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undergraduate thesis
ULOGA DIGITALNOG MARKETINGA I ISTRAŽIVANJA TRŽIŠTA U SVRHU PLASIRANJA PROIZVODA NA TRŽIŠTE NA PRIMJERU "ERGOFFICE"
2021. urn:nbn:hr:128:118366
Irha, Martin
Karlovac University of Applied Sciences
The Department of Safety and Protection
Professional Study of Safety and Protection - Part-time study

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Irha, M. (2021). ULOGA DIGITALNOG MARKETINGA I ISTRAŽIVANJA TRŽIŠTA U SVRHU PLASIRANJA PROIZVODA NA TRŽIŠTE NA PRIMJERU "ERGOFFICE" (Undergraduate thesis). Karlovac: Karlovac University of Applied Sciences. Retrieved from https://urn.nsk.hr/urn:nbn:hr:128:118366

Irha, Martin. "ULOGA DIGITALNOG MARKETINGA I ISTRAŽIVANJA TRŽIŠTA U SVRHU PLASIRANJA PROIZVODA NA TRŽIŠTE NA PRIMJERU "ERGOFFICE"." Undergraduate thesis, Karlovac University of Applied Sciences, 2021. https://urn.nsk.hr/urn:nbn:hr:128:118366

Irha, Martin. "ULOGA DIGITALNOG MARKETINGA I ISTRAŽIVANJA TRŽIŠTA U SVRHU PLASIRANJA PROIZVODA NA TRŽIŠTE NA PRIMJERU "ERGOFFICE"." Undergraduate thesis, Karlovac University of Applied Sciences, 2021. https://urn.nsk.hr/urn:nbn:hr:128:118366

Irha, M. (2021). 'ULOGA DIGITALNOG MARKETINGA I ISTRAŽIVANJA TRŽIŠTA U SVRHU PLASIRANJA PROIZVODA NA TRŽIŠTE NA PRIMJERU "ERGOFFICE"', Undergraduate thesis, Karlovac University of Applied Sciences, accessed 25 April 2024, https://urn.nsk.hr/urn:nbn:hr:128:118366

Irha M. ULOGA DIGITALNOG MARKETINGA I ISTRAŽIVANJA TRŽIŠTA U SVRHU PLASIRANJA PROIZVODA NA TRŽIŠTE NA PRIMJERU "ERGOFFICE" [Undergraduate thesis]. Karlovac: Karlovac University of Applied Sciences; 2021 [cited 2024 April 25] Available at: https://urn.nsk.hr/urn:nbn:hr:128:118366

M. Irha, "ULOGA DIGITALNOG MARKETINGA I ISTRAŽIVANJA TRŽIŠTA U SVRHU PLASIRANJA PROIZVODA NA TRŽIŠTE NA PRIMJERU "ERGOFFICE"", Undergraduate thesis, Karlovac University of Applied Sciences, Karlovac, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:128:118366

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Metadata
TitleULOGA DIGITALNOG MARKETINGA I ISTRAŽIVANJA TRŽIŠTA U SVRHU PLASIRANJA PROIZVODA NA TRŽIŠTE NA PRIMJERU "ERGOFFICE"
Title (english)THE ROLE OF DIGITAL MARKETING AND MARKET RESEARCH IN ORDER TO PLACE PRODUCTS ON THE MARKET ON THE EXAMPLE OF "ERGOFFICE"
AuthorMartin Irha
MentorBranko Wasserbauer (mentor)
Committee memberAndreja Primužak (predsjednik povjerenstva)
Committee memberIvana Varičak (član povjerenstva)
Committee memberBranko Wasserbauer (član povjerenstva)
Committee memberNatalija Kusanić Belinić (član povjerenstva)
GranterKarlovac University of Applied Sciences
(The Department of Safety and Protection)
(Professional Study of Safety and Protection - Part-time study)
Karlovac
Defense date and country2021-02-26, Croatia
Scientific / art field,
discipline and subdiscipline		TECHNICAL SCIENCES
Basic Technical Sciences
Abstract
Digitalizacija i informatizacija u cijelom svijetu doveli su do modernizacije marketinškog procesa. Samom modernizacijom promijenjen je cjelokupni dotadašnji pogled na marketing i sve njegove sastavnice. Jedan od najbitnijih elemenata marketinga koji je dobio potpuno novo značenje prelaskom u digitalni svijet su metode promocije. TV reklame, novine, jumbo plakati i sl. zamijenjeni su web stranicama, bannerima, newsletterima i društvenim mrežama koje trenutno pokazuju puno veću uspješnost koju prate manji troškovi. Istraživanje tržišta jedna je od stavki marketinga bez koje se ne bi moglo uspješno plasirati proizvod ili uslugu. Sve brže i intenzivnije promjene zahtijevaju konstantno istraživanje tržišta i praćenje želja i potreba potrošača koji su prelaskom u digitalne okvire postali sve zahtjevniji, a preferencije i potrebe su im se promijenile. U ovom radu provedeno je istraživanje tržišta putem online ankete na primjeru izmišljenog poduzeća „ERGOFFICE“, koje se bavi prodajom uredske ergonomske opreme i namještaja, kako bi se proizvodi uspješno plasirali na tržište i istražila ciljana skupina. Prvenstveno se prilikom istraživanja tržišta ispituje postoji li uopće potreba za određenim proizvodom ili uslugom na tržištu. Prilikom analiziranja rezultata provedene ankete ispitanici su pokazali visok stupanj zainteresiranosti što dovodi do idućih koraka marketinškog procesa i kreiranja metoda promocije koje su također predočene u radu.
Abstract (english)
Digitalization and informatization around the world have led to the modernization of the marketing process. The modernization itself changed the entire previous view of marketing and all its components. One of the most important elements of marketing that has gained a whole new meaning with the transition to the digital world are the methods of promotion. TV commercials, newspapers, billboards, etc. have been replaced with websites, banners, newsletters and social networks that are currently showing much higher performance followed by lower costs. Market research is one of the marketing items without which a product or service could not be successfully marketed. Increasingly faster and more intensive changes require constant market research and monitoring of the wishes and needs of consumers who have become more demanding with the transition to digital frameworks, and their preferences and needs have changed. In this paper, market research was conducted through an online survey on the example of the fictional company "ERGOFFICE", which sells office ergonomic equipment and furniture, in order to successfully place products on the market and research the target group. Primarily, market research examines whether there is a need for a particular product or service in the market at all. When analyzing the results of the survey, respondents showed a high interest, which leads to the next steps of the marketing process and the creation of promotion methods, which are also presented in the paper.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:128:118366
Study programmeTitle: Security and Protection Studies
Study programme type: professional
Study level: undergraduate
Academic / professional title: stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) inženjer/inženjerka sigurnosti i zaštite (stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) inženjer/inženjerka sigurnosti i zaštite)
Type of resourceText
File originBorn digital
Access conditionsOpen access
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Created on2021-03-19 12:39:39