Panyor Ágota: The importance of niche marketing strategy on the market of "special foods". In: Review of faculty of engineering : analecta technica Szegedinensia. pp. 75-82. (2009)
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Absztrakt (kivonat)
The agri-food market of the developed countries has become saturated, healthy nutrition is emphasized, and the food safety is valued. The oversupply of mass products has made a great competition, wher e the small and medium- size firms should find outbreak points to stay alive. One possibility is to produce special, unique products with high added value and high quality. Special food products - their uniqueness may derive from tradition, geographical characteristics or organic production - satisfy special demands. Because of producing them in low quantity, they are suitable for filling market gaps (niche). The application of the niche marketing could help companie s to stay in the quantity products' market with their special products. With the niche orientation they could stabilize their customers and make themselve s diffe r from their competitors. To make the niche marketing effective, collective marketing activity is necessary. Although companie s recognize the importance of adaptation to the different market situations, they can't take the suitable steps alone. Therefor e collective marketing has distinguished importance, for in its frame market research, product policy, advertising and distribution channels can be operated more efficiently, while companie s can keep their corporate identity.
| Mű típusa: | Cikk, tanulmány, mű |
|---|---|
| Befoglaló folyóirat/kiadvány címe: | Review of faculty of engineering : analecta technica Szegedinensia |
| Dátum: | 2009 |
| ISSN: | 1788-6392 |
| Oldalak: | pp. 75-82 |
| Nyelv: | angol |
| Befoglaló mű URL: | http://acta.bibl.u-szeged.hu/38400/ |
| Kulcsszavak: | Közgazdaságtudomány |
| Megjegyzések: | Bibliogr.: 82. p. ; összefoglalás angol nyelven |
| Feltöltés dátuma: | 2016. okt. 15. 12:25 |
| Utolsó módosítás: | 2021. jan. 27. 09:53 |
| URI: | http://acta.bibl.u-szeged.hu/id/eprint/11798 |
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