期刊名称：Journal of Engineering Management and Competitiveness
印刷版ISSN：2334-9638
电子版ISSN：2217-8147
出版年度：2016
卷号：6
期号：2
页码：67-74
DOI：10.5937/jemc1602067B
语种：English
出版社：University of Novi Sad, Technical faculty Mihajlo Pupin, Zrenjanin
摘要：This paper examines the correlation between promotion as a marketing mix instrument,product quality and marketing strategy on the mobile devices market.The research paper consists of four sections.Each section determines the key factors of the main subject's elements.The research makes analysis of the influence of promotional activities on consumer behavior.It was conducted via survey questions.The questions referred to mobile device brands,user satisfactory rates and other parameters in the Republic of Serbia.The aim was to define the impact of promotional activities on consumer choice when purchasing a mobile device.In addition,the product quality and marketing strategies of top mobile device brands are also taken into consideration.Observational statements are made based on statistical evidence from the completed research surveys.
其他摘要：Rad istražuje korelaciju između promocije kao instrument marketing miksa,kvaliteta proizvoda i marketing strategije na tržištu mobilnih uređaja.Rad se sastoji od četiri dela.Svaki deo definiše ključne faktore elemenata ovog rada.Istraživanje obuhvata analizu uticaja promocionih aktivnosti na ponašanje potrošača.Istraživanje je sprovedeno putem upitnika.Pitanja sa upitnika odnosila su se na marke mobilnih uređaja,zadovoljstvo korisnika mobilnih uređaja i drugih parametara kao što su pol,starost,kupovna moć i drugi.Cilj je bio određivanje uticaja promocionih aktivnosti na odluke potrošača prilikom kupovine mobilnih uređaja.Uzeti su u obzir i marke vodećih proizvođača mobilnih uređaja i marketing strategije istih.Iznete su činjenice bazirane na observaciji statsitički obrađenih podataka sa upitnika.
