Mirjana Gligorijević | Beogradski Univerzitet (original) (raw)
Papers by Mirjana Gligorijević
DOAJ (DOAJ: Directory of Open Access Journals), 2009
Ekonomika Poljoprivrede (1979), 2015
The paper presents the selected results of consumers' study of food products in Serbia. It focuse... more The paper presents the selected results of consumers' study of food products in Serbia. It focuses on the products with nutrition and health claims (NHCs) and the analysis of the main consumers' characteristics which influence their awareness and knowledge about NHCs, their attitudes toward products with NHC and their purchase intentions. Different socio-demographic factors that influence consumers' behavior were investigated. Education, gender, age and income of the respondents are the key factors which influence awareness, knowledge and consumption. As those products are closely related to consumers' health, we presented the results based on the differences in health status of the respondents. Main findings show that the respondents with health problems do not consume those products as often as others, which is the outcome of a low level of nutrition knowledge. This represents a major restraining factor for the increase in consumption. After identifying the characteristics of demand, we have suggested some proposals for managers, aimed at overcoming the identified problems, and for government institutions so as to obtain a proactive approach to improving the overall health of the population.
Promet-traffic & Transportation, Oct 27, 2013
This paper considers the effects of the combination of two different approaches in developing the... more This paper considers the effects of the combination of two different approaches in developing the seaports positioning strategy. The first one is based on comparing the most important quantitative and qualitative seaports choice criteria by the benchmarking method. Benchmarking has been used in creating the appropriate model for efficient marketing positioning of Aegean, Adriatic and Black Sea seaports. The criteria that describe the competitiveness degree of these seaports have been chosen upon the investigation of ports customers' preferences. The second employed approach based on the matrix game concept has been used for the purpose of optimal repositioning of the ports. However, nine selected ports' functions are treated in such a way that they are divided into two sets: one composed of the functions which are to be developed, and the other consisting of the functions which are expected to be suppressed in the future. According to the numerically obtained results the ports are repositioned, and corresponding explanations are given in the marketing manner. The mixture of these two concepts should contribute to the review of the state of these business systems and their images on the market, as well as to open prospective toward finding out the ways of creating and maintaining their competitive advantages.
Marketing (Beograd. 1991), 2010
Specialization of agricultural production is closely associated with increased risk. Insurance is... more Specialization of agricultural production is closely associated with increased risk. Insurance is often used as a method of transferring risk from a farmer to an insurance company. The development of modern agriculture requires widening the scope of insurance coverage. Therefore, the paper analyzes the possibility of adjusting insurance offers to the specific needs in agriculture sector with the aim of increasing the number of insured business entities. First, it is necessary to properly define the marketing mix in agricultural insurance. Second, it is equally important to permanently measure effectiveness and legitimacy of its application. Importance of the most commonly used indicator - the Return on Marketing Investment Coefficient (ROMI), is underlined.
Marketing, 2021
The topic of this paper is theoretical and practical aspect of strategic marketing in the field o... more The topic of this paper is theoretical and practical aspect of strategic marketing in the field of higher education. In the paper is emphasized that the first and the most important step in strategic marketing in universities' education is strategic analysis, with models for analysis of global education's market place. Implementation of marketing strategies in development of universities get new approaches, according to trends on global universities market place. Strategic control is important step in strategic development of universities institutions, through point out on gaps in process of implementation of marketing strategies. The goal of the paper is to define modern approach of strategic marketing in positioning of universities institutions in global environment and digital environment. The key hypothesis in the paper is that strategic marketing present's platform for development and positioning of the universities. In the paper are present results of the in - dept...
Ekonomika poljoprivrede, 2015
The paper presents the selected results of consumers' study of food products in Serbia. It focuse... more The paper presents the selected results of consumers' study of food products in Serbia. It focuses on the products with nutrition and health claims (NHCs) and the analysis of the main consumers' characteristics which influence their awareness and knowledge about NHCs, their attitudes toward products with NHC and their purchase intentions. Different socio-demographic factors that influence consumers' behavior were investigated. Education, gender, age and income of the respondents are the key factors which influence awareness, knowledge and consumption. As those products are closely related to consumers' health, we presented the results based on the differences in health status of the respondents. Main findings show that the respondents with health problems do not consume those products as often as others, which is the outcome of a low level of nutrition knowledge. This represents a major restraining factor for the increase in consumption. After identifying the characteristics of demand, we have suggested some proposals for managers, aimed at overcoming the identified problems, and for government institutions so as to obtain a proactive approach to improving the overall health of the population.
