THE ROLE OF MARKETING IN CREATING AN OFFER : Graduate paper

Marketing je u današnje vrijeme sveprisutan i nužan za poslovanje poduzeća na svakodnevnoj razini. Marketing čini temeljni koncept poslovanja svakog poduzeća. Poduzeća trebaju prilagoditi svoje poslovne aktivnosti isključivo na potrošače i njihove potrebe. U ovom radu prikazan je teorijski dio o samom pojmu marketinga i njegovim glavnim značajkama. Definiranjem marketing strategija, marketing miksa i provedbe marketinškog plana analizira se ključna uloga marketinga za uspješno poslovanje poduzeća. Teorijsko polazište predstavlja temelj za istraživanje uloge marketinga u kreiranju ponude. Ovo istraživanje koje je provedeno u poslovanju malih, srednjih i velikih poduzeća na području Republike Hrvatske za cilj je imalo pokazati utjecaj marketinga kako u kreiranju ponude tako i u njihovom poslovanju. Istraživanjem je potvrđeno da je marketing ključni segment poslovanja poduzeća, u većini ispitanih poduzeća utvrđeno je kako postoji prostora za dodatni marketinški angažman. Rezultati istraživanja ukazuju na potrebu za dodatnim edukacijama u području marketinga, nedostatku vremena za generalnim bavljenjem marketing planom i potrebnim znanjima za snalaženjem u okruženju dinamičnog tržišta.Marketing is in nowadays ubiquitous and it is necessary for companies business on daily basis. Marketing makes the core concept for every company business. Companies need to adjust their business activities completely on consumers and their needs. In this works is shown the theoretical part about term of marketing and its main features. By defining marketing strategies, marketing mix and implementation of marketing plan, it is analyzed the key role of marketing for successful company business. Theoretical starting point presents the foundation for researching the role of marketing in creating an offer. This research that is carried out in small, middle and big companies on Croatian territory, had the main point to show the influence of marketing in creating an offer and companies businesses as well. This research has confirmed that marketing is the key segment in companies business and in most of the questioned companies is confirmed that there is more space for additional marketing engagement. The research results indicate the need for additional educations in marketing domain, lack of time for general dealing with marketing plan and required knowledge's for managing in surroundings of an dynamic markets