značaj marketing miksa za preduzeće ljetopis automotive - master

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UNIVERZITET SINGIDUNUM BEOGRAD DEPARTMAN POSLEDIPLOMSKIH STUDIJA

MASTER RADZNAAJ MARKETING MIKSA ZA PREDUZEE LJETOPIS AUTOMOTIVE

MENTORProf. dr Danilo Golijanin

KANDIDATMijovi Milo 9438/08

BEOGRAD, 2010. godina

Sadraj:Uvod..................................................................................................................................4 I Poslovna filozofija marketinga.......................................................................................5 1.1. Kako je nastao marketing? ........................................................................................6 1.2. ta bi marketing trebalo da bude? .............................................................................6 1.3. Marketing danas.........................................................................................................7 1.4. Marketing kao nauna oblast.....................................................................................8 1.5. Marketing kao poslovna orijentacija..........................................................................8 II Marketing miks koncept................................................................................................9 2.1. Proces marketing komuniciranja..............................................................................10 2.2. Osnovni instrumenti marketing miksa.....................................................................11 2.3. Kombinovanje instrumenata (marketing miks) ......................................................12 2.4. Programiranje marketing miksa...............................................................................13 III Pojam i uloga proizvoda kao instrumenta marketing miksa......................................15 3.1. Proizvodni program (asortiman) .............................................................................15 3.2. Kvalitet proizvoda ...................................................................................................16 3.3. Marka (nastanak i razvoj) .......................................................................................17 3.4. ivotni ciklus proizvoda..........................................................................................18 3.5. Novi proizvod..........................................................................................................21 IV Pojam i uloga cijene kao instrumenta marketinga.....................................................25 4.1.Cjenovni ciljevi ........................................................................................................26 4.2.Determinante cijena..................................................................................................26 4.3.Proces odreivanja cijena..........................................................................................27 4.4. Razumijevanje formiranja cijena....................................................................28 V Pojam i uloga kanala prodaje......................................................................................29 5.1. Osnovne funkcije menadmenta kanala prodaje......................................................30 5.2.Faktori izbora kanala prodaje....................................................................................32 5.3.Subjekti koji potpomau proces distribucije.............................................................33 5.4.Fizika distribucija....................................................................................................33 VI Pojam i uloga promocije............................................................................................35 6.1. Privredna propagandna............................................................................................35 6.1.1. Postavljanje ciljeva...............................................................................................36 6.1.2. Donoenje odluke o propagandnom budetu........................................................36 6.1.3. Razvoj propagandne kampanje.............................................................................37 6.1.4. Izbor medija i mjerenje efektivnosti.....................................................................38 6.1.5. Procjena efektivnosti propagandne.......................................................................38 6.1.6. Istraivanje komunikacionih efekata....................................................................38 6.1.7. Istraivanje prodajnog efekta................................................................................39 6.2. Unapreenje prodaje...............................................................................................40 6.2.1. Korisnici i sredstva unapreenja prodaje..............................................................41 6.2.2. Unapreenje prodaje prema potroaima..............................................................42 6.2.3. Ciljevi....................................................................................................................43 6.2.4. Osnovne odluke.....................................................................................................43 6.2.5. Veliki dogaaji i iskustva......................................................................................45 6.2.6. Ciljevi dogaaja....................................................................................................45 6.2.7. Glavne odluke.......................................................................................................46 6.3. Odnosi sa javnou..................................................................................................47 6.3.1. Marketing odnosi sa javnou..............................................................................47 6.3.2. Glavne odluke u marketing odnosima sa javnou...............................................47 2

6.4. Lina prodaja kao oblik promocije...................................................................... ..49 XII Opis preduzea Ljetopis Automotive.......................................................................50 7.1. Istorija preduzea Ljetopis AD Podgorica...........................................................50 7.2. Istorija Daimler-a.....................................................................................................51 7.3. Model organizacione strukture preduzea Ljetopis Automotive.............................52 7.4. Misija i vizija...........................................................................................................53 7.5. Ciljevi i zadaci.........................................................................................................53 7.6. Prezentacija postojeih investicionih ulaganja (fizika struktura) ..........................53 7.7. Dinamika ulaganja i njihova tehnika struktura......................................................54 7.8. Marketing strategija preduzea Ljetopis Automotive..............................................54 7.9. Strategija proizvoda.................................................................................................55 7.10. Strategija poslovanja..............................................................................................55 7.11. Strategija cijena......................................................................................................55 7.12. Strategija distribucije.............................................................................................55 7.13. Promotivne strategije.............................................................................................56 7.14. Primjena SWOT analize na primjeru preduzea Ljetopis Automotive..................56 7.15. Primjena BSG portfolio analize na primjeru preduzea Ljetopis Automotive......57 XIII Marketing miks preduzea Ljetopis Automotive....................................................58 8.1.Proizvod....................................................................................................................58 8.1.1. Asortiman..............................................................................................................59 8.1.2. Brend menadment u slubi preduzea.................................................................62 8.1.3. Logo......................................................................................................................62 8.2. Cijena......................................................................................................................63 8.2.1. Prilagoavanje cijena - popusti.............................................................................64 8.2.2. Cjenovni ciljevi.....................................................................................................64 8.2.2.1. Profitno orijentisani ciljevi.................................................................................64 8.2.2.2. Prodajno orijentisani ciljevi...............................................................................64 8.2.2.3. Prestino orijentisani ciljevi...............................................................................65 8.2.3. Smanjenje i poveanje cijene................................................................................65 8.3. Kanali distribucije....................................................................................................66 8.4. Promocija ................................................................................................................67 IX Promocione aktivnosti preduzea Ljetopis Automotive............................................68 9.1. Privredna propaganda.............................................................................................68 9.1.1. Televizija..............................................................................................................69 9.1.2. tampani mediji.......................................................................