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    48 views242 pages

    Marketing Usluga 2009

    Uploaded by

    Nindza N Nindza

    Copyright:

    © All Rights Reserved
    Download as PDF or read online from Scribd
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    T N20 MARKETING USLUGA ‘Tie tmenen | dopsjeno dee enomsog ats eapad enn Su 0 16S "Poul dgcatbpacee carts Bee Dink get udnt Dian oe Note Ssonge CCuGURA Pat Benge ate ‘Sorina berber ao PREDGOVOR Nit poy dns Maing as, pine pane coun pod pias hn wn em oh net cis a aie ‘ow ej pire geno nanan brit saa Cn) Sar oop plate chaser mater aii i aed ps eoanj sor pos ep "apa tag econ satin capt gin ode on odin ‘ats even tensa oer i Rea Snecma eve deine don pei ne an buns at ‘embed alan Ms peo eat) ‘ii tgs bane, roca oan jolene pote Utara novi basal tac nsense nse flor op do atin ato dbo poze pectin mareingy ge a ests paces nh deat og xp nin on eo i ie Marg oe ec ew psa nes tig (gs oto) stot ts sg atin rt mr dew pa no rte {i nt ef posta soe a Fan pen wha pal ere ‘cell pain ncn tore moog pai A Se uo mse uaa hana cl cp | sa i ae ‘cot kinm eg “Tatu dean ms pts dt then iamene Tne a le, 2 hme pon tn nbn ee mand a ae selene et dso Ae ogl poreaneins Pv de oe wou rac at laa te pedro tates steep a ‘lps to mi inees edna ged Sn wee ope tom ens st sg een pe pan ei ea “oo wy ed arse bane ia wnergmet pedro. ‘een ap pson ite ato mating pone ena ss porta alae not we oes rend Norse rtm poe ‘finn poneatnj scent gs ar neo ae ‘ee tec mote rena esa sa ako wee bth dt eos ona nee sh ptt noses jpeg dl pie ec plnmee pea e SSO ie nanena ous an agri ant pul je utaelnaan, ope ep a ei ‘pope oss vie dae ed ki pore ain net wi ane Ne a em Dog ath speiccpr sora pres ge pacing et eonmens odie egg Oe Bre te ngs ren cn ray ye ovine os ao sila a inoronc tdeloal ea ejespene cj poset Feige ei a spatie em cn i sna eden int eae ele an ec dle pt cen eal omen ge poe roy, i fn sl sae aint Logon ens ee ‘ete ene ere oto vei mpore str tow pape cane aos prima sta Fane Tela ch Rompe ci alg U rn ie Ee See | re mdf ncn ren fk 20 pope sorb Husa emer ine jg ements pres a matting (mint eg Relectric pin, tr pont nse in ction rk Maria Goan ‘ea rsd a a rn a oe ai rp pee ta tee ana dein a ee Sole DC bent Bog Wes Orn, te a a Can nda epee Max Nae Seog, aE se in Neiem, Tejera reli eu yir zamena oem Stopes a pote i vim pear st dtr rman, aang erp pe TE io nae oi Pe nM goin gy Repbe le, na Mio, Tnedinents noms eos eden ge Ce Dope ‘enteral RA rina Bear aaa zune kat dentin pe! pte "dnl onde oda mtn opi og aj rae neta dopa ut a ae ain ee ‘gear on por rajesh tas naga al 1 ahteelonenoe tesa ea never Ne tro prt ny on al oy peo mane