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undergraduate thesis
Tehnike osobne prodaje na tržištu usluga
Stručni završni rad
2021. urn:nbn:hr:129:661961
Labrović, Ivana
The University of Applied Sciences Baltazar Zaprešić
Chair of Economics, Management and Marketing

Cite this document

Labrović, I. (2021). Tehnike osobne prodaje na tržištu usluga : Stručni završni rad (Undergraduate thesis). Zaprešić: The University of Applied Sciences Baltazar Zaprešić. Retrieved from https://urn.nsk.hr/urn:nbn:hr:129:661961

Labrović, Ivana. "Tehnike osobne prodaje na tržištu usluga : Stručni završni rad." Undergraduate thesis, The University of Applied Sciences Baltazar Zaprešić, 2021. https://urn.nsk.hr/urn:nbn:hr:129:661961

Labrović, Ivana. "Tehnike osobne prodaje na tržištu usluga : Stručni završni rad." Undergraduate thesis, The University of Applied Sciences Baltazar Zaprešić, 2021. https://urn.nsk.hr/urn:nbn:hr:129:661961

Labrović, I. (2021). 'Tehnike osobne prodaje na tržištu usluga : Stručni završni rad', Undergraduate thesis, The University of Applied Sciences Baltazar Zaprešić, accessed 17 April 2024, https://urn.nsk.hr/urn:nbn:hr:129:661961

Labrović I. Tehnike osobne prodaje na tržištu usluga : Stručni završni rad [Undergraduate thesis]. Zaprešić: The University of Applied Sciences Baltazar Zaprešić; 2021 [cited 2024 April 17] Available at: https://urn.nsk.hr/urn:nbn:hr:129:661961

I. Labrović, "Tehnike osobne prodaje na tržištu usluga : Stručni završni rad", Undergraduate thesis, The University of Applied Sciences Baltazar Zaprešić, Zaprešić, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:129:661961

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Metadata
TitleTehnike osobne prodaje na tržištu usluga : Stručni završni rad
Title (english)Personal sales techniques in the service market
AuthorIvana Labrović
MentorStella Antolović (mentor)
Committee memberIvana Lacković (predsjednik povjerenstva)
GranterThe University of Applied Sciences Baltazar Zaprešić
(Chair of Economics, Management and Marketing)
Zaprešić
Defense date and country2021-10-13, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Osobna prodaja važan je promocijski alat i kanal prodaje osobito u prodaji usluga. Prodaja usluga značajno se razlikuje od prodaje proizvoda, a prodaja usluga zauzima središnje mjesto u nacionalnim ekonomijama i međunarodnim odnosima, jer su one važne za svakodnevni život čovjeka. Usluga je oblik odnosa između prodavatelja i kupca, a vrijednost koja je u ponudi istaknuta za kupca je apstraktan pojam, jer prije nego je kupi ne može je vidjeti, okusiti, dodirnuti ili čuti. Upravo iz neopipljivosti usluga proizlazi najveća nesigurnost kupaca da će ona na pravi način zadovoljiti njihove potrebe. Na tranziciju usluge iz neopipljivog u opipljiv proizvod, veliki utjecaj imaju prodavači i njihovo pregovaračko znanje i vještine na koje veliki utjecaj ima osobnost, rod i kultura. Ovaj završni rad prikazuje tehnike osobne prodaje usluga na primjeru najvećeg osiguravajućeg društva Croatia osiguranja d.d. koje je 2020. godine na hrvatskom tržištu imalo udio od 24,8%. Osiguravajuća društva u prodaji usluga, koriste tehnike kojima potiču prodaju i kojima otklanjaju rezistentnost kupaca. Iz ostvarenih rezultata prodaje Croatia osiguranja, može se zaključiti da prodavači uspješno primjenjuju jedne i druge tehnike osobne prodaje.
Abstract (english)
Personal sales is an important promotional tool and sales channel especially in the sale of services. Sale of services is quite different from sale of products, and sale of services is in the center of national economies and international relations, because they are important for everyday life of a man. Service is a form of relationship between a seller and a buyer, and the value that is featured for the buyer is an apstract term, because he can not see it, taste it, touch i tor hear it before he buys it. Right from being unable to touch the service, comes the biggest insecurity of a buyer that the service will fulfill his needs in the way he want it to. On a transition of a service from untouchable to a touchable product, big impact have sellers and their negotiation skills and knowledge, on which the biggest impact have their personality, gender and culture. This final work shows sales of services techniques on an example of the biggest insurance company, Croatia osiguranje d.d., which in 2020 had a share of 24,8% on a Croatian market. Insurance companies use techniques with which they encourage sale and eliminate buyer's resistance in sales of services. From the results achieved out of sale, Croatia insurance can conclude that sellers sellers successfully apply both personal sales techniques.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:129:661961
Study programmeTitle: Business Administration, Undergraduate Professional Study
Study programme type: professional
Study level: undergraduate
Academic / professional title: stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2022-12-13 09:57:50