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2011, vol. 58, br. 3, str. 425-441
Uticaj razvoja tržišta na promociju organskih poljoprivrednih proizvoda
Visoka poslovna škola strukovnih studija, Novi Sad

e-adresanenad.djokic.vpsns@gmail.com, vesna.kocic-vugdelija@teachers.org, berber_nemanja@yahoo.com
Ključne reči: organska poljoprivreda; organski poljoprivredni proizvodi; marketing strategije; promocija; marketing strategije razvoja organske poljoprivrede; promocija organskih poljoprivrednih proizvoda
Sažetak
Iako se mogu uočiti dva pristupa razvoju tržišta organskih poljoprivrednih proizvoda, prvi primenjen u SAD, i drugi u zemljama EU, obe teritorije karakteriše dinamičan razvoj tržišta. U savremenim uslovima pomenute razlike se smanjuju, istovremeno dok organska poljoprivreda počinje da se razvija u državama gde to ranije nije bio slučaj. Povećana dostupnost organskih poljoprivrednih proizvoda u različitim kanalima distribucije i iz različitih krajeva sveta upravo je posledica razvoja tržišta i postavlja pred promociju, kao instrument marketing miksa, različite nove zadatke. S jedne strane direktni marketing kanali i specijalizovane prodavnice organske hrane nastoje da ostanu konkurentni. Pored toga, potrebno je ciljanje rastućeg broja povremenih potrošača. U isto vreme, ispituju se mogućnosti promovisanja 'organic plus' vrednosti kako bi se domaća proizvodnja i potrošači zaštitili od globalizacije tržišta. Sagledavanje uticaja razvoja tržišta na promociju organskih poljoprivrednih proizvoda treba da usmerava oblikovanje promocije u Srbiji, kao i prilikom plasiranja domaćih proizvoda na razvijena tržišta.
Reference
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O članku

jezik rada: srpski
vrsta rada: stručni članak
objavljen u SCIndeksu: 16.11.2011.