er po isu nem an, Cora eng Wonca eas hones Fete baer poste par cca, mses snag ae tne i ‘untae et rs ee Gere erp opis a ein pen aca ‘nora tarsuomjepunor rpm ionomers ance ekg appl sad oi tar need ma “Shep tats oo adn pa a npn ae paren en arene dace "9 Sas Yhowe Boge at 2035. suxtacsaDezay eo1- Wo U mance UstUCA, 1 Aa KARARTERISTIREUSLUGA 2 TEGEEANE MARKETING FOMUNIKACIE USLU2NE ORGANIZACTE bidit-ANALIZA PoTROSACA U sakronN UALUGA 3) PONALANTE POTROLACA UFROCESUKUPOVINEUSLUGA 46 SATISEARCTA KORIMIFA USLUGA ‘5 NTRAZIVANJBTRZISTA USLUGA UFUNKCITRAZUNEVARIA PoTHOsACA ‘bib “oraaiAlvb obNOaNA sa pSTROSACN ema USGA (6 RAZvOFDUGOROCNI ODNOSA SA POTROSACA 11 STRATEGIAUSLU2NOG FREDUZECA USTUACTANA NEZADOVOLJSTVA POTROSACA ‘EO ANAli2a UMRAO RLEMETINA PONUDE USLU2NE ORGANTZACTE| rsa ustu2NOG PRoxZvODA 5) RRENDIRANTEPOZIIONIRANTE U USLU2NOM SECTOR ro URAvIANEUsL2NMLeROCESOM 1 USLURNTAMIENT AO BLEMENT MARKETING MISA 12 UPRAVLIANTEJUDIWA U ORGANIZAGIAMA OBLASTIUSLUGA 1 KANALIDISTRMUHEUSLUGA 1M UPRAVLIANJEKABACITETIMA TTRAZATOM USUU2NOMSEKTORU 15 CENAKAO INSTRUMENT USLU2NOG MARKETINO MIKSA 16 TSTEGRISANE MARKETING XOMUNIFACIE USW2NE ONGANTZACUE NDB FOMOYA se i I DETALIANSADHZAT prot ovon Umamkeninc uswuGA 1 rom RARAKTERSE INCA {Benge Fe KAARTERTXELRWUGA 12 eum isuce xo mnolzvonk 122 tg pre aon 1 mzasmcacna sca 131 nae ha tn 1a Raion et 1A UGA A RAO) EONOMTEL DRA {tito ee te 1 ajdt noe nani 1 Stan ous seronana rear ‘SEDUnLE gv NEPOGDDTOM ORRIN us ano vo srt mca satonatinos Camere 2 azvornatiens wien 2a nagvopuannescn USB URIGA 21 Behan ep 212 iergtenstsnp bse aon re 2a haietage eine pay toe 22 NAMEN UGA DIONNE PATS 2 NaneETNC NOS z4 LAST USGA DEO .-ANALIZA POTROEACA UsEETORU USLUGA 3 PONASANIE POTROSACA UPROCESU KUPOVINEUSLUGA St WUDIKAOPOTROSACL 32 ANALIZAPoTROSACA brates pt SATISAKETTARORISNIKA USLOGA OJAM SATISEKCITRORISNTEAURLDGA VALITETUSLUGE KAO KUUCMA KOMFONENTA ‘opine een ge ep mod bait age Dinas ge (OCERIVANIAKORISIKA USLUGA PERCIFCIAUSLIGA OD STRANE KORISIIKA MERENBSATISEARCTEPOTROSACA IBTRAVANE HUTA LEGA UFENRCIT AZANIA |STRAZIVANJE TROSTAUSLUENE ORGANZA. Zot ira prt poate ‘Speco cet tj nae Pasapk erenteg tne gs (eels a ti lp FORDRANYEIARKETINSKEBAZE PODATARA SUGMENTAGIA FOTROEACA NA TRASTU USAIGA RORLEANE 1 2BOR CNH SEGMENT DEO -uPRAVLZANTEODNOSIAA SA PoTROSACMA UsERTOMU UsLUGA -RAZVO} DUGOROCNIH OPNOSA SA POTROSACIMA ONGEFTIRAZYOIA ODNOSA A POTROSACIA LOIALNOST POTROEACA: PRETPOSTAVKBFKT, sr mt potas east aj porated pts pos Kort edieae pedo POJAM DUGOROCRE VREDNOSTLPOTROSACA STRATEGIE RAZVIANJA DUGOROCNI ODNOSASAPOTROSACIA Prepare en dua os, ners pias pager pone aj doe eta pools progr STRATEGHA USLUZNOG PREDUZECA U SFTUACIIAMA