African Journal of Business Management, 2013
The aim of this paper is the theoretical and practical analysis of banking services quality evalu... more The aim of this paper is the theoretical and practical analysis of banking services quality evaluation, for development of e-banking in Libya. E-banking is one of the basic concepts of modern banking services and this approach improves quality of banking and a differential advantage which leads a bank to a better position on market place in competitive environment. Success of e-marketing lies in researching what drives consumers and opportunity to fulfill those needs and wishes in ways so that consumers will be satisfied with banking services for a long time period. In Libya e-marketing and e-banking are new approaches which banks need to accept, according to banking changes in world market place. This paper presents contributions to the development of these approaches in the banking sector in Libya. The study evaluates and analyzes the level of quality of banking services, by applying the theory of the gap using a model SERVQUAL. This will contribute to ensuring an information base...
Marketing Science, 2009
As markets turned more and more competitive, companies had to change their marketing approach. Fr... more As markets turned more and more competitive, companies had to change their marketing approach. From transactional marketing they are shifting to relationship marketing, trying to increase market share by focusing on their most important customers, implementing the concept of key account management). In this paper we tend to introduce the concept of key account management. In final section of this paper we will analyze effects of implementation of key account management, in terms of potential benefits and cautions. .
Marketing Science, 2020
Modern companies are facing much tougher competition than before. In the past, companies were com... more Modern companies are facing much tougher competition than before. In the past, companies were competing, mostly with other companies locally. Now companies can offer their products to customers beyond the local market. Globalization presents a huge chance for companies to grow by an increase in the market size, but as the market size grows, the same happens with the competition. If a company wants to endure, a company is under pressure to innovate, and including customers can affect new product development. The goal of this paper is to determine if including consumers in new product development can affect faster and better quality new product development processes and increase new product value for the company. This analysis should provide us with an answer to the question, should we include consumers, and if we should, when? The results of this paper could act as a guide for managers in developing new products.
This paper analyzes the characteristics of the brand building in the business (B2B) market. Brand... more This paper analyzes the characteristics of the brand building in the business (B2B) market. Branding strategy at the business market is complex and difficult to implement because of the many limiting factors. Building a brand in the business market is marked by very specific characteristics of industrial products. The value of B2B brands is built through functional characteristics and performances of the product (functional values) and emotional value, which together guarantee the delivery a unique experience of business customers. All marketing mix tools can be considered to be branding instruments. The purpose of this paper is to emphasize the importance of applying a branding strategy on business market.
The paper presents the selected results of consumers’ study of food products in Serbia. It focuse... more The paper presents the selected results of consumers’ study of food products in Serbia. It focuses on the products with nutrition and health claims (NHCs) and the analysis of the main consumers’ characteristics which influence their awareness and knowledge about NHCs, their attitudes toward products with NHC and their purchase intentions. Different socio-demographic factors that influence consumers’ behavior were investigated. Education, gender, age and income of the respondents are the key factors which influence awareness, knowledge and consumption. As those products are closely related to consumers’ health, we presented the results based on the differences in health status of the respondents. Main findings show that the respondents with health problems do not consume those products as often as others, which is the outcome of a low level of nutrition knowledge. This represents a major restraining factor for the increase in consumption. After identifying the characteristics of dema...
Specialization of agricultural production is closely associated with increased risk. Insurance is... more Specialization of agricultural production is closely associated with increased risk. Insurance is often used as a method of transferring risk from a farmer to an insurance company. The development of modern agriculture requires widening the scope of insurance coverage. Therefore, the paper analyzes the possibility of adjusting insurance offers to the specific needs in agriculture sector with the aim of increasing the number of insured business entities. First, it is necessary to properly define the marketing mix in agricultural insurance. Second, it is equally important to permanently measure effectiveness and legitimacy of its application. Importance of the most commonly used indicator-the Return on Marketing Investment Coefficient (ROMI), is underlined.
Marketing
Napomena: Rad je prezentovan na naučnoj konferenciji "Izazovi i problemi savremenog marketinga" o... more Napomena: Rad je prezentovan na naučnoj konferenciji "Izazovi i problemi savremenog marketinga" održanoj na Zlatiboru od 17. do 19. novembra 2017. godine i publikovan u zborniku radova čiji je izdavač časopis Marketing.
PROMET - Traffic&Transportation, 2013
This paper considers the effects of combination of two different approaches in developing seaport... more This paper considers the effects of combination of two different approaches in developing seaports positioning strategy. The first one is based on comparing the most important quantitative and qualitative seaports choice criteria by benchmarking method. Benchmarking has been used in creating the appropriate model for efficient marketing positioning of Aegean, Adriatic and Black Sea seaports. The criteria that describe the degree of these seaports competitiveness are chosen upon the investigation of ports customers’ preferences. The second employed approach based on matrix game concept has been used for the purpose of optimal repositioning of the ports. Though, nine selected ports’ functions are treated in a way that they are divided into two sets: one composed of the functions which are to be developed, and the other consisted of the functions for which it is expected to be suppressed in the future. According to the numerically obtained results the ports are repositioned, and corres...
