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sisvu:description Koncepcijske osnove marketinga - marketing tržišno usmjereno vođenje i upravljanje poduzećem. Postavke marketinške teorije i njezin povijesni razvoj. Okolina i marketing, marketinški sustav poduzeća. Proces strateškog planiranja marketinga, marketinške odluke i koncepcija marketinga. Ponašanje tržišnih sudionika i kupovne odluke poduzeća. Informacijske osnove marketinga i osnove istraživanja tržišta i marketinga (MAIS). Prognoza prodaje, kvantitativne i kvalitativne metode prognoze. Segmentiranje tržišta - predmet i obuhvat segmenata ,strategije segmentacije, obrade tržišta, optimiranje segmenata, pozicioniranje segmenata. Instrumenti strateške analize-SWOT, koncept krivulje iskustva, analiza GAP, analiza lanca vrijednosti, koncept rane spoznaje i činitelja uspješnosti, koncept životnog ciklusa tržišta i proizvoda, model pozicioniranja, portfolio, PIMSI . Planiranje marketinških ciljeva i marketinških strategija, odlučivanje o strategijama , vrednovanje i prilagodba strategija. Odluke politika proizvoda ,inovacija i eliminacija proizvoda. Pakiranje, servis i oblikovanje programa asortimana proizvoda, marke proizvoda. Odluke politike kontrahiranja cijena - pregovaranja o kupoprodajnim uvjetima. Strategije politike cijena , donašanje odluka o cijenama i politika kondicija. Odluke distribucijske politike. Odluke komunikacijske politike, primjena komunikacijskog miksa i budžetiranje miksa. Integralno planiranje i koordiniranje marketinškog miksa. Organizacija marketinga, implementacija i kontrola marketinga. Institucijska i sektorska područja marketinga i osnovne posebnosti marketinga potrošnih dobara. (hr)
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