NHZADOVOUSTYA -REARCTE POTROSACA NA LOSU USLUGU ‘Senora po pemoct ae ado nears ence pote STRATHGA OTKLANIANIA NEZADOVOL/STVA POTRORNCA ‘CARANCITE ORISNICDUA USLUGA ‘bao -avaz4 tT UPRAVLIANTERLEAIINTINA PONUDE USLUZNE OMGANIZACITE © KREIRANIEUSLW2NOG PxOIZVODA ft ERERAMTBNOVE USLUGE LL Spina node wsor up, 12 Papa age RAVAN VALITETOM USLUGE [RENDIRANIELPOZICIONIRANJ UUSLUZNOM SEKTOR POUAN TOSNOVESTRATEGUE BRENDIRANA USLUGA ese og ph pone ‘pean ber 9 ora age ‘jr oe ienda ska age ‘dated eon age OZICIONIRANTEUSLUGEUSYESTIOTROSACA LUPRAVUJANJEUSLL2NUM PROESOM ONPLERSNOST PROCES USLUZVANTA SEMATSR PLAN MODELA PROCESA USWU2TVANA USLUPN AMBIENT AO ELEMENT MARKETING MIKSA os LD USLURNOG AERIETA ta a2 ATTA NA FENASIOTEOTRORACA ‘UPRAVLTANTE HUDIMA UORGANTZACITAMA IZ OBLASTIUSLUGA ‘rica isekoG PTORA MA USUZN FONUDU REE AN USLI2NE KULTURE POSLOVANJA TULOGA MENADOMENTA, a4 VLOGAPOTROSACA UisPomUCrUSLUGE 1 ANALIDIsTRumUCHIEUsLUGA aL seeanéxosr DIsTRBUCHEUSLIGA “TROVE KAWALA DISTRIBUCIBUSLLGA Distt aan kage 122 gra ade rd pedi 1322, porta slnonin ainn 188 LORACIIATVREME SPORUCIVANA USLUGA [a4 STRATEGIA STVARANJ USPESNIE KANALAEISTRBUCHEUSLUGA 1M UmRAVLANE KaPAcrTeTINA 1TRA2OM DUSEO2NOM SEETORL 4 MORLEN USL ADIVANA KAFACTETA TRADE USLUZNOM STRATTE sAGLASAVOUAKADAITETAL TRADE USN ‘CENA KAO INSTRUMENT USLL2NOG MARKETING KSA 1 ceNOWA POUTIRA USEETORUUSLUGA AKTOR KO] UTICUNA ODIO CENAMA 16 _INTEGRISANE MARKETING KOMUNIKACIEUSLU2NE ORGANIZACITE STRATEGIE MARKETING KOMURIKACIAUSLI2NE ORGANIZACHE yam op negra omc elo ag, et koma lie opie MKS MARKETING KOMUNIKACTAUSLUNE ORGANZACTE Pesos na Aoeanicase sor ope aoe (nt andra IpaKsPonwovA Q =) 2 5 & = Ou, t OnASUTSta se PoDRAZUMEYA POD FO]MOM UELUGA, | Roxazam KOJESU OSNOVIE RAZLIEE I2MEDU USLUGATFROIZVODK : (oat ‘+ PUEAZATLOsNovNE KATEGORIE SLLGA: UKAZATINA 2XACA) USLUGA U NACIONALNOYEKONOMT: | * aunkovan osvovse ramvDovEL RAzvORUSLLENOG SEKTORA ‘RASVETLITT MOGUCNOSTTRAZMENE USLUGA U MEBUNARODNDN RAZ IINEPOSEDNOM OXRU2ENT, ‘*RAZMOTRIT|OSNOVNEPRAVCE RAZVOIA USLV2NOGSBKTORA UREPUBLI- | | + muexzant acrunino sre usuesoc sekTORA UREPUBLC Sa | | esa 1 JE USLUZNO PREDUZECE ‘CEO aneig re sgt AN, eget Gene vi 20, ‘a pra deve Xl oa ch ada espanol pedals [msec sre Dogs pon rhs I sae ova peat hasten ‘Stents Woe pilin odes hopes tebe ne ‘acon tnaop eg es veo of rekon pein de fe per esr geal tango man eo (or sanju uot arabe st eo ptt dev oe a). ‘arpa Gay jean el amps ‘Griz lo nnck meio cepee (Sent abel po ee age {ander ses fda ame one flea va! Nor seni li hoon | pase ckscbeivcs pation boi ie [puta cov te po tn Sage tata pt ea ae a ESE Mi Saale nes Shope ayia nt ape in Ser tearm ati met apeniee acon ‘SSRIS peat mw roe sa