DOAJ (DOAJ: Directory of Open Access Journals), 2009
Ekonomika Poljoprivrede (1979), 2015
The paper presents the selected results of consumers' study of food products in Serbia. It focuse... more The paper presents the selected results of consumers' study of food products in Serbia. It focuses on the products with nutrition and health claims (NHCs) and the analysis of the main consumers' characteristics which influence their awareness and knowledge about NHCs, their attitudes toward products with NHC and their purchase intentions. Different socio-demographic factors that influence consumers' behavior were investigated. Education, gender, age and income of the respondents are the key factors which influence awareness, knowledge and consumption. As those products are closely related to consumers' health, we presented the results based on the differences in health status of the respondents. Main findings show that the respondents with health problems do not consume those products as often as others, which is the outcome of a low level of nutrition knowledge. This represents a major restraining factor for the increase in consumption. After identifying the characteristics of demand, we have suggested some proposals for managers, aimed at overcoming the identified problems, and for government institutions so as to obtain a proactive approach to improving the overall health of the population.
Promet-traffic & Transportation, Oct 27, 2013
This paper considers the effects of the combination of two different approaches in developing the... more This paper considers the effects of the combination of two different approaches in developing the seaports positioning strategy. The first one is based on comparing the most important quantitative and qualitative seaports choice criteria by the benchmarking method. Benchmarking has been used in creating the appropriate model for efficient marketing positioning of Aegean, Adriatic and Black Sea seaports. The criteria that describe the competitiveness degree of these seaports have been chosen upon the investigation of ports customers' preferences. The second employed approach based on the matrix game concept has been used for the purpose of optimal repositioning of the ports. However, nine selected ports' functions are treated in such a way that they are divided into two sets: one composed of the functions which are to be developed, and the other consisting of the functions which are expected to be suppressed in the future. According to the numerically obtained results the ports are repositioned, and corresponding explanations are given in the marketing manner. The mixture of these two concepts should contribute to the review of the state of these business systems and their images on the market, as well as to open prospective toward finding out the ways of creating and maintaining their competitive advantages.
Marketing (Beograd. 1991), 2010
Specialization of agricultural production is closely associated with increased risk. Insurance is... more Specialization of agricultural production is closely associated with increased risk. Insurance is often used as a method of transferring risk from a farmer to an insurance company. The development of modern agriculture requires widening the scope of insurance coverage. Therefore, the paper analyzes the possibility of adjusting insurance offers to the specific needs in agriculture sector with the aim of increasing the number of insured business entities. First, it is necessary to properly define the marketing mix in agricultural insurance. Second, it is equally important to permanently measure effectiveness and legitimacy of its application. Importance of the most commonly used indicator - the Return on Marketing Investment Coefficient (ROMI), is underlined.
Marketing, 2021
The topic of this paper is theoretical and practical aspect of strategic marketing in the field o... more The topic of this paper is theoretical and practical aspect of strategic marketing in the field of higher education. In the paper is emphasized that the first and the most important step in strategic marketing in universities' education is strategic analysis, with models for analysis of global education's market place. Implementation of marketing strategies in development of universities get new approaches, according to trends on global universities market place. Strategic control is important step in strategic development of universities institutions, through point out on gaps in process of implementation of marketing strategies. The goal of the paper is to define modern approach of strategic marketing in positioning of universities institutions in global environment and digital environment. The key hypothesis in the paper is that strategic marketing present's platform for development and positioning of the universities. In the paper are present results of the in - dept...
Ekonomika poljoprivrede, 2015
The paper presents the selected results of consumers' study of food products in Serbia. It focuse... more The paper presents the selected results of consumers' study of food products in Serbia. It focuses on the products with nutrition and health claims (NHCs) and the analysis of the main consumers' characteristics which influence their awareness and knowledge about NHCs, their attitudes toward products with NHC and their purchase intentions. Different socio-demographic factors that influence consumers' behavior were investigated. Education, gender, age and income of the respondents are the key factors which influence awareness, knowledge and consumption. As those products are closely related to consumers' health, we presented the results based on the differences in health status of the respondents. Main findings show that the respondents with health problems do not consume those products as often as others, which is the outcome of a low level of nutrition knowledge. This represents a major restraining factor for the increase in consumption. After identifying the characteristics of demand, we have suggested some proposals for managers, aimed at overcoming the identified problems, and for government institutions so as to obtain a proactive approach to improving the overall health of the population.
