Title Segmentacija klijenata u predškolskim ustanovama Title (english) Client Segmentation in Preschool Institutions Author Ivana Validžić Mentor Vatroslav Horvat (mentor)Committee member Danijel Žabčić (predsjednik povjerenstva)Committee member Nada Vijtiuk (član povjerenstva)Committee member Vatroslav Horvat (član povjerenstva)Granter University of Zagreb Defense date and country 2017-09-26, Croatia Scientific / art field, SOCIAL SCIENCES Abstract Upravljanje marketingom (eng. marketing management) je mogli bismo reći umjetnost i znanost odabira ciljnih tržišta i pridobivanja, zadržavanja i povećavanja broja potrošača kreiranjem i isporukom vrhunske vrijednosti za potrošača. Ljudi i organizacije i službeno i neslužbeno bave se velikim brojem aktivnosti koje bismo mogli nazvati marketingom, a isto vrijedi za i dječje vrtiće i njihove zaposlenike. Dobar marketing nije slučajnost, nego rezultat pažljivog planiranja i provedbe. Uspjeh organizacija rezultat je djelotvornog upravljanja marketingom. Radi učinkovitijeg nadmetanja mnoge organizacije stoga danas prihvaćaju marketing ciljnih tržišta. Umjesto da rasipaju svoj marketinški napor, usredotočuju se na klijente koje mogu vjerojatnije zadovoljiti. Za učinkovitiji marketing ciljnih tržišta marketinški stručnjaci identificiraju i profiliraju različite skupine kupaca koji se razlikuju prema svojim potrebama i željama i pritom mislimo na segmentaciju tržišta. Marketinški stručnjaci stoga tržište dijele na segmente. Koristimo nekoliko grupa varijabli prilikom segmentacije tržišta krajnje potrošnje. Neki istraživači pokušavaju definirati segmente koristeći opisne karakteristike: zemljopisne, demografske, psihografske i bihevioralne. Pregledom geografskih, demografskih, psihografskih i bihevioralnih razlika među klijentima oni prepoznaju i znaju izraditi profil različitih skupina kupaca koji su skloni određenim proizvodima ili uslugama, ili traže slične spletove proizvoda i usluga. Nakon što su prepoznali tržišne segmente, marketinški stručnjaci odlučuju koji od njih nude najviše prilika – koji se mogu smatrati ciljnim tržištima. Segmentacija tržišta, dakle, dijeli tržište na dobro definirane skupine. Tržišni segment sastoji se od skupine potrošača koji dijele sličan skup potreba i želja. Zadatak je marketinških stručnjaka identificirati odgovarajući broj i prirodu tržišnih segmenata i odlučiti koje od njih koristiti.
Abstract (english) Marketing management can be defined as the art and craft of choosing target markets, as well as attracting, retaining and increasing the number of consumers by creating and delivering top consumer value. People, as well as organisations, engage formally and informally in a large number of activities we could call marketing, and the same goes for kindergartens and their employees. Good marketing is not a matter of coincidence, it is the result of careful planning and implementation. The success of organisations is the result of effective marketing management. With the aim of more effective competition, many today’s companies engage in target marketing. Instead of wasting their marketing efforts, they choose focusing on customers that are more likely to react to their marketing. In order to achieve effective target marketing, marketing specialists identify and create profiles of different customer groups according to their needs and preferences and that is market segmentation. Marketing specialists therefore divide market into segments. When dividing the end consumer market into segments, we use several groups of variables. Some researchers try to define segments by using descriptive characteristics: geographical, demographical, psychographic and behavioural. Scanning the geographical, demographical, psychographic and behavioural differences among customers enables them to recognize and create profiles of different buyer groups which are more prone to purchasing certain products or services, or are looking for similar product or service mix. After identifying market segments, marketing specialists define which offer most opportunities – those can be considered target markets. Market segmentation, therefore, divides the market into well-defined groups. A market segment is a customer group consisting of people sharing similar needs and preferences. Marketing specialists have the task of identifying the corresponding number and nature of market segments and decide which to use.
Keywords
Segmentacija
ciljna tržišta
marketing
upravljanje marketingom
vrijednost za klijenta
predškolska ustanova
Keywords (english)
segmentation
target markets
marketing
marketing management
customer value
preschool institution
Language croatian URN:NBN urn:nbn:hr:147:147078 Study programme Title: Graduate University Study of Early and Preschool Education Type of resource Text File origin Born digital Access conditions Access restricted to students and staff of home institution Terms of use Created on 2019-04-23 06:35:15
