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..... Market research ( prepričan tekst)......Cimeša Svetlana I-06/05 SADRZAJ: Pr.3 2.. Istraživanje tržišta (prevod)............7 2 ...........................5 3................................... Blaga Delić 1........................ Market research (tekst)...................

and the skills and costs required to use the product.price. qualiti and preformance of the product. consumer durables or non-durables) will determine the factors which need to be analyzed.The type of product (whether the goods in question are raw materials ormanufactured commodities. features. repair needs. in regard to design. The major competitors should be name. adaptibility to foreign requirements.MARKET RESEARCH Market resarch is an activity used to try to establish whether potential customers are likely to buy. life cycle. product standards. marketing methods. and to discover the best form the product should take when launching a new product or improving an existing one. reputation. 3 . Market researchers must establish what is likely to attract buyers to a particular product in sufficient numbers. credit terms and allowancaes.). capital goods. payment conditions.size.etc To decide if a product is suitable for a market one must determine whether it fits the demand requirements of that market. price. Competitition analysis will determine if and how one should atempt to compete aganist foreign competitors. and comperative weapons used (aftersales services. range of qualitu. Government laws and regulations should be analysed beacuse they influence marketing costs.For this purpose market analysis begins with a thorough consideration of the product. Such analysis will contribute useful information on the salability of a particular product in foreign markets. packaging. promotional devices to induce demand. etc. such as its functions.

import quotas. An analsis of these factors will reveal information sufficent to estimate sales opportunuties. pricing. race. risk and the profit involved. registration requirements. the basic characteristics of those who buy the product. price indexes. retial and wholesale sales. antimonopoly legislation. etc. local taste. one needs to consider tariffs. After potential markets have been selected. The investigation should cover population. labellilg requirements. and similar. language. etc. costs.labelling. exchange controls. patents. one needs to identify the types of consumers to whom the product under consideration is likely to appeal or the sectors using the poduct. Socio-economic factors must also be examined in detail. production indexes. etc. religion. sex. one must identify within each country the target markets on which the export marketing managment must focus its efforts. For this reason. social class. such as available income. 4 . per capita or family income. This will help the exporter to determine groups of consumers or users with high purchasing power. national income. age. literarcy. To accomplish this. sales potencial. internal taxation. wagens. licence requirements.

veličinu. Da odluči da li je proizvod povoljan za tržište i da li odgovara zahtevima tog tržišta. odrađivanje cene itd. promocionalnim aktivnostima da se pojača zahtev. zahteve registracije.ISTRAŽIVANJE TRŽIŠTA Istraživanje tržišta je aktivnost koja otkriva da li je potencijalni kupac voljan da kupi. metodi plaćanja. Glavni konkuranti su indentifikovani imenom. Zbog ovih razloga treba uzeti u obzir tarife. Tip proizvoda ( da li su u pitanju čvrsti metali ili napravljenih komoditeta. marketinškim metodama. i da otkrije najbolji oblik koji novi proizvod treba da ima ili da poboljšaju postojeći. pakovanje. Takve analize će kontribuirati korisnu informaciju o mogućnosti prodaje određenog proizvoda za strano tržište. Analiza konkurancije će odlučiti da li kako proizvod traba da se takmiči sa inostranom komercijalom. karakteristike. cenu itd. adaptacija na inostrane zahteve i znanje i koštanje koji zahtevaju da se taj proizvd koristi. trajanje proizvoda. da li je korišćenje trajno ili netrajno) će odlučiti faktori koji trba da budu analizirani. označavanje. zahteve dozvole i slično. nivo kvaliteta. Zbog ovoga analiza tržišta počinje sa detaljnim preispitivanjem proizvoda. Istraživači tržišta moraju da utvrde šta privlači kupce jednog proizvoda u zadovoljnom broju gledajući na dizajn. uvoznom kvotom. uslovi kredita i dozvole. kvalitetom i preformansama proizvoda. cenom i reputacijom i konkurentskim načinima korištenim (servisi posle prodaje. unutrašnje takse. potrebno održavanje. kontrola razmene. 5 . kao što su funkcije. standarde proizvoda. patente.) Vladini zakoni i regulacije treba da budu analizirani zato što oni utiču na cenu marketinga. kapitalnih dobara. itd.

koštanje. literaturu.Socijalno-ekonomski faktori moraju biti istraženi do detalja. mora se u svakoj zemlji identifikovati market na koji markerinški menađment za izvoz mora da se fokusira i potvrdi. jezik. treba identifikovati tipove korisnika kojima proizvod najviše priliči ili sektore koji koriste taj proizvod. nacijonalni prihod. lokalni ukus itd. indeksi proizvoda. godine. indeksi cena. Da bi postigli ovo. kao što su mogući prihod. pol itd. Istaga treba da pokrije populaciju.. Ovo će pomoći izvozniku da otkrije grupu korisnika sa visokom kupovnom moći. osnovne karakteristike onoga ko kupuje proizvod. po kapitalu ili familijarnom prihodu. socijalna klasa. 6 . Kad je potencijalni market izabran.Analiza ovih faktora će dati dovoljno informacija da približno izračunava priliku prodaje. plate. religiju. potencijal prodaje. prodaja na malo i veliko. rasu. rizik i profit.

Analysis will determine if an how and should atempt to compete against foreing competitors. Analysis begins with a thorough consideration of the product.MARKET RESEARCH Market research is an activity used to try to establish whether potencial costumers are likely to by. Socio. This will help to determine groups of consumers or users with high purchasing power. national iconome.economics factors must also be examined. There are must establish what is likely to attract. investigation should cover poulation. 7 . Must government laws and regulations should be analysed beasuse they influence marketing costs.

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