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2020, vol. 51, br. 3, str. 179-187
Dualni kvantitativno-kvalitativni model prodajnih kvota
Univerzitet 'Union - Nikola Tesla', Fakultet za menadžment - FAM, Sremski Karlovci

e-adresas.adzic@famns.edu.rs, milunovic@famns.edu.rs, savic@famns.edu.rs
Ključne reči: marketing; prodaja; prodajni model; prodajne kvote; predviđanje prodaje
Sažetak
Ne postoji jedan opšteprihvaćeni model prodaje u literaturi i praksi. Modeli prodaje predstavljeni u marketing literaturi marketarima mogu biti nepraktični ili komplikovani, a i sama oblast prodaje nije dovoljno obradila temu kvantitativnih modela prodaje u okviru akademskih istraživanja. Cilj ovog rada je da donekle prevaziđe taj jaz predstavljanjem jednog dualnog modela prodajnih kvota. Dualnost ovog modela leži u njegovom kvantitativnom i kvalitativnom aspektu. Kvantitativni deo bazira se na ponderisanom proseku, odnosno linearnoj jednačini sa više kriterijuma i više nepoznatih. Kvalitativni deo modela bazira se na participaciji prodavaca i menadžmenta u izradi modela. Njihove subjektivne ocene mogu značajno da utiču na krajnje rezultate i predviđene kvote. Bazična osobina ovog modela je njegova praktičnost. Ne samo da je numerički deo lak za objašnjenje klijentu, već je i klijent aktivno uključen u modeliranje, predlažući subjektivnu projekciju prodajnih kvota i definišući kriterijume koji mogu uticati na planirane prodajne rezultate. Posle izlaganja teorijske osnove modela prikazana je i njegova praktična primena, kroz analizu studije slučaja Pervivo. Ovom studijom slučaja pokazali smo da dualni kvantitativno-kvalitativni model prodajnih kvota ima upotrebnu vrednost korišćenja u poslovnoj praksi.
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O članku

jezik rada: srpski
vrsta rada: pregledni članak
DOI: 10.5937/markt2003179A
objavljen u SCIndeksu: 12.01.2021.
metod recenzije: dvostruko anoniman
Creative Commons License 4.0

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