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Marketing
1997, vol. 28, br. 3, str. 119-126
jezik rada: srpski
vrsta rada: neklasifikovan

Strategija pozicioniranja proizvoda
Markplan, Beograd

Sažetak

(ne postoji na srpskom)
The strategy of products market positioning of durable consuming goods producers has become the main concern and great interest for the last ten years, only. Entrepreneurial management is the pre-condition for successful market positioning of a product. The adequate segmentation is the base for successful positioning od a product. The essential instruments of product positioning are a s follows: 1. costs leadership, 2. products differentiation, 3. the combination of products differentiation and costs leadership. The products market positioning is a current choice of priorities and proportions of key marketing mix varieties and sub-markets. The adequate choice confirms the communications continuity on relation marketing mix of an enterprise - review of a sub-market. The products positioning is a quantification of certain quality level of additional value in form of relative products differentiation of an enterprise compared to competitors for target sub-markets. The strategy of products market positioning along with market communications strategy is a guarantee for a permanent competitive differential products (enterprise)priority.

Ključne reči

proizvodi; strategija pozicioniranja; konkurencija; potrošači

Reference

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