepreneurial ventures, it is important that the entrepreneur has a good idea of the needed capital. The work has shown that the company "Optimus Consulting" doo went into an entrepreneurial venture by using the settings the marketing aspect and successfully joined the market. It is difficult to survive in the market if the company has no knowledge of what, how and for whom to produce something. There is increasing competition and entrepreneur should be better than the competition by offering consumers meet their needs better than the competition, but without understanding the marketing and implementation of the marketing concept entrepreneur be difficult to achieve a positive result and therefore the entrepreneur must understand and apply marketing in their business.
Keywords
marketing
poduzetništvo
marketinški aspekt
Keywords (english)
marketing
Enterpreneurship
marketing aspects
Language croatian
URN:NBN urn:nbn:hr:137:178309
Study programme Title: Business Economics; specializations in: Finance, Accounting and Auditing, Marketing Management, Management and Entrepreneurship, Tourism, Business Informatics 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
Public note sažetak preuzet iz zaključka
Created on 2017-02-13 14:50:29