engleski

CREATING OF MARKET FACTORS IN SHIPPING

From the customers’ market point of view, shipping services are seen as specific goods. Tangible product has its own shape by means of which it creates certain experiences in the mind of the potential buyer. Every service, as an impalpable product, can by means of presentation and promotion of its characteristics become more or less attractive in the eyes of the potential buyer. Final reaction of the potential buyer, whether he will buy the offered service or not, depends on the realized quality of the perception in his expectations. Four basic elements of the marketing mix in the maritime affairs - service, price, place (sale method), and promotion require marketing treatment that differs from the one for tangible goods, if one aspires to win the desired share of the market. Generally, global offer outgrew global demand, regardless of the fact that some shipping services due to the limited capacity of the means of transportation cannot be promptly realized. Considering the fact that the places and methods of the sale of services in maritime affairs are nowadays standardized, it is not necessary to pay as much attention to that element of the marketing mix as it is to the other three elements. In order to achieve competitive advantages it is necessary to head for the quality of service, price and models of promotion. This way of approaching market problems in maritime affairs represents an efficient way to achieve the leading position.The more so, in this branch of business market manners have always been determined by defined business usances and standards. According to the experience, different market approach is today the fastest way to achieve the leading position on the market. When it comes to shipping service, it means its adjusting to the potential segment of the market. This strategic way of approaching guarantees today survival on the market and the trend growth in the business of the shipping company. Considering the specialization of both of the authors, the specific quality of maritime affairs made the research in this field a special challenge.

Customer; global; maritime; shipping

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