engleski

A COMPARATIVE ANALYSIS OF TRADITIONAL AND E- MARKETING POTENTIALS IN THE BAKING INDUSTRY

In modern times it is almost impossible to find a product that does not have very strong competition, and whose sales are not closely related to successful marketing. In the past, when the market was characterized by shortage of goods, the dominant concept was the one in which the manufacturer produced relying on his own judgement, i.e. the production concept. As the number of producers grew, there was a quantitative and qualitative leap resulting in stronger competition. How to sell your products soon became the key issue facing all producers. The initial attempts to push a product in the market, characteristic of the production concept, could not achieve long-term success. A buyer can be persuaded to buy a certain product once or twice, however, the consumer learns and will lose interest in a product that does not satisfy his/her needs. Therefore, it is no wonder that the new, marketing concept appeared as a solution for this problem. The basic idea of the marketing concept is to examine consumer needs, and to devise products that can satisfy those needs. In this way, the consumer will decide to buy such products of his/her own, without any ‘coercion’. The physical world allows for occasional research of consumer needs, whereas the virtual world comprised of the Internet, i.e. the Web environment, allows for permanent investigation into consumer needs, which is the basis of the electronic, that is, e-Marketing. This research focuses on the comparative analysis of potentials of the traditional and e-Marketing in the baking industry.

marketing, e-Marketing, baking industry, internet, Web, consumers, market research

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