MILK AS A MERCHANDISE

Mlijeko je tekućina koju luče ženke svih vrsta sisavaca i sekret je mliječne žlijezde. Fiziološka uloga mlijeka je vidljiva kroz prisutnost specifičnih antitijela i velike hranjive vrijednosti. Mlijeko sadrži organske i anorganske tvari. Zbog oskudice proizvodnje mlijeka u Republici Hrvatskoj zakonodavstvo je postavilo blage normative koji su neusporedivi s europskim standardima. Tržišna struktura označava veličinu moći prodavača i kupca u različitim tržištima i njihovo ponašanje s obzirom na moć koju imaju. Tržište se sastoji od savršene i nesavršene konkurencije gdje se nesavršena konkurencija dijeli na monopol, monopolističku konkurenciju i oligopol. Kako bi se ostvarili marketinški ciljevi mljekari upoznavaju pojedine elemente marketing miksa te kako bi marketing bio uspješan bitno je da funkcionira kao marketing bilo kojeg drugog proizvoda.Milk is a liquid secreted by the females of all mammal species and it is the secretion of the mammary gland. The physiological role of milk is evident through the presence of specific antibodies and high nutritional value. Milk contains organic and inorganic substances. Due to the scarcity of milk production in the Republic of Croatia, legislation has established mild regulations that are incomparable to European standards. Market structure denotes the size of the seller's and buyer's power in different markets and their behavior considering the power they possess. The market consists of perfect and imperfect competition, where imperfect competition is divided into monopoly, monopolistic competition, and oligopoly. In order to achieve marketing objectives, dairy farmers familiarize themselves with individual elements of the marketing mix, and for marketing to be successful, it is essential that it functions like marketing any other product