ieueeain = j ‘vim sasksetna pane yeni inept donee Stn iina ele uh ttn Sj da eee ‘ro pavitine I Sv Mangere poet pt Soph, Sve een et IB jest enor og prota ‘ne sito peut lj feta abet Ds pele eto Dok SEE) plese ret nahn ne ein svnadpromeepsloru El ‘nono npnnnkwrnoinarah [dermee pone ron lps es elt, Sr ovo fe ev [Sen en ae eee efor Gav Scag eo eat [ele polo haves do apa fo po felor csoonspartn ea ny ine pea ‘Desspl poed prd:prtiinrs ot IM erry pre pola eno ‘rears ere near ed ed el ‘rset pa nen igh cr dan ge eh Sibendow ode ten oe Ga = eam up wrt a Seca peace ee snap enable atcets, —————_—— SURES Crees pea haan sions roach onda Su ony ine poets sgn pain, pin i batke, ‘vane usanor bonne late pedis at lowe Ber a ‘raph rds bt aj od sey oeapn manana matings tenia ptan psc ety aso bi area aaa Pe b's je saospeinge norm meting cra eles lug Primer ripen nce 14 Arp 4 20 FM Ail pt 207 Bs Gl! Br 206 Dus Wal 204 Company Saige Ga Sens De ‘aon ai 20 Can Aad snore 9S Srv Magen Sy oa VFA 0 207 tras nto ese ean sv ont sing i ge sono amet aed eo Do paola nena nea eee pe: Ps aoa enc oo el ‘oe ae ot ee cn ws pens sou lps ps lo pe atin el en i, ‘ogni U aren .Bagustro marode’ Adam Sth gover oprodktivoam oeprodsk ‘Shera gain noe i ec ‘etenmarn ee yg cei ne ne TE cane sorte rods Ha ar pio ue Eno ens pa Tj Ae Mar i an tne eng hea ede Nee 08 From ra code es rt seen nt at dul ered a oteenon ens mare hora veda ‘lennon kl erred sg psa ple ean pane pete) dap pulvinar pola nan de ge sta dt, sd ah ae lcm opens oes acpi cae Nene lie “Spode o lace poole tn rs pose koko ere ba SORES inl leer den ptodine= neem mse pone a vo yur sepa Ove deh fe en ge rebated plernere tc han mn apectoa pc tog ome) me St ‘ron cleat bien dfn set lags rid price perma! see ‘Soci Sree! pcs gti puto nee ems aoe Seine lege penton lope sp op st enh aap are “age alan hs hj je rn mal rage neo ‘ere noi Nea peso em fora as Sin bee Innwedene die bee mi arti age U et te ‘lc ramimadar gn gj anita wpe serie we ee I pole mpeg itp nes onto oe pam Spine Eee mtg! aud Knog pts pro a aed Jo eum a pti ol mat wp Rati eal tiie ifn ies py se a Sepia end ne pe ‘ecg ancy s pei gn ne nce os prs” ‘pao pate cnt tp ohh tin tpn ag nad ic oto Seperate Hegel Sn (es) ote eee an ‘ul cpt ge ‘oj dint mn ino ti th bi os ei -remagudnout powsdvanga aig, ae " Neonmyrvosrusiis ‘tno aa poi pv mang aoe me mad ih be joe ne a el nt er ic in Fie ot a a opin inn ins Se tse ps, lh pase pn nn in rs ae re ilgili ie igen eit ani ine eto pena pone een. ‘ema pcas amo ae {ig pr bio pean pan pon op ae oan ten cnt ksi in ont Sn ot jet ‘ae de cas cate aie eae)” oes up niin ya pense wg pen op ne oe (Pen ake upon oy tds doa aps Um ni ops a set ego Etopair