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2016, vol. 47, br. 1, str. 21-28
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Uloga kanala marketinga u prevazilaženju nesklada na tržištu poljoprivrednih proizvoda
Specifics of marketing in overcoming discrepancies on the market of agricultural products
Sažetak
U ovom radu autori ispituju ulogu marketinga u prevazilaženju nesklada između ponude i tražnje, sa posebnim akcentom na tržišta poljoprivrednih proizvoda. Neskladi nastaju kao posledica različite ciljne usmerenosti proizvođača i potrošača. Nosioci ponude teže da na najbolji način angažuju postojeće resurse i proizvedu što veće količine proizvoda uskog asortimana, kroz specijalizaciju i masovnu proizvodnju, jer tako ostvaruju najbolje poslovne efekte koji proističu iz pristupa koji podrazumeva ekonomiju obima. Potrošači, sa druge strane, imaju raznolike potrebe, preferencije i težnje i često zahtevaju nestandardizovane, prilagođene, specifične proizvode. Tako dolazi do sukoba relativno limitirane ponude pojedinačnih kompanija i raznovrsnih potreba za proizvodima i uslugama koje ispoljavaju potrošači. Jedna od osnovnih uloga marketinga u ovom smislu je da efikasno spoji ponudu i tražnju i otkloni postojeće nesklade, što se prvenstveno realizuje korišćenjem efikasnih kanala marketinga. Specifičnosti tržišta poljoprivrednih proizvoda u određenoj meri dodatno otežavaju sprovođenje marketing aktivnosti usmerenih na usaglašavanje ponude i tražnje, imajući u vidu postojanje velikog broja sitnih proizvođača na strani ponude, sezonalnost dospevanja poljoprivrednih proizvoda, posebne zahteve u skladištenju, ali i razuđenost tražnje. Uz uvažavanje navedenih specifičnosti, nameće se potreba specijalizacije učesnika koji deluju u kanalima marketinga, kako bi se efikasno eliminisali neskladi između ponude i tražnje na tržištu poljoprivrednih proizvoda.
Abstract
In this paper, authors examine the role of marketing in overcoming the discrepancies between supply and demand, with a special emphasis on agricultural markets. Discrepancies arise as a result of specialization in production and mass production, whereby individual companies tend to make the best use of existing resources and produce large amounts of a narrow assortment, because in this way they achieve the best business results using economy of scale. Consumers, on the other hand, have diverse needs, preferences and aspirations and often demand non-standardized, customized and specific products. The result is a conflict of relatively narrow supply of individual companies and the diverse needs for products and services manifested by consumers. One of the fundamental roles of marketing is to efficiently connect supply and demand and eliminate the existing discrepancies, which is achieved by use of effective marketing channels. Specifics of agricultural products to a certain extent make harmonization of supply and demand even more difficult, taking into account the existence of a large number of small producers on the supply side, the limited seasonality of agricultural products, specific requirements related to storage, and dispersion of demand, which hinders the realization of all marketing activities in overcoming discrepancies. Taking into account previous specifics, there is a need of specialization of intermediaries who act in marketing channels, in order to efficiently eliminate discrepancies between supply and demand in the market of agricultural products.
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