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Direktni Marketing Poljoprivrednih Proizvoda U Republici Srbiji – Mogućnosti I Ograničenja (Direct Marketing Of The Serbian Agricultural Products - Drawbacks And Opportunities)

Author

Listed:
  • Vlade Zarić
  • Dragana Kovačević
  • Vladimir Jovanović

Abstract

U ovom radu su analizirani direkni kanali marketinga poljoprivrednih proizvoda u Republici Srbiji. „Zelena pijaca” je najznačajniji kanal direknog marketinga poljoprivrednih proizvoda. Iako obim prodaje na zelenim pijacama raste, njen relativni značaj opada, pošto se prodaja kroz druge marketinške kanale brže povećava. Prodavci na pijaci smatraju da osnovni problem direktnog marketinga predstavlja nedostatak kupaca i intenzivna konkurencija. Pri kupovini na zelenoj pijaci kupci najveću pažnju posvećuju kvalitetu proizvoda i poverenju koje imaju u prodavce. U cilju jačanja pozicije u direknom marketingu, prodavci osim kvaliteta i poverenja koje uživaju kod kupaca, treba da razvijaju i ostale elemente marketinga, kao što je njihov izgeld i izgled prodajnih mesta.

Suggested Citation

  • Vlade Zarić & Dragana Kovačević & Vladimir Jovanović, 2016. "Direktni Marketing Poljoprivrednih Proizvoda U Republici Srbiji – Mogućnosti I Ograničenja (Direct Marketing Of The Serbian Agricultural Products - Drawbacks And Opportunities)," Ekonomske ideje i praksa, Faculty of Economics and Business, University of Belgrade, issue 21, pages 59-76, June.
    • Handle: RePEc:beo:ekidpr:y:2016:i:21:p:59-76
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    More about this item

    Keywords

    direktni marketing; poljoprivredni proizvodi; Republika Srbija;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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