prikaz prve stranice dokumenta Lojalnost marki proizvoda kao cilj i starteška prepostavka
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undergraduate thesis
Lojalnost marki proizvoda kao cilj i starteška prepostavka
2019. urn:nbn:hr:155:170445
Božić, Kristina
University of Dubrovnik
Faculty of Economics and Business

Cite this document

Božić, K. (2019). Lojalnost marki proizvoda kao cilj i starteška prepostavka (Undergraduate thesis). Dubrovnik: University of Dubrovnik. Retrieved from https://urn.nsk.hr/urn:nbn:hr:155:170445

Božić, Kristina. "Lojalnost marki proizvoda kao cilj i starteška prepostavka." Undergraduate thesis, University of Dubrovnik, 2019. https://urn.nsk.hr/urn:nbn:hr:155:170445

Božić, Kristina. "Lojalnost marki proizvoda kao cilj i starteška prepostavka." Undergraduate thesis, University of Dubrovnik, 2019. https://urn.nsk.hr/urn:nbn:hr:155:170445

Božić, K. (2019). 'Lojalnost marki proizvoda kao cilj i starteška prepostavka', Undergraduate thesis, University of Dubrovnik, accessed 28 December 2024, https://urn.nsk.hr/urn:nbn:hr:155:170445

Božić K. Lojalnost marki proizvoda kao cilj i starteška prepostavka [Undergraduate thesis]. Dubrovnik: University of Dubrovnik; 2019 [cited 2024 December 28] Available at: https://urn.nsk.hr/urn:nbn:hr:155:170445

K. Božić, "Lojalnost marki proizvoda kao cilj i starteška prepostavka", Undergraduate thesis, University of Dubrovnik, Dubrovnik, 2019. Available at: https://urn.nsk.hr/urn:nbn:hr:155:170445

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Metadata
TitleLojalnost marki proizvoda kao cilj i starteška prepostavka
Title (english)The loyalty of the product as a goal and strategic assumption
AuthorKristina Božić
MentorIris Mihajlović (mentor)
Committee memberBarbara Puh (predsjednik povjerenstva)
Committee memberVesna Vrtiprah (član povjerenstva)
GranterUniversity of Dubrovnik
(Faculty of Economics and Business)
Dubrovnik
Defense date and country2019-09-30, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Jedna od navrijednijih neopipljivih vrijednosti poduzeća je njegova marka, a na marketingu je da upravlja njihovom vrijednošću na odgovarajući način. Izgradnja snažne marke i umjetnost je i znanost. Ona zahtijeva pažljivo planiranje, duboku dugoročnu predanost te kreativno dizajniran i proveden marketing. Snažna marka zahtjeva intezivnu lojalnost kupca – u njezinoj je srži odličan proizvod i usluga. No, svaka tvrtka nastoji lojalnost svojih potrošača zadržati trajno. Da bi to postigli, njihovi proizvodi ili usluge moraju zadovoljavati visoke kriterije, prvenstveno kvalitete u koju se mora konstantno ulagati. Uz opće karakteristike, proizvođači moraju svojim potrošačima nuditi dodatnu vrijednost proizvoda ili usluga (npr. iskustvo, doživljaj u skladu sa precipranom vrijednošću), provodeći svoje pomno osmišljene marketinške strategije. Emocionalnu vezu sa potrošačima proizvođači mogu ostvarivati kroz razne marketinške akcije i projekte, razvoj komunikacije putem raznih oblika promocije (web, društvene mreže, mobilne aplikacije, oglašavanje) pružajući im iskustvo i doživljaj koji će potaknuti ponovnu kupnju. Cilj marketinških stručnjaka je otkriti utjecajne čimbenike koji utječu na kupnju poput kulturoloških, psiholoških, društvenih te osobnih čimbenika koji utječu na kupnju određenih proizvoda, te lojalnost prema tim proizvodima na čemu je i naglasak u ovom radu. Lojalnost potrošača odražava se ponovnom kupnjom istog proizvoda prilikom koje se zaboravljaju sve negativne karakteristike i negativna iskustva vezana za proizvod.
Abstract (english)
One of the most intangible assets of the company is its brand, and marketing is to manage their value appropriately. Building a strong brand and art is science. It requires careful planning, profound long-term commitment and creatively designed and implemented marketing. Strong brand requires intense customer loyalty - at its core is an excellent product and service. But every company strives to keep its customers loyal to permanent. To achieve this, their products or services must meet high criteria, primarily the quality that must be constantly invested. In addition to the general characteristics, manufacturers must offer their customers additional value to their products or services (eg experience, promise) by implementing their carefully designed marketing strategies. Emotional connectivity with consumers can be realized through various marketing campaigns and projects, communication development through various forms of promotion (web, social networks, mobile apps, advertising), providing them with experience that will encourage re-purchase. The aim of the marketing experts is to discover influencing factors that influence purchasing, such as cultural, psychological, social and personal factors which affects buyer to buy the product. Consumer loyalty is reflected in the repurchase of the same product and forgetting all negative characteristics and negative experiences with that product.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:155:170445
Study programmeTitle: Business Economics; specializations in: Tourism, Marketing, International Trade, IT Management
Course: Marketing
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 resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Public note4068
Created on2020-05-26 08:09:30