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Marketing
2019, vol. 50, br. 4, str. 268-278
jezik rada: srpski
vrsta rada: pregledni članak
doi:10.5937/markt1904268V
Creative Commons License 4.0
Analiza organizacije i primene marketinga na primeru proizvođača organske hrane u Srbiji
Državni univerzitet u Novom Pazaru, Departman za ekonomske nauke, Novi Pazar

e-adresa: svehapi@np.ac.rs, zsabotic@np.ac.rs

Sažetak

Adekvatna primena marketing aktivnosti bitno opredeljuje konkurentnost proizvođača organske hrane i stvara uslove za brži razvoj organskog tržišta. Stoga je cilj ovog rada da se ispita zastupljenost marketing aktivnosti u poslovanju proizvođača organske hrane u Srbiji i da se otkrije dominantna forma organizovanja marketing aktivnosti među ovim proizvođačima. Sekundarni cilj se odnosi na identifikovanje glavnih prepreka koje sprečavaju brži razvoj organske proizvodnje u Srbiji. Istraživanje čiji su rezultati prikazani u radu sprovedeno je na prostom slučajnom uzorku koji je obuhvatio 41 proizvođača organske hrane, primenom tehnike anketiranja. Dobijeni rezultati pokazuju da domaći proizvođači organske hrane nedovoljno praktikuju marketing aktivnosti u svom poslovanju, uglavnom oslanjajući se na promotivne i prodajne aktivnosti. U organizacionoj strukturi najvećeg broja anketiranih organizacija formirana je jednostavna prodajna služba, dok oko dve trećine obuhvaćenih organizacija ima posebno odeljenje za marketing. Prema mišljenju ispitanika, glavna prepreka u razvoju organske proizvodnje na tržištu Srbije je nedovoljno razvijena tražnja. Rezultati ovog istraživanja mogu poslužiti u daljim istraživanjima ove oblasti u Srbiji, kao i marketing menadžerima za planiranje budućih marketing aktivnosti.

Ključne reči

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