Lietuvoje sunkmečio laikotarpiu kiekviena organizacija privalo įsigilinti į savo vartotojo poreikius bei efektyviai juos tenkinti, todėl strateginį marketingo planavimą nagrinėsime vertės vartotojui kurimo aspektu. Sporto paslaugas teikiančių įmonių sektoriuje per pastaruosius kelerius metus įvyko daug pokyčių, tarp jų: technologiniai pokyčiai, dalyvavimo sporto veikloje augimas ir kt. Kiekviena sporto sporto paslaugas teikianti įmonė, norėdama efektyviai vykdyti savo veiklą, privalo atsižvelgti į politinę, ekonominę, socialinę, kultūrinę, technologinę aplinką, įvertinti esamus ir potencialius konkurentus bei jų veiksmus, o visų svarbiausia - užtikrinti ilgalaikę, efektyvią bei kryptingą organizacijų veiklą ateityje, kas ir siejama su strateginiu marketingo planavimu. Tačiau pastebime jog jos neturi pastovaus, orientuoto į vertę, strateginio sporto marketingo planavimo modelio, todėl svarbu išanalizuoti strateginį planavimą marketingo srityje: vertės vartotojui aspektu. Ši problema sporto paslaugas teikiančiame sektoriuje mažai nagrinėta ir tyrimai nebuvo atlikti, todėl yra labai aktuali. / All organizations need a strategy to respond to market changes. Strategic marketing planning plays an important role - it is guiding the organization into the future. An effective marketing strategy designed to help businesses to thrive in the future, linking and harmonizing the various activities into a unified whole. Shifting market conditions and consumer needs arising from new, demanding consumer who lives in the wide-ranging life, has many interests and have a high mobility. This user is easy to change buying habits, and organizations to achieve sustainable competitive advantage in its efforts to investigate consumers 'needs, identify your target groups, liaise with customers, positioning your product in the market and effectively meet customers' needs and provide the desired value to the consumer. These actions must be carried out in a planned and deliberate and coordinated among themselves and with the rest of the firm's activities. Thus, the organizations strategic marketing planning activities allows to link and coordinate the various activities of marketing activities into a unified whole and thereby achieve a better overall result. Due to the crisis in Lithuania each sports organizations must look to its user's needs and meet them effectively, and explore the strategic marketing planning for consumer value creation perspective. There has been big changes in the sports industry for last few years: technological, involvement in sports movement growth and many others... [to full text]
| Identifer | oai:union.ndltd.org:LABT_ETD/oai:elaba.lt:LT-eLABa-0001:E.02~2011~D_20141223_175940-25198 |
| Date | 23 December 2014 |
| Creators | Lukašenkinaitė, Monika |
| Contributors | Tamulienė, Vilma, Vilnius University |
| Publisher | Lithuanian Academic Libraries Network (LABT), Vilnius University |
| Source Sets | Lithuanian ETD submission system |
| Language | Lithuanian |
| Detected Language | English |
| Type | Master thesis |
| Format | application/pdf |
| Source | http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2011~D_20141223_175940-25198 |
| Rights | Unrestricted |
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