undergraduate thesis
AKTIVNOSTI U UPRAVLJANJU RAZVOJEM NOVOG PROIZVODA

Dina Landikušić (2016)
University of Split
Faculty of economics Split
Metadata
TitleAKTIVNOSTI U UPRAVLJANJU RAZVOJEM NOVOG PROIZVODA : završni rad
AuthorDina Landikušić
Mentor(s)Neven Šerić (thesis advisor)
Abstract
Upravljanje i razvoj novog proizvoda nikada nije igralo tako veliku ulogu u suvremenim marketinškim aktivnostima. Stari postulati tržišta, od kojih se neki dan danas izučavaju u obrazovnim sustavima koji se bave problematikom marketinga, polagano prestaju ili su već odavno prestali vrijediti. Moderna poduzeća sve se više susreću sa snažnim pritiskom za inovacijom bilo da je riječ o proširivanju asortimana ili razvoju novih proizvoda. Noephodnost usmjeravanje pozornosti prema proširivanju asortimana i razvoju novih proizvoda na tržištu, postaje jedini način opstanka na tržištu. Ovaj rad nastoji relevantnu problematiku prikazati na primjeru uvođenja novog proizvoda odnosno usluge mobilnog bankarstva od strane pružatelja usluge dioničkog društva Societte Generale Splitske Banke. Na koji način se osmišljava novi proizvod? Koliki je značaj analize kupca i njihovih potreba u ovom cjelokupnom procesu? Kako nastaje strategija razvoja novog proizvoda? Kako se donose odluke o cijenama? Koje su to specifičnosti koji omogućuju diferencijaciju odnosno razlikovanje promotivnih aktivnosti kod novog odnosno starog proizvoda? Pitanja su na koja će se tražiti odgovor u ovom završnom radu.
Keywordsproduct development management innovations new products marketing mix process banking Splitska banka mobile banking
GranterUniversity of Split
Faculty of economics Split
PlaceSplit
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Economics
Marketing
Study programme typeuniversity
Study levelundergraduate
Study programmeBusiness Studies
Academic title abbreviationuniv. bacc.oec.
Genreundergraduate thesis
Language Croatian
Defense date2016-08
Parallel abstract (English)
Product and development of new products has never played such a huge role in modern marketing activities. The old market laws, some of which are still thought at education systems that tackle the marketing theory, are gone. Modern enterprises are faced with a strong urge and need for introducing innovative product whether it’s about increasing the product assortment or developing new products. The sudden urge or attention towards these activities have become the only mean of survival on nowadays market. This work is tries to represent this problem on the practical example of the introduction of mobile banking application from one of the largest banks in Croatia: Socciette Generale Splitska Banka. What it takes to develop a new product? What is the importance of consumer analysis? How is the product marketing strategy made? What about the pricing model? How can a company differentiate it’s products through marketing mix activities? Are some of the questions that will be answered in this work paper.
Parallel keywords (Croatian)upravljanje razvojem proizvoda inovacije novi proizvodi marketinški splet proces bankarstvo Splitska banka mobilno bankarstvo
Resource typetext
Access conditionOpen access
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:124:404852
CommitterIvana Gizdić