Implementation of Direct Marketing to the Family as the End Consumer
| Autor: | Lana Kosić |
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| Rok vydání: | 2011 |
| Předmět: | |
| Zdroj: | Tržište, Vol 23, Iss 1, Pp 105-119 (2011) Market-Tržište Volume 23 Issue 1 |
| ISSN: | 0353-4790 1849-1383 |
| Popis: | U radu se istražuje i analizira primjena direktnoga marketinga na obitelj kao specifičnoga potrošača na tržištu krajnje potrošnje. Iznosi se sažeti pregled njegovih temeljnih obilježja kao jedne od danas najvažnijih marketinških aktivnosti koje omogućuju neposrednu, individualnu i dvosmjernu komunikaciju s krajnjim potrošačem. Sažeto se opisuju i specifičnosti ponašanja obitelji kao potrošačke jedinice na tržištu krajnje potrošnje i upućuje se na trendove koji utječu na potrošačko ponašanje obitelji. Posebice su istaknuta obilježja tržišne niše koju čine mlade obitelji, tj. obitelji s malom djecom (tzv. segment -9 do +9), a koja je iznimno zanimljiva marketinškim stručnjacima. U radu je opisano provedeno istraživanje o zadovoljstvu mladih obitelji programima direktnoga marketinga u Republici Hrvatskoj. Istraživanjem su potvrđene pretpostavke o prikladnosti primjene direktnih marketinških aktivnosti za izgradnju dugoročnih odnosa s obitelji kao krajnjim potrošačem te za stvaranje lojalnih potrošača - mladih obitelji koje aktivno traže informacije o proizvodima i uslugama. This paper explores and analyzes the implementation of direct marketing aimed at families as a specific consumer on the business-to-consumer market. The paper contains a summarized overview of the basic characteristics of direct marketing as one of the most important marketing activities nowadays that provides immediate, individual and two-way communication with end consumers. Then, it briefly describes specific behavior of the family unit as a consumer on the business-to-consumer market and points to the trends that affect the consumer behavior of families. In particular, the characteristics of a very interesting niche market to marketing experts - young families, i.e. families with small children (so-called -9 to +9 segment) are highlighted. Research on the satisfaction of young families with direct marketing programs in the Republic of Croatia is described next. The survey that was conducted confirmed the assumption about the appropriateness of the implementation of direct marketing activities to build long-term relationships with families as the end consumer, and to create loyal customers among the young families which actively seek information about products and services. |
| Databáze: | OpenAIRE |
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