peat ret tpn, ps be ea oem oe ‘Opn pt aed wpe pod eb a weit poesia neisintrons 4: lr ison prj po in ‘Chibi prl opm cep of ath gn ee Stop meteno prot osrjeram pelts pinot ag jpn ox ale Sothern rahi be ta pe ast a (azo Ethan cstennd pte para ad etn ane pth jo so ‘Se ana on le) ope ena ine ie se a ‘via Raps ls popt eee et al moro ers Tee oan sages pep Opp ener ax mcm LHETEROGENOST (VARIJABINOST) USLUGE eo nn bon sume ee dees et hj eo Sa opis pe cee nn cn ge rei cece ds ‘Sgr sme lmed pgp leks pees Fenster dor tei sanding oa ‘Sate praneln a en pe un ust eds keeps ae [Fon ego dra nen dr Seige ort npn oan re ae Fie Sr tine lsh nnn ‘Rito pepnne stows neo pe inal ngs aor Pet {hoje ipl te ste be sin erm oth eel ‘Slams jee chang cen cs oe ts ah ‘nnn de pa oped stand tcc acs ae opts tet cart oo ‘hn cua nrmi sandr 4 aa ao tna peak lage avin ol pci ie pooaslian oe tte pie bj pr hari eee olde poral pu) ge eit pota sie setae ‘re apes of og te chen alton Nera aiguons i posta a dp oj aie ‘penis ncaa posi SIMULANOST (MEODVOHOST) PROFZVODNIEL POTROANTE USLUGE Zl of wine fh tar nt pv ine ae dene pt dah ite inf aod tne tn ep fore {ean pel oni ed te prin men pp tr cer {on pte per ops U te epminng a ess ape vote pe ‘Stop, pon nn pase age to in pa ipa do poe SN con en ie i er neni orb ‘Sons stm ie tig dan aap pane ren es ‘Stef prt cde eet ar le nn poe re ee Sen oc ess Pal te pie aa “ino enema gu as ont pte ce epee nan se [ete rin oo pti intra Prt nn oe ian ‘hp ena clo tin eo arto on ch a edge ues peep pee up pane nce) npc aplsthe ge pane sc Puck pti sper eee a ys Wi ot i) ws fo pe inl Dena pecan up poo buen mo ee ee ue hanks ned pase ee ge” _VARLWVOST (¥ETRAINOSD USLUGE Seto oda et lp ie ae a co nti uae tana pep rns eon pte os cece ‘eet gy rr ret ‘Roper poet dat One trang sure -nerea magotnost da se nj upravj kao sx proizvodins. me enue soe pois nt bia a mang “hae pons aloo apa, Tiare og ate pepderane ‘a nlp ple oe me le elm tne ted dh hove apy she a lg gars aton J en ENOGUCNOST FOSEDOVANIA UsLUGE Nonognt vane dwg je dein pots fee opie seep [rune lant Fad ich Sat, kpetnam pore posj six pars ‘ane a fn (ame pte, pop de ls = pseu rod ‘om dag) se ge ane hace op os fst ers ne be ‘jeje pte snjeRagee astro sonar ea proce eer ge as oe Se nn sy ne neg ‘Sent ev tej se: Kaa pits poor kapvin pea Sit dren loge eden evens ao tr pnt ecm [noe lft taper stn mts pao om cx rant pain] ed (ein pentose oe pe). ee Set a ect intent acto i nee Fonte oy el oe Pte fry Siegen eres “sel plates pan ne Prion opie be re ug oleae (oe Pe pti) eta peo Har) dopa alee EXT, EUS.) rac eabg ven JZAS) aa ope ak ant pooa g Pe ret a) emigrant iii do {oe Boj ote pokes pou terme pos) jag oko