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2012, vol. 43, br. 3, str. 205-218
Globalni izazovi i perspektive marketinga proizvoda zdrave hrane
Univerzitet u Beogradu, Ekonomski fakultet

e-adresasanja@ekof.bg.ac.rs, mirag@ ekof.bg.ac.rs
Sažetak
Ovaj rad se bavi globalnim trendovima rasta tržišta zdrave hrane, potencijalima srpskog izvoza, kao i značajem i ulogom pozicioniranja i drugih marketinških strategija u ovoj oblasti. Sekundarni podaci su korišćeni za identifikaciju karakteristika i obima tržišta zdrave hrane na globalnom nivou i ključnim segmentima. U tom kontekstu, razmatran je ekonomski značaj i izvozni potencijal ovog sektora u Srbiji. Sektor hrane obuhvata veliki procenat ukupnog srpskog izvoza. Ipak, ovi proizvodi su niske dodate vrednosti i nisu brendirani. U cilju uspešnog pozicioniranja proizvođača zdrave hrane na međunarodnom tržištu, identifikovane su prednosti i slabosti domaće proizvodnje i izvoza, kao i mere za njihovo unapređenje. U ovom radu je predstavljen pregled literature iz oblasti pozicioniranja i marketinga hrane. Razmatrane su strategije pozicioniranja zdrave hrane sa aspekta brendiranja, imidža zemlje porekla, instrumenata marketing miksa, sa posebnim akcentom na promociji i etiketiranju proizvoda. Poseban deo rada je posvećen specifičnim aspektima kupovine i potrošnje hrane. Ponašanje pri kupovini i potrošnji hrane je pod uticajem brojnih faktora - ličnih i sociodemografskih, koji su analizirani kako bi se identifikovale odgovarajuće strategije pozicioniranja.
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O članku

jezik rada: srpski
vrsta rada: pregledni članak
DOI: 10.5937/markt1203205M
objavljen u SCIndeksu: 05.02.2013.

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