MARKETING STRATEGIES FROM THE NEIGHBORHOOD STORE

U radu se vodilo činjenicom da se dućani iz susjedstva mogu nositi sa velikim trgovačkim lancima u budućnosti. Postavlja se pitanje je li ta činjenica dokazana ili opovrgnuta. U radu su prikazane teorijske odrednice trgovine, a u okviru toga navedena je uloga trgovine i njezin značaj. Posebno su uzeti u obzir stavovi različitih autora u funkcijama trgovine, pa se u radu prikazuje nekoliko takvih klasifikacija. Istaknute su teorijske odrednice trgovine na malo i trgovine na veliko. Ukazano je na ekonomski značaj maloprodaje i funkcije veletrgovinskih poduzeća. U okviru dijela koji govori o marketingu malotrgovinskih poslovnih jedinica naglašava se utjecaj koncepta marketing sustava na poslovanje (malih i srednjih) prodavaonica. Identificirani su strateški aspekti i marketinška područja trgovine na malo. Istraživanje o prvotno spomenutoj činjenici provedeno je u razdoblju od 24. do 31. srpnja 2017. godine u gradu Splitu i Splitsko-dalmatinskoj županiji na uzorku od 100 ispitanika. Rezultati istraživanja prikazani su grafičkim ilustracijama.In work, I am aware that neighborhood retailers can deal with big chains in the future. The question is whether this fact has been proven or denied. Theoretical definitions of trade are presented in this paper, and within this the role of trade and its significance is stated. In particular, the attitudes of different authors in the function of trade have been examined, and so are several such classifications. Theoretical determinants of retail trade and wholesale trade were highlighted. The economic importance of retail and the functions of wholesalers has been pointed out. Within the section on marketing of retail business units, the impact of the concept of marketing system on business (small and medium) shops is emphasized. Strategic aspects and marketing areas of retail trade have been identified. The research on the abovementioned fact was conducted in the period from 24 to 31 July 2017 in the city of Split an the Split-Dalmatia Country, on a sample of 100 respondents. The results of the research are shown in graphical illustrations