ions Stmbimct spate opens soda te pdeiumers ep epi me ‘etna aljutjo nonlin odune peor” — eel je smo sup lar oj dj oj enn tg oe ma ‘Pale oe ase jee a pou aps rds po ‘Bing loge ioe le rio tls ne ty tap ot pv {Seo eno ep prods ange dep opp p ‘Zo drt stares ato ped pono Roo ee Poe. ee pts eg rere, pee eg gpd ean prod ong apm pric Jeg pode st emeve nto poten ge pain aso vero [tare pod te pe nition, gles sae aoe {ejeon og ge Cope ree wate gran nc kaon ih ap, eh ot, (20 por alee neo kg eden in ‘ean pote pra eyed potas ne ut ap ta rods, pad ‘pose nce opr ate eset ate poo Sino pind ttt prod, ‘el pained, pai prod ‘rata ane pga pln ole mating pr, eso mit ‘ected nemies na nos apc, ed ‘Pinelands star re pms lg prods in eect fl so nt ‘tan Neco ove ap Fo a ngs ‘tna age! pir ag po dap ag sss ono an ‘ip cmos pra tp ene Grates ge ptm ena, ape pots pao pres open ap, ogee dom ee cp ae sr ji i pct} “mets etn) ge pes rg io Kol See devo ‘Ekegeameemoran a” ‘oe ein pine cna ppc soy nj jen de ge ‘now dessa tease ir sje ‘susrma usLUGE ‘aio etn soa ie pone et on ioe lsh pd ee ‘ges og sna Res esto rss wg tere nor ah ih nos por Ui s cr tm ire name ‘notin ent dra pot epee rats ‘Spotoa Sp crams poco seme el es ses, ‘henner nto cae pup ie ul ober pine 2 oblong oto arn ae ue sade et ae dl nag ror) te pain on Cetin ar ‘im ep poled Oxnovea ps eda fe Detetinetrsij sobe ee ‘eerste toe pain gare Toone pro Ma ‘ovo Rp nea primar (nt ea 1) PATH ELEMENTL USLUGE rae ile skin seine ih opi di mse cl emer mor Ce tem eh ra a (Shs seen tee cently Sg too ne ‘Salutes pt ooge ee il ac no ine roc tn ee re laa mde ang ota) pec aha Geo rein od mehr et we a op men ltog mating ‘nse, oon pl ose sane nih a se to do Cn ‘ee opt ve ape ad prolro,karsie pe pia alate riod eije (of dio ae pind ini seentine ope Bod smal aa SO. ‘aS, Cb ger en mn op se jee od eres ‘KOJESU KOWISTIZ1VOTNOG OWGURANIAP 2a i nn ie elt elt ii ah in ca CS ‘esha dks operon ewe ees {altars Poem oh piso ns sigh an on {2 soe re pt oops {eel om tigre the tin es ep fren el ee ee psn pa at ep me a ae ca | et its ane moot of cl enn pei ‘pam ap tori wn ee i oS ot [trot ego pe dni pea rust ap Poa ‘ep One to yep os etn ds eae ‘Rint rien ep rods ae od ep Ke pe eb ‘oe ari ete rena losin sce, fen lo Sore Tomsmmpenoonjéa Pum Corson defvenemeiont ere pom dpateodpelobaene sod) aed wg im ts on train ge oe pela ote nna em montis ut sans ‘gua, taakerstie noe tag erga og ache prod oe {nls auton atin sn popads nomen Lane etesams lols os ‘nea ppl sedspcans aro eorna sor) {2 podrazumee danse pwd specie diners ingle ot, Ov je meg EatalgeSebnzom ox pnd ysl ran ue a er eavhod sence ie sera ptt. 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