Customer relationship management

Upravljanje odnosima s kupcima nam daje mogućnost upoznavanja kupaca od strane poduzeća i uspostavljanje svojevrsne suradnje među njima. Zahvaljujući visokoj tehnologiji i drugim kvalitetama novi koncept polazi od stava da se vrijednost formira kod kupca. Izučavanjem CRM-a pokušavamo saznati koje proizvode i usluge možemo ponuditi prema potrebama kupaca i to u pravo vrijeme i na pravi način. Poduzeće tako stječe zadovoljne, a u krajnjem slučaju i lojalne korisnike. Da bi se organizacija orijentirala kupcima, mora imati podatke o njihovima potrebama. Ocjena zadovoljstva kupaca može se dati uz korištenje različitih pristupa i modela. Kreiranje vrijednosti potrošača je srce moderne marketing misli i prakse. Cilj istraživanja je da se na temelju anketnog upitnika prikupe podaci, informacije, stavovi i mišljenja o predmetu istraživanja (funkcionalna hrana) i sazna koje su i kolike potrebe potrošača. Proizvodnja funkcionalne hrane daje veliki potencijal za rast hrvatskoga gospodarstva. Funkcionalna hrana tako ne predstavlja samo trend, već sve više postaje temeljem moderne prehrambene industrije, u cilju zadovoljenja sve zahtjevnijeg potrošača. CRM strategija ostvaruje želje svakog onog tko se ikada našao u poziciji ponuđača, pružajući mu mogućnost da napokon uistinu sazna što kupac želi, očekuje i čemu se nada, te svemu tome adekvatno prilagodi svoje ponašanje.Management of the relationships with the buyers gives the company possibility to know it's buyers and to establish the sort of cooperation with them. Thanks to high technology and other qualities, new concept beggins with the stance that the value forms with a buyer. By studying the CRM we try to find out which products and services we can offer accorrding to the needs of the buyers and how to do that in a right time and in a right way. With that the company acquires satisifed, and in the end, loyal clients. For organization to be oriented to buyers, it needs to have data about their needs. The mark of the satisfaction of buyers can be given by using different approaches and models. Creation of the buyers value is the heart of the modern markenting thought and praxis. The goal of the research is to collect data, information, attitudes and thoughts about the subject of research (functional food) by using the qustionnaire and to find out which needs and how many of them do customers have. Production of the functional food gives a big potential to the growth of croatian economy. In that way the functional food doesn't represent only a brand, but also it becomes more and more the foundation of the modern food industry with the goal of satisfing even more demanding consumer. CRM strategy realizes the wishes of any person who ever found himself in the role of the provider, giving him the possibility to finally find out what the buyer wants, expects and what he's hoping for, so the provider in all off the terms can adjust his behavio