Naslov
Importance of marketing for apple producers in Croatia

Autori
Herner, Željko ; Marinac, Antun ; Mijoč, Ivo

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
International Conference "Global Challenges for Competitiveness : Business and Government Perspective" : proceedings / Kersan-Škabić, I. ; Krtalić, S. - Pula : Uraj Dobrila University of Pula, Department of Economics and Tourism, 2007, 11-16

ISBN
9789537498023

Skup
4th International Conference Global Challenges for Competitiveness : Business and Government Perspective

Mjesto i datum
Pula, Hrvatska, 27.09.2007. - 29.09.2007

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
price ; market research ; marketing ; sales and distribution ; product ; promotion

Sažetak
Since apple producers' management results depend on business success at the market, that is the only way to realise their product and by so doing renew and increase their production. Regarding this, producer is reluctant to produce exclusive sorts of apples which he can offer to consumers who can make payments i.e. those which he can sell. Apple producer should know what is sold at the market, in order not to produce and offer such apples that do not satisfy anybody’s requirements (by characteristics, quantity or price). Market research is essential for real marketing, and modern economy without marketing is becoming impossible to imagine. By analysing elements of marketing mix, certain measures are suggested to improve position and competitiveness at the market. Sales and distribution: introducing networks of ULO cold stores as guarantee for presence at the market throughout the whole year, and impulse for enlargement of offered quantities. Price: differential approach towards prices, requiring higher prices for specific sorts, higher phase of finalization, and greater participation in gastro and tourist offers. Product: positioning towards autochthon and ecological sorts, and consumer taste research in the segment. Promotion: organizing networks of specialized fares, education of consumers and emphasising nutritional and health aspects of apple. Upon marketing mix analysis, the conclusion is imposed: if the process of identifying requirements is performed properly, the market rewards the producer for efforts made by accepting offered products.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA