Bojkovska, Katerina and Joshevska, Fanche and Velevska, Andrijana and Bojkovski, Sasho (2018) MODERN ASPECTS OF MARKETING RESEARCH APPLICATION AS DETERMINANT OF PROMOTIONAL MIX IN BUSINESS ENTITIES FROM MILK PROCESSING INDUSTRY IN THE REPUBLIC OF MACEDONIA. Food and Environment Safety, 17 (3). pp. 309-316. ISSN 2068-6609
Full text not available from this repository.Abstract
The basis of marketing concept refers to the fact that companies exist in order to satisfy
consumers’ needs. In order to achieve its objectives and be successful, a company needs to be aware
of its customers’ wishes and preferences, so that it should gather information that could be obtained
through market research. Regardless of the business they are included and performing in, the
marketing managers are faced with the need to make decisions constantly, i.e. solve certain problems
every day. The quality of the decision mainly depends on the quality of information they have in the
moment of decision. The main objective of marketing research is to provide relevant information,
increase of success and decrease of risk in company’s working and making right marketing decisions
on the basis of gathered marketing information. In order to achieve certain sales level, each company
should choose promotional activities by means of which it will achieve the desired effect in the most
efficient way. The research study is focused on manager’s attitude towards the utilization of marketing
comunication. The objective of the research is to show the significance of marketing research in
modern working conditions not only of companies in general, but of companies in milk processing
industry in the Republic of Macedonia as well, because it provides significant information for the
market, consumers’ needs, wishes and requests, the demand for certain type of products, influence of
prices on the consumers’ decision for buying milk and dairy products, etc. Also, the objective of the
research is to study the way in which promotion as part of marketing mix affects consumers’ decision
making for buying certain product and significance of promotion as a factor of sales volume increase;
it aims at increasing the company’s profit, as well as it takes into consideration the effects of
application of the promotional activities and improvement of competitive advantage of companies in
milk industry.
| Item Type: | Article |
|---|---|
| Subjects: | Scientific Fields (Frascati) > Agricultural Sciences > Other agricultural sciences |
| Divisions: | Faculty of Biotechnical Sciences |
| Depositing User: | PhD Goran Mihajlovski |
| Date Deposited: | 19 Feb 2019 11:04 |
| Last Modified: | 19 Feb 2019 11:06 |
| URI: | https://eprints.uklo.edu.mk/id/eprint/1709 |
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