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undergraduate thesis
Važnost i specifičnosti promocije usluga u tržišnom gospodarstvu
2018. urn:nbn:hr:209:830041
Cenger, Teofil
European Business School Zagreb

Cite this document

Cenger, T. (2018). Važnost i specifičnosti promocije usluga u tržišnom gospodarstvu (Undergraduate thesis). Zagreb: European Business School Zagreb. Retrieved from https://urn.nsk.hr/urn:nbn:hr:209:830041

Cenger, Teofil. "Važnost i specifičnosti promocije usluga u tržišnom gospodarstvu." Undergraduate thesis, European Business School Zagreb, 2018. https://urn.nsk.hr/urn:nbn:hr:209:830041

Cenger, Teofil. "Važnost i specifičnosti promocije usluga u tržišnom gospodarstvu." Undergraduate thesis, European Business School Zagreb, 2018. https://urn.nsk.hr/urn:nbn:hr:209:830041

Cenger, T. (2018). 'Važnost i specifičnosti promocije usluga u tržišnom gospodarstvu', Undergraduate thesis, European Business School Zagreb, accessed 01 June 2023, https://urn.nsk.hr/urn:nbn:hr:209:830041

Cenger T. Važnost i specifičnosti promocije usluga u tržišnom gospodarstvu [Undergraduate thesis]. Zagreb: European Business School Zagreb; 2018 [cited 2023 June 01] Available at: https://urn.nsk.hr/urn:nbn:hr:209:830041

T. Cenger, "Važnost i specifičnosti promocije usluga u tržišnom gospodarstvu", Undergraduate thesis, European Business School Zagreb, Zagreb, 2018. Available at: https://urn.nsk.hr/urn:nbn:hr:209:830041

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Metadata
TitleVažnost i specifičnosti promocije usluga u tržišnom gospodarstvu
AuthorTeofil Cenger
MentorMarina Gregorić (mentor)
GranterEuropean Business School Zagreb
Zagreb
Defense date and country2018-10-05, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract
Predmet ovog završnog rada je prikazati na kakav način djeluju usluge te kako se pojavljuju odnosno promoviraju na tržištu. Cilj ovog završnog rada je opisati specifična obilježja usluge, na koje načine poduzeća promoviraju usluge te kako poduzeća stvaraju profesionalne pružatelje usluga kako bi izvedba usluge bila uspješna. U radu je korištena deskriptivna metoda i metoda analize slučajeva. Deskriptivna metoda je metoda opažanja i opisivanja cjeline. U radu je istraženo kako poduzeća ne mogu promovirati uslugu na isti način kao i proizvod, svojim korisnicima moraju omogućiti različite popuste, nagrade, besplatna isprobavanja te specijalne pakete po posebnoj cijeni kako bi privukli što veći broj korisnika i zadržali već postojeće korisnike. U radu je analizirano kako pružatelji usluga/prodavači moraju proći kroz niz programa obuka kako bi bili sposobni pružiti dostojnu kvalitetu korisnicima usluga/kupcima koju oni zahtijevaju odnosno koju su oni platili. Poduzeća nisu u mogućnosti dopustiti gubljenje kupaca zbog lošeg načina pružanja usluga te moraju biti sposobni privući nove kupce, ali i zadržati lojalne kupce. Slijede glavni zaključci ovoga rada. Zbog svojih osnovnih karakteristika u odnosu na proizvode, usluge zahtijevaju veliku pažnju i profesionalnost marketinških stručnjaka. Također, zbog velikog broja organizacija, koje su orijentirane pružanju usluga, marketinški stručnjaci bili su primorani unaprijediti marketinški miks s 4P na 7P. Različiti načini promocije prikazani su na primjerima telekomunikacijskih poduzeća TELE2 i HT d.d.
Abstract (english)
The purpose of this paper is to present how services work and how they are promoted on the market. This paper aims to describe specific features of the service, the companies promote these services and how they create professional service providers to make the service performance successful. The descriptive method and method of case analysis were used in this paper. The descriptive method is a method of observing and describing a whole. The paper investigates how companies cannot promote a service in the same way as they promote a product. Instead companies have to provide different discounts, rewards, free trials and different kinds of special packages at a special price to attract as many customers as possible and to keep the existing users of their services. The paper analyzes how service providers/sellers have to go through a variety of training programs to be able to provide decent quality of the services required and paid by the users/customers . Service providers cannot afford to lose customers due to poor service, they must be able to attract new customers, but also to retain loyal customers. The main conclusions of this paper follow. Due to their basic features compared to products, services require great attention and professionalism of marketing experts. Also, due to large numbers of service-oriented organizations, marketing experts were forced to improve their marketing mix from 4P to 7P. Different ways of promotion are presented using the examples of telecommunications companies such as TELE2 and HT d.d.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:209:830041
Study programmeTitle: Undergraduate study program Entrepreneurship economics
Study programme type: professional
Study level: undergraduate
Academic / professional title: stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
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Created on2019-01-17 13:37:27