2002, br. 7, str. 201-208
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Informacije međunarodnih marketing istraživanja u funkciji planiranja i razvoja proizvoda
Information of international marketing research with a view of product planning and development
Univerzitet u Novom Sadu, Ekonomski fakultet, Subotica, Srbija
Sažetak
Međunarodna marketing istraživanja obezbeđuju informacije o promenama u zahtevima potrošača, kao i o novim potrebama koje se javljaju u svesti potrošača, usled čega u međunarodnom marketing konceptu dolazi do realizacije strategije "vučenja" (pull) proizvoda. Novoformirani zahtevi potrošača "vuku" nove proizvode na međunarodno tržište, a međunarodno orijentisano preduzeće (proizvođač) "gura" nove proizvode na tržište kao rezultat novih tehnologija i ostvarenih inovacija, što se u literaturi naziva push strategijom. Međunarodnim marketing istraživanjima prikupljaju se informacije o proizvodu u svim fazama životnog ciklusa, jer proizvodni program međunarodno orijentisanog preduzeća treba da sadrži proizvode sve dok za njima postoji tražnja, odnosno, sve dok postoje segmenti potrošača koji to zahtevaju.
Abstract
International marketing research activities are acquiring information on changes in consumer demands, as well as on presence of new needs in their mind. This is resulting in international marketing concept with application of "pull product" strategy. Namely, newly created needs are pulling new products to the international market, while international market oriented company is pushing them as result of availability of new technology and innovation process. International marketing research is acquiring information on certain product through its complete life cycle, for the purpose that production program of internationally oriented company has to have in its offer those products for which demand is still present, in other words, until the existence of consumer segments that accept certain product.
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