Marketing logistika

Mentor:

______________________

Student:

Vesna Vukanović

Br. indeksa: 28/2007

UNIVERZITET SINGIDUNUM

DEPARTMAN ZA INFORMATIKU I RAČUNARSTVO

MARKETING LOGISTIKA

- Diplomski rad -

Beograd, 2011.

MENTOR

_____________________

DEKAN

_____________________

DEPARTMAN ZA INFORMATIKU I RAČUNARSTVO

UNIVERZITET SINGIDUNUM

DEPARTMAN ZA INFORMATIKU I RAČUNARSTVO

Beograd, Zorana Đinđića 44

Kandidat:

Vesna Vukanović

Broj indeksa:

28/2007

Smer:

Inžinjerski menadžment

Tema:

Marketing logistika

Zadatak:

Predstaviti marketing logistiku, procese koje obuhvata i ulogu koju ima u

poboljšanju efikasnosti poslovanja kompanija. Kroz studiju slučaja opisati značaj

marketing logistike u poslovanju kompanije.

Datum odobrenja rada:
Beograd, ___.___._____.

Marketing logistics

Abstract:

This bachelor’s thesis conceptually and practically defines and determines a

newer and more significant field – marketing logistics. Marketing logistics deals with
managing the flow of raw and processed materials from the very source to the processing
point, the flow of materials and half-prepared products during the production process, and
the flow of finished products to final customers.

The functions of marketing and logistics in a company are intertwined starting from

the goal functions – profitability enlargement taken by means of customer satisfaction and
marketing efforts aimed at improving customer service. Logistical capacity of “producing”
a good-quality, efficient and, above all, competitive delivery service provides a way to
generating a short-term company selling, but also a way to customers’ loyalty and long-
term profitability. It is possible to accomplish all of these through synergy and integration
of marketing mix elements and logistical activities.

Marketing logistics can be a strong-attacking marketing weapon, which is a field

that will highly enhance a company’s position in the market regarding the competition.

Keywords:

Marketing logistics, marketing mix, customer service

Vesna Vukanović

Marketing logistika

- 0 -

SADRŽAJ

UVOD ............................................................................................................................................. - 2 -

OD LOGISTIKE DO MARKETING LOGISTIKE ..................................................................................... - 3 -

2.1

ANALI DISTRIBUCIJE

................................................................................................................... - 4 -

2.1.1

Marketing kanali .............................................................................................................. - 4 -

2.1.2

Kanali fizičke distribucije ................................................................................................... - 8 -

2.2

PRAVLJANJE LANCIMA SNABDJEVANJA

......................................................................................... - 10 -

2.2.1

Uloga elektronskog poslovanja u lancu snabdjevanja ...................................................... - 11 -

2.3

ARKETING U PRAKSI

............................................................................................................... - 12 -

2.4

ARKETINŠKA ORIJENTACIJA LOGISTIČKOG UPRAVLJANJA

................................................................... - 15 -

2.5

NTEGRALNI PRISTUP UPRAVLJANJA MARKETING LOGISTIKOM

............................................................... - 17 -

MARKETING LOGISTIKA KAO KONKURENTNO SREDSTVO.......................................................... - 18 -

3.1

ZVOR TRŽIŠNE PREDNOSTI

.......................................................................................................... - 19 -

3.1.1

Inovacija ......................................................................................................................... - 19 -

3.1.2

Odnosi s kupcima ............................................................................................................ - 20 -

3.1.3

Efikasan lanac snabdijevanja .......................................................................................... - 22 -

3.2

SLUGE

................................................................................................................................. - 23 -

3.2.1

Karakteristike usluga i njihove implikacije na marketing .................................................. - 24 -

3.2.2

Elementi usluge kao proizvoda ........................................................................................ - 25 -

3.3

FIKASAN ODGOVOR NA POTREBE POTROŠAČA

................................................................................. - 25 -

SERVIS POTROŠAČA ..................................................................................................................... - 26 -

4.1

OGISTIČKO SHVATANJE SERVISA POTROŠAČA

.................................................................................. - 28 -

4.2

OMPONENTE SERVISA POTROŠAČA

.............................................................................................. - 28 -

4.3

ZGRADNJA ODNOSA SA POTROŠAČIMA

.......................................................................................... - 30 -

4.4

REIRANJE POTROŠAČKE VRIJEDNOSTI

............................................................................................ - 32 -

4.5

DNOS SERVISA POTROŠAČA I LOGISTIČKIH TROŠKOVA

....................................................................... - 35 -

4.6

EFINISANJE CILJEVA SERVISA POTROŠAČA

...................................................................................... - 38 -

4.7

IGITALNA LOGISTIKA

................................................................................................................ - 41 -

4.7.1

Okvir rada digitalne logistike ........................................................................................... - 42 -

4.7.2

Prednosti digitalne logistike ............................................................................................ - 44 -

4.8

NTERNET MARKETING

............................................................................................................... - 45 -

4.8.1

Internet marketing plan .................................................................................................. - 46 -

4.8.2

Tehnike e-marketinga ..................................................................................................... - 47 -

PRIMJER ORGANIZACIJE MARKETINŠKIH I LOGISTIČKIH AKTIVNOSTI - TELEKOM A.D. BANJA LUKA .. -

48 -

5.1

APOSLENI

............................................................................................................................. - 49 -

5.2

SLUŽNA DJELATNOST

............................................................................................................... - 49 -

5.3

ARKETINŠKE AKTIVNOSTI KOMPANIJE

.......................................................................................... - 49 -

5.3.1

Proizvod ......................................................................................................................... - 50 -

5.3.2

Distribucija ..................................................................................................................... - 51 -

5.3.3

Cijena ............................................................................................................................. - 51 -

5.3.4

Promocija ....................................................................................................................... - 51 -

ZAKLJUČAK .................................................................................................................................. - 52 -

LITERATURA .......................................................................................................................................... - 53 -

Vesna Vukanović

Marketing logistika

- 2 -

1 UVOD

U diplomskom radu je obrađena relativno novija oblast u polju logističke
djelatnosti, koja posmatrajući logistiku kroz marketinšku dimenziju naglašava sve bitniju
funkciju ove oblasti u savremenom poslovanju. Marketing logistika se odnosi na
imperativne procese u organizaciji koji imaju za cilj da što efikasnije proizvedu i predstave
svoj proizvod ili uslugu korisnicima.

Rad je podijeljen na četiri oblasti koje imaju za cilj teorijsko i praktično

određivanje marketing logistike, kao i njenog značaja u poboljšanju odnosa s korisnicima.
Posebno je detaljno predstavljena njena uloga u postizanju konkurentske prednosti na
tržištu. Kako je korisnik glavni faktor od koga zavisi pozicioniranje i profit kompanije, rad
je usmjeren ka prikazivanju uloge marketing logistike u ostvarivanju ovog cilja.