Uloga marketinga u unapređenju prodaje poljoprivrednog proizvoda

undergraduate thesis

• Title (english): The role of marketing in promoting the sale of agricultural products
• Author: Ivana Fofić
• Mentor: Dubravka Mandušić (mentor)
• Committee member: Dubravka Mandušić (predsjednik povjerenstva)
• Committee member: Lucija Blašković (član povjerenstva)
• Committee member: Jelena Gadže (član povjerenstva)
• Granter: University of Zagreb; Faculty of Agriculture; (Information Science and Mathematics); Zagreb
• Defense date and country: 2023-09-18, Croatia
• Scientific / art field, discipline and subdiscipline: BIOTECHNICAL SCIENCES; Agronomy

Abstract

Dobrim marketingom proizvođači nastoje saznati želje i potrebe potrošača kako bi ih mogli zadovoljiti. Potrošače se potiče na otkrivanje novih proizvoda i kupnju vedih količina. Jedan od ciljeva marketinga je i pridobivanje i širenje kruga kupaca. Marketing je danas neizostavan dio svakog tržišta pa samim time i svake organizacije. U poljoprivredi se marketing pojavio kako bi što bolje spojio proizvođače i potrošače, a cilj je bio upoznati proizvođače s interesima potrošača. Izuzetno važna stavka marketinga je marketing mix. Kako bi se postigli ciljevi tvrtke, potrebno je pažljivo osmisliti marketing mix koji se sastoji od odabira i dogovora oko samog proizvoda, cijene, distribucije te promocije. Republika Hrvatska na dobrom je putu da postane konkurent na tržištu poljoprivrede, ali potrebno je još puno ulaganja i učenja. Tvrtke kao što su Belje, kao najpoznatiji hrvatski poljoprivredni proizvođač, Aronia Life te Bobica, kupce nastoje privudi zanimljivim spektrom proizvoda i aktivnošdu na društvenim mrežama, sajmovima i web stranicama, te se bore s grubim državnim regulativama, prekomjernim uvozom i skupom tehnologijom.

Abstract (english)

With the help of good marketing, producers try to find out the demands and wishes of consumers in order to satisfy them. The consumer is encouraged to discover new products and buy them in larger quantities. One of the marketing goals is to acquire and expand the circle of customers.
Today, marketing is an indispensable part of every market and, subsequently, crucial to each organization. In agriculture, marketing emerged in order to better connect producers and consumers, and the goal was to familiarize producers with the interests of consumers.
An extremely important element of marketing is the marketing mix. In order to achieve the company's goals, it is necessary to carefully design the marketing mix, which consists of selecting and agreeing on the product itself, its’ price, distribution and promotion. Croatia is well on its way to becoming a competitor on the agricultural market, but a lot of investment and learning is still necessary. Companies such as Belje, as the most famous Croatian agricultural producer, Aronia Life and Bobica, try to attract customers with an interesting range of products and activity on their social networks, trade fairs and websites, but they struggle with harsh governmental regulations, excessive imports and expensive technology.

• Keywords: poljoprivreda; marketing; proizvođači; potrošači; proizvod
• Keywords (english): agriculture; marketing; producers; consumers; product
• Language: croatian
• URN:NBN: urn:nbn:hr:204:531105
• Study programme: Title: Plant Sciences; Study programme type: university; Study level: undergraduate; Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) inženjer/inženjerka biljnih znanosti (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) inženjer/inženjerka biljnih znanosti)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2024-09-26 10:06:52