African Journal of Business Management, 2013
The aim of this paper is the theoretical and practical analysis of banking services quality evalu... more The aim of this paper is the theoretical and practical analysis of banking services quality evaluation, for development of e-banking in Libya. E-banking is one of the basic concepts of modern banking services and this approach improves quality of banking and a differential advantage which leads a bank to a better position on market place in competitive environment. Success of e-marketing lies in researching what drives consumers and opportunity to fulfill those needs and wishes in ways so that consumers will be satisfied with banking services for a long time period. In Libya e-marketing and e-banking are new approaches which banks need to accept, according to banking changes in world market place. This paper presents contributions to the development of these approaches in the banking sector in Libya. The study evaluates and analyzes the level of quality of banking services, by applying the theory of the gap using a model SERVQUAL. This will contribute to ensuring an information base...
Marketing Science, 2009
As markets turned more and more competitive, companies had to change their marketing approach. Fr... more As markets turned more and more competitive, companies had to change their marketing approach. From transactional marketing they are shifting to relationship marketing, trying to increase market share by focusing on their most important customers, implementing the concept of key account management). In this paper we tend to introduce the concept of key account management. In final section of this paper we will analyze effects of implementation of key account management, in terms of potential benefits and cautions. .
Marketing Science, 2020
Modern companies are facing much tougher competition than before. In the past, companies were com... more Modern companies are facing much tougher competition than before. In the past, companies were competing, mostly with other companies locally. Now companies can offer their products to customers beyond the local market. Globalization presents a huge chance for companies to grow by an increase in the market size, but as the market size grows, the same happens with the competition. If a company wants to endure, a company is under pressure to innovate, and including customers can affect new product development. The goal of this paper is to determine if including consumers in new product development can affect faster and better quality new product development processes and increase new product value for the company. This analysis should provide us with an answer to the question, should we include consumers, and if we should, when? The results of this paper could act as a guide for managers in developing new products.
This paper analyzes the characteristics of the brand building in the business (B2B) market. Brand... more This paper analyzes the characteristics of the brand building in the business (B2B) market. Branding strategy at the business market is complex and difficult to implement because of the many limiting factors. Building a brand in the business market is marked by very specific characteristics of industrial products. The value of B2B brands is built through functional characteristics and performances of the product (functional values) and emotional value, which together guarantee the delivery a unique experience of business customers. All marketing mix tools can be considered to be branding instruments. The purpose of this paper is to emphasize the importance of applying a branding strategy on business market.
The paper presents the selected results of consumers’ study of food products in Serbia. It focuse... more The paper presents the selected results of consumers’ study of food products in Serbia. It focuses on the products with nutrition and health claims (NHCs) and the analysis of the main consumers’ characteristics which influence their awareness and knowledge about NHCs, their attitudes toward products with NHC and their purchase intentions. Different socio-demographic factors that influence consumers’ behavior were investigated. Education, gender, age and income of the respondents are the key factors which influence awareness, knowledge and consumption. As those products are closely related to consumers’ health, we presented the results based on the differences in health status of the respondents. Main findings show that the respondents with health problems do not consume those products as often as others, which is the outcome of a low level of nutrition knowledge. This represents a major restraining factor for the increase in consumption. After identifying the characteristics of dema...
Specialization of agricultural production is closely associated with increased risk. Insurance is... more Specialization of agricultural production is closely associated with increased risk. Insurance is often used as a method of transferring risk from a farmer to an insurance company. The development of modern agriculture requires widening the scope of insurance coverage. Therefore, the paper analyzes the possibility of adjusting insurance offers to the specific needs in agriculture sector with the aim of increasing the number of insured business entities. First, it is necessary to properly define the marketing mix in agricultural insurance. Second, it is equally important to permanently measure effectiveness and legitimacy of its application. Importance of the most commonly used indicator-the Return on Marketing Investment Coefficient (ROMI), is underlined.
Marketing
Napomena: Rad je prezentovan na naučnoj konferenciji "Izazovi i problemi savremenog marketinga" o... more Napomena: Rad je prezentovan na naučnoj konferenciji "Izazovi i problemi savremenog marketinga" održanoj na Zlatiboru od 17. do 19. novembra 2017. godine i publikovan u zborniku radova čiji je izdavač časopis Marketing.
PROMET - Traffic&Transportation, 2013
This paper considers the effects of combination of two different approaches in developing seaport... more This paper considers the effects of combination of two different approaches in developing seaports positioning strategy. The first one is based on comparing the most important quantitative and qualitative seaports choice criteria by benchmarking method. Benchmarking has been used in creating the appropriate model for efficient marketing positioning of Aegean, Adriatic and Black Sea seaports. The criteria that describe the degree of these seaports competitiveness are chosen upon the investigation of ports customers’ preferences. The second employed approach based on matrix game concept has been used for the purpose of optimal repositioning of the ports. Though, nine selected ports’ functions are treated in a way that they are divided into two sets: one composed of the functions which are to be developed, and the other consisted of the functions for which it is expected to be suppressed in the future. According to the numerically obtained results the ports are repositioned, and corres...