The development of a modern company implies the effective implementation of various marketing strategies. Marketing strategies are the basis for an effective marketing plan that is an integral part ...of the company's business plan. The marketing plan is defined and shaped in practice between the design of an adequate marketing strategy and the implementation of the marketing campaign. Defining marketing strategies implies a clear specification of a series of specific actions that need to be successfully implemented. Achieving defined marketing goals is directly correlated with well-defined marketing strategies. The key is to ensure measurable results when implementing a marketing strategy. Marketing strategies represent the foundation for developing a tactical plan in the company and thus have an extremely significant impact on the success of the company's operations. Therefore, there is a necessity to clearly define the types of marketing strategies that will be implemented in a certain company. In Republika Srpska, as an integral part of Bosnia and Herzegovina, one can identify different types of marketing strategies applied by companies in order to achieve their business goals. The specifics of the market influence the definition and application of specific marketing strategies. The choice of marketing strategy should always be in the function of improving the competitiveness of a particular company.
The aim of this paper is to research the relationship between measurements of effectiveness of marketing activities and company size. An analysis of the economic sources, professional publications, ...analysis and reports of previous research shows that the concept of measuring of effectiveness is one of the key themes, which economists always pay much attention. It is a criterion that helps to rationally decide on the use limited resources to meet the needs that are not limited. This topic deals with numerous domestic and foreign literatures. The authors are not only different concepts of effectiveness, but also the using terminology. There are multiple definitions of terms “effectiveness” For the same purpose and meaning. The same concept is often defined semantically different. Therefore, every company has a strong interest to be in all their activities more effectively than the competition. Logical response to changes and requirements of nowadays is using a combination of lot of methods to measure marketing effectiveness. Methods used for this article includes two phases. The first it was gained date by primary research, using a structure questionnaire and processed by statistical software SPSS. Research sample consists 115 companies operating in the Czech environment, which was chosen at random. There is investigated the correlation between measuring the effectiveness of marketing activities and company size. The second part investigated the dependence between the choice of metrics used to measure the effectiveness and company size. The results of the research showed that there is no correlation between measuring the effectiveness of marketing activities and company size. The value of Pearson Chi-Square test is greater than 0.05, it is 0.187. We can presume that dependency does not exist or it is small for these. Value of Symmetric measures is 0.432, which means that the intensity tends to be small rather than high.
Pulutan Ceramics, located in Minahasa Regency has been established for decades and have a significant impact on the local economy. However, this industry is not able to compete with the new products. ...Some of the weaknesses can be identified namely: the provider does not have vision, raw materials, the end product is not competitive. This research is expected to analyze the internal and external environment that affect the industry operation and to develop model of strategy to compete in the market. The result is the industry can be possibly positioned as a competitive industry and has a prospect to grow.
The article analyses the presence of certain elements of customer relationship management (CRM) in trading companies in Bosnia and Herzegovina (BiH) and their influence on the realisation of the set ...marketing goals of business operations. The analysis of the influence of certain aspects of CRM on the level of realisation of marketing goals of business activities is made by the multivariate analysis of variance (MANOVA). It has been established that there is a significant effect of the analysed elements of CRM on the level of realisation of certain marketing goals.
While tourism marketing literature tends to present marketing as a ‘one-size-fits-all’ process, the current study suggests various destination marketing goals. Until today, the literature mainly ...concentrated on analyzing marketing strategies, tactics, tools and initiatives for enhancing and perceiving tourism, while other marketing goals were neglected, such as marketing unfamiliar destinations or promoting tourism during and after tourism crises. The purpose of this study is to propose the model - “Destination Marketing Goals” (DMG) - which offers seven marketing goals for destinations and the possible strategies marketers can use in order to reach each goal. The model was developed based on qualitative content analysis of campaigns (symbols, visuals, slogans, and texts) on many destinations’ websites, academic and news articles focusing on destinations’ campaigns, and marketing initiatives to attract tourists and visitors. The “Destination Marketing Goals” (DMG) model is aimed at expanding the theoretical discussion on the concept of “destination marketing”.
Dugoročnim se planiranjem opća poslovna politika pretvara u konkretne poslovne zadatke koje treba realizirati na putu prema jedinstvenom cilju poslovnog sustava. Da bi se mogao donijeti dugoročni ...plan razvoja proizvodnog programa, treba obaviti mnoge složene aktivnosti koje se nazivaju marketinškim istraživanjima razvoja proizvoda. U članku je analizirana uloga marketinga u razvoju proizvoda, s posebnim osvrtom na istraživanje i analizu tržišta s namjerom utvrđivanja općih tendencija, zahtjeva, želja i potreba tržišta za proizvodima poslovnog sustava. Prikazane su podjele prikupljenih podataka te načini njihova dobivanja s osvrtom na metode i tehnike istraživanja tržišta.
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