V. Radojević, Dubravka Užar, Izabela Mugoša
{"title":"Applying marketing concepts in cheesemaking business entities in the Republic of Serbia","authors":"V. Radojević, Dubravka Užar, Izabela Mugoša","doi":"10.5937/ekopolj2003895r","DOIUrl":null,"url":null,"abstract":"Main objective of the research is to identify role and position of marketing in business practice in micro, small and medium-sized enterprises (MSME) in the Republic of Serbia. Since cheese is a value-added product, cheesemaking takes a significant position in country’s food chain and represents a significant revenue generator for every participant in the production cycle. Lack or insufficient usage of marketing decreases the possibilities of efficient and effective use of resources and minimizes cheesemakers’ competitive advantage. The research has been conducted in the form of a questionnaire by using a random sample of 39 business entities in the territory of the Republic of Serbia. Research results indicate that marketing is at a peripheral position in the business practice of the analysed business entities. Main precondition for marketing concept implementation is introduction of marketing function and formalized process of marketing planning integrated into corporate planning system and supported by each level of management structure. © 2020 EA. All rights reserved.","PeriodicalId":45567,"journal":{"name":"Ekonomika Poljoprivreda-Economics of Agriculture","volume":"67 1","pages":"895-911"},"PeriodicalIF":0.8000,"publicationDate":"2020-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Ekonomika Poljoprivreda-Economics of Agriculture","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.5937/ekopolj2003895r","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q4","JCRName":"AGRICULTURAL ECONOMICS & POLICY","Score":null,"Total":0}
引用次数: 0
在塞尔维亚共和国的奶酪制作商业实体中应用营销概念
该研究的主要目的是确定市场营销在塞尔维亚共和国微型、小型和中型企业(MSME)的商业实践中的作用和地位。由于奶酪是一种增值产品,奶酪制作在国家食物链中占有重要地位,对生产周期中的每个参与者来说都是一个重要的收入来源。缺乏或不充分利用市场营销减少了有效利用资源的可能性,并使奶酪制造商的竞争优势最小化。这项研究是以问卷的形式进行的,对塞尔维亚共和国境内的39个商业实体进行了随机抽样。研究结果表明,市场营销在被分析企业的经营实践中处于边缘地位。营销理念实施的主要前提是营销功能的引入和营销策划的形式化过程整合到企业的策划体系中,并得到各级管理结构的支持。©2020 EA保留所有权利。
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